Fisheries Extension Education (2+1)

4.3.2 The Communicator

- Initiates the process of communication

- Also called as source (ie) originator or sender of the message.

- Takes decisions regarding the message, its treatment, the targeted audience and the channels for transmission of messages.

- Extension worker is a communicator in the context of agriculture and rural development.

- Has to organise the message in an easily understandable manner.

- Higher credibility of the organisation and the communicator in the view of the receiver will have higher rate of effective communication. Credibility refers to trustworthiness and competence.