Increasing Rural Productionmodus operandi…

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Objectives…

• Bringing Change in Behavior– Knowledge

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– Knowledge– Attitude– Skills

•

What does it mean ?

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What does it include?

Broad classification…

• One to all / many

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• One to few / selected

• One to one

One to All…

• Media to carry messages to large number of people

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• Message transmission is very fast

• Least expensive

Is it effective??

• Opinion varies.“Media can accelerate existing change process

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existing change process but they seldom bring

about changes in behavior by themselves”

Why the media is not effective?

• Selective processes

• Less access

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• Less access• Literacy• Expensive• Infrastructure like, transportation, electricity

• Messages are not written for them

Selective processes…

• Selective publication • Selective remembering

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• Selective attention

• Selective perception

• Selective acceptance

• Selective discussion

The two extremes…

Characteristics One to one One to manyMessage flow Tends to be 2

wayTends to be 1 way

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Context Face to face Interposed

feedback high Low

Ability to overcome SPs High Low

Speed Low High

Adjusting messages Large Small

The two extremes…

Characteristics One to one One to many

Cost High LowPossibility to be ignored Low High

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Possibility to be ignored Low High

Same message to all audience

No Yes

Who gives information Everybody Experts

Possible effect Attitude formation or

change

Knowledge change

One to few…

• Importance in rural context

• Considered to be most effective in Indian villages

Demonstrations

• Result demonstration

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• Methods demonstrations

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.

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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.

Be Careful…

• Each individual has his own Interpretation of what he sees.

• It should not be considered as Example.

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• 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.

Be Careful…

• Must have two demonstration plots.• Must show clear difference between

traditional and recommended practices.

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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.

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

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• Non Directive

But Remember…

• Very effective when used in conjunction

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• Very effective when used in conjunction with other methods

It’s time to relax..

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Thanks….

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