Comparative Study of Interpersonal and Mass Media Usage among Rural Farmers in Kogi State

This study compared the use of interpersonal and mass media channels of communication among rural farmers in Kogi State, Nigeria. The specific objectives were to describe the socio economic characteristics of the farmers, determine the influence of socioeconomic characteristics on the usage of interpersonal and media channels, ascertain farmers’ level of awareness of interpersonal and media channels and compare farmers’ preference to interpersonal and media channels in the study area. Primary data was used for the study. Data used were collected from the four agricultural zones (A, B, C and D) in the State. A total of 240 respondents were used for the study. Data collected were analysed using descriptive statistics, logit regression analysis and z-test. Results of the findings showed that majority of the sampled respondents were literate male farmers in their active productive age, with an average household size of 7 members and a mean annual farm income of N 137,756. Number of years spent in school significantly influenced the use of interpersonal and mass media channels of communication at 10% level of significance. The findings further indicated that 94.6% and 77.9% of the respondents were aware of interpersonal and mass media channels of communication respectively. However, farmers in the area mostly preferred mass media channel to interpersonal channel of communication. The study recommends that rural radio booster stations and community rural television stations should be established to feature special programmes targeted at rural farmers in their local languages. To ensure regular availability and accessibility to extension agents, efforts should be made to employ more extension agents.