By Seth Awuku Manteaw, PhD LECTURE SIX EXTENSION METHODS 2: MEDIA COMBINATIONS AND USE OF AUDIO-VISUAL AIDS By Seth Awuku Manteaw, PhD (Department of Agricultural Extension, University of Ghana)

Introduction Each extension method has its own advantages and disadvantages One cannot therefore talk about the best extension method Each method plays a part in an extension programme Different extension methods can be combined in a purposive manner e.g. a lecture can be supported with audio-visual aids A multi-media approach can be used for the needed effectiveness of an extension programme

Audio-visual Aids Audio-visual aids tend to support talks and group discussions (group ext method) Audio-visual aids include blackboards, flipcharts, overhead and video projectors, photographs, drawings, graphs, maps, slides, filmstrips, film, radio, television, sound and videotapes, and CD-ROMs (Compact Disc Read-Only Memory) CD-ROMs, for instance, can carry large quantities of print images as in books and encyclopedias as well as colourful illustrations

Benefits of Audio-visual Aids Audio-visual aids can increase effectiveness of extension Audience is likely to remember more from a talk illustrated with audio-visual aids than from a speaker who uses no aids Audio-visual aids capture audience attention They can highlight the main points of the talk clearly The possibility of misinterpreting concepts is reduced People remember messages perceived with several senses better than those perceived with a single sense Some aids help us to structure our messages in a systematic way Software such as Microsoft Powerpoint in conjunction with a personal computer permits rapid and easy preparation of materials for projection through video screens or projectors

Audio-visual media can serve two different functions: Improve the process of information transfer (mainly a cognitive process) Develop or strengthen the motivation to change (an emotional process). Films and video can be useful here, because they arouse emotional involvement. Drama groups can also serve the purpose

Effective Use of Audio-visual Aids For effective information transfer, the structure of the message must be carefully thought out It is important to coordinate the audio or sound channel with the visual channel to ensure that the reaction of one synchronizes with the other The audio signals must not conflict with the visual so that the receiver will not be confused Planning for the use of audio-visual must be directed towards uniting word and image. Thus, when discussing a film you should first outline its key points, show it, then hold group discussion Other audio-visual aids such as play or puppet show can be developed to suit the interests of specific groups or audiences

Effective Use of Audio-visual Aids (cont’d) Simple media such as blackboard and flipcharts present problems with equipment maintenance, whereas films, videocassettes, and computers require relatively costly projection equipment and a reliable source of electric power In evaluating the use of these methods, ext agents can use simple pre-tests to check whether farmers understand one type of presentation more easily than another Points not clearly understood can be clarified when redesigning the presentation

 Use of Folk Media Interest in folk media as extension method is gaining prominence Such folk media include theatre play, songs, puppet shows, story tellers and other indigenous/traditional forms of entertainment Interest in folk media has increased because the mass media have been less successful in promoting rural development Again, there has been decreased emphasis on “top down” communication with rural people in favour of participatory approaches (folk media usually involve participation

Advantages of Folk Media Folk media often appeal to the emotions of audience members, identify themselves with players They fit closely with local cultural patterns, whereas the mass media bring information from urban centres and from foreign countries They are often more effective at arousing the motivation to change The audience tend to have confidence in the message because communication takes place in a form they are accustomed to, in their dialect and from people they often know Village people may participate in these folk media by writing scripts for plays, composing songs or assisting in the production

Effective Use of Folk Media Folk media, as a traditional extension method, may fail unless they are used by people who understand the local culture Folk and modern media do not have to compete, but may complement each other. Folk media can be shown on television and folk songs with development theme can be broadcast on radio

Use of Modern ICT Tools The emergence and development of modern ICT tools has facilitated the dissemination of extension messages to clients Improvement in telecommunication, information technology and media broadcasting technologies offers farmers new opportunities to obtain information efficiently and effectively Farmers can now access reports of research findings, production and market information on the Internet The use of the mobile phone has facilitated farmer-to-farmer, farmer-extension agent and farmer-input supplier extension

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