 Joseph Luft and Harry Ingham developed the Johari (Joe and Harry) window model

o Arena : A blind: B façade(hidden) : F unknown : U

o Turtle: U > B =F >A
o Bull-in-China-Shop : BS > A=U > F
o Interviewer : F > A = U > B
o Ideal Window : A> B=E > U
 Proxemic Zones:
 Intimate zone :
o Close- 6 inches. Amorous and physically aggressive
o Distance : 6 - 18 inches. Touching and hushed or whispered
communications occur at this distance.
 Personal zone: 12-36”
o Close : 18 - 30 inches. Personal companions, spouses, or those
communicating at a crowded social event assume this distance.
o Distance: 30 - 48 inches. Informal discourses between acquaintances and
companions occur at this distance
 Social zone: 4’-12’
o Close: 4 - 7 feet. Informal, impersonal business interactions occur at this
distance.
o Distance : 7 - 12 feet. Formal business (e.g., interviews or negotiations)
is transacted at this distance.
 Parent/Adult/Child Ego States: Eric Berne (1964) : multiple nature of human beings
 Theory of transactional analysis (T.A.), developed by Eric Berne (1961
 FIVE STAGES OF GROUP DEVELOPMENT: 1965, Bruce W. Tuckman and also
Stanford
Forming – Storming – Norming – Performing – Adjourning
 Hill Interaction Matrix (HIM) : William Fawcett Hill (1965, 1973) : an instrument to
measure group interaction styles.
 Interaction Process Analysis (IPA) : Bales (1950) : to develop a general classification
of small-group behavior that is useful for describing the dynamics of people
interacting in groups
 Five Major Growth : Processes in Groups (Self-Assessment, Self-Disclosure ,
Feedback , Risk Taking , Consensual Validation)
 Andragogy, the concept of adult learning defined by Malcolm Knowles
 Kurt Lewin (1947) studied the issue of personal learning and change and noted that
most people are in a “frozen” state in terms of their openness to learning and change
Unfreezing – change – refreezing
 Delphi technique (Bunning, 1979) is especially useful if it is necessary to obtain
information from individuals in a variety of locations
 Nominal -group technique (Delbecq, Van de Ven, & Gustafson, 1975; Ford, 1975) is
somewhat similar to the Delphi technique. The major difference between the two
 methods is that in the NGT, the panel members meet as a group to discuss the various
issues
 The Experiential Learning Cycle: Kolb (1976): Experiencing- Publishing –
Processing – Generalizing – Applying
 Riechmann and Grasha (1974) identified six learning styles: competitive,
collaborative, avoidant, participant, dependent, independent
 Murrell (1987) presents a model that describes four types of learners—thinking
planners, feeling planners, task implementers, and participative implementers. Murrell
asserts that learning results not only from cognition (thinking) but also from
experience and feeling (affect)
 Sensitivity training is a part of human relations training that aims to make people act
and feel differently, not merely to change their thinking. It is based on the concept of
empathy, which is to actually perceive a situation with another person’s viewpoint
and emotions (Tannenbaum, Weschler, & Massarik, 1961)

THEORIES OF LEARNING:

 Classical conditioning is the stimulus-response theory of learning originated by

Pavlov (out of print) in the late 1890s
 OPERANT CONDITIONING: B.F. Skinner (1965, another out of print) is the name
most associated with this theory of behaviorism and positive reinforcement. In this
type of learning, the individual engages in a behavior, and the behavior is discouraged
by negative results or feedback or it is encouraged (reinforced) by positive results or
feedback. Behavior that leads to positive reinforcement or reward tends to be repeated
 Social-learning theory, formulated by Albert Bandura (1971), is a cognitive and
behavioral theory of learning

TYPES OF TRAINING STYLES:

 The Trainer Type Inventory: Wheeler and Marshall (1986

 The Training Style Inventory : Brostrom (1979)

Models of communication:

 Aristotle’s Model of Communication: speaker –message- channel

 Laswell’s (1948): communicator – message -medium- audience – impact
 Shannon and Weaver (1949): source – message – channel – receiver – destination
(noise)
 Schramm’s Models (1954): sender-encoding-signal-decoding-receiver
 Berlo’s Model (1960): SMCR: source-message-channel-receiver

Management theories:

 Maslow (1943): need hierarchy theory : physiological-safety-belongingness-self

esteem-self actualization
  Alderfer's ERG theory: growth needs (development of competence and realization of
potential) relatedness needs (satisfactory relations with others) existence needs
(physical well-being
 Acquired Needs Theory (mcclellan, ): needs are acquired as a result of life
experiences
 Cognitive Evaluation Theory: two kinds of motivators: intrinsic motivators, extrinsic
 Two Factor theory (Herzberg): hygiene factors, motivators
 Equity Theory(adam): not actual reward that motivates, but the perception
 Reinforcement Theory: Positive reinforcement, Negative reinforcement, Extinction,
Punishment
 Expectancy Theory (Vroom): motivation = expectancy * instrumentality * valence
 McGregor (Theory X and Theory Y): Theory X : Lazy Theory Y: Like working
 David McClelland, 1955: Need for achievement -Need for affiliation - Need for
power

Fathers:

 Extension : Seaman Knapp

 Psychology: sigmund freud
 scientific management: F.W. Taylor
 ? modern management theory : henry fayol (management principles)
 modern management: Peter F. Drucker
 communication: Claude Shannon

Entrepreneurship Theories

 Cantillon's theory (1755)

 Marshall’s approach to entrepreneurship (Marshall, 1949)
 Schultz Approach (Schultz, 1975)
 Kirzner's "alert" entrepreneur (Kirzner, 1997)
 Schumpeter (1999): the discovery and opportunity theory of entrepreneurship
(equilibrium
 destruction theory)
 Knight’s Approach (Knight, 1971)

Farm Publication

 Leaflet
 Folder
 Bulletin
 News letter
 Journal
 Magazine
Leaflet

 Single printed sheet of paper of small size

 Containing preliminary information relating to a topic
 Generally distributed free of cost

Folder

 Single printed sheet of paper of big size

 Folded once or twice
 Contain essential information relating to a particular topic
 Distributed free of cost

Bulletin

 Is a printed, bounded booklet with a number of pages

 Containing comprehensive information about a topic
 A small price may be fixed on some important bulletins

Newsletter

 Is a miniature news paper

 Containing information relating to the activities and achievements of the organization
 It has a fixed periodicity of publication

KISAN CALL CENTER (1800-180-1551)

The 3C’s of Journalism

 Clear
 Concise
 Correct

ABC of poster

 Accuracy
 Brevity
 Clarity

Community Development
 1952 CDP Community Development Programme
 1953 NES National Extension Service
 1957 Panchayati Raj Decentralization

Technological Development
 1960 IADP Intensive Agricultural District Programme
 1964 IAAP Intensive Agricultural Area Programme
 1965 ICDP Intensive Cattle Development Project
  1966 HYVP High Yielding Variety Programme

Development with Social Justice

 1970-71 SFDA Small Farmers’ Development Agency

 MFAL Marginal Farmers’ and Agricultural
 Laborers Programme
 DPAP Drought Prone Area Programme
 1972-73 PPTD Pilot Projects for Tribal Development
 1974 T&V Training and Visiting Programme
 1978-79 IRDP Integrated Rural Development Programme
 1979 TRYSEM Training of Rural Youth for Self- Employment
 1980 NREP National Rural Employment Programme
 1982 DWCRA Development of Women and Children in Rural Areas
 1983 NAEP National Agricultural Extension Project
 1985-86 RLEGP Rural Landless Employment Guarantee Programme
 1986 TMO Technology Mission of Oilseeds
 1989 JRY Jawahar Rozgar Yojana
 1993 EAS Employment Assurances Scheme
 1994 SFAC Small Farmers Agri-business Consortium
 1996 IAY Indira Awaz Yojana
 1999 SGSY Swarnajayanti Gram Swarozgar Yojana
 1998-99 JGSY Jawahar Gram Samridhi Yojna
 (Modified JRY)
 2001 SGRY Sampoorna Grameen Rozgar Yojana
 2001 PMGY Pradhan Mantri’s Gramodaya Yojana
 2003 Haryali Watershed Development Programme
 2005 NREGA National Rural Employment Guarantee Act now termed Mahatma
Gandhi National Rural Employment Guarantee Programme

Innovation adoption diffusion

Rogers’s innovation-decision process of technology adoption: Knowledge- Persuasion-

Decision- Implementation- Confirmation

Characteristics of innovation: Relative Advantage, Compatibility, Complexity, Trialability,

Observability

Adopter category:

Innovators(Venturesome): 2.5

Early adopters(Respectable): 13.5

Early Majority(Local Adoption Leaders): 34

Late Majority(Skeptical): 34

Laggards(Traditional): 16
Stages of diffusion: awareness- interest- evaluation- trial- adoption

Posters

Hoardings

INDIVIDUAL CONTACT METHODS Film show

Farm and Home visit Exhibition

Office calls Campaigns

Demonstration SMALL GROUP TECHNIQUES

GROUP CONTACT METHODS Lecture

Group meetings Dialogue

Circular letter Symposium

Field trips Debate

MASS CONTACT METHODS Panel discussion

Radio Role play

Television Brainstorming

Flash card

PERT--Key Terms, Concepts and Definitions

Critical Path: The longest time path through the task network.

Dummy activity: An imaginary activity with no duration, used to show either an indirect
relationship between 2 tasks or to clarify the identities of the tasks.a dummy activity (an
activity which begins and ends at the same time) is inserted into the model to distinguish the
two activities.

Gantt chart: A bar chart.

Milestone: A significant task which represents a key accomplishment within the project.
Typically requires special attention and control.

Network Diagram: A wire diagram, also known as a PERT network diagram. A diagram that
shows tasks and their relationships; it is limited because it shows only task relationships. Its
key strength is easy-to-read task relationships.

PERT: (Program Evaluation and Review Technique)

Slack Time: The amount of time a task can be delayed before the project finish date is
delayed. Total slack can be positive or negative. If total slack is a positive it indicates the
amount of time that the task can be delayed without delaying the project finish date. If
negative, it indicates the amount of time that must be saved so that the project finish date is
not delayed. (Slack time is also known as float time)

Total Slack = Latest Start - Earliest Start.

By default and by definition, a task with 0 slack is considered a critical task. If a critical task
is delayed, the project finish date is also delayed.

Lead time: the time by which a predecessor event must be completed in order to allow
sufficient time for the activities that must elapse before a specific PERT event reaches
completion.

Optimistic time (O): the minimum possible time required to accomplish a task, assuming
everything proceeds better than is normally expected

pessimistic time (P): the maximum possible time required to accomplish a task, assuming
everything goes wrong (but excluding major catastrophes).

Most likely time (M): the best estimate of the time required to accomplish a task, assuming
everything proceeds as normal.

Expected time (TE): the best estimate of the time required to accomplish a task, accounting
for the fact that things don't always proceed as normal (the implication being that the
expected time is the average time the task would require if the task were repeated on a
number of occasions over an extended period of time).

TE = (O + 4M + P) ÷ 6