eChapters

Definition

• If a communication source decodes the message that he encodes, if the message is put back to his system, we have a feedback - Berlo (1960)

• Feedback is defined as the action reaction interdependence in communication.

• The return to the input of a part of the output is the feedback.

• Feedback is the reaction on the part of the receiver to a sender's communication.

Feedback or response of the audience is the ultimate objective of any communication process or function. Response of an audience to message received may be in the form of some kind of physical or mental action. Until the desired action results, extension communication does not achieve its most essential objectives. The response of the audience (whether in the form of action or reaction) can be used by a communicator as a check of his own effectiveness and a guide to his own future action. When a source receives feedback, that is rewarding, he continues to produce the same kind of message. When he gets non-rewarding feedback, he eventually will change his message. Schramn (1955) points out that each person in the communication process is both an encoder and decoder. He receive and transmits. However, a person will decode a message and interpret it in accordance with his own experience.• Feedback means carrying out significant responses of the audience back to the communicator.

Communication is the fundamental process of conveying information between two or more individuals or within a group. Communication process involves distinct components: a sender, a recipient, a message, and a medium through which the message is transmitted. Importantly, the exchange of a message frequently carries emotional and cultural connotations. Variations in perception and interpretation among recipients may result in disparities between the intended message of the sender and its actual understanding by the receiver, thereby underscoring the nuanced nature of communication dynamics

Intra-personal Communication

Intra-personal communication involves an individual engaging in self-talk or internal dialogue. This process is an unconscious act inherent to all human beings, wherein individuals contemplate various plans and problems of daily life within their minds. People often discuss matters internally before sharing them with others or documenting them. Intra-personal communication is so ingrained in our everyday lives that it often goes unnoticed, yet it is the fundamental form of communication. All communication originates in the human mind before being expressed in interpersonal, group, or mass communication.

Inter-personal Communication

Inter-personal communication occurs between two individuals, involving one person talking, discussing, or arguing with another. This one-to-one interaction can take many forms, such as casual conversations between friends, information exchange, persuasion, problem-solving, counseling, or simple chatting. This method is widely used in extension work, particularly with poor farmers who are often illiterate and have limited access to other modes of communication. Despite being time-consuming, inter-personal communication allows for meaningful interaction between farmers and extension workers, facilitating mutual understanding and ensuring the accurate transmission of information through feedback.

Artificial intelligence and machine learning provide the technological foundation for intelligent agricultural applications. This chapter introduces supervised, unsupervised and reinforcement learning, model-development pipelines, feature engineering and evaluation metrics. It explains how algorithms can be selected and implemented for agricultural datasets that may be noisy, incomplete, variable or weakly labelled. Advanced topics include deep-learning architectures, transfer learning and model optimization. Practical considerations involving preprocessing, interpretability and deployment constraints are also discussed. Agricultural case studies illustrate AI applications in crop-yield prediction, plant-disease detection and environmental modelling. The chapter provides the technical foundation needed to design, evaluate and responsibly implement AI-driven agricultural solutions.

Principal Scientist and I/c Head, Division of Social Sciences and Training IIHR, Hesaraghatta Lake Post, Bangalore – 560 089, Karnataka

Extension organizations are highly sociable organizations with a definite purpose of using the grass root principle and democratic leadership in bringing transience in the organization and society. In this direction the communication styles most suited for these extension functionaries in bringing these transitions need to be studied and understood and developed for effective functioning of these organizations as nucleus of change in transforming societies for development

The Internet of Things supports continuous monitoring of soil, crops, weather and other field conditions through distributed sensors and connected devices. This chapter proposes an edge-cloud architecture designed to address scalability, heterogeneous data, communication latency and energy requirements. Edge nodes conduct local processing and anomaly detection, while cloud platforms provide storage and run advanced machine-learning models. Applications include crop-status evaluation, irrigation scheduling, pest and disease detection and yield forecasting. Explainable artificial intelligence improves transparency by helping users understand model recommendations. The integrated architecture can reduce response time compared with conventional centralized systems and provides a foundation for scalable, efficient and responsive next-generation smart-farming operations.

Introduction

Digitalization is transforming the digital economy, offering opportunities for entrepreneurs and businesses, and transforming production and trade. The rapid advancement of technology and information systems has led to significant changes in both individuals and companies, particularly in the realm of digitalization in commerce (BarNir et al., 2003). Digitalization uses digital technologies to revolutionize business models, simplify transactions, and enhance value-producing opportunities in processes like customer service, shipping, buying, and selling (Zhang et al., 2013). All over the world, businesses are transitioning from manual to e-commerce for benefits such as efficiency, productivity, security, competitiveness, cost reduction, marketing, promotion, and information distribution (Daniel & Wilson, 2002; Gefen, 2000). E-commerce, a key feature, is reshaping global production and trade (Koh et al., 2017; Scalco, 2017). Moreover, the e-commerce industry has seen a substantial transition over the last few decades, due to rapid technical improvements and shifting customer behaviors.

Introduction

Chemical exposure in the workplace is a prevalent concern across various industries, including manufacturing, agriculture, healthcare, and construction. These exposures can range from acute to chronic and involve many substances, from heavy metals and solvents to pesticides and industrial chemicals. While the physical health effects of chemical exposure are well-documented, the psychological impacts are less understood but equally significant. Psychological stress is a response to perceived threats or challenges characterized by physical, emotional, and cognitive symptoms. Theories such as the Transactional Model of Stress and Coping by Lazarus and Folkman emphasize the role of individual perception and coping mechanisms in stress experiences.

The modern industrial landscape is characterized by ubiquitous chemicals, ranging from benign substances to potentially hazardous compounds. As industries strive for higher productivity and efficiency, the workforce is frequently exposed to various chemicals. This exposure is not without consequences; while the physical health effects of chemical exposure have been extensively studied, the psychological impacts are less understood. Emerging research indicates that chemical exposure can significantly contribute to psychological stress, affecting worker health, productivity, and overall well being.

Abstract

Among the 29 Indian states, 14 are linked with 585 regulated mandis with electronic national agricultural market. Across the states, 7.35 million farmers with 53,163 commission agents are registered in these regulated mandis. Every year Government of India announces modified agricultural policies to safeguard the interest of the farming community. Amongst the policies, one of the mechanisms to protect the producers from price fluctuations is Minimum Support Price (MSP). While determining MSP, government takes into account cost of production, cost of living, as well as economic and socio-political factors. For the past two decades, it has been observed that one MSP graph is moving upward but still the farming community seems dissatisfied. The reasons behind MSP variation among states include offering bonus prices additionally with MSP by some states, due to variation in government procurement procedures and policies. As a result, MSP is playing an important role in manoeuvring of prices amongst the various state markets. MSP deviation provides chances for the private sector to take undue advantage and the farmers are adversely affected. The study analyses existence of deviation in mandi prices of staple food between two states from year 2007 to 2018. It will disclose whether centralized price system reduce the cost of government and aid the farmer to get fair valuation.

3.1 Entrepreneurship

3.1.1 The Concept and Definitions

Entrepreneurship is the active search for possibilities using originality and innovation. Taking prudent risks, effectively mobilising and managing resources, and adjusting to shifting market conditions are all part of it. By adding value and having a beneficial effect, entrepreneurs want to expand both commercially and socially.

3.1.2 Meaning of Entrepreneur

The French word "Entrepredre," which means "to undertake" is where the name "Entrepreneur" got its etymological roots. It was originally used to refer to a commander or planner of military missions in France during the 16th century when the phrase first gained popularity.

An entrepreneur is someone who has the knowledge, drive, and vision necessary to launch, run, and succeed in a new business venture while accepting the risks involved in doing so with the intention of making a profit. A common illustration of entrepreneurship is the act of founding a new company. Entrepreneurs are acknowledged as sources of innovation since they bring new concepts and creations to market, frequently displacing preexisting ones.

5.1. Introduction

This chapter deals with the sample survey conducted on cotton, turmeric and castor seed farmers and RMC traders and Officials and recorded the awareness level about futures, user status, the reason for not using futures and perception about futures.

The research work was planned to understand the level of awareness of agri-commodity futures market among the farmers, RMC traders and Officials of Odisha. The methodology adopted for the awareness assessment was to collect related answers to the questions which helped to evaluate the level of awareness among the beneficiaries i.e. farmers, RMC traders and officials. Quantitative and qualitative data was collected from sample respondents. The study has been completed by collecting data from farmers, RMC traders and officials of Kalahandi and Kandhamal districts which are the highest producers of three sample commodities i.e. cotton, castor seed and turmeric in Odisha. The research was conducted with 150 farmers (50 each for cotton, turmeric and castor seed), 30 RMC traders and 30 RMC officials of Kalahandi and Kandhamal districts of Odisha. The profile of sample farmers is depicted below.

Abstract

Stress can be due to both positive as well as negative experiences, which also forms a necessary part of our daily lives. If we consider an evolutionary standpoint stress was necessary for survival (i.e., imagine hunting large prey on which one’s entire tribe is dependent) and in our modern lives also stress is important as it motivates us for the fulfillment of tasks and changes. Pressure is felt from the environment during transition period ( like at the time of high school graduation) and in preparation for some events (like job interview). Although stress can be a motivation tool, too much stress or inability to cope up with stress can have an adverse effect on the health of an  individual. This chapter represents the study on stressors, various sources of stress, outcomes of stress, and various strategies which will help an individual to cope up with stress. The study is supported by case studies which helps in understanding the chapter more clearly.

Abstract

This chapter highlights the need of performance appraisal. It discusses various measures and methods of performance appraisal with respect to organizational goals. Performance counseling, when used as a part of performance appraisal is a strong motivational tool for the employees and results in organizational effectiveness. The issue has been discussed from the perspective of employer and employee

Predictive analytics estimates future health risks and outcomes, while prescriptive analytics recommends appropriate interventions and resource-allocation strategies. This chapter explains how statistical models, machine learning and healthcare data can support disease-risk assessment, prognosis and personalized treatment. Applications involving cardiovascular disease, diabetes, cancer, chronic-disease management and early-warning systems are examined. The integration of clinical, genomic, lifestyle and electronic health-record data is discussed alongside survival analysis, disease-progression modelling and treatment-response prediction. The chapter also addresses bias, fairness, transparency, privacy, regulation and interoperability. Future developments involving real-time analytics, IoT-enabled monitoring and precision medicine illustrate the transition toward proactive, preventive and data-driven healthcare.

Conventional fertilizers often exhibit low nutrient-use efficiency, resulting in nutrient losses, soil degradation, water contamination and unnecessary production costs. Nano-fertilizers offer controlled and targeted nutrient delivery through formulations engineered at the nanoscale. Their high surface-area-to-volume ratio can improve nutrient availability, plant uptake, growth, bulb quality and storage performance while reducing conventional fertilizer requirements. This chapter explains the nature, modes of action and potential benefits of nano-fertilizers in onion production. It also considers nano-biofertilizers, smart nutrient-delivery systems and nano-sensors. Particular attention is given to manufacturing cost, nanotoxicity, effects on soil microorganisms, farmer accessibility and the need for standardized safety and regulatory frameworks.

Efficient nutrient and water management is essential for achieving high onion productivity without degrading soil and water resources. Excessive fertilizer use, poor irrigation practices, groundwater depletion, nutrient imbalance and climate variability can reduce input efficiency and environmental sustainability. This chapter presents soil testing, integrated nutrient management, site-specific nutrient application, microbial interventions, residue management, nanotechnology and digital soil mapping. It also covers drip and sprinkler irrigation, scheduling, fertigation, mulching, rainwater harvesting and other water-conservation practices. Technologies such as SPAD meters, GreenSeeker, GPS, GIS, drones, remote sensing, sensors, artificial intelligence and IoT systems facilitate real-time monitoring, need-based application and climate-smart management of agricultural resources.

Precision agriculture depends on information collected through ground sensors, satellites, IoT systems and other connected devices. However, these data sources differ in spatial resolution, timing, quality and technical compatibility. This chapter introduces a computational framework for acquiring, harmonizing and analysing heterogeneous agricultural data. Preprocessing methods address noise, missing values and inconsistencies, while machine learning, deep learning and ensemble models identify useful environmental, spectral and temporal patterns. Applications include crop-health assessment, soil-moisture estimation, yield prediction and climate-resilience planning. Edge and cloud computing support scalability and real-time operation. Integrating multiple data sources can improve model accuracy, robustness and the practical usefulness of intelligent farming systems.

Soil health determines agricultural productivity, resource efficiency and long-term sustainability. Conventional laboratory and field-assessment methods provide valuable information but can be time-consuming and difficult to scale. This chapter presents a computational approach combining soil sensors, remote sensing and historical agronomic records. Indicators such as moisture, nutrients, pH and organic matter are processed using data-cleaning and feature-extraction techniques. Random Forest, Support Vector Machine and neural-network models estimate soil-quality parameters and identify degradation patterns. Explainable artificial intelligence improves the transparency and usefulness of predictions. Integration with edge computing enables real-time soil evaluation and supports targeted fertilization, efficient irrigation and sustainable soil-management decisions.

Basics of Technology Commercialization
Technology, a ubiquitous force shaping our world, can be understood from various angles. Here’s a breakdown of its definition, functions, and the fascinating process of its advancement.
Definition
At its core, technology is the application of scientific knowledge for practical purposes. It’s not just about gadgets and gizmos; it encompasses a vast array of systems, processes, and tools that we use to transform the world around us and solve problems. This includes everything from the humble wheel to the intricate workings of artificial intelligence.
Functions
Technology serves a multitude of functions, broadly categorized into:
Simplifying tasks: From automated manufacturing to self-driving cars, technology automates and streamlines processes, saving time and effort.
Enhancing communication and connection: From the internet to social media, technology bridges geographical barriers and fosters global interaction.
Expanding our knowledge and understanding: Scientific instruments, telescopes, and advanced data analysis tools enable us to explore the universe, delve into the microscopic world, and gain deeper insights into various fields.

Development of the country build is upon the aspect of the human measures. Imaginative, inventive, truthful and persevering persons head the nation in the virtuous path and guide to all aspects of growth in every field. Entrepreneurs drive nation’s growth. Entrepreneurs are familiar for their specific features Acknowledging this reality on growth of entrepreneurship. Entrepreneurship is an ingenious and imaginative reaction to the surrounding. The expression “entrepreneurs” normally mention to person who tackle recently developed capabilities that are imaginative and inventive. Analysis towards the entrepreneurial character has manifest that majority of the successful entrepreneurs share a defined category of personality features. This acquires the peculiarity as to. The existing analysis is an effort to inform the main features of entrepreneurs in food processing enterprises of Assam.

Introduction

Finance is vital to entrepreneurship. With limited resources starting a business is a challenge. Earlier generations of entrepreneurs establishing a business were different. They first guaranteed that money would be available to start—the business. So, if one wanted to build up a unit for a business, one would undertake market research and then approach the bank. Then activities like product development, ordering equipment, determining the site, acquiring land for the facility, what government policies are applicable etc., were considered. Before starting a business, an entrepreneur considers these factors. That was the old regime.