eChapters

 Objectives
• Understand the meaning of the communication process.
• Learn the various types of communication.
• Explore different models of communication.
• Analyze how communication flows in different contexts.
Meaning of Communication Process
The communication process refers to the systematic steps through which a message is conveyed from a sender to a receiver. It involves the transmission of information through a medium, with feedback confirming whether the message has been received and understood correctly.
Elements of the Communication Process
The communication process consists of the following elements:
• Sender: The person or entity initiating the message.
• Message: The content or information to be communicated.
• Encoding: The process of converting the message into symbols, language, or signals that can be understood by the receiver.
• Medium/Channel: The pathway through which the message is transmitted (e.g., face-to-face, email, phone).
• Receiver: The person or entity for whom the message is intended.
• Decoding: The process by which the receiver interprets and understands the message.
• Feedback: The response of the receiver that indicates whether the message was understood

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

Learning to identify the different communication styles - and recognizing which one we use most often in our daily interactions with friends, family and colleagues - is essential if we want to develop effective, assertive communication skills. But how can we tell the difference between the styles, and is there a time and place for each one in certain situations?

Being assertive means respecting yourself and other people. It is the ability to clearly express your thoughts and feelings through open, honest and direct communication.

Becoming more assertive does not mean that you will always get what you want - but, it can help you achieve a compromise. And even if you don’t get the outcome you want, you will have the satisfaction of knowing that you handled the situation well, and that there are no ill feelings between you and the other person or people involved in the discussion.

Introduction
Communication is fundamental to organizational success, interpersonal relationships, and information dissemination. In the modern, highly interconnected world, understanding communication techniques and networks is essential for effective collaboration and decision-making. This chapter will delve into various communication techniques and explore communication networks’ types and roles within organizations.
Objectives
• To provide an overview of communication techniques.
• To examine types of communication networks and their applications in organizational settings.
• To illustrate how communication techniques and networks impact organizational effectiveness.
Section 1: Communication Techniques
Communication techniques encompass the methods used to transmit information from one person or group to another. These techniques can vary based on the mode of communication, the complexity of the information, and the audience. Effective communication techniques enhance clarity, reduce misunderstandings, and foster better relationships.
Verbal Communication
Verbal communication is the use of spoken words to convey messages. It is direct and often allows for immediate feedback, making it one of the most effective communication forms.

The communication which is the core of the Communication Mix plays an important role in promoting the product to the outside world and especially to the target market. In the marketing of rural products, application of latest, innovative and enhanced technologies is crucial for effective communication with urban consumers. This also helps in conveying the features of rural products. The adoption of the latest technologies ensures the economic well-being of the rural marketers by increasing the reach of the products and in creating awareness about the product. The technology helps in faster dissemination of the rural product information to the consumer.

Origin

The world ‘Communication’ comes from the Latin word ‘communis’, meaning common. This implies that when we communicate, we are trying to establish ‘Commonality’ with someone through a message. Communication, then, is a conscious attempt to establish commonality over some idea, fact, feelings and the like, with others. In essence, it is a process of getting a source and a receiver tuned together for a particular message or a series of messages.

Origin

The term communication stems from the Latin word “Communis” meaning “common”. This implies that when we communicate, we are trying to establish ‘commonality’ with someone through a message. Communication, then, is a conscious attempt to establish ce, it is a process of getting a source and a receiver tuned together for a particular message or a series of message.

Definitions of communication

1.0. Objectives

• To describe communication, its type and process
• To illustrate the methods to make listening effectively
• To impart knowledge of effective communication skills
• To impart tips to improve their verbal and non-verbal communication

Introduction

In the animal kingdom, there are many animals with a concrete social system in their ranks. Animals like lions, wolves, and apes have complex social systems in their lives. And what is the most important thing in a functional social system? It’s communication! Communication is the most important function in any social system, which binds that system.

And what organism has the most complex social system? It’s humans. Thus, the human social system requires a very complex communication system.

Community Development concepts

The United Nations defines community development as “a process where community members come together to take collective action and generate solutions to common problems. It is a broad term given to the practices of civic leaders, activists, involved citizens and professionals to improve various aspects of communities, typically aiming to build stronger and more resilient local communities.

Community development is a process where community members come together to take collective action and generate solutions to common problems. Community wellbeing (economic, social, environmental and cultural) often evolves from this type of collective action being taken at a grassroots level.

India has been a welfare country since Independence and the primary objective of all governmental and non-governmental endeavors has been the welfare of its millions people. The policies and programmes should be designed with the aim of alleviation of rural poverty which has been one of the primary objectives of planned development in India. It was realized from pre-independent rural development efforts, that a sustainable strategy of poverty alleviation must be based on increasing the productive employment opportunities in the process of growth itself. Elimination of poverty, ignorance, diseases and inequality of opportunities and providing a better and higher quality of life were the basic premises upon which all the plans and blue-prints of development should built.

Rural development implies both the economic betterment of people as well as greater social transformation. In order to provide the rural people with better prospects for economic development, increased participation of people in the rural development programmes, decentralization of planning, better enforcement of land reforms, greater access to credit, etc proper planning is envisaged.

Initially, main thrust for development was laid on agriculture industry, communication, education, health and allied sectors but later on it was realized that accelerated development can be achieved only if governmental efforts are adequately supplemented with direct and indirect involvement of people at the grass root level.

Community

1. A community is a group of people, who live in a geographical area and have an interest in each other for the purpose of making a living. It is a form of social organization existing between the family and state.
2. The people with common interests living in a particular area
3. An interacting population of various kinds of individuals (as species) in a common location
4. A group of people with a common characteristic or interest living together within a larger society

Introduction

What is community development?

Community development refers to the process of bringing community people together after identifying issues related to them and taking a collective action. Community development empowers residents and builds stronger, more integrated communities. Community development is an all-encompassing approach based on the ideas of empowerment, human rights, inclusiveness, social justice, self-determination, and collective action (Kenny, 2007).

COMMUNITY DEVELOPMENT (CD)

Meaning of Community Development

Community development is an exclusive term. It is used frequently to encompash every efforts towards the advance of community interest.

Community

A community is a group of people who live in a particular geographical area and have an interest on each other and have a purpose of making a living.

Development

It means growth or maturation. It is gradual and sequencial phases of changes. Example: Life from child to death

Definition of Community Development

1. It is bringing forth the potential abilities and qualities of a group of people who live together in a common territory or region and who have an interdependent relationship with each other.

2. Community Development is a continuous process of social action by which the people of community do the following things.

(a)   Define their common and group needs.

(b)   Organize themselves formally and informally for democratic planning and action.

(c)   Make group and individual plans to meet their need and solve their problems.

(d)   Execute their plans with maximum reliance upon their own resources.

(e)   Supplement their resources from outside community when necessary with services and materials.

3. Carl Taylor’s Definition

Community Development is a method by which people in villages are involved in helping to improve their own economy through their own effort. Thereby, they are effective working groups in the programme or national development.

ABSTRACT

Information and Communication Technologies (ICTs) are for everyone and that does not mean for urban or rural communities. Recent developments in the fields of information and communication technology are indeed revolutionary in nature. By definition, Information and Communication Technologies (ICTs) are a diverse set of technological tools and resources to create, disseminate, store, bring value-addition and manage information. Knowledge thereby becomes the fundamental resource for all economic and developmental activities in the knowledge society, of which rural poor form an equal part. The process of synthesis of knowledge possessed across communities with the global pool of knowledge and with the scope for further enrichment provides the genesis for information sharing.

Introduction

The concept of communication for development emerged with the Modernization theory, which developed its roots after World War II. Wilbur Schramm and Daniel Lerner, the two major proponents of this theory opined that the major obstacle to development was the psychology of the undeveloped citizens. The communication models under modernization paradigm observed communication process as the transfer of message from sender to receiver (Lasswell, 1948). It was found that communication theories like two step-flow, diffusion theory, or the early extension approaches were quite harmonious with the top-down modernization theory. After the Modernization paradigm, an another theory of communication for development emerged named as Dependency theory. Dependency theorist like Jean Servaes (1996) criticized the broadcasting and other mass-media systems as they tended to support modernization and were anti-development; also they were inclined to promote the political agenda. Solution to underdevelopment of third world countries require major changes in media structure that were dominated by commercial principles & foreign interests into media structures which are self-reliant and community oriented (Servaes, 2002). In 1970s scholars such as Paulo Freire and Nora C. Quebral started pleading in favour of bottom up development theories which led to evolution of a new development paradigm called the multiplicity paradigm. This paradigm conceptualised the basic idea that development is integral, multidimensional and dialectic process which can differ from one society to another (Okigbo and Eribo, 2004). Multiplicity paradigm led to emergence of a new form of communication called participatory communication.

Horse

The visceral branches of the abdominal aorta are the coeliac, cranial mesenteric, renal, caudal mesenteric and testicular or ovarian.

The coeliac artery in horse is shorter than that in ox. It arises from ventral surface of the aorta and reaches the dorsal surface of the pancreas where it divides into three branches, the left gastric, hepatic and splenic.

The left gastric artery passes ventrally and cranially in the gastrophrenic ligament, gives off pancreatic and oesophageal branches and divides dorsal and caudal to the cardia into parietal and visceral branches. The parietal branch crosses the lesser curvature of the stomach just to the right of the cardia and ramifies on its parietal surface. The visceral branch is distributed in the similar manner on the visceral surface of the stomach. A long but narrow oesophageal branch arises from the parietal branch of the left gastric, passes cranially through the hiatus oesophageus and enters the thoracic cavity dorsal to the oesophagus and anastomoses with the oesophageal branch of broncho-oesophageal artery.

The hepatic artery is larger than the left gastric. It passes dorsal to the pancreas and reaches medial to the portal vein, divides into right and left branches from which the terminal branches enter the liver through portal fissure. Its collateral branches are the pancreatic, right gastric and the gastroduodenal arteries. The gastroduodenal artery further divides into right gastroepiploic and the cranial pancreaticoduodenal arteries.

Horse

The shoulder joint of horse has same features as those of ox. However, this joint in horse exhibits greater degree of mobility.

The elbow joint of horse is almost similar to that of ox except that there is only one interosseous ligament in horse against two in ox.

The carpal joint of horse has only minor differences from that of ox. The special feature of the joint in horse is that it has two additional ligaments, the superior check ligament and the inferior check ligament. The superior check ligament starts from the rough elevation on the distal third of the caudal surface, close to the medial border of the radius and is inserted to the tendon of superficial digital flexor above the carpus. The inferior check ligament is the continuation of the caudal (palmer) capsular ligament of the carpus. It joins the tendon of deep digital flexor at about midway on the palmer surface of the metacarpus. The check ligaments assist the tendons of flexor muscles of the digits after severe exertion to keep then tight and prevent flexion.

Horse

Articulations of bones of skull

Most of the joints of the bones of skull are sutures similar to those in ox. However, in the adult horse many of the sutures are effaced. The ossification of the cartilage between the basilar part of the occipital and the sphenoid occurs quite earlier. The fusion of the mandibular symphysis takes place at about second to third month after birth. The temporomandibular articulation has an additional ligament which consists of elastic tissue. It connects the post-glenoid process to the caudal border of the ramys of the mandible.

Hyoidean articulations

In the hyoidean articulations, there is only one intercornual articulation in horse instead of the proximal and distal cornual articulations appearing in the ox. The middle cornu is generally lodged in the articulation between the great and small cornu.

Horse

The hip joint has an additional ligament called the pubio-femoral ligament. It arises from the prepubic tendon, passes dorsally and laterally and then caudally and lodges into the subpubic (pubio-femoral) groove, penetrates the capsular ligament, passes through the acetabular notch and is inserted into the fovea capitis behind the round ligament on the head of femur. This ligament is peculiar to solipeds and it prevents the side kicking. The absence of this ligament in ruminants allows them abduction freely and that is how the ruminants can kick sideways. As against this, the equines can kick only back way. The other difference about the hip joint in horse is that the cotyloid ligament is narrower because of the deeper acetabulum.

The stifle joint of horse in general resembles that of ox except that the middle patellar ligament is not so prominent as that in ox.

The tibio-fibular articulation in horse is a diarthrosis and an amphiarthrosis. The diarthrosis is formed between the lateral condyle of tibia and the head of the fibula. It has intimate capsular ligament. The amphiarthrosis is formed between the shafts of the tibia and the fibula. The shafts of the two bones are binded by the proximal and distal interosseous ligaments.

The hock joint of horse has minor differences with those of ox owing to the difference in the number of tarsal bones and their arrangement. The synovial membrane is supported everywhere except at the dorsomedial (craniomedial) aspect where it bulges out in the cases of bog-spavin. If there is a distension of tarsal sheath, it bulges out as two rounded swellings on either sides of the tendon of deep digital flexor. The movements at the hock joint are very limited.

Horse

The arteries of fore limb of horse are more or less similar in their course and distribution. However, there are some special features in respect of some of these arteries as described below.

The brachial artery descends vertically on the medial aspect of humerus to its distal extremity, crosses it obliquely and descends along the joint capsule and medial lateral ligament of elbow joint, gives off common interosseous artery at the proximal third of the forearm and then continues distally as median artery.

The median artery descends along the caudomedial aspect of the radius covered by flexor carpi radialis muscle and divides just proximal to medial condyle into radial and collateral ulnar (ulnar) arteries.

The collateral ulnar artery is smaller of the two terminal branches of median artery. It descends along the cranial surface of radius under cover of the extensor carpi radialis and terminates a little above the carpus by anastomosing with a branch of radial artery.