SOURCE:

Faculty: Social Sciences
Department: Mass Communication

CONTRIBUTORS:

Ani, M. Chukwubikem
Allen N. Adum

ABSTRACT:

This study assessed mobile telephony utilization in agricultural communication among rural farmers in South East Nigeria. Review of available literature shows that lack of key information on agricultural related issues which can improve productivity and sales has been responsible for the low output delivery and poor market turn-over. In view of this, scholars believe that mobile telephony system in agricultural extension services could offer great opportunities for rural farmers in accessing agricultural related information. It is on the basis of this assumption that this study examined mobile telephone ownership and use; its extent of utilization; its use to access farm inputs and learn about fertilizer; factors that enhanced its use as well as constraints to its adoption among rural farmers in South East Nigeria. Mixed method of research involving descriptive survey and In-depth Interview were used to elicit behavioural responses from rural farmers (331), ADP staff (60) and key informants (6) respectively. The Diffusion of Innovation theory and the Technology Acceptance Model (TAM) were the theoretical foundations used to explain the phenomenon under investigation. Findings reveal 100% ownership of mobile phone among rural farmers; its utilization was found to be dependent on knowledge level and its ability to meet the farmer’s need. Also, mobile phone use among rural farmers was found to be more (78%) on Advisory services and a preponderance 205(62%) of farmers use it to learn about fertilizer availability as well as 161(47%) seeking information on appropriate fertilizer to use. Ease of use and its usefulness were found to be the major motivating factors for rural farmers’ adoption of the mobile telephony system. Moreover, inconsistency in government policies and programmes ranked highest (79%) among constraints to its utilization. Poor implementation of an innovation influences staff commitment and farmers’ participation negatively. The study recommends among other things, that a more flexible feedback mechanism that builds user-confidence in mobile technology utilization is sine-qua-non to the sustainability of such innovation.