Fisheries Extension Education (2+1)

4.3.6 Receiver or Audience

- Receiver is the target of the communication function.

- May be a single person, a group or mass.

- Receivers decide whether to accept the message or not and to act upon

it.

- A successful communication should have a targeted audience.

- Receiver is not a passive recipient of message rather they are selective in

receiving, processing and interpreting messages.

- The more homogenous the audience, the greater the chances for

successful communication.