Usage preferences and constraints in the adoption of social media for agricultural extension among rural youth in satna district, Madhya Pradesh

Abstract

Social media has emerged as an important source of agricultural information for rural youth, offering opportunities for quick access to knowledge, expert advice, and peer interaction. However, the effective use of these platforms in rural areas is often limited by several practical and structural constraints. The present study was undertaken to identify and analyze the major constraints faced by rural youth in using social media for accessing agricultural information in Satna district of Madhya Pradesh. The study was conducted using an ex-post facto research design. A total of 120 rural youth were selected from different villages of the district through proportionate random sampling. Data were collected using a structured and pre-tested interview schedule, and appropriate statistical tools such as frequency, percentage, mean score, and Garrett ranking technique were used for analysis. The findings revealed that rural youth encounter multiple barriers while using social media for agricultural purposes. Limited awareness about suitable agricultural platforms emerged as the most serious constraint, followed by lack of timely and reliable updates, poor internet connectivity, and high cost of data packages. Inadequate digital skills, difficulty in understanding technical language, and lack of localized content were also reported as significant problems. In addition, limited guidance from extension agencies and uncertainty about the credibility of online information further restricted effective utilization. Social factors such as low motivation, time constraints due to farm and household responsibilities, and limited access to smartphones among some respondents also contributed to the problem. The study highlights that despite the widespread availability of social media, its potential for agricultural information dissemination remains underutilized among rural youth due to these constraints. Addressing these issues through digital literacy programs, promotion of verified agricultural content, improvement in rural internet infrastructure, and greater involvement of extension personnel can enhance the effective use of social media for agricultural development. The findings of the study may help policymakers, extension organizations, and development agencies in designing need-based interventions for empowering rural youth.