ETIKA & KOMUNIKASI

DALAM PROMOSI
KESEHATAN

Dinasti Pudang
Binoriang
THE PUBLIC HEALTH SYSTEM
Sistem
pemberi
pelayanan
kesehatan

Kelompok/ Pemberi
Masyaraka t kerja dan
Bisnis

Memberikan
Jaminan
Kesehatan
Kepada
Masyarakat
Infrastruktu
r Kesehatan Media
masyaraka t Komunikas
i

Akademisi 2
6/23/2023
 Health
Communication

Promotion of
Health care delivery
public health

Interpersonal Mediated
Communication Communication

From: http://www.drrangarajan.com/comm5000_6000/Class1-Notes.ppt.
 C
- Mengembangkan keterampilan pribadi O
M
- Membangun kebijakan public yang sehat
- Menciptakan lingkungan yang mendukung M
- Mendukung/ mempromosikan aksi komunitas
U
- Re-orientasi layanan N
I
C
A
T
Health Promotion Principles I
O
N
SOCIAL DETERMINANTS OF HEALTH

Over the life span

Meningkatkan pengetahuan dan kesadaran audien
yang dituju tentang masalah Kesehatan atau solusi
kesehatan

Mempengaruhi persepsi, keyakinan, sikap yang

dapat merubah norma social, melakukan
Tindakan, mendemonstrasikan ketrampilan yang
sehat

Memperkuat pengetahuan, sikap dan

perilaku

Menunjukkan manfaat perubahan

perilaku
Advokasi pada masalah Kesehatan atau
kebijakan

Meningkatkan permintaan atau

dukungan untuk pelayanan Kesehatan

Menyanggah mitos atau

kesalahpahaman

Memperkuat hubungan
organisasi
BAGAIMANA MENURUT ANDA?

• "Virus Corona tidak masuk ke Indonesia karena setiap hari

kita makan nasi kucing, jadi kebal“
• Pencegahan virus dengan memperbanyak wudhu dan
baca Qunut saat sholat
• "Karena perizinan di Indonesia berbelit-belit maka virus
Corona tak bisa masuk“
• Memberikan diskon untuk sektor pariwisata agar kembali
bergairah. Padahal di waktu yang sama, banyak negara
sudah mulai menutup akses masuk dan keluar ke
wilayah negara.
9/3/20XX 8
CONCEPTUAL TRENDS IN COMMUNICATION
FOR SOCIAL CHANGE AND HEALTH
COMMUNICATION
 People as objects Agents of own change

Delivering messages Supporting

dialogue/debate

Individual behaviour focus Social

norms/policies/culture
and supportive environments

Persuading people Negotiating the best way

forward

Away from technical experts People affected in central

role

Communication for social change

and health promotion
COMMUNICATION, CULTURE AND HEALTH

Mengkampanyekan pesan yang umum pada

sebagian besar audien

Kampanye secara terpadu, dengan variasi pesan

yang sistematis untuk meningkatkan relevansi
bagi segmen audien yang berbeda serta
mempertahankan satu pesan fundamental

Mengembangkan pesan atau intervensi yang

jelas berbeda untuk setiap segmen audien
 Culture as a central element in health communication
 Two approaches (Dutta, 2009)

 Cultural sensitivity

 Culture-centered

 Two levels (Resnicow and Braithwaite, in Freimuth 2004)

 Surface structure

 Deep structure
 AUDIENCES AND HEALTH
COMMUNICATION
• Powerful media assumptions in many health
communication campaigns
• Effects of health messages
• Limited attention to audience reception and negotiation of
meanings
• Analysis of reception of health messages – an audience
perspective
• Media ethnography and reception studies
 TRENDS IN HEALTH
COMMUNICATION PRACTICE
 TRENDS IN HC PRACTICE
Evaluate communication strategies and
tactics and identify under which
conditions they function more effectively
 Maximize resources/impact
Identify strategies for synthesis and
integration of multiple data
sources
 Epi data – Polio
 Socio-demographic data-marketing –

audiences/lifestyles
 Qualitative / ethnographic data /sense-
 TRENDS IN HC PRACTICE
Integrate communication strategies into
broader public health initiatives
Evaluate aspects related to cost, reach,

impact, etc.
 Interdisciplinary teams
Create trust and credibility
 Prepare audiences
Ethical Considerations
 CHALLENGES IN
HEALTH
COMMUNICATION
THEORY AND
PRACTICE
 CHALLENGES

⯈Incorporating increasing theoretical growth and

interdisciplinarity – from public health,communication, and
other disciplines
⯈Reflecting trends toward theoretical and
methodological convergence– strategic and catalyzing;
participatory; multimedia; change at different levels
 CHALLENGE
S
 Addressing structural issues that determine people’s
health or create vulnerability
 Responding to increased (donor) pressure
on demonstrating impact of interventions
 Incorporating innovative evaluation methodologies -
ethnographic approaches that provide deeper
understanding of complexity of public health issues
 CHALLENGE
S
 Positioning itself as a legitimate field through
professional and graduate level training
 Emphasis on competency-based training
 FINAL THOUGHTS

 Growth of health communication as field –

different approaches
 Expansion of health communication thinking

and integration into broader development and

social change issues
TERIMA
KASIH 2
2
Presentation Title

9/3/20XX