This book’s objective is to present the basic ideas behind Extension Education and Rural Development to students studying agriculture and related fields. The students’ community will be benefitted by the book that organises all the information on Extension Education and Rural Development. It is a simple tutorial that will help you comprehend topics more clearly. We anticipate that this book will be useful for both undergraduate agriculture students and ICAR-aspiring JRF/SRF/NET/ARS candidates.

Education: Education is the production of desirable changes in the behaviour of the people. It is the production of desirable changes in human behaviour in knowledge (things known), attitudes (things felt) and skills (things done), in all of them or in one or more of them. Behaviour: Includes three components viz., knowledge, attitude and skill Knowledge (Cognitive): It includes facts, concepts, principles and relationship. Attitude (Affective): An attitude can be loosely defined as a feeling towards some object, person and situation or idea.

Programme Development Programme development is an on-going dynamic process that extension professionals intuitively follow as they plan, implement and evaluate their educational programmes. The process is not confined to a five-year planning cycle. It is applied on a small scale as an individual workshop is being developed, on a larger scale as a series of programmes are being developed around a single priority and on an even larger scale at district level and state level wide team sets priorities and defines a plan of action for a five-year period. The basic principles remain the same, only the scope is different. The gap between the situation and objective is the area of needs. This area becomes well-defined after the situations and the objectives are determined by the leaders, extension professionals and specialists.

Introduction About 65 percent population of the country is living in the economically undeveloped area. Therefore, many evils such as illiteracy, superstitions, unhealthy practices etc. took roots in our country. After Second World War or after independence, it was thought to settle all these problems properly and so, many development programmes were reinvigorated. It is wrong to declare that there was nothing done during slavery period. However, those works, which were executed at that time, were very few in number according to the needs. Looking at a vast country like India, during British rule some selected social workers had started some programmes of rural development. The evolution of extension programme is described in two stages.

First Line Extension system Realizing the scope and importance of integrated working of interrelationship between research, education and extension functions, the ICAR established a section of Extension Education at its headquarters in 1971, which was later on strengthen and renamed as division of agriculture extension. It was intended to enforces this functional relationship down the line in the research institute, agricultural universities and allied institutions.

Introduction of Training and Visit System This Training and Visit system was developed by World Bank Expert Daniel Benor. Initially (13) Major states in India adopted Training and Visit system but later on most of the states are practicing this system since 1984 onwards.

Innovations in Field Extension Of late, a lot of emphasis is being given on innovative extension approaches at the field level, in order to ensure an effective implementation of the Transfer of Technology (ToT) process. Many such new initiatives have been undertaken in India, the details of which are as under. Farmer Field Schools - ANew Participatory Approach

Plans need not be made for nuts and bolts, but are essential to prevent future bottlenecks. If enough cushions are provided for the future, the economy will grow smoother and faster. The importance of plan is that when you design it before you implement it; you have a better chance of eliminating design flaws from the beginning. If you start out coding and later on figure out you have a design flaw, it is extremely painful to go back and re-implement everything. Certain software engineering experts have estimated that it can cost up to 10x more (time and money) to fix a design problem in the later stages of software development than in the early stages.

Rural development has always been an important issue in all discussions pertaining to economic development, especially of developing countries, throughout the world. In the developing countries and some formerly communist societies, rural mass comprise a substantial majority of the population. Over 3.5 billion people live in the Asia and Pacific region and some 63% of them in rural areas. Although millions of rural people have escaped poverty as a result of rural development in many Asian countries, a large majority of rural people continue to suffer from persistent poverty. 

The word ‘Democracy’ is derived from the Greek roots ‘demos’ meaning the people and ‘kratos’ meaning authority i.e. in democracy, all authority originates from the people. Decentralisation means distribution of functions and powers from a central authority to regional and local authorities. Democratic Decentralisation in the present context means that the Government which has derived its authority from the people, redistributes it to some extent to the people, for decision and action at the local level. This is popularly known as PANCHAYATI RAJ in India. It was thought that Panchayati Raj would emerge as a system of democratic local self- Government, discharging developmental municipal and ultimately, regulatory functions.

The four main projects of the transfer of technology projects of the ICAR. The projects are: All India Coordinated Project on National Demonstrations Operational Research Project Krishi Vigyan Kendra (Agricultural Science Centre) Lab to Land Programme.

Community A community is a group of people, who live in a geographical area and have an interest in each other for the purpose of making a living. It is a form of social organization existing between the family and state. The people with common interests living in a particular area An interacting population of various kinds of individuals (as species) in a common location A group of people with a common characteristic or interest living together within a larger society

High Yielding Variety Programme (HYVP) High Yielding Variety Programme (HYVP) was launched in 1966, which helped the country in attaining self-sufficiency in food. The technological development did not remain confined to the introduction of high yielding crop varieties alone. These were combined with the application of high analysis and balanced fertilizer, irrigation, plant protection, improved implements etc. which made a ‘Green Revolution’possible in the country.

National Agriculture Technology Project (NATP) This project was launched by the ICAR on June 30, 1998, with the support of the World Bank to strengthen and complement the existing resources and to argument the output National Agricultural Research System (NARS). Objectives The major objective of this component is:

National Rural Employment Programme (NREP) The NREP was launched in October, 1980 and became a regular Plan programme from April, 1981. The programme was expected to generate additional gainful employment in the rural areas, to the extent of 300-400 million mandays per annum, create durable community assets, and improve nutritional status and living standards of the poor. An outlay of Rs. 1620 crores was provided under this Programme, out of which the outlay from 1980-81 onwards (Rs. 1280 crores) was to be shared equally between the Centre and the States.

Indira Awaas Yojana (IAY) Indira Awaas Yojana, which used to be a component of Jawahar Rozgar Yojana became an independent Scheme from 1997-1998 onwards. Its objective is construction of free houses to members of the Scheduled Castes/ Scheduled Tribes, Freed Bonded Labourers in Rural areas and also to non SC/ST rural poor living below poverty line. The beneficiaries are selected from the Below Poverty Line (BPL) list approved by the Grama Sabha. Atleast 60% of the total IAY allocation during a financial year should be utilized for construction/ upgradation of dwelling units for SC/ST BPL rural households. A maximum 40% of allocation is for non- SC/ST BPL rural households. 3% of the above categories should be allocated for physically and mentally challenged persons. 

Sampoorna Grameen Rozgar Yojana (SGRY) This scheme has been merged with NREGS since February 2006 so only most important points are given below. The Sampoorna Grameen Rozgar Yojana (SGRY) was launched on 25 September, 2001 by merging the on-going schemes of EAS (Employment Assurance Scheme) and the JGSY (Jawahar Gram Samridhi Yojna) Objective was to providing additional wage employment and food security, alongside creation of durable community assets in rural areas. The annual outlay was Rs.10, 000 crore which included 50 lakh tones on food grains. The cash component shared between the Centre and the States in the ratio of 75:25.

Community Development concepts The United Nations defines community development as “a process where community members come together to take collective action and generate solutions to common problems. It is a broad term given to the practices of civic leaders, activists, involved citizens and professionals to improve various aspects of communities, typically aiming to build stronger and more resilient local communities. Community development is a process where community members come together to take collective action and generate solutions to common problems. Community wellbeing (economic, social, environmental and cultural) often evolves from this type of collective action being taken at a grassroots level.

Leader Leader is aperson who influencing people so that they will strive willingly towards the achievement of group goals. A leader is one who inspires, motivates and leads people to accomplish organizational goals. Leaders’ styles encompass how they relate to others within and outside the organization, how they view themselves and their position, and to a large extent whether or not they are successful as leaders.

Meaning of Administration The Management of public affairs of a government or institution is called administration. In extension education knowledge of administration is very important which can be developed by administrators. This knowledge will make the administrators aware of some of the unanticipated consequences of their decision. Secondly proper administration makes the administrator to his/her skill. Knowledge for solving problems of organization for which they are members.

Definition of Monitoring and Evaluation Systematic recording of observations, information, gathering, analysis, documentation, reflection, action and re-planning is called monitoring. It provides programme/projects managers and key stakeholders with regular feedback and early indications of progress or lack of in the achievement of intended results.

Privatization of Agricultural Extension Process of funding and delivering the extension services by private individual or organization is called Private Extension. Privatization is the act of reducing the role of Government or increasing the role of private sector in an activity or in the ownership of assets. Privatization is the incidence or process of transferring ownership of business from the public sector (Government) to the private sector (business). Private Extension is solely the act of private individuals or organizations where the decision of privatization solely rests with Government implemented in liaison with private extension service provider.

e-Extension E-extension can be defined simply as the use of electronic technologies (especially ICT) to enhance face-to-face and paper-based transactions. These technologies can be as simple as teleconferences or as complex as wikis and blogs. Cyber extension (also known as e-extension) may be defined as extension over the cyber space, the imaginary space created by the interconnected telecommunication and computer networks.

Agri portals Website that serves as a gateway or a main entry point (‘cyber door’) on the internet to a specific field of interest or an industry. A portal provides at least four essential services. Search engine(s). Email. Links to other related sites and. Personalized content. It may also provide other facilities such as chat, members list, free downloads, etc.

Introduction Focus of extension agencies on production technologies yielded very good results andhence India become self reliant on food production. Significantly,the extension systemhadplayedits role untiringlyintransfer ofproductiontechnologies from lab to land, besides the agricultural scientists, farmers and marketing network. But the farmers at individual level are not realizing remunerative prices for their produce. Add to this, the Indian farmers have to face challenges of global force that are affecting or are likely to affect Indian agriculture. This assumes greater significance in the light of the new international trading regime under WTA and the export opportunities being opened up. 

History of Expert System Expert systems were introduced by researchers in the Stanford Heuristic Programming Project, including the “father of expert systems” Edward Feigenbaum, with the Dendral and Mycin systems. Principal contributors to the technology were Bruce Buchanan, Edward Shortliffe, Randall Davis, Williamvan Melle, Carli Scott, and others at Stanford. Expert systems were among the first truly successful forms of AI software. In the 1980s, expert systems proliferated as they were recognized as a practical tool for solving real- world problems. Universities offered expert system courses and two thirds of the Fortune 1000 companies applied the technology in daily business activities.

Introduction PTD refers to the creative process of joint experimentation and research by farmers and development agents (such as extension workers) in discovering ways of improving farmers’ livelihoods. Experimentation and innovation are natural and necessary to farmers. Before formal research and extension services existed, farmers’ own experimentation allowed adaptation to new situations, to survive and to improve their livelihoods, where conditions were favorable.This is still the case today, even where farmers have access to external support. Many development projects and extension agencies are appreciating farmers’ informal experimentation as a springboard for developing locally appropriate technologies.

Training Training represents activities that teach employees how to better perform their jobs. Training is a powerful tool in the hands of development professional to catalyze human resources. Training is a process of acquiring specific skills to perform ajob better. Training as the act of increasing the skills of an employee for doing a particular job Training always aim at lasting improvement on the job. It is primarily organized not for learning more but to behave differently in own endeavors

Training Need Assessment Training Need Assessment (TNA) is the method of determining if a training need exists and, if it does, what training is required to fill the gap. TNA seeks to identify accurately the levels of the present situation in the target surveys, interview, observation, secondary data and workshop. An assessment process that serves as a diagnostic tool for determining what training needs to take place. 

Extension Teaching Extension teaching defined as a sequence of progressive steps, undertaken to create situations that are conducive to effective learning. According to Leagans (1961) extension methods are the devices used to create situation in which communication can takeplace between the instructor and learner. The purpose of using an extension teaching method is to create opportunities to establish rapport over a subject matter between the communicator and learners.

1. Result demonstration It is a method of motivating the people for adoption of a new practice by showing its distinctly superior result. The demonstrations are conducted in the farm or home of selected individuals and are utilized to educate and motivate groups of people in their neighborhood. This is a very effective method for the transfer of technology in a community. Objectives To show the advantages and applicability of a newly recommended practice in farmer’s own situation.

1. Farm Publication Is a class of publications prepared by the extension agency in printed form, containing information relating to the improvement of farm and home. Farm publications are of various types such as leaflet, folder, bulletin, newsletter, journal and magazine. Farm publications may be used singly or in combination with other extension methods. Objectives To reach a large number of people quickly and simultaneously at a low cost. To provide accurate, motivating, credible and distortion free information.

Origin The term communication stems from the Latin word “Communis” meaning “common”. This implies that when we communicate, we are trying to establish ‘commonality’ with someone through a message. Communication, then, is a conscious attempt to establish ce, it is a process of getting a source and a receiver tuned together for a particular message or a series of message. Definitions of communication

Models Definitions In social science research a model is a tentative description of what a social process, say the communication process or a system might be like. It is atool of explanation and analyses, very often in a diagrammatic form, to show how the various elements of a situation being studied relate to each other. What is a Model?

Agricultural Journalism Journalism refers to the production and distribution of reports on recent events. The word journalism applies to the occupation, using methods of gathering information andutilizing literary techniques. Various forms ofjournalistic mediums include: print, television, radio, Internet and in the past: newsreels. The activity or profession of writing for newspapers, magazines, ornews websites or preparing news to be broadcast. The difference between Farm journalism and general journalism.

Diffusion Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers & Shoemaker, 1971). Innovation Innovation is an idea, practice or object that is perceived as new by an individual or otherunit of adoption. Adoption Adoption is a decision to make full use of an innovation as the best course of action available.

Adoption Adoption is a decision to make full use of an innovation as the best course of action available. Steps in adoption process Ryan and Gross (1943) were probably the first to recognize that the adoption of a new idea consisted of stages. They distinguished between awareness of hybrid seed cron conviction of its usefulness, trial acceptance and complete adoption of the innovation. Adoption is essentially a decision making process. According to Johnson and Haver (1955), decision making involves the following steps.

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