COMMUNICATION FACTORS: A SOFT POWER INFLUENCING EXTENSION SERVICE

A.P. SINGH¹*, B. JIRLI^2
1Department of Agril Extension, Janta College Bakewar, Etawah, 206124, Chhatrapati Shahu Ji Maharaj University, Kanpur, Uttar Pradesh, India
²Professor, Department of Extension Education, Banaras Hindu University, Varanasi, 221005, Uttar Pradesh, India
* Corresponding Author : apsbhu7@gmail.com

Received : 02-04-2019     Accepted : 12-04-2019     Published : 15-04-2019
Volume : 11     Issue : 7       Pages : 8233 - 8235
Int J Agr Sci 11.7 (2019):8233-8235

Keywords : Communication, Behaviour, soft power, extension service
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Department of Extension Education, Banaras Hindu University, Varanasi, 221005, Uttar Pradesh, India
Author Contribution : All authors equally contributed

Communication is the basis of all human contact and affects everyone in respect of modifying and controlling the behavior. Its objectives focused on changing or strengthening the target audience relationship and influencing reasoning, feeling and action of people. On the other hand, Soft power also a way to influence other behaviour or ability to shape the preferences of others in such a way that it leads to the achievement of the targeted purpose. Therefore, soft power and communication are two faces of a same coin. In other words, communication could be seen as an indicator of soft power. Present study was conducted on the 220 respondents in two districts of Eastern Uttar Pradesh i.e., Varanasi and Mirzapur. To analyze the Communication of public and private agencies a suitable structured interview scheduled was developed which contained 14 items of Communication factors which further divided into three dimensions such as: communicator related factor, receiver related and massage related factor. The scoring pattern was used and based on the score obtained by each respondent, they were grouped into three categories taking mean and standard deviation as measures of check.

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