ARG 305 – Agricultural Extension Education ARG 305 – Agricultural Extension Education and Development of Audio-Visuals and Development of Audio-Visuals

ByByZakaria Hudu Zakaria Hudu Course Outline

PART ONEPrinciples And Elements Of Communication Processes Models Of Communication Application Of Communication In ExtensionBehaviour Change CommunicationTeaching And Learning In ExtensionSteps in Extension TeachingMotivation in Extension TeachingLearning In Extension General Principles of Adult LearningLearning TheoryExperiential Learning

Agricultural Knowledge and Information System

Technology and Social Change Agricultural Technology Generation

Agricultural Research–Extension Linkage Systems

PART TWO AUDIO VISUAL USE AND DEVELOPMENT Preparation and use of teaching materials and aids

Definition of audio-visual materials Categories of AV materials Attributes of good AV materialsThe role of AV materials in teaching and learning

Factors to consider in the production of AV materials

Guidelines for effective writing and editingDesigning print materialsThe role of illustrations, quality of illustrations

Production of AV materials; newsletters, folders, flipcharts, posters, transparencies

Behaviour Change Behaviour Change Communication (BCC)Communication (BCC)

ObjectivesAfter this lecture Session, you are expected to:

Understand what is meant by Behaviour change communication

Appreciate the various theories or models of behaviour change

Understand the role of communication in influencing behaviour change

Understand the difference between information communication and behaviour change communication

Know the factors to consider in designing and BCC program

Behaviour Change Communication Behaviour Change Communication (BCC)(BCC)

Behaviour change communication (BCC) is the strategic use of communication to promote positive practices and actions, based on proven theories and models of behaviour change

BCC employs a systematic process beginning with ◦formative research and behaviour analysis, followed by

◦communication planning, implementation, and monitoring and evaluation

Behaviour Change Theory Behaviour Change Theory What is a change?Change is normal and inevitable, what varies is the speed with which it occurs

Change could be deliberate or accidental

Source of Change Internal source of change External source of change

Types of Change Social change Cultural change Socio-cultural change(requirement for technological change)

Behaviour Change Behaviour Change TheoryTheory

Behavioural change theories and models are attempts to explain the reasons behind alterations in individuals' behavioural patterns.◦learning theories◦Social Cognitive Theory◦Theories of Reasoned Action ◦Planned Behaviour◦Transtheoretical Model and ◦the Health Action Process Approach

Learning theories/behaviour Learning theories/behaviour analytic theories of changeanalytic theories of change

Self-efficacy is an individual's impression of their own ability to perform a demanding or challenging task such as applying herbicide or undergoing surgery

From behaviourists like Burrhus Frederic Skinner come the learning theories, which state that complex behaviour is learned gradually through the modification of simpler behaviours

Imitation and reinforcement play important roles in these theories

As each simple behaviour is established through imitation and subsequent reinforcement, the complex behaviour develops

Social learning/social Social learning/social cognitive theorycognitive theory

According to the social learning theory, which is also known as the social cognitive theory, behavioural change is determined by environmental, personal, and behavioural elements

Personal factor Environmental

Behaviour

Theory of Reasoned Theory of Reasoned Action Action

Behaviour is dependent on one’s◦intention to perform the behaviour. Intention is determined by individual’s attitude (beliefs and values about the outcome of the behaviour) and

◦subjective norms (beliefs about what other people think the person should do or general social pressure).

Theory of Reasoned Theory of Reasoned Action Action In 1985, Ajzen expanded upon the theory of reasoned action, formulating the Theory of Planned Behaviour

Perceived behavioral control

Behaviour Intention

Attitude toward the behaviour

Subjective norm

Transtheoretical (Stages Transtheoretical (Stages of Change) Modelof Change) Model

According to the Transtheoretical Model, which is also known as the Stages of Change Model, behavioural change is a five-step process. The five stages, between which individuals may oscillate before achieving complete change, are

Precontemplation, contemplation, preparation, action, and maintenance.

Transtheoretical (Stages Transtheoretical (Stages of Change) Modelof Change) ModelAt the Precontemplation stage, an

individual may or may not be aware of a problem but has not thought of changing their behaviour.

Contemplation is the stage where people intend to change (within the next 6 months). People in this stage are aware of the pros of changing but also can identify the cons.

Preparation represents the stage where people have a plan of action and intend to take action in the immediate future (within a month).

Action is the stage in which people make the behaviour change and

maintenance represents the stage where people work to prevent relapse.

Finally, termination represents that stage where individuals have 100 percent efficacy and will maintain their behaviour

Precontemplation

Maintenance

Preparation

Contemplation

Termination

Action

How can this theory How can this theory inform your practiceinform your practice

It is essential to match behaviour change interventions to people’s stages.

Without a planned intervention, people will remain stuck in the early stages due to a lack of motivation to move through the stages.

Consciousness-Raising — increasing awareness of the causes (providing educational materials, confrontation, media campaigns, feedback, etc.)

Dramatic Relief — producing an emotional experience which is followed by a reduced affect if some action can be taken (personal testimonies, media campaigns, drama)

Self-reevaluation — inviting individuals to make cognitive and emotional assessments of their self image (clarify values, provide healthy models, using imagery)

Environmental reevaluation — assessments of how the presence or absence of a behaviour might impact one’s social environment (documentaries, personal stories, family interventions)

Behaviour Change Behaviour Change Communication (BCC) Communication (BCC)

move from Information, Education Communication (IEC) to Behaviour Change Communication (BCC).

IEC is a process of working with individuals, communities and societies to: ◦develop communication strategies to promote positive behaviours which are appropriate to their settings

Behaviour Change Behaviour Change Communication (BCC) Communication (BCC)

BCC is a process of working with individuals, communities and societies to: ◦develop communication strategies to promote positive behaviours which are appropriate to their settings;

◦provide a supportive environment which will enable people to initiate and sustain positive behaviours

Designing BCC programDesigning BCC programBefore designing a BCC intervention, it is important to be clear about;◦ exactly whose behaviour is to be influenced

◦which aspect of their behaviour should be the focus for change.

Designing BCC programDesigning BCC programThe following questions must be consider ◦which target groups are most vulnerable;◦which risk / vulnerability factors are most important;

◦which target groups and risk / vulnerability factors the community wants to address;

◦what could be motivators for behaviour change;

◦what could be barriers to behaviour change;

◦what type of messages will be meaningful to each target group;

Designing BCC programDesigning BCC programThe following questions must be consider ◦which communication media would best reach the target group;

◦which services/resources are accessible to the target group;

◦Which target groups and risk / vulnerability factors are feasible in terms of expertise, resources and time.

◦What be the feedback mechanism ◦How will progress be monitored and evaluated

Designing BCC programDesigning BCC programThe following questions must be consider ◦which communication media would best reach the target group;

◦which services/resources are accessible to the target group;

◦Which target groups and risk / vulnerability factors are feasible in terms of expertise, resources and time.

◦What be the feedback mechanism ◦How will progress be monitored and evaluated