Agricultural Extension and Communication 19th-20th Century PDF

Agricultural Extension and Communication July Demonstration and Extension Division 1987 EO#116: BIRTH OF ATI 1910 July 1919 - DED expanded to include farmer's coop., D. Recent...

Agricultural Extension and Communication July Demonstration and Extension Division 1987 EO#116: BIRTH OF ATI 1910 July 1919 - DED expanded to include farmer's coop., D. Recent Development in the Ag.Ext. System 1. HISTORY OF EXTENSION rural 1991 RA 7160: LGU CODE A. Stirrings in the 19th century England 1923 - DED changed to Agricultural Extension Services 1997 AFMA 1840's- The term University Extension was first used in Britain - Home Extension Work started in the Division of 1850's- Discussions in Oxford and Cambridge to help the masses Organic Chemi. of the Bureau of Soils: for Food 3. PHILIPPINE AGRICULTURE - First practical attempt was designated "Uni. Extension" Preservation A. Quezon – Division of Soil Survey - not for enrolled students - Maria Y. Orosa - founded the home extension B. Laurel – Rude awakening to insuffiency - bringing the university outside of its campus service. C. Roxas – parity rights; DBP 1871 - James Stuart ""Father of University Extension" 1929 Bureau of Agriculture split into BPI) and (BAI). D. Quirino – BAEx; Rural Bank; Credit and Coop - organize Centers of Extension Lectures - The AgExt. division placed under BPI and renamed E. Magsaysay – UN-FAO; Nat’l Rice & Corn Program, Council 1872 - UNIVERSITY OF CAMBRIDGE adopted the system Agricultural Division in 1932. did extension services F. Garcia – Austery Prog.; Filipino-First 1876 - UNIVERSITY OF LONDON adopted the system until. Pres. Quezon of Commonwealth in 1938. G. Macapagal - IRRI 1878 - UNIVERSITY OF OXFORD adopted the system 1936 - Commonwealth Act No. 85- provincial agriculturist H. Marcos – RA 6389: DAR; Masagana 99 1880's - The extension system became Extension Movement --- - Commonwealth Act 649 was passed increasing the I. Aquino - CARP amount appropriated for extension work. Agext. J. Ramos – GATT; medium term Agri. Programs B. Birth of Modern Agricultural Extension Service service until world war III K. Estrada – CONCORD; Agrikulturang makamasa; Biotech i. Europe 1942- (Japanese Occupation) L. Arroyo – Ginintuang Masaganang Ani, Hybrid Rice 1841 - Royal Agricultural Improv’t Society (RAIS) in Britain 1945 1845 - potato blight in (Ireland) caused by P. infestans. C. After Japanese Occupation 4. MEANING OF EXTENSION IN OTHER COUNTRIES 1847 - Earl of Clarendon, urged the RAIS to conduct extension 1947 The Home Extension Unit under BPI was fused with Voorlichting Netherlands Lighting the path ahead 1890's – Unis incorporated agri. subjects in their lectures the Agricultural Extension Unit of the Bureau of Penyuluhan Indonesia Lighting the way ahead Agriculture. Perkembangan Malaysia Education, same w/ USA ii. United States of America 1950 Bell Survey Mission Beratung Germany Advisory work 1850's - a. MoriII Act (1862) by Lincoln: Land Grant for Uni.’s 07/16, - R.A. 680: (BAEx) consolidated extension Aufklarung Germany Enlightenment - demo centers/experimental stations 1952 Erziehung Germany Education - b. Farmers' Institute Movements :Organized meetings (1 1963 BAEx changed to Agriculture Productivity Forderung Austria Furthering - Speakers were professors from SUC’s Commission (APC) when R.A. 3844 (Land Reform Vulgarisation/ France Simplification of the message 1890 - Second MoriII Act which extended Land-Grant in all USA Code) was enacted. Animation 1914 - Smith-Lever Act: Cooperative Extension Service 1967 -R.A. 188; BAEx decentralized Capacitacion/ Spain Improving people's abilities, - Cooperative Extension Services: tripartite coop. between -E.O. 183: Nat’l Food & Agricultural Council (NFAC) Consultacion the federal gov’t, state gov’t and local gov’t w/ SUCs 1972 - PD#1: APC to BAEx again Extension USA Education, ∆ behaviour PD#970: DAR Farm Mg’t Office to BAEx 2. EXTENSION IN THE PHILIPPINE SETTING: 07/1/ BAEx to DA; Abaca & Fiber board mixed w/ BAEx 5. EXTENSION TERMINOLOGIES A. Spanish regime 1973 A. Extension teaching – facilitating learning; guided interaction Granja modelos - experimental or demo centers for farmers 1977 WORLD BANK MISSION resulted in TVA B. Learning experience – activity that create useful experience B. American Regime 1978 PD#1579 & LOI#595: REGIONAL OFFICES for MoA C. Extension model – parts, components and their relations April BUREAU OF AGRICULTURE was established under EO#967: MoA to MAF; and BFAR added to MAF D. Extension strategy – steps that operationalize approaches 30, the Department of Interior 1982 EO#803: Province as political unit of mg’t E. Extension method – educ. Techniques (Peda/Andragogy) 1902 - RA 5185: DECENTRALIZATION ACT 6. AGRICULTURAL EXTENSION EDUCATION D. Openly Influencing Farmer's Knowledge Level and Attitude 12. PRINCIPLES OF EXTENSION - system of educ. And training for rural people – applies when wrong-attitude farmers don’t know how, but can A. Communication and Education (Communicator-Educator) - dyadic process of programmed transfer of agri. Tech. solve prob. if otherwise; farmer-AEW trust is needed B. Works with Rural People (work with, not for) - process of getting info, and teach farmers skills E. Manipulation – influence w/o awareness; farmers don’t C. Accountability to Clientele (Clients are the judge of success) object and shouldn’t make independent decisions D. Two-way Process Linkage (teach then earn feedback) 7. OBJECTIVES OF AGRICULTURAL EXTENSION F. Providing means – farmers have approp. goals but no means E. Cooperate with Other Agencies (collaborate w/ other orgs) A. Hierarchy of extension objectives (Roling, 1988) G. Providing Service – AEW do tasks when its econ. to do than F. Work w/ Diff. Target Groups (tech. package for diff. groups) Ultimate Objective (Societal Problems) farmers; farmers agree Intervention Objective (Analysis of causes) H. Changing Farmer's Social and/or Economic Structure – 12. PURPOSE OF EXTENSION Conditions for Effect (determinants of voluntary behaviour) farmer CAN perform better if econ/soc. Structure were better A. Informative (help target choose well among alternatives) Activities (Programming, Implementation) B. Emancipatory (uplift poor; Freire: “Pedagogy of Oppressed”) Means (Resources, Management, Organization) 11. PHILOSOPHY OF EXTENSION EDUCATION C. Formative/HRD (Develop reliable, capable individuals) A. What is Philosophy? Set of beliefs & principles; background D. Persuasive (induce preventive behaviour) B. Core Objectives (Client-centered; for the farmers) of knowledge that explains/justifies something; VIEW OF LIFE: C. Direct Objectives (SPECIFICS that will achieve the core) what ought to be by overcoming what is. 13. COMMUNICATION IN EXTENSION D. Result Objectives (END GOAL) A. Communication - Communis (make common); Communico B. Structure of Philosophy (share); Exchange of understood message; idea transfer from 8. FOUR MAJOR PARADIGMS OF AGRICULTURAL EXTENSION a. Beliefs – mental conviction; world-view; own truth source to message; purpose is to produce effect A. Technology Transfer (1970-80; TVA; Top-down; Food Prod’n) b. Ethics - ideal conduct; by profession, society, nation B. Communication as Interaction – B. Advisory Services (Public & Private; tech. advice; validation) c. Values – desirable, right; intensity of value changes Interaction: reciprocal role-taking, mutual C. Non-formal Education (specific skills/knowledge for Agri.) performance of empathic behaviour D. Facilitation Extension (knowledge-brokers; work as a group) C. Philosophy of Extension Education: Empathy: ability to project the self to other’s a. An extension program starts where the people are, personality. 9. NATURE OR DIMENSIONS OF EXTENSION with what they have and improvement can begin from C. Concept of Communication (S-M-C-R Model) A. Altruistic (to help; basest premise in AgExt) there (SUITABLITY TO TARGET STATUS) SOURCE sends a MESSAGE to a RECEIVER by means of a B. Educational (NFE; AEW’s know of Andragogy) b. The classroom is where the people are, in their CHANNEL to produce a RESPONSE based on source intention. C. Communication (Comms intervention and dynamics) farm, in their homes and/or even in their barangays. D. Basic Communication Process D. Behavioral (Behaviour change is end goal) (NFE BECAUSE IT IS ACTUAL) - AEW (sender)-topic (message) -delivery (channel) – client E. Technology (tech. transfer; alternative means for problems) c. Extension programs are based on people's needs (receiver) – reaction (feedback) F. Research (link farmers and researchers) and decided by them. (SUITABILITY TO TARGET NEEDS) - Participatory Comm.- dyadic; highlight culture, indigenous G. Input (AEWs provide and should know inputs) d. People learn to do by doing. (OPPORTUNITIES TO knowledge, community participation H. Income (AgExt aimed at increased income) PARTICIPATE) E. Attributes of communication as a process I. Management (AgExt should be well-managed & teach mg’t) e. Education is carried on with groups or with a. Dynamic – fluctuates, never fixed individuals. (INDIVUAL IS BEST BUT EXPENSIVE) b. Systemic – w/ diff. interacting elements 10. METHODS FOR INFLUENCING HUMAN BEHAVIOR f. Extension works with and through people. (USING c. symbols – symbol organization affect interpretation A. Advice - when farmers agree; AEW knows; Farmer comfy w/ COOPERATORS, LOCAL LEADERS) d. subjectively made meaning – unique interpretations AEW; AEW knows farmer can’t solve it; Farmers can actualize g. The spirit of self-help is essential in a democratic F. Field of Experience B. Compulsion or Coercion – forced; Gov’t policies living. (SELF-RELIANCE MEANS SELF-FULFILLMENT) - sum total of an individuals experience w/ influences C. Exchange – transaction based; exchange of favors ability to communicate 14. BASIC ELEMENTS OF COMMUNICATION E. Feedback (info un/intentionally sent back by receiver); makes A. Source comm. Dyadic; corrective function that prevents comm. C. Different Extension Approaches a. Characteristics of the source: breakdown; shows whether message was perceived as a. General Agricultural Extension Approach 1. Homophily (similarity to source) intended/not. TOT; tech. available but not used; increase prodn; large field 2. Credibility (believability of source) a. Type of Response staff; major technique: demo plots; nation-wide; top-down; no 3. Dimensions of credibility 1. Cognitive Effect (awareness, thought & skill) individual adjustments; monadic; measured by nat’l prod’n i. Character (character-based) 2. Neutralization (shift attitude to neutral) b. Commodity Specialized Approach ii. Competence (skill,know-how based) 3 Boomerang Effect (shift opp. of intent)) specialized; 1-export crop, 1-farming aspect; controlled by iii. Composure (level-headed, appeal) 4. Conservation (maintain old attitude) commodity org.; major technique: demo plots; w/ individual iv. Dynamism (bold, extroverted) 5. Attitude reinforcement (strengthen old atti.) adjustment; interests of org. over farmer’s; measured by B. Message (Message Treatment: manner of presentation) 6. Shift to the opposite sign (+ to - & v.v.) increased prod’n of commodity a. Message factors: F. Barriers to effective communication c. Project Approach 1. Code – symbols in communication fixed period; large budget; better results in 1 area over spec. 2. Content – idea/substance expressed Perception — "people interpret or see things differently" time, w/ infusion of large resource; demo in area; outsider 3. Treatment – way of meaningful arrangement Language — "jargon" control; mg’t and field staff; better transpo. facilities, housing; b. Categories of non-verbal communication Semantics — ""watch that word meanings!" experiment novel methods; so short period; double standard; 1. Physical – personal (facial, eye, touch, body) Inflections —"the emphasis is where?" measured by yield & production increase 2. Aesthetic – creative express’n (music, dance) Personal interests — "I, me, and myself" d. Farming Systems Development Approach 3. Signs – mechanical (flags, horns, sirens) Emotions —"watch out for the red flag" interdisciplinary; tech. should be generated locally; tailored 4. Symbolic – religious, status, ego symbols Pre-conceived notions - "I thought you meant..." results; slow but holistic; joint control; AEWs visit and Denotative/referential meaning — the rel. between a word- Attention - "physically present, mentally absent” understand unique farming systems; local means better, higher sign and an object or the sign-object relationship. Wordiness - "what is it that you want to say? adoption, comms. Effective, lower cost; interdisciplinary is Connotative meaning — meaning associated with the Inferences - "I thought you said..." difficult; slow; measured by adoption rate. personal experiences of the person using the word. e. Training and Visit System Approach C. Channels (visual, spoken, written, combinations) 15. COMMUNICATION MODELS fixed sched. of visits and trainings; approach used because a. Dimensions of channels A. Berlo (S-M-C-R); individual char. Of comms. personnel aren’t trained and wont visit farmers; centralized; -mode of encoding/decoding B. Laswell (S-M-C-R-E); macroscopic; media effect many VEW’s; higher long-term costs; measured in yield and 1. interpersonal C. Shannon & Weaver (S- En- (M x C – N) - De – R – Fb); 1-way prod’n of emphasized crops 2. Mediated D. Osgood & Schramm (En, I, De) = (De, I, En); circular nature f. The Cost-Sharing Approach 3. Mass Media S(source); M(message); C(Channel); R(receiver); E(effect); NFE is effective if client share in cost; cost-sharing means 4. Folk Media En(encoder); N(noise); De(Decoder); Fb(Feedback);I(interpreter) commitment; individualized approach; difficult to centralize b. Interpersonal channels 16. EXTENSION APPROACH (org. comb. Of strat and methods) objectives; measured by willingness to share cost Gatekeeper: controller of info flow A. Approach Method Technique g. Agricultural Extension Participatory Approach Opinion Leader: approached for advice a. Approach: process spectrum; states a view; of many methods farmers determine nature of extension; farmers know about D. Receiver (audience) b. Method: procedural w/ series of arranged acts; step-by-step their land and prod’n; efficient when focused on farmer needs; a. Psychological orientation c. Technique: a certain trick, strat., art of teachers local control; relevant and fit program; difficult to centralize 1. Selective exposure (exp. what they want) objectives; measured by continued extension orgs and 2. Selective perception (notice what they want) B. Strategy (approach/method developed to reach a goal) participation of key people 3. Selective retention (retain what they want) h. Educational Institution Approach 4. Selective discussion (discuss what they want) used by University Extension 17. EXTENSION TEACHING METHODS (ETM) c. Mass media (publications reinforcing other method) D. Community organization: values, goals and principle A. ETM According to Form: i. Posters (what, where, when; get attn.) a. Values of Community Organization a. Written b. Spoken. c. Visual/ d. Spoken and ii. Exhibits (quick “story-telling”; tell all) Human rights; Social Justice; Social Responsibility` Bulletins meetings objects visual object iii. Radio (fastest most powerful, best) b. Goals of Community Organizing Circular visitation Exhibits Demonstration C. Media Combination and Use of Audio-Visual Aids – bring 1. people empowerment (overcome & assert control) letters Office calls Motion Meeting about substantial change in behaviour 2.Bld. Permanent structure,org (permanent service) Leaflets Radio calls pictures involving D. Use of Folk Media (Grassroots particip’n, local means better) 3. Bld. Alliances (equity leads to development) News Posters motion 4. improve qlty. of life/standard of living articles Result demo pictures 18. COMMUNITY ORGANIZING 5. popular democracy Personal Slides Slides A. Community (org. settled in an area with commonalities) 6. Nat’l social transformation letters Television Visual aids. a. Elements: c. Principles of Community Organizing B. ETM According to Number of Clientele: i. Manners – way of doing something 1. people’s participation a. Individual approach ii. Customs – social convention carried on 2. self-determination interpersonal discussion: (participatory, counseling, diagnosis) iii. Tradition – handling down of customs 3. experiential learning i. Farm and home visit (meet & extend/survey) iv. Mode of Speech – local language 4. Self Reliance ii. Office calls (farmers go to AEW office) B. Community characteristics (patterns of social relationship) iii.Letters, correspondence (few import; inquiry) a. A Common System of Values (what ought to be) E. Organizing Approaches iv. Result demo (show advantages of somethin’) b. Normatively defined relations (norms: local rules) a. Issue-based approach (probs of majority, need b. Group approach c. Interdependence (that which exists btwn/among Ppl) collective power and outside resolution) i. Meeting (org. assembly w/ purpose) d. Recognition of belongings (association=satisfaction) b. Socio-economic-project based approach (centered ii. Method demonstration (how to do it) e. System of stratification (system of classing people) on socio-econ problems e.g. health care, IGP etc.) iii. Lecture (1-way prepared talk to intro. a subj) f. Locality (closely-knit community) c. Church/Faith-based Approach (based on religious iv. Discussion ff. a lecture (lecture forum) C. Community organizing components/programs) v. The film forum (discuss after viewing) - dev’t strategy to help people become self-reliant; method & vi. Symposium (series of lectures) process; continuous process 19. SOME APPROACHES TO RURAL CHANGE vii. Panel discussion (group of experts) -major components: A. The Concentrated Approach (work w/ cooperators in new viii. Group discussion (discuss together) 1. Training and Educ.: understand existing conditions areas) a. Brainstorming (free speech for sol’n) 2. Organization Bldg.: work collectively, efficiently on probs. B. The Team Approach (multidisciplinary; to solve diff. b. Open Forum (questioning on idea) 3. Mobilization: moving people towards competence problems) c. Phillip 66 (6 person; 6 min. discussion) a. Tasks and Functions of a Community Organizer C. The Cooperative Approach (diff. agencies involved for diff. xii. Extension classes (short courses) i. facilitator (enhance strength; min. weakness) functions) xiii. Seminar-workshop (actual training of AEW) ii. Trainer (engages in Praxis: act-reflect-action) D. The Institutional Approach (create assoc/coops towards xiv. Program planning meetings (for AEWs) iii. Advocate (helps/tackle issues; self-reliance) xv. Educational tours (planned visitation) evoke/provoke meaningful discussion & action) E. Utilizing Local Leaders (link people and extension service) xvi. Field days (many activities in a day) iv. Researcher (conduct soc. Analysis; xvii. Camps (emphasis on cooperation) participatory tech. dev’t; engage in social 20. THE ADOPTION PROCESS xviii. Achievement days & rallies (recognition day) integration to understand social phenomena A. Innovation (new idea, practice, technology) xix. Role playing (dramatization) v. Planner (analyze area resource &potential; B. Adoption (process of exposure, evaluation, acceptance/ assists in planning; systematize group action) rejection of an innovation) vi. Catalyst (initiate discourse; monitors growth) C. Characteristics of an Innovation that Determine its Adoption  a. Relative Advantage (innovation is better) E. Laggards (Traditional): Last; suspicious; conservative; oldest b. Compatibility (innovation is consistent w/ beliefs) least learned; never risks; superstitious; adapts based on exp. 30. AGRICULTURAL KNOWLEDGE SYSTEM (AKS) c. Complexity (how well farmer understand the innov.) (16%) System of beliefs, cognitions, models, theories, concepts, etc. d. Trialability (how well it can be tried in small scale) Adoption Rate: S-curved graph; gradual initially then e. Observability (how well results can be observed) dramatically increases and gradually stabilizes until decline. 31. PLURALISTIC EXTENSION POLICY - allowing various agencies to perform extension work 21. DIFFUSION PROCESS (not always in order e.g. forgo trial) 25. STRATEGIES TO EFFECT ADOPTION A. Awareness (client knows but slightly e.g. new pesticide) A. Extension Worker Intervention: carries info, agent of change 32. AKS AS TECHNOLOGY/KNOWLEDGE SYSTEM B. Interest (client wants to know more e.g. pests killed) B. Progressive Farmer Strategy: AEW must 1st work with them a. Consist of 4 components C. Evaluation (assess it if its work trying e.g. price, efficacy) C. Mass Marketing: advertising; broad awareness; needs care 1. Tech. Generation: planning to testing D. Trial (tests trialability, observe utility e.g. actual effect) D. Follower-farmer Strategy: TVA on contact farmers 2. Tech. Transfer: package tech for users E. Adoption/Rejection (final stage, full scale and cont. use) E. Selective Farmer-to-Farmer: info diffuses from farmer-farmer 3. Tech. Utilization: user awareness; adoption & relatives informally 4. Agricultural Policy: gov’t dev’t goals 22. INNOVATION-DECISION PROCESS THEORY A. Knowledge (understanding of its existence) 26. EXPLANATIONS FOR REJECTION/ADOPTION OF B. Persuasion (forms opinion of it whether un/favourable) TECHNOLOGY C. Decision (does whatever to confirm adoption/rejection) A. INDIVIDUAL-BLAME Hypothesis: he’s poor, uneduc., fatalistic D. Implementation (innovation is put to use) B. 'SYSTEM-BLAME' Hypothesis: leaders are traditional; power E. Confirmation (seeks reinforcement of decision or reverse it) leads to exploitation C. 'PRO-INNOVATION' Bias: farmer’s fault not of innovation 23. INDIVIDUAL INNOVATIVENESS THEORY A. Innovativeness (how fast one adapts innovation over others; 27. FRAMEWORK FOR SUSTAINABLE DEVELOPMENT best single indicator of modernization) A. Economically viable (profitable) B. Modernization (process of transfer from trad’l to techno.) B. Ecologically sound (harmless to environment) C. Individual Innovativeness Theory (states that risk C. Socially just and humane takers/innovators will adopt innovation earlier) D. Culturally acceptable/appropriate E. Grounded in holistic science (one affects all) 24. CATEGORIES OF ADOPTERS F. Resilient and low risk (endures and less risky) A. Innovators (venturesome): 1st; rich; w/ high networth; G. Biodiversity-oriented calculated risktaking; likes to experiment (2.5%) H. Productive (observable results) B. Early adopters (Respectable): follow innovators; younger; I. Participatory participate in orgs; more informed (13.5%) C. Early majority (Deliberate): above ave. in age, educ., exp.; 28. SUSTAINABLE AGRICULTURE informal leaders; adapt ideas when utility is convincing as seen -sustaining productive capacity of resources thru conservation from the “respectable.”(34%) and orientation of tech. and institutional change D. Late majority (Skeptical): large block of farmer pop’n; less educ., but older; less active in orgs; skeptic; hesitant; adapt 29. COMPONENTS OF AGRICULTURE DEVELOPMENT ideas adapted by majority(34%) A. Governance D. Marketing B. Research E. Production C. Extension/Education F. Supply