Fundamentals of Extension Education

Model of Communication

According to Aristotle, communication has three ingredients
1. Speaker – The person who speaks
2. Speech –That he produces and
3. Audience – The person who listens
The Shanon- Weaver (1949) model is consistent with Aristotle proposition. According to them, the ingradients of communication are,
1. Source
2. Transmitter
3. Signal
4. Receiver
5. Destination

 

Compared with the Aristotelian model: The source is the speaker, the signal is the speech and the destination is the audience, plus two added ingredients, a transmitter which sends out the source’s message and receive which catches the message for the destination.

According to Berlo (1960) the model of communication consists of
1. Communication source
2. Encoder
3. Message
4. Channel
5. Decoder
6. Communication receiver

 

• Code is a system of signals for communication. Encode means to put the message in to code or cipher. Chanel means the medium through which the signals move and decoder means which converts the message in code into ordinary language which may be easily understood.
  According to Schramm (1961) the communication process involves
  1. Source
  2. Encoder
  3. Signal
  4. Decoder
  5. Destination

   

  The approach appears to the mechanistic as the author deals with the process and effects of mass communication.
  The communication model forwarded by Leagans (1963) has the following elements
  1. Communicator
  2. Message
  3. Channel
  4. Treatment of message
  5. Audience
  6. Audience response
• The task of communication according to him is to provide powerful incentives for change. Success at this task requires thorough understanding of the six elements of communication. A skilful communicator sending useful message through a proper channel, effectively treated, to an appropriate audience that responds as desired.
  Rogers and Shoemaker (1971) thought of the communication process in terms of the S-M-C-R-E model, the components of which are
  1. Source
  2. Message
  3. Channel
  4. Receiver
  5. Effects
• According to them a source (S) send a message (M) via certain channel (C) to the receiving individual (R). Which causes some effects (E) i.e. changing the existing behaviour pattern of the receiver.
• Communication, in extension may also be thought of as two way ‘stimulus response’ situation in which the necessary stimulus is provided by the communicator, the extension worker, in the form of a message, which produces certain response on the audience, the farmers and vice-versa. A favourable response by the audience reinforces learning. A diagrammatic representation of the extension communication system on the basis of the model suggested by Leagans (1963) is presented. 
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