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Communication: Dr. Prakashkumar Rathod
Communication: Dr. Prakashkumar Rathod
Communication: Dr. Prakashkumar Rathod
Presented by:
Dr. Prakashkumar Rathod
Asst. Professor and I/C Head
Dept. of Veterinary & A.H Extension Education
COMMUNICATION
The most important challenge is to find out ways and
means to convey the messages to the farmers in an
effective manner
Necessary to take appropriate decisions on adoption
of the technologies.
Hence, it is important to understand the
communication process, extension teaching methods,
audio visual aids and their usage for effective
communication.
The word communication originated from the
Latin word “Communis” which means
common.
CONCEPTS / DEFINITIONS
Leagans defined communication as a process by
which two or more people exchange ideas, facts,
feelings or impression in such ways that each gains a
common understanding of the meaning and use of
messages.
Communication is the process by which the message
is transmitted from the source to the receiver
(Rogers, 1983)
Communication is anything that conveys meaning,
that carries a message from one person to another
(Brooker, 1949)
Communication is a mutual interchange of ideas by
any effective means (Thayer 1968).
PROCESS OF COMMUNICATION
Most of us are familiar with the five-step process
occurring between a sender and receiver when they
communicate:
1. The sender generates an idea in the mind.
2. The idea is then converted into words, pictures,
sounds, symbols, actions. This is called ‘encoding the
idea’.
3. The encoded idea is transmitted to the receiver.
4. The receiver receives the encoded message through
the senses and perceives it in the mind.
5. The receiver then decodes or converts the messages
back into meaningful ideas in his / her own mind.
Factors affecting communication/ Key
Elements of Communication
1. Communicator
In the context of agriculture and rural development, extension
agent is the communicator who starts the process of
communication.
Knowledge generates through research and as such the
Research Institutes, Universities are the originators of sources
of message.
The extension agent is the communicator, a carrier of
information.
To enhance the process, extension agents may take the help of
some aids, known as audio-visual aids. They also carry back the
reactions of the farmers, their problems etc. as feedback
information to research for finding out solutions for the same.
CREDIBILITY means trustworthiness and competence.
Before the audience accepts any message he will judge
whether the communicator and the organization the
individual represents, can be relied upon and is competent
enough to give the information.
2. Message
The recommendations from research, the technology
constitute the content or subject matter, the message.
Information which is relevant to particular set of audiences,
constitute the messages, otherwise for them this is ‘noise’.
A good message clearly states what to do, how to do, when to
do and what would be the result.
Messages which are relevant, interesting, useful, profitable,
credible (latest and best, based on research findings) and
complete (neither too much, nor too little) are likely to
motivate the people.
3. Channel
The medium through which information flows from a
sender to one or more receivers.
Face-to-face, word-of-mouth is the simplest and yet one
of the most widely used and effective means of
communication, particularly for the developing countries.
The channels of communication may be classified into a
number of ways according to different criteria.
According to form- spoken or written
According to nature of personnel involved- localite or
cosmopolite
According to nature of contact with the people-
Individual, group or mass contact
4.Treatment of message
The way a message is handled, dealt with, so that the
information gets across to the audience.
It relates to technique/details of procedure or manner of
performance, essential to effective presentation of message.
The purpose of treatment is to make the message clear,
understandable and realistic to the audience.
There will be difference in treatment of the message according
to the level of literacy, socioeconomic status and
progressiveness of the audience.
5. Audience
The audience or receiver of message is the target of
communication function.
Audience may consist of a single person or a number of
persons.
An audience may be formed according to age, education,
occupation groups, farm size, social criteria etc.
Communication to be successful must be target oriented.
Communicator must know the target, their needs, interests,
resources, facilities, constraints, location etc.
The attitude of the audience largely depends upon who gives
what message through which channel; to what extent the
content of the message satisfy their needs and intentions etc;,
Communicator must be perceived as trustworthy, dependable
and having the message through the medium of their choice,
and also message must be interesting and comprehensive.
6. Audience response
Response of the audience is the ultimate objective of any
communication function.
Response may be in the form of action, mental or physical.
Acceptance Vs rejection -Remembering Vs forgetting
Mental Vs physical action -Right Vs wrong
MEANING OF FEEDBACK
A communication process is said to have feedback, when
the receiver of the message gives his response to the
sender’s message.
Sending back the knowledge about the message to the
communicator is known as feedback.
Feedback is one of the important elements of the
communication process.
A communication process without a provision for
feedback is not an effective communication.
An effective two-way communication occurs when the
sender transmits message and the receivers involves in
feedback to the sender which is illustrated below.
Characteristics of feedback
Intention
Specificity
Description
Usefulness
Timeliness
Clarity
Validity and reliability
Readiness
Problems in Communication
Language or code
Not listening
Too ahead of audience understanding
Lack of empathy
Ignoring the leaders: Also called the concept of opinion
leadership.
Beliefs and Prejudices
Disorganized communication
Inarticulateness
Physical environment
Life positions: Essentiality of Proper mindset
Egoism, complacency and over-confidence
Difference in thinking or perceptions
Insufficient information
Information overload
Overconfidence
Factors affecting Good Communication
Homophily: Degree to which two or more individuals are similar
to each other in certain characters or factors. Ex: Education, age,
farming
Heterophily: Degree to which two or more individuals are
different from each other in certain characters or factors. This may
create obstacle in the way of communication.
Credibility: It refers to the perceived trustworthiness and
expertise accorded to a source by its audience at any given time.
Purpose of models
They describe the process of communication.
They visually show relationship among the variables
involved in communication
They aid in finding and in correcting communication
problems
Aristotle’s model