Innovation and communication in sustainable farming


To provide background to the students in: •    Agricultural Extension •    Innovation adoption and diffusion approaches •    Communication processes (methods and techniques) •    Participatory methods for sustainable farming and rural development •    Extension programme development and evaluation as well as experiences in: •    Extension programme planning •    Use of extension methods and techniques


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Learning Outcomes

•    Understanding the innovation adoption/diffusion processes. •    Understanding the communication processes involved in innovation diffusion •    Familiarity with several problems occurring in the field of innovation and communication •    Familiarity with communication methods and techniques •    Familiarity with participatory methods and tools •    Familiarity with new extension roles (facilitation and brokerage) •    Competency in drafting an extension programme related to the introduction of sustainable/organic farming in a farming/rural area •    Competency in evaluating an extension programme


Extension and extension education: aims, philosophy, extension systems/approaches Innovation: definitions, innovation generation-adoption-diffusion, Transfer of Technology model, Farming Systems approach, interactive learning/social learning approaches The communication process: communication (definition, purposes, principles and ingredients), verbal and non-verbal communication, communication plan development, strategic communication Extension methodology: individual (farm and home visit), group (speeches or talks; demonstrations; excursions; group discussions), mass (newspapers; radio; television) methods/techniques Participatory development and sustainable farming: participation (definitions and approaches, sustainable farming and participation, obstacles to participation) Participatory methods and tools: overview of participatory methods and tools (characteristics of participatory tools and examples of tools) New extension roles: networks and intermediation functions, facilitation and brokerage, examples (Participatory Extension, Farmer Field Schools) Extension programme development: situational analysis; needs and problem identification; extension plan formulation; implementation; monitoring and evaluation (differences between top-down and bottom up/participatory planning)

Content Delivery

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Coursework And Assignment Details

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