Effectiveness Of Virtual Agricultural Channels Broadcasted Through Youtube As Perceived By The Farmers

Authors

  • Shahnaj Pervin

    Agrotechnology Discipline, Khulna University, Khulna-9208, Bangladesh
  • Mohammad Bashir Ahmed

    Agricultural Extension and Communication Laboratory, Agrotechnology Discipline, Khulna University, Khulna-9208,

    Bangladesh
  • Md. Matiul Islam *

    Agricultural Extension and Communication Laboratory, Agrotechnology Discipline, Khulna University, Khulna-9208, Bangladesh
  • Mahfuza Khatun

    Agrotechnology Discipline, Khulna University, Khulna-9208, Bangladesh

DOI:

https://doi.org/10.55121/nc.v4i1.387

Keywords:

Farmer Perception, Agricultural Extension, Digital Media, Technology Adoption, Information Accessibility

Abstract

YouTube is one of the most widely used social media platforms for accessing agricultural information, general news, and entertainment. This study aimed to assess farmers’ perceptions of the effectiveness of virtual agricultural channels broadcasted through YouTube in Dumuria Upazila, Khulna District, Bangladesh. Data were collected from 80 respondents using a snowball sampling technique through personal interviews conducted between August 25, 2022, and February 27, 2023 using an interview schedule. Information on farmers’ perceptions gathered, and ten popular YouTube channels were selected for evaluation. Descriptive statistics were used for data analysis, while Spearman’s rank correlation coefficient measured the relationships between independent and dependent variables. The findings revealed that 86.25% of respondents perceived virtual agricultural channels on YouTube as less effective overall. However, individual channel evaluations indicated that Shykh Seraj and Math Krishi were considered highly effective, whereas Agamir Krishi and Krishi Bioscope were perceived as less effective. Among the 13 characteristics analyzed, education, extension media contact, knowledge of virtual agricultural channels, contact with other virtual media, and extent of exposure to YouTube-based agricultural content showed a positive significant relationship with perceived effectiveness. Conversely, age, family size, and farming experience demonstrated a negative significant relationship. The primary challenge limiting the effectiveness of these virtual channels was the high cost and inaccessibility of required materials (77.5%), while the least common issue reported was the accuracy of information (52.5%). These findings highlight the need to enhance the accessibility, affordability, and reliability of YouTube-based agricultural content to better support farmers in Bangladesh.

References

[1] Uddin, M.M.M., 2015. Causal relationship between agriculture, industry, and services sector for GDP growth in Bangladesh: An econometric investigation. Journal of Poverty, Investment Development. 8, 124–129.

[2] Mtega, W.P., 2018. The usage of radio and television as agricultural knowledge sources: The case of farmers in Morogoro region of Tanzania. International Journal of Education and Development using Information and Communication Technology. 14(3), 252–266.

[3] Bello, M., Obinne, C.P.O., 2016. Problems and prospects of agricultural information sources utilization by small-scale farmers: A case from Nasarawa State of Nigeria. Journal of Communication. 3(2), 91–98.

[4] Maningas, R.V., Perez, V.O., Macaraig, A.J., et al., 2000. Electronic information dissemination through the Farmers' Information and Technology Services (FITS)/Techno Pinoy program: Bringing information and technology within the reach of farmers. Citeseer. Available from: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=67b8599b392b0bac6244542dcdda4e710733b7c0 (cited 30 Nov., 2023).

[5] Goyal, A., 2011. ICT IN AGRICULTURE: Connecting smallholders to knowledge, networks, and institutions. Report Number 64605, November, 2011. World Bank: Washington, DC, USA.

[6] Livondo, L.J., Anderson, K., Macharia, E.W., et al., 2015. Factors affecting communication channels preference by farmers in access of information on adoption of agricultural technology for striga control: A case of Bungoma County, Kenya. International Journal of Current Research. 7(11), 23057–23062.

[7] Ghanbari, A.B., Rahmati, M., 2010. Factors influencing media choice for interacting with their students among lecturers of two academic institutions: Case of Iran. Asian Social Science. 6(1), 115–126.

[8] Mtega, W., Benard, R., 2013. The state of rural information and communication services in Tanzania: A meta-analysis. Journal of Information and Communication Technology. 3(2), 64–73.

[9] Eke, H.N., Odoh, N.J., 2014. The use of social networking sites among the undergraduate students of University of Nigeria, Nsukka. Library Philosophy and Practice - Electronic Journal. 1195. Available from: http://digitalcommons.unl.edu/libphilprac/1195 (cited 30 Nov., 2023).

[10] Merriam-Webster, 2015. Social media. Available from: https://www.merriam-webster.com/dictionary/social%20media (cited 30 Nov., 2023).

[11] Suchiradipta, B., Saravanan, R., 2016. Social media: Shaping the future of agricultural extension and advisory services. GFRAS Interest Group on ICT4RAS Discussion Paper. GFRAS: Lindau, Switzerland.

[12] Verma, V., Rani, E., 2023. Role of social media in extension—A review. International Journal of Humanities, Social Science, and Management. 3(3), 7–17.

[13] Kalusopa, T., 2005. The challenges of utilizing information communication technologies (ICTs) for small-scale farmers in Zambia. Journal of Emerald Library Hi Tech. 23(3), 414–424.

[14] Ahmed, M.B., Ahmed, A., Miah, M.A.M., 1994. Effectiveness of radio and television in disseminating agricultural information among the farmers. Bangladesh Journal of Training and Development. 7(2), 33–40.

[15] Amin, M.R., Ahmed, M.B., Adhikary, M.M., et al., 2013a. Effectiveness of radio programs in the dissemination of agricultural information as perceived by the farmers of Sadar Upazila under Sylhet district of Bangladesh. Research Journal of Agricultural Sciences. 4(4), 507–512.

[16] Amin, M.R., Ahmed, M.B., Adhikary, M.M., et al., 2013b. Farmers' exposure to agricultural programs broadcasted through radio. Research Journal of Agricultural Sciences. 4(4), 522–526.

[17] Amin, M.R., Ahmed, M.B., Adhikary, M.M., et al., 2014a. Effectiveness of television programs in the dissemination of agricultural information as perceived by the farmers. Research Journal of Agricultural Sciences. 5(1), 15–20.

[18] Amin, M.R., Ahmed, M.B., Adhikary, M.M., et al., 2014b. Farmers' exposure to agricultural programs broadcasted through television. Research Journal of Agricultural Sciences. 5(1), 42–47.

[19] Kothari, C.R., 2004. Research Methodology: Methods and Techniques, 2nd ed. New Age International Publishers: New Delhi, India.

[20] Agriculture Information Service (AIS), 2018. 4th development fair under Department of Agricultural Extension, Ministry of Agriculture, Government of the People's Republic of Bangladesh.[in Bengali] 35, 16 Jan., 2018. Available from:https://ais.portal.gov.bd/sites/default/files/files/ais.portal.gov.bd/files/263d3709_7805_4df3_92cd_bfb6b73da616/Poster%20Shobji%20Mela%202018.pdf (cited 30 Nov., 2023).

[21] Sandeep, G.P., Prashanth, P., Sreenivasulu, M., et al., 2022. Effectiveness of agricultural information disseminated through social media. Indian Journal of Extension Education. 58(2), 186–190.

[22] Okwu, O.J., Kuku, A.A., Aba, J.I., 2007. An assessment of use of radio in agricultural information dissemination: A case study of Radio Benue in Nigeria. African Journal of Agricultural Research. 2(1), 14–18.

[23] Bangladesh Bureau of Statistics (BBS), 2016. Total population on February 26, 2016 [in Bengali]. Available from: https://bbs.portal.gov.bd/sites/default/files/files/bbs.portal.gov.bd/page/b2db8758_8497_412c_a9ec_6bb299f8b3ab/StatisticalYearBookFinal2016.pdf (cited 26 February 2016).

[24] Hossain, M.A., 2022. Farmers' exposure to development communication tools of agricultural information service in Bangladesh [MS Thesis]. Agrotechnology Discipline, Life Science School, Khulna University: Khulna, Bangladesh. Available from: Seminar Library, Agrotechnology Discipline, Khulna University, Khulna-9208, Bangladesh (cited 30 Nov., 2023).

[25] Shaikh, T.M., Podder, S., Ahmed, M.B., 2010. Farmers' exposure to television broadcasted agricultural programs: A study of five villages of Khulna. The Journal of Rural Development. 37(1), 191–208.

[26] Shushama, B., 2021. YouTube use, influences and credibility on innovative agricultural technology diffusion: A digital self-help approach to the farmers under Rangunia Upazila of Chittagong district [MS Thesis]. Department of Agricultural Extension and Information System, Sher-e-Bangla Agricultural University: Dhaka, Bangladesh. Available from:http://archive.saulibrary.edu.bd:8080/xmlui/bitstream/handle/123456789/4169/19-10025.pdf?sequence=1&isAllowed=y (cited 30 Nov., 2023).

Downloads

How to Cite

Pervin, S., Ahmed, M. B., Islam, M. M., & Khatun, M. (2025). Effectiveness Of Virtual Agricultural Channels Broadcasted Through Youtube As Perceived By The Farmers. New Countryside, 4(1), 57–69. https://doi.org/10.55121/nc.v4i1.387

Issue

Vol. 4 No. 1 (January 2025):

Section

Articles

License

Copyright (c) 2025 Shahnaj Pervin, Mohammad Bashir Ahmed, Md. Matiul Islam, Mahfuza Khatun

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.