Communication in Agricultural Extension Flashcards
Derived from the Latin word meaning ______ (common), refers to “sharing of ideas, facts, opinions, information, and understanding”; transfer or transmission of some information and understanding
from one person to another
“communis”
________ defined as a planned
transfer of farm technologies from the research system to the
farmers’ system
agricultural communication
Communication can be basically
conceptualized in terms of the S-M-C-R model.
It is a process by which a Source sends a Message to a Receiver by means of a Channel to produce a Response in accordance to the intention of the source.
- ability to project ourselves into other peoples’ personalities.
Empathy
-the process of reciprocal role- taking, the mutual performance of emphatic behaviors.
Interaction
FUNCTIONS OF COMMUNICATION
________ -serves to provide knowledge to the individuals need for guidance in their actions. It also fulfills worker’s desires for awareness of things that might affect them.
Information function
_________ make people aware of his/her obligations to the formal organization and to provide him/her with additional guidance on how to perform duties adequately.
Instructive (command) function
______ encourages the appropriate individual to perform or to exhibit a certain behavior. Messages communicated are used to convince individuals that their actions can be personally or organizationally beneficial.
Influence and persuasion
(motivational)
______ -refers to the fact that the
communication of messages/ideas, if properly
handled, should help to relate the activities of
the workers to their efforts; complement rather
than detract from each other.
Integrative function
As a process, communication is said to be (6 attributes):
-On- going
-with no beginning and no end
-Cyclic
-interdependent
-Ever-changing
-interrelated
As a process, communication is said to be:
-interdependent
-Ever-changing
-interrelated
-On- going
-with no beginning and no end
-Cyclic
ATTRIBUTES OF COMMUNICATION (4)
- Dynamic
- Systemic
- Interaction through symbols
- Meaning is personally constructed
ATTRIBUTES OF COMMUNICATION (4)
– Communication has ever-changing character
– It fluctuates constantly, is never fixed, and has no clear beginnings and endings.
- Dynamic
ATTRIBUTES OF COMMUNICATION (4)
– Communication should be recognized as a system that consists of a group of elements which interacts each other and the system as a whole.
- Systemic
ATTRIBUTES OF COMMUNICATION (4)
– Symbols should “arouse” in one’s self what it arouses in another.
– The language or symbol we select and the way in which we organize them affect how others will interpret our messages.
- Interaction through symbols
ATTRIBUTES OF COMMUNICATION (4)
– No two people construct the same meaning even if they hear or see the same thing.
Interpretation is bounded by our
experiences, thoughts, feelings, needs, expectations, self-concept, knowledge, etc.
- Meaning is personally constructed
- Sum total of an individual’s experiences which influences his/her ability to communicate
Fields of experience
ELEMENTS OF COMMUNICATION
- Source
- Message
- Channel
- Receiver
- Effect
- Feedback
ELEMENTS OF COMMUNICATION
Source is the origin of the idea. It is also famously known as sender. He/she may be an individual or group though ultimately, it is an individual who will act on behalf of the group. The sender conceives the idea, prepares the message, selects the channel of distribution and decides who the receiver will be.
- Source
- Message
- Channel
- Receiver
- Effect
- Feedback
ELEMENTS OF COMMUNICATION
Characteristics
________ degree to which a receiver perceives the source as similar to him or her in certain attributes such as age, sex, language, regional background, etc.
- Homophily-
ELEMENTS OF COMMUNICATION
Characteristics
________ receiver’s perception of the believability of the source in a particular situation.
– 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-
ELEMENTS OF COMMUNICATION
Characteristics-Dimensions of Credibility
________ when a source is perceived as honest, trustworthy, friendly, reliable, pleasant, warm, etc. His or her credibility is based on the ______ dimension.
a. Character-
ELEMENTS OF COMMUNICATION
Characteristics-Dimensions of Credibility
________ when a source is perceived as well-trained, competent, intelligent, witty, bright, etc., his/her credibility is based on the _______ dimension.
b. Competence-
ELEMENTS OF COMMUNICATION
Characteristics-Dimensions of Credibility
________ when a source is perceived in terms of self-confidence, poise, dignity, level-headedness, etc., his/her credibility is based on composure.
c. Composure-
ELEMENTS OF COMMUNICATION
Characteristics-Dimensions of Credibility
________ when a receiver rates a source in terms of being bold, aggressive, extrovert, etc.
d. Dynamism-
ELEMENTS OF COMMUNICATION
Refers to the content that the sender passes on to the receiver; core of communication.
Messages can consist of symbols or words.
Transformation of an idea into a message by the sender is known as encoding, and converting this message into some meaning by the receiver is known as decoding. The message should be clear so that the receiver understands it.
Message
ELEMENTS OF COMMUNICATION
Message factors
_______symbols used in communicating;
both sender and receiver should
understand in order to communicate
- Code-
ELEMENTS OF COMMUNICATION
Message factors
_______ the idea or substance selected to express the purpose of the source for communicating.
- Content-
ELEMENTS OF COMMUNICATION
Message factors
_______ the manner by which the materials are arranged in order to be meaningful to the receiver.
- Treatment-
ELEMENTS OF COMMUNICATION
(2) FORMS OF COMMUNICATION
Verbal communication
Non-verbal communication
ELEMENTS OF COMMUNICATION
FORMS OF COMMUNICATION
________ is the transmission of ideas, opinions, feelings, emotions or attitudes through the use of oral language.
Verbal communication
ELEMENTS OF COMMUNICATION
FORMS OF COMMUNICATION
________ communication refers to the sending of messages to another person using methods or means other than the spoken language.
Non-verbal communication
ELEMENTS OF COMMUNICATION
Categories of non-verbal communication (4):
Non-verbal communication
a. Physical
b. Aesthetic
c. Signs
d. Symbolic
ELEMENTS OF COMMUNICATION
Categories of non-verbal communication:
___________
-personal type of communication
– includes facial expression, tone of voice, sense of touch, sense of smell, and body motions.
Non-verbal communication
a. Physical
ELEMENTS OF COMMUNICATION
Categories of non-verbal communication:
___________
-the type of communication that takes place through creative expressions; playing instrumental music, dancing, painting, and sculpting.
Non-verbal communication
b. Aesthetic
ELEMENTS OF COMMUNICATION
Categories of non-verbal communication:
___________
-the mechanical type of communication which includes the use of signal flags, horns, sirens, and the likes.
Non-verbal communication
c. Signs
ELEMENTS OF COMMUNICATION
Categories of non-verbal communication:
___________
-makes use of religious, status, or ego-building symbols.
Non-verbal communication
d. Symbolic
ELEMENTS OF COMMUNICATION
Other types of non-verbal communication:
Non-verbal communication
* Visual
* Auditory
* Olfactory
* Gustatory
ELEMENTS OF COMMUNICATION
Visual
– the way we stand or carry ourselves speaks so much of our personality.
- Posture
ELEMENTS OF COMMUNICATION
Visual
–raising hands, nodding, shaking the head, etc.
- Gestures and body movements
ELEMENTS OF COMMUNICATION
Visual
– movement of the eyebrows and mouth
- Facial expression
ELEMENTS OF COMMUNICATION
Visual
– “the eyes are the windows of the soul”
- Eye movements
ELEMENTS OF COMMUNICATION
Visual
– movement of the eyebrows and mouth
- Facial expression
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
– communicating by the use of space in relation to other people.
Proxemics
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
– the position of the interactants during a communication situation shows the kind of relationship between speaker and listener.
Geographic location
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
– a person’s observation of time reveals a lot about his personality (punctuality, tardiness)
Time
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
– things or objects put on the body speaks so much of ourselves.
Artifacts
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
– color of one’s skin, the size and shape of one’s body, color of one’s hair or eyes convey a message.
Physical characteristics
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
________?
* Silence – “silence speaks louder than words”
* Paralanguage – non-verbal features in speech such as intonation, pitch, loudness, intensity
* Tactile – communication through touch, conveying feelings without words.
Auditory
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
Auditory
– “_____ speaks louder than words”
Silence
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
Auditory
_________– non-verbal features in speech such as intonation, pitch, loudness, intensity
Paralanguage
ELEMENTS OF COMMUNICATION
NON-VERBAL COMMUNICATION
Auditory
_______ – communication through touch, conveying feelings without words.
Tactile
NON-VERBAL COMMUNICATION
________ - communication that
refers to smell.
Olfactory
NON-VERBAL COMMUNICATION
_________ – communication through taste.
Gustatory
ELEMENTS OF COMMUNICATION
Message meaning (2 categories)
Denotative or referential meaning
Connotative meaning
ELEMENTS OF COMMUNICATION
DIMENSIONS OF MEANING
________ – the relationship between a word-sign and an object or the sign-object relationship.
Denotative or referential meaning
ELEMENTS OF COMMUNICATION
DIMENSIONS OF MEANING
________ – meaning associated with the personal experiences of the person using the word, and is closely related to who and what he is as a person.
Connotative meaning
These terms are FIGURATIVE; what they suggest.
These meanings fall under DOMAIN: SOCIAL REALITY
Connotative
This type of meaning is concerned with the existence of objects in the physical world.
They fall under the Domain: PHYSICAL REALITY
Denotative
_______ are information or ideas which we hope our audience will receive and interpret exactly as intended.
MESSAGES
ELEMENTS OF COMMUNICATION
__________
Refer to the various methods available to any communicator to reach his audience with the message. They may be classified as visual, spoken, written, or a combination of two or three channels. The techniques in using these methods determine the success or failure of the communication process.
Channels
Message vehicles in the form of
_______ -someone who:
* controls the flow of information to transmit and to whom he/she will transmit it.
* Evaluates the content to determine its relevance and value to the potential receivers
* Has the power to delete, alter the flow, add, subtract, or distort the message.
“Gatekeeper”
_______ -a person who is:
* approached by others for advice on certain matters
* Perceived as credible, influential, authoritative in the community.
“Opinion-leader”
________ communication refers to that situation where something (may be space, time or a physical barrier) is placed between two interacting individuals.
Non-interpersonal
______ communication or the use of print, broadcast, or other forms of mass media in addressing a public “mass.”
Mass
______ – songs, folk dances, drama, etc. which people create as a means of expressing their idea, beliefs, values and their experiences. _____ reflect the CULTURE of the people.
Folk media
ELEMENTS OF COMMUNICATION
The audience in extension education is composed of farmers, homemakers, and the
youth.
Receiver
ELEMENTS OF COMMUNICATION
Receiver characteristics
_______ psychological factors that are salient to a receiver’s persuasiveness.
Psychological orientation-
ELEMENTS OF COMMUNICATION
Selective Processes
_______ receivers tend to expose him/herself only to information that agrees with or supports his/her existing behavior.
Selective exposure-
ELEMENTS OF COMMUNICATION
Selective Processes
_______
receivers tend to “notice” or assign meaning only to messages that
– Serve some immediate purpose
– Reinforce his or her mood
– Fits his/her cognitive structure
– Are meaningful for him/her
Selective perception-
ELEMENTS OF COMMUNICATION
Selective Processes
_______
- receivers tend to learn or remember only information that supports or agrees with his/her attitudes, beliefs, behavior
Selective retention
ELEMENTS OF COMMUNICATION
Selective Processes
_______
- receivers tend to discuss only those information which might be of interest to them and to their listeners.
Selective discussion
ELEMENTS OF COMMUNICATION
Information that is sent or fed back by the receiver intentionally or unintentionally to the source.
Feedback
ELEMENTS OF COMMUNICATION
Type of Response
______- knowledge, awareness, thought and skills
Cognitive effect
ELEMENTS OF COMMUNICATION
Type of Response
______- shifting of an existing attitude to the neutral zone
Neutralization
ELEMENTS OF COMMUNICATION
Type of Response
______- a shift opposite to that direction that is intended
Boomerang effect
ELEMENTS OF COMMUNICATION
Type of Response
______- maintenance of existing attitude
Conservation
COMMUNICATION EFFECTS
“… the difference between what a receiver thinks, feels, and does before and after exposure to a message.”
Effects
In EXTENSION, the desired
effect is ________ OF AN
INNOVATION.
ADOPTION
Barriers to Effective Communication
Perception
Language- “Jargon”
Semantics
Inflections- “Where is the emphasis?”
Personal interests
Pre-conceived notions
Emotions
Attention
Wordiness
Inferences
COMMUNICATION MODELS
-this model represents a communication process that occurs as a source drafts message based on one’s communication skills, attitudes, knowledge, and social and cultural system.
These messages are transmitted along channels. A receiver interprets message based on the individuals’ communication skills, attitudes, knowledge, and social and cultural system.
-Limitation: Lack of feedback
Berlo’s Model
COMMUNICATION MODELS
-macroscopic theory that are concerned with media’s impact on culture and society—for example, cultural studies theory.
- “cause and effect” notion
- “Who says what in what channel to whom with what effects?”
Laswell’s Model by Harold Laswell
COMMUNICATION MODELS
- Breaking down an information system into sub-systems so as to evaluate the efficiency of various communication channels and codes.
- Source, Encoder, Channel, Message, Decoder, and Receiver
- “information model” of communication
- Noise indicates those factors that disturb or otherwise influence messages as they are being transmitted.
- Limitation: communication as one-way process
Shannon and Weaver’s
COMMUNICATION MODELS
-circular nature of communication
-participants swap between the roles of source/encoder and receiver/decoder
Osgood-Schramm Model
Type of Communication
-unconstructed and informal network
-formed on social relationship rather than organizational charts or job descriptions
-informal vehicle through which message flow throughout the organization
-term originated in 1860s during the American Civil War
Grapevine communication
Advantages of Grapevine communication
-Spreads rapidly
-feedback is quick
-group cohesiveness and psychological
satisfaction
-Emotional supportive
-substitute for formal channel of
communication
Disadvantages of Grapevine
communication
-Untruth information most of the time
-Partial information only spreads
-may hamper goodwill of the organization of people, if misused
