Element of Communication: Communication Element may contribute to the success of failure of Communication 

Leagans model element of communication are: 1. Communicator 2. Message, 3. Channel, 4. Treatment, 5. Audience, 6. Audience response 

 1) Communicator: 

• This is the person who initiative the process of Communication,He is the sender of message.
• Knowledge generates through research in Research institute, Research Projects, and Universities are the source of message or originator of message.
• The extension agent obtain the required information from research and carries into the audience, the farmer.
• The Extension agent is communicator or carrier of information   
• The Communicator may be a village level worker, BDO, Subject matter Specialist (SMS) scientists or other person. 

Credibility means trustworthiness and competence.

• Source of Credibility In progressive village: is Agriculture scientists, Radio, Progressive farmer, Block Extension agency, Demonstration.
• Source of Credibility In Non-progressive village: is Demonstration, progressive farmer, Scientist, block Extension agency, Radio
• Attitude of source should be self, audience, content. 
• Fidelity increases by skill not attitude, Fidelitymeans faithful performance of Communication element.
• Person in a social system, sought out for information and advice on general or specific topics is called Key Communicator or Opinion leadership, Concept of Key Communicator given by Lazarsfeld.
• Key Communicator also known as Spark –  plug, style – setters, task – makers, fashion leaders, influencer etc.

2.Message or Content: 

• A message is an information, a Communicator wishes his audience to receive, understand, accept, and act upon the message.
• Message can be defined as Alteration of physical environment. Dimension of message given by Berlo, 
• Dimension of message are message code, Message content, Message treatment.
• Basic characteristics of message : Timeliness, Specificity, and credibility.

Message distortion explained by kirk. 

• Systematic distortion:If no information is lost it is recorded in systematic way. It only change in systematic way. Treatment of message
• Fog distortion: The distortion type wherein the loss of message is maximum. 
• Mirage distortion: The distortion type wherein unwanted information are supplied along with message.

Encoding of message include Listening and Reading.

Decoding of message includes: speaking and writing.

Message flow Model: 

• Hypodermic needle model: Mass media has direct, immediate powerful effects on a mass audience.
• Two step flow Model: Message flow from mass media to key Communicator then audience. Started in USA 1940
• One step flow model: Message flow mass media to audience directly. It is important over Hypodermic needle model and involve screening Effect, personality variables.
• Multi step flow model: Involve multi step in this model.

3, Channel: are the physical bridges between the sender and the receiver of message. Noise in the channel, many obstructions can be entered in to channels, they are often referred as noise.

Type of Channel

According to form 

• Spoken: Farm and home visit, farmer’s call, meeting, radio talk.
• Written: Personal latter, farm publications, news paper etc.

 According to nature of personal involvement

• Personal localite: they are the local leader and local people who belong to the receivers’ own social system.
• Personal Cosmopolite, channel of Communication from outside the social system of the receiver Ex. Extension Agent
• Impersonal Cosmopolite: Channel of Communication are from outside the social system of the receiver and at the same time no personal face to face contact is involved Ex. Mass media

According to the Nature of Contact with the people

• Individual contact : the Extension agent Communicate with the people individually, maintain separate identity of each person. Ex. Farm and home visit, Farmer’s call, personal call
• Group contact: the Extension agent Communicate with the people in groups and not as individual persons. Ex. Group meeting, Small group training, field day, farmer day etc.
• Mass contact: The Extension agent Communicat with a mass of people. Ex. Mass meeting, campaign, exhibition, radio, television etc.

Treatment and Presentation: means the way a message is processed so that the message gets across to the audience. The purpose of treatment is to make the message clear, understandable and realistic to the audience.

Presentation: presentation means how the message is Communicated or placed before the audience. Treatment and Presentation of message shall depend to a great extend on the choice of channel and the nature of audience.

4. Audience: Audience or receiver of message is the target of Communication function.

• Audience Segmentation: Communication strategy that consists of identifying certain sub-audience with in a total audience and then conveying a special message to each of these sub-audience.
• Audience/response: Is ultimate objective of any Communication function. it Is terminating element in Communication process.

5. Feedback: Extension Communication never complete without feedback information. Feedback means carrying some significant responses of the Audience back to Communicator. Action – reaction interdependence in Communication is feedback.

• Concept of communication was given by D. Berlo.
• Feedback is source oriented.