Communication in Extension Education

Origin

• Derived from Latin word “Communis” meaning common.
• Communication = Transmission of ideas, information, emotions, and skills using symbols, words, figures, graphs, etc.

📘 Definitions

• Leagans: “Process by which two or more people exchange ideas, facts, feelings or impressions for common understanding.”
• Rogers & Shoemaker (1971): “Process by which message is transferred from a source to receiver.”
• Van den Ban & Hawkins (1988): “Sending & receiving messages through a channel to establish common meaning.”

Nature of Communication

• A dynamic, continuous, reciprocal process.
• Includes 3 Phases: Expression → Interpretation → Response
• Perfect communication is rare.

Flow of Communication

1. Downward – Superior to subordinate
2. Upward – Subordinate to superior
3. Horizontal – Same hierarchical level

🎯 Purpose of Communication

• Aristotle – Persuasion
• Schramm (1968) – Immediate and delayed reward
• Festinger (1957) – Consummatory & instrumental
• Berlo (1960) – Behavior-centered (Influence)

Functions of Communication

1. Information – For understanding & adaptation
2. Command/Instructive – Mainly in formal settings
3. Influence/Persuasive – To change behavior
4. Integrative – To maintain stability & identity

Levels of Communication (Thayer)

1. Intrapersonal – With oneself (e.g., reading newspaper)
2. Interpersonal – Face-to-face, includes feedback
3. Organizational – Within organizations
4. Inter-organizational – Between organizations (e.g., MANAGE & IARI)

Models of Communication

Theories of Communication

• Linguistic Theory – Williams: Meanings are in people, not words
• Psycholinguistics Theory – Code behavior
• Mass Comm. Theory – DeFleur
• Balance Theory – Heider
• Role Taking Theory – George Mead
• “Medium is the Message” – McLuhan
• Communication IQ – Bhajna
• Communication Competency – Hymes
• Key Communicator Concept – Lazarsfeld

Senses Used in Communication (Haas & Parker, 1964)

📬 Elements of Communication (Leagans Model)

1. Communicator – Sender, credible, e.g., Extension agent
2. Message – Timely, Specific, Credible
3. Distortion Types (Kirk): Systematic, Fog, Mirage
4. Channel – Bridge for message
   • Types:
     • Personal Localite – Villagers, leaders
     • Personal Cosmopolite – Extension agents
     • Impersonal Cosmopolite – Mass media
   • Contact: Individual, Group, Mass
5. Audience Response – Final goal of communication
6. Feedback – Audience reaction → Communicator

Communication Statistics

• Verbal communication distortion – ~30%
• Time spent on verbal communication – ~70%

• Q: From which Latin word is the term “Communication” derived? Communis, meaning “common”.
• Q: Who said “The purpose of communication is to influence”? Berlo (1960).
• Q: According to Aristotle, what is the prime goal of communication? Persuasion.
• Q: Who proposed the two-step flow model of communication? Lazarsfeld.
• Q: Who gave the concept of “Key Communicator”? Lazarsfeld.
• Q: What is the percentage contribution of sight in communication, as per Haas & Parker (1964)? 87%.
• Q: Which model of communication includes the elements: Source, Message, Channel, Receiver, Effect? Rogers and Shoemaker Model.
• Q: What is the most popular method to identify key communicators in a village? Sociometric Method.
• Q: Who gave the first model of communication? Aristotle.
• Q: What is the art of communication? Listening.
• Q: Who said “Medium is the message”? McLuhan.
• Q: Which model introduces the concept of ‘Noise’ in communication? Shannon and Weaver Model.
• Q: Who gave the dimensions of message as Code, Content, and Treatment? Berlo.
• Q: What is the terminating element in the communication process? Audience response.
• Q: What are the three phases involved in every act of communication? Expression, Interpretation, Response.
• Q: What are the 3 types of communication distortions according to Kirk? Systematic, Fog, Mirage.