Qualitative research on the role of extension agent: the subthemes of motivational and implementation to change

Extension agents generally play a role in conveying information, techniques and methods of new innovation in the agricultural sector. The significance of extension agents to deliver innovations in agricultural development is irrefutable. For centuries, extension agents have been the only personnel to connect the agricultural agencies with the paddy farmers. Furthermore, qualitative research on agricultural extensions in the country is inadequate, especially in view of the role of extension agents. The study was guided by the diffusion of innovation theory to identify the role performed by the extension agents to deliver the communication technology to paddy farmers. Meanwhile, innovation is generally defined as the implementation of ideas, products, practices, processes, new services or apparent improvements in certain environments with the attention to benefit the society and individuals within (Rogers, 2003). The in-depth data were collected through a focus group discussion (FGD) which had involved 10 MADA farmers that have different demographic backgrounds in term of gender, age, education level, social structure, economic status and general computer literacy skills. 7 sub-themes were identified in the focus group discussions. However, this paper discusses only two out of the seven sub-themes in depth, namely (1) the motivation to change (2) implementation of change. These sub-themes are also the initial step that should be carried out by extension agents in order to deliver the communication technology. The outcomes of this study has shown that the role of extension agents need to be intensified for better understanding of communication technology to increase paddy productivity