CHAPTER ONE

INTRODUCTION
1.1

Background To The Study

There is a symbiotic relationship between development in society and development

communication. This means that development is any sector of an economy leans
on communication to succeed while communication itself anchors on development
for its growth and sustenance. And one of the agent or channels of mass
communication is the radio.
Radio has been seen as one of the cheapest and most effective means of
communication with a large heterogeneous audience and is capable of even
reaching the people living in the interlards including the farmers.
With regards to the development and improvements in agricultural practices, radio
could therefore be used as a potential force in educating the illiterate farmers as it
has variously been described as a blind medium.
This is why Hutchings and Matthews, (2008) notes that we are living in a world
that is saturated by mass media with our environment brimming with data and
information. In recent decades, the widespread use of the mass media has resulted
in heightening the level of public knowledge in different fields (Buren, 2000).
1

Among the diverse mass media, radio and television, due to their wide and vast
range of viewers, have had an outstanding position particularly with regard to
informal teaching, and are considered as the best cultural and educational media
(Tancard and Verner,2005).
Many researchers and educators have tested the understanding of farmers and other
clients on the delivery of educational information (Suvedi et al., 1999; Trede and
Whitaker, 1998; Caldwell and Richardson, 1995; Laughlin and Schmidt, 1995;
Gamon et al., 1992). The outcomes of their studies indicate that different media
and methods are used by extension educators to communicate new and emerging
technologies to farmers.
For extension educators and communicators, identifying the land and examining
the usefulness of each delivery method is an important issue. This kind of
knowledge will not only help to identify the information needs of farmers, but also
assist in developing educational resources in order to communicate effectively with
farmers and other clients (Rama et al., 2003).
In rural development, information and knowledge are two significant factors. Local
knowledge provides different ideas for agricultural as well as other changes. The
information brought to the area contains fresh ideas, and introduces new
opportunities. Knowledge obtained from a specific research can motivate thinking
2

and practices. All the five external and one internal catalyst of social change, which
were identified by Figueroa et al. (2002) have the stimulus of new information or
knowledge at their core. Neither knowledge is being transferred to potential
users, nor are the outputs of specific research being taken up by farmers and
other land managers (Garforth and Usher, 1997; Garforth et al., 2003). Among the
mass media, informal education, radio and television have a specific value. Due to
their vast use, the media are among the best educational and cultural instruments.
Nowadays, access to education, information, knowledge, and communication plays
a vital role in the individual and social life as well as human development and
inclination towards growth. As a pre-requisite of knowledge, information,
recognition and awareness are among the most efficient factors in reaching human
development (WSIS, 2005).
Ekoja (2003) has mentioned that the information sources in different aspects of
agriculture for the farmers are radio and television, propaganda publication, daily
farm newspapers, agriculture exhibitions, practical education, and consultation
services, respectively.
In Nigeria, the studies conducted by Arokoyo (2003) showed that is one of the
major sources of information for the farmers of this country, in the case of
establishing the foundations, it is also possible to use other developed equipment.
3

Canada as an advanced country, considers radio as a noticeable medium in parallel

with its technological improvements in the field of agriculture. The production of
radio programmes on agriculture has been the prime concern of Canadian radio
and television organization (CBS) for about half a century (Khatoonabadi, 1995).
According to Kelsey and Hearne (1955) those village dwellers in USA who have
little or no participation in social meetings and rarely use mass media, will meet
their information needs through radio programmes.
Emadi, (2003) writes that, in Sri Lanka, under the supervision of a common
programme between UNESCO and the government, radio is used as a link between
people and the Internet. In this activity, in addition to gaining information from
various sources, such information is broadcast for those who do not understand
English. They provide the information requested by people and deliver to them.
There are also rural information banks that provide requested information to those
who need them
Radio programmes include a wide diversity of miscellaneous programmes. One of
the most popular programmes is At the Service of the Fatherland embodying
music, news and debates on rural issues (Khatoonabadi, 1995).

In the words of Chapman et al., (2003), Radio is a powerful communication tool

that has also proved to be the most effective media in promoting agriculture and
development in rural areas. Radio is acknowledged as the most important medium
for communicating with the rural populations of developing countries (FAO,
2001). The purpose of the current study is to determine the role of radio on the
enhancement of farmers agricultural knowledge.
Ekitudo (1986:120) observed that The role of mass media in global community
has dynamically grown in the concept of communication changing with theproper use of communication media in shaping and channeling the minds of the
rural communities in the use that cued them, and it will go a long way in blending
their condition. It is therefore important to investigate the affair of the mass radio
in Nigeria even down to local government level to make the rural agricultural
develop. This research work will focus on Ijero Local Government Area of Ekiti
state. Looking at the role of Radio in promoting agricultural development of Ijero
Local Government of Ekiti State.

1.2

Statement of The Problem

In this information age where communication has been taken as a vital instrument
for rural economic, social and political development. Even in most rural,
communities where the role of the media has become complex or partially
available, information is shared among the people who cannot read or write and get
them to maintain a stable system of living.
This study intends to find out the role of mass media in agriculture in the context
of development. The problem also include to what extent is the attitude and
behavioral changes of rural drivellers when exposed to the mass media especially
radio. It will also look at the extent of variable such as educational qualification,
occupation and income different among the people of Ijero Local Government area
of Ekiti State.
1.3

Objectives of the Study

The Main objectives of this is to examine the

role played by the radio in

promotion of Agriculture in Ijero L.G.A, Ekiti State.

To examine the extent which Radio has contributed to the promotion of
agriculture in rural communities in Nigeria.
To determine the means and sources of radio available to the people of Ijero
Ekiti.
6

 To discover what can be done to improve the role of mass media in the said
community of Ijero Local government and other communities in the country.
To determine if there is any adverse impact of exposure to radio on the
people of Ijero Local government and how can this be eliminated or
minimized.
To examine the problems faced by radio journalists in this community and
what could be suggested to solve the problems.
1.4

Research Question

The study should be able to find answers to the following questions:

To what extent does mass media contribute to the development of rural
community in Nigeria?
What are the means and sources of medium of mass media as messages
available to the people of Ijero Ekiti?
What can be done to improve the role of radio as a medium of
communication in the community of Ijero Local government and other
communities in the country?

 Is there any adverse impact of exposure to radio progreame on the people of

Ijero Local government, how can this be eliminated or minimized?
1.5

Hypothesis

H0 i: Radio plays important role in the promotion of agricultural practice in Ijero

Local Government Area.
H0 2: Radio does not plays important role in the promotion of agricultural practice
in Ijero Local Government Area.
H1: There is a significant relationship between radio as a means of communication
and promotion of agricultural practices in Ijero LGA
H2: There is no significant relationship between radio as a means of
communication and promotion of agricultural practices in Ijero LGA.

1.6

Significance of the Study

There are many people that will benefit from research work.
This research work will be of advantage for everybody in the community because
the knowledge of how to provide s9lution to communitys problems will be

acquired. The tactics of modern farming will be gained with the help of mass
media (radio).
Though, this research work is focused on Ijero, it is organized in a way to highlight
the role which radio plays in promoting Agricultural practice especially in the
villages where most of the farming is carried out.
Consequently, mass media will provide education, entertainment technological
advancement, information e.t.c which will move Ijero Local Government forward
among other communities.
1.7

Scope of the Study

The scope of this study is limited to the Nigeria Mass media. This study focuses on
the role of mass media in promoting Agriculture. The concepts defined in this
project work are mainly related to the Nigeria media. However the concepts may
be well applicable to the media of other African country and the world at large.

1.8

Area of the Study

The study area is Ijero in Ekiti State of Nigeria. Ejero L.G.A has been chosen to
represent the whole due to limited resources and limited time. But the findings of
the study would be used to generalize for the whole country
9

1.9

Definition of Terms

1. ROLE: Role according to Oxford Advanced Learners Dictionary (6 edition) is

the degree to which somebody or something involved in a situation or an activity
and the effect that they have on it.
2. MASS MEDIA: The devices for moving messages across distance or time to
accomplish mass communication.
3. ACCEPTABILITY: Agreed or approved of by most people in a society

10

CHAPTER TWO
LITERATURE REVIEW
2.0

Introduction

This chapter examines review of concepts, literature review and theoretical

framework for the sturdy
2.1

Review of Concept

2.1.1 Brief History of Radio Broadcasting in Nigeria

Radio started in Nigeria with the introduction of the Radio Distribution in the year
1933 in Lagos by the British colonial government under the Department of Post
and Telegraphs (P&T). The Radio Distribution system, (RDS) was a reception base
for the British Broadcasting Corporation and a relay station, through wire systems
with loudspeakers at the listening end. In 1935, the Radio Distribution System was
changed to Radio Diffusion System with the aim of spreading the efforts of the
Britain and her allies during the Second World War through the BBC. The Ibadan
station was commissioned in 1939, followed by the Kano station in 1944. Later a
re-appraisal of radio broadcast objectives gave birth to the establishment in 1950 of
the Nigerian Broadcasting Service (NBS). The NBS began broadcast in Lagos,
Ibadan, Kaduna, Kano and Enugu on shortwave and medium wave transmitters.
11

Through a bill by the House of Representatives, the Nigerian Broadcasting

Corporation (NBC) was established in 1956. The NBC took up the responsibilities
of radio broadcast in Nigeria. The Federal Radio Corporation of Nigeria (FRCN)
was established in 1978. The Voice of Nigeria (VON) which served as the external
service was established in 1990. With the creation of more states and each state
wanting to propagate its people and culture, the place for radio broadcast began in
Nigeria and has spread fast across the length and breadth of the nation. Each state
owns and operates at least one radio station. In Ekiti state, Ado-Ekiti is the State
capital can boast of two radio station namely Broadcasting Corporation of Ekiti
State established in 1997 and Progress FM Ilokun, Ado-Ekiti established in 2003.
(Udomisor, 2013 and BSES, 1998)
Transistor radio was the premier channel of information communication. It has
been in use several decades before the invention of other information
communication channels. Its existence could be dated back to the twentieth
century. Wikipedia (2012) asserted that a transistor is a semi conductor device with
at least these terminals per connection to an electric circuit. The first patent for the
field effect principle was filed in Canada by Austrian Hungarian Physicist Julius
Edigar Lilienfeld on October, 22, 1925. Lilienfeld (1925) opined that the invention
of the transistor was filed in 1925 but Lilienfield published no research articles
about his devices and his work was ignored by industry.
12

Tracing the historical development of radio from distribution system to radio

diffusion or radio fusssion and transistor radio dry cell battery was the only source
of power and its radio batteries are very cheap and readily available even in the
most remote areas of Nigeria but now digital radio had replaced the transistor
radio. However, black and white television was invented and source of power is
electricity or via a generating set. It consumes a high electric voltage. As
civilization unfolds, the technological development has transform black and white
into coloured digital television. Luppa (1997) notes that anything digital exists
because we are able to reduce it to components that are either ones or zeros
(10101010) computer works became every piece of information that exists in them
has already been translated into sets of ones and zeros. Unfortunately, from a
television broadcast point of view, making the move to digital television means
replacing every single piece of analogue functioning broadcasting equipment to
digital which may be very expensive.
Anifowose (2013) writes that communication involves the process by which
information and understanding are transferred from one person to another. It is the
basis for all human interaction for all group functioning. Radio remains a medium
in development communication usually employed by the development officers or
experts for the dissemination of relevant development messages, especially for
rural audience. He further argued that radio can be multi-faceted as among other
13

things, it can serve to pass messages, improve the capability of calling upon and
organizing groups and organizations, enlarge the forum for social dialogue, provide
effective capability building of the community to raise awareness and knowledge
of community issues, bring the peoples voice to the higher level of their political
structure and mobilize community to tackle issues.
Radio ranked as the most popular means of disseminating information, regardless
of the continent. It is very appealing because of some distinguishing features of
interactivity, its capacity to provoke dialogue and to solicit the participation of
local population with lower production costs and extreme versatility. Omenesa
(1997) observes 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). Radio lends itself just as well to
rapid interventions as to the broadcasting of in-depth reports and is just suitable for
14

the dissemination of information as it is for entertainment and for educational

purposes. A study carried out by Ariyo et. al (2013) on the role of mass media in
the dissemination of agricultural technologies among farmers in Kaduna North
Local Government Area of Kaduna State revealed 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.
Advancement in Information and communication technology has made
information dissemination easier and faster than what we use to know in the past.
Computer technology and the invention of internet make it possible for people
irrespective of their geographic location able to communicate and interact with one
another through internet call, teleconferencing and instant messaging facilities.
Development of web 2.0 technology has promoted social interaction and
information dissemination among the people through the use of social network
sites like facebook, twitter, google+, 2go, library2.0 e.t.c. people use this media to
disseminate information among themselves.

15

2.1.2 RELATIONSHIP BETWEEN RURAL RADIO & AGRICULTURE

AND RURAL DEVELOPMENT
According to Lele Uma, "Rural development is clearly designed to increase
production and raise productivity. Rural development recognises, however that
improved food supplies and nutrition together with basic services such as health
and education can not only directly improve the physical well-being and quality of
life of the rural poor, but also directly enhance their productivity and their ability to
contribute to the national economy".
Meanwhile, Nyerere Julius K. says, "Rural development is participation of people
in a mutual learning experience involving themselves, their local resources,
external change agents and outside resources. People cannot be developed, they
can only develop themselves by participation in decisions and cooperative
activities which affect their well-being. People are not being developed when they
are herded like animals into new ventures".
It is evident that development implies change, and the first change that takes place
is the attitude of the people who will be directly affected by the development in
this case, the farmers and rural communities. In order to achieve this goal, there

16

must be a fundamental change in the way farmers approach agriculture and the rate
at which they adapt new technologies, husbandry and farming practices.
In order to achieve this change farmers and rural communities need to be informed
on the importance of adapting these new practices.
Taking on any of the already mentioned forms:
Rural radio encourages villagers to take an active part in the development
process or even better to take their own initiative to improve the living
conditions in their communities.
Since most farmers have not been to school, rural radio acts as a substitute
for formal education.
Rural radio enables communities to articulate their experiences and to
critically examine issues and policies affecting their lives for example a
community can use the radio to highlight new agricultural policies. These
policies can be debated upon and discussed using the radio and immediate
feedback can be given for relevant authorities to take action.
In cases where extension workers may not be able to reach, rural radio takes
on that role. Here a community can be given a recording on cassette to
17

substitute the extension worker who has not been able to reach that
community.
Vital information for agricultural development can be passed on through the
use of radio for example information on better farming methods, improved
seeds, timely planting, agro-forestry, better harvesting methods, soil
conservation, marketing, post harvest handling and diversification.
Since rural radio targets a specific community, geographical area or interest,
then the language of choice can be used to ensure that the message is clearly
understood. Therefore rural radio gives you the option of using the prevalent
language.
Rural radio gives farmers an opportunity to interact with each other and
other relevant authorities e.g. extension workers, crop and animal experts
through formats like live talk shows, phone-in programmes and on location
broadcasts.
Radio demystifies the scientific jargon. It is able to explain the research in
simpler and ordinary language that people understand.

18

 Since rural radio is community based, it can be used to mobilise people

towards community development work e.g. construction of valley dams,
protected wells and immunisation of animals.
All the above can be arranged at the convenience of the recipient (farmer) because
he is involved in the planning and implementation of the radio programmes.
Because of the participatory nature of rural radio, the community feels part and
parcel of the programmes and first hand knowledge can be got from the
community because of the proximity of the programs broadcast. The community
easily identifies with the people in the programmes and is more likely to listen to
them rather that to a distant broadcaster somewhere in the city who is not in close
touch with them. This has already been evidenced in different sectors of society
and has contributed to the development of these areas. For example in Chad radio
was used in a 1991-92 campaign to stop intentionally lit bushfires. These fires were
used by farmers to clear agricultural land. This method led to degraded soils and
these fires sometimes spread to forest reserves.
2.1.3 ROLE

OF

RURAL

RADIO

IN

SCIENTIFIC/AGRICULTURAL RESEARCH

19

DISSEMINATION

OF

There exists a gap between the scientific/agricultural researchers and the farm
users. A lot of findings from the research institutions and laboratories are not used
by farmers. Research information on improved seed varieties, better farming
techniques, post-harvest handling and marketing are not used by farmers either
because the information did not reach them, either because the implementation of
the received information is not clear. The gap between the researcher and the
farmer is even wider in the rural areas; large distances separate researcher from
rural farmer. Other barriers like language and diversity of cultures also come into
play making it even more difficult for the research information to reach the
intended audiences.
Rural radio can be used to disseminate agricultural research in the following
ways.
Research findings can be distributed through radio to
o Non governmental organisations (NGOs) dealing in agriculture
o Extension workers
o Farmers themselves
o Academic Institutions
20

 Rural radio can make the link between researchers and extension workers by
offering information on
o Where research can be obtained and used
o How to pass it on to users
o Communities' feedback regarding research.
Rural radio can be used to collect feedback from Communities
o Through programmes, farmers give their responses to research
o Farmers share experiences on use of research
o Rural radio airs out farmers' views/recommendations on how to
improve the research.
o Communities provide alternatives depending on their experiences.
Radio can also be used to announce processes of research and extension
work:
o Give venues for meetings with extension workers

21

o Advise on where to get inputs/services

o Advise on where to get technical support.
2.1.4 TRANSLATING

AGRICULTURE

RESEARCH

INFORMATION

INTO MESSAGES FOR RURAL AUDIENCES

The weakness of linkages among farmers, advisors and researches is brought about
by three major aspects:
Inadequate link between advisors and researches
Inadequate link between advisors and researchers
Inadequate contact between farmers and advisors
The challenge of linking farmers, advisors and researchers is an enormous one.
Communication and information are key aspects to bridging the gap between the
parties mentioned above.
"The reality today is that communication technologies exist and are advancing
rapidly in terms of availability and lower costs, especially the telecommunication
technologies. The challenge is to use the information technologies and
communication

media

effectively

for
22

sustainable

agriculture

and

rural

development, which often means utilisation of a range of media - traditional, folk

media (storytellers, songs, dance, village theatre), training videos, audio cassettes,
rural radio as well as new information technologies (e-mail, World-wide web)"2.
How has research information been prepared and disseminated to rural audiences
in Uganda?
In the past research information has been disseminated to rural audiences in the
followings forms and ways: "On farm visits on -the- spot advice; "Barazas"
(Village meetings) for information and demonstrations; radio programmes in
several local languages; TV programmes in English; simplified, illustrated
brochures in mainly three local languages, Luo, Luganda and Runyoro - Rutoro,
Runyankole - Rukiga; well illustrated films; simple posters, district farm institutes;
pocket books".3
Currently research information is received and disseminated in the following ways:
From all the nine National Agricultural Research Organisation (NARO)
research institutes
From NARO's Agricultural Research Information Service (ARIS) - It
provides publications, bibliographic and documentary CD-ROMS, in-house
and regional databases.
23

 Local non-governmental organisations and community based organisations

International publications
Information is then delivered through farmers' magazines, newspapers, posters,
leaflets, handbooks, radio, television, films and video.
The National Agricultural Research Organisation (NARO) is responsible for the
coronation of development of agricultural technologies suitable to farmers' needs
and to ensure their wide dissemination in order to achieve the desired impact.
Through its outreach programme NARO is to strengthen its adaptive on-farm
research and technology dissemination activities with farmers, advisors,
community-based organisations, NGOs and others working in rural areas.
The system will operate through Agricultural Research and Development Centres
(ARDCs). A total of 12 ARDCs with one for each agro-ecological zone of the
country. These will be the major linkages between NARO and other research
organisations and farmers groups. The main function of the ARDC Staff will be to
conduct adaptive research through on Farm trails with the active participation of
farmers and advisors. The services of the ARDCs will also be available for
purchase by NGOs and agricultural firms operating in the zones.

24

2.2

Review of Literature

Basically, the media (Radio) are described as performing three functions or roles of
information, education and entertainment.

These are the conventional social functions the media render to the public, but
which is equally applicable in broader sense in promoting Agriculture pursuit. It
could be said that through educating, informing and entertaining, the media thereby
make the society, society members or the nation as well as the leadership of the
very society, aware of the importance and need to undertake certain process or
processes of promoting Agriculture.
Also attached to these three basic roles of media is another role of persuasion,
where media are seen as virile tools of applying persuasive efforts to influence
peoples actions towards a particular direction. The mass media are therefore seen
for their role in furnishing the public with necessary information to achieve
development or change goals.

These roles of radio in promoting Agriculture lie in their capacity and capability to
teach,

manipulate,

sensitize

and

mobilize
25

people

through

information

dissemination (Ucheanya, 2003), as cited by Nwabueze. The radio also chart a

course for the public in line with the agenda setting theory, thereby creating in the
minds of the people, issues that should be viewed as priority issues including
development programmes and policies - (Nwabueze, 2005). Instances of this role
being presently played by media in Nigeria is the general millennium goal pursuit
towards the year 2015, as proposed by the United Nations and incorporated as
community policy by governments of member countries around the world.

Policies of the millennium goal touch on different aspects of health, education,

children and women and the likes. The programme could also be said to be part of
the globalization pursuit to which any nation left out in its pursuance and
implementation stands the possibility of being alienated in the comity of nations.
Though not free of some propagandist motives, health issues such as the
HIV/AIDS, Polio Immunization and The H5N1 Bird Flu Virus issue became the
leading stories disseminated by the media. Other related issues include wars,
famine, women and children health and rights as well as democratization activities
receive prominence and greater attention from the media.

Another instance of

developmental role by Nigerian media was the recent killing of the

unconstitutional move to install a third term government by the recent past
26

President Olusegun Obasanjo, as well as the contribution by the media towards

making Nigerians to come out and vote during the Aril 2007 general elections, in
order to enable a successful transition from civilian to another civilian rule, the
first time in history of the country. Although there were crisis of election rigging
and malpractices along the transitional course, yet the media remained dutiful by
avoiding actions that could have derailed the entire motive of the transition.

2.2.1 Radio in Promoting Agriculture

The media usually play key roles in development issues/ leads to formation of
attitude through establishing of values for the society or nation and thereby
building a climate of change in the society or nation. According to Alade Odunewu
as cited by Yakasai, (1996), this involves the dissemination of news and
information in response to a basic human need, which is the right to know.

Protection of Social Justice is another role of media in promoting Agriculture, in

that the media are not only expected to record, compose or report account of events
and stories just as the historians do, but the media are also expected to analyze
issues and facts contained in the news, in line with the need and interest of Social
27

Justice. Dr. Stanley Machebu pointed here that the press are subordinate to a far
higher goal: the goal of ensuring that public and private conduct is directed
towards the greatest possible measure of justice, in society.

In order to ensure a peaceful community coexistence and progress, the media have
before them the task of discouraging such negative issues as ethnicity, dictatorship
in leadership like the military rule and of course discourage embezzlement of
public funds, as it is the disturbing trend presently indulged by politicians
occupying positions of responsibilities and related public officers in Nigeria.
Perhaps if the media in Nigeria were carrying out or were allowed to ideally carry
out their function of investigating facts and announcing them to the public, the
recent scenario whereby some ex-governors which include Saminu Turaki of
Jigawa state, Orji Uzo Kalu of Abia, Joshua Dariye of Plateau and Chimaroke
Nnamani of Enugu and the likes who were arrested by the anti graft commission,
the EFCC for alleged money laundering and embezzlement might not have
happened.

28

Machebu S. as cited by Yakasai, (1996), states The press in Nigeria can never
properly claim to be discharging any significant responsibility if it fails to
consistently describe if not denounce, the countless ways in which the pursuit of
wealth corrupts the polity and Compromises our future.

The responsibility of informing people about development projects and

programmes is another major role of media to promoting Agriculture. Such
programmes designed and proposed by policy makers could be entirely new to the
people at whom they need to be enlightened, educated and mobilized by the media.
Instances of such programmes are the Universal Basic Education (U.B.E.), the
Nomadic Education, Girl-Child Education, Adult Education, Fighting Drug
Addiction and Trafficking and for instance, a nationwide campaign towards
boosting agriculture and food production.

Offering solutions to problems is another developmental role of the media, in that

they are not only expected criticize government officials and condemn their
actions, but also as watchdogs of the society, they should review, analyze, appraise
or criticize, as the case may be, activities of government agencies and programmes
29

such as the Re-capitalization of banks and the Economic and Financial Crime
Commission (EFCC), with a view to offering solutions in the areas where they are
failing or lacking and suggest ways to their rectification.

The media in Nigeria ought to use this function of offering solution to encourage
leaders to always stick to budgetary provisions and avoid indulging in extra
budgetary spending, which leads to embezzlement of public funds. In connection
to this, Bajuwade , (1987) as cited by Yakasai, (1996),reasoned This day and
age demands pungent writing that does not stop at picking up all the peccadilloes
and mote in other peoples eyes, but in addition, offers its own alternatives, put
forward its own ideas and submits well considered solutions to problems it
highlights.
How ever, radio as a medium of mass communication has its advantades and
weaknesses Ngwokar, (2014) explains them thus.

2.3

Development Media Theory

30

Development media theory began from the agenda setting theory espoused by
Mc. Combs and Shaw (1972), which stated that the media tells us not what to think
but what to think about. In other words, the amount of attention given to an issue in
the press affects the level of importance assigned to that issue by the mass media
audience. The main thrust of Agenda Setting theory is that though media may not
completely change ones point of view on particular issue, it tends to change his
perception of what is good. That is to say in simple terms, the fact about the
inherent influencing power of media, makes it to be seen and applied as important
instrument in developmental policies. This theory is relevant to this study as
through radio agricultural programmes, farmers are thought new farming
techniques. How ever conservative they may be before long, they would begin to
embrace such newly propagated systems of farming made known through radio as
a channel of mass communication.

31

CHAPTER THREE
RESEACH METHODOLOGY
3.1

INTRODUCTION

This chapter is to set a design capable of providing the data that will be necessary
to give an insight into the project topic . It thus discusses the various method used
or adopted for data collection, sampling procedures, data analysis, research method
and reliability and validity of such instrument.

3.2 DESIGN OF THE STUDY

32

The source used in gathering data where both in primary and secretary sources,
which has been used as the major avenues for obtaining feedback on various aspect
of the study.

3.3

RESEARCH POPULATION

The research population means that entire group of person being studies we can
have students as our population, Geographical area such as residential areas.
Population could be just a section of children. As earlier mentioned, a population
could be large or small, the researcher is to decide whether to study the entire
population from which the random will he selected. The sampling technique to be
adopted is the random sampling for its case of application, time saving and less
expensiveness, when compared.

3.4 SAMBLE SIZE AND SAMPLING TECHNIQUE

When the research base our research an round Osogbo, Osun State of Nigeria. The
sampling size was both men and woman around Osogbo, Osun State of Nigeria.
The research base mainly on random sampling.

33

The researchers used questionnaires and personal interview become behaviour is

not actually observed but through questionnaire or personal interviews, the
respondent is also ask it to report on his or her behaviour or attitude.
Therefore, population gives to a research the ideas of the opinion of the
respondents, samples from a base for the circulation of statistic. Sampling method
have several technique of selecting a may be difficult but the basic system in
sampling are mainly the same from of basic sampling techniques or procedure
commonly used in researcher work are

3.5

i.

Random sampling.

ii.

Stratified sampling.

iii.

Systematic sampling.

iv.

Cluster sampling.

SOURCE OF DATA COLLECTION

The sources of data collection used in this research work are mainly through two
bases, which are primary and secondary data.
Primary Source:- This is when the research has directly contact or collects raw
data directly from the field. Here, the data must be collected proceed and analyzed
before used. The research observation, questionnaire, oral interviews and
information are collected through this source.
34

Secondary Source:- This source provides information that have been collected
and stored by others. Here information s obtained through written text, seminars
obtain through written past report, symposium, public lecture and maps.

3.6RESEARCH INSTRUMENT USED

The research instrument used in collecting data in this project work was through
the appropriate use of questionnaires. The need for this type of method of
investigation was aimed at helping to cross and validate the authority or both
questions and answer. The research instrument includes questionnaires, personal
interview and documentary conducted to staff of the organization.

3.7QUESTIONNAIRES DESIGN
The questionnaire was of two forms the yes or no question type and open ended
where respondent, is free to express his or her mind freely. The questions were
based on the role of motivation in marketing.

3.8QUESTIONNAIRE DISTRIBUTION AND COLLECTION

The questionnaire were distributed and collected based on the respondent were
distributed and collected based on the respondent opinion. The number of

35

questionnaire distributed was 45 and 5 was turned unanswered, while 18 were

returned by the respondent who responded to all questions asked.

3.9METHOD OF DATA ANALYSIS

The data collected was transformed into statistics, and use of percentage to present
an analysis of the raw data. Information supplied by staff was converted into
figures using tabulations and percentage methods of data analysis and enumeration
of statistic.

36

CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0

INTRODUCTION

In order to uphold some of the hypothesis already done in chapter one (1). This
chapter is devoted for the presentation and analysis of this project work is
based on the data collected from the field through primary source of data
collection, which involve the use of questionnaire. In conducting the study,
questionnaire were distributed to the sample population.

4.1

INTERPRETATION OF DATA

37

To test the validity or invalidity of the investigation carried out, the

interpretation of data is designed to interpret the question contained in the
questionnaire already distributed.
RESEARCH QUESTION
Table 1: Age of respondent
Option
No. of respondent
20 29
10
30 39
15
40 44
13
50 and above
7
Total
45
Source: Survey data 2015

Percentage
22.2%
33.3%
28.9%
15.6%
100%

RESEARCH QUESTION
Sex of respondent
Table (2)
Options
No. of respondents
Male
25
Female
20
Total
45
Source: Survey data 2015

Percentage
55.6%
44.4%
100%

RESEARCH QUESTION
Respondent responses on the means and sources of mass media available to the
people of Ijero Ekiti
38

Table 3
Option
No. of respondents
Televisions
10
Radio
26
News paper
9
Total
45
Source: Survey data 2015

Percentage
22.22%
57.78%
20%
100%

The table above shows that 22.22% (10) of the respondent agree that direct
television, 57.78% (26) of the respondent Radio while 20% (9) said both
News paper.

RESEARCH QUESTION
Is there any adverse impact of exposure to mass media on the people of Ijero Local
government, how can this be eliminated or minimized?
Table 4
Options
No. of respondents
Yes
36
No
9
Total
45
Source: Survey data 2015

Percentage
80%
20%
100%

The table above show clearly that 80% (36) of the respondents said their yes,
while 20% (9) of the respondent said No.

39

RESEARCH QUESTION
Responses to the relationship between mass media and the community
Table 5
Options
No. of respondents
Very good
18
Good
15
Cordial
12
Fair
Total
45
Source: Survey data 2015

Percentage
40%
33.3%
26.7%
100%

The above table shows that 40% (18) of the respondents said they are having
very good relationship with the community, 33.3% (15) said the relationship
is good, while 26.7% (12) said the relationship that they an having cordial
relationship with the community.
RESEARCH QUESTION
The responses in the quality of information in the mass media compare to
other medias
Table 6
Options
Very good
Good
Fair
Poor

No. of respondents
16
22
7
40

Percentage
35.6%
48.8%
15.6%
-

Total
Source: Survey data 2015

45

100%

The table above shows that 35.6% (16) of the respondents, very good
compare to competitors, 48.8% (27) said their it is good compare to
competitors while 15.6% (7) said that the it is fair.

Mass Media Play a very Significant Role In Promoting Agriculture in Nigeria

Table 7
Opinion

Top

Middle

management management
Yes
13
7
No
7
5
Total
20
12
Source: Survey data 2015

4.2

Lower

Total

management
10
3
13

30
15
45

TEST OF HYPOTHESIS
With proper understanding and careful analysis of the previous researcher
test of hypothesis and facts put together by the researcher to make the study
more clear. The question are laid into hypothesis, as can be seen in chapter
one (1).

41

In testing hypothesis, the researcher assumed 5% (0.05) level of significance

and chi-square distribution used as test statistics.

HYPOTHESIS
This hypothesis state that Mass Media does Play a Significant Role In Promoting
Agriculture in Nigeria. To test this hypothesis table (7) is hereby reproduced to
show the level of responses.

Table 7
Opinion

Top

Middle

management management
Yes
13
7
No
7
5
Total
20
12
Source: Survey data 2015
X2 = (O e)2
e

Where:
X2 = chi-square
= summation sign

42

Lower

Total

management
10
3
13

30
15
45

O = observed frequency
e = expected frequency
Expected frequency = row total x column total
Grand total

For Yes row

X2 = 30 x 20
45

13.33

3.67

6.67

X2 = 30 x 13
45

For No row
X2 = 15 x 20
45

X2 = 15 x 13
45

43

X2

15 x 13
45

4.33

44

CONTINGENCY TABLE
Opinion
Yes
No

Top management

13(13.33)
7(6.67)
Source: Survey data 2015

Middle

Lower

management
7(8)
5(4)

management
10(8.67)
3(4.33)

Observed frequency = X2 = (O e)2

e

X2 = (13 13.33)2
13.33

= 0.081

X2 = (7 8)2
8

= 0.125

(10 8.67)2
8.67

= 0.204

(5 4)2
4

= 0.25

45

(3 4.33)2
4.33

= 0.408

X2 = 2.39
Degree of freedom:
(r 1) (C 1)
r = No. of rows
C = No. of columns

D.F = (3 1) (2 1)
D.F = (2) (1)
D.F = 2

DECISION RULE
Since the calculated value of X2 is 2.39 which is greater than critical value of 2.77,
we reject the null hypothesis (Ho) at 95% confidence level and accept the
alternative hypothesis (Hi) and then conclude that; Mass Media Playa Significant
Role In Promoting Agriculture in Nigeria

46

CHAPTER FIVE

47

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1

SUMMARY

McGuire (1981: 69) argues that: 'Any undertaking as important and expensive as a
public communication campaign should have evaluation procedures built into it.'
Further, as noted by Bauman (2000), clear guidelines for evaluation are required
because mass media education and prevention campaigns 'consume much public
resource, but we do not always learn from them'.
In order to evaluate the degree to which a mass communication campaign achieves
its goals, it will be necessary to first identify the dependent and independent
variables impinging on the outcome. Freimuth et al. (2001: 476) maintain that 'a
common set of variables is considered in the development of a mass-media
campaign and that one can expect a common set of outcomes as a result of the
communication experience'. They identify four broad areas under which to
organise the campaign's independent variables, the combination of which
constitutes the 'campaign strategy'. These are: the psychosocial attributes of the
receiver; the source or spokesperson; the settings, channels, activities and materials
used to disseminate the messages; and the message itself, including content, tone,
type of appeal, audio characteristics and visual attributes.

48

Additionally, Freimuth et al. (2001: 476) contend that 'the outcomes or dependent
variables of a mass health [or other] communication effort may be categorised into
six broad areas - exposure, attention, comprehension, yielding, attitude change and
behaviour'.
The evaluation of a mass communication strategy, according to Freimuth et al.
(2001), ought to occur in three stages which they term 'formative research or
evaluation', 'process evaluation', and 'summative evaluation'. Drawing largely on
Freimuth et al. (2001) a brief summary of these stages follows. (Also see Wellings
and Macdowell (2000) for a clear outline of the evaluation process.)

5.2

CONCLUSION

Mass media offers effective channels for communicating agricultural messages,

which can increase knowledge and influence behaviour of the intended audience.
Broadcast media have the ability to disseminate information to large audiences
efficiently; the radio can be a particularly important channel. Since the radio plays
a more important role in public education, producers should be familiar with the
latest and newest programme structures to be able to meet the needs of people by
employing appealing methods. Based on the research findings, the farmers literacy

49

level plays an influential role in the extent of his/her use of available media. The
relevant institutes and organisations should provide appropriate opportunities for
the development of formal and informal education in a move to decrease illiteracy
levels in rural communities.
I reiterate the fact that the mass media play an important role in promoting
Agriculture. It is therefore incumbent upon our ethnic press (community
newspapers and local FM radio stations) to keep our communities connected to the
past by communicating the stories and traditions we hold dear. And at the same
time connect our communities to the present and to the future by delivering images
and news of our people around the world and forming the foundation and values
for our children to continue. Instead of undermining each other, the many
Ghanaian newspapers and FM radio stations home and abroad should give our
communities a strong voice that is not always represented in the mainstream media
in the developed countries. Lets help keep our communities around the world
united and strong. Together we stand, divided we fall.
5.3

RECOMMENDATION

The mass media must serve essential functions in the society by accepting and
fulfilling certain obligations to the society. These obligations are mainly to be met
by setting high professional standards of in formativeness, truth, accuracy,
50

objectivity and balance. In accepting and applying these obligations the elements
of the mass media should be self-regulating within the framework of law and
established institutions. They should therefore avoid whatever might lead to crime,
violence or civil disorder or give offence to any group of people in the society
because of their faith or ethnicity. The media as a whole should be pluralistic and
reflect the diversity of their society by giving access to various points of views and
to rights of reply.
BIBLIOGRAPHY

JIKA A. and ALI M.B. 2002 - Mass Media and Promoting Agriculture - A Book of
Readings, Munawwar BOOKS Intercommunity PHC 612 Karkasar,
Babbangiji P.O. Box 11018, Kano, Nigeria.

NWABUEZE C. 2005 - Mass

Media and Community Mobilization for Development: An Analytical

Approach - Intercommunity Journal of Communication ISSN 1597 - 4324.

ODULAYE S. 2005 - The Media in Nigeria 11 (An Article Number4000/NEWS

54984.htm, printed from "Gamji" Website on September 2, 2005).

51

SOGOLO G. 1995 - Imperative of a New Community Information Order (A paper

presented at a seminar on Moral Image of Nigeria, jointly organized by
Nigerian Television Authority, New Nigeria Newspapers and Kaduna State
Government, in Kaduna.

USMAN A.U. 2005 - Role of Money in Nigerian Politics (A paper presented at a

Two-Day pilot training organized by IFES in collaboration with IREX, at
Ni'imah Hotel, Kano).

YAKASAI A.S. 1996 - On The Press Responsibilities; Matters Arising (A Tutorial

Handout for the Intercommunity Institute of Journalism Diploma Course,
held in Kano).

YAKASAI A.S. 1996 - Duty of The Press (A Tutorial Handout of the

Intercommunity Institute of Journalism Course, held in Kano).

52