Extension Teaching Methods / Methods of Communication

Extension teaching methods are tools or techniques used by extension agents to communicate and transfer knowledge effectively to farmers and rural communities. These methods help in motivating and educating individuals to adopt better agricultural practices.

Classification of Extension Methods

Wilson and Gallup classified extension methods based on their use and form.

Based on Use, extension methods are categorized into three main types:

1. Individual Methods – One-to-one communication.
2. Group Methods – Interaction with a small to medium group.
3. Mass Methods – Communication with a large audience.

1. Individual Method of Communication; This involves direct, face-to-face interaction between the extension agent and the farmer. It helps in:

• Building a strong rapport.
• Understanding individual problems and providing solutions.
• Getting immediate feedback from farmers.
• Limitations of Individual Methods: Time-consuming. Limited coverage.

Types of Individual Methods

• a) Farm and Home Visit: The extension agent visits the farmer’s home or field to provide personalized guidance. Helps in solving specific problems related to farming and household activities.
• b) Farmer’s Call: The farmer contacts the extension agent at their workplace for advice. Example: Kisan Call Center (Toll-Free Number: 1800-180-1551) started in 2004.
• c) Personal Letter: A written communication from the extension agent to a farmer regarding extension work. Follows 4S Principle: Short, Simple, Strength (Strong Message), Sincere. Should contain less than 18 words.
• d) Adaptive and Minikit Trial: Used to test the suitability of new agricultural practices on a small scale before large-scale adoption. Builds confidence among farmers, researchers, and extension workers.
• e) Farm Clinic: A facility where farmers receive expert advice and solutions for farm-related problems.

2. Group Method of Communication

A group is a collection of individuals who interact with each other around a common interest.

Group Sizes

🔹 Small Group – 15 to 25 people
🔹 Medium Group – 25 to 50 people
🔹 Large Group – 50 to 100 people

Types of Group Methods

• a) Method Demonstration
• Teaches how to carry out a new practice or improve an existing practice.
• Based on the principle of “Learning by Doing”.
• Father of Method Demonstration: Seaman A. Knapp.
• Conducted by extension workers.

• b) Result Demonstration
• Shows the success of a new practice under real farm conditions.
• Based on the principle of “Seeing is Believing”.
• First conducted in Texas by Walter C. Porter in Maize Crop.
• Conducted on a farmer’s field under the supervision of an extension worker. 

• c) Group Meeting
• A method where farmers discuss problems, generate new ideas, and make decisions.
• Helps in knowledge exchange and reducing tension between farmers and extension agents.

• d) Small Group Training
• Imparts specific skills to farmers through hands-on training.
• Effective for technology transfer and improving agricultural skills.

• e) Field Day / Farmer’s Day
• Farmers visit a demonstration farm to see successful agricultural practices.
• Can be held at research farms or progressive farmers’ fields.
• Helps in motivating farmers to adopt improved practices.

• f) Study Tour
• A group of 30-50 farmers visits a progressive farm, research station, or agricultural university to learn about innovations.
• Helps in motivating farmers by showing them successful results elsewhere.

3. Mass Method of Communication

Mass communication methods are essential in agricultural extension to reach a large audience efficiently. These methods use various media forms to disseminate information and create awareness among farmers and rural communities. Some key mass communication methods include:

Farm Publications

Farm publications are printed materials prepared by extension agencies containing information to improve farming and home management. These are highly beneficial for literate farmers. Different types of farm publications include:

• i) Leaflets: A single, small-sized printed sheet that provides preliminary information on a specific topic. (NET-2020)
• ii) Folder: A large printed sheet folded once or twice, offering essential details on a subject.
• iii) Bulletin: A printed booklet with 24-48 pages, containing detailed and comprehensive information.
• iv) Newsletter: A small newspaper-like publication printed on high-quality paper, highlighting an organization’s activities and achievements. It has a fixed periodic publication schedule.
• v) Journal/Magazine: Periodicals that provide in-depth knowledge on various topics, benefiting both farmers and extension agents.

Mass Meetings: Mass meetings help communicate useful information to a large audience at a single event.

• A public address system is necessary for clear communication.
• Slides or film shows enhance the effectiveness of meetings.

Campaigns: Campaigns are intensive educational activities designed to:

• Motivate and mobilize the community.
• Solve urgent problems or fulfill a pressing need.

Exhibitions: An organized display of:

• Models, specimens, charts, photographs, posters, and information
• Arranged in sequence around a theme
• Helps create awareness and interest in the community.

Newspapers

• The first newspaper in India was Bengal Gazette, published from Calcutta.
• It was started by James Augustus Hicky.

Radio

• An electronic audio medium used to broadcast programs.
• Suitable for creating general awareness among people.
• Group discussions are the best way to present radio talks with farmers.
• The effective rate of delivery for radio talks is 120-140 words per minute.
• Hot Media: Extends a single sense in high definition (e.g., Radio, Movies).
• Cold Media: Requires high audience participation (e.g., Television, Telephone).

Media Forum

• A combination of mass media and interpersonal communication.
• It is more effective in introducing and spreading new ideas.
• Farm School on the Air; A distance learning method for systematic education in farming. Provides structured lessons through radio or other audio media.
• Television; An electronic audio-visual medium that delivers synchronized pictures and sound.
• Audio-Visual Aids; Instructional devices that enhance communication by combining sound and visuals. Used in educational and extension programs.

Audio Aids; These devices transmit information using sound only:

i) Tape Recorder

• Records sound on magnetic tape using an electromagnetic process.
• Suitable for meetings, training programs, and campaigns.
• Disc recorder: Uses a mechanical process.
• Tape & wire recorder: Uses a magnetic process.
• Movie film recording: Uses an optical process.

ii) Public Address System

• Amplifies sound so a large audience can hear clearly.
• Components include:
  1. Microphone
  2. Amplifier
  3. Loudspeaker

iii) Telephone; A two-way communication system allowing distant interaction. Mobile telephone services were introduced in India in 1995.