Use of Social Media in Agricultural
Extension
Basavaprabhu Jirli
Professor
Department
of Extension Education, Institute of Agricultural Sciences,
Banaras
Hindu University, Varanasi – 221005
e-Mail:
bjirli@bhu.ac.in
Extension
service and media are supplementary as well as complimentary to each other.
Media is expected to serve some other functions other than extension services
also. Media while serving functions, have developed some dysfunctions also.
Before entering into social media, lets understand the functions and
dysfunctions of media.
Functions
of Media
• Information:
the basic function of media. Extension education deals with innovations and
application oriented information. Media deals with every piece of information.
Information is the key for introduction of change. And the change is recognized
as development.
• Builds
social leadership and prestige: Appearance in the media leads to popularity of
the individual. Contents dealt in the process projects lead to development of
social leadership.
• Entertainment:
irrespective of print, electronic and web based media, invariably entertainment
is the prominent function of media. There are efforts to club education with
entertainment, the discipline of ‘edutainment’ has made its presence in the
world of education.
• Transmits
social heritage: in addition to efforts of local communities media is also
playing prominent role in transmission of social heritage to the future
generations.
• Propaganda
activities: Dissemination of unwanted and negative information by media is
termed as propaganda activity. Many times we observe such incidences.
• Aids
cultural growth: Like cultural heritage, culture is also preserved with the help
of media activities. Transmission of cultural heritage and promoting such
activities are examples.
• Socilaisation
function (imbibing social norms, customs etc): Media helps the members of
social groups to train, prepare or
teach somebody to behave in an appropriate way in order to be accepted in
society.
Dysfunctions
of Media
In addition to the functions, there are certain
dysfunctions also associated with media. Supplications of media contents over a
period of time have lead to certain dysfunctions. Intentional distortion of
information by media organizations may lead to such dysfunctions. Projecting a
villain as hero lead negativities in the society. Some such dysfunctions are
listed here.
• Narcotising
dysfunction: After going through media contents over a period of time people substitute
talking for doing. For example, we all vehemently oppose the corruption in the
society. But given an opportunity we are ready to bribe an officer to get our
work done earliest possible. You can quote many such examples.
• Monopolisation
dysfunction: The race among media organizations, channels, various print
medium, various web based platforms and the like. Every channel/platform wants
to establish their superiority over other channel/platforms. This attempt to
establish superiority over to others is termed as monopolization. In such
attempts committing wrong deeds is always possible.
• Cannalisation
dysfunction: Regular reader of news paper or observer of electronic media can
very well understand the process of formation of attitude in one direction by
media activities. There are media platforms with inclinations towards a
particular ideologies. Reader/listener/observer can very well understand this.
• Inoculation
dydfunction: The mist sensitive incidence of Nirbhaya which happened in Delhi
created lot of sensation within the country and aboard also. Is it that there
are no rapes in the country after Nirbhaya? This is the meaning of being resistant
to counter propaganda.
When
we say “Media”, it was presumed as ‘print media’, with the advent of
technologies electronic media became pervasive in the society. The e-Mediated
(web based) media introduced revolution. Against this backdrop, it is
interesting to know how these media get the directions? How the changes are
moderated? The theories proposed by the researchers time and again become
lighting lamps. The democratization of media (decentralization of media) was
suggested by Democratic participant media theory. Which advocates setting up of
small scale media to ensure participation of masses. It emphasizes focusing on
local issues rather than state, national and international issues.
Democratic Participant Media Theory
Theory
relates to the needs, interests and aspirations of the active ‘receiver’ in a
political society. It is concerned with right to relevant information, the
right to answer back, the right to use means of communication for interaction
in small scale settings of community interest groups and subculture.
Principles
of the Theory
•
Individual citizens and minority groups
have rights to communicate
•
Groups, organisations and local
communities should have their own media
•
The organisation and content of media
should not be subject to centralised political or state bureaucratic control
•
Small scale, interactive and
participative media forms are better than large scale, one way and professionalised
media
With
the provision of the theory, democratization of media was a reality with the
e-Mediated media (web based media). Social media ensured participation of every
individual. Everyone is free to share his views and ideas. Now lets understand
what social media is.
Social
Media is a means of extension advisory services. Social media is an outcome of
Web 2 applications. The basic feature is, it allows two way interactions. Hence
the connotation of 2.0 is attached with this. Usability and accessibility is
the key of Web 2.0. It means, there is no one way interaction but the
interaction is two way. That is what is facilitating the process of social
media. And that is how people are coming on the common platform and interacting
and exchanging their ideas, facts, feelings, so that both can establish a
common understanding.
The basic Components of Social
Media include
1.
Content for the social media. It may be related to entertainment, education, production,
processing, marketing etc etc. but there should be authentic content.
2.
Content should be exchanged in a two way process wherein the Web 2.0
applications are facilitating this process
3.
There is a target group which we call it as the communities.
Social
media provides the platform for interaction of people and content creation,
exchange and commenting in virtual communities and networks.
Social
media is a collection of online communication channels dedicated to community
based input, interaction, content sharing and collaboration. It means there is
a group of people who are interacting on group basis over the cyber space.
Websites and applications dedicated forums, microblogging, social networking
and social bookmarking and wikis are some of the different types of social
media that are available. Social media is a general term used for any
interactive digital technology. There are various other applications like the
Facebook, Twitter, Youtube, Blogs etc, which comes under the definition of
social media.
Need of Social Media
· To
exploit the strengths for agricultural growth is one of the need for social
media in case of agriculture and allied sciences.
· It
acts as a knowledge resource also,
· It
provides the better information access to the people, because basically it
believes in groups, formation of groups and delivery of information and
exchange of information in groups.
· The
technical manpower is very much essential for this particular management of
these groups.
· Very
cost effective.
· Develops
the knowledge.
· Empowers
the people by providing appropriate information
· Provides
service to the stakeholders.
· Establishes
the strong linkages.
When
we talk of social media, the first and foremost thing that comes to our mind is
only the Facebook or Twitter type of things. But there are various other
platforms of social media also.
Platforms of Social Media
Social
networking sites like Facebook, Linkedin, MySpace etc etc.
Video
as well as the photo sharing websites like maybe Flickr or YouTube. They are
also social media platforms, wherein huge number of people are coming and
getting lot of information and exchanging the contents.
Blogs
are also the platforms of social media. For example Twitter. Twitter is the
most popular microblogging site that we can say. So that acts as your personal
website, wherein you can share lot of contents over that and people are using
it.
There
are various Forums, Discussion boards or the groups, like the Google groups are
there, the Yahoo groups are there. So they are all again the social media
platforms.
Wikis,
which is the most popular application is the Wikipedia, wherein huge number of
people are adding contents, which is valid in nature, which is being edited and
which is acting as the source of information and source of clarification for
many of the people or the applications.
Video
on demand as well as podcasts are another platform of social media.
Video
conferences and web conferences are another platforms of social media.
e-Mail
and instant messaging platforms.
Socially
integrated mobile text messaging applications like the WhatsApp as well as
WeChat, number of such applications are coming up.
Websites
with a social plugins as well as layers are another examples of platforms of
social media.
Basic Statistics
• World Population – 779.6 Crore
• Internet Penetration – 58.8% (458.5 Crore)
• Indian Context
• 117.6 Crore Mobile Subscribers (87.11% population)
• 74.9 Crore Internet subscribers (55.48% Population)
(28-04-2021 – TRAI)
It is evident that about 60 per cent of world
population and more than 55 per cent of Indian population has access to internet.
Internet is the information highway for ensuring development in society. It has
the potential of providing information in both synchronous and asynchronous
mode. The added advantage is web based platforms have the total features of
print and electronic media. You can present the contents in in text, audio,
visual, audiovisual and combinations of them. The freedom for the resource person
motivates him/her to prepare rich content and cater to the needs of masses.
The internet penetration in India is about 749
million (more than 55% of population) people are using Internet in India as on
date. Lets make an effort to understand the most popular social media on web
based platforms.
1. Facebook.
Founded in February
2004, Facebook is having the penetration of more than 300 Crore population
(source: https://about.fb.com/company-info/).
The potentials of Facebook can well be understaood with the fact that as on
date more than 200 million+ (>20 Cr)
businesses use Facebook to connect with customers. This is the global
phenomena now. Even in India during the pandemic period of 2020 and 2021 many
farmers association and groups have sold the vegetables and groceries directly
to the consumers. The Facebook reveals that more than 100 billion+ (10,000 Cr) messages shared every day by the users. As
extension professionals we need to ask ourselves that how can we ‘the extension
professionals’ can harness the potentials of these social media platforms for
reaching the ultimate end users and network the clients of extension. Currently
people are using Facebook to connect and strengthen their communities.
Extension as an institution and profession should make it to translate the
benefits to stakeholders of extension. When we analyse the usage (penetration) of facebook in India, the
data is very impressive. Facebook Users
in India are more than 290 Million (29 Crore).
2.
YouTube
Founded in February
2005, is one of the most powerful social media paving the way for sharing the
video. Directly influences the psychomotor domain of user. The first video was
posted in 2005 from the San Diego Zoo. The power of this media can be imagined
with the figure that, number of mobile
YouTube views per day: 1 billion (100 Crore). The popularity, utility and visibility of YouTube is revealed by the
fact that every minute 500 hours
of videos are uploaded on the platform. The process of creation of your own
YouTube channel is so user-friendly that there are more than 31
million (3.1 crore) YouTube channels out there. The geospatial spread of YouTube is so pervasive as the services
of YouTube are available in more
than 100 countries in 80 languages.
Another unique feature of YouTube is that it pays you for the uploaded videos. Most
YouTube channels get paid $0.5 per 1000 video views. There are many
individuals, institutions including farmers who are earning handsome amount
from YouTube channels.
.
Indian active subscribers of YouTube are more
than 265 million (26.5 Crore). It is a matter of pride for the country
that the most popular YouTube channel in the world is ‘T-Series’, has more
than 181 million (more than 18 Crore) subscribers. Which is highest for any
channels on the platform.
3. Instagram
Founded in 2010, it is basically a photo and short
video sharing social network. As on date global subscribers are more than 1.16
billion (116 Cr) users. Its popularity can be imagined by as 500 million daily
active users. Among the active users 51% female and 49% male. The data reveals
that it is more popular among younger generation as 70% of users are under 35.
According to the available information Instagram fashion accounts for 25% of
brand interactions. Means the purpose for which Instagram is being used is for
FMCG products than academic and development oriented issues. The supporting
information reveals that 39% of brands spend >20% of their marketing budget.
Number of Indian Subscribers – 120
million (12 Crore).
4. Twitter
Basically a micro-blogging platform. Open service to
diverse topics, people, perspectives, ideas, and information. The global users
of Twitter are more than 353 Million (35.3 Crore). Of which Indian users are more than 18.9 Million (1.89
Crore).
5. WhatsApp
Founded in February 2009,
has more than 200 Crore (2 Billion) global subscribers. The special feature of
WhatsApp is ‘No Advertisements’. Like Facebook, on WhatsApp also more than 100
billion (10,000 Cr) messages exchanged every day. The pervasiveness of WhatsApp
can be understood with the fact that, there are more than 1 billion WhatsApp groups
(>100 Crore). It is interesting to note that Indian Users of WhatsApp is
more than 400 Million (40 Crore) (34% of Mobile users).
The features of WhatsApp
so user friendly that every user can use the app without any formal training.
Hence it is connecting people with exchange of information, visuals, videos,
links of other platforms like Twitter, Facebook or any web links etc. In Indian
context, almost every institution working agriculture and allied sciences has
one or more WhatsApp groups. The stakeholders are brought on the platform and
their needs, problems, questions etc are addressed.
Every form of media has
its potentials. It’s the responsibility of the responsible stakeholders how are
they harnessing these potentials. The same WhatsApp or any other social media
platform which are being used as entertainment platform or business purpose or
platform for propaganda, but can it be used for development communication
purpose? Appropriate information dissemination is development dissemination. It
holds good true for agricultural information. The prominent challenge being faced
by the extension service providers in India is reaching the large number of
stakeholders.
Facebook and WhatsApp are
largely being exploited for the purpose. Still lot needs to be done in the
direction. As there are about 15 Crore (150 million) farmer households in
India, every farmers needs are vary. With limited number of trained Extension
Service providers reaching the target communities is a challenge. Social media
platforms are proving their worth in the direction. How the social media can be
an instrument of information (development dissemination)? There are many
efforts in this direction.
|
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It is evident from T-1 that except ICAR parent body
none of its institutions are not much active on Instagram. Even though many
institutions started Twitter accounts recently, except ICAR, other institutions
have not much followers. Facebook and YouTube have made some differences in
case of use of social media by ICAR institutions.
Facebook is largely used for promoting the products
of farmers and addressing the issues faced by the farmers. Still the number of
followers is very less in case of institutions. YouTube is a platform which can
bring remarkable changes in psychomotor domain of learner. The audio-visual
impact of YouTube can create larger difference. Few institutions have realized
the power of YouTube and many are yet to. Stakeholders follow or subscribe an
institution in any mode like physical visit, web based visits or in any form
only when they realize some benefits from the institution in any form.
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
State Agricultural Universities (SAUs) are not much
social media savvy(T-2). Among the SAUs,
BAU-Ranchi has made impressive visibility on YouTube channel by uploading 252
videos with more than eight thousand subscribers and more than 3.4 crore views.
The basic issue is why so many views? Must be appealing the viewers, the target
group is farmers. When the needs of stakeholders are catered, they focus
attention on our efforts and definitely respond to. The response to other SAUS
on YouTube is very encouraging compared to other social media platforms. As the
videos are touching their emotions and addressing their practical needs,
stakeholders are also active on the media.
|
T-3. Social media presence of some
International Institutions |
|||||||||
|
Institutions
|
Twitter |
Facebook |
Instagram
|
Youtube |
|||||
|
Joined
on |
Followers
|
Joined
on |
Followers (in
Lakhs) |
Joined
on |
Subscribers
|
Videos
|
Total
Views (in
Crores) |
||
|
Univ of Cambridge |
2009 |
595.2K
|
2007
|
24.05
|
982K
|
2006
|
274K |
1139
|
3.17
|
|
Univ of Oxford |
2009
|
732.6K
|
2008
|
44.29
|
925K
|
2005
|
233K
|
759
|
1.2
|
|
FAO
|
2009
|
434.8K
|
2009
|
17.93
|
696K
|
2007
|
109K
|
>10K
|
1.59
|
|
MIT, Massachusetts |
2008
|
11
K |
2010
|
13.64
|
333K
|
2009
|
703K
|
590
|
8.65
|
The presence of academic and development oriented
international institutions are depicted in T-3. Subscribers/followers on each platform
of each institution are in millions and views on YouTube platform are really
impressive. This is an opportunity for all Indian research and academic
institutions. Also development oriented institutions must derive the learning’s
for their visibility. The idea of comparison with Indian institutions is to
learn not to criticize. The potentials of the social media in India as on date
exploited by entertainment purpose, but it is possible in academic as well as
development purposes is being visualized by these figures.
The performance of some Indian NGOs in this regard
is impressive (depicted in T-4). Digital
Green is one such initiative which focused on the primary needs of the
community. The unique features include use of local resource persons (innovators),
use of local language and dialect under the supervision of trained facilitator.
This combination ensures the availability of trained technical manpower and
techniques being explained in local language and dialect and one of the person
from their own society is explaining which authenticates the contents. In
addition to covering the various regions and languages and dialects in India,
Digital Green is also covering many African countries. The number of videos
available on Digital Green YouTube channel are more than 6000. The views are
also impressive about seven crore.
|
T-4. Social media
presence of some NGOs |
||||||||||
|
Institutions |
Twitter |
Facebook
|
Instagram
|
Youtube |
||||||
|
Joined
on |
Subscribers |
Videos
|
Total
Views |
|||||||
|
Joined
on |
Followers |
Joined
on |
Followers |
|||||||
|
Digital
Green |
2009
|
3981
|
2009
|
9319
|
1008
|
2009
|
265K
|
>6000
|
6.79
Cr |
|
|
BAIF |
2018
|
86
|
2018
|
1607
|
596
|
2016
|
5.64K
|
90
|
3.27
L |
|
|
PRADAN |
2014
|
3359
|
2012
|
42,482
|
2012
|
1.46
K |
113
|
43,705
|
||
|
SEWA |
2012
|
1774
|
2016
|
1189
|
2008
|
232
|
83
|
68,522
|
||
|
Deccan
Development Society |
2019
|
79
|
2015
|
3416
|
969
|
2011
|
2.63K
|
77
|
2.74
L |
|
|
Grameen
Vikas Trust |
2013
|
129
|
2013
|
2577
|
?
|
?
|
?
|
?
|
?
|
|
|
MSSRF |
2010
|
5687
|
2014
|
7590
|
643
|
2009
|
1.88K
|
336
|
8.16
L |
|
The efforts of MS Swaminathan Research Foundation
have also made impressive presence on YouTube platform. The common factor of all these efforts and
response of target population reveals that ‘when research and development
system responds to the needs of the community, there will be reciprocation from
community’. Such actions and reactions were observed when Community Development
programme was launched. Over a period of time it took different turns. Similar
observations were recorded in IADP, IAAP, HYVP, T and V and the like
programmes. The entire administrative overhauling was planned and implemented
in ATMA and results of which are visible.
With the advent of e-Mediated platforms, demands of
receivers also changed and the demand for information with such platforms are
increasing day by day. It is very interesting to note that farmers and farmers
organizations have also realized the potentials of social media and have
created history in developing and uploading video contents for their fellow
farmers. Also they are realizing heavy remunerations from YouTUbe.
Shri. Darshan Singh from Haryana was in search of
authentic sources of information on agriculture and allied sciences. With his
best efforts he could not reach the desired sources and could not avail desired
formats and desired information as a practicing farmer. Then he thought he will
share the information what he has with his fellow farmers with the help of
video contents. He prepared videos with his smart phone in 2017. Then uploaded
on his own YouTube channel entitled “Farming Leader”, got encouraging response
and viewers demanded more such videos. Motivated with demand, started making
success stories from his vicinity, state and elsewhere in India. Today his
earnings from YouTube is about two lakhs per month. Has uploaded about 780
videos on various issues of agriculture and allied sciences.
|
T-5.
Presence of Farmers and private Institutions on Youtube |
||||||
|
S/N
|
Channels
|
Joined
on |
Subscribers
|
Videos |
Views
|
Contact
details |
|
1.
|
Farming
Leader |
2017
|
4.28
M |
781
|
39
Cr |
Darshan
Singh, Haryana farmingleaderbusiness@gmail.com
|
|
2.
|
Indian
Farmer |
2018
|
1.37
M |
885
|
31.42
Cr |
indianfarmer94@gmail.com
|
|
3.
|
Hello
Kisaan |
2010
|
1.22
M |
354
|
14
Cr |
www.hellokisaan.com
www.facebook.com/hellokisaan www.instagram.com/hellokisaan www.hellokisaan@gmail.com
Nanu,
Meerut, Uttar Pradesh |
|
4.
|
My
kisan dost |
2015
|
1.23
M |
478 |
8.7
Cr |
Yash
Jat mykisandost@gmail.com
|
|
5.
|
Technical
Farming |
2018
|
1.04
M |
511
|
6.08
Cr |
For
Business Queries Contact - 9728093537 Or Email - mrkdudi@gmail.com |
|
6.
|
Ravizone
Farming Leader |
2015
|
873
K |
664
|
5.77
Cr |
Whats
App no- 8171531044 |
|
7.
|
India
Farming Management |
2018
|
483
K |
362
|
3.95
Cr |
|
|
8.
|
Tractor
Junction |
2016
|
289
K |
416
|
3.07
Cr |
|
|
9.
|
Crops
Information |
2012 |
367
K |
673
|
2.93
Cr |
Pargat
Singh cropsinformation@gmail.com
pargat2121@gmail.com |
|
10.
|
Kheti
Ki Shaan |
2018
|
159
K |
258
|
0.95
Cr |
Kamal
Jat Chittorgarh
Rajasthan |
The list of such innovative farmers and farmers
organizations are depicted in T-5. This is only to realize the potential of
social media by the stakeholders of agricultural information generators and
disseminators. When the videos produced by farmers are being viewed by more than
40 crore farmers can we say that farmers are lethargic? Traditional? Skeptical?
Laggards? Not technology savvy? Illiterate? So many such adjectives are used
for farmers. Now we need to re-think before using such adjectives and adverbs
for the farming community.
Factors to be considered while developing contents
for Social Media
|
Characteristics
of the report |
Print
media |
Radio |
TV |
Web-based
platforms |
|
Periodicity |
Daily/weekly/ fortnightly/monthly |
Depending on
the schedule decided by the organization – 3-4 times a day |
There are
dedicated news channels/ depends on the channel to schedule time |
There are
dedicated news platforms/ depends on the channel to schedule time |
|
Format of news |
Text print and
visual |
Only audio |
Audiovisual
with added text |
Text, audio,
visual and combination of them |
|
Issues of
concern |
Space |
Time /
duration |
Time /
duration |
No limitation
on time and space |
|
Length of
sentences |
About 15-20
words/sentence |
10-15 words /
sentence |
8-10 words /
sentence |
Varies from
situation to situation |
|
Nature of the
medium in which news is presented |
Does not
change for a day |
Time is the
key element – keeps changing as events happen in the society |
Time is the
key element – keeps changing as events happen in the society |
Time is the
key element – keeps changing as events happen in the society |
|
Ease of
reaching the source frequently |
Very easy, you
can store/read whenever you want. Tracing the news paper/story is easy |
Not easy, you
can’t store/ listen whenever you want. Tracing the news/story is difficult |
Not easy, you
can’t store/ listen whenever you want. Tracing the news/story is difficult |
Very easy, you
can store/read whenever you want. Tracing the news paper/story is easy |
|
Nature of
processing of news by reader/ viewer/listener |
Can linger on
a story and go back to any part at any time and re-read for better
understanding |
Difficult/not
possible to go back and re-listen / re-view the same part of event/news again
and again for better understanding |
Difficult/not
possible to go back and re-listen / re-view the same part of event/news again
and again for better understanding |
Can linger on
a story and go back to any part at any time and re-read for better
understanding |
|
Interaction
with readers/viewers/ Listeners Feedback |
Low Not
instantaneous |
Low Not
instantaneous |
Low Not
instantaneous |
High Instantaneous |
|
Approach to
influence audience |
Readers miss
the tone of the voice, physical appearance, and dress etc. which influence
the readers concerning genuineness and precision of the information |
Listeners try
to catch the tone of the voice but miss physical appearance, and dress etc.
which influence the readers with respect to genuineness and precision of the
information |
Viewers try to
catch the tone of the voice, physical appearance, and dress etc. which
influence them with respect to genuineness and precision of the information
being broadcasted |
Viewers /
readers try to catch the tone of the voice, physical appearance, and dress
etc. (if videos are available) which influence the readers with respect to
genuineness and precision of the information |
Educational Approach for developing content for
social media
Education per se
is not having any implications, until and unless it transforms the components
of behavior. What kinds of transformation/modifications are intended in
Cognitive, affective and psychomotor domains?
1. Cognitive
domain: It is the process of knowing, comprehension, application,
analysis, synthesis and evaluation. The actual sequence of which as per Blooms
taxonomy is creating (out of synthesis), evaluation, analysis, application,
understanding (comprehension) and remembering (knowledge). Every technology
dissemination process and educational intervention has to undergo these
processes.
Three levels of
knowledge are
a. Factual
knowledge: the essential components of technology the learner should know
about. Then only he/she will become acquainted with the problem and become
capable to solve the problems. This knowledge is to be provided by extension
service providers.
b. Conceptual
knowledge: the inter-relationships between the essential components of
technology. Understanding of which helps in implementing the solutions in an
effective manner. This knowledge is expected to be provided by scientific
system.
c. Procedural
knowledge: deals with modus operandi of technology, reasoning the utilization
of technology, logical understanding of operations. This type of knowledge is
to be acquired by learner from the teachers, educators, service providers etc.
2. Affective
domain: the approach/way technology is being handled with emotions.
Which is, inclusive of enthusiasm of source and receiver, motivations,
attitudes, value systems and appreciation of technological intervention. These
complex issues can better be explained with simple behavioural ephemeron (Bloom
1956):
a. Receiving
phenomena: conscious hearing to others for the purpose of remembering. The key
issue is willingness to listen, its responsibility of source to bring the
listener to the level, grab his attention, make him aware of, ask questions if
doubts exist, follow the contents and understand for application.
b. Respond
to the phenomena: depicts the dynamic participation of end user. Learning
outcomes lead to action/application.
c. Valuing
phenomena: reveals the ability to solve the problems. In regular interaction
with both upper and lower sections of profession. Propose a plan for social
improvement and commitment to implement it.
d. Organizational
phenomena: educates to establish balance between systematic ways adopted to
solve problem and follow professional ethical standards.
e. Characterization
(Internalization of values) phenomena: adopting instructional objectives commensurate
with learners patterns adjustment to the learning situation.
3. Psychomotor
domain: deals with skill aspects of learning. Educational
interventions lead to physical movement, coordination and use of acquired
skills. The skills range from manual/mechanical tasks to machine operated
tasks. These skills are quantified (measured) in terms of speed of
performance/execution, precision in implementation, distance covered and
methods/procedures used in implementation.
The categories
of skill phenomena include (Dave 1975):
a. Imitation
phenomena: observation leading to following behavioural pattern of somebody.
Reproduction of others methods, processes, skills etc. Though it is a
method of acquiring skill, in the long run yields low quality and productivity.
b. Manipulation
phenomena: begins with recalling memory of things learnt during educational
efforts. Based on memory, individual makes an effort to perform certain actions
by following instructions. Indigenous knowledge is largely memory based. The
oral tradition played dominant role in keeping indigenous traditions alive even
today. Over a period of time we observe certain changes in adoption of
indigenous knowledge also.
c. Precision
phenomena: performing a skill with high degree of accuracy. Get rid of any
deviation to be more precise.
d. Articulation
phenomena: establishing coordination between a series of skills to produce
desirable product. Every operation in agriculture and allied sciences involves
a series of activities involving skills. It needs perfect coordination between
various sub units of a particular operation.
e. Naturalization
phenomena: running behind a particular skill until mastery is achieved in
performing. Regular and continuous practice leads to naturalization of skill.
The ultimate output is achieving high level of skill performance.
Why social media platforms for agricultural
extension?
• Easy access to the electronic gadgets and the
Internet facilities including the rural population. We have already observed
the statistics that almost equal number of people in urban as well as rural
area are having access to the Internet as well as the modern information-communication
technology tools and techniques. So that is how the social media has a huge
potential specially for providing the extension services.
• For delivering information to the target communities
at anytime, anyplace and from any place to any place, from any place. At any
point of time we can provide the extension services or the information services
to the farmer.
Challenges Before Social Media
• The institutional awareness about the social media
as potential is one of the important challenge. The institutions should
recognize the potential of the social media, so that they can make use of the
potential of social media as an instrument for delivering extension services.
• Encouraging the stakeholders to access the social
media links. So the figures what we have seen, so they are all for using the
social media for the purpose of entertainment. But whether they are making use
of this for educational purpose, for getting extension service purpose. That is
what is the challenge before the professionals.
• The skilled human resource to maintain the social
media interactions. We need the people who can manage these platforms, so
wherein the skills are essential, that is another challenge.
• Internet and information technology infrastructure
is another issue. So that needs to be maintained and that needs to be promoted.
• Then satisfying the heterogenous users is another
challenge for the professionals. Because as we have number of people on these
platforms, their demands are also diverse in nature. So whether we are able to
cater to all the needs. So that’s what is an issue.
• Measuring impact is another challenge. So because
of the social media, what are the changes that occurred into the technological
scenario or the adoption scenario, that is another issue.
• Continuous engagement of the population is one of
the challenge.
Opportunities
for Social Media in Extension Services
• Formation of global/national interest groups is
possible. So right now we are thinking of formation of the groups at the local
and regional level. But that can be extended to national as well as global
level. Then can act as a catalyst for resource mobilization, that resource
maybe technology, organization, finance etc.
• Integration of wide range of stakeholders. All the
stakeholders can come on a common platform. Maybe it is the technology users,
technology providers, the input suppliers, the processors, the marketers. All the
stakeholders can come on a common platform is an opportunity.
• Then reaching one to many. One institution is
there but it has an access to each and every individual.
Conclusion
There is a need to create awareness among the
extension professionals and build the capacities to share more information on
the social media platforms. Institutionalizing the use of social media for
sustained momentum and for better sharing as well as networking for the purpose
of delivering extension services. Then encouraging self-publication and
collective collaboration, so that each and every professional can add the
content on his own and he can develop the content for the social media.
Extension organizations need to encourage the stakeholders to use the social
media for interaction and obtaining the feedback. Research on social media is
one of the important issue that needs to be taken care of in the days to come.
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