What orientation should an extension worker primarily focus on in communication?

Focusing on a receiver-oriented approach in communication is critical for an extension worker because the primary goal is to ensure that the information reaches the audience effectively and is understood in a way that resonates with their specific needs and context. This orientation emphasizes understanding the values, beliefs, experiences, and preferences of the audience, which ultimately enhances the effectiveness of the communication process.

By centering the communication efforts around the receiver, extension workers can tailor their messages to address the specific challenges that farmers or community members face. This involves using language, examples, and communication channels that are relatable and accessible to the audience, thereby facilitating better comprehension and action.

This approach also encourages two-way communication, where feedback from the audience can be captured and utilized to further refine messaging and programs. In doing so, extension workers can foster trust and rapport with the community, leading to greater engagement and participation in agricultural practices and initiatives.

In contrast, a channel-oriented approach emphasizes the means of communication rather than the audience's understanding, which might overlook the importance of catering to the receiver’s perspectives. A barrier-oriented focus tends to concentrate on obstacles to communication rather than on the audience's needs. Meanwhile, a message-oriented approach could risk losing sight of the receiver's context, making it less effective in achieving