Generally speaking, the factors that affect the effect of educational communication are the changes of the receiver's feelings, thoughts, attitudes and behaviors after receiving the information. But with the development of communication, the definition of communication effect has been greatly expanded. So what are the factors that affect the effect of educational communication?
Factors affecting the effect of educational communication 1 There are four main factors affecting the effect of educational communication:
(a) the media
The public's requirements for the media are: first, it should be simple and easy to use, easy to master and easy to obtain; Second, it is more effective, that is, its use effect is generally valued and recognized. When it is particularly effective, even if it is difficult to use and control, people will try to get it or master it.
These two factors can be summarized as one way:
Selection probability = guarantee of return/degree of effort
As can be seen from this formula, the probability of choice is directly proportional to the guarantee of reward, but inversely proportional to the degree of effort. Therefore, public relations work should pay attention to choosing the right media to spread information, and improper selection may not receive it or have no influence.
(B) the content and expression of information
The content of information, that is, whether the information transmitted by the communicator is concerned and interested by the receiver, whether it is important, fresh, reliable and credible, is the central point of the receiver's value judgment and the key to determining the communication effect.
When disseminating information, public relations personnel should pay attention to the interest of the content, the relevance to the audience, the reliability of the information source, the authenticity of the content, and the objectivity and scientificity of the viewpoint.
Besides the requirements of the content itself, the expression of the content is also very important. Inappropriate forms and methods, even the best content is difficult to spread, and may even cause misunderstanding or even disgust. The expression includes the image and authority of the communicator, the structure, rhythm and change of the content, the method, tone and intonation of words and sentences.
(c) duplication of information
The more times a person is exposed to certain information, the easier it is to accept it. When the same message is sent many times, the receiver will gradually change from unfamiliar to familiar, from indifferent to cordial, and even after long-term contact, this specific content form will be integrated into life.
Therefore, the long-term repetition of the same information is an important factor to achieve or even enhance the communication effect.
(four) the conditions for the recipient to receive the information
Whether time and space are conducive to the receiver's reception also has a considerable impact on the communication effect. There are all kinds of interference in the receiving environment of the receiver or there is not enough time to receive it, which will affect the input of the receiver and greatly reduce the effect.
From the type of communication, different communication methods have different effects. Personal communication has the best communication effect and the highest communication rate among all kinds of communication forms, and the communication effect of other forms is not half as good, but the influence of personal communication is very limited.
With the increase of communication groups, the pertinence and concreteness of communication content decrease, and the quality and quantity of feedback decrease, so the effects of group communication and mass communication are vague and not obvious.
Therefore, communicators suggest that these two kinds of communication only have "moderate effect", that is, a particular communication activity has limited effect on a certain recipient. The influencing factors are the mentality of the recipient, and the influence of the groups and individuals around the recipient.
There are 2 1 and social factors that affect the effect of educational communication.
This is mainly from the speed and scope that affects the communication effect. Communication activities in human history have experienced four stages of development: oral communication, written communication, printed communication and electronic communication.
The first is oral communication, and the second is written communication that breaks through time and space restrictions. These two stages occurred before modern civilization. Before modern times, the range of human communication activities was small, the amount of information was small and the purpose was single.
Information dissemination takes a long time and is slow, and the dissemination effect is very limited. The reason was that the means of communication at that time were backward, only bonfires, carved stones, post horses, homing pigeons and so on. These communication methods have great limitations.
After entering the period of modern civilization, human communication activities have developed to large-scale printing communication of copied information, and finally even advanced to electronic communication that is increasingly connected with the whole world. Among them, electronic communication has experienced radio, television and network.
Especially after the emergence of the Internet, information dissemination is no longer affected by time, space, place and other factors, especially the emergence of the fourth and fifth media, which enables people to obtain information anytime and anywhere.
There are many sources of information, many people participate in information dissemination, and there is a large amount of information. The audience's reception of information is no longer a single one-to-one mode, but can be purposefully selected according to personal preferences and needs, or it can be multiple and multi-directional.
At this time, the mass communication is wide, the communication speed is fast, and the information update speed is also fast. More importantly, the status of communicators and receivers has also changed. The communicator can be the receiver of other information at the same time, and the receiver can also spread other information at the same time and become a communicator. The two are contradictory. Mass communication at this time is like a silent spiral.
Both the communicator and the receiver have subjective initiative. When people express their thoughts and opinions, if they see that the opinions they agree with are widely welcomed, they will actively participate, and such opinions will be published and spread more boldly.
And when I find that a certain point of view is ignored or rarely ignored, and sometimes even attacked by groups, even if I agree, I will remain silent. The silence of one party leads to the increase of the opinions of the other party, and so on, forming a spiral development process in which one party's voice is getting stronger and stronger and the other party is becoming more and more silent, and the effect of mass communication has changed greatly.
2. Human factors.
Human factors that affect the effect of mass communication can be divided into two categories:
(1) source.
Western scholar hovland and others once put forward such a concept: the concept of credibility effect, that is, the higher the credibility of a news source, the greater its persuasion effect; The lower the credibility of the source, the lower the persuasion effect. Credibility includes two elements: the first is the credibility of the communicator;
The second is professional authority. According to the receiver's realistic psychology when accepting information, that is, the information is true and credible. The credibility and professional authority of the source greatly affect the communication effect.
In addition, the receiver also pursues novelty: the information is novel and attractive;
Brief: the information is short and concise, simple and clear;
Seeking proximity: information is close to the recipient's psychology in life, region, emotion, cognition and knowledge. According to the psychological characteristics of the receiver, the speed and content of the information disseminated by the communicator directly affect the communication effect.
(2) the receiver.
The recipient is the communication object, and the attributes of the communication object usually include: gender, age, education level, occupation and other demographic attributes; Interpersonal communication network;
Group ownership and group norms; Personality and personality characteristics; Personal emotional experience and experience. These factors affect the receiver's reception and understanding of information to a certain extent, thus affecting the communication effect. For example, the recipient's personality determines the communication effect.
Dzhanis, the proponent of the "self-confidence hypothesis", said that the strength of self-confidence is closely related to the strength of persuasion. The stronger the self-confidence, the lower the persuasion; The weaker the self-confidence, the more convincing it is.
Besides the personality of the recipient, there are also the characteristics of personal information behavior that affect the communication effect. Information behavior refers to various behaviors of individuals seeking, contacting and processing information.
Recipients not only accept information selectively, but also actively seek and use information for various reasons. The motives of the recipients seeking information mainly include: recreation, killing time, seeking information, solving problems or meeting social psychological needs. They usually choose to accept information that is consistent with their own ideas, needs and concerns.
Factors affecting the effect of educational communication 3 factors affecting the effect of educational communication:
1, disseminator: professional knowledge and skills, self-authority, self-cultivation skills.
2, information: information science, easy to understand, close to the target population.
3. Media channels: accessibility, popularity and characteristics of media channels.
4. Recipient: Know how to edit and adapt.
5. Environment: Reduce adverse effects.
The dissemination of educational information is a very complicated process, and its dissemination effect is directly or indirectly affected by many factors. The factors that affect the effect of educational communication include disseminators, information, media, audience and environment.
(1) communicator
The disseminator is the main body of educational information dissemination, which has many functions, such as collecting, producing and disseminating educational information, processing feedback information, evaluating the dissemination effect and so on. Therefore, the quality of the communicator directly affects the communication effect. In order to ensure the effect of healthy communication, communicators should pay special attention to the following points:
1, establish a good image.
2. Collect and select valuable information for the recipients.
3. Ensure the information is accurate, vivid, easy to understand and applicable.
4, according to the characteristics of the recipient, choose the appropriate communication channels.
5, timely understand the recipient's response to information and communication effect, and constantly adjust communication behavior.
(2) Information
Educational information refers to information related to people's health, and generally refers to all knowledge, technology, ideas and behavior patterns related to people's physiological, psychological and social adaptability. Educational information is the content of health communicators, and it also directly affects the communication effect. Therefore, educational information should have the following characteristics:
1, the symbols are universal and easy to understand, that is, the symbols used in the process of information transmission must be universal and easy to understand, so as not to be passed down.
2. Scientificity is the life of educational information and the fundamental guarantee to achieve the effect of healthy communication.
3. The selection, production and dissemination of targeted educational information must be aimed at the needs and characteristics of the audience.
4. Instructive education information should have strong practical guiding significance, telling the recipients how to use health knowledge and skills, and making the recipients take healthy behaviors voluntarily.
(3) means of communication
The so-called means of communication refers to the ways and channels of information transmission. In the process of health communication, there are many modes of communication, and different modes of communication will have a direct impact on the communication effect.
1, common health transmission routes
(1) Oral communication: such as speech, report, discussion, consultation, etc.
(2) Text dissemination: such as newspapers, magazines, books and leaflets.
(3) Image communication: such as pictures, specimens, food, models, etc.
(4) Electronic media communication: such as movies, television, radio, videos, slides, projections, etc.
2, the principle of choosing the route of transmission
Health communicators should choose communication routes according to people, places and times to ensure the communication effect. When choosing the route of transmission, health communicators should follow the following four principles:
(1) Accuracy principle: ensure that information can be accurately delivered to the recipient.
(2) The principle of pertinence: according to the specific recipients and specific circumstances, choose the transmission route.
(3) The principle of fast speed: strive to deliver the information to the receiver as quickly as possible.
(4) The principle of economy: On the basis of ensuring accuracy, pertinence and rapidity, consider economic factors and try to reduce the economic burden of communicators and recipients.
(4) the recipient
Audience refers to individuals or groups whose information reaches and is accepted through communication channels, and a large number of audiences are also called audiences. The audience of health communication is social people. Because of their different physiological and psychological characteristics, they have different requirements for educational information and communication channels. Therefore, health communicators should focus on the psychological characteristics and motives of the recipients when formulating information and choosing communication channels.
1, the psychological characteristics of the recipients. When the receiver is exposed to information, there is a general "four essentials" mentality.
(1) Seeking Truth: The information is authentic.
(2) Innovation: the information is novel and attractive.
(3) brevity: the information is short and concise, simple and clear.
(4) Proximity: Information is close to the receiver in life, region, emotion, cognition and knowledge.
2. The receiver's selectivity to information
(1) Selective acceptance: The receiver generally chooses information consistent with his own thoughts, needs and concerns.
(2) Selective understanding: The receiver's understanding of information is influenced by his inherent attitude and belief.
(3) Selective memory: The receiver's memory of information is also selective. People tend to remember the information they like, and it is easy to remember this information.
3. Recipient's motivation: Recipients not only selectively accept information, but also actively seek and use information for various reasons. The motives of the recipients seeking information mainly include: recreation, killing time, seeking information, solving problems or meeting social psychological needs.
(5) Environment
The effect of healthy communication is also influenced by the natural environment and social environment in which communication activities take place.
1, natural environment, such as location, place, distance, light, temperature, environmental layout, etc.
2. Social environment such as socio-economic conditions, cultural customs, social norms, policies and regulations, etc.
The above five factors can directly or indirectly affect the psychology and behavior of communicators and recipients, thus affecting the effect of healthy communication.