COMMUNICATION
Communication
Nothing is more important than the transfer of useful ideas from one person
to another.
The success of extension worker is determined by the efficiency of
communicating the useful ideas to the people.
The word ‘communication’ comes from the Latin word ‘Communis’, its
meaning is common.
It means that “when we communicate, we are trying to establish community
with someone through a message”
‘Communication’ then is a conscious attempt to establish commonality over
some idea, fact, feelings and the like, with others.
Communication involves the complete transfer of an idea or thought from
one’s mind to that of another. (They must hear, understand and remember it).
Communication
Communication is the process by which two or more people exchange
ideas, facts, feeling or impressions in ways that each gains a common
understanding of the meaning, intent and use of message. (Leagans,
1960)
Communication is a process of exchanging information, ideas,
thoughts, feelings and emotions through speech, signals, writing, or
behavior. In communication process, a sender (encoder) encodes a
message and then using a medium/channel sends it to the receiver
(decoder) who decodes the message and after processing information,
sends back appropriate feedback/reply using a medium/channel.
Definitions/concept of Communication
1. All educational and action programs in agriculture are communication.
Coleman & Marsh
2. All the procedure by which one mind can affect another. –Shannan & Weaver
(1949)
3. Communication is anything that conveys meaning that carries a message from
one person to another. - Brooker (1949)
4. “Communication is the discriminatory response of an organism to stimulus”. -
Stevens (1942)
5. “Communication is the arrangement of environmental stimulus to produce
certain produce certain desired behavior on the part of the organism”. Thayar
(1967)
Definitions/concept of Communication
1. “Communication is the process by which messages are referred source to a receiver.” “In Extension
Education it refers to the process of transferring an idea, skill or attitude from one person to another
accurately and satisfactorily.” – Supe
2. “Communication is all of the procedures, by which our mind can affect another”. –Weave (1966)
3. “Communication is the process by which two or more people exchange understands ideas, facts,
feelings and impression”.–Waghmare
4. “Communication is any occurrence involving a minimum of four sequential ingredients:
(i) a generator of a (ii) sign-symbol system which is (iii) projected to (iv) at least one receiver who assigns
meaning”. – Robert Geyer (1967)
5. “Communication is a purposeful process, which involves sources, messages, channels, and
receivers”.– Andersch et al. (1969)
6. “Communication may be defined as a process by which an individual-the communicator, transmits
(usually verbal symbols) to modify the behavior of other individuals communicates”. – Hovland (1964)
7. “Communication is the control of behavior through descriptive and reinforcing stimuli”. – Hortman
(1966)
8. “Communication has as its central interest those behavioral situations in which a source transmits a
message to a receiver(s) with conscious intent to affect the latter’s behavior”. – Miller (1968)
Definitions/concept of Communication
1. “Communication is the process by which messages are referred source to a receiver.” “In Extension
Education it refers to the process of transferring an idea, skill or attitude from one person to another
accurately and satisfactorily.” – Supe
2. “Communication is all of the procedures, by which our mind can affect another”. –Weave (1966)
3. “Communication is the process by which two or more people exchange understands ideas, facts,
feelings and impression”.–Waghmare
4. “Communication is any occurrence involving a minimum of four sequential ingredients:
(i) a generator of a (ii) sign-symbol system which is (iii) projected to (iv) at least one receiver who assigns
meaning”. – Robert Geyer (1967)
5. “Communication is a purposeful process, which involves sources, messages, channels, and receivers”.–
Andersch et al. (1969)
6. “Communication may be defined as a process by which an individual-the communicator, transmits
(usually verbal symbols) to modify the behavior of other individuals communicates”. – Hovland (1964)
7. “Communication is the control of behavior through descriptive and reinforcing stimuli”. – Hortman
(1966)
8. “Communication has as its central interest those behavioral situations in which a source transmits a
message to a receiver(s) with conscious intent to affect the latter’s behavior”. – Miller (1968)
Agricultural communication
Agricultural communication is defined as a planned transfer of farm
technologies from the research system to the farmer’s system through
extension system and media with a view to make desirable changes in
respect of higher productivity, profitability and prosperity and also get
feedback from the clients.
Communication process
The five-steps process occurring between a sender and receiver when they
communicate:
1. The sender generate and idea in the mind
2. The idea is the converted into words, picture, sounds, symbols, actions.
This is called ‘encoding the idea’
3. The encoded idea is transmitted to the receiver
4. The receiver the encoded message through the senses and perceives it in
the mind
5. The receiver then decodes or converts the messages back into
meaningful ideas in his/her own mind.
Communication process
Communication being a process requires at least two persons- a sender and
a receiver-
The entire process of communication requires at least the eight step
1. Ideation
2. Encoding
3. Transmission
4. Receiving
5. Decoding
6. Action
7. Using the information
8. Giving the feedback
COMMUNICATION PROCESS
IDEATION ENCODING TRANSMISSION RECEIVING DECODING ACTION
Ideation : Sender think of an idea which he/she wants to
communicate to the other party. Content and basis of message,
sender must keep in mind the party to whom the message is intended
to the conveyed, and also the channel to be used.
Encoding: Message are composed of symbols having a certain
meaning for the sender and the receiver. Translation of an already
conceived idea by the sender into a message appropriate for
transmission. It also includes selection of the mode of
communication.
Communication process
Transmission: message is encoded by the sender. Transmission conforms to the
method selected by the sender in the preceding step. The sender also chooses the
channel or path or communication through which the message is travel from the
sender to the receiver. Channel may be mass media and inter-personal or
non-verbal. The sender must consider the effectiveness of the channel in making
his selection.
Receiving the message: the receiver must pay due attention to the message he
receives. Any neglect on the part of the receiver may make the communication
ineffective so that the message is lost. Receiver should be good listener in case of
an oral message. Listing alone is not sufficient he/she should also be willing to
understand.
Decoding: reverse of encoding, means translation of symbols etc., encoded by the
sender into an idea for understanding. Receivers decodes the message be changing
the symbols into a meaning. If receiver could not decode the message correctly to
make it understandable, or misunderstand it, or pretends to misunderstand it
whereas he understands
Communication process
Action: Response by the receiver of the communication, may ignore the
message completely, or may store it, or may act as directed by the sender. It
is an action or reaction on the part of the receiver in response to the
message received by him form the sender. He/she may also send a message
to the sender in response to the original message from the sender.
Sender wants the acceptance of the message for two
reasons:
The first three are to be taken by the sender and the last three by the receiver.
There may be two more steps- acceptance and feedback which are not necessary
for the completion of the communication process
Sometimes the sender wants that his message must be accepted by the receiver
for two reasons
1.To improve cooperation or motivation
2.To know whether the message has been correctly understood by the receiver
The sender also want feedback which means a message by the receiver to the
sender in response to the sender’s original message which help sender to evaluate
the effectiveness of the message
Rule of five in communication from receiver
side
As “the rule of five”, the five steps from the side of the receiver
confirms the effective communication:
1.Receiving
2.Understanding
3.Acceptance
4.Action
5.Feedback
Functions of communication ( purpose of
communication
According to Lee Thayer. Communication has four basic functions
a. The information function serves to provide knowledge to the individuals need for guidance in their
actions. It also fulfills worker’s desires for awareness of things that affect them.
b. The command and instructive functions serve to make the employee aware of his obligations to the
formal organization and to provide him with additional guidance on how to perform his duties
adequately.
c. The influence and persuasion function (also known as motivational function) encourages the
appropriate individual to perform or to exhibit a certain behavior. Messages communicated are used to
convince individuals that their actions can be personally or organizationally beneficial.
d. The integrative function refers to the fact that the communication of messages / ideas, if properly
handled, should help to relate the activities of the workers to their efforts complement rather than
detract from each other. Work efforts are unified rather than fragmented as a result of properly
integrative communication. Employees can perform well and be involved in their work only when they
understand their job duties and responsibilities. Unless the organization’s key goals, values and
strategies are communicated to employees, they will not work in that direction.
Functions of communication ( purpose of
communication
Other functions:
5. Educational/Training function: to accomplish cognitive, effective and psychomotor
objectives of teaching- learning process, communication helps in creating conductive
environment.
6. Entertainment Function: For recreational purposes communication facilities are use
everywhere. Folk media, electronic and print media all helps in transmission of rich
cultural heritage. Use of local talents and experiences are being promoted today.
7. Emotional function: communication presents ideas, feelings and situations in touching
ways. Encourages people, clarifies doubts and suggest new practices
8. Decision making function: to bring desirable changes in attitude, behavior and
practices, problem solving process in necessary. Communication creates awareness, helps
in identifying problems and suggests alternatives and solutions
9. Feedback : communication based supports is necessary during planning, execution and
follow up of an extension programme. Audience response and concerns reaches to
responsible authority or organization through communication.
