Reality Television Show as a Tool for Promoting Agriculture among Youths in Imo State, Nigeria

Abstract

The study examined the potential of reality television shows (RTS) as a tool for promoting agriculture among youths in Imo State, Nigeria. Proportionate and simple random sampling techniques were used to select 98 respondents. Data were collected using structured questionnaires and analysed using mean scores, standard deviation and Pearson correlation. Results showed that the major motivations for viewing RTS were connecting with celebrities online ( = 2.60), creating social media content ( = 2.50), and career exposure ( = 2.10). The most significant potentials of RTS for agricultural promotion were social media integration ( = 1.79), showcasing successful young agripreneurs ( = 1.76), and gender inclusivity ( = 1.65). Key challenges included negative perceptions of agriculture ( = 1.65) and limited access to television and streaming services ( = 1.51). There was no significant relationship (r = 0.27; p > 0.05) between youths’ motivation for viewing RTS and their perceived challenges. The study concludes that RTS can serve as an effective tool for youth-oriented agricultural promotion when combined with interactive digital engagement and relatable agribusiness success stories. The study recommends that extension agencies and media organisations should increase their support to enhance the reach and effectiveness of agricultural RTS.