COMMUNICATION IN THE FIELD OF EXTENSION SERVICES

In extension service, this is the communication that takes place between extension officers and the rural dwellers. Communication in the field is made up of four major stages which involved in the extension officer’s work. These stages are analysis stage, decision making, implementation and evaluation stages.

In the stage of analysis, the main purpose of communication are to provide and obtain information and data that can help to identify and analyze the most important agro-economic and social problems of the rural population; to elicit reflection and discussion through which better interpretation can be obtained in respect of the problems discovered and their possible causes and relationship; and to contribute bases for judgement that can help to evaluate the particular problems in order to establish priorities.

In the decision making stage, most technicians think that because of their level of knowledge and professionalism, they are the only ones fit to determine or have solution to how problems of the farmers and other rural dwellers can be solved. Though there are failures that occurs when farmers applied solutions to which they did not make contributions and many cases of rejection of innovations or solutions imposed on the by technicians. In decision making, the farmers should be made to contribute their information and experience.

In the stage of implementation, communication is carried out in order to develop knowledge and completeness concerning the alternatives to be applied to guide small-scale test, Small Plot Adoption Technique (SPAT) so that they can be evaluated. This type of test makes the acquisition of information and skill which can, in the future, facilitate the innovations on a larger scale; to provide basis of judgement in order to interpret the results of such test; and to also give guidance and training for adoption of innovations in production or in the way of life of the farmer or his family.

In the stage of evaluation, it is normal to find cases in which the farmers and rural families discontinue the adoption of innovations. After sometimes, the farmers and rural families revert to traditional methods. This maybe the consequences of a situation where, for instance, the farmer finds out the cost of production input outweighing the market price of their produce.