Farmers' media usage pattern and adoption of agricultural technologies

~, ICS-Nigeria

Information and Communication Support for Agricultural Growth in Nigeria

Farmers' media usage pattern and adoption of agricultural techologies in Ago-Are and Tede communities

A.A. Adekunle, T.A. Olowu, O. Ogunyinka, and B. Olubodun

"TA

International Institute of Tropical Agriculture

I!L'I!ID ~

United States Agency

~

Development (USAID)

~ for International

Farmers' media usage pattern and adoption of agricultural techologies in Ago-Are and lede communities

A.A. Adekunle, T.A. Olowu, O. Ogunyinka, and 8. Olubodun

Š Intemationallnstitute of Tropical Agriculture (I ITA) 2004 Ibadan, Nigeria Telephone: (234 2) 2412626 Fax: (2342) 2412221 E-mail: iita@cgiar.org Web: www.cgiar.org/iita To Headquarters from outside Nigeria: clo Lambourn (UK) Ltd. Carolyn House 26 Dingwall Road, Croydon CR9 3EE , UK Within Nigeria: PMB 5320, Oyo Road Ibadan, Oyo State ISBN 978-131-226-2 Printed in Nigeria by IITA

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Contents Introduction ......... ............ .................... ....... .......... ............ ........ .. ............. ...........

1

Background to ÂŁhe study ............ ........ ........... .......... ......... .. ....... .... .......... ...... ..... ..

1

Research objectives ............................. ...... ... ..................... ........... '" .....................

2

Research methodology.. .. ......... ......... ... ........ ......... .. ........ .... ..... .. .......... .......... ......

2

The study area... ...................................................................................................

2

Data coJlection and analysis...... .. .......... ..... ..... . ...... ... ........ ... ........... ...... .... ....... .... .

3

Results ...... ............................... .......... .......... ........... ................... .. .......... ..............

3

Awareness of agricultural technologies ................... .......... ..... .................. .. ............

3

Farmers' perception and adoption of technologies ... .. ............................. .. ........ ....

4

Media use and preference .. ............................... ................ .... ....... ........... .. ............

7

Farmers' sources of information.......................................... .. ......................

7

Farmers' media exposure..................... ... ....... .. ........ ... ... .... ... ......... .. ....... .... .

8

Farmers' media concerns and aspirations ................ ... ........ ... ...... .. ........................ 14 Farmers' typical daily routine and life style ........................................................... 15 Weekdays ........ ........ ........... ........ ....... ..... ..... .... ............ ....... .... ........ ......... ... 15 Weekend days .......... ......... ... ....... .. .......... ...... ............ .. ....... ... ....... ............. .. 15 Summary and conclusions ..................................... .... ........ ................................ .. 16 Awareness of agricultural technologies.. ............. ............................... .......... .......... 16 Perception of improved technologies .... .. ......... .. ................... ........ .. ......... .. ......... .. 16 Media use pattern .... .................................................. ,....... .... ..... ...... ...... .... . ......... 16 Sources of information .. ........ ....... .......... ...... .... ........... ........... .......... ........ .. 16 Farmers' expectations of the media .................................................................... ... 17 Farmers' typical day.... ........ ......... ... .......... ....... ..... .... .. ... ....... .. .......... ............ ...... .. 17 Conclusions.. .. ........ ............. ........ .. ......... .......... .......... .. ....... .. ......... .. ......... ....... ... 18 References.... ... ... ..... .............. .......... ...... ... ...... .......... .. ... ...... ... ........... ......... .. ....... . 19 Appendix 1. Discussion guide .... ... ....... ............ ........................................ .. ....... .. 20 Appendix 2. Profile of respondents ...... .......... ... ...... .. ................... ... ........ ........... 23

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Farmers' media usage pattern and adoption of agricultural technologies in Ago Are and Tede communities

Introduction Background to the study The issue of increased farmers' productivity and enhanced standard of living has been a source of worry to past and present administrations in Nigeria. Tackling this twin issue has focused on reorganization andlor establishment of institutional arrangements and programs. Such administrative engineering is predicated on the hope that appropriate and relevant technologies will be generated and disseminated, on the one hand, while the generated/disseminated technologies will be accepted, on the other hand, by the ultimate beneficiaries-the farmers . This Project-Information and Communications Support for Agricultural Growth in Nigeria (ICS-Nigeria}-was indeed fashioned out with these as guiding principles and its goal as "improved income and well-being of Farmers in Nigeria, through improved information flow leading to increased farmers use of agricultural technologies" (lITA and NAERLS 2001). This goal is in line with USAID Nigeria's Strategic Objective 2: "Strengthened institutional capacity for economic reform and enhanced capacity to revive agricultural growth" (UTA and NAERLS 200 1).

The attainmenr of this strategic objective will be indicated through such intermediate results as: • Institutional capacity of farmers' assistance organiz.ations increased. • Farmers' use of agricultural technology and market information increased. • Private sector's sale of selected agricultural inputs increased.

These intermediate results are, however, hinged on the availability and use of information of the technologies as wdl as the relevant support inputs.

Basically, therefore, the Information and Communication Support for Agticultural Growth in Nigeria (lCS-Nigeria) aims to strengthen institutional capacity in Nigeria in information packaging and dissemination to farmers and improve communication chanoe1s to enhance information flow. The thrust of the lCS-Nigeria project which is pilot tested in six Nigerian states is based on the hypothesis that increased availability of information in appropriate formats for farmers will increase farmers' use of agricultural technologies and their productive capacity. Therefore rCS-Nigeria proposes to design a wide range of communication and information materials and interventions to ensure that

new agricultural technologies are adopted. These materials and interventions should, however, be based on proper understanding of the target audience. It was, therefore, in line with this that the project undertook this study in one of its six pilot states in Nigeria.

Research objectives The specific objectives of this study were to: I . Determine farmers' awareness of agricultural technologies in local communities of Oyo State.

2. Ascertain farmers' perceprion of rhese agricultural technologies.

3. Investigate farmers' media use pattern and preference.

4. Establish what kinds of media/programs/characters reflect farmers' concerns and aspirations.

5. Determine farmers' typical daily routines and lifestyle.

Research methodology The study area The study was carried out in Atisbo Local Government Area of Oyo State.

Oyo Stare has three agroecological regions: the forest, derived savanna, and savanna.

However, the state is divided into four administrative zones by the Oyo Stare Agricultural Development Programme (OYSADEP)-Ibadan, Oyo, Ogbomosho, and Saki zones.

Ibadan zone is in the forest region while Oyo and Ogbomoso wnes are in the derived savanna region. Saki zone falls within the savanna region.

Atisbo Local Government Area is in the derived savanna zone. Tede is the headquarters of the local government area. Other major towns in the local government area include Ago Are, Irawo-Owode, Irawo-Ile, Sabe, Agunrege, Baasi, and Ofiki. Farming and hunting are the major occupation of the indigenes.

Data collection and analysis Data were collected for the study from 40 farmers ofTede and Ago Are communities of Atisbo Local Government Area ofOyo State using the focus group discussion (FGD) technique. From each community, two focus groups (one male only and one female only) were constituted. Each focus group had 10 farmers who satisfied, at least, three eligibility criteria: 1. Should be cultivating market-driven crops-maize, cassava, yam, groundnut, soybean, and vegetables.

2. Should be a decision-making farmer of crop choices.

3. Should be at least 17 years old.

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Focus group discussions were conducted between 18 and 19 March 2002 for each group in Yoruba using a focus group discussion guide (Appendix 1). The guide was followed as much as possible. However, additional probe questions were also asked, when necessary, to shed more light on some issues raised during the discussions. Discussions were audio taped, transcribed, and subsequently translated to English. The translated scripts were then summarized and evaluated for reoccurring themes.

Results Awareness of agrirultural technologies Farmers' reactions to "Which technologies are you aware of that can help you increase the productivity of your farming?" indicate that their awareness of improved varieties of maize and cassava is high but low for improved varieties of soybean, groundnut, and

yam.

Maize Farmers are specifically aware of the early maturing maize, full season maize with high yield, popcorn maize, high yielding maize ("solo"J"agric"), yellow maize, white maize, and hybrid maize.

Statements that typify this indication include: uThere is the one called 'solo' which he mentioned earlier. it is yellow maize".

"There are the two-month-old and three-month-old as well as the two months white" .

UWe have the hybrid and TZSY".

"Popcorn maize is also available".

The high awareness level of improved maize varieties may be due to the degree of relevance of maize in the farming system of the communities. A high proportion of the farmers cultivate maize when compared to the other crops--soybean, yarn, and fruits (Appendix 1).

Cassava As regards cassava, the two varieties that most farmers are aware of are: "One year cassava' (TMS 30555) and "Agric cassava" (T MS 30572).

However, a few farmers are also aware of the "six-month cassava~ - TMS 4(2) 1424. The tropical Manihot series (TMS) had been developed and distributed by the International Institute ofTropical Agriculture (UTA) and the National Root Crops Research Institute (NRCRI) since the early 19705 and 1980s (NRCRl 1977).

Some farmers are also aware of a local variety. Oko Iyawo, which they claimed was introduced by OYSADEP officials.

OYSADEP officials may have resorted to the supply of this local variety as a stop-gap measure to meet the demand for improved cassava cuttings in the communities. This

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supply of a local variety by OYSADEp, an agency mandated to introduce change, may have created the false impression that Olto Iyawo, a local variety, is an improved variety.

There is the need for OYSADEP and other change agencies, therefore, to he adequately supplied with abundant quantities of improved technologies if such false perceptions must be corrected and the adoption of appropriate technologies enhanced.

Some farmers' comments pertaining to awareness of cassava varieties include: "Oko Iyawo cassava was not here before, but newly introduced by OYSADEP. It is very light."

yam Farmers are generally aware of the minisett technique of seed yam multiplication.

Soybean Farmers claimed that soybean technology was only recently introduced to them. It is therefore not surprising that they are not aware of any improved technologies of soybean.

Fruits Only a few farmers cultivate fruits in Tede and Ago Are. Among these farmers, tangelo is the only tangerine variety that they are currently aware of in the communities.

Farmers' perception and adoption of technologies Maize Most farmers have adopted the full season maize with high yield variety. This they attributed to easy availability of the seeds. However, several farmers also have adopted, though on a limited scale, the early maturing maize, popcorn maize, high yielding maize ("solo" I"agric"), yellow maize, white maize, and hybrid maize varieties. A few farmers in Tede have adopted the TZSY maize variety, bur it is perceived that its yield has declined over time. Farmers also perceive that yellow maize seeds are more water-resistant than white maize seeds.

The study also shows that farmers still use the local maize varieties because they perceive that these local varieties are more able to withstand the unfavorable conditions of their farms than the new improved seeds. In addition, the local varieties are easily available and affordable by the farmers.

Farmers' comments about maize varieties include: "There is this maize variety caJled "solo" (high yielding variety) which he mentioned earlier, it is yellow maize".

"There is the two-month-old variety (early maturing maize) and the three- monrh variety (full season maize with high yield) and the two-month white variety as well".

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"We have hybrid and TZSY".

"Popcorn maize is also available".

"Firsdy, about the maize (TZSy), previously if you planted one acre of land, you will get about one ronne there. But now one cannot get more than one-eighth of a ronne. Previously we use to get one tonne from one acre of land so if we planted 10 acres we got 10 tonnes. That translates to a lot of money. But now the seeds are no more available".

"About the yellow maize, I think that its seeds are more water resistant than white maize seeds. This is because if you planted the three-month-old maize variety, it has more water than the white maize variety seeds and it does not get spoilt".

"Many people are using the local seeds they obtained from their grandfathers and it is difficult for them to change. The white maize seeds are the varieties they are still using".

"The local maize variety seeds are everywhere, with families and friends and the farmers obtain them for free. That is an encouraging factor."

"The local varieties can withstand any condition. Even if we do not apply fertil izer, we can still get some yield &om them. Bur the new maize seeds will not do well without fertilizers , as they were developed ro respond to fertilizers. It is because we can not obtain fertilizers that is why we do not plant the improved maize seeds."

Chambers and Ghildyal's (1985) perspective that technologies usually bear the imprints of the conditions in which they were generated corroborates these farmers' perception. Therefore technologies must be generated based on the conditions that exist on farmers' fields. Alternatively, inputs that are required for their optimal performance should be made available to [he farmers on a sustainable basis.

Cassava Many farmers have adopted the one-year cassava variety (TMS 30555) and agric cassava (TMS 30572). A few of the farmers (women farmers) have also adopted the six-month cassava variety (TMS 4(2) 1424). Farmers perceive that theTMS 4(2) 1424 is "delicious" but that it does not store for a long time neither is it readily available. They also perceive that the variety is not only late maturing but low yielding. Olowu et aI. (1990) had earlier reported, however, that adopters of improved cassava varieties in Imo State had higher yield than nonadopters.

Some female farmers in Tede have adopted the local variety (Oka lyawo). These farmers perceive that the cuttings of the variery are "light" weight. Generally, the adoption of the improved cassava varieties is low in Tede and Ago Are. Similarly, the adoption of improved cassava varieties in Imo State had been reported as being low (Olowu et aI. 1990).

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Some farmers' commenrs pertaining to adoption and perception of the varieties are: "The six-month cassava variety (TMS 4(2) 1424) is not readily available".

"The Oko Iyawo cassava was not here before. but newly introduced by OYSADEP. It is very light."

yam A few farmers have adopted the minisett technique of seed yam multiplication. Farmers generally perceive that the larger the size of the minisetts (the pieces planted) the larger the resultant seed yam. This perception has reduced their acceptance of the technology hence their continued reliance on the traditional method of seed yam multiplication in which the pieces planted are larger than those of the advocated minisett technique.

Other factors limiting adoption of improved yam technologies is the scarcity of improved yam varieties along with the perceived decline of soil fertility and reduced yield of local varieties.

Farmers' comments include: "Concerning yams, we do have problems. the reason is that we do not know whether it is land that is making our yield so small or it is the yam tubers themselves that are responsible. " "Relating ro what the other person said, it is about three years now since some yam tubers were brought here. We applied the minisett technique to multiply them. The setts grew and we harvested the tubers but their sale was very unprofitable. This was because the tubers were not big".

Soybean/Beans Farmers' adoption of soybean is low. This is attributed to its very recent introduction to the communities. Farmers perceive that soybean lacks a ready external market and that there are not enough improved soybean seeds available to them.

A typical comment in (his regard is: "I stopped planting soybean after the first time because the government stopped buying from us as they promised".

Fruits Cultivation of fruits is not a popular farming practice in the study area. However. the few that cultivate fruits have adopted the planting of tangelo.

The discussion on the adoption of improved technologies shows that the perceived major constraints to their adoption are: • Low awareness of improved technologies. • Unavailability of improved technologies.

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• •

Lack of funds.

Incongruence between new technique and traditional method.

Some farmers' comments that encapsulate these constraints are: ~Jn addition. what the problem is. that we have not mentioned since the beginning of this talk is that we do not have money co buy the new seeds ... yes the good seeds.

Capital is a problem of people. We do not have money to buy them. Good seeds cost #70 but there is no way to get the#70. so how do we buy the seeds. So government should assist us in buying the seeds" .

"Most of the old maize seeds can withstand any unfavorable conditions more than the new seeds. That is the reason why people are still finding it difficult to change.

Moreover, the new seeds can only yield good harvest only if fertilizers are applied but fertilizers are not readily available.»

Media use and preference Farmers'sources of information The study reveals that &rmers obtain information on improved farming practices as well as agricultural development issues from the following sources: Agricultural institutions. The agricultural institutions that farmers obtain information from are:

•

Oyo State Agricultural Development Programme (OYSADEP).

•

International [nsticute of Tropical Agriculture (IlTA).

Most farmers pointed out, however. that OYSADEP is the major source of their improved farm practices. This should be expected as the agricultural developmem programs have the mandate for extension activities in Nigeria.

Farmers' comments related to institutional sources of information include: "Ways by which we know about what is going on in farming in this area is through the help of those people provided by the government. That is the agricultural officers.

Through them we know what is going on in farming. We get explanations about crops and products. When a new variety of cassava was introduced they told us about it that if we plant it within four to six months we could harvest it."

"Whenever there is a new thing, OYSADEP organizes seminars for farmers to enlighten them about these developments".

"The IITA people also provide us with information".

Farmers groups/associations/cooperatives. Farmers also obtain information from farmers associations/cooperatives and religious groups. Notable among these associations/cooperatives are: • Farmers Apex Committee • ODAP

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Farmers' statements penaining to farmers associations/cooperatives as sources of information include: "We get information from the Farmers' Apex Committee. They are in Ibadan".

"As my colleagues have said, we also get information from ODAP. They use to bring things to me and advise us on how [0 plant crops and see to our progress. They bring fruits to us at times ... cashew, orange seeds, oil palm seedlings. They advise us on how to plant these crops".

Mass media. The results indicate thar farmers obtain information from two types of

mass media-Ora (traditional) media and electronic media.

Ora media refers to the use of town criers and other traditional media for disseminating informacion. Town criers are used to announce coming events rather than the dissemination of information on improved practices. Some of these evenrs include: Social festivals such as weddings, naming ceremonies, and funeral rites.

Cultural festivals such as Ago Are Day. Religious festivals such as Easter, Harvest Days, Christmas, Mothers' Day, Fathers' Day, and Kayo- Kayo.

Traditional festivals such as Sango. Ogun. Drisll Oko, Masquerades. Iluku, and Oba

Odoro.

Farmers' festivals such as ODAP. agricultural shows. and farmers clubs.

These festivals are organized at various times of the year. Some coincide with certain farming activities. For instance. Oba Odoro in Tede and Orisa Oko in Ago Are are celebrated during the yam harvest. These various events therefore have potenrials for reaching the community members. Their potentials lie in the inherent values community members associate with the events/festivals.

The most prominently mentioned electronic medium is radio. Other media are newspapers and television. These media are used for the announcement ofcoming events as well as informacion on improved farm practices.

Farmers' media exposure Radio exposure. The study shows that all participants have access to radio and listen to radio programs "regularly". However, there is differential listenership between Ago Are and Tede communities. There is higher listenership in Ago Are community than in Tede community. This differential may be related to the poor radio signal reception reported in Tede. This difference notwithstanding, the study suggests that both community members generally listen to radio programs in the company of other family members.

Some comments made about these include: "Like the Irinkerindo (lriri-Ay~) I said earlier, every member of the household listened to it".

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"Whenever we are seated and our daddy is listening to it, we do listen as well".

"You see in this our area (Tede) generally we do not have good reception for the radio because the transmitter is far from us. The radio transmitter thac links us at OjeOwode is always off and on".

Favorite radio stations. The study reveals that the farmers listen to the following radio stations: • BeOS, Ibadan

• •

OG Be, Abeokuta Radio Nigeria, Ibadan

Radio Kwara Ondo Radio The farmers' favorite radio stations are: Radio 0-Y-O, BeOS Radio, Radio Nigeria, and OGBe. Farmers' favorite programs are presented on Table 1.

The Table shows thac of the nine programs, five are agricultural in nature. The five agricultural programs are: 1. Agbe-Aiaroje 2. OYSADEP agric programs • •

3. Agbeloba 4. Cocoa farm program 5. Product advertisements The findings of this study are therefore in line with those of Anigwe (1990) who

Table 1. Farmers' favorite radio programs.

1 2 3.

4.

Radio station

Radio prog ram

Program focus

aGBe a-y-O Radio Nigeria a-y-O

IririAye Agbe-Alaroje Olobe 10 Loko Ayoka

Talks about life experiences Discusses farming issues Informs and highlights family menu A reading of Yoruba literature books

5.

OYSADEP farming programs

Focuses on farming activities

6.

Radio Nigeria

Agbefoba

7.

All stations

8.

Radio Ondo

News about the state! nation Talks on farming

9.

O-Y-O

Advertises on farm products/drugs

Focuses on farming activities Marketing and market situations Keeps abreast of events in the society Educates on plantingfcaring for cocoa farms Infonms on farm produce and opportunity to advertise products

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earlier reported that farmers in Akinyele Local Government Area of Oyo Stare listen to agricultural programs such as Agbelere, Agbeloba, and Farmers' Guide.

The other programs farmers in Ago Are and Tede communities listen to are:

• • • •

Iriri-Aye Olobe wLoko Ayoka News

From the foregoing it is evident that farmers. apart from farming, have diverse interests. These interests include general news, Yoruba literature, family matters, and contemporary issues. Hence a mix of these programs could be explored as avenues for disseminating improved agricultural and developmental messages to the farmers.

Favorite presenters. The favorite presemers identified in this study include both male and female personalities. The presenters are: • Sola Yusuff whom the farmers say discusses diverse issues oflife in a lively manner.

• Lere Shittu of BeOS whom the farmers say speaks impeccable Yoruba and reads news clearly.

• Abeke Lawore (female) who focuses on family affairs and child care.

• Kola Olawuyi whom the farmers regard highly for the incisive way he anchors the {n'ri-Are program • Olalomi Amole (O-Y-O) who focuses on matters affecting the poor.

The attributes identified by farmers as facilitating presentations are therefore: • Mode of presentation.

• Knowledge of subject matter.

• Good voice and dicrion.

These attributes are factors associated with the source, one of the components, Fishbein and Ajzen (1975) posited may lead to attitude change. It is therefore important that presemers of agricultural and developmental messages should have these attributes or when lacking them should be adequately trained to acquire and master them.

Preferred listening period. Farmers indicated thar the most convenient times for listening to radio programs are: Morning hours: 6.00 am to 8.00 am Evening hours: 6.00 pm to 9.00 pm Anigwe (l990) found similar periods of the day, (evening and night) as preferred listening hours for Akinyele Local Government Area farmers.

Television exposure. The findings indicate that farmers sparingly watch television programs. The few that watch television programs do so in the company of children and other family members. This low viewership of television programs is contrary to

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the 56.5% reported by Nwachukwu and Akinbode (1989) and 72% by Olowu (1991).

The differences of viewership of these studies may be related to the type of farmers that constituted the target population as well as the infrastructural development of the study area. For example, Olowu's target population was contact farmers ofOyo State compared to the more heterogeneous farming audience of this study. The differences in viewership notwithstanding, the studies have shown that farmers watch television programs hence the programs are veritable avenues for disseminating messages to farmers.

Some farmers' comments on television viewership in this study include: "You see this issue ofTY or no TV, you are just making us farmers to laugh. Is it he that sleeps on the farm where by it is only Thursday that he comes home, is he the one that wiil be watching TV?" "We do not have the money to buy television set".

"We watch with our children".

"I do not watch it. By 9.00 pm I am already asleep".

Television stations watched. This study shows that farmers watch programs on three television channels. The channels are: 1. BeOS Ibadan 2. NTA Ibadan 3. NTAAbeokuta Favorite television programs. The favorite television programs offarmers are: • E da lora yi: a program whereby aggrieved people are brought together for peaceful settlement. That is conflict resolution . • Gboro mi ro: a program that helps people to solve personal problems. • News: that informs people about general developments in the society.

Drama and Quiz As in the case of radio program listenership, the diverse nature offarmers' interests is again reflected in the varied television programs they watch. Indeed this broad perspective of farmers is important in the generation and development of intervention programs intended to uplift their very existence.

Prefel'red television viewing period. This study has shown that farmers prefer to watch television programs between 8.00 pm and 10.00 pm. This corroborates the findings of the preferred time for radio programs. Previous studies have also established this time frame for television viewership (Nwachukwu and Akinbode 1989).

Readership of newspapers and magazines. Generally, most farmers do not read newspapers. This may not be unrelated to the educational level of the farmers. While there is generally low readership of newspapers amongst the farmers, readership is however, higher among male farmers than female farmers. Children who read newspapers also pass on the information to their parents. That dependency literacy occurs amongst the

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farmers is an interesting phenomenon especially as otherwise illiterate farmers could obtain information from their literate children. But issues pertaining to information distortion that is likely to take place through such "multi-step reading" must be carefully addressed.

Some comments made by the farmers include: "'We do read it when we see one" "'We can not read except if our children read to us". "'Even if you want to read in this area, there are no vendors. We buy from Saki or from Ago Are". "'I do not have time to read. The reason is that 1 prefer reading my Bible than newspapers, so that I do not waste my time". "'To buy newspapers is not the problem. But I do not have time to read because I am a farmer". "'So many of us do read newspapers especially the Yoruba newspapers".

Favorite Dewspapers/magazines. This study has established that farmers read the following newspapers: • Tribune • Sketch • Vanguard • Daily Times New Nigeria • AJaroye (Yoruba) • [sokan (Yoruba) • Oke Ogun News and • Atoka (pictorial monthly magazine inYoruba) Some farmers' comments are: "My husband reads DailyTimes".

"Mine reads Atoka".

"If[ go to Saki and even ifI see a back issue of Alaroye, even ifit is two months, I will buy it".

The reasons given for reading these newspapers are summarized in the following statements made by farmers: "In Sketch, we read about lots of political things going on and we can read things about farming too".

"The reason we like Tribune is that the advertisement content is fewer than that of Daily Times. Tribune also says something about Oyo State. Ogun State. so that the Yoruba speaking areas are covered in the paper".

"I like Atoka because there are lots of experiences and lessons of life in it".

"The reason I read Tribune is that after doing research, everything written in it is always true".

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UIsokan newspaper, they are just like parrot that first tells us what is happening around us".

"Tribune talks about farming. Isokan too talks about farming. That is where we heard about the twO months and seven months cassava that had been released by the agric people. So they always give us information".

It is evident therefore that farmers read newspapers for values such as proximity, credibility, utility/importance, and timeliness of news (Table 2). These values are noc different from the newsworthiness factors that editors of newspapers normally apply in the selection of stories. More importantly. these factors should serve as guides in the selection and preparation of agricultural and developmental messages targeted at farmers.

Favorite writers. Generally farmers do not remember the names of writers. However, twO writers were mentioned as favorites. The two writers interestingly are from Oke Ogun News. They are Mr Animashaun and Mr Abiola Okiki.

Again. mentioning the names of writers of Oke Ogun News stresses the significance of proximity and importance and indeed loeal relevance as significant factors in the gate keeping role of editors and readers. Oke Ogun News is published in Saki and confers on it the very important factor ofloeal relevance to Ago Are and Tede communities that are of necessity members of the larger Oke Ogun geopolitical area of Oyo State.

Newspapers preferred reading period. Farmers prefer reading newspapers in the evenings after their farming activities. However, some are of the view that they could read newspapers any time of the day.

Drama. Drama here refers to live stage performances and recorded plays.

Most farmers in these communities are not interested in watching drama due mostly to

Table 2. Reasons why farmers read newspapers.

Newspapers

Reasons why farmers read newspapers

Tribune

Truthful and well researched stories Carries locally relevant news Focuses on fanning issues Carries political news Pays attention to farming issues Up-to-date information on farming innovations Carries investigative and current news A grassroots newspaper Focuses on locally relevant issues Provides lessons and experiences of life

Sketch Vanguard Oke Ogun News Atoka

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time constraints. However, some farmers, especially those in Ago AIe, like drama.

Favorite drama artistes. The favorite drama artistes mentioned by farmers are: • Saba Suwe-a comedian • Lere Paimo--an actor with acknowledged dancing skill • Ojoopagogo-a dramatist based in Ibadan • Olaiya-readily remembered for his play "Ololade Mr. Money", that teaches about the negative effect of the inordinate quest for money • Iya Rainbow-An actress noted for attractive headgear • Molakun Kenke1ewu-a funny character.

Preferred drama format. The study has also shown that farmers have preference for some drama formats. The formats are: Drama with dancing and songs • Drama with poem recitation, i.e., Ewi and Oriki.

Preferred time. Just as in other media related activities, farmers prefer watching dramas in the evenings after their farm work.

Video: Many farmers have access to video and watch video shows "regularly". They prefer the drama format of video presentation and advocated the establishment of video clubs.

Fanners' media concerns and aspirations Farmers' media concerns and aspirations translate to their information needs and expectations with respect to the media.

This study has established the following as farmers' information needs: • • • •

Linking farmers with markets in order to mop up excess crops.

Market surveys to provide farmers with current market outlets and market prices.

Providing information on seeds, storage, and processing.

Furthering research and dissemination of research findings to farmers.

Some farmers' comments in this respect are: "We want to know how to store our harvested products to prevent them from getting wasted and also sell whenever the price is high so as to make profit".

"The type of information that we need is the time and place to sell our products.

If we know how we can get in contact with them, if you can link them with us, even they come and meet the farmers' society. For example, where they are making custard, we know they use maize and if they tell the farmers society, we will be able to mobilize ourselves to supply. But since there is nothing like that, this is why those who are buying directly from us are treating us the way they like. But if we know that there is another place where we can sell it, anybody that comes, we will bargain and sell it at the price that is profitable to us. We need that information".

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Fanners' typical daily routine and life style A farmer's typical day may be viewed from two types of days: weekend days (Fridays to Sundays} and weekdays (Monday to Thursdays).

Weekdays The typical weekday entails farmers listening to early morning news on radio and then proceeding to the f.um. They return from their farms late in the afternoon and then have some rest. Thereafter, they attend to domestic chores and participate in community or association meetings/activities. Later in the evenings they listen to news on their radio sets, have dinner, and then retire for the night.

Weekend days Farmers use weekend days to attend to religious activities, social events, and visitation generally.

While this pattern of living is for (he year, farmers consider (he planting and harvesting seasons as their most trying periods as they usually have very little time for recreation.

15

Summary and conclusions This study was undertaken to investigate farmers' awareness of and attitude towards agricultural technologies as well as meir media use pattern. Towards this end, four focus group discussions were used to collect data from farmers ofTede and Ago Are communities.

The major results of the FGDs are:

Awareness of agricultural technologies Generally, farmers have high awareness of improved varieties of maize (early maturing varieties, popcorn) and cassava (TMS 30555 and TMS 30572).

However, the farmers have low awareness ofsoybean, groundnut, and yam (minisett technique) technologies.

Concomitant from the awareness of mese agricultural technologies, farmers have a high adoption level of improved maize and cassava varieties and low adoption of soybean, groundnut, and yam technologies. While the rate of adoption of the yam minisett technique was low, there was a high rate of discontinuance of the technique among the few [hat adopted it.

Perception of improved technologies Farmers perceive mat the local crop varieties are more hardy than the improved varieties.

They also perceive that the yellow maize seeds are more water resistanr and that its yield has declined over time. It is also perceived thar the small size of minisetts is associated with the low yield of seed/ware yams.

Media use pattern

Sources of informatjon The major sources of information of agricultural technologies are: • Agricultural institutioru-OYSADEP and IITA. • Farmers groups/associations/cooperatives, e.g., Farmers Apex Committee and ODAP. • Mass media-Ora media and e1ec{[onic. Ora media include town criers and communiry events while electronic media are mostly radio and occasionally television, and newspapers.

Radio listenership. Most farmers have access to and listen to radio programs. The radio stations they listen to are: Radio OYO (BeOS); OGBC, Abeokuta; Radio Nigeria, Ibadan; Ondo Radio.

Their favorice radio stations are Radio OYO and OGBC, Abeokuta. Farmers listen to diverse radio programs including agricultural programs (e.g., Agbe Alaroje and Agbeloba).

The farmers' preferred listening periods are 6.00 am to 8.00 am and 6.00 pm to 9.00 pm. The latter is, however, the most preferred.

16

Television viewership. The farmers sparingly watch television programs. The television channels watched by the few are: BeOS, Ibadan; NTA, Ibadan; and NTA, Aheokuta.

The programs watched by farmers cover diverse interest areas including agriculture.

Their preferred viewing hours are 8.00 pm to 10.00 pm.

Newspaper readership. There is very low readership of newspapers amongst the farmers. However those that read newspapers read English andlor Yoruba newspapers. The newspapers are: Tribune • Sketch • Vanguard • Daily Times • New Nigeria • Alaroye CYoruba) • Isokan (Yoruba) • Oke Ogun News and • Atoka (Yoruba) Farmers could read these newspapers anytime of the day but most preferably in the evenings.

Drama.. Farmers have little inrerest in drama. Their preferred drama format is, drama with dancing and songs and drama with poem recitations (Ewi and Oriki).

Video shows viewership. Many farmers have access to video shows and watch them regularly. They prefer to watch video shows that use the drama format.

Farmers' expectations of the media The farmers expect that the media will assist in: • Linking farmers with markets in order ro mop up excess crops.

• Market surveys ro provide farmers with current market outlets and market prices.

• •

Providing information on seeds, sro rage , and processing.

Furthering research and dissemination of research findings to farmers .

Farmers' typical day The farmers' typical weekday could be characterized as: • Prefarm period which consist of such activities as listening to radio programs and household chores.

• Farm period when the farmers perform their agricultural tasks mosdy on the farm.

• Postfarm period when the farmers get some rest and engage in visitation and other social activities.

Most of their weekend days are spent on socialization and household chores.

17

Conclusions Based on the findings of this study the following conclusions are made: •

The farmers lack adequate information on most agricultural technologies.

•

They have an unfavorable attitude towards these agricultural technologies.

•

However, they have access to channels of mass communication.

•

They expect the mass media to provide them with both technical and marketing informacion of these agricultural technologies.

Farmers are very busy people but could be reached in the evenings or on weekends.

18

References Anigwe, O .F. 1990. Farm-radio listenership and agricultural knowledge: a case study of farmers in Akinyele LocaJ Government Area of Oyo Scate, Nigeria. Unpubl ished MSc Thesis, Department of Agricultural Extension, University ofIbadan, [badan.

Chambers, R. and B.P. Ghildyel. 1985. Agricultural research for resource-poor farmers: the farmer first-and-Iast model. Agricultural Administration 20(1): 1-30.

Fishbein, M and L Ajzen.1975 . Belief, attitude, intention and behaviour: an introduction to theory and research. Addison-Wesley, Reading.

International Institute oITropical Agriculture (IITA) and National Agricultural Extension and Liaison Services (NAERLS). 200 1. Information and Communication Support for Agricultural Growth in Nigeria (rCS-Nigeria) Project document presented to United Stares Agency for International Development (USAID) Nigeria. 19 pp.

National Roor Crops Research Institute, (NRCRI). 1977. A report on cassava in the proceedings of First National Accderated Food Production Programm (NAFPP) and National Cassava Centre (NCC) Workshop, Umudike, Nigeria.

Nwachukwu, 1. and LA. Akinbode. 1989. The use of television in disseminating agricultural technology: a case study of selected communities in Oyo Scate, Nigeria, Rural Development in Nigeria 3(2): 111-115.

Olowu, T.A., A.1. Hob, andJ.A. Ekpere.1990) . Farmers' characteristics and adoption of improved cassava varieties in lmo State, Nigeria, Proceedings of the Nigerian Academy of Science 2: 93-101.

Olowu, T.A. 1991. The effect of television farm programme on farmers' knowledge of improved farm practices in Oyo State. Pages 151-156 in Development strategies in 21" Century Nigeria, edited by T.A. Olowu and J.A. Akinwumi. Proceedings of the National Conference of the [badan Socio-Economic Group, [badan Socio-Economic Group, University of [badan, Ibadan.

19

Appendix 1. Discussion guide This represents a guide of the points that were covered during the group session. More points found to be necessary were added along with other modifications as the discussion progressed.

Introd uction [ntroduction of moderator and participants.

• Explain purpose of the group is to assess the agricultural problems in the area and how best to introduce new agricultural technologies.

Explain use of tape recorder.

• Feel free to assess all opinions-negative assessments are as important as the positive ones.

•

Talk to one another but try not to ta.lk at once.

Be as specific as possible with concrete examples where and when appropriate.

Opening question: general perception about fanning challenges Possible answers could be: Technology of production • Postharvest activities at the farm level.

Constraints in processing and storage technologies and machinery.

• Private sector involvement in technology transfer and commercialization.

Microcredit and credir support facilities .

• •

Rural infrastructure.

Policy limitations.

Adequacy of institutional support.

What do you chink can be done to solve the problems? Who do you think can solve these problems?

Perceptions about existing and new technologies •

Which technologies are you aware of that can help you increase the productivity of your (sorghum, maize, soybean, cassava, yam, rice or banana/plantain) farming?

Which one of these technologies are you using? Which technologies do you consider new? Which technologies have you been using for a long time? (Probe along claimed practices) .

• • •

Why are you using them? Not using them?

How did you find out about these technologies? From which sources?

What is the "conventional wisdom~ about these technologies?

20

• • •

\X'hat specific things are people afraid of in using these technologies?

Have there ever been problems encountered in using these technologies?

Are you aware of any farmer who has used any of these technologies and increased his crop? Or failed to improve his/her crop?

•

What would need to happen for you to try this technology?

Farmers' resource centers • •

What new technologies are you interested in?

What type of information do you need? What type of information would be most helpful to you in making important farming decisions? Probe for fertilizer? Seeds?

Weather conditions etc.

Regarding market information systems-what sort of information do you want and need?

Media consumption, preferences, timing •

•

•

•

•

Do you ever listen to radio? What stations do you listen to? What programs do you listen to? When do you listen to radio? Do you listen alone or with other people? Can you name your favorite program? Why do you listen to this program? What do you like about the program? Which programs do you dislike?

Why do you dislike them? If you could choose any program right now to listen to, which would you choose? Do you have a favorite presenter? When is the most convenient time for you to listen to programs?

Do you read publications? Newspapers? Magazines? Journals? Bulletins? Do you read these publications often? What language are the publications in? Where do you get these publications? What section of the newspaper do you enjoy the most? Do you have a favorite journalistfreporcer? When is the most convenient time for you to read your publication?

Do you watch television? What channels do you watch? What programs do you watch? \X'hen do you watch TV? Do you watch alone or with other people? Can you name your favorite program? \X'hy do you watch this program? a favorite presenter? \X'hen is the most convenient time for you to watch the program?

Do you like drama? Can you name a favorite performance? Play? Do you have a favorite actor? Actress? Do you enjoy watching live performances? What sort of performances do you enjoy watching? \X'hy do you enjoy them? \X'hen do these performances happen? If you could choose a type of performance which would you prefer? Dance? Cultural? Masquerade? Poetry? Play? Singing?

Do you look at posters or placards or billboards? Where do you see these signs?

What attracts you to these signs? Can you name any poster, billboard, placard that you have seen recently? Where do you think is the best place to put these signs for everyone to see?

21

•

•

AIe there any special events that you attend? Festivals? Religious events? Cultural events? Are there any events that farmers attend? When do these events take place? What is your favorite event? What makes it good? Which is your worst event? What makes it unpleasant, uninteresting? When is the best time to meet with farmers? When is the worst time to meet with farmers? When is the best time to meet with female farmers? When is the best time to meet male farmers?

Probe for other media that can be used to create awareness: stickers? Outdoor broadcasting facilities? Town criers? Word-of-mouth? Seminars? Using opinion leaders?

Fanners' voice, lifestyle, inner world Tell me about your typical day. What are the most difficult challenges you face during your daily routines? What are your favorite activities? What are the most difficult times of the year? Seasons? Who do you admire? Who are your favorite people? What is your favorite pastime? What is your favorite food? What cultural values are very important (0 you? Which cultural values do you want to pass on to the next generation? How do you think farmers should be treated? How can Nigeria treat farmers better? How do you think that you can become more successful? How much would you have to earn to feel that you are now doing well?

What would you need to have to feel rich? What do you think are the foremost national problems facing Nigerians today? How do you think we can overcome these problems? What do you do to relax? Where do you go to relax?

•

End of discussion Moderator draws the discussion to a dose and thanks respondents for their participation.

22

tv

UJ

15

55 47 9

8 7

25

40 20 40 17 40 38 35 28 20 22 15 14 12 7 30 15

17

10 15

8

12 3 8

9

7

6

10

6

8 18 32 23 12 18

5

Household size

Farming experience

58 45

55 65 60 58 55 50 42 42 35 50 36 50 50 Female

Male

62 52

Alh. Balogun Oladaja, E.O .

Daniel Oketola Salawu Adedigba Ahj.Tafa Tijani Adetaya Adeagbo Adelere Salami Were Samuel Olaniyi Engr. Adebimpe Adebisi Ganiyat Adeagbo Grace Ajilarami Sarah Oluwadamilare Sikiratu. Orelowo Mary Falare Silifatu Balogun Silifatu Ojo Grace Owaade Kosimetu Jimoh Julianah, Owoade

64

Sex

Age

Name

Location: Tede

Appendix 2. Profile of respondents.

Stand. 6

AultEd .

None None

Primary None

NA

Educational qualification

Cassava, Yam, Maize Cassava . Yam, Maize, Sayabean Cassava, Yam, Maize, Rice Cassava, Yam, Maize Cassava. Yam. Maize Cassava. Yam Cassava , Yam Cassava, Yam. Maize. Soybean Cassava. Yam. Maize, Soybeans Cassava, Yam, Maize. Soybeans Cassava. Beans, Maize , Groundnut Cassava, Beans, Maize Cassava, Tomato Soybean, Cassava. beans, Maize Yam. Beans.•Orange, Tangerine Cassava, Beans.• Maize, Soybeans Maize, Beans.Cassava, Yam Yam, Cassava, Maize. Pepper Beans,Soyabeans Beans, Maize. Cassava

Crops types

.J:>.

N

30 35 18

58 58 36

58 52 58 42 60 61 50 67

Abel Ayoola Noah Adeniran John Adedeji

Ezekiel Adedokun MusaAgbede John Adetunjl John Oke Amos Ayantunji Amusat Oorelope Amusat Adebayo Taiye Alogungbo A.A. Aderounwi Esther Olalere Abigael Ojetunde F.M. Ayogbemi Janet Ayoola Janet Oke Mary Ogunbayo Mary Adefabi 20

35

6

4 10 12

6

17 17 10 13

Female

40 53 53 40 38

40

8 10 10 8 20 21 13 8 7 7 6

12 15 10

B 18

Household size

30 35 40 25 40 39 30 15 15 11

30

35

Male

48

63

Farming experience

Alimi Gbadamosi Joseph Adedokun

Sex

Age

Name

Location: Ago Are

Appendix 2. (Continued).

Stand. 3

Pry

None None None 5ch. Cert.

None None None Pry 6 Grd 2 Pry 6 Pry 6 Pry 6 Sch. Cert.

Grd. 2

Pry 6 Pry 6 Sch. Cert.

Pry 6 Adult Ed

Educational qualification

Yam. Maize. Cassava. Sorghum Yam. Maize. Sorghum. Cassava.

Soybeans Yam. Maize. Cassava. Groundnut. Sorghum Yam. Maize. Cassava. Groundnut. Sorghum Yam. Maize. Cassava. Groundnut, Soybeans Yam. Maize, Cassava. Soyabean. Groundnut Yam. Maize. Cassava. Soyabean. Groundnut Yam. Maize. Cassava. Soyabean. Groundnut Yam. Maize. Cassava. Soya bean. Groundnut Yam. Maize. Cassava. Cowpea Yam. Cassava. Maize Yam. Cassava, Maize Vegetables, Okro. Tomato. Pepper Groundnul, Maize. Pepper/Tomato Cassava. Maize, Groundnut, Beans Maize, Cassava. Beans. Tomato Groundnut. Maize, Beans, Vegetable Cassava. Groundnut. Pepper Beans, Yam. Maize. Cassava. Pepper Yam, Okra, Vegetable Yam, Maize, Cassava, Cowpea

Crops types

About ICS-Nigeria Information and Communication Support for Agricultural Growth in Nigeria (I CSNigeria) is a project which aims (0 increase the quantity and quality of information available for increased agricultural production, processing, and marketing and also strengthen the capacity of farmer assistance organizations to package and disseminate information and agricultural technologies ro farmers for the alleviation of rural poverty.

In the recent past, investment in the support services to Nigerian agriculture has been neglected with the result that this sector has not realized its full potential to contribute to the prosperity and economic development of the country. Meanwhile, increasing population pressure and the accompanying need to intensity agriculrural production is leading to erosion of the natural resource base on which agriculture depends.

The sustainability of production is threatened by a vicious cycle of declining soil fertility and increasing problems of pests, diseases, and weeds. Moreover, the lack of knowledge on how to add value through proper srorage, processing, and marketing impedes agricultural growth.

Promising technologies exist to address these problems, but their adoption is constrained by a lack of information packaged in appropriate formats, and poor communication channels for this information, between farmers and the research, extension, and education organizations that are supposed (0 address these issues.

ICS-Nigeria aims ro assist in meeting these challenges by developing appropriate format materials for disseminating information and agricultural technologies to target user groups. while increasing capacity of farmer assistance organizations to produce information materials. At the same time. communication channels will be reinforced so that information flow is enhanced.

Agricultural technologies have been selected on the basis that they will lead to agricultural commercialization thereby enhancing rapid income generation for farmers and private sector practitioners. The project is taking advantage of existing agricultural development programs in Nigeria, national research institutes. and international research institutes in and out of Nigeria to identity these rechnologies. The project is also taking advantage of existing successful partnerships arising from recent and ongoing programs to enhance information flow.

ICS-Nigeria is funded by USAID.

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