Farmers’ Use of Social Media and Constraints Faced: A Study in Uttarakhand, India

Abstract

The emergence of social media has opened-up new avenues for information dissemination, social interactions and communication in various sectors, including agriculture. Farmers are also actively using social media for seeking and sharing information related to agriculture through various social media platforms. However, farmers often encounter several constraints in leveraging these technology platforms effectively. This research investigated the multifaceted challenges faced by farmers in utilizing social media for agricultural purposes. The present study was conducted in one district (U.S. Nagar) of Uttarakhand, known as food bowl of the state with the objective to find out farmers’ usage pattern of social media and identify constraints faced by the farmers in accessing and using the social media. The study followed an exploratory research and the study sample comprised of purposively selected 200 farmers (those who owned a smartphone) spread over eight villages. The data was collected using a pre-tested structured interview schedule. The study findings revealed that the primary constraints faced by respondents in using social media were lack of awareness about useful websites and mobile apps, poor digital literacy, and poor competency in its use.  Further, it also revealed that while younger, more educated farmers tend to use social media more readily, older and rural farmers face substantial hurdles. The study underscores the need for targeted interventions, including digital literacy programs, infrastructure improvements, and the creation of relevant, localized content to enhance social media's utility in agriculture. These insights will inform the policymakers, scientists, agricultural extension services, and technology developers in crafting relevant and appropriate strategies to bridge the digital divide and empower farmers through effective use of social media.