agex

• Communication


  A process by which two people exchange ideas, facts, feelings or impressions so that each gains a common understanding of the meaning and intent of the message
• Communication


  A process by which an idea is transferred from a source to a receiver with a purpose of changing his behavior
• Purpose of communication


  To produce some kind of effect
• Basic Elements of Communication

  • Source
  • Message
  • Channels
  • Receiver
  • Feedback
• Source


  • Homophily - degree to which a receiver perceives the source as similar to him or her
  • Credibility - receiver's perception of the believability of the source
  • Character - perceived as honest, trustworthy, friendly, reliable
  • Competence - perceived as well-trained, competent, intelligent, experienced, witty, bright
  • Composure - perceived in terms of self-confidence, poise, dignity
  • Dynamism - when a receiver rates a source in terms of being bold, aggressive, extrovert
• Message


  An idea being shared between two or more persons, in the form of skills, new knowledge, or favorable attitudes
• Categories of non-verbal communication

  • Physical - facial expressions, tone of voice, sense of touch, sense of smell, body motions
  • Aesthetic - creative expressions like music, dance, painting, sculpturing
  • Signs - signal flags, 21-gun salute, horns, sirens
  • Symbolic - religious, status, or ego-building symbols
• Channels


  The various methods available to any communicator to reach their audience with the message, either verbally expressed orally or in print, or through illustration, pictures, etc.
• Gatekeeper


  Someone who controls the flow of information
• Opinion leader


  A person who is approached by others for advice on certain matters, perceived as credible, influential, authoritative in the community
• Receiver


  Another person receiving the idea, the target of communication
• Feedback


  Information that is sent or fed back by the receiver intentionally or unintentionally to the source, serves as a corrective function by preventing communication breakdown
• Levels of Communication


  • Intrapersonal - communication with oneself
  • Interpersonal - interaction between two or more individuals in a face-to-face situation
  • Organizational - structure and functioning of units within organizational system
  • Mass - interaction of individuals with various public through mass media
• Berlo's Model


  • Focuses on the individual characteristics of communication and stresses the role of the relationship between the source and the receiver as an important variable
  • Lacks feedback
• Lasswell's Model


  • A macroscopic theory concerned with media's impact on culture and society
• Shannon and Weaver Model


  • An information model of communication, looks at communication as a one-way process
  • Noise indicates factors that disturb or influence messages as they are being transmitted

  
• Osgood and Schramm's Model


  • Emphasizes the circular nature of communication
  • Participants swap between the roles of source/encoder and receiver/decoder
• Categories of Formal Communication in Organization

  • Downward - communication of messages and information to subordinates by the head
  • Horizontal - exchange of information between peers to coordinate activities
  • Upward - communicating messages and information by subordinates to superiors
• Technology


  The body of tools, machines, materials, techniques, and processes used to produce goods and services and satisfy human needs
• Components of crop technology

  • Choice of variety
  • Tillage and method of crop establishment
  • Fertility of soil
  • Management of water
  • Pest & weed management
  • Management of harvesting & post production activities
• Component technology


  Specific cultural techniques in the management/production of crops, livestock, fishery, and forestry
• Components of forestry technology

  • Choice of species
  • Management of water
  • Fertilization
  • Pest and disease control management
  • Techniques of nursery and plantation
  • Management of harvesting
• Components of animal technology

  • Choice of breed
  • Management of herd
  • Feeding and nutrition
  • Breeding practices
• Package of technology (POT)


  The combination of all necessary component technologies for production or post-production activities, proven to be individually outstanding and when put together will result in improved performance and greater productivity
• Sources of technologies


  • Government R&D centers
  • State Universities and Colleges
  • International research centers
  • Private chemical companies
  • Private manufacturers of machines, tools, equipment
• Technology generation (TG)


  R&D center utilizes resources to generate a component technology or a package of technology
• Technology verification (TV)


  A technology is classified for verification if it can be incorporated into a package of technology that has the potential to improve existing farmers' practices
• Technology Adaptation (TA)


  A technology is classified as technology for adaptation if it meets certain criteria
• Technology Dissemination (TD)


  Promoters of technologies can use varied approaches and methods in bringing technologies to end users
• General adaptability


  • Replicable under field conditions
• Economic profitability


  • Percent of profitability is equal to the prevailing rate of interest on loans of formal financial institutions, considering social costs and benefits
• Social acceptability


  • Do not contradict social norms and values prevailing in the community
• Potential availability of support services

  • Users have access to market, credit facilities, material inputs, and others
• Technology Commercialization (TC)


  Technologies that have successfully passed the piloting stage, or have passed the criteria for piloting, or have not piloted yet, but have high potential for commercialization are considered priority technologies for commercialization
• Innovation


  An idea, practice or technology perceived as new by a person
• Adoption


  The process by which a person is exposed to, evaluates, and accept/practice or reject a particular innovation, deciding to make full use of the technology as the best option possible
• Relative advantage


  • The degree to which an innovation is perceived as better than the idea it supersedes, may be measured in economic terms but often social prestige
• Compatibility


  • The degree to which an innovation is perceived as being consistent with existing values, past experiences, and needs or receivers
• Complexity


  • The degree to which an innovation is perceived as difficult to understand and use
• Trialability


  • The degree to which an innovation may be experimented with on a limited scale