The channels and treatments in communication

1. Channels &
Treatments
in communication
P R E S E N T E D B Y
A J I T T G
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D E P A R T M E N T O F A G R I C U L T U R A L E X T E N S I O N
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2. Channel
“Medium through which information flows from sender to one
or more receiver”(Ray G L)
“The means by which message travel from a source to
receiver”(Rogers and Shoemaker,1971)
“The physical bridges between the sender and the receiver of
messages”(Leagans,1967)
Society changes from tradition to technology, ie, oral to
media system
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ChannelSender
Receiv
er

3. 13-11-2017 AJIT T G
Classification of channel
Channel
Form
Nature of
personnel
Nature of contact
with people
1.Spoken
2.Written
1.Personal localite
2.Personel
cosmopolite
3.Impersonal
cosmopolite
1.Individual
2.Group contact
3.Mass contact

4. Selection of channel
Availability
Suitability
Competency of communicator
Frequency
Ability to combine different channels
Efficacy of the extension education system
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5. Obstructions and remedial measures
PROBLEM
Failure of a channel to reach audience
Failure of communicator to handle skilfully
Failure to select appropriate channel
Failure to use channel with abilities of the
audience
Failure to avoid physical distraction
Failure of audience to listen
Failure to use many channels in a series
REMEDY
To specify object of message
The nature of message-degree of
directness vs abstractness
The audience-size, need, interest ,
knowledge of the subject
How channel must be used in a series
Relative cost of channel in related to
anticipated effectiveness
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6. Treatment
It refers to the manner in which a message is handled to get the information across to
the audience.
Purpose
 Make message interesting, clear, understandable and realistic
Treatment depends on ;
-channel and nature of audience
-Level of literacy
-Socioeconomic status
-Progressiveness of the audiences
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7. Treatment requires;
Original thinking
Deep insight into the principles of human behaviour
Skills in creativity
Using refined techniques of communication
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8. Categories of bases useful for varying
treatment
Matters of general organisation: Repetition, contrast of
ideas, presenting onside compared to two side ,emotional
compared to logical
Matters of speaking and acting : limit of scope
Matters of symbol variation and devices for
representing ideas: spoken words ,written materials,
audio-visual aids
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9. THANKYOU
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