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

Abstract

WorldAgInfo Project Solution Scenario 5: Technologies and Information Exchange Systems : Radios and Cell Phones. Based on the deliberations of participant groups in Workshop 1, the WorldAgInfo Design Team drafted a problems and solutions summary document (available within Section Three of the Final Report). This is one of several potential solution scenarios to emerge through that process. These were in turn used to inform proposed information projects generated by Workshop 2 participants in Livingstone, Zambia (available within Section Two of the Final Report).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