CSK 3212: CHANGING BEHAVIOR THROUGH COMMUNICATION

Course description

This course surveys major theories used to predict when and under what circumstances individuals are most likely to change their behavior. Behavior change includes a variety of actions, such as voting for a candidate, purchasing a product, joining a social networking group, or adopting a new health habit. Individual-level, interpersonal-level, and community-level models of change are covered.

Course objectives

By becoming familiar with specific theories and the empirical support for those theories, students will learn how to use social-science based models to guide their communication strategies effectively.

Course Content:

1)  Introduction

a)  Defining Behaviour Change, Behavior Change Communication

b)  The behaviour change process

c)  Behaviour change theories

d)  Principles of changing behaviour

2)  Behaviour change programs

a)  Defining the problem

b)  Audience targeting

c)  Conducting format assessment

d)  Segment target population

e)  Defining communication and Behaviour change objectives

f)  Selection of communication channels

g)  Designing key messages and materials

h)  Pre-testing materials and messages

3)  Dissemination, Implementation, Monitoring and Evaluation

a)  Message dissemination

b)  Monitoring BCC programs

c)  Evaluation and re-planning

d)  Evaluation of message effect

4)  Designing a communication strategy

a)  Introduction

b)  Steps

c)  Key elements

5)  Effective of behaviour change communication

a)  Commanding attention

b)  Catering for the heart and mind

c)  Clarity of message

d)  Consistency checks

e)  Communicating a benefit

f)  Creating trust

g)  Calling for action

Learning Outcomes:

By the end of the course students should be able to:

i.  Use behaviour change models in any context of change

ii.  Develop appropriate strategies for dealing with behaviour change for development purposes

Instruction methods:

·  Lectures

·  Case Studies

·  Group Discussion and Class Presentations

·  Activity Research Work

Course assessment:

Coursework = 30%

Final Comprehensive Examination = 70%

References:

  1. Fraser C & Restropo E. S, (2000) Communication for Development Human Change For Survival, New York, IB Tauris Publishers
  2. Melkote, Srinivas R (2000) Communication for Development in the Third World: Theory & Practice, Sage Publications, New Delhi
  3. Lahey, L. & Kegan, R. (2002). How the way we talk can change the we work: Seven Languages of Transformation