The document discusses the concept of communication within agricultural extension education, emphasizing its importance in sharing information effectively. It outlines the roles of communicators, messages, channels, and audience feedback, as well as different methods and models of communication. Additionally, it identifies barriers to effective communication and suggests strategies for overcoming these barriers to enhance understanding and engagement.

1. COLLEGE OF AGRICULTURE , RAICHUR .
DEPARTMENT OF AGRICULTURAL EXTENSION EDUCATION
PRESENTATION
COMMUNICATION AND ITS RELATED CONCEPTS
PRESENTED BY
C. VAISHNAVI
MSC(Ag)
PG20AGR12028

2. COMMUNICATION

3. SEQUENCE OF PRESENTATION

4. INTRODUCTION
Communication is a dynamic process that takes place
around us all the time. Infact we spend 70% of our time receiving and
sending messages. The process of passing information from one person
to another person with the help of some medium is termed as
Communication.
MEANING:
Communication stems from the latin word Communis
which means Common. So, communication is defined as the process of
understanding and sharing

5. Communication is the process by which two or more
people exchange ideas, facts, feelings or impressions in ways that each
gains a common understanding of the meaning, intent and use of
messages.
-
Communication is the process by which messages are
transferred from source to receiver.
-

6. BASIC FUNCTIONS OF COMMUNICATION
• Information function.
• Command or Instructive function.
• Influence or persuasive function.
• Integrative function.
Among these functions influence function i.e, to induce
people is more important for extension in changing their behaviour in
the desirable direction.

7. Communicator
Message
Channel
Treatment and Presentation
Audience
Audience response or Feedback.

8. COMMUNICATOR
He is the person who starts the process of communication in
operation. He is the source or originator of messages and sender of
messages. He is the first to give expression to message intended to reach
an audience in a manner that results in correct interpretation and desirable
response
CHARACTERISTICS OF GOOD COMMUNICATOR
 Should have idea about the objectives, the audience their needs,
interests, abilities, attitudes etc.
 Good communication skills and develop interest in communication
process
 Skill in selecting the messages and proper communication channels.
 Able to attract the attention of the audience.

9. A Message is the information communicator
wishes his audience to receive, understand, accept and act upon.
Information which is relevant to the particular set of audience
constitutes the message otherwise for them this is a
GOOD MESSAGE SHOULD BE
 In line with the objective to be attained.
 Clear, specific, timely and accurately given.
 Appealing, attractive and applicable by the audience.
 Significant socailly, economically and aesthetically to the needs,
interests and values of the audience.

10. CHANNEL
Channel of communication constitutes the medium through
which the information flows from a sender to one or more receivers.
These channels of communication is classified into number of ways
according to different crieteria
1. According to form
a. spoken form
b. written form
2. According to the nature of personnel involved
a. personal localite
b. personal cosmopolite
c. impersonal cosmopolite

11. 3. According to the nature of contact with the people
a. Individual contact
b. Group contact
c. Mass contact.
Many obstructions can enter channels which are referred to as
NOISE. It prevents the messages from being carried over clearly to the
audience. The noise may occur due to different sources and causes.

12. TREATMENT AND PRESENTATION
Treatment and presentation are creative tasks which have
to be tailor made for each communication function. the purpose of
treatment is to make the message clear, understandable and realistic to the
audience.

13. An audience is the receiver of message. The
audience or the receiver of the message is the of communication
function. For a communication to be successful it should be target
oriented. The audience are selective in receiving , processing and
interpretting of the messages.
Audience segmentation:
According to the it is a communication strategy that
consists of identifying certain subaudiences within the total audience
and then coveying a special message to that subaudience.

14. AUDIENCE RESPONSE OR FEEEDBACK
Feedback means carrying some significant response of the
audience back to the communicator. It is a continuous process and
extension communication is never complete without feedback.
Characteristics of feedback:
 Source oriented
 Varies in different communication situations
 Affects the source or communicator
 Exerts control over future messages
 Maintains equilibrium of the communication system.

15. Types of feedback

16. MODELS OF COMMUNICATION

17. SPEAKER WHO
SPEAKS
SPEECH OF
THE
INDIVIDUAL
AUDIENCE WHO
LISTENS

18. • Aristotle was the Greek philosopher and was the first to take an initiative
and design the model of communication
• He has taken mainly three components in his model.
• The Aristotle model of communication was widely accepted and it was
the most common model of communication
• However, there were few criticisms around this model that there is no
concept of feedback because of one-way model and there is no concept
of communication failure like noise and barrier.

19. HAROLD LASSWELL MODEL
• It was developed by communication theorist
Harold D. Lasswell in 1948.
• Also known as Action model or linear
model.
• This method was used for interpersonal
communication or group communication to
be disseminated message to various groups.
• It does not included feedback and without
feedback communication process is not
successful and also ignores the possibility of
noise.

20. • Called as MOTHER of all
models.
• This model explains that sender
encodes the message and sends it
to the receiver through the
channel than the receiver has to
decode the message before
understanding it
• They also found the factors which
were affecting communication
process called NOISE

21. Code is the system of signals for communiation
Encode means putting the message into a code
Decode means converting the message in the code form into original
language which may be easily understood by the audience.

22. • In 1964 David Berlo developed this model from Shannon and Weaver
model.
• Berlos model believes that communication to take place, the source and
the receiver need to be on the same level.
• This model can be summarised as encoding happens on the senders end,
involving the way in which the message through the channel that was
used into ordinary language which may be easily understood by the
receiver.

23. OSGOOD SCHRAMM MODEL
• In 1954 Osgood Schramm given this model
based on the theory that communication is a two-
way process which include sender and receiver.
• The main component of this model is-
• Encoder (sender)-who send the message
• Decoder (receiver)-who receive the message
• Interpreter-person trying to understand or
interpret
• Message-what is conveyed from one to another
• This model has no feedback and does not talk
about any semantic barrier.

24. LEAGANS MODEL
Leagans says that for a complete communication process, six elements
are essential which are as follows:

25. ROGERS AND SHOEMAKER MODEL

26. Advantages of communication models
• Model provides structure to the various process of communication
• Models provide ease to the complicated variables within single structure
• Models are highly practical
• Models helps to explain the flow of information in a society and innovations
are adopted or rejected by society
• It helps in the easy presentation of the various process
• It provides information to students to know which type of model to use to
gather information effectively
Limitations
• Sometimes details are not available in a communication model
• A model may over simplify things

28. Method :
A method is a procedure or process for attaining an objective .
According to Leagans ( 1961) :-
“ Extension communication methods (ECMs)are defined as the
devices used to create situations in which meaning full communication can
take place between instructor and the learners .”
It is defined as the sequence of progressive steps , undertaken to
create situations conducive to effective learning .

29. 1.According to use
1. Individual methods 2.Group methods 3. Mass methods

30. Individual methods Group methods Mass methods
1. Farm and home visit 1. Result demonstration 1. Farm publication
2. Farmer’s call 2. Method demonstration 2. Mass meeting
3. Personal letter 3. Group meeting 3. Campaign
4. Adaptive or minikit trial 4. Small group training 4. Exhibition
5. Farm clinic 5. Field day or Farmer’s
day
5. Newspaper
6. Study tour 6. Radio
7. Television

31. 2.According to form
Written Spoken Visual
Bulletins Meetings Result demonstration
Leaflets Farm and home visit Exhibitions
Personal letters Official calls Posters
Circular letters Radio and recordings Charts
Farm journals Telephone calls Slides
Film strips
Flash cards
Flannel graphs
Bulletin boards

32. Individual methods
In this method , the extension agent communicates with people
individually , maintaining separate identity of each person .
Advantages of Individual methods
1. Helps the extension agent in building rapport .
2. Facilitates gaining first hand knowledge of farm and home .
3. Facilitates getting feedback information .
4. Helps in changing attitude of the people .
5. Helps in teaching complex practices .
6. Closer supervision of clients .

33. Limitations
• This method is time consuming and relatively expensive .
• Has low coverage of audience .
• Extension agent may develop favoritism or bias towards some
persons

34. Group methods
An aggregate of small number of people in reciprocal communication and
interaction about some common interest .
There may be a few communicators such as Extension agent and Subject
matter specialist .
Size of groups
Small group : 15 to 25
Medium group : 25 to 50
Large group : 50 to 100

35. Advantages
1. Facilitates sharing of knowledge and experience and thereby
strengthens learning of group members .
2. Motivate people to accept change due to group influence .
3. Less expensive than individual method due to more coverage .
Limitations
1. Wide diversity in the interest of group members .
2. Vested interest , caste groups , and village factions may hinder free
interaction.

36. Mass methods
In this method , extension agent communicates with a vast and
heterogeneous mass of people , without taking into consideration their
individual or group identity.
Advantages
1. Suitable for creating general awareness among people .
2. Large number of people may be communicated within short time .
3. Facilitates quick communication in times of emergency .
4. Less expensive due to more coverage .

37. Limitations
1.Less intensive method .
2.Little scope for personal contact with audience .
3.Difficulty in getting feedback information .

38. TYPES OF COMMUNICATION

39. There are basically two types of communication according to the
way we communicate
1. Verbal communication
2 Non verbal communication.

40. • The Verbal Communication is a type of
communication wherein the message is
transmitted through the spoken words.
• Here the sender gives words to his
feelings, thoughts, ideas and opinions
and expresses them in the form of
speeches, discussions, presentations, and
conversations.
• It is of 2 types:
1. Written form
2. Oral form

41. Non verbal communication
• Oral and non oral messages
expressed by other than the
linguistic means is non verbal
communication.
• No usage of words either in
written form or spoken form

42. Face and eyes
Body movement or Kinesics
Haptics
Voice or Paralanguage

43. Space or Proxemics
Time or Chronemics
Physical appearance
Artifacts
Environment

44. Advantages
 Adds value and complements the verbal
communication
 Delivers the message without the use of
words easily
 Most useful method of communication
while communicating with hearing
impaired people
 Conveys our feelings efficiently
 Showcases our personality
 Time saving
Disadvantages
 Same non verbal communication will
have multiple meanings
 Very difficult to communicate with
large number of people
 Differs with culture
 Lack of formality

46. There are 5 different levels of communication.

47. Extrapersonal communication
• Communication between human
beings and non human entities is
called Extrapersonal communication.
• Understanding is required between
sender and receiver.

48. Intrapersonal communiation
Communication that takes place
within the individual is called
Intrapersonal communication.

49. Interpersonal communication
• Communication at this level
occur in between the people
• It can be either formal or
informal
• It depends upon the variety
of factors like, psychology of
two parties, relationship
between them.

50. Organizational communication
Communication that takes place within the context of the
organization is called organizational communication.

51. It can be again divided into 3 major forms
1. Internal operational communication
communication that occurs for carrying out the operations
within the organization
2. External operational communication
communication with external parties or groups like
customers, suppliers, government agencies etc.
3. Personal communication
communication that occurs for exchanging personal
information, ideas and feelings rather than business issues.

52. • According to the organizational structure
1.
• According to the direction of communication flow

53. DOWNWARD COMMUNICATION UPWARD COMMUNICATION

54. LATERAL COMMUNICATION DAIGONAL COMMUNIOCATION

55. MASS COMMUNICATION
Communication through mass media like tv, newspapers,
radio, campaigns etc. is called mass communication.

56. Grapevine communication
Grapevine is an informal channel of business
communication for passing on the information to each
other.
This type of information communication goes up,
sideways, down, and diagonally in an organization,
and it spreads the information by using separate means
from the formal channels of communication.

57. COMMUNICATION BARRIERS

58. Anything that prevents us from receiving ad understanding the
messages others use to convey their information, ideas and thoughts
is called a barrier to communication.
Types of communication barriers

59. 2. Cultural barriers
This is more often seen in oriental societies where there are more
taboos about communication between opposite gender

60. 3. Physical barriers
They result from physical
distractions or any external element
from the surrounding environment
which hinders smooth communication
flow

61. 4.
Use of jargons, unfamiliar words, complicated words
results in this type of barrier

62. 5. Attitudinal barriers
Attitudinal barriers are values, attitudes, perceptions and
prejudice of people that affect the communication. Problems with
organisation staff, poor management, resistance to change and lack of
motivation among the people are factors which affect communication
effectiveness.
6. personal barriers

63. Measures to overcome these communnication barriers
1. Clarify the ideas before communication
2. Communicate according to the needs and the interests of the receiver
3. Beaware of the tone, language, and content of the message
4. Use proper channels for communication
5. Make sure that the listeners are attentive by interacting in the middle
6. Be a good listener
7. Ensure proper feedback.

65. Distortion refers to the loss of message while
handling during communication, in other words alteration, addition or
deletion of the original message and lack of correctness in the message
transmission.
 This message distortion occurs when a message sent by one
communicator is interpreted differently by the person receiving the
message.
Reasons for distortion
Tendency to evaluate the person on the basis of their statements
Advance information which cause to favour and reject others
information
Lack of interest
Distrust

66.  In this no information is lost rather it is changed or recorded in an
orderly or systematic way.
 This is useful for extension workers for effective treatment of the
message
 ex; CSH -1 is better than CSH-5. this message cn be stretched by
giving characteristics of these varieties in addition.

67. 2. FOG DISTORTION
• Also called masked or jogged distortion
• Information is lost, masked or fogged over beacuse of the inability of
the communicator to encode or inability of the receiver to decode the
message with complete fidelity
• Even the physical disturbance causes fogging and the fogged
information is lost by the receiver.

68. 3. MIRAGE DISTORTION
• In this type we see somthing which is not present.
• It gives us extra and unwanted information
• It is unwanted because it is likely to be constructed mistakenly as
pertinent information
• It results in errors in predictions.
• Ex: while explaining the characteristics of CSH-1 along with CSH-5 the
audience may take the characteristics of CSH-1 as that of CSH-5.

69. WAYS TO REDUCE DISTORTION:

71. According to Berlo fidelity is the faithful performance
of communication process by all its elements. Fidelity and noise are
inversly related. Hence decrease in the noise will increase the fidelity
and viceversa.
It can be explained as the extent of desirable changes in
receivers behaviour as a result of communication.
It is the difference between what was communicated by
the extension agent and what exactly the audience received.

72. Delay in getting relevant information in the form of
message and not providing the information as and when required for the
receiver leads to time lag.
It is the degree to which a pair of individuals who
communicate are similar in certain attributes such as belief, education etc.
It is the degree to which a pair of individuals will differ in
their attributes.