Communication

Origin of the Term: The term “Communication” is derived from the Latin word “Communis”, meaning “common”.
Thus, communication implies sharing or making common ideas, information, or attitudes among individuals or groups.

Definitions of Communication

🔹 In essence: Communication is a conscious and purposeful process of sharing information, ideas, and attitudes to achieve mutual understanding.

Basic Functions of Communication

Communication serves four primary functions in society, organizations, and personal life:

1. Information Function

• Communication fulfills the human need to acquire and share information for adapting to the environment.
• People require knowledge about events, surroundings, and conditions that directly or indirectly affect them.
• Example: A farmer receiving information about rainfall patterns or new seed varieties.
• ➤ Foundation of all other communication functions.

2. Command or Instructive Function

• Communication used to direct, instruct, or control others’ actions.
• Superiors in families, institutions, or organizations guide subordinates by giving instructions on what to do, how to do it, and when to do it.
• Example: A supervisor instructing workers to follow safety rules.
• ➤ Prominent in formal organizations where order and structure are essential.

3. Influence or Persuasive Function

• According to Berlo (1960), “The sole purpose of communication is to influence people.”
• Persuasive communication is vital in extension education, politics, advertising, and public awareness.
• Example: An agricultural officer persuading farmers to adopt organic farming methods.
• ➤ Aimed at changing attitudes, opinions, and behavior in a desirable direction.

4. Integrative Function

• Communication helps maintain stability, unity, and identity within individuals, groups, and organizations.
• It offsets disintegration and promotes cohesion and cooperation.
• Example: Community meetings fostering harmony among villagers.
• ➤ Essential for building trust and social solidarity.

Purposes of Communication

Communication serves several overarching purposes:

🔹 Summary: Communication not only conveys facts but also educates, motivates, and entertains, helping individuals understand both themselves and the world around them.

Levels of Communication

• (Based on Thayer’s Model, 1968)
• Communication occurs at different levels depending on the number of participants and the nature of the interaction.

1. Intrapersonal Communication

• Definition: Communication that occurs within an individual — self-talk, reflection, or internal analysis.
• Purpose: Helps in decision-making, motivation, and emotional balance.
• Examples:
  • A student mentally rehearsing before a presentation.
  • A farmer deciding which crop to sow after evaluating weather forecasts.
  • Self-motivation statements like “I can do it.”

2. Interpersonal Communication

• Definition: Direct, face-to-face exchange of information between two individuals.
• Features: Immediate feedback, emotional connection, personal interaction.
• Examples:
  • A teacher guiding a student.
  • A doctor explaining treatment to a patient.
  • A farmer consulting an agricultural officer.

3. Group Communication

• Definition: Communication among a small group (3 or more people) working toward a common goal.
• Features: Interactive, participatory, and cooperative.
• Examples:
  • Group discussions or seminars.
  • Farmer self-help groups discussing pest management.
  • Research teams planning experiments.

4. Organizational Communication

• Definition: Communication occurring within an organization through formal or informal structures.
• Types:
  • Upward Communication: From subordinates to superiors (reports, suggestions).
  • Downward Communication: From superiors to subordinates (orders, instructions).
  • Horizontal Communication: Between people at the same level (coordination).
• Examples:
  • Communication between university departments.
  • NGOs issuing field guidelines to workers.
  • Corporate training instructions.

5. Inter-Organizational Communication

• Definition: Communication between two or more organizations to share information, collaborate, or coordinate actions.
• Examples:
  • Agricultural university collaborating with ICAR or NGOs.
  • Partnerships between government departments and private agencies.

6. Mass Communication

• Definition: The process of transmitting messages from a single source to a large, diverse, and dispersed audience through mass media.
• Features:
  • Usually one-way communication.
  • Audience is large, heterogeneous, and anonymous.
  • Uses mass media like TV, radio, newspapers, and social media.
• Examples:
  • Broadcasting weather forecasts for farmers.
  • Government campaigns on health or sanitation.
  • Online awareness drives for women empowerment.