Abuja Journal of Agriculture and Environment (AJAE)

ANALYSIS OF THE DRIVERS OF MASS MEDIA UTILIZATION BY RICE FARMERS IN GASSOL LOCAL GOVERNMENT AREA OF TARABA STATE, NIGERIA
Author(s): Usman I., Garba, A., Muhammad, M. B., and Aliyu, A.
Volume/Issue: Volume 3 , Issue 1 (2023)

ABSTRACT:

The study analyses the drivers of mass media utilization among rice farmers in Gassol local GovernmentArea of Taraba State, Nigeria. Purposive random sampling methods were used to generate data from 160respondents. Data collected were analyzed using descriptive statistic and binary regression analysis. Theresults indicated that mean age of the respondents was 21 years,and mean household size was 8 personsand mean farming experience 12 years while mean farm size was 4 hectares. Majority (81.2%) weremarried with over 84.8% of the respondents were literate and well experienced in farming. Furtherresults shows that radio (mean=2.79), television (mean=2.28) and internet ((mean=2.28)) were the mostpreferred mass media used by the farmers in accessing agricultural information in the study area. Themajor mass media utilized by respondents were radio (1st), television (2nd). The results showed that themajority of the farmers considered the agricultural information related to pest and diseases (mean=2.31),fertilizer application (mean=2.25), improved seed (mean=2.24) and credit facilities(mean=2.10) as mostappropriate. The result also disclosed that the intensity of mass media utilization in the study area wasvery high. The farmers identified high cost of mass media facilities and lack of electricity as the majorconstraints in the study area. The study however suggested that the Federal Government should create anenabling environment towards improved rural infrastructure and access to internet and other massmedia facilities for rural people particularly rice farmers which would improve the overall choice andusage of mass media tools in accessing appropriate agricultural information.

KEYWORDS:

Mass media, drivers, utilization, rice, farmers, Gassol and Taraba State.