f.

Advantages Control of program shared jointly by local farm men and

Focus enables evaluation of effectiveness and sometimes women, extension people, and agricultural researches
quick results" for a foreign donor e. Implem entation
Novel techniques and methods can be treated and Through partnership of research and extension personnel
experimented with within the limits of the project with the local people, taking a systems approach to the
g. Disadvantages farm
usually too short time period Requires research personnel to go to the farm, listen to
Money provided tends to be more than what is appropriate farmers and in collaboration with them and the extension
Double standards personnel, understand the farm as a system
When money ends, project extension programs most f. Advantages
often end also Local control of program planning increases relevance of
h. Measure of Success: program content and methods to needs and interests of
Increase in yield, and total production of the
crops being lientele
emphasized Higher adoption rates
Effective communication between local people and
extension personnel
4. The Farming Systems Development Approach (FSDA) Lower cost to central government and local people
a. General Nature: Dlsadvantages
Interdisciplinary approach, ie, involves several Some degree of difficulty in working in a multi disciplinary
scientific disciplines team
b. Basic Assumption: No quick results in development of appropriate technology
Technology which fits the needs of farmers particularly h. Measure of Success:
the small farmers, is not available and needs to be Extent to which farm people adopt technologies developed
generated locally in the program and continue to use them overtime
C. Purpose:
T o provide extension persons, and through their farm 5. The Training and Visit Approach (T & V)
people, with research results tailored to meet the needs a. General Nature:
and interests of local farming systems conditions highly disciplined and patterned with fixed schedules for
d. Program Planning: training of extension workers, SMSs, and visits by
Evolve slowly during the process for different climatic farm extension workers to farmers
ecosystem types since program takes into account a b. Basic Assumption:
holistic approach to the plants, animals, and the people in Extension personnel poorly trained, not up-to-date and
each particular location tend not to visit farmers, but stay in offices

Green EMP*RE PH (oww.facebook.com/greenempireph) 26

 Management and supervision is not adequate
Two-way communication between research and extension
units and between extension staff and farmers can 6. The Cost-Sharing Approach (CSA)
be achieved a. Basic Assumption:
C. Purpose: Any non-formal education program is more likely to
T o induce farmers to increase production of specified crops achieve its goals if those who benefit from it share
d. Program Planning: some part of the cost
Centralized Program would more likely serve interest of the dient if
What to teach and when to teachit is decided upon by costs are shared between "outside" spon sors and "inside"
professionals and is delivered down to farmers target groups
Program planning follows cropping pattern of priority crops Commitment of learners to participate if they pay some
e. Implementation part of the costs
Fortnightly training of village extension workers (VEW) by b Purpose:
SMSs To make funding of agricultural extension affordable and
Fortnightly visits by village extension workers to small sustainable both at central and local levels
groups of farmers or to individual "contact"farmers Program Planning:
f. Advantages Shared by various levels paying the cost but must be
Pressure on governments to organize a large number of responsive to local interest in order to maintain
small agricultural units into one integrated system cooperative financial arrangements
Brings discipline to the system village extension workers d. Advantages
become more up-to-date with information Some measure of local control of program planning
Closer technical supervision increases relevance of program content and methods to
g. Disadvantages needs of client
High long-term costs to governments due to expanding Higher adoption rates
size of VEWs Effective communication between local people and
Lack of actual two-way communication extension worker
Technology relevant to farmers not integrated Lower cost to central government and local people
Lack of flexibility to change programs as needs and Local people tend to have strong voice in program
interests of farmers change staff tires of vigorous, planning
patterned activities without appropriate rewards e. Disadvantagess
h. Measure of Success: More difficult for central government to control
Increase in yield, and total production of the crops being either program or personnel
emphasized Measure of Success:

Green EMP*REPH (wwwfacebook.com/greenempireph) 27

 Farm people's willingnesS and ability to provide some Exploring situations with extension officers
share of the cost, individually or through their local f. Advantages
government units Relevance or fit of the program
Mutually supportive relationships which develop among
participants
Lesser cost
Stimulates increased awareness, confidence, and activity
7. The Agricultural Extension Participatory Approach among farm people.
(AEPA)
a. General Nature: Disadvantages
P u t s responsibility of determiningagricultural extension Lack of control of program from central government
programs in the hands of farmers making them Difficulty of managing, reporting and accounting
partners with GOs and NGOs Pressure people might bring on central units
b. Basic Assumption: People's influence on personnel management like transfer,
T h a t farming people have much wisdom regarding food selection, promotion, etc.
production from their land. h. Measure of Success:
There is an IKS different from the scientificknowledge Continuity of local extension organizations and the benefits
system but there is much to be gained from.the interaction to the community
of the two Extent of participation of key stakeholders in program
Needed is participation of farmers, research, and related planning and implementation
services
There is a reinforcing effect in group learning and grauP
action
Extension efficiency is gained by focusing on important
points based on expressed needs of farmers
C. Purpose:
T o increase production of farming people; increase
consumption and enhance the quality of life or rural people
d. Program Planning:
Controlled locally, often by farmers' association
e. Implementation
Features many meetings and discussions of farmers'
problems
GreenEMPlRE PH (www.facebook.com/greenempireph) 28
 ETM According to Number of Clientele:
EXTENSION TEACHING METHODS (ETM) 1. Individual approach
Whereby farm and home visits, office calls, personal
ETM According to Form: letter and result dem onstrati on are used.
This approach proceeds from a mutual discussion that is
1. Written form: basically interpersonal. Several modes are:
Bulletins Participatory model where the extension agent and the
Circular letters farmer resolve a problem together;
Leaflets
Counseling model which uses the non-directive
News articdes technique of having empathy and compassion with the
Personal letters farmer; and

2. Spoken. Diagnosis prescription model where the problem of

the farmer is analyzed by the extension agent and the
Employed during meetings solution is prescribed.
Farm and home visit
Office calls
Group approach
Radio calls May be employed via use of meetings in terms of:
method and result demonstration

3. Visual or objects leadership training

lecture
Exhibits film forum program planning
Motion pictures
Posters
field meetings
Other techniques in the forms of
Result demonstration symposium
Slides
Television
panel discussion
group discussion
4. Spoken and visual object
extension dasses
seminar-workshops
Demonstration educational tours
Meeting involving motion pictures
Slides
field days
camping
Visual aids. achievement days
role playing
skits, pantomime, puppet show.
GreenEMPIRE PH (www.facebook.com/greenempireph) 29
 Discussion groups lead to direct interaction possible between Operational Description of Each of
an extension agent and the farmers and among the farmers These Extension Teaching Methods
themselves. This makes it possible for the extension agents to
adapt his information more dosely to the farmers' needs and Individual Approach
knowledge level when using the mass media approach. 1. Farm and home visit. An extension teaching method in
which the extension worker goes to the farm and home and meets
3. Mass media the farmer, homemakers and youth. Generally, farm and home visits
via use of publications that are circulated as in are for providing and getting information and also an opportunity to
bulletins arouse interest in farm, home or community improvements not yet
pamphlets
Circulars
reçognized by the individual as desirable. If the visit is primarily for
purpose of obtaining information, that information can be interpreted
leaflets and used more effectively because of the extension worker's first
newstories, handknowledge of the circumstances involved.
others such as
posters 2. office calls. It is a teaching method wherein farm people
exhibits go to extension office for information or assistance. It involves direct
radio-TV personal contact between the extension worker and the individual
film desiring information or assistance.
Mass media serves to create awareness of innovations and
stimulation of interest. The fact that the farmer or homemaker calls on the extension
Worker, there is recognition of the problem to be solved and a strong
desire to solve it. The dimate of readiness is even more favorable to
learning and action than in the case of the visit to the farm and/or
home.

3. Letters and correspondence. As a method of extension

teaching, letters and correspondence do not seem very important in
disseminating agricultural information. The main value lies in
answering inquiries about new kinds of seeds of diferent crops, new
publications, and control of pests and diseases of crops.

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 4. Result demonstration. As a method of extension most part one-way communication from speaker t0
teaching, it establishes proof that an improved practice advocated by audience. Frequently, questions at the end of the lecture
the extension worker is applicable locally carried on under the establish some interaction between the speaker and
Supervision of an extension worker in the farm or in the home of a members of the audience. However, lecture should not be
reliable cooperator. Result demonstration proves the advantages of Confused with method demonstration.
an improved farming or homemaking practices, shows the advantages
of applying sientific methods to everyday situations, dramatizes,
4. Discussion following a lecture. This is often called
arouses interest by showing old and new practices side by side, and
lecture forum. Anyone in the audience who desires more
convinces people as they see for themselves which is the better
information may ask the speaker some questions. If he
practice.
desires to add to the speaker's statement, he may present
his remarks in the form of questions.

Group Approach
1. Meeting. It i organized and purposive assembly of a The film forum. A discussion before and after the
constituted group of people or farmers, homemakers and viewing of an educational film is similar to the lecture
youth for the purpose of deliberating, planning, deciding forum, except that the film takes over the question and
aniswer function of the lecturer in the film forum.
on or executing specific business of the constituted group.

Method demonstration. This is a demonstration 6. Symposium. This is a short series of lectures, usually by
2. within a 2-5 speakers, each with a different viewpoint. The subject
short time given by an extension worker or trained leader
for the purpose of teaching skills to a group or to show by is not necessarily controversial. The symposium is
example the practical application of established facts or modification of the lecture. It differs in that there is more
group of facts. It is not concerned in proving the worth of than one speaker and more than one point of view.
a practice but "how to do something." It is an effective However, unless speakers are approximately equal in
method because during the process, all best teaching ability, one speaker may dominate the meeting.
means seeing, hearing, discussing and doing are
employed. 7. Panel discussion. In this, a group of speakers, 2-8
usually, Pparticipate in a supposedly informal discussion on
3. Lecture. The lecture is used extensively by extension a topic for the benefit of listeners. A leader presides,
worker and subject matter specialist to present technical introduces the speaker, and encourages the less talkative
information or develop background and appreciation. It is to short his questions.
also used to integrate ideas. The lecture method is for
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 8. Group discussion. Group discussion is commonly used as 12. Educational tours. This is a method whereby group of
part of a seminar-workshop. The audience is divided into a farmers, homemakers and other interested group are
group of about fifteen and are given a specific period taken to a central research station, agricultural institution
within which to discuss a topic. or to successful farm or projedts, to observe and acquaint
a. Brainstorming- An activity to which a deliberate the farmers/homemakers of the modern technologies used
attempt is made to think and speak-out freely and in such institution or farms.
creatively all possible approadhes and solution to a
given problem. 13. Field days. A field day is an activity designed to influence
b. Open Forum- Clarifications, Questions, objection
a large number of people gathered in one place at one
to ideas
time. It may consist of an activity or a combination of
C. Phillip 66-6 person, 6 minute discussion
activities where the teaching and learning situation are
made public to a large audience. It is an effective tool in
9. Extension classes. Extension cdasses are short courses creatingawareness and interest in new or improved
consisting of selected subject matter courses in agricultureg agricultural and homemaking practices.
and family living, programmed into specific number, of
learning sessions for farmers, homemakers and youth
14.Camps. As a group method with special functions,
camping has a firm place, espedially for 4-H Club. It
10. Seminar-workshop. This type of approach is exten sively emphasizes cooperation, stimulates interest in all grouP
used in the training of extension personne and Tocal activities and offerS spedal opportunities for training in
leaders who participate in development programs. As the health, conservation, group actions, arts and crafts, safety
name implies, the training consists of actual and many other subjects.
work
Participants are to perform certain directed activities
15. Achievement days and rallies. These are held for the
11. Program planning meetings. Extension workers purpose of giving public recognition to worthwhile
participate in several meetings concerned with program accomplishments. It may be an all-day or a five-day affair
planning. This may involve a committee of voluntary frequently held with members exhibiting their project
leaders, the entire membership of an organized group, or work, giving demonstration, announcement of winners of
those in atten dance at publidly advertised neighborhood or awards, delegates chosen for bigger events and
community meeting. outstanding local leaders honored.

GreenEMPlRE PH (www.facebook.com/greenempireph) 3
 16. Role playing. This method consists of dramatization differen ces, d) serving as a source of family living patterns
which shows emotional reaction of participants assuming and helping solve some problems in family relations, e)
an identity other than their own. Real or hypoth etical stimulating new wants/desires for the acquisition of certain
problems in interrelation and other areas are presented. advertised products.

Mass media Media Combination and Use of Audio-Visual Aids

Mass media refers to publications in terms of bulletins, Combinations of mass media and group discussion bring about
pamphlets, irculars and leaflets. Publications fit in to reinforce other substantial changes in behavior.
methods of reacting and influencing people. They are distributed to
disseminate technology or to publidze events in extension.
The use of many types of audio-visual aids (video tapes,
1. Posters. A good poster tells What, Where, and When. The sound slides) increase extension effectiveness. However, messages
"What" is the subject matter and must be placed in an presented through different aids must be synchronized carefully so
important place in the poster. A poster's job is to get
attention, to stimulate interest and not to tell the whole story.
that the target audience is not overloaded with information. It is
necessary to pretestaudio-visual materials before general use.

2. Exhibits. A good exhibit can tell a story much quicker than

any communication tool. In a few seconds, it can convey a Use offolk Media
message than other media such as demonstration, lectures, The consultative and participative approach to extension
movies and radio would do in a longer time. planning, budgeting, implementation, monitoring and evaluation have
brought about the interest and increased use of folk media as an
extension methodology.
3. Radio. Radio is one of the fastest and most powerful means
of mass communication that can reach all cultural levels. From Folk media are participated in by the grassroots. They are
survey studies, it appears as the best medium to penetrate the effective in arousing motivation to change; communication messages
remote barangays of the Philippines. are easily understood in the local language; and there is freedom in
conveying sentiments on current problems and issues to concerned
sectors or individuals by the scriptwriters, thus eliciting appropriate
XOther findings show that radio plays an important role in
actions or resolutions. Folk and modern media complement each
a) promoting changes in attitudes which lead to adoption
other as evidenced in its use by the Barangay Integrated
of new farm practices, b) increasing awareness and
Development Approach for Nutrition Improvement (BIDANI) Program
appreciation for agricultural information, c) promoting rural
in the Philippines.
people's awareness about important rural-urban
GreenEMPlRE PH (www.facebook.com/greenempireph) 33
 understanding emerges from examining the prefix "inter"
COMMUNITY ORGANIZING
which refers to that which exists "between and among"
discrete entities.
Community d. Recognition of belongings Everybody wants to feel that
Defined as an organization of families and individuals, settled
he or she is liked and accepted by others. We get our
in a fairly compact and contiguous geographical area, with
greatest joys through association with others who make us
significant element of common life as shown by:
feel that we have unity.
Elements:
e. System ofstratification- is the way in which a large group
Manners-A way of doing something.
of people living together is divided into classes. It is this
Customs- The social convention carried on by tradition.
system that make people differ from each other by the place
Tradition- Handing down orally of customs, beliefs and
that they occupy in a historically determined system of social
others from generation to generation.
production, by their relation to the means of production, by
Mode of Speech- It is the language of a certain people their role in the sodal organization of labor and consequently
or group.
by the dimensions of the share of social wealth of which they
Community dispose and the mode of acquiring it.
Localiy is the area ocupied by losely-knit varies
Community also refers to people and the pattern of social
according to the term of reference used.
relationship, among them which maybe charaçterized by:
Community organizing
a. A Common System of Values It is a development strategy for building people's capabilities
Values defined as a concept that has various shades of towards self-determinants and self-reliance. It is a method and
meaning. It hints at what ought to be or at those which process of educating, organizing and mobilizing people which
relate the ultimate ends, goals or purposes of social action leads to their own development.
b. Normatively def+ned relation. It is botha method and a process.
Norms are defined as the accepted ways of behaving that o It is a method it follows some basic steps. However,
govern group life in all sodeties and at all times. These are situations tend to be fluid. The correctness of strategy
rules or standards of behavior shared by members of a depends on sound community diagnosis. Because it is
social group and ideal patterns of behavior that most a process the particular stage or entry point a
members of society consider to be correct and proper in community organizer utilize is greatly dependent on
particular situations. his/her reading of the local condition.
G Interdependence It is a continuous process of: (a) educating people to
Interdependence is traditionally defined as "needing and understand their critical consciousness or their existing
depending upon each other". An important new level of conditions; (b) organizing people to work collectively and
GreenEMPlRE PH (www.facebook.com/greenempireph) 34
 efficiently on their problems; and (c) mobilizing people to Simplifies and enriches appropriate research concepts and
develop their capability and readiness to respond and take skills
action on their immediate needs towards solving their long- Engages in social integration to understand social
term problems. phenomena from the eyes of the people.
5. As a Planner
Three Major Components of Community Organizing -Conducts analysis of area resources and potentials
1. Training and Education Assists local groups in planning for their common good
2. Organization Building Systematizes group actions
3. Mobilization 6. Asa Catalyst
Initiate debates and actions regarding critical problems
Tasks and Functions of a Community Organizer Monitors and nurtures growth of individuals and groups.
1. Asa facilitator
Enhance individual and group strengths and minimizes
weaknesses and ts Community Organization
Heightens group unity Community organization
Assist individuals and groups to respond to common is the process of bringing about and maintaining
interests. adjustment between social welfare needs and
2. As a Trainer resources in a geographical area or special filed of
Assess training needs service (Dunham, 1958)
Plans and conducts educational program to enhance is a process by whidch a community identifies its needs
capabilities and objectives, orders/ranks or objectives, develops
Assists leaders in training others the confidence and will to work at these needs and
Engages in praxis (action-reflection-action) through objectives, takes action in respect to them and in so
continuous dialogue with people. doing, extends and develops cooperative and
3. As an Advocate collaborative attitudes and practices in the community
Analyses and articulate aritical issues (Ross, 1955 and 1976).
Assists others to reflect upon other issues is a systematic, planned and liberating change prOcess
Evokes and provokes meaningful discussions and actions of transforminga complacent, deprived and
4. As a Researcher malfunctioning community into an organized,
conscious, empowered, self-reliant, just human entity
Conducts social analysis
Engages in participatory technology development and institution (PESP).

GreenEMPIRE PH (www.facebook.com/greenempireph) 35
 cOMMUNITY ORGANIZATION: VALUES, GOALS AND I11. Principles of Community Organizing
PRINCIPLE 1. People's Participation
2. Self-Determination
I. Values of Community Organization Experiential Learningg
1. Human Rights 4. Self-Reliance
2. Sodal Justice
3. Socal Responsibility Organizing Approaches
1. Issue-based approach
II. Goals of Community Organizing organizing approach which revolves around issues or
1. People's Empowerment problems that:
CO aims at achieving effective power for the people. felt by a significant number of people in the community
People learn to overcome powerlessness and develop require people to negotiate from a position of strength
their capacity to maximize control over their situation usually outside the community for issue resolution
and start to place the future in their own hands. have a high probability of being resolved if collectively
ated upon
2. Building Relatively Permanent Structures and Reople's
Organization. 2. Socio-economic-project based approach
CO aims to establish and sustain relatively permanent organizing approach which centers around the introduction
organizational structures which best serve the needs o f socio-economic projects such as health care, 1GP, enterprise
and aspirations of the people. development, MPC formation, etc.
3. Building Alliances 3. Church/Faith-based Approach
CO seeks to create a conducive environment for the organizing approach used by organizers with the structures
development of human creativity and solidarity of a church or within components of church-based programs
through equitable distribution of power and resources,

4. Improved Quality of Life/Standard of Living

5. Popular Democracy
6. National Social Transformation

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 The Cooperative Approach
SOME APPROACHES TO RURAL CHANGE
In this approach, different agen cies are involved. Every
agency has its own specialized functions as stated in the program. In
The Concentrated Approach as much as different agencies are involved, written agreements are
Under this approach, the change agent does not cover the needed so that the specific responsibilities of each participating
whole area at once but limits his operation on a limited area or agency are spelled out.
project. He works dosely with a limited number of individuals known
as cooperators, with the hope that the new information or ideas
would later on radiate to the other farmers in the community. This The Institutional Approach
approach is suited to areas newly covered by a technician or change
The ultimate aim under this approach is to organize farmers
agent.
into associations so that they can eventually manage their own
a. working with a limited number of individuals known as program or activities.
cooperators;
Examples are the farmer's association, samahang
b. working on a limited area or project;
C. working on a limited number of priority nayon and cooperatives, etc. The organized groups are
problems and used as instrument for rural development activities.
d. suited to areas newly covered by a technician.

utilizing Local Leaders

The Team Approach
Formal and informal leaders are indispensable in rural
In this scheme, technicians with different fields of development work. They assist in carrying out development programs
specialization work together as a team in developing an area
in the locality and serve as the link between the people and the
The team may be composed of a livestock technician, crop extension service. However, proper selection and the need for training
technician, farm management technician and a home
and development should be instituted before the local leaders are put
management technician. The members of the team can reinforce
into action.
each other's activities in meeting the dientele's varied field problems.
This approach works well in areas far from agricultural experiment
station or agricultural college. This is a group of technicians with
different fields of specialization within the agency, and works as a
team in developing a particular area or community.

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THE ADOPTION PROCESS Diffusion process
Defined as the spreading of information from a source to its
Innovation intended or unintended receivers or users and the stages through
An idea,
-

or practice, or technology perceived as new by a which adoption passes.

person -A process by which an innovation is communicated through
certain channels over time among the members ofa social system.
Adoption
-The process by which a person is exposed to, evaluates, and
The stages in the adoption process before farmers adopt new
accept/practice or reject a particular innovation.
technology are, namely:
It is the dedsion to make full use of the technology as the
-

a) AWARENESS, a stage when a person knows that an idea

best option possible
exists but lacksdetails and information about it.
b) INTEREST, a stage when a person seeks more factual
Characteristics of an Innovation that Determine its Adoption information as to what it is, how it works and what its advantages are
Relative Advantage c) EVALUA TON, when an individual shows marked interest
The degree to which a farmer recognizes an
innovation as inthe idea as it applies to his farming operation and family.
better than the idea or practice he/she is currently practicing. dTRIAL, a stage whereby an individual has weighed the
advantages and risks involved and whether he can try it on a small
Compatibility scale, the individual actually applies the new idea on a small scale in
The degree to which a farmer perceives the innovation/ne
idea to be consistent with his sodo-cultural values and
order to determine its utility in his own situation.
beliefS e) ADOPTION, as the final stage of the diffusion process
and with previously introduced ideas and felt needs which is described as full/large scale and continuous use of the idea.

Complexity Note:
The degree to which a farmer can understand and follow an 1. The farmer can also reject the innovation based on his/her
innovation.
observation and assessment.
The five stages may not always occur in specified order,
Trialability
The degree to which an innovation can be experimented or the trial stage may be skipped and evaluation stage may
duplicated on a small scale basis. OcCur throughout the whole process.
Adoption may not always be the end process but more
Observability information may be needed to confirm, reinforce or switch
The degree to which the results of an innovation can easily be decision.
observed by the farmers.

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 This stage is characterized by large scale, continued use of the
Stages in the Adoption Process (Further Explanation) idea, and most of all, by satisfaction with the idea in preferen ce to the
old method.
1. Awareness Innovation-Decision Process Theory
At this stage, an individual becomes aware or exposed to the 1. KNOWLEDGE
new idea. He knows the new idea existed but he lacks details and Stage when the individual learns of the existence of
information concerning it. As an example, the farmer may know only the innovation and gains some understanding of its
the name but may not know what the idea or product is, what it will function.
do or how it will work. T h e individual is exposed to the innovation's existence
and gains some understanding of how it functions.
2. Interest 2. PERSUASION
At the interest stage, an individual wants more information Individual forms a favorable or unfavorable opinion of
about the idea or product. He wants to know what it is, how it works the innovation.
and what its potentialities are. He may say to himself that this might DECISION
help him increase his income, or help him control insects or diseases, Individual engages in activities that lead to a choice
or improve farming or home life in some other way. between adoption and rejection of the innovation.
IMPLEMENTATION
3. Evaluation Individual puts an innovation into use.
The individual makes an assessment of the new idea. The 5 cONFIRMATION
individual makes mental application of the new idea to his present Individual seeks further reinforcement of his decision
and anticipated future situation and decides whether or not to try it. or reverses his decision if he found conflicting
The farmer applies the information obtained in the previous stages to messages about the innovation.
his own situation. The farmer considers the advantages and the
disadvantages of using the innovation. Individual Innovativen ess Theory
Innovativeness
4. Trial It is the degree to which an individual is relatively earlier in
Farmer tests the innovation on a small scale basis if he adopting new ideas that the other members of the system.
decides that the idea is going to be beneficial for him. Apparently, It is the best single indicator of modernization.
individuals need to test a new idea even though they have thought
about it for a long time and have gathered information concerning it. Modernization
It is defined as the process by which individuals change
5. Adoption from a traditional way of life to a more complex,

GreenEMPIRE PH (www.facebook.com/greenempireph) 39
 technologically advanced, and rapidly changing style of Characteristics:
life. Slightly above average in age, education and farming experience.
Not elected leaders but are active in the community
Individual Innovativeness Theory Most likely informal leaders and have limited resources than
This theory states that individuals who are risk takers or innovators and early adopters.
otherwise innovative will adopt an innovation earlier in the Adopts new ideas after they are convinced of its value as seen
continuum of adoption/diffusion. from early adopters

CATEGORIES OF ADOPTERS
1. Innovators LATE MAJORITY [Skeptical]
2. Early adopters
Characteristics:
3. Early majority Make up a large block of farmers in the community
4. Late majority Have less education and older than the early majority
5. Laggards sLess active in associations and organizations
Skeptical about new information and ideas
INNOVATORS [Venturesome]
Characteristics:
Hesitant to discard old knowledge and techniques learned
Adopt a practice only when it is majority by the community
Thefirst people in a locality to adopt an innovation/new idea
Have larger farms, higher net worth, more educated and informed LAGGARDS [Traditional]
Highly respected and have prestige Characteristics:
Takes calculated risks Last people to adopt an innovation
Experiments Suspicious of the innovations, the innovators, and the change
agent
EARLY ADOPTERS [Respectable] Very conservative
Characteristics: Usually the oldest, least educated and wealthy
Follow the innovators Not risk takers
Usually younger than average, have higher education than those Usually believes in superstitious and indigenous knowledge
slower to adopt Decision to adopt depends on their past experien ces
Participate actively in community organizations and programs
More informed, reads papers and magazines

EARLY MAJORITY [Deliberate]

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 STRATEGIES TO EFFECT ADOPTION
Adoption Rate 1. Extension Worker Intervention
Rate of adoption is the relative speed with which an 2. Progressive Farmer Strategy
innovation is adopted by members of a social system, measured as 3. Mass Marketing
the number of receivers who adopt a new idea in a specified time 4. Follower-farmer Strategy
period. 5. Selective Farmer-to-Farmer

1. Extension Worker Intervention

Earty Late majority
- Extension workers are valuable agents for quick diffusion
majority and adoption of innovations
As "carrier" of information, they must possess important
Early traits such as redibility, because of good understan ding of
adopters
farmers and his problems, nature of technology, extension
Innovators Laggards methods, research results, etc.
2.5% 13.5% 34% 34% 16% Progressive Farmer Strategy
Extension agents usually are in direct contact with
Figure 3. The distribution of adopters according to the rate of adoption I progressive farmers from whom innovations diffuse
Use of progressive farmers has its attraction to extension
The theory states that innovations diffused over time that workers especially if they are working under the pressure of
resembles an S-shaped curve. targets (e.g. fertilizers to be distributed, areas to be planted
-Rate of Adoption theorizes that diffusion takes with new varieties, etc.)
place over time with innovations going through 3. Mass Marketing
- Uses advertising to reach each member of the target market
a slow, gradual growth period, followed by
dramatic and rapid growth, and then a gradual directly
stabilization and finally a decline Involves huge communication systems to give info regarding9
product availability to consumers
- Feedback data to producers re consumers' wants
-
Can create broad public awareness of critical issues,
Can be used to introduce new product (e.g. new brand of
chemical fertilizer), the modification of existing ones (e.g.
organic composting), restricted consumption of inputs (e.g.

GreenEMPlRE PH (www.facebook.com/greenempireph) 41
 use of herbicides), and promotion of change in existing PRO-INNOVATION" Bias
institutions The innovation is okay, it is the farmer's fault.
-

Requires careful design and delivery of products to properly

identified and analyzed homogeneous target markets
4. Follower-Farmer Framework for Sustainable Development
- Emerged from the T&V system introduced in many Third
1. Economically viable
World countries largely through the encouragement and 2. Ecologically sound
support of The World Bank 3. Socially just and humane
Contact farmers are identified from among groups of 4. Culturally acceptable/appropriate
families or households in one village 5. Grounded in holistic science
Extension worker works with contact farmers 6. Resilient and low risk
-System revolves around an intensive visit of extension 7 Biodiversity-oriented
workers to contact farmers 8 Productive
During visits, extension worker transfers information
-

to Participatory
contact farmers who in turn pass on the info to the farm
households that they are in charge of Sustainable Agriculture
5. Selective Farmer-to-Farmer Sustainable development is maintaining or prolonging the
Knowledge or info acquired by a farmer is transferred
-

to productive capacity of the natural resource base to meet

another farmer through informal discussion in field and human needs
villages It is the conservation of the natural resource base and the
Conversation can also happen during leisure time and on orientation of technological and institutional change that
social and religious occasions. ensures the attainment of a continued satisfaction of human
-Relatives, friends, and others listen to and participatein needs for present and future generations.
the discussions
Components of Agriculture Development
Explanations for Rejection/Adoption of Technology 1. Governance
INDIVIDUAL-BLAME' Hypothesis 2. Research
I am poor, I have low educational attainment, 3. Extension/Educati
traditional, fatalistic 4. Marketing
'SYSTEM-BLAME' Hypothesis 5. Production
Leadership is traditional, power relationship is 6. Supply
exploitative, etc.
GreenEMPlRE PH (www.facebook.com/greenempireph) 4L
 AGRICULTURAL KNOWLEDGE SYSTEM
(AKS)
Is a system of belief, cognitions, models, theories, concepts and other
products of the mind.

Pluralistic Extension Policy

A practice of allowing several organizations to provide
extension work to the different farmers of the
country. Extension work was done by DA industry
bureaus, DA commodity agencies, SUCs, NGOs and
private companies.
AKS as Technology/Knowledge System
Consist of 4 components
1. Technology Generation
Consists of planning, administration and
implementation of research activities that develop,
assess, adapt and test improved agricultural
technology for farmers and other users
2. Technology Transfer
Further evaluates and adapts research outputs for
users and then widely disseminates the
knowledge
and inputs too different target adopters
3. Technology Utilization
Encompasses the users of the agricultural
technology. User awareness, adaptation and
adoption of the technology.
4. Agricultural Policy
Relates to the government development goals and
strategies, market and price policies and the levels
of resources investment in the system
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