eChapters

Over the time, the concept of extension education transformed from an educational system to an empowerment tool. It is a programme and a process of helping village people to help themselves in view to increase production and raise their general standard of living. As a science, Extension education deals with the creation, transmission and application of knowledge designed to bring about planned changes in the behaviour-complex of people. This particular branch of agricultural science is devoted to bring changes in perception and attitude towards scientific farming techniques, adoption of hi-tech horticulture, precision farming, improved machineries of pre and post-harvest management etc. through vocational training, capacity building, participatory approaches and through many other approaches. A proper planning of extension strategy will help to popularize livestock-based system of production, processing and economics associated with it.

The cropping pattern in India is changing fast, particularly in favour of export-oriented commercial crops. These crops pose threat to the environment. Grapes is one such crop which accelerates environmental degradation. Borkar (2007) reported that with the advancement of technologies, the cultivation practices of grapes had improved increasing the yield and quality of grapes. However, to control the tremendous losses occurred due to pests and diseases in grapes, thousands of hundreds of kilograms of pesticides were dumped into the environment causing pollution.

Introduction

Farmers work hard to earn a living. However, not all farmers make money, especially small family farmers. There is very little leftover after they pay for all their inputs (seeds, livestock breeds, fertilizers, pesticides, energy, feed, labour, etc.). However, the Integrated Farming Systems (IFS) has enabled farmers to develop a framework for an alternative development model to improve the feasibility of small sized farming operations. The ‘’modern’’ technologies have been widely used to enhance the productivity per acre of land to ensure that there is enough food for the increased global population. Due to the indiscriminate and erratic use of chemical pesticides and fertilizers, our food and ecosystems have been poisoned. On the contrary, the integrated farming system uses the integrated approach to farming compared to monoculture approaches. It refers to agricultural systems that integrate agriculture with horticulture, livestock, fishery, agro-forestry, etc. and known as integrated bio-systems. In this system, an inter-related set of enterprises is used so that the “waste” from one component becomes an input for another part of the system. This reduces costs and improves production and/or income. 

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.

The basic aim of extension system is to bring about a change in the behaviour of the people with whom the work is done. Change in behaviour pertains to change in knowledge, skills, attitude, understanding, etc about a particular technology which we want to diffuse. For this purpose, the extension workers essentially function as teachers to bring about adoption of new technologies by making regular contact with livestock owners through various means. He visualizes the problems of rural community in proper perspective and organizes the meaningful learning situation for effective learning. It calls for appropriate use of different extension teaching techniques. The desirable changes in the behaviour of learners depend upon the skill of the extension worker as teacher in choosing the various extension teaching techniques which are found to be most effective in the relevant situations.

The main job of the extension worker is to bring about behavioural changes in the rural people. A number of extension methods are required to perform such behavioural changes among the rural people which form the tools of the extension workers. These tools are called extension teaching methods. Extension teaching methods may be defined as the devices used to create situations in which communication can take place between the extension worker and learner. The effectiveness of various teaching methods depends on the combination of the same. Similarly, the adoption of innovation is positively related to the combination of different extension teaching methods, at different stages of the learning process.

Extension Teaching Method

The function of extension education is to bring about desirable changes in the behaviour of a human being. The changes in human being are produced by increasing his/her knowledge level, improving skill and changing attitude. For all these to happen, an individual has to be taught, trained and communicated. So, the extension education emphasizes the process of communication, and if you examine, you will find that the extension education is broadly a teaching-learning process in which a learning situation is created by an extension worker/ teacher by which an individual attempt to change his/her behaviour. The learning situation created in extension education process is a condition or environment in which the elements like teacher, learner, subject matter, physical facilities and teaching methods and aids for promoting learning are present in a dynamic relationship with one another. The quality of learning depends upon the conditions created by the teacher for learners to learn. However, the learner is the key element in the teaching and learning process. His willingness and desire for change are very important. The third element; subject matter is the content of the message that the extension worker wants to transfer to the client. Transfer of the subject matter will be easy and effective if it is valid, correct, based on facts, applicable to practical life situation and need based. Effective teaching-learning process is also affected if physical facilities like place, light, ventilation, seating arrangements, etc., are not properly provided to both teachers as well as to the learners. Besides all these, the transfer of subject matters to the learners requires the help of suitable teaching methods, aids and media. Proper selection and handling of methods and aids facilitate in creating the desirable learning situation. The teaching methods and aids should be simple, easy to handle, suitable to subject matter, readily available, suited to the environment and needs of the learners.

Extension teaching methods: Methods by using them new information can

pass freely between the extension worker and rural communities. Extension

education is mainly concerned with the dissemination of useful and practical

information relating to rural life and helping the rural people in the practical

application of such knowledge to rural situations. Extension teaching methods

can be classified on the basis of:

Some Definition

Farmer’s call: Call made by a farmer or homemaker at the working place of

the extension agent for getting information.

Adoptive/minikit trial: It is a method of determining the suitability of a new

practice in farmer’s situation.

Farm clinic: It is a facility developed for diagnosis and treatment of farm

problems and provides specialist advice to individual farmers.

Field day/ Farmer’s day: Methods of motivating the people to adopt a new

practice by showing what has actually been achieved by applying the practice

under field condition.

In India’s National Extension Programme, professional workers constitute the link between the people and the institute created to advance economic and social change upon the character philosophy, technical knowledge and compliance of these workers largely rests for the success of the programme. Hence the quality of these workers and their training is the important element to be dealt with properly and guided wisely.

In early fifties, the Gramsevak / Village Level Workers (VLW’s) served as a key-man in Community Development Programme and therefore, the Government of India aimed at imparting him by better training and supervisory assistance. As a step in this direction, Gramsevak Training Centers were started to impart training to GramSevaks / VLW’s and Extension Officers were appointed in block for better supervisory assistance.

Agricultural colleges and universities were first formed in the belief that farm production could be increased as a result of the systematic application of current technology and agricultural research findings. The mission of these early educational institutions was to scientifically study agriculture with the participation of the farming community; to carry the results to a broad range of farmers who could use them; and to train farmers, extension workers, agricultural teachers and researchers so that agricultural production could continue to be increased on a sustained basis. In many of the developing countries, agricultural education and training have failed to adapt and respond to the realities of rural societies. In response to the urgent need to review and adjust teaching and training in agriculture at all levels. The training is an important tool to overcome the problem faced by the rural people all over the world. The availability of the resource is the crucial determining factors to strengthen the training Programme for the needy people.

Emerging Paradigm of Extension Plus:

This is now widely recognized that Animal Husbandry extension needs to reform in ways that allow it to fulfill a diverse set of objectives in worldwide. This ranges from better linking of farmers to input and output markets, to reducing the vulnerability and enhancing voice of the rural poor, development of micro-enterprises, poverty reduction and environmental conservation and strengthening and support of farmer organizations’. So while technology transfer is important, what is also required is the strengthening of locally relevant innovation processes and knowledge systems. Extension is being forced to embrace a broadened mandate that while in reality has always existed, has rarely been addressed. The limitations of a single model of extension for all kinds of situations are now well recognized and there is an increasing realization that new extension approaches need to emerge locally, based on experimentation, learning and adaptation to prevailing circumstances. The need for this new and expanded view of extension is clearly emerging in the case of Indian agriculture, which is characterized by declining land and water availability, degradation of natural resources, an unfavorable price regime, low value addition, particularly in rural areas and increasing competition from import of agricultural commodities. Farmers thus find themselves in an ever more complex production and market environment, with an expanding need for information and services.

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.

The diagnosis of blindness is as follows: an animal that is blind is apprehensive, easily agitated, has an uptight head position with a feeling gait, stumbles forward, steps up high, collides with obstacles in its path, and lacks the cross reflex, photomotor pupillary reflex, and palpebral reflex. Clinical examination of the eye:

• By necked eye

• By magnifying lenses

• By catoptric test: use to detect opacities of the cornea and lens

• By ophthalmoscope

• By tonometry: use to measure intraocular pressure.

Factor analysis: Factor analysis is the most commonly employed multivariate procedure in the research studies when there is a systematic interdependence among a set of observed or manifest variables and the research worker is interested in finding out something more fundamental or latent which creates this commonality.

Kerala State receives an average annual rainfall of about 3000 mm but with high variability. The demand for water in Kerala is mainly for drinking, agriculture, power generation and aquaculture as well as for prevention of salt-water intrusion. Currently 71 per cent is used for irrigation , 18 per cent for domestic use and the rest is for other purposes. However, Kerala is one of the States with lowest per capita water availability among the Indian states. Basak (1998) reported the per capita water availability in Kerala was only 69 per cent of that of the country in 1981 though the general perception is contrary to this.

Introduction
Communication is essential to all organizational functions, including management, operations, and interpersonal relationships. However, even with advanced communication channels, message distortion remains a prevalent issue. Message distortion occurs when the content of a message is altered in its meaning or significance from the sender to the receiver. Understanding the factors that contribute to message distortion is crucial for enhancing communication efficacy in any context.
In this chapter, we delve into the multifaceted nature of message distortion, exploring how various psychological, social, environmental, and organizational factors contribute to it. Additionally, examples from real-life scenarios, research studies, and insights from communication theories provide context and illustrate these factors.
1. Psychological Factors
Psychological factors are internal influences on an individual’s perception, interpretation, and reaction to messages. They include emotions, attitudes, expectations, and cognitive biases.
• Emotions: Emotional states such as anger, happiness, fear, or anxiety can distort message interpretation. For instance, a team member might misinterpret constructive criticism as personal disapproval if they are feeling anxious. This is supported by research showing that heightened emotional states can impair judgment and understanding, leading to miscommunication (Mehrabian, 1971).

Factor cost : A measure of output reflecting the costs of the factors of production used, rather than market prices, which may differ because of indirect tax and subsidy.

Factors of production : The ingredients of economic activity : land, capital, labour and enterprise.

Factory prices : The prices charged by producers to wholesalers and retailers. Because these prices are eventually passed on to the end customer, changes in factory prices, also known as producer prices, can be a leading indicator of consumer price inflation.

Fair trade : Many politicians and NGOs argue that free trade is not enough; it should also be fair. On the face of it, fairness is self-evidently a good thing. However, fairness, in trade as in beauty, lies in the eye of the beholder. Frederic Bastiat, a 19th-century French satirist, once observed that the sun offered unfair competition to candle makers. If windows could be boarded up during the day, he argued, more jobs could be created making candles. American trade unions complain that Mexicans’ lower wages, say, give them an unfair advantage. Mexicans say they cannot compete fairly against more productive American counterparts. Both sides are wrong. Mexicans are paid less than Americans largely because they are, in general, less productive. There is nothing unfair about that; indeed, it helps to make trade mutually beneficial. The mutual benefits of trade also disprove the fair traders’ other complaint, that free trade harms poor countries. (See comparative advantage).

FDI : See Foreign direct investment.

Fee : A charge for a service rendered.

Rationale of the Study

Greens are the cheapest of all the vegetables within the reach of poor man, being richest in their nutritional value. The problem of malnutrition is assuming seriousness in the vulnerable groups viz., adolescents, pregnancy, lactation and school children, not because of poverty but because of ignorance, illiteracy and callousness of the people. The lack of knowledge especially on the nutritive value of these green leafy vegetables among the public in general is the main drawback in their lower consumption. (Jyoti, 2008)

Introduction
In today’s information-saturated world, effective communication is essential for achieving organizational, interpersonal, and societal goals. Two critical elements influencing the effectiveness of communication are communication fidelity and source credibility. Communication fidelity refers to the accuracy and clarity with which a message is transmitted and understood between sender and receiver, while source credibility involves the perceived trustworthiness and competence of the communicator. Both concepts are crucial in fields ranging from marketing and media to education and interpersonal relationships. This chapter will explore the factors affecting communication fidelity and source credibility, highlighting how these elements impact message effectiveness, with references to relevant literature.
Communication Fidelity
Communication fidelity is the degree to which the message sent by the communicator is accurately understood by the receiver as intended. This concept is central to ensuring effective interaction and minimizing misunderstandings, distortions, and noise that can disrupt communication. High communication fidelity enables the receiver to interpret the message as the sender intended, fostering greater engagement, compliance, and satisfaction.
Factors Affecting Communication Fidelity
Noise
Noise, whether physical, psychological, or semantic, is a significant barrier to communication fidelity. Physical noise includes environmental distractions, while psychological noise involves preoccupations, biases, or emotional states that distort the message. Semantic noise arises from language or cultural misunderstandings that hinder accurate decoding (Shannon & Weaver, 1949). Reducing noise, through careful attention to clarity and context, can improve fidelity.

This chapter introduces the major biological, nutritional, environmental and management factors that determine egg quality. It examines genetic and breed influences, hen age and stage of lay, nutrition and feed composition, housing systems, environmental conditions and heat stress. The effects of disease, medication, handling, on-farm management and storage are also discussed. The chapter emphasizes that egg quality results from interactions among multiple factors rather than from a single intervention. Induced moulting and nutritional management are considered as practical approaches to maintaining quality during the laying cycle.

The prosperity and growth of a nation depends on the status and development of women as they constitute about 50.00 per cent of the human resource of the country. Women play a significant role in agriculture and allied fields. She also performs several management and decision making roles in farming and home making practices with her male counterpart and sometimes alone.(Sreenivasulu and Punna Rao, 2005). Khelkar (1995) found that 64.55 per cent had medium level of farm management followed by high and low 18.18 per cent and 17.27 per cent respectively.