Mass media utilization by poultry farmers in Anambra State, Nigeria
The study assessed mass media utilization by poultry farmers in Anambra State. All poultry farmers in Anambra State formed the population of the study. Multi-stage sampling procedure was used in selection of 120 respondents for the study. Data were collected from primary source through the use of interview schedule. Data were analysed using percentage, mean score and factor analysis. The findings showed that about 98% of the respondents were literate, while the mean age was 34years and the mean poultry farming experience was 4 years. The mean number of birds reared was 114 birds, while the mean annual income was ₦268,450.00 and the mean annual number of visits by extension agents was 2 times. The major mass media channels used were newspaper, radio, agricultural books, television, agricultural journal, mobile phone and internet. There were high level of mass media utilization in information on pests/diseases outbreak and control ( x̄ = 2.38), chicks brooding techniques ( x̄ =2.37), feeding and feed formulation ( x̄ = 2.27), general housing construction ( x̄ = 2.13) and daily routine management practices ( x̄ = 2.09).Inadequate fund, irregular power supply and lack of needed poultry information in newspapers, radio. were the major constraints to effective utilization of mass media by poultry farmers. Message and information access were identified as the major factors militating mass media utilization in the area. The need to strengthen extension delivery system particularly the communication and input components was recommended.
Keywords: Mass media, utilization, poultry farmers
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