Fundamentals of Extension Education (1+1)

Audience Responses

VI. AUDIENCE RESPONSE
The response of the audience is the ultimate objective, the goal of any communication function. Response of an audience to messages received may be in the farm of some kind of action results, extension communication does not achieve its most essential objective
• Understanding versus knowledge
• Acceptance versus rejection
• Remembering versus forgetting
• Mental versus physical action
• Right versus wrong
Extension communication is never complete without feedback information FEEDBACK means carrying some significant responses of the audience back to the communicator. Communication work is not an end itself. The extension worker i.e. the communicator, should know what happened to the audience, the farmers, after the message has reached.

Characteristics of the Feedback
• Feedback is source oriented
• Feedback varies in different communication situations.
• Feedback affects the source or communicators
• Feedback exerts control over future messages.
• Feedback affects communication fidelity
• Feedback maintains the stability and equilibrium of a communication system. .