![Page 1: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/1.jpg)
Agunga’s publications
![Page 2: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/2.jpg)
Communication 101
IX
Your first quiz in communication
![Page 3: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/3.jpg)
Communication and Extension
Daniel Lerner (1960):
Wilbur Schramm (1964):
Everett M. Rogers (1962):
Extension/Infantry
Information specialists air cover
![Page 4: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/4.jpg)
Dominant paradigms criticized
Economic paradigm: New meaning;
Trickle down, widening gap, equity
Communication paradigm: Opinion
leadership; demonstration effect;
bias towards large-scale farmers
Who does extension serve?
Top-down vs. bottom-up
Power, empowerment, countervailing
force
![Page 5: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/5.jpg)
Towards a New Extension Model
Rogers’ SMCRE (1971)
Dyadic vs. Triadic Models
Source intentionality; purposiveness
Facilitation: Non-purposive role
Beneficiaries, benefactors and
interpreters/facilitators
Extension for development facilitation
Rethinking extension’s location
![Page 6: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/6.jpg)
Towards a New Extension Model
Rogers’ SMCRE (1971)
Dyadic vs. Triadic Models
Source intentionality; purposiveness
Facilitation: Non-purposive role
Beneficiaries, benefactors and
interpreters/facilitators
Extension for development facilitation
Rethinking extension’s location
![Page 7: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/7.jpg)
The Development Picture
![Page 8: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/8.jpg)
The true measure of the success of a
program of international and technical
collaboration is not its accomplishments
during the period it is in force but rather
in what happens after foreign aid has
been withdrawn.
George Barrar, 1967: On building
sustainable institutions
What is development?
![Page 9: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/9.jpg)
Development Challenges
![Page 10: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/10.jpg)
Blame Assignment Syndrome
Dambiso Moyo (2008): Dead aid: African leaders:
Weak, inefficient, corrupt, take away aid
Jerry Rawlings on African scholars: Vindictive; unforgiving, zero tolerance for inefficiency, aligned with foreigners, northern-like southerners.
Brian May (1980): on TAs: Expensive, unsustainable; perpetuating dead-end projects; rejects local counterparts
John Isbister (1994): Promises Not Kept: Poverty and the Betrayal of Third World Development.
Blame acts of God, etc.
![Page 11: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/11.jpg)
Commission or Omission?
Development experts have to be accountable:
Agunga (1989): Development by rules: An ethical reflection
What happens when the referee is also owner of one of the teams?
Development: Independent, dependent or interdependent?
The Paris Declaration on Aid effectiveness (2005)
The Accra Agenda for Action (2008)
What is holding us back? Acts of omission
![Page 12: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/12.jpg)
Enter C4D
Two choices in life
Strategic, proactive Tactical, reactive
![Page 13: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/13.jpg)
World Bank & FAO (2007)
“The Congress focused
on demonstrating that
Communication for
Development is an
essential tool for
meeting today’s most
pressing development
challenges and that it
should be more fully
integrated into
development policy and
practices.”
![Page 14: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/14.jpg)
Why Communication?
Many of today’s most pressing organizational
and management challenges—leadership,
empowerment, shaping organizational
culture, building effective teams, and
managing change—hinge on communication
and can best be understood and met in terms
of communication and communicating.
Steven Axley (1996): The Communication-Intensive
Organization, Quorumm Books.
![Page 15: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/15.jpg)
C4D: What it is; what it can do
Academy and professionalism
Addressing communication concerns:
Participation: Empowerment
Integration: Facilitation, Coordination
Advocacy: Reaching out; Ph. D.
Capacity building; curriculum reform
Planning, implementation, assessment
Learning by doing; Action research
![Page 16: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/16.jpg)
James Kouzes & Barry Posner
(2003): The leadership challenge
Model the way: Show commitment
Inspire a shared vision, enlist
followers
Challenge the process; Change
and innovation; don’t accept the
status quo
Enable others to act. A “We-ness”
app.
Reward hard work
![Page 17: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/17.jpg)
A system’s approach to IRDP
NASA’s experience & IRDPs/PRSPs
System: components, relationships,
functions, boundaries/environments
System interaction: Cybernetics
Goal harmony and conflict
Hierarchical ordering of systems
Systems, purposiveness & Comm.
Comm: Towards a triadic model
![Page 18: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/18.jpg)
It can be done: The Ghana experience
The SADCC experience
Malawi experience
Making others look good
It’s about our common
mission
ExtensionAfrica movement:
Join it; it is a New Day in
African development.
![Page 19: Agunga s publications - CTAknowledge.cta.int/content/download/37355/535094/file/Day+2_Robert... · Wilbur Schramm (1964): Everett ... Towards a New Extension Model Rogers’ SMCRE](https://reader030.vdocument.in/reader030/viewer/2022020316/5b451e8a7f8b9ad1138b7474/html5/thumbnails/19.jpg)
Key references: Tibor Mende (1973), From Aid to Re-
Colonization: Lessons from Failure
William and Elizabeth Paddock (1973), We don’t know how: an independent audit of what they call success in foreign assistance
Robert Chambers (1983): Rural development: Putting the last first
Paul Collier (2008), The bottom billion: Why the Poorest Countries are Failing and What Can Be Done About It
William Easterly (2006), The White Man's Burden: Why the West's Efforts to Aid the Rest Have Done So Much Ill and So Little Good.
President Obama: “Africans have to do their part.”