Unit i context of extension

Lecture Notes: Ag. Ext. 111
(Agricultural Extension and Communication)
Baladjay, Ardniel Amar
Faculty, Department of Agricultural Extension
College of Agriculture, University of Southern Mindanao
Kabacan, Cotabato
ardbal12@gmail.com ardnielbaladjay@yahoo.com
0912-445-7867

Points to Ponder…
Extension Learning
•It is the process by which an
individual, through his/her
own efforts and abilities,
changes his/her behaviors.

UNIVERSITY OF SOUTHERN MINDANAO
Unit I
Context of Extension
Definition

Defining Extension
•Different Perspectives
♣ as technical assistance
♣ a “bridge” that connects farmers
to agricultural research
♣ technology transfer or delivery
♣ non-formal education – one that
happens outside the formal school
system

Defining Extension
A system of rural education which
endeavors to make available to
rural people who cannot attend
school, a type of service to improve
the living conditions of the
farmers, home-makers, and rural
people by teaching them to adopt
better and improved methods in
their farming pursuits.
Saguiguit, 1976

Defining Extension
Extension is a kind of
education which is stretched
out to the people far and wide
beyond the four walls of the
classroom.
Singh, 1999

♣ a process of effecting positive
change in the lives of people
particularly those in the
countryside
♣ to bring about change is a
difficult task
Defining Extension

Requisites in bringing about
positive change in the lives of
people
♣ committed extension workers
who have the courage to face
various challenges in the
extension system and the
realities of rural life
Defining Extension

♣ adequate budget
♣ support of government,
NGOs, and LGUs
Defining Extension

♣ means to extend, to
spread or to
disseminate useful
information and ideas
to rural people outside
the regularly organized
schools and classrooms
Defining Extension

♣ it is an educational
activity outside the
school to improve the
health, wealth or
socio-cultural well-
being of the clients
Defining Extension

♣ it is a type of
intervention focused on
education and training
and related services
designed towards
helping people to help
themselves
Defining Extension

Defining Extension
Maunder, 1973, 1994
A service or system which assists farm
people, through educational
procedures, in
♣ improving farming methods and
techniques
♣ increasing production, efficiency
and income
♣ bettering their levels of living, &
♣ lifting social and educational
standards of rural people

Defining Extension
Roling, 1988
Extension is a professional
communication intervention
deployed by an institution,
to induce change in
voluntary behavior with a
presumed public or
collective utility.

Defining Extension
Roling, 1988
Extension is a professional
communication intervention
deployed by an institution, to
induce change in voluntary behavior
with a presumed public or collective
utility.

Defining Extension
Elements in the Definition
♣ Extension is an intervention
♣ Extension uses communication as
its instruments to induce change
♣ Extension is deployed by an
institution

Defining Extension Services?
♣ refer to the provision of training,
information and support services
by the government and non-
government organizations to the
agriculture and fisheries sector
to improve the technical,
business and social capabilities
of farmers and fisher folks

Defining Agricultural Extension?
♣ imply effecting change, changes
in behavior of the rural people
presumably resulting more
specifically in:
♣ improved agricultural
production
♣ better living and
♣ improvement of a nation’s
economy

♣ it is highly regarded as a
system of educating and
training the rural people to
develop skills and abilities in
farming, homemaking and
youth building
Defining Agricultural Extension?

Origin of the word Extension?
♣ Latin word:
ex – means out
tensio – means stretching
Thus extension imply a kind of
education which is stretched
out to the people far and wide
beyond the four walls of the
classroom

Terminology for Extension
and their Meanings
Country/
People
Terminology Meaning
Netherlands
(Dutch)
Voorliching Lighting the pathway
ahead to help people
find their way
Indonesia
(Indonesians)
Penyuluhan Lighting the way
ahead with a torch
Malaysia
(Malaysians)
Perkembagan Lighting the way
ahead with a torch
Austria
(Austrians)
Förderung “Furthering” or
stimulating one to go
in a desirable
direction

Terminology for Extension and their Meanings
Country/
People
Terminology Meaning
Germany
(Germans)
Beratung “Advisory work”- an
expert can give
advice on the best
way to reach one’s
goal but leaves the
person the final
responsibility for
selecting the way

Country/
People
Terminology Meaning
Germany
(Germans)
Aukflärung “Enlightenment” so
that one knows clearly
where he/she is going
Erziechung “Education,” that is,
to teach people to
solve their problems
themselves

Country/
People
Terminology Meaning
France
(French)
Vulgarisation Simplification of the
message for the
common man
Spain
(Spaniards)
Capacitacion Improving people’s
abilities, normally
through training
USA
(Americans)
Education To teach people to
solve problems
themselves

1. Altruistic Dimension
2. Educational Dimension
3. Communication Dimension
4. Behavioral Dimension
5. Technology Dimension
6. Research Dimension
7. Input Dimension
8. Income Dimension
Nature/Dimensions of
Extension

Nature/Dimensions of Extension
Altruistic Dimension
Extension is aimed at helping
farmers – a basic premise of
extension that must be observed
by practitioners

Educational Dimension
Extension is a non-formal method of
adult education, thus extension
professionals must be imbued with
knowledge on how adults learn

Communication Dimension
♣ Extension is a communication
intervention
♣ knowledge of basic
communication and its
dynamics must be
adequately understood by
the extension professional

Behavioral Dimension
♣ Extension is aimed at inducing
behavioral changes among
farmers (this makes behavioral
change the end goal of extension)
If farmer/clientele has not changed
his behavior (for his betterment) NO
EXTENSION has been done

Technology Dimension
♣ Extension helps in the transfer of
technology
Extension should be able to identify
technologies appropriate to clientele.
The need for alternative approaches
and methods for diagnosing technical
problems should be recognized

Research Dimension
♣ Extension aims at linking research with
farmers
Ways to foster closer links between the
farmers and the researchers need further
understanding

Input Dimension
♣ Provision of technical inputs plays
an important linking function in
the transfer of technology
The extension professional must
be knowledgeable of these
technical inputs

Income Dimension
♣ Extension is aimed at increased income for
the farmer through increased production and
productivity

Management Dimension
♣ Extension aims to function according to sound
management principles.
Hence, the extension professional must be a
Good Manager

Concerns that pose
challenges to the delivery
of extension services:
♣ Wide geographic area of coverage
An extension worker to be
effective shall serve three barangays
only.

Concerns that pose challenges to the delivery of extension
services:
♣ Ecological zones
An extension worker should know
the characteristics of these zones so
as to be better prepared in giving
appropriate assistance to the people in
terms of agricultural and fishery
projects.

Concerns that pose challenges to the delivery of extension services:
♣ Culture of the people
Understanding the culture of the
people is one requisite to extension
work.
Technologies good for one culture
may not be acceptable to people
with another culture.

♣ Problems of the people
Approximately 75% of the total
population live in the rural areas and
depend on agriculture as their main
source of livelihood.
Some of their problems are: rapid
population growth, poverty, low
productivity, illness, unemployment,
malnutrition.

♣ Globalization, information
and communication
All agencies must work cooperatively
in providing basic and support services
appropriate to the unique needs and
problems of the people in the rural
areas.

With the foregoing challenges,
commitment, cooperation,
coordination and complementation
are key-values and strategies to
remember for the sake of our
fellowmen.
• Commitment is being concerned
with other people. It is also giving
the best of oneself in helping others.

• Cooperation is a process by
which individuals, groups and
organizations come together,
interact and form psychological
relationship for mutual gain or
benefit.
• Coordination means
harmonized and unified efforts of
organizations and people.

• Complementation connotes
providing the needed support lacking
in one organization.
• Complementation may also mean
partnership among the different
organizations.

C. Why there is so much poverty
and hunger?
Poverty as a social problem is
so complex and exists in any
society throughout the world.

C. Why there is so much poverty and hunger
Poverty
• is the state or condition
that exists when people
lack the means to satisfy
basic needs.

A social scientist defines human
poverty as the
“denial of choices and
opportunities for living a
tolerable life.”

Poverty has devastating effects to
families; often forcing them to
abandon children.
Poverty will result to:
• malnutrition
• illiteracy
• high infant mortality and
• low life expectancy.
The rural sector is disadvantaged
compared to its urban counterpart.

This is prevalent and highest
among the:
• Laborers
• Farmers
• Fishermen
• Hunters
• Loggers
• Street workers and
• the Least educated.

C. Some Causes of Poverty in the Philippines
1. Structural causes of Poverty
2. Government policies are biased against
the rural sector.
3. Colonialism
4. International trade and debt
5. Multinational corporations
6. Overpopulation
8. Unemployment and underemployment
7. Corruption
9. Natural calamities
10. Civil war

Any Clarification?
Comment?
Reflection?

A.W. Van den Ban and H.G. Hawkins, 1996
It is a process which:
1. Helps farmers to analyze their present
and expected future situation;
2. Helps farmers to become aware of
problems which can arise in such
analysis;
3. Increase knowledge and develop
insights into problems, and helps to
structure farmers‘ existing knowledge;
Agricultural Extension as defined by
several authors:

4. Helps farmers to make a
responsible choice which, in their
opinions, is optimal for their
situation;
5. Increase farmer's motivation to
implement their choices; and
6. Helps farmers to evaluate and
improve their own opinion forming
and decision – making skills.
Agricultural Extension as defined by several
authors:

Educational Philosophy as Foundation
of Agricultural Extension
Philosophy is a view of the good life
"What ought to be" and its components of
"What is" and how to "bridge the gap"
between "What ought to be".
An effective extension worker,
therefore, gives particular considerations
to what can be done in attaining and
reaching what ought to be or should be
which is based on what is possible and
feasible given the circumstances of his/her
task environment.

Educational Philosophy as Foundation
of Agricultural Extension
Guralni (1978) defines philosophy
as the general principles of a field of
knowledge.
He believes that extension
specialist must learn the terminology,
objectives and philosophy of his
respective specialization/discipline.

Educational Philosophy as Foundation of Agricultural Extension
1.That education is the most
permanent way through which
to bring about change;
extension is fundamentally
education.
Philosophical qualities of education that
apply to extension (Di Franco, 1966 as cited by
Battad, 2003).

2. That effective extension
education must be based upon
freedom of choice, voluntary
participation and that
participation in extension
activity functions best when
democratic processes are
applied.

3. That idea must be put to work for
the betterment of the human race.
Pursuing knowledge for its own
sake is like keeping tools locked up
in tool chest. Knowledge must be
put to work.
4.That knowledge can only be
transferred through a process of
man helping his fellowmen.

5. That there is no fundamental
difference in the intellectual
abilities of any race or sex, if given
a chance to acquire education and
given the right stimulus and
incentives to improve their
capacity to put knowledge and
skills to practical use.

Specifically, extension work is based on the
following philosophies:
1. Extension starts where the people are
and with what they have.
2. Extension teaches people how to think
not what to think.
3. Extension works with and through the
people.
4. Extension teaches people to help
themselves, not to do things for the
people.

5. The classroom is where the people
are, on their farms, homes and
barrios.
6. Extension programs are based on
the needs of and decided upon by
the people.
7. Extension is carried on with
groups of people or with
individuals.

8. Extension emphasizes “learning by
doing” as its guiding philosophy for
extension teaching.
9. The spirit of self-help is essential
for democratic living.
10. Extension focuses on the farm
and home as a unit and advances
them together.

Principles of Extension
1. Principle of cultural difference
People differ in their culture (religion,
cultural ethnicity, social status,
educational background, economic
situation, etc.).
The extension worker must have
enough relevant information of the
people whom he will serve and he
must be able to adjust to the culture of
the people

2. Principle of cultural change
The culture changes with
extension if they could feel and
see the outcomes and impacts of
the efforts of the extension
worker.

2. Principle of cultural change
Also cultural change may be noted if
the people believe in the relevance,
importance and usefulness of
information and technology
disseminated or shared by the
extension worker.

3. Principle of interest and needs
Often times, people do not feel what
they need as they consider the existing
circumstances.
As a matter of fact, they become
complacent about their life situation.

The EW must help them understand
themselves and their situation, guide
them in the identification of their
problems and help them in exploring
possible solutions to their problems.

People are likely to support
extension programs based on their
needs and interests.
They will certainly support the
implementation of the program if they
are involved in the planning process.

Their interests and needs can be
gathered by the extension worker
through meetings, informal talks with
the people and through community
surveys.

4. Principle of grassroots approach
“Start where the people are, with what
they know and with what resources they
have".
These compose the "what is" in
extension and determine what is
practicable and feasible in moving towards
direction of "what ought to be".

5. Principle of cooperation
The rural people and the
extension worker must
cooperate with each other for
the development of the
community.

5. Principle of cooperation
The extension worker can seek the
assistance of the local leaders to reach a
great number of people in the barangay.
The extension worker can also identify
cooperators in the extension project to
demonstrate the goodness of a new
practice or technology.

6. Principle of participation
The extension slogan "learning by
doing", aptly express this principle.
The rural people must be involved in the
activities for more effective learning
particularly in the planning,
implementation and evaluation of the
project for he improvement of their
lives.

6. Principle of participation
He extension worker must consider the
groups or organizations in the
community.
These groups can help a lot in
extension work if they are properly
organized, given importance, opportunity
to be involved and mobilized
appropriately in every stage of the
development process.

7. Principle of the use
of extension teaching methods
Extension worker works with
individuals, groups of people and
organizations. This requires different
extension teaching methods to be
effective.
Hence, the extension worker should
have knowledge and skills in using the
appropriate combination of methods for
specific situations.

8. Principle of leadership
In order to reach a great number of
people in the barangay within a short
period of time, local leaders must be
trained and encouraged to help in
extension work.

8. Principle of leadership
Since the local leaders are more
familiar with the characteristics, needs
and interests of their constituents, they
can be effective agents/bridge between
the extension worker and the people.
They also provide continuity in the
implementation of the extension
program in the absence of the extension
worker.

9. Principle of voluntary
education
Extension is a type of non-formal
education, which provides educational
opportunities without coercion and
compulsion. This is a voluntary and
free-willing participation on the part
of the clientele.

10. Principle of satisfaction
People do not feel happy and satisfied
only with monetary or material rewards
when they accomplish something
towards development.
Words of praises, recognition and
appreciation encourage voluntary
participation and even voluntary
leadership in the extension program.

11. Principle of whole family
approach
Extension should consider all the
members of the family in introducing
development projects.

11. Principle of whole family approach
Every member of the family is important
in making decisions in terms of
technology adoption.
Their decisions may take into
consideration the roles/functions of each
member and the consequences that the
technology may bring to the family.

12. Principle of trained specialist
Extension worker can ask advice
from trained specialist on some
particular problems in the
community.

Any Reflection?
Using 1-page bond paper, write
your personal reflection on the
topics discussed.
Give emphasis on the three
domains of learning:
1. Cognitive/Knowledge;
2. Psychomotor/Skills; and
3. Affective/Emotions/Values/
Attitudes

Unit i context of extension

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