THINKeEXTENSION

I’ve never met Nalaka Gunawardene, however I expect when I do we’ll have plenty to talk about.

Nalaka is CEO and Director at Television for Education – Asia Pacific, an organisation “dedicated to communicating sustainable development, humanitarian and social justice issues through the audio-visual and new media”.

A mission quite parallel to the role of THINKeEXTENSION, “to enable Extension Professionals develop and implement eExtension Strategies.

However what really convinced me that we are like-minded is Nalaka’s essay, Development 2.0 to catch up with web 2.0 on the ICT4D Magazine website.

The essay begins with some tales of Development Professionals dipping their toes into Web 2.0 or Social Media applications only to misunderstand the medium.

Lesson #1: eExtension requires strategy, trust and openness.

The essay continues with an explanation of Web 2.0 (see the THINKeEXTENSION version), the 2 digital divides, and then some challenges to embrace the world of New Media.

Lesson #2: In starting eExtension, there will be challenges.

(i) Leave the comfort zone of paper - most organisation live on paper however policy, technology and enviroment are moving fast.
(ii) Let go of control - this on is kind of counter intiaitve but New Media thrives on trust and trust comes from bein transparent.
(iii) Invest less money but more time - New Media is about relationships, relationship take time not money.
(iv) Recognise information needs and wants - listening is the first pillar of Social Media.

Nalaka goes on to talk about organisations using New Media in innovative ways, and call for a rethinking of the way development is done, a Development 2.0. It’s great piece and you should consider reading it. Can I join with Nalaka by saying that if we are to have healthy food and fibre and clean water, air, and a healthy environment we need new knowledge, new knowledge systems and superb extension, we need to THINK eEXTENSION.

Lesson #3: Now is time to rethink your business.

Tags: eExtension, New-Media, Web 2.0, TVE-AP,