Behavior Change Communication
Behavior change communication concerns strategies to change attitudes and consequently behavior. It covers political communication, health communication, development communication, propaganda, advertising, public communication, including public affairs, public information, and public relations. Forms of behavior change communication that most involve cross-cultural contacts are development communication, international public relations, and advertising. The history of development communication shows strategies that have been information based and top-down, mostly using traditional mass media. Recently approaches have changed from a dependency model to a participatory model. Central to public relations theory and practice are the concepts of relationship and publics of which the practical applications vary with individualism and power distance. A universal approach will not be effective. When going international also advertisers have to be aware of the importance of culture. Advertising styles vary with interpersonal communication styles. Advertising that deviates from the values and norms of a culture is not effective.
KeywordsDevelopment Communication Public Relation Uncertainty Avoidance Interpersonal Communication Communication Style
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