Communication in Agricultural Extension

Communication in Extension

• Agricultural Extension is defined as a professional communication intervention deployed by an institution to induce change in voluntary behavior with a presumed public or collective unity.

Definition of Communication

• Communication originates from the Latin word "communis," signifying the act of making common or establishing commonness.
• Communication is a process where a source transmits a message to a receiver through a channel, aiming to elicit a response in accordance with the source's intention.

Key Points in the Definition of Communication

• Communication is an ongoing, cyclic, and ever-changing process without a clear beginning or end; it is interdependent and interrelated.
• It comprises five basic elements: source, message, receiver, channel, and response.
• Effectiveness is determined by whether the receiver's response aligns with the intention of the source.
• Communication is dynamic, characterized by constant fluctuation without fixed beginnings or endings.
• Communication is systemic, consisting of interacting elements that influence each other and the system as a whole.
• Interaction occurs through symbols; the selection and organization of symbols impact interpretation.
• Meaning is personally constructed, varying from person to person.
• The purpose of communication is to elicit specific behavioral changes related to knowledge, attitude, and practice.

Persuasive Communication

• Persuasive communication aims to change attitudes, beliefs, or behavior through message transmission.

Communication as Interaction: Empathy

• Empathy involves projecting oneself into another's personality or position.

Forms of Communication

• Verbal communication transmits ideas, opinions, feelings, and emotions through oral language.
• Non-verbal communication sends messages through methods other than spoken language.

Visual Communication

• Posture reflects personality
• Gestures and body movements convey messages
• Facial expressions communicate emotions
• Eye movements reveal inner thoughts
• Proxemics uses space to communicate
• Geographic location indicates relationship dynamics
• Time perception reveals personality traits
• Artifacts express personal identity
• Physical characteristics convey messages

Auditory Communication

• Silence can be powerful
• Paralanguage involves non-verbal speech features
• Tactile communication conveys feelings through touch

Other Senses in Communication

• Olfactory communication relates to smell
• Gustatory communication relates to taste

Field of Experience

• Field of experience is the sum of an individual's experiences, culture, and language that influence communication.
• Overlapping fields of experience between participants A and B create a common ground.
• A wider common field enhances effective communication.
• A narrow common field limits effective communication.

Feedback

• Feedback is information sent back to the source by the receiver, intentionally or unintentionally.
• Feedback connects the source and receiver
• It represents the receiver's response as perceived by the source.
• Feedback prevents communication breakdown and allows for adaptations
• It serves as a corrective function

Characteristics of Feedback

• Feedback can be observable, allowing the source to perceive it through the senses.
• A receiver's response can be overt or covert.
• Covert responses, like changes in attitude, are only discernible through overt manifestations.
• Feedback can be verbal, through oral or written communication, or non-verbal, through body language.
• Internal feedback occurs when you respond internally, while external feedback occurs when responding to others.
• Intentional feedback is consciously sent, while unintentional feedback is unconsciously sent.
• Directive feedback evaluates, whereas non-directive feedback describes without judgment.
• Formal feedback is solicited through structured means, while informal feedback arises spontaneously in face-to-face settings.

Purpose of Feedback

• Feedback informs the source about the receiver's attention, understanding, and interest.
• It helps the source adjust their communication.

Elements of Communication Relationship

• Source sends message/information to receiver through a channel, with feedback going back to the source and an effect on the receiver.

Source Characteristics

• Credibility influences the receiver based on competence, trustworthiness, and dynamism.
• Dimensions of credibility include character, competence, composure, and dynamism.
• Character relates to honesty and friendliness, competence to intelligence and skill, composure to self-confidence, and dynamism to boldness.
• The socio-cultural context includes role in society, group affiliation, prestige, norms, and beliefs.

Homophily

• Homophily is the degree to which a receiver perceives the source as similar in attributes.

Attitude

• Attitude is a predisposition to respond to any situation
• Attitudes can be towards the receiver/source
• Attitudes can be towards the subject matter
• Attitudes can be towards himself

Knowledge

• Subject matter knowledge is an attribute of the sender
• Audience knowledge is an attribute of the sender
• Communication process knowledge is an attribute of the sender

Factors Salient to a Receiver's Persuasibility

• Psychological orientation influences persuasibility
• Selective exposure leads receivers to seek information confirming existing beliefs.
• Cognitive dissonance arises when conflicting cognitions create discomfort.
• Selective perception leads receivers to notice or assign meaning based on immediate purpose, mood, cognitive structure, and personal relevance.
• Perception is influenced by past experiences, needs, motivations, mental set, and interests.
• Selective retention means receivers remember information supporting their beliefs.
• Selective discussion involves receivers sharing information of interest to their listeners.

Social-Psychological Orientation

• Open-mindedness affects persuasibility
• Self-esteem affects persuasibility
• Beliefs and values affect persuasibility
• Achievement motivation affects persuasibility
• Risk orientation affects persuasibility
• Group membership affects persuasibility
• Roles and functions in membership groups affect persuasibility
• Reference groups affect persuasibility
• Norms and values of membership groups affect persuasibility
• Customs and traditions affect persuasibility

Message

• A message is a sign or symbol with meaning for both sender and receiver
• Code refers to the symbols used; both must understand
• Content is the idea or substance being communicated
• Treatment is the arrangement of materials for meaning
• Dimensions of meaning include denotative (referential) and connotative
• Denotative meaning is the sign object relationship, relating to the physical world
• Connotative meaning is associated with personal experiences, often figurative, relating to social reality

Channel

• A channel is the medium for sending messages
• Channels can use different encodings, so messages can be seen, heard, touched, smelled or tasted.

Forms of Channels

• Message vehicles include interpersonal, mediated, mass media, and folk media channels
• Interpersonal channels, or face-to-face communication, are a universally used extension method, are typically informal and relaxed, focus learning as an individual process, and give the Extension Agent personal influence.
• Interpersonal channels build confidence between the Extension Agent and Farmer

Gatekeeper

• A "Gatekeeper" controls information flow, decides what to transmit, evaluates content relevance, and can alter messages.
• Examples include affluent villagers, village workers in the city, barangay captains, publishers, editors, reporters, writers, producers, and directors.

Opinion Leader

• Opinion-leaders are approached for advice and viewed as credible, influential, and authoritative.
• Opinion leaders can be barangay captains, rural health workers, school teachers, extension agents, and priests.

Mass Media Channels

• Mass media channels help communicate with the large group of people unaware of new innovations and can stimulate their interest
• These channels can accelerate existing awareness of change processes, but do not guarantee behavior changes
• Examples include radio and print

Mediated and Folk Channels

• Mediated channels include SMS, Email and Social Networks, such as Facebook
• Traditional/folk channels also exist