Question

The "Model of Communication" as given by Rogers & Shoemaker (1971) has following elements; arrange them in correct sequence:
(A). Source
(B). Message
(C). Channel
(D). Receiver
(E). Effect
Choose the correct answer from the options given below:

• A. (A), (B), (C), (D), (E)
• B. (A), (C), (B), (D), (E)
• C. (A), (C), (D), (E), (B)
• D. (A), (D), (E), (C), (B)

Hint:

The SMCRE model developed by Rogers & Shoemaker (1971) is simply Berlo's SMCR model with the addition of Effect (E) at the end to evaluate communication success.

Answer 1

The Correct Option is A

Step 1: Understanding the Concept:
In their 1971 work Communication of Innovations, Everett Rogers and F. Floyd Shoemaker presented a refined model of the communication process.
This model is known as the SMCRE Model of communication.

Step 2: Detailed Explanation:
The SMCRE model expands on older linear models by adding a crucial fifth element to measure the outcome of the communication process:
1. Source (S): The initiator (scientist, extension worker) who encodes and transmits the message.
2. Message (M): The agricultural technology or practice being communicated.
3. Channel (C): The medium (e.g., farm visit, radio, demonstration) carrying the message.
4. Receiver (R): The farmer or rural audience who decodes the message.
5. Effect (E): The change in the receiver's knowledge, attitude, or behavior (adoption or rejection of the innovation) as a result of receiving the message.
Thus, the correct sequential order is:
Source (A) $\rightarrow$ Message (B) $\rightarrow$ Channel (C) $\rightarrow$ Receiver (D) $\rightarrow$ Effect (E).
This corresponds to the sequence (A), (B), (C), (D), (E).

Step 3: Final Answer:
The correct option is (A).