Communication for Rural Innovation Rethinking Agricultural Extension

by Leeuwis, Cees; van den Ban, A. W.

• ISBN13: 9780632052493
• ISBN10: 063205249X
• Edition: 3rd
• Format: Paperback
• Copyright: 2004-06-07
• Publisher: Wiley-Blackwell

Summary

This important book is the re-titled third edition of the extremely well received and widely used Agricultural Extension (van den Ban & Hawkins, 1988, 1996). Building on the previous editions, Communication for Rural Innovation maintains and adapts the insights and conceptual models of value today, while reflecting many new ideas, angles and modes of thinking concerning how agricultural extension is taught and carried through today.Since the previous edition of the book, the number and type of organisations that apply communicative strategies to foster change and development in agriculture and resource management has become much more varied and this book is aimed at those who use communication to facilitate change in agriculture and resource management. Communication for Rural Innovation is essential reading for process facilitators, communication division personnel, knowledge managers, training officers, consultants, policy makers, extension specialists and managers of agricultural extension or research organisations. The book can also be used as an advanced introduction into issues of communicative intervention at BSc or MSc level.

Author Biography

Cees Leeuwis is the author of Communication for Rural Innovation: Rethinking Agricultural Extension, 3rd Edition, published by Wiley.

Anne Willem van den Ban was a Dutch scholar, whose work focused on agricultural extension.

Table of Contents

Preface	x
The CTA	xii
PART 1 RETHINKING EXTENSION	1	(58)
Introduction	3	(19)
Challenges for agricultural extension practice	3	(15)
Challenges for farmers and agriculture at large	3	(8)
Reinventing extension	11	(6)
In conclusion: a new societal function for extension	17	(1)
Objectives and outline of this book	18	(4)
Questions for discussion	21	(1)
From extension to communication for innovation	22	(18)
Historical roots and evolving conceptions of extension	22	(7)
Origins, early meanings and international terminology	22	(1)
Evolving definitions	23	(6)
Different types of communication services and strategies	29	(7)
Basic rationale of different communication services and strategies	31	(5)
Agricultural knowledge systems and other extension-related concepts	36	(4)
Questions for discussion	39	(1)
The ethics and politics of communication for innovation	40	(9)
The political implications of communication for innovation	40	(2)
The acceptability of government communicative intervention	42	(1)
The acceptability of non-governmental communicative intervention	43	(2)
Professional standards	45	(1)
Dilemmas regarding ethics and politics: an example	46	(3)
Questions for discussion	48	(1)
The role of communicative intervention in policy planning: instrumental and interactive approaches	49	(10)
Top-down planning and instrumental communication	49	(4)
`Blueprint' planning and problem solving	49	(1)
The instrumental model of communicative intervention	50	(3)
In conclusion	53	(1)
Process management and interactive communication	53	(4)
Process management towards innovation	53	(2)
Arguments for an interactive model of communicative intervention	55	(1)
In conclusion	56	(1)
Shortcomings and conditions: the relation between interactive and instrumental approaches	57	(2)
Questions for discussion	58	(1)
PART 2 THE RELATIONS BETWEEN HUMAN PRACTICE, KNOWLEDGE AND COMMUNICATION	59	(68)
Understanding human practices: the example of farming	61	(33)
Different levels and domains of farming practice	61	(4)
Farming practices at different hierarchical levels	62	(1)
Different domains of farming practice	63	(1)
Farming practices at different points in time	64	(1)
Understanding the social nature of technical practices	65	(21)
Evaluative frame of reference: the basis for reasoning about practices	67	(4)
Perceived effectiveness of the social environment	71	(3)
Perceived self-efficacy	74	(2)
Social relationships and perceived social pressure	76	(3)
The dynamics within the model	79	(7)
Implications for communication for innovation	86	(8)
The central role of knowledge and the need to be modest	86	(1)
The relationship with different communication strategies and functions	86	(2)
Communicative intervention must be `tuned' to other communication processes	88	(1)
The need to anticipate diversity among farmers	89	(1)
Linking multiple socio-technical innovation processes	89	(1)
The multi-layered character of technology and policy acceptance	90	(1)
The illusion of supporting rational decision-making	91	(1)
The need for analytical capacity in communication for innovation organisations	92	(1)
Questions for discussion	92	(2)
Knowledge and perception	94	(23)
Knowledge, perception, information and wisdom	94	(2)
Life-worlds: the locus of discursive (explicit) and practical (tacit) knowledge	96	(2)
Multiple realities and knowledge construction	98	(2)
Knowledge and ignorance	100	(5)
Epistemic cultures: scientists' versus non-scientists' knowledge	105	(2)
Knowledge, power, agency and structure	107	(3)
Practical relevance: the case of farmer experimentation in environmental co-operatives	110	(7)
Questions for discussion	116	(1)
Communication and the construction of meaning	117	(10)
What is communication?	117	(4)
Three models of communication	121	(2)
Some basic anticipation problems in communicative intervention	123	(4)
Questions for discussion	125	(2)
PART 3 INNOVATION AS A PROCESS OF NETWORK BUILDING, SOCIAL LEARNING AND NEGOTIATION	127	(60)
Changing perspectives on innovation	129	(18)
The `adoption and diffusion of innovations' tradition	129	(11)
Key conclusions drawn from adoption and diffusion research	130	(4)
Critical reflections and practical limitations	134	(6)
Innovations and processes of innovation design	140	(7)
The multi-dimensional character of innovations	141	(1)
Building effective linkages and networks in an evolutionary process	141	(1)
The need for temporary protection in innovation processes	142	(1)
Different types of innovations and innovation decisions	143	(1)
The problem-driven character of innovation	143	(1)
The `hidden' nature of building blocks for innovation	144	(1)
Basic tasks in interactive innovation design processes	144	(1)
Questions for discussion	145	(2)
Social and individual learning	147	(16)
A basic model for adult experiential learning	149	(2)
Levels of learning, and the relationship with decision-making	151	(2)
The centrality of relevant feedback	153	(2)
Factors that may affect learning (pre-conditions and obstacles)	155	(6)
Aspects of learning	161	(2)
Questions for discussion	162	(1)
Negotiation within interactive processes	163	(14)
Why look at negotiation?	163	(6)
Conflict-related frictions in interactive innovation processes: six cases	163	(5)
Towards a better language to deal with conflict	168	(1)
Distributive and integrative negotiations	169	(3)
Facilitation tasks in integrative negotiations	170	(1)
The status of facilitation tasks and guidelines	171	(1)
Layers or types of conflict	171	(1)
Pre-conditions for integrative negotiation	172	(5)
Divergence of interests	173	(1)
Mutual interdependence	173	(1)
Ability to communicate	174	(1)
Institutional space for using innovative negotiation results	174	(1)
An implication: the `political' dimension of facilitation	175	(1)
Questions for discussion	176	(1)
The role of outsiders and different intervention approaches	177	(10)
The relationship between instrumental/persuasive and interactive models: alternation and sequencing	177	(2)
The role and expertise of `insiders' and `outsiders'	179	(8)
Different areas of knowledge and competence needed in intervention	179	(2)
From `experts' and `laymen' to `outsiders' and `insiders'	181	(1)
The role and contribution of external of facilitators and scientists	181	(4)
Questions for discussion	185	(2)
PART 4 MEDIA, METHODS AND PROCESS MANAGEMENT	187	(104)
The potential of basic communication forms and media	189	(20)
Conventional mass media	190	(6)
The way mass media work	191	(1)
Functional qualities in relation to communicative intervention	192	(2)
Basic guidelines for presenting messages through written mass media	194	(2)
Interpersonal communication	196	(6)
Functional qualities in relation to communicative intervention	196	(2)
Basic modes of administrating group and bilateral meetings	198	(2)
Skills needed for facilitating interpersonal communication	200	(2)
Hybrid media: the internet	202	(5)
Modalities of the internet	203	(1)
Functional qualities of hybrid media	204	(1)
Internet applications for communicative intervention	205	(2)
Media access and audience selectivity	207	(1)
Media mixes	208	(1)
Questions for discussion	208	(1)
Communication for innovation methods	209	(38)
Clarifying the terminology used	209	(2)
Reasons to focus on methods, functions and process management	211	(1)
Specific methods and issues related to farm management communication	212	(8)
Advisory communication	213	(4)
Supporting horizontal knowledge exchange	217	(3)
Methods related to raising awareness and consciousness of pre-defined issues	220	(4)
Mass media campaigns	220	(1)
Entertainment-education	221	(1)
Visualising what is difficult to see	222	(1)
Result demonstrations/demonstration experiments	222	(2)
Methods related to the exploration of views and issues	224	(18)
Analysis of everyday talk	224	(1)
In-depth interviewing	225	(1)
Metaplan cards	226	(1)
Open space technology	226	(1)
Visual diagramming and mapping	227	(3)
Ranking and scoring techniques	230	(1)
Socio-technical problem tree analysis	231	(2)
Joint research and on-farm experimentation	233	(4)
Public debates	237	(1)
Future explorations	238	(3)
A caveat: be aware of ritualistic use of exploratory methods	241	(1)
Methods related to information provision	242	(3)
Written and computer-based search and access facilities	243	(1)
Information-needs assessment	243	(2)
Methods related to training	245	(2)
Method demonstrations	245	(1)
Experiential practicals	245	(1)
Questions for discussion	246	(1)
The management of interactive innovation processes	247	(28)
Some limitations of conventional thinking on participation	248	(11)
Defining `participation'	249	(1)
Types and levels of participation	250	(1)
Is `maximum participation' possible and desirable?	251	(5)
Reservations at the theoretical level: strategic versus communicative action	256	(3)
Guidelines for the facilitation of interactive processes	259	(16)
Task 1: Preparing the process	259	(4)
Task 2: Reaching and maintaining process agreements	263	(2)
Task 3: Joint exploration and situation analysis	265	(5)
Task 4: Joint fact-finding and uncertainty reduction	270	(1)
Task 5: Forging agreement	271	(1)
Task 6: Communication of representatives with constituencies	272	(1)
Task 7: Co-ordinated action	273	(1)
Questions for discussion	274	(1)
The planning of individual activities	275	(16)
The purpose of an activity	276	(3)
Goal hierarchies	276	(1)
Communicative and other means or objectives	277	(2)
Stakeholders, audiences, and targeting	279	(6)
Characterising relevant diversity	280	(5)
Different types of target audiences	285	(1)
Content	285	(2)
Media and methods	287	(1)
Organisation and logistics	288	(1)
Pre-testing elements of activities	289	(2)
Questions for discussion	290	(1)
PART 5 ORGANISATIONAL AND INTERORGANISATIONAL ISSUES	291	(72)
Organisational management, learning and research	293	(28)
Co-ordination in organisations: the significance of `structure' and `culture'	293	(2)
Images of organisation and the nature of management	295	(6)
Organisations as machines/hard systems thinking	295	(1)
Organisations as organisms/functionalist systems thinking	296	(1)
Organisations as flux and transformation/soft systems thinking	297	(1)
Organisations as political systems/critical systems thinking	298	(1)
Organisations as brains or psychic prisons/cognitive or autopoietic systems thinking	299	(2)
Conclusion: the implications of different images	301	(1)
The importance of (re)formulating missions	301	(5)
Extension in crisis: the need for change and continuity	302	(1)
Organisational implications of a novel mission	303	(3)
The challenge of learning organisations: embracing tension	306	(8)
Looking for and creating tension: some practical hints	308	(3)
Creating opportunities and conducive conditions: practical hints	311	(3)
Organisational research, monitoring and evaluation	314	(7)
Why deviate from the conventional M&E terminology?	316	(2)
Key questions to ask in decision-oriented research	318	(2)
Questions for discussion	320	(1)
Agricultural knowledge and information systems	321	(8)
Knowledge and information systems thinking	321	(3)
Rapid Appraisal of Agricultural Knowledge Systems (RAAKS)	324	(2)
Networking in knowledge systems	326	(3)
Questions for discussion	328	(1)
Privatisation and the emergence of `knowledge markets'	329	(21)
Economic theory and the commoditisation of knowledge	329	(3)
Public and private forms of financing communicative intervention	332	(4)
Privatisation in research	336	(1)
Initial observations regarding emerging knowledge markets	337	(8)
Reflections on the commoditisation of knowledge	345	(5)
Questions for discussion	349	(1)
Co-operation across scientific disciplines and epistemic communities	350	(13)
Methodological differences between the social and the natural sciences	350	(4)
What does cross-disciplinary co--operation entail?	354	(2)
Obstacles for cross-disciplinary co-operation	356	(7)
Questions for discussion	361	(2)
PART 6 EPILOGUE	363	(19)
Approaches and issues for further conceptual research	365	(17)
Overall focus: communication and processes of socio-technical design	365	(1)
The role of theory in formulating specific areas and questions for research	366	(7)
A note on research design and methodology: towards `comparative process ethnography'	373	(2)
Process ethnography as network analysis	375	(7)
Classical network analysis: describing interaction patterns among human actors	376	(1)
Analysing networks of interrelated events	377	(1)
Looking at the building of networks of human and non-human `agents'	378	(2)
Following knowledge constructs and perceptions in networks	380	(1)
Conclusion	381	(1)
Questions for discussion	381	(1)
References	382	(23)
Index	405