Post on 07-Feb-2016
description
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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