Communication in Agricultural Extension Flashcards by Juni Dizon

Q

Derived from the Latin word meaning ______ (common), refers to “sharing of ideas, facts, opinions, information, and understanding”; transfer or transmission of some information and understanding
from one person to another

A

“communis”

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Q

________ defined as a planned
transfer of farm technologies from the research system to the
farmers’ system

A

agricultural communication

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Q

Communication can be basically
conceptualized in terms of the S-M-C-R model.

A

It is a process by which a Source sends a Message to a Receiver by means of a Channel to produce a Response in accordance to the intention of the source.

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Q

ability to project ourselves into other peoples’ personalities.

A

Empathy

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Q

-the process of reciprocal role- taking, the mutual performance of emphatic behaviors.

A

Interaction

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Q

FUNCTIONS OF COMMUNICATION
________ -serves to provide knowledge to the individuals need for guidance in their actions. It also fulfills worker’s desires for awareness of things that might affect them.

A

Information function

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Q

_________ make people aware of his/her obligations to the formal organization and to provide him/her with additional guidance on how to perform duties adequately.

A

Instructive (command) function

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Q

______ encourages the appropriate individual to perform or to exhibit a certain behavior. Messages communicated are used to convince individuals that their actions can be personally or organizationally beneficial.

A

Influence and persuasion
(motivational)

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Q

______ -refers to the fact that the
communication of messages/ideas, if properly
handled, should help to relate the activities of
the workers to their efforts; complement rather
than detract from each other.

A

Integrative function

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Q

As a process, communication is said to be (6 attributes):
-On- going
-with no beginning and no end
-Cyclic

A

-interdependent
-Ever-changing
-interrelated

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Q

As a process, communication is said to be:
-interdependent
-Ever-changing
-interrelated

A

-On- going
-with no beginning and no end
-Cyclic

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Q

ATTRIBUTES OF COMMUNICATION (4)

A

Dynamic
Systemic
Interaction through symbols
Meaning is personally constructed

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Q

ATTRIBUTES OF COMMUNICATION (4)

– Communication has ever-changing character
– It fluctuates constantly, is never fixed, and has no clear beginnings and endings.

A

Dynamic

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Q

ATTRIBUTES OF COMMUNICATION (4)

– Communication should be recognized as a system that consists of a group of elements which interacts each other and the system as a whole.

A

Systemic

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Q

ATTRIBUTES OF COMMUNICATION (4)

– Symbols should “arouse” in one’s self what it arouses in another.
– The language or symbol we select and the way in which we organize them affect how others will interpret our messages.

A

Interaction through symbols

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Q

ATTRIBUTES OF COMMUNICATION (4)

– No two people construct the same meaning even if they hear or see the same thing.
Interpretation is bounded by our
experiences, thoughts, feelings, needs, expectations, self-concept, knowledge, etc.

A

Meaning is personally constructed

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Q

Sum total of an individual’s experiences which influences his/her ability to communicate

A

Fields of experience

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Q

ELEMENTS OF COMMUNICATION

A

Source
Message
Channel
Receiver
Effect
Feedback

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Q

ELEMENTS OF COMMUNICATION

Source is the origin of the idea. It is also famously known as sender. He/she may be an individual or group though ultimately, it is an individual who will act on behalf of the group. The sender conceives the idea, prepares the message, selects the channel of distribution and decides who the receiver will be.

A

Source
Message
Channel
Receiver
Effect
Feedback

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Q

ELEMENTS OF COMMUNICATION

Characteristics
________ degree to which a receiver perceives the source as similar to him or her in certain attributes such as age, sex, language, regional background, etc.

A

Homophily-

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Q

ELEMENTS OF COMMUNICATION

Characteristics
________ receiver’s perception of the believability of the source in a particular situation.
– High or low according to the degree to which a source is considered by the receiver as believable in a given situation based on four dimensions.

A

Credibility-

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Q

ELEMENTS OF COMMUNICATION

Characteristics-Dimensions of Credibility

________ when a source is perceived as honest, trustworthy, friendly, reliable, pleasant, warm, etc. His or her credibility is based on the ______ dimension.

A

a. Character-

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Q

ELEMENTS OF COMMUNICATION

Characteristics-Dimensions of Credibility

________ when a source is perceived as well-trained, competent, intelligent, witty, bright, etc., his/her credibility is based on the _______ dimension.

A

b. Competence-

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Q

ELEMENTS OF COMMUNICATION

Characteristics-Dimensions of Credibility

________ when a source is perceived in terms of self-confidence, poise, dignity, level-headedness, etc., his/her credibility is based on composure.

A

c. Composure-

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ELEMENTS OF COMMUNICATION Characteristics-Dimensions of Credibility ________ when a receiver rates a source in terms of being bold, aggressive, extrovert, etc.

d. Dynamism-

ELEMENTS OF COMMUNICATION Refers to the content that the sender passes on to the receiver; core of communication. Messages can consist of symbols or words. Transformation of an idea into a message by the sender is known as encoding, and converting this message into some meaning by the receiver is known as decoding. The message should be clear so that the receiver understands it.

Message

ELEMENTS OF COMMUNICATION Message factors _______symbols used in communicating; both sender and receiver should understand in order to communicate

1. Code-

ELEMENTS OF COMMUNICATION Message factors _______ the idea or substance selected to express the purpose of the source for communicating.

2. Content-

ELEMENTS OF COMMUNICATION Message factors _______ the manner by which the materials are arranged in order to be meaningful to the receiver.

3. Treatment-

ELEMENTS OF COMMUNICATION (2) FORMS OF COMMUNICATION

Verbal communication Non-verbal communication

ELEMENTS OF COMMUNICATION FORMS OF COMMUNICATION ________ is the transmission of ideas, opinions, feelings, emotions or attitudes through the use of oral language.

Verbal communication

ELEMENTS OF COMMUNICATION FORMS OF COMMUNICATION ________ communication refers to the sending of messages to another person using methods or means other than the spoken language.

Non-verbal communication

ELEMENTS OF COMMUNICATION Categories of non-verbal communication (4):

Non-verbal communication a. Physical b. Aesthetic c. Signs d. Symbolic

ELEMENTS OF COMMUNICATION Categories of non-verbal communication: ___________ -personal type of communication – includes facial expression, tone of voice, sense of touch, sense of smell, and body motions.

Non-verbal communication a. Physical

ELEMENTS OF COMMUNICATION Categories of non-verbal communication: ___________ -the type of communication that takes place through creative expressions; playing instrumental music, dancing, painting, and sculpting.

Non-verbal communication b. Aesthetic

ELEMENTS OF COMMUNICATION Categories of non-verbal communication: ___________ -the mechanical type of communication which includes the use of signal flags, horns, sirens, and the likes.

Non-verbal communication c. Signs

ELEMENTS OF COMMUNICATION Categories of non-verbal communication: ___________ -makes use of religious, status, or ego-building symbols.

Non-verbal communication d. Symbolic

ELEMENTS OF COMMUNICATION Other types of non-verbal communication:

Non-verbal communication * Visual * Auditory * Olfactory * Gustatory

ELEMENTS OF COMMUNICATION Visual – the way we stand or carry ourselves speaks so much of our personality.

* Posture

ELEMENTS OF COMMUNICATION Visual –raising hands, nodding, shaking the head, etc.

* Gestures and body movements

ELEMENTS OF COMMUNICATION Visual – movement of the eyebrows and mouth

* Facial expression

ELEMENTS OF COMMUNICATION Visual – “the eyes are the windows of the soul”

* Eye movements

ELEMENTS OF COMMUNICATION Visual – movement of the eyebrows and mouth

* Facial expression

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION – communicating by the use of space in relation to other people.

Proxemics

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION – the position of the interactants during a communication situation shows the kind of relationship between speaker and listener.

Geographic location

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION – a person’s observation of time reveals a lot about his personality (punctuality, tardiness)

Time

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION – things or objects put on the body speaks so much of ourselves.

Artifacts

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION – color of one’s skin, the size and shape of one’s body, color of one’s hair or eyes convey a message.

Physical characteristics

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION ________? * Silence – “silence speaks louder than words” * Paralanguage – non-verbal features in speech such as intonation, pitch, loudness, intensity * Tactile – communication through touch, conveying feelings without words.

Auditory

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION Auditory – “_____ speaks louder than words”

Silence

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION Auditory _________– non-verbal features in speech such as intonation, pitch, loudness, intensity

Paralanguage

ELEMENTS OF COMMUNICATION NON-VERBAL COMMUNICATION Auditory _______ – communication through touch, conveying feelings without words.

Tactile

NON-VERBAL COMMUNICATION ________ - communication that refers to smell.

Olfactory

NON-VERBAL COMMUNICATION _________ – communication through taste.

Gustatory

ELEMENTS OF COMMUNICATION Message meaning (2 categories)

Denotative or referential meaning Connotative meaning

ELEMENTS OF COMMUNICATION DIMENSIONS OF MEANING ________ – the relationship between a word-sign and an object or the sign-object relationship.

Denotative or referential meaning

ELEMENTS OF COMMUNICATION DIMENSIONS OF MEANING ________ – meaning associated with the personal experiences of the person using the word, and is closely related to who and what he is as a person.

Connotative meaning

These terms are FIGURATIVE; what they suggest. These meanings fall under DOMAIN: SOCIAL REALITY

Connotative

This type of meaning is concerned with the existence of objects in the physical world. They fall under the Domain: PHYSICAL REALITY

Denotative

_______ are information or ideas which we hope our audience will receive and interpret exactly as intended.

MESSAGES

ELEMENTS OF COMMUNICATION __________ Refer to the various methods available to any communicator to reach his audience with the message. They may be classified as visual, spoken, written, or a combination of two or three channels. The techniques in using these methods determine the success or failure of the communication process.

Channels

Message vehicles in the form of _______ -someone who: * controls the flow of information to transmit and to whom he/she will transmit it. * Evaluates the content to determine its relevance and value to the potential receivers * Has the power to delete, alter the flow, add, subtract, or distort the message.

“Gatekeeper”

_______ -a person who is: * approached by others for advice on certain matters * Perceived as credible, influential, authoritative in the community.

“Opinion-leader”

________ communication refers to that situation where something (may be space, time or a physical barrier) is placed between two interacting individuals.

Non-interpersonal

______ communication or the use of print, broadcast, or other forms of mass media in addressing a public “mass.”

Mass

______ – songs, folk dances, drama, etc. which people create as a means of expressing their idea, beliefs, values and their experiences. _____ reflect the CULTURE of the people.

Folk media

ELEMENTS OF COMMUNICATION The audience in extension education is composed of farmers, homemakers, and the youth.

Receiver

ELEMENTS OF COMMUNICATION Receiver characteristics _______ psychological factors that are salient to a receiver’s persuasiveness.

Psychological orientation-

ELEMENTS OF COMMUNICATION Selective Processes _______ receivers tend to expose him/herself only to information that agrees with or supports his/her existing behavior.

Selective exposure-

ELEMENTS OF COMMUNICATION Selective Processes _______ receivers tend to “notice” or assign meaning only to messages that – Serve some immediate purpose – Reinforce his or her mood – Fits his/her cognitive structure – Are meaningful for him/her

Selective perception-

ELEMENTS OF COMMUNICATION Selective Processes _______ - receivers tend to learn or remember only information that supports or agrees with his/her attitudes, beliefs, behavior

Selective retention

ELEMENTS OF COMMUNICATION Selective Processes _______ - receivers tend to discuss only those information which might be of interest to them and to their listeners.

Selective discussion

ELEMENTS OF COMMUNICATION Information that is sent or fed back by the receiver intentionally or unintentionally to the source.

Feedback

ELEMENTS OF COMMUNICATION Type of Response ______- knowledge, awareness, thought and skills

Cognitive effect

ELEMENTS OF COMMUNICATION Type of Response ______- shifting of an existing attitude to the neutral zone

Neutralization

ELEMENTS OF COMMUNICATION Type of Response ______- a shift opposite to that direction that is intended

Boomerang effect

ELEMENTS OF COMMUNICATION Type of Response ______- maintenance of existing attitude

Conservation

COMMUNICATION EFFECTS “... the difference between what a receiver thinks, feels, and does before and after exposure to a message.”

Effects

In EXTENSION, the desired effect is ________ OF AN INNOVATION.

ADOPTION

Barriers to Effective Communication

Perception Language- “Jargon” Semantics Inflections- “Where is the emphasis?” Personal interests Pre-conceived notions Emotions Attention Wordiness Inferences

COMMUNICATION MODELS -this model represents a communication process that occurs as a source drafts message based on one’s communication skills, attitudes, knowledge, and social and cultural system. These messages are transmitted along channels. A receiver interprets message based on the individuals’ communication skills, attitudes, knowledge, and social and cultural system. -Limitation: Lack of feedback

Berlo’s Model

COMMUNICATION MODELS -macroscopic theory that are concerned with media’s impact on culture and society—for example, cultural studies theory. - “cause and effect” notion - “Who says what in what channel to whom with what effects?”

Laswell’s Model by Harold Laswell

COMMUNICATION MODELS - Breaking down an information system into sub-systems so as to evaluate the efficiency of various communication channels and codes. - Source, Encoder, Channel, Message, Decoder, and Receiver - “information model” of communication - Noise indicates those factors that disturb or otherwise influence messages as they are being transmitted. - Limitation: communication as one-way process

Shannon and Weaver’s

COMMUNICATION MODELS -circular nature of communication -participants swap between the roles of source/encoder and receiver/decoder

Osgood-Schramm Model

Type of Communication -unconstructed and informal network -formed on social relationship rather than organizational charts or job descriptions -informal vehicle through which message flow throughout the organization -term originated in 1860s during the American Civil War

Grapevine communication

Advantages of Grapevine communication

-Spreads rapidly -feedback is quick -group cohesiveness and psychological satisfaction -Emotional supportive -substitute for formal channel of communication

Disadvantages of Grapevine communication

-Untruth information most of the time -Partial information only spreads -may hamper goodwill of the organization of people, if misused