Mass Media as Tools for Enhancing Farmers Productivity – a Study of the Radio
CHAPTER ONE
Objective of the study
The specific objectives of the study included:
- To identify the topics on agricultural radio program presented by Radio
- To find out the level of access of households to the agricultural radio program
- To determine farmers’ perception of the content of the farm program aired by the FM
- To examine the level of adoption of the farm information received
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Concept of Farm Production
Agriculture remains the primary source of employment for the majority of the world’s population. Some 61 per cent of the population of the developing world is employed in Agriculture and 18 percent of its GDP is derived from the land (World Bank 1979). The growth in the productive capacity of the Agricultural sector is crucial to the survival and development of most less-developed countries, like Kenya (Hornik 1988: Page 29). Schultz (1964) and Hayami & Ruttan (1971) indicated that neither land nor labor increases are likely to boost agricultural production, but technological improvement such as material inputs, farm techniques, research are the promising path towards agricultural growth and accelerating the information flows, making the investment in information produce individual or social returns greater than their costs (Hornik 1988: Page 30). Despite the central role that Agriculture plays in Kenyan economy, the sector continues to face major challenges. Productivity levels for many crops are below potential and for some agricultural produce; yield and value over a five-year period have either remained constant or are on the decline, with maize and rice having a fifty per cent below benchmark (Republic of Kenya 2012: Page 45). Writing about rural development in Kenya, Makokha (1985) observes that during the colonial days in Kenya, much of the concern with development, when it was not focused on 10 industrialization, concerned quite narrowly with agriculture. This led in part to the research for improved seed varieties and the technological breakthroughs which triggered the Green Revolution on the white highlands where by much of the income improvement was generated by white farmers while the native small farmer was only further impoverished. District Focus for Rural Development, a version of an elaborated Rural Development was later formed out of the realization that a direct focus on the social problems of Rural Development alone turned out to become part of the problem, rather than part of the solution (Makokha 1985). This is because the concept emphasized on the lack of resources rather than lack of knowledge by rural communities, leading to limited access to agricultural information, technology and resources by the subsistence farmer. Farm production therefore becomes impossible without a greater contribution from the vast working population in the rural areas as they are the key actors in rural development (International Labor Organization 1972: Page 15). Focusing on the mission of the Agricultural sector as ‘innovative, commercially oriented and being modern, the sector has become the mainstay of the Kenyan economy directly contributing 26 per cent of the GDP annually, and another 25 per cent indirectly with more than 70 per cent of informal employment in the rural areas (Republic of Kenya, 2010: Page 1). Farming in Rural Kenya has become one of the most profitable businesses that rural communities can undertake and therefore the means of their livelihood (2011). It includes food crops, horticulture, livestock and fisheries (Republic of Kenya, 2012: Page 47). Sustained agricultural growth is critical in uplifting the living standards of rural people and generating rapid economic growth. Despite the importance of the agricultural sector, farming in rural areas is constrained by high cost of inputs (price of fertilizers and seeds), limited extension services, limited application of agricultural technology and innovation (Republic of Kenya, 2010: Page 7).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain mass media as tool for enhancing farmers productivity. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of mass media as tool for enhancing farmers productivity
Summary
This study was on mass media as tool for enhancing farmers productivity. Two objectives were raised which included: to identify the topics on agricultural radio program presented by Radio, to find out the level of access of households to the agricultural radio program, to determine farmers’ perception of the content of the farm program aired by the FM and to examine the level of adoption of the farm information received. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected radio station in Ondo state. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The study further found that the decision to use and adopt new farming practices was determined by level of income and education, and quality of farm content. It was also found that other capital endowment factors like land size and ownership, also affected the adoption of the farm information. The study finally found that even after the use of farm information, there is likelihood that a discontinuation can occur, and this was found to be attributed by socioeconomic factors like attitude towards change and low level of income. Therefore, the major obstacle to improvement in farmer productivity is farmer knowledge and attitude. If only the information were diffused and known farming technology adopted, then all would be well.
Recommendation
Radio stations to bring out the extension service by organizing agricultural field days accompanied by experts in various fields of profession to demonstrate practically what they broadcast on radio issues that could be more complex to farmers.
Radio stations to design their agricultural programs that match the agricultural microclimates and an extension program of feedback to be incorporated in the production process.
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