International Journal of Agriculture Extension and Social Development

author(s)
Sunnyrudh Singh, Anil Sharma and Keerti Naruka

abstract
Effective communication is paramount for connecting research with practice and ensuring global food security and sustainable agriculture. The theoretical shift moves from linear models (Shannon and Weaver) to interactive and participatory approaches, anchored by the Diffusion of Innovation (DOI) theory. Modern communication is revolutionized by technologies, including Mobile-Based Advisory Services (like mKRISHI in India), Big Data and AI (e.g., Plantix for diagnostics), and the use of Social Media by farmer cooperatives. Successful case studies like Digital Green's participatory video model and the FAO's e-Agriculture Program highlight the potential of these tools. However, major barriers persist, including the digital divide, low literacy and language barriers, and insufficient infrastructure. Future strategies must involve integrating IoT, AR/VR, and Blockchain for precision and transparency, strengthening Public-Private Partnerships, and ensuring models are gender-inclusive and address the needs of marginalized groups. Policy support for infrastructure and capacity building is crucial for transforming agricultural livelihoods.