306 J. Agric. Bio. Sci.

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1 Journal of Agriculture and Biological Sciences Vol. 3(3) pp ,july 2012 Available online Copyright 2012 Global Research Journals. Full Length Research. FARMERS PERCEPTIONS ON THE ROLE OF MASS MEDIA IN SUSTAINABLE AGRICULTURAL DEVELOPMENT: A CASE STUDY OF THE NORTHERN ZONE OF SOKOTO AGRICULTURAL DEVELOPMENT PROJECT (S.A.D.P.), NIGERIA By Ango, A. K., D. H. Yakubu and A. Usman Department of Agricultural Economics and Extension, Faculty of Agriculture, Usmanu Danfodiyo University, Sokoto Corresponding Author s aakamba2@yahoo.com,tel. (+234(0) ) Accepted 28 th October 2011 The study examined the perception of farmers on the role of mass media towards sustainable agricultural development amongst the farmers of Northern Zone of Sokoto Agricultural Development Project (S.A.D.P). Structured questionnaire were administered to 120 randomly selected respondents from the selected Local Government Areas in the A.D.P Agricultural zone. Data obtained were analyzed using descriptive statistics. The study revealed that the majority of the respondents were males with farming experience of more than twenty one years. Their access to agricultural programs was via television and radio; this manner of disseminating agricultural programs was highly accessible, convenient, effective and highly beneficial. The study also reveals that lack of electricity was the major problem hampering the dissemination of agricultural information. Therefore it s recommended that agricultural information needs to be disseminated to the farmers through radio and television especially during the morning hours. Keywords: Farmers Perceptions, Role of Mass Media, Sustainable Agricultural Development, Northern Zone, Sokoto Agricultural Development Project (S.A.D.P.) INTRODUCTION Agricultural development is indispensable for sustainable agricultural production. Agriculture is becoming increasingly information sensitive. Hence, access to information has become a pre-requisite and a valuable resource for agricultural development (Padre, et al., 2003). In this context, information is needed to exploit opportunities in time, raise awareness about the potential negative impacts of current choices and to get to know about opportunities of other farmers in order to search for better opportunities and sustainable solutions (LEISA, 2002). Success in enhancing food production, providing income and job opportunities and ensuring that the agricultural sub-sector perform its manifest function in furtherance of rural and overall national development, depend largely on the communication system adopted to implement various agricultural programs. The mass media is a very important communication outlet and it has been found to play a greater role in the process of positive change than earlier envisaged. Van den Van and Hawkins (1996) opined that the mass media does this by setting agenda for important discussing topics, transferring knowledge, forming and changing opinions and changing behaviors. The media is also believed to create awareness and diffuse a personal value system favourable to innovations, mobility achievement and consumption Nwachukwu, 2003). Agricultural extension service delivery has been conceived with communicating research findings and improved agricultural practices to farmers. The efficiency with which this information and practices are conveyed to farmers to a larger extent would determine the level of productivity. Extension organizations have been concerned with what should be the appropriate means and approaches to use to get the right agricultural information to the end users (farmers). Extension therefore, is a communication, a process whereby various participants and stakeholders are linked and exchanged information necessary for sustainable agricultural development (Ani, 2001). Gurstein (2003) stressed that information and communication have become an increasingly powerful tool for improving the delivery of basic services and enhancing local development opportunities. The success of the transfers of information to the ultimate users is usually done through the use of mass media which is increasingly becoming a veritable instrument for transforming Nigerian agriculture (Patrick, 2001). Okereke (1981) defines mass media as the process of transmitting information to larger audience; it includes all the means of transmitting massages such as radio, television, news papers, posters and magazines. Mass media is therefore considered as any material, object, instrument system which serves to communicate information (message) to audience; these include leaflets, farming press, newspapers, and films i.e. television and radio (Adams, 1982). The study therefore aimed at identifying the farmers perception on the role of mass media (television

2 306 J. Agric. Bio. Sci. and radio) towards sustainable agricultural development among the farmers of northern zone of Sokoto Agricultural Development Project (S.A.D.P). Similarly, the constraints affecting the quality of the information disseminated to the farmers of the study area is also the central issues that this research will attempt to discuss. METHODOLOGY Study area Sokoto state, with a land area of 26,648 square kilometers, is located between longitude E and E; and latitude N and N. It is bordered in the north by Niger republic, Zamfara State to the east and Kebbi State to the south and west. In terms of agro-ecological zoning, the state falls within the Sudan savannah zone. It is an open tse-tsefly free grass land suitable for cultivation of grain crops and animal husbandry. It has a mean annual rainfall between 500mm to 1,300mm. Over eighty percent (80%) of the Sokoto State inhabitants practice one form of agriculture or the other, such as the production of cereal crops (millet, maize corn, sorghum, rice etc); tuber and root crops (potatoes, cassava etc); fishing and rearing of animals and vegetable production. Method of data collection Primary data for the study were collected through the use of structured questionnaire and interview schedule, while the secondary data were restricted to the reviews of relevant literatures such as books, journal, reports and official records of Sokoto Agricultural Development Project (S.A.D.P). Sampling procedure and sample size Based on the exploratory survey conducted, it was observed that northern zone of Sokoto Agricultural Development Project (S.A.D.P) constitutes 12 Local Government Areas; three Local Government Areas were purposively selected for the study due to their potential in cultivation of crops in both dry and rainy seasons. Out of each of the three selected Local Government Areas, forty respondents were randomly selected, which make a sample size of 120 respondents for the study. Data analysis The data collected were subjected to descriptive statistics(frequencies, percentages, tables etc). The results were analyzed using SPSS 17.0 version. RESULTS AND DISCUSSIONS Personal characteristics of the respondents Age Table 1 indicates that the majority (76%) of the respondents were within the age range of 33 years and above, 20.0% and 3.3% within the age brackets of and years respectively. This could be attributed to the fact that most of the young able bodied persons are in urban areas seeking white collar, petty jobs and some were enrolled in schools (western and Islamic institutions). This finding can be compared with that of Abubakar et. al. (2009) which revealed that farmers of 33 years and above constitute the majority of Birnin Kebbi Local Government Area farmers. Gender Table 1 further reveals that the majority (93.3%) of the respondents were males while only 6.7% were females. The difference in gender in agricultural activities can be attributed to the fact that the study area is a Muslim dominated community, in which women are mostly only allowed to practice backyard farming and rearing of domestic animals rather than engaging fully in farming activities (Yahaya and Ango, 2000). Marital status The result in table 1 indicates that 93.3% of the respondents were married and 4.2% were single while widowed constitutes 2.5% of the respondents. The higher percentage of married respondents in the study area may be attributed to the socio-cultural and religious beliefs of the community members where marriage is encouraged and is considered as sign of responsibility and religious obligations. This finding can be related to the studies conducted by Adeokun et al. (2005) who revealed that 71.6% of the respondents in Ogun state agricultural development program were also married. Educational status Table 1 also reveals that 35% of the respondents had attained qur anic education, 25% attained adult education, 21.7% of the respondents attained primary education, 13.3% of the respondents attended secondary education and only 5% of the respondents had tertiary educational background. Most of the farmers in the study area had no high formal educational background and this might have adversely affected their abilities to access relevant information and opportunities relating to new technologies. This result confirmed the findings of Olaleye et al. (2009). Their study revealed that 65% of the respondents did not have formal education; whereas 35% of the respondents acquired Islamic education. Family size Table 1 reveals that most (50%) of the respondent had 9 and above household members, 33.3% had 7-9 household members, 12.5% had 4-6 household members and 4.2% of the respondents had 2-3 household members. The reasons behind large family size could be attributed to the polygamous nature of Hausas and their dependency on family as source of farm labor. This finding is based on the result of Igben (1988) who posits that large household size is an obvious advantage in terms of farm labour.

3 Ango et al., 307 Land size Table 1 shows that 39.2% of the respondents were operating large scale farming with land size of over 8 hectares, 32.5% of the respondents had been operating on 5-7 hectares of land, while 25.8% of the respondents were operating agricultural activities on 2-4 hectares of land and only 2.5% of the respondents were operating on less than 1 hectares of farmland. These findings can be compared with Abubakar et al (2009) who reported that 38.1% of the respondents in Kebbi state fadama II development project had been operating on a large scale with land size of over 8 hectares. Farming experience Table 1 reveals that majority (69.2%) of the respondents were having 21 and above years of farming experience, 24.2% were having years of farming experience, 5.8% of the respondents were having 6-10 years of farming experience and only 0.8% of the respondents were having 1-5 years of farming experience. The result implied that most of the farmers in the study area were in the farming business for a very long time and this helps in their risk bearing ability and high level adoption of agricultural technology. This finding is in accordance with Agwu (2004) who reported that farmers that have long years of farming experience have higher adoption rate which could increase their level of acceptance of new ideas as a means of overcoming their production constraints and hence serve as an advantage for increased productivity. Table 1: Distribution of respondents according to their personal characteristics (n=120). Age years years years and above Gender Male Female Marital status Single Married Widowed Educational status Primary education Secondary education Tertiary education Adult education Qur anic education Family size Above Land size (ha) < > Farming Experience (years) Above Attitudes of the Respondents towards Broadcasted Program The benefits of television and radio on the agricultural production The 5 points Likert scale result in Table 2 reveals that 48% of the respondents agreed that television and radio were more beneficial in disseminating agricultural information. On the other hand 0.8% of the respondents disagreed, whereas 41.7% of the respondents strongly agreed that radio and television program were beneficial. 5.8% of the respondents were undecided, 3.3% strongly disagreed on the preference of radio and television as a vehicle for agricultural information dissemination.

4 308 J. Agric. Bio. Sci. Nonetheless, the results indicated that majority of the respondents were in favour of radio and television in disseminating agricultural information. Further, the finding agreed with Padre et. al. (2003) who reported that short time radio and television was acclaimed to be the most effective media means for sharing agricultural scientific knowledge to the masses. Convenience in the use of television and radio In the case of convenience in the use of television and radio, Table 2, 59.2% of the respondents agreed that the use of television and radio is more convenient than any other agricultural communication methods; 2.5% were undecided on convenience whereas 1.7% disagreed on the convenience of radio and television in broadcasting agricultural programmes. Thus, majority of the respondents agreed on the convenience of radio and television to other means of communication which could be due to the availability and affordability of television and radio to most of the respondents communities blessed with electricity for some times now. This finding is also in agreement with Abubakar et al. (2009) who reported that majority of farmers of Bininkebbi, northern Nigeria agreed with the convenience of radio and television due to their availability and portability. Table 2: Distribution of respondents according to the benefit derived from radio and television broadcast and their convenience (n=120). Strongly agreed Agreed Undecided Strongly disagree Disagreed Conveniences of Radio and television Strongly agreed Agreed Undecided Strongly disagree Disagree Efficiency in the use of television and radio In terms of efficiency and use of radio and television (Table 3) 50.8% strongly agreed that radio and television were more effective, whereas 0.8% expressed their disagreement. Table 3: Distribution of respondents based on the efficiency of the use of television and radio (n=120) Strongly agree Agree Undecided Strongly disagree Disagree Source of agricultural information For source of agricultural information, majority (81.7%) of the respondents received agricultural information via radio, whereas 18.3% of the respondents received information from television (Table 4). This stemmed from the fact that most of the farmers were illiterates in western education with no ability to read written documents, hence the preference to radio and television which corroborated with the findings of Arokoyo (2005), that radio and television have been the major ICTs used in agricultural extension delivery in Nigeria. These channels are principally state-owned and controlled. As a result only programmes that are government-owned and government-based are featured; the information contents of these channels are more provider-driven than user-driven which could result in serious implications for extension delivery (Arokoyo, 2005).

5 Ango et al., 309 Table 4: Distribution of respondents according to the sources of agricultural information (n=120) Radio Television News papers Poster and pamphlet Internet Adoption of agricultural broadcasted programmes In this case, 41.7% of the respondents strongly agreed that farmers adopt the new practices disseminated through radio and television; however, 35.8% felt that new practices broadcasted were mostly adopted (Table 5). All the same, 13.3% disagreed with the adoption. On the whole, most of the farmers in the study area adopted due to availability of television as well as the portability of radio compared to the findings of Ghanaian farmers (Osei, 2006). Table 5: Distribution of respondents based on the adoption of agricultural broadcasted programmes (n=120) Strongly agree Agree Undecided Strongly disagree Disagree Convenient time for listening to broadcasting programmes Moreover, with regard to convenient time for listening to broadcasting programmes, 43.3% indicated listening to agricultural programmes in the morning hours, whereas 35% listened in the night, (Table 6) reveals that 14.2% of respondent listened to the agricultural program in the evening while 7.5% of the respondents listened to the agricultural program in the afternoon. This might be due to the fact that almost all the farmers were engaged with either farm or domestic activities during the afternoons, which was in accordance with the report of Yahaya (2002) who demonstrated that many farmers owned functional radio sets and preferred morning and night hours programmes. Further 55.8% also testified that broadcasted agricultural programmes helped them through demonstrations. Besides, 22.5% stated that it was of relevance to them through awareness and mobilization on certain agricultural programmes which also boosted their agricultural business through group panel discussions. Through this many farmers indicated that broadcasted agricultural programmes helped them through seminars and workshops, and above all the demonstrations in radio and television afford them the opportunity to view how the new technology work stepby-step as well as the benefits derived after the adoption of the innovation. This is comparable to Ndanitsha (2009) who ascerted that majority of respondents developed their tomato production through demonstrations and suggestions made by extension workers on television and radio broadcast programmes. Table 6: Distribution of respondents according to the convenient time for listening to agricultural programmes and importance of agricultural programmes (n=120) Morning Afternoon Evening Night Importance radio and television Demonstration through television and radio Group/panel discussions on agricultural programme Seminar/workshop Awareness and mobilizations on certain agricultural programs

6 310 J. Agric. Bio. Sci. Assessment of benefits derived from agricultural broadcasted programmes On assessment of benefits derived from agricultural broadcasted programmes, 57.5% testified higher benefits, Table 7. In general the study revealed most of the farmers in the study area agreed that the agricultural programmes broadcasted in the area were highly beneficial. This might be due to the output realized by the farmers after the adoption of broadcasted technology in production, processing and storage of their farm produce as reported by Ozor (2007). Likewise, this study corroborated Abubakar et. al. (2000) declaration that among the different forms of mass media, television and radio accounts the best in disseminating agricultural information. Table 7: Distribution of respondents on the adoption of agricultural broadcasted programmes (n=120) Highly beneficial Beneficial Slightly beneficial Not beneficial Accessibility of the information received from the mass media With regard to accessibility of information, Table 8, 45.8% of the respondents declared that the information received from radio and television was highly accessible, while 26.7% thought it was moderately accessible. This might be attributed to the fact that an average farmer in the study area could afford a transistor radio set that uses dry cells in the absence of electricity as uncovered by Nwachukwu (2003) about a decade ago. This author also indicated that radio is known to be the most effective mass media channel for communicating agricultural information. Table 8: Distribution of respondents according to the accessibility of the information source (n=120) Highly accessible Moderately accessible Accessible Not accessible Problems faced in accessing broadcasted programs About the problems faced in accessing broadcasted problems, 38.3% of the respondents identified electricity as their major constraint, Table 9. 30% also indicated that timing was the other problem affecting the agricultural broadcasting programmes; nonetheless, majority of the farmers as revealed in a study at Baili local government area of Taraba state agreed that, the most constraints affecting the information dissemination was power failure and timing (Audu, 2003). Solutions to the problems Lastly, 38.3% of participants emphasized the provision of frequent and adequate electricity supply as the possible solution to the problem affecting information dissemination in the study area, Table 9. 30% revealed that timing of the broadcasted agricultural programmes should correspond to their convenient time whereas 28.3% of the respondents suggested that government policy on information broadcasting should be reviewed in favor of the farmers interest while 3.3% indicated the provision of loan and credit facilities to the farmers would be the solution to their problems of information dissemination. Therefore ICTs such as television, radio and audio cassette recorders when combined with learning network such as farmers radio for agricultural information centers would increase access to agricultural information by farmers, but these could only be achieved if adequate power supply and effective timing were provided in the stations (Osei,2006).

7 Ango et al., 311 Table 9: Distribution of respondents based on the problem faced and possible solutions (n=120) Highly accessible Moderately accessible Accessible No accessible Possible solutions Program should correspond with the convenient time of the farmers Frequent and adequate electricity supply Government policy should be reviewed in favor of farmers interest Provision of loan and credit facilities to the farmers Conclusion From the study conducted, it was identified that mass media was an effective modern means of communication. Radio and television was also considered as the major sources of information in the rural populace and were the main communicating tools for disseminating agricultural information to the farmers, highly relevant to farmers and normally applied by them in solving their problems. Recommendations Based on the objectives and research questions, the following recommendations are drawn: 1. More efforts should be geared in planning rich agricultural programmes which many farmers may utilize to improve their farming activities via radio and television especially in the mornings and evenings 2. The stakeholders {e.g. non-governmental organizations (NGOs)} and other cooperate bodies should endeavour to sponsor some of the agricultural programmes to help farmers education. 3. Rural television viewing centers should be constructed and equipped to educate farmers on new science-based agricultural practices, safety and citizenship. 4. The media should liaise with research institutes e.g. national agricultural research extension and liaison services (NAERLS), to be able to educate farmers on the latest innovations in agricultural practices. 5. The media should also encourage rural farmers to form listeners groups or forums. REFERENCES Abubakar, B.Z., Ango, A.K. and Buhari, U. (2009). The role of mass media in disseminating agricultural information to the farmers in Birnin Kebbi local government area of Kebbi state. A case study of state fadama II development project. Journal of Agricultural Extension 13(2) 112. Adams, M.E. (1982). Agricultural extension in developing countries, Longman group limited, London Adeokun, O. A., M. A. Oladoja and Adisa B. O. (2005). Usage of Newspapers for Agricultural Information by Extension Agents of Ogun State Agricultural Development Project, Nigeria. Journal of Agricultural Management and Rural Development 3 (1) Ani A. O.(2001). The Essance of Monitoring and Evaluation in Extension Delivery. Apaper presented at a Training workshop on Extension Communication for ADPs. Agwu, A.E. (2004). Factors infringing adoption of improved cowpea production technologies in Nigeria. Journal of International Agricultural Extension Education, 1(1), Arokoyo, T. D. (2005). ICTs Application in Agricultural Extension Delivery. In Adedoyin S. F. (ed). Agricultural Extension in Nigeria. 1 st Edition. Ilorin. AESON Audu, Z.I. (2003). The sources of mass media disseminating agricultural information in Taraba state (A case study of Baili Local Government Area) Unpublished Post-graduate Diploma Research Submitted to the Department of Agricultural Extension and Rural Development, ATBU Bauchi. Gurstein, M. (2003). Effective use of community information strategy beyond the digital divide. Internet Monday.org/issues812/gurstein/index.html. Igben, M. S. (1988). Farmers Capability Profile In: M. S. Igben (ed). The Nigerian Farmer and Agricultural Institutions:An Assessment of NISER Ibadn, Nigeria Ndanitsha, M. A. (2009). Agricultural Finance Manual Published in 2004 by Dept. of Agricultural Economics and Extension Technology. Federal University Technology, Minna, Nigeria. Journal of Agricultural Extension. 13(2) Okereke, H. E. (1981). The role of mass media as a communication strategy for agricultural development.

8 312 J. Agric. Bio. Sci. An agriculture Education Bulleting, DAC-ABU Zaria12(1) Olaleye, R.S., Ibrahim, M. and Umar, I.S (2009). Effect of credit utilization on output of rural youth rice farmers in Shiroro Local Government Area of Niger State. Journal of Agricultural extension society of Nigeria 3 (2): 112. Osei, K. C. (2006). Promoting Access to Agricultural Information by Women Farmers: Using Information and Communication Technology. The Pen- commonwealth Forum on Open Learning. WikiEducation Ozor, N. A., A. E Agwu, Chukwuone. N. A., M. C. Madukwe and C. J. Grarforth (2007). Cost of Sharing of Agricultural Technology Transfer in Nigeria: Perception of Farmers and Extension Professionals. Journal of Agricultural Education and Extension. 13(1) Nwachukwu, I. (2003). Agricultural Communication Principles and Practice. Lamp House Publishers, Umuahia, Nigeria. Padre S., Sudarshana N. and Tripp R. ( 2003). Reforming Farm Journalism. The Experience of Adike Parthrike. Agricultural Research And Extension Network (AGREEN) Network Paper No. 128 P.10. London. Patrick, E. E. (2001). Mass Media Support fo Adult Education in Agriculture in Southern Nigeria. Paper presentation. Pp 1-5 Low external input for Sustainable Agriculture, LEISA,(2002). Magazine on Low external input for Sustainable Agriculture. Changing Information Flow. Leusden. The Netherlands 18(4). Van den Ban, A. W., H. S., Hawkins (1996). Journal of Agricultural Extension.2 nd edition P.21. Yahaya M.K, and Ango A.K (2000). Socio-economic and environmental effects 0f Bakolori irrigation and Fadama development projects in Sokoto/Kebbi watershed. Moor j. agricultural res., vol. 4(1): p Yahaya, M. K. (2002). Development and challenges of Bakolori Irrigation Project in Sokoto State, Nigeria. Nordic Journal of African Studies 11(3)