Communication Flashcards
1
Q
- process of exchanging information ideas, thoughts, and feelings between two people
A
Communication
2
Q
communication meaning
A
process of exchanging information ideas, thoughts, and feelings between two people
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3
Q
- to make common or establish commonness between two or more people
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Communis
4
Q
- to share
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Communico
5
Q
- specific definition focusing on the role of communication in disseminating agricultural knowledge and practices to farmers and rural communities.
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Extension
6
Q
- Extension meaning
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disseminating agricultural knowledge and practices to farmers and rural communities
7
Q
Nature of communication
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- Process- Oriented
- Symbolic
- Contextual
- Purposeful
8
Q
communication is continuous and interactive, involving atleast two parties a sender and a receiver engaged in a cycle of sharing and interpreting messages.
A
Process- Oriented -
9
Q
- it relies on the use of symbols (words, gestures, images) to convey meaning. Both verbal and nonverbal symbols are essential to communication
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Symbolic
10
Q
- communication is shaped by the context in which it occurs cultural, social, relational, or environmental affecting how messages are interpreted.
A
Contextual
11
Q
- it has a specific goal or intention, whether it’s to inform, persuade, express emotions, or build relationships.
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Purposeful
12
Q
- once a message has been sent, it cannot be taken back. Even if someone tries to correct or clarify, the original message will have had some effect on the receiver, making communication.
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Irreversible
13
Q
- communication is a two way process where both parties are simultaneously senders and receivers. Each person influences and is influenced by the others responses, creating a shared exchange that evolves in real time.
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Transactional
14
Q
- communication adapts and Changes based on feedback, context and the relationship between communicators. The meaning of a message can shift as the situation or environment Changes.
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Dynamic and Ever- Changing
15
Q
- is the backbone of agricultural extension as it ensures knowledge transfer, support innovation, and facilities collaboration, ultimatel leading to improve agricultural productivity, sustainability and rural development.
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Communication
16
Q
Importance of communication
A
- Dissemination of information
- Capacity building and skill development
- Problem solving and decision making
- Promotion of sustainable practices
- Facilitating behavioral change
- Creating linkages
- Building community and social cohesion
- Enhancing market access and knowledge
- Promoting health and nutrition
- Feedback and continuous improvement
17
Q
communication ensure that relevant and timely information about modern farming techniques, new technologies, and scientific research is passed on to farmers.
A
Dissemination of information -
18
Q
Dissemination of information
A
19
Q
- through communication agricultural extension officers can provide training and education to farmers helping them acquire the necessary skills and knowledge to apply innovation in their farming activities.
A
Capacity building and skill development
20
Q
Capacity building and skill development
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helping them acquire the necessary skills and knowledge to apply innovation in their farming activities-
21
Q
communication facilitates two ways interaction between farmers and extension agents allowing farmers to express their challenges and get advice tailored to their specific needs.
A
Problem solving and decision making-
22
Q
Problem solving and decision making
A
This helps in addressing local agricultural Problems and making informed decisions on Crop varieties,pest control, and market strategies-
23
Q
agricultural extension communication often focuses on promoting sustainable farming practices that conserve resources such as water management, soil fertility improvement, and agroforestry.
A
Promotion of sustainable practices -
24
Q
Promotion of sustainable practices
A
By effectively communicating these practices farmers are encouraged to adopt methods that protect the environment and ensure long term agricultural productivity-
25
communication is key in encouraging farmers to adopt new behavior, attitude, and approaches to farming.
Facilitating behavioral change -
26
- Facilitating behavioral change
Through persuasive and educational campaigns extension Services can motivate farmers to shift from traditional less effective practices to more innovative and sustainable ones
27
- communication serve as a bridge between farmers research institution and government bodies. It enables farmers to connect with agricultural researcher policymakers and input suppliers fostering collaboration and the exchange of valuable information that can improve farming systems.
Creating linkages
28
communication helps foster group discussion and knowledge sharing among farmers creating strong community network. Group communication such as farmers field school or cooperative meetings encourage farmers to learn from each other's experiences collaborate on common challenges and promote collective action.
Building community and social cohesion-
29
agricultural extension communication provides farmers with information on market trends pricing and value chains.
Enhancing market access and knowledge-
30
Enhancing market access and knowledge
This help farmers make informed decisions about when and where to sell their products improving their income and livelihoods-
31
communication also play role in spreading information about nutrition food safety and healthy agricultural practices. It enables farmers to improve the quality of food they produce and consume contributing to overall community well being.
Promoting health and nutrition-
32
effective communication allows for the exchange of feedback between farmers and extension Service. Farmers can provide insight about the applicability of the advice given allowing extension agents to refine their strategies and offer more practical solution in the future.
Feedback and continuous improvement -
33
General Purpose of communication
1. Information sharing
2. Education
3. Persuasion
4. Building relationships
5. Problem solving
6. Expression of feelings
7. Coordination and collaboration
8. Feedback and Evaluation
34
- to exchange information and knowledge between Individuals or groups
Information sharing
35
- to educate and enhance understanding on specific topics enabling informed decisions making
Education
36
- to influence or convince others to adopt new ideas behavior and actions.
Persuasion
37
- to foster personal or professional relationship through dialogue trust and understanding
Building relationships
38
- to collaboratively find solutions to issues or challenges through the exchange of ideas
Problem solving
39
to share emotion and thought helpings people connect on an emotional level
Expression of feelings-
40
- to organize tasks and efforts between individuals or teams to achieve common goals
Coordination and collaboration
41
- to provide feedback for continuous improvement or assessment of a process or performance
Feedback and Evaluation
42
Purpose communication in agricultural extension
1. Knowledge transfer
2. Capacity building
3. Behavioral change
4. Problem identification and resolution
5. Enhancing market access
6. Community mobilization
7. Promoting innovation
8. Feedback and continuous learning
43
to bridge the gap between scientific research and farmers by providing relevant information on modern agricultural practices and innovation
Knowledge transfer -
44
to educate farmers and rural communities on new techniques tools and sustainable farming methods that enhance productivity
Capacity building -
45
to encourage the adoption of better farming practices such as the use of improved seed fertilizer and sustainable agricultural practices
Behavioral change -
46
- to facilitate two way communication where farmers can share their challenges and receive expert advice or solutions tailored to their specific agricultural needs
Problem identification and resolution
47
- to inform farmers about market opportunities, pricing trends and supply chains information to help them make informed business decisions.
Enhancing market access
48
to bring together farmers and rural communities to collaborate on project share experiences, and promote group efforts like cooperative or farmer associations.
Community mobilization -
49
to motivate farmers to try new technologies or practices that can improve efficiency and yield while also addressing concerns or hesitation they may have.
Promoting innovation-
50
- to collect feedback from farmers about the effectiveness of certain practices allowing for adaption and improvements of extension Service.
Feedback and continuous learning
51
Elements of communication
1. Source
2. Message
3. Receiver
4. Channel
5. Response
52
- the person who convey his thoughts message or ideas to the receiver.
Source
53
Elements of communication
1. Source
2. Message
3. Receiver
4. Channel
5. Response
54
- extension workers should have credibility, as this determine the acceptance or rejection of idea by the person or group with whom he communicate ;
Source
55
Characteristics of the source:
A. Homophily-
B. Credibility
56
- it refers to the degree to which a receiver perceived the source as similar to him or her in certain attributes such as age, sex, language, regional background, beliefs, values, etc.
Homophily
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- refers to a receiver perception of the believability of the source in a particular situation
Credibility
58
- is high or low according to the degree to which a source is considered by the receiver as believable in a given situation based on four dimensions.
Credibility
59
Dimensions of credibility
I. Character
II. Competence
III. Composure
IV. Dynamism
60
- when a source is perceived as honest, trustworthy, friendly, reliable, peasant, warm,
Character
61
- when a source is perceived as well- trained, competent, intelligent, experienced, witty, bright,
Competence
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- when a source is perceived in term of self confidence poise, dignity, level- headedness,
Composure
63
- when a receiver rates a source in term of being bold, aggressive, extrovert
Dynamism
64
- should contain the purpose or the specific outcome desired from the message whether it be change in behavior, change in knowledge, skills and attitude in the part of the learner.
Message
65
Message factors:
Code
Content
Treatment
66
- symbols used in communicating; both sender and receiver should understand on order to communicate
Code
67
- the idea or substance selected to express the purpose of the source for communicating
Content
68
- the manner by which the materials are arranged in order to be meaningful to the receiver
Treatment
69
Categories of Non- Verbal communication
1. Physical
2. Aesthetic
3. Sign
4. Symbolic
70
- the personal type of communication. Includes facial expressions, tone of voice, sense, of touch, sense of smell, and body motions.
Physical
71
- the type of communication that takes place through creative expression: playing instrumental music, dancing, painting and sculpturing.
Aesthetic
72
- the mechanical type of communication, which includes the use of signal flags, the 21- gun salute, horns, and sirens.
Sign
73
- the type of communication that makes use of religious, status, or ego- building symbols.
Symbolic
74
the relationship between a word sign and an object or the sign object relationship.
Denotative or referential meaning-
75
meaning associated with the personal experiences of the person using the word.
Connotative meaning -
76
- refer to the various methods available to any communicators to reach his audience with message.
Channel
77
Mode of encoding or decoding so that a message can be:
Seen
Heard
Touched or felt
Smelled
Tasted
78
Message vehicles in the form of :
Interpersonal channels
Mediated channels
Mass media channels
Folk media channels
79
Interpersonal channels
*Gatekeeper
*Opinion -leader
80
- someone who controls the flow of information. Decide what information to transmit and to whom he will transmit it
Gatekeeper
81
a person who is approached by others for advice on certain matters perceived as credible, influential, authoritative in the community.
Opinion -leader -
82
- the audience in extension education is composed of farmers, homemakers and youth. The message whose behavior the extension workers expect to change.
Receiver
83
Receiver characteristics
1. Psychological orientation
84
Psychological factors that are salient to a receiver persuasibility
• Selective exposure
• Selective perception
• Selective remembering
• Selective acceptance
85
receivers tend to expose her/himself only to information that agrees with or supports his/her existing behavior
Selective exposure -
86
receivers tend to notice or assign meaning only to message that serve some immediate purpose, reinforced his or her mood, fits his/ her cognitive structure, are meaningful for him/her
Selective perception -
87
receiver tend to learn or remember only information that supports or agrees with his /her attitudes, beliefs, behavior.
Selective retention -
88
receivers tend to discuss only those information which might be of interest to them and to their listeners.
Selective discussion -
89
- information that is sent or fed back by the receiver intentionally or unintentionally to the source
Feedback
90
Types of response
• Cognitive effect
• Neutralization
• Boomerang effect
• Conservation
91
- knowledge, awareness thought and skills
Cognitive effect
92
- shifting of an existing attitude to the neutral zone
Neutralization
93
- a shift opposite to that direction that is intended
Boomerang effect
94
- maintenance of existing attitude
Conservation
95
Type of communication
• Verbal
• Non-Verbal
• Formal
• Informal
96
- spoken words, eg. Training session
Verbal
97
body language, visual aids
Non- Verbal:
98
- structured communication, e.g. official reports
Formal
99
- casual interaction, e.g. conversation during field visit
Informal
100
Verbal communication
• Written communication
• oral communication
• visual communication
• audio visual communication
101
Non-Verbal communication
• Facial expressions
• gestures
• movements
• Eye contact
• Nodding the Head
• Physical appearance
102
Four types of directions of formal communication
1. Downward communication
2. Upward communication
3. Horizontal communication
4. Diagonal communication
103
Level of communication
* Intrapersonal
* Interpersonal
* Group
* Mass communication
104
- Self reflection
Intrapersonal
105
- one on one interaction, e.g. extension officer advising a farmers.
Interpersonal
106
- small group discussion e.g. farmer field school
Group
107
reaching a large audience e.g. radio program on DY BB L Aksyon radyo in Tacloban
Mass communication -
108
- refer to the steps involved in conveying a message from a sender to a receiver.
Communication process
109
The communication process
Sender
Encoder
Message
Decoding
Receiver
110
The communication process
Sender
Encoder
Message
Decoding
Receiver
111
represent communication process that occur as a source drafts message based on one's communication skills , attitudes, knowledge, and social and cultural system .
Berlo model-
112
-These messages are transmitted along which can include sigth, hearing, touch smell, and taste.
Channels
113
- interpret messages based on the individual communication skills attitudes knowledge and social and cultural system.
Receiver
114
the limited of the model are
Lack of feedback
115
that are concerned with media's impact on culture and society .
Macroscopic theory -
116
Theory of mass communication have always focused on the -
cause and effect
117
have succinctly express this idea.
Harold Lasswell-
118
6 elements of communication
1. Source
2. Encoder
3. Channel
4. Message
5. Decoder
6. Receiver
119
- this model is often referred to as an of communication
Information model
120
- indicate those factors that disturb or otherwise influence messages as they are being transmitted.
Noise
121
- is crucial in agricultural extension to ensure that information is effectively conveyed and understood by farmers.
Effective communication
122
Sender- related factors:
1. Knowledge and expertise
2. Communication skills
3. Credibility and trustworthiness
4. Cultural sensitivity
123
the extension worker should have a deep understanding of agricultural practices, research and technologies.
Knowledge and expertise-
124
effective communication involves clear articulation, active listening and the ability to adapt to different audiences
Communication skills -
125
the extension workers should be perceived as reliable and trustworthy farmers
Credibility and trustworthiness -
126
understanding and respecting the cultural Nuances of the target audience is essential.
Cultural sensitivity -
127
Message - Related factors:
1. Relevance
2. Clarity and simplicity
3. Timelines
4. Visual aids
128
- the information should be directly relevant to the needs and interests of the farmers
Relevance
129
the message should be presented in a clear and understandable manner avoiding technical jargon.
Clarity and simplicity-
130
- information should be provided at the right time to be effective.
Timelines
131
using visual aids like images, diagram and videos can enhance understanding.
Visual aids -
132
using visual aids like images, diagram and videos can enhance understanding.
Visual aids -
133
Channel - Related factors:
1. Appropriate channel
2. Accessibility
3. Feedback mechanism
134
- the choice of channel ( face to face, phone, social media) should depends on the target audience and the nature of the message
Appropriate channel
135
- the choice of channel ( face to face, phone, social media) should depends on the target audience and the nature of the message
Appropriate channel
136
- the channel should be accessible to the intended recipient
Accessibility
137
providing opportunities for feedback allows for clarification and improvements.
Feedback mechanism -
138
Receiver - Related factors:
1. Knowledge level
2. Motivation
3. Perception
139
the extension workers should tailored the message to the knowledge level of the audience
Knowledge level-
140
- understanding the farmers motivation for adopting new practices can help make the message more compelling
Motivation
141
- the receiver perception of the information and the messenger can influence how the message is received.
Perception
142
Context- related factors:
1. Cultural context
2. Socioeconomic factors
3. Environmental factors
143
- considering the cultural norms and values of the target audience is essential
Cultural context
144
- economic circumstances and social status can influence how information is received and understood
Socioeconomic factors
145
factors such as Weather conditions and access to resources can impact the relevance and of the message.
Environmental factors -
146
meaning of words and sentences. The problems and obstructions in the process of encoding and decoding message into words or impression.
Semantic barriers-
147
Types of semantic barriers:
1. Badly expressed message
2. Symbols with different meanings
3. Faulty translation
4. Unclarified assumptions
5. Technical jargon
6. Body language and gesture decoding
148
- when a message lacks clarity and precision
Badly expressed message
149
the same words may carry different meanings to different people and can convey different meanings under different situations
Symbols with different meanings -
150
sometimes, people do not understand the language in which a message is given by the sender.
Faulty translation -
151
- the receiver may have different assumptions if the sender does not clarify the assumption about the message
Unclarified assumptions
152
used by many experts and Specialist to communicate messages.
Technical jargon -
153
non verbal or gesture communication is also effective means of communication.
Body language and gesture decoding -
154
arise on the account of emotional and psychological status of the sender and receiver of the message.
Psychological barriers-
155
Psychological barriers factors:
1. Premature evaluation
2. Lack of attention
3. Loss by transmission and poor retention
4. Distrust
156
the tendency of forming a judgment before listening to the entire message is known as premature evaluation
Premature evaluation -
157
communication can be less effective And the message can be misunderstood If proper attention is not given to it .
Lack of attention -
158
transmission of inaccurate information when communication passes through various levels or channels in the organization.
Loss by transmission and poor retention -
159
- lack of Mutual trust between the sender and the receiver also acts as a barrier to communication.
Distrust
160
- in an organization, communication has to pass through various levels and channels hence it may not reach the same place as it was sent by the sender.
Organizational barrier
161
Organizational barrier factors:
1. Organizational policy
2. Rules and regulations
3. Status
4. Complexity in organization structure
5. Organizational facilities
162
the communication process is hampered if the policy is not supportive of the free flow of communication exam. Centralized program
Organizational policy -
163
the process of communication is affected by rigid and cumbersome rules and regulations.
Rules and regulations -
164
- psychological distance is created between superior and subordinate because of status.
Status
165
organization structure can also act as a barrier to communication
Complexity in organization structure -
166
if facilities like frequent meetings, conferences suggestions, boxes, complaint boxes, etc
Organizational facilities -
167
Personal barriers factors:
1. Fear of challenge to authority
2. Lack of confidence of superior on his subordinates
3. Unwillingness to communicate
4. Lack of incentives
168
- if a superior fear that a particular communication can hamper his authority, then he may withhold such communication, as he always wants to maintain a higher position and prestige in the organization
Fear of challenge to authority
169
- when superior do not have faith trust or confidence on the competence of their subordinates then communication is said to be hampered.
Lack of confidence of superior on his subordinates
170
Measures to improve communication effectiveness
1. Ensure proper feedback
2. Communicate for present as well as future
3. Follow up communication
4. Be a good listener
5. Strategic use of grapevine
6. Timeliness
171
feedback enable the communicator to know whether the receiver has properly received the message or not
Ensure proper feedback -
172
- in order to achieve effective communication must meet the present and future needs.
Communicate for present as well as future
173
should be done to remove any hurdles or misunderstanding of the receiver
Follow up communication -
174
-the extensionist should carefully, patiently and attentively listen to the message conveyed to him
Be a good listener
175
a manager should strategically use grapevine communication along with formal communication to achieve organizational objectives
Strategic use of grapevine-
176
- the message should reach the receiver at the right time when it is needed.
Timeliness
177
- in agricultural extension each with its unique approach to disseminating agricultural knowledge, innovation and technologies to farmers and agricultural stakeholders
Model of technology transfer
178
- technology transfer is a top down approach where new technologies or innovation are developed by researchers and then passed on to extension agent who subsequently transfer this knowledge to farmers.
Linear Model
179
Types of linear Model
1. Process
2. Advantages
3. Limitations
180
- Popularized by Everett Rogers, explains how, why, and what rate new ideas and technologies spread within a community or population.
Diffusion of Innovations Model
181
The Model classifies farmers into five categories based on how quickly they adopt new technologies:
1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards
182
involved regularly scheduled visit from extension workers to farmers coupled with ongoing training.
Training and Visit ( T&V) Model -
183
- is a participatory approach to technology transfer that emphasizes experiential learning and group- based training.
Farmer field school (FFS) Model
184
emphasize the integration of knowledge between different actors in agriculture, such as farmers researchers extension workers and agribusiness.
Agricultural knowledge and information systems (AKIS) Model-
185
Is based on the idea that farmers are co researchers in the development of new technologies.
Participatory Technology Development (PTD) Model-
186
aim to address to complex challenges of agricultural development through an integrated approach that involves research, extension, policy and market components.
Integrated agricultural research for Development (IAR4D) Model-
187
focuses on the entire agricultural value chain from production to processing marketing and distribution.
Value chain Extension model-
188
integrates market demands into the extension process. This model focuses on improving farmers market access by ensuring that technologies and innovation are aligned with market needs and consumer preferences.
Market Led Extension (MLE)Model-
189
leverage digital tools such as mobile phones internet platforms and social media to transfer agricultural technologies.
Information and communication Technology (ICT) Model-
