Agricultural

Extension

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 Index
S.N. SUBJECT Page
No.
1 Agriculture Extension 151

2 Extension education 151

3 Principle of Extension Education 152

4 Role of Extension Education in Development 157

5 Communication Models 160

6 Communication Methods 162

7 Classification of Communication Methods 170

8 Audio-Visual Aids 173

9 Adoption And Diffusion of Innovation 179

10 Types of Leaders 180

11 Extension Programme Planning 181

12 Rural sociology and educational psychology 182

13 Classification of Social Groups 185

14 Social Stratification 186

15 Entrepreneurship 187

16 Five Year Plan (FYP) 189

17 Development With Special Justice 189

18 Important Projects 190

19 Important Facts 193

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 AGRICULTURE EXTENSION:
➢ Education is the process of giving training and instruction to people to develop their
knowledge, abilities, skills, character and mental powers.
➢ Education is an integral part of extension.
➢ Extension (Latin word) = Ex (Out) + tension (Stretching)
➢ The word 'Extension' was used first time in USA. Extension activity was started first time
in USA. First extension work was done in 1785 in Philadelphia state of USA when few
farmers got together and organised to sell their produce.
➢ Education Type: 1. Formal 2. Informal 3. Non formal
➢ Formal Education: it is the highly institutionalized chronologically graded & hierarchically
structured education system.
➢ Non formal Education: It is an organized systemic educational activities carried on outside
the framework of the formal system to selected type of learning to particular sub-group in
the population.
➢ Dr. Seeman A. Knapp is known as father of demonstration
➢ The study of extension education as a course first time started at Sabour (Bhagalpur) in
Bihar in 1956.
➢ The word 'Learning by Doinng' was coined by John Dewey in 1966.
➢ According to Dube (1994) First phase – Mainly emphasis on economic development &
economic growth.
❖ The concept of sustainability:
➢ The successful management of resources to satisfy human needs which maintaining or
enhancing the quality of environmental & conserving natural resources.
❖ Extension Education:
The use of term extension originated in England in 1866. This was taken up first by
Cambridge & Oxford universities. The term extension education was first used in 1873 by
Cambridge University to describe the particular educational innovation.
Extension defined as the science of developing capability of the people for sustainable
improvement in their quality of life.
Extension education is an applied behavioural science to bring about desirable change
usually through various strategies and programmes of change and by applying the latest
scientific and technological innovations.
➢ Participation is purely voluntary.
➢ It is an informal education i.e., out of school and college.
➢ Extension worker started first practical work there after theoretical aspects.

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 ➢ There is no fixed curriculum or course of study.
➢ Authority rests with the farmers.
➢ Teaching is mainly horizontal.
➢ Large and heterogeneous audience.
➢ It is a continuous education i.e., throughout the life.
➢ Freedom to develop programme local need.
➢ Teaching by any kind of persons i.e., local leaders or lay leaders.
➢ It is Bi-dimensional learning.
➢ Farmers study the problems.
➢ It is based on the needs and expressed desired of the people.
➢ Extension service: It is mainly to provide educational service to the people according
their need for improving their life through better working.
➢ Extension work: It includes the process of teaching and learning. Besides this process,
extension work includes organization, administration, supervision & financial as well as
the program management for the overall development.
➢ Extension Process: the extension process is that of working with rural people through
out-of school education, along those lines of their current interests and needs which are
closely related to gaining a livelihood, improving the physical level of living of rural
families, and fostering rural community welfare.
➢ Extension Job: The job of extension in agriculture and home economics is to assist
people engaged in farming and homemaking to utilize more fully their own resources and
those available to them, in solving current problems and in meeting changing economic
and social conditions.
❖ Principles Of Extension Education:
The principle of extension education is:
1. Principles of interest and needs
2. Grass-roots principle of organization
3. Principle of cultural differences
4. Principle of evaluation
5. Principle of cooperation and participation
6. Principle of applied science and democratic approach
7. Principle of learning by doing
8. Adaptability principle in the use of extension teaching methods
9. Principle of trained specialist
10. Principle of leadership
11. Whole family principle

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 12. Principle of satisfaction.
❖ Importance of Extension Education:
➢ Extension lays emphasis on “How to teach” instead of on “what to teach”.
➢ Extension Education is primarily for the rural development.
➢ Extension education plays major role in bringing desirable changes in rural people.
➢ The extension workers disseminate or transfer the latest technology to the farmers.
➢ Extension Education is included in the syllabus of Graduate and Post Graduate classes.
➢ The philosophy of extension.
➢ The word philosophy has a wider range of meaning. It’s derived from Greek word. It was
originally used to denote the love of wisdom or knowledge. According to Kelsey &
Hearne (1967) the basic philosophy of extension education is to teach people how to
think not what to think.
➢ The ultimate goal is to improve every man & the whole man, Sound extension
philosophy is always forward looking.
❖ Objectives of Extension:
➢ Objectives are expression of ends towards which our efforts are directed.
➢ Three levels of objectives are: Fundamental, General & Working Objective.
➢ The fundamental objective of extension is the development of people or the destination
man mentioned in the context of community development in India.
➢ General Objectives: These are more definite (specific) than fundamental objectives.
➢ Working Objectives: In this specific subject-matter approach is focus at individual or
group.
❖ Functions of Extension:
The functions of extension is to bring about desirable changes in behaviour by means of
education; changes may bring in their knowledge, skill, attitude, understanding, goals,
action and confidence.
1.Change in knowledge: means change in what people know.
2.Change in skill: is change in the technique of doing things.
3.Change in attitude: involves change in the feeling or reaction towards certain things.
4.Change in understanding: means change in comprehension.
5.Change in goals: is the distance in any given direction one is expected to go doing a
given period of time.
6. Change in action: means change in performance or doing thing.
7. Change in confidence: involves change in self-reliance.
❖ Basic Philosophy of Extension:

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 1. Extension is an organization to plan, execute & evaluate programming with the
people & not for the people.
2. Organization set up to teach people & motivate them to action, no to dictate.
3. An extension worker is a catalyst.
4. What an extension worker does to the people is more important than what he does for
the people.
5. His aims & objectives should not be rigid & unchangeable but flexible depending on
individual and social needs.
6. His job is to change the people & not the subject matter.
7. He should help people to work together in group.
❖ The Extension Education Process:
➢ Developed by Dr. J. Paul Leagens. Five essential phases:

Teaching
(What to teach
and how to
teach)
Objectives
Evaluation
(What should
be) (What has been
the result

Extension
education
Process
Reconsideration
Situation
(What next to
(What it is now) do)

❖ Extension Education is a participative & continuous process

➢ Situation objective, teaching, evaluation, reconsideration. (SOTER)
❖ Teaching learning process:
➢ The teaching learning process is explained by Legans (1961).
Element of learning Situation

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 Teacher Subject
Matter

Learner

Physical Teaching
Facilities AIDS

❖ Extension Education Process:

Teaching (What to
teach and how to
teach)

Evaluation (What
Objectives (What
has been the
it should be)
result)

Situation (What it Reconsideration

is now) (What next to do)

➢ Edgar Dale’s Cone of Experience’ was modified by Sheal (1989)

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 10% Reading
Verbal Receiving
20% hearing
words
30% Looking at
picture
Visual Receiving
50% Watching movie

Discussion
70% Participating
Giving talk

Simulating experience Doing

90%
Doing real thing
➢ 10% What we read
➢ 20% What we hear
➢ 30% What we see
➢ 50% What we hear + see
➢ 70% What we say
➢ 90% What we say + do
➢ Cyber extension – also known as e-extension. The cyber extension naturally, cannot
& will not eliminate all the problems of traditional extension.
➢ Swanson (1997) may be classified into two categories-
➢ Material knowledge – such as tools equipment’s, agrochemicals, medicines
➢ Knowledge based technology – such as the technical knowledge management skill &
other process that farmers and rural people for better production in their enterprises.

❖ Teaching-Learning Process:
The teaching-learning process is essential to have a grasp of the meaning of extension.
➢ Teaching: Is the process of arranging situation in which the important things to be
learned are called to the attention of the learners, their interest developed, desire arises,
and action promoted.

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 ➢ Learning: Is the process by which and individual, through one's own efforts and abilities
change the behaviour.
➢ Process: Means a course of procedures, some things that occurs in a series of action or
events conducting to the desired end.
❖ Role Of Extension Education in Development:
➢ Extension education centres around three units:
(a) Farmers or rural people
(b) Innovations or inventions
(c) Extension workers
❖ An Effective Learning Situation:
➢ An effective learning situation is one in which all the essential elements for promoting
learning i.e., learners, teachers, subject matter, teaching materials and physical facilities,
relevant to a particular situation, are present in a dynamic relationship with one another:
1. Learners: who want and need to learn are the learners. Learners should be capable of
learning, have interest in the subject, have need for the information offered and be able
to use the information once it is gained.
2. Teachers: They are the extension agents who impart training and motivate the
learners. They not only know what to teach but also know how to teach.
3. Subject matter: it is the content or topic of teaching that is useful to the learners.
4. Teaching materials: These are appropriate instructional materials, equipment’s and
aids.
5. Physical facilities: It means appropriate physical environment in which teaching
learning can take place.
❖ Criteria for effective learning: Learning involves acquisition of knowledge, skill, attitude
etc., retention to stop reversion and transfer, to use it in real life situations. Learning to be
effective, should have the following characteristics:
1. Learning should be purposeful.
2. Learning should involve appropriate activity by the learners that engages a maximum
number of senses.
3. Learning must be challenging and satisfying.
4. Learning must result in functional understanding.
❖ Steps In Extension Teaching:
1. Attention: The first step in extension teaching is to make the people aware of new ideas
and practices. Mass methods like radio, television, exhibition etc. and personal contact
by the extension agents, contact through local leaders are important at this stage.

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 2. Interest: Once the people have come to know of the new idea, the next step is to
stimulate their interest, Personal contact by the extension agent, contact through local
leaders, farm publications, radio, television etc. are important at this stage.
3. Desire: It means unfreezing the existing behaviour and motivating the people for
change. Visit to demonstration, farm publications, personal contact by the extension
agents, group discussion etc. are important at this stage.
4. Conviction: it is a stage of strong persuasion so as to convince the people about the
applicability of the new idea. Field day or farmer's day, slide show, personal contact by
the extension agent and training are important at this stage.
5. Action: This is the stage of putting the idea or practice into operation. At this stage it is
necessary to collect evidence of change such as change in yield, income, employment
etc. Demonstration, personal contact by the extension agent, supply of critical inputs
and ensuring essential services are important at this stage.
6. Satisfaction: To produce lasting change, the extension effort should produce satisfying
results. Satisfaction may come from high yield, more income, better health etc. Use of
mass media, local leaders and personal contact by the extension agents are important at
this stage.
❖ Steps in extension teaching:
➢ Attention, interest, desire, conviction, action, satisfaction (AIDCAS)
A - attention

I - Interest

D- Desire

C - Conviction

A - Action

S - Satisfaction

❖ Motivation in extension:
➢ Motivation means movement or motion, an inner state that energizes, activates or moves
& directs human behaviour towards goals.
➢ 1. Intrinsic motivation 2. Extrinsic motivation

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 ➢ Intrinsic motivation- the motivation which generate from within one’s own self are
known as intrinsic motivation.
➢ Extrinsic – which generate from an artificially induced incentive, say, award of titles like
krishi pandit, prizes, certificate etc.
➢ Intrinsic motivation is stronger and permanent than extrinsic.
➢ Extrinsic is considered more important in extension.
❖ Evaluation in Extension:
➢ Van dan Ban & hawkins (1996) evaluation is used to determine whether an extension
programme has achieved its goal & whether these goals could have been achieved more
effectively in a different way.
➢ Formative evaluation – which gathers information for development of an effective
extension programme.
➢ Summative evaluation – Which tries to measure the end result of programme in order to
decide whether or not it should be continued expanded or diminished.

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COMMUNICATION:
Communication is the process of effecting an interchange of understanding between two or
more people".
➢ Teaching and learning are the process of communication.
➢ Communication is a two way or double way process.
➢ Teachers acts as catalyst.
➢ Communication involves:
(a) Source and his message
(b) Receiver and his response.
➢ Communication is derived from Latin word 'communis' meaning 'common'. It means to
establish commonness between sender and receiver of message is termed as
communication.
➢ Communication means sharing of ideas and feelings in a mood of mutuality.
➢ The chief emphasis in communication of target Audience (not on material or medium).
❖ Communication Systems:
K – Knowledge
G – Generating
S – System
D – Disseminating
C – Consuming
➢ Agencies: Universities, Research institutes, Private organization etc.
➢ Mass media: Universities, Research institutes etc.
➢ Key elements of communications:
(a) Sender
(b) Message
(c) Message treatment i.e., encoding
(d) Communication medium
(e) Receiver: It is the most important element because every element is distinct towards
receiver
(f) Receiver response
❖ Communication Models :
1. Aristotle’s Model:

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 Speaker speech Audience

➢ communication takes place face to face

2. Shanon-weaver model:

Source transmitter signal receiver Destination

3. Westly and Machean’s Model:

Sender encoder channel decoder receiver

4. Berlo’s model:

Source Encoder Message Channel Decoder Receiver

5. Schramm (1961) SESDD

Source-Encoder-Signal-Decoder-Destination

Field of Experience Signal

Source Encoder Decode Destination

6. S-M-R-C-E Model (Roger & Shoemaker):

Source Message Channel Receiver Effect

7. Legans (1963) CMCTAR

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 ➢ Communicator-Message- Channel-Treatment-Audience-Response

Communicator Message Channel

Response of Audience Treatment Audience

8. Letters model:
Selection-Encoding-Transmission-Channel -Detecting – Decoding – Selection
METHOD OF COMMUNICATION:
➢ According to Aristotle: Communication has three ingredients:
1. Speaker – the person who speaks
2. Speech – the speech that the individual produces
3. Audience – the person who listens
➢ Elements of extension communication system:
1. Communicator: Extension agent is the communicator who starts the communication.
The characteristics of good communicator are:
✓ The individual knows:
(i) The objective- have them specifically defined.
(ii) The audience- their needs, interests, ability, predispositions.
(iii) The message – its content, validity, usefulness, importance.
(iv) Channel that will reach the audience.
(v) The professional abilities and limitations.
✓ The individual is interested in:
(i) The audience and its welfare
(ii) The message and how it can help people.
(iii) The results of communication and their evaluation.
(iv) The communication channels – their proper use and limitations.
(v) Improvement of the communication skill.
✓ The individual prepares:
(i) A plan for communication – a teaching plan
(ii) Communication materials and equipment
(iii) A plan for evaluating of results
✓ The individual has skill in:

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 (i) Selecting messages
(ii) Treating messages
(iii) Expressing message – verbal and written
(iv) The selection and use of channels
(v) Understanding the audience
(vi) Collecting evidence of results
2. Message: The recommendations from research, the technology, constitute the content or
subject matter, the message. A good should clearly state what to do, how to do, when to
do and what would be the result.
Message which are relevant, interesting, useful, profitable, credible, and complete are
likely to motivate the people.
3. Channel: Channel of communication constitutes the medium through which
information flows from a sender to one or more receiver.
The channels of communication may be classified into a number of way according to
different criteria.
➢ According to form:
✓ Spoken – farm and home visit, farmer's call, meeting, radio talk etc.
✓ Written – personal letter, farm publications, newspaper etc.
✓ According to nature of personnel involved:
✓ Personal localite – personal locals to channels are important in traditional social
system. They are local people and local leaders.
✓ Personal cosmopolite: These are mass media, which are important in areas of high
urban influence and farmers who are modern or are changing from traditional to
modern.
✓ According to nature of contact with the people:
✓ Individual contact: The extension agent communicates with the people individually,
maintaining separate identity of each person e.g., farm and home visit, farmer's call,
personal letter etc.
✓ Group contact: The extension agent communicates with the people in group e.g.,
group meeting, small group training, field day or farmer's day, study tour etc.
✓ Mass contact: The extension agent communicates with a mass of people, without
taking into consideration their individual or group identity e.g., mass meeting,
campaign, exhibition, radio, television etc.
4. Treatment of message:
➢ Treatment of the message by the communicator shall depend to a great extent of choice
of the channel, and the nature of audience.

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 ➢ Treatment means the way a message is handled, dealt with, so that the information gets
across to the audience.
➢ The purpose of treatment is to make the message clear, understandable and realistic to
the audience.
5. Audience:
➢ The audience or receiver of message is the target of communication function.
➢ An audience may consist of a single person or a number of person.
➢ It may compose man, woman and youth. An audience may be formed according to
occupation groups such as crop farmers, fruit farmers, dairyman, poultry keepers, fish
farmers, home makers etc. Audience may also be categorized according to farm size
such as marginal, small, medium or big farmers or according to whether they belong to
scheduled caste, scheduled tribe etc.
➢ It is the consumer’s messages.
6. Audience segmentation: Audience segmentation is a communication strategy that
consists of identifying certain sub audiences within a total audience & then conveying a
special message to each of their sub audiences.
7. Audience response:
➢ Response of the audience in the ultimate objective of any communication function.
Response of an audience to message received may be in the form of same kind of
action, mental or physical.
➢ Until the desired action results, extension communication does not achieve its most
essential objective.
➢ Feedback:
✓ Extension communication is never complete without feedback information. Feedback
means carrying some significant responses of the audience back to the communicator.
✓ Communication work is not an end in itself.
✓ The extension agent should know what has happened to the audience after the message
has recorded them.
✓ Feedback has the following characteristics:
1. Feedback is source oriented
2. Feedback varies in different communication situations
3. Feedback affects the source of communicator
4. Feedback exerts control over failure messages
5. Feedback affects communication fidelity
6. Feedback maintains the stability and equilibrium of a communication system.
❖ Agriculture knowledge and information system (AKIS):

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 ➢ The new knowledge is developed not only by research institutes but also by many
different actors. These constitute the AKIS.
➢ Principles of rural journalism:
1. Use of simple language.
2. Structure and arrange arguments clearly.
3. Make main points briefly
4. Keep important information at the top.
5. Use lively pictures and photographs.
6. Prepare a stimulating write-up.
➢ Communication fidelity:
✓ Fidelity is the faithful performance of communication process by all its elements:
✓ communicator, message, channel and receiver. Noise and fidelity are two sides of the
same coin. Eliminating noise increases fidelity, the production of noise reduces fidelity.
➢ Communication gap: Communication gap refers to the difference between what was
communicated by the extension agent and what has actually been received by the
audience.
The nature of communication gap may be of two types.
1. The message does not reach the target
2. The message fails to produce the desired impact, even if reaches the targets.
TYPES OF COMMUNICATION:

Communication

According to According to According to way

Organizational Direction of flow of Expressions

Formal Downward Verbal

Informal Upward Written

Horizontal Non Verbal

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 ➢ Formal communication flows through officially prescribed route in which there are
officially recognized positions.
➢ Informal communication may be conveyed by a simple glance, gesture, smile or mere
silence.
➢ Downward communication when information comes from higher level to a lower level
in the organization structure.
➢ Horizontal communication when it takes place between two subordinates of the same
superior.
➢ Verbal or oral communication is a face to face conversation through subordinates of
the same superior.
➢ Verbal or oral communication is a face-to-face conversation through oral words or
words of mouth.
➢ Written communication is a process involves sending messages by written words.
➢ Non-verbal communication is a message without using arbitrary symbols.
❖ Barriers in communication:
1. Technical problems: These are problems concerned with the accuracy of the
transference of information from sender to receiver.
2. Semantic problems: Problems regarding the interpretation of meaning.
3. Influential problems: The problems of influence or effectiveness of communication.
4. Physical problems
5. Cultural: Cultural differences pose serious barriers in the communication process.
❖ According to Kirk (1963), distortion of information:
1. SYSTEMATIC or STRETCH: No information is lost.
2. FOG: Some part of the information (information is lost).
3. MIRAGE: Some part of information (extra and unwanted).
❖ Basis for demonstration-
1. Small group Training: It is a technique of imparting specific to a group of people who
need them by creating an appropriate learning situation. This is an effective method for
transfer of technology.
2. Lecture: This method is extensively used to present authoritative or technical
information to develop background and appreciation and to integrate ideas. It is a one-
way communication. It is organized presentation. It appeals the ear minded.
3. Forum: Discussion or question and answer period may be held following the speech.
This is generally called a speech.
4. Debate: In this two teams, one presenting the formative and the other the negative side of
the question. There are two-way communications between the debates but one way
communication for the audience.

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 5. Symposium: This is short series of lecture. Usually by two to 5 speakers. In this one
speaks for a definite amount of time and presents a different phase or subdivision of
general topic. The subject may be or may not be controversial.
6. Panel: It is an informal conversation put on the benefit for the audience, a small group of
speakers usually from 2 to 8 in number. They are selected on the basis of information and
experience they have.
7. Buzz sessions: Phillips 66 format- with the large groups when the time is limited of
discussion, the audience may be divided into small units for a short period. This is called
huddle system or Phillips 66. Group of 6 to 8 persons get together often receiving the
instructions to discuss about specific issue assigned.
8. Brainstorming: Type of small group interaction design to encourage the free
introduction of ideas on a unrestricted basis and without any limitations to feasibility. It is
a form of thinking in which judicious reasoning gives way to creative initiative.
9. Workshop: It is essentially a long meeting from one day to several weeks, involving all
the delegates in which the problems being discussed are considered by delegates in small
private groups.
10. Seminar: it is one of the most important form of group discussion. Leader introduces the
topic to be discussed. A seminar has two or more lenary sessions. The advantage of
pooling together the opinions of the large number of persons.
11. Conference: Pooling of experiences and opinions among groups of people who have
special qualification in an area.
12. Institute: Consists of a series of meeting and lecture. They are source of new information
and new ideas.
13. Syndicate studies: Conducted with the help of group discussion, supplemented by the
available literature on the subject of the end product is a erudite report. The studies on
any subject can continue for a month or more, with 10-12 seating. (Seminar + group
discussion + erudite report profound knowledge)
14. Field day or farmer’s day: This is a method of motivating. The people to adopt new
practices by showing what has actually been achieved by applying the practice under
field condition. If the number of participants is large they should be divided into small
groups of about 20-25 persons each, who shall visit the spots in rotation.
15. Study tour: The main purpose is to motivate the visitors by showing what other has been
able to achieve. Study tour may be synchronized with programmes of national
importance like national fair, world fair etc. a group of 30 to 50 persons may be
convenient for study tour. Maximum number of 80-100 persons may be accommodated
in one batch.
❖ Communication Methods:

166 Agri Coaching Chandigarh

➢ The choice of a channel or method of communication, also known as extension teaching
method, generally depends on the number and location of the target audience and the
time available for communication.
➢ The extension agent has to choose a particular method or combination of methods
according to the needs of the situation.
➢ There are following several types of communication methods:
A. Individual method: In this method, the extension agent communicates with people
individually, maintaining separate identity of each person e.g., farm and home visit,
farmer's call etc.
Advantages: In this method has following advantages. These are:
1. Helps the extension agent in building rapport.
2. Facilitates gaining demonstrators and local leaders.
3. Helps in changing attitude of the people.
4. Helps in changing attitude of the people.
5. Helps in teaching complex practices.
6. Facilitates transfer of technology.
7. Enhances effectiveness of group and mass methods.
8. Facilitates getting feedback information.
Limitations:
1. This method is time and labour expensive
2. Low coverage of audience
3. Extension agents may develop favouritism or bias towards some persons.
B. Group method:
➢ A group may be defined as an aggregate of small number of people in reciprocal
communication and interactions around some common interest.
➢ In this method , extension agent communicates with the people in groups and not as
individual persons.
➢ In this situation, these may be a few communication such as the extension agent and
some subject matter specialist.
➢ The size of a small group may be from 15 to 25, a medium group from 25 to 30 and a
large group from 50 to 100 persons.
➢ Group methods are result demonstration, method demonstration, group meeting,
small group training, field day or farmer's day, study tour etc.
Advantages:

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 1. Enables the extension agent to have face to face contact with a number of people at a
time.
2. Can reach a selected peoples of the target group.
3. Facilitates sharing of knowledge and experience and thereby strengthen leaning of
the group members.
4. Reach fewer people but offer more opportunities for interaction and feedback.
5. Satisfies the basic urge of people for social contacts.
6. Motivate people to accept change due to group influence.
7. More effective than mass method in stimulating action.
8. Less expensive than individual method due to more coverage.
Limitations:
1. Wide diversity in the interest of group members may create a difficult learning
situation.
2. Holding the meeting may be regarded as an objective in itself.
3. Vested interest, caste groups and village fraction may hinder free interaction and
decision making by the group members.
C. Mass method:
➢ In this method, the extension agent communicates with a vast and heterogeneous
group of people, without taking into consideration their individual or group identity.
➢ This method is followed where a large and widely dispersed audience is to be
communicates within a short time.
➢ The size of audience may be a few hundreds in mass meeting, few thousands in
campaign and exhibition and millions in newspaper, radio and television.
Advantages: There are several advantages of mass method. These are:
1. Suitable for creating general awareness amongst the people.
2. Helps in transferring knowledge and farming and changing opinions.
3. Large number of people may be communicated within a short time.
4. Facilitates quick communication in times of emergency.
5. Reinforces previous learning.
6. Less expensive due to mass coverage.
Limitations:
1. Less intensive method.
2. Little scope for personal contact with the audience.
3. Little opportunity for interaction with and amongst the audience.
4. Generalized recommendations hinder application by individuals.

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 5. Little control over the response of the audience.
6. Difficulty in getting feedback information and evaluation of results.

CLASSIFICATION OF COMMUNICATION METHODS:

➢ The communication methods adopted in extension may be classified as follows:
A. Individual methods:
1. Farm and home visit: Farm and home visit is a direct face-to-face contact by the
extension agent with the farmer or home maker at their farm or home for extension work.
2. Farmer's call: Farmer's call is a call made by the extension agent to particular farmer or
home maker in connection with extension work. This should not be regarded as a
substitute for personal contact.
3. Adaptive or mini-kit trial: Adaptive or mini-kit trial is a method of determining the
suitability or otherwise of a new practice in farmers situation.
4. Farm clinic: Farm clinic is a facility developed and extended to the farmers for diagnosis
and treatment of farm problems and to provide some specialist to individual farmers.
B. Group Methods:
1. Result demonstration: Result demonstration is a method of motivating the people for
adoption of a new practice by Showing its distinctly superior result.
2. Method demonstration: A method demonstration is given before a group of people to
show how to carry out an entirely new practice or an old practice in a better way. It
involves seeing, hearing, participating and practicing in a group which shall stimulate
interest and action.
3. Group meeting: Group meeting is a method of democratically arriving at certain
decision by a group of people, by taking into consideration the member points of view.
The convenient size of group for conducting a meeting of discussion may be around 15 to
25, which may be extended up to about 50.
4. Small group trainings: small group training is a technique of imparting specific skills
to a group of people who need them by creating an appropriate learning situation. This is
an effective method for transfer of technology.
5. Field day or farmer's day: Field Day or farmer's day is a method of motivating the
people to adopt a new practice by showing what has actually been achieved by applying
the practice under field conditions. A field day or farmer's day may be held in a research
farm or in farmer's field or home.
6. Study tour: In study tour, a group of interested persons accompanied and guided by one
or more extension agents moves out of their neighbourhood to study and learn significant

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 improvements in farm and home elsewhere. The main purpose is to motivate the visitors
by showing what others have been able to achieve.
C. Mass Methods:
1. Farm publication: Farm publication is a class of publication is a class of publications
prepared by the extension agency in printed farm, containing information relating to the
improvement of farm and home. Farm publications are of various types such as leaflet,
folder, bulletin, newsletter, journal and magazine. Farm publications are extremely useful
to the literate farmers.
a. Leaflet: It is a single printed sheet of paper of small size, containing preliminary
information relating to a topic. It is made as when needed. Generally distributed free
of cost.
b. Folder: It is a single printed sheet of paper of big size, folded once or twice and
gives essential information relating to a particular topic. It is printed as and when
required. Generally distributed free of cost.
c. Bulletin: It is a printed, bound booklet with a number of pages, containing
comprehensive information about topic. It is a printed as and when required. A small
price may be fixed.
d. Newsletter: It is a miniature newspaper in good quality paper, containing
information relating to the activities and achievements of the organization. It has a
fixed periodicity or publication. Generally distributed free of cost.
e. Journal and magazine: These are periodicals, containing information related to
various-to-various topics of interest not only for the farmers but also for the
extension agents. It has a fixed periodicity of publication. Generally distributed free
of cost.
2. Mass meeting:
➢ mass meeting is held to communicator interesting and useful information to a large
audience at a time.
➢ The size of the audience for mass meeting may be a few hundreds, but at a time of
fairs or festivals it may be few thousands.
➢ Mass meeting may be held in a covered or in an open place.
3. 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 a campaign may be for a single day on them like water for life, for a
few months as in Van-Mahotsav and for a new years as in grow more food campaign.
➢ The campaign may be organized once or may be repeated year after year. It may be
held by involving a small number of people in a few village.

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4. Exhibition:
➢ An exhibition is a systematic display of models, specimens, charts, photographs,
pictures, posters, information etc.
➢ in a sequence around a theme to create awareness and interest in the community.
➢ This method is suitable for all types of people.
➢ Exhibition may be held at the village, block, sub-division, district, state, national and
international levels.
➢ Exhibitions may also be organized by taking advantages of local fairs and festivals.
5. Newspaper:
➢ Newspaper is a bunch of loose printed papers properly folded, which contains news,
views, advertisements etc. and is offered for sale at regular intervals, particularly daily
or weekly.
➢ Newspapers are usually printed on a special type of paper, known as newsprint. Daily
newspapers are resource strong and are published from national/state capitals or big
cities.
➢ Small newspapers are resource weak and are published at weekly or fortnightly
intervals, generally from the district or sub-divisional headquarters.
➢ The circulation of daily newspaper may range from a lakh to several lakhs while small
newspapers is limited to a few thousands only.
6. Radio:
➢ Radio is an electronic audio-medium for broadcasting programmes to the audience.
Radio is suitable for creating general awareness amongst the people help change their
attitude and reinforce learning.
➢ The medium is extremely convenient for communication in times of crises and urgent
situations.
➢ This medium is cosmopolite in approach and is suitable for communication to millions
of people widely dispersed and situated in remote areas.
➢ Availability of low-cost transistor sets has helped radio to penetrate deep knowledge
into the rural life.
7. Television:
➢ Television is an electronic audio-visual medium which provides pictures with
synchronized sound.
➢ Television combines the immediacy of radio with the mobility of cinema and can carry
message over long distances at a relatively low unit cost.
➢ Television is a multi-media equipment as it can include motion picture, recording,
slide, photograph, drawing, poster etc.
➢ Television can show tapped as well as live programme.

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 ❖ Audio-Visual Aids:
➢ Audio-visual aids are instructional devices which are used to communicate message
more effectively through sound and visuals. These may be used for literate as well as
illiterate people.
➢ The use of audio-visual aids has the following advantages:
1. Capture audience attention an arouse their interest.
2. Highlight main points of the message clearly.
3. The possibility of misinterpreting concepts is reduced.
4. Structure the learning process more effectively.
5. Message perceived with several senses are understood and retained better.
6. Provide experience otherwise difficult to get.
7. Help reach more people irrespective of their level of literacy and language.
8. Speed up the process of learning.
9. Can adopt the speed of presentation to the reactions of the audience.
10. Save time of teacher and learner.
➢ Audio aids: The instructional device through which the message can only be heard are
known as Audio-aids.
➢ Visual aids: The instructional device through which the message can only be seen are
known as visual aids.
➢ Audio-visual aids: The instructional device through which the message can be heard
and seen simultaneously are known as audio-visual aids.
❖ Classification of audio-visual aids:
The audio-visual aids may be classified into three categories as follows:
Audio-aids Visual aids
Non projected Projected
Tape-recorder Chalk board Slides
Public address Bulletin board Film strip
system
Telephone Picture and photograph Opaque projection
Flannel graph, flash Overhead projector
card, Flip chart
Poster
Diagram, map, chart and
graph
Specimen, model,
diorama

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C. Audio-Visual aids:
Projected Non projected
1. Drama 1. Motion picture (cinema)
2. Puppet show 2. Video
3. Talking doll
❖ Audio-Visual Aids May Also Be Classified As:
1. Display type: Display type of visuals are those which are spread before the audience for
viewing, who get the message by looking at them. These are poster, bulletin, board,
models, exhibits etc.
2. Presentation type: Presentation type visuals are presented or projected before the
audience for viewing, but at the same time one explains or presents the message of the
visuals, so that the audience gets a meaningful understanding of them. These are flash
card, slides, filmstrip etc.
❖ Choice of audio-visual aids:
Audio-visual aids are used singly or in combination with other aids and extension
methods. The choice of audio-visual aids shall depend on a number of criteria.
1. Teaching objectives: whether to give information, to impart skill or to bring change
in attitude etc.
2. Nature of subject matter being taught: particular aspect of the technology and
whether understandings on seeing or not.
3. Nature of audience: their age, education, interest, experience, knowledge,
intelligence etc.
4. Size of the audience: small or large
5. Availability of equipment’s, materials and funds
6. Skill and experience of the extension agent in preparation and use of audio-visual
aids.
❖ Audio-Aids:
1. Tape recorder: Tape recorder is an equipment for recording sound on magnetic tape by
electro-magnetic process, which may be played back when needed. The tape may be
celluloid, plastic or high tensile polyester film, Tape recorder is suitable for use in
meeting, training programme, campaign, recording radio programme. A tape recorder
for extension work should have the following features:
➢ Simple with minimum number of buttons and knobs.
➢ Light weight and easy to carry.

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 ➢ Battery operated can also be used on AC/DC power battery.
➢ Variable speed with 1 to 2 recording tracks.
➢ Sturdy in construction and moderate in cost.
2. Public address system:
➢ Public address system is a set of equipment’s to amplify sound so that it is auditable
to a large audience over a distance.
➢ It is useful for extension programmes involving a large number of people such as
mass meeting, training programme, field day or farmers day campaign, exhibition
etc.
➢ The public address system has three components viz., microphone, amplifier and
loudspeaker.
➢ The microphone is connected to the input terminal of the amplifier and the
loudspeaker to the output terminal. It may be run on dry/wet battery or AC/DC
power supply.
3. Telephone:
➢ Telephone is a system of equipment’s through which people can communicate both
ways to distant places.
➢ Only two people can communicate at a time through a telephone, the system serves
many people in a given areas with the establishment of telephone in each gram
panchayat office at the village level, rural telephone has become a reality in India.
❖ Non projected visual aids:
1. Chalkboard:
➢ Chalkboard is a board for writing with chalk. Chalkboard is the simplest, cheapest,
most convenient, and widely used visual aids.
➢ Wooden board, coloured with black is mostly used, hence it is also known as black
board. However, ground glass, roll up materials, coloured in black, olive green or
blue may be used.
➢ Chalk board is suitable for use in lecture, training programme, group meeting etc.
2. Bulletin board: Bulletin board is a board for display of message.
➢ Bulletin board may be made of soft insulation board or perforated Masonite board
and may or may not be covered with glass.
➢ Paper containing the message may be fixed by board pin on the soft insulation
board.
➢ The message on the bulletin board may be in the form of words, graphs, charts,
photographs, illustrations, publications etc. and may be used in the communication
centre and various types of extension programme.
3. Picture and photograph:

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 ➢ Picture are a representation made by drawing, painting or photography which gives
accurate idea of an object.
➢ A good picture may tell a story without using a single word. Colour pictures and
blow-up photographs have more appeal.
➢ Pictures and photographs are used in various ways in extension work such as
training programme, farm publication, Campaign, exhibition, slide, filmstrip,
motion picture, television newspaper, display etc.
4. Flannel graphs, flash card, film chart:
➢ Flannel graph, flash card and flip chart are visual aids in which the message are
written or drawn on thick paper and presented step-by-step by the extension agent to
the audience to synchronize with the talk. This produces a dramatic effect on the
audience. In flannel graph to use depends on the size of the audience.
➢ A flannel graph 30 X 40 inches can be used to tell a story to about 150 people.
➢ Flash card: Used for groups of not over 30 people, at least by 22 x 28 inches. The
number of flash card to 10-12 for one talk.
➢ These are generally used in classroom situation, rather than in field extension work.
5. Poster:
➢ Poster is a placard displayed in a public place with the purpose of creating
awareness amongst the people.
➢ A poster is generally seen from a distance and the person glancing at it seldom has
the time or inclination to stop and read.
➢ It must convey message quickly. Should be at least 20 x 30 inches. Brevity not more
than 5 words should be used. Simplicity. ABC of poster: attractive, brief, clear.
➢ A good poster should have the following properties:
i. It must be able to attract attention.
ii. It must convey the message quickly.
iii. It must lead to action.
➢ Hand drawn posters may be used in training programme, group meeting, farmer's
day etc.
➢ Printed posters may be used in large number of campaign, exhibition etc.
➢ Wall writing and sign boards may be made by following the principles of poster and
are affective for communication.
6. Diagram, map, chart and graph:
➢ Diagram, map, chart and graph are visuals where information is summarized and
presented in a more or less abstract form.

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 ➢ Diagram is line drawing of an object or an idea, a map is an informative diagram of
an area, a chart contains information in tabular form and a graph is a diagrammatic
representation of the relationship between variables.
➢ Diagram, map, chart and graph are used in bulletin board, method demonstration,
group meeting, training programme, farm publication, campaign, exhibition,
newspaper, television etc.
➢ Visual symbol for summarizing, campaign, contrasting or perform other services in
explaining subject matter.
7. Specimen, model, Diorama: specimen is a sample which represents the whole.
➢ Model is miniature replica of an object.
➢ Diorama is a scenic representation of the original, with specimen, model and
painting.
➢ Specimen and model are used in method demonstration, group meeting, training
programme, exhibition etc. Diorama is greatly used in exhibition and in
communication centres.
8. Translide: Translide are transparent big size photographs which are displayed by
providing light at the back. Translides are costly but produce beautiful like visuals.
These may be used in communication centre, information centre and exhibition.
❖ Projected Visual – Aids:
1. Slides: slide is a transparent mounted picture which is projected by focusing light
through it. The projection may be made on roll-back screen or on white wall. Slides of
35 mm film mounted on individual cardboard frame are more common and are
extensively used in extension programme. Glass slides are generally used in cinema
halls. Slides are used in training programme, seminar, workshop, group meeting,
campaign, exhibition, television etc.
2. Film strip: film strip is a continuous strip of film consisting of a small number of
individual frames or pictures arranged in a sequence. Each strip may contain about 30 to
60 frames of photographs, diagrams, drawings or lettering. The pictures may have
explanatory titles. Film strip are generally used in training programmes.
3. Opaque projection: in opaque projection a large aperture projector is used to project
opaque materials. Opaque projector is also known as epidiascope. Pictures, drawings,
diagrams directly from books, magazines etc. or drawn on sheets of paper can be
projected. The size of projectable material should be around 25 cm x 25 cm. Opaque
projection may be used in training programme, group meeting etc.
4. Overhead projection: in overhead projection, the picture is projected over the head of
the speaker on the screen. This is accomplished by an overhead projector. Drawing,
diagram, lettering etc. are made on transparent sheets and are put on the glass platform

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 of the overhead projector, through which strong light is passed Overhead projection is
used in training programme, group meeting, seminar, symposium, workshop etc.
Printing on transparencies may be made through photographic, Xerox electronic
processes. The transparencies may be in colour or in black and white and may be
repeatedly used.
➢ Non-Projected Audio-Visual Aids: Drama, Puppet show, Talking doll
1. Projected Audio-Visual Aids: Motion picture (Cinema), Video, Folk media
Demonstration:
Demonstration means showing by doing. The basic principles of demonstration is
learning by seeing and doing. There are two types of demonstration.
1. Method demonstration: It is the short type of demonstration. The method
demonstration evolved by Dr. Seeman. A. Knapp. This is a single practice
demonstration i.e., how to apply fertilizer in the field. This cannot compare between
old and new technique or skill. It's main purpose to provide only skill. It is oldest
form of teaching.
There are some points which should be taken into consideration while demonstrating
practice.
2. Result demonstration: In this demonstration, the result of demonstrated practices
are shown in comparison to existing practices. It is long type of demonstration.
In result demonstration process, the extension worker may take the help of audio-
visual aid like film, slides, pictures and comparative diagrams etc. so the farmers
imagination is fired, and they have some idea of how things were done to obtain
higher yields.
3. National or composite demonstration:
(i) It is a composite of both method and result demonstration.
(ii) It is first line demonstration or front-line extension project.
(iii) It is conducted by the researchers on the farmer's field.
(iv) The main objective is to show how production can be increased per unit area and
per unit time.
(v) Multiple cropping system are usually followed, and high yielding varieties are
used in this demonstration.
(vi) National demonstration was first time started in 1965 by ministry of Food and
Agriculture.
(vii) This programme was given to ICAR in 1967.
(viii) At present it is has become part of agricultural production programme.

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 ❖ Adoption And Diffusion of Innovations:
➢ Adoption: Adoption is a decision to make full use of an innovations as the best course
of action available.
➢ Diffusion: Diffusion is the process by which an innovation is communicated through
certain channels over time among the members of a social system.
➢ Innovation: An innovation is an idea, practice or object that is perceived as new by an
individual or other unit of adoption. The technologies, practices developed through
research are innovations. These may be new crop varieties, new breed of livestock, new
medicines and chemicals, new package and practices etc. Farmers themselves may
develop some new practices which are also innovations.
❖ The Adoption Process:
➢ There are five stages of adoption process.
1. Awareness stage: The individual learns of the existance of the new idea but lacks
information about it.
2. Interest stage: the individual develops interest in the innovation and seeks additional
information about it.
3. Evaluation stage: The individual makes mental application of the new idea to the
present and anticipated future situations and decide whether or not to try it.
4. Trial stage: The individual actually applies the new idea on a small scale in order to
determine its utility in own situation.
5. Adoption stage: the individual uses the new idea continuously on a full scale.
According to some scientists, the stage of adoption is dynamic and no static. The same
two five stages do not occur with all the adopters and all the practices. Sequences is
not always the same. Sometimes one stage appears more than once. In some cases,
some stages are so short as to be imperceptible, and in other cases some stages seem to
be skipped. The scheme of stages according to them are:
1. Need 2. Awareness 3. Interest 4. Deliberation
5. Trial 6. Evaluation 7. Adoption
❖ Categories of Adopters: There are Five Categories of Adoptions:-
➢ Innovators: Such people adopt knowledge immediately after getting it, which are
called innovators. The number of such people in India is only 2.5% of the total number.
➢ Early Adopters: Such people adopt through local leaders and their number is 13.5%.
➢ Early Majority: The adoption by such people is not done through the local leaders and
these people adopt a little before the adoption of the general public. The number of such
people is only 34%.
➢ Late Majority: These people accept after seeing their relatives and relatives or
neighbours and their number is only 34%.

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 ➢ Laggards: Such people are the last to accept and their number is only 16%.
❖ Types of Leaders:
1. Local or Lay leaders :e.g., Member of gram panchayat , youth club president
2. Professional leaders: e.g., Gramsevak
3. Formal leaders: e.g., sarpanch chairman of co-operative body of society.
4. Informal leaders: e.g., Youth club President.
5. Auto-centric leaders: e.g., Zamindar.
6. Democratic leaders : e.g., Sarpanch and member of grampanchayat
7. Traditional leaders : e.g., Mulkipatil
8. Caste leaders: e.g., leaders of particular caste.
9. Religious leaders: e.g., Leaders belonging to the particular religion.
10. Occupational leaders: e.g., President of Doctors union.
11. Political leaders: e.g., MLA, M.P.
12. Functional leaders: e.g., Progressive farmer.
13. Personal leaders: e.g., leaders (youth) having knowledge and skill of particular field.
❖ Systems of Extension in India
➢ Systems of extension in India: the first line extension system, the ICAR institutes and
the Agricultural Universities play a major role through organizing demonstration,
training.
✓ First line extension system: ICAR established a section of extension education as its
headquarters in 1971, which was later on strong themed and renamed as Division of
Agricultural Extension. There are four main transfer of technology projects of the
ICAR, All India coordinated project on National Demonstrations AICPND,
operational research project ORP, Krishi Vigyan Kendra KVK and lab land project
(LLP). All the projects were of mobile type, except the KVKs, which are vocational
training institutions.
✓ Operational research project: The ORP were initiated in 1974-75. The ORPs
demonstrated latest agricultural technologies on the farmer’s field to influence the
farmer as well as the state extension agencies.
➢ The Camilla project, Bangladesh – The Camilla project in Bangladesh which around
the interest of rural development workers all over the world. Kotwali Thana was their
experimental laboratory for developing and testing rural development methods. To
improve rural living, improve the roads, irrigation and drainage. The Camilla project
showed that a two-way channel of communication between farmers and outside source
of knowledge.
➢ BRAC Bangladesh Rural Advancement Committee – BRAC is considered to be one
of the largest voluntary organizations in the world.

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 ➢ Bhoomi project: Bhoomi centre has been set up in all the 177 taluks in Karnataka.
These taluk offices a farmer can obtain a copy of an RTC record of rights, tenancy and
crops online by paying a nominal fee.
➢ Gyandoot: Dhar district in central India is poverty stricken; tribal dominated rural area
of Madhya Pradesh. Project was launched on 1 Jan 2000 with the installation of a low-
cost rural internet covering 20 village information kiosks in five blocks of district. The
entire expenditure for the project has born by panchayat and community, with no
expenditure burden for the state or national government.
➢ CARD Computer Aided Registration of Deeds – Andhra Pradesh now operates
computerized counters to help citizens complete registration requirements with an hour,
instead of several days as earlier. The cost of the CARD project was funded entirely by
the AP government.
➢ E-chaupal- ITC has pas promoted a network of e-chaupal. To provide farmers access to
infrastructure, improved physicals logistics and virtual e-network. In additional, the e-
chaupal provides a direct marketing channel for. .. Produce.
➢ AGREX- Centre for information Research and advancement – Kerala has prepared an
expert system called AGREX to help the agricultural field personnel give timely and
correct device to the farmer.
❖ Extension Programme Planning
➢ Programme planning: According to Kelsey & Hearne (1967) extension programme is a
statement, situation, objectives, problem & solution.
➢ Programme planning is a procedure of working with the people in an effort to recognize
unsatisfactory situations and to determine possible solutions or objectives and goals.
➢ ''An extension programme is a statement of situation, objectives, problems and
solutions''; and extension programme is the sum total of all the activities and in
…………. of a country extension service. It includes:
1. The programme planning process 2. Written programme statements
3. Plan of work 4. Programme execution
5. Results 6. Evaluation
➢ A plan of work is an outline of activities so arranged as to an efficient execution of the
entire programme.
➢ A project is an outline of procedure & pertains only to some phase or tension work.
➢ A calendar work is a plan of work arranged chronologically.
➢ Programme as one thing (what to do) & the plan of work as another how and when to
do it).

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 ➢ Goal is the distance in any direction are expects to go during the period of time.
➢ Programme planning is the process of bringing about planned changed. It is deliberate
and collaborative process involving change agent & client system.
➢ Concept of Need: Peoples need as the differences to between what is, what could be,
what ought to be. The gap between the situation & objectives is the one of the needs.
Need is what are desires.
➢ Needs may be classified into two categories:
1. Felt need: It is consciously or recognized need. The need of which people are aware
of.
2. Unfelt need: It is unrecognized need the need of which the people are not aware of at
present.
➢ Steps in extension programme planning – Program determination – collection of
facts, analysis of situation, identification of problems, determining of objective and
goals.
➢ Semi structured interview: It is a form of guided interviewing where only some
questions are predetermined & many questions are formulated during the interview as in
journalism interview.
➢ Ranking: Ranking means placing some item in order they are useful for sensitive
information like-income or wealth.
➢ Transect diagram: May be drawn by making the teamwork through the village and
surrounding areas etc. and this understanding the rural situation in its totality.
➢ Participatory evaluation: Participatory evaluation is designed to help them and
improve their programmes wing a form of self-evaluation and reflections.
❖ Rural sociology and educational psychology
➢ Sociology: The term sociology was coined by Auguste Comte (1789-1875) who is
often referred as the father of sociology who named it from two words, of which one is
Latin word ‘socius’ meaning companion and the other is Greek word ‘logos’ meaning
speech or reasoning.
➢ Latin word social meaning friends, companion, associates, and logos study.
➢ Sociology is the study of nature of human relationship
➢ It is a scientific study of the laws of the structure and development of rural society.
➢ It studies the attitudes and behaviour of rural people.
➢ It studies the needs and interests of rural society.
➢ Word Family is derived from – Roman
➢ According to Chitambar a social group is a unit of two or more people in reciprocal (to
and fro) interaction and in communication with each other.
➢ Primary groups are relationship directed whereas secondary groups are goal oriented.

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 ➢ It Investigates the social, cultural, political, and religious problems of rural society.
➢ The chief characteristic of rural life is homogeneity, there are not many differences
among people pertaining to income, status etc.
❖ Rural sociology: It is sociology of rural life in the rural environment.
➢ Village: Is first unit in development of county.
➢ Culture: culture is socially standardized. Way to feeling, thinking and acting that man
acquires as member of society.
➢ Culture provides us with a design for living.
➢ Culture traits : Any single idea going to form a culture is called culture traits
➢ The culture traits are the smallest unit of culture.
➢ Culture area: It is region where in a specific culture pattern or cultural complex may
be found.
➢ Ethos: Those traits or pattern of culture of a particular society which most distinguish
it from other societies is known as ethos.
➢ The culture heritage: It is the sum of the total of the culture pattern that a person
receives from the various social group of which he is a member.
➢ Diffusion means adoption of culture traits from other culture.
➢ The process of mutual give and take by two cultures is called as cross fertilization
➢ Ethnocentrism: It is the tendency of man to consider his own culture of high value
and superior to others and to judge others culture in terms of standard and value that
exist in one’s own culture.
➢ Culture lag : It means altering of one aspect of culture behind another
➢ Social values: Social values are assumption largely unconscious of what is right and
important.
➢ Norms: Which govern the action of an individual in directed towards achieving values
are known as norms.
➢ Norms are blueprints for behaviour setting limits within which individual may seek
alternate goals it achieves their goals.
➢ Tradition: It is uniformly accepted way thinking about some particular aspects of our
life.
➢ Tradition creates cultural lag and comes in way of scientific improvement.
➢ Customs: It is uniformly accepted way of acting about some aspect of our life.
➢ Customs are accepted mode of behaviour and transmit from generation to generation.
➢ Folkway’s : Tradition and corresponding customs together constitution the folkway
➢ Mores: These are the folkway which are compulsory in nature.
➢ Mores determine what is right and what is wrong. They are positive and negative.
➢ The negative mores are called as taboos

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 ➢ Laws : Laws are the rules made by an authorized government to define specific act for
the purpose of promoting orderly social operation
➢ Conventions: Are the necessary for smooth running of social life.
➢ Etiquettes: Etiquettes specify the detailed formalities to be observed on ceremonial
occasions.
➢ Beliefs: Are acceptance of proposition about some part of life as true.
➢ Superstitions : Beliefs that are not founded on fact are superstition, that usually arise
out of ignorance and fear of unknown
➢ Social Groups: It can be defined as two or more persons who come together to
achieve common objectives or goals.
➢ Social groups are dynamic and not static.
➢ Delegate group: The member of this group are representative and chosen by groups.
E.g., Gram Panchayat, U.N.O. etc.
➢ Reference group the individual feels identified with the group but he may or may not
be member of the group, the group influences individual.
➢ Reference group is the group which the individual refers for advises on different
aspects.
➢ Social interaction: it is dynamic interplay of forces in which contacts between
persons and groups results in a modification of the attitudes and behaviour of the
participants – Sutherland 1961.
➢ Social control is the sum of those methods by which a society tries to influence
human behaviour to maintain a given order – Mannheim.
➢ Leader is a person who exerts an influence over a number of people.
➢ Leader is a person who is spontaneously considered or chosen as influential in a given
situation.
➢ Whyte has classified leaders in to 4 categories: 1. Operational leaders 2. Popularity
leaders 3. Assumed representative type 4. Prominent talent.
➢ Leader-centred leadership: This is a negative, pessimistic or discouraging.
➢ Group-centred leadership: this is an optimistic, positive or constructive.
❖ Roles of leader in a Group:
1. Group initiator
2. Group spokesman
3. Group harmonizer
4. Group planner
5. Group executive
6. Group educator or teacher
7. Group symbol or symbol of group ideas

Agri Coaching Chandigarh 183

 8. Group supervisor
➢ Sociometry is concerned primarily with obtaining choices in inter-personal relations,
such as with whom one would like to work, play etc. or to whom one would go for
advice on farming or other problems.
➢ Sociometry is a quantitative method for measuring social relationship.
➢ Sociometry developed by psychotherapist Jacob L. Moreno.
➢ In a community key informants or persons with important information about their
community like teachers, VLWs etc. may be asked by the extension worker to indicate
option leaders in that area based on their indications he will select the leader.
❖ Classification of Social Groups
A. According to degree of organization.
1. Formal groups: Have more rules and regulation to govern their functions e.g.,
College, Government Department, Army etc.
2. Informal Groups: There is not many formalities, rules and regulations e.g.
Friendship groups, gossip groups, Family groups.
B. According to nature and interaction
1. Primary group: Mutual relations of members are direct e.g., Family group.
2. Secondary group: Mutual relations of members are indirect e.g., Government
department.
C. According to size of group
1. Voluntary groups: e.g., Gossips groups , youth organization, library
2. Non voluntary groups: Caste group, National group, religious group, sex group.
D. According to size of group:
1. Small group: e.g., Family, sports club, Bhajani mandal.
2. Big group: e.g., University, Army
E. According to territorial limitations:
1. Natural territorial group: group forms by natural similarities and boundary e.g.,
region.
2. Artificial territorial group: Territorial fix artificially by man e.g. village, taluka etc.
F. According to Duration:
1. Permanent: e.g., Family, govt. department
2. Temporary: Crowd, Audience, Mob etc.
G. Classification based on social class:
1. Horizontal group: e.g., Farmers, Black smith, carpenter etc.
2. Vertical group: e.g., Political parties.
H. Classification based on personal feelings or belonging:
1. In group: e.g. My family, My club.

184 Agri Coaching Chandigarh

 2. Out group: e.g. No loyalty e.g. We are Hindus.
➢ There are five major institute in rural society:
(i) Family
(ii) Education
(iii) Political
(iv) Religious
(v) Economic.
❖ Social Stratification: It is division of society into permanent groups or categories linked
with each other by relationship of superiority and subordination.
➢ Types of Stratification
1. Economical: Stratification based on wealth i.e., Rich and poor or employer and
employees
2. Political: Stratification based on power i.e., rulers and ruled
3. Feudal and slavery : Based on economic consideration e.g., master and slave
4. Estate: based on institution of property e.g., Nobility and clergy
5. Religion: Based on division of society into orthodox and unorthodox
6. Cast: Based on heredity
➢ Social class: It is result of stratification on the basis of wealth status and prestige
➢ Social status: It is defined as social standing position of an individual or group in
relation to other are ranked by society.
➢ Prestige: It is the result of evaluation of status.
➢ Esteem: Evaluation of performance of a role by an individual in a particular position
in society is called as esteem.
❖ Types of Classes:
1. Occupation Classes:
➢ Rural: i. Landowner ii. Agri. Labours iii. Non-agriculturist
➢ Urban : i. Professional men ii. Businessman iii.
➢ Worker: 1. skillful 2. unskillful
2. Type of House: Depends upon size and condition of houses and extend of land scaping
it.
➢ Income: i. Higher class ii. Middle class iii. Lower class.
➢ Education: i. Illiterate ii. Literate: 1. lower education 2. higher education
➢ Cast: It is defined as hereditary, endogenous , usually localized group having some
traditional occupation and besides the particular status in social hierarchy.
➢ Education: It can be defined as production of desirable changes in the behaviour of
people or individual.

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 ➢ Government: It is group of people who possess the power to rule in given area.
➢ Learning: It is modification of behaviour through experience and training.
➢ Types of learning: 1. limitation 2. Trial and error 3. Learning by insight 4.
Conditioning
❖ Psychology- Father of psychology is Sigmund Freud.
➢ Psychology has its origin from two Greek words psyche (soul) and logos (a rational
course or a study).
➢ Psychology is the scientific study of the behaviour of an individual – Daniel
➢ Psychology is the science of mental activity of an organism – Guilford.
➢ Educational psychology is the study of the psychological aspects of educational situation
– Trow.
➢ Intelligence is the ability of an individual to make profitable use of past experience –
Thorndike.
➢ According to Thorndike intelligence is of three types: Abstract intelligence or cognitive
ability, Concrete intelligence or mechanical intelligence or motor ability, social
intelligence or social ability.
➢ Newman concludes that the variations in I.Q. or intelligence were determined about 68%
by heredity and 32% by environment.
➢ Personality is the result of what we start with and what we have lived through. It is the
reaction mass as a whole – J. B. Watson 1919.
➢ There are three types of personality – C.J. Jung A. Extrovert B. Introvert and C.
Ambivert.
➢ Classification of extrovert, introvert and ambivert is based on the Temperament.
➢ Frustration is a condition of where in the goal directed behaviour of an individual is
blocked or thwarted.
➢ Emotion is originated from the Latin word ‘emovere’ in which ‘e’ means out and mover
means to move.
➢ Fear, anger, grief, love affection, pleasure etc. are Emotions.
➢ Positive Emotions: Joy, happiness, Affection, love etc.
➢ Negative Emotions: Anger, jealousness, fear, anxiety etc.
➢ Motivation may be defined as goal seeking or goal directed behaviour or activity.
➢ Entrepreneurship- The word “Entrepreneur” is derived from the French verb
entrepredre’.
French economist Richard Cantillon used the term entrepreneur to business.
➢ An entrepreneur is the agent who buys factors of production at certain prices in order to
combine them into a product with a view to selling it at uncertain prices in future”.

186 Agri Coaching Chandigarh

➢ “Entrepreneurship” is the purposeful activity of an individual undertaken to initiate,
maintain and aggrandize profit by production or distribution of economic goods and
services”.
➢ Entrepreneurship is set of activities.
➢ Entrepreneur proceeds entrepreneurship.
➢ Entrepreneur is an organizer.
➢ Entrepreneurship is the vision.
➢ According to Cochran entrepreneur is a society’s modal personality.
➢ Types of Entrepreneurs:
Clarence Danhof Classification: 1. Innovative, 2. Imitative/ Adoptive, 3. Fabian & 4.
Drone.
➢ Arthur H. Cole Classification: 1. Empirical, 2. Rational & 3. Cognitive.
➢ On the basis of Ownership: 1. Private & 2. Public.
➢ Based on the scale of Enterprise: 1. Small scale & 2. Large scale.
➢ Small scale especially popular in the underdeveloped countries.
➢ Active partners: This type of entrepreneurs bold, and they never hesitate to plunge
themselves into uncertainties for earning profit.
➢ Life timers: This type of entrepreneurs believes on their family enterprises which thrive
due to high personal skill are included under this category.
➢ Agripreneurship: It is defined as generally sustainable, community oriented, directly
marketed agriculture. Directly focuses on the interrelationships of social, economic and
environmental process.
➢ Globalization means expansion of economic activities across national boundaries.
➢ National Institute for Entrepreneurship and small Business Development
(NIESBUD) : Apex organization for organizing and conducting EDP. It is located at
Noida (UP).
➢ Small Industries Service Institutes (SISI).
➢ National Institute for Small Industry Extension and Training (NISIET): Located at
Yousufguda, Hyderabad.
➢ Entrepreneurship Development Institute of India (EDI): Apex resource agency for
promotion of entrepreneurship and small-scale sector.
➢ National Science and Technology Entrepreneurship Development Board (NSTEDB)
➢ IED’s:
✓ Institute of Entrepreneurship Development, Bhubaneswar (Orissa)
✓ Institute of Entrepreneurship Development, Lucknow (U.P.)
✓ Institute of Entrepreneurship Development, Patna (Bihar)

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 ✓ Indian Institute of Entrepreneurship development (National level institute), Guwahati
(Assam)
➢ CEDs
✓ Centre for Entrepreneurship Development, Hyderabad (A.P.)
✓ Centre for Entrepreneurship Development, Gandhi Nagar (Gujarat)
✓ Centre for Entrepreneurship Development, Shimla (H.P.)
✓ Centre for Entrepreneurship Development, Bhopal (M.P.)
❖ Five Year Plan (FYP):
1st FYP (1951-56) Agriculture & Irrigation
2nd FYP (1956-61) Socialistic pattern of society, Heavy industry
3rd FYP (1961-66) Self-sustained growth
4th FYP (1969-74) Development with economic stability
5th FYP (1974-79) Removal of poverty, attainment of economic self
reliance
6th FYP (1980-85) Family planning, poverty removing
7th FYP (1985-90) Growth modernization, social justice
8th FYP (1992-97) Opening of Indian Economy & Signing of WTO,
started Indicative planning, HRD
9th FYP (1997- Growth with equity and distribution of justice
2002)
10th FYP (2002- Increase GDP, per capita Income
07)
11th FYP (2007- Inclusive growth
12)
12th FYP (2012- Faster sustainable and more inclusive growth.
17)

❖ Community Development:
1952 CDP Community Development Programme
1953 NES National Extension Service
1954 CDB Community Development Block
1957 Panchayati Raj Democratic Decentralization

❖ Technological Development:
1960 IADP Intensive agricultural Programme
1964 IAAP Intensive Agricultural Area Programme
1965-65 ICDP Intensive Cattle Development Project
1966 HYVP High Yielding Variety Programme

❖ Development With Special Justice:

188 Agri Coaching Chandigarh

1967 (26 Krishi Darshan
Jan)
1970-71 SFDA Small Farmer's and Agricultural Labourers
Project
MFAL Marginal Farmer's and Agricultural labourers
Project
DPAP Drought prone Area Programme
1971-72 TADP Tribal Area Development Project
1972-73 PPTD Pilot Project for Tribal Development
1974 T&V Training and visit
1974 Mobile Farm Advisory Service
1975 Farm School
1977 Antyodaya Yojana/Movement
1978-79 IRDP Integrated Rural Development Programme
1979 ORP Operational Research Projects
1979 LLP Lab to Land Programme
1979 TRYSEM Training of Rural Youth for Self- Employment
1980 NREP National Rural Employment programme
1982 DWCRA Development of woman and children in Rural
Areas
1983 NAEP National Agricultural Extension Project
1985 CIS Crop Insurance Scheme
1986 TMO Technology Mission on Oilseeds
1989 JRY Jawahar Rozgar Yojana
1993 EAS Employment Assurance Scheme
1994 SFAC Small Farmers Agri-business Consortium
2005 ATMA Agriculture Technology Management Agency
2007 NFSM National Food security Mission

Name of Project Founder Location Year

Co-operative movement Nicholson 1904
Sriniketan R.N. West 1908
Tagore Bengal
Gurgaon B.L. Punjab 1920
Brayne
Sevagram M.K. Gujarat 1926
Gandhi
Marthandam (YMCA) Spensor Kerala 1928
Hatch
Baroda Project Gujarat 1932
Social Legislation Govt. of 1929

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 India
Rural Development in U.P. State govt. UP 1937
Grow more Food campaign Govt. of Bengal 1942
India
Indian Village Service W.H. All village 1945
Wisher
Firka Development Scheme Govt. of Madras 1946-
Madras 47
Nilokheri Govt. of Haryana 1948
India
Etawah Pilot Project Albert UP 1948
Mayer
Community Development Govt. of India 1952
Programme India
Panchayati Raj Govt. of India 1957
India
Intensive Agriculture District Govt. of India 1960-
Programme India 61
National Demonstration Project Govt. of India 1965
India
Drought Prone Area Programme Govt. of India 1970-
India 71
Agriculture Technology Govt. of India 2005
Management Agency India
National Food Security Mission Govt. of India 2007
India

❖ Some other projects undertaken for agricultural extension:

Year Project Name
1957 All India Maize Improvement Coordination Project
2 Oct 1958 NAFED (National Agricultural Cooperative Marketing
Federation)
2 Oct 1959 Panchayati Raj (democratic decentralization), 3-tier system
recommended by Balwant Rai Mehta, implemented on 2
October 1959 in Nagaur district of Rajasthan
1960 G B Pant University of Agriculture and Technology was
established in Pantnagar as India's first agricultural
university.
1963 National Seed Corporation (NSC)
1966 High Yielding Variety program (HYVP)

190 Agri Coaching Chandigarh

1966 & 67 Green Revolution (Announced in 1965)
1974 Training & Visiting System (T&V). First started in the canal
area of Chambal region in Rajasthan in Madhya Pradesh.
1974 First krishi vigyan kendra (KVK). Mohan Singh Mehta
Committee recommended, first KVK established in
Pondicherry, under the supervision of TNAU, Coimbatore
1976 National Academy of Agricultural Research and
Management (NAARM) Hyderabad
Jan 1979 Lab to Land program
12th July National Bank for Agriculture and Rural Development
1982 (NABARD)
1986 Oilseeds Technology Mission(TMO)
1989 Jawahar Rozgar Scheme
1996 Establishment of National Gene Bank in New Delhi.
1998-99 Farmer credit card scheme
1999 Jawahar Gram Samridhi Yojana (JGSY)
1999 Swarnajayanti Gram Swarozgar Yojana
1999-2000 Indira Awas Yojana (IAY)
Rabi 1999- National Agricultural Insurance Scheme (NAIS)
2000
Dec 2000 Antyodaya Anna Yojana (AAY)
Dec 2000 Pradhan Mantri Gram Sadak Yojana (PMGSY)
2004 National Commission for Farmers headed by Professor MS
Swaminathan Formed on 18 November 2004.
May 2005 National Horticulture Mission (NHM)

2006-07 National Bamboo Mission (NBM)

2006 Mahatma Gandhi National Rural Employment Guarantee
Scheme (MNREGA)
August National Food Security Mission (NFSM)
2017
1 July 2015 Pradhan mantri krishi sinchai yojana (PMKSY)
19 Feb 2015 Soil Health Card (SHC)
2016 PM Fasal Bima Yojana (PMFBY)
2018 PM Kisan Samman Nidhi (PM Kisan Yojana)

Agri Coaching Chandigarh 191

 IMPORTANT FACTS:
➢ Extension – latin word (ex – out, tensio-stretching).
➢ Term Extension Education was first used in U.K.
➢ The out of school system of education for rural people is – Extension education (Social
science).
➢ Extension Education is Non-Formal Education (Education system is systematic,
organized).
➢ The term extension was originated in England in 1866.
➢ Extension teaching is horizontal
➢ Lt. Col. Albert Mayer started a project called = Etawah pilot project
➢ Acc. to prof. Mildert Hurton, the first training group of human races is = Family
➢ The word communication is derived from = Latin word
➢ Extension Education Institute of North India is located at= Haryana
➢ Change in the desirable behaviour of people in knowledge, attitude, skill is known as-
Education (Process of socialization).
➢ Informal education is lifelong process by which a person acquires knowledge, attitude and
skill.
➢ Which subject is referred to as non-formal education of all agricultural subjects –
extension education?
➢ Formal education is highly institutionalized, chronologically graded and hierarchically
structured education system.
➢ Function of extension is to bring desirable change in human behaviour.
➢ Extension is a two-way flow of message (Between farmer and researcher).
➢ Entrepreneur is which type of word: French
➢ Cooperative is basic institution for socio-economic growth of villagers.
➢ Direction of movement towards a particular activity is known as objective.
➢ In SWOT analysis ‘T’ stands for = Threats
➢ T&V system is given by: Daniel Benor
➢ Principle of Result demonstration is: Seeing is believing
➢ Farm and home visits come under: Individual contact
➢ Fundamental objective of extension is Overall development of people.
➢ Role of extension education in India is performed by State Agricultural University.
➢ Main responsibility of extension service is with State government.
➢ Principle of extension education is Learning by doing.
➢ Main purpose of extension education is to identify strong points, weak points, gaps and
errors.
➢ Basic principle in extension is to teach people How to do.

192 Agri Coaching Chandigarh

➢ Extension worker is a professional Lender.
➢ 3 Tier Panchayati Raj System was given by Balwant Rai Mehta.
➢ 2 Tier Panchayati Raj System was proposed by Ashok Mehta Committee.
➢ First krishi Vigyan Kendra was established in- 1974, Puducherry
➢ KVK is integral part of- National Agri. Research System (NARS)
➢ Kisan sahayak concept is come from – T & V system
➢ When was first five-year plan is launched in India- 1951
➢ Lab to land program was started by ICAR
➢ Agriculture extension worker act as Messenger man
➢ The ultimate objective of extension work is the full development of Individual
➢ Adopter category is based on Innovativeness.
➢ Extension education process involves 5 elements
➢ Total KVKs in India: 722 (up to July 2022)
➢ Which institute provide training to farmer :- KVK
➢ Science of human relationship is – Sociology.
➢ Father of sociology- August comte.
➢ Father of modern sociology is – R.K. Meston.
➢ The term communication is derived from the Latin word 'Communis' means common
➢ Most basic function of communication is to influence.
➢ Basic elements of communication are source-Message-Channel-receiver.
➢ First basic persuasive communication model is Aristotle (Speaker-speech-Audience).
➢ Leagans model of communication – CMCTAR (Communicator- Message-Channel-
Treatment-Audience-Response).
➢ Book 'The process of mass communication' is written by – Berlo.
➢ Rogers and shoemaker model include – SMCRE (Source-Message- Channel-Receiver-
Effect)
➢ Pattern of influencing the society individuals and groups to maintain order and establish
rules in the society – Social control.
➢ Goal of extension Education is to promote Scientific outlook.
➢ Informal rules of behaviour based on habits and tradition – Folkway (how to eat, what to
wear, folding hands).
➢ Which one is audio visual aid Drama
➢ Panel discussion is an example of Group contact
➢ There is limited time for discussion, the large group of audience is divided into smaller
units for a short period, it is called Buzz session
➢ Display types of audio-visual aids are poster, bulletin board, models, exhibits etc.
➢ Presented type of audio-visual aids are flash cards, slides, filmstrip etc.

Agri Coaching Chandigarh 193

 ➢ Disc recording is a made by mechanical process.
➢ Tape and wire recording is done by magnetic process.
➢ Movie film recording made by optical process.
➢ A board for display of message is bulletin board.
➢ A number of paper are held like a pack of cards flash cards.
➢ Exhibition is a systematic display of models, specimens, charts, graphs, posters is done in
sequence to create interest to farmers.
➢ Panel discussion is a conference at which views of several experts are given one after
another, its seldom provides time for discussion.
➢ Zamindari system in India was introduced by British
➢ Most effective extension service is helping the farmers to help themselves
➢ Socially accepted way of behaviour based on habits and traditions – Folkway (how to eat,
what to wear, folding hands).
➢ Socially accepted way of behaviour that involve morals are – Mores (Saluting flag,
standing for national anthem).
➢ The village Panchayat act came into existence in 1957
➢ Nationalization of bank was carried out on 19 July 1969.
➢ PRA stands for: Participatory Rural Appraisal
➢ Alteration in the structure and function is society – Social change.
➢ A group defined by a sex relationship sufficiently precise and enduring to provide for
procreation and upbringing of children is – Family (Basic unit of extension work).
➢ Starting point of extension work is- Need and interest of people
➢ Intensive Agriculture District Programme (IADP) was started in the year 1961.
➢ The activity of persuading people to cooperate in the achievement of common objective-
Leadership.
➢ Time is not the element of Extension Teaching Leaming Process.
➢ Crop insurance scheme in India was started in the year 1985.
➢ A placard displayed in a public place with the purpose of creating awareness amongst the
people – Poster
➢ National Rural Employment Guarantee Act (NREGA) was enacted in September 2005
➢ Miniature replica of an object or symbolic representation of any object – Model.
➢ Scenic representation of the original, with specimen, model and painting is – Diorama (to
see through).
➢ Credibility means trustworthiness and competence.
➢ Extension teaching method is focused to: Learner
➢ Round table discussion is called: Panel
➢ IADP was also known as- Package programme

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➢ Co-operative credit society Act was passed – 1904
➢ Panchayati raj system is not regulated in which state: Nagaland, Meghalaya, Mizoram
and in all union Territories except Delhi
➢ Most popular and best method of communication is – Sociometric method.
➢ Carrying some significant response back to the communicator – feedback.
➢ Broadcasting through Radio started in India – 23 july 1927.
➢ Broadcasting in India came to known in 15 September 1959
➢ How much Seats Reserve for female in Panchayati raj system = 1/3rd
➢ ATMA Scheme sponsored by – Central Government
➢ KVK was recommended by- Mohan Singh Mehta Committee
➢ First extension education institute in India was developed at: Hyderabad
➢ DD-Gyandarshan an exclusive educational channel started in India on 26 January 2000.
➢ Television broadcasting for Rural development in India started in 1967.
➢ Prasar bharti came into existence in 23 January 1997.
➢ The aim of Etowah Pilot project is – Introducing intensive work on the Rural
reconstruction front
➢ First agriculture state university got sanctioned of KVK is TNAU
➢ Communication is a – Process
➢ Individual method of communication is – farm and home visit, telephone calls, personal
letter, farm clinic.
➢ Group method of communication is – Result demonstration, method demonstration,
field day, Lecture etc.
➢ Community Development was started on birthday of – Mahatma Gandhi
➢ In India ATMA has been initially introduced in 24 districts of 6 states.
➢ Bihar became the 1st state to reserve 50% of scats for women in the Panchayati Raj
Institution.
➢ The Swarnajayanti Gramin Swarojgar Yojna (SGSY) was remoulded to form National
Rural Livelihood Mission(NRLM) in which of the following year-2011
➢ The first warehouse was setup in Bihar
➢ Farmers call centre is also known as Kisan Call Center (Toll free 1800-180-1551).
➢ A method of motivation the people for adoption of a new practice by showing its distinctly
superior result is – Result demonstration (done by farmer in farmer's field)
➢ A decision to make full use of an innovation as the best course of an action available is –
Adoption (Continuous and mental process)
➢ An idea, practice or object that is perceived as new by an individual – Innovation.
➢ The adoption (Continuous and mental process)

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 ➢ The decision by which an innovation is communicated through Certain channels overtime
among members of social system is known as – Diffusion.
➢ The adoption process contains stages – AIETA (Awareness – interest – Evaluation-Trial-
Adoption).
➢ The individual actually applies the new idea on a small scale- Trial stage.
➢ The individual develops interest in the innovation and seeks additional information about
is – Interest stage.
➢ The individual makes the mental application of the new idea to the present and anticipated
future situations – Evaluation stage.
➢ The individual uses the new idea continuously on a full scale is – Adoption stage.
➢ Term innovation decision process is given by – Rogers.
➢ The KVKs are 100% funded by ICAR
➢ Teaching learning process is explained by – Leagans.
➢ The process by which an individual, through one's own efforts and abilities change the
behaviour – Learning.
➢ KVK is also known as - Farm science centre
➢ Marthendam programme was started by - Dr. Spencer Hatch in 1921 (Agri supervisor)
➢ Indian village Service was started in 1945 by - Mr. Arther T. Mosher and Shri BN
gupta (PRE PG)
➢ The aim of Etawah Pilot project is - Introducing intensive work on the Rural
reconstruction front (JRF)
➢ Training of Rural Youth for Self Employment (TRYSEM) in 1979 (Jrf)
➢ FCI was started in 1965
➢ Multiple Cropping Programming was Started in 1966 .( AAO)
➢ National Panchayati Raj Day is celebrated on 26 April. (NABARD Grade A)
➢ “Learning is purposeful” is related with which of the following principle of learning:
Principle of clarity
➢ The process of consciously choosing course of action from available alternatives and
integrating them for the purpose of achieving the desired goal- decision making.
➢ Steps in extension teaching (Wilson and Gallup ) are – AIDCAS (Attention, Interest,
Desire, Conviction, Action, Satisfaction).
➢ The person acting as connecting link between higher department official and farming
community in T and V system known as – Village Extension Worker (VEW).
➢ Kisan Mitra is an employee of State government.
➢ Marthendum Programme was started by- Dr- Spencer hath in (1921)- (U.P.P.CS)
➢ National extension service (NES) was started in the year of -1953 (UPPCS)
➢ Which state very large number of BPL card- Bihar (NET)

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➢ KVK is divided in how many ATARI zone-11 (RAEO)
➢ First Agricultural Chemist of Imperial Agricultural Research Station is – J.W. Leatehr.
➢ Most influential type of demonstration is – Method demonstration.
➢ New name of village Level worker (VLW) is Village Development Officer (VDO).
➢ Community development block consists of 100 villages.
➢ S.A. Knapp conducted result demonstration in cotton.
➢ To do, by doing, and for doing are fundamental objectives of Learning.
➢ First Farm magazine is – Kheti.
➢ Last stage of programme planning process is Reconsideration.
➢ Agricultural news covered in newspaper is 3-5%.
➢ Logical sequence of steps in extension teaching include. AIDCAS. (BHU-2016)
➢ Most effective contact approach in personal method is Farm and Home visit
➢ People's participation in an extension programme is significant when majority of villagers
participate.
➢ It is also known as single window delivery system = ATIC
➢ A group of people organized for a particular purpose is called= community
➢ The main function of NABARD is refinancing agricultural financial institution.
➢ CACP determines the MSP of India
➢ Rastriya Krishi Vikas Yojana was launched in 2007.
➢ World Trade Organization (WTO) is the successor to GATT (General Agreement on
Tariffs and Trade).
❖ Group and Their Units:
Basic unit Gram Sabah
Fundamental unit of civilization Home
Primary group of society Family
Primary/unit of society Village
Basic operational unit of rural development Block
Basic unit of CD/NES block CD block

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 References for all books:

• The Handbook of Agriculture

• Introductory Soil Science. by Dilip Kumar Das
• Principles of Agronomy by Reddy G.H. Shankara Reddy
• A Textbook of Agronomy” by Dr. B. Chandrasekaran
• Basic Horticulture by Jitendra Singh
• A Textbook of Agricultural Economics by C.B. Singh
• Handbook Of Horticulture
• Handbook Of Agriculture Extension
• Fundamental of agriculture by R.L. Arya
• Fundamentals of Agriculture by Arun Katyan
• Agricultural marketing in India by S.S. Acharya
• Agriculture Meteorology by A. S. Mavi. Kalyani
• Fundamentals of Soil Science – Indian Society of Soil Science.
• Agricultural Economics Reddy and Raghuram Oxford and IBH
• Fundamentals of Genetics -B. D. Singh Kalyani Publisher
• All books published by Agri Coaching Chandigarh
• http://eagri.org/
• http://ecoursesonline.iasri.res.in/
• https://agritech.tnau.ac.in/expert_system/index.html
• https://agritech.tnau.ac.in/

“ज िंदगी में जिसी से अपनी त ल

ु ना मत िरो सै े चािंद
और स ूर िी त ल ु ना जिसी से नहीं िी ा सिती
क्योजि यह अपने समय पर ही चमिते है।”

198 Agri Coaching Chandigarh