+

AGRICULTURAL EXTENSION AND COMMUNICATION

REVIEW
Sept 15-17.2017
+
ADOPTION OF INNOVATION
+
INNOVATION
+
INNOVATION

n  An idea, or practice, or technology perceived as new by a

person

ADOPTION
n  The process by which a person is exposed to, evaluates, and
accept/practice or reject a particular innovation.

n  It is the decision to make full use of the technology as the

best option possible
+
CHARACTERISTIC OF AN
INNOVATION THAT DETERMINE
ITS ADOPTION
n  Compatibility

The degree to which a farmer perceives the innovation/new idea to

be consistent with his socio-cultural values and beliefs, and with
previously introduced ideas and felt needs
n  Complexity

The degree to which a farmer can understand and follow an innovation.

n  Observability

The degree to which the results of an innovation can easily be observed

by the farmers.
+
CHARACTERISTIC OF AN
INNOVATION THAT DETERMINE
ITS ADOPTION
n  Relative Advantage

The degree to which a farmer recognizes an innovation as better than

the idea or practice he/she is currently practicing.

n  Trialability

The degree to which an innovation can be experimented or duplicated

on a small scale basis.
+
DIFFUSION OF INNOVATION
+
Diffusion

n  The spreading of information from a source to its intended or

unintended receivers or users and the stages through which
adoption passes.

n  A process by which an innovation is communicated through

certain channels over time among the members of a social
system.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
Awareness

n  A stage when a person knows that an idea exists but lacks

details and information about it.

n  As an example, the farmer may know only the name but may
not know what the idea or product is, what it will do or how it
will work.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
Interest

n  At the interest stage, an individual wants more information

about the idea or product. He wants to know what it is, how it
works and what its potentialities are.

n  He may say to himself that this might help him increase his
income, or help him control insects or diseases, or improve
farming or home life in some other way.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
Evaluation

n  The individual makes an assessment of the new idea. The

individual makes mental application of the new idea to his
present and anticipated future situation and decides whether
or not to try it.

n  The farmer applies the information obtained in the previous

stages to his own situation. The farmer considers the
advantages and the disadvantages of using the innovation.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
Trial

n  Farmer tests the innovation on a small scale basis if he

decides that the idea is going to be beneficial for him.

n  Apparently, individuals need to test a new idea even though

they have thought about it for a long time and have gathered
information concerning it.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
Adoption

n  This stage is characterized by large scale, continued use of

the idea, and most of all, by satisfaction with the idea in
preference to the old method.
+
STAGES IN THE ADOPTION
PROCESS BEFORE PEOPLE ADOPT
NEW TECHNOLOGY
n  The farmer can also reject the innovation based on his/her
observation and assessment.

n  The five stages may not always occur in specified order, the trial
stage may be skipped and evaluation stage may occur throughout
the whole process.

n  Adoption may not always be the end process but more

information may be needed to confirm, reinforce or switch
decision.
+ INNOVATION-DECISION
PROCESS THEORY
+
INNOVATION-DECISION PROCESS
THEORY
+
INNOVATION-DECISION PROCESS
THEORY
Knowledge
n  Stage when the individual learns of the existence of the
innovation and gains some understanding of its function.

n  The individual is exposed to the innovation’s existence and

gains some understanding of how it functions.

Persuasion
n  Individual forms a favorable or unfavorable opinion of the
innovation.

Decision
n  Individual engages in activities that lead to a choice between
adoption and rejection of the innovation.
+
INNOVATION-DECISION PROCESS
THEORY
Implementation
n  Individual puts an innovation to use.

Confirmation
n  Individual seeks further reinforcement of his decision or
reverses his decision if he found conflicting messages about the
innovation.
+
INDIVIDUAL INNOVATIVENESS
THEORY
n  This theory states that individuals who are risk takers or
otherwise innovative will adopt an innovation earlier in the
continuum of adoption/diffusion.

Innovativeness

Individual seeks further reinforcement of his decision or

reverses his decision if he found conflicting messages about the
innovation.

Modernization

It is defined as the process by which individuals change from a

traditional way of life to a more complex, technologically
advanced, and rapidly changing style of life.
DIFFUSION
+ OF INNOVATION
THEORY-CATEGORIES OF ADOPTERS
+
+
INNOVATORS (Venturesome)
Characteristics:

n  The first people in a locality to adopt an innovation/new idea

n  Have larger farms, higher net worth, more educated and

informed

n  Highly respected and have prestige

n  Takes calculated risks

n  Experiments
+
EARLY ADOPTERS (Respectable)
Characteristics:

n  Follow the innovators

n  Usually younger than average, have higher education than

those slower to adopt

n  Participate actively in community organizations and

programs

n  More informed, reads papers and magazines

+
EARLY MAJORITY (Deliberate)
Characteristics:

n  Slightly above average in age, education and farming

experience.

n  Not elected leaders but are active in the community

n  Most likely informal leaders and have limited resources than

innovators and early adopters.

n  Adopts new ideas after they are convinced of its value as

seen from early adopters
+
LATE MAJORITY (Skeptical)
Characteristics:

n  Make up a large block of farmers in the community

n  Have less education and older than the early majority

n  Less active in associations and organizations

n  Skeptical about new information and ideas

n  Hesitant to discard old knowledge and techniques learned

n  Adopt a practice only when it is majority by the community

+
LAGGARDS (Traditional)
Characteristics:

n  Last people to adopt an innovation

n  Suspicious of the innovations, the innovators, and the change

agent

n  Very conservative

n  Usually the oldest, least educated and wealthy

n  Not risk takers

n  Usually believes in superstitious and indigenous knowledge

n  Decision to adopt depends on their past experiences

+
ADOPTION RATE
+
ADOPTION RATE

n  Rate of adoption is the relative speed with which an

innovation is adopted by members of a social system,
measured as the number of receivers who adopt a new idea
in a specified time period.
+
ADOPTION RATE
n  The theory states that innovations diffused over time that
resembles an S-shaped curve.

n  Rate of Adoption theorizes that diffusion takes place over

time with innovations going through a slow, gradual growth
period, followed by dramatic and rapid growth, and then a
gradual stabilization and finally a decline
+ STRATEGIES FOR
EFFECTIVE ADOPTION
+
STRATEGIES FOR EFFECTIVE
ADOPTION
Extension worker intervention
n  Extension workers are valuable agents for quick diffusion
and adoption of innovations

n  As “carrier” of information, they must possess important

traits such as credibility, because of good understanding of
farmers and his problems, nature of technology, extension
methods, research results, etc.
+
STRATEGIES FOR EFFECTIVE
ADOPTION
Progressive Farmer Strategy
n  Extension agents usually are in direct contact with
progressive farmers from whom innovations diffuse

n  Use of progressive farmers has its attraction to extension

workers especially if they are working under the pressure of
targets (e.g. fertilizers to be distributed, areas to be planted
with new varieties, etc.)
+
STRATEGIES FOR EFFECTIVE
ADOPTION
Mass Marketing
n  Uses advertising to reach each member of the target market directly

n  Involves huge communication systems to give info regarding product

availability to consumers

n  Feedback data to producers re consumers’ wants

n  Can create broad public awareness of critical issues

n  Can be used to introduce new product (e.g. new brand of chemical

fertilizer), the modification of existing ones (e.g. organic composting),
restricted consumption of inputs (e.g. use of herbicides), and
promotion of change in existing institutions

n  Requires careful design and delivery of products to properly identified

and analyzed homogeneous target markets
+
STRATEGIES FOR EFFECTIVE
ADOPTION
Follower-Farmer
n  System revolves around an intensive visit of extension workers to
contact farmer

n  During visits, extension worker transfers information to contact

farmers who in turn pass on the info to the farm households that
they are in charge of
+
STRATEGIES FOR EFFECTIVE
ADOPTION
Selective Farmer to Farmer
n  Knowledge or info acquired by a farmer is transferred to another
farmer through informal discussion in field and villages

n  Conversation can also happen during leisure time and on social

and religious occasions.

n  Relatives, friends, and others listen to and participate in the

discussions
+
Explanation of Rejection/Adoption
of Technology
INDIVIDUAL-BLAME’ Hypothesis

n  I am poor, I have low educational attainment, traditional,

fatalistic

SYSTEM-BLAME’ Hypothesis

n  Leadership is traditional, power relationship is exploitative, etc.

‘PRO-INNOVATION’ Bias

n  The innovation is okay, it is the farmer’s fault..

+ Understanding
KNOWLEDGE SYSTEMS
+
Understanding KNOWLEDGE
SYSTEMS
n  Evolution of the concept

n  Approaches to understanding KS

n  Categories of social agents

n  Defining features of KS
+
Evolution of the concept

n  Inspired by the American Land Grant Colleges which

brought agricultural research, education, and extension
together in one institution;
+
Approaches to understanding
KNOWLEDGE SYSTEMS
n  Cognitive Approach

– As sets of coherent cognition that have evolved among members of

organizations, communities or societies.
– The components are concepts, theories and beliefs about reality
that guide our behavior.

n  Computer-Based “Intelligent” Software

– Involved in capturing of knowledge in formats that can be easily

stored and retrieved.
– Depends heavily on information systems such as databases, expert
systems, corporate portals, digital directories, information
technology solutions and other ICT applications that facilitate
bringing knowledge to point of action during need.
+
Approaches to understanding
KNOWLEDGE SYSTEMS
Institutional Approach:

n  As sets of agricultural organizations and people engaged in knowledge

and information processes …

n  and the links and interactions between them …

n  with the purpose of working synergically to support decision making,

problem solving and innovation in a given country’s agriculture or a
domain thereof.Looks at sets of interconnected actors, each engaged in
different activities such as research, technology transfer, production or
consumption;

n  Each playing different but complementary, roles and hence functioning

synergistically.

n  Leads to theory building about the way people and organizations

receive, transform and transmit information, about interfaces between
them, and about complementary roles institutions play in relation to
each other.
+ TYPES OF KNOWLEDGE
SYSTEMS
+
KNOWLEDGE SYSTEMS types

n  Indigenous or traditional knowledge system

A system of knowledge and beliefs developed and held by original
inhabitants of an area and their use of it in daily life; knowledge that is
unique to a given culture or society.

n  Scientific knowledge system

A system of knowledge covering general truths or the operation of

general laws especially as obtained and tested through scientific
method.
+ CATEGORIES OF SOCIAL
AGENTS OF KNOWLEDGE
SYSTEM
+
CATEGORIES OF SOCIAL AGENTS
OF KNOWLEDGE SYSTEM
+
Civil society

n  Most concerned with public policy decision affecting civil

life; has received limited recognition in formal policy making
and local level governance; problem of non-participation is
compounded by social differentiation.
+
Techno-bureaucratic agencies

n  organizes, facilitates, enforces, and enacts public decisions

by creating professionalized organizations forms; includes
technical experts, bureaucrats and professionals who have a
tendency to view complex social realities.
+
Development agencies

n  provides some kind of external intervention, and support is

needed; common frame of mind is that development actions
can liberate society from poverty, injustice and
underdevelopment.
+
Political agents

n  enacted by groups of people who think that it is important to

engage in the affair of the state and the government, and to
lead or mobilize people in that matter.
+
Features of an Agricultural
Knowledge System
Features Agricultural Knowledge System
Purpose To strengthen communication and knowledge
delivery services to people in the rural sector
Actors National research organizations, agricultural
universities or faculties of agriculture, extension
services, farmers, NGOs, entrepreneurs in rural
areas, etc.
Outcome Technology adoption and innovation in agricultural
production
Organizing Principle Accelerate agricultural knowledge
Mechanism for innovation Interactive learning
Degree of market Low
integration
Role of policy Enabling framework
Nature of capacity Strengthening of communication between and
strengthening among actors
+ SECRETARIES OF
AGRICULTURE
+
Secretaries of Agriculture

Term
Name Term Began President
Ended
Carlos Dominguez III March 9, 1987 1989
June 30, Corazon C. Aquino
Senen C. Bacani 1990
1992
January
Roberto S. Sebastian June 30, 1992
31, 1996
Fidel V. Ramos
June 30,
Salvador H. Escudero III February 1, 1996
1998
+
Secretaries of Agriculture
Term Term
Name President
Began Ended
June 30, May 24,
William D. Dar[B]
1998 1999
May 25, January 6,
Edgardo Angara Joseph Ejercito Estrada
1999 2001
January 8, January
Domingo F. 2001 20, 2001
Panganiban January February
20, 2001 11, 2001
Leonardo Q. February December
Gloria Macapagal-Arroyo
Montemayor 12, 2001 8, 2002
Decembe August 15,
Luis P. Lorenzo, Jr.
r 9, 2002 2004
+
Secretaries of Agriculture
Term
Name Term Ended President
Began
August 23,
Arthur C. Yap June 30, 2005
2004
Domingo F. July 16, October 25,
Panganiban 2005 2006
October February 24,
Arthur C. Yap
25, 2006 2010
March 8,
Bernie Fondevilla June 30, 2010
2010
June 30,
Proceso Alcala June 30, 2016 Benigno S. Aquino III
2010
June 30,
Emmanuel Piñol Incumbent Rodrigo Roa Duterte
2016
+
Thank you!