Method of Communication

Meaning of Method

• A method is the process or procedure adopted for the attainment of a specific objective.
  In extension education, communication methods are the systematic ways through which information, skills, and attitudes are transferred to people to bring desirable change.

Classification of Communication Methods

According to **Wilson and Gallup, teaching/extension methods are classified on the basis of use and form.

Based on Use, Extension Communication Methods are of three classes:

1. Individual Method
2. Group Method
3. Mass Method

1. Individual Method of Communication

Meaning: The individual method involves direct, face-to-face contact between the extension agent and an individual farmer or homemaker.

Importance

• Helps in rapport building
• Provides first-hand information about farm and home
• Facilitates two-way communication
• Ensures immediate feedback
• Useful for solving specific problems
• 🔑 Exam Line: Individual method is most effective for personal influence and problem solving.

Limitations of Individual Method

• Time-consuming
• Expensive
• Low coverage of audience
• Not suitable for large populations

Types of Individual Communication Methods

1. Farm and Home Visit

• Direct face-to-face contact of extension agent with farmer/homemaker at farm or home.
• Used for:
  • Diagnosing problems
  • Giving personalized advice
  • Follow-up of extension activities

🔑 Exam Clue: Best method for individual problem diagnosis.

2. Farmer’s Call

• A visit made by the farmer to the extension worker’s office to seek information or assistance.
• Example: Kisan Call Center
  • Toll-free number: 1800-180-1551
  • Started in 2004

🔑 Exam Fact: Kisan Call Center = farmer-initiated communication

3. Personal Letter

• Written communication by the extension agent to an individual farmer.
• Used when personal contact is not possible.

4S Principle of Personal Letter

• Short
• Simple
• Strong
• Sincere

📌 Exam Point: Personal letters should generally contain less than 18 words per sentence.

4. Adaptive and Minikit Trial

• A method to test the suitability of a new practice under farmers’ conditions.
• Conducted on small area with minimum inputs.

Importance

• Builds confidence of: Farmers, Extension workers, Researchers
• Acts as a bridge between research and adoption.

5. Farm Clinic

• A facility established to diagnose and treat farm problems.
• Provides advisory services related to: Crops, Soil, Plant protection, Livestock

🔑 Exam Line: Farm clinic is a problem-diagnosis and advisory service.

2. Group Method of Communication

Meaning of Group: A group is an aggregate of a small number of people in reciprocal communication and interaction, centered around common interests.

Size of Groups (Very Important)

Types of Group Communication Methods

1. Method Demonstration

• Demonstration of how to perform a new practice or improve an old one.
• Conducted by extension worker.

• Principle: Learning by Doing
• Father of Method Demonstration: Seaman Knapp
• 🔑 Exam Trap: Method demonstration = skill teaching

2. Result Demonstration

• A method of motivating farmers by showing the results of a new practice under real field conditions.
• Conducted by farmers under supervision of extension worker.
• Conducted at farmers’ fields.
• Principle: Seeing is Believing
• First Conducted: In Texas (USA) on maize crop By Walter C. Porter
• 🔑 Exam Favorite: Result demonstration is the most effective method of technology transfer.

3. Group Meeting

• A method of democratically arriving at decisions through discussion.
• Encourages: Exchange of ideas, Participation, Problem solving
• Importance: Acts as a safety valve to reduce tension between farmers and extension agents.

4. Small Group Training

• Imparts specific skills by creating a suitable learning situation.
• Highly effective for: Skill development, Technology transfer

5. Field Day / Farmer Day

• Organized to show achievements of demonstrations.
• Conducted at: Research farm, Farmer’s field, Farmer’s home

🔑 Exam Line: Field day motivates non-participant farmers.

6. Study Tour

• A group of interested farmers visits progressive areas under guidance of extension agents.
• Purpose: Learning by observation, Exposure to innovations

Ideal Group Size: 30–50 persons

🔁 Comparative Importance