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Extension personality development skills

1. AEX 201 COMMUNICATION SKILLS AND AEX 201 COMMUNICATION SKILLS AND
PERSONLITY DEVELOPMENTPERSONLITY DEVELOPMENT
Dr.K.RAMAKRISHNAN Ph.D.,Dr.K.RAMAKRISHNAN Ph.D.,
PROFESSOR (Agrl.Extension)PROFESSOR (Agrl.Extension)
AC&RI, MADURAIAC&RI, MADURAI

2. UNIT I: Communication and Programme planning
Communication-
Meaning
Definition
Functions
Elements
Characteristics
Types
Barriers
Models of communication

3. •Communication is derived from the Latin
word ‘communis’ – means common – so
communication is an act in which a
person shares the knowledge, feelings,
ideas, information, etc. in ways such that
each gains a common understanding of
the meaning interest and use of the
message.
Communication means

4. Communication is a process by
which two or more people
exchange ideas, facts, feeling of
impressions in ways that each
gains a common understanding of
the message.
Paul Leagans, 1961
Definition

5. Communication is the process by
which messages are transferred
from a source to receiver
Rogers and Shoemaker (1971)
Definition

6. Communication is the process of
sending and receiving messages
through channels which
establishes common meanings
between a source and a receiver
Van Den Ban and Hawkings, 1988
Definition

7. DefinitionDefinition
Communication is the process by which a Communication is the process by which a
source sends a message to a receiver by source sends a message to a receiver by
means of some channels means of some channels in order to in order to
produce a response from the receiver in produce a response from the receiver in
accordance to the interaction of the source.accordance to the interaction of the source.
-IRRI publication on communication -IRRI publication on communication
process,1992.process,1992.

8. Agricultural CommunicationAgricultural Communication
It can be defined as a planned transfer of It can be defined as a planned transfer of
farm technologies from the research farm technologies from the research
system to the farmers’ system through system to the farmers’ system through
extension system and mediaextension system and media with a view to with a view to
make desirable changes in respect of make desirable changes in respect of
higher productivity, profitability and higher productivity, profitability and
prosperity and also gets feed-back from prosperity and also gets feed-back from
the clients. the clients.

9. Characteristics or Attributes of Characteristics or Attributes of
communicationcommunication
Dynamic:Dynamic:
communication has an ever-changing character.communication has an ever-changing character.
It fluctuates constantlyIt fluctuates constantly
It has no beginning and endingIt has no beginning and ending
SSystemic:ystemic:
communication should be recognised as a system communication should be recognised as a system
that consists of a group of elements which interact that consists of a group of elements which interact
to influence each other and the system as a to influence each other and the system as a
whole. whole.

10. Contd…..Contd…..
Interaction through symbolsInteraction through symbols
The language or symbols we select and the way The language or symbols we select and the way
in which we organize them affect how others will in which we organize them affect how others will
interpret our messages.interpret our messages.
Meaning is personally constructedMeaning is personally constructed
No two people construct the same meaning even No two people construct the same meaning even
if they hear or see the same thing.The if they hear or see the same thing.The
interpretations of the people vary from person to interpretations of the people vary from person to
person.It depends upon the experience, person.It depends upon the experience,
feelings, needs, knowledge,etc.,feelings, needs, knowledge,etc.,

11. Functions of communicationFunctions of communication
Four basic functionsFour basic functions
i)i)Information function:Information function: Information about, Information about,
what is going on in the environment.The what is going on in the environment.The
basic requirement for adapting and basic requirement for adapting and
adjusting oneself to the environment.adjusting oneself to the environment.
ii)ii)Instructive function:Instructive function: Instruction or Instruction or
commands from top to bottom of any commands from top to bottom of any
formal organisation and family. formal organisation and family.

12. Contd....Contd....
iii)iii)Influence or Persuasive function:Influence or Persuasive function: The basic The basic
purpose of communicatio is to induce people purpose of communicatio is to induce people
in order to bring about changes in their in order to bring about changes in their
overall behaviour.overall behaviour.
iviv)Integrative function:)Integrative function: Developing integration Developing integration
or eliminating disintegration either at or eliminating disintegration either at
interpersonal/ organizatinal level.interpersonal/ organizatinal level.

13. Elements of communicationElements of communication
CommunicatorCommunicator
MessageMessage
ChannelChannel
Noise/DistortionNoise/Distortion
Treatment of messageTreatment of message
Communicatee /Receiver/AudienceCommunicatee /Receiver/Audience
Audience ResponseAudience Response
FeedbackFeedback

14. CommunicatorCommunicator
Definition:Definition:A communicator may be an A communicator may be an
individual, a group or a social system. Who individual, a group or a social system. Who
initiate the process of communication. He is initiate the process of communication. He is
the source, originator or sender of messages.the source, originator or sender of messages.
Characteristics of good communicatorCharacteristics of good communicator
I.He Knows:I.He Knows:
His objectiveHis objective
His audienceHis audience
His messageHis message

15. Contd.....Contd.....
Channels that will reach the intended audienceChannels that will reach the intended audience
How to organise & Treat his messageHow to organise & Treat his message
His professional abilities and Limitations.His professional abilities and Limitations.
II.He is Interested inII.He is Interested in
His audience and their welfareHis audience and their welfare
The results of communication &their evaluationThe results of communication &their evaluation
The communication processThe communication process
The communication channelThe communication channel
How to improve his communication skill.How to improve his communication skill.

16. Contd....Contd....
III.He preparesIII.He prepares
A plan for communicationA plan for communication
Communication materialsCommunication materials
A plan for evaluation of resultsA plan for evaluation of results
IVIV.He has skill in.He has skill in
Selecting messagesSelecting messages
Treating messagesTreating messages
Expressing messages-verbal & writtenExpressing messages-verbal & written
Selection & use of channelsSelection & use of channels
Understanding his audienceUnderstanding his audience
Collecting evidence of resultsCollecting evidence of results

17. Characteristics of poor comunicatorCharacteristics of poor comunicator
•Fail to have Fail to have ideasideas that are really useful to that are really useful to
audienceaudience
•Fail to give the Fail to give the complete storycomplete story
•Forget that Forget that time and energytime and energy required required
•Feel they are always Feel they are always clearly understoodclearly understood..
•Refuse to adjust with Refuse to adjust with ‘closed’ minds‘closed’ minds..
•Talk while others are Talk while others are not listeningnot listening
•Get far Get far too aheadtoo ahead of audience understanding. of audience understanding.
•Fail to recognize Fail to recognize other’s viewpointsother’s viewpoints
•Fail to recognize that communication is a Fail to recognize that communication is a two two
way process.way process.

18. Contd...Contd...
•Let their Let their own biases over-own biases over- influence the influence the
presentationpresentation
•Fail to provide a Fail to provide a permissive atmospherepermissive atmosphere
•DisregardDisregard the values customs, prejudices the values customs, prejudices
and habit of peolpeand habit of peolpe
•Fail to Fail to start where people are,start where people are,
(knowledge,skill,need,interest)(knowledge,skill,need,interest)

19. MessageMessage
Definition: A message is the information a Definition: A message is the information a
communicator wishes his audience to communicator wishes his audience to
receive, understand, accept and act upon.receive, understand, accept and act upon.
Types of MessagesTypes of Messages
Intended messages Prceived messages
The ideas or feelings a source
wants a receiver to understand or
know. What the source wants to
encode
What a receiver hears ,
sees, touches,smells or
tastes and Decodes.

20. Dimensions of MessagesDimensions of Messages
THE MESSAGE CODE(symbols,Language,etec.,)THE MESSAGE CODE(symbols,Language,etec.,)
THE MESSAGE CONTENT(Idea,material selected THE MESSAGE CONTENT(Idea,material selected
by source)by source)
THE MESSAGE TREATMENT( refers to the THE MESSAGE TREATMENT( refers to the
decisions the source make as to how he should decisions the source make as to how he should
deliver his message. For Eg .Daily Newspaper)deliver his message. For Eg .Daily Newspaper)

21. Importance of Communication
in Extension work
•Communication establishes a favourable
climate in which development can take place.
•Communication has a multiplier effect
•Communication raises and aspirations of the
people.
•Communication is essential for all activities.
•Communication is essential for good
leadership

22. ELEMENTS OF COMMUNICATION
The communication process involves four basic elements
and six stages
1. Source
•To say the person whose ideas or meanings to be
transferred to another person.
2. Receiver
•Namely the person to whom the ideas or meanings are
to be transferred.
3. Message
•that can be transferred from the source to the receiver.
4. Channel or medium
•In order to make the passage from source to the
receiver.

23. 1.Creation
2.Encoding
3.Transmission
4.Reception
5.Decoding
6.Assimilation
The six stages of the process are

24. Types of communication
•Interpersonal
•Intrapersonal
•Group communication
•Mass communication
•Vertical communication
•Star communication
•Lateral or Horizontal communication

25. Interpersonal communication
•It is the process in which two or more
persons are willing to share the
information, exchange views, ideas,
beliefs, attitude, expressions,etc.

26. Intra communication
•It is the process in which
communication takes place within an
individual
•He examines and introspects
concerning with his own thoughts,
feelings and motives
•It is highly intrinsic in nature.

27. Group communication
•It is the process in which
communication takes place among the
group of individuals.
•Normally the strength may be around
40-50

28. Mass communication
•It is the process in which the
messages are communicated to a
large number of audience.
•Here the electronic media will be
utilized for effectiveness in
communication diffusion.

29. Vertical communication
•The flow of information initiates from
the top level to the bottom in the
organisation.
•The higher ups would like to send
messages in the form of orders,
directions or general educational news
either written or oral at different levels
of organisation.

30. Star communication
•It is the process by which
communication takes place from the
boss (communicator) to all levels of
subordinates and vice-versa.

31. Lateral or Horizontal communication
•It is the process by which
communication takes place within the
same cadre
•Hence there is no boss intervenes in
the communication sequence
•Persons of similar positions do this
type of message transaction.

32. (i) Understanding Vs knowledge
Communication must promote
understanding than laying of facts
alone to the receiver. It will remove all
the barriers that intervene between the
sender and receiver.
Barriers of communication

33. (ii) Acceptance Vs rejection
Mental acceptance precedes the
physical action. If human mind doesn't
believe, it will not accept leading to
rejection of ideas.

34. (iii) Remembering Vs forgetting
When changes for an action are not
readily available, it may be forgotten. So,
transmission of right message, at right time
to the appropriate audience is often on
integral factor in effective communication.

35. (iv) Mental Vs physical action
Changes in the mind always
precede change in action. So
feedback is essential to remove the
mental barrier.

36. (v) Right Vs wrong
The intent of communication is to
promote desirable action by an audience.
For a variety of reasons, people might fail
to behave precisely, inspite of their
understandability and acceptance.