INSTRUCTIONAL TECHNOLOGY 3(2+1)

Lesson 6 : Communication Methods & Approaches

Mass method

In this method, the extension agent communicates with a vast and heterogeneous mass of people, without taking into consideration of their individual or group identity.

Method applicability

This method is adopted where a large and widely dispersed audience is to be communicated within a short time.

Examples: Campaign, Exhibition, Newspaper, Radio and Television

Advantages:

• Suitable for creating general awareness amongst the people
• Helps in transferring knowledge and forming and changing opinions
• Large number of people may be communicated within a short time
• Facilitates quick communication in times of emergency
• Reinforces previous learning
• Less expensive due to more coverage

Limitations:

1. Less intensive method
2. Little scope for personal contact with the audience
3. Little opportunity for interaction with and amongst the audience
4. Generalized recommendations hinder application by individuals
5. Little control over the response of the audience
6. Difficulty in getting feedback information and evaluation of results