This document discusses key concepts relating to message design and communication, including: [1] It defines a message as facts, feelings, or information a communicator aims to convey to an audience. [2] It identifies three dimensions of message - code, content, and treatment. Code refers to the symbols and structure used. Content is the selected material. Treatment is how the message is delivered. [3] It provides characteristics of an effective message, such as being clear, relevant, and motivating to the audience. The summary also discusses message treatment strategies and potential types of message distortion.

1. MESSAGEPresented by Aswathy Chandrakumar
Lalitha M

2.  Meaning
 Dimensions of Message
 Characteristics of a good
message
 Message treatment strategies
and effectiveness
 Distortion of Message

3. A message is the facts, feelings, impressions,
attitude, information etc., that a communicator
wishes his audience to receive, understand,
accept and act upon.
Information which is relevant to a particular set
of audience constitute the message, otherwise
for them this is noise.
A good message should clearly state what to
do, how to do, when to do and what would be
the result.
The message must be motivating.

4. DIMENSIONS According to Berlo(1960) 3
factors need to be taken into
account in the message.
Message Code
Message Content
Message Treatment

5. MESSAGE CODE
According to Berlo, a code is anything which has a
group of elements (a vocabulary) and a set of
procedures for combining those elements meaningfully(
a structure).
It can be defined as any group of symbols that can be
structured in a way that is meaningful to some person
Which Code
Its elements
Methods of
structuring
these elements

6. MESSAGE CONTENT
Content is the material in the
message selected by the
source to express his
purpose.
It has both elements and
structure.

7. MESSAGE TREATMENT
Decisions made by the communication
source in selecting and arranging both
code and content in order to achieve
comprehension on the part of
receivers.
Decisions made by source on how to
deliver his message

8. CHARACTERISTICS OF A
GOOD MESSAGE

9. In line with the objective to be
attained
Clearly understood by the
audience
In line with the mental, social,
economic and physical
capabilities of the audience.
LEAGANS
VIEWS

10. Significant- economically,
socially, or aesthetically to
the needs, interests and
values of the audience.
Specific
Simply stated- covering few
pertinent points at a time.

11. Accurate-scientifically
sound, factual and
current.
Timely
Supported by factual
material covering both
sides of the argument.

12. Appropriate to the channel
selected.
Appealing and attractive to the
audience- having utility and
immediate use.
Applicable- can apply
recommendation to one’s own
particular situation.

13. Adequate- combining principles
and practices in effective
proportion.
Manageable- can be handled by
the communicator and within the
limits of time and resources.

14. MESSAGE
TREATMENT
AND
EFFECTIVENESS

15. Properly
treated
Message
has the
following 3
qualities
CONSONANCE
CONTEXT
CREDIBILITY

16. MESSAGE TREATMENT STRATEGIES
METHODS OF
MESSAGE
ORGANISATION
METHODS OF
GETTING
ATTENTION
METHODS OF
SPEAKING
ELEMENTS OF
PERSUASIVE
MESSAGES
METHODS OF SYMBOL
VARIATION & DEVICES
FOR PRESENTING
IDEAS

17. METHODS OF MESSAGE
ORGANISATION
Repeat key ideas, important concepts.
Compare and contrast, important ideas.
Present ideas in chronological, logical or
psychological sequence.
Present one side or both sides of an issue
depending on the objectives to be
accomplished.
Start with strong arguments or save them
until the end of presentation.

18. METHODS OF GETTING
ATTENTION
INTENSITY
EXTENSITY GESTURES
CHANGE &
CONTRAST

19. METHODS OF SPEAKING
Few ideas at a time
Be yourself
Do not read your speech
Know the audience
Keep the communication
interesting
Avoid Condemning

20. ELEMENTS OF PERSUASIVE
MESSAGES
According to Burgoon and Burgoon(1975), general
rules for preparing a persuasive message-
 Evidence is effective only if receiver was
previously not aware of it
 Credibility of Communicator
 Evidence must be presented well
 If audience is in initial agreement with the
message, one-sided message may suffice.
Otherwise two- sided message.

21.  METHODS OF SYMBOL
VARIATION & DEVICES FOR
PRESENTING IDEAS
Introduce aids or equipments
such as charts, models,
flashcards, flannel-graphs,
specimens, real objects, songs,
dramas, slides, film-strips, films,
puppets, video-casettes, etc.,

22. MESSAGE
EFFICIENCY

23. The Relative utility of the message to the
receiver together with the relative ease or
difficulty of the receiver’s comprehension
of the message may be considered.
Efficiency of any message is thus
encounter- specific.
In another study, it was found that a
simple message is better understood and
retained longer.

24. MESSAGE DISTORTION

25. According to Kirk (1953), distortion of
information may be of three fundamentally
different kinds.
1.SYSTEMATIC OR STRETCH
DISTORTION
2.FOG DISTORTION
3.MIRAGE DISTORTION

26. SYSTEMATIC DISTORTION
 No information is lost
 Changed or recorded in a
systematic way
 Useful for extension workers
for effective treatment of the
message.

27. FOG DISTORTION
Information is lost,
masked or fogged over
because of the inability
of the communicator to
encode or the inability
of the receiver to
decode the message
with complete fidelity.

28. MIRAGE DISTORTION
We see something that is not there.
Gives us extra unwanted
information.
It is unwanted because it is likely to
result in mistaking the distorted
message as pertinent information,
thus introducing error into predictions

29. REFERENCES :
1. Anoop Singh Sandhu;Textbook on
Agricultural Communication:Process and
Methods
2. G.L.Ray;Extension Communication and
management
3. www.google.com