What is the traditional view of communication that should be changed in the context of extension?

The traditional view of communication in the context of agricultural extension has often been considered a one-way activity, where information flows from the expert or extension agent directly to the farmers or recipients without expectation of feedback or engagement. This perspective stems from a top-down approach where the agent is seen as the primary source of knowledge, and the audience merely receives the information.

Recognizing this as limiting, modern agricultural extension emphasizes the importance of interaction and engagement between extension workers and farmers. Moving beyond the idea of one-way communication allows for a more dynamic exchange of information, where farmers can ask questions, provide insights based on their experiences, and contribute to the dialogue. This shift fosters a more participatory approach, encouraging learning and adaptation that aligns with the real needs and conditions of the agricultural community.

By acknowledging that communication should not be a one-way street, extension practices can become more effective, leading to better adoption of new techniques and practices, ultimately enhancing the sustainability and efficiency of agricultural systems. Thus, understanding communication as a more interactive and participatory process is vital for effective agricultural extension.