Surfacing Communication in Extension: A Phenomenological Study of Communication Experiences of University Extension Project Beneficiaries in Cagayan Valley

Abstract

This study explores the dynamics of communication within the context of a university's extension project in the Cagayan Valley Region, with the aim of gaining insight into the nature of extension communication. Transcendental phenomenology was employed to investigate the lived experiences of beneficiaries participating in an extension project focusing on communication phenomena that have been termed as "Communication peripheralization with instances of centricity." Through in-depth thematic analysis, six emergent themes illuminate the communication experiences of beneficiaries, ranging from communication dynamics to temporal and spatial factors, errors of omission and commission, domestication aspects, critical reflectivity, and views on extension communication. These themes collectively depict the interplay between peripheralization and centricity in communication. The study also clarifies extension communication positioning it as a specialized form that emphasizes empowerment and participation, contextual sensitivity, critical introspection, genuineness, and sustainability & coherence. The study also challenges traditional extension paradigms, emphasizing nurturing communication principles' transformative potential.