8491 Modus Operendi1
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Transcript of 8491 Modus Operendi1
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Increasing Rural Productionmodus operandi…
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Objectives…
• Bringing Change in Behavior– Knowledge
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– Knowledge– Attitude– Skills
•
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What does it mean ?
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What does it include?
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Broad classification…
• One to all / many
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• One to few / selected
• One to one
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One to All…
• Media to carry messages to large number of people
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• Message transmission is very fast
• Least expensive
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Is it effective??
• Opinion varies.“Media can accelerate existing change process
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existing change process but they seldom bring
about changes in behavior by themselves”
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Why the media is not effective?
• Selective processes
• Less access
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• Less access• Literacy• Expensive• Infrastructure like, transportation, electricity
• Messages are not written for them
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Selective processes…
• Selective publication • Selective remembering
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• Selective attention
• Selective perception
• Selective acceptance
• Selective discussion
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The two extremes…
Characteristics One to one One to manyMessage flow Tends to be 2
wayTends to be 1 way
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Context Face to face Interposed
feedback high Low
Ability to overcome SPs High Low
Speed Low High
Adjusting messages Large Small
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The two extremes…
Characteristics One to one One to many
Cost High LowPossibility to be ignored Low High
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Possibility to be ignored Low High
Same message to all audience
No Yes
Who gives information Everybody Experts
Possible effect Attitude formation or
change
Knowledge change
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One to few…
• Importance in rural context
• Considered to be most effective in Indian villages
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Demonstrations
• Result demonstration
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• Methods demonstrations
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Result Demonstration
• Based on the principle of Seeing is Believing
• Shows the result/ or edge of one technology over other.
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Benefits…
• Your client sees on his own• There is no need of very high level of trust
between you and client.
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between you and client.• You need not worry much about the
encoding of the message.• Very useful for client who have not learned
to think abstract.
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Be Careful…
• Each individual has his own Interpretation of what he sees.
• It should not be considered as Example.
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• It should not be considered as Example.• Demonstrator should not be considered as
an outsider.• Demonstration also represent an
intervention in the normal social structure of the system.
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Be Careful…
• Must have two demonstration plots.• Must show clear difference between
traditional and recommended practices.
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traditional and recommended practices.• You must be clear what you are trying to
demonstrate.• Have discussion after the demonstration.• Some demonstration effects are difficult to
observe.
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Method Demonstration
• Skill transfer
• Provide opportunity to every participant to practice the learned skill.
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Excursion
• Let the farmer explain the things.
• It is impossible to follow how crops / trees/ livestock develop during the season.
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Group Discussions…
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Group Discussion Methods
• Directive
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• Non Directive
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But Remember…
• Very effective when used in conjunction
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• Very effective when used in conjunction with other methods
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It’s time to relax..
niraj@ximb
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Thanks….
niraj@ximb