EXTENSION TEACHING METHODS AND MASS COMMUNICATION
- 1. Extension Teaching Method: Mass Communication BY: AYUSH MISHRA
- 2. EXTENSION TEACHING METHOD • A method is a procedure or process for attaining an objective. • In the communication process extension teaching methods or channels of communication are the tools in transferring new ideas. • The choice of a method/channel depend generally depends on the number and location of the target audience and time available for communication.
- 3. Classification of Extension Teaching Method A) According to use B) According to Form
- 7. INTRODUCTION • In this method the extension agent communicates with a vast and heterogeneous mass of people, without taking into consideration their individual or group identity. • This method is useful in communicating to a large and widely dispersed audience in a short time. • There are only a few communicators like the extension agent and some subject matter specialists. • The size of the audience may be a few 100s in mass meeting, a few 1000s in campaign to a few millions in newspaper, radio and television.
- 8. ADVANTAGES • It is suitable for creating general awareness among the people. • It helps in transferring knowledge on farming and changing opinions. • Large number of people are communicated within a short span of time. • Facilitates quick communication in times of emergency. • Less extensive due to more coverage.
- 9. LIMITATIONS • It is less intensive method. • Little scope for personal contact with the audience. • Generalized recommendations hinder application by individuals. • Little control over the responses of the audience. • Difficulty in getting feedback and evaluation of results.
- 11. CAMPAIGN • A Campaign is an intense educational activity for motivating and mobilizing a community to action, to solve a problem or satisfy a need urgently felt by it. • The duration of campaign may be for a single day on a theme like ‘water for life’ for a few weeks as in ‘rat control’ or ‘family planning’ for few months as in ‘Vanmohotsava’ (tree planting) and for few years as in ‘Grow More Food’ campaign.
- 12. • To create mass awareness about an important problem or felt need of the community and encourage them to solve it. • To induce emotional participation of the community at the local level and create a favourable psychological climate for adoption of new practices. OBJECTIVES
- 13. ADVANTAGES • Specially suited to stimulate mass scale adoption of an improved practice in the shortest time possible. • Facilitates exploitation of group psychology for introducing new practices. • Successful campaign create conductive atmosphere for popularizing other methods. • Builds up community confidence.
- 14. LIMITATIONS • Applicable only for topics of community interest. • Success depends on cooperation of the community and their leaders. • Requires adequate preparation, concerted efforts and propaganda techniques, and uninterrupted supply of critical inputs. • Less suitable for practices involving complicated techniques
- 15. FARMERS RALLY It is a purposeful activity undertaken at an appropriate time for creating awareness and interest among the community in a concerted manner on a particular problem.
- 17. OBJECTIVES • To create awareness about a problem and offer a solution. • To provide accurate information through experts to the participants. • To motivate people for the adoption of improved practices. • To provide opportunity for interaction among people in social gathering.
- 18. ADVANTAGES • It appeals to the practical type of individuals • It create interest among the participants • It motivate the people to adopt improved practice
- 19. LIMITATIONS • It is costly • Requires good deal of preparation and propaganda techniques • Applicable for topics of community interest • Can not be held frequently
- 20. EXHIBITION • An exhibition is a systematic display of models, specimens, charts, photographs, posters, pictures, information etc. in a sequence around a theme to create awareness and interest in the community. • This method is suitable for reaching all types of people. • Exhibitions may be held at the village, block, district, state, national and international levels.
- 22. OBJECTIVES • To provide visual literacy. • To acquaint people with better standards. • To create interest in a wide range of people. • To motivate people to adopt better practices
- 23. ADVANTAGES • Eminently suited to teach illiterates • Promotes public relations and goodwill towards extension • It can be fit into festive occasions and serve recreational purposes • Can be used to stimulate competitive spirit • Can create market for certain products.
- 24. LIMITATIONS • Requires lots of fund and preparation • Can not be held frequently
- 25. NEWSPAPER • It is a bunch of loose printed papers properly folded, which contains news, views & advertisements. • It is offered for sale at regular intervals, particularly daily or weekly. • It is printed on special type paper called as Newsprint.
- 26. ROLE OF NEWSPAPERS IN EXTENSION • Newspapers may support extension work by publishing news of extension activities, achievements, success stories and advertisements issued by extension agents. • Newspaper is a medium of communication at the time of crisis. • It connects with millions of people across different regions.
- 27. LIMITATIONS • Illiterate people cannot take advantage of this medium. • Increase in its price may restrict its circulation.
- 28. RADIO • It is a personal medium, received in private by the listener in the company of his family members or by himself. • It can be used to inform, alert, suggest, direct, interest, stimulate and motivate people. • It can be made more effective by supplementing it with other media or methods.
- 30. OBJECTIVES • To disseminate information on agriculture and rural technology. • To provide information on extension activities like training programme, exhibition, Krishi Mela. • To provide information on the functioning of institutions and organisations in rural development. • To motivate farmers and homemakers by highlighting achievements and success stories.
- 31. ADVANTAGES • It can stimulate and motivate. • Relatively cheap. • It can quickly transmit messages in most remote areas. • It can persuade, it can create or change attitudes. • It strongly appeals to the ear. • The radio voice appears to the listener as authentic and real. • It is good medium for illiterate people.
- 32. LIMITATIONS • People must listen when you are talking. • If they miss some of your words, they cannot ask you to repeat them. • Over the radio, you cannot make use of your smile or frown. All you have to rely on your words and your voice. • Difficult to check on results.
- 33. TELEVISION • Television is an electronic audio visual medium which provide pictures with synchronised sound. • The medium is cosmopolite in approach and can be used to create instant mass awareness. • It can show recorded as well as live programmes. • The programmes like Krishi Darshan has proved to be successful in educating farmers.
- 34. Use of Television in Extension work • To create a general awareness about agricultural and rural development programmes. • To provide need based programmes to rural audience. • To show farmers what to do, how to do and with what result.
- 35. LIMITATIONS • Requires lots of planning, preparation, trained personnel and equipments. • Audience participation depends on costly receiving sets and availability of electricity. • It cannot go beyond creating general awareness of the audience.
- 36. CONCLUSION • Extension agents have to deal with rural people/farmers who are sometimes illiterate and don't have the required skills to deal with technologies. The extension agent should consider these facts while choosing a method of communication. It has been observed that use of several method is better than using one method. Right Method in right proportion and at right time should be used to get best results.