Thesis Abstract

<p>&nbsp;                      <b>ABSTRACT&nbsp;&nbsp;</b></p><p>This study was carried out to assess the Role of Mass Media in the Dissemination of Agricultural Technologies among Farmers in Kaduna North Local Government Area of Kaduna State. A random sampling technique was used for selecting samples. The total sample size was 108 respondents. Data were collected through a well structure interview schedule and analyzed with descriptive statistics and Chi- square. The study showed that the respondents have different degree of accessibility to radio, television, telephone, Internet, and newspaper/ bulletin. Radio was found to be more accessible (46.3%) and also the major source (60.19%) of agricultural technologies to the farmers. The study further revealed that 90.7% of the respondents affirms that mass media is effective in the dissemination of agricultural technologies while 9.3% saw mass media as not effective. The Chi- square analysis at 0.01% level of probability showed that the use of mass media was effective in the dissemination of agricultural technologies in the study area. The factors militating against the effective utilization of mass media as source of agricultural technologies to the farmers in the study area were also identified to be illiteracy, low income level, lack of credit facilities, and inadequate/ erratic power supply. To enhance the effectiveness of mass media in the dissemination of agricultural technologies for agricultural development in the study area there is need to strengthen the use of radio and television in information dissemination to farmers, more competent presenters who are knowledgeable in agriculture to handle agricultural programs. Also such programs should be broadcasted in local languages as much as possible and efforts must be taken to guarantee that the airing times are suitable. Key words Agricultural technologies, Dissemination, Mass media, Analysis <br></p>

Thesis Overview

<p> . Introduction&nbsp;</p><p>Information and communication are essential ingredients needed for effective transfer of technologies that are designed to boost agricultural production. For farmers to benefit from such technologies, they must first have access to them and learn how to effectively utilize them in their farming systems and practices. This should be the function of agricultural extension agencies all over the world. These extension agencies make use of different approaches, means and media in transferring improved agricultural technologies to the end users (farmers). Mass media methods in agricultural information dissemination generally, are useful in reaching a wide audience at a very fast rate. They are useful as sources of agricultural information to farmers and as well constitute methods of notifying farmers of new developments and emergencies. They could equally be important in stimulating farmers’ interest in new ideas and practices (Ani et. al. 1997). Mass media are important in providing information for enabling the rural community to make informed decision regarding their farming activities, especially in the rural areas of developing countries (Lwoga, 2010). Information, as we know is the key for success in the operation and management process of the agriculture activities. To a large extent, mass media serve as a veritable instrument for information dissemination in agriculture. In developing countries, latest mass media have made their place for backing up agricultural sector through extension activities (Qamar, 2006). Mass media have the capacity to uplift the knowledge and having impact on behaviour (Nazari and Hassan, 2011).The potency of modern electronic technology can be exploited for infotainment of farming community (Guenthner and Swan, 2011). The cost of extension advice through mass media comes to be considerably low as compared to individual and group methods (Oakley &amp; Garforth, 1985). However, the mass media involve one-way communication from information source to the receivers. They permit limited and delayed feedback, which of course is essential for effective communication (Muhammad, 2005). Mahmood and Sheikh (2005) stated that creation of awareness is the first step towards the adoption process (Suman, 2003; Yawson et. al., 2010). Mass media (electronic &amp; print media) are playing very important role in creating awareness about new agricultural technologies among farmers. Mass media are spreading agricultural technologies to the farmers at a faster rate than personal contacts. Khushk and Memon (2004) stated that production and distribution of printed material helps farmers in the transfer of new information and technologies. Printing helps in preserving the technologies in the shape of books/booklets, magazines, newspapers and brochures. According to a study conducted in the central Punjab, majority of the farmers consulted pamphlets, magazines, and newspapers for getting the information regarding sugarcane production technologies. These were regarded as the most suitable forms of print media for adoption of sugarcane production technologies (Abbas et. al., 2003). Farm publications have proved to be effective means for dissemination of information, especially to introduce new technologies. Farm publications are also useful for disseminating information among literate farmers (Singh, 2001). <br></p><p> In Nigeria, various communication media are being used to transmit agricultural information to farmers in line with national policy on agriculture. The communication media include farm magazine, leaflets, newsletters, newspapers, pamphlets, radio and television, among others (Dare, 1990). Among them, radio is the most preferred tool of mass communication in Nigeria (Zaria and Omenesa, 1992; Omenesa, 1997; Ekumankama, 2000). Omenesa (1997) observed that radio programmes are usually timely and capable of extending messages to the audience no matter where they may be as long as they have a receiver with adequate supply of power. The absence of such facilities as road, light and water are no hindrance to radio. Similarly, such obstacles as difficult topography, distance, time and socio-political exigencies do not hinder the performance of radio. He further observed, that illiteracy is no barrier to radio messages since such messages can be passed in the audience own language. Another advantage of radio programme is that it can be done almost anywhere through the use of a tape recorder (Nwuzor, 2000). It is probably because of these advantages of radio that many governments accord high priority to it as a means of reaching farmers. <br></p><p> Among other sources of information, radio and TV also depicted value for information dissemination (Okwu and Daudu, 2011). Radio is a popular medium for infotainment as well as attitude change (Ray, 2003). It plays a peculiar role in technology dissemination (Ejembi et. al., 2006; Prathap and Ponnusamy, 2006). Similarly, Television (TV) is also a vital electronic medium in this dimension (Bhattacharjee, 2005). The potential of TV for dissemination of information should be harnessed for the benefits of farmers (Nazari and Hassan, 2011). Radio and TV also provide means for dissemination of interesting and appealing messages (Ramchandani, 2004). Audio and video cassettes display their importance not only as entertainment source but also for information delivery. These are also used as educational media (Hartley and Hayman, 1992). Moreover, these media reflect utility for extension activities by dint of playback facility and convenience in listening/watching of recorded messages whenever desired (Muhammad, 2005). <br></p><p> Computer has become a robust tool of this era of technological advancement and internet facility boomed the scope of “edutainment” (Williamson and Smoak, 2005). Internet has transformed this world into global village by reducing the distances of information exchange. Kelsey et. al. (2002) indicated that the development in information technology like internet has enhanced the opportunities of access and training pertinent to critical issues. It also contributes towards information dissemination. E-mail facility and websites have increased the scope of media by expanding the sphere of access (Tawari, 2006). Kenny (2002) pointed out that despite possessing crucial importance, internet technology has been facing various obstacles like networking (infrastructure), language problem, and illiteracy. Khan (2010) also affirmed that lack of computer literacy and lack of interest appeared as major hurdles in using the internet (Khan, 2010). There is also a need to exploit interactive role of internet (Leeuwis, 2004) and internet facility can pave the way for extension activities (Bamka, 2000; Kallioranta et. al., 2006). Moreover, websites should be developed that can cover the appealing sides of a variety of people (High and Jacobson, 2005). <br></p><p> Telephone facility has increased the opportunity of getting access to the people living even in remote areas (Gupta, 2005). It contributes towards developing farmers’ linkages with other people including extension experts. Help lines facilitate the mechanism for getting information/assistance regarding people’s problems by using toll free numbers. A sophisticated form of communication also on the scene in the form of mobile phone for the swift exchange of information among the farming community (Malhan and Rao, 2007). Mobile phone technology has provided multidimensional benefits to the rural people and it helps in interaction, accessibility, and quick/timely information exchange. In addition, its importance is clear in sense of urgency and emergency (Sife et. al., 2010).&nbsp;</p><p>Agricultural extension/information delivery is precisely a process of communication of improved skills, practices, innovations, technologies and knowledge to farmers. Thus, agricultural extension is a service which helps or assists people, particularly farm families through educational procedures in promoting their farming practices and techniques, increasing their production efficiency and income, bettering their levels of living and lifting their social, economic and educational standards of rural life (Ogunbameru, 2001). Food and Agricultural Organisation (FAO 2001) reported that in many developing countries, wide adoption of research results by majority of farmers remains quite limited. This therefore, calls for a system which allows adequate information flow from researchers to farmers and vice-versa. Hence, Agricultural extension agencies have central role in facilitating the flow of a variety of information to offer the needed exposure of farmer to innovation for overall development. The present study was conducted with a major objective of assessing the role of mass media in the dissemination of agricultural technologies among farmers so that the outcome of the study will help the extension agents and various stakeholders to strengthen and having better use of mass media for agricultural information dissemination and for the development of farmers. Thus the specific objectives of the study were to:&nbsp;</p><p>i. describe the socio-economic characteristics of the farmers in the study area.&nbsp;</p><p>ii. identify the different mass media available in the study area and their accessibility to farmers.&nbsp;</p><p>iii. identify the major source of agricultural information to farmers through mass media in the study area.&nbsp;</p><p>iv. analyze the effectiveness of mass media in the dissemination of agricultural technologies among the respondents.&nbsp;</p><p>v. identify factors militating against effective utilization of mass media as sources of agricultural technologies in the study area. <br></p><p> 1.1 Hypothesis of the study The hypothesis of the study stated in the null form is as follows: Ho: The use of mass media is not effective in the dissemination of agricultural technology among the respondents in the study area. <br></p>