Information is Not Communication

CEBU, Philippines - What then seems to be the problem? Are there not enough media coverages on nutrition? The report disclosed that media coverages on nutrition are as malnourished as stunted and wasted children. It is not about the number of times articles appear on newspapers, plugs on radio and television and blogs on internet sites. These are nothing but information transfer. Information means simply giving out the message. As to whether these messages have actually communicated is a different story.

As the FAO pointed these so succinctly and candidly, all media activities like press releases, radio plugs, ad placements and website postings are traditionally seen as “transferring information” about nutrition rather than behavior change or professional skills development. In other words, for nutrition to have been effectively, quantitatively and qualitatively communicated is for behavioral change to take place and to be made manifest among the audiences to whom the communication was addressed. Absence of behavioral change equates to failure of communication to have been consummated.

Little nutrition education is going in schools and it is unclear how far school gardening and school feeding contribute educationally. Mostly it is because there are no formative inquiries and evaluation against standard practice. The FAO also pointed out that most IEC materials (information, education and communication materials) consist mainly of talks and advice, presentations, leaflets, posters, caps, tumblers, where the communication structures and flow is top-down and one-way. There is a need for participatory and evaluative approaches for communication to have actually affected behavior or for transformation to have taken place. The equation is such that no transformation, no communication.

Doctors, health professionals, extension workers and schoolteachers were identified to be prioritized in being given nutrition education and communication training largely because of their contact and authority in the community.

Question is, are they willing to go through the nutrition education and communication training? And if willing, can they be effective in communicating transformation in behavioral and dietary change?

If the son of Mrs. Madrasta continues to shovel huge servings of steak, mayonnaise and ice cream, while the children of the laundry woman are stunted, wasted and underweight despite being breastfed, it can be said there is something wrong with communicating nutrition – it’s impoverished. There is something wrong with educating nutrition – it’s malnourished. (FREEMAN)