Effectiveness of Digital Media as a Communication Medium for Agribusiness and Agricultural Extension in South Kalimantan

Abstract

The development of information and communication technology has changed the way agricultural information is delivered to farmers. Digital media provides opportunities to accelerate information dissemination, expand the reach of agricultural extension services, and improve interaction among farmers, extension workers, and agribusiness actors. This study aims to analyze the effectiveness of digital media as a communication medium for agribusiness and agricultural extension in South Kalimantan and to identify supporting and inhibiting factors in its utilization. This study employed a qualitative approach using a narrative literature review. The data sources consisted of research journal articles published within the last ten years, with particular attention to studies conducted in South Kalimantan and other relevant studies concerning agricultural extension digitalization in Indonesia. The analysis was conducted through identification, classification, comparison, and synthesis of research findings. The review indicates that digital media has been utilized as a channel for agricultural information dissemination, particularly through WhatsApp, YouTube, Facebook, extension websites, and agricultural applications. In South Kalimantan, WhatsApp utilization among farmers in tidal swamp areas of Barito Kuala was categorized as high, while YouTube utilization was moderate and Facebook and Instagram utilization was low. A study in Banjarbaru found that the attitude of women farmer group members toward agricultural extension activities in the digitalization era was categorized as high. Nevertheless, digital media effectiveness is influenced by digital literacy, internet connectivity, user characteristics, information quality, extension workers' competencies, and institutional support. Therefore, agricultural extension digitalization should integrate digital media with face-to-face communication according to farmers' characteristics.