The tendency to interpret messages according to one’s existing attitudes.
→
Selective Perception
The ability to retain certain messages while ignoring others.
→ Selective Retention
The exposure of individuals to certain media messages while avoiding others.
→ Selective Exposure
An individual who influences the opinions and decisions of others in a group.
→
Opinion Leader
Another term for an opinion leader who brings change to a group.
→ Change Agent
Physical, psychological, or social factors that hinder communication.
→ Barriers
A barrier that occurs when culture or values disrupt understanding.
→ Psychological Noise
A barrier caused by misunderstanding words or language.
→ Faulty Communication
A barrier resulting from lack of knowledge or education.
→
Ignorance
A barrier where people reject information because it contradicts their beliefs.
→
Value Rejection
One question to ask when choosing a communication channel: “What outcomes does the source want to achieve?”
→
Learning Outcomes
A question to ask in selecting a channel: “Can the receiver read or access mass media?”
→
Receiver Characteristics
A question in selecting a channel: “What channels are available to the receivers?”
→ Channel Availability
A question in selecting a channel: “What channel is affordable for the source?”
→
Budget Constraint
The overall goal of communication in extension.
→
Mutual Understanding
In communication, this refers to a person’s past experience influencing interpretation.
→
Frame of Reference
This type of communication uses rumors or preaching as informal methods.
→ Natural Communication
A physical defect that can hinder effective communication.
→
Physical Deformity
The act of formulating a message for transmission.
→
Encoding
The act of interpreting a received message.
→
Decoding
Communication activity that spreads innovations or new technology to farmers.
→
Extension Communication
The ability of a communicator to inspire confidence and trust.
→
Credibility
The process of transferring information and understanding from one person to another.
→ Communication Process
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Distant origin (prelim)8
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Birth Of The Modern Agri.Exten.6
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Beginning Of The Extension In Europe9
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Agricultural Extension In the USA17
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Extension In The Philipines Spanish Regime8
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American Regime13
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Japanese occupation & Post war Era19
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Agricultural modernization Period9
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Agricultural Modernization Period part 26
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Devolution And modernization8
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ADOPTION KINEME28
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ADOPTION PART 232
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5 Communication Proccess25
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5-communication Part 226
