Exploring Rural Youth Perceptions of Social Media-Based Agricultural Extension Services in Satna District of Madhya Pradesh

The study investigates rural youth perceptions of social media-based agricultural extension services in Satna district of Madhya Pradesh, India. Recognizing the limitations of conventional extension systems and the increasing penetration of Information and Communication Technology (ICT) tools, particularly social media, this research aimed to assess the credibility, usefulness, and relevance of such platforms in disseminating agricultural information. A descriptive research design was adopted, covering 120 rural youth respondents selected through a multi-stage random sampling process from two purposively chosen blocks (Sohawal and Majhgawan). Data were collected via a pre-tested structured interview schedule and analyzed using frequency, percentage, mean, and standard deviation. Perception levels were classified using the Mean ± ½ Standard Deviation method. Results revealed that 25.00% of respondents held an unfavourable perception, 46.67% had a neutral perception, and 28.33% expressed a favourable perception towards the use of social media for agricultural extension. The highest-ranked perception was that “social media tools offer real advantages over traditional methods of training and extension,” followed by the recognition of the internet as a key source of agricultural information. However, concerns were noted regarding health issues, reduced interpersonal relationships, and time consumption. The findings highlight the need for targeted capacity-building interventions to enhance digital literacy and address barriers to effective ICT-based agricultural advisory services, thereby strengthening the role of social media as a complementary extension channel for rural youth.