EXT 303: Agricultural Communication
Credit Hours: 3 (2+1)
Full Marks: 75 (Theory: 50, Practical: 25)
Course Objectives
Upon completion of this course, students will be able to:
- Understand basic concepts, principles, methods, types, systems, and media preparation for communication.
- Apply agricultural communication knowledge to effectively disseminate information to the farming community.
I. Syllabus Overview
- Concept, definition, scope, and types of communication
- Process, elements, models, feedback, barriers, and theories of communication
- Planning for effective communication in agriculture
- ICT tools, public speaking, media trends, and role of agencies (governmental & non-governmental)
II. Course Outline
A. Lecture Topics (30 Lectures)
| S.N. | Topic | No. of Lectures |
|---|---|---|
| 1 | Meaning, concept, definition, scope of communication | 1 |
| 2 | Role/function, process, and elements of communication | 2 |
| 3 | Forms of communication | 2 |
| 4 | Feedback in communication | 1 |
| 5 | Models of communication | 2 |
| 6 | Barriers of communication: physical, psychological, social, and cultural | 2 |
| 7 | Theories of communication | 2 |
| 8 | Principles of effective communication | 1 |
| 9 | Types of communication system: individual, group, mass, audio-visual aids, cone of experience | 3 |
| 10 | Communication policies linked with national and international agencies | 1 |
| 11 | Analysis and planning for effective communication in agricultural development | 2 |
| 12 | Recent strategies of communication in agricultural development | 1 |
| 13 | Information Communication Technologies (ICT): concept, tools (print, electronic, social media, email, Internet), multimedia, mobile phone, video/teleconferencing, web technologies, information booth | 4 |
| 14 | New trends and issues in agricultural communication, media-mix | 1 |
| 15 | Public speaking for effective communication | 1 |
| 16 | Characteristics and role of NGOs in extension | 1 |
| 17 | Role of private, governmental, and non-governmental agencies in agricultural communication development | 2 |
| 18 | Academic and general writing for effective communication | 1 |
| Total | 30 |
B. Practical Topics (15 Sessions)
| S.N. | Practical Activities | No. of Practicals |
|---|---|---|
| 1 | Graphics in communication – Line, Bar, Pie, and pictorial graphs | 1 |
| 2 | Preparation of various charts – Flow, Tree, Suspense, Flip, etc. | 2 |
| 3 | Preparation of pamphlets, leaflets, and booklets | 2 |
| 4 | Preparation of posters and pictorial books | 1 |
| 5 | Preparation of radio scripts, drama, and folksongs | 2 |
| 6 | Preparation of PowerPoint slides and presentations | 2 |
| 7 | Communication through bulletins | 1 |
| 8 | Observation and safe use of projectors and film/movie projectors | 2 |
| 9 | Observation and participation in fairs, exhibitions, field days, tours, etc. | 1 |
| 10 | Visits to different agricultural agencies, local radio, and television stations | 1 |
| Total | 15 |
References
- Sandhu, A. S. (2004). Textbook on Agricultural Communication Process and Methods. Oxford & IBH.
- Kumar, B., & Hunsra, B. S. (2000). Extension Education for Human Resource Development. Concept Publishing, New Delhi.
- Rayudu, C. S. (2002). Communication. Himalaya Publishing House.
- Ray, G. L. (2006). Extension Communication and Management. Kalyani Publishers.
- Lionberger, H. F., & Gwin, P. H. (1982). Communication Strategies – A Guide for Agricultural Change. University of Missouri, Columbia.
- Dahama, O. P., & Bhatnagar, O. P. (2005). Education and Communication for Development. Oxford & IBH.
- Oakley, P., & Garforth, C. (1985). A Guide to Extension Training. University of Reading, UK.
