Rural Sociology and Psycology

UNIT IV – ADOPTION AND DIFFUSION OF INNOVATIONS

 

1. Communication I – Meaning , definition , importance and types

 

4.1.:Meaning:

The word communication has its origin in the Latin word communis meaning common.

Communication means sharing of ideas, information, on feeelings to establish commonness.It is a social process and its main intention is changing the behaviour.

4.2.: Definition :

According  to Leagans (1961)communication  is the process by which two or more people exchange ideas, facts, feelings, impression in ways that each gains a common understanding of the meaning, intent and use of the message.

Rogers and Shoemaker (1971) defined communication as the process by which messages are transmitted from a source to a receiver.

- It is a conscious attempt to share information, ideas, attitudes and the like with others.

- It is the act of getting sender and receiver tuned together for a particular message or series of   messages.

- It means movement of knowledge to people in such a way that they act on the knowledge to   achieve some useful result.

- It includes learning process.

4.3.: Importance:

In Today’s world , communication has become an inevitable component . We, normaly spent 70 % of our working time in communication.Without communication development is a mirage. Thus, today the word communication has become the synonym for development and is so important in every moment in all walks of life. The importance of communication need not be stressed in extension as it is the basic tool in dissemination of information which is the vital function of extension.The importance of communication is briefly given as follows.

-          It establishes a favourable climate in which development can take place.

-          It has multiple effect

-          It changes the aspiration of people

-          It is essential for all development activities

-          It is essential for good leadership