The channel
is the means by which a communicator transmits his messages. It is the medium
used to convey information from a sender, (source or transmitter) to a
receiver. Communication channels are the modes or pathways through which two
parties communicate. Many have observed that “the world is getting smaller”,
referring not only to the ease of travel but, also, to the ease of
communication around the globe.
is the means by which a communicator transmits his messages. It is the medium
used to convey information from a sender, (source or transmitter) to a
receiver. Communication channels are the modes or pathways through which two
parties communicate. Many have observed that “the world is getting smaller”,
referring not only to the ease of travel but, also, to the ease of
communication around the globe.
The sender
and receiver of a message need to be connected or linked to each other. 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 hospital 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.
and receiver of a message need to be connected or linked to each other. 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 hospital 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
Communication Channels
Mass
Media
Media
Mass media
methods reach a wider mass of extension audience within a short period of time.
Examples are:
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.
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.
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”).
flyers/leaflets; loud speaker announcements; videos/films; and town announcers
(“town criers”).
The channels
itemised above are generally good for:
itemised above are generally good for:
i. Creating general awareness – most effective when patient
are in the awareness stage of the adoption process.
are in the awareness stage of the adoption process.
ii. Giving
information a sense of importance and legitimacy.
information a sense of importance and legitimacy.
iii.
Popularising and reinforcing messages.
Popularising and reinforcing messages.
iv. Reaching many people simultaneously.
These
channels have the following disadvantages:
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
easily possible
4. Messages may not easily be understood by all members of
the audience
the audience
5. Mass media channels are expensive to produce, and
broadcast time may be a huge expense
broadcast time may be a huge expense
6. Posters are logically difficult to distribute timely and
are not always seen by many of the intended audience.
are not always seen by many of the intended audience.
Group
Channels
Channels
Group
methods offer an opportunity for the audience (client) to listen to views of
others before taking any decision. They help to influence client’s thinking and
feelings about an innovation. Examples are:
methods offer an opportunity for the audience (client) to listen to views of
others before taking any decision. They help to influence client’s thinking and
feelings about an innovation. Examples are:
i Group discussions: 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.
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 socio-cultural backgrounds. General
meetings are employed to reach a large group of people to ascertain their reaction
to extension activities.
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 socio-cultural 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.
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.
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
doubts
3. They also legitimise messages and build consensus
4. Meetings provide support for changing attitudes and
behaviour and the maintenance of new behaviour
behaviour and the maintenance of new behaviour
5. They help to clear rumours and misinformation
6. Audience members are selected as guides/key mobilises
during meetings.
during meetings.
Disadvantages
1. They allow uniform message content which is not
appropriate to all members
appropriate to all members
2. Responding to questions of a personal nature is not
possible in general meetings
possible in general meetings
3. Encouraging the active participation of certain groups
such as minorities is, also, impracticable
such as minorities is, also, impracticable
4. Reaching
large sections of the population at the same time is not possible.
large sections of the population at the same time is not possible.
One-on-One
Discussion/Individual Channel
Discussion/Individual Channel
In this
face-to-face interaction, extension personnel persuade client/patient to adopt
new technologies. Examples of individual contact methods include:
face-to-face interaction, extension personnel persuade client/patient 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:
channels are good for:
i Supporting behaviour change
ii legitimising, reinforcing and sustaining new knowledge,
attitudes and behaviour
attitudes and behaviour
iii
Responding to questions and needs of a personal nature
Responding to questions and needs of a personal nature
iv Identifying and filling information gaps
v Allowing flexibility to individual schedules
and needs.
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.
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.
communicators are not well trained.
iii. They cannot prevent communicators’ biases from entering
communication.
communication.