The effect of communication media on the uptake of agricultural innovations in selected states of Nigeria

Purpose Poor uptake of agricultural innovations on weed management practices is a major factor responsible for low productivity. This paper examines how communication media can help improve farmers’ adoption behaviour. Methodology A sample of 725 Nigerian cassava farmers, exposed to agricultural innovation on weed management practices from varying sources, were asked, through a structured questionnaire, to indicate their knowledge, attitudes, and practices of cassava weed management. The responses were compared with a sample of 190 cassava farmers who were not exposed to the information (control group). The data were analysed using frequency counts, percentages, mean, analysis of variance, and multivariate probit regression. Findings Farmers exposed to the agricultural innovation in weed management practices indicated more positive behaviour (57.7%) towards improved weed management practices than the control group (26.8%). The mean knowledge, attitude, practice, and behaviour of the farmers exposed to the innovation through demonstration was significantly higher than for other sources. Practical implications On-farm demonstrations as a means of communication will enhance the uptake and effectiveness of agricultural innovation on weed management practices. Theoretical implications Findings on the influence of communication media on improved weed control and agronomy are significant, given that there is little well-documented data on how communication media enhances technology and innovation adoption in arable crop farming. Originality/value This study generates important data that reinforces the imperatives of communication and media choices, and further underpins the debate that technology alone cannot lead to uptake by farmers but needs to be communicated