FACTORS INFLUENCING THE USE OF MASS MEDIA IN ACCESSING RURAL AND AGRICULTURAL DEVELOPMENT NEWS IN CROSS RIVER STATE, NIGERIA.

Abstract

This study examined factors influencing the use of mass media in accessing rural and agricultural development news in Cross River State, Nigeria. The objectives of the study; assessed the socio-economic characteristics of respondents, determined the types of Mass media used for accessing rural and agricultural development issues, ascertained the reasons for use of mass media in agricultural information management, and outlined Factors influencing the use of mass media in accessing rural and agricultural development news in the study area. The population of the study were cassava famers. Proportionate sampling technique was used to select 150 respondents. A researcher structured questionnaire was used for data collection. Data collected was analyzed using both descriptive statistics. Results indicated that; the distribution of respondents by sex shows that 55.7% of cassava farmers were male, while 44.3% were female. Education (Mean = 3.85), and access to input sources (Mean = 3.74) were most reason for mass media use. The study concluded that use of mass media in accessing is central to improving farmers’ access to timely, relevant, and actionable information in Cross River State, and recommended that media content should prioritize timely information on improved technologies, market prices, and weather forecasts.