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t AL 2 IL oMiN T FOR AIDrI4j AT10 USE ONLY
31L OGRAPHIC INPUT SHEET
(A Ari TEMPORARY
I It A T hi
T1 r Apa uLrITvTlI
Basic Village Education Project in Guatemala Transfer of technoloqy Mixes of communishy-- cation media_T asettingand the People
3 AUTHGf(5
(100) RayHE NonterrosoJL (1lC) Acadfor Educational Development
4 LEOCULJM4T CATE S NWJACICRNOF PAGEiS 6 ARC N UM bEA
1925r I - - 9 ) R C 7 RI ENCE OGALiZAT1ON INAtE AfO ADDRE5 S
ABED
8 SU PPL EMENTANY NOT ES (Span~uting Otdnuljitiort Puhlishlerl A vnIaJility)
9 ABSTRACr
(EDUCATION RampD)
Ia COt RTHOLNUMIJR
PA-AAD-12 DLSCRI I Oqs
75 11 rJHICE OF
13 PROJECT
DOCUMENT
NJM5R
14 CONTRACT NUMBER
AIDCMIla-C-73-19 GTS IS TYPE OF DOCUMENT
A1L 0 shy (4-74)
B-9
BASIC VILLAGE EDUCATION
PROGRAM IN CUATEMALA
A Brief Description Of an Experimcnt in
Non-Formal Adult Education
Academy for Educational Development Washington DC and Guatemala City
April 1974
BASIC VILLAGE EDUC 7 ICN
plan encomshyGuatemalas national development passes many programs to help rural families improve their education agricultur living conditions and communities Using traditionshya] extension methods the number of failies reached by such programs is limited A much larger proportion of the rural population can
be served howcvcr if the efforts of agents etc can be reinforcedpromoters teachers
through use of modern communications techshyniques
The Basic Village Education Project (I3VB) is an experimental program of non-formal adult education which does not initially require literacy It seeks to determine the effectiveshyness and relative costs of selected combinashytions of communications media that have potential- for use in development programs where resources are ]imited
The primary audience for B]VE is the small often illiterate subsistence farmrer Program content stresses information that will help that farmer to improve his production and income from basic grain crops When fully operational the Project will include matched experimental and control areas in eastern Guatemala and in the Quiche-speaking Indian Highlands of western Guatemala
The Basic Village Education Project is adminshyistered by the Government bf Guatemalas
of Education in close coordinationMinistry with the Ministry of Agriculture The United
-2-
States Agency for International Deve]opment through the Academy for Educational Developshyment provides assistance to the Project
Community-Oriented Radio
BVE is using radio as the basic communicashytions medium for reaching rural families Selected communities in an area receivinq educational messages from a limited iange radio transmitter installed by the Project are compared with similar communities outshyside the range of the station
To find out how radio can best be used in development programs to achieve maximum results in relation to costs two addiLional communications treatments are being tested In a group of communities served by the oxshy
perimental radio station broadcasts are supplemented by a local field monitor trained by LIVE who leads radio forums and uses various audio and visual aids in wo)rking with farmers Volunteers are sought in each of those communities to assist in the educashytional program In other communities within the range of the transmitter technical assistance in agciculture is addition to radio broadcasts
provided in monitors and
volunteers
Duration of the Experiment
Due to differences in agricultural potential of the land and in socio-cultural patterns of the people in Guatemala it is necessary
in an experishyto include more than one region ment such as BVE Also the experiment must
-3shy
continue for several years to take into account year to year variations in agriculshytural production and the potential impact of repeated programming Therefore the Project will continue for at least three years and will operate in two widely difshyferent regions of Guatemala
Planning and Preparation
The Bisic Village Education Project is a comshyplex experiment which requires technical exshypertise and specialied equipment Its action must be carefully synchronized with the agricultural cycle Therefore the first major activity was by necessity the develshyopment of a detailed implem-ntationjplan This included an experimental design ard plan for a rigorous independent evaluation an inventory of human technical and financial resource requirements comprehernsive calendars of work for each major activity and a longshyrange projection for the Project The Impleshymentation Plan was completed in August 1973
Sites for Project action are selected on the basis of demographic agricultural and comshy
data agriculshymunications criteria Census tural reconnaissance surveys and information from the Ministry of Agriculture are primary sources of information In August J973 the Quezada and Yupiltepeque Valleys in Spanishshyspeaking southeastern Guatemala were selectshyed as 1974 experimental and control areas respectively
Evaluation
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
-6shy
and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
B-9
BASIC VILLAGE EDUCATION
PROGRAM IN CUATEMALA
A Brief Description Of an Experimcnt in
Non-Formal Adult Education
Academy for Educational Development Washington DC and Guatemala City
April 1974
BASIC VILLAGE EDUC 7 ICN
plan encomshyGuatemalas national development passes many programs to help rural families improve their education agricultur living conditions and communities Using traditionshya] extension methods the number of failies reached by such programs is limited A much larger proportion of the rural population can
be served howcvcr if the efforts of agents etc can be reinforcedpromoters teachers
through use of modern communications techshyniques
The Basic Village Education Project (I3VB) is an experimental program of non-formal adult education which does not initially require literacy It seeks to determine the effectiveshyness and relative costs of selected combinashytions of communications media that have potential- for use in development programs where resources are ]imited
The primary audience for B]VE is the small often illiterate subsistence farmrer Program content stresses information that will help that farmer to improve his production and income from basic grain crops When fully operational the Project will include matched experimental and control areas in eastern Guatemala and in the Quiche-speaking Indian Highlands of western Guatemala
The Basic Village Education Project is adminshyistered by the Government bf Guatemalas
of Education in close coordinationMinistry with the Ministry of Agriculture The United
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States Agency for International Deve]opment through the Academy for Educational Developshyment provides assistance to the Project
Community-Oriented Radio
BVE is using radio as the basic communicashytions medium for reaching rural families Selected communities in an area receivinq educational messages from a limited iange radio transmitter installed by the Project are compared with similar communities outshyside the range of the station
To find out how radio can best be used in development programs to achieve maximum results in relation to costs two addiLional communications treatments are being tested In a group of communities served by the oxshy
perimental radio station broadcasts are supplemented by a local field monitor trained by LIVE who leads radio forums and uses various audio and visual aids in wo)rking with farmers Volunteers are sought in each of those communities to assist in the educashytional program In other communities within the range of the transmitter technical assistance in agciculture is addition to radio broadcasts
provided in monitors and
volunteers
Duration of the Experiment
Due to differences in agricultural potential of the land and in socio-cultural patterns of the people in Guatemala it is necessary
in an experishyto include more than one region ment such as BVE Also the experiment must
-3shy
continue for several years to take into account year to year variations in agriculshytural production and the potential impact of repeated programming Therefore the Project will continue for at least three years and will operate in two widely difshyferent regions of Guatemala
Planning and Preparation
The Bisic Village Education Project is a comshyplex experiment which requires technical exshypertise and specialied equipment Its action must be carefully synchronized with the agricultural cycle Therefore the first major activity was by necessity the develshyopment of a detailed implem-ntationjplan This included an experimental design ard plan for a rigorous independent evaluation an inventory of human technical and financial resource requirements comprehernsive calendars of work for each major activity and a longshyrange projection for the Project The Impleshymentation Plan was completed in August 1973
Sites for Project action are selected on the basis of demographic agricultural and comshy
data agriculshymunications criteria Census tural reconnaissance surveys and information from the Ministry of Agriculture are primary sources of information In August J973 the Quezada and Yupiltepeque Valleys in Spanishshyspeaking southeastern Guatemala were selectshyed as 1974 experimental and control areas respectively
Evaluation
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
-6shy
and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
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2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
BASIC VILLAGE EDUC 7 ICN
plan encomshyGuatemalas national development passes many programs to help rural families improve their education agricultur living conditions and communities Using traditionshya] extension methods the number of failies reached by such programs is limited A much larger proportion of the rural population can
be served howcvcr if the efforts of agents etc can be reinforcedpromoters teachers
through use of modern communications techshyniques
The Basic Village Education Project (I3VB) is an experimental program of non-formal adult education which does not initially require literacy It seeks to determine the effectiveshyness and relative costs of selected combinashytions of communications media that have potential- for use in development programs where resources are ]imited
The primary audience for B]VE is the small often illiterate subsistence farmrer Program content stresses information that will help that farmer to improve his production and income from basic grain crops When fully operational the Project will include matched experimental and control areas in eastern Guatemala and in the Quiche-speaking Indian Highlands of western Guatemala
The Basic Village Education Project is adminshyistered by the Government bf Guatemalas
of Education in close coordinationMinistry with the Ministry of Agriculture The United
-2-
States Agency for International Deve]opment through the Academy for Educational Developshyment provides assistance to the Project
Community-Oriented Radio
BVE is using radio as the basic communicashytions medium for reaching rural families Selected communities in an area receivinq educational messages from a limited iange radio transmitter installed by the Project are compared with similar communities outshyside the range of the station
To find out how radio can best be used in development programs to achieve maximum results in relation to costs two addiLional communications treatments are being tested In a group of communities served by the oxshy
perimental radio station broadcasts are supplemented by a local field monitor trained by LIVE who leads radio forums and uses various audio and visual aids in wo)rking with farmers Volunteers are sought in each of those communities to assist in the educashytional program In other communities within the range of the transmitter technical assistance in agciculture is addition to radio broadcasts
provided in monitors and
volunteers
Duration of the Experiment
Due to differences in agricultural potential of the land and in socio-cultural patterns of the people in Guatemala it is necessary
in an experishyto include more than one region ment such as BVE Also the experiment must
-3shy
continue for several years to take into account year to year variations in agriculshytural production and the potential impact of repeated programming Therefore the Project will continue for at least three years and will operate in two widely difshyferent regions of Guatemala
Planning and Preparation
The Bisic Village Education Project is a comshyplex experiment which requires technical exshypertise and specialied equipment Its action must be carefully synchronized with the agricultural cycle Therefore the first major activity was by necessity the develshyopment of a detailed implem-ntationjplan This included an experimental design ard plan for a rigorous independent evaluation an inventory of human technical and financial resource requirements comprehernsive calendars of work for each major activity and a longshyrange projection for the Project The Impleshymentation Plan was completed in August 1973
Sites for Project action are selected on the basis of demographic agricultural and comshy
data agriculshymunications criteria Census tural reconnaissance surveys and information from the Ministry of Agriculture are primary sources of information In August J973 the Quezada and Yupiltepeque Valleys in Spanishshyspeaking southeastern Guatemala were selectshyed as 1974 experimental and control areas respectively
Evaluation
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
-6shy
and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
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Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-2-
States Agency for International Deve]opment through the Academy for Educational Developshyment provides assistance to the Project
Community-Oriented Radio
BVE is using radio as the basic communicashytions medium for reaching rural families Selected communities in an area receivinq educational messages from a limited iange radio transmitter installed by the Project are compared with similar communities outshyside the range of the station
To find out how radio can best be used in development programs to achieve maximum results in relation to costs two addiLional communications treatments are being tested In a group of communities served by the oxshy
perimental radio station broadcasts are supplemented by a local field monitor trained by LIVE who leads radio forums and uses various audio and visual aids in wo)rking with farmers Volunteers are sought in each of those communities to assist in the educashytional program In other communities within the range of the transmitter technical assistance in agciculture is addition to radio broadcasts
provided in monitors and
volunteers
Duration of the Experiment
Due to differences in agricultural potential of the land and in socio-cultural patterns of the people in Guatemala it is necessary
in an experishyto include more than one region ment such as BVE Also the experiment must
-3shy
continue for several years to take into account year to year variations in agriculshytural production and the potential impact of repeated programming Therefore the Project will continue for at least three years and will operate in two widely difshyferent regions of Guatemala
Planning and Preparation
The Bisic Village Education Project is a comshyplex experiment which requires technical exshypertise and specialied equipment Its action must be carefully synchronized with the agricultural cycle Therefore the first major activity was by necessity the develshyopment of a detailed implem-ntationjplan This included an experimental design ard plan for a rigorous independent evaluation an inventory of human technical and financial resource requirements comprehernsive calendars of work for each major activity and a longshyrange projection for the Project The Impleshymentation Plan was completed in August 1973
Sites for Project action are selected on the basis of demographic agricultural and comshy
data agriculshymunications criteria Census tural reconnaissance surveys and information from the Ministry of Agriculture are primary sources of information In August J973 the Quezada and Yupiltepeque Valleys in Spanishshyspeaking southeastern Guatemala were selectshyed as 1974 experimental and control areas respectively
Evaluation
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
-6shy
and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
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continue for several years to take into account year to year variations in agriculshytural production and the potential impact of repeated programming Therefore the Project will continue for at least three years and will operate in two widely difshyferent regions of Guatemala
Planning and Preparation
The Bisic Village Education Project is a comshyplex experiment which requires technical exshypertise and specialied equipment Its action must be carefully synchronized with the agricultural cycle Therefore the first major activity was by necessity the develshyopment of a detailed implem-ntationjplan This included an experimental design ard plan for a rigorous independent evaluation an inventory of human technical and financial resource requirements comprehernsive calendars of work for each major activity and a longshyrange projection for the Project The Impleshymentation Plan was completed in August 1973
Sites for Project action are selected on the basis of demographic agricultural and comshy
data agriculshymunications criteria Census tural reconnaissance surveys and information from the Ministry of Agriculture are primary sources of information In August J973 the Quezada and Yupiltepeque Valleys in Spanishshyspeaking southeastern Guatemala were selectshyed as 1974 experimental and control areas respectively
Evaluation
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
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and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-4-
The first step in evaluation of the Basic Village Education Program is a baseline study to establish present knowledge attitudes farming practices production and income of farmers Additional characteristics -e]atshying to communications nutrition 1-- th mobility and living conditions are also included in the study That information provides the base against which change induced by the Program can be measured
Baseline data for the 1974 area of action were obtained by interviewing approximately 400 farmers from fifteen communities in the experimental area and more than 100 farmers from five communities in the control area Names of farmers to be included in the sample were drawn from the census ]ists using stanshydard statistical procedures
The study was conducted in two phases All farmers in the sample were interviewed in September 1973 to obtain genera] information Two months later the same farmers were intershyviewed again to obtain more information about agriculture in the areas At the time of the second interview every fifth person in the sample was also interviewed in depth by an agronomist
Responses from aJl but the in-depth interviews have been analyzed by computer and results should be available by mid-1974 In the meanshytime some preliminary findings are alreody being used For example results of the study indicate that nearly 60 percent of those interviewed cannot read or write and approxshyimately one half of those in the Quezada
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
-6shy
and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-5-
Valley own their own radios--even more listen
regularly
To measure changes which occur some farmers
in the samitple are being interviewed each month and all will be interviewed again at the Ce16 of each year
The samc evaluation process will be followed for each set of experimental and control are0as bull
Facilities and Staff
The most visible facility of the Basic Village Education Program is the radio tower and
istransmitter (The first BVE transmitter located on Lhe grounds of a Ministry of
Education pilot elmentary school in Quezada) Its daily broadcasts (except Sunday) include educational and informational programs other programs especially designed for local inshyterest and music
In addition to the Quezada facility equipshyment and studios have been installed at ProjecL headquarters in Guatemala to prepare and produce many types of audio and visual materials including the radio programs to be transmitted in the rural areas
Staff selected and trained for each program activity function within an organizational structure and system of work designed to maintain and improve program quality and to assure that program materials adhere to Project objectives and specific subject matter assigned Commitments for both longshy
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and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
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A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
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and short-term foreign staff have been met and these experts are now working in the program together with the Guatemalan staff
Liaison with the Ministry of Agriculture
As stated earlier the Basic Village Educashytion Project is an experimental non-foria]
education program of the GuaLemalanadult nature ofMinistry of Education Due to the
its program content however the Projecl maintains close association and coordi nat~i on
with the Ministry of AgriculLure (4OA)
Project representati-ves meet regularly with
a committe of Ministry of Agriculture officials and a MOA acironomi [Lhas been assigned to work fulltime in the ProjucL
Also BVE leaders and agronotists meeL frequently with MOA personnel both in the
Capital and in the field
The annual calendar of BIVE educational messhy
sages is developed by ProjcL agronomists of Agrishyin consultation with the MinisLry
culture The agronomists use MOA inforimashyoftion and recommendations in preparation
content and clear all technical mashymessage terial through that Ministry
The Past and the Future
A final important activity is documentation of all acti-Detailed written documentaLion
isvities since the initiation of the Project in the archives In additionmaintained
copies of all program materials--written audio visual--are retained at BVE headquarters
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A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-7-
A detailed photographic documentation was initiated in September 1973 and a documentary movie of the Program is being produced
After ten months of planning and preparation the Basic Village Education Program was official]y launched on March 22 ]974 when the Government of Guatemala Minister of Education pressed a symbolic button to inaugurato Gl Radio Quezada broadcasting at a frequency of 1320 k]Iz
During the next Lhree years the Project will accultulate and evaluate a wealth of informashytion on the use of modern communications technology in non- formal adult education related to agriculture The implications will be far broader however The experience gained in the Basic Village Education experishymejt will have application not only to agricultural programs but also in other fields such as education or heal Lh both in Guatemala and throughout the developing world
Further information available from
Programa do Educacion Basica Rural 2a Avenida 8 - 53 Zona I Guatemala City Guatemala CA
Academy for Educational Development 1414 Twenty-Second Street NW Washington DC 20037
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
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2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
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fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
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non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
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Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
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That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
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The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
B-15
TRA NSFER OF TECHINOLOGY
Howa~rd E Ray Jose Luisi Monterroso
Preqpaiod or pi-ccitatiton to the Intendve Course on Agricullurs oau-tin Syr tcci for the Tropico DcpartrenL of Troplcl C~opn r Soil- ChTIL T-shyrrialhni Corita Ria 25 Ilach 1975)
Basi~c ViLlage Ed-crat Lno Projeoct Cwitcm)
Maorch 19b
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
TRANSFER OF TECINOLOGY V2
Howard E Ray Jose Luis Monterroso
I INTRODUCTION
It is highly appropriate that the subject of technology transfer be included in this course on uystems of agricultural production for the tropics The data from the thousands of agronomic and related experimcnts conducted every year have little
value so long as they remain in the notebooks and archives of the researcher or in professional journals read only by other professionals Stated succinctly those data gain value only when translated into an improved crop variety or better insect
control or more efficient marketing or better agricultural production systems used by the farmers
Successful transfer of technology from the research plot to widespread use on farms is ofr-n not simple Every researcher and extension worker can cite nunerous examples of new technology and information which the farmers have rejected for one reason or another Yet the need for increased agricultural production is so great so many rural families desperately need help in improving their econoic -status a-nd quality of life and the constantly emerging stream of new knowledge is so potentialshyly valuable that all of us - researcher extensiedst educator etc - must concer ourselves with how the technology being generated in research progrtLm2 can be transshyferred successfully to the farnx-vr
II TEN BASIC PRINCIPLES
It iW assumed that the primary intcrest of participants in this course is dishyrected toward the small and medi=a sized farmers in Latin America Although the preshydominant language spoken in this region will be Spanish or Portuguese there are nume rous local lnnguages and dialects particularly in the rural areas with which we are concerned Commonly the wjority of people are illiterate and their resources are usually extremely littited Beth the technology involved ard the methods used to enshycourage its transfer vill vary from country to country and from region to region wit in any country Nevertheless come basic principles can be identified which must be kept in mind and practiced in any region Ten such principles are discused briefly blow
1 Inilormtion Is not eliouh
Obviously technology must be available before it can be transferred However the fact that it does exint aud that the farmer is convinced that It is good in no way insures that he Jill use it Gctting the infoimation to him and convincing him of its value is only the fiist ctep Also essential are the necessary goods and services to parmit him to use it For example he ry be convinced of the need to use fertilizer or inuecticide but if cannot obtarn crcrdit or the desired input is not avnJl1ble or if he cannot bell his products at a price hig] enough to Justify his nvjtsrent in such input he will not tt-sc it
I Program LeakfAL Bnic Villnge Education Project Guatemala 2 Agricultural Section Coordinator Basic Villnge Education Project Guatemala
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
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agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
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The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
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Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
24
2 A rose is not a rose is not a rose
tt is not sufficient to think in terms of farmers Even within a given comshymunity farmers vary in their knowledge in their receptivity to new ideas in their resources in the quality of their land and so on Consequently their ability to take advantage of new technology also varies That variability must be recognized and dealt with in any program whose goal is to encourage the transfer of technology
3 Never at point zero
Consciously or unconsciously a serious error is frequently coirmitted in thinkshying that the small illiterate subsistence farmer knowa little and cares less Nothing could be-further from the truth Over the gencrations the subsistence farmer and his forefathers have developed a survival package of technology that has periiitted him to persist within the limitations of his enviroluient Before attempting to change what the farmer is now doing it behooves the change agent to study _y h is doing it and whether the new technology will in fact be of long-term advantage to hitut For ewmshyple conventional wisdor in some regionii says to plant a sini-le crop in a field to permit the very beat poasible management practices for tht particular crop Ye reshycent evidence in the highlands of Guatamala indicates tiwnt corn production (vhere chemical fertilizers are not available) can be waintained at a significantly hiph -r level when beans are interplanted with the corn And GuateLnulan farmers have beeni doing this for generatiolns
4 Never a corooration farmO
The farmers with whom we are concerned do not act as a single unit Rather each is an individual decision maker - in Guatemala that neans that we must deal with some 400000 individual decision makers 5 Feasib li tst are touih
Do not expoct nucccnaful trkasfcr o any piece of Jnproved technology unless it can successfully r-aro at leanst three fcisrblity tents Firt and most obvious it must be nound technulgy Second it must Tc econormic Third it must be pracshytical -- that is it imnumi be vorNmthi that the farn-er can use within the ]imts of of his resources his culture nd hiL enrvionn nt It is the third tet of poundeaibishylity that in so often neglectad and uhich results in failure to achieve succesr-tful transfer
6 Not a anbier
The small farmr doer not gn ble on his Wdlpa - he canvot afford to If he is to use fertilizer he crust obteln credit If his production is not increaned to the point whcre he ccn fcved his f-mily and hsve enough l ovcr to repay his loan he stands to lose ftij vry -eanc of rurvival Thlus we niut add a fourth test of feasibility That is the nc technology wust be d-pendable and not subject the farmer who uses it to an increased rink
7 Static -- VO Dnaric -- YES
Even though the farmer may be steeped in tradition and do things the same way year after year his situation is never static The rains are good one year and
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
3
fail the next they begin early one year and late the next The price he receives for his product is high one y--r and not so high the next le can obtain fertilizer at a reasonable price one year but the price may be higher the next year or he canshynot obtain the fertilizer Therefore the package of technology that is beat for him must be contantly changing This factor becomes evea more imporcant as he moves from the traditional toward a modern agriculture
8 The MAN is the thinpL
The farmer himself is the key to improvement It is his ability to manage his few resources including the information he receives and the technology which he adopts which will determine in large part the benefits which accrue
9 Its the detailp that kill you
If you wish to introduce o seed making the seed available to the farmer is only the first ntep Tle farier must know also how to manage that seed to take adshyvantage of ito genetic potential What spacing should he use flow deep should he plant it Mhen should he plant it How should le fertilize it What insect or dishysease probl(t s iould he anticipate Does it have any peculiar characteristics wbich will necefi e a different harvestinig method or time Vhat is its iwrket Or if for home censirptlon can it prepared and consumed in the same wny as the seed he was using previoamptly Will io t~xte and texture be acceptable A s-Mi]ar series of questions can be raLqd for nearly any new practice that might be introduced Failure to underntand and ive appropriate attention to even one detail may result in uusatisshyfactory rcsults film the standpoint of the farmer
10 It tiles a lot of recks tc make a road
In short the tranisfer of technology is not likely to change a highly tradishytional agriculture to a highly modern agriculture overnigbt It must comestep by Step lirtlt by iitltle grdtliy builo6ng on ibnprovcmiento made earlier Only after the farmer hen galilc the knzledge has accepted the idea and ha the resources which he needs to put it into practice will he uc n ne-e technology The same process must take place Lor every bit of neK tcLhitolog introduced However iA Ihe farniter lhas success with the first ivnproved practice or new innut whch he uses be will bce vore receptive to the uccoi and evceri more [)tle third end sitlosequent introductions of iew technology It is a case of strttig where the Jfci-ers are and nmoving slowoly and deplens6zbly to btain their confidnee to help thcr to continue to increase their productione income and levl of life
III ThE BLSIC VILTAG- EDUCATION PROJECT OF GUATEMAA
The Basic Village Edncation Project (VE) is an enperiwental program in adult
The Basic Village 71cltcation Proiect i Jcitly funded by the Government of (uatcnia-Doe ievoula and the United States Agency runtcwoisjnal in accordance with terms
of an jigreement betweei the Co e -lclyitz is in the I ii adn Whtitered Cuatemala by Cuatesiiialn 111n1irtVY Of Educlion nnd 143XTh pro i fcrign personnel and other asshysistance thiouh a contract wA the Acdcly for EIducattional Development Recpousibishylity for an indepandert evaluttion of the Project restf- 1t1h the Uaivrf1ity of South Florida through a rub-contract IiJh the Academy for International development Contrishybutions of the entire project staif both GuaLtcjialn and foreign are gratefully ackshynowledged
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
4
non-formal education now entering into its second year of educational programshy
ming in Guatemala It is an example of a program that attempts to take full accounc
of each of the ten principles cuggested above
The BVE is seeking to determine effectiveness and relative costs of different
combinations of communications imedia used to supplcment the efforts of extension
workers in inducing change in agricultural practices and production of small farmers
in Rural Guatemala Although a program of the inistry of Education BVE works
in close coordination and collaboration with the Ministries of Agriculture and Health
In planning this experimental progriam it was recognized that the effectiveness only where there is a possibllity for changeof coniaunications media can be measured
irproveshyin a relatively short tim Thht ir there must be both the potential for
ment and the infia-otructure to provie the means for improvement After careful
consideration of subject matter areas such as health education saniLation avd ngri-shy
culture it was deterTJined that the above pre-conditions were unofL nearly mci in the selected as th principal focu- offield of agriculture hercfore agriculture was
the program and since another criterion wars to develop an educational p yoram which the primary audlcnce selected was the iIJtrntudid not initially require liteiacy
selectedsubsistence farmer Finally two widely dLffeyent arcas Jn GuIteinla were
- the region of Spanish-cpelin Ladino fartiers in Southeastern Guatcaia J anl thshy
Quiche-spealing id innu of the Western Hlilhlands
In brief BVE is a coenmicatons e~perinent vfhose princpi thvnm is sigrishy
culture and whosc primary audience is the tmall illiterate subr-stcncc fgrmvr
Coummunicat Son Mc(ia
repre -nt in -ajJ deF-Ce aThe comunicrttont mcdlo c-urnoyed by the ex-pcrrot
of intcr7Tersc7na contact 4ith iariaern (u t Ln- appropriate r - o 1 elch
level) Within thai frail ori three conqunicatons 1 wer d Trheetrcn thufirst treat ent cr -ctic-0tin WILth frl erC throu h i-a edi utilizes e
sjole contact with fI rrl i hA pupi-c IV Jt-t-led Le firt eduti1wJ
radio station of the VinisL y of ikJ catfov in early 1974 it Queda in tl lart of
the southcantcrn C emla c[pcm~atzl area A sc(orj euc1 Uioil stntitri r biig
installed at the pcernt t- at ioa-tentngo to snrve thi prorar s exp rcntal
area in the Westcri hi-ghilnds
cnter|-ffcon-The second co runicatinw3 treatmcutt introdncen a degree of L J
tact between the iogram tb farmers In additLoa to the r-do farirs the Jkn
field ion to1 flint moshyarea under comnicntJons ticrtcnat II arc served by a local
nitor celected frcn the counity an trmined by the prograni organizes ano leads - areaweeldy radio foru and vieits frcs In his gn
The third co-wunie ttions treatmcat rprecnts the grcatet defee of ITwi-pcrronal the r Ootreatrnt
and services of t aunitor bu a low level of technical snta ce i n1 proidrd
an i orl the reJlnfor1ln the c0 rurtf of the
contact In the orca under tht fariers lr-t only have tCo
That io aiOToJet n-naiacd to il rCe crop duconotratiow on id-nti fying prob]us they (Iin rgemonitor conducti W1
area which does not receivc any cduciwt lonal progroiarAng from BVE servesA fourth of the various coi runicatL n treatmelntsaso a control agaiiit which the effe Liveeri
can be measured
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
5
Preparation for Action
and facili-Ten months of intensive planning information gathering training
first educational message deliveredwasties inntallacions were required before the
BVE Although the specific procedures used may vary from programto the farmers by
might possibly be effected for operational proshyto program and some savings in time
step followed Ji preshygrams which do not have the experimental nature of BVE each
to successparation for the EBR educational program is considered essential the of
any non-formal education effort
After the program dcsig had been developed the next step was selection of the
Area criteria included such factors as compnzashyareas for progrmi action selection
the pcaple - language customs degree of l-tcracybility of CharacteinisticO of
of living the physiographyetc popiilation cstbution preseut style and levels
variashypresent levels of agriculturn] production presentand ecoogy of tlhr region
cultural practices prea-cnt]y used by the bility in leve1 of agriciiltural production
baIcjor probcrn in crop production existing comnutnicationsfarri rs in tla rewion
inputs and services available to fartacecs ystevts ImIrleting praceices agricultural
in the region the potent21-i for increasing agricultural production within the linits
of currently available tcchinology adpted to the re4ion etc
Aft the zelcction criteria had ben evttblished all available sources of irishy
cerwu Ministry Agriculture info-Tation etcformttion illclJing mp dr ta of
areas vhieh educashywere rcvieed to makt a prr-liminary deterron tion of the in the
tional t ogrm iould e aunched Project staff then visited each of these areas to
the iarer n1l to riake their o n obvation related to each of the scshytalk uith
to verify in the- field thait the desired conditionslection criteria - in other vords did iTred Ctjt
Vlly in the Departmcnt of Jutiava wasThrouji thc above p-cceoa the Qu4da
174 c p-it tal sic for the project and the YuVlletYoqt Vallyselected as t
aru to be used for eon prinoriint~ rim Dttvtlaut-ntSul nlected as a control Faandwe m nth C Sibnequcat exper oeca ad ceitrol areas in both SoutheFiutern Guc an
Westei tlircu[h Ye studiedLL ~ cet td th C s process In each scea Icc-w
social nd altocxtx scnitivtie of the people deteri-Pined thetic rtnci the -ou pvoc-cded to establish contactmanner ii ich thz i)iN-r ti
gained the area selectionluch gcwaral iorctron ws duriig process of That
develcp an educational program directed to-shyinfor-tion wii not ro cqu(tc 1iui var to
ward the ic i -L on of tlic p ople Nor did it Ltll Us hw
farie)S V y ill thCeir Liold in t -ir recptivity to new ideas in their resources or betc n different coma-shy
in the quality of tiir L_Ad etc ithLn a gpivjn cc winutay
irth dtti d - ol ti wa esiscntial for two roe ons (1) to Jvelop a against which chnnges occutring
sound eduCatioe-I rr- sad (2) t provit n baoe $ the project could be nfsnur(d T1herefore a boseline study
duriug the p grccs of was conductcd In which a rcpr(-evntativerS sampl(e of farmiers from the area was intershy
ed ilterV icI by trainvicwed
InforMation obtainJd through this study eicomprssed personal data land tenancy use
cropping syt production cels ue of inz-ciicideu use of fertilizers of credit technical assistai
herbicides hrve ting and msrketIno practicc se of farsi work performed by the farmers mobility comshy
currently received non--agriculturel munications patterns hialth and nutrition
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
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Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
6
That information was uned in determination of educational programs to be
The BVE does not have a captive audience That it people ]istenused by BVE to BVE radio programs participate in radio forums cooperate in the conduct of
etc only if they are interested in what they are leaningcrop demonstrations
are being helped Knowledge gained through the base-Snd if they feel that they
content aid programline study was indispensable to the selection of message
thethe perceived (and some unperceiver needs of mixes that would respond to
To repeat BVE programs could not be directed to a m j of farmerspeople
must feel that the program is directed specifical-On the contrary each farmer ly to him
Staff training was another essential componenr of the preparatory phase It educational ir-ulterials
included not only thoee responsible for writing and producing of message content and those who would
but also those responsible for development farmers the coimuities of the experimental area
be in contact with the in
final mjor step in preparation for educational programming was instalshyof audio
lation The
of the radio station and facilities for production of a divervity
and visual materials
Specific FiIsO~ge Content
The principal nource of technical informajtion is of course the Ministry of the Ministry of Education
Agriculture Therefore although BVE is a program of Close working relationhips
it works in very close colJaborotion with A riculture
are rmaintaied both with Ministry of Agriculture staff in the capital and those
in which BVE is operatingworking in the regions
preparation of an The first step in develop-t of educational content is the
hich lists the prnciipal tbcmas to be covcirud durivg the annual VUScagc calcrinlt year and when each should be uid -i6 orcer to ynchroniize with the agricultural
iJnistry ofmta ljointliy Agriculture ield staff cycle Those cacndar prep rAd
for thewe by theme developshyfor each region in which BVE cicr-teG provide the basis
ment of the agro-tc11niCal contents
The system uived for develcpwnt of a-ro-technical contents includes right major
foL each the-v () iv tJigation (2) a preliminary report of that illventi tshysteps
both otheir LVE staff mn-ibcrs and 11inisshytion (3) art outline (4) con--ultations with
review of the crLft by fl$r staff try of Agriculture epcrt (5) a draft text (6)
with the subject (7) ipproval of the revieu draft by the Nishyand others acquiuted
to staff writers nictry of Agriculture and (8) reproduction for distribution EIVE
of technical materials is n-ccflaryThe above rigoro-ut proce2rm foi development
localized nnd ad~ptcd to the uceds to insure that the for-tvition yillbe corrcct
of the farmars in the targeot rudieuc
and the l3itr prepara-Both in dev]opicnt of the agrotechnical contents in
program mriitcrils thc buvi pr]ciikc rcrLticned earlier in this jer are tion of
That is the fact that farnrcrs differ in their capacitygiven ftill considerntion
a ainple series of recomncudatioi57i esto accept and adopt uc-v ic eaz t that 4
On the coatrar altrntive sets of recomumendarions munt be often not adequste
be made only after understanding why farmersfor changc- canoffered Recoizmmndations
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
7
- then those recommendations are prescntedare following their prenent practices
in the context of modifying or changing a present practice rather than offering
In other words the every recommendation as a completely new and different idea a typical
are tailored to the needs of individual decision makers not to programs armer
The information used must pass the feasibility tests mentioned earlier in this
for the farmer and minimum paper -- sound technology profitability practicality
take account of changing weather conditionsrisk The program must be flexible to ration4 production levels inrketing situations etc Above all
inputoutput price the individual farmer to manage
the program must recognize that the ability of the
improved technology will determine his success or failure in using it
done in isolated pieces Rather theDevelopment of meisage content cannot be
be taken itto conridckrashyand the entire farm enterprise mustentire cropping cycle tior For example if the farmer is to benefit from the use of hybrid maize seed
follow a series of improve6 practices such as fertilization insect controlhe must lost
etc Other-wise his additional iuvestmaret in that improved seed imay b
Finaly it must be tegiiznd that not all farmers will progrcs at he ime must receive a ne-w
rate and that the job of development will never end The farmer the necspary support from the iliniftry of Agrishy
idea be convinced of it value have tadopt that new idCa and wut uqe i
culture or who-ver it- ncevsary to permait him to to move on to another signifcVnt i)rovcxmept iC
succeasfully before he iS likely seric- of improvcm-nts more quickly then the
will in all likelihood adopt the sjecond first provided he first is cuccceful
acc wh i not acco iwedin onc a longTo rcpeat it1on r yea-r or in to years or in ten years It cootinues throighout the life Of the i shy
program in norn-formal elcation is ir4oot-sibe 4ithouL atlentionvidual A rucceosful
)- iivE the i1mvcTefori1tir devc)1oynt process is Conshyto the frcloim dic the direct costs of pro-shy
sidered so iL-orant it an etatd 4(0 pcrccnt or rore ot
ducin a Chirty uiinute rcadio program is iTV-siVed in devclopment of the infoMrwtion
that soeL into that progr
znt npecific ccnunications treat-i-its utilized inTie cotlunicatiorl tmedia asthe project have bee dercribLd in general tc) earlit-r in this paper Just no
neither ceal it be any bettaCthan tl informrattion whJch it useiprogrem cn be 1t-ttur than it3 xa ivery csystcm That zyst~m includn both pruductii of preoshyi for 5 dE materils iad thir ( ~ijiemiration ta the farrv1ri
vhcther they be radio prograns or raampcio forums PrCdu_tion of proYn- rntr als
or hunloul requirer the oynci1ied cifort of thosie- responsibl- for ation Cald thote respcfnie fordevelopLuit those rcpoiuibe for production of mntcrialf
The proiduction procCs is conmp en andinforrmtion d livry to the rural IMilii To provide the continuousrequirc tin fron- unerono pople at varor
dinei tud )lirn-n the ficd through divere mnediit a rigorous discishyflow of tion pliln- with nuparous checks and croOschlcks imnut be raaiitined at nil Limes
Widio
the BVE station at Quezada pioviden a vehicle forRadio Quutnda ) ducativn mass-media information dinseminatiou Its call letterts iTGE can be heard six days
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
8
a week (Monday through Saturday) at a frequency of 1320 khz during the hours 5-9
in the morning and 4-8 in the afternoon and early evening Although a one thousand
watt transmitter the station has been broadcasting at only 100 watts until recentshy
ly to avoid reception in the control area During 1975 however the station is
broadcasting at 500 watts
Monday through Friday four hours of new programming are broadcast each aftershy
noon The same programs are repeated the following morning Although the educashy
tional message is directed toward agriculture only a small proportion of the total devoted to programs that are entirely agricultural in naturebroadcasting time i
The reason is obvious To develop and maintain a listening audience a variety of
programming is necessary Therefore each dayts orogramming ilso includes programs
on health subjects of general family interest ocal community service local news
and a lot of music
The core agricultural program is a daily 30-minute program called Revista Agrshy
program presents two or three key ideas or recommendations synchronizedcola Each with the agricultural cycle Th1ose ideas are presented in several ways in each proshy
gram - a continuing radio novel (Life in the Country) short interviews with exshy
perts or progressive farmers short round-table discussions a short summary by the
announcer etc Music is also interspersed through the program In addition to that
program 10 to 20-second spot announcements are given thirty to forty times during a
four-hour progiamming segment Agricultural news and announcements of coming events the week is broadcast bothare also broadcast daily On Saturday the radio forum of
in the morning and in the afternoon
The acceptance of Radio Quezada Educitiva programming is indicated by the resulte
of a radio audience survey made by BVE in late November 1974 In the area under
study approximately 85 of those interviewed listen to Radio Quezada every day of
the broadcast week 88 of the mcn interviewed indicated that their favorite program
was Revista Agrcola and tie overvhelming majority stated that they liked this proshy
gram best because they considered the ndiince and information to be of great value to to listenthem Half of those interviewed indicated that neighbors come to their home
they are accustomed to discussing theto Radio Quezada and virtally all stated that
radio programs with their friends and neighbors
Monitor
A BVE field monitor is a person selected from a rural community in the region
The monitors in the Quezada area each have responsibility toin which he will work 300 to 400 farm families They orgashywork in five communities comprising a total of
nize and lead a weekly radio forum in each of their assigned communities In addition
they are e3pected to visit farmers in the communities and to submit weekly feedback
reports to the program headquarters
The keys to monitor effectiveneso are a strong pre-service training program
continuing and frequent in-nervice orientation and training and a continuing flow
of good program materials
the monitors had impact in their assigned com-Although there is evidence that munities during the first year of program operation it is our judgment that much
the pre-servicemore can be accomplished An the first step in such improvement
training course has been re-structured and lengthened somewhat (to a period of one
month) In-service training of monitoru now consists of a weekly one-half day
orientation session with reinforcement by a monthly training program of 1 to 2
days duration
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
9
The principal communications tool of the monitor is the weekly radio forum
Through personal contacts by the monitor and by word of mouth all farmers in
each community are invited to attend the weekly radio forum at a time and place
the meeting a portable cas-The monitor carries with him to convenient for them
sette recorder a recorded cassette with the message of the week a series of
The visual materials are flipcharts and handouts to give those who
attend a manner that the monitor Ghows each
flipshykeyed to the recorded cassettes in such Each recorded forum discussed on the recorded cassette chart at the time it is
is approximately 20 minutes in length and includes some music interspersed with
The message of the week includes the most important points included
the talking week thus permit-TGME during that samebroadcast overin Revista Agr~cola programs in carrying the educational
meetings to reinforce each other ting the radio and forum
message to the farmer
the recorded forum has been completed the monitor encourages discussion
After and questions whichof that discussionThe highlightsamong the participants BVE the end of the week Quesshyback to at
during the discussion are reportedemerge during the followingin radio programmingtions of general interest are then answered
to each programof the participantsforums Reactionsweek and in subsequent radio
are utilized to improve program materials over time
24 weeks by the radio forums conducted over a period of
Total participation in more than 2000 Although
by the project in 1974 amounted to two monitors employed
of the total farmers in thesmall percentagethat number represents a relatively
an important facshydiffusion of information and ideas has been
area intra-community the area
tor in spreading new information throughout
Agronomist
a low level of As earlier mentioned one coumunications treatment includes
the basis of one agronomist for approxiimately technical assistance (calculated on
The principal coumunicashy1000 rural ftmilies) in addition to monitor and radio
To be effective the cropis the crop demonstrationtool of the agronom-isttions know about it see it and
must be of high quality and farmers mustdemonstration the number ofof BVE prograraning
about the results During the first year waslearn too littlc emphasis
was too great for adequate control and demonstration plots
about the location the objectives resuilts etc placed on informing the f rmers
tnd the numberplots are being redesigned for 1975
Therefore the demonstration complete denonstrations will be established eupplemented by
decreased A few of farms in tha area Likewise the utilizationstrip deonstrationi on a number
tool is being extended greatly In adshyas an educationalof the demonstration plots
farmers the demonstration plots provide dition to serving as a teaching tool with
monitors for field-checking the practicei opportunity for oa-the-spot training of
for obtaining additional concrete infornation that can later being recommanded and
be utilized in the educational messages
of the agronomist are to reinforce The other two equally important functions
The agronomist accomplishes both the monitor and to identify problems in the area
the monitor and occaaionally particilating in radio through viiting farmers with
to those responshyalso provides a technical feedback mechanism
forums The agronomist contentsible for development of information
Evaluation
The final essential step in a program designed to promote the transfer of techshy
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
10
nology is continuous careful and objective evaluation of the program and its
general categories (1) upeshyresults That evaluation may be considered in two
rational or formative evaluation at each stage to identify weaknesses and improve
the quality and acceptance of the program and (2) evaluation of results in relashy
tion to program objectives In both cases the results must be fed back into the
program if its effectiveness is to be maintained and improved
In an educational program as on the farm the situation is never static
The needs and desires of the people change pregressively as they move from a
traditional to a modern agriculture External factors constantly influence what
they can and cannot do and consequently the kinds of new technology of which
they may be able to take advantage
ih many ways ProgramOperational or formative evaluation is carried out
materials must be constantly tested to be sure that they are understood and accepted
more effective ways of presenting informationby the intended audience New and
must be sought and tested in the field Most iinpcrtant of all is a viable feedback
system that insures a continuing flow of organized information from the field to
those responsible for planning developing producing and delivering information information from the hVEto the intended audience The manner in which feedback
monitors and field agronomists is fed back into the program production systen has
already been mentioned As the program grows larger such feedback becomes both
more difficult and more important to the success of the program
When we consider the trans-In the final analysis it is the results that count of adoption of such techshyfer of technology the results will be measured in terms
nology by the farners ith resultant increacs in production andor income If such
results are not forthcoming the prograr cannot be justified as it exists and
should either be modified to increase its effectiveness or abandoed A rational
decision of that nature is possibic only if such results can be measured - that is
change which occur- over a givCn period of time can be measured S- - BVEif the is an experimental program evalti tion is a major component Evaluation of BVE is
perhaps more detailed and nore rigorous than might bc O-he case in an ongoing opeshyand that of
rational program Nevertheless the difference between BVE evaluation
an on-going program is only in degree not in concept
The cloak of responsibilit is hea _
The necessity to deliver the right information in the right place at the right
time and in the right way has been repeatedly emphasized throughout this paper in any way has aIn truth any programi which seeks to pcrsiade fareru to change
very heavy responsibility From the huaninnrarian standpoint if we persuade the
lie may lose hit mr-ans of liveshyfarmer to do something that turns out to be wrong
lihood From a program impact stndpoint if the farmer tries souething upon our
and fails he will be very difficult to persuade to try other thingsrecovnendation which we suggest
It is not easy to gain the confidence of the farmers If that confidence is
gained it must be jealously guarded
A recent incident in Guatemla indicates the potential power of our messages
A farmer went into a store to buy an insecticide The salesman indicated that he
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
11
did not have that particular insecticide on hand but that he did have another which
would do the same job The farmer replied that Radio Quezada had told him that he
should use the insecticide which he had requested and that he would not consider
Such an incident is both gratifying andleft the store without buyinganother lie It is gratifying in the sense that it does show the confidence of
the frightening people in tile BVE messages It is frightening in that it shows how easily we can
hurt people if we give them wrong information
The results are not yet in
Some preliminary resultsThe BVE is a new program still getting under way is being achieved in promoting the transfer of
indicate that a degree of success the are More definitive results of the
technology However results not yet in
first year of programming will be available within the next several months Several
to answer such questions as the progresshyyears will be required however to be able
impact of the program the persistance of change miong farmers who adopt techshysive
the program etc Thus this description of the Basic noogy recommfended through Village Education program is highly preliminary and should be so considered by
all who read this report
IV NO DEST WAY
There is no implication in the foregoing discussion on the Basic Village Edushy
cation program that it is the only nor necessarily the best way to approach the rpecific
problem of technology transfer The principle involved are valid and the
program appears to have promise in at least one area in Guatemala Hopefully the provide guidance to planners in ranny
experience gained in BVE will be of value and Still the specific coimunications media used the specific
countries end regions inforeation used the spccific organization necessary to achieve technology transfer
must be tailored to the local situation
Success iii introducing a new rice variety into a district of South India may
cited as just one ple of anothcr way to get the jotb done An improvedbe by a local e-perimunt station in the mid 1960 t s and
variety ADT--27 was rce(aed preliminary testing indicated that it would be eignificvatly better than the varieshy
ties then being gron by farmers in the district That variety var p]aced into the following year to verify its potentialsmall plots throughout the district in
The next year large scale dcontrations were cstablihed throughout the district
The third year sci c 200000 farmers adopted that new variety - tLhe first year for In that third year the results of theiihich adequate seed vwau available to them
shouldprevious year s demontrations and the manner in which the new varieties
available to ftirmers tht-ough a maonw e multi-iiiceted iniorimashybe managedpwcre made tion campaign
could be cited The reader is referred to the recentNumerous other cxvwuples of other suchbook Attacking Rural Poverty by Philip H Coormhn for an analysis
programs throughout the world
V IN CONCLUSION
To achieve succear in technology transfer follow the ten principles Know your
audience subject your inforrnation to the feasibility tests localize the inforiation
which successfully meets those tests put your information in the tens of the farshy
mars tailor your progrmn to the local situation Then go to work
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
B-19
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL)
GUATEMALA
MIXES OF COMMUNICATION MEDIA
UTILIZED IN THE PROJECT
This report has been prepared by the Academy for Educational for the Di-Development under Contract No AIDCMla-C-73-1
9
vision of Education Science and Technology Office of Developshy
for Latin America of the Agency for Inshyment Resources Bureau ternational Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
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agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
andrural families improve their education agriculture living conditions
communities Using traditional extension methods the number of families
reached by such programs is limited A mauch larger proportion of the rural
population can be served however if the efforts of agents promoters teachshy
can be reinforced through use of modern communications techniquesers etc
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
selected combinashyseeks to determine the effectiveness and relative costs of
that have potential for use in developmenttions of conuunications media
programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence to
farmer Program content stresses information that will help that farmer When fully operashyimprove his production and income from basic grain crops
intional the Project will include matched experimental and control areas
eastern Guatemala (Oriente) and in the Quiche-speaking Indian Highlands of
Western Guatemala (Occidente)
by the GovernmentThe Basic Village Education Project is jointly funded
of Guatemala and the Agency for International Development in accordance with
of an agreement between the two governments It is administered in Guashyterms collaboration with the Minshytemala by the Guatemalan Ministry of Education in
istries of Agriculture and Health Foreign perscnnc and other technical asshy
sistance is provided by the Academy for Educational Development supported
under contract NoAIDCMla-C-7319 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the Academy for
Educational Development
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
-2shy
agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
-7-
The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
-8-
A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
I BACKGROUND
The stated objective of the Basic Village Education Project is to
determine effectiveness and relative costs of different mixes of communishy
cations media 1 Although an almost infinite number of such mixes could
be envisioned practical constraints of resources personnel and the local
environment placed a stringent limit on the number which could be handled
in the project Specifically it was not considered feasible to include
more than three distinct combinations of media Assistance of a short-term
consultant in agricultural communications was utilized to determine what
those combinations or treatments should be
The general parameters cf the three treatments adopted as outlined
in the Project Implementation Plan 2 are shown in Appendix A Details
of those treatments as developed in subsequent months are described in
the sections of this report which follow
II COMMUNICATIONS MEDIA UTILIZED
increas-The communications media utilized by the experiment represent with farmers Within that frameworking degrees of interpersonal contact
The first treatment (Treatshythree communications treatments were adopted with farmers through mass media utilizes radio asment R)conmiunication
the sole contact with farmers For this purpose 1MVE installed the first
educational radio station of the Ministry of Education in early 1974 at
Quezada in the heart of the southeastern Guatemala experimental area A at the prcsent time at Moshysecond educational station is being installed
mostenango to serve the program s exTperimental area in the Western Highshylands
of interper-The second coimunications treatment introduces a degree
sonal contact between the program and the farmers In addition to the rashy
dio farmers in the area under the second communications treatment (Treatshy
ment PUM) are served by a local field monitor That monitor selected from
the community and trained by the program organizes and leads weekly radio
forums and visits farmers in his assigned area
represents an in-The third coiinunications treatment (Treatment flMA)
creasing degree of interpersonal contact In the area under that treatshy
ment farmers not only have benefit of the radio and services of the monishy
tor but also receive a low level of technical assistance That is an
1 Project Implementation Plan p 1
2 Ibid pp 5 - 7
Expected to begin operation in July 1975
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agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
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The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
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Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
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Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
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agronomist is assigned to work in the area reinforcing the efforts of the monitor conducting crop demonstrations and identifying problems as
they emerge A fourth area which does not receive any educational programshyming from BVE serves as a control against which the effectiveness of the various communications treatments can be measured
III TREATMENT R
Treatment R may be defined as communication with rural families solely by means of mass media
A 1000-watt transmitter installed and operated by BVE in or near each experimental area provides the means for disseminating educational informashytion in this treatment The stations are operated below capacity however to limit the range thus avoiding acceptable reception in the control areas
Radio Quezada Educativa (TGME-I) operating on a frequency of 1320 khz serves the experimental areas in the Oriente It was inaugurated on March 22 1974 and regular programming was initiated on March 25 three days later It broadcasts six days a week (Monday through Saturday)on a split schedule 0500 to 0900 in the mornings and 1600 to 2000 in the aftershynoons and evenings
Radio Educativa del Occidente (TGME--2) to operate on a frequency of 1380 khz will serve the experimental area in the Occidente Expected to begin regular operation in July 1975 it will broadcast six days a week (Monday through Saturday) on a morning schedule only 0500 to 1200 hours
A variety of programming is necessary in order to develop and maintain a listening audience Therefore although the primary educational focus is on agriculture only about 20 percent of total broadcasting time is normalshyly devoted to agricultural programming The current Radio Quezada Educatishyva daily broadcasting schedule for Monday through Friday is shown in Appenshydix B That schedule does not show the 30 to 40 spot announcements used in each 4-hour broadcast period It should be noted also that new programshyming is introduced each afternoon and repeated the following morning
The core agricultural program is a daily 30-minute program called Reshyvista Agricola Each program presents two or three key ideas or recomshymendations synchronized with the agricultural cycle Those ideas are preshysented in several ways in each program -- a continuing radio novel (Life in the Country) short interviews with experts or progressive farmers short round table discussions a short summary by the announcer etc Music is also interspersed through the program In addition agricultural inforshymation is given through the above-mentioned spot announcements agricultural news and announcements of coming events given daily On Saturday the radio forum of the week is broadcast both in the morning and in the afternoon
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The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
-6shy
number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
-9shy
design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
-10shy
able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
-2shy
ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
-4shy
1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-3-
The tentative daily broadcasting schedule (Monday through Friday) for Radio Educativa del Occidente is attached as Appendix C Although
-the same overall programming philosophy will be followed some changes in scheduling will be necessary in order to cope with the need to broadshycast in the local indigenous dialect
Printed materials used in association with Treatment R are minishymal although important Posters photographic displays and flyers are used for promotional purposes prior to introduction of radio programming in an area Flyers are distributed through the schools local authorishyties and community stores to saturate the communities with the promoshytional materials Posters and photographic displays are placed at strashytegic locations in the communities included in the experimental area
Beginning in mid to late 1976 it is anticipated that at least one motivational booklet wilJ be available for mass distribution throughout the experimental area including Treatment R
IV TREATMENT RM
Treatment RI may be defined as mass media communication with rural families reinforced and supplemented by interpersonal contact through local monitors working in the communities The mass media communication is that described for treatment R
The monitor employed fulltime in the project is an agriculturallyshyoriented person from the region to which he is assigned Ile serves prishymarily as a motivator and two-way channel of information between the farmshyers and the Project Although not a technician he is expected over time to reach a para-professional level through continued training and experishyence
The principal functions of the monitor are to (1) promote interest in the program among the farmers (2) organize nurture and lead farm rashydio forums (3) work with individual farmers and small non-formal groups (4) feedback information from the communities to the Project
Promotion of farmer interest At the outset of the program the monishytor assists in the distribution of the earlier-described promotional mateshyrials More importantly he visits local leaders and farmers to acquaint them with the program
Farm Radio forums The monitor is expected to organize and lead a weekly farm radio forum in each of the communities within his assigned area
The forum message of the week synchronized with messages conveyed by radio is prepared by the Project and recorded on an audio-cassette
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion
-4-
Flipcharts and handouts are also prepared by the Project to illustrate key points in the message The monitor is provided with a portable cassette tape recorder and microphone extra batteries a waterproof tube in which to carry the visual materials and a lantern
On Friday of each week the monitor attends an orientation session at which time he receives all forum materials for the following week In that session (conducted by the field agronomist for the region and beginshyning in 1975 the field supervisor) all materials are reviewed a detailshyed explanation of the technical message is given and doubts and questions of the monitors are cleared up In addition a recorded instructional casshysette is given to each monitor for his continued reference
On the day of the farm forum in a given community (scheduled at a time and place arranged earlier during the promotion phase) the monitor is expected to visit farmers in the community and to issue a special inshyvitation to the forum
When the farmers have assembled at the meeting place the monitor welshycomes them to the forum and starts the session by playing the message casshysette on his portable recorder As it plays he displays the flipcharts at the appropriate times At the end of the message (usually 20-30 minushytes in length) the monitor encourages discu3sion about the subject matter covered Questions which arise are answered by the monitor if within his scope of knowledge Otherwise he notes the question promises to seek the answer from the field agronomist and responds the following week
At the close of the meeting the monitor thanks those assembled for 1their participation anc invites them to attend the following week togethshy
er with their friends and neighbors le also gives each participant a set of handouts to take with him and offers extra sets to distribute to neighshybors if the participant so desires (The handout usually consists of the same material included in the flipcharts mimeographed in black and white)
Work with individuals and non-formal groups Although the fam radio forum is the focal point of the monitors activity that activity is reinshyforced by visits to farms in the community The objectives are several fold As stated earlier such visits are made to promote interest in the Program and to invite farmers and their friends to attend the forums In addition the monitor thus has opportunity to observe the crops and to learn from the farmer both his problems and his ideas for improvements Such information fed back to the Project provides the basis for keepshying the message content timely and relevant
The monitor also works with a few selected farmers to conduct verysimple strip demonstrations -- a few rows in a field to which one or two improved practices are applied
Since the monitor cannot be in a given community all the time some means is needed to maintain continuing interpersonal contact The enlistshy
ment of help from local volunteers has been envisioned from the outset to meet that need Although not possible to accomplish in organized form in 1974 a strengthened volunteer program is expected beginning by midshy1975
The monitor will select at least one volunteer from each farm radio forum group That volunteer will be given incentives such as audio-casshysettes (as described below) certificates of association with the program and periodic training opportunities In return he is expected to extend the sphere of influence of the monitor through his normal daily contacts in the community and to serve as a continuing source of information and feedback for the monitor
The above-mentioned audio-cassette (sometimes called a consumer casshysette) will be designed for listening in the home or by a group of friends or neighbors in a community It will contain a short agricultural message synchronized with radio and forum programming plus short segnicnts of inshyterest to the entire family and music Each volunteer will be provided a portable cassette playback machine to keep in his homa for a period of time and the monitor will ve him a new consumer cassette cach week at the foruLm (recovering the oi from the previous week) The volunteer will be at liberty to play the cr sette at his convenience and will be requestshyed to play it for his friends as well
As time and resources permit the volunteer will also be given visual and simple printed materials for distribution in his community
Feedback Great emphasis is placed on the feedback function of the monitor Feedback of four general types is requirclt from the monitor 1) response discussion questions etc emerging from each forum session 2) weather and crop conditions and specific probleis as obtained through his own contacts and obscrvaticns in the cominnities plus information reshyceived through the volunteers 3) changes apparently taking place in the communities and 4) reactions in the coimunities to radio programs conshysumer cassettes and other materials
The monitor reports the above to his supervisor andor the field agronshyomist through recorded written and oral reports They in turn organize that information and report it back to the Project
Monitor training In addition to the weekly orientation mentioned above the monitors are required to undergo a pre--service training course (1 week in 1974 and 3 month in 1975) prior to entering their assigned area to work Then additional monthly training sessions of 1 to 2 days are scheduled to continue to develop their knowledge and skilis
Assigned Areas Tile area and ntunber of farm families served by a moshynitor varies with the size of community accessibility and natural geoshygraphic or social limits Elie original design envisioned that one monishytor would be assigned to an area comprising 300 to 400 farm families In
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number of practice that has not been poLtsible For the 1975 program the
as follows communities and approximate number of rural Lamilies
in each is
No of FamiliesNo of CommunitiesArea Treatment
151 Quezada RM 5
2405Quezada RNA
Yupiltepeque RM 4 161
Yupiltepeque lIMA 4 249
3Momostenango RM 156
Momostenango PNA 6 158
See following section for treatment detcription
above under-estimations in terms ofIt should be noted that the are
of reasons Firstdata on total populashynumbers of families for a number
from the 1964 census Inaccuraciestion of the areas mentioned are taken
taking plus natural population growth make these inherent in rural census
during the 1973 baseline surveydata antiquated as shown by the fact that
the number cf farmers who fit the interview criteria alshyconducted by BVE ways exceeded the census figurcs often by a considerable margin Second
local communication patshycommunity lines are not well-defined in ternms of
of families in terns From the -andpoint of communications the number
those within its political boundaries a conmmnity may well be greater than
V TREATUENT RA
RA may be defined as mass media communication with ruralTreatment families reinforced and supplemented by interpersonal contact through local
in the communities Themonitors and a low level of technical assistance described for mass media and monitor components of treatment RMA are those
treatments R and RM
to farmers under this treatment throughTechnical assistance is provided a Perito Agronolmo level agronomist who has had experience in the region in
which lie will ork The field agronomist for the 1974 program in Quezada
was employed directly by the Project bcginning in mid-1975 the Ministry
to supply field agronomists for all exTerimentalof Agriculture has agreed areas in both the Oriente and the Occidente
Broadly defined the agronomist has three major functions i) reinshy
forcement of monitor 2) crop demonstrations and associated activities and
3) probiem identification and feedback
onitor Since the overall objective of the agronomistReinforcement of input if to increase the level and effectiveness of interpersonal contact
attentionbetweein the program and the farmers he is cxpcctcd to give major
to training reinforcement and technical supervision of the monitors
college education with specialization Approximately equwlvlent to a junior
in Agronomy
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The pre-service training course is developed by the Projects agrishy
cultural section in conjunction with the field supervisor and the field
agronomist for the region During the training course the field agronshy
omist is expected to serve as the resident director and a principal ins-
The same system applies to mcnthly training for monitors Astructor stated earlier the field agronomist also provides the technical orientashy
tion in the weekly monitor sessions The foregoing include monitors for
both treatments RM and PIA
the field agronomist provides direct reinforcementIn treatment MI4A through visiting farmers with the monitor periodic attendance at radio
forums led by the monitor and through involving the monitor in crop demonsshy
trations and associated activities Through those visits the agronomist
provides direct technical assistance to a limited nul)er of families while
at the same time helping the monitor to develop his own capacity to assist
farmers as well as increasing credibility of the monitor in the community
The field agronomist is expected to attend farm radio forums perioshy
dically for several reasons In the first place his presence lends presshy
tige to the forum Second lie has opportunity to observe the performance the forum Third it increases the visibilityof the monitor in leading
of the agronomist the area Finally it provides the opportunityfield in to supplement the monitors efforts through a brief presentationfor him
near the end of the forum and through answering questions which may be
referred to him The agronomist is expectcd to attend a minimum of two
radio forums per month in Treatment RM
Crop demonstrations The crop demonstration is a major communicashy
tions too] of the agronomist in treatment R]A Emphasis is placed on
quality rather than quLntity The demonstration program was not entirely
successful during 1974 so significant changes are being made in 1975 The
description which fc-llows refers to the 1975 program
1ho types of demonstrations will be used One complete demonstration RMA which includes a comshywill be installed in each area under treatment
plete package of improved practices In addition a series of strip deshy
monstrations will be installed in various comunitics each a which will
be a narrow strip through a farmers field in which one or two practices
will be introduced In both types of demon-strations all practices used
those which would be feasible for the farmers of the community tomust be adopt Although the agronomist will be rcsponsible for all operations inshy
volving the conduct of the demonstration lie will involve the monitor at all
stages both for purposes of monitor training and as an additional means of
monitor reinforcement in the coiunities
resultTixe demonstrations will serve as both rmethod and demonstrashy
tions That is farners in the area will be invited to the site to obsershy
ve critical operations such as seediig fertilization insect control etc
At the end of the season they will be again invited to the site to Observe
the harvest Then results of the demonstration will be used in educational
programning
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A crop demonstration manual ( in draft form as of the time of this writing) will contain detailed instructions for every step in the conduct and use of BVE crop demonstrations
Problem identification and feedback The third major area of work of the agronomist will be identification in the field of problems as they emerge during the season -- this includes such items as insect and disease problems drought problems in securing credit or inputs marketing proshyblems etc As such problems are identified the agronomist will take such action as possible locally and will feedback to the project the necessary information to adjust programming in accordance with immediate needs He is also responsible in conjunction with the field supervisor for ensuring that monitor feedback reports are organized and returned to the Project promptly
Other functions In addition to the three major functions described above the field agronomist has responsibility to maintain contact at all times with local agricultural officials and authorities He will provide local agricultural news to the radio station and on occasion record intershyviews with local faniiers or agricultural field staff for use in radio or forum programs
Assigined area The level of technical assistance was initially proshyjected to be one agronomist per 900 to 1000 farm families In practice that has been difficult to achieve In 1974 the agronomist worked two days each week in Quezada Treatment Pd4A which was equivalent to one agronshyomist working fulltime in an area zomprising 600 families The levels for 1975 and 1976 will be approximtely as follows
Area No of No of No of Approximate Communities Families Days per week No of famishy
lies for fullshytime equjva-I ence
Quezada 5 240 2 600 Yupiltepeque 4 249 2 625 Momostenango 6 158 2 400
It should be noted that the above are under- estimations for the same reasons cited under Treatment RW
VI TREATMENT M
Ile original design of the experiment included only the previously desshycribed three treatments (11 R1 and PEA) The rationale for restricting the
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design to only three treatments has already been discussed However thcse treatments do not permit the measurement of possible impact of
the interpersonal contact components in the absence of radio Conseshyquently a fourth partial treatment (Treatment M) is being initiated in 1975
Treatment M may be defined as interpersonal contact with farmshyers largely in groups through local monitors working in the communishyties
The monitor in treatment will use the same audio and visual materials as in treatments IM and iA The same format for a weekly farmer radio forum for obtaining feedback information and for measurshying results will be followed Due to resource constraints however it is probable that somewhat fewer individual farmer contacts by the monitor will be possible at least in 1975
Each treatment Itarea will include only one community In the 0shyriente the monitor for Yupiltepeque treatment RP will conduct the rashydio forums in Oriente Treatment M (his home is in the treatment M area) In the Occidente some arrangements still remain to be worked out at the time of this writing It is anticipated that the monitor for Ocshycidente treatment M will undergo the same pre-service training orienshytation and in-service training as the monitors in the Momostenango treatshyments ]UM and MNA Due to resource constraints however it may be neshycessary to seek a person who will work as a volunteer after he complctes the initial training course (To maintain uniforTity with the Oriente every effort ill be made to pay him for the proportion of his tinie -shyin this case one day per week -- which he devotes to the prrgram) The approximate number of farm families in each treatment M area is as fol-shylows
Cacahuatepeque (Oriente) - 109 Chipaca I (Occidente) - 163
In summary the 11 treatment will correspond to the N component of treatments RN and RMA insofar as possible Each treatment M area will be smaller than its corresponding RI or RITA area in terms of number of communities however so a fulltime monitor will not be required Evalshyuation data will be collected in the treatment 1 areas in the same manshyner as in the other treatment areas
VII EXTEINAL FACTORS
Numerous factors which are beyond the control of the Project may seshyriously affect response to educ11tional programming particulrly at the adopiJon level and beyond Examples of such factors include inadequate agricultural infrastructure resulting in lack of credit or inputs availshy
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able at the farmer level unfavorable inputproduct price ratios weather etc In other words such factors determine whether or not it is possible for a farmer to adopt recommendations made by the Project event though he may be convinced of their value
Insofar as possible the same levels of availability to farmers of essential services and ongoing programs will be maintained in all experishymental and control areas It must be recognized however that differences will be present even within the same region Where this occurs attempts will be made to document them
APPENDIX A
BVE TREATmENTS
Reproduced from Project Implementation Plan
of August 1973
D Treatments
1 Oriente
As previously noted the same levels of availability to farmers
of needed services and ongoing programs (such as extension) will be maintained insofar as possible in both experimental and conshytrol areas Otherwise no treatments will be applied to the conshytrol area In the experimental area differential treatments will be applied in the sub-areas beginning in January 1974 Mes-shysage transmission will continue through the complete crop year with content carefully synchronized to the agricultural cycle
Treatments to be imposed represent varying degrees of inten-ishyty in message delivery as shown schematically in Figure 1 Rashydio will cover the entire expcrimental area It will constitute the sole means for message delivery in sub-area A Sub-areas B and C will rcceivc in addition to radio increasingly intenshysive means for message Ielivery The treatments to be used are as follows
Treatment 1 (in sub-area A)
Radio alone (centralized radio sets will be made available to same extent as in sub-areas B and C Personal rashydios will be made available at low cost or loan
basis to all families who do not presently have a radio)
Treatment 2 (in sub-area B)
a) Radio (as in Treatment 1)
b) Local monitors with limited audiovisual materials (mishynimum of two monitors)
i Farm radio forums will be used where a concentrashytion of farmers exists a centralized set will be provided for each forum Where there is no such concentration monitors will work on an indivishydual or nonformal group basis
ii The basic teaching aid provided to monitors will be audio-cassettes In addition simple flip charts and printed handout materials will be supshyplied
Treatment 3 (in sub-area C)
a) Radio (as in Treatment 1)
b) Local monitors with in Treatment 2)
limited audiovisual materials (as
c) Agricultural technicans with diversified package audiovisual materials and crop demonstrations
of
i Technician assistance (PA level) to be made available to the extent that would be possible if he were serving an area with 300 to 400 farm families
ii Technician to supervise and reinforce monitors and have responsibility for crop demonstrations
The details of treatment imposition will be worked out in consultashytion with media-use specialists MOE and other appropriate agencies of COG taking into consideration the characteristics of the experimental area
2 Occidente
Determination of specific treatments to be applied in the experimenshytal area in the Indian region will be guided by the results of the aforeshymentioned preliminary investigation
Figure 1 Treatment format for experimental area in 1974
TEAT1NT 1 TRUAIMENT 2 TREATMENT 3 Agricuiltural Technician
Monitors Plus Limited A-V Materials
Monitors Plus Limited A-V Materials
RADIO ADIO R1)ADIO
(Sub-Area A) EXPERIME1NTAL AREA
(Sub-Area B) (Sub-Area C)
INCREASING INTENSITY OF TREAfMEN
APPENDIX B
Daily Broadcasting Schedule (Monday through Friday)
MANANA - TARDE
500 - 1600
505 - 1605
600 - 1700
601 - 1701
615 - 1715
630 - 1730
631 - 1731
700 - 1800
701 - 1801
730 - 1830
73i - 1831
800 - 1900
801 - 1901
815 - 1915
830 - 1930
831 - 1931
900 - 2000
20275
of
TGME-l Radio Quezada Educativa
Apertura
Msica (ranchera marimba etc)
Identificaci6n hora mensaje
Buenas Ncticias (noticiero)
Viaje Musical Latinoamericano
Identificaci6n hora mensaje
Revista Agricola
Identificaci6n hora mensaje
La Vida es AsI (novelas)
Identificacibn hora mensaje
La Misica que Usted Pide (Complacencias)
Identificaci6n hora mensaje
Para Servir a Usted (mensajes de los oyentes)
El Mundo de la Marimba
Identificacidn hora mensaje
1listorias Verdaderas (campaia do salud)
Identificacidn hora CIERRE
APPENDIX C
Tentative Daily Broadcasting Schedule (Monday through Friday)
of
TGME-2 Radio Educativa Del Occidente
0500 0515 0530 0545 MUSICA 0600 0615 BUENAS NOTICIAS - la parte- QUICHE
MUSICA0630 06450700 PROGRAMA AGRICOLA - QUICHE0715 0730 MUSICA 0745 0800 PROGRAMIA DE SALUD - QUICHE
0815 0830 0845 USICA 0900
0915- BUENAS NOTICIAS - 2a parte- QUICHE
0930 MUSlCA 0945 10001015 1030 PROGRAMA DE SALUD - ESPANOL 1045 1045 MUSICA
1115 PROGRAIMA AGRICOLA - ESPANOL 1130 1145 MUSICA 1200
Mas Apertura
Identificaci6n hora
Cuijas (promedio de 8 por hora quiche hasta las 1000 y espa~o despu6s)
Cierre
29575
B-20
ACADEMY FOR EDUCATIONAL DEVELOPMENT
LA ACADEMIA PARA EL DESARROLLO EDUCATIVO
THE BASIC VILLAGE EDUCATION PROJECT
(PROGRAMA DE EDUCACION BASICA RURAL) GUATEMALA
THE SETTING AND THE PEOPLE
This report has been prepared by the Academy for Educational Development
under Contract No AIDCMla-C-73-19 for the Division of Education Scishy
ence and Technology Office of Development Resources Bureau for Latin
America of the Agency for International Development
June 1975
BASIC VILLAGE EDUCATION
Guatemalas national development plan encompasses many programs to help
rural families improve their education agriculture living conditions and
cammunities Using traditional extension methods the number of families
reached by such programs is limited A much larger proportion of the rural population can be served however if the efforts of agents promotersteachshyera etc can be reinforced through use of modern communications techniques
The Basic Village Education Project (BVE) is an experimental program of
non-formal adult education which does not initially require literacy It
seeks to determine the effectiveness and relative costs of selected combinashy
tions of communications media that have potential for use in development programs where resources are limited
The primary audience for BVE is the small often illiterate subsistence
farmer Program content stresses information that will help that farmer to
improve his production and income from basic grain crops When fully operashy
tional the Project will include matched experimental and control areas in
eastern-CWiatemala (Oriente) and in the Quiche-speaking Indian Highlands of
western Guatemala (Occidente)
The Basic Village Education Project is jontly funded by the Government
of Guatemala and the Agency for International Development in accordance with
terms of an agreement between the two governments It is administered in Guashytamala by the-Gfatemalan Ministry of Education in collaboration with the Minshy
istries of Agriculture and Hcalth Foreign personnel and other technical asshy
sitancc are provided by the Academy for Educational Development supported
under contract No AIDCMla-C-73-19 with the Agency for International Developshy
ment Responsibility for an independent evaluation of the Project rests with
the University of South Florida through a sub-contract with the AcadCmy for
Educational Development
L THE GUATEMALAN SETTING
The physiography of Guatemala varies from the rain forests of Peten to
tle Highlands of Western Guatemala and the dry regions of the Southeast There
four major mountain ranges and much rugged terrain As a consequence large
areas are unsuitable for intensive cultivation of crops and nationwide commushy
nications are difficult
are
The people are equally diverse Although the principal language of the
country is Spanish four other major languages and numerous dialects are found
within the nations boundaries Two highly distinctive broad ethnic groups are
characterized by the Spanish-speaking ladinos and the Indians of the Guatemalan
Highlands who speak one of the other languages or dialects Numerous sub-groups
can be identified within these two broad categories especially in the Indian
Highlands Socio-cultural patterns are distinctive for each group and sub-group
Two thirds of Guatemalas nearly six million people live in the rural areas
More than four fifths of those rural people earn less than the nations estimated
per capita annual income of $3J9 1 Less than half of the people 15 years of
age or older are literate 2 Population is growing at a rate of approximately
3 percent annually 3
Agricultural production from some 425000-450000 farms accounts for about
30 percent of Guatemalas gross national income 4 The great majority of those
farms are small -- more than forty percent are less than 14 hectares in size The
almost 90 percent of the farmers who have less than 7 hectares of land occupy in
total less than twenty percent of the nations agricultural lands Even so they
produce 50 to 60 percent of the corn beans wheat and sorghum 5
Land productivity is low Although production of basic food crops has inshy
creased significantly in the past decade (due in large part to increases in area
planted) production has not kept pace with population increases Input use is
still low For example FAQ reports fertilizer use in Guatemala to be only 32 kg
of plant nutrients per cultivated hectare in comparison to 36 81 and 132 for Brashy
zil Costa Rica and El Salvador respectively 6
1 Estimates of Empresa de Servicios Agricolas Ltda in Informacion Relacionada
con el PequeTio Agricultor de Guatemala AIDGuatemala 1974 2 1964 Census of Population 3 Calculations of Direccion General de Estadistica of the annual rate of growth
between 1950 and 1964 censuses showed 31
4 1964 Census of Agriculture 5 Source Report on Visits to CIAT Suggestions for Basic Grain Production Proshy
grams Grant M Scobie and David L Franklin CIAT Cali Colombia Feb 1974
(from original draft in Spanish) 6 1972 FAO Production Yearbook
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ii THF PEOPIF OF THE ORIENTE (Spanish-S peaking)
People in the Oriente are predominantly mestizo of mixed Latin (Spanish)
and Indian heritage The family (both immediate and extended) is the basic soshy
cial unit Loyalty is primarily to the family and only secondarily to the comshy
munity as a whole Most problems are solved and handled through the family itshy
self From an early age -- probably about four -- and up to the time they die
most family members have a continuing functional role within the family If
field they are tending the children while the motherthey cannot work in the is out of the house or if older people they shell corn or do other household
chores People are functional and remain so well into their advanced years
Children the people say are a mans treasures They are his security for
really the whole purpose of starting a family being alive andthe future and are continuing to live yet infant mortality is very high Pc-ple in the Oriente comshy
monly have between four and seven living children per family which means that
bith to between eight and fourteen children in her lifetime Genshythe mother gave erally things like malnutrition (inability to fight off diseases because of poor
diet) intestinal parasites pneumonia and whooping cough account for the high
mortality rate
The people are poor as a rule Typically family income ranges Lctween75
and a few hundred dollars a year depending on how good the crop was how much
land they planted etc
The diet is low in meat and animal protein It consists basically of tortishy
llas beans cheese a lot of soups and in the Jutiapa area some fish The corn
which they grow is consumed by the producing families themselves after being fresh (untiled)ground and prepared in the form of torcillas It is rarely eaten
or in ears as in the US Some eggs vegetables and rice are consumed and ocshy
casionally red meat (beef) or chicken
adobe -- dried mud bricks - with thatched roofsHouses are generally made of
of palm or grasses or sometimes roofs of corrugated metal or plain ceramic tile
plain wooden tables and chairs Sleeping matsFurniture is very simple such as laid down on the ground or sometimes raisedcalled petates are woven straw mats
water inside Water is usually carried on small platforms Very few houses have
from a pond or a stream sometimes for great distances
There is little heart disease or circulatory problems due possibly to the
low meat and animal protein diet Nervous disorders such as ulcers are uncommun
is a high incidence of respiratory illness Tuberculosis is a bigHowever there killer in the Oriente and is prevalent as is neumonla Intestinal parasites are
who did not have some sort ofof course rampant and it would be a rare person There is a high incidence ofparasite usually two or three different kinds
birth defects and physical deformities in children generally because Of poor
diet both in mothers during pre-natal months and in the children in their formshy
ing years causing low resistatce to diseases
Although here are very few chronic alcoholics in the Oriente drinking is
The men enjoy drinking butenmeshed in the culture and is a strong part of it
generally on specific occasion such as during fiestas or perhaps during the
have more money than at other timesharvests when they
-3-
Sex roles are strongly defined Women take care of the house and rear the children The men are responsible for income and bringing home the bacon with the notable exception of the chicken and eg oney which women usually handle ]t is outwardly a patriarchal society Thz men are very strong but underneath there is a powerful bend towards the a-tarchal The women have a great deal to say altheugh in hushed tones nd usully prior to the actual decislon-uulkng l)ecisJons arc made by the iin but a great deal of influence is wielded by the women As far as working conditions are concerned tlemen normally walllt one to one and a half hours to reach their fields They usually arise early in the morning -- 400 430 or 500 oclock -- and are out of the house by 600 or 630 They generally return between 400 and 600 in the afternoon
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1l THE PEOPL OF THE OCCIDENTE (Quich -speaking)
Almost one-half of Guatemalas total population is classified as Indian
More than 75 percent of those Indians live in the nine highland departments inshy
cluding Totonicapn and Quii(ch where the BVE experimental and control areas in
the Occidente are situated The baseline survey in 1974 showed that most of the
Indians in the areas surveyed are small-scale subsistence farmers More than
90 percent of those interviewed possess less than three manzanas of land (l manshy= zana 17 acres) The hihland region is highly characterized by a minifundisshy
ta agriculture
The term Indian is very difficult to define nere has never been a
very workable concrete definition of the term lhe Instituto Indigenista de
Guatemala which is Guatemalas Indian Institute says that an Indian is anyone
who speaks one of the 23 Indian languages wears the Indian traje (traditional
indian costume) and practices one of the many Indian mythologies Although still
not adequate this definition does describe some of the characteristics shared by
all the highland Indians
The Indian cultre in Guatemala is aivided into two rather obvious subshy
has called the traditional and the acculturated indiansgroups which Canack Both Momostenango and Chichicastenango the municipios containing the BVE exshy
of high Indian popushyperimental and control areas for the Occidente are areas
lation (somewhat over 90 percent) High percentages of those Indians fall
into the traditional category
Probably the most important aspect of the traditional Indian life and
-lso one of the most evident is the powerful clan system Mc-berhiip in the
clan is determined atbirth through the father and continues until and after
death As a man works his way up through the powrful positions of religion
and politics he reaches the stage of elder or leader of the clan known as a
principal Along with other princip1es he then maakcs up the Council of Elders
which is the ultilate authority within the clan
Unlike the Council of Elders the clan head is determined by divination
The traditional Indian has a very complex mixture of Christian and Trashy
ditional religions Traditional Indians are considered Chritan because most
of them are baptized as Catholics although there are some Mormons and Evangeshy
licais TLey attend church and often celebrate the sacramv t of Communion
but they seldom marry in the Church go to confession or observe the other
sacraments Much more important to the traditi onal Idian Is L[o strong belief
in the deities of the land and the sky which are very often their ances tors
These defties are very powerful and must c treated with respect as they control
such t asgrhealti good fort one and very i nup1tant y howand determinc much corn is going tobe harvested each year
11e traditional Indian (emmunity comiunicates with t huese deities of the
land anu the sky through the toders or priest-hamans of the clan who go to pray
and offer gifts to the deit c- at sacred altars that are made of broken littery
and often found at the highiest locatlon in the community Take [or example the
Pacm Hll1 where the BVE radio tower in the Occidente is located It is a very A seriessacred site in Momostenango and is known as the center of the universe
of broken pottery altars surround the perimeter of the tower A priest-shaman can
often be seen praying and offering gifts to the deities He in return gets inforshy
mation from the gods and returns to the community to give this information to the
clan
As a result of his beliefs and his adherence to what really is a prehispanic
Quiche mythology the traditional Indian is very resistant to change He has a
great fear of offending the deities if you place too much fertilizer on the ground
and it burns the soil that will offend the god and he will respond by giving a
small yield
Wenever BVE staff are working in any of the traditional Indian areas they
arrange visits ahead of time with the principal and other leaders so that the latshy
ter will be expecting the visit and know what the mission will be Also one of
the members of the clan is brought along to act as translator and to add credibishy
lity to the presence of the visitors
The traditionaJl Indian in Momostenango and Chichicastenango follows 7uite
closely the characteristics set down by the Instituto Indigenista Quiche is
the language and it is always spoken in the-community The men use a sort of
crude campo or field Spani sh when bartering in the market place The women
at all All wear the Indian traje all have strong belief in thespeak no Spanish deities and the power of their ancestors The clan system is strong and great
pride is taken in ones clan membership These Indians place high value on hard
work their ties and conmmunication with the dead and their language They insist
on independence from the outside
To describe the acculturated Indian one merely has to reverse these characshy
the name implies a-culturated He hasteristics because this Indian is as given up and lost many of the characteristics of the traditional Indian lie has
become ladino-Wi zed Generally the acculturated Indians are located closer to the is the languagemunJcipaULty or within the municipality itself Although QuichW
of the home the men and women both often speak acceptable Spanish and have a highshy
er level of education than the traditional Indians The children of the acculturatshy
ed Indiamn are encouraged tc go to school for longer periods of time and to learn
Spanish 1hey no longer wear the traditional traje and they often join new and
3uch as political parties In the Momostenangopowerful organi zations of change and Chchicstenango areas Ca thol ic Action is a powerful change-oriented organishy
zation Many of time acculturnted Indians seek positions of ]eadership in tradishy
tional areas to bring about cilhanmlge through such organ iza tions
In smmmarv ref crencc m[ght again be made to the report prepared by Dr Robert
Carmack and staff for BVE Delunding on tihe project undortaken these differences
Detween the traditio nal and acculturated Indian must he taken into considerashy
tion