Agricultural Extension and Communication Lecture Notes

Comprehensive vocabulary flashcards covering the history, paradigms, Philippine context, and communication elements of Agricultural Extension.

Extension (Etymology)

Derived from the Latin words 'Communis' (to make common) and 'Communico' (to share).

University Extension (Historical Origin)

First used in Britain in the 1840s to describe adult education programs organized by Oxford and Cambridge universities beginning in 1867.

James Stuart

Known as the 'Father of University Extension' and a Fellow of Trinity College, Cambridge.

Advisory Services

The term used by most European countries and the United Kingdom to describe agricultural extension activities within their ministries of agriculture.

Royal Agricultural Improvement Society (RAIS)

Founded in 1841 in Britain; it appointed lecturers to teach small farmers how to improve farming during the 1847 potato blight in Ireland.

Morrill Act of 1862

United States legislation signed by Pres. Lincoln that created Land Grant Colleges and Universities.

Smith-Lever Act of 1914

United States law that established the Cooperative Extension Service, a tripartite cooperation between federal, state, and local governments.

Granja modelos

Model farms or experimental demonstration centers initiated by the first Spanish missionaries in the Philippines during the 19th century.

Maria Y. Orosa

The individual who founded the home extension service in the Philippines.

Commonwealth Act No. 85

A 1936 act that authorized local government units in the Philippines to support extension service logistically through provincial agriculturists.

The Bell Survey Mission

A 1950 economic survey mission from the USA that recommended consolidating scattered extension organizations in the Philippines into one bureau.

Bureau of Agricultural Extension (BAEX)

Created on July 16, 1952, by virtue of R.A. 680 to consolidate all existing extension services.

Agricultural Productivity Commission (APC)

The name BAEX was changed to this in 1963 under R.A. 3844 (Land Reform Code) and placed under the Office of the President.

Agricultural Training Institute (ATI)

Established in 1987 via E.O. No. 116 through the merger of BAEX, the Agricultural Training Council, and the Philippine Training Center for Rural Development.

Local Government Code (RA No. 7160)

A 1991 law that decentralized the management and supervision of the agricultural extension system to local government units (LGUs).

Agriculture and Fisheries Modernization Act (AFMA)

Also known as RA 8435, enacted in 1997 with major concerns including food security, poverty alleviation, and global competitiveness.

Voorlichting

The Dutch term for extension, meaning 'lighting the path ahead to help people find their way'.

Penyuluhan

The Indonesian term for extension, meaning 'lighting the way ahead with a torch'.

Pedagogy

The science of teaching children.

Andragogy

The science of teaching adults.

Technology Transfer Paradigm

A 'top-down' extension model that delivers specific recommendations from research to farmers to increase food production.

Facilitation Extension Paradigm

An approach where extension agents work as 'knowledge brokers' to get farmers with common interests to work together.

Altruistic Dimension

A nature of extension based on the premise that extension is aimed at helping farmers.

Management Dimension

A nature of extension requiring professionals to function according to sound management principles.

Emancipatory Extension

An instrument to uplift the poor and correct structural problems; called 'Pedagogy of the Oppressed' by Paolo Freire.

Homophily

The degree to which a receiver perceives the source as similar in attributes like age, sex, beliefs, or values.

Character (Credibility Dimension)

When a source is perceived as honest, trustworthy, reliable, and warm.

Competence (Credibility Dimension)

When a source is perceived as well-trained, intelligent, and experienced.

Gatekeeper

An interpersonal channel role where someone controls the flow of information and decides what to transmit.

Selective Perception

The tendency of receivers to notice or assign meaning only to messages that serve an immediate purpose or reinforce their mood.

Boomerang Effect

A type of feedback response where there is a shift in altitude opposite to the direction intended.

General Agricultural Extension Approach

A government-controlled approach assumes technology is available but unused, focusing on national production increases.

Phillip 66

A group discussion technique involving 6 persons in a 6-minute discussion.

Method Demonstration

Teaching a skill or 'how to do something' within a short time using seeing, hearing, and doing.

Result Demonstration

Establishing proof that an improved practice is applicable locally by showing old and new practices side by side.

Innovation

An idea, practice, or technology perceived as new by a person.

Trialability

The degree to which an innovation can be experimented with on a small scale.

Diffusion Process

The spreading of information from a source to users through stages: Awareness, Interest, Evaluation, Trial, and Adoption.

Innovators (Venturesome)

The first 2.5% of individuals in a locality to adopt a new idea; they often have larger farms and higher net worth.

Laggards (Traditional)

The last 16% to adopt an innovation; they are suspicious of change and often rely on past experiences or superstitions.

Individual-blame Hypothesis

An explanation for technology rejection that blames the farmer's poverty, low education, or fatalism.