Agricultural Extension and Communication
EARLY EXTENSION INITIATIVES
BIRTH OF MODERN AGRICULTURAL EXTENSION SERVICES
BEGINNINGS OF AGRICULTURAL EXTENSION IN DEVELOPING COUNTRIES
Nineteen sixties to nineteen seventies
EXTENSION IN THE PHILIPPINES
April thirty, nineteen zero two.
October twenty-eight, nineteen fifty.
July sixteen, nineteen fifty-two.
January six, nineteen fifty-six.
July first, nineteen seventy-three
March twenty-seventh, nineteen seventy-nine
Recent Developments in the Agricultural Extension System
– Agriculture and Fisheries Modernization Act
President Manuel L. Quezon
President Manuel A. Roxas
President Elpidio Quirino
President Ramon Magsaysay
President Carlos P. Garcia
President Diosdado Macapagal
President Ferdinand E. Marcos
President Corazon C. Aquino
President Joseph E. Estrada
· President Gloria M. Arroyo
Meaning of extension in other countries.
Agricultural Extension Education.
OBJECTIVES OF AGRICULTURAL EXTENSION.
MAJOR PARADIGMS OF AGRICULTURAL EXTENSION.
NATURE OR DIMENSIONS OF EXTENSION.
METHODS OF INFLUENCING HUMAN BEHAVIOR.
Openly Influencing Farmer's Knowledge Level and Attitude.
Changing Farmer's Social and or Economic Structure.
Extension as a Major Function of a State University or College.
INTERRELATIONSHIP AMONG THE FUNCTIONS OF A UNIVERSITY/COLLEGE
SOURCES OF INFORMATION AND TECHNOLOGY
Essential Considerations in Building Up an Effective Extension Service
GUIDING PRINCIPLES OF EXTENSION
Accountability to Clientele
Cooperate with Other Agencies
Work with Different Target Groups
Communication in Extension
Communication as Interaction
Basic Communication Process
Participatory Communication
IMPORTANCE OF COMMUNICATION IN EXTENSION
ATTRIBUTES OF COMMUNICATION AS A PROCESS
Interaction through Symbols.
Meaning is Personally Constructed.
characteristics of source:
ELEMENTS OF THE COMMUNICATION PROCESS
Characteristics of the source.
Dimensions of credibility.
Categories of non-verbal communication
Message meaning and understanding
LEVELS OF COMMUNICATION IN EXTENSION
According to Social Structure
EXTENSION WORKER AS A COMMUNICATOR
Sequence of Change Agent's Roles
Factors in Change Agent Success
Shannon and Weaver's Model.
Osgood and Schramm's Model.
BARRIERS TO EFFECTIVE COMMUNICATION.
Socio-psychological factors.
Receiver-related factors.
Socio-economic characteristics.
Two. Commodity Specialized Approach
Four. Farming Systems Development Approach
Six. The Cost-sharing Approach
Eight. Educational Institution Approach
Commodity Specialized Approach.
The Farming Systems Development Approach.
The Training and Visit Approach.
The Cost-Sharing Approach.
The Agricultural Extension Participatory Approach.
EXTENSION TEACHING METHODS (ETM)
ETM According to Number of Clientele
· Informal group discussion -
· Symposium - a short series of lectures usually, by two to five speakers, each with a different viewpoint.
Program planning meetings
Achievement days and rallies
Via use of publications that are circulated as in
Media Combination and Use of Audio-visual Aids
Categories of Electronic Media
Three Major Components of Community Organizing
Tasks and Functions of a Community Organizer
VALUES, GOALS AND PRINCIPLE
Goals of Community Organizing
Principles of Community Organizing
SOME APPROACHES TO RURAL CHANGE
The Cooperative Approach.
The Institutional Approach.
Stages in the Adoption Process.
Stages in the Adoption Process (further explanation).
Innovation-Decision Process Theory.
Individual Innovativeness Theory.
Innovators (Venturesome).
Early Adopters (Respectable).
Early Majority (Deliberate).
Late Majority (Skeptical).
Strategies to Effect Adoption.
Extension Worker Intervention.
Progressive Farmer Strategy.
Selective Farmer-to-Farmer
Explanations for Rejection/ Adoption of Technology
FRAMEWORK FOR SUSTAINABLE DEVELOPMENT
Components of Agriculture Development
AGRICULTURAL KNOWLEDGE SYSTEM
Pluralistic Extension Policy
AKS as Technology/Knowledge System
· encompasses the users of the agricultural technology, user awareness, adaptation and adoption of the technology
Farmer organizations and other Non-Governmental Organizations