RDD-7, Communication Extension in Rural Development

Course Code : RDD-7

Course : Communication Extension in Rural Development

Assignment No : RDD-7/AST/TMA-6/2020

Long Answer Questions Maximum Marks: 40

Attempt any One of the following:

2. What do you understand by social forestry extension? Discuss its patterns, constraints to implement extension activities.

Ans: Observing 'tree plantation' ceremony in the form of 'Vanamahostva' has been an age old tradition in this country. During the monsoon such planting ceremony take place on various categories of common lands like the roadside, school and college or university premises, factory and office premises etc. These activities are a part of social forestry.

   The intervention in the form of social forestry started in the country since the beginning of the Sixth Five Year plan. The nodal agency for implementing the programme has been the forest departments in various states. The forest department, which has been following conservation oriented strategy through their trained forestry personnel, found it initially difficult to carry out the task of implementing the programme like social forestry which required experience of working with the people. The forestry personnel were accustomed to perform law and order functions rather than extension. They were not trained in the use of communication and motivation techniques to convince the people to adopt tree planting as a viable land use 4 option under their custody. Hence, they required orientation on social forestry extension.

The concept of social forestry, therefore, assumes special significance in Rural Extension.

Patterns of Social Forestry Extensions:  Implementation of the social forestry programme is planned through different types of plantation activities which are categorized as under:

a) Farm or agro forestry, involving plantation of trees on lands and boundaries of the agricultural fields in conjunction with or isolation of agricultural crops;

b) Community forestry, utilising village panchayat waste land, tank foreshore lands or common lands for raising mixed forest plantations or fuel wood plantations depending on the immediate needs of the people like fuel wood, timber, fodder and grass or fruit trees etc. Besides such plantation, raising of shelter belts in dry and arid reglons may also be taken up in government or community lands;

c) Strip plantations are taken up by planting quick -growing trees on road  sides, canal banks, both 'sides of railway tracks etc; and

d) Rehabilitation of degraded forests through joint management of forest department and people's institutions of reforestation activities with primary objective of meeting forest requirements and also providing some economic incentives in the form of sharing of  the harvested sale proceeds.

       In order to undertake all these varied kinds of social forestry activities, social forestry extension techniques also have to be divergent in their patterns and approach. Such extension approach can be broadly classified into following four categories:

i) Individual based extension: In order to motivate people to take up social forestry activities in their respective lands, they need to be approached at individual level through farm and home visit, group discussions, demonstration (both method and result) etc. The main concern of such extension contacts should be to put across the benefits of social forestry in terms of fulfillment of the immediate requirements of the individual.

ii) Group based extension: In order to popularize community forestry or strip plantation or even rehabilitation of degraded forests through joint forest management, group based extension strategy is required to be

adopted. This is due to the fact that afforestation activities on community basis requires a strong community management structure, usually led by able leadership to the satisfaction of people from various economic and social groups. In view of this, forestry personnel need to

acquire needed knowledge and skill related to group mobilization, group dynamics, leadership, institution building and management techniques of various common property resources existing in the rural society..

iii) Mass media utilization: The main motivating force for leading the people to take up plantations in their immediate environment is the extent of their environmental consciousness and a sense of vested interest in tree growing. Hence, the mass media utilisation attains special significance to create initial awareness in the minds of a large number of people-children, youth, men and women. Quite a few such media have been in use for this purpose. Posters, hoardings, stickers, songs on forests and their utility, films and television etc. are being widely used and have been able to create the needed awareness among the target audience. Such initial awareness can be converted into an intense form of involvement into plantation raising activities through

judicious use of group and individual based extension and communication methods.

iv) Extension for need based planning: Besides individual, group or mass based extension, the forestry personnel need to follow a strong planning approach for formulating need based afforestation activities, along with several kinds of inter-related developmental interventions. Micro-planning techniques supported by strong background of participatory rural appraisal and other information gathering tools need _

to be adopted in planning not only for plantation activities but also various other supporting activities. The background of social forestry extension for undertaking such planning exercises is also an important component.

Constraints and Scope for Coordination

The decade long experiences of social forestry extension gained through various approaches brought out certain crucial constraints related to various aspects of policy and its implementation, organisation and application technology. These are

·        absence of well-equipped extension network within the forest department

·        inadequate technological packages for varied socio-economic and agro-ecological situations;

·        poor response from local institutions; inadequate training to extension personnel on extension service;

·        lack of motivation of the local community towards needs and utilities of raising tree crops; and . .

·       inadequate scope for involvement of local community in decision making.

     For its success; social forestry efforts need to be integrated with other land based departments endeavor of dissemination of appropriate package of land use practices for maximization of' productivity. However. agriculture is the only department which has organized extension

network. Attempts have been made in some states to incorporate the forestry land use practices in the technology packages disseminated by them.  

     Of late, various agencies implementing rural development programmes are asked by the: government to focus their specific attention on raising of plantations or other related activities

But in the absence of standardization and control of nodal agency, divergent methodologies and horns lead towards confusion and duplication.

Medium Answer Questions Maximum Marks: 15 each

Attempt any Two of the following:

1. Briefly explain the characteristics of communication and its uses in Rural Development.

Ans: Communication can be classified according to the types of medium through which they

are flowing. They are

a. Non-verbal communication

b. Verbal communication

c. Written

d. Oral communication

e. Audio-visual communication

f. Visual

a. Non-verbal- According to L. C. Bove and others, “Non-verbal communication is communication that takes place through non-verbal cues: through such form of nonverbal communication as gesture, eye contact, facial expression, clothing and space; and through the non-verbal vocal communication known as Para-language.”

b. Verbal communication- According to Bovee and others: Verbal communication is the expression of information through language which is composed of words and grammar.”According to Penrose and others, “Verbal communication consists of sharing thoughts thought the meaning of words”.

c. Written communication can be through letters, personal dairies, memos, orders, notices etc.

d. Oral communication- Oral communication involves the transmission of information through the auditory sensory system which combines both the system of speaking and hearing. It usually encompasses both verbal communication and paralinguistic communication to convey meaning and is best used to transmit information independently or in combination with visual communication.

e. Audio-visual communication- communication that combines both sound and visual to create an effect such as in television, cinema, presentations etc. because of its unique features it is able to create a greater lasting impact upon the viewers.

f. Visual communication- Visual communication communicates through a visual aid and conveys ideas and information in forms that can be read or looked upon. It includes: signs, symbols, logo, animation, colours, typography, font, advertising, illustration, graphic design etc.

   With the help of following we can understand  how communication use in rural India

1-Folk media: Folk media is one of the most traditional forms of communication. In India it is prevalent among almost all regions and cultures in form of folk songs, folk dance, folk theatres, fairs and festivals. Their colourful, entertaining and informative nature immediately attracts attention. Apart from its vibrant nature it is also inexpensive, requires no makeup and costume and takes people back to their roots. can be performed anywhere. Examples of folk songs abound like Bihu in Assam, Bhangra in Punjab, Katputli in Rajasthan, Chhau in West Bengal and so on.

2 Print media: Print media comprises of the newspapers, magazines, journals, books, leaflets etc. According to the Audit Bureau of Circulations, on May 8, 2017 highlighting the growth of print media: “2.37 crore copies added in the last 10 years." With the increase in the number of publications there was substantial increase in the circulation also in the year 2013-15. Print media registered as the second largest industry after television.

3 Electronic media

Electronic media comprises of two sectors-radio and the television segment. Radio as a medium of communication has proved its potential

from time to time yet with time the focus has shifted from the core radio programmes to FM channels owing to increased listenership and commercial purposes. There are at present 86 FM radio stations in

India.

2. What do you mean by Community Development Programme (CDP)? Critically analysis India’s Community Development Programme.

Ans: Community Development Programme:  The Community Development Programme (CDP) was the first major rural development programme launched after independence in 2nd October 1952.

   It constitutes the first organised effort at rural reconstruction. The CDP was conceived as an instrument to transform the social and economic life of the village community as a whole cutting across caste, religious and economic differences.

   Initially, it covered 55 projects with a wide range of programmes for developing agriculture, animal husbandry, rural industries, education, housing, rural communication etc. It was, however, soon realised that covering the entire country under CDP was not possible due to shortage of funds and personnel.

   Objectives: The objectives of the Community Development Programmes may be summed up under the following heads:

1. Help in Planning: The Community Development Projects are aimed at helping the villages in planning and developmental activities. Through these projects, schemes for improving the agricultural production are undertaken.

2. Involving Villages in National Reconstruction: An important objective of Community Development Project is to make village people self-dependent and encourage them to take part in the activities of national reconstruction.

This is done through the following methods:

i. Changing the traditional and conservative outlook of the village people.

ii. Organizing youth and women bodies to take part in the developmental and welfare activities.

iii. Making arrangements for recreation of the village youth and women.

1. Providing Educational Facilities in Villages:

Through these projects, an attempt is being made to provide educational facilities for the village people.

2. Improving the Standard of Living of Villagers:

The main objective of Community Development Programmes is to improve the standard of liv­ing of the village people. They have been provided with various employment facilities and opportunities to set up industries and the training to improve their agricultural production.

Features of Community Development Programme:

This project in India is an integrated programme for rural development, which has the following features:

1. The basic characteristic feature of community development is self-dependence. It means that through this programme people are trained to become self-reliant economically.

2. To bring about a change in the administration is another important feature of community development.

Programmes of Community Development:

The Community Development Project has a large number of programmes intended to bring about the changes in the rural community.

The programmes included in the pro­ject are as follows:

1. Agriculture:

Development of agriculture sector is the first aim of community

development. The facilities include providing improved means of implements to the agriculturists, providing them with the improved

eeds and better irrigation facilities and so on.

2. Development of Communication:

Rural conditions improve only when the means of communication and transport in rural areas are developed. The pro­ject aims at construction of new roads and also improving transport and com­munication facilities.

3. Development of Education:

The Constitution of India envisages compulsory pri­mary education. It stresses on adult education. Under Community Development Project, centres of social education, night schools and other institutions for imparting education have been planned.

4. Development of Health Services:

To improve the standards of rural life, one has to change facilities regarding health need improvement. It is done by pro­viding facilities of medical and health services, maternity and child welfare ser­vices, etc..

5. Employment Facilities:

Rural societies are characterized by seasonal employ­ment, as agriculture is the only means of livelihood. It also suffers from un­employment and underemployment.

Short Answer Questions Maximum Marks: 6 each

Write short notes on any Five of the following:

1. Face-to-Face Interpersonal Communication

Ans: Interpersonal communication is the process by which people exchange information, feelings, and meaning through verbal and non-verbal messages: it is face-to-face communication.

   Interpersonal communication is not just about what is actually said - the language used - but how it is said and the non-verbal messages sent through tone of voice, facial expressions, gestures and body language.

  When two or more people are in the same place and are aware of each other's presence, then communication is taking place, no matter how subtle or unintentional.

Without speech, an observer may be using cues of posture, facial expression, and dress to form an impression of the other's role, emotional state, personality and/or intentions.

2. Role of Traditional Media in Rural Development

Ans: Role of traditional media in rural development among various ways which are as follows:

i) Folk media involves substantial participation of the audience which

   increases the effectiveness of communication.

ii) The audience of folk media can easily identifying themselves with these media since they appeal to their emotion.

iii) The traditional media attract and sustain the interest of the audience as they contain the elements of entertainment.

iv) The folk media create greater confidence and arouse motivation to change because the communication takes place within the cultural pattern of rural society.

v) The folk media will be more effective in rural areas which have the problems of illiteracy, resistence to change and inadequate spread of mass media.

3. National Extension Service (NSS)

Ans: The programme was launched on 2nd October, 1953. The CDP

and NES had the same idea and two were integrated under one agency

at the Centre as well as in the states. Both the programmes were complementary and interwoven and ran concurrently.

     The idea behind the National Extension Service Programme was to cover the entire country within a period of about 08 years. The National Extension Service was a permanent organization and covered the

whole country. It provided the basic organization, official, non-official and a minimum financial provision for development. National Extension Service blocks in which successful results had been achieved with the

maximum popular co-operation were selected for intensive development for a period of three years.

6. Step towards Effective Communication

Ans: Step towards Effective Communication are as follows:

1. Clarity and Completeness:

In order to communicate effectively, it is very essential to know the ‘audience’ for whom the message is meant. The message to be conveyed must be absolutely clear in the mind of the communicator because if you do not understand an idea, you can never express it to someone. 

2. Proper Language: To avoid semantic barriers, the message should be expressed in simple, brief and clear language. 

3. Sound Organization Structure:

To make communication effective, the organizational structure must be sound and appropriate to the needs of the organization

4. Orientation of Employees:

The employees should be oriented to understand the objectives, rules, policies, authority relationships and operations of enterprise.

8. Intensive Agricultural District Programme (IADP

Ans:     The Intensive Agriculture District Programme (IADP) was launched as the first major experiment in intensive agriculture development in the year 1960.

            The inadequate rate of growth of agriculture during 1950's was a matter of serious concern to the government. The step fall in crop productions in the drought year 1957-58 focused attention on the seriousness of the food situation up substantially. In these circumstances, the government of India invited a team of agriculture experts sponsored by the Ford Foundation to make a careful study of Indian agriculture and make recommendations future actions.

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