CAT: ELEMENTS OF COMMUNICATION: CHANNELS

CAT: ELEMENTS OF COMMUNICATION: CHANNELS

umcA channel can take many forms. Examples of communication channels are:

• a connection between initiating and terminating nodes of a circuit
• a buffer from which message can be put and received
• a single path provided by a transmission medium via either physical separation such as multipair cable or electrical separation such as frequency
•  a path for conveying electrical or electromagnetic signals usually distinguished from other parallel paths
• a specific radio frequency, pair or band of frequencies, usually named with a letter, number, or codeword.

The channels are relay mechanisms which transmit the message to the audience. No single channel is best for all the intended audience. The channel selected by a communicator is very important because it can largely determine the acceptance or rejection of an innovation. Channels of communication are numerous and include pictures, method and result demonstrations, charts, diagrams, posters and exhibits (visual methods); individual contacts such as farm and home visits, telephone calls, office calls, group meetings, radio and television (spoken methods); letters, circulars, bulletins and newspapers (written methods). Audio-visual channels require the senses of sight and hearing, for example, projectors, television and video. Audio-visuals stimulate learners’ interest and provide a concrete basis for conceptual thinking.

Specific Communication Channels

Mass Media

Mass media methods reach a wider mass of extension audience within a short period of time. Examples are:

• Radio: The radio communicates useful information faster to a large number of people. The use of radio in information communication is cost-effective and presents information timely, especially under emergency situations. However, radio programmes do not present detailed information about major extension activities.
• Television: The television employs the senses of sight and hearing to enhance learning. By employing the television, the audience comes near face-to-face with the presenter, especially when pictures are presented in a slow motion. One major constraint of using the television to relay information is that the audience cannot ask questions to clarify issues.
• Others: Newspapers; booklets; posters; flyers/leaflets; loud speaker announcements; videos/films; and town announcers (“town criers”).

The channels itemised above are generally good for:

i.Creating general awareness – most effective when farmers are in the awareness stage of the adoption process.

ii.Giving the basic facts.

iii.Giving information a sense of importance and legitimacy.

iv.Popularising and reinforcing messages.

v.Creating a bandwagon effect that can encourage people to join in aprogramme/project.

vi.Providing time–sensitive information.

vii.Reinforcing information.

viii.Giving short, key messages on schedules, dates, location.

ix.Reaching many people simultaneously.

x.Reaching rural communities.

xi. Reaching village extension workers and urban and semi-urban audiences (radio and TV).

These channels have the following disadvantages:

1. interaction with audiences is not readily facilitated
2. detailed explanations cannot be provided to the audience
3. responding to individual questions or concerns is not easily possible
4. it is not easy to provide appropriate messages for people in a variety of circumstances and with different levels of intention to act
5. messages may not easily be understood by all members of the audience
6. mass media channels are expensive to produce, and broadcast time may be a huge expense
7. posters are logically difficult to distribute timely and are not always seen by many of the intended audience.

Group Channels

Group methods offer an opportunity for the audience (farmer) to listen to views of others before taking any decision. They help to influence farmers’ thinking and feelings about an innovation. Examples are:

i Group discussions: This is a follow-up to farm and home visits. The extension worker discovers people with similar interests and gathers them for a group discussion for the purpose of exchanging views and experiences. One major advantage of this method is the forum created for local leaders and capable individuals who can lead others and carry on extension work in the communities thereafter.

ii Meetings: During general meetings, information is given by a subject-matter specialist for consideration and future action. General meetings are usually composed of a heterogeneous group of individuals with varying levels of socio-economic and sociocultural backgrounds. General meetings are employed to reach a large group of people to ascertain their reaction to extension activities. The meeting agenda must be carefully outlined to help accomplish the objective and must allow a session for questions and answers. Other forms of meetings are seminars/workshops as well as performance groups and celebrations.

Advantages

1. Meetings allow people to share ideas
2. They help explain details and respond to questions and doubts
3. They also legitimise messages and build consensus
4. Meetings provide support for changing attitudes and behaviour and the maintenance of new behaviour
5. They help to clear rumours and misinformation
6. Audience members are selected as guides/key mobilisers during meetings.

Disadvantages

1. They allow uniform message content which is not appropriate to all members
2. Responding to questions of a personal nature is not possible in general meetings
3. Encouraging the active participation of certain groups such as minorities is, also, impracticable
4. Reaching large sections of the population at the same time is not possible.

One-on-One Discussion/Individual Channel

In this face-to-face interaction, extension personnel persuade farmers to adopt new technologies. Examples of individual contact methods include: • Visual aid

• Telegraphy
• Office calls
• Telephone calls
• Circular letters.

 Advantages

These channels are good for:

i. supporting behaviour change

ii. legitimising, reinforcing and sustaining new knowledge, attitudes and behaviour

iii. responding to questions and needs of a personal nature

iv. identifying and filling information gaps

v. allowing flexibility to individual schedules and needs.

Disadvantages

i.They cannot be used to reach many people quickly, without extensive planning and training of many staff or volunteers, followed by good monitoring and supervision.

ii.They fail to clarify information or messages if communicators are not well trained.

iii.They cannot prevent communicators’ biases from entering communication.

Conditions/Guidelines for Channel Usage

The type of communication channels a communicator chooses to use is broadly determined by audience capability, nature of subject matter, channels available, and cost. Experience has shown that a combination of channels that appeal to different senses appears to be very effective in disseminating messages to farmers. Different communication channels function at different stages of innovation adoption process. Mass media channels (print and radio) are, generally, knowledge creators (for creating awareness), whereas interpersonal communication channels are good at persuading farmers to adopt an innovation. The use of audio-visuals and demonstrations are good for teaching skills to farmers.

Source:NATIONAL OPEN UNIVERSITY OF NIGERIA