I am currently reviewing Module 0 (Facilitator's Handbook), which lays an important foundation for the rest of the course. It breaks down concepts and principles that are to be used throughout the course.
These include:
- THE DEFINITION OF SOCIAL AND BEHAVIOUR CHANGE COMMUNICATION (SBCC)
- AN OVERVIEW OF THE COURSE
- CURRENT PROJECTS
- CHARACTERISTICS OF SBCC
- TEN SBCC PRINCIPLES
- THE THEORETICAL BASE OF THE SOCIO-ECOLOGICAL MODEL
On Day 05 I reviewed sub heading four: “Characteristics of SBCC”. I learned that SBCC has three (3) characteristics:
SBCC is a process.
- It is interactive, researched, planned and strategic;
- It aims to change social conditions and individual behaviours.
- individual knowledge, motivation, and other behaviour change communication concepts
- social, cultural, and gender norms, skills, physical and economic access, and legislation that contribute to an enabling environment
SBCC uses 3 key strategies:
- ADVOCACY – to raise resources as well as political and social leadership commitment to development actions and goals
- SOCIAL MOBILIZATION – for wider participation, coalition building, and ownership, including community mobilization
- BEHAVIOUR CHANGE COMMUNICATION – for changes in knowledge, attitudes, and practices among specific audiences
Over the next few days, I will discuss each of these characteristics in detail.
TODAY I WILL CONTINUE TO DISCUSS CHARACTERISTIC 2: SBCC uses a socio-ecological model for change, and I will specifically focus on “Examples of behavioural theories and models.”
Photo: Google images
Yesterday, I learned why it is important for practitioners to study theories and models. Today, I will study some examples of behavioural theories and models, at the individual, interpersonal, and community/social level.
>> INDIVIDUAL LEVEL
Stages of Change Theory was conceptualized as a 5-stage process related to a person's readiness to change:
1) Pre-contemplation
2) Contemplation
3) Preparation
4) Action
5) Maintenance
I learned that before attaining the goal of maintenance, people progress through these stages at varying rates, and many times they move back and forth along the continuum a number of times.
Social and behaviour change communication programmes using this theory consider the following questions:
- At what stage is the audience with respect to the desired action - e.g. adoption of hand-washing?
- What information, support, or messages do audience members need at that stage?
>> INTERPERSONAL LEVEL
Interpersonal Level Theory of Social Learning posits that people learn how to behave by:
1) observing the actions of others;
2) observing apparent consequences of those actions;
3) checking those consequences for their own lives;
4) rehearsing and trying out those actions themselves.
I learned that a communication program which uses this theory builds on key individuals in the community modeling the desired behaviours. A key concept to measure would be the individual's level of self-efficacy by answering the following question:
- To what degree do people believe they have the ability by their own actions to achieve desired results, e.g., correct condom use?
>> COMMUNITY/SOCIAL LEVEL
Community/Social Level Diffusion of Innovations Theory describes how new ideas and practices -- innovations or technologies, such as the use of indoor residual spraying for malaria prevention -- are spread through social networks over time.
This spread depends on the perceived characteristics of the innovation and characteristics of the social network.
Research would try to answer the following questions about existing social networks:
- How connected are different networks?
- How large are the different networks?
- Who are the leaders and innovators in those networks?
Interested in signing up for this course? CLICK HERE.
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C-Modules were developed by C-Change, funded by USAID under Cooperative Agreement No. GPO-A-00-07-0004-00. The six modules can be freely downloaded and used, provided full credit is given to C-Change as follows: C-Change (Communication for Change). 2011. C-Modules: A Learning Package for Social and Behavior Change Communication. Washington, DC: FHI 360/C-Change.
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