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This study was carried out to examine the utilization of “Noma Tushen Arziki” PRTVC radio programme among farmers in Barkin Ladi local government area of Plateau State. It also sought to determine farmers motivational factors for listening to the programme, how it influence them and the extent of adoption of knowledge they gained from the programme. Survey research method was adopted for the study.Purposive sampling technique was used to determine the respondents for this study. Structured questionnaire was used as an instrument for data collection for the study. The Diffusion of Innovation Theory was adopted for the research. The population of the study was drawn from farmers in Barikin Ladi Local Government Area of Plateau State.399 questionnaire was administered out of which 388 copies were retrieved. Analysis of data was carried out quantitatively using the descriptive data analysis. Findings reveals that, the major motivational factors that make farmers to listen to “Noma Tushen Arziki” radio programme in Barkin Ladi are the agricultural innovations presented in the programme, interviews conducted, programme mode of presentation and the broadcast period of the programme. Findings further indicated that, majority of the farmers in the study area gained some knowledge out of the programmes aired which has greatly influenced the farmer‟s agricultural practices. The study concludes that the programme has been successful in enhancing farmers knowledge in different areas of farming. Among the recommendations made in the study is that government should partner with both private sector and Non-Governmental Organizations in other to create an enabling environment for rural farmers to access loans, grant, facilities and other means of assistance that will help them apply the knowledge they gained on modern technology and innovations in their farming practice, which in turn will boost food production and alleviate poverty in rural communities.
1.1 Background to the Study
We are living in a world that is saturated by mass media with our environment brimming
with data and information. As a result, communities and individuals are bombarded constantly
with messages from mass media. These messages promote not only products, but moods and
attitudes of people. In recent decades, the use of the mass media and social networks has results
in heightening the level of awareness in different fields (Buren, 2000). Among the diverse mass
media, radio and television, have been considered as the best cultural and educational media,
largely due to their wide and vast range of viewers (Tancard & Verner, 2005).
The information sources in different aspects of agriculture for the farmers are radio,
television, propaganda publication, daily farm newspapers, agriculture exhibitions, practical
education, and consultation services, respectively (Ekoja, 2003). Radio is the most widespread
and trusted mass media mainly due to its low cost and its ability to be carried and used
everywhere. Radio is a powerful communication tool that has also proved to be the most
effective media in promoting agriculture and development in rural areas (Nakabugu, 2001).
Agricultural communications is indeed any development communication which accelerates
interaction among farmers as well as leads to improvement in the quality of information output
and confers statue or legitimacy on agricultural issues. It can also act as an institutional catalyst
which, groups, organizations, institutions and governments can use to mobilize people for
agricultural development (FAO, 2001). (Mboho, 2009) noted that broadcasting cannot address
the problems facing agriculture in Nigeria, it can however be used to draw attention to the issues
and also embark on programmes to sensitize governments and other stakeholders.
Developing countries and Nigeria can use radio broadcasting to facilitate discussions and
solutions on the numerous challenges facing farmers in the country. Some of the problems faced
by farmers include infrastructural problems, manpower and skill development needs, socio-
cultural problems and economic problems. Others are government regulatory policies and
environmental factors (Okuneye, 2002) .
Radio, given its unique features, especially the power of community radio, can be used to
mobilize stakeholders towards addressing the issues facing the nation‟s agricultural sector.
(Folarin, 2009) noted that the use of radio broadcasting in disseminating agricultural information
is an example of planned communication. (McQuail, 2005) stated that this role of radio
broadcasting emanates from a collective, organized source with a purpose and clearly specified
objectives. Such communication through broadcast media is targeted to a specific section of the
population and conforms to established norms (Ekoja, 2003). It involves consultations with the
people and stakeholders at the conception of messages and programmes through interview of
farmers, a music request programme interspersed with farming advice, a daily broadcast of
agricultural news information among other techniques.
Venkatesan in (Mboho, 2009) identified the main roles of radio broadcasting in agriculture to
include making farmers to be aware of new techniques and encourages them to approach
extension agents for more details. It is one of the easiest ways of reaching a large number of
farmers in a very short time and therefore useful in times of emergencies such as a large pest
attack, livestock diseases, destructive erosion etc.
Radio broadcasting can be effectively used to announce meeting points, training dates, work
programmes, providing farmers with information on a wide range of topics of interest to them
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