Lecture 4: Communication support and role of communication in extension education with Types of communication. Method and media of communication in extension education.

Communication Definition According to Leagans (1961), Communication is the process by which two or more people exchange ideas, facts, feelings or impressions in ways that each gains a common understanding of the meaning, intent and use of messages. The term 'communication' stems from the Latin word 'communis'-meaning' 'common'. Communication, then, is a conscious attempt to share information, ideas, attitudes and the like with others.

Roles of communication in extension Communication establishes a favourable climate in which development can take place. Communication has multiplier effect Communication varies the aspirations of the people Communication is essential for all human activities Communication is essential for good leadership

Any act of communication, be it a speech at a public meeting, a written report, a radio broadcast or a question from a farmer, includes four important elements: - the source, or where the information or idea comes from; - the message, which is the information or idea that is communicated; - the channel, which is the way the message is transmitted; - the receiver, who is the person for whom the message is intended.

Source - Where will the information come from Source - Where will the information come from? - Where should the information be seen to come from? An account of a successful cooperative in a nearby village may have much more effect if it is given by the members, through a radio programme or a visit, than by an extension agent at a public meeting. - Has information from the source proved reliable in the past? - How credible is the source in the eyes of the receiver?

Message - What should the content be Message - What should the content be? A balance must be achieved between what the receiver wants to know and what the source feels the receiver ought to know. - What form should the message take? In other words, how can the message be put into the words, pictures or symbols that the receiver will understand and take notice of?

Channel - What will be the most effective way of sharing the information? (This will depend upon the considerations outlined below.) - What are the characteristics of the message? Does it need a visual presentation, as when crop pests are being described? Is it necessary to show movement or detailed actions (in which case, film, video or a demonstration will be needed)? If a permanent, accurate record of detailed information is required, as in farm records or fertilizer recommendations, the information should be in written or printed form. -

- What channels are available to the receivers. Do they see newspapers - What channels are available to the receivers? Do they see newspapers? Can they read? Do many of them have radios? - What are the receiver's expectations? A senior government official, for example, is more likely to take notice of a written submission followed by a personal visit.

- What information does the receiver want or need? - What information can he make use of? - How much does the receiver already know about the particular topic? Reference: http://www.fao.org/docrep/t0060e/T0060E05.htm

Types of Communication and its Support a) Written communication b) Oral communication c) Non verbal communication

Oral communication is the process of verbally transmitting information and ideas from one individual or group to another. Oral communication can be either Formal or Informal. Examples of informal oral communication include: Face-to-face conversations Telephone conversations Discussions that take place at business meetings More formal types of oral communication include: Presentations at business meetings Classroom lectures Commencement speech given at a graduation ceremony

Communication support for oral presentations are: Microphones Speakers Videos

Non-verbal Meaning of non-verbal communication: When messages or information is exchanged or communicated without using any spoken or written word is known as nonverbal communication. Non-verbal communication (NVC) is usually understood as the process of communication through sending and receiving wordless messages.

Non-verbal communication is a powerful arsenal in the face-to-face communication encounters, expressed consciously in the presence of others and perceived either consciously or unconsciously. Much of non-verbal communication is unintentional people are not even aware that they are sending messages. Non-verbal communication takes place though gestures, facial expressions, eye contact, physical proximity, touching etc Reference: http://thebusinesscommunication.com/what-is-verbal-communication-and-non-verbal-communication/

Non verbal communication support are: Pictures Visual aids without sound Sign language Mimicry

Written communication These are words that are written down. E. g Written communication These are words that are written down. E.g. a) journals b) Letters c) Newspapers d) Charts e) Text books

Written communication supports are: Computer Type writers Pages/ paper Stationary/ ink

Methods of communication Individual methods of extension communication Individual or face-to-face methods are probably the most universally used extension methods in both developed and developing countries. The extension agent meets the farmer at home or on the farm and discusses issues of mutual interest, giving the farmer both information and advice.

The atmosphere of the meeting is usually informal and relaxed, and the farmer is able to benefit from the agent's individual attention. Individual meetings are probably the most important aspect of all extension work and invaluable for building confidence between the agent and the farmer.

Other form of individual visit: Office calls Letters Telephone calls Informal contacts

b) Group methods of extension communication The extension agent should consider the use of the group approach in his work with farmers. The use of groups in extension has become more common over the past decade, and indeed a number of new ideas have emerged about how groups may be used most effectively..

For example, the widespread Small Farmer Development Programme (SFDP) in Southeast Asia was based upon group methods and it has produced two manuals which detail the approach of group extension work. Furthermore, in Latin America, work with extension groups in Brazil and Colombia has shown the usefulness to extension of the formation of extension groups, and how these groups can support extension activity

Types of group extension methods Group meetings Demonstrations Field day Tours

Mass method of Communication Mass or community-contact methods An extension worker has to approach a large number of people for disseminating a new information & helping them to use it. This can be done through mass-contact methods conveniently. These methods are more useful for making people aware of the new agricultural technology quickly.

Types of Mass Method Leaf lets Radio TV Bulletins Reference: FAO website.