Social Media as a Catalyst for Agricultural Extension: Analyzing Farmers’ Information Utilization Patterns from KVKs in North Karnataka

Abstract

Social media has emerged as one of the most significant communication tools in the modern world, facilitating the rapid exchange of information across various sectors. Agriculture has not remained untouched by this transformation. Agricultural extension services, in particular, have witnessed significant changes in the methods of information dissemination due to the growing use of social media platforms. The present study was conducted to analyze the content and extent of information disseminated by selected Krishi Vigyan Kendras (KVKs) in North Karnataka through social media. A total of six KVKs from North Karnataka were purposively selected for the study. From these, 12 villages were chosen, with two villages representing each KVK. A random sampling method was employed to select 10 respondents from each village, resulting in a total sample size of 120 farmers. Data collection was carried out using a structured interview schedule and the collected data were analyzed using appropriate statistical tools like descriptive statistics. The findings revealed that nearly half (49.16%) of the respondents reported a medium level of social media usage frequency. Notably, more than three-fourths (76.66%) of the respondents used WhatsApp on a daily basis. Regarding the perceived usefulness of information shared via social media, approximately half (49.16%) of the respondents indicated a medium level of utilization. Furthermore, it was observed that, three-fifths (60.00%) of the farmers typically discussed the information obtained from social media with progressive farmers in their community. Based on the study findings, it is recommended that agricultural extension centers continue to actively engage in social media platforms to enhance awareness among farmers. There remains significant potential to improve the reach and effective use of social media, as some farmers are still unaware of such platforms. Strategic efforts are needed to promote the use of social media as a valuable source of agricultural information, thereby empowering the farming community.