Impact of Broadcast Media on Farmers’ Decision-Making in Sokoto State

This study investigates the impact of broadcast media exposure on agricultural decision-making among smallholder farmers in Sokoto State, North West Nigeria. Agricultural extension services are chronically understaffed across northern Nigeria, making broadcast media, particularly radio, a critical alternative channel for delivering farming guidance, weather forecasts, and market price information to remote farming communities. This study uses a survey design, collecting data from 240 smallholder farmers in Tambuwal, Dange-Shuni, and Wamakko local government areas. Media exposure patterns, information types received from broadcast media, and the relationship between specific media-sourced information and farming decisions (crop selection, input use, market timing, and climate adaptation) are assessed through structured questionnaires. Regression analysis examines media exposure as a predictor of adoption of recommended farming practices. Findings reveal that radio remains the dominant information medium for 88 percent of sampled farmers, with FRCN Hausa service and Sokoto State Radio most frequently cited. Farmers who regularly listen to agricultural programming are significantly more likely to apply recommended fertiliser rates, sell produce at market peak prices, and adopt drought-tolerant varieties. However, information on climate adaptation and market prices is rated as more immediately useful than crop variety recommendations. Television influence is minimal due to limited electricity access. The study concludes that radio agricultural programming is a highly effective complement to extension services in Sokoto State and recommends co-production of agricultural content between broadcast stations and the Sokoto State ADP.

Keywords: broadcast media, agricultural decision-making, Sokoto State, radio, extension services.