Applying Community Mass Media for the Promotion of Agribusiness in Nigeria

Abstract

Background: In recent times, agribusiness has continued to receive attention in the literature and public discourse because Nigeria urgently needs to run an agricultural economy. 

Objective: This study aimed to determine the role of community media in promoting agribusiness in Nigeria.   

Methodology: The researcher adopted the survey research design for the study, while a structured questionnaire (both online and hard copies) was the instrument for data collection. The sample size was 384 respondents, but 379 responses were valid, with 27 excluded for not running any agribusiness. The method of data analysis was descriptive statistics using frequencies and percentages.

Results: Local or community mass media are more effective in disseminating agribusiness news and information than mainstream media channels. Also, more men than women engage in agribusiness in Nigeria. Finally, people changed their perceptions and adopted agribusiness and its practices after contacting community mass media. It was also found that offline questionnaire copies generated more responses than online the version.

Conclusion: Community media, when properly applied could be effective in promoting agribusiness in developing countries like Nigeria.