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Investigating the Impact of Online Media on Agricultural Practices and Rural Development: A Content Analysis

Indian Agricultural Research Journals

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Title Investigating the Impact of Online Media on Agricultural Practices and Rural Development: A Content Analysis
 
Creator K, Geethalakshmi
Thaloor, Saranya
Gajare, Priyanka
 
Subject Digital media
Science Communication
Rural development
Farming community
Stakeholders
Science Communication
Digital Media
Rural Development
Sustainability
Stakeholders
 
Description Agriculture, the primary sector of India, supporting the livelihoods of over 50% of the population, has undergone rapid modernization, highlighting the need for effective networking and knowledge dissemination among key stakeholders: farmers, policymakers, researchers, and entrepreneurs. However, due to the sector’s reliance on traditional practices, an observable information gap can be seen in terms of adopting regenerative farming techniques, sustainability, policy support, and innovation. Several online media contents on agriculture and farming practices were examined using content analysis for this study, and coding was done based on three primary factors: content, message style, and interactive elements. Six sub- dimensions were coded within the content dimension, including relevance, frequency, circulation, reach, quality and audience interaction. This study held in 2024,  conducted a qualitative content analysis of agricultural digital platforms to evaluate their effectiveness in bridging the gap between the farming stakeholders. The findings suggest that digital media is an effective tool for amplifying farming and rural upliftment efforts through science communication, improving information accessibility, and sustainability in the agricultural community. The role of social media among digital platforms is also showing a tremendous increase in creating scientific temper among farming communities.
 
Publisher Indian Society of Extension Education, ICAR- Indian Agricultural Research Institute, New Delhi
 
Date 2024-07-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer reviewed Research Article
Text
 
Format application/pdf
 
Identifier https://epubs.icar.org.in/index.php/IJEE/article/view/151579
10.48165/IJEE.2024.60309
 
Source Indian Journal of Extension Education; Vol. 60 No. 3 (2024): Indian Journal of Extension Education; 42-48
2454-552X
0537-1996
 
Language eng
 
Relation https://epubs.icar.org.in/index.php/IJEE/article/view/151579/55022
 
Rights Copyright (c) 2024 Indian Society of Extension Education, Division of Agricultural ExtensionICAR- IARI, New Delhi
https://creativecommons.org/licenses/by-nc-sa/4.0