Cees Leeuwis Primary Author Anne Van den Ban Additional Author mixed material bibliography U.K Blackwell Science Ltd 2004 en English

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This book provides a follow-up for Van den Ban and Hawkins’ classic Agricultural Extension (1988, 1996), of which some 35 000 copies have been printed in 10 languages 1 . It does so in several ways. First, the book attemps to catch up with recent thinking about the relationship between communication and change. The origins of Van den Ban and Hawkins’ book can be traced back to the 1970s, which was the period in which the first (Dutch) edition of the book was compiled (Van den Ban, 1974). Since then, the practice and theory of extension and development communication have changed fundamentally. Although many efforts were made to incorporate new ideas into later editions, we feel that it is now time for a totally new book as we can no longer do justice to the changes in extension thinking by merely adding to or adapting a pre-existing text. In this new book we have maintained and adapted those insights and conceptual models which are still of value today, but at the same time we have incorporated a variety of new ideas, angles and modes of thinking, some of which derive from disciplines that did not feature much in extension discourses of the past. The product of our efforts, we hope, is a book that is ready for the 21st century, and will help to shape and inspire new forms of communicative intervention. Secondly, the new book provides a follow-up in that it aims at a slightly different audience from the book Agricultural Extension. The original book was primarily aimed at practitioners in classical agricultural extension organisations. However, since the 1980s, the landscape of organisations that apply communicative strategies to foster change and development in agriculture and resource management has become much more varied. In this context, we want this new volume to offer inspiration to communication professionals who would never think of themselves as ‘extensionists’. Moreover, since the 1980s, a large number of practical handbooks have been published on extension, development communication, participation, etc. (e.g. Blackburn, 1994; Pretty et al., 1995; Swanson et al., 1997). We do not want to repeat what is already widely available. Thus, in this book we tend to discuss methods and methodological issues in the context of wider conceptual debates. We pay relatively more attention to novel (e.g. internet-based) methods and to new ideas regarding the management of interactive processes. In conclusion, this book is aimed in particular at those who function in the higher echelons of public, private and non-governmental organisations that use communication in order to facilitate change in agriculture and resource management. Here we think, for example, of process facilitators, communication division staff, knowledge managers, training officers, consultants, policy makers, change managers and – last but not least – extension (and research!) managers or EBOOK AGRICULTURE COMMUNICATION RURAL INNOVATION NONE 0–632–05249–X e-BOOK UPT Perpustakaan Instiper Yogyakarta 7_C.jpg.jpg 33 2018-07-26 12:15:45 2018-08-01 10:12:58 machine generated