Meaning of communication

1. Dr. Rajinder Kaur Kalra
Professor and Head (Retd.)
Department of Extension Education
Communication
Meaning

2. Communication; Meaning, Process,
Elements and Importance

3. Concept of Communication
Leagans (1961) process by which two or
more people Exchange ideas, facts, feelings
or impressions in ways that each gains a
common understanding of the message.

4. Importance of Communication
 Aims and Objectives of any Development
Programme are to be widely disseminated.
 Bringing Change in the behaviour of the people.
 New Knowledge acquired through research has to
be Disseminated to effect change in the methods of
farming.
 A thorough understanding of the communication
process.

5. Functions of Communication
 The Information Function
 Command or Instructive Function
 Influence or Persuasive Function
 Integrative Function

6. Some Concepts Relating
to Communications
• Perception
• Communication Fidelity
• Communication Gap
• Time Lag in Communication
• Empathy
• Homophily And Heterophily
• Key Communicators

7. Models of Communication
1. Aristotle’s Model
Speaker Speech Audience

8. 2. Shannon Weaver’s Model
Source Transmitter Signal Receiver Destination

9. 3. Leagan’s Model
Communicator Message Channel
Treatment Audience Response of
Audience

10. 4. Berlo’s Model
Source Encoder Message Channel
Decoder Receiver

12. Communication Process
Source Message Treatment Channel Receiver
Feedback

13. Factors Determining the
Effectiveness of Communication
Communicator
 Experience
 Education
 Interest
 Ability
 Objective
 Knowledge
 Dress
 Sex
 Age
 Communicator Skill

14. Message
 Relevancy
 Timeliness
 Completeness
 Accuracy
 Contents

15. Channels
 Objective of Communication
 Type of Message
 Type of Receivers

16. Audience
 Listing Skill
 Attitude
 Knowledge
 Ability
 Education
 Interest
 Experience
 Age

17. Other Factors
 Consideration
 Listening Ability
 Choose your words carefully
 Spoken Words can’t be Retrieved
 We get back what we communicate to
others
 Accept Responsibility
 Creditability
 Show Empathy

18. Major Elements of Communication
1. Communicator
* Credibility
* Subject matter knowledge
* Favourable attitude towards messages and
learners
* Communication skill
* Ability to present subject in under-standable
manner
* Role perception
* Compatibility in relation to language and culture

19. 2. Message (or activity or Practice)
* Need based
* Profitable
* Compatible
* Simple
* Divisible
* Economical
* Accurate and timely
* Communicable

20. 3. Channel
* Suitable to audience
* Suit to situation
* Economical
* Multisensory
* Provide direct experience
* Manageable

21. 4. Receivers (Learners)
* Social and economical status
* Education
* Ability
* Adoption level
* Interest
* Knowledge of the subject
* Customs and beliefs
* Size
* Attitude towards extension worker and
message
* Past experience
5. Receiver (Audience) Response
* Direct