Public Health Communication

This thesis focuses on communication in the field of health, through an analysis of different models of awareness aimed at changing behavior. Indeed, despite the various prevention campaigns, public health problems persist in Morocco, which calls for a reconsideration of the awareness paradigm applied by the Ministry of Health. This model, adopted at the national level since the 1970s, is essentially based on linear communication schemes in which the citizen is perceived as a simple receiver of information, whose understanding is supposed to lead to the adoption of social and health behaviors. However, this approach proves to be reductive of the different inter and intra-individual interactions that surround human communication situations. Thus, this research work aims to explore the various theoretical and practical outlets relating to behaviour change with a view to extrapolating them to the Moroccan context, through the study of the case of awareness-raising communication about a neglected tropical disease in a town in eastern Morocco.