Beyond the medical-informational model: Recasting the role of communication in tuberculosis control

Although communication has recently gained increased recognition in tuberculosis (TB) control programs, current thinking and practice remains boxed within the epistemological boundaries of the “bio-medical” model. The latter posits that information about transmission and care is crucial to promote early diagnosis and treatment. However, when populations confront a series of socio-cultural and structural barriers to access TB care, medical knowledge and awareness alone cannot effectively promote ideal practices. The article suggests that communication programs need to adopt a “social rationality” perspective based on nuanced understanding of community experience of TB. Suggestions are offered about how communication contributes to addressing challenges in TB control.