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| Title: | The potentials of traditional communication methods in information dissemination: a case study of farmers in Osun State, Nigeria |
| Authors: | Olanrewaju, Khadijat O. Farinde, Akinloye J. |
| Year: | 2014 |
| Periodical: | Communicatio: South African journal for communication theory and research (ISSN 1753-5379) |
| Volume: | 40 |
| Issue: | 4 |
| Pages: | 361-375 |
| Language: | English |
| Geographic term: | Nigeria |
| Subjects: | agricultural extension information dissemination indigenous communication systems |
| External link: | https://doi.org/10.1080/02500167.2014.992153 |
| Abstract: | The study investigated the potentials of traditional communication methods (TCMs) in information dissemination among farmers in Osun State. Specifically, it identified the traditional communication methods used by farmers, investigated their characteristics and the roles played in information dissemination. Multistage sampling procedure was employed to select 240 respondents for the study. The data collection was carried out with the aid of an interview schedule alongside focus group discussions (FGDs) and key informant interviews. The results revealed that TCMs' use fully captured the gratification of all dimensions of needs posited in the use and gratification communication theory in addition to other localized needs uniquely gratified. The findings also proved that media users' characteristics greatly influence their choice of media to be used and by extension the needs gratified. The huge capacity of the TCMs in gratifying varied needs (which are of great importance in agricultural and rural development delivery services) established their depth of usefulness and potentials in contemporary development communication. It was concluded that TCMs are viable for the gratification of varied needs which are characteristic of vital agricultural extension and rural development communication. Bibliogr., sum. [Journal abstract] |
