AGRICULTURAL EXTENSION AND

COMMUNICATION
John G. Ponteras, R.A.
Instructor 1
Education Concepts
• Education is conceived as a lifelong process of
learning.
- Desirable changes in behavior (new KSA)
- Starts from earliest infancy thru adulthood
• Modes of education. 1) informal, 2) formal, 3)
non- formal
Education Concepts
• Informal education- life long process that
every person acquires and accumulates KSA
and insights from daily experiences and
exposure to the environment...
Education Concepts
• Formal education- highly institutionalized,
chronologically graded and hierarchically
structured “education system”
• Basic education  tertiary education
Education Concepts

• Non- formal education- any organized,

systematic, educational activity carried on
outside the framework of the formal system to
provide selected types of learning to
particular subgroups in the population, adults
as well as children.
Education Concepts
• Assignment to discuss...
• Differences between the formal and non-
formal type of education
Bases of Comparison Formal Non-formal
Concepts of Extension
• Extension- to extend, to spread or to
disseminate useful information and ideas to
rural people outside the regularly organized
schools and classrooms

Research Extension
Client System
System Delivery System
Concepts of Extension
• Agricultural extension- highly regarded as a
system of educating and training the rural
people to develop skills and abilities in
farming, homemaking and youth building.
• Note: Provide a copy of AFMA of 1997
(services to farmers and fisher folks)
Philosophy of Extension

• Philosophy- a body of principles that governs

the conduct of human activity
- To give direction to extension activities
• Philosophical qualities of education
1. That education is the most permanent way
through which to bring about change;
extension is fundamentally education.
Philosophy of Extension

2. That effective extension education must be

based upon freedom of choice, voluntary
participation and that participation in
extension activity functions best when
democratic processes are applied.
3. That extension must be a form of education
that teaches people to do things, not a system
of doing things for people.
Philosophy of Extension

4. That idea must be put to work for the betterment

of the human race. Pursuing knowledge for its
own sake is like keeping tools locked up in tool
chest. Tools must be used. Like knowledge must
be put to work.
5. That knowledge can only be transferred through
a process of “man helping his fellowman”. With
this, we also accept a fundamental belief in the
ability of people to help themselves and in the
fact that all levels of society can learn to make
decisions.
Philosophy of Extension

6. That there is no fundamental difference in the

intellectual abilities of any race or sex, if given
a chance to acquire education and if helped in
the application of knowledge. This does not
mean difference in individuals. However, all
people everywhere can, when given the right
stimulus and incentives, improve their
capacity to put knowledge and skills to
practical use.
Principles of Extension
1. Principle of cultural difference.
- Extension worker must adjust to the culture
- Cultural barriers: ethnicity, religion, social
status, level of education, membership to
organizations, economic situation, and others
Principles of Extension
2. Principle of cultural change.
- People believe in the relevance, importance
and usefulness of information and technology
disseminated/ shared by extension workers
Principles of Extension
3. Principle of interests and needs.
- Extension worker conducts meetings, informal
talks and community surveys
- People will support the program wherein they
are involved in planning process
Principles of Extension
4. Principle of grassroots approach.
-start where the people are and with what
resources they have
Principles of Extension
5. Principle of cooperation.
- Role of the people to cooperate in the proper
implementation of the program to be
successful
- Extension worker seek assistance to local
leaders to reach great number of people in
the Barangay
Principles of Extension
6. Principle of participation.
- People learn by doing
- Extension worker should pay attention to their
needs and interests
Principles of Extension
7. Principle of the use of extension teaching
methods.
- Extension worker should have knowledge and
skills in using the appropriate combination of
methods for specific situations
Principles of Extension
8. Principle of leadership.
- Local leaders must be trained and encouraged
to help in extension work
- The people maybe more open in telling their
problems and needs to local leaders
Principles of Extension
9. Principle of voluntary education.
- Is non-formal education without coercion and
compulsion
- Voluntary (part of clientele)
Principles of Extension
10. Principle of satisfaction.
- Words of praises, recognition and appreciation
encourage voluntary participation
Principles of Extension
11. Principle of trained specialists
- Extension worker obtain advice from trained
specialists to share research findings to
farmers
Principles of Extension
12. Principle of whole family approach.
- Every member of the family is important in
making decisions in terms of technology
adoption
 Objective of Extension
• Statements of what we
intend to do
• Expected outcomes of a
certain specific activity
• Di Franco (1963)
a. To raise agricultural
production
b. To raise the level of living

Ultimate objective:
development of people,
so that they can do things
for themselves
Scope of Extension
• GO and NGO contribute to development
particularly rural development via extension
1. Agricultural Production
- Majority of Filipino engaged in agriculture
(rural areas)
- It contributes to economic productivity if
farming made efficient (land, labor, capital,
managerial= marketable product with least
expenditure of resources and human effort)
Scope of Extension
• Government programs to increase yields of
rice and corn:
a. Masagana ’99
b. Gintong Ani
Scope of Extension
2. Marketing, and Processing of Farm Products
- Often times, middlemen are earning more
than the farmer producers
- Efficient marketing system should be
organized: farmers with processor, distributor,
retailer, and consumers = benefited
- Extension service= program of reducing cost
of marketing and helping people understand
the marketing system
Scope of Extension
3. Environmental Protection and Natural
Resource Development
- Wealth of nation= natural resources
Scope of Extension
4. Farm and Home Management
-managerial skills defined as the ability to make
decisions that achieve goals in the most
efficient manner
Scope of Extension
5. Family Living
- family, HE, Home management, food and
clothing, etc. = major areas for extension

6. Youth development
- SK or Barangay Youth Council= participation in
Barangay projects
Scope of Extension
7. Leadership development- “village youth
leaders”

8. Community Improvement and Resource

Development- “land, water, climate, etc can
be managed and developed”

9. Public Affairs- “intelligent citizen concerned

with public issues”