Then we turn to the receiver of your messages-the farmer. We will
try to establish some key characteristics of farmers and their
families, in order to analyze those factors which might affect their
willingness to accept new ideas and different practices. We will
then be in a position to explore the problems and potentials for
building a productive relationship and opening up effective lines of
communication.
But, before we take up and develop these themes in later chapters,
let us look at communication in a visual way-by building up a
diagram that will help you to understand something more about
the structure and logic of this manual.

A COMMUNICATION MODEL


 M
Message


When communication occurs, there is a Sender (S), a Receiver
(R) and a Message (M):


M .hh


But how do we know that our message is being understood in the
way that we want it to be understood? How do we know that our
message is actually being received? Sometimes we only know-like
Kilonzo -when we go back and discover that nothing has happened.
But why wait and waste our time? We can learn something on every