Saturday, September 5, 2026

Extension - Catalyst in Rural Development. How do we differentiate Education from Extension? How does media support extension today?

Extension - Catalyst in Rural Development
How do we differentiate Education from Extension?
How does media support extension today?

Dr Abe V Rotor

A professor on live television lecture.
Sukhothai Thammathirat Open University 
(STOU) in Bangkok Thailand 
Nationwide radio and television centralized control panel, STOU 
campus, in Bangkok. There are more than 250,000 students enrolled 
in this university without walls. Another Thai open university has 
one-half million students. Lower photo: Printed extension materials.
Interview: Dr Abe Rotor (left) and Professor Suchin Phongsak of
Sukhothai Thammathirat Open University, Bangkok, Thailand
The author was visiting professor in STOU in 2010

Your program:
If it is of high quality, people will respect you.
If it is relevant, people will need you.
If it is measurable, people will trust you.
If it is innovative, people will follow you.

It is a great honor and pleasure to share with you my views and experiences on the concerns of extension in grassroots education and technology transfer. I will concentrate on agriculture since this is the universal thrust of extension. Besides, agriculture is the base of our economy and eighty percent of our population directly or indirectly depends on it. The following are the most important concerns of extension in the Philippines:

1. There is a wide gap between available technology and the level or degree of field application.

This gap is traced to limited resources and opportunities as well as attitudinal problems. The actual farm yield is only 40 percent of the potential yield, and 25 to 30 percent of experiment station yield.

It means therefore that the problem lies not on the lack of technology but on the poor use of technology at the farmers' fields. Based on economic farm yield, our annual production of palay will increase from the present figure of 9 million MT to 14 million MT. We would then become a consistent net exporter of rice like Thailand, the world's top rice exporter today. The aim of extension in this case is the effective and prompt transfer of the technology that narrows down the yield gap.

2. Adoption of technology on the farm should be tied closely with agricultural business.


In a dialogue on the present rice problem conducted by the Senate's committee on science and technology, the Philippine Rice Research Institute or PHILRICE testified that rice production in experimental fields has leveled up to 5 MT/ha while farmers are getting yields of only 3 MT/ ha or below.

It is favorable market conditions that stimulate production and enhance the plowing back of income to pay for the technology and hired labor in farming. Farming should be therefore an enterprise rather than a mere means of livelihood. Most farms in the country are run by subsistent families. Extension should be able to design a balanced program that has the integrated technology and agribusiness components.

3. Appropriate technology in developing countries is more of innovation than modernization.

Technology builds up an existing practice. We take the case of "payatak" rice farming in Samar, a very traditional practice, almost zero tillage. Here, the field is trampled by carabaos, planted with old rice seedlings, then left entirely to nature. The yield obtained is very low but there are certain favorable aspects of this practice.

• The family food needs are supplemented by carabao milk and curds, fish, frog and snails. These edible species live naturally on the wetland and survive the short summer in the carabao wallows.
• Ecology balance is contributed largely by minimal disturbance of biological and physical conditions of the farm.
• Farm by-products and wastes, such as hay and manure, are put to use.
• Labor is maximized, provided by members the family and immediate community.

Extension should be able to first identify these good points and preserve them. The introduced technology should look at both increased production and these above benefits as its objectives.

4. Technology should be recognized in the context of both research and enterprise systems developed through intermediate stages.

The research system bridges the laboratory and experimental field, whereas the enterprise system bridges the farm and the market. Both systems are linked by partnership and collaboration among scientists, engineers, agriculturists, farmers, etc. The idea is to provide channels and a network through which the product of research becomes ultimately useful by the consuming public.

Extension should likewise be aware that modern technology is intensive, and too often, expensive.

(1) infrastructures later turn out as "white elephants;"
(2) research is sophisticated requiring expensive facilities, consultants and staff;
(3) on mechanization, combines get stuck in rice paddies; grains cake or germinate in silos and bins;
(4) hired labor disputes results in strikes and court cases; and
(5) big investments/capital end up eating operational funds putting the project to a stop.

The once ultra modern Food Terminal Incorporated (FTI) attests to the fact that progress is not synonymous to modern technology. FTI is not an isolated case of non-performing assets of the government worth billions of pesos.

Extension should be aware of the necessity to undertake a careful and accurate assessment of situations and projections, and put behind seemingly beautiful package deals offered by other countries, including grants and donations.

Extension should be instrumental in pilot or module testing before embarking into full adoption of modern technology.

5. Productivity of shrinking farms can be increased through crop and product diversification.


Land reform broke up large estates, including sugarlands and coconut lands. Subdivision of these properties resulted in uneconomic farm sizes. There are approaches to increase productivity, such as multiple cropping, agro-processing and integration of related projects. There are diversification model for coconut lands.

The ordinary coconut farmer can indulge in the following activities, namely
(a) copra making,
(b) inter-cropping with cash crops such as grains and legumes, and
(c) animal production (goat, carabao and cattle raised between coconut trees).

To accomplish all this, extension will have to bring in the services of government agencies as well as those of the private sector. Farmers will be organized into cooperatives as a pre-condition of collective production and marketing.

Hypothetically, integration is of two kinds, horizontal and vertical, and the combination of both. This HV integration model applies in areas where the principal crop is rice, corn or sugarcane. It can also apply in non-traditional areas. Extension should be able to accomplish farm plans and programs based on integration concepts and models. But it is advisable that successful projects be used as models.

6. Holistic development considers the major division of the geographic profile and recognizes their ecological interrelationship.


Twentieth century agriculture started with the opening of frontiers of production; pushing development towards marginal areas - uplands, hillsides, swamps and sea coasts. This movement was followed by the manipulation of nature on the species level, creating desirable varieties of plants and breeds of animals at the same time improving their agronomy and husbandry. Recently, agriculture has started producing Genetically Modified Organisms (GMO) - plants and animals - through what we term today as genetic engineering.

Today, with our high population rate of 2.8 percent, which is one of the highest in the world, marginal settlements have mushroomed in coastal areas, hillsides and suburbs of urban centers.

Extension should help identify the sectoral and ecological divisions of the geographic profile of these areas, and design programs based on their peculiar physical and biological characteristics, and on their effects to the whole system.

We are witnessing many cases where destructive upland and hillside farming has led to erosion, which in turn, caused siltation and decreased water supply. Decreased river flow and sinking water table result in salt water intrusion through backflow and seepage destroying farm lands as a consequence. Pangasinan, Pampanga, Bulacan and the Ilocos provinces have reported cases of salination. We are also aware that reduced vegetative cover leads to changes in the micro-climate which in turn affect adversely the whole ecosystem.

Perhaps we can reduce the size of the profile under study into a model of a dam site. It maybe as small as a village catchment to a huge power and irrigation project. The model described in this example is found in Sta. Barbara, Iloilo, a water catchment for irrigation. The project consists of a watershed (forest and woodland) with an area of 200 hectares, a catchment which can hold water to irrigate effectively 50 hectares and generate electricity for one sitio. Freshwater fish is raised as part of the project's income. The main source of income is the irrigation fee. China, Japan and many European countries have advanced technology in water catchment that no drop of precious water is lost, so to speak.

Area development maybe initiated by nucleus projects. Later, if these projects become successful, similar or related projects can be put up, or the original projects expanded. Consolidation of developed areas leads to integrated area development, a process that is community-led or government assisted, or both.

Many development programs start with a grand design and heavy infrastructure. A foreign-funded project in Samar is infrastructure-oriented, and not directed to the alleviation of the plight of the masses. The 8-inch thick road built from a multi-million dollars grant could have been in the form of village bodegas, school houses, informal education of farmers and fishermen, initial capital for small business, cooperative development, and such programs addressed to meet the felt needs of the poor community.

7. The success of extension depends on linkage network and complementation with all sectors of society.

The extension agent is at the center of many activities. He provides information about the market. He translates researches into primers and takes a hand in their field application, identifies sources of input and credit, and helps make them available. He is a technician, teacher, consultant, community worker, and above all, a catalyst.
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Extension works on a cycle of activities, namely, (1) information, (2) determining needs and problems, (3) setting objectives, (4) program preparation, (5) making the work plan, (6) coordination, and (7) evaluation.
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8. It is important to first knock down the false notions as well as fallacies of development before developing an extension program.

Among these are the following:

(1.) The felt needs of the poor revolve mainly on their survival motives and therefore non-material and aesthetic values are non-essential to them. This is not true. People deprived of material things equally seek approval, security, affection, self-esteem, recognition, and even power. The hierarchy of needs by Wilgard, adopted from Maslow is based on the priority principle and not on the principle of exclusion if one has not attained the motives of the lower level.

(2.) One root cause of low productivity is the lazy nature of people. Indolence, according to Jose Rizal is traced to a natural cause wherein the metabolic rate is slowed down by extreme weather conditions (heat and high humidity), while leisure is commonplace because of the endowed environment. We pointed out that colonialism and feudalism dampen the spirit to work and aim high. Today neo-colonialism and neo-feudalism still exist in our society. One other reason for low productivity is the prevalence of malnutrition and diseases which reduce body resistance and drive.

(3.) Foreign investment in the country stimulates economic growth. In certain ways this is true. The question arises when we equate the gains between the foreign investor and the host country which provides labor that is paid cheap and prime land not compensated well enough. Other issues that do not favor equitable distribution of profits can be explained by the poor implementation of our policies and laws which sometimes result in the manipulation of profits favoring the foreign investors. This is not to mention the exploitative nature of joint ventures under the guise of natural agreements.

(4.) A progressive rural society naturally depends upon a strong agricultural economy which in turn is dependent on people who provide the much needed labor in the agricultural frontiers. But the frontiers have long been shrunk and vastly exploited, and the farms now reduced in size. Even intensive farming cannot absorb rural labor. That is why there is an exodus to urban areas. Today more than half of our population lives in cities and big towns. With 1.6 million new Filipinos added to our 90 million population, the hypothetical population structure looks like a squat or broad-based pyramid where the young people mainly infants and children are at the base. These are highly dependent upon a narrow stratum of working population. The average Filipino today is an early teener. Such population structure and the attendant demography of a young population do not lend a healthy picture to our economic recovery unless drastic measures are adopted to arrest our runaway population growth.

(5.) The majority of people are concerned with matters that affect themselves, their family and close friends over a short period of time. Long term objectives are not very common to the ordinary person. It is true that marginal communities do not plan much ahead. Affluence, on the other hand, propels people to plan for the future and the next generation. It enlarges the people's concern for other people and for larger community, and creates national and international consciousness.

(6) Stimuli to growth are distinct from the factors that limit it. In his book The Limits to Growth, Dr. Meadows explains that the very stimuli to growth could negate growth itself. Population can strip the economy of ecosystems. Industry spews wastes that destroy the environment. Exploitation of natural resources may lead to irreversible decline.

Conclusion

Our Philippine society is not an isolated case. All nations, including the developed ones, suffer in varying degrees the same age-old problems of poverty, degradation of the environment, unemployment, inflation, malnutrition, disease, alienation of the youth, the decline of people's trust in the institutions, and the rejection of traditional values. The endless search for their solutions is also man's unending dream. We draw much hope in extension, for extension is applied teaching, a means of transforming people beliefs, ideas, and above all, infusing the faith that they can help themselves.~

Author and wife, pose with Vietnamese alumni, HoChiMinh University of Technology, Vietnam.HCMUT focuses on technology dissemination on the grassroots. 2005

New buildings have been built after liberation and reunification on the university's sprawling campus half an hour drive from the heart of the city - Ho Chi Minh, formerly Saigon. HCMUT is the country's premier center of technology extension using multi-media.

HCMUT publishes manuals and extension bulletins in the varied fields of development in post-war Vietnam.

Presented by the author to the UST Graduate School during a faculty development seminar on the Social Commitment of Education; reference paper Ho Chi Minh University of Technology Vietnam 2005, and Sokhothai Thammathirat Open University, Bangkok, 2010 ~

NOTE: Dr Abe V Rotor attended DevCom Course at the Afro-Asian Institute in Israel as representative of the committee on food and agriculture of the Senate of the Philippines in 1992. Dr Rotor studied Israel's Kibbutz system. A kibbutz is an institutional community in Israel traditionally based on agriculture. The first kibbutz, established in 1909, was Degania Alef. Today, farming has been partly supplanted by other economic branches, including industrial plants and high-tech enterprises.

NOTE: Dr Abe V Rotor studied at UPLB under the Farm and Home Development program, a post graduate course sponsored by the UP-Ford Foundation scholarship in 1962-63. With thanks and gratitude to his mentors, the late Dr Dioscoro Umali, Dr Thomas Flores, Mr. Diosdado Castro, Dr. Roger Cuyno, Dr Nora Quebral, Prof Perla Tagumpay, Prof Leo de Guzman, other instructors, program coordinators, and to his colleagues, (Batch 1963).

Tuesday, September 1, 2026

Usapang Bayan: 25th Anniversary Commemoration - Attack on the World Trade Center, September 11, 2001 (9/11) Birth of the NOOSPHERE

Usapang Bayan
25th Anniversary Commemoration of September 11, 2001 (9/11)
     Birth of the NOOSPHERE:
     Global Collective Consciousness

Dr Abe V Rotor
Living with Nature School on Blog
avrotor.blogspot.com
18th year 5232 posts/lessons
 
The attack on the World Trade Center on the morning on September 11, 2001 (9/11) caused intense, excruciating painful surge of grief and anger and sadness to millions and millions all over the world via media, albeit personal experience at the site in NY,  instantly forming a global collective consciousness, a sheathe of mental energy that actually altered the operation of computers, thus ushering the birth of a third evolution of our planet – The Noosphere.      
                                                                      
                           
                            Ms Melly C Tenorio, host, and Dr Abe V Rotor, Guest    
                      
Collective consciousness is not new. It is traced to the binding force of our basic unit of society, the family, expanding to that in a tribe, community, onto the national level. Thus we have the term nationalism to which the citizens, bound by commonalities in language, customs, beliefs, laws, ideology and other factors, unite and pledge their allegiance with pride and respect. 

Today with cyber communication, social media, modern transport, breakthroughs in science and technology and growth of megacities, collective consciousness is evolving and inevitably expanding into a global scale.  It is visualized as a planetary sphere of mind, a mental sheathe of the earth. It is the third evolutionary event that our planet earth is undergoing.  It is called noosphere – the unity of all minds and its thinking layer, in the words of Pierre Teilhard de Chardin (1926).

Prior to this, the first planetary evolution resulted in the stabilization of our fiery and tumultuous planet to form the geosphere which later began to support life becoming a global ecological system millions of years later - the biosphere, which is our living world today. This time we are entering into a new evolution – that of the human mind: noosphere.  

Collective consciousness (sometimes collective conscience) is a fundamental sociological concept that refers to the set of shared beliefs, ideas, attitudes, and knowledge that are common to a social group or society. (Concept developed by Emile Durheim,  1894)

Towards a Noosphere from the Big Bang  in acrylic by AV Rotor  2001

The Computer and Social Media

With scientific breakthrough in communication, we are virtually just a call away from one another wherever we are at any given time. Worldwide we watch the same programs on TV and the Internet, celebrate common festivities, adapt standard curricula in school, ride cars, and build houses of common make and design. 

We keep abreast with the stock market, the same way with follow sports, fashion, and tourism. We shop on e-commerce, enroll in e-learning, preside over meeting via teleconference. The whole world is wired, so to speak.  We live in a very modern world indeed.  The gap of consciousness separating individuals is fast dissolving, and that between kids and grownup is narrowing down. In fact, in the world of computers the millennials are far ahead. “Students teach teachers” maybe an exaggeration but this is true with electronic devices and use of social media. This is a scenario to illustrate our expanding and converging collective consciousness in our postmodern era, and now with magic of AI (Artificial Intelligence) complicating the milieu.  
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*Princeton University researchers have been trying to measure the hypothetical giant humanity-encompassing hive mind, by tracking the effect of events on a network of computers around the world. – Patrick J Kiger (9/11 and Global Consciousness)
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Collective Effervescence

But the earliest proof of collective consciousness is traced to aboriginal societies that practiced religion in its earliest and purest form by periodically gathering to eat, dance, cry, intoxicate, whip themselves to delirium, and the like.  Such state of collective consciousness and ecstasy brings material-spiritual and ideal-spiritual experiences to individual and social well-being. The effect is called  collective effervescence.
Ati-atihan festival in Aklan

Similarly we experience universal joy and merriment in Christmas, New Year, Valentine, and in lesser celebrations like Thanksgiving, Independence, and in local and family affairs. In fact collective consciousness strengthens our religious faith, sense of nationalism, stimulates our creativity, our compassion for one another, or simply takes us to fantasy as a coping mechanism from the harsh realities of life.   

However, what we wish from collective consciousness is the making of an ideal society - a society that is peaceful and harmonious, progressive and sustainable. It is a kind of collective consciousness we wish to create reminiscent of Plato’s Republic, though elusive, has been the dream of humankind.

Collective Consciousness and History

Theories have been put forward since the time of the Greeks and the Romans, whose adage “the glory that was Greece, the grandeur that was Rome” attests to that dream of an ideal society. Ironically, their civilizations declined and fell obscure in the Dark Ages. The term alone implies the dark period of human society which lasted for more than a millennium. Collective consciousness that bound the two civilizations, the Greco-Roman, was shattered and later its fragments were gathered and adapted by warring kingdoms or fiefs.

It was in the Renaissance Period starting in the 15th century that our world found a new beginning – the revival of collective consciousness, a prototype of the old Greco-Roman values, ranging from religion and the humanities to politics and socio-economics.   It flourished quickly in its place of origin, Florence, and swept across Europe onto the opposite side of the globe.  The age of colonization carried out this social reform to different parts of the world, including the Philippines.  The birth of new nations which joined other nations including former masters, ultimately after WWI, formed the United Nations which is the world’s umbrella of cooperation and peace.    

Again our collective consciousness was divided by the Cold War which separated the world into two ideologies – capitalism and socialism.  The world stood still in fear of a possible Armageddon.  Fortunately the Cold War ended in 1989 with the reunification of divided countries like Germany and Vietnam, and on the other hand, the dissolution of USSR. Collective consciousness began to take shape under a freer global system of politics and economics, and in fact, with the development of modern communication and transportation, the world shrunk into a “global village.” Globalization had begun.    

Jungian Collective Unconscious

As a background, collective consciousness has a counterpart - collective unconscious which has genetic roots the psychologist Carl Jung termed as archetypes.   It is some kind of “inherited psychic materials,” that link each and every one of us as a species on one hand, and we today with our ancestors in the past, on the other. According to Jung’s theory, though each of us appears to function independently, in actuality we are all trapped into the same global mind. 

These archetypes or instincts are hunger, sexuality, activity, reflection and creativity, in the order of increasing abstraction.  This laid down the three-tier ladder of Maslow’s Hierarchy of Needs, from primordial to spiritual forms. These constitute the so-called Jungian concept of Collective Unconscious that governs our collective behavior that subordinates our own, guided and guarded by the norms of our society he termed as synchronicity.  Archetypes are therefore the genetic link of our species and the components of our rationality as Homo sapiens.

The importance and value of being aware of the collective unconscious is visualized this way: “Myriad invisible hands hold your hands and direct them.  When you rise in anger, a great grandfather froths at your mouth, when you make love, an ancestral caveman growls with lust; when you sleep, tombs open in your memory till your skull brims with ghosts.”  (Carl Jung: A Living Myth - Collective Intelligence yields Collective Action

The Jungian concept of collective unconscious places utmost importance in the preservation of our tradition, beliefs, myths and other ethnic values, though they may be lacking in scientific evidences.  For all we know, the awareness of our connection with our forebears that make us realize the vital role of such genetic inheritance. Which leads us to realize with awe and respect to our ancestors who lived happier and more fulfilled lives than we do in our postmodern era.

                                      Transcendental Meditation

This leads us to the spiritual side of collective consciousness - transcendental meditation and its correlation to world peace.

“Transcendental Meditation program, or the group practice of the TM-Sidhi program by a sufficient group raised the level of coherence in collective consciousness, thus providing a stable basis for a lasting world peace. Increases in societal coherence have been operationally defined as  decreases in armed conflicts, crimes, traffic fatalities, fires, suicides, hospital admissions, notifiable diseases, infant mortality, divorce, alcohol consumption, cigarette consumption, unemployment, and pollution; and increases in international cooperation, stock market indices, leading and coincident economic indicators, and GNP.” (Maharishi's Program to Create World Peace: Theory and Research David W. Orme-Johnson and Michael C. Dillbeck Maharishi International University, 2016 Fairfield, Iowa, U.S.A.)

The Noosphere

What are the challenges of the new evolution – The Noosphere?

First, collective consciousness through meditation can release us of fear, anxiety, anger and tension, and help bring peace of mind vital to the attainment of world peace and order.

Second, collective consciousness offers an avenue to resolve divided loyalties and faiths, incompatible ideologies, race discriminations, border conflicts, particularly our present growing problem of terrorism.
Dr Jose Rizal, Philippine National Hero

Third, collective consciousness, in order to attain global significance and integrity must exert cumulative power to unite, amalgamate existing and new consciousness, and revitalize waning unity and cooperation of social groups, cultures, and nations, through education, mass media and organizational strategies.

Fourth, collective consciousness must be strengthened and guided towards greater regional cooperation such as ASEAN, EU, APEC, and more assertive global summits and conferences, like Climate Change, the United Nations notwithstanding, all geared towards world peace and unity.

Fifth, collective consciousness, on the compassionate, benevolent and humanistic side, must be cognizant of the lessons set by history and great leaders in the past and present from Aristotle, Christ, Gandhi, Lincoln, Paul, Teresa, Mandela, to our own Jose Rizal, and other great men and women.

Outlook

Lofty indeed is the potential power of the envisioned noosphere in shaping humanity in the future with one-mind, one-heart, one-psyche at the expense of losing much of our rich diversity of intellect, behavior and emotions, and spirituality, physical attributes and health considerations notwithstanding.

Savants are divided. Rationality will make us seek and preserve freedom in many and unimaginable forms and means, retaining our connectivity with the past and the future, and our environment through collective DNA carried on through evolution, and from generation to generation. We belong to this genetic pool. We are natives of Planet Earth.

Personally as a biologist we are heading toward the sunset of our own species. By the way, all species without exemption follow a normal curve of emergence-plateau-decline and finally extinction, in favor of other species under the law of succession (seres) and pattern of the web of life. We may seem to have reached the plateau of our species. This is dangerous. A Damocles Sword hangs above us, forged by our superior intellect. What with the possibility of global nuclear war, unabated wastes generation resulting in progressive autotoxicity or genocide. By manipulating the plantilla (template) of life through genetic engineering, we destroy homeostasis or the balance of nature. We have altered the composition of the earth as modern alchemists. In short we are destroying paradise the second time around. The noosphere could be our saving grace, or at least it gives us respite to examine and amend our wasteful and evil ways in the guise of The Good Life.

To the futuristic minds, man shall be leaving the earth and live in another planet, perhaps a million years from now. By then I believe Homo sapiens that we are today shall be no longer us. ~


Guest Editorial
For the Greater Lagro Gazette 2017 by AVRotor
Acknowledgement with thanks: Internet

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The Noosphere is the sphere of thought enveloping the Earth. The word comes from the Greek noos (mind) and sphaira (sphere). The Noosphere is the third stage of Earth's development, after the geosphere (think rocks, water, and air) and the biosphere (all the living things).
 
The noosphere is a philosophical concept developed and popularized by the biogeochemist Vladimir Vernadsky, and philosopher and Jesuit priest Pierre Teilhard de Chardin. Vernadsky defined the noosphere as the new state of the biosphere and described as the planetary "sphere of reason".
Wikipedia ~
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Three critical spots - Israel War in Gaza, Russian War in Ukraine, and recently on a more disturbing scale, US-Iran war, other trouble areas notwithstanding, continue building up worldwide anxiety and fear of potential global consequence reminiscent of the past two World Wars. Such consciousness is expanding across boundaries political, religious, ideological, cultural and the like, all ensconced in this new era called Noosphere.