Course Content
Agricultural development and mass communication strategy in agricultural extension and development
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Communication approach in agricultural extension program of Nepal, their achievement and limitations
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Feedback in communication process, effect information and feedback in extension education
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Learn Agriculture Communication with Rahul
About Lesson

Introduction

  • Communication is the process of creating an understanding in the minds of others through one or more of the five senses.
  • Communication is the process of sending and receiving information.
  • When man communicates, he shares, his knowledge, attitudes, skills, and behavior in the form of gestures, spoken or written messages.
  • It is the process of transforming an idea, skill, or attitude from one person to another accurately, effectively, and satisfactorily in a particular environment and culture.

 

Characteristics of communication

  • Can occur without uttering a single word, sign, signal, or report.
  • Is a two-way process that involves transmission and reception.
  • Is a process: the process of transmitting meaning between individuals
  • Must include both the transfer and the understanding of meaning.
  • Has many varieties; verbal, nonverbal, vertical/horizontal, downward-upward

 

Purpose/Functions of Communication

  1. Information function: The getting or giving of information underlies all communication functions either directly or indirectly
  • Education function,
  • Teaching function,
  • Evaluation function
  • Orientation function,
  • Interview function

 

  1. Instruction function: The command or instructive function of communication is more observable in formal organization rather than informal
  • Command function,
  • Instruction function,
  • Team management function,
  • Problem-solving function,
  • Directive function
  1. Persuasive function: Persuasive function of communication i.e. to induce people is extremely important for extension in changing their behavior in a desirable direction
  • Influence function,
  • Motivation function
  • Image projection function

 

  1. Integration function: The major function of communication is the integration of any disintegration at the interpersonal or organizational level. This helps to maintain individual, societal, or organizational stability and identity
  • Organizational function,
  • Linkage function,
  • Coordination function,
  • Synergy function

 

Why do Managers need Communication skills?

  • Forecasting,
  • Planning,
  • Organizing,
  • Instructing,
  • Coordinating,
  • Controlling

 

 

Communication Process Model

Sender form message—> Encode message—> Receiver receives encoded message—-> Decode message—-> Form feedback—> encode feedback—> receive feedback—> decode feedback.

 

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