Information and Knowledge
The Difference between Knowledge and Information
The human mind’s content is based on the kinds of things that one interacts with on a daily basis. Many a time people perceive things based on either what they have seen, experienced, heard, read, learned or inferred after some experimentation. These perceptions are then categorized in the mind as data, information, knowledge, understanding or wisdom. Unlike wisdom, information and knowledge perceptions are as a result of what the brain has recorded in the past. That said, we need to know how knowledge differs from information (if it does) and if one can exist without the other.
Information refers to data that has been given some meaning by way of relational connection. In computing terms it is data that has been processed. The ‘meaning’ applied to the data may not necessarily be useful. For instance, data stored in a database can be processed by a procedure or a program to give information about something, for example a banking application can determine how a particular account balance increased by returning the record of the credit that occurred to that account using data stored in a database somewhere, so ‘information’ would have been retrieved about that transaction. It is important to know that without information, you will not have knowledge.
So what is knowledge?
Knowledge is the concise and appropriate collection of information in a way that makes it useful. Knowledge refers to a deterministic process where patterns within a given set of information are ascertained. We can also positively say that when a person memorizes some information about something, then they have knowledge about it. That knowledge will have some useful and even applicable use to them but even if that is the case, that knowledge doesn not in itself provide for integration such as would infer further knowledge. Take the example of primary school children who memorize knowledge of the multiplication table (times table), for instance like the result of 3 times 3 is 9(3*3=9), because they have amassed knowledge of the table. However, the children will not be able to respond positively when asked the result of 2300*150 as that entry is not in the table. It takes true analytical ability and the ability to reduce it to empirical factual knowledge, not just some memorized set of knowledge.
Summary:
1. Information is processed data whereas knowledge is information that is modeled to be useful.
2. You need information to be able to get knowledge.
3. Information deals with the way data is related while knowledge examines patterns within a given set of information.
4. To get knowledge you need some cognitive and analytical ability while for information you do not need cognitive ability.
The importance of the family unit
The family unit is most important part of the social system in rural areas amongst traditional communities. Most of the time the whole family will be concerned with both the agricultural production and the general welfare of the family unit. It is, therefore, important that the Extension Officer must direct his extension to the men, the women, and the youth of these family units. It is thus very important to have both male and female Extension Officers and for each one to understand his or her role in this program. The development of Youth Movements is also important. Through the club program, the young girls of the family can learn about matters such as better nutrition, hygiene, and vegetable gardening or poultry keeping, while the boys can learn a variety of rural skills, including improved agricultural methods.
The Changing of Attitudes
From the above paragraphs the Extension Officer can understand clearly that his extension can only improve agricultural production by bringing changes in the methods currently used by the people. The adult learners at this stage have firm attitudes and habits with regard to their agricultural methods, which have been dictated largely by custom and uninformed experience. The first task of the Extension Officer as extension worker will be to help the people to change their attitudes and want to adopt improved methods. This can be achieved by making people constructively dissatisfied with their present conditions or methods, and helping them to find ways to improve their conditions. People must not only change their previous attitudes (of apathy, of fatalism, or resignation to what they have become accustomed) but must also want to improve. People must develop constructive and positive attitudes towards testing and adopting improved methods and practices.
How people adopt new practices
People learn best when they have a need for what is being taught and they will consequently be more likely to apply in practice the new facts and methods learned. Communities with such a need are therefore motivated to accept information that they feel will satisfy their needs. It is important for the Extension Officer to understand people’s needs and how he can make use of this information to help the people to develop improved living standards and their agricultural production.
1. Human needs
Human needs may be divided into four main groups as follows:
- Security: The certainty of enough food to eat, sufficient clothing and a safe place where they can live are important needs, particularly with older people.
- Innovations or new experiences: People like to see, hear and feel new things, such as new ideas, new places, and new friends. This is found more usually with younger people.
- The need for belonging: People want to be liked by other people; they want to be with others in a group or community. They want friendship, company and love; this is one of the main reasons why people live in communities.
- Recognition or acknowledgment: People like to feel important, to be respected by others, and to receive recognition for good work which they have done. This is common to both old and young people, but it is particularly the older people who want to be respected. Communities very often have these needs in varying proportion. Some communities look for security and may be less progressive than others who tend to accept new methods more easily. The recognition given by a headman or a chief is important to most communities, and when these authorities are themselves too conscious of security it could mean that progress within their people would be delayed.
The extension worker must make use of his knowledge of the people and of their basic needs. For example, the need for security could encourage some people to cling to their traditional methods, which are familiar to them, rather than adopt new methods of which they know very little. On the other hand, by emphasizing and demonstrating the improved income which results from the use of progressive methods, the Extension Officer as extension worker may find the people willing to change. Merely talking about the value of such improved methods and demonstrating them is not sufficient usually, the extension worker will need to use a wide variety of methods and techniques to overcome resistance to change. Where he wishes to appeal to the need for “belonging”, he will find that the formation of clubs, groups, societies, or interest groups will help to satisfy such a need. Such groups will tend to be more ambitious and accept new ideas more readily than when the members are acting individually and not in a group. Whenever possible he must praise the work done by individuals or communities, and when appropriate he should ask the tribal authority to give praise also. Such praise coming from the head of a community, ward or tribe will affect security needs, the need or belonging, and also recognition.
Sometimes the extension worker may use one need of the people to lead them to want something else. For example, if the people want help to improve the health of their children, the extension workers could gain their confidence and gratitude by showing them how to obtain a clean water supply. He could then interest the people in vegetable production, and organize classes in nutrition for the women with a Health Official. Finally, he will now find it easier to introduce better methods of crop and livestock production because he has gained the respect and confidence of the people. In this example, the Extension Officer was not asked by the community to show them better food production, but by approaching the matter indirectly, he achieved his aims through satisfying another need expressed by the people. In this way, he is able to create new needs of which the people are at first not aware.
2. Diffusion and Adoption
When an individual or a group within a community becomes aware of certain new information, they tend to discuss this with their friends and the knowledge of this information spreads slowly amongst the community. This is the process of diffusion – the spreading of ideas or knowledge from one person to another. It is a process which is useful to the Extension Officer, as he is not able to contact everyone in a community, but provided he contacts the right people – leaders or people with influence – his message will be passed on to others as well.
However, while more than one individual may thus hear about the new information, this does not mean that they will accept it and use it in practice. The process by which people adopt new practices is known as the adoption process, and consists of five steps or stages as follows:
- Awareness: The attention of the individual or community is directed towards the new information or fact – and they now become aware of it. Usually the mass media – films, newspapers, radio, television – are good channels to use to make people aware of something new, but this can also be done at a farmers day, meeting or demonstration, or by means of a campaign.
- Interest: The individual will try to get more information about the subject, to obtain ideas which are useful to him. He will want to know the advantages and also the disadvantages. Again, mass media can be used, personal contact or group discussions.
- Evaluation: The individual or group now considers the advantages and disadvantages from their own point of view and under their circumstances to see if it would be acceptable or not. Here, group discussion will be useful.
- Trial: Having become aware, interested, and after evaluating the advantages and disadvantages, the individual or group may wish to try the method (seed, fertilizer, insecticide etc.) before fully committing themselves. They will try it out on a small part of their land for example. Individual contact with those carrying out the trial will be necessary. The planned programmes at the Training Centres, as in this project, will serve as trials for the Extension Officer to get the community to adopt the new technology.
- Adoption: Having considered the results of the trial, the individual or group will now decide to adopt the method or idea, if the trial has been satisfactory. They may, however, decide to reject it because of certain information they have gained from the trial. For example, a new sorghum variety has been tried out which yielded twice as much grain as their local variety. However, when making beer from the new sorghum the taste was not to their liking and they decide then to reject!
A further point may be mentioned, which is important to the adoption process. Those who have adopted the new approach, method etc. should be well satisfied with the results, otherwise they will revert to their previous methods. So the Extension Officer will need to follow-up his advice by ensuring as far as possible, that this satisfaction occurs. Personal visits or meetings will assure that the method is used correctly. If it is not used as it should be, poor results may follow. The farmer will be dissatisfied and may well reject it in future.
3. The rate of adoption
Experienced Extension Officers know that a proportion of the people often adopt changes quite readily, while others will not do so, or only accept the change after a period of time. Usually this rate of adoption depends on the characteristics of the individual and also on the innovation or new approach suggested.
a. Characteristics of the Individual:
There are five categories of people in any average community:
- Innovators (approximately 2½ %) who are willing to take risk and accept a new idea quite readily. They are usually young, well educated, and with a fair to good income. They will readily experiment with new methods and are usually more progressive than other farmers. They tend to be individualistic, non-active members of a group or a community.
- Early adopters (approximately 13½ %). They are interested in progress, co-operative, and provide leadership to others. They will work well with the Extension Officer.
- Early majority (approximately 34%). These are above average farmers, and fairly receptive to change, but do so slowly. Local leaders can influence them very often.
- Late majority (approximately 34%). These are below average farmers, and are often poor, less educated, sometimes suffering from malnutrition or health problems, and generally with negative attitudes to change.
- Laggards (approximately 16%). They are the least likely to accept change, are very backward, highly traditional, are often the older people of the community, and are usually poor. The Extension Officer has little hope of success with these people, and where his time is limited he should concentrate on the first three categories. The Innovation (That which is new)
b. The Innovation (That which is new)
Change or adoption will be relatively fast if the new practice can satisfy a definite need and if the farmer wants it. Also, it should be easy, inexpensive and reasonably quick to apply; it should be capable of being tested on a small scale first; it should be obviously beneficial, and profitable. Usually, the degree of profitability should be high. The farmer will not give up a method he has long got used to unless it will pay him very well to do so.
4. Leadership
There are various types of leaders in a community whose influence can be very considerable in either assisting or resisting the adoption of new methods suggested by the Extension Officer. Where the Extension Officer has the support of such leaders, his task is made very much easier and progress will be good. However, these leaders are wise, cautious men or women very often, and will not accept a suggestion which they feel might cause them to lose the respect of their followers, or to lose their leadership role. Also, it is important that the functions of the tribal authority should not be undermined or fragmented by the actions of other leaders.
The types of leaders are as follows:
- Traditional leaders: As generally known, the Chief, headman and their councilors have a traditional leadership role, and should be consulted on all major issues. Where the Extension Officer can gain their active support, particularly if the proposed programme concerns changes to custom or social rules, he is more certain of success.
- Religious leaders: Religious leaders have a strong influence on their congregations and should be approached for their support in developing programmes. It is also a fact that the most successful development has been done in developing countries by churches through religious leaders.
- Intellectual leaders: Teachers especially are likely to have progressive attitudes and could assist in the Extension Officer’s programme if approached for their help.
- Informal leaders: Informal leaders are normally the progressive farmers. The Extension Officer must try to find out to whom the farmers go for advice. This will be the informal leader who could greatly assist the Extension Officer in his task.
- Formal leaders: Chairman and other senior officials of farmers associations, woman groups, cooperatives etc. can also assist in persuading people to adopt new and progressive methods.
5. Conclusion
The Extension Officer who is feeling frustrated because of the lack of progress in gaining the adoption of new methods should evaluate honestly how he has approached his task. Has he in fact made use of all the suggestions and advice given in this chapter? He must always try to find ways in which he can improve his approach to the people, and not merely blame the people for being ignorant or lazy!
Related sciences
The Extension Officers concerned with agricultural training do not only require a general knowledge of the agriculture practices in their area, but will also have to know how to influence people to change their attitudes, and to persuade them to put into practice the improved methods necessary for increased production. In a rural society, particularly a traditional society, it is necessary that such changes as are being advised should not causes drastic changes and embarrassment to the existing social system, but instead become accepted with as little disruption as possible to the existing way of life.
For these reasons it is necessary for the Extension Officer to get training in aspects of psychology, for example how people think and develop attitudes, and how these influence their actions. Certain aspects of sociology and planned change, communication, and the principles of education which relate to the process of learning, should also be studied.
Organisation
In order for the Extension Officers to deliver an efficient and systematic educational and extension activity, it is important that they are part of a properly structured and adequately staffed department of education. This will provide for a system of efficient supervision and direction, as well as promotion prospects for the worker. The organization or Department must provide guidance and advice to the Extension Officer, as well as adequate in-service training facilities. In addition, systematic working methods are necessary, and for this reason, extension training includes matters such as program planning.
The role of extension in networks and networking
It is important for the Extension Officer to understand that the Government Departments, such as the Department of Agriculture and Land Affairs, have both administrative as well as development functions to carry out in respect of the agricultural industry. As far as the development aspects of its functions are concerned, these may be considered to fall into three main sections.
These are:
- Reclamation and conservation of natural resources – the planning of land use, orderly human settlement, and protection of land through conservation measurers.
- Development and efficient utilization (irrigation scheme, forestation etc.)
- Land uses (agricultural production by the people on the land).
Different sections of the Department of Agriculture are concerned with the various aspects, and work in those aspects takes place simultaneously. The Agricultural Extension Officers are concerned with all three, as it is necessary that the people participate in, understand and co-operate with, the development and use of the agricultural resources of their area. It is necessary that co-ordination of the plans and activities of the three sections take place and also coordination of the work of the department with other Government departments. It is specifically here referred to the Department of Education in this programme. If co-ordination takes place efficiently, and if the objectives and programmes of each section are defined, then it will be clear what function is expected of the Department of Agriculture’s Extension Officers and of Extension Officers. Both parties will be concerned with the motivation of people and the teaching of improved methods of production. The extension worker helps people to help themselves – he does not do the work for the farmers or solve their problems for them, he shows the people how the problems can be overcome with his help and advice. In doing this, he will also change the people’s attitude to farming and help them change their farming methods. In addition, the extension worker is the local, field-level technical adviser on agricultural matters. He must be in a position to provide technical advice to farmers when necessary, or to refer problems to more senior officers if he himself cannot supply the answer required. It is very important that Extension Officers work hand in hand with the Department of Agriculture Extension Officers.
In any developing area, the first action required from Government is to provide the primary development facilities – mainly consisting of the basic roads and water supplies. Extension is then required to determine the needs of the people, and to make them aware of improved living conditions and production methods.
Such extension, by developing programmes with the people, can and should prepare the way for most other development. For example, the formation of a co-operation should result from extension to help the people produce surplus produce, which they want to sell. An irrigation scheme is developed when the people of an arid area wish to produce crops intensively and with the security of sufficient water. Training courses for farmers are organized when the extension worker has determined the needs and problems of the farmers. In other words such developments should follow good extension, when these developments can be brought about with the consent, the support and the participation of the people. When change and development take place in this way, there is less likelihood that development schemes or actions will fail or be rejected by the people, as they can adopt and effect the various other changes or adjustments brought about by the new development. Such a process takes time, but leads to more enduring or lasting development, and also leads to the development of the people as well as the land.