Extension is a product of times past and needs to be updated and upgraded for today's world. "Zeitgeist" is a German term that encompasses the moral, cultural, and intellectual climate that exists within a certain time and place. Defining how this relates to Extension is not easy. Extension should examine popular culture and realize that story-driven and relatable visual media, such as television and film, are what capture the public interest. Extension must tap into that to assimilate with the younger demographics. Ultimately, we in Extension are responsible for telling and being the heroes of our own story.
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Stafne, E. T. (2015). Injecting Extension into the American Zeitgeist. The Journal of Extension, 53(3), Article 2. https://tigerprints.clemson.edu/joe/vol53/iss3/2