Response of Agricultural Extension Agents in Yogyakarta Special Region Towards Social Media Application as the Agricultural Extension Media

DOI

10.2991/aebmr.k.211214.031How to use a DOI?

Keywords

social media; extension agent; response

Abstract

In order to improve communication effectiveness, the performance of source, message, channel, and receiver is necessary. In agricultural extension and communication, the channels become very important that the extension agent as a source can carry out the technology transfer successfully. Not only mass communication, group communication also requires media in increasing the interaction to learn together in groups. Moreover, nowadays digitalization has been widely used by the extension agents and farmers, for example social media are used as tools of extension and further discussion. Therefore, this study aims (1) to determine the use of social media by the extension agents and (2) to explain the extension agents’ response to social media in agricultural extension, and (3) to determine factors influencing extension agents’ response. This research was conducted quantitatively with a survey method. It applied simple random sampling and employed 200 extension agents in Yogtakarta Special Region as the respondents. The primary data were analysed to find out the preferences for using social media in extension and the extension agents’ response to social media. In addition, a regression analysis was applied to determine the factors that significantly influence the extension agents’ response. The results showed that social media used by the extension workers respectively are Whatsapp, Facebook, Youtube, and agricultural applications. Not many of them use Instagram and very few of them use Twitter as the medium of extension. Some extension agents use social media according to their needs. Their response to social media including cognitive, affective, and behaviour responses is quite good but still needs to be improved. They have not really mastered the features existing in social media. They also considered that social media are less useful in giving information about price and strengthening groups. In addition, it is perceived less useful for coordinating with other stakeholders but benefits for coordinating among other extension agents. They recognized that social media can help their task in conducting extension. The response is influenced by their age, education level, perception, experience of using social media, social media features, and accessibility that all factors play a role as supporting factors. To increase their response to social media, the extension agents need to study in more detail regarding the features based on their needs in extension. This will also increase the experience of the extension agents in using social media regardless of how long they have used it.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Alia Bihrajihant Raya
AU  - Diah Fitria Widhiningsih
AU  - Mesalia Kriska
PY  - 2021
DA  - 2021/12/15
TI  - Response of Agricultural Extension Agents in Yogyakarta Special Region Towards Social Media Application as the Agricultural Extension Media
BT  - Proceedings of 1st International Conference on Sustainable Agricultural Socio-economics, Agribusiness, and Rural Development (ICSASARD 2021)
PB  - Atlantis Press
SP  - 224
EP  - 228
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211214.031
DO  - 10.2991/aebmr.k.211214.031
ID  - Raya2021
ER  -