eChapters

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.

Introduction

Communication is a process for exchanging ideas, facts, feelings, or impressions between two or more individuals for a common understanding. Communication is required for transferring technology or obtaining farmer feedback to adopt technology in the field. Good communication is the essence of good teaching. Communication is a whole learning process in which the teacher sends a message through a channel to the receiver as a means of teaching. In traditional extension, there was direct contact between the extension worker and farmer to communicate research innovations and to obtain farmer feedback. In this system, only a few farmers had direct contact with the extension worker while the majority of farmers were contacted less frequently. Daniel Benor has tried to improve traditional extension through a “training and visit” (T & V) system designed to emphasize the organizational and training components of extension and improve communication with the farmers. In considering extension as a vehicle for communicating with large numbers of farmers without any discretion, the communication process and its role in extension need to be followed by the extension workers.

what is Communication?

Communication is a process of transferring a message from a source (communicator) through a channel to the receiver (communiqué). It is defined by different scientists in a different manner keeping the intent in view. However, it is accepted that communication is a process where a message is transferred from the source (communicator) to the receiver (communiqué). Some definitions of communication are indicated below.

• J. Paul Leagan (1961) defines communication as a process where two or more individuals exchange ideas, facts, and impressions for mutual gain and common understanding of the content and use of a message.

• “Communication is a purposeful process, which involves sources, messages, channels, and receivers.” – Andersch et al. (1969).

Van den Ban and Hawkins (1988) defined communication as the process of sending and receiving messages through channels that establish a common meaning between a source and receiver.

Transfer of technology is closely associated with generation of technology and its use leading to development. Extension components contain stimulating inputs that would mobilize the practitioners to put recommendations into action. Sustainability in agriculture is very important component of present day agriculture and future aspirations. Keeping these aspects in view an attempt was made to enlist suggestions under extension approaches that would enhance sustainability in agriculture in the area under study. The suggestive extension measures to enhance sustainability in agriculture were studied under components of social structure, cooperation mechanism, evaluation technique and marketing network.

Agriculture is a generic term used to include various types of farming systems, single to multiple crops under various agro-climatic conditions thereby covering crop husbandry, animal husbandry, vegetable growing, floriculture, horticulture, fishery, poultry, goat rearing, piggery, rabbit rearing, sericulture, forestry, vermi-composting, etc. Indian agriculture is a symbiosis of various production systems, a way of life or a tradition, which for the centuries have shaped the thoughts, the outlook, the culture, and the social and economic force of rural life. It is well known for its multi-functionalities of providing employment, cultural heritage, livelihood, social security, family bondage, nutritional and food security. Although agriculture is the main stay of the Indian economy and supports nearly two-third of the work force, yet this is not a highly rewarding enterprise for a large majority of farmers who hold small and marginal size holding. At the same time, the size of the land holding is on a gradual decline, while contribution of farmwomen is on an increase as men go elsewhere in search of better jobs. This sector holds and will continue to be central to all strategies of socio-economic development of the country. A farmer is a multi-purpose entrepreneur (Rajavanshi, 2007).

Developing countries with agrarian economy have been facing challenges arising from climate change causes and consequences. The altered patterns of climate are affecting the yield potential of crops thereby affecting agricultural production, farmers’ income, and livelihoods. Out of the 17 Sustainable Development Goals (SDGs) of the United Nations, the 13th SDG on ‘Climate action to combat climate change and its impacts,’ emphasises the importance and urgency of addressing the effects of climate change in developing nations. It is projected that climate change would have the most detrimental effect on agriculture, the primary source of income for small and marginal farmers in developed nations (Azadi et al., 2021). Building the ability of small and marginal farmers will be crucial to global food security over the next decade (FAO, 2020). World Bank (2018) reported that 800 million South Asian population are at risk of experiencing a decline in their standard of living and incomes due to rising temperatures and more erratic rainfall hampering the agriculture production system. Millions of low-income smallholder farmers, particularly those who rely on agriculture for a living and an income in South Asia, would be directly impacted by a reduction in productivity leading to food supply shortages and price increases.

Contract Farming

Contract farming is defined as a system for the production and supply of agricultural/horticultural produce under forward contracts between producers/suppliers and buyers. The essence of such an arrangement is the commitment of the producer/ seller to provide an agricultural commodity of a certain type, at a time and a price, and in the quantity required by a known and committed buyer.

Contract Farming Ventures in India: A Few Successful Cases

The Government of India’s National Agriculture Policy envisages that “Private sector participation will be promoted through contract farming and land leasing arrangements to allow accelerated technology transfer, capital inflow and assured market for crop production, especially of oilseeds, cotton and horticultural crops”.
Farming is an age-old means of livelihood for millions of Indians. However, there have been few systems/models in which farmers are assured of a market for their 

Communication and Extension

We spent most of the time in a day by communicating with others. It is impractical to think of a life in which we don’t communicate. Communication is a process not only limited to human beings. All creatures of earth communicate with each other for their better existence. In communication, we exchange our ideas, information, feelings, opinions about an issue, emotions, etc. with others throughout our life. It indicates that the communication is inseparable from the existence of life. A hypothetical example on the various kinds of communications that a Veterinary doctor might be using on a normal day is presented below for easy understanding.

A Veterinary doctor goes to office and put his signature in the attendance register (written communication) and greets his staffs (communication through gesture). Then he attends the patients and discuss with the owner (verbal communication). He writes prescription for the ailing animals (written communication). After office works, he may visit and discuss with the villagers about a vaccination programme (group communication) and inform the villagers about the date and time of vaccination. He may sensitize the people about the importance of vaccination through television, radio, newspaper, etc. (mass communication) and develop leaflets/folder/bulletins on different issues for distribution. This brief example suggests that the communication is an inevitable part of our daily life. It may be like that we may not survive without communication.

Father of Extension: James Stuart •

Word Extension: Derived from Latin roots “ex” - Out “tensio” - Stretching

Extension term originated in England as University Extension in 1866.

The term Extension Education first used in 1873 by Cambridge University.

Philosophy of Extension (Kelsey and Hearne, 1967): How to think.

Binet test: Intelligence test (IQ)

Function of Extension: Change in Attitude, Skill and Knowledge of an individuals.

Extension Education Process: Extension education is a participative and continuous process

Learning Situation: It is a condition or environment in which all the elements necessary for promoting learning are present.

Elements of effective learning situations in Extension are:

THEORY
    ·    Father of Extension: James Stuart
    ·    Word Extension: Derived from Latin roots “ex”    - Out
                                                              tensio”    - Stretching
    ·    Extension term originated in England as University Extension in 1866.
    ·    The term Extension Education first used in 1873 by Cambridge University.
    ·    Philosophy of Extension (Kelsey and Hearne, 1967): How to think.
    ·    Binet test: Intelligence test (IQ).
    ·    Function of Extension: Change in Attitude, Skill and Knowledge of an individuals.
    ·    Extension Education Process:  Extension education is a participative and continuous process.
    ·    Learning Situation: It is a condition or environment in which all the elements necessary for promoting learning are present. 
    ·    Elements of effective learning situations in Extension are:

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.

The Sustainable Development Goals (SDGs), also known as the Global Goals, were adopted by all United Nations Member States in 2015 as part of the 2030 Agenda for Sustainable Development. These 17 interconnected goals aim to address global challenges and ensure a sustainable future for people and the planet. Here’s an overview of the SDGs
List of the 17 Sustainable Development Goals (SDGs)
1. No Poverty
2. Zero Hunger
3. Good Health and Well-being
4. Quality Education
5. Gender Equality
6. Clean Water and Sanitation
7. Affordable and Clean Energy
8. Decent Work and Economic Growth
9. Industry, Innovation, and Infrastructure
10. Reduced Inequalities
11. Sustainable Cities and Communities
12. Responsible Consumption and Production
13. Climate Action
14. Life Below Water
15. Life on Land
16. Peace, Justice, and Strong Institutions
17. Partnerships for the Goals
Aligning agricultural extension practices with the Sustainable Development Goals (SDGs) is essential for promoting sustainable agricultural development, enhancing rural livelihoods, and addressing global challenges such as poverty,

As the Veterinary colleges, and Parasitology being an integral part of them, are part of Agricultural universities framed on USA land grant pattern, or separated as Veterinary university imbibing the same philosophy, extension is an integral part of the system. Here, a team of the experts visit the villages to teach the villagers about the basic problems, faced by them in day to day dealing with animals. For explaining a particular problem to the villagers, the experts generally take help of the pamphlets which they have prepared. These pamphlets or extension literature deal the subject with common sense and illustrate the material with line drawings.

Introduction

With India’s population to catapult to a gigantic figure of 1.63 billion by 2050, it rests upon the shoulders of the country’s dwindling land resources to cater to the food demand to the surging human race with an eco-friendly manner. This requires a mammoth effort from the food producing machinery of the country-an effort which has to be inclusive of the technological innovation and extension in this field and to the fullest possible extent. Coping with the short-run challenges to food security posed by food price volatility is indeed a daunting task. But the serious concern is the long-term challenges of avoiding a perpetual food crisis under conditions of global warming. The decline of contributions of Indian Agriculture to the National GDP and an apparent stagnation of the growth rate in agriculture, non remunerative agricultural system, ever increasing population pressure, shrinking land resources, global warming and climate change, indiscriminate use of agricultural inputs, over exploitation of natural resource base and environmental quality have made the situation more vulnerable towards food security. In this backdrop, agricultural knowledge and technology accumulation, transfer, application, and diffusion are key to sustainable development and food security in an eco-friendly manner. The knowledge and technology revolution is critically different from the past industrial revolution in that it is based upon a shift of wealth creating assets from physical things to intangible resources based on knowledge and technologies. Thus, effective management and transfer of knowledge and technologies are believed to be the most critical capability of individuals, organizations, and nations in the globalized 21st knowledge society. Extension could play a pivotal role in fostering sustainability through its educational programs but there has been a growing realization that traditional extension models have not been sufficiently effective in promoting socialization of sustainable agricultural practices. Since sustainable agriculture is a knowledge-intensive system, it requires a new kind of knowledge, which differs from other forms on the basis of conventional agricultural practices. In fact, conventional extension system cannot accomplish sustainability in agriculture; because today’s agricultural extension must consider environmental implications, social issues, and overall economic growth within the agriculture sector. In such a situation, the present conceptual discussion shall be envisaging the dictum and destiny of evolving extension approaches by cherishing a clear focus on extension management perspectives towards sustainable development and environment protection and management so as to the well established extension approaches can be restructured and applied in the niche of extension management towards sustainability.

1. Introduction

India is a land of large varieties of fruits and vegetables due to its vast soil and climatic diversity. India is the second largest producer of fruits and vegetables in the world, with an annual production of fruits 45.5 Million tonnes and vegetables 90.8 Million tonnes. It contributes 10.23% and 14.45% of the total world production of fruits and vegetables (F&V) respectively (NHB, 2010). Though fruits and vegetables are grown only on 7–8% of gross cultivated area, these contribute more than 18.8% of the gross value of agricultural output and 52% export earnings from total agricultural produce. These have a high export potential of 20-30 times more foreign exchange per unit area than cereals due to higher yields and higher price available in the international market (Sen et al., 2012). According to estimates, the per capita consumption of fruits and vegetables in India is only around 46g and 130g which are far below the stipulation of a minimum of 92g and 300g respectively as recommended by the Indian Council of Medical Research and National Institute of Nutrition. The low availability is mainly due to considerably high post-harvest losses. About 15-20% of the fruits and vegetables are wasted every year in the country, due to poor post-harvest management and lack of infrastructural facilities for processing and storage, amounting to a revenue loss of over Rs. 625 billion.

The sensorial, nutritional, and organoleptic quality of fresh produce starts deteriorating after harvest as a result of soon after harvest the altered plant metabolism and microbial growth. The quality deterioration is the result of produce respiration and transpiration, senescence, ripening-associated processes, wound-initiated reactions, development of postharvest disorders, microbial proliferation leading to postharvest quality loss. Therefore, it is necessary to understand the respiration and ripening processes and the physiological and biochemical changes during ripening. The best way to reduce respiratory metabolism is to reduce the storage temperature. All biological processes proceed more slowly at lower temperature (Yahia, 2007). In general, O₂ levels must be reduced to less than 10 % to see a reduction in the rate of respiration. Respiration rate is temperature dependent; so, as the temperature reduces the amount of oxygen required also drops. Therefore, oxygen levels must be substantially reduced at low temperature for it to affect the rate of respiration. It must however, be ensured that O₂ levels do not fall below extinction point as anaerobic respiration and decay may occur. Tolerance to low O₂ varies between species and cultivars and is also time dependent. Commodities may be able to tolerate low O₂ for short periods of time. Low O₂ can also be tolerated when CO₂ is low.

Extension Program

Planning an extension program involves decision- making about the work of the organization. Extension program planning covers a set of objectives to be achieved by various activities included in the planning. Extension organization needs to decide the goal it aims at, the target group, the content of extension message, its use, and organization of all activities. The program includes situation analysis, and an action plan for solving people’s problems which is drawn in advance. Extension workers have to decide the goals, target group, messages, extension methods, and media and organization of activities. While setting the goal, the perception of the present situation and the vision of the desired situation should be borne in mind. The target group is normally larger than the extension worker contacts directly or through mass media. The target group can be contacted indirectly. The extension content depends on the goal, the target group, and the extension strategy. The content should be so selected that it can be implemented with the resources available to the farmers locally. A combination of extension methods need to be used. The extension program needs to be flexible and can be easily implemented by the organization.

Extension Program Planning

Extension program planning indicates an account of the activities to be undertaken by the organization.

The essential phases of program planning in extension are analyzing the situation, setting goals and objectives, identifying problems and gaps, developing work plan, implementation, monitoring and evaluation, and reconsideration.

Introduction

Planning is a “dynamic act of reflecting about, thinking about, and choosing among various options regarding the goals and objectives and the route to journey i.e. educational experience, we should follow to reach those destinations” (Forest and Baker, 1994). It offers opportunity to people to “participate” and “contribute” in the process. Therefore, it is understood that “planning extension programs has become an increasingly accepted practice among national authorities” (Maalouf, in Rivera, 1987, p. 116 as cited by Cristovao et al?, 1997).

Extension Programme: Planning and Evaluation

The first step to promote any extension programme is to prepare useful programme based on community need. Extension Programme planning is a blueprint or plan to an extension worker for effective execution. It is a procedure of working with people in an effort to identify and recognise the unsatisfactory situations or problems and to determine the possible solutions. To understand the extension programme planning process, certain basic concepts of an extension programme, planning and extension planning need to be understood.

Programme

The word ‘programme’ has several distinct meanings in the dictionary. It means a proclamation, a prospectus, a list of events, a plan of procedure, a course of action prepared or announced beforehand, a logical sequence of operations to be performed in solving a problem. This is a written statement which describes the extension activities proposed, the problems they address, the premises on which they are based, the objectives they seek to attain, the actions and the resources they require.