Principles and Techniques of Veterinary and AH Extension

COMMUNICATION

• The most important challenge in Communication of livestock technologies is to find out ways and means to convey the messages to the livestock farmers in an effective manner which enable them to take appropriate decisions on adoption of the technologies. To meet this challenge, it is important to understand the communication process, audio visual aids and their usage for effective communication. The word communication originated from the Latin word“Communis” which means common.
• Communication is defined as “ the process of sending and receiving messages through channels which establishes common meanings between a source and a receiver.”( van den ban and Hawkins, 1996).
• Through Communication individual shares his idea, information and knowledge with others. A Good communication is the one which conveys the receiver what exactly the communicator wants to convey. A good communication depends upon the Communicators’ ability to organize the message with proper treatment in suitable channel keeping in view of the receiver’s type, cognitive ability and experience.

Key Elements of Communication ( SMCRE model of communication)

• There are several models to explain the concept of communication. For easy understanding the SMCRE model is presented below: SMCRE stands for Source,Message, Channel , Receiver and Effect.
  

Brief meanings of the key elements are as follows:

1. Source ( Communicator/ transmitter) : is the person from whom the message originates.
   • Encoding : the idea is encoded into symbols to which meaning is attached.
2. Message : is the information or the meaning the communicator wants to convey.
3. Channel : is the media through which the communicator sends/conveys his message.
4. Receiver : is the person who receives the message or to whom the message is sent.
   • Decoding : decodes the message and attaches meaning to the symbols
5. Effect or Impact : is the end result of the communication. It is the change that has taken place with the receiver due to the communication.

Feedback : the source evaluates the impact of the message