Diffusion/Extension Approach - The main focus of this approach is the adoption of technological

and social innovations through diffusion of new ideas, services and products. Diffusion of both
material and social innovations is necessary for development. Material innovations refer to
economic and technological innovations and social innovations pertain to social needs and
structure.
 MISFI (NGO)
o Material innovation
 Set up rice mill
 Develop farmers’ ability to produce own food so that they would not be
vulnerable to fluctuations of prices in market
o Social innovation
 Set up schools providing alternative education – teach traditional
agriculture
 Increase literacy, reduce social constraint of lack of education
 Community seed banking – community empowerment; reduce farmers’
dependence on seed companies but also help conserve the agro-
biodiversity of their villages
 PCST (Public Communication Science and Technology)
o bridging local wisdom (LW) and modern science and technology within co-
intelligent process
o a new perspective of communication that creates good condition for these two
systems of knowledge to interact and collaborate with mutual respect within
sustainable framework
o PCST would find itself to reach more people taking into account cultural and
social values of the community
 United Nations University Institute for Sustainability and Peace (UNU-ISP)
o n partnership with University of the Philippines Diliman, Yunnan Normal
University and Southwest Forest University (China), with the support of the Asia
Pacific Network — is initiating a new study. The study aims to develop
ecosystem-based adaptation measures and provide a generic method to strengthen
resilience of traditional rice terrace farming systems in the Asian monsoon region,
and reduce the risk of flood and drought through case studies in the Ifugao Rice
Terraces in the Philippines and the Hani Rice Terraces of China.
o The project will propose climate and ecosystem change adaptation measures to
improve the livelihoods of the local farmers, and will synthesize research results
into training modules for capacity development in local communities, government
and postgraduate education.
 A Global Marketing Partnership for SRI Indigenous Rice
o The SRI Global Marketing Partnership, which includes farming communities, a
research institute, NGOs, and businesses, seeks to address these problems by
encouraging the use of SRI (System of Rice Intensification) methods, thereby
boosting rural incomes and simultaneously conserving rice biodiversity,
 improving the environment and significantly reducing the cost of inputs faced by
small farmers.
o This initiative will introduce mechanisms for farmers in the three partner
countries (Cambodia, Madagascar and Sri Lanka) to share information and help to
develop a stronger presence in local markets, access the export markets of Europe,
Japan and North America, and receive Fair Trade certification.
Mass Media Approach - A well-defined developed mass media and interpersonal communication
infrastructure is necessary for development communication. It is necessary that these
infrastructures should be accessible to the people, both physically and socially. The content of
the messages should be balanced. The content should be both rural and urban oriented and
addressed to masses in both sectors. The messages should be need-based and they should appeal
to the audience.
 Rural radio
o hosting an on-air panel discussion among experts, including farmers, about
traditional crops and the use of hybrids. Allow time for farmers to call or text-in
to ask questions or describe their experiences. Some questions for discussion
include:
 What are the area’s traditional crops? What are the benefits of these crops,
such as adaptation to the land and climate, nutrition, taste, etc? Do many
farmers still grow these crops, and on what scale?
 Do farmers in the area use hybrid seeds? Where are they purchased and
how much do they cost? Are chemical inputs such as fertilizer and
pesticides required to get good yields from these hybrids? What
precautions should farmers take to protect their family’s food security
when trying a new hybrid variety for the first time?
 Magazine
o Minka
o A low-cost magazine for farmers in the Peruvian Andes that summarizes other
farmers' knowledge
 TABI (The Agro-Biodiversity Initiative)
o TABI produces high-quality communication products for broad outreach
including the TABI newsletter (TABI-Update), field videos, mass media
coverage, and exhibitions
o Integrated spatial analysis is conducted and contributing to enhanced spatial
planning and greater knowledge of multifunctional upland landscapes.
o TABI-generated results, spatial products and lessons learned are systematically
collated and disseminated in widely accessible media formats and forums.
Institutional approach - The emphasis is on literacy-universal education, adult education, formal
and non-formal education. There is emphasis on need-based training and development – oriented
programmes conducive to development.
 MISFI, ALCADEV, Salugpongan Ta 'Tanu Igkanugon (STTI)
 o Set up schools providing alternative education – teach traditional agriculture
o Increase literacy, reduce social constraint of lack of education
Development support communication - In the development context, communication strives not
only to inform and educate but also to motivate people and secure public participation in the
growth and change process. A widespread understanding of development plans is an essential
stage in the public cooperation for national development.
 MISFI (Mindanao Interfaith Services Foundation, Inc.)
o Community seed banking – community empowerment; reduce farmers’
dependence on seed companies but also help conserve the agro-biodiversity of
their villages
 Sri Lanka
o Improved varieties are frequently introduced by research stations, but are not
always suitable for use in different local contexts.
o The formal research process fails to address farmer needs, does not build their
decision-making capacity, and ignores local knowledge in the selection process.
o Participatory variety selection aims to address these shortcomings. It built
connections between farmers’ groups and the Rice Research Institute. These
connections should be sustainable, and may lead to a more participatory approach
within the Institute’s main research programme.
o The participatory process sought to prioritise the main threats to people’s
livelihoods that could be attributable to increasing climate variability.
o After the survey, we developed a strategy to build capacity around resource use
and management and, in particular, to establish and replicate best practices in crop
cultivation.
o demonstrates the efficiency of locally informed and farmer-led research
o Farmers were able to assess threats to their livelihoods and define their own
response. Their capacity to experiment in finding solutions to their own problems
was strengthened.
 Sahaja Samrudha
o an organic farmers’ collective began a decade ago as a farmer initiated group to
exchange ideas, seeds and knowledge on sustainable agriculture. From its modest
beginning, it has grown today into a vibrant organization spearheading a thriving
movement for the regeneration of Indian agriculture system through the revival of
indigenous seeds
o However, marketing traditional varieties of rice has remained a challenge,
especially in the urban centers as it is not a preferred choice by urban consumers
owing to the size and colour of the grain. Farmers were also reluctant to grow the
traditional varieties without an assured market.
o So we began the task of marketing different varieties of rice. We gathered
indigenous knowledge associated with these traditional rice varieties and lab
tested for their nutritional content. The reports established that these varieties
 have greater nutritional content and properties beneficial to health compared to
popular polished rice varieties available in the market.
o We gave a wide coverage on these results through our posters, leaflets, and
articles. The media coverage and melas helped spread this information and it has
influenced many people to move to traditional rice.
Sources:
https://www.seed.uno/awards/all/a-global-marketing-partnerships-for-sri-indigenous-rice.html
http://wecommunication.blogspot.com/2015/02/approaches-to-development.html
http://weekly.farmradio.org/2009/05/18/notes-to-broadcasters-on-nerica-and-indigenous-rice/
http://www.greenconserve.com/content/community-seed-banks
http://ourworld.unu.edu/en/enhancing-indigenous-knowledge-in-rice-terraces
http://www.upf.edu/pcstacademy/_docs/282_Tinnaluck.pdf
http://www.mamud.com/Docs/ic_and_ik_dcr.pdf
http://pubs.iied.org/pdfs/G02816.pdf