COMMUNICATION AND ADOPTION 3(3+0)

Lesson 14 : Feedback in Communication

Problems in Getting Feedback

As pointed out earlier feedback is very important for the success of the communication process, but sometimes it becomes difficult to get the proper feedback.

Some of the problems responsible for no feedback or little feedback are given below:

1. Limitation of the channel: With certain channels it is difficult to receive the feedback, specially in the situations where the sender is not in a face to face situation, or the audience is very large. Radio, television and literature are the most powerful mass media, but with a disadvantage of one way communication.

2. Shyness of the receiver: In some cases when the receiver is not able to understand the message or finds it difficult to adopt, he may hesitate to point it out, may be due to the fear of disclosure of his ignorance. It is always better that communicator should encourage the questions and also try to involve in the discussion the maximum number of receivers.

3. Discouragement by the communicator: Some communicators do not encourage the feedback from the receivers due to lack of self confidence. This fear plays very dangerous role in making the communication process unsuccessful. Communicator should have full confidence in self, in his message and in his knowledge.
4. Socio-economic barriers: Certain messages are not in line with the social norms of the social systems, thus, finding it difficult to get accepted. On the other hand economic conditions of the receiver or the non-availability of inputs also make the adoption difficult. Feedback for us is not only the verbal response but, physical response or action of the audience.

5. Untimely message: When the opportunity for action is not immediately available or for other reasons, action is delayed, the factor of forgetting what was learned, influence the kind and extent of action taken at any point of time in the future. Transmitting the right message to the right people at the right time is often a crucial factor in getting feedback.

6. Language and cultural barriers: Majority of the villagers are illiterate and their vocabulary is limited. Cultural norms, style of life, pattern of thinking etc. all contribute towards promoting learning. The extension workers should be posted in areas where their respective language and life styles are most compatible with that of the farmers with whom they are working. They should also use local terminology to convey their message.

In the end it can be said that feedback increases the confidence of both sender and receiver in what has been accomplished. Some persons have pointed out that feedback is time, but it decreases subsequently and the advantages are much more as compared to the time spent. There is also a notion that feedback evolves criticism. Feedback is not criticism because it is focused on behavior rather than on the person. It is directed towards behavior which the receiver can do something about. It also takes into account the needs of the receiver of the feedback, i.e., it is to help not to hurt. At the same time it is specific rather than general. It involves the amount of information the receiver can use rather than the amount we would like him to get. Moreover, it should be considered as sharing of information rather than advice, it is solicited and not imposed. The proper feedback is that which relates to what is said, done, or how, and not why. Feed back is an error correcting mechanism that can overcome noise. If the communicator is attentive to feedback and constantly modifies his message in the light of what he observes or hears can make significant improvement. Feedback also increases receiver and sender confidence in what they have accomplished. It undoubtedly plays a very important part in communication process.