A Handbook of Extension Education
ABOUT THE BOOK:
Extension education A has to change in harmony with fast changing national and
global scenario. The information and communication technological advances in
transfer of technology have changed the TOT paradigm. The book 'Modern Extension
Education' emphasizes to provide a comprehensive reading material for extension
professionals, students and researchers. This book will fulfill the needs of
ICAR's restructured postgraduate (master's and doctoral) course curricula and
syllabi of extension education at the national level. The book is divided into
seven parts, each dealing with separate aspects. All these parts have been
presented in a logical sequence.
Section I: Advanced Dimensions of Extension Education
Conceptual Issues in Extension Education: The book begins with conceptual issues
in extension and tries to establish relations and bring out the contradictions
in the concepts of 'Extension Education' and 'Extension Service'. The chapter
also deals with developmental issues in extension education, recent advances in
extension services and farmers commission report along with millennium
development goals.
Sustainable Development: Concept, Model and Principle: The concept of
sustainable development which is the buzz word of development professionals has
been delt with all delicacies. Dimensions of sustainable development are
discussed. The models of development and principles of sustainable development
are explained with befitting examples.
Demand - Driven Extension Strategy through Participatory Mode: In the chapter on
Demand-Driven Extension Strategy an attempt has been made to propose an
extension strategy for promoting sustainable agricultural development. The
extension strategy can be explained with the help of Demand - Driven model. Also
it deals with need for participation, why people participate, typology of
participation and limiting factors of participation.
Communitisation of Quality Extension System: The book introduces a novel concept
of 'Communitisation' of extension services for bringing in quality in the
extension education and service. The chapter deals with systems approach need
for revival through communitisation, modus operandi of communitisation and
communitisation through participation at length.
Extension and Management: The chapter on Extension management covers the
definitions of management, characteristics of extension management, implication
of characteristics, qualities of extension managers, competencies needed by
extension managers and functions of extension manager.
Section II: Research Dimensions
Impact Assessment, Monitoring and Evaluation - Concepts, Domains and Praxeology:
The chapter Impact Assessment - Concepts, Domains and Praxeology deals with
concept and domains of impact assessment such as demographical, economical,
structural, socio-cultural, psychological, institutional, environmental etc. The
chapter introduces the emerging concepts. Praxeological analysis which is
concerned with visible matter, invisible choices and intentions. Praxeology is
an aprioristic science. This discipline deals with time-invariant features of
human action and means of human action.
Research Design: The chapter on research design deals with purpose of research
design, reasons for conducting qualitative research, different research
experimental designs viz., after only experiment, before - after experiment,
before - after experiment with single group, before - after experiment with
interchangeable groups, before - after experiment with one control group, before
- after experiment with two control groups.
Theory Building in Extension Research: Theory building in extension research
deals with theory, elements of theory, assumptions and ideas, frame of
reference, categories of scientific theories, terms used in theory building,
advantages of axiomatic format, Axiomatic theory, steps in theory building.
Section 2.3.1 deals with A Scale to measure scientific temperament of farmers
Section III: Information and Communication Dimensions
Theories and Models of Communication: The chapter on models and theories of
communication deals with various models which are rarely found in any literature
on extension education. Models viz., Aristotle, Lasswel, S - R, Shannon and
Weaver, Berlo, Leagan, Holland, Westley and McLean, Rieley and Reiley, Gerbner
New Comb, and De etal. are some of the prominent ones, similarly various
theories are also discussed for bringing conceptual clarity. Section 3.1.1 deals
with Axiomatic Theory of Communication Behavior
Adoption and Diffusion of Innovation: An Axiomatic Theory: The chapter on
adoption and diffusion of innovations discusses important variables affecting
adoption process validated through axiomatic theory building technique.
Information System and Participatory Approaches for Project Formulation: The
chapter Information System and Participatory Approaches for Project Formulation
introduces the pivotal concepts like (i) Information System; (ii) Information
Stratum; (iii) Characteristics of people in Information Stratum; (iv)
participatory approaches; and (v) steps for project formulation. Also it
explains information types and information use. The principles of participatory
approaches, terms used in participatory approaches, phases of participatory
process, inter institutional arrangements for participatory extension
management.
Right to information: Tool to empower common man: The chapter on Right to
Information Act explains how people can become more aware about their rights and
duties. Public and private sector organizations are becoming efficient to
deliver the goods to the people due to acts like RTI.
Section IV: Reporting Dimensions
Reporting Dimension in Extension Education: Agricultural Journalism: The chapter
on agricultural journalism deals with news, news worthy elements, types of news,
scope of agricultural journalism, agricultural journalism as a means of mass
communication, ethics of journalism, techniques of interviewing, basics of
writing for different publication, writing news article and feature article.
Section V: Entrepreneurial Dimensions
Entrepreneurship: A conceptual framework: The chapter on entrepreneurship
development in agriculture deals with concept of entrepreneur, entrepreneurship,
entrepreneurial behaviour, typology of entrepreneurs, typology of enterprise and
factors affecting entrepreneurial behaviour, theories and models of
entrepreneurship.
Section VI: Empowerment
Empowerment - Human Resource Development: The chapter on empowerment discusses
the concept of empowerment, gender empowerment, types of empowerment,
quantitative and qualitative indicators of empowerment, concept of education,
training and employment, various empowerment programmes, procedure for
application and qualitative and quantitative indicators of empowerment.
Section VII: ICT in Extension
ICTs in Agricultural Extension: The chapter on information and communication
technology mediated extension deals with knowledge driven development, success
stories of ICT use in rural India, critical success factors of ICT projects,
scope and types of services provided by ICT projects, training and capacity
building for ICT application. ICT in agricultural education, research and
extension management.
Harnessing ICT Potentials for Empowering Rural Folk: The chapter deals with
media education, media literacy, information literacy, issues related to
Information Communication Technologies for Development (ICT4D), Some successful
experiments utilizing ICT as a tool for empowerment, Media Literacy in Practice
and Convergence of ICTs with Agricultural Extension.
Section VIII: IPR Dimension
Intellectual Property Right's: The chapter on intellectual Property rights deals
with history of IPR, patents, designs, copyrights, trademarks, IC layouts and
designs, Geographical indicators, Protection of new plant varieties
This book also includes information on classification of countries, list of
journals, list of important websites, worldwide internet use statistics and
suggested readings. All the chapters have been dealt in a simple manner to make
it useful. We hope that this will be a useful addition to the literature in the
discipline of extension education. We are especially indebted to the authors /
institutions whose works are cited throughout the book and acknowledged at
appropriate places in the text. We are indebted to individuals, institutions and
publishers in which the articles originally appeared. We acknowledge the
contributions of all the people who have contributed to the field of extension
education and other related fields. We dedicate this book to the extension
professionals.
AUTHOR: Dipak De & Basavaprabhu Jirli | ISBN: 9788177544046 | YEAR: 2010 | PAGES: 403 | SIZE: 18.5 x 24 x 2 cm. | BINDING: Soft | LANGUAGE: English
ABOUT THE AUTHOR:
1. Dr. Dipak De did his M. Sc. (Agri) from IARI, pre PhD from IIT, Delhi and
PhD from Indian Agricultural Research Institute, Pusa, New Delhi. Earlier worked
as Assistant Professor in M. L. Sukhadia University, Udaipur and Associate
Professor in Rajasthan Agricultural University, Bikaner. Presently working as
Professor in the Department of Extension Education, Institute of Agricultural
Sciences, Banaras Hindu University, Varanasi. Prof. Dipak De was the executive
member of International Council of International Association for Media and
Communication Research, London School of Economics, London and is President of
Global Communication Research Association, Sydney, Australia. Prof. Dipak De
organized International Seminar, National Workshop and two Winter Schools. He is
the Editor of Journal of Global Communication. Have more than 60 research
publications in his credit. Prof. De has authored six books and a number of book
chapters. Active member of more than 10 Professional Societies of Agricultural
Extension at national and international levels. Dr. De has supervised 30 M. Sc.
(Agri) research works and eight PhD scholars obtained their doctoral degrees
under his guidance. Serving as Principal Investigator of the Department of
Science and Technology funded project entitled "Quality mode production in Rice
- Wheat cropping system through farmers' interest groups". Dr. De has visited
more than 12 countries and vast experience of teaching and research. He is the
recipient of Dr. O. P. Dahama Memorial Award of Indian Society of Extension
Education, New Delhi.
2. Dr. Basavaprabhu Jirli completed under graduation and post graduation
from University of Agricultural Sciences, Bangalore, obtained PhD from National
Dairy Research Institute, Karnal. Earlier served as Documentation Scientist at
Karnataka Rajya Vigyana Parishat, Banagalore, Research Associate, National
Research Centre for Rapeseed Mustard, Bharatpur (Indian Council of Agricultural
Research) and Assistant Professor in Central Agricultural University. Presently
working as Lecturer (Sr. Scale) in the Department of Extension Education,
Institute of Agricultural Sciences, Banaras Hindu University, Varanasi since
2002. He has been engaged in teaching and research for more than 7 (seven)
years. Have more than 15 research publications, three edited volumes of
proceedings and two edited books in his credit. Active member of more than 12
Professional Societies of Agricultural Extension at national and international
levels. Serving as co-principal Investigator of the Department of Science and
Technology funded project entitled "Quality mode production in Rice - Wheat
cropping system through farmers' interest groups". Also associated with the
project on Agro Meteorological Advisory services to framers, in collaboration
with Department of Geophysics, BHU, a project funded by Ministry of Agriculture,
Government of India. Serving as Assistant Editor, Journal of Global
Communication, which is official journal of Global Communication Research
Association, North Ryde, New South Wales, Sydney, Australia
CONTENTS:
A. SECTION I: ADVANCED DIMENSIONS OF EXTENSION EDCUATION
1. CONCEPTUAL ISSUES IN EXTENSION EDUCATION
a) Introduction
b) In-Tension of Ex-Tension: A Paradigm
c) Definitions of Extension Education
d) Definitions of Extension Service
e) Open/ Distance and Technology Mediated Learning for Formal
and Non-Formal Education
f) Concept of Distance Education
g) Why Distance Education?
h) Technology Mediated Learning
i. Suggestions for the Success of
Distance Education (DE) / Open Education .
ii. Millennium Development Goals (MDGs)
i) Conclusion
2. SUSTAINABLE DEVELOPMENT: CONCEPT, MODEL AND PRINCIPLE
a) Introduction
b) Environment and Sustainable Development: Concept
c) Model of Sustainable Development
d) Dimensions of Sustainable Agriculture
e) Principles of Sustainable Development
f) Conclusion
3. DEMAND - DRIVEN EXTENSION STRATEGY THROUGH PARTICIPATORY MODE
a) Introduction
b) Demand-Drive Strategy
i. Assumptions of the Strategy
ii. Salient Features of the Strategy
c) Participation
i. Need for Participation
ii. Why People Participate
iii. Typology of Participation
iv. Limiting Factors for
Participation
v. Implementation of Demand Driven
Extension System
d) Red Signal for Effective Demand Driven Extension System
e) Conclusion
4. COMMUNITISATION OF QUALITY EXTENSION SYSTEM
a) Introduction
b) Extension Services through Extension System
c) Farmers' Perception of Different Approaches
d) Systems Approach of Extension
e) Need for System Revival through Comunitization
f) The Modus Operandi of Communitisation
g) Communitisation through Participation
i. According to Hagmann et.al. 1996
Characteristics of Participatory Approach are as under
ii. The Most Important Aspect of
Participatory Approach
iii. Participation Covers the
following Three Levels
h) Principles of Participation
i) Conclusion
5. EXTENSION AND MANAGEMENT
a) Introduction
b) Definitions of Management
c) Characteristics of Extension Management
d) Implications of Characteristics
i. Quality of Extension Management
ii. Competencies Required by
Extension Managers
iii. According to Boyd (2004)
Competencies Required by Extension Managers are as under
e) Functions of Extension Manager
i. Planning
ii. Organization
iii. Staffing
iv. Coordinating
v. Directing
vi. Controlling
f) Principles of Management
g) Human Relations in Extension Management
i. Ways for Achieving Human Relations
for Developmental Work
ii. Group Behaviour
iii. Getting Members of a Group to
Work Together
iv. Human Element in Management
Motivation
v. The basic wants of the employee
can be classifies into three groups:
vi. Achieving Effective Human
Relations
vii. Programmes to Foster Good Human
Relations
viii. Theory - X Assumptions
ix. Theory - Y Assumptions
x. Human Relations in the Future
Perspective
h) Conclusion
B. SECTION II: RESEARCH DIMENSIONS
6. IMPACT ASSESSMENT, MONITORING AND EVALUATION - CONCEPTS, DOMAINS AND
PRAXEOLOGY
a) Introduction
b) Concept of Impact Assessment
i. When the Developmental Programmes
be Assessed?
ii. Why should Impacts be Assessed?
c) Domains of Impact Assessment
i. Social Impact Assessment (SIA)
ii. Human Impact Assessment (HuIA)
iii. Environmental Impact Assessment
(ElA)
iv. Strategic Environmental
Assessment (SEA)
v. Health Impact Assessment
vi. Sustainability Impact Assessment
vii. Psychological Impact Assessment
in Relation to Mental Health Impact Assessment
viii. Institutional Impact Assessment
ix. Technological Impact Assessment
d) Conclusion
7. RESEARCH DESIGN
a) Introduction
b) Purpose of Research Design
i. Example
c) Sources of Variation due to Error and how to Control
i. Reasons for Conducting Qualitative
Research
d) Research Designs
i. Experimental Design
ii. Before-After Design may have
certain Limitations
iii. Types of Before - After
Experimental Design
e) Conclusion
8. THEORY BUILDING IN EXTENSION RESEARCH
a) Introduction
a) What is Theory
b) Historical Perspective of the Theory
c) Elements/Components of Theory
d) Assumptions and Ideas
i. Frame of Reference
ii. Concepts
iii. Variables
iv. Ideal Criteria of Theory
v. Categories of Scientific Theories
vi. Advantages of Axiomatic Format
e) Axiomatic Theory
i. Observed Evidence
f) Terms Used in Theory Building
i. Axiom
ii. Postulate
iii. Proposition
iv. Theorem
v. Hypotheses
g) Steps involved in Axiomatic Theory Building
i. Basic Concepts
ii. Derived Concepts
iii. Hypotheses
iv. Postulates
h) Substantive Domain
i. Basic Hypotheses
ii. Frame of Reference
iii. Assumptions
iv. Basic Concepts
v. Derived Concepts
vi. Operational Definition
vii. Derived Hypotheses
viii. Theoretical Concepts
ix. Theoretical Statements
x. Specifying the Definitions
xi. Specifying the Linkages
xii. Ordering Concepts and
Definitions
xiii. Ordering Statements and
Linkages
i) Singh (1975) advocated the following steps to be followed
i. Step-1. Select an Idea or Social
Phenomena
ii. Step-2. Selection of
Variables/Concepts
iii. Step 3. Definition of Concepts-
iv. Step 4. Formulation of Postulates
and Hypotheses
v. Step 5. Testing of Hypotheses with
Appropriate Statically Technique
vi. Step 6. Validification of the
Axiomatic Theory
j) Conclusion
9. A SCALE TO MEASURE SCIENTIFIC TEMPERAMENT OF FARMERS
a) Introduction
b) Item Collection
c) Editing of Items
d) Item Selection
e) Item Discriminating Index
f) Scientific Knowledge Index (SKI)
g) Scientific Method Index (SMI)
h) Reliability of Scale
i) Validity of the Scale
j) Administration of Scale
k) Conclusion
C. SECTION III: INFORMATION AND COMMUNICATION DIMENSIONS
10. THEORIES AND MODELS OF COMMUNICATION1
a) Introduction
b) Principles of Communication
c) Models of Communication
i. Purpose of Model
ii. Verbal Models
iii. Mathematical Models-
iv. Graphic / Diagrammatic Models-
v. Riley and Riley's Communication
Model
d) Theories of Communication'.
i. Theories Related to Source of
Communication
ii. Theories Related to Message of
Communication
iii. Theories Related to Channel of
Communication
iv. Theories Related to Receiver of
Communication
v. Theories Related to Feedback of
Communication
e) Conclusion
11. AXIOMATIC THEORY OF COMMUNICATION BEHAVIOR
a) Introduction
b) Steps involved in Axiomatic Theory of Communication
Behaviour
i. Step -1 Selection of an Idea or
Social Phenomena
ii. Step -2 Selections of Variables
iii. Step-3: Definition of the
Concepts
iv. Step 4: Formulation of Postulates
and Hypotheses
v. Step 5 - Testing of Postulates and
Hypotheses
c) Measurement of Response and Predictor Variables
i. Response Variable - Communication
Behavior
ii. Predictor Variables
iii. Step 6 Validification of the
Theory
d) Discussion
e) Conclusion
12. ADOPTION AND DIFFUSION OF INNOVATION: AN AXIOMATIC THEORY
a) Introduction
b) Steps in Axiomatic Theory Construction of Adoption of Farm
Technology
i. Step 1. Selection of an Idea or
Social Phenomenon
ii. Step 2. Selections of Variables
iii. Step 3. Definition of the
Theoretical Concept
iv. Step 4. Formulation of Postulates
and Hypotheses
v. Step 5. Testing of Postulates and
Hypotheses with Appropriate Statistical Technique
vi. Step 6. Validification of the
Theory
c) Conclusion
13. INFORMATION SYSTEM AND PARTICIPATORY APPROACHES FOR PROJECT FORMULATION
a) Introduction
b) Information System
i. Information Stratum
c) Information Types
d) Information Use
e) Participation Leads
f) Terms Used in Participatory Methods
g) Common Principles of Participatory Approaches
i. Five Phases of Participatory
Process
h) Project Formulation
i) Steps of Project Formulation
j) Monitoring
k) Evaluation
l) Conclusion
14. RIGHT TO INFORMATION: TOOL TO EMPOWER COMMON MAN
a) Introduction
b) The Agencies which are excluded from RTI are
i. The Application Procedure to get
Information under RTI
ii. The Grounds for Rejection under
RTI are:
c) Conclusion
D. SECTION IV: REPORTING DIMENSIONS
15. REPORTING DIMENSION IN EXTENSION EDUCATION: AGRICULTURAL JOURNALISM
a) Introduction
b) What is Journalism
c) History of Agricultural Journalism in India
d) Efforts of Ministry of Agriculture (Directorate of
Agriculture)
e) Efforts of ICAR
f) Press in India - Overview
g) The Press in India
i. Language-Wise Analysis of News
Papers and other Publications
ii. Number of News Papers Published
in different Languages
iii. State Wise Analysis
iv. No of Languages in which News
Papers/Publications
v. Foreign Mission Publications
vi. Information
vii. The distinctive features of
journalistic communication are:
h) What is News?
i) Forms of News
j) Types of News
i. News Worthy Elements
k) The Aft and Science of Writing
i. Collection of Information
ii. The Art of Interviewing
iii. Writing Tips
iv. List of things to Avoid for a
Reporter
v. News Story
vi. The Five "W" s and the "H"
l) Supplementary Procedure
i. It's about Community
ii. Have a Viewpoint
iii. Quote People
iv. Don't get Fancy
v. Feature Story
vi. Guidelines for Writing a Feature
Story
vii. Preparation
viii. Developing the Feature Story
ix. Additional Information and
Caution
m) Ethical Issues in Journalism
i. Ethical Values Governing Work
Practices,
ii. Freedom of Press
iii. Law vs. Ethics
n) Conclusion
E. SECTION V: ENTREPRENEURIAL DIMENSIONS
16. ENTREPRENEURSHIP: A CONCEPTUAL FRAMEWORK .
a) Introduction
b) Concept of Entrepreneur
i. The Concept of Entrepreneur in the
Context of Agriculture
ii. Entrepreneurs are Born, Made and
Event Oriented
c) Concept of Entrepreneurship,
i. Functions of an Entrepreneur as
Illustrated by different Scientists
d) Concept of Entrepreneurial Behaviour
i. Dimensions of Entrepreneurial
Behaviour
ii. Factors Affecting Entrepreneurial
Behaviour
e) Typology of Entrepreneur
f) Layout of Entrepreneurial Venture!
i. Typology of Entrepreneurial Firms
g) Models of Entrepreneurship
i. Laissez-faire Model
ii. The Limited Environmental Model
iii. Strategic Interventionist Model
iv. The Subsidized Interest Rate
Model
v. The Egalitarian Model
vi. The Trade Facilitation Model
vii. The Yogopluralist Model
viii. The Top-down Reform Model
ix. The Open Door and Reform Model
x. The Doi-moi Model
xi. Culturally Sensitive Models
h) Theories of Entrepreneurship
i. Schumpeter Theory of
Entrepreneurship
ii. Classical Entrepreneurship Theory
iii. Neoclassical Entrepreneurship
Theory
iv. Axiomatic Theory of
Entrepreneurship
i) Empirical Research on Entrepreneurial Behaviour of Farmers
j) Dimensions Related to Entrepreneurial Behaviour
k) Conclusion
F. SECTION VI: EMPOWERMENT
17. EMPOWERMENT - HUMAN RESOURCE DEVELOPMENT
a) Introduction
b) Concept of Empowerment
c) Gender Empowerment
d) Types of Empowerment
i. Individual Empowerment
ii. Community Empowerment
iii. Social-structural Empowerment
iv. Psychological Empowerment
e) Quantitative Indicators of Empowerment
f) Qualitative Indicators of Empowerment
g) Problems in the Empowerment of Women
i. Stages of Empowerment
ii. Education
iii. Training and Employment
iv. Eligibility
v. Procedure
vi. Financial Pattern
h) Conclusion
i) ANNEXURE
G. SECTION VII: ICT IN EXTENSION
18. ICTS IN AGRICULTURAL EXTENSION
a) Introduction
i. Recommendations by the
Consultative Expert Meeting
ii. Awareness Raising
iii. Capacity Development
iv. Publishing and Packaging
v. Developing Methodologies and
Approaches
vi. Research
vii. Gender and ICTs
viii. Donor Coordination
ix. Professional Organizations of
ICTs
x. ICT Enabled Initiatives for
Agricultural Development - International Level
xi. ICT Enabled Initiatives for
Agricultural Development - National Level
xii. Success Stories of ICT use in
Rural India
b) What is Possible with ICTs?
i. Cyber Extension
ii. Transmission Media
c) Govt. Policy
d) Common Terminologies used in ICT
e) Key Terms in Internet
f) Researchable Issues in ICT
i. Capacity Building for ICT in
Agricultural Education and Extension Management
g) Conclusion
19. HARNESSING ICT POTENTIALS FOR EMPOWERING RURAL FOLK
a) Introduction
b) Media Education
c) Media Literacy
d) Information Literacy
e) Concept of Empowerment
f) Types of Empowerment
i. Individual Empowerment
ii. Community Empowerment
iii. Social-structural Empowerment
iv. Psychological Empowerment
g) Issues Related to ICT4D
i. Hole-in-the-Wall
ii. Media Literacy in Practice
iii. Cybermohalla
iv. Mapping the Neighbourhood
v. The Wall Project
h) Convergence of ICTs with Agricultural Extension
i) Conclusion
H. SECTION VIII: IPR DIMENSION
20. INTELLECTUAL PROPERTY RIGHT'S
a) Introduction
b) History of Intellectual Property
c) Chronology of Indian Patent System
i. Terms Defined
ii. A Product.
iii. Procedure for Filing a Patent
iv. Evaluation of Patent Application
v. Resistance to the Grant of Patents
vi. Rights of the Patentee
vii. Filing Patent Application Abroad
viii. Complete Specification
d) Addresses of the Intellectual Property Offices
e) Conclusion
I. SECTION IX: ANNEXURE
I. Report of National Commission on Farmers
II. Agricultural Extension in XI Plan
III. Contract Farming
IV. Rashtriya Krishi Vikas Yojana (RKVY)
V. Community Radio Stations in Private Organization under the
Scheme "Support to State Extension Programmes for Extension Reforms"
VI. National Food Security Mission
VII. National Agricultural Innovation Project (NAIP)
VIII. Kisan Call Center
IX. National Horticulture Mission
X. Classification of Countries by World Bank
XI. List of Journals
XII. List of Important Websites and E-Journals / Publications
XIII. Overview of Internet Usage and Population
XIV. Confucian Concepts of Empowerment
XV. Suggested Readings
21. SUBJECT INDEX
