RESEARCH without EXTENSION is a folly,

Extension without Research is a hobby

The ultimate goal of farming is not the growing of crops, but
the cultivation and perfection of human beings
-Masanobu Fukuoka

ALAKA S BALAN
Assistant Professor (C)
Department of Agricultural
Extension RARS, Pilicode
 KRISHI BHAVAN
• Concept of KB was launched in 1987
• Under decentralization, Dept of Agriculture was reorganized with panchayat as
basic operational unit.
• Multi functional areas of AO-
a.Implementing officer- planning & formulation of various
agricultural projects, implementing officer of peoples plan program, crop risk
management and supporting development of market linkages for farmers

b.Adminstrator- principal information officer as per RTI 2005, insecticide

and fertilizer inspector, reporting officer as per Kerala paddy
land/wetland conservation act 2008 and convenor of panchayath level Agriculture
Development Committee

c.Agricultural Extension Officer- capacity building of farmers, transfer

of agricultural technology, monitor the collection of soil samples, coordinator
for integrating the efforts of various stakeholders in agriculture
Services offered at KB

• Distribution of seeds and planting materials

• Soil testing services
• Crop insurance
• Payment of subsidies
• Capacity building
• Farmers pension and license
• Other services
 DEFINITION-
It is the process by which two or more people
exchange ideas, facts, feelings or
impressions so that each gains a common
understanding of the meaning, intent
and use of messages.
(Leagens)

Communication has its origin from

the latin word 'communis' which
means common.
 Brooker, 1949

Thayer, 1968
Rogers, 1983

• Communication is • Communication is • Communication

the process by anything that is
which conveys mutual
message is meaning, interchange of
transmitted from that carries a ideas by
source to message from any
receiver one person to
another effective means
Cybernetic
s

Semantics

Morpheme
 Purpose of
communication
1. To inform- educational
approach
2. To persuade (an appeal to Emotions); viz.
Propaganda/Publicity
 Other purposes
3.To entertain; viz. Entertainment programmes
4.To stimulate a change
Basic function of communication

•Information
•Command or instructive
•Influence or persuasive (most imp)
•Integrative function
Elements of Communication

a. Communicator or
source
b. Message
c. Channel
d. Receiver
 a. Communicator

• Key Communicators- Opinion leaders

• Person in any social system sought out for advice on general
or specific topic
• Opinion leadership: degree to which an individual is able to informally
influence other’s knowledge, attitude, or overt behaviour in a desired
way with relative frequency ( Rogers & Kincoid)
• Identification- sociometric, self designating method, key informant
method
• Credibility- source is perceived as trustworthy and competent by
receiver
 b. Message

• Actual physical product of source-encoder is message

• Berlo- 3 dimensions of message- code, content, treatment
Code- system of signals
Content- info that is relevant to audience
Treatment- way a message is handled
• Distortion- Systematic or stretch, Mirage,
Fog
Systematic- no info is lost, it is
changed- useful for extension workers
Fog- some part of info is lost
Mirage- Loss of msg is max, extra and
 c.Channel
• Physical bridge, transmission lines
• Noise- dysfunctional factor in communication
• Personal localite- Local leaders-belong to receivers
own social system. E.g., friends, neighbours,
opinion leader
• Personal cosmopolite- Channels are from
outside, have personal face-to-face contact.
E.g., Extension agent
• Impersonal cosmopolite- Channels-outside, no face
Most widely used channels- mass
to face contact. E.g, Mass mediamedia (Transient) and
interpersonal
 d.Receiver
• Consumer of msg- most imp element (target)
• Terminating element in communication process- Audience response
• Audience segmentation- strategy that breaks down heterophilous audience
into a series of relatively more homophilous sub audience.
• Action reaction interdependence in communication- feedback
(source oriented)
• Selective exposure- Tendancy of individual to expose themselves
to messages that are in agreement with their ideas, beliefs
• Selective perception- Two individuals if exposed to same msg, they
could go with different perception about it
• Selective retention- retain info that is interesting and considered imp.
 Faithful and effective performance
Communication fidelity by all its elements

Highest level of
fidelity
In person

Video chat

Phone

conversation

Instant

messaging

Voice mail

Lowest level of Text

fidelity
messages
 Process of communication

Idea is Receiver Receiver

converted Transmitted decodes the
IDEA receives the
into words, to receiver message into
message and
pictures perceives it meaningful
(Encoding) ideas
Five verbal communication skills

• Writing- encoding skill

• Speaking- encoding
skill
• Reading-decoding skill
• Listening-decoding skill
• Thought or reasoning-
Both
 LEVELS OF COMMUNICATION
•Intrapersonal- basic, communicating with self
•Interpersonal-one to one, minimal psychological noise
•Group- more than 2, e.g., phone, e-mails
•Public- to inform, entertain, persuade. No mutual feedback
between sender and receiver
•Mass- books, television, radios, films, computer technologies,
magazines and newspapers
Message thoughts & feelings

Channel brain

Feedback you talk to yourself, or

discard certain ideas
and replace them with
others
 Self Awareness Self Management Self Confidence

Misconception Over thinking Wrong Decision

 Organisational Communication

• All of those data-flows that sub serve the organisation’s communication

and intercommunication processes in the same way (Thayer, 1968)
• Interpersonal group relations within organisations
• Decision making and conflict management
Intra organizational Inter organizational
 TYPES OF ORGANIZATIONAL
COMMUNICATION
I.According to II.According to III.According to
organization direction of expression and body
structure communication language

Formal Informal Vertical Lateral Diagonal Verbal Non verbal

Downward Upward Oral Written

 1. BASED ON ORG STRUCTURE
Formal Communication Informal Communication

• Pre-defined channels that employees • Do not rely on already established

or leaders can use to reach out channels; as a result, contacts
to others. can spread to any number of
channels. Also called as
• Includes orders, instructions, decisions
or intensions of the superiors. grapevine communication.
• Free from all formalities
• Includes comments, suggestions, and
can also be conveyed by simple
glance, nod, gestures, smile
or mere silence too.
 2. Based on Direction of Communication

• Downward communication- job instruction, feedback, performance report

• Upward communication-reactions, suggestions, financial report
• Horizontal/ Lateral communication- b/w line departments
• Diagonal communication- no direct path, helps in building relationship
 3. Based on Expression and body language

I. VERBAL

•Here spoken words

used
are to communicate a
message.

• It applies to a wide
range of situations
ranging from informal
office discussions to public
speeches made to
thousands of people.
TYPES OF VERBAL COMMUNICATION

1. Oral
communication For
illiterate audience
TYPES OF VERBAL COMMUNICATION

2. Written communication
•For complicated data
•Recordical
• E.g., e-mails,
letters, office memo
 II. NON VERBAL COMMUNICATION

1.Haptics
•Communicating through t ouch is an important non verbal
behaviour.
•To communicate affection, sympathy and other emotions
2.Gestures
•Deliberate movements and signals without using words.
•Waving, pointing, and using fingers to indicate numeric amounts.
•Other gestures are arbitrary and related to culture.

3.Proxemics
•Personal space.
•The amount of distance we need and amount of
space we
perceive as belonging to us
3.Proxemics
Used for public
Public speaking
space
Social For interaction among
space colleagues
Personal
space For interaction among
close friends
Intimate For embracing,
space whispering
Upto 1.5
feet

1.5 to 4
feet
4 to 8
feet
8 to above 100
feet
4. Facial expression
•Much information can be conveyed with a smile or frown.
•The look on a person’s face is often the first thing we see,
even
before what they have to say.

5.Paralinguistics
•Vocal communication that is separate from actual language.
•Factors such as tone of voice, loudness, inflection and pitch.
• Tone- approval ord
enthusiasm? Are you there?
Are you there?
Are you there?
6. Kinesics
•Posture and body movement.
•defensive postures; arm-crossing and leg-crossing.
•Raising an eyebrow expresses disbelief, shrugging the
shoulder
show indifference.
• When a person is eager to hear, he sits with his feet
under the chair, toes pressed to the ground, and leans forward on
the desk.

7.Appearance

• Our choice of color, clothing, hairstyles and other

factors affecting appearance.
8. Oculesics
•Eyes play an important role such as looking, staring, and blinking.
•When people encounter things that they like, the rate of blinking
increases and pupils dilate.
•Indicate -hostility, interest and attraction.

9.Chronemics
•Study of use of time in non verbal communication.
•Time perceptions include punctuality and willingness to wait,
the speed of speech and how long we are willing to listen.
10. Artifacts
•Objects and images are also important.
•For example, on an online forum you might select an avatar
to represent your identity online and to communicate
information about who you are and the things you like.
• People often spend a great deal of time developing a
particular image and surrounding themselves with objects designed
to convey information about the things that are important to them.
Listening

• Art of effective communication

• Involves 5 stages- seeing/selecting, interpreting, evaluating,
responding, memory
 Listening barriers in communication

• Psychological- prejudgement/ hasty evaluation, closed mindedness,

inability to pay attention, prejudice, envy, dislike, hatred, ego, urge
to debate or advice
• Environmental- physical distraction, loud noise, visual
• Emotional/Personal- beliefs, attitudes, sad memories, fear, anxiety,
anger
• Semantic/Linguistic- speakers style of speaking & mannerism, use
of jargaon, lag time, mispronounced words
• Socio-cultural – diff cultural background, personal space, public
space
• Physiological- hearing impairment, hunger, tiredness, pain
MCQ - 1
The word communis comes from which language?

a. b.
French Greek

c. d.
English Latin
Ans.
D
MCQ - 2
The type of communication wherein you use physical distance as a measure?

a. b.
Haptics Proxemics

c. d.
Chronemics Gestures

Ans.
B
MCQ - 3
Non verbal message communicated through appearance of objects i.e., their
display and arrangement?

a. b.
Vocalic Phonetic

c. d.
Chronemics Artifacts

Ans.
D
MCQ - 4
Science that deals with study of communication?

a. b.
Semantics Phonetic

c. d.
Chronemics Cybernetics

Ans.
D
MCQ - 5
The flow of information initiates from the top level to the bottom in the
organization is?
(Cat no. 528/23, 529/23)

a. Vertical b. Upward

c. d.
Star Horizontal

Ans.
A
MCQ - 6
Distortion type wherein extra and unwanted information are supplied along
with the message?

a. b.
Fog Mirage

c. d.
Systematic Stretch

Ans.
B
MCQ - 7
Most important function of communication?

a. b.
Command Instruct

c. d.
Influence Integrate

Ans.
C
MCQ - 8
Use of difficult words in a speech results in?

a. Emotional b. Linguistic
barrier barrier

c. Semantic d. Both b and

barrier c

Ans.
D
MCQ - 9
System of signals for communication?

a. b.
Content Treatment

c. d. None of the
Code above

Ans.
C
MCQ - 10
Reading newspaper is an example for which level of communication?

a. b.
Interorganizational Intrapersonal

c. Inter d.
personal Intraorganizationa
l
Ans.
B