




































 Humanities and Social Science Research; Vol. 3, No. 1; 2020 
ISSN 2576-3024   E-ISSN 2576-3032 

https://doi.org/10.30560/hssr.v3n1p1 

 1 Published by IDEAS SPREAD 
 

New Media Access and Use for Triggering the Farmers Capability 
Improvement in Central Java Indonesia 

Shinta Prastyanti1,2, Subejo1 & Muhammad Sulhan3 
1 Extension and Development Communication, School of Postgraduate Studies, University of Gadjah Mada, 
Indonesia 
2 Dept. of Communication Science, University of Jenderal Soedirman, Indonesia 
3 Dept. of Communication Science, University of Gadjah Mada, Indonesia 
Correspondence: Subejo, Extension and Development Communication, School of Postgraduate Studies, 
University of Gadjah Mada, Indonesia. E-mail: subejo ugm.ac.id 
 
Received: December 19, 2019; Accepted: January 6, 2020; Published: January 8, 2020 
 
Abstract 
The coconut sugar industry is a hereditary business in Banyumas. However, the low income of farmers, poor 
education, regeneration, and limited number of extension staffs, are some of the problems associated with its 
development in rural areas. Therefore an alternative strategy is needed to solve these problems to stay above the 
competitive and fast-growing market. This study, therefore, aims to determine the access and use of the new media 
to trigger farmers capability improvement. In-depth interviews and FGD were used to collect data from coconut 
sugar farmers, extension and cooperative staff, informal leaders, and government officers. Finding show that 
farmers have the freedom to access new media, though the access is varied based on socio-demographic 
characteristics. Following their experience in online activity, farmers conduct a social interaction with related 
parties to discuss the information obtained. Therefore, through this interactive process, farmers tend to realize their 
functions to improve their capability by obtaining new information, expanding their economic opportunity, 
affiliation, besides play and emotion.  
Keywords: new model, coconut sugar farmers, new media, social interaction 
1. Introduction 
Banyumas Regency is one of the centers of coconut sugar production, not only in the province but also on a 
national scale. The local government along with other related parties have launched programs for the farmers to 
facilitate and broaden the access to various social-economic opportunities such as The National Program of Rural 
Mandiri, Kartu Banyumas Pintar (Banyumas Smart Card), Kartu Banyumas Sehat (Banyumas Health Card),  and 
Jambanisasi (Sanitation). According to TNP2K (Tim Nasional Percepatan Pengentasan Kemiskinan), the best 
strategy for enhancing human capability is empowering poor people groups by creating inclusive development, 
social protection program, and essential service access improvement (TNP2K, 2017). There is a debate regarding 
the success of such an initiative, and many feel that the most destitute and needy are often excluded from the 
program (Hickey & Sam, 2005).  
Banyumas has the potential to develop micro and medium enterprises, such as the rural coconut sugar industry. 
This is the most important economic activity in the region, and the majority of small and medium enterprises are 
related to coconut sugar. Unfortunately, most farmers have a basic level of education, and therefore they earn less 
than the minimum wage. One factor contributing to this issue is the fact that they often rent the trees from wealthier 
landowners or share them with other farmers (Priyanto, 2010)). Rural coconut sugar enterprises in the Banyumas 
is a hereditary business. It is dependent on the weather, and therefore the income received by farmers is also 
uncertain, similar to the fluctuated amount of production and the price of coconut sugar. Also, climbing coconut 
trees is a risky job since the farmers have to reach a height of twenty-five meters without a safety belt, while the 
coconut sugar trees need to be harvested throughout the year (Singarimbun and Penny, 1976).  
Farmers need to be able to increase the quantity and quality of their products to meet market demand. However, 
the extension programs carried out by the government and related parties to improve their capability, have not 
been able to reach all coconut sugar farmers due to the limited number of unparalleled extension staff. This study 



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is, therefore, important due to the new media access and its use as an alternative solution to improving farmers’ 
capability. 
The implementation of some innovative and potential strategies which focus on strengthening human capability is 
a practical approach in this regard. This involves people’s participation in supporting daily economic activities and 
solving social problems through the utilization of information and communication technology. According to 
Manovich (2001), new media are interactive, incorporates two-way communication, and involve some form of 
computing.  They are highly interactive, and the users are active producers of content and information using 
internet collaboration tools or sending an email. With these characteristics, new media has great potential to attract 
people’s interest in case it is used as a tool to enhance their capabilities (Shilpa 2014).  
2. Literature Review 
Capability is not just about something that can be done or achieved by a person or a group. It involves the freedom 
to promote valuable functioning (Nusbaumm, 1993; Saith, 2001; Alkire, 2002). Further, Sen (1999) argued that 
capability is the alternative combinations of functions that are feasible to achieve. Generally, improving human 
capability involves all efforts to improve or develop individual characteristics to make them more effective and 
efficient (Mardikanto, 2010). It includes a genuine choice with substantial options and needs the expansion of 
goods and services (Sen, 1983).  
The new media characteristic makes it possible for the farmers to access and to use any information relevant to 
improve their human potential. According to some studies, new media tools such as mobile phones and the internet 
have a significant role in reducing poverty and improving rural livelihoods. This is because they expand and 
strengthen social networks and economic activities, maximize outcome, and increase accessibility (Grimes, 1992; 
Grimes, 2000; Mercer, 2006; Galperin & Mariscal, 2007; Galperin et al., 2014). Also, there is evidence that ICTs 
assist in poverty reduction and expand opportunities for economic development (Duncombe & Heeks, 2002; 
Prosser, 2000). Furthermore, Ellis (2000) argued that access to information provides an opportunity for undertakes 
production, participate in reciprocal exchanges with other people, and engage in the labor market. Quibra et al. 
(2002) stated that information and communication technology could be one of the essential sources of market 
information. The position of  ICT as a source of market information gives it a significant contribution to 
improving human capability (Silverstone, 1999). The capability to survive, be healthy, and knowledgeable, and 
enjoy a decent life is considered to be the strategy for human development (Fukuda-Par, 2003). Some scholars 
developed theoretical links between ICTs and capabilities (Johnstone, 2007; Gigler, 2004; Kleine & Unwin, 2010). 
Their significant findings are expanded possibilities for connectedness between people and increased access to 
timely and relevant information (Smith et al., 2011).  Moreover, Alampay (2006) configured The Capability 
Approach Applied to Access to ICTs where individual differences with the freedom to express the capability to 
use ICT. 
3. Method 
This is a descriptive and semi-exploratory research with a qualitative approach. In general, qualitative research 
aims to explore and understand the meaning of phenomena considered from social and humanitarian problems 
(Creswell, 2010). The informants of this research were selected by purposive sampling. This includes an in-depth 
understanding of the research theme, such as government officer, extension and cooperative staffs, and informal 
leader. The rural coconut sugar farmers were selected informants based on the information obtained from the head 
of the village and informal leaders. The criteria of informants are the coconut sugar farmers who access and usage 
of new media. 
Primary data is the direct info collected from the research object by in-depth interviews, FGD, and observation. 
Secondary data is obtained from literature/ library/ documents relevant to the topic of the research, including the 
government's track record to the support given to the implementation of the new media and human capability 
improvement. The data were recorded in a tape recorder and analyzed and reinterpreted to suit the research theme 
and generate new findings (Bakti, 2004). Data examination used an interactive analysis model, which is an 
interactive and cyclic process (Miles & Huberman, 2002). Moreover, data validity used source and method 
triangulation to collect data from different sources for more accuracy (Patton, 1987). For data analysis was used 
an interactive model which is an interactive and cyclus process (Miles & Huberman, 2002). 
4. Results and Discussion 
Findings of the study show that the new media was accessed and utilized by the farmers at the research location 
through three types of information and communication technology, including Personal Computer, notebook, and 
smartphone. The community owns the PC and placed in the village hall office. Personal Computer is only 



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accessible to a small proportion of rural people due to its limited number. The notebook is private property, though 
not many rural people use it. Compared to a PC, the ownership of the notebook is higher. Unlike PCs and notebook, 
almost all families have a smartphone, and its use can be different between individuals since it is private property. 
Apart from mobile phones, new media cannot be separated from the Internet. Stern & Adams (2010) established 
that the Internet plays a significant role in building social capital in rural society. Additionally, Alemna & Sam 
(2006), in their research in Ghana, also found the potential of the internet for rural development, especially in 
agriculture, health, education, and small industries. It enables the development of community-based infrastructure, 
the small scale investment, and also the uses of experimental results (Galperin, 2005).  
In this study, the access and use of new media was seen from the literacy level regarding its usage, the availability 
of the device, and the dominant activity. Coconut sugar farmers who access and use the internet have enough 
ability to operate that device. They understand that new media offers many services for different purposes. Through 
the internet, they find various information needed from Google and Youtube, as well as group accounts they follow, 
such as Facebook and WhatsApp. Furthermore, they also know that smartphones not only help to look for the 
required information, connecting them with their relatives and friends. It helps to increase affiliation, economic 
opportunity for their coconut sugar products, and entertainment. Although not all the information accessed from 
the internet is directly related to the rural coconut sugar industry, skills are still needed for access. 
This research also found that all farmers have not adopted crystal coconut sugar. The reluctance to switch to it is 
proof that they do not have an open mind even though some of the coconut sugar farmers admit that producing it 
might be more profitable. Openness to cyberspace was not in line with their willingness to innovate by switching 
to crystal coconut sugar. 
Media literacy does not only involve the ability to access and create messages but also to critically evaluate and 
analyze its aspects and the message in different contexts (European Commission, 2007). In this research, media 
literacy was not studied until farmers were able to evaluate various aspects related to new media and its contents. 
The farmers who still produce shaped coconut sugar form messages that motivate young people to follow their 
footsteps since there are challenges relating to regeneration. According to Walters et al. (1999) and Perkins et al. 
(2007), young people face obstacles, including being involved in the rural coconut industry, variations between 
personal decisions, peer group influences, the level of local knowledge, and community cohesion. At first, some 
farmers forgot the time for accessing the internet, though with time they could manage and control it. All coconut 
sugar farmers accessing the internet have a high level of media literacy. However, farmers in medium level do not 
have sufficient ability to use the internet maximally, for example, to create inspiring messages to promote coconut 
sugar online. In contrast, some farmers have the ability to use the internet for more productive things related to the 
coconut sugar industry. Nevertheless, they did not use their ability to access and use new media for enhancing 
coconut sugar farming and the industry in general.  According to Fianagin & Metzger (2001), conversation, 
searching, and sending information is the three essential internet functions for individuals, including coconut sugar 
farmers. Furthermore, James (2006) argued how the internet is significantly affected its benefits. Other aspects 
influence coconut sugar farmers’ capability improvement, such as the device. For instance, without the device, 
new media activities cannot be accessed by farmers. In every village, there is a website, though coconut sugar 
farmers do not fully utilize it since people prefer to access the internet through a smartphone, including farmers. 
The availability of the device for all family members eases communication with others.  However, there are 
coconut sugar farmers who do not have a smartphone but use their cellphones to call and send text messages. 
 
Table 1. New media access and use based on media literacy and the availability of the device 

Types of coconut  
sugar farmer 

The availability of 
the device 

The types of the 
device 

Level of literation 
to new media 

Shaped coconut sugar with no internet 
access 

Available  cellphone Low 

Shaped coconut sugar 
with internet access 

 
Available  

PCs, notebook, 
smartphone 

High 

Crystal organic coconut sugar (with internet 
access not for promoting the product) 

 
Available 
 

 
smartphone 

Medium 

Shaped & crystal coconut sugar (indirect 
access on the internet) 

 
Not available 

 
- 

Low 

Shaped & crystal coconut sugar (with   High 



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internet access not for promoting the 
product) 

Available 
 

smartphone 

Shaped & crystal coconut sugar (with 
internet access for promoting the product) 

 
Available 

 
smartphone 

High 

Source: Researcher (2019) 
 
4.1 Dominant Activity 
There was similarity in dominant activity among coconut sugar farmers, including social media, transactions, and 
searching for information. Social media activities are used primarily to connect with family and friends through 
their accounts, with WhatsApp and Facebook as the most preferred platforms. According to the informants, these 
two social media applications are easy to operate, and most of their friends and relatives also use them. Twitter, 
Instagram, and other types of social media applications are not preferred or accessed by coconut sugar farmers. 
According to Mascarenhas (2010), the most crucial advantage of the mobile phone includes facilitating the ability 
to communicate and be connected to others, maintaining family and social relations, vital in an emergency, and 
essential for other daily activities. This research established that transactions are also integral part of the life of 
coconut sugar farmers in Banyumas. Leasing trees, mortgages, and lending money are often coordinated through 
social media platforms such as WhatsApp. Coconut sugar farmers do not have to spend time meeting on the face 
with their colleagues, apart from enjoying other economic benefits of mobile phones (Aker & Mbiti, 2010; 
Rangaswamy & Nair, 2010). Coconut sugar farmers also follow the events in the region, something that cannot be 
ignored. According to farmers, it is essential to follow many events that happen in the surrounding. The 
information related to the region is accessed through Google and WhatsApp group, such as events carried out by 
the local government, accidents, and disasters, which affects the coconut sugar price. All farmers have direct 
internet access through smartphones, except a farmer who uses a personal computer (PC) and notebook. However, 
farmers did not use the village website because of the accessibility of other platforms, such as smartphones that 
can be taken everywhere. Smith et al. (2011) argue that capabilities and freedoms in social spheres are substantial 
contributions to mobile phones.  
The coconut sugar farmers who have accessed the internet, as described above, are different from others. The ICT 
devices accessed are television and cellphone, which can be used to call and send a text message. Following the 
news broadcast on television, getting entertainment from soap opera, communicating with relatives and family is 
considered essential. According to Mizuko et al. (2009), old media such as television intersecting with new 
interactive devices are vital (Williams et al. (1994). The 4th type of farmers produce shaped, and crystal coconut 
sugar farmers and have indirect internet access.  
 
Table 2. New media dominant activity of coconut sugar farmer 

Types of coconut 
sugar farmer 

Dominant 
activities of 
new media 
usage 

Urgency/ need 
for communi- 
cation 

Types of new 
media  

Types of 
applica- 
tion of new 
media 

 
Characteristics 

Shaped coconut 
sugar with no 
internet  

Phone, send a 
text message, 
watching TV 

Communicate 
with relatives 
and family, 
transaction, 
entertainment, 
getting 
information 

- - Quick respond, 
entertain 

Shaped coconut 
sugar 
with internet 
access 

Social media, 
email, 
googling 

Communicate 
with relatives 
and family, 
finding 
information, 
support work, 
transaction 

Personal 
computer 
(PC), 
notebook, 
smart-phone 

Google, 
Yahoo, 
Facebook, 
WhatsApp, 
Email 

Quick respond, 
high flexibility 
focus, similarity 
interest, deliver 
detail information, 
offer complete 
information 

Crystal organic 
coconut sugar 

Social media Communicate 
with relatives 

Smart-phone WhatsApp, 
Google 

Quick respond, 
high flexibility 



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(with internet 
access not for 
promoting the 
product) 

and family, 
finding 
information, 
transactions 

focus, similarity 
interest, offer 
complete 
information 

Shaped & crystal 
coconut sugar 
(indirect access 
on the internet) 

Attending the 
Cooperative of 
Nira Satria 
meeting 

Finding 
information, 
experience 

- - Delay respond, 
depending on other 
people  

Shaped & crystal 
coconut sugar 
(with internet 
access not for 
promoting the 
product) 

Social media, 
download 
songs 

Communicate 
with relatives 
and family, 
finding 
information, 
transaction 

Smart-phone Facebook, 
WhatsApp, 
Google, 
Youtube 

Quick response, 
high flexibility 
focus, similarity 
interest, offer 
complete 
information, 
entertain 

Shaped & crystal 
coconut sugar 
(with internet 
access for 
promoting the 
product) 

Social media, 
promotion 

Communicate 
with relatives 
and family, 
transaction 

Smart-phone WhatsApp, 
Facebook 

Quick respond, 
high flexibility 
focus, similarity 
interest, entertain 

Source: Researcher (2019) 
 
4.2 Social Interaction after Getting Information from New Media 
The information obtained by the farmers from the internet is shared and discussed among community members 
through social interaction. Every member of the community has their perspectives, and it should be understood, 
mobilized, and organized. Communication creates relationships among stakeholders or between beneficiaries 
through the messages delivered (Prastyanti,  2012). The target audience understands the meaning of the message 
in case it is delivered with sarity, appropriately, and novelty (Mulyana, 2000). Social interaction creates a secure 
network that allows the community members to manage and improve control over their resources. A network 
formed foster healthy relationships, trust, and togetherness, and develop joint actions among members of the 
community network itself (Torri, 2009). The behavior of each society member also creates a synergy that has 
strong connectivity with solidarity (Littlejohn, 2001). The essence of solidarity, according to Amsperger & 
Varoufakis (2003), is based on the hypothesis that people give a sympathetic opinion on conditions faced by others. 
Social interaction in the communities contributes to people's participation, which has a positive contribution, both 
individually and collectively. As an individual, it affects the quality of life while collectivity, it fosters a sense of 
belonging to the surrounding environment (Ohmer, 2007; Itzhaky and York, 2002). A sense of belonging to the 
surrounding environment is a social capital in the creation of participation, which contributes to sustainable 
development (Kwiatkowski, 2005; people-centered development). Moreover, it also improves information access, 
economic opportunities, and growing self-confidence (Soetomo, 2006).  
Wellman et al. (2001) state that the internet is not only a means of socializing through various applications such 
as WhatsApp, email, Facebook, and Instagram, but it also used for other things. However, online interactions do 
not entirely replace face-to-face communication; it only complements it and serves as an encouragement for 
farmers in realizing their roles and potential as human beings. Based on The Capability Approach Applied to 
Access to ICTs developed by Alampay’s (2006), the coconut sugar farmers in Banyumas have the freedom to 
access and use their assets, including new media devices. They are also free to search or choose the needed 
information. Nevertheless, freedom cannot be separated from the ability and experience to operate it. Richards and 
Dalbey (2006) stated that before addressing the options, information on a range of possible alternatives is needed 
by the community members. According to Nussbaum's central human functional capabilities (Nussbaum, 2000), 
mediation through new media is called affiliation. The expansion of the network unites them and become a 
valuable social capital. Warschauer (2003) argues that social capital can be enhanced by access to ICT. However, 
interaction with outsiders also contributes to the motivation of farmers to obtain further information that energizes 
and mobilizes them. According to the Expectancy theory developed by Vroom (1964), people can be motivated 



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when they believe there is a high value of the reward. In case farmers can motivate each other and get rewards, 
social interaction repeatedly occurs beyond the limits of space and time. 
That above process is also relevant to The Element of Social Interaction by Turner (1988), which states that 
coconut sugar farmers who interact both offline and online influence each other and are organized in social 
interaction. In the process, they use symbols that involve the part of the body to send or translate messages received 
to provide mutual motivation. The process of social interaction provides more significant space for coconut sugar 
farmers to realize their functions, which is triggering the improvement of their capabilities. Expanding freedom 
enjoyed by farmers follows the concept of The Capability Approach developed by Sen (1999). According to this 
approach, human capability improvement is not focused on the economic aspect. In this context, increasing the 
farmer’s potential through new media access and use does not necessarily mean an increase of income, but instead 
expanding network that allows broadening of the market through online channels, besides improving knowlwdge 
by getting new information such as coconut tree genjah entok seedlings and gluteen. Similarly, Shirin (2000) 
argued that denied access to new media does not necessarily influence economic activities.  
The process of triggering coconut sugar farmers’ potential improvement in this study can be analyzed by 
Nussbaum's central human functional capabilities (Nussbaum, 2000). Emotions are one of the significant 
indicators of human functional capabilities. In this regard, farmers empathize with each other, for example, when 
a farmer fell from a coconut tree couple of years ago, the information immediately spread through the WhatsApp 
groups. The new media also relieve farmers from stress due to their routine jobs by getting entertained by the 
content they access from the new media. A young coconut sugar farmer stated that: 

“Yes, I gained access to the internet two years ago and it has been entertaining. I spend about two hours 
a day on WhatsApp, Facebook, and Youtube downloading songs. The internet is important to me 
because I feel happy after conducting an online activity and it helps me to forget my routine job for a 
while”. 

In the beginning, some farmers tend to forget the time they accessed the Internet. They spend lots of hours and 
most times fail to realize that they need to climb the coconut trees again. However, they are currently able to 
manage and control the Internet use, as stated by another coconut sugar farmer: 

“At first, the Internet made me forget to work. I failed to realize that I was spending so much time on my 
gadget, while I have to climb the coconut tree. However, the reverse is the case now, as I only make use 
of it whenever I need to acquire some information. The Internet is entertaining and makes me happy 
anyway”. 

However, this study tries to determine new media access and use for triggering farmers capability improvement 
by modifying its findings using The Capability Approach Applied to Access on ICTs by Alampay (2006) and 
central human functional capabilities delivered by Nussbaum (2000) as shown in the figure below. 

 
Figure 1. New media and Coconut Sugar Farmer Capability Improvement 

Source: Researcher (2019) 



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5. Conclusion 
In conclusion, literacy to new media, the availability of technological devices, and dominant activity are the factors 
used to analysis new media access and use of coconut sugar farmers to trigger their capabilities improvement. 
Currently, most farmers do not face any obstacle in accessing the internet and understand that the new media offers 
many services for many purposes. The use of these media provides them with various required information through 
smartphone, PC, or notebook. In addition, the dominant activities that are carried out are social media interactions, 
transactions, and the search for information related to events around Banyumas. Google, Youtube, and group 
accounts such as Facebook and WhatsApp, are their favorite applications, with Emails used to send files. 
The access and use of the new media to trigger human capability aids to improve the activities of the coconut sugar 
farmers in Banyumas. The farmers need the ability and experience to operate the device. However, the information 
received from the new media does not directly improve the capabilities of the farmers, rather the social interaction 
carried out with related parties mutually motivate and foster empathy among them with a complete and clearer 
ideology. This makes farmers happy, entertained, and they tend to briefly forget their daily routines. 
The efforts to develop the rural coconut sugar industry by increasing the capabilities of the farmers are unable to 
function optimally without the participation of the government in making policies. To solve the limited number of 
extension staffs, the new media functions as an empowerment alternative model for farmers capability 
improvement while paying attention to their different characteristics. In addition, the quality of the internet network 
needs to be improved to make it easier for farmers to gain access besides the village website needs to be reactivated 
because it is one of the important media for outsiders to determine its resources which includes the coconut sugar 
industry. 
For further research, the role of women and the importance of the contribution of the cooperative in the 
development of the rural coconut sugar industry need to be studied. Furthermore, the new media has not been 
accessed and used by all farmers, therefore research on how the process of coconut sugar farmers in adopting 
thenew media to support their hereditary business is also important. 

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