Understanding the Information Network among Farmers through Content Analysis of Farmers’ Facebook Groups

Abstract

Facebook groups have emerged as a powerful tool for connecting individuals with shared interests, and the agriculture sector is no exception. Examining the significance of Facebook’s involvement in agricultural extension within India is essential because of the nation’s significant agricultural industry, growing digital presence, and the necessity for prompt and precise information distribution. This research aims to investigate the origins of the Bengali Facebook groups, the profiles of members and administrators, and the manner in which information is shared through posts within these groups. The study also seeks to delve into the broad themes of these posts and their specific focus on agricultural topics, including general agriculture, identification of plant diseases, crop varieties, recommended practices, and more. Furthermore, this study analyses the content of posts concerning agricultural operations, implements, agricultural products, and livestock. Out of 995 Facebook groups, 84 core agricultural groups and 24 Bengali groups were purposively sampled. Among the 1442 posts, 206 were screened randomly for the study. Results revealed that 50 percent of these groups emerged during the lockdown period and the most discussed agricultural operation in these groups was ‘plant protection measures’ . The study suggests that Facebook groups should be mainstreamed by public and private extension agencies to reach even those farmers with low levels of formal education.

Keywords

• Content Analysis; Facebook Groups; Farmer to farmer extension; Mainstreaming; Bengali.