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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