Definition of the concepts

Adoption – a decision to make full use of an innovation as

the best course of action available.

Barriers – refer to certain factors obtaining in a given place

over a given time which tend to empeded/block or
decelerate the communication process. They are called
synonymously as “filters of communication”

Communication – the process by which participants create

and share information with one another in order to reach a
mutual understanding for a given purpose at any given place
over a given period of time.
Development – is a change of transformation process of
any target audience regardless of direction

Diffusion - is a particular type of communication in which

the information that is exchanged is concerned with an
innovation, or new idea.

Extension – is the process of sharing any development-

oriented – idea/concept with another.

Innovation – is anything perceived to be new by

somebody in any given place and time.
Innovation-Decision Process – is the process through
which an individual (or other decision-making unit) passes
from first knowledge of an innovation to forming and attitude
towards it, to a decision to adopt or reject, to
implementation of the idea and to confirmation of this
decision.

Innovation-decision Period – refers to the length of time

required to pass through the innovation-decision process.

Technology – is a design for instrumental action that

reduces the uncertainty in achieving a desired outcomes.
Importance of Communication
in Extension
 Rural agriculture development is a complex process both in
scope content and process.

 Rural agricultural development is a dynamic process.

Hence, Heracletus theory/philosophy “Impermanence of
being” is at word in any development situation.

 Technological inventions which are meant for development

(or change) are often times “foreign” to target beneficiaries.
They must be “simplified” if not “purified”.

 Target beneficiaries of any extension activities/program are

equally complex being – processed varied personalities in
order to effect change.

 Extension benefits are often times perceived to be “angels

in satanic attire”
Elements of the Communication Process
Source – refers to the generator of any development –
oriented technology. It is co-terminous to the sender.

Message – refers to the development-oriented

technologies/idea that is generated by the source.

Channels – are the varied ways and means, methods,

techniques, approaches and (or) strategies that are
employed in the technology transfer.

Receiver – is the perceived target, audience or beneficiary

of any development-oriented technology

Effects – refer to the possible consequences or outcomes

that a given technology, may offer to its target-beneficiary.
Source Message Receiver

Channel Effect/s
 Levels of Communication in Extension

According to social structure

 Institutional/group – communication of any given idea is

through the community, church, school or any group in
which the target individual or audience is affiliated.

 Individual – “one-on-one: or any man-to-man level.

 Combination of the two above.

According to Formality

Formal – communication is facilitated through

established norms of action.

Informal – extension communication is made

possible through unorganized, day-to-day, and casual
interaction between communications.
Combination of the above.
Extension worker is essentially the agent of
change

1. Develops need for change

2. Establishes an information-exchange relationship.

3. Diagnoses their problems

4. Creates intent to change in the clients.

5. Translates intent into action.

6. Stabilizes adoption and prevents discontinuance.

7. Achieves a terminal relationship.

Barriers to Effective Communication
 External Factors

Socio-Economic Factors

• Availability of financial institution which can provide

credit
• Land Tenure arrangement
• Economic motivation in farming
• Market (inputs and outputs)
• Labor situation

Socio-Political Factors

Political environment where communication in extension

operates.
Democratic vs. Autocratic Form
Cultural values which are inherent among Filipinos
External Factors, continued

Socio-Psychological Factors

These refer to the degree of access of communicators to

potential sources of information on agricultural and rural
development

Social-Physical Factors

These refer to the distance/existence of

road/transportation network within the communication
target.
 Internal Factors

Sender

• Credibility
• Access/Availability

Message-Related Factors

• Relative advantage
• Compatibility
• Complexity
• Triability
• Observability
Internal Factors, continued

Channel – Related Factors

Appropriateness/ compatibility of the channel to the:

1. purpose of the communication

2. kind and quality of the receiver.
3. competence of the use.
4. kind/nature of the message which is being
communicated.

Timeliness in its use.

Receiver-Related Factors

Socio-economic characteristics

Age (not related)

Education (positive)
Literacy (positive)
Higher social status (positive)
Upward Social Mobility (positive)
Large – size units (positive)
Commercial (positive)
Attitude towards credit (positive)
More specialized operation (positive)
Receiver-Related Factors, continued

Personality variables

1. Empathy (positive)
2. Dogmatism (negative)
3. ability to deal with abstraction (positive)
4. Rationality (positive)
5. Intelligence (positive)
6. Attitude towards change (positive)
7. ability to cope with uncertainly (positive)
8. attitude towards education (positive)
9. attitude towards science (positive)
10. Fatalism (negative)
11. Achievement Motivation (positive)
12. Higher aspiration for education, occupation (positive)
Effects-Related Factors

Desirable versus undesirable consequences,

depending on whether the effects of an innovation
in a social system are functional of dysfunctional.

Direct versus indirect consequences, depending on

whether the change to an individual or society
occur in immediate response to an innovation or as
a second-order result.

Anticipated (Expected) versus unanticipated

consequences, depending on whether the changes
are recognized and intended by the members of a
social system or not .
Properties of Media
Fixative property – transport of an event through time.
Ex. Agricultural extension worker videotapes a TV show
farm program relevant in the situation of his client. He
can use the videotape to reinforce his farmers’ classes.

Manipulative property – transformation of an event.

Ex. A slide set or video program of any technology can
present the process in less than 10 minutes even if the
procedure actually takes longer.

Distributive property – transport of an event through

space.
Ex. A television farm program informs not only rice
farmers in Laguna but also those in nearby provinces up
to Central Luzon about the advantages of green manure.
 Extension teaching methods
Radio
Television

Print
Leaflet refers to a small, folded publications
used to provide reference on short and single
subject matter.
Pamphlet is an introductory print material in
the popular format.

Poster refers to a single sheet visuals printed

on thick papers or boards containing limited
textual information and frequently
dominantly with pictorial presentation.
 Newspaper refers to a paper that is printed and
distributed usually daily or weekly and that contains news,
articles of opinion, features and advertising (Webster,
p.796).

Wall newspaper publishes articles about research

results and usually tacked on bulletin boards and walls.

Fact sheet is a loose sheet of paper containing

information about a person, thing or innovation.

Exhibits - A medium to show or display outwardly especially

by visible signs or actions to show publicly especially for
purposes of competition of demonstrations (Webster, p.435).

Educational campaign - Campaign refers to a connected

series of operations designed to bring about a particular
result (/Webster, p160). A connected series of operations to
bring about some desired results (Klepper, p31).
Overhead transparencies - Transparency refers to a large
format 8”x10” film used with the overhead projector.

Slides - refer to a small format photographic transparency

individually mounted for one at a time projection. Usually,
sides use a 35mm film format mounted on a 2x2 inch
(50x50mm) slide mounts.

Lecture - The resource speaker or facilitator delivers a

prepared talk and may distribute handouts and use audio-
visual aids. This method is used to describe and explain a
subject matter, present new information and explain
procedure.

Method Demonstration -It is a short-time demonstration

given by an extension worker or trained leader for the
purpose of teaching skills to a group or to show a better way
to carry out a practice. It is
 Leader training meetings

General meetings

Tour and Field trips

Field Days - These are usually opportunities to hold

method or result demonstrations on a slightly larger scale,
and are usually run in a more informal and less highly
structured manner.

Short courses - Courses may run for duration of 1-6

weeks depending on the subject matter.

Field Days - These are usually opportunities to hold

method or result demonstrations on a slightly larger
scale, and are usually run in a more informal and less
highly structured manner.
 Panel Discussion - This is used when presenting
divergent ideas, opinions and experiences of
“recognized” authorities and to generate interaction
between trainees and “experts”.

Symposium

Farm and home visit

Office calls

Personal letters

Result demonstration
SMS

Music, plays and puppets – folk songs, dances and drama

 Electronic Media

Internet – a global network of computers. On it, you can

send e-mails, connect to other computer databases, send
data or computer files to other computers, surf the worldwide
web, watch real time videos, chat with friends, read the day’s
news headlines and have access to so many other
information. You can also advertise yourself at the net by
creating your own web page.

worldwide web or www or web – contains web pages or

information that are made available via the internet using
hypertext links. Information may contain text, pictures,
sound and video. A browser is used to view these
information on the web.

Browser – is a software you connect to the internet to see

information via the web.
 Website – contains web pages like paper pages or a book. It
has a home page.

Search engine – are special sites on the web. It is where you

can type in keywords to search for web sites.

Intranet – a private internet or network of computers. For

example, a R&D Unit. The staff can communicate with any
other staff using the instant messaging software.

Extranet – are several related intranets connected with each

other (supplier organization, clients, etc.)
LAN – means Local Area Network. It is a network of
computers in a small area. In an school, departments,
centers, institutes and other units are already connected or
wired. In other words, their computers are linked with the IT
center as the server location and manager or administrator.

WAN – means Wide Area Network. It is a network of LAN or

Intranets. Examples are PCARRD-DOST, PREGINET or
Philippine Research Education Government Information
Network.