Message meaning and understan ding

Meanings are in people.

Evaluates the content to determine its relevance and
value to the potential receivers
Meanings are never fixed. As experience dhanges, meaning Has the power to delete, alter the flow, add, subtract,
change. or distort the message
No two people can have exactly the same meanings to the
extent that they have the same experien ces.
Opinion-leaderà person who is
approached by others for advice on certain matters
Denotative or referential meaning -the relationship between a perceived as dedible, influential, authoritative in the
word-sign and an object or the sign-object relationship. communityy
with the personal
Connotative meaning- meaning associated
experiences of the person using the word. RECETVER
The audience in extension education is composed of farmers,
3. CHANNELS homemakers and youth. As recelvers of the message whose
Refer to the various methods available to any communicator behaviors the extension worker expects to change, differ in
to reach his audience with the message. They may be intelligence, beliefs, experience and sodial standing in many other
classified as These individual differen ces in people may result in different
visual, spoken or written or a combination of two or three hannels. ways.
The techniques in using these methods determine the sucoess or interpretations of message in kind and in extent.
failure of the communication process.
Receiver characteristics
Psychological orientation-psychological factors that are
Dimensions of channels salient to a receiver's persuasibility
M o d e of encoding or decoding so that a message can be Selective exposure
Selective perception
Seen, heard, the
touched or felt, smelled, tasted Selective remembering9
Message vehicles in form of:
Interpersonal channels Selective acceptance
Mediated
Mass
channels
media channels
Folk media channels

Interpersonal channels
"Gatekeeper" - someone who
Controls the flow of information
Decides what information to transmit and to whom he
will transmit it
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