Attitude towards the role of social media in disseminating agriculture information in East Champaran district of Bihar

Abstract

The transformative impact of social media on communication and information sharing has extended into various domains, including agriculture. This study explores the attitudes of farmers in East Champaran District, Bihar, towards the role of social media in disseminating agricultural information. Utilizing a descriptive survey methodology, the research examines how socio-economic factors influence farmers' perceptions and use of social media for agricultural purposes. A total of 120 respondents from six randomly selected villages in Kalyanpur block were surveyed. The socio-economic profile of respondents revealed a diverse demographic, predominantly middle-aged and intermediate-educated individuals engaged in agriculture. Key findings indicate that while social media is widely regarded as a valuable tool for accessing expert advice, staying updated with trends, and connecting with other farmers, there are concerns regarding the reliability of information and its potential to be a distraction from farming activities. The analysis shows a generally positive attitude towards social media, with 44.17% of respondents considering it essential for modern farming and 43.33% acknowledging its role in accessing expert advice. However, the trustworthiness of social media content and its ease of use for sharing information remain areas of concern. The study highlights significant correlations between socio-economic factors such as annual income, media exposure, risk-bearing capacity, and scientific orientation and favorable attitudes towards social media. Conversely, factors like marital status and type of house showed negligible impact. This research underscores the evolving role of social media in agriculture, reflecting a nuanced understanding of its benefits and limitations. The findings suggest that while social media holds promise for enhancing agricultural practices, its effectiveness is influenced by various socio-economic conditions. The study provides insights that could inform strategies for leveraging social media to support agricultural development in rural areas.