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| − | Behavior change has become a central objective of public health interventions over the last half decade, as the influence of prevention within the health services has increased. The increased influence of prevention has coincided with increased multi-lateral and bi-lateral aid in the area of human development, and the increased need for the international development community to show cost-effectiveness for allocated dollars spent. |
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| + | {{Main|Behavioral change theories}} |
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| − | Behavior change programs, which have evolved over time, encompass a broad range of activities and approaches, which focus on the individual, community, and environmental influences on behavior. |
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| − | Behavior change programs tend to focus on a few theories which gained ground in 1980s. |
+ | Behavior change programs tend to focus on a few [[behavioral change theories]] which gained ground in the 1980s. These theories share a major commonality in defining individual actions as the locus of change. Behavior change programs that are usually focused on activities that help a person or a community to reflect upon their risk behaviors and change them to reduce their risk and vulnerability are known as [[intervention (counseling)|interventions]]. See also "The [[Transtheoretical Model|Transtheoretical (Stages of Change) Model]] of Behavior Change," "The [[Theory of Reasoned Action]]," "The [[Health Belief Model]]" and the [[Health Action Process Approach]]. |
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| − | See also 'The [[Transtheoretical Model]] of Behavior Change', 'The [[Theory of Reasoned Action]]', 'The [[Health Belief Model]]', 'The [[Stages of Change Model]]'. |
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| + | ==Methods== |
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| − | It is one of the characteristics of Behavior Change Communication, or BCC that its practitioners keep coining new terms to describe their approach — recent ones include [[Strategic Behavioral Communication]] (SBC); [[Information, Education, Communication]] (IEC); and [[Communication for Social Change]] (CSC). True, some of these terms are more about behavior and change than others, but all do share the belief that through communication of some kind, individuals and communities can somehow be persuaded to behave in ways that will make their lives safer and healthier. |
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| + | {{Main|Behavior change methods}} |
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| − | The shifting terminology, a characteristic of this field, is a pointer to the fact that BCC is an evolving area, rather than a coherent topic. It is neither a discipline, nor a science or an art. It encompasses conflicting approaches, too little measurement of impact, a variety of theories, and approaches that some feel are too mechanistic. Theories emerging from the West reflect change ideologies rooted in rational choice, individual transformations, and the role of reason and knowledge. BCC practices emerging in developing countries illustrate the role of the community, social acceptance, emotion, and emulation in personal change. |
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| + | Behavior change programs, which have evolved over time, encompass a broad range of activities and approaches, which focus on the individual, community, and environmental influences on behavior. The term [[Behavior Change Communication]] (BCC) specifically refers to community health-seeking behavior, and was first employed in HIV and TB prevention projects. More recently, its ambit has grown to encompass any communication activity whose goal is to help individuals and communities select and practice behavior that will positively impact their health, such as immunization, cervical cancer check up, employing single-use syringes, etc. |
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| − | Villagers in a Kenyan community, for example, offered this theory of behavior when asked: the experiences a person undergoes trigger emotions, positive or negative. These shape attitudes, which lead to behavioral choices. One person’s behavior becomes another person’s experience, and the cycle begins again. |
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| − | This simple, [[folk psychology|home-grown theory]] has much wisdom. It suggests that if a person’s experience is the key to his or her behavior, then one way to stimulate new behavior might be to expand this pool of experience. NGOs in Kenya, such as PATH, have designed ways to bring about experience-sharing through deep dialogue in groups and theater processes. In India, participatory community-driven theater among sex workers led to passionate and heartfelt dialogue. In many cases, the critical reflection triggered by these discourses has led participants to self-driven behavior changes. |
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| − | One school of thought argues that BCC that focuses on “target” audiences and fixed, externally determined behavioral outcomes can violate the very principles that underlie work in the community: dignity, participation, and choice. Focusing on community involvement can lead to deep and durable changes. If BCC practitioners can support communities in understanding their risks, and helping them design behavior change solutions that will work for them, perhaps we will begin to understand where the true transformational power of BCC lies. |
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| + | ==Areas of application== |
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==See also== |
==See also== |
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| − | * [[ |
+ | * [[Behavior management]] |
* [[Behaviour modification]] |
* [[Behaviour modification]] |
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* [[Behaviour therapy]] |
* [[Behaviour therapy]] |
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| + | * [[Culture change]] |
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| + | * [[Learning]] |
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* [[Lifestyle changes]] |
* [[Lifestyle changes]] |
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| + | * [[Motivational interviewing]] |
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* [[Personality change]] |
* [[Personality change]] |
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| + | * [[Readiness to change]] |
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==References & Bibliography== |
==References & Bibliography== |
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| − | [[Category:Behavior]] |
+ | [[Category:Behavior change]] |
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| − | [[Category:Aid]] |
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Latest revision as of 10:42, 25 August 2012
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Behavior change refers to any transformation or modification of human behavior. Such changes can occur intentionally, through psychotherapy, behavior therapy,behavior modification or educational interventions, or occur spontaneously. Substantial behavior change may be related to processes of personal and emotional development or mental illness.
Theories
- Main article: Behavioral change theories
Behavior change programs tend to focus on a few behavioral change theories which gained ground in the 1980s. These theories share a major commonality in defining individual actions as the locus of change. Behavior change programs that are usually focused on activities that help a person or a community to reflect upon their risk behaviors and change them to reduce their risk and vulnerability are known as interventions. See also "The Transtheoretical (Stages of Change) Model of Behavior Change," "The Theory of Reasoned Action," "The Health Belief Model" and the Health Action Process Approach.
Methods
- Main article: Behavior change methods
Behavior change programs, which have evolved over time, encompass a broad range of activities and approaches, which focus on the individual, community, and environmental influences on behavior. The term Behavior Change Communication (BCC) specifically refers to community health-seeking behavior, and was first employed in HIV and TB prevention projects. More recently, its ambit has grown to encompass any communication activity whose goal is to help individuals and communities select and practice behavior that will positively impact their health, such as immunization, cervical cancer check up, employing single-use syringes, etc.
Areas of application
- Behavior change (public health)
See also
- Behavior management
- Behaviour modification
- Behaviour therapy
- Culture change
- Learning
- Lifestyle changes
- Motivational interviewing
- Personality change
- Readiness to change
References & Bibliography
Key texts
Books
Papers
Additional material
Books
Papers
External links
External links
- Johns Hopkins Bloomberg School of Public Health Center for Communication Programs specializes in health-related BCC programs, primarily in developing countries. It includes programs in reproductive health and family planning, tuberculosis, malaria, clean water and sanitation, and HIV/AIDS.
- Private Sector Partnerships USAID project focused on increasing the private sector's role in providing high-quality health products and services in developing countries.
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