Improving health through changing norms from a communication complex perspective

A growing body of theory and research suggests that a reflexive, not linear causal relationship exists between communication and social norms. Furthermore, This relationship exists from the cultural down to the epigenetic level of action. Indeed, we find patterns of interconnection between human biology and communication that both promote consistent ways of being that we label social norms and impact the health of all of those participants in a given community. This carries strong implications for health communication in general and risk communication interventions in particular. This paper first details the theory and research that comprise the basis for an approach labeled Communication Complex (CC). Drawing on theory and research from communication, anthropology, psychology, and neuroscience, CC is a synthesis of work that shifts our focus from the simple transmission of information to the more complex role that communication plays in the health of individuals and communities. Secondly, the paper discusses the implications for health and risk communication interventions, both in the US and internationally. CC health and risk strategies offer a perspective that can redefine community as well as individual interventions to reduce the number of preventable deaths and improve the health of the community overall. To illustrate the difference a recent case study will be presented that highlights the expanded possibilities for practitioners taking a CC approach.