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Course Content
Introduction to communication
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Introduction
Purpose/Functions of communication
Why Managers need Communication skills?
Communication Process Model
Elements of communication
Types of communication
Scope of communication
Principle of communication
Communication gap
Components of effective communication
Agricultural development and mass communication strategy in agricultural extension and development
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Agricultural Communication
Knowledge function to be performed
Communication approach in agricultural extension program of Nepal, their achievement and limitations
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Introduction
The approach, strategy and methodology
Characteristics of common communication approach applied in Nepal
Communication barriers
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Reasons for communication barriers
Communication barrier according to Robert (2000)
Physical and Physiological barriers
Psychological barriers
Communication Skill
Organizational barriers
Cultural barriers
Cross-Cultural Communication barriers
Gender communication barriers
Communication barriers related to communicator
Six features of good liars
Reducing Communication barrier
Feedback in communication process, effect information and feedback in extension education
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Introduction
Characteristics of feedback
Guideline of /Structure of feedback in communication
Receiving feedback
Issues of communication
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Ethical issues
Legal and Security Issues
Issues related to messaging systems
Issues arising from Internet banking including
Theory of Communication
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Introduction
Function of theory
Theories of communication
Assumptions of hypodermic Needle Theory
Theory of uniform influence
Theory of selective influence
Theory of selectivity based on categories
Theory of selectivity based on social relationship
Agenda setting theory
McLuhan’ s theory
One step flow theory
Two-step flow theory
Multi step flow model theory
Individual difference theory
The modeling theory
The meaning theory
Uses and Gratification Theory
Development communication
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Introduction
Philosophy and goal of Development Communication
Approaches to handle development communication
Nepal’s Different Agricultural Extension Systems and Their Impacts
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Common Extension Approach
The conventional extension approaches
The Training and Visit Extension System
The Tuki Extension System
The Block Production Programme
Farming Systems Research and Extension Approach
The Integrated Rural Development Project
The group approaches
Pluralistic agriculture extension system
The farmers to farmer extension system
Forms of communication: verbal and non-verbal
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Verbal communication
Grapevine Characteristics
21 Rules for effective verbal communication
10 Tips to improve communication effectiveness through verbal communication
7 Tips for conquering presentation fear
Non-Verbal Communication
Factors that can provide nonverbal communication
12 guiding questions helpful to choose the form of communication
Implication and recommendation for non-verbal communication
Models of Communication
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Introduction
Advantage of model
Limitation of models
Models of Communication
Types of Models of Communication
Linear Model
Summary of Communication Model
Planning for effective communication-Trend, issues & problem
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Introduction
Why Communication Plan?
Factors consideration for Communication Planning
Elements of planning process of communication
Elements of communication plan
Functions of communication planning process
A written communication plan will
Communication System
Elements of basic communication system
Dimension of Communication system
Classification of Communication system
Stereotyping
Cultural gap
Directional Consideration in Communication System
Factors affecting audience in Individual Communication System
Advantages of Inter-personal communication system
Group communication System
Group Communication behavior
Mass Communication System
Concept of mass communication
Six category system
Function of Mass communication
Functions of Mass Communication for Society
Mass Media Channel
Basic things of mass communication channel
Essentials for Good Mass Communication
Function of mass Communication
Advantages of Mass Communication
Possible Mass media effect
Master Agriculture Communication – Notes, Case Studies & Practical Insights – with Rahul

Uses and Gratification Theory

  • Audience reads/ views content only if has some ‘use’ from them
  • Audience has some ‘needs’ which media helps to gratify (satisfy)
  • How people use media to gratify or satisfy their needs are as follows

a) Surveillance/ Information. Gives information about our immediate environment. Helps satisfy general curiosity. Helps us solve practical problems (Kitchen Tips)

b) Personal Identity. Identifying with people in the media (Identifying with sympathetic heroine in K serials)

c) Personal Relationships. Comparing oneself with others (I am so much better looking than that hero)

d) Diversion/ Entertainment. Diverting problems temporarily. Relaxation, Passing time. Emotional release.

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