📡 Communication Models
Five major communication models — Aristotle, Shannon-Weaver, Berlo's SEMCDR, Leagans CMCTAR, Rogers & Shoemaker — with distortion types and definitions for AFO exam.
Communication Models in Extension
Understanding communication models is crucial for extension work. Each model explains how information flows from the source to the receiver and what elements affect the process.
NOTE
In extension communication, KCS is related to: Farmers Asked in AFO-2023
1. Aristotle's Model (384-322 BC)
The oldest and simplest communication model:
Speaker → Speech → Audience
- It was the first basic persuasive communication model
- Focuses on the speaker's ability to persuade the audience
- One-way model with no feedback mechanism
- Best suited for: public speaking and persuasion
IMPORTANT
Aristotle gave the first persuasive communication model. This is frequently tested.
2. Shannon-Weaver Model (1949)
Source → Transmitter → Signal → Receiver → Destination
With a Noise Source affecting the signal.
- Introduced the concept of noise (interference) in communication
- Best suitable for: Broadcasting of farm information
- Originally developed for telephone communication, later adapted for mass communication
- Key contribution: recognized that external disturbances can corrupt the message
3. Berlo's SEMCDR Model (1960)
Source → Encoding → Message → Channel → Decoding → Receiver
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Communication Models in Extension
Understanding communication models is crucial for extension work. Each model explains how information flows from the source to the receiver and what elements affect the process.
NOTE
In extension communication, KCS is related to: Farmers Asked in AFO-2023
1. Aristotle's Model (384-322 BC)
The oldest and simplest communication model:
Speaker → Speech → Audience
- It was the first basic persuasive communication model
- Focuses on the speaker's ability to persuade the audience
- One-way model with no feedback mechanism
- Best suited for: public speaking and persuasion
IMPORTANT
Aristotle gave the first persuasive communication model. This is frequently tested.
2. Shannon-Weaver Model (1949)
Source → Transmitter → Signal → Receiver → Destination
With a Noise Source affecting the signal.
- Introduced the concept of noise (interference) in communication
- Best suitable for: Broadcasting of farm information
- Originally developed for telephone communication, later adapted for mass communication
- Key contribution: recognized that external disturbances can corrupt the message
3. Berlo's SEMCDR Model (1960)
Source → Encoding → Message → Channel → Decoding → Receiver
- Purpose of communication should be behaviour control
- Emphasizes the encoding and decoding processes
- Both source and receiver need shared communication skills, attitudes, knowledge, social system, and culture for effective communication
- Considers communication a two-way process with encoding at sender's end and decoding at receiver's end
4. Leagans Model — CMCTAR (1963)
Communicator → Message → Channel → Treatment → Audience → Response
- The Communicator is the characteristic element of this model
- Best application: Field extension work
- Unique feature: includes Treatment (how the message is packaged/presented) and Response (audience's reaction)
- Most practical model for extension workers because it considers the entire cycle from communication to feedback
TIP
Leagans' CMCTAR = the best model for field extension. Remember: "Communicator Makes Content Tailored for Audience Response"
5. Rogers & Shoemaker Model (1971)
Source → Message → Channel → Receiver → Effects
- Added the concept of Effects — what changes occur in the receiver
- Defined communication as: "the process by which messages are transferred from a source to a receiver"
Definitions of Communication
| Scholar | Definition |
|---|---|
| Rogers & Shoemaker (1971) | "The process by which messages are transferred from a source to a receiver" |
| Van den Ban & Hawkins (1988) | "The process of sending and receiving messages through channels which establishes common meanings between a source and a receiver" |
| Leagans | "The process by which two or more people exchange ideas, facts, feelings or impressions in ways of common understanding of the meaning, intent and use of messages" |
Distortion of Information
When information passes through communication channels, it can get distorted in three ways:
| Type | What Happens | Information Status |
|---|---|---|
| Systematic (Stretch) | Message is stretched/expanded | No information is lost |
| Fog | Some parts become unclear | Information is lost (partially) |
| Mirage | Extra/unwanted information added | Extra and unwanted information appears |
TIP
Memory Aid for Distortion:
- Stretch = Safe (no loss)
- Fog = Faded (some lost)
- Mirage = More than needed (extra added)
Key Communication Terms
| Term | Meaning |
|---|---|
| Fidelity | Faithful performance of communication process by all its elements |
| Communication gap | Difference between what was communicated by extension agent and what was actually received by audience |
| Empathy | Ability to understand the other person's internal frame of mind and reference |
| Propaganda | Deliberate manipulation of people's beliefs, values, and behaviour through words, gestures, images |
| Motivation | Process of initiating a conscious and purposeful action |
Important One-Liners
- Communication is derived from Latin word "communis" meaning common
- Extension teaching is: Horizontal
- Over-adoption may be due to: Insufficient knowledge
- The communication channel most suited to inform about existence of an innovation is: Mass media