Asian Journal of Agriculture and Rural Development

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Farmers’ Perceptions Regarding the use of ’s Tsa Temo Thuo Television Programme

Gababolokwe, K. and Hulela, K. Department of Agricultural Economics, Education and Extension, Botswana College of Agriculture, , Botswana Abstract The purpose of the study was to examine farmers’ perceptions about the usefulness of the Tsa Temo Thuo agricultural programmes broadcasted every Monday of the week on the Botswana Television between 7:30 and 8:00 pm for farmers. A questionnaire was used to gather data from 36 farmers with different agricultural backgrounds in the Boteti sub-district regarding the effectiveness of the programme in disseminating information. A simple random sampling technique was used to get the 36 farmers from the list of 40 farmers. The results showed that the farmers saw the programme as relevant for their farming services but voiced that the programme be frequently reviewed to ensure emerging issues were integrated. The results also revealed that factors such as farming environment (Mean = 4.36; SD = .49); access to television programme (Mean = 4.22; SD = .59) and ignorance about farming issues (Mean = 3.36; SD = 1.05) were perceived as useful. However, this being a case study, a similar study should be conducted nationwide to ascertain and compare the perceived effectiveness of the television programme. Keywords: Television, mass media, dissemination, Tsa Temo Thuo, farmers’ perceptions

Introduction1 the Sunday Times, The Voice, , The Mid Week Sun etc. also published sparingly Several mass media programmes have agricultural oriented news and adver- emerged in the past fifteen years in tisements (Oladele and Boago, 2011). With Botswana as a way to address the needs of the advent of the Botswana Television farmers’ knowledge systems. Previously, (BTv) in the early years of the 21st century, there were programmes such as Molemi several new programmes addressing ithuthe and Pitso ya balemi broadcasted agricultural issues have emerged, giving through . In addition, there farmers a broader perspective to watch, was also the Agri News Magazine published listen, read and acquire a diverse knowledge by the Ministry of Agriculture (MoA) since (education) about farming system. The Tsa in the early 1970s for disseminating Temo Thuo is the new programme currently agriculture related information to farmers broadcasted on the Botswana Television coupled with the Botswana Daily News, a with the goals of facilitating the efforts government supported newspaper. Other made by ISPAAD in (i) disseminating print media such as the Gazette Newspaper, information and research findings to the farming community, (ii) sensitizing (educating) farmers on different agriculture Corresponding author’s issues, (iii) educating on support services Name: Hulela, K. available for the field production agriculture Email address: [email protected]

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Asian Journal of Agriculture and Rural Development, 4(7)2014: 381-391 promoting food security at different levels of significant. Farmers are targeted in the Tsa the economy, and (v) promoting Temo Thuo television programme and how commercialization of the agriculture they perceived the intervention is crucial in activities through adoption of the development of the education of farmers. mechanization, different farm inputs, credits and extension outreach programmes According to Nazari and Hassam (2011), (http://www.gov.bw). educational interventions transferred through a TV program end up in a The Tsa Temo Thuo television programme, significant knowledge enhancement to which was initiated by the government in farmers. As mentioned by Mahmood and 2007 through the Ministry of Agriculture, Sheikh (2005) and Nazari and Hasbullah seems to have gained popularity as farmers (2010), television and radio programmes tend to watch it and further discuss its (mass media) have become popular in outcomes during their formal and informal agriculture. The use of mass media such as meetings, reflecting on what has been television and radio has several advantages broadcasted. The programme is aired in the in farming. First, it enables one to reach out local television in both English and to a larger group of farmers, disseminating Setswana languages to draw the attention of information about weather forecasts, natural farmers and extension educators (Oladele, disaster, and agricultural markets and Boago, 2011; Mosime, 2007). opportunities available and new technologies for the improvement of The perception of people about such a new farming (ibid). Second, mass media innovation in the community therefore plays (television) programmes have edge over a significant role in understanding its other programmes as they penetrate the relevance and effectiveness. Farmers’ illiterate people, who watch TV without perceptions about television programmes as being bothered about the unfriendly a new tool and intervention in disseminating environment; thus ensuring more information can bring about a shift among information gets to farmers (Badodiya and small scale farmers who are socio- Chaudhary, 2011). Third, ICT in the form of economically challenged. It is for this reason television helps in changing the socio- a study of this nature was set to assess the economic and cultural aspects of many perceptions of small-scale farmers on the people particularly farmers in rural areas and adoption of Tsa Temo Thuo television adds to knowledge regarding technology programme in disseminating information in integration in agriculture (Nazari and the Boteti agricultural sub district. Hasbullah, 2008). Fourth, television programmes educate the farmer about any Perception is a psychological concept implied new change, discoveries and essential in social sciences to examine knowledge in farming (Chhachhar et al., people’s beliefs, opinions, values and 2012). awareness of new innovations. As indicated by Huff man et al. (1987), cited in According to Irfan et al. (2006), and Mohamed and Mukhiar (2007), psychology Chhachhar et al. (2012), television is one of is a scientific study of behavior that has four the forms of mass media capable of goals of describing, explaining, predicting disseminating agriculture information very and the changing behavior of people. Thus, fast to the farming community. Even though farmers thinking in their business of farming a research study by Chhachhar et al. (2012) is important. Currently, there is no research has shown that a small proportion of farmers that has been conducted to evaluate the (20%) received information through impact of television programmes in television as compared to more than half disseminating knowledge information to who indicated that television was not their Botswana farmers; hence this study is source of information, the television still

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Asian Journal of Agriculture and Rural Development, 4(7)2014: 381-391 played an important role in disseminating competition from other programmes, ‘such information to a larger audience. Positively, as news, entertainment and sport’ as well as the study also showed that 87.7% of the lack of interest from the young generation. people surveyed owned television sets, Therefore, the questions are: how useful and which means people perceived television as effective is the Tsa Temo Thuo television important tool for learning. In Nigeria, Ango programme in disseminating the required et al. (2011) examined the role of mass technology to farmers? What factors are media towards developments in agriculture likely to hinder television information and found that majority were males, well dissemination to farmers? To answer these experienced in farming with over twenty questions, farmers in the Boteti sub-region years of experience and accessed were surveyed with the intent to understand information through television and radio their perceptions regarding the use of programmes. The study also revealed that television to disseminate information. The the strategies for disseminating agricultural purpose of this study is to investigate the programs were highly accessible, perceptions of farmers about the convenient, effective and highly beneficial effectiveness of the Tsa Temo Thuo to farmers (p.305). Abubakar et al. (2009) television (Btv) programmes. Specifically, reported that the hypotheses tested in their the study is designed to, study showed a significant relationship between farmer’s sources of agricultural 1) Describe the demographic characteristics information and relevance of information of farmers surveyed in the Boteti sub- received in solving agricultural problems (r district. = 0.544, p = 0.290) (p. 42 ). In this regard, 2) Determine the farmers’ perceptions about scholars tend to imply that television and the usefulness of the Tsa Temo Thuo. radio programmes have been observed to 3) Describe challenges associated with the play a major role in conveying the latest programme faced by farmers. agricultural technology in many countries, thus facilitating the advancement in farming. Materials and methods Important also in this was the competency of leaders, location, infrastructures and quality This is a descriptive survey design where of services as they have significant influence data were collected through the use of a on the success of telecommunication centres questionnaire to describe the status of Tsa (Bashir et al., 2011). Temo Thuo television programme as perceived by Boteti agricultural sub-region The challenge pointed out in Ango et al. farmers. The research design was (2011) about such innovations included lack appropriate to describe the situation of electricity which affected the information currently prevailing in the Boteti sub-district dissemination through television. Noted in about the programme as an intervention to this regard was that farmers tend to face enhance the farming. The study targeted 40 some challenges and difficulties in accessing small scale farmers who were both crops the required information through mass and livestock producers. To obtain a sample media (Hassan et al., 2010), inadequate staff studied in this article, a simple random and awkward broadcasting times. Other sampling method was used to select a group challenges as outlined by scholars included of 36 farmers from the list obtained by the ineffective transfer of the agricultural researchers from the Boteti Agricultural sub- technology and information to farmers. district office. Ramzli et al. (2005) found that the challenges faced by farmers in using The sample size for this study was television included ‘missing the opportunity determined using Krejcie and Morgan to watch agriculture programs, limited (1970) formula. A random sampling duration for viewing programme, the approach was conducted to get 36 out of 40

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Asian Journal of Agriculture and Rural Development, 4(7)2014: 381-391 farmers who participated in the study. To questionnaires. At the end of the second conduct the random sampling, names of 40 week [14 days], six (60%) farmers out of 10 farmers were written in a piece of paper had completed theirs, bringing the total separately and cut into small pieces. The completed questionnaire to 32 (89%) which pieces of papers were folded and placed in a was deemed appropriate for the study. The card board box and shook to mix them. The last four completed questionnaires were investigators selected one piece of paper received after a second follow-up with from the box one by one after each other, mobile phone which brought the total return shaking the box after each selection to come rate to 36 (100%). up with 36 names who participated in the study. The latest version of the Statistical Package of Social Science (SPSS) was used to A questionnaire was used to collect data analyze data at Botswana College of from the sample so as to address the three Agriculture Computer Laboratory. objectives in the study. The questionnaire Descriptive statistics were used to interpret was formulated to have three sections based and report the findings. Frequencies and on (i) demographic information (2) farmers’ percentages were used to describe the perceptions of the Tsa Temo Thuo television demographic characteristics of respondents. programme usefulness, and (3) challenges Statements about the preemptions of farmers faced by farmers in accessing information about Tsa Temo Thuo television programme broadcasted on the programme. The together with the challenges faced by questionnaire was self-administered farmers in watching the programme were whereby farmers were asked to respond to described using means and standard the items on their own by checking on a deviations. A mean value of 2.00 separated scale anchored at the end of each statement; agreements from disagreement in reporting 1 = strongly disagreed (SD); 2 = disagree the decisions made on the results. (D); 3 = uncertain (U); 4 = agreed (A) and 5 = strongly agreed (SA). To validate the Results questionnaire, professionals in the Agricultural Extension Unit of the Botswana The purpose of this study is to describe the College of Agriculture (BCA) reviewed the perceptions of farmers surveyed in the instrument for the coverage content worth to Boteti sub district about the effectiveness of be in the instrument, whether or not the Tsa Temo Thuo television program in statements were appropriately formulated, disseminating information to farmers. The useful and relevant and challenges with the specific objectives of the study included; (i) programme. The questionnaire was then pre- describing the demographic characteristics tested using 10 farmers in Gabane village in of farmers surveyed, (ii) determining the Kweneng District which was not farmers’ perception about the effectiveness included in the final survey. To collect data, and usefulness of the television programme the questionnaire was delivered to farmers in in providing information for improving the Boteti agricultural sub-district by hand farming and (iii) identifying challenges and was given five days to complete at their faced by farmers in accessing information own time. The farmers were required to through the television programme. To check on the space provided for their views achieve the objectives of the study, data and opinions about the television were analyzed and results are presented in programme. The questionnaires were simple descriptions in tables formatted in collected on the fifth day and 10 (27%) APA styles organized according to farmers out of the 36 had not completed objectives of the study. The results of the their questionnaires. Another set of 10 study were therefore presented as follows; questionnaires was distributed to the farmers who had not returned their completed

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Objective 1: Demographic characteristics of The results also showed that out of the thirty Boteti farmers surveyed for the study. six farmers, slightly above half (55.6%) of To achieve the first objective, farmers were them indicated that they practiced a form of asked to indicate their personal information commercial farming; forty five percent in terms of age, gender, marital status, (44.4%) were subsistence farmers, majority highest education achieved, the type of (58.3%) of the farmers had 3 years and farming practiced, the number of years above experience in farming, which shows (experience) in the type of farming that most of the farmers were new in practiced. Results in Table 1 showed that farming, one quarter (25%) had two years in out of the thirty-six (36) farmers who farming and the rest were between one year responded to the survey, majority (56%) and below. Based on the results, it can be were male farmers; an equal proportion concluded that farmers surveyed were close to forty percent (38.9%) of farmer inexperienced in farming and youthful in respondents were between the ages of 21 terms of age. This is unlike in other and 30 and 41 and 50; while less than one countries where scholars have found old and quarter (22.2%) of the farmers were experiences of more than ten years in between the ages of 31 and 40. There were farming (Suriname, 2009). Since majority of no farmers of fifty one years old and above. the farmers surveyed were young, perhaps This means that majority of the farmers there was need to consider a comprehensive surveyed in the Boteti region were young. research to determine the proportion of novice farmers in relation to experienced At least half (50%) of the farmers were farmers. The results of this study may not be single, close to two thirds (27.8%) were a true reflection of the situation in the Boteti staying with their spouses as partners agricultural sub-region since the region (cohabiting) and fourteen percent (13.9%) originally was the cattle post center in the were married. Results in Table 1 also country and one would expect to find showed that above two thirds (69.4%) of majority of farmers to be old and the farmers had secondary education; less experienced. The results were also not in than one quarter (22.2%) had reached line with previous research in developed college as the highest level of education countries which had shown that majority of achieved. The results also showed that close farmers were aging and needed replacement to forty percent (38.9%) were arable from the youths. It could have been also farmers (crop farmers), thirty six percent beneficial in this study to ask farmers if they (36.1%) practiced mixed farming (that is owned television and the frequency with growing crops and keeping livestock which they watched it. simultaneouslyth) while just one quarter (25%) practiced pastoral farming (livestock rearing).

Table 1: Demographic characteristics of farmers (n=36) Characteristics Frequency Percentage (%) Age Between 21and 30 years old 14 38.9 Between 31 and 40 years old 8 22.2 Between 41 and 50 years old 14 38.9 Gender Male 20 55.6 Female 16 44.4 Marital status Single 18 50 Married 5 13.9

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Divorced 3 8.3 Staying together 10 27.8 Educational level Primary leaving certificate 3 8.3 Secondary education 25 69.4 College education 8 22.2 Type of farming Pastoral 9 25 Arable 14 38.9 Mixed 13 36.1 Level of farming Subsistence 16 44.4 Commercial 20 55.6 Work experience Less than a year 1 2.8 1 year 5 13.9 2 years 9 25 3 years and above 21 58.3

Objective 2: Perceived effectiveness of Tsa 2.50 denoted highly agreed. Based on the Temo Thuo television programme by results, it can be interpreted that farmers farmers. highly agreed that the Tsa Temo Thuo To address this objective, farmers responded television programme adequately addressed to items that asked them to indicate their different agricultural sectors. That is, the level of agreement with statements programme broadcasted programmes that describing relevance and usefulness of the taught about different areas of the television programme in providing agriculture sectors. The highest means were information about farming. Table 2 found on ‘Horticulture’ and ‘Animal presented the means and standard deviations Production’ both with a Mean = 4.83, SD = of the perceptual statements about Tsa Temo 0.38, followed by ‘Crop production’ with Thuo television programme in disseminating Mean = 4.81, SD = 0.40. This means information to farmers. The statements farmers agreed that two sectors were taking presented different situations about the uses, an upper hand compared to other sectors of values and effectiveness of the programme the agriculture. The least was on anchored on a 5 point likert-type scale for ‘Agricultural Mechanization’ with a mean = farmers to indicate their level of agreement: 4.19; SD = .87. It can be interpreted to 1 = Strongly Disagree, 2 = Disagree, 3 = mean that both crop and livestock farmers Uncertain, 4 = Agree or 5 = Strongly Agree. equally highly agreed that the Tsa Temo The results as shown in Table 2 were Thuo television programme broadcast issues categorized into two parts. In part A, the related to a variety of agricultural results presented the kinds of agriculture programmes. sectors practiced by stakeholders which the to programme disseminate information on. Part B of Table 2 showed results on farmers’ Part B of Table 2 asked respondents to give perceptual statements about the programme. their perceptions of the services rendered The results showed that farmers agreed that about the different farming activities ‘the television programme was providing through the television programme. To useful information in different areas/ types interpret results on a 5-point likert type of farming’ (Mean = 4.17; SD = 0.57). This scale, means ranging from 1 to ≤ 2.49 were was followed by the statement which stated used to denote less agreed. The means ≥ that ‘Tsa Temo Thuo needs to be reviewed’

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(Mean = 4.08; SD = 0.55). The lowest showed that the farmers agreed that there (Mean = 2.89; SD = 0.89) was obtained was need for the programme to be reviewed from a statement which reads that the (Mean = 4.08; SD = 0.55). The results programme ‘provides adequate information therefore showed mixed feelings about the required by farmers’. Although the farmers programme. tended to agree and positively perceived the programme to be effective, the results

Table 2: Means and standard deviations of Farmers’ perceptions about the programme Statements M SD Part A: The television programme provided information on; Horticulture 4.83 0.38 Animal production 4.83 0.38 Crop production 4.81 0.40 Extension education/Agricultural advisory services 4.53 0.61 Commercial agriculture 4.42 0.60 Agricultural mechanization 4.19 0.86 Agricultural supplies(fertilizers, seeds, machinery) 4.44 0.65 Funding of agricultural projects 4.22 0.80 Poultry production 4.75 0.44 Part B: The television programme Created farmers’ understanding of their farming 4.08 0.55 Provided useful information in all types of farming 4.17 0.52 Provided adequate information required by farmers 2.89 0.92 Was a relevant programme for farmers in rural areas 3.47 0.97 Was a relevant programme to improving farming 4.06 0.41 Information broadcasted was objectively prepared 3.44 0.91 Uses appropriate language to educate farmers 3.50 0.78 Tsa Temo Thuo is a good programme 4.00 0.41 Tsa Temo Thuo needs to be reviewed 4.31 0.67 Tsa Temo Thuo empowers farmers with appropriate knowledge 3.97 0.61

Objective 3: Challenges of farmers followed by farmers’ “access to television regarding Tsa Temo Thuo television programme” (Mean = 4.22; SD = 0.59) and programme. “minimum discussion forums for farmers” The farmers were asked to indicate the (Mean = 4.14; SD = 0.593). The least challenges they face in viewing the Tsa perceived to be a challenge by the farmers Temo Thuo programme. Results as shown in was the variable on “literature materials for Table 3 presented statistical means and farmers’ (Mean = 3.28; SD =1.05). These standard deviations on perceived challenges results may be a true reflection of what faced by the farmers. To indicate how the transpired in the field about challenges farmers perceived the challenges on a 5 affecting farming today since information is point likert-type scale, the farmers indicated available through different outlets such as or checked on scale 1= Strongly Disagreed, the internet and social networking 2= Disagreed, 3= Uncertain, 4= Agreed or technology like Facebook, Twitter and 5= Strongly Agreed. The results as shown in World Wide Web (www). Farmers of today Table 3 presented the highest Mean = 4.36; are able to download relevant information SD =0.49, implying that the farmers highly online for use. The use of information and agreed that “farming environment was not communication technology (ICT) such as improving” as the biggest challenge mobile phone also provides information

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Asian Journal of Agriculture and Rural Development, 4(7)2014: 381-391 relevant for use by farmers; hence there may farmers indicating that ‘farming be no need to fret about hard copy literature environment was not improving’ despite the materials ‘literature materials for farmer’ government’s effort to use television and that could be the reason why farmers programmes as an innovation and other found the statement to be a least challenge. financial support available. However, the results are interesting to see

Table 3: Means and standard deviations on challenges Challenges faced by farmers M SD Ignorance towards farming issues 3.36 1.046 Literature materials for farmers 3.28 1.003 Preference given to traditional methods of farming 3.44 1.027 Education of farmers 3.58 0.967 Absenteeism of farmers 3.69 0.951 Minimum discussion forums for farmers 4.14 0.593 Funding 3.50 0.878 Access to television programs 4.22 0.591 Farming environment not improving 4.36 0.487 Attitudes of farmers towards technology 3.08 1.025

Discussion production and had 3 years and above farming work experience and this may be The same proportions (38.9%) of due to government farmer empowerment respondents fell in the ages of 21 to 30 and schemes and policies introduced in the past 41 to 50, with a smaller proportion (22.2%) five years to improve the livelihoods of falling in the ages between 31 to 40. people living in rural areas in Botswana. The Although the age distribution of respondents Tsa Temo Thuo television programme was tended to be symmetrically distributed, there seen to be a good programme as it seemed to be flat-shaped density curve at the broadcasts information on crop and center because of the few proportions of the livestock production, agricultural advisory aged between 31 and 40 years old. Majority services and supplies, commercialization of of the respondents in this study were males. agriculture and funding of agriculture This is not surprising since previously projects, research findings as well as farming in many African countries was agricultural mechanization. This is in line associated with man; but today women have with Nazari and Hassam (2011); Sher (2001) taken the lead in farming particularly in in Chhachhar (2012) educational rural parts of the developing countries to interventions transferred through TV address poverty issues. As indicated by programmes to enhance knowledge of Squire, (2010), FAO (2011) approximately farmers. 80% in African farming were women addressing food security. Most of the The results further indicated that minimum respondents in this study were ‘not married’ discussion forum, access to television and were cohabiting. programmes, ignorance and attitudes of farmers towards technology, conservative- The study found that most of the ness and education of farmers were some of respondents have secondary education the issues raised as challenges faced by qualification probably because currently the farmers in watching the Tsa Temo Thuo government tends to support out of school television programme. This was supported programmes particularly the youths to by Ramli et al. (2013) and Hassan et al. address unemployment. Majority practiced (2010) who also identified some challenges arable farming at a commercial level of faced in using television by farmers.

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Conclusions innovations and interventions is important in this information age. Majority of males who participated in the study were single, cohabiting and were References within the ages of 21 to 30. Majority had attained secondary education and practiced Abubakar, B. Z., Ango, A. K., & Buhari, U. arable farming with a maximum of 3 years (2009). The roles of mass media in and above farming work experience. This disseminating agricultural infor- means there is need to continue the mation to farmers in Birnin Kebbi innovation as it provides education for local government area of Kebbi State: farmers. Results indicated that farmers A case study of state Fadama II agreed and perceived Tsa Temo Thuo development project. Journal of television programme as a good programme Agricultural Extension, 13(2), 42- 54. as it broadcasts information on crop and Ango, A. K., Yakubu, D. H., & Usman, A. animal husbandry, agricultural advisory (2011). Farmers’ perceptions on the services and supplies, commercialization of role of mass media in sustainable agriculture and funding of agriculture agricultural development: A case projects as well as agricultural study of the northern zone of Sokoto mechanization. Secondly, the education Agricultural Development Project and knowledge of agriculture disseminated (S.A.D.P.), Nigeria. Journal of through the Tsa Temo Thuo television Agriculture and Biological Sciences, programme was found to be relevant and 3(3), 305-312. appropriate to farmers and other Badodiya, S. K., & Chaudhary, P. C. (2011). stakeholders. Effectiveness of farm telecast in seeking agricultural information by However, the results showed that the the farmers. Journal of Community programme needs to be reviewed to Mobilization and Sustainable empower farmers. The information Development, 6(2), 125-127. provided by the programme was perceived Bashir, M. S., Samah, B. A., Emby, Z., to be inadequate and the local language Badsar, M. Shaffril, H. M., & Aliyu, used was found to be appropriate to educate A. (2011). Information and Botswana farmers. The results further communication technology develop- indicated that minimum discussion forum, ment in Malaysia: influence of access to television programmes, ignorance competency of leaders, location, and attitudes of farmers towards infrastructures and quality of services technology, conservativeness and education on telecentre success in rural of farmers were some of the issues raised as communities of Malaysia. Australian challenges faced by farmers in watching the Journal of Basic and Applied Tsa Temo Thuo television programme. Sciences, 5(9), 1718-1728. Farmers should be encouraged to use the Chhachhar, A. R., Hassan, M. S., Omar, S. toll free lines to obtain feedback from the Z., & Soomro, B. (2012). The role of agriculture authority. Farmers perceived the television in dissemination of programme to be useful, relevant and agriculture information among educational as it disseminate accurate and farmers. Journal of Applied appropriate knowledge for improving their Environmental and Biological farming. A similar study should be Sciences, 2(11), 586-591. conducted in all districts of Botswana to FAO (2011). The state of food and ascertain and compare the perceived agriculture: Women in agriculture- effectiveness of the Tsa Temo Thuo closing the gender gap for educational programme by farmers’ development. Food and Agriculture nationwide. Farmer education on new

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meeting of the conference of heads of http://www.caricom.org/jsp/communi government of the Caribbean ty_organs/cohsod_youth/Youth_in_A community, 2-5 July 2009, griculture_Concept_Note%20Final.p Georgetown, Guyana. Available at df

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