Published date: Jul 18 2023

Journal Title: KnE Social Sciences

Issue title: Transdisciplinary Symposium on Business, Economics, and Communication (TSBEC 2022)

Pages: 854–863

DOI: 10.18502/kss.v8i12.13731

Metha Madonnametha.madonna@dsn.ubharajaya.ac.idFaculty of Communications, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

Fikri RezaFaculty of Communications, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

Rina SoviantiFaculty of Communications, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

The development of farming and agribusiness is a relevant and ideal choice considering the geographical structure of Indonesia as an agricultural country. However, there is a trend in society, particularly among the millennial generation, that prefers to focus on the mechanical industry, financial business, and entertainment. This situation is exacerbated by adolescents∧ widespread use of digital communication technologies and the occurrence of a pandemic, raising concerns that public participation in the agriculture sector may dwindle considerably. Based on several of these manifestations, an analysis was carried out that it was important to use internet-based digital communication tools as a medium of socialization while increasing community participation in agriculture. Social media platforms such as Facebook, WhatsApp, and Instagram can be used to communicate and improve production and marketing through e-commerce in order to fulfill sustainable development goals (SDGs). Social media is not simply a means of contact between extension workers and farmersit can also be used to exchange information, innovate, build marketing networks, and obtain other farming supplies. This study aims to optimize the participation of extension workers and farmers in agricultural extension and communication activities. The study also intends to demonstrate the importance of using social media as a non-formal learning tool for farmers and the general public interested in agribusiness. This research applied the constructivist research paradigm with a systematical review method to explore and redefine social media as a medium of participatory extension and communication. As a result, the WhatsApp application provides a social media platform that extension workers and farmers can use for socialization, debate, and consulting to boost agricultural product output and marketing.

Keywords: social media, participation, counseling, communication

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