Agricultural Broadcasting Media (ABM) for Agricultural Developments and Structural Change within and Across the Countries: A Review

doi:10.7176/nmmc/91-01

Abstract

Media is a powerful communication tool. The use of media in the field of agricultural marketing offers great opportunities for the buying, selling of agricultural commodities. Agriculture is a vital pillar for sustainable development and poverty reduction; it continues to face challenges and emerging constraints at the global, regional and national levels that require urgent and special attention with the help of media. Broadcasting can be referred as the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of television. Television has the potential to diffuse development information and supplement the extension effort. The media is an important vehicle through which information can be obtained and exchanged. The emergence of information and knowledge society is a significant intervention with the potential to ensure that both are very important for achieving meaningful development. The scarcity of information on communication channels is a great threat for rural development where majority of the people are illiterate thus, do not know how to access information themselves. The media is critical in shaping public opinion and generating deeper insight into human working. The most important step to prepare the rural people against agricultural development is to create informed communities. Media can play a vital role in informing farmers in the situation of urgency and current development. To agriculture as an industry, the key values of communication that media provides are peer to peer networking, farmer-industry networking, consumer engagement, and crisis communication. Media can play a vital role in informing farmers in the situation of urgency and current development. Hence, media, being source of information and entertainment, can play a vital role to transform attitude and interest. Keywords: agricultural development, information, media DOI: 10.7176/NMMC/91-01 Publication date: June 30th 2020

Highlights

Agriculture is a vital pillar for sustainable development and poverty reduction; it continues to face challenges and emerging constraints at the global, regional and national levels that require urgent and special attention with the help of media
Broadcasting can be referred as the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of television (Folarin, 2000)
The electronic media through broadcast economic programmes can help in educating the masses and can contribute directly to the national development, through accelerating and easing the long, slow social transformation required for social-economic development (Onabanjo 2000)

Summary

Introduction

Agriculture is a vital pillar for sustainable development and poverty reduction; it continues to face challenges and emerging constraints at the global, regional and national levels that require urgent and special attention with the help of media. The electronic media through broadcast economic programmes can help in educating the masses and can contribute directly to the national development, through accelerating and easing the long, slow social transformation required for social-economic development (Onabanjo 2000). Broadcasting aid national development, it fosters the economic growth of any developed and developing countries. It is crucial for development purpose within a society both on the urban and rural communities. The objectives of ADLI include promotion of economic efficiency and growth, development of domestic technological capacities and capabilities for the promotion and development of small, intermediate and capital goods industries (Anonymous, 2010). Soola (2002) reported that “development implies a change for the better, the ordering of society and social and economic process in such a way as to lead to eradication of gross poverty, ill-health, and increased material standards of living and increased material comforts for all”

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