Sustainable Agriculture and Food: Four volume set (Earthscan Reference Collections)

226 Governance and Education

Table 11.1

Different communication for innovation services/strategies and their characteristics

Strategy/service

Intervention goal

Role of communication worker

Role of ‘client(s)’ Key process(es)

involved

Basis of legitimation

Focus on ‘individual’ change/farm management communicationAdvisory communication

Problem solving

• 
  

Enhancing problem

• 
  

Solving ability

• 
  

Consultant

• 
  

Counsellor

• 
  

Active

• 
  

problem owner

Problem

• 
  

solvingCounselling

• 
  

Active demand

• 
  

Supporting horizontal knowledge exchange

Knowledge

• 
  

exchangeDiffusion of

• 
  

innovations

Source of

• 
  

experienceFacilitator

• 
  

Active

• 
  

learners/sources of experience

Learning

• 
  

Networking

• 
  

Problem

• 
  

solving

Active demand

• 
  

Public interest

• 
  

Limited resources

• 
  

Focus on collective change/coordinated actionGenerating (policy and/or technological) innovations

Building coherent

• 
  

innovations

Facilitator

• 
  

Resource person

• 
  

Supporting

• 
  

vertical knowledge exchange

Active

• 
  

participants

Problem

• 
  

solving Social learning

• 
  

Network

• 
  

buildingNegotiation

• 
  

Societal problem

• 
  

solvingEnsuring progress

• 
  

Qualities of

• 
  

interactive mode of working

Conflict management

Managing

• 
  

Pre-existing conflict

• 
  

Mediator

• 
  

Facilitator

• 
  

Stakeholder

• 
  

participant

Negotiation

• 
  

Social learning

• 
  

Wish to remove

• 
  

obstacles to progress

Supporting organization development and capacity building

Strengthening the

• 
  

position of a group or organization

Organizer

• 
  

Trainer

• 
  

Facilitator

• 
  

Active

• 
  

participants

Social learning

• 
  

Negotiation

• 
  

‘Political’ sympathy

• 
  

with a group

Focus can be individual or collective changePersuasive transfer of (policy and/or technological) innovations

Realization of given

• 
  

policy objectivesPredefined

• 
  

behaviour change

Social

• 
  

engineer

‘Unexpecting’

• 
  

receiver (initially)

Adoption

• 
  

Acceptance

• 
  

(Democratic) policy

• 
  

decisionPreceding

• 
  

interactive process