Review Materials

(AGRICULTURAL EXTENSION)

Prepared by:
Dr. BLANDA R. SUMAYAO
Retired Professor
University of the Philippines Los Baos
College, Laguna 1
TOPICS
TERMINOLOGY FOR EXTENSION AND THEIR
MEANINGS
DEFINING EXTENSION
NATURE/DIMENSIONS OF EXTENSION
METHODS FOR INFLUENCING HUMAN
BEHAVIOR
STRATEGIES TO INFLUENCE FARMER;S
BEHAVIOR
CONSIDERATION IN CHOICE OF STRATEGY
PRINCIPLES OF EXTENSION
PHILOSOPHY OF EXTENSION
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BRSumayao UPLB

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 COUNTRY TERMINOLOGY MEANING
Dutch Voorlichting Lighting the pathway
ahead to help people find
their way
Indonesia Penyuluhan Lighting the way ahead
with a torch
Germany Beratung Advisory work an
expert can give advice on
the best way to reach
ones goal but leaves the
person the final
responsibility for selecting
the way
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 COUNTRY TERMINOLOGY MEANING

Germany Aufklrung Enlightenment so that

one knows clearly
where he/she is going
Germany Erziehung Education, that is, to
teach, people to solve
their problems
themselves
Austria Frderung Furthering or
stimulating one to go in
a desirable direction
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 COUNTRY TERMINOLOGY MEANING
France Vulgarisation Simplification of the
Animation message for the common
man
Spain Capacitacion Improving peoples
Consultacion abilities, normally through
training
USA Extension Education, or influencing
people to change their
behavior
Malaysia Perkembangan Education, the way USA
interprets it

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 BRSumayao UPLB

COUNTRY TERMINOLOGY MEANING

Philippines
? ?

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 There are DIFFERENT
PHILOSOPHIES behind Extension
Extension is practised in many

DIFFERENT WAYS
But there is a COMMONALITY in the

OBJECTIVES of extension.

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 Different Perspectives
as technical assistance
a bridge that connects farmers to
agricultural research
technology transfer or delivery
nonformal education one that
happens outside the formal school
system
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 Saguiguit, 1976
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,
homemakers, and rural people by
teaching them TO ADOPT BETTER AND
IMPROVED METHODS in their farming
persuits.
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 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
LIFTING SOCIAL and EDUCATIONAL STANDARDS
of rural people
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 Rling 1988
An instrument of PREMEDITATED,
DELIBERATE INTERVENTION to achieve
the INTERVENERS GOALS
and
can only be effective by INDUCING
VOLUNTARY CHANGE on the part of the
client and hence satisfying clients goals.
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 Defining Extension

Clarifying Concepts
PREMEDITATED characterized by fully
conscious willful intent and a measure of
forethought and planning
DELIBERATE characterized by or resulting
from careful and thorough consideration,
being aware of the consequence(s) of
actions and/or decisions
INTEREVENOR the extension organization
CLIENT the farmer, fisherfolk, rural people
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 Defining Extension

VOLUNTARY proceeding from the will

or from ones own choice or consent;
unconstrained by interference; acting
or done on ones own free will without
valuable consideration or legal
obligation
CHANGE to make or become
different in some particular areas; to
undergo a modification or a
transformation
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 Defining Extension

Thus
Extension is
AN INSTRUMENT FOR INDUCING
VOLUNTARY CHANGE
TO ACHIEVE THE INTERVENORS GOALS
YET SATISFYING CLIENTS GOALS.

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 Defining Extension

Rling, 1988
Extension is a PROFESSIONAL
COMMUNICATION INTERVENTION
DEPLOYED by an INSTITUTION, to
INDUCE CHANGE in VOLUNTARY
BEHAVIOR with a presumed PUBLIC or
COLLECTIVE UTILITY.
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 Defining Extension

Elements in the Definition

Extension is an INTERVENTION
Extension uses COMMUNICATION as its instrument
to induce change.
Extension focuses on a number of different
TARGET PROCESSES AND OUTCOMES which
distinguish it from other communication
interventions.
Extension is deployed by an INSTITUTION.

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 Defining Extension

INTERVENTION

A SYSTEMATIC effort
to strategically apply RESOURCES
to MANIPULATE seemingly CAUSAL
ELEMENTS in an on-going social process
so as to PERMANENTLY RE-ORIENT
that process in directions deemed
DESIRABLE by the intervening party

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 Defining Extension

Types of Intervention
Technical/ instrumental (DO TO)
Strategic (DO FOR)

Communicative (DO WITH)

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 Defining Extension

Technical Intervention
Extension Agent Farm/Home

e.g. in home/farm, EA sees immediately that

- animal is sick
- Plant is stunted
- living conditions are unsanitary
- meals are not nutritious
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 Defining Extension

EA Farmer/ Farm/Home
Farm Family
observations of Farmer/Farm Family
- no agricultural skills

- traditional knowledge

- practices with no scientific basis

- negative attitude

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 Defining Extension

so EA works to influence changes

in these characteristics of the
farmer
for consequent changes in his
farm/home

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 BRSumayao UPLB

EXTENSION is EDUCATION that

is largely NONFORMAL, i.e., outside the
formal school system;
is designed to bring UNDERSTANDING
and KNOWLEDGE to peoples of all classes;
brings RECOGNITION and
UNDERSTANDING OF PROBLEMS TO BE
SOLVED if political, economic, and social
goals are to be achieved

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 BRSumayao UPLB

must bring IMMEDIATE SATISFACTION

to individuals as well as contribute to the
ACHIEVEMENT OF LONG-TERM
NATIONAL GOALS;
must contribute to the IMPROVEMENT IN
RURAL LIVING;

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 BRSumayao UPLB

must start in most developing countries with

IMPROVEMENT IN AGRICULTURAL
PRODUCTION, as basis for further economic
and social progress; and
must inspire and assist individuals and groups
to DEVELOP AND CARRY OUT PROGRAMS
to achieve goals they set for themselves.

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 when they WANT TO change
when they KNOW HOW TO

change
when they ARE ABLE TO change

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 Create AWARENESS
Develop INNOVATIONS that FIT assessed
NEEDS
Encourage PARTICIPATIVE DECISIONS about
the innovations
Make KNOWN desired change through
instruction, education, teaching, info
dissemination, skills training, etc.
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 Make behavior change
FEASIBLE/POSSIBLE by ensuring
- access to resources and inputs
- mix of necessary inputs and
instruments
- assistance in organizing people
- etc.
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BRSumayao UPLB

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 Altruistic
Dimension
- Extension is
aimed at
HELPING
farmers
- A BASIC
PREMISE of
extension that
must be
observed by
practitioners
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 Educational Dimension

- Extension is a NON-FORMAL
method of ADULT EDUCATION
- Thus, extension professionals must be
imbued with knowledge on HOW
ADULTS LEARN

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 - Extension is a
COMMUNICATION
INTERVENTION
- Knowledge of BASIC
COMMUNICATION
PROCESS and its
dynamics must be
adequately understood
by the extension
professional
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 - Extension is aimed at
INDUCING
BEHAVIORAL
CHANGES among
farmers
- This makes behavioral
change the END GOAL
of extension
- If farmer has not
changed his behavior
(for his betterment) NO
EXTENSION HAS
BEEN DONE
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 - 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

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 - Extension aims at
LINKING research with
farmers
- Ways to foster CLOSER
LINKS between the
farmers and the
researchers need
further understanding

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 - PROVISION of
TECHNICAL INPUTS
plays an important
linking function in the
transfer of technology
- Requires that extension
professional be
KNOWLEDGEABLE of
these technical inputs

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 - Extension is aimed at
INCREASED INCOME
for the farmer through
INCREASED
PRODUCTION and
PRODUCTIVITY

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 - Extension aims to
function according to
SOUND
MANAGEMENT
PRINCIPLES.
- Hence, requiring that
the extension
professional be a
GOOD MANAGER
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 Compulsion or Coercion
- Party forcing somebody to do
something has POWER and
AUTHORITY
e.g. GOVERNMENT
REGULATIONS
make people conform to
traffic rules, public health
policies, environmental
upkeep, etc.

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 Exchange
- Exchange of goods
and services
between two
individuals or
groups
- APPLICABLE IF:
Each party considers the
transaction to be in
THEIR FAVOR
Each HAS THE
GOODS/SERVICES
desired by the other
Each can only deliver
his/her part when the
exchange goods/services
have been delivered by
the other.
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 - Applicable if we believe
that farmer cant solve
his/her own problems
because he/she has
INSUFFICIENT OR
INCORRECT KNOWLEDGE
and/or because his/her
ATTITUDE DOES NOT
MATCH HIS/HER GOALS

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 - We believe that farmer can SOLVE his/her OWN
PROBLEMS if he/she HAS MORE KNOWLEDGE
or has CHANGED his/her ATTITUDES
- We are PREPARED TO HELP farmer collect more
and better knowledge or influence his/her attitudes
- Farmer TRUSTS OUR EXPERTISE and
MOTIVES and is prepared to COOPERATE
WITH US in changing his/her knowledge and/or
attitudes.

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 - Influence farmers
knowledge level and
attitudes WITHOUT
FARMER BEING
AWARE of it.
- Possible if we believe:
it is necessary and
desirable for farmer to
change his/her behavior
in certain direction

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 unnecessary/undesirable for farmer to
make independent decisions
we can control techniques for influencing
farmers without them being aware of it.
Farmers dont actively object to being
influenced in this way.

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 - May involve TAKING
OVER certain tasks
from farmers
- Possible when:
we have knowledge
and/or means available
to perform the tasks
BETTER or MORE
ECONOMICALLY
than farmers

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 We AGREE WITH FARMERS that it is
useful to perform these tasks
We are PREPARED to perform them for
him/her

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 - We AGREE with farmer
that he/she could
PERFORM
OPTIMALLY
- But farmer is not in a
position to behave this
way because of
BARRIERS in the
ECONOMIC and/or
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SOCIAL STRUCTURE 47
 - Possible when
We consider changes in these
structure DESIRABLE
We HAVE the FREEDOM to work

toward these changes

We are IN A POSITION to do this,
either through POWER or by
CONVICTION
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 Development and
Influence Strategy
- doing to or
- working to get the
farmer in a situation
considered
desirable by the
extension agent or
organization

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 Social Marketing Strategy
- doing for or
- working for farmers interests

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 Problem Solving
Strategy
- doing with or
- working jointly
with farmers to
solve their
problems
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 The Problem Area
- Is extension advice given where an
OPTIONAL SOLUTION can be found with
research?
- Or does solution of farmers problem depend
heavily on FARMERS VALUE JUDGMENT,
INVOLVEMENT, and CAPABILITIES?

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 Trust in Farmers
Capabilities
- can farmer MAKE
DECISIONS on
his/her OWN LONG-
TERM INTERESTS
but with CONCERN
FOR
CONSEQUENCES
TO OTHERS?
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 Task of Extension
Organization
- should extension organization
ONLY PROMOTE
CHANGES which BENEFIT
SOCIETY as a whole?
- Or should it HELP
INDIVIDUAL FARMERS
make decisions which serve
their own interests?

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 Communication and Education
Extension agents role is as
COMMUNICATOR and EDUCATOR.
As communicator he/she PASSES
ON USEFUL INFORMATION or
TECHNOLOGY to people who NEED
them.
As educator he/she HELPS rural
people acquire the KNOWLEDGE,
SKILLS, and ATTITUDES that will
help them effectively utilize the
information or technology.

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 For impact and
sustainability, WORK
WITH NOT FOR the
people.
People MUST
PARTICIPATE and
MAKE DECISIONS
that will benefit them;
extension agent must
ASSIST THEM by
providing all the
information needed and
possible alternative
solutions to clientele
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problems 56
 Extension agent must
JUSTIFY TO THE
ORGANIZATION whatever
action he/she takes and
be ACCOUNTABLE and
RESPONSIBLE to the
clientele on whatever
advice or information
given to him.
The CLIENTELE is the
one to PASS JUDGEMENT
on the SUCCESS or
FAILURE of the extension
programs.

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 Disseminate information and
technology TO and receive FEEDBACK
FROM clientele so that their NEEDS
can be BETTER FULFILLED.
LEARN FROM the CLIENTELE the
wealth of their experiences.

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 Extension is ONLY
ONE ASPECT OF THE
MANY economic,
social, cultural, and
political activities
that HOPE TO
PRODUCE CHANGE
for the betterment of
the rural masses.

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 Extension should therefore
COOPERATE and COLLABORATE
with both GOs and NGOs to
accomplish the above.
Extension CANT BE EFFECTIVE on
its own as its activities must be
INTERDEPENDENT on other
related activities.
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 Extension clientele is
made up of VARIOUS
target GROUPS with
DIFFERENT NEEDS,
SOCIAL STATUS,
CULTURAL and
ECONOMIC BACKGROUND.
Extension therefore
CANNOT OFFER A
PACKAGE OF
TECHNOLOGY FOR ALL its
clientele due to this
HETEROGENEITY.
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 Therefore there must be
TARGETTING OF EXTENSION
meaning different programs and
technology packages for different
target groups.

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 Extension STARTS with
WHAT PEOPLE KNOW,
WHAT THEY HAVE,
WHAT THEY UNDERSTAND.

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 Extension is ESSENTIALLY an
EDUCATION PROCESS and is
DEPENDENT on the VOLUNTARY
PARTICIPATION OF PEOPLE with whom
extension works.
Extension TEACHES people NEW
KNOWLEDGE and SKILLS in relation to
their CURRENT INTERESTS and NEEDS.
Extension employs a WIDE VARIETY of
extension COMMUNICATION
STRATEGIES.
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 Extension IDENTIFIES and WORKS
accordingly with TARGET CATEGORIES
in the community.
Extension LINKS and ESTABLISHES
COOPERATIVE/COLLABORATIVE
RELATIONSHIPS with
person/organizations whose purpose is
devoted to development in the rural areas.
Extension NUTURES and SUSTAINS
the NATURAL ENVIRONMENT.
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 Extension works with LOCAL
LEADERS and ENCOURAGES
the spirit of SELF-HELP.
Extension conducts REGULAR
EVALUATION/ASSESSMENT
of its work.
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 What is Philosophy?
A BODY OF PRINCIPLES underlying a
given branch of learning or major discipline,
a religious system, a human activity, or the
like.
A VIEW OF LIFE what OUGHT TO
BE and its components of WHAT IS and
HOW TO BRIDGE THE GAP between
what is and what ought to be.

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 Diagrammatically

HOW TO BRIDGE THIS GAP

The GAP (The educational means to
attain the objectives
(the problem area methods, procedures used in
or needs relation to needs of people
that have to be addressed by
of people) extension)

WHAT IS
(The present state of people in terms of knowledge, skills, attitudes, their resources,
level of living, etc.) 68
 A PHILOSOPHY OF EXTENSION
includes the SET OF BELIEFS AND
PRINCIPLES that serves as basis for
MAKING DECISIONS and
JUDGEMENTS in the field of extension.

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 e.g. We BELIEVE that extension is about
DEVELOPMENT, the realization of
potentials of people so that they
become PRODUCTIVE; that extension is
about POSITIVE CHANGE; that it is a
PROCESS; that it is about
EDUCATION you teach man HOW
TO FISH instead of GIVING HIM A
FISH.
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 Why is Philosophy of Extension Needed?

It ESTABLISHES PARAMETERS of
our field help us JUDGE whether
our programs, values, or educational
approach is extension or not.
Articulates the RATIONALE for
analysis, diagnosis, decision making,
action tells us WHY WE DO
WHAT WE DO.

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 Makes us AWARE OF OUR VALUES good for
the health of the extension organization by
encouraging creativity, and organizational
renewal.
Tells extensionists HOW TO DEFINE THE
WORLD
e.g. controlled by human will? Is future
absolutely defined for us? Is progress a real
possibility?
Describes the NATURE OF KNOWLEDGE and
whether we believe it is acquired or transmitted.

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 Structure of Philosophy
VALUES something regarded as
desirable, worthy, or right. The
INTENSITY or DEGREE OF VALUING
something may CHANGE IN TIME.
ETHICS the basic principles of RIGHT
actions/conduct as defined by profession,
society, nation; also referred to as the
IDEAL OF CONDUCT.
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 BELIEFS ones mental convictions
, view of the world, or acceptance of
something true or actual.

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 What are our Guiding Values in
Extension?
FAITH IN THE FUTURE, in the
POSSIBILITY OF IMPROVE
MENT and BELIEF in the
BENEVOLENCE of SCIENTIFIC
and TECHNICAL KNOWLEDGE.

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 Guiding Values

EMPOWERMENT OF
CLIENT Client can
control their world if
they are provided with
the necessary
knowledge and skills to
develop their
potentials.
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 BRSumayao UPLB

IMPORTANCE OF
RURAL LIFE Rural
people merit respect
and attention.
Extensionists
ACCEPT and VALUE
the beliefs, lifestyles,
and behavior of rural
people.
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 Our Key Beliefs About the Nature of
Reality

RATIONAL reality can be studied

and to a certain extent, explained,
predicted, and thereby controlled.

NONDETERMINISTIC humans can

control their own lives; they are not
robots.
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 Key Beliefs
NETWORK OF SYSTEMS
THAT CONSISTS OF
INTERRELATED PARTS
interdisciplinary
involvements
interface with research,
education, and application
linkages as means to
facilitate change
open, simple, direct, two-
way communication

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