Communication process
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The document discusses models and elements of the communication process. It defines communication and outlines 6 models of communication including Aristotle's model with 3 elements (speaker, speech, audience), Shannon-Weaver's model with 5 elements (source, transmitter, signal, receiver, destination), and Berlo's model with 4 elements (communicator, encoder, message, decoder, receiver). It identifies 6 key elements of the extension communication system: 1) communicator, 2) message, 3) channels, 4) treatment of messages, 5) audience, and 6) audience response. Each element is described in 1-2 sentences.
Communication process
- 2. Communication process The term communication stems from the Latin word ‘Communis’ meaning common. According to rogers and shoemaker (1971) :- communication is the process by which messages are transferred from a source to receiver . According to Leagans (1961):- Communication is the process by which two or more people exchange ideas, facts, feelings or impressions in ways that each gains a common understanding of the meaning, intent and use of messages.
- 3. concept Each act of communication has at least three phases expression, interpretation & response. If the expression is not clear, the interpretation accurate and the response logical one’s effort to communicate will not succeed. As it is difficult to control how an audience shall interpret the message and respond to it, a powerful communication effort by the extension agent must be constantly extended.
- 4. Models of Communication: According to Aristotle Model, communication process has three elements Speaker Speech Audience I. ARISTOTLE MODEL:
- 5. II. SHANNON-WEAVER MODEL (1949): Source Transmitter Signal Receiver Destination
- 6. III. BERLO’S MODEL (1960) . Commun ication source Encoder Message Channel Decoder Commun ication on receiver
- 9. VI. ROGERS AND SHOEMAKER (1971) Source Message Channel Receiver Effects
- 10. Elements of extension communication system In the context of agriculture and rural development , extension agent is the communication who starts the process of communication. The extension agent and mass media like radio are sometime visualized as sources or originators of message, which is not correct. Knowledge generates though research and as such the research institutes, research projects, universities are the originators or sources of message. The extension agent audience, the farmers. The extension agent is the communicator ,a carrier of information . To enhance the process ,extension agents may take the reactions of the farmers ,their problems etc. as feedback information to research , for finding out solutions for the same. 1. COMMUNICATOR
- 11. characteristics of a good communicator He knows: a) his objectives - has them specifically defined; b) his audience - its needs, interests, abilities. c) his message- its content, validity, usefulness, importance; d) channels that will reach the audience and their usefulness; f) his professional abilities and limitations. He is interested in: a) his audience and its welfare; b) his message and how it can help people; c) the results of communication and their evaluation; d) the communication process; e) the communication channels - their proper use and limitation; f) how to improve his communication skill.
- 12. 2. MESSAGE The recommendations from research, the technology, constitute the content or subject matter, the message. Information which is relevant to a particular set of audience constitutes the message , other wise 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. To produce desirable changes in human behavior, the message must be motivating. Messages which are relevant, interesting, useful , profitable, credible ( latest and best , based on research findings ) and complete ( neither too much ,nor too little ) are likely to motivate the people.
- 13. A good message must be: 1. In line with the objective to be attained; 2. Clear – understandable by the audience. 3. In line with the mental, social, economic and physical capabilities of the audience. 4. Significant – economically, socially to the needs, interests and values. 5. Specific – no irrelevant material. 6. Simply stated covering only one point at a time. 7. Accurate – Scientifically sound, factual and current. 9. Supported by factual material covering both sides of the argument’
- 14. 3. CHANNELS OF COMMUNICATION Channel of communication constitutes the medium through which information flows from a sender to one or more receivers . Face-to- face, word-of-mouth is the simplest and yet one of the most widely used and effective means of communication, particularly for the developing countries. As society change from traditional to modern, the emphasis shifts from oral to media system of communication. Because of the large number of audience or receivers of information, and because of physical distance of the communicator and the receivers of information ,it is necessary to use different media of communication. Even in interpersonal face – to- face, word. Of- mouth communication, it becomes necessary to use some aids to make communication more effective.
- 15. 4. TREATMENT OF MESSAGES Treatment means the way a message is processed so that the information bets across to the audience. The purpose of treatment is to make the message clear, understandable and realistic to the audience presentation means how the message is communicated or placed before the audience. Treatment and presentation of the message shall depend to a great extent on choice of the channel and the nature of audience. Treatment and presentation are creative tasks which have to be ‘tailor-made’ for each communication function. The tasks can not be reduced to a formula or recipe. For example, treatment of a message will be different when it is conveyed in a meeting, or published in a folder or broadcast. Similarly, there will be difference in treatment and presentation of the message according to the level of literacy, socio-economic status and progressiveness of the audience.
- 16. 5. Audience The audience or receiver of message is the target of communication function. An audience may consist of a single person may comprise men, women and youth. An audience may be formed according to occupation groups such as crop farmers, fruit farmers , dairy men, poultry keepers, fish farmers, home makers etc. audience may also be categorized according to farm size such as marginal ,small, medium or big farmers ; or according to whether they to scheduled caste, scheduled tribe etc. Communication ,to be successful .must be target oriented. The communicator must know the target, their needs, interests, resources, facilities , constraints and event their approximate number and location.
- 17. 6. AUDIENCE RESPONSE Response of the audience is the ultimate objective of any communication function. Response of an audience to messages received may be in the form of some kind of action, mental or physical.