Communication in Extension Education
Origin of the Term
- The term Communication is derived from the Latin word ‘Communis’, meaning ‘Common’.
- In a broad sense, Communication refers to the transmission of ideas, information, emotions, skills through symbols, words, pictures, figures, graphs, etc.
Meaning of Communication
- Communication is the process of transmitting stimuli.
- It is “conveying meaning”.
- It includes “all procedures by which one mind affects another”.
- Defined as “interaction by means of signs and symbols”.
- Involves sharing of activity, excitement, and information.
- Communication can occur without words, using senses like audio, visual, touch, and smell.
Definitions of Communication
Scholar | Definition |
Leagans | Communication is the process by which two or more people exchange ideas, facts, feelings, or impressions to achieve a common understanding of meaning, intent, and use of messages. |
Rogers & Shoemaker (1971) | Communication is the process by which a message is transferred from a source to a receiver. |
Van den Ban & Hawkins (1988) | Communication is the process of sending and receiving messages through a channel to establish common meaning between a source and a receiver. |
Nature of Communication
- Communication is a process: dynamic, continuous, ever-changing.
- It is reciprocal and alternating.
- It is a social and interdependent process.
- Fidelity (faithful performance) varies with the situation.
- Every act of communication includes three phases:Expression, Interpretation, Response
- Feedback is vital to test the effectiveness.
- It happens at many levels, for many reasons, and in many ways.
- Perfect communication is rarely achieved.
🔄 Flow of Communication in an Organization
Type | Description |
Downward Communication | From top officials to lower-level functionaries. |
Upward Communication | From subordinates to superior officers. |
Horizontal Communication | Between peers at the same level in the hierarchy. |
🎯 Purpose of Communication
- Aristotle: The prime goal of communication is persuasion.
- Communication serves:
- Informative purpose – appeal to the mind.
- Persuasive purpose – appeal to the soul/emotions.
- Entertainment.
- The sole purpose is to influence people.
Scholar | Viewpoint |
Schramm (1968) | Communication provides immediate and delayed rewards. |
Festinger (1957) | Described communication as consummatory and instrumental. |
Berlo (1960) | The purpose should be Behaviour-Centered, aiming to influence. |
Functions of Communication
- Information Function; Helps individuals adapt and adjust to their environment.
- Command/Instructive Function; Initiated by superiors in formal setups to instruct subordinates.
- Influence or Persuasive Function; Aimed at influencing behavior; essential in extension education.
- Integrative Function; Maintains social, organizational, and individual stability and identity.
Levels of Communication (Thayer)
Level | Description |
Intrapersonal | Communication within oneself. e.g., reading a newspaper. |
Interpersonal | Face-to-face interaction, involves immediate feedback. |
Organizational | Communication within a formal organization. |
Interorganizational | Between two organizations. e.g., MANAGE and IARI. |
✅ Communication Effectiveness
- Effectiveness of Communication Encounter; Achieving common understanding between communicator and receiver.
- Effectiveness of Communication Performance; Measured by behavioral changes in the receiver after communication.
Communication Effectiveness includes (CVU):
- Comprehension (Clarity)
- Validity (Consonance, Credibility, Congruity)
- Utility (Relevance)
The Art of Communication is Listening; Listening is the foundation of effective communication, helping in understanding and feedback.
Review
- Q: Communication is derived from which Latin word? Communis, meaning “common”.
- Q: Who defined communication as mutual exchange for common understanding? Leagans.
- Q: Who defined communication as message transfer from source to receiver? Rogers & Shoemaker (1971).
- Q: Who defined communication as sending and receiving messages to establish meaning? Van den Ban & Hawkins (1988).
- Q: What are the three phases of communication? Expression, Interpretation, Response.
- Q: What is the primary goal of communication according to Aristotle? Persuasion.
- Q: Who said the sole purpose of communication is to influence? Berlo (1960).
- Q: Name the four basic functions of communication. Information, Command, Persuasive, Integrative.
- Q: Name three types of communication flow in organizations. Downward, Upward, Horizontal.
- Q: What does CVU stand for in communication effectiveness? Comprehension, Validity, Utility.
- Q: What is feedback in communication? Receiver’s response to the sender.
- Q: Communication is a ______ process. Dynamic and social.
- Q: What are the two approaches of communication effectiveness? Encounter-based and Performance-based.
- Q: Who gave the concept of immediate and delayed rewards in communication? Schramm (1968).
