12.5 Assoc. Prof. J W Cary. First semester 36 hours of lectures and 36 hours of practical work. Students should be familiar with rural social processes in general, and agricultural and forestry extension specifically; they should have developed skills in critical analysis of communication problems. On completion of this subject, students should be: aware of the important role of people in agricultural and forestry systems; aware of special aspects of forestry extension, including education of the general public, and environmental issues which may lead to conflict between foresters and the public; able to understand the role of agricultural and forestry extension as a process of information between research workers and farmers, and as a system for assisting farmers to make better decisions; familiar with the role of government agencies, commercial firms and private consultants in the extension process; familiar with the theoretical background to farmer's use of extension, including the diffusion of innovations; able to complete simple analyses of communication problems using an appropriate model of human communication; able to plan simple extension strategies involving use of different media as well as face-to-face communication; aware of ethical issues related to extension practices. Australian rural society - changing demographic patterns of the rural work force. Processes of social and community change. Extension as a process of guided change. The extension-research linkage. Extension methods and strategies. The role of government agencies in extension interests of the individual or the state. The role of commercial firms in promoting products and technology. Marketing processes. Methods for influencing farmers' behaviour. Extension ethics. Theoretical background to farmers' use of extension - perception, communication, learning, decision making, adult education. The diffusion and adoption of innovations. Planning extension programs and developing communication strategies. Evaluating effects of extension. Farmers' attitudes to tree growing in Australia and overseas. Interpretation of the forest to the general public. Industrial extension - forest products and consumer education. A 3-hour written examination at the end of the semester (60 per cent). One written assignment ( up to 3,000 words)(15 per cent); one project report (25 per cent). A pass requires not only an overall mark of 50 per cent but also a minimum mark of 45 per cent in the final written examination and a minimum of 50 per cent for the project. van den Ban A W and Hawkins H S Agricultural Extension 1st edition 1988 Longmans