Awareness of Digital Media by the Farm Women of Manipur

Author: Priyanka Rajkumari, M. Prasuna, R. Geetha Reddy and Janaki Srinath

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Abstract

The 1900s saw the beginning of the creation of various digital media, with radio and television serving as the first platforms for obtaining information through mass media using digitalized tools. Nowadays, many individuals have access to various digital platforms where they spend their free time, thanks to the advent of smartphones. The usage of digital technology is widespread, including areas such as marketing, advertising, and agriculture. Utilizing channels like social media, websites, apps, and web pages for marketing and advertising has become commonplace with recent developments. A study was conducted on the utilization of digital media to access information on recent developments in agriculture used by rural women in Manipur state. In this particular study, an ex-post facto research design was followed. A total of 60 respondents were selected from Thoubal district in Manipur state. The study found that the majority (48.33%) of the respondents fell into the middle age group. 51.67 percent of the respondents earned between 2,50,000 to 4,00,000 lakhs per annum. 40.00 percent of them had primary education, and 85.00 percent were married. 70.00 percent of the respondents had medium information-seeking behaviour. All the respondents utilized the M4AGRINEI portal. 85.83 percent of the respondents became aware of the portal through their friends, relatives, or neighbours. 85.00 percent of the respondents listened to radio programs, and 90.83 percent watched agricultural programs on television. None (100.00%) of the respondents had used any agricultural apps, although they had heard about them. They were less aware of other agriculture portals except for M4AGRINEI. The M4AGRINEI provided training and reliable information to the people of Manipur state. Digital media in agriculture helps extension workers reach information in remote areas and contributes to helping farm women resolve issues and engage in digital marketing. The major constraints faced by in this study were lack of infra-structured facilities, less awareness of agricultural portals and non-availability of training on the use and application of agricultural portals The suggestion given by the farm women was to provide more hands-on training on digital media.

Keywords

Farm women, utilization, digital media, digital marketing, portal

Conclusion

Majority (48.33%) of the respondents belonged to middle age group of 35-50 years, majority (51.67%) of the respondents had income of Rs. 2,50,000/- to 4,00,000/- per annum, majority (40.00%) had completed their primary education, majority (85.00%) of them were married, majority (70.00%) of the Manipur respondents had medium information seeking behaviour, majority of the respondents listened for 8-10 hours per week followed by (8.33%) 5-7 hours, more than half (51.67%) of them of the respondents watch agricultural programmes once a week more than half (55.00%) of them have spent 2-4 hours in using internet, all (100.00%) the respondents have used the M4AGRINEI portal, 81.67 percent i.e. more than three by fourth of the respondents got the awareness of portals from their friends, relatives and neighbours, cent (100.00%) percent of the respondents haven’t used any of the agricultural apps, where majority (90.00%) of them want to try using the apps and 81.67 percent of the respondents have heard about the farming apps. The results showed that majority were aware of the M4AGRINEI portal, which they were using through the extension personnel. They were utilizing television and radio for their information. The agricultural applications were available but the majority were not aware of them. The major suggestion from the study was to provide awareness and training on the different portals and applications available on digital media.

References

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How to cite this article

Priyanka Rajkumari, M. Prasuna, R. Geetha Reddy and Janaki Srinath (2023). Awareness of Digital Media by the Farm Women of Manipur. Biological Forum – An International Journal, 15(4): 747-752.