K. Bhagya Lakshmi and K. Madhu Babu
We are living in the era of Information Communication Technologies (ICTs), which contributed significantly in<br />diversifying the means and modes of communication. Since inception of social media, communication is becoming<br />more and more rapid and dynamic. Social media platforms like you tube, face book opened new avenues for<br />information collecting, storing and sharing. As a result we are witnessing the tremendous potential of social media<br />for people interaction, sharing of information and influencing the behavior complex of the people i.e Knowledge,<br />Skill and Attitude. At the same time there is an immense need to strengthen and revitalize the extension system to<br />meet the challenges in agricultural development. By keeping this in view the present study was taken up to study the<br />extent of utilization of social media by the extension functionaries in southern India. The present study indicated<br />that majority of the extension functionaries utilizing social media platforms like Gmail (97%) followed whatsapp<br />(59%), face book (55%) and you tube (47%) for sharing of information. Nearly 58 percent of the extension<br />functionaries were using the social media platforms for sharing the information. It is also observed from the study<br />that innovativeness (0.5103), information seeking behavior (0.6136) found to be positively significant at 0.01 level<br />of probability.
Keyword: Information communication technologies; Social media; Behavioral complex; Agricultural extension systems