The Importance of Context

About twenty years ago, Extension was introduced to the notion of developing logic models which graphically depicted how our program activities translated into desired outcomes. Central to the logic modeling process what the assumption that a behavior change could be catalyzed by an educational process focused on the acquisition of knowledge or skills. But without a context or environment that reinforces the desired behavior, the likelihood of observing a behavior change is significantly reduced.

By not attending to context, we are placing all of the burden of behavioral change on the learner. It doesn’t matter how hard we teach or how well we teach, if the social, economic, and environmental conditions don’t reinforce the change. For example, most all of us would agree that we need to exercise more, but how many of us engage in the recommended amount of physical activity each week? Frequently, it is because of the context in which we live, work, or learn.

The examples are not limited to health and wellness. Can we expect agricultural producers to change their practices based on knowledge alone? Are there market or regulatory factors that might influence what information a farmer chooses to act on? We know that there are.

But can the contexts in which people live, work, and learn be changed? The answer is yes. Research shows that we can influence students to make healthier food choices simply by changing how foods are presented in a lunch line? To see how Polly Loy in Belmont County was able to encourage people in her community to increase their physical activity by attention to context, watch the WTRF story at http://go.osu.edu/BVkN

Can you think of other examples of how Extension programs have changed policies, systems, and environments to encourage behavior change?

3 thoughts on “The Importance of Context

  1. Great example of topic. Great job Polly Loy in Belmont County!!! Really gave great ideas on the concept which we can utilize in our private and professional lives!

    Good idea on how to use blog and get others connected also.

  2. I love the focus on context. We often build it into program design. To that end, our Extension programs do encourage behavior change… but more deliberate attention to context could help.
    An example of contextual significance can be found in how we’re implementing local food programming across Ohio. The approach differs based on the context of the environment (not just geography): urban, suburban, exurban, rural. Elena Irwin discussed this at yesterday’s National Urban Extension Leaders conference (hosted by OSU and Julie Fox) at the 4H Center! Learn more at http://cityextension.osu.edu/

  3. This question immediately brings to mind the long-time Extension program, Business Retention & Expansion (BR&E) as one example. The BR&E program has engaged hundreds of interested community members in action research (they visit with and collect key community and economic data from their local employers). In addition to learning more about the community, the participants also better appreciate the contributions made by local business and industry and are more likely to support them when making purchases.

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