Symbolic Adoption of Agricultural Videos from PJTAU YouTube Channel: A Study of Telangana Farmers

Abstract

The study was conducted to assess the symbolic adoption of paddy and cotton farmers towards the YouTube channel videos of PJTAU agricultural videos. An experimental study was conducted to analyse how well farmers symbolically adopted improved agricultural practices. The data were collected from random sample of 120 farmers in the central Telangana zone. Findings revealed that a majority of paddy farmers (83%) showed a medium level of symbolic adoption. Among them, (65%) fully adopted the use of recommended bird perches, while (83.3%) partially adopted the suggested transplanting schedule and only (5%) showed willingness to adopt the application of carbofuran granules. In case of cotton farmers, (73.3%) fell into the medium symbolic adoption category among which (54%) fully adopted the recommended plant spacing, (52%) partially adopted stem application and (18.3%) considered following the suggested spraying for pink bollworm infestation. The results indicated that farmers expressed a readiness to embrace practices they had previously been hesitant to adopt. This underscores the importance of continued capacity-building efforts, field demonstrations, and personalized advisory services to convert symbolic adoption into actual practice. By tailoring content to address farmer concerns, showcasing success stories, and simplifying complex practices, symbolic adoption can be enhanced and gradually lead to full-scale implementation.