Fisheries Extension Education (2+1) copy 1

4.3.5 Channels of Communication

- A channel is the medium of communication through which the

information flows from a sender to receiver/s. They are the bridges

between the sender and receiver of messages.

- Electronic media and print media are some of the popular media.

- As society transforms from traditional to modern, emphasis changes

from oral to media system of communication.

- Selection of channel depends on the nature of message, intention of

communication, size of the audience and their geographic distribution ,

the nature of the community , time available and budget provisions.

- Use of a combination of channels simultaneously and in quick

succession has been found to have a more lasting and meaningful

impact on the audience.

- Channels can be classified in many ways as follows –

a. According to form : Spoken or written

b. According to nature of personnel involved :

- Personal localite : Local leaders and local people belonging to the

receivers’ own social system.

- Personal cosmopolite : Channels from outside the receivers’ social

system like extension personnel .

- Impersonal cosmopolite : Channels from outside the social system of

the receivers and at the same time no face to face communication is

involved. Eg.: mass media.

c. According to the number of people contacted: individual contact, group contact and mass contact.

- Many obstructions can enter into the channels and these are referred to

as noise.

Noise refes to some of the obstructions that prevent the message from

being carried over clearly to the audience. Noise emerges from a wide

range of sources and causes.