COMMUNICATION FACTORS AFFECTING THE ADOPTION OF INNOVATION AT THE GRASSROOTS LEVEL IN OGUN STATE, NIGERIA

The study investigates communication factors affecting the adoption of innovation at the grassroots level in Ogun State. Two hundred farmers and twenty-five extension agents were selected using a multi – stage sampling technique, and were interviewed for the purpose of the study. Data collected were analyzed using both descriptive and inferential statistical tools. The study revealed that the majority of the farmers are male (58.0%) while 12.0% were below 30 years, 36.0% are married while 20.0% had no formal education. However, 49.8% strongly agreed that noise, waning attention, feedback, incorrect message content affects the adoption of innovation. Also, among the agents enumerated, 56.0% were male while 20.0% were below 30 years, and 88.0% were married, 56.0% had B.Sc. / M.Sc. degree, 62.9% agreed with the method used in delivering innovation (radio, television, audiotapes, posters, group discussion, shows and exhibitions) while 57.0% strongly agreed that the factors considered by the farmers do affects adoption of innovation. Finally, at P – value ≤ 0.05, significant relationships were found to exist between communication factors and (i) age (χ2 = 46.48), (ii) marital status (χ2 = 56.32), (iii) the problem of transportation (r = -0.023) and (iv) financial problems (r = 0.013). Also the uses of posters (r = -0.194) and group discussion (r = -0.135) as channels through which innovations are disseminated to the farmers have a significant relationship with communication factors. Thus, the study recommends an effective communication linkage between change agents and the farmers as well as the improvement of the road network and provision of transportation facilities to the change agents for easy accessibility to the farmers