Using participatory radio and video to extend reach of agricultural extension activities

Abstract

Solution Scenario Concept: Our concept is to advocate the use of locally recorded video and audio, dispersed through “mediated instruction”, integrated with existing extension systems. Because audio-visual formats are likely preferred to mostly illiterate, visually-oriented groups, the idea is to encourage the use of audio (radio) and video (using the combination of DVD players and TVs) to reach out to farmers. “Mediated instruction” is a particular use of video and audio in educational contexts, where a facilitator, who is not necessarily a subject matter expert, is present to pause playback, ask questions, encourage discussion, and otherwise provoke participation. It is known to be a very effective use of recorded media for education. Finally, by building on extension systems, we take advantage of existing social networks that farmers already have. It is a known sociological phenomenon, that uptake of new ideas happens through social networks, traveling between social connections. Thus, the idea is to use content generated with local farmers as subjects as a means of advocacy. Such a system could serve as a collaborative platform for exchanging locally relevant media using a digital pipeline comprised of cost-realistic technologies. Radio and video then becomes a mechanism to capitalize on natural social dynamics to amplify a single extension worker’s ability to evangelize agricultural practices.