We
discussed community concepts and the community life process as well as the characteristics of a community. In this article
we are going to study communication in rural society. By the end of this article
you should be able to explain the meaning of communication, identify and explain
types of communication state the basic principles of communication relevant to
agriculture and explain the concept of communication and technological
transfer.
Meaning of Communication
Means
several individuals accept communication as a process by which information is
passed from a source to a receiver, through a channel.
However,
over the years, scholars have come to appreciate the fact that communication is
more than;
Through a
Sender
X sends information —————→ Receiver Y.
Channel to
Communication
thus, is conceptualized as a process of information flow by which ideas are
transferred from a source to a receiver with the intent to change his/her
knowledge, attitude and/or skill. Communication is a process by which messages
are transferred from a source to a receiver with a view to modifying the
behaviour of the receiver.
It
is essentially the inter-change of meanings among people. Little (1990) defines
communication as a process by which information is passed between individuals
or organizations by means of previously agreed symbols.
Communication
process is considered another essential element in the extension education
process which all the extension agents or communicators should be aware of and
knowledgeable in. This is because successful communication is the process by
which ideas, facts, feelings or impressions are exchanged so that each gains
common understanding of the meaning, and intent of message. Communication is a
conscious attempt to share information and ideas with others.
To
a large extent, therefore, the success of a communicator is determined by his
ability to communicate good ideas to others.
Types of Communication
Communication
can be broadly categorized into two, namely:
1.
Vertical Communication
2.
Horizontal communications.
1. Vertical communication: Is the flow of information between a hierarchically perceived source and a receiver. That is, between a source and receiver that is considered to belong to different tiers in a top bottom or bottom-top communication situation. For example, between a researcher and an extensioner; extensioner and farmer; researcher and farmer; a trainer and learner etc.
However,
it is generally conceived to be low in effectiveness. It usually attains a more
important level of change in the knowledge, attitude and skill of the pairs,
given that the gap in the differentiating variables between the pair is wide
and there is much to learn by both parties.
2. Horizontal communication: This refers to information flow between a source and receiver pair perceived to belong to the same tier in a hierarchy. In this case, a pair shares the same characteristics such as farmers, researchers, extensioners, learners, trainers, housewives among others.
Horizontal
communication is generally more effective, but results in less significant
change in the knowledge, skill and attitude of the pair. This is true, because
they speak the same language, have the same meaning, work in the same context
and have the same standard for encoding and also decoding messages. It is noteworthy
that where large-scale farmers interact with small scale ones, experienced
researchers with younger ones, elderly housewives with newly married ones, the
distinction between vertical or horizontal communication becomes less distinct
and can only depend on the individuals concerned.
Communication
can also be classified in another way based on the number of people involved.
Therefore, such classifications are: intrapersonal communication, mass
communication and interpersonal communication.
Intrapersonal
communication exists when only one person is involved, feeding himself/herself
information and responding within himself/herself (Soliloquising). This is done
especially when an important decision is to be made such as to adopt or not to
adopt an innovation (technology), to expand or limit the scope of one’s
business or to progress with or discontinue a course of action. This is a very
significant form of communication which may lead to decision stage.
Interpersonal
communication refers to the flow of information between two or more people
usually in a face-to-face manner, or by telephone, letter, telex, telegram etc.
The
interaction between an extension agent and a group of farmers, or at a training
session or at a conference/seminar may also fall into this category. This is
the most useful and must common form of communication.
Mass
communication is conceptualized as the flow of information between a source (a
person, a group of person) and a very large number of receivers, usually
referred to as the mass audience. This may be in a village to village campaign,
on radio, television or via the print media.
Finally,
there is extra-personal communication which refers to communication between a
person and others who may not be physically seen or present. It occurs usually
by dreams, telepathy, or by inspiration. When properly connected, this source
of natural knowledge system may awaken more minds to the requirements of
agricultural and rural development with little effort from governmental and
non-governmental agencies.
Principles of Communication Pertinent to Agriculture in Rural Areas
The
principles of communication relevant to agriculture in rural areas include:
1.
People need to be informed. Information is a necessary input for the proper
development of agriculture. Practitioners of agriculture need to know what is
taking place within their own systems as well as other systems. Besides, no
person is an island of knowledge, thus every individual requires some forms of
information to perform his/her functions better.
2.
Communication should start with the target audience expressing their needs and
wishes: The main aim of communication is to achieve a desire change in the
target audience. Unless the needs and wishes of the audience are known, it
becomes very difficult to achieve any desire change. It is the responsibility
of the initiator of communication (Source) thus, to find out the felt needs,
actual needs and the aspirations of the target audience before starting the
process of communication.
3.
The content of the message should be suited to the needs of the target audience
and not the initiator or source: There is usually a temptation to design
message content to satisfy the initiator or source of the communication
process.
However,
in order to achieve effective communication and make significant contribution
to agricultural development, the message content of communication must be
suitable to farmers, farm situation and socio-cultural environment as well as
meeting their aspiration and needs.
4.
Target audiences are usually homogenous; hence their required message contents
or information and motivation requirements should be expected to vary.
5.
A combination of channels should be utilized to import ideas, knowledge and
information. Different channels appeal to different senses. Human senses often
reinforce each other in the acquisition, ideas, knowledge and information.
Therefore,
when two or more channels are used to impart knowledge, idea or information,
the target audience has a greater opportunity to understand the message; hence
the source has a greater chance of achieving the stated objectives.
Communication and Technological Transfer
The
technology transfer system is conventionally conceived of as containing three
main sub systems. These are: technology generation (research), technology
dissemination (extension) and technology utilisation (farmers). The process of
information flow in this system.
Adoption
and transfer of technology will hardly take place unless the farmer (receiver)
attaches the correct and intended meaning to the technology (message) and also
depend favorably as intended by the extension agent (source).
Even
a situation where the correct meaning is decoded by the receiver, adoption is
not guaranteed unless all the other complementary elements i.e. inputs,
infrastructure, support services, storage/marketing facilities for agricultural
and rural development are provided.
Extension
communication does not only tell us how the extension agent can assist the
farmer to decode the intended meaning for those extension messages given or
offered but also to create situations (scenario) conducive to the adoption and
actual utilization of science-based agricultural knowledge, information and
skill.
Conclusion on Communication in Rural Society: Meaning, Types,
Principles of Communication Pertinent to Agriculture in Rural Areas, Communication
and Technological Transfer
This
unit has exposed you to some issues in communication in rural society. You must
have learnt how these issues are operating in the society. You should have
learnt the concept of communication and its types, the principles of
communication as well as communication and technology transfer. You are
expected to understand these issues.
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