Farmers’ Media Use Pattern in Adamawa State, Nigeria

The study was carried out in eight villages in zone two of the Agricultural Development Project in Adamawa State, Nigeria to examine farmers’ media use pattern. The study reveals that information on most of the agricultural practices, were sought and found on radio. Marketing and fertilizer information was sought and found in interpersonal media (fellow farmers and extension agents) respectively. This study also reveals that farmers actually found agricultural information on agricultural practices in the media sources from which they sought them. Finally it can be concluded that radio, extension agents and fellow farmers are still the most frequently used sources for obtaining information on improved agricultural practices. These findings suggest that more agricultural radio programs with local relevance should be broadcast on a regular basis as it would increase not only the knowledge base of farmers, but may as well lead to increased adoption and utilization. While farmers appear to differentiate media appropriate for specific practices, extension agencies should package marketing information for direct dissemination to farmers. Farmers’ high non-seeking behavior of improved agricultural practices, post harvest handling information calls for concerted effort by authorities to intensify campaigns to educate farmers of the scheme’s ability. It is thus imperative to revitalized extension system to increase farmers contact with extension agents through attendance of agricultural shows, demonstrations and other fairs