COMMUNICATION IN

EXTENSION
 COMMUNICATION
a process in which
two or more persons
create and share
information with one
another in order to
reach a mutual
understanding,
mutual agreement
and subsequent
understanding
Elements of Communication

 SOURCE
 MESSAGE
 CHANNEL
 RECEIVER
 EFFECT
 SOURCE –initiator of the
communication process

CREDIBILITY – perceived believability

of the source which is based on his
competence, trustworthiness &
dynamism
HOMOPHILY – degree to which a
receiver perceives the source as similar
to him in certain attributes ( e.g. age,
regional background, language, etc)
MESSAGE – an ordered selection of
symbols intended to communicate
information.
- in extension, the message may be
about a new variety, crop , a more
effective way of applying fertilizer or
anything that would enhance the
knowledge or skills of the receiver (
farmer/rural people)
3 CONCERNS ABOUT THE
COMMUNICATION MESSAGE
(Berlo,1960)
1. THE MESSAGE CODE – has to do with
the way in which symbols are
structured. In other words, how can the
message be put into words, pictures or
symbols that the receiver will
understand and take notice of.
2. THE MESSAGE CONTENT – idea,
innovation, technology. A balance must
be achieved between what the receiver
wants to know and what the source
wanted to say.

3. THE MESSAGE TREATMENT – has to do

with the way in which the message is
presented, that is, frequency,
redundancy, emphasis , etc
-The concept of MEANING is
related to how a message
may be formulated.
-People attach meaning to
certain object, word or
event based on his past
learning & experience
- No two people have exactly
the same experience which
implies that
communicators/change
agents have to always
consider the level of
knowledge and experiences
of the audience.
 CHANNEL – the medium utilized to convey a
message. It is the venue or means by which a
message travels between the source and the
receiver.
TWO BROAD CLASSIFICATION
1. Interpersonal Channels – e.g. barangay officials,
change agents, opinion leaders, etc.
2. Mass Media Channels
- Print media
- Broadcast media
- Audio-visual media
1. non-electronic – posters, charts, graphs, etc
2. electronic – TV, slides, motion pictures, etc
GUIDE QUESTIONS IN
CHOOSING A
COMMUNICATION CHANNEL:
1. What learning outcomes
does the source want to
achieve in the receiver/s?
2. What are the characteristics
of the message? Does it
need a visual presentation,
as when crop pests are being
described? Is it necessary to
show movement or detailed
action?
3. What channels are available to
the receivers?

4. What are the characteristics of

the receivers? Can they read?
To what extent are they
exposed to mass media?

5. What channel/s would be

affordable (budget constraints)
by the source?
 RECEIVER – the person or group of
persons at the other end of the
communication. The receiver listens
when the source talks, the receiver
reads what the source writes.
KNOW YOUR AUDIENCE – is a basic
principle in communication. The more
we know and understand our audience,
the greater is the likelihood of
successful communication.
 EFFECT- is the difference between what
a receiver thinks, feels and does before
and after exposure to a message. It is
always expressed in behavioral terms.
BARRIERS
1. Physical deformities
2. Faulty communication thru use of
words/language
3. Different interpretation of
words/language
4. Fear/Insecurity
5. Lack of Knowledge
6. Value Rejection
7. Time communication
GOD BLESS YOU!!!