Time to converse: the importance of language, conversation and electronic media in agricultural extension.

One aspect of the complex communication involved in agricultural extension that is only discussed indirectly is the language we use. There is a saying that words are cheap and only actions count. In this paper, a new development in communication theory arising from cognitive science is briefly reviewed as a basis for suggesting that our use of words is a particular kind of action with subtle and profound consequences that are easily underestimated. This new cognitive science supports a changing philosophy and style of agricultural extension that leans more towards cooperative learning. Certain patterns of word usage that occur in institutionalised agricultural extension (directives and dogma, technical jargon, hiding behind formality, empty words, criticism, planning terminology and motherhood statements) are exposed as barriers to effective communication. Increasing reliance on e-mail and the World Wide Web has possible benefits associated with a more informal and personally responsible use of language. Growing awareness of the biology of communication points to the need to establish strong personal connections, of heart as well as head, for agricultural extension to continue to thrive and improve.