AGRICULTURAL EXTENSION

COMMUNICATION
• Extension Communication is purposive.
• It concerns with the eliciting behavioral changes from the extension clientele.
• This changes in:

PRACTICE
ATTITUDE
KNEWLEDGE
 • Communication is a process which is

Source

Noise Message

Communication
elements

Receiver
Response

Channel
 TYPES OF COMMUNICATION

Written
Oral
Sending message with
written words Non-verbal
Process of verbally
transmitting Sending a message
information with any spoken or
written words
 METHODS OF COMMUNICATION

Individual communication

Group communication

Mass methods of communication

 AGRICULTURAL EXTENSION DEPENDS ON

• Trends in agricultural extension

• Changes in the rural community
• Characteristics of the New Rural Community
• Issues for agricultural extension in the new rural community
• Potential conflict & potential risk
• Strategies for agricultural extension
 RISK MANAGEMENT TOWARDS TRENDS

Production risk Marketing risk

Yields will be lower than desired due Prices will be lower than desired due to
to weather or some other unpredictable volatile market condition
event

Legal risk Human resource risk

Legal issues such as interpretations of Events affecting human resources, such
contract provisions and environmental as death, illness, or poor personnel
obligations, will be threaten the cash management, will seriously disrupt an
income of farms agricultural operation
MODERN AGRICULTURAL EXTENSION

• The modernity of agricultural extension systems is a

characteristic well understood by farmers but not
easily defined with specificity.
• Still, the distinctions between modern and traditional
system have powerful implications for the future
development of the global extension system even
though it is important to recognize that few, if any,
systems fall entirely into either the modern or
traditional categories
 TRENDS HELP IN

• Massive growth in food demand

• A continuing ramp up in efficiency
• Innovation defines success
• Generational transformation
• Retail and packaging innovation drive agricultural decisions
• Intelligent packaging moves front and center
• The energy opportunity
• Convenience and health take center stage
• Direct consumer-producer relationships blossom
• Partnership defines success
NEW TRENDS IN EXTENSION
COMMUNICATION

•Social Media
Pinterest roles out more friendly
“Pinterest Lite” regions
Facebook announce 2$ million in
funding for research into
misinformation and polarization
online
Twitter(x) outlines major events for
march to assist with strategic
planning
Linkedin launches “fair chance” job
filter to help applicants who have a
criminal record
 The question is
We don’t have
a choice on
whether we
DO social
media,

How we will DO it?

DEFINITION

• Social media are web based tools of electronic

communication that allow users to personally interact
with others individually or in groups for the purposes
of exchanging information
• Sharing thoughts and opinions, influencing and
facilitating decision-making by creating, storing,
retrieving and exchanging information in any form (text,
pictures, video, ets.) by anyone in the virtual world
OBJECTIVES

• To understand the functional building blocks of social media

• To know how the global trends in social media for agricultural
development
• To learn about the policy guidelines for using social media
• To review international projects on Social Media in Agriculture
and their outcomes
 FUNCTIONAL BUILDING BLOCKS OF SOCIAL
MEDIA
Presence
the extent to
which users
know if others
Sharing are available Relationship
the extent to
the extent to
which users
which users
exchange,
relate to each
distribute and
Identify other
Social media Functionality receive
The extent to
which user know
if others are
Reputation
Conversation available
The extent to
The extent to
which users
which users
know the social
communicate
standing of
with each other Group
others
The extent to
which user are
ordered or form
communication
 Presence
Creating and
managing the
reality, intimacy
and immediacy of
Relationship
Sharing the context
Managing the
Content
structural and flow
management
properties in a
system and social
network of
graph
Implications of the Functionality Identify relationships
Data privacy
controls, and tools
for user self-
promotion Reputation
Conversation
Monitoring the
Conversation
strength, passion,
velocity, and the
sentiment and
risks of starting
reach of users and
and joining
brands
Group
Membership roles
and protocols
GLOBAL TRENDS IN SOCIAL MEDIA FOR
AGRICULTURAL DEVELOPMENT
 FACEBOOK IN AGRICULTURAL
DEVELOPMENT

• Facebook can help extension professional to:

• Post videos/ photos of field level activities, demonstrations,
interaction with farmers and application of technologies.
• Share/ highlight success stories of farmers.
• Advertise events, exhibitions, conferences, seminars, training
programs and meetings related to agriculture.
• Create professional groups on a specific theme and share
knowledge; connect with other groups, organizations.
• Popularize government schemes.
• Send alerts in case of emergency, marketing opportunities for
farmers, consumer preferences.
 YOUTUBE IN AGRICULTURAL
DEVELOPMENT

• Encourage scientists and extension personnel who work at the field

level to create YouTube accounts to share agricultural related videos.
• Download useful agri-tech videos from YouTube and screen them on
pico projects to small groups of farmers.
• Encourage young entrepreneurs produce their success stories
and best practices and upload them on YouTube.
• Promote use of relevant YouTube videos in building
capacities of agricultural officers at the field level.
 WHATSAPP IN AGRICULTURAL
DEVELOPMENT

• Encourage scientists, extension workers, progressive/

innovative farmers to create WhatsApp accounts and
group to network and share information.
• Commodity specific groups can be created and linked to
input agencies.
 LINKEDIN IN AGRICULTURAL
DEVELOPMENT

• Personnel in agricultural institutes can connect with

others in their fields.
• Share knowledge and resources and exchange
experiences with other professionals.
• Create groups and share developments in agriculture
and allied sectors.
• Organizations can search for experts for involvement in
specific projects or programs
BLOGS IN AGRICULTURAL DEVELOPMENT

• Regular blog posts can compliment agricultural newsletters.

• Instead of sending emails to everyone in an organization, one
can publish news to a blog.
• Sharing and validating your work before finalization.
• Security options can ensure different users have
different access rights.

• Invite opinions and points of view on policy issues

confronting extension services.
 TWITTER (X) IN AGRICULTURAL
DEVELOPMENT

• Follow individuals in agricultural sector who share their

insights and influence agricultural issues.
• Tweet about government announcements, farmers’
schemes, events etc. with links to original sources.
• Encourage farmers to tweet their issues, problems
and post photos from the field.

• Farmers can publicize their products and other

details from consumers .
NEW TRENDS IN AGRICULTURAL SOCIAL
MEDIA IN EGYPT