AKSU Journal of Communication Research (AJCR)

PERCEIVED EFFECTIVENESS OF TRADITIONAL MEDIA OF COMMUNICATION USED BY CROP FARMERS IN INI LOCAL GOVERNMENT AREA, AKWA IBOM STATE, NIGERIA

Author:  UWEMEDIMO EYO OKON, PhD, JEMIMAH T. EKANEM, PhD & EMEM UWEMEDIMO OKON

Abstract
This study examines the perceived effectiveness of traditional media of communication used by crop farmers in Ini Local Government Area of Akwa Ibom State. The objective that guided this study was to determine whether crop farmers in Ini Local Government still utilize the various channels of traditional media of communication available to them in gathering and disseminating agricultural information to bring about optimal agricultural productivity. Simple random sampling technique was used in selecting120 respondents. In this study, it was found out that traditional channels such as town Crier, signs and symbolic displays and traditional institutions were still actively being used in the dissemination of agricultural messages; whereas the town crier remained the most popular channel, traditional institution remained the least utilized channel. It also found out that lack of feedback challenges the use of traditional media by the farmers as information at most times flow in a downward trend making it difficult for them to also share their numerous challenges through the available traditional media channels. Traditional communication channels are still very effective in the study area. The study therefore recommended a modification of the traditional media as well as its frequent use to convey social change and agricultural messages to rural farmers as they rarely have access to modern media of communication due to high level of poverty and illiteracy.