The sender is the originator of the message. The source can be an individual or group, an institution or an organisation. People are exposed to communication from different sources, but are most likely to accept communication from a person or an organisation that they trust because they consider it to be a good source of reliable information.
Credibility can come from:
A person from a similar background to the members of the community is more likely to share the same language, ideas and motivations and thus be a more effective communicator.
One of the main reasons for communication failure is when the source comes from a different background from the receiver and uses inappropriate message content and appeals.
Look at the box below. Why do you think that more overlap will make communication more effective? Give some reasons for your answer.
Communication is likely to be successful if there is a high overlap with characteristics shared in common by the sender and the receiver.
If there is little overlap and many differences remain between source and receiver then communication is likely to be unsuccessful.
When the source comes from a similar background to the receiver he or she is more likely to share the same language, ideas and motivations and be able to communicate more effectively. This will increase the credibility of the message.
Look the box below and tick all the items on the list which you have observed when people are communicating with each other. After you have done this think about which items are about including the listeners and which items you think are about being clear. As you do this remember that some items might do both.
An effective health communicator:
You will probably have decided that many of the items above are both about being inclusive and being clear. By being clear you are actually including more people. For example by answering questions fully you are being both clear and increasing the chances of more understanding on the part of those listening to you.