Cely S. Binoya, Ph.D.

What is Communication?
The process of putting across a message and getting the
desired response
The process by which a source sends a message through
some channels to a receiver to affect behavior
The process whereby people influence the behavior of
other people through messages of information conveyed
through various channels.
The process by which a source sends a message through
some channels to a receiver to affect behavior or to get the
desired response
A two way process of sharing of ideas and information
where extension worker and the farmer can change roles
in the communication process.
 
Why is Communication Important?
It is the most important medium for personal
development, social contact and for continued
existence.
Through it, people learn and grow, helps discover the
self and other people, develop friendship;
Communication is the basis of all social interactions
and helps people adjust to their changing
environment.
Importance of communication in
extension
for passing on ideas, advice and information with the
intent of influencing the decisions of the farmers;
To encourage farmers to communicate with one
another;
To share problems and ideas as important inputs to
planning of village activities;
To provide feedback to decision makers/ researchers
about the problems of the people in the community.
What are the Typologies of
Communication?
Agricultural Extension – when communication is
used by field workers in bringing new ideas to the
farmers
Mass Communication – when the message is
channeled through a public medium
Organizational or Administrative
Communication – when it operates within an
organizational structure or bureaucracy
Management Information System – when it is a
system for selecting information specifically for
management purposes.
What are the Elements of
Communication?
 Four elements of communication according to Oakley
and Garforth: the Source, Message, Channel, and
Receiver (SMCR). This model, however, was expanded to
include Effect and Feedback.
 The Source – where the information or idea comes from,
e.g. extension worker or extension agency. To be effective,
consider the following:
 Where will the information come from?
 Where should the information be seen to come from?
 Has information from the source proved reliable in the past?
 How credible is the source in the eyes of the receiver?
 Note: Extension agent should aim at being accurate source and
channel of information and should make sure that farmers have
heard and fully understood any information passed on to them.
The Message – the information or idea that is being
communicated. This idea may be in the form of new
knowledge and skills or favorable attitudes, e.g. new
rice technologies, new varieties, etc. To be effective,
consider the following:
What should the content be? A balance must be
achieved between what the receiver wants to know and
what the source feels the receiver ought to know.
What form should the message take? How can the
message be put into words, pictures or symbols that the
receiver will understand and take notice of?
 
The Channel – the way or method by which a new idea is
transmitted or conveyed. This may include verbal
expression, in print, mass media, illustrations, pictures,
etc. To be effective, consider the following:
 What will be the most effective way of sharing the
information?
 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 actions (in which
case, film, video, or demonstration will be needed)? If a
permanent, accurate record of detailed information is
required, as in farm records or fertilizer recommendations, the
information should be written in printed form.
 What channels are available to the receivers? Do they read
newspapers? Can they read? Do many of them have radios?
 What are the receivers’ expectations? A senior government
official for example, is more likely to take notice of a written
submission followed by a personal visit.
The Receiver - any person or group of persons,
organization, agency, institution, etc. receiving the
idea or for whom the message is intended. To be
effective, consider the following:

What information does the receiver want or need?

What information can he make use of?
How much does the receiver already know about the
particular topic?
What attitude does the receiver hold concerning the
topic?
Should these attitudes be reinforced, or should an attempt
be made to change them?
The Effect – the desired goal of communication
planned by the source; expressed in terms of positive
change in behavior of the receiver, i.e. change in
knowledge, skills or attitudes for better rural living. It
is the consequence of the communication transaction.

The Feedback – necessary process to complete the

cyclic process of communication and to achieve the
desired effect of communication.
 
Why is Communication in Extension
Purposive?
since extension workers are communicating
agricultural messages to farm families in the rural
areas to achieve communication effects, manifested
by concrete desirable changes in behavior.
Extension workers are not merely engaged in
dissemination of agricultural messages, but they are
also interested with what the farmers do about the
message.
It is the role of Extension workers to encourage the
use and application of agricultural messages.
What are the purposes of Extension Communication
and what Extension communication methods are
appropriate to use?
Is Communication an Educational
Process?
Yes. The Chinese proverb “Give man a fish and you’ll feed
him for a day; teach man how to fish and you’ll feed him
for life” best exemplifies the role of extension worker as a
rural educator.
 
Communication in extension is an educative or a
teaching-learning process. It is concerned mainly with
teaching rural people (farmers, rural women, and youth).
Extension workers are rural teachers, their learner –
clients are the rural people.
To be effective, they should know the available resources
of the clients before implementing projects in the
barangays especially livelihood projects.
What Factors Affect Communication Effectiveness in Extension?
 Extension work necessitates an understanding of the various forces,
which affect the effectiveness of the whole efforts in extension.
 These are a) elements of a communication process, b) resources in the
community; 3) attributes of technology, c) communication
media/materials, and communication/ extension methods.

 Factors re: Elements of a communication process

 
 Source-Receiver Factors. The communication skills of the source
include speaking, writing, gesturing and thinking. These are called
encoding skills. The receivers have decoding skills such as
listening, reading, inferring and thinking. The source has to consider
the decoding skills of the receiver for effective communication. For
example, the source should not use print materials if the receivers
could not read at all or cannot understand the language used in the
communication materials/media.
 The knowledge level of the source on the subject matter, receiver
and communication process are contributory to effective
communication. The source would be able to explain the topic better
if he has the mastery of the subject matter. Also, knowledge of the
receivers’ characteristics will guide the source on what
extension/communication methods to use.

 The language used by the receiver has to be considered. The

knowledge of the receiver about the source would make the receivers
participate in communication process. However, it may also inhibit
the receiver to talk for fear of committing mistakes.
 
 The attitude of the source and receivers towards themselves and
others, and subject matter are considerations for effective
communication. A source that has self-confidence, favorable attitude
towards the subject matter and receiver can perform well in a specific
communication situation. The same way is true on the part of the
receivers. It is but natural that if the attitudes of the receivers towards
himself, the source, and message are favorable, communication can be
effective.
The socio-cultural factors can also make the
communication process successful.
the role positions in-group membership
the prestige other people attach to them
the rules and norms they abide to, and
their beliefs and values are factors affecting
effectiveness in communication.
Message Factors.
level of difficulty
the language used
the cost items of time, money and labor
the availability of support mechanisms or
communication materials, and
the relevance, importance and usefulness of the
message to reinforce present state of resources and
values are factors worth considering for effective
communication.
Channel Factors. The source has to consider the
congruency of the channel with message level of
difficulty and
the availability of resources needed in the participation
and use of the channel.
It is therefore suggested that variety of channels be
considered to suit specific communication transaction.
Purpose Factors.
What is your purpose of communicating with the
receivers?
The aims should be clearly identified to serve as guide
towards effective communication.
Community – related Factors
 
The resources found in the community are human resources
and non-human resources.
 
The human resources - are the people with their own
knowledge, skills, attitudes, values, perception and experiences.
 This implies that the people whom the extension worker has to
communicate with are very much different from each other; hence
this should be taken into consideration in the choice of
communication methods/ media.

People in a certain community belong to the different

categories of adopters and they may be in the different stages in
the adoption process.
 The source of the message has to look into these in order to be
effective in the sharing of relevant information and technology
particularly in the choice of appropriate communication
methods/media to use.
The non-human resources in the community
 are the natural or physical resources such as land, water, and
technology (crop, animal, fish).
 The existing condition of these resources could spell the
success or failure in communication transaction.
 One cannot advocate the planting of trees if they do not
have adequate land, and fish production if water supply is
lacking.

The source and receiver cannot just attain their objectives

in communication by themselves. They need to relate with
institutional resources like school, government
organizations, non-government organizations, financial
institutions and markets because these can complement
with the work of the extension workers and people in the
community.
Attributes of Technology
In advocating/promoting the use of a particular technology, the source should
consider the following attributes of technology: (Rogers and Shoemaker, 1971)
 
 Relative Advantage. The degree to which an innovation is perceived as better
than the idea it supersedes; may be measured in economic terms but often
social prestige. Factors like convenience and satisfaction are also important
components.
 
 Compatibility. The degree to which an innovation perceived as being
consistent with existing values, past experiences and needs of receivers.
 
 Complexity. The degree to which an innovation is perceived as difficult to
understand and use.
 
 Trialability. The degree to which an innovation maybe experimented within a
limited scale.

 Observability. The degree to which the results of an innovation are visible to

others.
Extension/Communication
Methods
  Organizational Communication
 
 Since the extension workers and their client-learners belong to an
organization, it is imperative to include communication in an organization.
 
 Organizational communication is the type of communication following the
structure of an organization. It tends to follow the patterns of formal and
informal processes corresponding to those structures.
 
 Formal channels of communication are those indicated by the management
structure and formal reporting system. It prescribes who reports to whom and
in what forms these communication will take place.
 
 On the other hand, informal channel of communication is the unsanctioned
personal network of information among employees fostered by social
relationship and friendship.
What are the Categories of Formal Communication in
Organization?
 

Downward Communication
Horizontal Communication
Upward Communication
Downward communication
 refers to the communication of messages and information to the subordinates by the
head of the office. The head of office may be the governor, provincial agriculture officer
(PAO), mayor, municipal/city Agriculture officer (MAO/CAO) while the frontlines in
the field are the extension workers.
 Examples of messages communicated in downward communication are the following:

 Message
 Vision, mission and goal of the agency/unit
 Objectives
 Expected performance outputs
 Methods/Specific activities
 Rules and regulations
 
 Channel
 Print materials – directives, procedures (circular, memoranda)
 Interpersonal – meetings, consultations (round table discussion)
 
Upward Communication
 means communicating messages and information by the subordinates to the
superiors. This is usually done through reports in written form or verbally.

 Examples of messages sent by subordinate to superior and channels used:

  Message Channel

 - Accomplishment - Print-written report

 Reports, activities - Individual contact
 - Work progress - Meetings
 - Problems encountered -
Dialogue/consultations
 - Actions taken
 - Suggestion to improve project operation
Horizontal Communication
 is the process of exchanging information between peers at any organizational
level, usually to coordinate activities. It is apparent in horizontal
communication that information/messages are shared and activities are
coordinated.

 Examples of messages for horizontal communication

 Project Concept
 Roles of the people and organization involved
 Partnership

 In order to illustrate the categories of official communication, the actual

experiences in the project proposal submitted by the CLSU President to the
DA Secretary will be used. It is entitled Mobilizing Agricultural College and
Universities in Accelerating Agriculture and Fisheries Productivity, Job
Generation and income, which aims to improve productivity and increase the
income of the farmer-beneficiaries.