Mapping Digital Media Technology and Everyday: Fieldwork among Farmers in Kerala

Abstract

This ethnographic study explores how millennial farmers in Kerala engage with and conceptualize digital media technologies in their everyday agricultural practices. Recognizing the significant presence of millennials in contemporary farming, the thesis investigates their perceptions, aspirations, and challenges in navigating the digital influx within their agricultural practices and daily lives. Through interviews, observations, and narrative analysis, the study uncovers how millennial farmers in Kerala leverage digital tools for information seeking, communication, marketing, and knowledge sharing, creating emotional bondage and effectively bridging traditional farming knowledge with modern technological advancements. The findings highlight the emergence of a hybrid agricultural landscape where digital media technologies play a pivotal role in shaping the future of farming in Kerala.