Socio-personal profile of rural youth in relation to media use for agricultural information access in Satna District of Madhya Pradesh

Abstract

The present study was conducted in Satna district of Madhya Pradesh to assess the socio-personal characteristics of rural youth in relation to media use for accessing agricultural information. Out of eight blocks in the district, Sohawal and Majhgawan were purposively selected for their agricultural activity and accessibility. Two villages from each block were randomly chosen, and from each village, 30 rural youth respondents were selected using simple random sampling, resulting in a total sample size of 120. Data were collected using a structured and pre-tested interview schedule and analyzed through descriptive statistics such as frequency, percentage, mean, and standard deviation. The results revealed that the majority (92.50%) of respondents belonged to the young age group (up to 35 years), 30.00% were graduates or above, and 83.33% hailed from rural areas. Most (67.50%) had 0–5 years of work experience, 70.83% had not attended any training, and 57.50% had no social participation. Regarding behavioural attributes, 38.33% had medium innovative proneness, 49.17% had medium scientific orientation, and 40.83% reported a medium perceived workload. In terms of technology management orientation, 38.33% of respondents exhibited a high level, while 35.83% had medium orientation. Information management orientation was predominantly medium (35.00%), followed by low (33.33%), and high (31.67%). Similarly, orientation towards the extension service profession was medium for 35.00% of respondents, low for 33.33%, and high for 31.67%. The findings indicate that while a considerable proportion of rural youth demonstrate moderate to high orientation towards technology and information management, gaps remain in training, social participation, and professional interest in extension services. Strengthening extension contact, enhancing digital literacy, and providing targeted training could further improve agricultural information access and utilization among rural youth.