Comparative Assessment of Mass Media Usage by Poultry Farmers in Anambra and Enugu States Of Nigeria

Abstract

The study was conducted to comparatively assess mass media usage by poultry farmers in Anambra and Enugu States. A total of 80 poultry farmers were sampled in each State, using multistage sampling technique. Data were collected using interview schedule. Bar charts, percentage, mean score, standard deviation, t-test and multiple regression analysis were used to analyze the data collected and for presentation. The findings show that respondents in both states identified radio, mobile phone, farm posters, agricultural books/journals, television, bulk SMS and farm leaflets, as the seven most used mass media forms/channels. In Anambra State, mass media forms/channels such as mobile phone, radio, agricultural books, internet, bulk SMS, television, farm magazines, leaflets, newsletters, farm posters, newspapers, farm bulletins, farm calendar, films/slides presentations and agricultural journals were identified by respondents as their preferred mass media channels/forms. In Enugu State bulk SMS radio, mobile phone, television, newspaper, agricultural books, farm posters, farm magazine and agricultural journals were identified as preferred mass media channels/forms. Respondents’ reasons for preference of one mass media form over the others include radio/television provides the needed information in local dialect such as sources of credit, loans, grants, subsides, market prices, diseases outbreak and availability of stocks, most printed materials such as bulletins, leaflets and newsletter, provide all the needed information in more attractive form especially (in form of coloured pictures, diagrams and drawings) and radio messages are accessible almost all the time. The multiple regression result on influence of socio-economic and institutional characteristics of farmers on number of mass media channels/forms used by the farmers shows that (p ≤ 0.05) sex of respondents (t = 2.124; p =0.038) and number of years spent in school (t = 4.452; p = 0.000) positively and significantly influences farmers of number of mass media channels/forms used farmers in Anambra State. Number of years spent in school (t = 3.056; p =0.004) had positive and significant influence on the number of mass media sources used in Enugu State. Access to extension (t = - 2.311; p = 0.025) and sources of labour (t = - 2.981; p = 0.05) had negative influences the number of mass media sources used by farmers in Enugu State. Furthermore, respondents in both States agreed that they received various poultry farming information, such as information on availability of stocks, markets prices of product, brooding techniques, deworming, debeaking, culling of birds, feeding and control of pests and diseases among others. Poultry information was received, mainly through radio, television, mobile phone, agricultural books, newspapers, farm posters, farm calendars and farm leaflets. The identified constraints encountered by respondents include poor network coverage for mobile phones, television, radio and internet facilities, as well as high cost of newspaper, agricultural books and magazines and readability problem of printed materials. It was therefore, recommended that there is need to strengthen extension delivery system in terms of increase in number of front line extension personnel, capacity building and proper supervision. This will enable extension and related organizations to be in continual contact with the farmers and together they can fashion out appropriate communication patterns, upgrade knowledge, attitudes and practices.