Media supported communication in agricultural extension and participatory rural development in Northern Thailand

Abstract

The inhabitants of Northern Thailand, Thais as well as the members of the different ethnic groups, the so-called hill tribes, face a variety of very complex problems that range from natural resources conflicts via human rights issues to health problems. All in all, those issues constitute the initial point of departure for every extension, development and research activity, regardless of whether carried out by governmental, non-governmental organizations and/or other agencies. In order to analyze the current extension situation in Northern Thailand, field research was carried out in collaboration with different governmental and non-governmental organizations. Insights were gained into major areas of operation as well as currently used extension methods and media (especially picture supported communication tools) that are used in extension and rural development work, particularly when the target group is illiterate. Three organizations were observed in more detail and will serve as case studies. The paper presents Methods and Media Used by Different Organizations as well as major Criteria for Using Media in Extension and Development Work. Furthermore, the Application of Criteria for Different Methods and Media will provide the basis for the discussion of major potentials and limitations of currently used media in comparison to the Flannelgraph method, which was chosen as a major methodological tool of reference. In summary, it appears that the extension situation in Northern Thailand is too heterogeneous to identify the one ?right? extension approach. The use of media and the choice of extension methods depend on specific financial, logistic, methodological and cultural criteria as well as further issues, such as infrastructure, target group and the costs of the respective tool. In order to increase the potential and decrease the limitations of the currently used methods, the organizations have to concentrate on a better use of the already existing means as well as the improvement of those factors that are not fully used at the moment.