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Influence of Social Media on Agricultural Advisory Service: Analytical study on the Agricultural Extension Specialists of Uttar Banga Krishi Vishwavidyalaya, West Bengal
Date of this Version
Since the introduction of social media, communication is becoming more and more dynamic every day. Communication has become more virtual than physical. More and more people – young and old alike – are fascinated by social media and it is a trend that is not going down very soon. For a long period in the future, social media will shape the way people interact, share information, form opinions, and lead individual and collective actions. India has been experiencing major changes in the agricultural extension system since the beginning of the 21st century. Social media can play a vital role in this kind of new and fast-changing agricultural extension system. Keeping the above fact in mind, the research was conducted to investigate the perception and use of social media by the agricultural extension specialists of Uttarbanga Krishi Vishwavidylaya, Coochbehar (West Bengal). Structured questionnaires were used to collect data from 76 extension specialists. The major activity on social media was searching for news and events and sharing information. A major impeding factor for social media use was the lack of authenticity of the information shared online. The study found that most of the respondents were aware of social media and use these platforms to connect with friends and relatives. Overall, the survey found that social media is a very useful tool in agricultural extension and rural advisory services.