This document discusses e-extension and the use of information and communication technologies (ICT) and social media for agricultural extension. It provides an overview of e-extension components like e-learning, e-farming and e-trading. It also discusses what social media is, basic components of social media, tools of e-extension like social networking sites and forums. Examples of ICT projects in rural India like e-Choupal are provided. The impact of e-extension and implications for training agriculture extension professionals on e-extension are summarized.
Global trends in Social media for Agricultural DevelopmentDishant James
Many agricultural professionals eschew social media because they don’t understand what it is and how to engage with it and learn. Social media platforms provide agricultural institutions the ability to communicate directly to the farmers and consumers, informing them about various aspects of agriculture (Saravanan and Suchiradipta, 2016).
ICT in Agriculture, Reasons of Agricultural Information delay in rural India, Need of ICT in Indian Agriculture, Role of ICT in Indian Agriculture, ICT INITIATIVES FOR AGRICULTURE AND RURAL DEVELOPMENT
Global trends in Social media for Agricultural DevelopmentDishant James
Many agricultural professionals eschew social media because they don’t understand what it is and how to engage with it and learn. Social media platforms provide agricultural institutions the ability to communicate directly to the farmers and consumers, informing them about various aspects of agriculture (Saravanan and Suchiradipta, 2016).
ICT in Agriculture, Reasons of Agricultural Information delay in rural India, Need of ICT in Indian Agriculture, Role of ICT in Indian Agriculture, ICT INITIATIVES FOR AGRICULTURE AND RURAL DEVELOPMENT
Pluralistic Agricultural Extension in IndiaRavi Kn
The new extension regime recognise the need for Muti-agency collaboration to combine strengths. Thereby promoting both Public and non-public (private sector, NGOs, FIG/CIG/POs, PPP Models) actors in Extension work to enhance the delivery system in agricultural extension to all type of farmers.
Masters seminar on Privatization of Agricultural Extension Services.Ayush Mishra
Privatization of Agricultural Extension Services.
Extension services have been traditionally funded, managed and delivered by government all over the world. The Monopoly of public sector extension has been challenged since 1980 with the emergence of many private players, who also fund and deliver extension services. This process of funding and delivering the extension services by private individual or organization is called Private extension. The primary reason behind the agricultural extension privatization is declining trend in government expenditure for extension in several countries, including India over the last few decades. With an increase in commercialized farming in the developing countries during 21st century, production system is shifting to demand driven from supply driven that demands a technically sound & client accountable extension service which is not just limited to input supply and advisory services but also seek processing and marketing of the produce. Challenges and opportunities possessed by globalization & liberalization era calls for structural and functional adjustment with cost effective & need based extension service. The public extension, facing financial & technical constraints has disappointing performance & the need for private extension service becomes even more important in these changing times. Decentralization, cost sharing, cost recovery withdrawal from selected services, and contracting are some of the options exercised by various governments in privatizing extension services.
Keywords: Agricultural extension, private extension service, privatization.
Farmer Led Extension is a promising approach wherein farmer leaders were utilized as extensionists to transfer the technologies they learned with a view to boosting up production.
The FLE approach gives farmers the opportunity to share their experiences and practices through a method demonstration with fellow farmers in the area.
Reasons for Group Led Extension
1. Efficiency
2. Effectiveness
3. Collective action
4. Equity
Farm school :
“Farm school is a field where latest technology was demonstrated to progressive and interested farmers who undergo training for a certain period of time. Farm schools help in speedy dissemination and adoption of technologies through training of progressive farmers on the latest production technology.”
ICT Extension approaches-pre-requisites Information and science needs of ...Yagnesh sondarva
ICT Extension approaches-pre-requisites
Information and science needs of farming community
Need integration
Human resource information & Intermediaries
Pluralistic Agricultural Extension in IndiaRavi Kn
The new extension regime recognise the need for Muti-agency collaboration to combine strengths. Thereby promoting both Public and non-public (private sector, NGOs, FIG/CIG/POs, PPP Models) actors in Extension work to enhance the delivery system in agricultural extension to all type of farmers.
Masters seminar on Privatization of Agricultural Extension Services.Ayush Mishra
Privatization of Agricultural Extension Services.
Extension services have been traditionally funded, managed and delivered by government all over the world. The Monopoly of public sector extension has been challenged since 1980 with the emergence of many private players, who also fund and deliver extension services. This process of funding and delivering the extension services by private individual or organization is called Private extension. The primary reason behind the agricultural extension privatization is declining trend in government expenditure for extension in several countries, including India over the last few decades. With an increase in commercialized farming in the developing countries during 21st century, production system is shifting to demand driven from supply driven that demands a technically sound & client accountable extension service which is not just limited to input supply and advisory services but also seek processing and marketing of the produce. Challenges and opportunities possessed by globalization & liberalization era calls for structural and functional adjustment with cost effective & need based extension service. The public extension, facing financial & technical constraints has disappointing performance & the need for private extension service becomes even more important in these changing times. Decentralization, cost sharing, cost recovery withdrawal from selected services, and contracting are some of the options exercised by various governments in privatizing extension services.
Keywords: Agricultural extension, private extension service, privatization.
Farmer Led Extension is a promising approach wherein farmer leaders were utilized as extensionists to transfer the technologies they learned with a view to boosting up production.
The FLE approach gives farmers the opportunity to share their experiences and practices through a method demonstration with fellow farmers in the area.
Reasons for Group Led Extension
1. Efficiency
2. Effectiveness
3. Collective action
4. Equity
Farm school :
“Farm school is a field where latest technology was demonstrated to progressive and interested farmers who undergo training for a certain period of time. Farm schools help in speedy dissemination and adoption of technologies through training of progressive farmers on the latest production technology.”
ICT Extension approaches-pre-requisites Information and science needs of ...Yagnesh sondarva
ICT Extension approaches-pre-requisites
Information and science needs of farming community
Need integration
Human resource information & Intermediaries
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Information and Communications Technology is an umbrella term that includes any communication device or application, encompassing: radio, television, cellular phones, computer and network hardware and software, satellite systems and so on, as well as the various services and applications. ICT includes any communication device or application as radio, computer, television, network hardware, cellular phones, software, and satellite systems etc., as well as the various services and applications associated with them, such as distance learning and video conferencing. It is an integration of the technologies and the processes to distribute and communicate the desired information to the target audience and making the target audience more participative in nature
ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) IN THE CHANGING SCENAR...SRICHANDANA36
CONTAINS INFORMATION ABOUT ICT, INTRODUCTION, NEW PROJECTS OF ICT, MOBILE SERVICES, WEBSITES, PORTALS, HYBRID ICT PROJECTS BEING USED BY THE EXTENSION PERSONNEL FOR TRANSFERING LATEST AGRICULTURAL INFORMATION TO THE FARMERS
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Dr.J.Meenambigai
Associate Professor
Department of agricultural Extension
Faculty of Agriculture
Annamalai University
Chidambaram
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This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
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2. -Extension
• The electronic delivery of extension service that
provide a more efficient alternative to a traditional
extension system for agriculture and Livestock sector.
• Maximizes the use of information and
communication technology (ICT).
• Forms the electronic and interactive bridge where
farmers and livestock holders meet and transact to
enhance productivity, profitability and global
competitiveness.
4. What is social media
• These are digital networks that are used to share and discuss user
generatedinformation - opinion, video, audio, and multimedia.
Andres and Woodard, 2013.
• Social media are web based tools of electronic communication that
allow users to personally interact with others individually or in
groups for the purposes of exchanging information, sharing
thoughts and opinions, influencing and facilitating decision-making
by creating, storing, retrieving and exchanging information in any
form (text, pictures, video, etc.,) by anyone in the virtual world
Suchiradipta and Saravanan, 2016.
• Social media is basically digital technologies facilitating
communication of user generated content through constant
interaction .
Terry, 2009; Kaplan and Haenlein, 2010.
5. Basic components of Social media
Social media is the interaction of people and also to content creation, exchange
and commenting in virtual communities and networks.
Ahlqvist et al. (2008)
6. Tools of e-Extension
• Social networking sites (e.g. Facebook, LinkedIn, Myspace)
• Video and photo sharing websites (e.g. Flickr, YouTube)
• Blogs
• Microblogs (e.g. Twitter, Tumblr)
• Forums, discussion boards and groups (e.g.Google,Yahoo Groups)
• Wikis (e.g. Wikipedia)
• Video on demand and podcasts
• Video conferences and web conferences
• Email and instant messaging
• Socially integrated mobile text messaging (e.g. Whats app,We Chat)
• Websites with social plugins and layers
7. Special features of Social media
Participation
OpennessConnectedness
Conversation
Community
8. Social Media Statistics- India
Rural India
• Social Media in rural India has grown 100 percent
during 2016 with 25 million people using Internet to
access Twitter and Facebook.
Urban India
Facebook-96%
Google Plus-61%
Twitter-43 %
LinkedIn-24%
(Source-Internet and Mobile Association of India (IAMAI) and the Indian Market Research
Bureau International (IMRB) ,2016)
9. Why Social media in Agriculture Extension ???
•Easier access to electronic gadgets and
internet facilities even for the rural
population nowadays.
• It is estimated that there will be around
258.27 million social network users in India by
2019.
(www.statista.com)
•Information can be delivered to farmers
any time, any place from any place
10. • Creating awareness about social media’s potential at the
organisational level.
• Encouraging stakeholders to access resources through social
media links.
• Skilled human resource to maintain social media interactions.
• Internet and IT infrastructure issues.
• Satisfying heterogeneous users.
• Measuring the impact.
• Continuous engagement.
11. Opportunities of Social media in
extension
• Forming global/national interest groups is possible.
• Can act as catalyst for resource mobilization
(technological, organizational, and financial)
• Few social media apps are available without Internet.
• Allows for integration of a wide range of
stakeholders.
• Reaching one to many.
13. • Content should be focused on user/ audience requirements.
• Authenticity is important.
• Posts may be kept short.
• Posts should be written in informal style, without jargon.
• Posts with visuals capture more attention.
• Active voice may be used in writing.
• News about project in the field, human interest stories get
more attention.
• Asking interesting questions would encourage interaction.
Developing contents for Social media
14. Some key points
• Posting info when most target audience are active online.
• Tackle literacy issues, using more pictures and videos, even
audios if possible, which is easier through Facebook and Whats
App.
• Tagging individual clients to whom the information might be
specifically useful
• Bandwidth and pricing is a hurdle to sustainable use of social
media so ensure judicious consumption of data.
• Connecting farmers and consumers on the same platform for
increased interaction.
17. E-Choupal
• Initiative of ITC Limited to link directly with rural farmers via
the Internet for procurement of agricultural and aquaculture
products like soybeans, wheat, coffee, and prawns.
Working model
Farmer
e Choupal sanchalak
Purchasing Company
18. • Information about crop cultivation and other
agricultural practices.
• Specific information on government schemes
such as farmer welfare programmers.
• Day to day market information and weather
forecasts.
e-Arik
(Arik” means “Agriculture” in the Adi tribal dialect of Arunachal Pradesh State.)
20. eGram Vishwagram Project
Gujarat
Land Right Records
Utility bills
payment
Birth, Death, Caste, Income
,Residency Certificates
Tax collection
receipts
Market Linkage for agriculture
commodities
E-Ticketing and
mobile recharging
21. Objectives
Complete Computerisation of Land Records across the state since 2004-05.
Computer controlled mutation process.
Self sustainability.
Working model
e-Dhara
Gujarat
28. Impact of e-Extension in Agriculture
• Fishermen in coastal Tamil Nadu share information through SMS
groups about rich catchment areas, weather alerts and warnings, and
prices for the day.
• Plantation owners in Coorg, Karnataka used Blackberry app to find out
coffee prices, pest alerts, etc., and shared the information with others.
• By utilising the data of ‘e-Crop booking’, individual projects like
drought analysis, crop failure analysis, crop damage analysis, etc., are
being initiated in some Districts to avail various benefits to the drought
affected farmers in the state of Andhrapradesh. (Vikas pedia)
• ‘Paddy Procurement Automation System (P-PAS)’ is integrated through a
web-service with the farmer registration and used by all commission
agents for Odisha State Civil Supplies Corporation (OSCSC) and other State
procuring agencies. (Vikas Pedia )
29. Implications of e-Extension
• The reach of extension personnel in rural areas can increase
manifolds with the use of platforms like Facebook, WhatsApp,
and YouTube.
• Provides insights and evidences required to influence policy and
policymakers.
• Projects and initiatives for agricultural development that suffer
from lack of funds can take the help of crowdfunding platforms.
• With increasing visibility of agriculture related issues faced today,
many youth from non-agricultural and urban background are
getting interested in agripreneurship and creating employment
opportunities for others in the rural sector.
30. • Increase information access to consumers about farm
conditions, mechanism of food production, plights of
farmers, etc.
• Networking, sharing ideas and opinions, even conducting
research can ultimately help in career.
• Advancement of extension professionals and they become
competent to serve the clients better.
Implications of e-Extension Continued…
31. Training for Agriculture extension Professionals on e-Extension
• National Agricultural Extension Policy (NAEP) calls for comprehensive
interventions including the strengthening of the Research-Extension-
Education continuum from the laboratory to the field.
• The Ministry of Agriculture, Irrigation and Livestock (MAIL) recognizes the
need for a comprehensive service delivery mechanism in accordance with
the needs of the farmers
• The General Directorate of Extension and Agriculture Development
(GDEAD) ,State Agriculture universities (SAUs) has been developing many
ICT innovations in linking research-extension-education for agriculture.
• The National Institute of Agricultural Extension Management (MANAGE)
,State Agriculture universities (SAUs) gives trainings on modern extension
methods to the Agriculture extension Professionals.
32. Regional Extension Education Institutes (EEIs)
• EEI, Nilokheri (Northern Region)
• EEI, Hyderabad (Southern Region)
• EEI, Anand (Western Region)
• EEI, Jorhat (East & North East Region)
Training for Agriculture extension Professionals on e-Extension
continued….
33. Framework and Guidelines for use of Social Media for
Governament Organisations
Q1. Who Formulates?
Department of Electronics and Information Technology under
Ministry of Communications & Information Technology Government of
India.
Q2. What does the Framework comprises of?
The framework comprises of the following 6 elements:
Objective: Why an agency needs to use social media
Platform: Which platform/s to use for interaction
Governance: What are rules of engagement
Communication Strategy: How to interact
Pilot: How to create and sustain a community
Institutionalisation: How to embed social media in
organisation structure.
34. Q3. What are the key caveats that the guidelines highlight?
All accounts must be created and operated in official capacity
only.
As social media demands 24*7 interactions, some responsiveness
criteria may be defined and a dedicated team may be put in place
tomonitor and respond
There should be congruence between responses on social media
and traditional media .
Relevant provisions of IT Act 2000 and RTI Act must
be adhered to.
Q4. Where can you access these Framework and
Guidelines?
Download the PDF from the below link
http://meity.gov.in/writereaddata/files/Approved%20Social%20Media%20Frame
work%20and%20Guidelines%20_2_.pdf
Framework and Guidelines for use of Social Media for
Governament Organisations Continued…..
35. Global survey on use of social media in agricultural
extension and advisory services
Survey conducted by- GFRAS
Year of survey- 2016
Mode of Survey- Online
Number of countries involoved- 60
Number of respondents- 226
Facebook was found to be most popular social media platform used.
95 % of respondents believed that social media can play important role in
bridging the gap between stakeholders in Agricultural Innovation Systems
(AIS).
68.2 % respondents use Mobile phones to access social media.
Major impeding factor for social media use was the lack of authenticity of
information shared online.
(Source-Extension Digest, vol.1, No.1, June 2017)
36. Way Forward
• There is a need to create awareness among extension
professionals and build their capacities to share more
information via social media.
• Institutionalising use of social media for sustained
momentum and for better sharing and networking.
• Encouraging self publication and collective collaboration.
• Extension organisationsneed to encourage stakeholders to
use social media for interaction and obtaining feedback.
• Research on social media is still needed.
37. References
• Extension Next by National Institute of Agricultural Extension Management (MANAGE); March 2017.
• Social media: Shaping the future of agricultural extension and advisory services, document by the Global
Forum for Rural Advisory Services (GFRAS) Interest Group on ICT4RAS, 2016.
• Report of Feed The Future India Triangular Training (FTF ITT) programme on e-Extension:ICT
Applications in Agricultural Extension Management prepared by Dr. V. P Sharma, Dr. Lakshmi Murthy,
Dr. Srinivasacharyulu Attaluri.,2017.
• Report of the Working Group on Agricultural Extension for Agriculture and Allied Sectors for the
Twelfth Five Year Plan (2012-17) by Govt Of India Planning Commission.
• Extension Digest-Harnessing Social Media for Agricultural Development, Vol-1 ;June 2017.
• Framework & Guidelines for Use of Social Media for Government Organisations by Department of
Electronics and Information Technology.
• http://vikaspedia.in/agriculture/ict-applications-in-agriculture/paddy-growers-of-odisha-an-online-bonanza.
• http://vikaspedia.in/agriculture/ict-applications-in-agriculture/book-your-crop-on-mobile
• http://www.iamai. in/media/details/3673
