eChapters

3.1 Language and Principles of Writing: Basic Differences Between the Print, Electronic and Online News

Because each media has a unique readership with different needs, writing for print, electronic, and digital news demands distinct terminology and approaches. Here are the key differences:

Print News: Language

1. Conciseness: Print news requires concise and to-the-point writing due to limited space.
2. Formal Language: Language tends to be more formal and structured.
3. Third Person: Writing is often in the third person.
4. Headlines: Print headlines are shorter and must convey the essence of the story.

2.1 Audio-Visual Aids Classification

Audio-visual aids are tools that combine auditory and visual stimuli to facilitate learning and improve comprehension. They can make abstract ideas more concrete and understandable. Here's a classification of some commonly used audio-visual aids:

• Audio Aids

• Tape recorders: are tools for teaching that playback sound or music.
• Radio: Programmes can serve as educational resources and audio learning aids.
• Podcasts are digital audio programs or episodes with a focus on learning.

1.1 Meaning

The English word 'communication' is derived from the Latin communis, which means common sense. In other words, it is the transmission and interaction of facts, ideas, opinions, feelings, or attitudes. Communication is a two-way process that involves transferring info rmation or messages from one person or group to another. This process goes on and includes a minimum of one sender and receiver to pass on the messages. These messages can either be any ideas, imagination, emotions, or thoughts. Communication is a Latin word that means "to share".

Maintenance of optimum fertility and reproductive goals is very important for profitable and economically viable cattle rearing. It is highly desired and essential for the farmers to maintain the high reproductive efficiency in cows so that the losses incurred on infertility are reduced to the maximum extent through good managemental practices and following scientific guidelines properly.

Calves play an important role in the dairy development and successful growth of young calves to mature stage is required for herd replacement and to get economic returns when they are sold. Good calf-care is important for sustenance of the dairy form and preservation and maintenance of good quality germplasm.

Regular deworming of cattle including young stock is essential for economic rearing as sever parasitic infection leads to reduced feed intake, decreased reproductive performance, lower milk production, decreased growth rate and increased incidence of diseases. So, deworming as per scientific schedule and dose rate is a must for animals to keep away these profit eating parasites.

Vaccination of cattle and prevention of diseases causing huge economic losses is very much essential for economic rearing of livestock as prophylactic and strategic vaccination helps in development of immunity against the vaccinated diseases thereby prevents the animals from developing such infections and consequent diseases. Animals should be vaccinated at specific age and at definite time intervals for optimal protection against the diseases.

The diagnosis of pregnancy (Cyesiognosis) was desired earlier by farmers for curiosity, but currently early pregnancy diagnosis is considered essential for economically viable and profitable dairy farming. Clinical methods are commonly used for pregnancy diagnosis in cattle with recto genital palpation and trans-rectal ultrasonography as the methods of choice for an accurate and early pregnancy diagnosis.

Artificial insemination (AI) is a technique in which sperm cells loaded in straws and stored in liquid nitrogen are thawed and manually deposited into the reproductive tract of a female animal at estrus. The recto-vaginal technique is the most commonly used method for artificial insemination in cattle. In order to increase the probability of pregnancy, the animal in estrus should be inseminated at proper time not too early or late.

Estrus is referred to as the period of estrous cycle during which the female animal allows the male for mating. It is the period of estrous cycle during which insemination is done to female animal so that the animal will become pregnant. During estrus, cow usually seeks out the male and ’stands’ for him to mate her. In all domestic species, Ovulation occurs during this phase of the cycle but in case of cow, ovulation occurs about 12 hours after the end of estrus period.

Cystic ovarian disease (Cystic ovarian degenertaion or ovarian cysts) is a common ovarian dysfunction in cattle and causes huge economic loss to farmers due to its high incidence and negative impact on the reproductive performance of cow. Animals having cysts on ovary result in anoestrum as the most significant clinical sign. Althouugh the exact cause that leads to cystic ovarian disease is not yet fully clear but altered release of LH hormone is the most accepted hypothesis.

Uterine torsion in cow is actually the rotation of the pregnant uterus on its longitudinal axis and usually occurs before onset or during late first stage of parturition but rarely encountered during early second stage of parturition. In cattle, uterine torsion involves both gravid and non gravid horns because of strong intercornual ligament and distension of uterine horn and body with placenta and fluid. The remarkable feature of uterine torsion is its association with advanced pregnancy and process of parturition in cow.

Pyometra meaning “pus filled uterus” is a condition in cow which is characterized by progressive accumulation of pus in the uterus, presence of persisting CL, absence of estrus and regular estrus cycles and a closed cervix. Pyometra occurs following chronic endometritis in most cases as uterus fails to produce endogenous CL regressing agent i.e. PGF2a. So, the CL of diestrus persists resulting in failure of elimination of uterine infection as the animal remains under the continuous influence of progesterone. Progesterone production from the persistent CL causes closure of cervix, pus accumulation in the uterus and consequently leading to enlargement and distension of uterus.

Uterine prolapse also called casting of the “Calf Bed” in cow is a condition in which there is eversion of whole or part of uterus outside the vulva after its movement through dilated cervix and vagina. It occurs in cow after the birth of calf and mostly in dairy cows having given birth many times to a calf. It occurs due to hypocalcaemia, defective involution, inadequate exercise, excessive force applied during removal of calf etc.

Vaginal prolapse in cow is a condition in which there is protrusion of whole or part of vagina including sometimes the part of cervix through the vulva. It occurs in cow mostly during last 2-3 months of gestation. It occurs due to excess secretion of estrogen from placenta, hypocalcaemia, inadequate exercise, bulky food like roughages etc. Sometimes occurs in non pregnant cows due to cystic ovaries, severe straining due to vaginal irritation etc.

Retained fetal membrane (RFM) in cow is a condition in which fetal membranes or placenta fail to separate and expelled by 12-24 hours after the birth of calf. It is a common in bovines and is usually associated with dystocia, abortion etc. Retained placenta in bovines predisposes the animal to uterine infection and thereby leads to infertility.

Metritis is a condition seen in cattle in which there is the inflammation of the entire thickness of uterine wall (endometrium, myometrium and serosa). When it occurs just after parturition, it is called puerperal metritis. It usually occurs after abnormal birth like in case of dystocia, abortion, RFM etc. The animal shows systemic signs like increase in temperature initially, increase in respiration rate, anorexia, toxemia etc. There is expulsion of large volume of foul smelling reddish to brown discharge from vagina frequently associated with straining. The expelled discharge from vagina is often with pieces of degenerating placenta.

Endometritis in cow is actually the inflammation of endometrium that is inner lining of the uterus. It occurs after bacterial contamination of uterus at calving, during A.I. following dystocia, retention of placenta, abortion etc. There is expulsion of white or whitish-yellow muco-purulent discharge from vagina. The animal does not shows systemic signs like increase in temperature, increase in respiration rate, anorexia, toxemia etc as in metritis. However, the animal fails to conceive even after repeated inseminations.

In subclinical endometritis (SCE), there is inflammation of the internal lining of uterus (endometrium). It is one of the major causes of repeat breeding in cattle and causes significant reduction of reproductive performance. Cervico- vaginal mucus in subclinical endometritis is clear in contrast to endometritis. It is also called cytological endometritis and is associated with increased proportion (percentage) of polymorphonuclear cells (PMN) in endometrial cytology samples. SCE affected cows have delayed first service and subsequent pregnancy causing significant economic losses due to reduction in reproductive performance, feed intake increase per lactation, milk yield reduction and increase in culling rate.

Sub estrus (Weak or Silent Estrus) is a condition in which there are normal cyclical changes in the reproductive organs of a cow but the heat signs are not exhibited to a level of intensity as in normal cows leading to failure of estrus detection by a farmer. This condition is common during post partum period. It is a common reproductive problem in cattle affecting the productivity and economics of a cow due to increase in inter-calving interval, production loss, treatment expenses etc.