Social media is increasingly influencing policy makers, politicians and bureaucrats in visualizing and shaping some of the key decisions that have a very comprehensive impact on all citizens. Mass media too these days is factoring social media reactions heavily in their analysis and in building their viewpoint on many issues. If we go by social media indicators, Trump was losing heavily, BJP was going to win a majority in Bihar and Delhi elections, and demonetization was to have some minor inconveniences to most of the people.

Social media has limited capacity to assess the impact or reaction of mass when you consider that it only represents a fraction of overall population. Only 36.5% people in India have access to internet (just to keep in mind that in majority of internet access surveys define internet users as those who have accessed Internet once, the percentage of regular users is very small). And, 71% of the internet users are male, and majority resides in urban and peri-urban areas.

Furthermore, the distinctly urban, male-dominated, educated and privileged profile of social media does not only result in opinions and views that only reflect beliefs and interests of dominant segments but also discourages others who do not have similar opinions from sharing their opinions, a phenomenon known as spiral of silence.

Another very interesting aspect of social media platform is how an idea or opinion is judged. It is all about likes, retweet and shares. And, everyone’s likes, retweets and shares carry the same weight; approval or disapproval is just a mouse click away. This is relevant and logical when we are talking about topics such as who is more popular Shahrukh Khan or Akshay Kumar, or whether you like a Mac or PC.But it takes a very interesting turn when we are assessing evaluating technical topics based on social media reaction.

Some topics, such as whether we should be going for genetically modified crops, we should set up nuclear power-plants, or what should be our approach to managing environment and forest, require far more technical understanding and expertise for discussion and cannot be judged on the basis of likes, dislikes or retweets. But on social media opinion (read approval/disapproval in form of a click) of an environmental expert is same as that of any other person. 1000 retweets and shares of a viewpoint/opinion do not make that valid if the opinion/viewpoint is technically flawed or invalid.

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A view of agriculture fields in Khunti Block (Jharkhand)

Our Prime Minister’s call to double the farmers’s income1 by 2022 is an opportune call as the growth in farmers’ income has stagnated and it caused significant distress to farmers. Doubling the farmers’ income by 2020, if it is achieved, would be a remarkable achievement as it had not been achieved in last 3 decades. The challenge is more steep when it comes to doubling the income of farmers who have less than 10 acres of agricultural land2.

Most of our small and marginal farmers are predominantly engaged in the cultivation of food grains. Almost 38 percent of total cropped area is used for cultivating rice and wheat. Unfortunately, our per hectare yield for these two crops is quite low. Our rice yield is 3721 kgs/ha and wheat yield is 3177 kgs/ha. China has rice yield of 6775 kgs/ha and wheat yield 4987 kgs/ha. The practice of cultivating food grains using traditional methods in small land holdings is often one of the main reasons of low farm income.

NITI Aayog has listed many interventions and given a strategic direction at macro level to transform agriculture sector and reach the goal of doubling the farmers’ income. However, interventions at micro-level with community/farmers participation need to be promoted to achieve this goal for small and marginal farmers.

A couple of weeks back, a visit to a tribal village in Jharkhand showcased us brilliant examples of community engagement, micro-planning and dedicated focus that achieved the goal of doubling the farmers’ income in less 3 years. Tata Trusts in partnership with local NGO partners has transformed the agriculture practices of many tribal villages in Jharkhand.

The villages, we visited were 15-20 kms from Khunti, some yet to get functional road connectivity, electricity and proper mobile network coverage. Villagers (almost all from Munda tribe) have been engaged in the their traditional agriculture and lac cultivation for their livelihood, and had very low income from their fields. The per household income ranged from INR 20-40K per year. But in last 2-3 years, most of the households in these villages have doubled their income by changing their agriculture practices and establishing market linkages to get better value for the crop.

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A farmer taking care of his tomato crop

Collectives for Integrated Livelihood Initiatives (CINI), a Tata Trust supported initiative, worked extensively on understanding the cropping pattern, village resources, agriculture practices and the overall infrastructural challenges of each village/cluster.The intervention design and strategy leveraged the local knowledge, and practices and community leaders. The key feature of these interventions that worked as per my understanding are the following and provide some good learning for similar projects.

a) Income Diversification- Providing at least three sources of income to each households-Apart from agriculture, lac cultivation or sericulture, and rearing of pigs were promoted for additional sources of income.

b) Transition from diverse low value crops to selected high value crops-Making a large number of farmers to switch from their traditional crop to a particular high value crop is not easy. But to achieve a viable scale and marketable volume it is essential. In Khunti cluster, the selected crop is a high yielding variety of tomatoes which has a ready market in Jharkhand and Bihar. The intense community mobilization make it possible that a large number of farmers agreed to adopt a particular crop and suggested agriculture techniques.

c) Providing market linkages by aggregating farmers’ produce- Aggregation of produce and planned harvesting ensured that intermediaries and vendors started procuring from these villages for the first time.

d) Community Engagement and Participation- Local resource persons, recruited from village, were given responsibility to ensure that all farmers are following the prescribed schedule for agriculture operations. All key activities, milestones were recorded. Local resource persons and the community leader made it sure that interventions implemented as per their design.

  1. Here the assumption is to double the farmers’ real income (adjusted using the Consumer Price Index) and not the nominal income. ?
  2. Chand, Ramesh, Raka Saxena, and Simmi Rana. “Estimates and Analysis of Farm Income in India, 1983-84 to 2011-12.” Economic and Political Weekly 50.22 (2015): 139-145.APA ?

One of the most annoying thing in the pre-cable/satellite television era was Doordarashan mourning demise of political leaders or other eminent personalities. It meant that there is no music, movies or anything related to entertainment on our television. As a kid, we did not like the forced mourning on us. The other thing that we did not like was the news for hearing impaired.

Once the cable TV made its entry in our home, we completely forgot the forced national mourning and the news for hearing impaired. In fact, we forgot Doordarshan.

Sometime back, on Pune airport, waiting for my delayed flight I looked at the television set placed overhead in the waiting area. It was tuned to Doordarshan. And, it was time for the news for hearing impaired. The news, apart from nostalgia, left me thinking that why does only Doordarshan broadcasts this news? Why not any other channel?

The answer was obvious and a bit uncomfortable one. Broadcasting news for hearing impaired is not a profitable business. It is not viable. And in the era of market based solutions, the market for this news is not attractive. Providing solutions for those who do not constitute ‘a viable market’ is not the priority of the market. The economics does not make somebody enter this segment. And, it is ‘Economics’, not empathy, that drives the market.