UNIT 4 - Communication and Extension Flashcards
It is the basis of all social interaction.
Communication
Social Functions of Communication
- Fulfill social obligations or to conform to societal norms
- Build and maintain relationships
- Define the nature of the relationship
- Enhance and maintain sense of self
- Manage conflict
Decision-Making Functions of Communication
- Share information
- Influence others
Other Functions of Communication
- Changing attitudes and behaviors
- Convincing farmers to try out a new technology
Give the specific purposes of communication with examples.
- To inform - Radio, newspaper
- To bring about understanding - Magazine Features , lecture, meeting, extension
- To motivate - Bulletin
- To persuade - Discussion group
- To learn new skill - Method Demonstration
- To change or adopt a new practice - Leaflet, Illustrated comics
- To entertain - Radio/TV Jingle, mini drama
The SMCRE model stands for:
- Source
- Message
- Channel
- Receiver
- Effect
A person, organization, institution sending out an idea.
Source
An idea being shared between two or more persons, organizations,
institutions. This idea maybe in the form of new knowledge, skills or favorable attitudes.
Message
The method by which the idea is conveyed. It maybe verbally expresses either
orally or in print.
Channel
Another person, organization, institution receiving the idea. They are targets
of communication.
Receiver
The desired goal of communication planned by the source. The desired effect
maybe in a change of knowledge, skills, or attitudes for better rural living.
Effect
True or false. Communication is a two-way process
True
Give the 4 levels of Communication
- Intrapersonal Communication
- Interpersonal Communication
- Organizational Communication
- Mass Communication
It is communication with oneself. All persons have the capability
of engaging in conversation with themselves, hence, the focus is on the individual, on his cognition
and attitudes.
Intrapersonal Communication
It is the interaction between two or more individuals in a face-to face situation.
Interpersonal Communication
It refers to the structure and functioning of units within an
organizational system.
Organizational Communication
It pertains to the interaction of individuals with the public through mass
media such as TV, radio, newspaper etc.
Mass Communication
Factors of Effective Communication
- Elements of a communication process
- Resources Community
- Attributes of Technology
- Extension/Communication Methods
- Organizational Communication
- Categories of Formal Communication in Organization
Requires an understanding of the various forces which affect the effectiveness of the
efforts in extension.
Extension Works
Elements of a communication process
- Source-Receiver Factors
- Message Factors
- Channel Factors
- Purpose Factors
Resources found in the community are:
Human and Non-human resources
Attributes of Technology
Trialability
Observability
Relative advantage
Compatibility
Complexity
Extension/Communication Methods
- The Objective
- Human Factors
- Available Materials and Facilities
- Available Budget Support
- Time Consideration
- Subject Matter
Categories of Formal Communication in Organization
Downward Communication
Horizontal Communication
Upward Communication
Refers to the communication of messages and information to the
subordinates by the head of office.
Downward Communication
It is the process of exchanging information between peers at any
organizational level, usually to coordinate activities.
Horizontal Communication
Means communicating messages and information by the subordinates to
the superiors.
Upward Communication
It is an integral part of the extension process
involving the transfer and spread of technical innovation and know-how to the farming population.
Transfer of Technology (TOT)
Is a multi-level process of communication involving a variety of senders and receivers of ideas and
materials.
Transfer of Technology (TOT)
Components of TOT
Consultancy
Promotional
Participative
TOT models
