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Agricultural
Extension and
Communication
Presentation
Outline
History of Extension
Legal Bases of Extension in the Philippines
Sources of Information and Technology
Community Organizing
Approaches to Rural Change
Innovation-Decision Process Theory
Individual Innovativeness Theory
Sustainable Agriculture and Development
Agricultural Knowledge System
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HISTORY OF EXTENSION
1800 BC
Archeologists unearthed clay tablets
with inscribed advice on watering
crops and getting rid of rats
Hieroglyphics on Egyptian columns
gave advice on avoiding crop
damage and loss of life in Nile's
floods
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HISTORY OF EXTENSION
2nd Century BC
Texts on practical farming
experience were written to help
Roman landowners and tenants. The
state made it a matter of concern to
disseminate information on
agriculture.
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HISTORY OF EXTENSION
The term EXTENSION EDUCATION was
first introduced in England to describe a
particular education innovation: Adult
Education Programs in 1867.
These programs helped extend the work of
universities beyond the campus and into
the neighboring communities where
ordinary people lived and worked.
Oxford and Cambridge universities
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HISTORY OF EXTENSION
1840s
The term "University Extension" was first
used in Britain
1850s
Discussions between two ancient
universities about how they could serve
the needs of the rapidly growing
population in the industrial, urban areas
Oxford and Cambridge
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HISTORY OF EXTENSION
1860s
The term extension was adopted in
the United States in conjunction
with the land grants universities
United Kingdom
Ministry of Agriculture: advisory
services
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HISTORY OF EXTENSION
1871
James Stuart - "Father of University
Extension"
Stuart gave lectures to
• women's associations
• working men's clubs
Lectures mostly on literacy and social
topics
1890s - introduction of agricultural subjects
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HISTORY OF EXTENSION
1873
University of Cambridge
1876
University of London
1878
University of Oxford
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HISTORY OF EXTENSION
1880s
System became well-established
and developed into what was to be
called the Extension Movement
Extension became a more
institutionalized function of the
universities
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HISTORY OF EXTENSION
The notion of extending relevant and
useful information to the adult
population at large, predates the
university extension movement
1826
Lord Henry Brougham, an influential
advocate of formal education for the poor
and of mass adult education, founded
the Society for the Diffusion of Useful
Knowledge
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HISTORY OF EXTENSION
Objective:
"imparting useful information to all classes
of the community, particularly to such as
are unable to avail themselves of
experienced teacher, or may prefer
learning by themselves."
Produced low-priced publications and
established local communities
throughout the country for extending the
object of the Society
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BIRTH OF
MODERN
AGRICULTURAL
EXTENSION
SERVIC E
EUROPE
1841
• Royal Agricultural Improvement Society (RAIS)
was found in Britain
• "to foster the creation of local agricultural
societies and to act as a central organizations for
them"
1845
• Outbreak of the potato blight disease in Ireland
• Laissez-faire: to interfere as little as possible in
the internal economic and social affairs
• first agricultural extension service
EUROPE
1847
• Earl of Clarendon urged RAIS to appoint itinerant
lecturers to travel around the distressed districts
to inform and show small farmers how to improve
cultivation and grow nutritious crops
1847
• 10 instructors in husbandry were appointed and
were at work in most poorer areas
• The scheme proved to serve a real need; had an
impact on impoverished communities and is
financially viable.
UNITED STATED OF AMERICA
MORILL ACT OF 1862 BY PRESIDENT LINCOLN
• created Land Grant Colleges and Universities
• established demonstration centers and
experimental stations using Federal funds
• started Farmers' Institute Movements that
organized meeting (1-2 days) for farmers with
professors from state colleges and universities as
speakers
UNITED STATED OF AMERICA
1890
• Second Morill Act, extending the Land Grant
concept in other areas of USA
1891
• University of Chicago and University of Wisconson
began organizing extension programs that led to
the establishment of land grant colleges and the
establishment of agricultural extension work in
the country
UNITED STATED OF AMERICA
1914
• Smith-Lever Act
• established the Cooperative Extension Service, a
tripartite cooperation among the federal
government, the state government and the local
country government in association with state
colleges and universities as extension agencies
LATIN AMERICA AND CARIBBEAN
1940S-1960S
• establishment of agricultural extension
organizations
AFRICA
1960S-1970S
• many African nations staerted establishing
extension organizations
EXTENSION IN
THE
PHILIPPINES
SPANISH PERIOD (1521-1898)
1565
• The beginning of "extension work" through the
setting up of GRANJAS MODELOS or MODEL
FARMS
• initiated by the first Spanish missionaries
• to serve as experimental stations and
demonstration centers for farmers
• to educate rice, corn, and tobacco farmers in large
encomiendas
SPANISH PERIOD (1521-1898)
Towards the end of the 18th Century, extension work
also included REGULATORY FUNCTIONS, particularly
on the production of tobacco and the grading of
tobacco leaves for export.
AMERICAN PERIOD (1899-1940S)
October 8, 1901 - start of a more serious attempt at
extension work which began on October 8, 1901
No definite plan was followed until April 30, 1902 -
the establishment of Bureau of Agriculture under the
Department of Interior
July 1910 - creation of the Demonstration and
Extension Division under the Bureau of Agriculture
• the first formally organized government
department implementing research and
extension programs
• setting up several experiment stations and
demonstration farms in strategic places
AMERICAN PERIOD (1899-1940S)
1910 - establishment of AGRICULTURAL SCHOOLS to
educate and train government agricultural workers
and others engaged in agricultural services
1919 - Expansion of the extension work of the
Demonstration and Extension Division to include
• organization of farmers' cooperatives
• rural credit
• animal insurance
People engaged in the work were called "advisers"
AMERICAN PERIOD (1899-1940S)
1923 - The name Demonstration and Extension
Division was changed to AGRICULTURAL EXTENSION
SERVICE
MARIA Y. OROSA founded the home extension
service starting as a unit under the Organic
Chemistry Division of the Bureau of Science
Home Extension work focused mainly on food
preservation and preparation, home management,
and demonstration work
AMERICAN PERIOD (1899-1940S)
1925 - Creation of the Fiber Standardization Board to
take care of educational work on fiber
1929 - Reorganization of the Bureau of Agriculture
with the creation of the
• Bureau of Animal Industry
• Bureau of Plant Industry
1933 - abolished Fiber Standardization Board
transferring its educational work on fiber with the
BPI
1936 - transfer of the Division of Home Economics to
BPI and merged with the Utilization Division
COMMONWEALTH PERIOD
1936 - Commonwealth Act 85 established the
PROVINCIAL EXTENSION SERVICES financed by the
provincial and municipal governments which
resulted to broader and more comprehensive
agricultural extension system
1936 - Creation of position of PROVINCIAL
AGRICULTURIST
Farm advisers were called EXTENSION AGENTS
Set-up continued until the outbreak of WWII
COMMONWEALTH PERIOD
1938 - BAI also created its own extension activiites by
establishing a Livestock Extension Division charged
with the responsibility of demonstrating and
disseminating information materials on livestock and
poultry production
JAPANESE REGIME (1942-1945)
Extension work was paralyzed
Home economics and agricultural extension works
suffered drawbacks
POST INDEPENDENCE PERIOD (1946-PRESENT)
1947 - The Home Extension Unit under BPI was fused
with the AGRICULTURAL EXTENSION UNIT of the
Bureau of Agriculture
1950 - President Elpidio Quirino requested the
President of the USA to recommend measures to
help the Philippines, torn by WWII, to become self-
sufficient
• An economic survey mission, the BELL SURVEY
MISSION, was sent to the Philippines
• named after Daniel W. Bell, the Chief of Mission
POST INDEPENDENCE PERIOD (1946-PRESENT)
Bell Survey Mission Recommendation
• Consolidation of the scattered extension services
in the different bureaus into one bureau that
would adequately extend information to farm
families for improved farming, homemaking, and
rural organization
July 1952 - Congress enacted RA 680 creating the
BUREAU OF AGRICULTURAL EXTENSION (BAEx)
POST INDEPENDENCE PERIOD (1946-PRESENT)
August 8, 1963 - BAEx was renamed AGRICULTURAL
PRODUCTIVITY COMMISSION (APC) and was placed
under the Office of the President with broadened
functions to include implementation of the National
Integrated Land Reform Program
The Agricultural Tenancy Commission, the
Agricultural Credit Administration, and the Land
Bank were placed at the "crest of the land reform
program"
PRE-MARTIAL LAW YEARS
1965 - The Rice Self-Sufficiency Program was
reconceptualized to include rice production,
marketing, and distribution as well as the
consolidation and concentration of governments and
private sector resources
1969 - APC was made a cooperator of the National
Food and Agriculture Council (NFAC) in the country's
food production program to promote rice self-
sufficiency
MARTIAL LAW YEARS
November 1, 1972 - PD No. 1 reverted the APC back to
its original name, the BAEx
PD 970 - abolished the Bureau of Farm Management
of the DAR; extension function was transferred to
BAEx
July 1, 1973 - BAEx was transferred back to the
Department of Agriculture
• the Abaca and other Fibers Board was fused with
BAEx
MARTIAL LAW YEARS
1974 - DANR was reorganized
• Department of Agriculture
• Department of Natural Resources
1974 - Implementation of the Masagana 99 Rice
Production Program
MARTIAL LAW YEARS
1977 - a World Bank Mission appraised the
Philippines' agricultural extension service upon
request of the Philippine government
Result: The Philippines adopted the Training and
Visit System (T&V) as a development strategy
designed to improve the quality of life of farm
families.
1978 - Creation of Ministry-wide regional offices in
the Ministry of Agriculture (PD 1579 & LOI 595)
EO 967- MA to Ministry of Agriculture and Food
(MAF)
MARTIAL LAW YEARS
March 27, 1979 - The NATIONAL EXTENSION PROJECT
became operational with World Bank loan of $ 35M
CORY AQUINO YEARS
1987 - MAF was reorganized and renamed
DEPARTMENT OF AGRICULTURE
1987 - EO No. 116 merged the BAEx, Philippine
Agricultural Training Council, Philippine Training
Center for Rural Development into AGRICULTURAL
TRAINING INSTITUTE
RA 6657 - Comprehensive Agrarian Reform Program
FIDEL V. RAMOS YEARS
THREE BASIC LAWS
• RA 7160 - The Local Government Code of 1991
• RA 8435 - Agricultural and Fisheries
Modernization Act of 1997
• RA 8850 - The Philippine Fisheries Code of 1998
THE ERAP ESTRADA YEARS
Introduced the 10-point agenda in agriculture and
fisheries under the Agrikulturang Makamasa
Program
THE GMA YEARS
Launched the Ginintuang Masaganang Ani
Countrywide Assistance for Rural Employment and
Services (GMA-CARES)
Spearheaded the RORO transport program
RA 10055 - Technology Transfer Act of 2009
THE P-NOY YEARS
Introduced the concept of Agrikulturang Pilipino or
Agri-Pinoy
RA 10068 - Organic Agriculture Act of 2010
Meaning of
Extension in
Other Countries
TERM COUNTRY MEANING
Voorlichting Netherlands Lighting the path ahead to help people find their
way
Penynluhan Indonesia Lighting the path ahead with a torch
Perkembangan Malaysia Education, the way USA interprets it
Beratung Germany "Advisory work"
Aufklärung Germany "Enlightenment"
Erziehung Germany "Education"
TERM COUNTRY MEANING
Vugarisation France Simplification of the message for the common
Animation man
Förderung Austria "Furthering"
Capacitacion Spain Improving people's abilities, normally through
Consultatcion training
Extension USA Education, or influencing people to change their
behavios
Purpose of
Extension
PURPOSE OF EXTENSION
INFORMATIVE
• Helps people make well-considered choices among alternatives
provided by extension for the individual to achieve their goals
PURPOSE OF EXTENSION
INFORMATIVE
• Helps people make well-considered choices among alternatives
provided by extension for the individual to achieve their goals
EMANCIPATORY
• An instrument to uplift the poor, to achieve societal goals, to
correct structural problems
• Pablo Freire calls it “pedagogy of the oppressed”
PURPOSE OF EXTENSION
FORMATIVE
• An instrument for developing, forming an individual or
enhancing their capabilities to make decisions, to learn, to
manage, to communicate, to organize, etc.
PERSUASIVE
• A policy instrument to induce preventive behavior with respect
to societal concerns such as environmental pollution, health
hazards, etc.
Nature/Dimension
of Extension
NATURE/DIMENSION OF EXTENSION
ALTRUISTIC
• Extension aimed at helping farmers. This is a basic premise of
extension that must be observed by practitioners.
EDUCATIONAL
• Extension is a non-formal method of adult education. As such,
extension professionals must be imbued with knowledge on
how adults learn.
NATURE/DIMENSION OF EXTENSION
COMMUNICATIONS
• Extension is a communication intervention. Knowledge of basic
communication process and its dynamics must be adequately
understood.
BEHAVIORAL
• Extension is aimed at inducing behavioral changes among
farmers. Behavioral change is the end goal of extension.
NATURE/DIMENSION OF EXTENSION
TECHNOLOGY
• Extension helps in the transfer of technology. Extension should
be able to help identify technologies appropriate to clientele. The
need for more alternative approaches and methods for
diagnosing technical problems should be recognized.
RESEARCH
• Extension aims at linking research with the farm. Ways to foster
closer links between the farmers and the researchers need
further understanding.
NATURE/DIMENSION OF EXTENSION
INPUT
• The provision of inputs plays and important linking function in
the transfer of technology.
INCOME
• Extension is aimed at increased income through increased
production and productivity.
NATURE/DIMENSION OF EXTENSION
MANAGEMENT
• Extension aims to function according to sound management
principles.
HAPPINESS IS DETERMINED
@rufusstewar
#UnderstandingHappiness
BY KINDNESS AND
COMPASSION
Presentations are communication
tools that can be used as lectures.
HAPPINESS IS DETERMINED
BY SUCCESS IN LIFE THANK YOU!
Presentations are communication
tools that can be used as lectures.
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