CHAPTER ONE INTRODUCTION1.1 Background To The StudyThere 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). 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 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.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 the- proper 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.1.2Statement 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.
1.3Objectives 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. 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.
1.4Research 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?
1.5HypothesisH0 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 LGAH2: There is no
significant relationship between radio as a means of communication
and promotion of agricultural practices in Ijero LGA.
1.6Significance 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. 1.7Scope of the StudyThe 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.
1.8Area 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 1.9Definition 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
CHAPTER TWOLITERATURE REVIEW2.0Introduction This chapter
examines review of concepts, literature review and theoretical
framework for the sturdy2.1Review of Concept2.1.1Brief 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. 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. 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 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 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.
2.1.2RELATIONSHIP BETWEEN RURAL RADIO & AGRICULTURE AND
RURAL DEVELOPMENTAccording 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 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
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. 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.2.1.3ROLE OF RURAL RADIO IN DISSEMINATION
OF SCIENTIFIC/AGRICULTURAL RESEARCHThere 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 Non
governmental organisations (NGOs) dealing in agriculture Extension
workers Farmers themselves Academic Institutions Rural radio can
make the link between researchers and extension workers by offering
information on Where research can be obtained and used How to pass
it on to users Communities' feedback regarding research. Rural
radio can be used to collect feedback from Communities Through
programmes, farmers give their responses to research Farmers share
experiences on use of research Rural radio airs out farmers'
views/recommendations on how to improve the research. Communities
provide alternatives depending on their experiences. Radio can also
be used to announce processes of research and extension work: Give
venues for meetings with extension workers Advise on where to get
inputs/services Advise on where to get technical
support.2.1.4TRANSLATING AGRICULTURE RESEARCH INFORMATION INTO
MESSAGES FOR RURAL AUDIENCESThe 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 advisorsThe 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 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".3Currently 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. Local non-governmental organisations and community based
organisations International publicationsInformation 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. 2.2Review of LiteratureBasically, 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 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 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. 2.2.1Radio 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 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.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 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.
2.3Development Media Theory
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.
CHAPTER THREERESEACH METHODOLOGY3.1INTRODUCTIONThis 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 STUDYThe 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.
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 arei.
Random sampling.ii. Stratified sampling.iii. Systematic
sampling.iv. Cluster sampling.
3.5 SOURCE OF DATA COLLECTIONThe 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.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.
3.6 RESEARCH INSTRUMENT USEDThe 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.
3.7 QUESTIONNAIRES 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.
3.8 QUESTIONNAIRE 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 questionnaire distributed was 45 and 5 was turned
unanswered, while 18 were returned by the respondent who responded
to all questions asked.
3.9 METHOD 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.
CHAPTER FOURDATA PRESENTATION AND ANALYSIS 4.0INTRODUCTIONIn
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.
4.1INTERPRETATION OF DATA 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 QUESTIONTable 1: Age of respondent
OptionNo. of respondentPercentage
20 291022.2%
30 391533.3%
40 441328.9%
50 and above 715.6%
Total 45100%
Source: Survey data 2015
RESEARCH QUESTIONSex of respondentTable (2)OptionsNo. of
respondentsPercentage
Male 2555.6%
Female2044.4%
Total45100%
Source: Survey data 2015
RESEARCH QUESTIONRespondent responses on the means and sources
of mass media available to the people of Ijero EkitiTable 3
OptionNo. of respondentsPercentage
Televisions 1022.22%
Radio 2657.78%
News paper920%
Total45100%
Source: Survey data 2015The 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 QUESTIONIs there any adverse impact of exposure to mass
media on the people of Ijero Local government, how can this be
eliminated or minimized? Table 4OptionsNo. of
respondentsPercentage
Yes 3680%
No920%
Total 45100%
Source: Survey data 2015The table above show clearly that 80%
(36) of the respondents said their yes, while 20% (9) of the
respondent said No.
RESEARCH QUESTION Responses to the relationship between mass
media and the communityTable 5OptionsNo. of
respondentsPercentage
Very good 1840%
Good1533.3%
Cordial 1226.7%
Fair --
Total 45100%
Source: Survey data 2015The 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 QUESTIONThe responses in
the quality of information in the mass media compare to other
mediasTable 6OptionsNo. of respondentsPercentage
Very good 1635.6%
Good 2248.8%
Fair 715.6%
Poor--
Total 45100%
Source: Survey data 2015The 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 management Middle management Lower
management Total
Yes 1371030
No75315
Total 20121345
Source: Survey data 2015
4.2TEST OF HYPOTHESISWith 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).In testing hypothesis, the researcher assumed 5% (0.05) level
of significance and chi-square distribution used as test
statistics.
HYPOTHESISThis 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 management Middle management Lower
management Total
Yes 1371030
No75315
Total 20121345
Source: Survey data 2015X2 = (O e)2 e
Where:X2 = chi-square = summation sign 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
X2 =30 x 13 45=3.67
For No row X2 = 15 x 20 45=6.67
X2 = 15 x 13 45=4
X2 = 15 x 13 45=4.33
CONTINGENCY TABLE Opinion Top management Middle management Lower
management
Yes 13(13.33)7(8)10(8.67)
No7(6.67)5(4)3(4.33)
Source: Survey data 2015Observed 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
(3 4.33)2 4.33 = 0.408
X2 = 2.39Degree of freedom:(r 1) (C 1)r = No. of rowsC = 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
CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATION
5.1SUMMARY 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.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.)
5.2CONCLUSIONMass 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 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.
5.3RECOMMENDATION 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,
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). 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).
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