Elements of Communication

Introduction

• Communication is a two-way process that involves the exchange of ideas, facts, knowledge, emotions, and skills between individuals or groups to achieve understanding and action.
• For any communication to take place effectively, certain basic elements must be present and function together.
• These elements form the communication process — the framework through which messages are created, transmitted, and understood.

Main Elements of Communication

• The major elements of communication are:
• Communicator → Message → Channel → Audience (Receiver) → Feedback
• In some models (e.g., Leagans and Rogers), additional elements like Treatment, Noise, and Effect are also included.

Let’s discuss each element in detail

1️. Communicator (Sender / Source)

Definition: The communicator is the originator or source of the message — the person or group who initiates the communication process.

The communicator:

• Has information, idea, or experience to share.
• Encodes the message (puts it into understandable symbols).
• Selects a channel to transmit the message.
• Expects feedback from the receiver.

Knowledge is usually generated in research institutions or universities, and the extension worker acts as the communicator who transmits this knowledge to farmers.

Examples of Communicators:

• Village Level Worker (VLW)
• Subject Matter Specialist (SMS)
• Agricultural Officer / Scientist
• NGO representative
• Progressive Farmer (as local communicator)

Example: An extension officer explaining the advantages of organic farming to farmers during a field visit.➡️ Here, the extension officer is the communicator.

2. Message (Content / Information)

Definition

• A message is the information, idea, skill, or attitude the communicator wants the audience to understand, accept, and act upon.
• It is the core content of communication.

Characteristics of a Good Message

• Clarity: Easily understandable.
• Relevance: Matches the audience’s needs and situation.
• Accuracy: Scientifically correct.
• Timeliness: Delivered at the right time.
• Motivating: Inspires action and participation.
• Appropriate Language: Simple, local, and farmer-friendly.
• Appealing Presentation: Supported with examples and visuals.

According to Berlo (1960) — Dimensions of Message

• Message Code – Symbols or language used (words, images, signs).
• Message Content – The actual idea or information.
• Message Treatment – The way or style in which the message is presented (tone, layout, visuals, etc.).

In Agricultural Extension: The message often comes from research outputs, like:

• Improved crop varieties
• New irrigation or fertilizer methods
• Pest control techniques
• Government schemes (e.g., PM-Kisan, Crop Insurance)

Example “Use drip irrigation to save 40% water and increase yield.” ➡️ This is the message being communicated to farmers.

3️. Channel (Medium)

Definition

• A channel is the physical means or medium through which a message travels from the communicator to the audience.
• Channels act as bridges of communication.
  If the channel is blocked or noisy, the message may get distorted.

Types of Channels

• According to Form

• According to the Nature of Personal Involvement

• According to the Type of Contact

Importance of Choosing the Right Channel

• The success of communication depends on the appropriateness of the channel.
• The channel should suit the audience’s literacy, accessibility, and culture.

Example: For illiterate farmers → Use demonstrations and visuals. For educated youth → Use social media or mobile apps.

4️. Audience / Receiver

Definition

The audience (or receiver) is the target group for whom the message is intended.
They decode (interpret) the message and respond to it.

Functions of the Audience

• Receive the message.
• Interpret / Decode its meaning.
• React or respond to it (feedback).

Effective communication depends on how well the receiver’s field of experience (knowledge, culture, education) matches the communicator’s.

In Agricultural Extension

• Farmers, farm women, youth, or village groups are usually the receivers.
• They interpret and apply the message according to their needs and resources.

Audience Segmentation

It means dividing the total audience into sub-groups based on:

• Age
• Education
• Socio-economic status
• Gender
• Type of farming
• Location (rural / urban)

Each segment may require a different message and medium.

Example: Separate training programs for women farmers on kitchen gardening, and for youth on agripreneurship.

5️. Feedback

Definition

• Feedback is the response or reaction of the receiver that is communicated back to the sender.
• It shows whether the message was understood, accepted, or rejected.

Importance of Feedback

• Makes communication two-way and dynamic.
• Helps the communicator evaluate effectiveness.
• Allows for correction of errors and improvement.
• Ensures understanding and satisfaction.

In Agricultural Extension: Feedback helps extension agents assess whether farmers:

• Understood the message,
• Accepted the innovation, or
• Need further clarification.

Example: Farmers asking questions after a demonstration or adopting a new method in their fields.

6️.  (Additional Element) Noise / Barriers

Definition; Noise refers to any disturbance or obstacle that distorts, confuses, or blocks the message during transmission.

Types of Noise

Example: Using complex scientific terms that farmers cannot understand.

7️. (Optional Element) Effect

In some models (like Rogers and Shoemaker, 1971), “Effect” is considered a key element — referring to the change in receiver’s behavior due to communication.

It may be:

• Cognitive Effect – change in knowledge.
• Affective Effect – change in attitude.
• Behavioral Effect – change in practice or adoption.

Example: Farmer learns (knowledge), believes (attitude), and applies (practice) a new fertilizer method.

Brief Summary Table