Significance Of Interpersonal Communication Ineffective Agricultural Extension Work

Introduction

This essay is going to find out the interpersonal communication effectiveness in agricultural extension settings. Interpersonal communication has the advantage of either sending or receiving the feedback immediately and behavioral changes are stimulated. A communication is boost-up between all farmers and extension agents. Agricultural extension agencies take control at the hierarchical level and communication is one significant tool that helps in managerial and administrative functions carried out effectively. Communication improvement depends on the synergistic role of farmer groups. Working alone dynamically is not possible without the farmer’s interest and help from the ministry. Effective communication is made a priority in the agricultural sector and the extension is containing a wide range of learning activities organized for rural people. Educators from different disciplines including agriculture, health, and agriculture marketing are participating in this education program. In this essay, identification of the process included in internal personal communication of agricultural extension is done along with a highlight on significant issues. Recommendations are given on the improvement of issues identified in this context.

Interpersonal communication importance in agricultural extension

Interpersonal communication is associated with four categories that include verbal, nonverbal, listening, and writing. Interpersonal skills are identified as life skills that are important in agricultural extension work. Interpersonal communication is effective in people and it helps them organize the groups of farmers to get information on effective agricultural improvement through practical experiences (El Bilali, and Allahyari, 2018). Demonstrations are presented in front of the farmers and the agencies provide advice, information, and support services for improving the quality of production. It can be for either crop growth or a selling strategy in the market. Extension work also aims to increase the farm income by offering a standardized living for their families. Effective communication is identified to be engaged in choosing the best communication channel and knowing the technicality of using each channel.

Concepts of interpersonal communication in agricultural extension service involve government policies and support the decision-making process for farmers. Extension officers can help the farmers become aware of the issues with farming and address the system of mitigating farming challenges via effective communication. Administrative control and hierarchical control are associated with the initiation of interpersonal communication (Hameed, and Sawicka, 2017).

Benefits of using interpersonal communication in agricultural extension

Interpersonal communication gives an advantage of more personal involvement and faster message dissemination. In this communication technique, there are quite lesser possibilities of channel failure observed. For example, methods of using certified millet seeds have been communicated to farmers through visual aids. It also involves offering advice, helping all farmers to analyze the problems, and share information. According to Jiang, Zheng, and Lu, 2021), agricultural extension through interpersonal communication aims to deliver information on technological advancement for raising production. It is expected that they understand the incorporation process better. Interpersonal communication helps in developing a close relationship with farmer groups and two-way communication is established. Agriculture extension and communication is all about the organization of activities for rural people that links farmers with research-based processes of production. Farmers can be given an idea of the organic farming procedure with the identification of low-budget fertilizers that effectively enhance crop growth (Landini, and Brites, 2018). Effective teaching of farm tool uses is on the benefits list of interpersonal communication.

Adequate use of pesticides and tools of innovative farming can be introduced to them using this communication method. Interpersonal ties with market leaders and farmers are made more strongly. Hence, methods of interpersonal communication should be as attractive and simple as using pamphlets for a better understanding of the production process. This sector is not completely modernized and requires taking action on the improvement through improved communication possibilities (Brandy, Rubenstein, and Katie, 2010). Farmers are nonprofessionals and they might not understand the technical terminology of farming. Hence, using simple and understandable language and terms are important in interpersonal communication by extension agents along with a visual representation of improved farming processes. Therefore, communication is expected to improve the program of agricultural extension. Initially the mass media like TV, radio are significant. These methods have been improving farmer knowledge previously. However, the agricultural extension program requires communication to be completed between farmers and extension agents (Kim et al. 2019). This helps in clarifying the farmer's doubts and they learn spontaneous agricultural practices. They can also learn advanced processes like contract farming and identify the correct time of harvesting according to the temperature changes.

Effectiveness of communication on-farm tools

Interpersonal communication is identified as a core value of the farming business since the charts and visual presentations used in communication are helping the farmers to grow crops that will satisfy the business. Understanding the protocols, goals, and expectations of a farm and communicating the required use of tools are important aspects of the method being discussed. Worker safety regarding farming tools, highlighting the protocol, and developing business value is also discussed in extension programs. A study is designed to identify “to what extent interpersonal communications between contract farmers and non-CFs influenced the dissemination of agricultural information directly related to rice production practices” (newprairiepress.org, 2021). Now, the group with interpersonal communication was successful in the challenge while the other was not.

Skills associated with effective interpersonal communication

1. Identification of the communication definition

Any agricultural extension program needs to engage in effective interpersonal communication. Verbal and non-verbal methods have been used in interpersonal communication. Extension agents need to understand the importance of effective communication and the process associated with it. How miscommunication can become a cause of loss to the farmers is required to be identified. Extension agents usually conduct a meeting with farmers once a month and the agent needs to have a clear and concise idea of how interpersonal communication is achieved. In this case, an example can be drawn as “leader of Sidodadi farmer group in Junrejo Village with Field Agricultural Extension" where the communication is done over the phone with extension agents (Prasetyo, Safitri, and Hidayat, 2018). In case of emergency, the agent is called upon for a visit to the farms. As far as interpersonal communication is concerned, it is expected that the agent conducts a meeting with farm leaders at least 5 times quarterly for conducting outreach. Extension agents need to identify interpersonal communication elements that include the message, noise, context, channel, and feedback.

Interpersonal communication allows one to collect information and influence the behaviors of others. In this agricultural setting, face-to-face contexts are the efficient channels that are used for speech and vision. Noise should be controlled while communication is taking place. Receiving feedback from farmers on their understanding is equally important. Moreover, communication should be a two process. Interpersonal communication should include interactivity and it should not be one-way communication (Liu et al. 2021). All agents need to understand the exact message that is being spread across the farmers. Therefore, the importance of messages being passed is needed to be analyzed.

2. Using body languages and facial expression

For interpersonal communication to become effective, both parties have to possess qualities like openness, positivity, supportive nature, and a quality attitude. Interpersonal communication is needed for identifying the concern of farm leaders. Farm stress management and prevention of conflicts in farming perspectives are associated with interpersonal communication in these sectors. Managing the effective growth of crops and preventing them from being damaged is a motto of this communication (Martini, Roshetko, and Paramita, 2017). Using appropriate body language by extension agents is required for the effectiveness of this process. Farmers are expected to become comfortable in talking with a person that consists of friendly nature. People with arms crossed and stressed shoulders show a lack of communication interest and this should not occur in an agricultural setting.

3. Speaking in a loud and clear pitch

A loud and clear pitch incorporated with simple language helps in a better understanding of the concepts. Using proper inflection helps that listeners understand the speech and misinterpretation chances are reduced. Reducing the technological term use and explanation in a common man’s understandable way plays a great role in interpersonal communication which needs to be achieved always.

4. Making eye contact and manifesting a constructive attitude

Talking in a calm and composed way manifests a constructive attitude towards generating communication. An honest, respectful, and optimistic attitude helps in the initiation of interpersonal communication. A person needs to understand cultural beliefs while talking. In some cultures, making direct eye contact is identified to be offensive whereas in some cultures it is important to make direct eye contact for confirming the interest in communication. Therefore, it helps in personalizing the thoughts shared with the audience.

5. Identification of audience

Identification of listeners and their information processing capabilities are required to be judged by the speaker. In this case, extension agents need to understand whether information shared is being overloaded on the farmers or not. Identification of potential audiences plays a significant role in interpersonal communication effectiveness. Starting directly into the topic could be a bad approach; an agent should gather attention via understanding the current farming activity.

6. Enhancing Presentation with visual aid

Interpersonal communication is identified to be improved using visual aid as over 70% of the communication activities are non-verbal. The group presentation with visual materials helps in focusing on the audience’s attention. Reinforcing verbal messages are done with the use of visual aid. Stimulating the interests along with making clear justification of assumptions is associated with adding visuals to a presentation (Trieu, and Ellison, 2018). Enhancing a presentation will include PowerPoint slides, overhead transparencies, flip charts, videos, and diagrams. Uses of live demonstration of props that will improve agriculture add an advantage to the presentation. Keeping each information to the point and using layman’s perspectives for elaboration are effective in interpersonal communication. To achieve sustainability in this sector, engaging in innovative cultures of agriculture should be introduced to them via presentation.

Theories to interpersonal communication in the agriculture sector

Interpersonal communication is dependent largely on three theories and these are:

1. Social penetration theory

This theory is all about relational closeness development between the extension agents and farmers. This is expected to help the farmer discuss their agricultural problems effectively and absorb the information provided by the agents as well. Supreme intimacy is offered for gaining sustainability and security in this theory. This theory explains that closeness is achieved through reciprocal self-disclosure. Hence, the development of trust with extension agents and following their instructions becomes easier with this theory.

2. Self-disclosure

Self-disclosure is a theory that helps with sharing important information for a person to understand their positions. Characteristics of this communication theory include revealing information to the most as well as stimulating the feedback. There is a significant amount of relational intimacy observed in self-disclosure (Prasetyo, Safitri, and Hidayat, 2018). Voluntary sharing of information from extension agents to agricultural farmers is an appropriate match for this theory. Linking is usually referenced as positive disclosure and not to the negative one. Self-disclosure in this case is symmetrical. Hence, the theory is effective in agricultural extension as both farmers and communicators will disclose information without any threat.

3. Relational dialectics theory

This theory addresses the concerns of social interaction such as dialectical tension and conflicts. An extension agent should give enough information to the farmers; therefore, no misinterpretation of information is done. This theory critically justifies certainties and uncertainties of argument openness and closeness (newprairiepress.org, 2021). The major factors of interpersonal communication are to create a situation where knowledge sharing happens. Face-to-face exchange of information also influences information sharing largely. Hence, the theory is applicable in agricultural extension as openness of information sharing through communication gives flexibility in farming.

Barriers to effective interpersonal communication

Interpersonal communication is engaged in some barriers such as noise that can derail the communication process. Extension workers need to have problem-solving skills for managing the issues of farmers. Sometimes they lack patience, which is an important attribute of actively listening to the farmers and completing their day-to-day operations (Prasetyo, Safitri, and Hidayat, 2018). With an improvement of communication, the improvement occurs for consumers, agribusiness owners, legislators, commodity groups, and different governmental agencies. Hence, the communication barriers need to be identified and some forms of barriers other than noise are:

Filtering: This one barrier deliberately manipulates information and makes it sound more favorable to the receiver.

Selective perception: In this case, the extension agent selectively imparts knowledge or sees and hears a communication. The need and motivation are most important in such cases. Some personal characteristics are exposed during this type of conversation.

Emotional state: Barriers to the sending and recipient of messages are the ultimate barrier to communication.

Information overload: Farmer’s might not be technically sound. Hence, using simple language is required for communication. Keeping each information to the point and using layman’s perspectives for elaboration are effective in interpersonal communication.

Recommendation to overcome barriers

Overcoming interpersonal communication barriers can be done by adding a visual aid to the presentation given by agriculture extension agents. Critical analysis on the significance of interpersonal communication provides solutions to overcome barriers such as using feedback, simplifying the content, attracting the listeners, constraining emotions, and using non-verbal methods. Before starting communication, an extension agent needs to focus on the fact whether listening is emotionally stable or not. This imbalance of mental state affects active listening. Hence, focusing on non-verbal content other than spreading leaflets is required. Inactive listening, a person can process approximately 1000 words per minute (Trieu, and Ellison, 2018). Now, with improved audio and visual content, the process will become attractive for the farmers to follow. Detailed explanations on the concepts of agriculture will help them understand in depth. Extension agents can use feedback to check whether the intended method is served or not. Feedback minimizes inaccuracies of communication. Simplified explanations over the phone and using technology to initiate conversation in remote areas are also an important method to minimize the barriers. With the incorporation of active listening, a person will try to “understand the full meaning of the messages without making any premature judgments”.

Conclusion

The importance of interpersonal communication skills in agricultural extension is indeed an important aspect. Communication is a key skill towards extension work in the agriculture field. Good communication is a skill that needs to be mastered by modern communicators. A team of farmers can be put together for catering an ambiance of communication. All messages should contain important information and mutual understandings are created within the two communicating parties. A set of skills that is required for improving communication through the non-verbal presentation. The only disadvantage of interpersonal communication is that sometimes information is overloaded or misinterpreted. An extension agent needs to ensure that people in agriculture understand the presentation. Visual aids are the best choice of effective communication and help in the development of cooperation. Understanding the utility of messages helps in creating an atmosphere for communication. In the case of presentations, sharing examples of advancements adopted by farmers of other regions can be impressive. These small gestures attract the attention of the audience.

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References

Journals

El Bilali, H. and Allahyari, M.S., 2018. Transition towards sustainability in agriculture and food systems: Role of information and communication technologies. Information Processing in Agriculture, 5(4), pp.456-464.

Hameed, T.S. and Sawicka, B., 2017. The importance of opinion leaders in agricultural extension. World Scientific News, 76, pp.35-41.

Jiang, J., Zheng, L. and Lu, C., 2021. A hierarchical model for interpersonal verbal communication. Social Cognitive and Affective Neuroscience, 16(1-2), pp.246-255.

Kim, S.S., Nguyen, P.H., Yohannes, Y., Abebe, Y., Tharaney, M., Drummond, E., Frongillo, E.A., Ruel, M.T. and Menon, P., 2019. Behavior change interventions delivered through interpersonal communication, agricultural activities, community mobilization, and mass media increase complementary feeding practices and reduce child stunting in Ethiopia. The Journal of nutrition, 149(8), pp.1470-1481.

Landini, F. and Brites, W., 2018. Evaluation and impact of a reflective training process for rural extension agents. The Journal of Agricultural Education and Extension, 24(5), pp.457-472.

Liu, W., Shao, X.F., Wu, C.H. and Qiao, P., 2021. A systematic literature review on applications of information and communication technologies and blockchain technologies for precision agriculture development. Journal of Cleaner Production, p.126763.

Martini, E., Roshetko, J.M. and Paramita, E., 2017. Can farmer-to-farmer communication boost the dissemination of agroforestry innovations? A case study from Sulawesi, Indonesia. Agroforestry Systems, 91(5), pp.811-824.

Prasetyo, A.S., Safitri, R. and Hidayat, K., 2018. Effectiveness of Interpersonal Communication of Head of Farmer Group To Maintaining Existence Sidodadi Farmer Group. HABITAT, 28(3), pp.99-105.

Trieu, P. and Ellison, N.B., 2018. Channel navigation in interpersonal communication: Contemporary practices and proposed future research directions. In A networked self and love (pp. 31-49). Routledge.