CAT: COMMUNICATION

Meaning of Communication

Communication is a continuous, never-ending means of transferring or passing on messages (ideas, innovations, skills, knowledge or practices from a source to the ultimate users in order to modify the behaviour or reaction of receivers in the desired direction. Successful communication requires a skilled communicator sending a useful message through proper channels to an appropriate audience who will make the desired response. Communication is a transactional process that involves exchange of ideas between two or more individuals that brings about a convergence in meaning involved. Communication is a process of transmitting thought; sharing and imparting information; conveying and receiving ideas, attitudes and feelings; as well as creating and exchanging messages within a network of interpersonal relationship. According to Adebayo (1997), communication can be broadly categorised into two, vertical and horizontal communication. Vertical communication is the flow of information between hierarchically perceived source and receiver pair, that is, between a source and a receiver that are conceded to belong to different tiers in a top-bottom or bottom-top communication scenario. Horizontal communication, on the other hand, refers to information flow between a source and receiver pair perceived to belong to the same tier in the same hierarchy

Types of Communication

There is a hierarchy in any organisation. Some employees are managers or supervisors while others are subordinates. Communication could be between supervisors and supervisors or supervisors and subordinates. Communication could be between Zonal Extension Officers and other Zonal Extension Officers or between the Zonal Extension Officer and the Extension Agent. To attain the goals of an extension organisation requires effective communication between sub-units of the organisation and between groups. Communication between two persons in an organisation (dyadic communication) is very frequent in any extension organisation. Three types of dyadic communication can be identified, (Obinne and Okwu, 1999) namely:

Downward communication

ii Upward communication

iii Horizontal communication.

Downward Communication

This refers to the flow of messages from senior colleagues (e.g. supervisors) to subordinates (e.g. extension agents). The quality and quantity of the downward communication usually influence employees’ (extension agents) job satisfaction. The extension supervisors should praise the extension agents when necessary; understand the extension agents’ job; and be friendly. 3.2.2 Upward Communication This refers to message flow from subordinates (extension agents) to supervisors (block extension supervisors); for the purpose of asking questions, providing feedback and making suggestions.

Advantages of Upward Communication

1. It can enhance employees’ morale and attitude
2. It is a very useful tool for planning and motivation
3. It is a source of decision-making information.

Disadvantages of Upward Communication

1. Subordinates tend to tell their superiors what they (supervisors) like to know or think they want to hear.
2. Subordinates may give their superiors information that tend to reflect favourably on themselves.
3. Subordinates may distort information in a manner that would please their superiors.
4. The above issues tend to arise where superiors are perceived as being unreceptive to information; are usually not open; subordinates do not trust their superiors and there is, usually, poor communication between superiors and subordinates.
5. Upward communication can be achieved through open-door policies; counseling, meetings, opinion surveys and employee letters.
6. Upward and downward types of communication are, collectively, called vertical communication which is built on the hierarchical authority. It provides the basic chain of command along which orders and other messages flow.

Horizontal Communication

This is the exchange of messages among employees on the same level of authority. This lateral flow of messages may be between extension agents.

Principles of Effective Communication

1. Presence of essential elements of communication: there should be a sender, a message, a channel or medium, a receiver and an effect.
2. Existence of the need to inform farmers and other stakeholders: There is need for dissemination of research findings, innovations to farmers and stakeholders.
3. The content of message should address the needs of the target audience
4. Clarity of message content: The content of the message should be clear, simple and unambiguous.
5. Communication should be timely: Farmers should be reminded of innovations already introduced and adopted when they are most relevant.
6. Use of appropriate media: The media should be suitable in terms of language, culture, technical level and content for it to be appropriate.

Barriers to Effective Communication

The factors that act as barriers to effective communication constitute noise. Noise may come from the following sources:

i Sender: If unclear messages coded in ambiguous language are sent, the audience may find it difficult to interpret or decode. In such a situation, the sender is creating a barrier to effective communication.

ii Message Content: Unless message content is presented in a clear, unambiguous, and simple manner to convey the intended meaning, it would become noise, because the receiver would not understand the intended meaning.

iii Channel (Medium): A faulty channel would not transmit clear/correct messages.

iv The Receiver: An incompatible background of the receiver (socio-cultural, educational level, interest, attitudes, needs, problems etc.) is a factor which may act as barriers to effective communication.

Indigenous Communication Channels

Indigenous communication is an important aspect of culture, and it is the means by which a culture is preserved, handed down and adapted. Indigenous channels are needed to convey messages to people out of reach of exogenous channels including even the most widespread radio and extension personnel. Indigenous channels have credibility because they are familiar and are controlled locally. Indigenous channels allow local people to communicate among themselves and with extension personnel as well as decision makers.

Types of Folk indigenous channels include:

1 Folk Media: Festivals, plays and puppet shows, dance, song, poetry, debates, parades and carnivals

2 Indigenous Organisations and Social Gatherings: Village meetings, women associations, credit/cooperative associations, market associations and religious groups

3 Deliberate Instruction: Many societies have traditional schools. Parents teach children, crafts people instruct apprentices, and adolescents undergo initiation rites

4 Records: Many societies keep formal records which do not necessarily have to be written. Such formal records may be carved, painted, memorised or even written. Farming practices are readily explained to farmers’ children either at home, along the farm path or on the farm site

5 Direct Observation: A farmer can conclude that a thunderstorm is coming by observing a dark cloud during the rainy season.

Differences between Interpersonal and Mass Communication Processes

1. Information Flow: In mass communication, the nature of message flow is, generally, in one direction (one-way) only, from source to receiver. The flow is impersonal in nature.
2. Channels of Communication: Face-to-face communication occurs on many channels, with many opportunities to send and receive messages. Books, newspapers, and magazines are often called the “print media”, while radio and television are often called the “electronic” or “broadcast” media. “Electronic recorded” media include CDs, cassette tapes, video tapes, and the like. They are electronic in nature but are sold and delivered much in the same way as books. “Film” or “movies” are similar to television but are delivered in special buildings called “theatres”. Telephones and computer networks are electronic but are mostly used as person-to-person, rather than mass, media channels of communication.
3. Noise Control: In mass communication, the tendency to control the noise which occurs through transmission or personal perception is very minimal. This is because the relationship between the source and the audience is anonymous and, so, it is not easy for the reader, viewer or listener to ask questions or to get clarification if the need arises. Most face-to-face channels involve the physical presence of the sender as well as the receiver and this encourages the achievement of mutual understanding.

4 .Audience Size and Spread: The audience of mass communication is large and widely spread while that of        interpersonal communication is much smaller.

5. Categorisation/Choice of Audience: Messages in mass communication are public and unrestricted. In interpersonal communication, the senders have better control of choice of audience.
6. Feedback: Feedback is immediate with interpersonal communication. In mass communication, it is delayed.
7. Simultaneity of Content: The mass media can establish simultaneity of contact with large numbers of people at a distance from each other. This applies mainly to radio and television because of their natural endowment which puts them at vantage position to get their signal transmitted and received by the audience almost as soon as they are transmitted. This is not true of interpersonal communication; it tends to be slow or takes time for messages to get to many people.

Elements of Communication

Communication involves four basic elements:

1 .Source/sender/initiator, or communicator, e.g. an individual using symbolic code such as writing, speech, or an institutionalized person such as a researcher working in a research organisation. The sender is referred to as the encoder who translates an idea into a form that has meaning for both the sender and receiver.

2. Message/Idea (symbolic code in writing or speech) which has eventual meaning for both the sender and the receiver.
3. Channel or medium of communication e.g. sound waves.
4. Receiver who is called the decoder. To be effective, the communication process provides for feedback or response. An “effect” is expected when the message is accepted and utilised by the farmer. Noise affects communication. It is any distraction or interference between the source and the audience. Noise is anything that makes the intended signal difficult to decode accurately. An interruption, obstruction or a distraction constitutes a competing stimulus, called noise.

The Process Begins with the Sender Communication requires that all parties understand a common language that is exchanged. Communication starts from the sender to the receiver and back to the sender. The process begins with:

• Thought: Information exists in the mind of the sender. This can be a concept, idea, information or feelings.
• Encoding: A message is sent to a receiver in words or other symbols.
• Decoding: Lastly, the receiver transmits the words or symbols into a concept or information that he or she can understand

During the transmitting of the message, two processes (content and context) will be received by the receiver.

• Content: Is the actual words or symbols of the message, which is known as language (the spoken and written words) combined into phrases that make grammatical and semantic sense.
• Context: Is the way the message is delivered and is known as Para-language. It includes the tone of voice, the look in the sender’s eyes, body language, hand gestures, and state of emotions (anger, fear, uncertainty, confidence etc.) that can be detected.

Attributes of a Good Communicator

• Communication is a two-way process with the sender and receiver exchanging roles. For communication to be complete there must be a feedback.
• The sender is the person who starts the process of communication. He is the individual who has an idea, information or message to convey. The sender could be an extension agent, development worker, researcher and journalist, member of a block, information officer, specialist or the head of an organisation. Any inadequacy in the communicator will retard the communication effectiveness.

 The attributes of a good communicator are:

• The sender must have adequate technical knowledge and skills. He should have an interest in his audience
• Credibility refers to the perception of the communicator by the receiver with regards to the former’s technical competence and trustworthiness. The receiver is convinced by the sender’s level of expertise
• The sender must possess necessary communication skill to handle the entire operations. He should be patient with the receivers and encourage them to ask questions, have skills in initiating a discussion, repeat the message and be able to influence individual or public opinion
• A message will not get through to intended audience without proper use of a channel. Selection or use of a channel varies with the type of audience, the type of message and recipient stage in the adoption process. There are differential source/channel preferences by an audience depending upon the socio-economic status, educational level, and communication behaviour
• Extension workers possess favourable or unfavourable attitudes towards innovations that they are giving out. Village-level workers and extension officers may not like farm planningconcept in a programme. Some communicators may possess negative attitudes towards the recipients. Recipients of a message are more likely to accept a message when they realise that the communicator really likes them and has shown genuine interest in the message
• A sender of information should understand the social, economic and educational levels, cultural norms and beliefs, needs as well as aspirations of his audience. This would help him interact effectively with the people
• The sender should be aware of the limits of time available
• A communicator should be able to diagnose clients’ needs. Development projects should be based on clients’ felt needs. A communicator’s success is positively related to the degree to which his programme is compatible with clients’ needs.

Functions of the Communicator

The sender/source performs the following functions:

1. Information Dissemination: The sender disseminates information on development innovations in agriculture, health, education, human nutrition and poverty alleviation among others
2. Training: Sender (including extension worker) educates and trains farmers on new technology
3. Behaviour Change: Senders (e.g. sociologists) conduct researches into the process of social change
4. Meaning: Senders interpret messages especially on policies.

Constraints Faced by the Sender

The sender is faced with constraints such as logistics, political, poor funding etc.

i Logistics: Sometimes, logistics such as vehicle, machines etc. to enable him reach his clientele are not available.

ii Funds: Many of the sender’s activities are tied to funds e.g. cost of radio programmes, transport, printing of materials. Inadequate or absence of funds would militate against effectiveness.

iii Politics: Political situations and politicking could negatively affect the sender.

source:NATIONAL OPEN UNIVERSITY OF NIGERIA