Farmers’ Utilisation Pattern of Information Delivered Through Social Media by KVKs of North Karnataka, India

Social media is one of the most important communication tools in the modern world. It is widely used for exchanging information, and agriculture has not lagged behind in this regard. Agricultural extension has been experiencing significant changes in the methods of disseminating information. The present study was undertaken to the content of information delivered by selected KVKs of North Karnataka through social media. A total of six KVKs were selected from North Karnataka, and 12 villages were chosen (two villages under each KVK). From these villages, ten respondents were randomly selected, making the total sample size 120. Data were collected using a structured interview schedule and with appropriate statistical methods. The findings of the study indicate that nearly half (49.16%) of the respondents belonged to the medium level of frequency of social media use, and more than three-fourths (76.66%) were using WhatsApp daily. The study also highlights the overall extent of use of information delivered through social media, revealing that nearly half (49.16%) of the respondents perceived a medium extent of use of information, and three-fifths (60.00%) of the farmers discussed the information received from social media mostly with progressive farmers. The study recommends that there is still considerable scope to enhance the use of social media, as some farmers were not aware of various social media platforms. Extension should continuously engage on these platforms to create awareness among the farming community and promote their effective use in accessing agricultural information.