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AG EXT 551 FUNDAMENTALS OF COMMUNICATION                                                                                  (3L+1P) I

Objective
  In this course, students will learn about the concept, meaning and process of communication and elements of communication, models, theories and modern media of communication.

Theory

UNIT I
  Meaning and nature of communication, Why study communication, Defining communication, Communication process, Nature of  communication, Purpose of  communication, Levels of communication, language, words and meaning, levels and degree of abstraction, Benefits of language, hidden meaning-Non verbal communication, Communicator, Role of communicator in Extension Education, Communication behaviour

UNIT II
  Key communicator, Communication skills, Fidelity of  communication, Communication competence and empathy, Communication effectiveness, Credibility, Improving oral and written communication, Selection effectiveness, Credibility, Improving oral and written communication, Audience or Receivers, Feedback, Barriers in Communication, Message - meaning and dimensions of message, characteristics of good message, message treatment and effectiveness – distortion of message., Channels of communication, meaning, dimensions, classification, Communication and social change, Homophily-Heterophily, Social network, Traditional media, Mass media of communication

UNIT III
  Theories and models of communication, Intrapersonal, Interpersonal and Mass Media, Effect of media mix for rural people, computer technology and its implication. Modern communication media – modern ICT tools such as video, internet, electronic video, tele-text, teleconferencing, mobile technology, computer assisted instruction, Communicating with farmers and farm women in villages.

Practicals
  Exercises in written and oral communication, Exercises on Communication Planning, Communicating with farmers and farm women in villages

Suggested Reading