Abstract

Reality Television Show (RTS), an emerging variant of entertainment education, is renowned for its popularity amongst audiences all over the world, making it a great medium for conveying targeted educational messages to specific audiences. However, it is yet to be exploited for disseminating agriculture-related concepts such as Climate-Smart Agriculture (CSA). Therefore, this study examined farmers’ propensity to use RTS for information on CSA strategies in southwestern Nigeria. A multi-stage sampling procedure was used to select 121 farmers for this study. Using interview schedule, data were collected on farmers’ socioeconomic characteristics, sources of information on climate change and CSA, awareness of RTS, perceived constraints and propensity of its use for information on climate-smart agriculture strategies. Data were analysed using descriptive (frequencies, percentages, means) and inferential (PPMC) statistics at p=0.05. Farmers were mostly male (55.4%), smallholders (1.6±1.3ha) and aged 44.9±12.7years. Most of the farmers (66.0%) used television as a source of information, however, none of them (0.0%) were aware of any Nigerian RTS used to promote agriculture. The most severe perceived constraints to the use of RTS were poor network reception (=161.2), unstable power supply (=160.3), lack of sponsorship (=156.2), sustainability of the show (=154.6) and language barrier (=147.1). Majority of the farmers (69.4%) had a high propensity to use RTS for information on CSA. Farmers perceived constraints (r = -0.196) significantly correlated with their propensity to use RTS for information on CSA. Agricultural development communicators should focus on utilising this Entertainment-Education format in promoting climate-smart agriculture.

PDF