agricultural extension

1. AGRICULTURAL EXTENSION
COMMUNICATION

2. • Extension Communication is purposive.
• It concerns with the eliciting behavioral changes from the extension
clientele.
• This changes in:
KNEWLEDGE
ATTITUDE
PRACTICE

3. • Communication is a process which is
Communication
elements
Source
Message
Receiver
Channel
Response
Noise

4. TYPES OF COMMUNICATION
Written
Sending message
with written words
Oral
Process of verbally
transmitting
information
Non-verbal
Sending a message
with any spoken or
written words

5. METHODS OF COMMUNICATION
Individual communication
Group communication
Mass methods of communication

6. AGRICULTURAL EXTENSION DEPENDS ON
• Trends in agricultural extension
• Changes in the rural community
• Characteristics of the New Rural Community
• Issues for agricultural extension in the new rural community
• Potential conflict & potential risk
• Strategies for agricultural extension

7. RISK MANAGEMENT TOWARDS TRENDS
Production risk
Yields will be lower than desired
due to weather or some other
unpredictable event
Marketing risk
Prices will be lower than desired
due to volatile market condition
Legal risk
Legal issues such as
interpretations of contract
provisions and environmental
obligations, will be threaten the
cash income of farms
Human resource risk
Events affecting human
resources, such as death, illness,
or poor personnel management,
will seriously disrupt an
agricultural operation

8. MODERN AGRICULTURAL EXTENSION
• The modernity of agricultural extension
systems is a characteristic well understood by
farmers but not easily defined with specificity.

9. • Still, the distinctions between modern and
traditional system have powerful implications
for the future development of the global
extension system even though it is important to
recognize that few, if any, systems fall entirely
into either the modern or traditional categories

10. TRENDS HELP IN
• Massive growth in food demand
• A continuing ramp up in efficiency
• Innovation defines success
• Generational transformation

11. • Retail and packaging innovation drive agricultural
decisions
• Intelligent packaging moves front and center
• The energy opportunity
• Convenience and health take center stage
• Direct consumer-producer relationships blossom
• Partnership defines success

12. NEW TRENDS IN EXTENSION
COMMUNICATION
•Social Media

13. Pinterest roles out more friendly
“Pinterest Lite” regions

14. Facebook announce 2$ million
in funding for research into
misinformation and
polarization online

15. Twitter(x) outlines major events
for march to assist with
strategic planning

16. Linkedin launches “fair chance”
job filter to help applicants who
have a criminal record

17. We don’t
have a
choice on
whether we
DO social
media,
How we will DO it?
The question is

18. DEFINITION
• Social media are web based tools of electronic
communication that allow users to personally
interact with others individually or in groups
for the purposes of exchanging information

19. • Sharing thoughts and opinions, influencing and
facilitating decision-making by creating, storing,
retrieving and exchanging information in any
form (text, pictures, video, ets.) by anyone in the
virtual world

20. OBJECTIVES
• To understand the functional building blocks of social
media
• To know how the global trends in social media for
agricultural development
• To learn about the policy guidelines for using social
media
• To review international projects on Social Media in
Agriculture and their outcomes

21. FUNCTIONAL BUILDING BLOCKS OF SOCIAL
MEDIA
Identify
The extent to
which user
know if others
are available
Presence
the extent to
which users
know if
others are
available
Relationship
the extent to
which users
relate to each
other
Reputation
The extent to
which users
know the
social
standing of
others
Group
The extent to
which user are
ordered or
form
communication
Conversation
The extent to
which users
communicate
with each
other
Sharing
the extent to
which users
exchange,
distribute and
receive
Social media Functionality

22. Identify
Data privacy
controls, and
tools for user
self-promotion
Presence
Creating and
managing the
reality, intimacy
and immediacy
of the context
Relationship
Managing the
structural and
flow properties
in a network of
relationships
Reputation
Monitoring the
strength,
passion,
sentiment and
reach of users
and brands
Group
Membership
roles and
protocols
Conversation
Conversation
velocity, and
the risks of
starting and
joining
Sharing
Content
management
system and
social graph
Implications of the Functionality

23. GLOBAL TRENDS IN SOCIAL MEDIA FOR
AGRICULTURAL DEVELOPMENT

24. FACEBOOK IN AGRICULTURAL
DEVELOPMENT
• Facebook can help extension professional to:
• Post videos/ photos of field level activities, demonstrations,
interaction with farmers and application of technologies.
• Share/ highlight success stories of farmers.
• Advertise events, exhibitions, conferences, seminars,
training programs and meetings related to agriculture.

25. • Create professional groups on a specific theme and
share knowledge; connect with other groups,
organizations.
• Popularize government schemes.
• Send alerts in case of emergency, marketing
opportunities for farmers, consumer preferences.

31. YOUTUBE IN AGRICULTURAL
DEVELOPMENT
• Encourage scientists and extension personnel who work at
the field level to create YouTube accounts to share
agricultural related videos.
• Download useful agri-tech videos from YouTube and screen
them on pico projects to small groups of farmers.

32. • Encourage young entrepreneurs produce their success
stories and best practices and upload them on
YouTube.
• Promote use of relevant YouTube videos in building
capacities of agricultural officers at the field level.

35. WHATSAPP IN AGRICULTURAL
DEVELOPMENT
• Encourage scientists, extension workers,
progressive/ innovative farmers to create
WhatsApp accounts and group to network and
share information.
• Commodity specific groups can be created and
linked to input agencies.

38. LINKEDIN IN AGRICULTURAL
DEVELOPMENT
• Personnel in agricultural institutes can connect
with others in their fields.
• Share knowledge and resources and exchange
experiences with other professionals.

39. • Create groups and share developments in
agriculture and allied sectors.
• Organizations can search for experts for
involvement in specific projects or programs

42. BLOGS IN AGRICULTURAL DEVELOPMENT
• Regular blog posts can compliment agricultural
newsletters.
• Instead of sending emails to everyone in an
organization, one can publish news to a blog.
• Sharing and validating your work before finalization.

43. • Security options can ensure different users
have different access rights.
• Invite opinions and points of view on policy
issues confronting extension services.

45. TWITTER (X) IN AGRICULTURAL
DEVELOPMENT
• Follow individuals in agricultural sector who
share their insights and influence agricultural
issues.
• Tweet about government announcements,
farmers’ schemes, events etc. with links to
original sources.

46. • Encourage farmers to tweet their issues,
problems and post photos from the field.
• Farmers can publicize their products and
other details from consumers .

49. NEW TRENDS IN AGRICULTURAL SOCIAL
MEDIA IN EGYPT