Method of Communication (According to Wilson and Gallup):

• Definition: A method is the procedure or process for achieving a communication objective.
• Wilson and Gallup classified Extension Teaching Methods based on their use into three categories:

1. Individual Method; Used for one-on-one contact, suitable for building rapport, gaining firsthand knowledge about farm/home conditions, and obtaining feedback.

Advantages:

• Builds trust
• Personalized attention
• Effective for specific problem-solving

Limitations:

• Time-consuming
• Costly
• Low coverage (reaches fewer people)

Types of Individual Methods:

• Farm and Home Visit: A direct face-to-face interaction between the extension agent and the farmer/homemaker at their farm or home. Purpose: to solve specific issues.

• Farmer’s Call: When the farmer visits the extension worker’s office to seek help.
  • Kisan Call Center Toll-Free Number: 1800 180 1551
  • Started in 2004 to help farmers through telephonic advisory.

• Personal Letter: A written message by the extension worker to an individual farmer for extension work.
  • Should follow 4 S: Short, Simple, Strength, Sincere
  • Recommended length: Less than 18 words.

• Adoptive and Minikit Trial:
  These are on-farm trials conducted to check the suitability of a new practice in the farmer’s own conditions.
  • Builds confidence among extension agents, researchers, and farmers.

• Farm Clinic:
  A facility or setup where farmers receive diagnosis, advice, and treatment for agricultural problems.
  • A kind of agricultural outpatient service.

2. Group Method of Communication; Definition of Group: An aggregate of a small number of people engaged in reciprocal communication and interaction around some common interest.

Group Sizes

 Group Methods of Communication

1. Method Demonstration

• Purpose: To show how to carry out a new or improved practice.
• Principle: Learning by Doing.
• Conducted by: Extension Worker.
• Father of Method Demonstration: Seaman A. Knapp.
• Example: Demonstrating seed treatment, compost preparation.

2. Result Demonstration

• Purpose: To show the results of a new practice in comparison with traditional ones.
• Principle: Seeing is Believing.
• Conducted by: Farmer (under supervision of Extension Worker).
• First Conducted: By Walter C. Porter in Texas, on maize crop.
• Location: Farmer’s field.
• Effectiveness: Highly effective for motivating adoption of new technology.

3. Group Meeting

• Purpose: To discuss problems and arrive at democratic decisions.
• Benefits:
  • Promotes idea generation.
  • Encourages active participation.
  • Acts as a safety valve to release tensions between farmers and extension workers.

4. Small Group Training

• Purpose: To impart specific skills to a selected group through a focused and appropriate learning environment.
• Effectiveness: Excellent for skill transfer and capacity building.

5. Field Day / Farmers’ Day

• Purpose: To motivate adoption of improved practices by showing visible results under real field conditions.
• Held at: Research farms or progressive farmer’s fields/homes.
• Outcome: Encourages neighboring farmers to adopt the demonstrated technology.

6. Study Tour

• Purpose: To expose farmers to significant improvements and practices in different locations.
• Organized by: Extension personnel.
• Ideal Group Size: 30–50 people.
• Outcome: Increases awareness and broadens knowledge base of participants.

Use in Extension: Group methods are essential in promoting learning, peer influence, and mass motivation. They are cost-effective and help in building community consensus.