Communication Process, Models of Communication (Shannon-Weaver, Berlo, Schramm, Leagans) & Barriers to Communication

• Funding Allocation Under ATMA Scheme:
• The Agricultural Technology Management Agency (ATMA) scheme is implemented as the core component of the Sub-Mission on Agricultural Extension (SMAE) under the National Mission on Agricultural Extension and Technology (NMAET).
• Funding Ratio: Funded on a 90:10 basis, where 90% is contributed by the Central Government and 10% by State Governments (with 100% central funding provided for Union Territories). This funding structure ensures robust federal resource commitment for district-level bottom-up Strategic Research and Extension Plans (SREP).

Correct option: (2) 90% by the Central Government and 10% by State Governments

• Rate of Adoption in Extension:
• The Rate of Adoption is defined as the relative speed with which an innovation is adopted by members of a social system, mathematically quantified as the percentage or proportion of farmers who adopt an innovation (such as System of Rice Intensification - SRI) within a designated time period.
• Graphically, the rate of adoption determines the steepness of the characteristic S-shaped diffusion curve over time.
• Distractors: Innovation-decision period is the time elapsed from first knowledge to adoption by an individual.

Correct option: (1) Rate of adoption

• The Diffusion Effect in Social Systems:
• In diffusion sociology, the Diffusion Effect refers to the cumulatively increasing social influence and peer pressure exerted upon an individual to adopt an innovation, generated by the widespread activation of interpersonal peer networks within a social system.
• As more neighbors and peers adopt an innovation, non-adopters experience heightened social norm pressure, driving the adoption curve past the critical mass takeoff point.

Correct option: (4) Diffusion effect

• Henri Fayol's Principles: Scalar Chain and Unity of Command:
• Scalar Chain: The unbroken line of authority and communication linking all personnel from the highest executive down to the lowest operative rank.
• Unity of Command: The administrative principle dictating that an employee should receive orders from and report to one and only one direct superior.
• Complementary Relationship: Unity of command safeguards the integrity of the scalar chain by preventing conflicting orders, dual subordination, and jurisdictional overlap across the chain of command.

Correct option: (2) Unity of command