AGRICULTURAL

EXTENSION AND
COMMUNICATION
RYAN PAUL C. CAALEM, LPT, RA
Approaches in
Extension
THREE TERMS OF
APPROACHES IN EXTENSION
Approaches

Approaches
Method

Method
Technique Technique

3
Approaches
Embraces the entire spectrum of the process. It
states a point of view, a philosophy, an article of faith.
Within an approach, there can be several methods.

An approaches is an enlightened viewpoint toward

teaching/ technology promotion. It provides philosophy
and orientation to the whole process of techniques
/techno promotion where the selection of a method is just
a part of it

4
Method
It is procedural consisting of a series of
actions arranged logically for the smooth
operation of a particular teaching task or techno
promotion.
Method is the procedure or step by step
way by guiding perspective Clients or Adopters
and knowing trying and adopting specific
technology

5
Technique
It is implemental, having an
immediate applicability to the Extension
Worker or teacher owning to its specificity,
feasibility and convenience to the one using
it.

6
Extension Approach
An Extension Approach is an organized and coherent
combination of strategies and methods, designed to make rural
extension effective in a certain area designed to make rural
extension effective in a certain area.

*embodies the philosophy of a system

*spells the doctrine of the system
*style of action which by and large, determines the direction and
nature/style of the various aspects of the system (e.g., structure,
leadership, program, methods, resources and linkages)

7
EXTENSION APPROACHES
1. General Agricultural Extension Approach
2. Commodity Specialized Approach
3. Project Approach
4. Farming Systems Development Approach
5. Training and Visit System Approach
6. The Cost-Sharing Approach
7. Agricultural Extension Participatory Approach
8. Educational Institution Approach
9. Mass Approach
10. Single-Purpose Approach
11. Community Approach
12. Area Approach
13. Integrated Approach

8
 1. General Agricultural
Extension Approach (GAE)
c. Purpose:
a. General Nature:
› To help farmers increase their
› Transfer of Technology production.
(TOT)
d. Program Planning:
› Controlled by government
b. Basic Assumption:
› Changes in priority, from time to
› Technology and information time are made on a national basis
are available but are not with freedom for local adaptation.
being used by the farmers. If
e. Implementation:
these could be
communicated to farmers, › Carried by a large field staff
farm practices would be assigned throughout country
improved. Demonstration plots are major
techniques.

9
 ADVANTAGES &
DISADVANTAGES
g. Advantages:
f. Advantages:
› Lacks two-way flow of
› Interpret national communication.
government policies and
› Fails to adjust extension
procedures to the local
messages to different
people; covers the whole
localities.
nation: relatively rapid
communication from the › Field staff not accountable
ministry level to rural to rural people.
people. › Expensive and inefficient.

h. Measure of Success:
› Increase in national production of commodities being
emphasized in national program.

10
2. Commodity Specialized Approach (CSA)
a. General Nature: c. Purpose:
› Highly specialized › Increase production of a
particular commodity
› Focuses on one export crop or
one aspect of farming › Sometimes to increase
utilization of a particular
b. Basic Assumption:
agricultural input
› The way to increase
d. Program Planning
productivity and production of
a particular commodity is to › Controlled by commodity
concentrate on that one organization
grouping extension with such e. Implementation :
other functions as research, › Carried by a large field staff
input supply, output assigned throughout the
marketing, credit, and country
sometimes price control, will
make the whole system › Demonstration plots are
productive. major techniques
11
ADVANTAGES & DISADVANTAGES
f. Advantages:
g. Disadvantages:
› Technology tends to "fit" the
production problems and so › Interests of farmers may
extension messages tend to be have less priority than those
appropriate because of of commodity organization.
coordination with research and › Does not provide advisory
marketing people, messages tend service to other aspects of
to be delivered in a timely manner farming.
Focus on a narrow range of › Commodity organization
technical concerns Higher salary maybe promoting its
incentives. commodity even in
› Focus on narrow range of situations where it is no
technical concerns longer in the national
› Higher salary incentives interest to be increasing
production of that particular
› Closer management and commodity.
supervision Fewer farmers per
extension worker easier to monitor h. Measure of Success:
and evaluate Relatively more cost › Increase in yield and total production
effective. of the crops being emphasized.
12
 3. The Project Approach (PA)
c. Purpose:
a. General Nature: › To demonstrate, within project area,
› Fixed period of time, large what can be accomplished on a
funding relatively short period of time

b. Basic Assumption: › To test the validity of alternative

extension method
› Better results can be
d. Program Planning:
achieved in a particular
location, during a specified › Controlled by outsiders, we general
government, the donor agency or
time period, with large
some combination.
infusion of outside
resources, high impact e. Implementation :
activities, carried out under › Flow of good ideas from the project
artificial circumstances, will to areas outside the project
have some continuity after › Includes a project management staff,
outside financial support is project allowances for field staff,
no longer available. better transportation, facilities,
equipment and housing than regular
government programs.
13
 ADVANTAGES & DISADVANTAGES
f. Advantages: g. Disadvantages:
› Focus enables evaluation of › Usually too short time
effectiveness and sometimes period.
"quick results" for a foreign
› Money provided tends to be
donor.
more than what is
› Novel techniques and appropriate.
methods can be treated and
› Double standards.
experimented with within the
limits of the project. › When money ends, project
extension programs most
often end also.
h. Measure of Success:
› Increase in yield and total production of the crops being
emphasized.

14
4. The Farming Systems Development Approach
a. General Nature: d. Program Planning

› Interdisciplinary approach, › Evolve slowly during the process for

different climatic farm ecosystem types
i.e., involves scientific
since program takes it account a
discipline
holistic approach to the plants,
b. Basic Assumption: animals, and the people in each
› Technology which fits the
particular location.
needs of farmers › Control of program shared jointly by
particularly the small local farm men and women, extension
farmers, is not available and people and agricultural researchers.
needs to be generated e. Implementation :
locally › Through partnership of research and
c. Purpose: extension personnel with the local
people, taking a systems approach to
› To provide extension the farm
persons, and through their
farm people, with research
› Requires research personnel to go to
the farm, listen to farmers and in
results tailored to meet the collaboration with them and the
needs and interests of local extension personnel, understand the
farming systems conditions farm as a system. 15
 ADVANTAGES &
DISADVANTAGES
f. Advantages: g. Disadvantages:
› Local control of program › Some degree of difficulty in
planning increases relevance of working in a multi
program content and methods disciplinary team
to needs and interests of
› No quick results in
clientele
development of appropriate
› Higher adoption rates technology
› Effective communication
between local people and h. Measure of Success:
extension personnel Lower cost › Extent to which farm
to central government and local people adopt technologies
people developed in the program
› Lower costs to central and continue to use them
government and local people. over time.
16
5. The Training and Visit Approach (T &V)
a. General Nature: c. Purpose:
› Highly disciplined and › To induce farmers to
patterned with fixed schedules increase production of
for training of extension specified crops.
workers, SMSs, and visits by d. Implementation :
extension workers to farmers.
› Fortnightly training of
b. Basic Assumption: village extension
› Extension personnel poorly workers (VEW) by
trained, not up-to-date and SMSs.
tend not to visit farmers, but › Fortnightly visits by
stay in offices. village extension
› Management and supervision workers to small
is not adequate. groups of farmers or to
individual "contact"
› Two-way communication
farmers.
between research and
extension units and between
extension staff and farmers
17
can be achieved.
 ADVANTAGES &
DISADVANTAGES
f. Advantages: g. Disadvantages:
› Pressure on governments to › High long-term costs to
organize a large number of governments due to size of
small agricultural units into one VEWS expanding.
integrated system. › Lack of actual two-way
› Brings discipline to the system communication.
village extension workers › Technology relevant to farmers
become more up-to-date with not integrated.
information.
› Lack of flexibility to change
› Closer technical supervision. programs as needs and
interests of farmers change
h. Measure of Success: staff tires of vigorous,
› Increase in yield and total patterned activities without
production of the crops being appropriate rewards.
emphasized.
18
6. The cost-sharing approach (CSA)
a. Basic Assumption: c. Purpose:
› Any non – formal education › To make funding of
program is more likely to agricultural extension
achieve its goals it those who affordable and sustainable
benefit from it share some both at central and local
part of the cost. levels.
› Program would more likely d. Program Planning
serve interest of the clients if › Shared by various levels
costs are shared between paying the host but must
“outside” sponsors and be responsive to local
“inside” target groups. interests in order to
› Commitment of learners to maintain cooperative
participate if they pay some financial arrangements.
part of the cost.

19
 ADVANTAGES &
DISADVANTAGES
f. Advantages: g. Disadvantages:
› Some measure of local control › More difficult for central
of program planning increases government to control either
relevance of program content program or personnel
and methods to need of
clients.
› Higher adoption rates.
h. Measure of Success:
› Effective communication › Farm people's willingness and
between local people and ability to prove some share of
extension worker. the cost, individually or
› Lower cost of central through their local government
government and local people. units.
› Local people tend to have
strong voice in program
planning.
20
 7. Participatory Approach
a. General Nature: c. Purpose:
› Puts responsibility of determining › To increase production of
agricultural extension programs in the farming people, increase
hand of farmers making them partners consumption and
with GOs and NGOs. enhance the quality of life
b. Basic Assumption: or rural people.
› The farming people have much wisdom d. Program Planning
regarding food production from their
land.
› Controlled locally often
by farmers association.
› There is IKS different from the scientific
e. Implementation :
knowledge system but there is much to
be gained from the interaction of the › Features meeting and
two. discussions of farmers
› Needed is participation of farmers, problem.
research and related service. › Exploring situations with
› There is a reinforcing effect in group extension officers.
learning and group action.
› Extension efficiency is gained by
focusing on important points based on 21
expressed needs of farmers.
 ADVANTAGES & DISADVANTAGES
f. Advantages: g. Disadvantages:
› Relevance or fit of the › Lack of control of program
program. from central government
› Mutually supportive › Difficulty of managing ,
relationship which develop reporting and accounting
among participants. › Pressure people might bring
› Lesser cost. on central units
› Stimulates increased › People influenced on
awareness, confidence, and personnel management like
activity among farm people transfer , selection,
promotion etc.
h. Measure of Success:
› Continuity of local extension organisations and the benefits to the
community.
› Extent of participation of key stakeholders in programme planning and
implementation
22
8. Educational Institution
Approach

› Extension is done by academic institution.

› Agricultural education have technical
knowledge relevant to the farm .
› Provide opportunity for student and faculty
interact with farmers and experience actual
agriculture.
› Generally controlled by those who design the
curriculum of the educational institution.

23
 9. Mass Approach

If an extension agency utilizes the mass

approach, the target adopters of technology are the
mass of people whose identify, and number are
unknown. It utilizes strategies and methods that can
reach a great number of people in a short period of
time like print or broadcast media.

24
10. Single-Purpose Approach

The extension agency as the initiator of

technology promotion is promoting a single
technology. As the name implies the promotion is
single purpose ( one product, practice, equipment ).
They use different methods and strategies but focus
on the number of products being sold or disposed

25
11. Community Approach
The local political structure spearheads and play
active role in designing the development program. The
local development councils at barangay, municipal, city
levels are mobilized as planning bodies. Using the IRA
(Internal Revenue Unit) and other funding sources.
Various social institution such as school, church, market,
family are involved in the development.

26
12. Area Approach

The target is categorized by regions. It can be

categorized according to ecological zones. An
extension agency introduces different technologies
according to the needs and source of the Area

27
13. Integrated Approach

The program put together the services of

various agencies to implement a particular approach.
They share resources, agree on common goals and
approaches.

28
 METHODS AND TECHNIQUES OF
EXTENSION DEFINITION
APPROACH
• IS AN ORGANIZED AND COHERENT COMBINATION OF
STRATEGIES AND METHODS, DESIGNED TO MAKE
RURAL EXTENSION EFFECTIVE IN A CERTAIN AREA.
METHODS/TECHNIQUES
• GENERAL ESTABLISHED WAY OR ORDER OF DOING
ANYTHING
• MANNER BY WHICH YOU PRESENT OR TEACH YOUR
SUBJECT MATTER
• SYSTEMATIC PLAN ADOPTED IN PRESENTING
INSTRUCTIONAL MATERIALS
 Definition of Important Concepts
◆ Teaching - is the process of transmitting ideas, information, technologies
from one person to another with the intent of enhancing and modifying
the learner's, knowledge, attitude and skill.
◆ Method - refers to the systematic procedure employed by extension
worker in getting the vital information across the client learners.

◆ Techniques - refers to the art or skill of performance. The extension

worker's teaching techniques spell the success or failure of the methods
employed.
◆ Device is a "little method". It is a teaching aid or a tool use to facilitate
instruction.
TEACHING
METHOD

TECHNIQUES

DEVICE
 Factors to consider in the choice of
teaching method to use
1. Human factors
2. The objectives
3. Subject matter
4. Available materials and facilities
5. Time consideration
6. Available budget support
 • TOOLS IN APPROACHING , WORKING WITH AND
INFLUENCING PEOPLE TO BECOME INTERESTED AND
HAVE SUCCESSFUL EXPERIENCES IN SOLVING THEIR
PROBLEMS THROUGH THEIR OWN EFFORTS MAKING
MAXIMUM USE OF THE GUIDANCE AND TECHNICAL
RESOURCES OF THE GOVERNMENT.
• FOR CONVENIENCE , THESE METHODS ARE GROUPED
INTO THREE
CATEGORIES ACCORDING TO NUMBER OF CLIENTELE TO BE
SERVED:
• INDIVIDUAL METHODS (PERSONAL CONTACTS)
• GROUP METHODS
• MASS METHODS
 Interrelated Factors to consider in selecting
extension teaching method
1. CLIENTELE/AUDIENCES SPECIFIC: INDIVIDUAL/S
groups: primary, secondary
masses: cosmopolitan, homogenous
Source/receiver
❑ Communication skills
❑ Knowledge of subject matter, receiver, language
attitude towards self, subject matter, receiver
❑ Socio-cultural factors: role position in membership
group,
❑ Prestige other people attach to him/her; norms &
rules; beliefs & values.
Interrelated Factors to consider in selecting
extension teaching method

2. CLASSIFICATION OF SUBJECT MATTER

❑ highly technical

❑ highly controversial

❑ very scientific

❑ personal in nature

❑ general

3. DESIRED CHANGES
❑ Attitude
❑ Knowledge

❑ Skill
❑ Aspiration
What are the classifications of extension
methods?
A. According to forms:
1. Written
. Bulletins . Personal Letters
. Leaflets . Circular Letters
. News Articles

2. Spoken
. General & Special Meetings of all Kinds
. Farm & Home Visits
. Telephone Calls
. Office Calls
. Radio
Classification of extension methods according
to forms:
3. Objective Or Visual
a. Result Demonstration
b. Motion Pictures, Charts, Slides, Tapes, Video & Etc.
c. Exhibits
d. Posters
4. Spoken And Objective Or Visual
a. Method Demonstration Meetings
b. Meetings At Result Demonstration
c. Meetings Involving Motion Pictures, Charts, Etc.
Classification of extension methods according
to use:
B. According to use

1. Individual Methods
Farm & Home Visit Personal Letters
Office Calls Informal Contact
Telephone Calls Electronic Media (Fax
etc.)

Personal contacts provide the most meaningful

and effective means of influencing people to accept
and adopt new practices
Classification of extension methods according
to use:

2. Group methods
a. lecture e. field day
b. demonstration f. meetings
c. tours and field trips
d. group discussion

Using group methods can be advantageous in

getting people to discuss the information obtained and
in getting common agreements for action.
Classification of extension methods according
to use:
3. Mass Media methods

a. Mass media: TV, radio, print

b. puppetry
c. Educational campaign
d. projected visuals
e. Exhibits
f. popular theater

Mass methods help reach large number of

people simultaneously, but with little opportunity for
interaction and to provide feedback.
WHAT ARE INDIVIDUAL METHODS
OF EXTENSION?

◼ Individual methods include those which use

interpersonal or face-to-face communication
such as the farm and home visit, office call
telephone, cellphone, text messaging, letters,
and result demonstration.

◼ Provide the most interaction between the

source and the receiver.
INDIVIDUAL METHODS OF EXTENSION
1. Mutual discussion is sometimes
referred to as dialogue or one-on-
one discussion. It is the most
important method of individual
extension.

Three models of mutual discussion:

a. Diagnosis-prescription model –
Physician-patient relationship
b. Counseling model
c. Participation model
Advantages:
◼ It is very good way of supplying information required for
solving a unique problem such as a major investment
decision.
◼ It is possible to integrate information from the farmer
with those from the extension agent.
◼ The extension agent can help farmer to clarify
feelings and to choose between conflicting goals.
◼ The extension agent can increase farmer’s trust by
showing interest in the farmer as a person, his/her
situation and ideas.
INDIVIDUAL METHODS OF EXTENSION
Mutual discussion
Disadvantages:
a. Costs are high in terms of staff time and travel.
b. It can only reach a small proportion of target group.
c. It is based on high level of trust between farmers and
extension agent.
d. Mutual discussion is usually initiated by farmer when
the problem is well advanced and has caused some
difficulties.
e. Extension agents can give incorrect information, it they
are not prepared to admit that they do not have the
necessary information.
f. This method seldom is a solution for the promotion of
collective interest among farmers.
INDIVIDUAL METHODS OF EXTENSION
2. Farm and Home Visit
This is an individual extension method
whereby the extension worker visits the
home and/or farm of the farmer/homemaker
or youth.

◼ Purposes:
a. A service call made on request to give
advice or assistance on a wide range of
farm& home problems;
b. Securing a cooperator or demonstrator,
arranging a meeting, or discussing a local
activity;
c. In the interest of good public relations with
officers of local organizations, elected
officials, or other key individuals;
d. Broadly speaking, for the purpose
of giving information or obtaining
information.
INDIVIDUAL METHODS OF EXTENSION

Farm and Home Visit

◼ Advantages and limitations:

 Provide the extension worker firsthand information of
the farm and home conditions and the point of view of
farm people;
 If made on request, the farmer is likely to be ready to
learn.
 Cost per practice adopted rather high though not
above average for all methods.
 Time of visit not always opportune from standpoint of
farmer or homemaker.
 Danger of concentrating visits on the most
progressive families and neglecting those where
personal contact is most needed.
INDIVIDUAL METHODS OF
EXTENSION
3. Office Calls

- are made by the farmer who is usually seeking

information.

The initiative is from the caller not the extension

officer.

The duty of the extension officer then becomes one of

supplying information or rendering that particular
kind of service which is demanded.
INDIVIDUAL METHODS OF
EXTENSION

4. Telephone Calls / Cellphone / SMS

◼ are made use of whenever it is necessary to get in

touch with the regional or national office quickly or for
personal purposes.
INDIVIDUAL METHODS OF
EXTENSION
5. Personal Letters are valuable in:

a) giving/getting information,
b) enlisting cooperation,
c) giving recognition for good work
& thanks for cooperation,
d) giving instruction, for
example, on how to manage a
result demonstration and
avoiding a misunderstanding
 INDIVIDUAL METHODS OF EXTENSION
6. Result Demonstration

◼ is a method of teaching which establishes proof that an

improved practice is applicable locally. It is done under
the direction of the extension worker, with the farmer,
homemaker or youth carrying out the demonstration.
◼ The person who agrees to try the new practice
introduced by the extension worker in the village is called
a cooperator.

Advantages:
◼ Furnishes local proof of the desirability of the
recommended practice;
◼ Appeals to the eye and is effective in convincing those
who question the practice;
◼ A good way to introduce a new project.

◼ Provides a good source of information for meetings,

news stories, picture, radio, etc.;
◼ Furnishes cost information; and
◼ Aids in developing local leaders
INDIVIDUAL METHODS OF EXTENSION

Result Demonstration

◼ Limitations:
◼ May be hard to find a responsible
cooperator,
◼ May arouse jealousy among families
because of number of visits extension
workers make to cooperators,
◼ May be affected by many uncontrollable
factors like weather,
◼ May lessen effectiveness of extension
worker if demonstration is not successful,
and
◼ Is not adaptable to many kinds of subject
matter.
 Informal contacts . These are unstructured and/or planned
meetings with clientele .Such meetings provide the extension worker
with an opportunity to meet clientele in an informal situation , which
facilitates the establishment of personal bond , discussion of problems
and the recommendation of solutions . informal contacts can take
place on the street, in the marketplace, or at local celebrations.
GROUP METHODS OF EXTENSION
1. Lecture
 is a process whereby the
resource speaker or facilitator
delivers a prepared talk and may
distribute handouts and use audio-
visual aids.
 It is used to describe and explain
a subject matter, present new
information and explain procedure.

Purposes of talks:
a. to inform or instruct,
b. to convince or persuade,
c. to entertain or amuse, and
d. to generate action
GROUP METHODS OF EXTENSION
Lecture
Advantages:
◼ many topics can be covered in a short period
◼ the facilitator is in complete control

◼ can accommodate almost an unlimited size of audience

◼ it is economical

Disadvantages:
◼ the communication is primarily one-way
◼ the retention rate is low.
◼ lack of involvement of participants
◼ it can be a boring
GROUP METHODS OF EXTENSION

◼ 2. Demonstration couldbe:
a. Method demonstration
b. Result demonstration
c. Action demonstration

◼ Action demonstration tries to show that a large

section of the population desire changes in
government policy or in their society which is not
commonly used.
 GROUP METHODS OF EXTENSION
◼ Method Demonstration
 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 not concerned with proving the
worth of a practice but with “ how-to-do”
something.

Advantages:
◼ effective in teaching skills.

◼ Motivate or stimulate action

◼ Build confidence in local people

◼ Help extension worker become acquainted

with local people.
◼ People accept ideas easily

◼ Bring about changes in practices at low

cost.
GROUP METHODS OF EXTENSION
Method Demonstration

Points to consider when conducting a demonstration:

a. Before beginning the demo, explain what you are about to
demo, and the purpose of the demo. Tell the farmers what to look
for.
b. Before starting the demo, be sure to see that all needed
equipment, tools and other materials are available.
c. Arrange the group and give the demo so that everybody can see
everything that takes place.
d. Demonstrate each step slowly.
e. Explain each step slowly.
f. Ask certain person to demonstrate various phases of the job.
g. Encourage farmers to ask questions regarding the demo.
h. Have farmers take notes or make sketches for future reference.
i. Have the farmers examine the finished job

.
 GROUP METHODS OF EXTENSION
◼ 3. Meetings are the oldest and most
important group method of extension teaching.

Meetings could be:

◼ Leader Training Meetings is a method whereby the
person who uses local leaders is able to multiply by
the number of leaders one trains and uses.
It is not a formal process but one accomplished
through conferences, workshops, on-the-job
instruction and other ways. It usually does not give
diploma to say when a leader is trained, it is a more
or less continual process.
◼ General Meetings include all kinds of meetings held
by extension worker other than method demo leader
training meetings, tours or field days.
They include all types of discussions such as
discussions following a lecture, film forum,
symposium, panel discussion, group
interview and debate discussion.
 GROUP METHODS OF EXTENSION

4. Tour and Field Trips are also called

mobile meetings which move from place
to place. They are effective ways of
getting adoption of improved practices.
Farmers from their own conclusions,
exchange ideas and decide what they
wish to make use on their own farm.
Advantages:
◼ 1. Effective way of imparting knowledge
a). Actual observation of practice is done with opportunity to
experience or examine the operation.
b). Stimulates informal discussion, and
c). Seeing several places doing the same practice stimulates
action.
◼ 2. Makes for easy learning.
a) Teaching is carried on in a leisurely manner and classroom
drudgery is eliminated.
b) May lead to other places of interest for future study
c) Stimulates fellowship among members of the group Members
learn to study or work as a team.
d) Increases acquaintances especially with people who are
outsidemembers of the group.
e) Creates publicity; bolsters social standing of person visited as
well as one's cooperative tendencies.
GROUP METHODS OF EXTENSION
Tour and Field Trips
Limitations:
◼ Not applicable in some subject matter

◼ Expensive (time, money, and effort) if place to be visited is far.

◼ Requires a lot of preparation

◼ Involves other people.

Points to be considered in planning for a field trip:

a. Make preliminary survey of the places and things to be
observed and visited.
b. Make arrangement with authorities at the destination point.
c. Do not overload your schedule with too many things to see in one
day.
d. Allow plenty of time for discussion and questions during the tour
and allow time to summarize the tour at end of the day.
e. Keep the tour short so that everyone will stay until the end.
GROUP METHODS OF
EXTENSION
5. School or Short Courses may run for duration of one to six
weeks depending on the subject matter.
◼ Enrolment and regular attendance are required.

◼ These are more or less informal, but series of well-planned

and organized lessons are given a logical sequence.
◼ The course is usually shorter than what would be given in the
regular school system.
◼ It requires more time and concentration to develop a skill or
technique than can be accomplished in a meeting or conference.
◼ Schools are conducted usually on regional area basis and
specialists are brought in to do the teaching.
◼ It can be done by the extension worker, if he/she feels the need
is great enough and if he/she is qualified.
 GROUP METHODS OF
EXTENSION
6. Field Days 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.
◼ The purpose is to introduce a new idea and a
new crop, and to stimulate the interest of as
many farmers as possible, can be conducted
in Experimental stations or other government
centers, but more usual and profitable to be
held on the land of a local farmer.
◼ There is a greater chance of making an
impact if the field day is held on a farmer’s
land, and if the farmer plays a part in
running it and explaining the purpose.
GROUP METHODS OF EXTENSION
7. Panel Discussion is used when presenting divergent ideas,
opinions and experiences of “recognized” authorities and to generate
interaction between trainees and “experts”.
◼ The “experts” present their ideas, experiences, beliefs or
understanding on a subject matter and after which an open forum
follows.
Advantages:
◼ exposure to differing or varied ideas on subject matter at hand
◼ encourages sharing and participation of audience

◼ speakers become extra careful, since other “experts” are

listening
◼ if properly handled by the moderator it can result to a lively and
fruitful interchange of ideas.
Disadvantages:
◼ limited time for speaker to expound
◼ limited time for audience participation
◼ conflicting ideas may leave audience confused
◼ sometimes difficult to gather at one time the appropriate panelists
 GROUP METHODS OF EXTENSION

8. Symposium, like the panel

discussion, the symposium is used to
give an audience pertinent
information about the topic or to
consider the relative merits of various
solutions to a controversial problem.
◼ It is more formal than the panel
discussion. Persons with special
competence deliver uninterrupted
speeches on different aspects of a
problem and these are followed by a
forum period. It is essentially a public
speaking program while the panel
discussion is essentially conversational.
Advantages:
◼ a. exposure to differing or varied ideas on
subject matter at hand
◼ b. speakers thoroughly discuss the topic at
hand
Disadvantages:
◼ communication is one way

◼ too many speeches are scheduled within the

limited time available
◼ the forum period is brief and unproductive
 GROUP METHODS OF EXTENSION
9. Brainstorming is a technique for producing creative
ideas. It encourages quantity of ideas and discourages any
judgment and is generally used for small groups.
◼ It is a good technique for identifying and listing all
possible ideas for solving a problem.
Ground rules in Brainstorming
◼ There must be no criticism, judgment or censoring of the
ideas
◼ People are encouraged to say whatever comes to
mind. All ideas are recorded
◼ The quantity of ideas rather than quality is the aim

◼ The combination and improvement of ideas is

sought
Advantages
◼ a. a quick & enjoyableprocess,

◼ b. stimulates the participants to be involved and

◼ c. cross-fertilization of ideas than can occur is a
valuable aspect of this technique.
Disadvantages
◼ a. ideas are contributed from the few people who
think quickly.
◼ b. Overall brainstorming may be less effective than
the nominal group technique in generating ideas.
 GROUP METHODS OF EXTENSION
10. Farmers’ Field School is typically participated by a group of
20-25 farmers within a community that meet regularly for a half-day
session (am or pm) once weekly (or every 2 or 3 weeks) during the
entire cropping season. In corn-based system, the FFS covers 18
weeks; 120 days duration.
◼ Participants conduct on-farm trials and field demonstrations of
alternative technologies, which serve as their field laboratory to
observe performance of technologies tested in on-farm trials or
demonstration plots facilitated by multidisciplinary team of
experts.
◼ This is a non-formal education based on experiential learning and
participatory methods aims to build farmers’ capability in
analyzing cropping system, identifying main problems and testing
possible solutions in the field that will lead to adoption of a
practice to solve farmers’ production problems.
GROUP METHODS OF EXTENSION

◼ 11.Phillip 66 – 6 persons with 6 minute

discussion

◼ 12. INFORMAL GROUP DISCUSSION –INFORMAL DISCUSSION

IN A SMALL GROUP IS ANOTHER TYPE OF GROUP TECHNIQUE .
FARMER-NEIGHBOR CAN GET TOGETHER IN A CERTAIN PLACE
AND TIME TO GET ACQUAINTED WITH EACH OTHER , TO
EXCHANGE FARMING INFORMATION AND IDEAS AND TO SHARE
COMMON PROBLEMS , IN ORDER TO HELP EACH OTHER AND
THE COMMUNITY.
◼ 13. ROLE PLAYING . THIS A DRAMATIZATION IN WHICH AN
OPEN- ENDED SCENARIO IS DESCRIBED AND PARTICIPANTS ARE
ASSIGNED ROLES TO ACT OUT THE SITUATION OR PROBLEM. THE
SCENARIO USED TO SET UP A ROLE PLAYING EXERCISE MAYBE
SIMPLE BUT IT MUST BE BASED ON LOCAL REALITY.
GROUP METHODS OF EXTENSION

◼ 14.Seminar - a meeting whereby a group of

advanced students studying under a professor with
each doing original research and all exchanging
results through reports and discussions.
◼ 15. Conference - is a meeting of individuals,
preferably a small number usually in a round table
situation, who meet for a specific purpose.
◼ 16. Achievement days - as the term suggests is
held to give public recognition to worthwhile
accomplishments of the extension office, farmers
cooperator and the like.
MASS METHODS OF EXTENSION
1. Printed Media People must know how to read.

◼ Newspaper
◼ Newspaper prints anything timely that interest a number of
persons and the best news is that which has the greatest
interest for the greatest number.
◼ It is a chief means of getting information about
extension activities to rural & urban people who are
not contacted individually, do not attend meetings,
or participate in other activities.
◼ It appears to the sense of sight only. It is a chief means of
getting information about extension activities to rural and
urban people who could be contacted individually, do not
attend meetings or participate in other extension
activities.
 MASS METHODS OF EXTENSION
What makes news?
a. Timeliness - information should be linked to major current
events or the season when the information is relevant.
b. Closeness - the nearer the information is to the reader
either psychologically or geographically, the greater its news
value.
c. Importance - the greater the consequences for the reader,
the more readily will the editor accepts the story.
d. Significance - prominent people and places have news
value.
e. Human interest - readers are attracted by human
interest elements such as novelty, conflict, progress and
emotion.
 MASS METHODS OF EXTENSION
How to write a ‘comprehensible’ publication?
a. Use simple language- technical terms should be
explained in short and simple sentences using common
words which have concrete meanings.
b. Structure and arrange arguments clearly – ideas
should be presented in a logical order, clearly
distinguishing between main and side issues.
c. Make main points briefly – arguments should be restricted
to the main issues and clearly directed towards achieving
stated goals without unnecessary use of words.
d. Make writing stimulating to read – the style should be
interesting, inspiring, exciting, personal and sufficiently
diversified to maintain the readers’ interest.
 Extension publications use pictures and other visual
materials to increase effectiveness of communication
through:
a. Information that cannot be conveyed by words alone
may be transmitted visually;
b. Information given in words and pictures is remembered
more easily; and
c. The reader’s interest in increased.
 MASS METHODS OF EXTENSION
◼ Printed Instructional Materials (IMs)
1. Primer consists of more than 4 pages containing
essential information of a technology addressed to
producer/farmer and written in the dialect.

2. Leaflet is a small, folded publication used to provide

reference on short and single subject matter,it prints
specific info that is not necessarily a step-by-step
procedure to follow but needed by farmers and is written
in the dialect.

3. Bulletin is a semi-technical pamphlet on POT

intended for both EWs and producers, written in
English.
 MASS METHODS OF EXTENSION

◼ Printed Instructional
Materials
❑ Folders
❑ Posters
❑ Wall newspaper
❑ Fact sheets
To avoid confusion, the different publications can be
described as the follow;

1. Poster 8. Handouts
2. Leaflets 9. Newsletter
3. Circular letters 10. Factsheets
4. Newspaper 11. Photo novel
5. Primer 12. Wall Newspaper
6. Brochures 13. Flyers
7. Booklets 14. Bulletin
Poster – are useful publicizing forthcoming events and reinforcing
messages that farmers receive through other media. They should be
displayed in prominent places where a lot of people regularly pass by. The
most effective posters carry a simple message, catch people’s attention
and are east to interpret.
Leaflets – summarize the main points of a talk or demonstration, provide
detailed information that would not be remembered simply by hearing it,
such as fertilizer application rates or names of seed varieties. It is a single
sheet printed material containing brief information that is not necessarily
a step-by-step procedural instructions to follow but is also needed by the
farmers. It may bear on both sides and may be folded.
Circular letters – are used to publicise local extension activities, to give
timely information on local farm problems and to summarise results of
demonstrations so that the many farmers who cannot attend them may
still benefit.
Newspapers – are not widely available in rural areas. However, local
leaders often read newspapers and a regular column on agricultural topics
is useful to create awareness of new ideas and to inform people of what
other groups or communities are doing. This provides available channel for
transmission of educational information.
Primer – is a pamphlet or more than four pages containing essential
information on a technology package. Essentially, this is in the popular or
layman's level.
Brochure – thin, unbound book containing a specific topic, more detailed
than a leaflet.
Booklet – consist of up to 20 pages joined at the spine, longer than a
brochure.
Handouts – supplemental to lectures contain some topics or important
information discussed in the lecture.
Newsletter – a regularly issued publication, keeps people abreast to what
is happening in their field of interest.
Factsheet – contains useful information or instructions about a specific
subject matter; one-page, continuous publication.
Photo novel – generic for printed material in comics format; including
illustrations and text; a subtle way of putting a message where in a
development message is incorporated in the story.
Wall newspaper – this material is similar size and appearance to poster. One
difference though is that the world newspaper usually attempts to
communicate more than one idea and has more illustrations. Usually, it is
posted at busy and strategically located bulletin boards or walls or reading
centres, schools or barangay halls.
Flyers – is a single sheet printed material summarising information on
technology package or component technology. It bears illustrations and brief
text, preferably in the audience dialects. It is used as reference for further
technical assistance and for use as advanced handout information. It bears
print only on one side.
Bulletin – is a semi technical publication on a package of technology intended
for extension worker.
Broadcast media - radio and television are
included under this section. Radio is a
presentation medium which basically makes
use of the audio mode in disseminating
information simultaneously to thousand or
even millions of potential receivers.
Television adds another dimension to the
capability of radio, i.e. One does not only
hear but can also see the event, object or
the person disseminating the information.
Exhibits - can be regarded as a public display
of technologies, innovations, products or
even services available to the farmers,
fisherfolks, entrepreneurs, in particular and
the public, in general.
MASS METHODS OF EXTENSION
2. Television is an electronic
transmission of moving images
accompanied by sounds which is
mainly used for entertainment.
◼ Farmers are somewhat confused
by the competitive claims of the
advertisements.
◼ It appears to more than one
sense.
◼ It offers less opportunity for
review and interaction.
 MASS METHODS OF EXTENSION
3. Radio is the most available home appliance
in rural areas which reaches great numbers of people
simultaneously but no assurance that it actually
motivates people to adopt recommended practices.
◼ It could be used to make people aware of new
developments in agriculture as well as exhort them to
action (example: school-on-the-air broadcast).

When to use radio?

a. Radio is suitable for giving simple, brief messages
(short radio items).
b. It is best used to make listeners aware of a subject.
It can awaken new interests and listeners seek further information.
c. Listeners want to be entertained not educated, so
items should be brief and topical.
d. Radio maximizes your coverage in the media if you
seek opportunities for follow-up items and give
comments on current events
 RADIO PROGRAMS HELP TO CREATE AWARENESS AND
INTEREST IN INNOVATION ; GIVE TIMELY INFORMATION TO THE
PUBLIC ; INFORM THE PUBLIC ABOUT EXTENSION ACTIVITIES;
AND STIMULATE PEOPLE TO SEEK ADVICE OF THE EXTENSION
OFFICERS .THUS, IT IS THE MOST IMPORTANT MASS MEDIUM
FOR FARMERS IN LESS INDUSTRIALIZED COUNTRIES.
THE USE OF RADIO HAS DEFINITE ADVANTAGES OVER
OTHER MASS MEDIA.
IT REACHES MORE PEOPLE MORE QUICKLY IN ALL PARTS
OF THE COUNTRY WITHOUT DELAY. IT IS EXTREMELY USEFUL
REACHING COUNTRYSIDE WHERE SOME PEOPLE ARE NOT
FULLY LITERATE. IT ALSO ENHANCED THE EFFECTIVENESS OF
OTHER EXTENSION TEACHING METHODS SUCH AS
DEMONSTRATION OR MEETINGS.
THE DRAWBACK OF USING RADIO IS THAT NOT ALL
PROVINCES HAVE RADIO STATIONS.
MASS METHODS OF EXTENSION

4. Puppetry

❑ is acting a play on stage

using puppets (e.g., doll,
small figure, image of an
animal)
MASS METHODS OF EXTENSION

5. Popular theater

◼ makes use of performances in

the form of drama, singing,
dancing and puppetry.
◼ It is called ‘popular’ because
they are aimed at the whole
villages, not just for educated.
◼ It involves local people as
performers.
MASS METHODS OF EXTENSION
6. Exhibits
◼ are displays that create
interest or are used for
information sharing that
use posters, pictures,
photographs, models and
specimen.
◼ They are suited for
bulletin boards, demo
plots, or agricultural
shows.
 MASS METHODS OF EXTENSION
7. Campaign
◼ is a coordinated use of
different methods
focusing on a particular
widespread problem and
its solution.
◼ It is normally planned and
directed from the regional
or national levels.
MASS METHODS OF EXTENSION

◼ 8. Projected visuals

◼ 9. Lanternslides
AUDIO-VISUAL AIDS
• They assume considerable importance in extension
works. People learn through all their senses . the
more senses are used , the more learning is
increased . audio-means pertaining to hearing. So,
audio-visual aids are those using sight and hearing
together . the types of visuals are:
Presentation visual – these is used to reinforce or clarify
a speaker’s message. They include sample and specimens,
models, photographs, blackboards, flannel graphs and
flashcards.
DISPLAY VISUALS
• D.2.1. Posters – use to announce extension activities or to
publicize campaign objectives .
• D.2.2. Wall charts – provide explanatory support to the
main teaching activity . they contain graphically certain
processes , like the life cycle of the pest and the pest
control techniques.
• D.2.3. Bulletin board – carry posters, wall charts,
bulletins, handouts and announcements of extension
activities , agricultural information and news.
• D.2.4.1 – Bulletins- contain complete summary of the
information available on a particular subject e.g. Certain
specialized poultry , livestock or crops.
Leaflets – provide practical advice on farming/Homemaking
problems and practices.
Handouts – used to aid recall of the message .
Projected visuals – these includes color slides, lantern slides,
filmstrips , overhead projectors and cinema films.
Tape recorders – store sound on a tape for reuse .
Music, Plays and Puppets. – Folk songs , dance and drama have
a great fascination for people like a lecture, movie , discussion,
socio-drama is a tool that may be used either in the classroom,
meeting or out in the open in the barangay. Role play teaches
the very important skills in pitting yourself in the other fellow’s
shoes in order to understand how will he react in particular
situation and enables one to see and appreciate his point of view.
Puppet are dolls which can be made to move about and appear
to speak.
Multimedia-media/inter-active
Characteristics of the internet (online media) :
internet has more advantages than any media, even the
television. The internet has more than aural, visual and
motion. Internet users can get access to print , radio and tv
programs anytime they want it .They can see what is
happening in other places on “real-time video” and can
chat with friends and net pals wherever they are in the
world because of the internet’s worldwide reach. The
internet has storability of information, can be reviewed
anytime and highly interactive. The disadvantage ,
though, are languages are not localized, needs audience
literacy not only in reading but in computer use, and it is
very expensive because one needs a computer sets, fax
modem, a telephone system and server in the area.