Elements of communication

1. The communicator/sender:

a) The communicators knows the objectives, audience, their needs, the message and its content, the validity, usefulness, importance, channels, the treatment and professional abilities and limitation

b) The communicators interested in audience and its welfare, how message can help people, the result of communication, the communication process, the channels their proper use, limitation of channels and the communication skills

c) The communicators prepare: a plan for communication-teaching plan, materials and equipment and plan for evaluation or results

d) The communicators have skills in: selecting the message, treating the message, expressing the message, selection and use of channels, understanding of audience and the collecting the evidence of results

2. The Message:

A good message should be:

• In line with the objectives to be attained
• Clear understandable by audience
• In line with the physical, economic, social, mental capabilities of audience
• Significant economically, aesthetically to the need, interest and values of audience
• Simply stated, covering few pertinent points at a time
• Accurate scientifically sound, factual and current
• Timely especially when seasonal factors are important and issue are current
• Supported by factual materials covering both side of arguments
• Appropriate to the selected channels
• Appealing and attractive to the audience having utility and immediate use
• Applicable can apply recommendation to one’s own situation
• Adequate combining principle and practice in effective proportion
• Manageable can handled by communicators and within the limit of time and resources

3. The treatment and presentation:

• Way of handling the message in such a way that the treated message be sent over the channel with maximum probability of reaching the destination effectively.
• Treatments means the way a message is processed so that the information gets across to the audience.
• The following are the three categories of basses useful for varying treatment and presentation.

a) Matters of general organization

b) Matters of speaking and acting

c) Matters of devices for representing ideas

4. Communication channel:

• They are transmission line used for carrying message to their destination. Transmission line or bridge between sender and receiver of the message.
• The message must be transmitted through proper channel and the choice of channel is important in determining the efficiency and effectiveness of communication process.

Type and characteristics of communication channels

5. The receiver/Audience:

The audience are rather selective in receiving, processing and interpreting the message they received based on the following characteristics:

a) Selective exposure: there is a tendency for individuals to expose themselves relatively more to those items of communication as per their ideas, values, believes.

b) Selective perception: Regardless of communication exposures, an individual’s perception of a certain events, issues, person and place could be influenced by ones’ latent beliefs, attitudes, wants, needs or other factors.

c) Selective retention: All information is not retained by the individuals. People generally tend to retain that information in which they have some interest and which they considered to be important

6. Audience response:

a) Understanding Vs knowledge: People usually do not act on fact only but only after when an understanding of the feedback so as to remove all the barriers between sender and receiver

b) Acceptance Vs Rejection: Feedback is most essential to help them act in a right way

c) Remembering and forgetting: With the help of feedback to an extent it is possible to transmit right message to right people at right time

d) Mental and physical action: Feedback is most essential to remove the mental barriers in the way of actual adoption farm innovation.

e) Right Vs wrong: For the variety of reason farm people fail to behave precisely according to instruction even they have understood and accepted them.

7. The feedback:

• Purpose of feedback is to provide constructive information that helps another to learn how other regards his/her behavior and its effects