EXTENSION TEACHING METHODS AND MASS COMMUNICATION. TYPES OF TEACHING METHODS IN EXTENSION EDUCATION AND AGRICULTURAL EXTENSION. MASS COMMUNICATION AND ITS TYPES.

1. Extension Teaching Method:
Mass Communication
BY: AYUSH MISHRA

2. EXTENSION TEACHING METHOD
• A method is a procedure or process for attaining
an objective.
• In the communication process extension teaching
methods or channels of communication are the
tools in transferring new ideas.
• The choice of a method/channel depend
generally depends on the number and location of
the target audience and time available for
communication.

3. Classification of Extension
Teaching Method
A) According to use
B) According to Form

5. According to form

6. MASS COMMUNICATION
METHOD

7. INTRODUCTION
• In this method the extension agent communicates
with a vast and heterogeneous mass of people,
without taking into consideration their individual or
group identity.
• This method is useful in communicating to a large
and widely dispersed audience in a short time.
• There are only a few communicators like the
extension agent and some subject matter specialists.
• The size of the audience may be a few 100s in mass
meeting, a few 1000s in campaign to a few millions
in newspaper, radio and television.

8. ADVANTAGES
• It is suitable for creating general awareness
among the people.
• It helps in transferring knowledge on farming and
changing opinions.
• Large number of people are communicated
within a short span of time.
• Facilitates quick communication in times of
emergency.
• Less extensive due to more coverage.

9. LIMITATIONS
• It is less intensive method.
• Little scope for personal contact with the
audience.
• Generalized recommendations hinder
application by individuals.
• Little control over the responses of the
audience.
• Difficulty in getting feedback and evaluation
of results.

10. METHODS OF MASS
COMMUNICATION

11. 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 campaign may be for a single day
on a theme like ‘water for life’ for a few weeks as
in ‘rat control’ or ‘family planning’ for few
months as in ‘Vanmohotsava’ (tree planting) and
for few years as in ‘Grow More Food’ campaign.

12. • To create mass awareness about an important
problem or felt need of the community and
encourage them to solve it.
• To induce emotional participation of the
community at the local level and create a
favourable psychological climate for adoption
of new practices.
OBJECTIVES

13. ADVANTAGES
• Specially suited to stimulate mass scale
adoption of an improved practice in the
shortest time possible.
• Facilitates exploitation of group psychology
for introducing new practices.
• Successful campaign create conductive
atmosphere for popularizing other methods.
• Builds up community confidence.

14. LIMITATIONS
• Applicable only for topics of community interest.
• Success depends on cooperation of the
community and their leaders.
• Requires adequate preparation, concerted efforts
and propaganda techniques, and uninterrupted
supply of critical inputs.
• Less suitable for practices involving complicated
techniques

15. FARMERS RALLY
It is a purposeful activity undertaken at an
appropriate time for creating awareness and
interest among the community in a concerted
manner on a particular problem.

17. OBJECTIVES
• To create awareness about a problem and
offer a solution.
• To provide accurate information through
experts to the participants.
• To motivate people for the adoption of
improved practices.
• To provide opportunity for interaction among
people in social gathering.

18. ADVANTAGES
• It appeals to the practical type of individuals
• It create interest among the participants
• It motivate the people to adopt improved
practice

19. LIMITATIONS
• It is costly
• Requires good deal of preparation and
propaganda techniques
• Applicable for topics of community interest
• Can not be held frequently

20. EXHIBITION
• An exhibition is a systematic display of models,
specimens, charts, photographs, posters, pictures,
information etc. in a sequence around a theme to
create awareness and interest in the community.
• This method is suitable for reaching all types of
people.
• Exhibitions may be held at the village, block,
district, state, national and international levels.

22. OBJECTIVES
• To provide visual literacy.
• To acquaint people with better standards.
• To create interest in a wide range of people.
• To motivate people to adopt better practices

23. ADVANTAGES
• Eminently suited to teach illiterates
• Promotes public relations and goodwill
towards extension
• It can be fit into festive occasions and serve
recreational purposes
• Can be used to stimulate competitive spirit
• Can create market for certain products.

24. LIMITATIONS
• Requires lots of fund and preparation
• Can not be held frequently

25. NEWSPAPER
• It is a bunch of loose printed papers properly
folded, which contains news, views &
advertisements.
• It is offered for sale at regular intervals,
particularly daily or weekly.
• It is printed on special type paper called as
Newsprint.

26. ROLE OF NEWSPAPERS IN
EXTENSION
• Newspapers may support extension work by
publishing news of extension activities,
achievements, success stories and
advertisements issued by extension agents.
• Newspaper is a medium of communication at
the time of crisis.
• It connects with millions of people across
different regions.

27. LIMITATIONS
• Illiterate people cannot take advantage of this
medium.
• Increase in its price may restrict its circulation.

28. RADIO
• It is a personal medium, received in private by
the listener in the company of his family
members or by himself.
• It can be used to inform, alert, suggest, direct,
interest, stimulate and motivate people.
• It can be made more effective by supplementing
it with other media or methods.

30. OBJECTIVES
• To disseminate information on agriculture and
rural technology.
• To provide information on extension activities like
training programme, exhibition, Krishi Mela.
• To provide information on the functioning of
institutions and organisations in rural
development.
• To motivate farmers and homemakers by
highlighting achievements and success stories.

31. ADVANTAGES
• It can stimulate and motivate.
• Relatively cheap.
• It can quickly transmit messages in most remote
areas.
• It can persuade, it can create or change attitudes.
• It strongly appeals to the ear.
• The radio voice appears to the listener as
authentic and real.
• It is good medium for illiterate people.

32. LIMITATIONS
• People must listen when you are talking.
• If they miss some of your words, they cannot
ask you to repeat them.
• Over the radio, you cannot make use of your
smile or frown. All you have to rely on your
words and your voice.
• Difficult to check on results.

33. TELEVISION
• Television is an electronic audio visual
medium which provide pictures with
synchronised sound.
• The medium is cosmopolite in approach and
can be used to create instant mass awareness.
• It can show recorded as well as live
programmes.
• The programmes like Krishi Darshan has
proved to be successful in educating farmers.

34. Use of Television in
Extension work
• To create a general awareness about agricultural
and rural development programmes.
• To provide need based programmes to rural
audience.
• To show farmers what to do, how to do and with
what result.

35. LIMITATIONS
• Requires lots of planning, preparation, trained
personnel and equipments.
• Audience participation depends on costly
receiving sets and availability of electricity.
• It cannot go beyond creating general
awareness of the audience.

36. CONCLUSION
• Extension agents have to deal with rural
people/farmers who are sometimes illiterate
and don't have the required skills to deal with
technologies. The extension agent should
consider these facts while choosing a method
of communication. It has been observed that
use of several method is better than using one
method. Right Method in right proportion and
at right time should be used to get best
results.