Paradigmatic Approaches to Health Communication: An Analytical Study in the Indian Context

Societal communication has become as strong as a basic need of human life. Human beings are social animals and they cannot survive without communication. Communication helps in sharing and transfer of information from one person to another. Various mediums of mass communication like print, electronic and web medium help in influencing our thoughts and opinions to a larger extent. Like all the other aspects of our social media plays an important role in communicating information related to health. And the process to inform, encourage, promote and motivate people about health and health issues is known as ‘Health Communication’. At the time of review of the literature, the researcher reviewed many studies that have been done in the past. The interpretative paradigm has little interest in conducting experiments and counting words or doing anything that attempts to make generalizations or predict or control behavior. The researcher has also consulted books, journals, articles, websites of Ministries etc for the literature part. Reviewing different available literature helped the researcher in understanding the work done in health aspect of rural women. It also helped in understanding the present situation of the identified problem. The researcher plays an active role in constructing these "truths", and the research, therefore, can be biased by the perspective of the researcher; of course the good qualitative research recognizes the potential for such bias and take steps to minimize it. Interpretative researchers employ qualitative methods such as interviewing and participant observation, gathering detailed, descriptive data that they can mine for meaning.