Terminology Related to Communication

• Frame of Reference: Stored experiences, beliefs, and values of an individual in society.
• Perception: Process by which one maintains contact with the environment. (By Gibson)
• Fidelity: Faithful performance of communication by all its elements (communicator, message, channel, receiver). Higher fidelity = Lower noise.
• Communication Gap: Difference between what was communicated vs. what was received. Two types: i) Message doesn’t reach the target. ii) Message fails to produce desired impact.
• Time Lag: Delay in communication.
• Empathy: Ability to understand and accept another person’s mental frame.

Homophily & Heterophily (Lazarsfeld and Merton)

• Homophily: Similarity in beliefs, education, status.
• Heterophily: Dissimilarity in attributes; can cause cognitive dissonance.

Related Terms:

• Propaganda: Deliberate manipulation of beliefs/values.
• Publicity: Based on truth; unlike propaganda.
• Channel Capacity: Info transmitted per unit time. = Bandwidth × Time.
• Redundancy: Info that can be added/omitted without loss in noiseless communication.
• Communication Competency: Ability to process and explain human behavior.
• Entropy: Degree of randomness or choice.
• Semantics: Study of word meaning.
• Syntax: Rules of word order in a sentence.
• Morphemes: Smallest meaningful unit of speech.
• Antics: Awkward verbal response.
• Kinesis: Awkward body movement (non-verbal).

Non-Verbal Communication:

• Haptic: Touch-based.
• Vocalics: Voice-based.
• Oculesics: Eye contact-based.

Body Types:

• Ectomorph: Thin, delicate build.
• Endomorph: Short, plump.
• Mesomorph: Muscular build.

Proxemics – Use of Physical Space:

Methods of Communication

Definition: Process or procedure for achieving communication objectives.

Classified by Wilson & Gallup:

1. Individual Method
2. Group Method
3. Mass Method

1. Individual Method

2. Group Method

Types of Farm Publications:

• Leaflet: One-page, small info.
• Folder: Folded sheet with essential info.
• Bulletin: 24–48 pages, detailed info.
• Newsletter: Organizational updates, periodic.
• Journal: Periodicals for farmers and professionals.

3. Mass Method

Audio-Visual Aids

Specific Tools:

• Tape Recorder: Magnetic recording. For meetings, campaigns.
• Public Address System: Amplifies sound for a large audience. Components: Mic, Amplifier, Speaker.
• Telephone: Two-way communication; mobile services started in 1995.

Other Key Media:

• Media Forum: Mix of mass media + interpersonal.
• Farm School on Air: Distance learning through lectures + discussion.
• Hot Media: High-definition, low participation (e.g., Radio, Movies).
• Cold Media: High participation (e.g., TV, Telephone).

Single line Important Questations

1. What does ‘Fidelity’ mean in communication? Faithful performance of communication by all its elements.
2. What is a Communication Gap? Difference between what was communicated and what was received.
3. What is Empathy in communication? Ability to understand and accept another’s mental frame.
4. Who coined Homophily and Heterophily in communication? Lazarsfeld and Merton.
5. What is Homophily? Similarity in beliefs, education, and status.
6. What is Propaganda? Deliberate manipulation of beliefs and values.
7. What is Publicity? Truth-based public information sharing.
8. What is Vocalics? Voice-based communication.
9. What is Oculesics? Eye contact-based communication.
10. What is the range of Intimate Distance? 0 – 18 inches.
11. What is a Farmer’s Call? → Farmers contact extension workers (e.g., Kisan Call Centre: 18001801551).
12. What is the 4S formula in personal letters? → Short, Simple, Strong, Sincere.
13. What is a Method Demonstration? → Performed by extension worker; “Learning by Doing”.
14. What is a Result Demonstration?  Done by farmer; “Seeing is Believing”.
15. What are Farm Publications? Leaflets, folders, bulletins, newsletters, journals.
16. What is a Leaflet? → One-page publication with brief info.
17. What is a Folder? → Folded sheet with essential information.
18. What is a Bulletin? → 24–48 page document with detailed info.
19. Which was the first Indian newspaper? Bengal Gazette by James Augustus Hicky.
20. When did Radio start in India? 1927.
21. When was All India Radio (AIR) established? 1936.
22. When was DD Gyandarshan launched?  2000.
23. What does a Public Address System include? Mic, Amplifier, Speaker.
24. When did mobile telephone services start in India? 1995.
25. What is Media Forum? Combination of mass and interpersonal media.
26. What is Hot Media? High-definition, low-participation media like radio.
27. What is Cold Media? Media requiring high participation like TV and telephone.