{"id":5,"date":"2019-06-14T04:02:54","date_gmt":"2019-06-14T04:02:54","guid":{"rendered":"http:\/\/hsp13.epgpbooks.inflibnet.ac.in\/2019\/06\/14\/chapter-1\/"},"modified":"2019-06-18T05:35:32","modified_gmt":"2019-06-18T05:35:32","slug":"chapter-1","status":"publish","type":"chapter","link":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/chapter\/chapter-1\/","title":{"rendered":"Nature and Scope of Communication"},"content":{"raw":"<div><span style=\"float: right\"><a href=\"https:\/\/youtu.be\/c4VRel3q8aw\" target=\"_blank\" rel=\"noopener\"><img src=\"http:\/\/epgpbooks.inflibnet.ac.in\/wp-content\/uploads\/2018\/11\/download.png\" alt=\"epgp books\" width=\"75px\" height=\"75px;\" \/><\/a>\r\n<\/span><\/div>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Introduction<\/strong>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">The word \u201cCommunication\u201d is derived from the Latin root \u201cCommunis\u201d means common. This indicates that when we communicate, we are trying to establish commonness with someone In fact, communication is so diverse concept\u00a0 that any attempt to create\u00a0 a generally accepted definition\u00a0 becomes so profoundly involved\u00a0 that it\u00a0 hinders rather than helps in clarifying and understanding the subject. Thus, communication covers a wide\u00a0 topic area. Any definition of a communication would be too general, too complex or too fragmented . we can explain various aspects of communication with definitions, but they would not be integrated. Different ways to define communication are as under:<\/p>\r\n&nbsp;\r\n\r\n<strong>What is communication?<\/strong>\r\n<ul>\r\n \t<li style=\"text-align: justify\">Communication is about moving\/passing something about conveying or sending or delivering information<\/li>\r\n \t<li style=\"text-align: justify\">It is a two way process in which messages are transferred from source to the receiver<\/li>\r\n \t<li style=\"text-align: justify\">It is a conscious attempt to share information, ideas, attitudes and the like with others. Communication is a process of interaction. In a particular situation two or more individuals<\/li>\r\n<\/ul>\r\n<p style=\"text-align: justify\">interact. They try to influence the ideas, attitudes, knowledge and behavior of each other. Communication sometimes has an impact and change occurs as a result of interaction. The\u00a0 impact is due to the information. One passes the gestures, expression, language the manner of expression and tone i.e modulation .<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">For effective communication, the communicator understands the target and the purpose of communication, the right person to receive it, the impact in terms of knowledge, attitude and skills.<\/p>\r\n\r\n<ol>\r\n \t<li style=\"text-align: justify\">Communication is the discriminatory response of an organism to stimulus<\/li>\r\n \t<li style=\"text-align: justify\">Communication is a process by which information and feelings are exchanged among individuals through common symbols , signs or behavior<\/li>\r\n \t<li style=\"text-align: justify\">Communication is a dynamic process, ongoing and ever changing, which involves five major elements. The five elements are the message, the sender, the transmission medium the receiver and feedback.<\/li>\r\n \t<li style=\"text-align: justify\">Communication is the process whereby, a person attempts to transmit thoughts, ideas, wishes or emotions to others to be received them with the very same meaning.<\/li>\r\n<\/ol>\r\n<div style=\"text-align: justify\">\u00a0 \u00a0Since our major interest is transfer technology, we can define communication as the process by which extension workers independently, in\u00a0 a groupor through media, exchange knowledge , attitude or skills on behalf of an organization with any member of farming community, through such ways\u00a0 that each\u00a0 gains intellectual capacity, understandingand use of the message. This is not complete view of the process of communication\u00a0 but will provide our purpose . Communication is frequently thought of as happenings by means of verbal symbols socio \u2013 psychological analysis requires that\u00a0 attention\u00a0 be paid to the fullrange\u00a0 of symbols\u00a0 that\u00a0 \u00a0may be used by human beings, including gestures, tone, facialexpressions, drumbeats, telegraphic click, flags, smoke signals, color, size, distance, sign or any signal. Experts say that communication is composed of different methods: words, voice, tone and non- verbal clues. Of these, some are more effective in delivering a message than others. According to research, in a conversation or verbal exchange:<\/div>\r\n<ul>\r\n \t<li style=\"text-align: justify\">Words are 7% effective<\/li>\r\n \t<li style=\"text-align: justify\">Tone of voice is 38% effective<\/li>\r\n \t<li style=\"text-align: justify\">Non-verbal clues are 55% effective<\/li>\r\n<\/ul>\r\n<strong>Elements of speaking:<\/strong>\r\n<ul>\r\n \t<li>Body language<\/li>\r\n \t<li>\u00a0Voice quality<\/li>\r\n \t<li>\u00a0Intention<\/li>\r\n \t<li>Manner : directness, sincerity<\/li>\r\n \t<li>Dress and clothing<\/li>\r\n \t<li>Visual aids and animation<\/li>\r\n \t<li>Eye contact<\/li>\r\n \t<li>Emotional content, energy, strength<\/li>\r\n \t<li>Self- concept<\/li>\r\n \t<li>Concept of others<\/li>\r\n \t<li>Listening , hearing ad underlying message<\/li>\r\n \t<li>Speaking from the heart<\/li>\r\n \t<li>Energy<\/li>\r\n \t<li>Setting, time place, timing<\/li>\r\n \t<li>Sensitivity<\/li>\r\n \t<li>Rhythm and pacing<\/li>\r\n \t<li>Attitude and confidence<\/li>\r\n \t<li>Rapport<\/li>\r\n \t<li>Agenda<\/li>\r\n \t<li>Purpose of communication- knowing what you\u00a0 want to communicate<\/li>\r\n \t<li>Clarity<\/li>\r\n \t<li>Silence, centering, looking<\/li>\r\n<\/ul>\r\n<div>\r\n<p style=\"text-align: justify\">\u00a0 \u00a0For effective communication, the communicator understands the target and the purpose of communication, the right person to receive it, the impact of in terms of knowledge, attitude and skills.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">There are three levels of understanding the communication:<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\"><strong>Action -------------- Information ---------------------------- Relationship<\/strong><\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">1.\u00a0<strong>Relationship: <\/strong>The important reason for communication is to build relationships with other people through rapport building, through verbal behavior, vocal behavior. Subjects experts from different parts of India : individual build rapport for academic purpose such as syllabus restructure, future expectation .<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">2.\u00a0<strong>Information:\u00a0 <\/strong>Building\u00a0 relationship\u00a0 leads\u00a0 to\u00a0 information\u00a0 sharing<strong>\u00a0 <\/strong>\u2013<strong>\u00a0 <\/strong>it \u00a0shapes\u00a0 of\u00a0 our thinking and it is dynamic .\u00a0<span style=\"font-size: 1em\">The communication is a matter of creating meaning out of that information: the receiver should understand the right meaning of information.<\/span><\/p>\r\n\r\n<\/div>\r\nHow to create meaning - by turning information in to ideas\r\n<ol start=\"3\">\r\n \t<li style=\"text-align: justify\"><strong>Action: <\/strong>The reason for communication is for promotion of action. The key to effective action is not giving accurate information but persuasive ideas.<\/li>\r\n<\/ol>\r\n<p style=\"text-align: justify\">An idea is any thought that we can express in a sentence. We have to find out the quality of an idea by how meaningful it is. The purpose of communication is to create and share ideas.<\/p>\r\n&nbsp;\r\n\r\n<strong>Scope of communication<\/strong>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">Every communicative act is based on something that conveys meaning, and that conveyance is the message. The message may be either verbal (spoken or written) or nonverbal (body language, physical appearance, or vocal tone). Messages may also come from the context\u2014or place and time\u2014of the communication. For instance, if you choose to make a critical comment to someone, the place and the time you choose to make that comment will make a big impact on how it will be received.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">Every message is sent and received through one of our five senses\u2014it is seen, heard, touched, tasted, or smelled. The sensory media through which messages are sent and received are communication channels. In a work setting, messages may be seen through body movement, letters, memos, newsletters, bulletin board notices, signs, emails, and so on. Messages that are heard come through conversations, interviews, presentations, telephones, radios, and other audio media. Sight and sound are the two most frequent communication channels used in our society. When the receiver gets the message (through seeing, hearing, feeling, touching, or smelling), he or she will usually give feedback (return message) unconsciously or consciously. Thus, the communication process is on-going.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">The worst assumption a sender of a message can make is that the message will be received as intended. So many things can go wrong during the communication process that we should always assume that something will go wrong and take steps to prevent that occurrence. Barriers to good communication are always present. For instance, the language itself can be a barrier\u2014unclear wording, slang, jargon, and the tone. Another barrier is the failure of the sender to realize that his or her body language might contradict the spoken message. The channel used to convey the message might be wrong. In case, if you would not use the telephone to relay a lot of statistical information; you would need to write that message on paper. Poor listening skills can constitute a barrier also.<\/p>\r\n&nbsp;\r\n\r\n<strong>Nature of Communication<\/strong>\r\n\r\n&nbsp;\r\n\r\n<strong>1.Communication includes common understanding:<\/strong>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">Communication is notjust passingon information or any message by one person to another or many people. It involves common understanding between sender of message and receiver of the message . What the communicator really wants to convey should be understood in the same structure,meaning, form, outline, appearance and all other characteristics of the message by its receiver which isknown as real communication.<\/p>\r\n\r\n<div>\r\n\r\n&nbsp;\r\n\r\n2.<strong>Communication is a process <\/strong>:\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">A process is any occurrence, which illustrates a non stop change in time or any continuous action or treatment. In this situation communication is a process in which the operation of communication is continuously changing as the communication process. Thus, communication is not an intermittent but a continuous function of human beings. It is not an irregular act in which human beings prefer to connect . In other words it can be said that it is a dynamic, ongoing, ever changing and a continuous act. The components within the process work together , each one affects the other. In fact, one cannot freeze communication at any one point but must consider it a by- product of interacting individual. A message from one individuals creates a response from the other, which then becomes the message for the first individual in a continuous process.<\/p>\r\n&nbsp;\r\n\r\n<strong>3.Communication occupies many means:<\/strong>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">Communication is such a process, which occurs by many means, at many levels, for many reasons, with many people in many ways. Thus, it is not true that only specific way or means is required to communicate any message.<\/p>\r\n&nbsp;\r\n\r\n<strong>4.<\/strong><strong>Communication engages interdependence:<\/strong>\r\n\r\n<strong>\u00a0<\/strong>\r\n<p style=\"text-align: justify\">The reciprocal, mutual dependence or give and take process is known as interdependence. Communication is generally a two- way process, involving stimulus and response amongst organisms and hence is both reciprocal and response amongst organisms and hence is both reciprocal and altering. There is a constant exchange of\u00a0<span style=\"font-size: 1em;text-align: initial\">roles in communication. As roles change, each takes on the function of the other. Communication thus, involves an interdependent relationship between the participants. On the other hand, the levels of interdependence may differ from circumstance to circumstance.<\/span><\/p>\r\n\r\n<\/div>\r\n<div>\r\n\r\n&nbsp;\r\n\r\n<strong>5.\u00a0<\/strong><strong>Communication process contains a number\u00a0 of distinguishable parts :<\/strong>\r\n\r\n<strong>\u00a0<\/strong>\r\n<p style=\"text-align: justify\">In its easiest form, communication contains at least three parts, i.e , expression , interpretation and response. Several variables are concerned in each one distinguishable part of the communication process.<\/p>\r\n<strong>\u00a0<\/strong>\r\n\r\n<strong>6.\u00a0<\/strong><strong>Communication occurs within contributors or participants:<\/strong>\r\n\r\n<strong>\u00a0<\/strong>\r\n<p style=\"text-align: justify\">Communication takes place within participants as well as between them. In other words it can be said that one has to be a part of process of communication to make it possible. Communication is determined by abilities and susceptibility of an individual to be active in the process. Fundamentally, all communication is the process of managing and converting raw sensory data into fundamentally consumable or processable units of information<strong>.<\/strong><\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\"><strong>7.\u00a0<\/strong><strong>Communication takes place at many levels: <\/strong>There are at least four different levels of points of focus from which communication may be visualized . These levels are intrapersonal, interpersonal, organizational and inter- organizational communication<strong>.<\/strong><\/p>\r\n<strong>\u00a0<\/strong>\r\n<p style=\"text-align: justify\">8.\u00a0<strong>Communication takes place without uttering words also: <\/strong>All the time it is not necessary to employ words or spoken symbols to make process of communication possible. It is observed that many times other than words symbols also make the process of communication possible. It is observed that many times other than words symbols also make the process of communication possible. The symbols like gestures, movement, facial expression, eyebrow, lips, arms, tongue, movements and many other ways are also used for communication.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">9.\u00a0\u00a0<strong>Communication has many varieties:\u00a0 <\/strong>There are more than one way\u00a0 to convey \u00a0same content or messages to other in the process of communication. We can use any of them to convey same message . For example to wish some person we can say Namaskar or Good morning.<\/p>\r\n\r\n<\/div>\r\n<div>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">10.<strong>Communication is essential to all human beings : <\/strong>Communication is essential for everybody. From morning to evening we need to communicate any message to others. Without communication everything is difficult. It makes everyone social, responsible, active, progressive, motivated, interested, dynamic and full of life.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">11.<strong>Fidelity varies from one communication situation to other: <\/strong>Ideal communication is important infrequent, if ever , achieved. Communication effectiveness differs from one situation to another.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">12.<strong>Timing is critical <\/strong>: However clearly expressed and well\u00a0 presented\u00a0 your message may be, if it arrives at the wrong time you might as well as not have bothered . Old news is often worse than no news. Consequently, it is important to ensure that the channels you use really deliver at the time you need them to.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\"><strong>Purpose of communication:<\/strong><\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">\u00a0Purpose\u00a0 of any\u00a0 communication as defined by Aristotle is the\u00a0 search\u00a0 for allthe available means\u00a0 of persuasion .He clearly\u00a0 impliedthat the major\u00a0 ambition of communication is persuasion or conviction. A school\u00a0 of thoughtduring\u00a0 seventeenth\u00a0 centaury, which\u00a0 was known as faculty of psychology\u00a0 made\u00a0 a clear distinction betweenthe mind and the soul. The mind, soul duality was understood as aroot\u00a0 for\u00a0 twoindependent purposes for communication. One purpose was intellectual and the other emotional. By\u00a0 this theory, one purpose\u00a0 of communication was informative, an appeal to the mind. The second\u00a0 purpose was persuasive, an appeal to the soul, the emotions. The third purpose\u00a0 was entertainment and it\u00a0 was argued\u00a0 thatwe could\u00a0 classify the intentions of thecommunicator and the supporting materials used within these categories.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">Festinger (1957)described the purpose of communication as\u00a0 consummatory andinstrumental.According to Berlo (1960), the sole purpose of communication is to influence. : to effect with internet. He says that all communication\u00a0 behavior has its purpose its\u00a0 goal , as the production of a response. When we learn\u00a0 to phrase our purpose in terms of specific responses. When we learn to phrase our purpose in terms of specific responses from those\u00a0 attending\u00a0 to our message, we have\u00a0 taken the first step\u00a0 towards efficient and effective communication. Agricultural extension\u00a0 workers often forget that they are\u00a0<span style=\"font-size: 1em\">trying to affect farmers; they get too busy giving out information or reporting research. Berlo (1960) builds his thesis on the contention that the description of the purpose of communication should be behavior- centered, i.e., expressed in terms of human behavior and consistent with the ways in which people do communicate. However some authors have made a distinction between the purpose of communication and that of mass communication.<\/span><\/p>\r\n\r\n<\/div>\r\n<div>\r\n\r\n&nbsp;\r\n<p style=\"text-align: justify\">Other thought described by Schramm (1964) for the purpose of communication as an internet reward and a delayed reward. He suggested that individuals are rewarded immediately on receiving or producing some kind of message. Both these are consummator purposes. Eg. Composing music for self-satisfaction. As against this, thepurpose of some communication could be instrumental, i.e the favorable response produced in an audience is instrumental in producing further behavior on its part.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">Lasswell ( 1948), Wright (1966) and Klapper (1966) have illustrated the aims and functions of mass communication as surveillance, interpretation and prescription, transmission of culture and entertainment etc.<\/p>\r\n&nbsp;\r\n<p style=\"text-align: justify\">Thus the above\u00a0 explanations articulate that\u00a0 the purpose of communication\u00a0 are to\u00a0 influence \u2013 to affect with intent by creating comprehension, understand and perceived use of the message.<\/p>\r\n&nbsp;\r\n\r\n<strong>Importance of communication:<\/strong>\r\n<ol>\r\n \t<li style=\"text-align: justify\">Communication is essential to all human association because our society life abounds with the communication.<\/li>\r\n \t<li style=\"text-align: justify\">Communication is cement, which holds our society together<\/li>\r\n \t<li style=\"text-align: justify\">People spend 78% of their active time for communication through listening, speaking, reading and writing. This reality shows great importance of communication in human life.<\/li>\r\n \t<li style=\"text-align: justify\">We spend 10 to 11 hours in a day for verbal communication; it means there is a great importance of language in the process of communication. It helps in establishing relations with others by means of language.<\/li>\r\n \t<li style=\"text-align: justify\">In rural India, nothing is more important than transfer of agriculture technology and communication is essential for this.<\/li>\r\n \t<li style=\"text-align: justify\">To overcome the ignorance, poverty, to achieve socio- economic prosperity and progress, communication plays an important role.<\/li>\r\n \t<li style=\"text-align: justify\">Detailed information regarding what, how, for whom and where of the new developmental programmes can be disseminated by communication.<\/li>\r\n \t<li style=\"text-align: justify\">To solve problems of people by giving useful information on the solutions to their problems is possible by communication.<\/li>\r\n \t<li style=\"text-align: justify\">To bring physical, mental, social, economical and cultural changes in people, communication plays an important role.<\/li>\r\n \t<li style=\"text-align: justify\">To improve the level of knowledge, skill, attitude, adoption and understanding among farmers,communication plays an important role.<\/li>\r\n \t<li style=\"text-align: justify\">Without communication\u00a0 any development work is not\u00a0 possible.<\/li>\r\n \t<li style=\"text-align: justify\">It has been considered as an important pillar for the all- round development of any nation, farmers it is needed<\/li>\r\n \t<li style=\"text-align: justify\">To send latest technology to the farmers it is needed<\/li>\r\n \t<li style=\"text-align: justify\">For entertainment communication is essential and<\/li>\r\n \t<li style=\"text-align: justify\">In one word, it can be said that communication is life or existence of any human, organization and nations.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><span style=\"font-size: 16px\">you can view video on Nature and Scope of Communication <\/span><\/td>\r\n<td><a style=\"font-size: 16px\" href=\"https:\/\/youtu.be\/c4VRel3q8aw\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #333333\"><img class=\"alignnone wp-image-120\" src=\"http:\/\/epgpbooks.inflibnet.ac.in\/wp-content\/uploads\/2018\/11\/download.png\" alt=\"\" width=\"36\" height=\"36\" \/><\/span><\/a><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<strong>Web links<\/strong>\r\n<ul>\r\n \t<li style=\"text-align: justify\">http:\/\/www.natcom.org\/NCA_Error.aspx?type=404<\/li>\r\n \t<li style=\"text-align: justify\">https:\/\/en.wikipedia.org\/wiki\/Communication<\/li>\r\n \t<li style=\"text-align: justify\">http:\/\/study.com\/academy\/lesson\/what-is-communication-definition-importance.html<\/li>\r\n \t<li style=\"text-align: justify\">http:\/\/www.managementstudyguide.com\/importance-of-communication.htm<\/li>\r\n \t<li style=\"text-align: justify\">https:\/\/www.google.co.in\/?gfe_rd=cr&amp;ei=0OALVtjfM7PG8AfBqYzQDQ&amp;gws_rd=ssl# q=importance+of+communication+in+the+workplace<\/li>\r\n \t<li style=\"text-align: justify\">http:\/\/www.hofstra.edu\/studentaffairs\/studentservices\/career\/students\/career_students_ communications.html<\/li>\r\n \t<li style=\"text-align: justify\">http:\/\/study.com\/academy\/lesson\/types-of-communication-interpersonal-non-verbal-written-oral.html<\/li>\r\n<\/ul>\r\n<p style=\"text-align: justify\"><\/p>","rendered":"<div><span style=\"float: right\"><a href=\"https:\/\/youtu.be\/c4VRel3q8aw\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"http:\/\/epgpbooks.inflibnet.ac.in\/wp-content\/uploads\/2018\/11\/download.png\" alt=\"epgp books\" width=\"75px\" height=\"75px;\" \/><\/a><br \/>\n<\/span><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Introduction<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">The word \u201cCommunication\u201d is derived from the Latin root \u201cCommunis\u201d means common. This indicates that when we communicate, we are trying to establish commonness with someone In fact, communication is so diverse concept\u00a0 that any attempt to create\u00a0 a generally accepted definition\u00a0 becomes so profoundly involved\u00a0 that it\u00a0 hinders rather than helps in clarifying and understanding the subject. Thus, communication covers a wide\u00a0 topic area. Any definition of a communication would be too general, too complex or too fragmented . we can explain various aspects of communication with definitions, but they would not be integrated. Different ways to define communication are as under:<\/p>\n<p>&nbsp;<\/p>\n<p><strong>What is communication?<\/strong><\/p>\n<ul>\n<li style=\"text-align: justify\">Communication is about moving\/passing something about conveying or sending or delivering information<\/li>\n<li style=\"text-align: justify\">It is a two way process in which messages are transferred from source to the receiver<\/li>\n<li style=\"text-align: justify\">It is a conscious attempt to share information, ideas, attitudes and the like with others. Communication is a process of interaction. In a particular situation two or more individuals<\/li>\n<\/ul>\n<p style=\"text-align: justify\">interact. They try to influence the ideas, attitudes, knowledge and behavior of each other. Communication sometimes has an impact and change occurs as a result of interaction. The\u00a0 impact is due to the information. One passes the gestures, expression, language the manner of expression and tone i.e modulation .<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">For effective communication, the communicator understands the target and the purpose of communication, the right person to receive it, the impact in terms of knowledge, attitude and skills.<\/p>\n<ol>\n<li style=\"text-align: justify\">Communication is the discriminatory response of an organism to stimulus<\/li>\n<li style=\"text-align: justify\">Communication is a process by which information and feelings are exchanged among individuals through common symbols , signs or behavior<\/li>\n<li style=\"text-align: justify\">Communication is a dynamic process, ongoing and ever changing, which involves five major elements. The five elements are the message, the sender, the transmission medium the receiver and feedback.<\/li>\n<li style=\"text-align: justify\">Communication is the process whereby, a person attempts to transmit thoughts, ideas, wishes or emotions to others to be received them with the very same meaning.<\/li>\n<\/ol>\n<div style=\"text-align: justify\">\u00a0 \u00a0Since our major interest is transfer technology, we can define communication as the process by which extension workers independently, in\u00a0 a groupor through media, exchange knowledge , attitude or skills on behalf of an organization with any member of farming community, through such ways\u00a0 that each\u00a0 gains intellectual capacity, understandingand use of the message. This is not complete view of the process of communication\u00a0 but will provide our purpose . Communication is frequently thought of as happenings by means of verbal symbols socio \u2013 psychological analysis requires that\u00a0 attention\u00a0 be paid to the fullrange\u00a0 of symbols\u00a0 that\u00a0 \u00a0may be used by human beings, including gestures, tone, facialexpressions, drumbeats, telegraphic click, flags, smoke signals, color, size, distance, sign or any signal. Experts say that communication is composed of different methods: words, voice, tone and non- verbal clues. Of these, some are more effective in delivering a message than others. According to research, in a conversation or verbal exchange:<\/div>\n<ul>\n<li style=\"text-align: justify\">Words are 7% effective<\/li>\n<li style=\"text-align: justify\">Tone of voice is 38% effective<\/li>\n<li style=\"text-align: justify\">Non-verbal clues are 55% effective<\/li>\n<\/ul>\n<p><strong>Elements of speaking:<\/strong><\/p>\n<ul>\n<li>Body language<\/li>\n<li>\u00a0Voice quality<\/li>\n<li>\u00a0Intention<\/li>\n<li>Manner : directness, sincerity<\/li>\n<li>Dress and clothing<\/li>\n<li>Visual aids and animation<\/li>\n<li>Eye contact<\/li>\n<li>Emotional content, energy, strength<\/li>\n<li>Self- concept<\/li>\n<li>Concept of others<\/li>\n<li>Listening , hearing ad underlying message<\/li>\n<li>Speaking from the heart<\/li>\n<li>Energy<\/li>\n<li>Setting, time place, timing<\/li>\n<li>Sensitivity<\/li>\n<li>Rhythm and pacing<\/li>\n<li>Attitude and confidence<\/li>\n<li>Rapport<\/li>\n<li>Agenda<\/li>\n<li>Purpose of communication- knowing what you\u00a0 want to communicate<\/li>\n<li>Clarity<\/li>\n<li>Silence, centering, looking<\/li>\n<\/ul>\n<div>\n<p style=\"text-align: justify\">\u00a0 \u00a0For effective communication, the communicator understands the target and the purpose of communication, the right person to receive it, the impact of in terms of knowledge, attitude and skills.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">There are three levels of understanding the communication:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\"><strong>Action &#8212;&#8212;&#8212;&#8212;&#8211; Information &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;- Relationship<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">1.\u00a0<strong>Relationship: <\/strong>The important reason for communication is to build relationships with other people through rapport building, through verbal behavior, vocal behavior. Subjects experts from different parts of India : individual build rapport for academic purpose such as syllabus restructure, future expectation .<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">2.\u00a0<strong>Information:\u00a0 <\/strong>Building\u00a0 relationship\u00a0 leads\u00a0 to\u00a0 information\u00a0 sharing<strong>\u00a0 <\/strong>\u2013<strong>\u00a0 <\/strong>it \u00a0shapes\u00a0 of\u00a0 our thinking and it is dynamic .\u00a0<span style=\"font-size: 1em\">The communication is a matter of creating meaning out of that information: the receiver should understand the right meaning of information.<\/span><\/p>\n<\/div>\n<p>How to create meaning &#8211; by turning information in to ideas<\/p>\n<ol start=\"3\">\n<li style=\"text-align: justify\"><strong>Action: <\/strong>The reason for communication is for promotion of action. The key to effective action is not giving accurate information but persuasive ideas.<\/li>\n<\/ol>\n<p style=\"text-align: justify\">An idea is any thought that we can express in a sentence. We have to find out the quality of an idea by how meaningful it is. The purpose of communication is to create and share ideas.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Scope of communication<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Every communicative act is based on something that conveys meaning, and that conveyance is the message. The message may be either verbal (spoken or written) or nonverbal (body language, physical appearance, or vocal tone). Messages may also come from the context\u2014or place and time\u2014of the communication. For instance, if you choose to make a critical comment to someone, the place and the time you choose to make that comment will make a big impact on how it will be received.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Every message is sent and received through one of our five senses\u2014it is seen, heard, touched, tasted, or smelled. The sensory media through which messages are sent and received are communication channels. In a work setting, messages may be seen through body movement, letters, memos, newsletters, bulletin board notices, signs, emails, and so on. Messages that are heard come through conversations, interviews, presentations, telephones, radios, and other audio media. Sight and sound are the two most frequent communication channels used in our society. When the receiver gets the message (through seeing, hearing, feeling, touching, or smelling), he or she will usually give feedback (return message) unconsciously or consciously. Thus, the communication process is on-going.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">The worst assumption a sender of a message can make is that the message will be received as intended. So many things can go wrong during the communication process that we should always assume that something will go wrong and take steps to prevent that occurrence. Barriers to good communication are always present. For instance, the language itself can be a barrier\u2014unclear wording, slang, jargon, and the tone. Another barrier is the failure of the sender to realize that his or her body language might contradict the spoken message. The channel used to convey the message might be wrong. In case, if you would not use the telephone to relay a lot of statistical information; you would need to write that message on paper. Poor listening skills can constitute a barrier also.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Nature of Communication<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>1.Communication includes common understanding:<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Communication is notjust passingon information or any message by one person to another or many people. It involves common understanding between sender of message and receiver of the message . What the communicator really wants to convey should be understood in the same structure,meaning, form, outline, appearance and all other characteristics of the message by its receiver which isknown as real communication.<\/p>\n<div>\n<p>&nbsp;<\/p>\n<p>2.<strong>Communication is a process <\/strong>:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">A process is any occurrence, which illustrates a non stop change in time or any continuous action or treatment. In this situation communication is a process in which the operation of communication is continuously changing as the communication process. Thus, communication is not an intermittent but a continuous function of human beings. It is not an irregular act in which human beings prefer to connect . In other words it can be said that it is a dynamic, ongoing, ever changing and a continuous act. The components within the process work together , each one affects the other. In fact, one cannot freeze communication at any one point but must consider it a by- product of interacting individual. A message from one individuals creates a response from the other, which then becomes the message for the first individual in a continuous process.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>3.Communication occupies many means:<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Communication is such a process, which occurs by many means, at many levels, for many reasons, with many people in many ways. Thus, it is not true that only specific way or means is required to communicate any message.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>4.<\/strong><strong>Communication engages interdependence:<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">The reciprocal, mutual dependence or give and take process is known as interdependence. Communication is generally a two- way process, involving stimulus and response amongst organisms and hence is both reciprocal and response amongst organisms and hence is both reciprocal and altering. There is a constant exchange of\u00a0<span style=\"font-size: 1em;text-align: initial\">roles in communication. As roles change, each takes on the function of the other. Communication thus, involves an interdependent relationship between the participants. On the other hand, the levels of interdependence may differ from circumstance to circumstance.<\/span><\/p>\n<\/div>\n<div>\n<p>&nbsp;<\/p>\n<p><strong>5.\u00a0<\/strong><strong>Communication process contains a number\u00a0 of distinguishable parts :<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">In its easiest form, communication contains at least three parts, i.e , expression , interpretation and response. Several variables are concerned in each one distinguishable part of the communication process.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>6.\u00a0<\/strong><strong>Communication occurs within contributors or participants:<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">Communication takes place within participants as well as between them. In other words it can be said that one has to be a part of process of communication to make it possible. Communication is determined by abilities and susceptibility of an individual to be active in the process. Fundamentally, all communication is the process of managing and converting raw sensory data into fundamentally consumable or processable units of information<strong>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\"><strong>7.\u00a0<\/strong><strong>Communication takes place at many levels: <\/strong>There are at least four different levels of points of focus from which communication may be visualized . These levels are intrapersonal, interpersonal, organizational and inter- organizational communication<strong>.<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">8.\u00a0<strong>Communication takes place without uttering words also: <\/strong>All the time it is not necessary to employ words or spoken symbols to make process of communication possible. It is observed that many times other than words symbols also make the process of communication possible. It is observed that many times other than words symbols also make the process of communication possible. The symbols like gestures, movement, facial expression, eyebrow, lips, arms, tongue, movements and many other ways are also used for communication.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">9.\u00a0\u00a0<strong>Communication has many varieties:\u00a0 <\/strong>There are more than one way\u00a0 to convey \u00a0same content or messages to other in the process of communication. We can use any of them to convey same message . For example to wish some person we can say Namaskar or Good morning.<\/p>\n<\/div>\n<div>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">10.<strong>Communication is essential to all human beings : <\/strong>Communication is essential for everybody. From morning to evening we need to communicate any message to others. Without communication everything is difficult. It makes everyone social, responsible, active, progressive, motivated, interested, dynamic and full of life.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">11.<strong>Fidelity varies from one communication situation to other: <\/strong>Ideal communication is important infrequent, if ever , achieved. Communication effectiveness differs from one situation to another.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">12.<strong>Timing is critical <\/strong>: However clearly expressed and well\u00a0 presented\u00a0 your message may be, if it arrives at the wrong time you might as well as not have bothered . Old news is often worse than no news. Consequently, it is important to ensure that the channels you use really deliver at the time you need them to.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\"><strong>Purpose of communication:<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">\u00a0Purpose\u00a0 of any\u00a0 communication as defined by Aristotle is the\u00a0 search\u00a0 for allthe available means\u00a0 of persuasion .He clearly\u00a0 impliedthat the major\u00a0 ambition of communication is persuasion or conviction. A school\u00a0 of thoughtduring\u00a0 seventeenth\u00a0 centaury, which\u00a0 was known as faculty of psychology\u00a0 made\u00a0 a clear distinction betweenthe mind and the soul. The mind, soul duality was understood as aroot\u00a0 for\u00a0 twoindependent purposes for communication. One purpose was intellectual and the other emotional. By\u00a0 this theory, one purpose\u00a0 of communication was informative, an appeal to the mind. The second\u00a0 purpose was persuasive, an appeal to the soul, the emotions. The third purpose\u00a0 was entertainment and it\u00a0 was argued\u00a0 thatwe could\u00a0 classify the intentions of thecommunicator and the supporting materials used within these categories.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Festinger (1957)described the purpose of communication as\u00a0 consummatory andinstrumental.According to Berlo (1960), the sole purpose of communication is to influence. : to effect with internet. He says that all communication\u00a0 behavior has its purpose its\u00a0 goal , as the production of a response. When we learn\u00a0 to phrase our purpose in terms of specific responses. When we learn to phrase our purpose in terms of specific responses from those\u00a0 attending\u00a0 to our message, we have\u00a0 taken the first step\u00a0 towards efficient and effective communication. Agricultural extension\u00a0 workers often forget that they are\u00a0<span style=\"font-size: 1em\">trying to affect farmers; they get too busy giving out information or reporting research. Berlo (1960) builds his thesis on the contention that the description of the purpose of communication should be behavior- centered, i.e., expressed in terms of human behavior and consistent with the ways in which people do communicate. However some authors have made a distinction between the purpose of communication and that of mass communication.<\/span><\/p>\n<\/div>\n<div>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Other thought described by Schramm (1964) for the purpose of communication as an internet reward and a delayed reward. He suggested that individuals are rewarded immediately on receiving or producing some kind of message. Both these are consummator purposes. Eg. Composing music for self-satisfaction. As against this, thepurpose of some communication could be instrumental, i.e the favorable response produced in an audience is instrumental in producing further behavior on its part.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Lasswell ( 1948), Wright (1966) and Klapper (1966) have illustrated the aims and functions of mass communication as surveillance, interpretation and prescription, transmission of culture and entertainment etc.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Thus the above\u00a0 explanations articulate that\u00a0 the purpose of communication\u00a0 are to\u00a0 influence \u2013 to affect with intent by creating comprehension, understand and perceived use of the message.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Importance of communication:<\/strong><\/p>\n<ol>\n<li style=\"text-align: justify\">Communication is essential to all human association because our society life abounds with the communication.<\/li>\n<li style=\"text-align: justify\">Communication is cement, which holds our society together<\/li>\n<li style=\"text-align: justify\">People spend 78% of their active time for communication through listening, speaking, reading and writing. This reality shows great importance of communication in human life.<\/li>\n<li style=\"text-align: justify\">We spend 10 to 11 hours in a day for verbal communication; it means there is a great importance of language in the process of communication. It helps in establishing relations with others by means of language.<\/li>\n<li style=\"text-align: justify\">In rural India, nothing is more important than transfer of agriculture technology and communication is essential for this.<\/li>\n<li style=\"text-align: justify\">To overcome the ignorance, poverty, to achieve socio- economic prosperity and progress, communication plays an important role.<\/li>\n<li style=\"text-align: justify\">Detailed information regarding what, how, for whom and where of the new developmental programmes can be disseminated by communication.<\/li>\n<li style=\"text-align: justify\">To solve problems of people by giving useful information on the solutions to their problems is possible by communication.<\/li>\n<li style=\"text-align: justify\">To bring physical, mental, social, economical and cultural changes in people, communication plays an important role.<\/li>\n<li style=\"text-align: justify\">To improve the level of knowledge, skill, attitude, adoption and understanding among farmers,communication plays an important role.<\/li>\n<li style=\"text-align: justify\">Without communication\u00a0 any development work is not\u00a0 possible.<\/li>\n<li style=\"text-align: justify\">It has been considered as an important pillar for the all- round development of any nation, farmers it is needed<\/li>\n<li style=\"text-align: justify\">To send latest technology to the farmers it is needed<\/li>\n<li style=\"text-align: justify\">For entertainment communication is essential and<\/li>\n<li style=\"text-align: justify\">In one word, it can be said that communication is life or existence of any human, organization and nations.<\/li>\n<\/ol>\n<\/div>\n<table>\n<tbody>\n<tr>\n<td><span style=\"font-size: 16px\">you can view video on Nature and Scope of Communication <\/span><\/td>\n<td><a style=\"font-size: 16px\" href=\"https:\/\/youtu.be\/c4VRel3q8aw\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #333333\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-120\" src=\"http:\/\/epgpbooks.inflibnet.ac.in\/wp-content\/uploads\/2018\/11\/download.png\" alt=\"\" width=\"36\" height=\"36\" \/><\/span><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>Web links<\/strong><\/p>\n<ul>\n<li style=\"text-align: justify\">http:\/\/www.natcom.org\/NCA_Error.aspx?type=404<\/li>\n<li style=\"text-align: justify\">https:\/\/en.wikipedia.org\/wiki\/Communication<\/li>\n<li style=\"text-align: justify\">http:\/\/study.com\/academy\/lesson\/what-is-communication-definition-importance.html<\/li>\n<li style=\"text-align: justify\">http:\/\/www.managementstudyguide.com\/importance-of-communication.htm<\/li>\n<li style=\"text-align: justify\">https:\/\/www.google.co.in\/?gfe_rd=cr&amp;ei=0OALVtjfM7PG8AfBqYzQDQ&amp;gws_rd=ssl# q=importance+of+communication+in+the+workplace<\/li>\n<li style=\"text-align: justify\">http:\/\/www.hofstra.edu\/studentaffairs\/studentservices\/career\/students\/career_students_ communications.html<\/li>\n<li style=\"text-align: justify\">http:\/\/study.com\/academy\/lesson\/types-of-communication-interpersonal-non-verbal-written-oral.html<\/li>\n<\/ul>\n<p style=\"text-align: justify\">\n","protected":false},"author":8,"menu_order":1,"template":"","meta":{"_acf_changed":false,"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":["dr-t-radha"],"pb_section_license":""},"chapter-type":[47],"contributor":[58],"license":[],"class_list":["post-5","chapter","type-chapter","status-publish","hentry","chapter-type-standard","contributor-dr-t-radha"],"part":3,"_links":{"self":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapters\/5","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":10,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapters\/5\/revisions"}],"predecessor-version":[{"id":29,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapters\/5\/revisions\/29"}],"part":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapters\/5\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/wp\/v2\/media?parent=5"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/pressbooks\/v2\/chapter-type?post=5"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/wp\/v2\/contributor?post=5"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/ebooks.inflibnet.ac.in\/hsp13\/wp-json\/wp\/v2\/license?post=5"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}