Cyber Extension Content and Interactivity Online Social Media Agricultural Ministry During Covid 19

Communication Department, Faculty of Digital Communication and Hotel Tourism, Faculty of economics and communication, Bina Nusantara University, Jakarta, Indonesia

^* Corresponding author: mariko.rizkiansyah@binus.ac.id

Abstract

This study aims to explain the pattern of content and interactivity on YouTube and Instagram accounts of the ministry of agriculture during the COVID-19 pandemic. McMillan's interactivity model and cyber extension concept used to support for the analysis from content social media side. This research uses the virtual ethnographic method of Nasrullah based on the development of Hine's virtual ethnography method. The object of the research is content in the social media agricultural ministry from March to July 2021. For data analyzing, researchers use Creswell’s technique with six steps. The study results show that the content of the two social media focuses on information regarding Covid19 pandemic but does not discuss many agricultural production strategies during the pandemic. There are less information and socialization from ministry to solve the solution of farmer that some mention in the comments. In addition, the lack of interactivity on social media is caused by the ministry's passiveness in engaging in user interaction in the comment’s column. The conclusion, social media agricultural ministry must active to respond the comment in the chat column or dialogue with farmer, therefore farmers will be able to increase the productivity of their plants during or after Covid19.