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EXTENSION
AGENT
• Extension agent: is an advisor
employed by the government to
assist people of rural areas in
methods of farming and home
economics
Role of Extension agent in
diffusion of technologies
• Identify the existing practices
• Analysis of the situation to identify the gaps
• Reason out the gaps through in-depth analysis
• Assess the awareness/knowledge levels of
clientele group in the social system regarding
recommended innovation and reasons for not
adopting it
• Acquire adequate information regarding
elements of diffusion and its influence in the real
life situation of the clientele group
• Planning and handling of diffusion
process
- Availability and accessibility of the
innovation
- Hands-on experience in the
application of innovation
- First hand information regarding
pre and present history of the
innovation
- Specific characteristics and its
compatibility in the present
situation
- Selection of suitable diffusion
channels
- Accurate planning and
implementation time line of the
innovation in diffusion Process
- Personal and psychological
characteristics of the clientele
- The structure of the social system
• Judicious assessment of the different
stages of growth rate of the innovation
after innovation to take care of the
influencing factors and changing needs.
• Establishment of sustainable linkage
between the institutions and organizations
involved in the process.
• Periodical evaluation of diffusion
process
• Channelizing the outcomes of the
diffused innovation to the relevant
institutions
Change agent
• A change agent is an individual who influences
client’s innovation decisions in a direction which
a change agent desires.
• He influences individuals to adopt a technology.
• However he may also try to slow the diffusion
process and prevent the adoption of certain
innovations.
• Eg: if he doesn’t want farmers to adopt certain
pesticides as they are found to be harmful. In
such cases he will prevent the adoption of the
innovation
Roles of Change Agents:
1. They provide linkage between change
agency and client system. They pass
the innovations from change agency to
ultimate users.
2. They identify clients’ needs and obtain
feedback about changed programme,
and feed it to change agency.
• If a change agent wants to introduce a single
innovation in a client system, then he has to
play the following seven roles
• Develops need for change
• Establishes an information-exchange
relationship
• Diagnoses their problems
• Creates intent to change in the client
• Translates intent into action
• Stabilizes adoption and prevents
discontinuances
• Achieves a terminal relationship
1. Develops need for change
• Make people aware of new technologies available.
• Initiate the change process,
– points out new alternatives to existing problems,
– dramatize the importance of these problems,
– convince clients that they are capable of
confronting these problems.
The change agent assesses client’s needs and also
helps to create these after consulting the
farmers/ farm women.
2. Establishes information –
exchange relationship
• develop rapport
• enhance his or her relationship with clients by
creating credibility in his or her competence,
trust worthiness, and empathy with the
client’s needs and problems.
• Clients must accept the change agent before
they will accept the innovations that he or
she promotes, because the innovations are often
judged at least to certain extent on the basis of
how change agent is perceived.
3. Diagnoses their problems:
• responsible for analyzing his or her
client’s problem situation in order to
determine why existing alternatives
do not meet their needs.
• In arriving at such diagnostic
conclusions, the change agent must
view the situation empathically from
the client’s perspective, not his or
her own.
4. Creates intent to change in
the client
• After a change agent explores
various avenues of action, seeks to
motivate an interest in the
innovation.
• But the change must be client-
centered, rather than innovation-
oriented, focusing on the client’s
problems
5. Translates intent in to action
• A change agent seeks to influence
his or her clients’ behavior in
accordance with recommendations
based on the clients’ needs.
6. Stabilizes adoption and
prevents discontinuance
• Change agents may effectively
stabilize new behavior by directing
reinforcing message to those clients
who have adopted, thus “freezing”
the new behavior.
• This assistance is frequently given
when client is at the implementation
or confirmation stage in the
Innovation-Decision process.
7. Achieve a terminal
relationship
• The end goal is to develop self-
renewing behavior on the part of the
client system.
• The change agent should seek to put
him or herself out of business by
developing the clients’ ability to be
their own change.
Factors in Change Agent Success
• Change agent effort: the more efforts made by
him to influence the clients the greater will be his
success.
• Change agent versus client orientation: A
change agent who thinks from the clients point of
view rather than the agency for whom he works.
The better will be his success.
• Compatibility with clients’ needs: If change
agent efforts are compatible with clients’ needs
he will be successful.
The technology he or she is transferring should
be based on the needs of the clients rather than
promoting what he or she is seeking
• Change agent empathy: positively related to his
success. When a change agent understands the
situation of the farmer/farm women and be able to
see himself/herself in their position, he /she will be
a more successful change agent.
• Homophily and change agent contact : A
change agent who is similar to his clients in certain
aspects like age ,education, belief, values,
background, etc. will be more successful than a
heterophilous change agent.
• Change agent credibility: if the clients feels that
the change agent is trust worthy that is, they have
faith in the change agent then he/she will be a
successful change agent.

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Rural Advisor Role

  • 2. • Extension agent: is an advisor employed by the government to assist people of rural areas in methods of farming and home economics
  • 3. Role of Extension agent in diffusion of technologies • Identify the existing practices • Analysis of the situation to identify the gaps • Reason out the gaps through in-depth analysis • Assess the awareness/knowledge levels of clientele group in the social system regarding recommended innovation and reasons for not adopting it • Acquire adequate information regarding elements of diffusion and its influence in the real life situation of the clientele group
  • 4. • Planning and handling of diffusion process - Availability and accessibility of the innovation - Hands-on experience in the application of innovation - First hand information regarding pre and present history of the innovation - Specific characteristics and its compatibility in the present situation
  • 5. - Selection of suitable diffusion channels - Accurate planning and implementation time line of the innovation in diffusion Process - Personal and psychological characteristics of the clientele - The structure of the social system
  • 6. • Judicious assessment of the different stages of growth rate of the innovation after innovation to take care of the influencing factors and changing needs. • Establishment of sustainable linkage between the institutions and organizations involved in the process. • Periodical evaluation of diffusion process • Channelizing the outcomes of the diffused innovation to the relevant institutions
  • 7. Change agent • A change agent is an individual who influences client’s innovation decisions in a direction which a change agent desires. • He influences individuals to adopt a technology. • However he may also try to slow the diffusion process and prevent the adoption of certain innovations. • Eg: if he doesn’t want farmers to adopt certain pesticides as they are found to be harmful. In such cases he will prevent the adoption of the innovation
  • 8. Roles of Change Agents: 1. They provide linkage between change agency and client system. They pass the innovations from change agency to ultimate users. 2. They identify clients’ needs and obtain feedback about changed programme, and feed it to change agency.
  • 9. • If a change agent wants to introduce a single innovation in a client system, then he has to play the following seven roles • Develops need for change • Establishes an information-exchange relationship • Diagnoses their problems • Creates intent to change in the client • Translates intent into action • Stabilizes adoption and prevents discontinuances • Achieves a terminal relationship
  • 10. 1. Develops need for change • Make people aware of new technologies available. • Initiate the change process, – points out new alternatives to existing problems, – dramatize the importance of these problems, – convince clients that they are capable of confronting these problems. The change agent assesses client’s needs and also helps to create these after consulting the farmers/ farm women.
  • 11. 2. Establishes information – exchange relationship • develop rapport • enhance his or her relationship with clients by creating credibility in his or her competence, trust worthiness, and empathy with the client’s needs and problems. • Clients must accept the change agent before they will accept the innovations that he or she promotes, because the innovations are often judged at least to certain extent on the basis of how change agent is perceived.
  • 12. 3. Diagnoses their problems: • responsible for analyzing his or her client’s problem situation in order to determine why existing alternatives do not meet their needs. • In arriving at such diagnostic conclusions, the change agent must view the situation empathically from the client’s perspective, not his or her own.
  • 13. 4. Creates intent to change in the client • After a change agent explores various avenues of action, seeks to motivate an interest in the innovation. • But the change must be client- centered, rather than innovation- oriented, focusing on the client’s problems
  • 14. 5. Translates intent in to action • A change agent seeks to influence his or her clients’ behavior in accordance with recommendations based on the clients’ needs.
  • 15. 6. Stabilizes adoption and prevents discontinuance • Change agents may effectively stabilize new behavior by directing reinforcing message to those clients who have adopted, thus “freezing” the new behavior. • This assistance is frequently given when client is at the implementation or confirmation stage in the Innovation-Decision process.
  • 16. 7. Achieve a terminal relationship • The end goal is to develop self- renewing behavior on the part of the client system. • The change agent should seek to put him or herself out of business by developing the clients’ ability to be their own change.
  • 17. Factors in Change Agent Success • Change agent effort: the more efforts made by him to influence the clients the greater will be his success. • Change agent versus client orientation: A change agent who thinks from the clients point of view rather than the agency for whom he works. The better will be his success. • Compatibility with clients’ needs: If change agent efforts are compatible with clients’ needs he will be successful. The technology he or she is transferring should be based on the needs of the clients rather than promoting what he or she is seeking
  • 18. • Change agent empathy: positively related to his success. When a change agent understands the situation of the farmer/farm women and be able to see himself/herself in their position, he /she will be a more successful change agent. • Homophily and change agent contact : A change agent who is similar to his clients in certain aspects like age ,education, belief, values, background, etc. will be more successful than a heterophilous change agent. • Change agent credibility: if the clients feels that the change agent is trust worthy that is, they have faith in the change agent then he/she will be a successful change agent.