Community building through social media in a rural context
by Gaurav Mishra; Reena Shah
International Journal of Advanced Media and Communication (IJAMC), Vol. 7, No. 4, 2019

Abstract: The proliferation of social media has transformed the interface between technology and interpersonal communication. In the rural context, there is scarce work done to understand the use of social media by farmers with the objective of community building. To address this gap, the current study endeavoured to gain insights into the WhatsApp community in the rural context formed to facilitate farming among the community members in developing country like India. In this study, an attempt has been made to understand how WhatsApp, as a platform for content generation and sharing, is used by a group of farmers located in remote villages of Gujarat, India. From the study, it is evident that the WhatsApp platform helped to share locally relevant, mainly, the farming related information. WhatsApp group has enabled the members to create their content, and therefore has given rise to a new information and communication ecosystem.

Online publication date: Thu, 12-Nov-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Advanced Media and Communication (IJAMC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com