Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015

Communication is a dynamic process which is yielded an important tool for health communication. But studies looking at communication effects on behavior have yielded contradictory results. Thus, one of the tenets of health communication is the need to conduct extensive intervention evaluation (WHO, 2009). This was done t fill in the absence of a systematic evaluation of health programs most especially among the dengue communications employed in Barangay Buhangin Proper. This study employed an exploratory sequential design which involved both quantitative and qualitative procedures. It has also utilized a correlational design to test the extent of influence brought by the dengue communications on the residents? information exposure, communication acceptance, knowledge, self-efficacy and actual practices on dengue prevention. The first phase of the study utilized an interview schedule among one hundred eighty randomly selected respondents coming from the two at risk purok. To provide an in depth explanation of the findings, the second phase of the study followed two focus group discussions conducted among the randomly selected participants from the same sample population. Furthermore, the study also looked into flow of influence among the respondents by ascertaining their ability to influence others and being influenced by others. Results indicated significant relationships between information exposure, media exposure, self-efficacy and actual dengue practice and the ability to influence others. On the other hand, self efficacy and communication acceptance has shown a significant correlation with being influenced by others to practice of dengue prevention and communication acceptance to knowledge on dengue prevention, and their knowledge, self-efficacy and actual practices on dengue prevention. Interpretation of the finding has led to several conclusions. The disconnect between information exposure and the knowledge, self-efficacy, and actual practice can be associated with three basic reasons: 1). Vulnerability to memory biased since it was measures through self reports, 2). The national program on dengue prevention was established years ago 3). The use of time frame to stimulate recall, worked negatively since the individual was only able to supply a response that is constrained by the 12-month time frame. Thus, the study recommends future studies to employ a more unrestrained but accurate method of determining information exposure in a non-controlled condition. Furthermore, Interpersonal communication has played an important role in the transfer of information which creates a locus of influence among the residents of the community. Theoretically speaking, results have also shown significant relationships between knowledge, self-efficacy, and actual practices of dengue prevention. This result has been reflective of the postulation of Theory of Planned Behavior (TPB). Results of this study has supported that behavior is indeed predicted by self-efficacy.