4 pages., via online journal., Given the urgent need to raise public awareness on biodiversity issues, we review the effectiveness of “ecosystem services” as a frame for promoting biodiversity conservation. Since its inception as a communications tool in the 1970s, the concept of ecosystem services has become pervasive in biodiversity policy. While the goal of securing ecosystem services is absolutely legitimate, we argue that it has had limited success as a vehicle for securing public interest and support for nature, which is crucial to securing long-term social mandates for protection. Emerging evidence suggests that focusing on ecosystem services rather than the intrinsic value of nature is unlikely to be effective in bolstering public support for nature conservation. Theory to guide effective communication about nature is urgently needed. In the mean-time, communicators should reflect on their objectives and intended audience and revisit the way nature is framed to ensure maximum resonance.
5 pages., A simple random sampling technique was used to select 169 extension officers to examine their level of awareness of information communication technologies in North West Province, South Africa. Data were collected with structured questionnaire and analysed using frequency counts, percentages and multiple regression analysis. The results show that majority of the extension officers were male (76%) with the mean age of 44.6 years, married (79%) and 82.5% were Christians. Forty one percent of the extension officers had Diploma as their educational qualification and a mean of 16.7 years as working experience. The results revealed that out of the 37 ICT tools listed, extension officers indicated high level of awareness of nine tools, which include mobile phones (1.79), computer (1.68), internet (1.77), overhead projector (1.62), fax machines (1.60), organization e mail (1.58), fixed telephone (1.52), personal email (1.52) and organization website (1.50). Significant determinants of awareness level were were religion (t = 1.91, p = 0.58); constraints to ICT use (t = 1.78, p = 0.78); importance of ICT tool (t = 1.93; p = 0.63) and 2 were significant at 0.05% which were competence on ICT use (t= 3.50; p = .001); (t= 2.0, p = .003). The study recommends that more information communication technologies should be made available to extension officers, so that they will become more aware of the use of ICT in extension work as tools that can gather and disseminate agricultural information.
