Evaluation of Extension Agents’ Communication Strategies in Promoting the New Rice for Africa Technology Among Rice Farmers in Ofada, Ogun State, Nigeria

Abstract

This study focused on evaluating the effectiveness of extension agents’ communication strategies in promoting the New Rice for Africa Technology among farmers in Ofada , Ogun State, Nigeria. Hinged on the Diffusion of Innovations Theory, the study adopted the survey research design using structured questionnaire and focused group discussion sessions to elicit data from extension workers and rice farmers respectively. Findings from the study revealed that extension agents employed communication strategies such as one-to-one, group gatherings, radio jingles, short sms, and video demonstrations among others to promote NERICA among rice farmers in Ofada. It was also gathered that these communication strategies were effective in passing across required information however; the farmers prefer the one-to-one than the group gathering communication strategy which was more often used by the extension workers. This preference was premised on the inherent advantage of interactivity which the adoption of the one-to-one technique could provide. In the light of these findings, it was recommended that, more needed to be done by the extension agents and the government to ensure adoption of NERICA technology. With the right seedlings, good preservation techniques, and other backup supports such as availability of pesticides, herbicides and fertilizers, adopting NERICA technology would be easier for farmers. The study recommended use of the one-to-one communication strategy and periodic evaluation of the extension worker’s activities by government. Keywords: Communication; Communication Strategies; Agricultural Extension Agents, NERICA, Rice Farmers DOI : 10.7176/DCS/9-6-06 Publication date :June 30 th 2019