Communication for extension: developing country experience.

Abstract

This paper characterizes several major approaches to the use of communication in support of agricultural extension and suggests directions for change. The approaches discussed include: direct farmer contact, farmer forums, open broadcasting, advertising and social marketing, print media, multiple channel systems (campaigns and distance teaching), and comprehensive communication systems. Although all programs should be able to use media in interaction with training and the coordination of other inputs, this approach has not been comprehensively implemented in extension programs. There are few examples of cases where multiple methods have been brought together under a comprehensive communications strategy and institutionalized as part of an ongoing extension system. Lessons from social marketing in other sectors have not been exploited, while lessons from distance teaching have been underutilized. In addition, the networking and feedback functions of communication in extenson have not been given adequate attention. There is substantial potential for increasing the coverage and impact of agricultural extension through the more systematic and comprehensive use of communication.