Increasing Rural Production

modus operandi

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Objectives
Bringing Change in Behavior
Knowledge
Attitude
Skills

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What does it mean ?

What does it include?

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Broad classification
One to all / many
One to few / selected
One to one

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One to All
Media to carry messages
to large number of people
Message transmission is
very fast
Least expensive
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Is it effective??
Opinion varies.
Media can accelerate
existing change process
but they seldom bring
about changes in
behavior by
themselves

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Why the media is not effective?

Selective processes
Less access
Literacy
Expensive
Infrastructure like, transportation, electricity

Messages are not written for them

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Selective processes
Selective publication

Selective remembering

Selective attention

Selective acceptance

Selective perception

Selective discussion

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The two extremes

Characteristics

One to one One to many

Message flow

Tends to be 2
way

Tends to be 1
way

Context

Face to face

Interposed

feedback

high

Low

Ability to overcome SPs High

Low

Speed

Low

High

Adjusting messages

Large

Small

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The two extremes

Characteristics

One to one

One to many

Cost

High

Low

Possibility to be ignored

Low

High

Same message to all

audience
Who gives information

No

Yes

Everybody

Experts

Attitude
formation or
change

Knowledge
change

Possible effect

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One to few
Importance in rural
context
Considered to be most
effective in Indian
villages

Demonstrations
Result demonstration

Methods demonstrations

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Result Demonstration
Based on the principle
of Seeing is Believing
Shows the result/ or
edge of one
technology over
other.

Benefits
Your client sees on his own
There is no need of very high level of trust
between you and client.
You need not worry much about the
encoding of the message.
Very useful for client who have not learned
to think abstract.
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Be Careful
Each individual has his own Interpretation
of what he sees.
It should not be considered as Example.
Demonstrator should not be considered as
an outsider.
Demonstration also represent an
intervention in the normal social structure of
the system.
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Be Careful
Must have two demonstration plots.
Must show clear difference between
traditional and recommended practices.
You must be clear what you are trying to
demonstrate.
Have discussion after the demonstration.
Some demonstration effects are difficult to
observe.
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Method Demonstration
Skill transfer
Provide opportunity to
every participant to
practice the learned
skill.

Excursion
Let the farmer explain
the things.
It is impossible to
follow how crops /
trees/ livestock
develop during the
season.

Group Discussions

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Group Discussion Methods

Directive
Non Directive

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But Remember

Very effective when used in conjunction

with other methods

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Its time to relax..

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Thanks.

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