An Evaluation of Listeners’ Response to the Agric Gist Programme on Treasure F.M 98.5 Port Harcourt

Cite this article as: Onuegbu, O. (2025). An evaluation of listeners’ response to the Agric Gist Programme on Treasure F.M 98.5 Port Harcourt. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 1(1), 242–248. www.doi.org/10.36349/sojolics.2025.v01i01.029

AN EVALUATION OF LISTENERS’ RESPONSE TO THE AGRIC GIST PROGRAMME ON TREASURE F.M 98.5 PORT HARCOURT

By

Obindah Onuegbu (PhD)

National Agricultural Extension and Research Liaison Services

Ahmadu Bello University Zaria

onuegbuobindah@gmail.com

Abstract

The study was undertaken to evaluate rural dwellers’ listeners’ response to Agric Gist programme on Treasure 98.5 FM Port Harcourt. Agric Gist is a programme sponsored by the Federal Ministry of Agriculture and Rural Development and produced by National Agricultural Extension and Research Liaison Services, of the Ahmadu Bello University Zaria, Nigeria to create awareness about modern farming practices. The intention was to ascertain the influence of the radio programme on the adoption of agricultural innovation by rural farmers in Rivers State. Data were collected from 400 farmers using a structured questionnaire; 381 valid responses were analysed. An analysis of the data revealed among others: that a most of the respondents were aware of the Agric Gist programme, understood the message and practiced some of the innovations espoused by the programme. The study recommends among others, that: more channel should be used to disseminate agric gist messages while extension workers should be deployed to farming communities to sensitize rural farmers and on the need to adopt agricultural innovations. to bring about rural development.

Keyword: Agricultural, Programme, Messages, Influence, Innovation,

1. Introduction

Prior to independence, Nigeria’s economy was predominantly agrarian, with agriculture contributing about 60% to the nation’s Gross Domestic Product (GDP) in the 1950s and accounting for over 75% of the country’s exports. However, the discovery of crude oil shifted national attention toward petroleum, leading to a decline in agriculture’s economic importance. Between 1960 and 1974, agriculture’s share of GDP fell from 53% to about 30%, and its contribution to exports declined to less than 5% (The Nigerian Voice, 2010). This neglect, coupled with inadequate investment, prompted rural-to-urban migration, leaving subsistence farming to the young and elderly, and resulted in Nigeria becoming reliant on imported staple foods, with negative effects on foreign exchange and trade balance. Although various government initiatives such as Operation Feed the Nation, the Green Revolution, and the Agricultural Transformation Agenda were launched to revitalize the sector, implementation gaps limited their impact.

In response to recent declines in oil revenues, the government has implemented agricultural development programmes aimed at promoting national food security and boosting export earnings. These initiatives involve awareness campaigns using both mass media and interpersonal channels to encourage citizens to adopt modern agricultural practices. Broadcast media, in particular, have been central to these efforts due to their capacity to reach wide audiences, overcome illiteracy barriers, and influence public attitudes and behaviours (Nwachukwu, 2014). Research indicates that radio remains the primary source of agricultural information in Nigeria, offering a cost-effective and efficient means of disseminating innovations, instructions, and market updates to farmers. Recent campaigns include initiatives such as the Growth Enhancement Support Scheme (GES), West Africa Agricultural Productivity Programme (WAAPP), and Agric Gist, among others. Agric Gist, produced by the National Agricultural Extension and Research Liaison Services of Ahmadu Bello University, Zaria, and sponsored by the Federal Ministry of Agriculture, broadcasts agricultural innovations and price reviews every Wednesday, with a repeat on Fridays, on Treasure 98.5 FM Port Harcourt.

Despite these interventions, concerns remain regarding the adoption of improved agricultural practices among rural farmers. It is therefore necessary to evaluate the effectiveness and audience response to broadcast media campaigns such as Agric Gist. This study aims to assess Emohua farmers’ awareness and listenership patterns, determine their response to the programme, identify additional factors influencing the acceptance or rejection of recommended practices, and examine the constraints limiting the programme’s effectiveness in promoting agricultural innovation. The findings will provide insights into how broadcast media campaigns can be optimized to enhance agricultural development in rural Nigeria.

2. Theoretical Framework

This study was anchored on three key theories of mass communication: Agenda-Setting, Selective Exposure, and Individual Difference theories. Agenda-Setting theory, first introduced by McCombs and Shaw (1972) in their study of the 1968 U.S. presidential election, posits that the prominence given to issues by the mass media influences public perception of their importance, regardless of the content of the coverage (Omego&Ochonogor, 2013). As Baran and Davis (2010) note, because the scope of societal events is too vast for individuals to experience directly, media coverage shapes much of what people know and consider important. Walter Lippmann (1922) similarly argued that individuals respond not directly to their environment, but to “pictures in their heads” created by media representations (p. 293). For example, during the 2015 general elections in Nigeria, issues such as government corruption, security in the northeastern region, the change mantra, and candidate qualifications gained public attention primarily because of the extensive media coverage, illustrating the agenda-setting function of mass media.

Selective Exposure theory emphasizes that individuals prefer media content that aligns with their pre-existing beliefs, values, and traditions (Lazarsfeld& Klapper, as cited in Ochonogor, 2009). Consistency in cognitive states drives individuals to seek information that reinforces their beliefs while avoiding contradictory messages, a phenomenon explained by cognitive dissonance theory (Festinger, 1957). Dissonance occurs when attitudes, perceptions, or knowledge conflict with one another, such as when someone who believes smoking is harmful is pressured to smoke due to external incentives or sanctions. This framework highlights that audience engagement with media messages is not uniform but filtered through personal beliefs and values, influencing acceptance or rejection of information.

Individual Difference theory, propounded by Melvin De Fleur (1970), contends that members of the public respond differently to the same media message depending on their psychological and psychographic characteristics (Anaeto, Onabajo, &Osifeso, 2008). Audience selection, attention, and retention of media content are therefore influenced by individual differences. In the context of agricultural communication, this theory explains why youths with varying backgrounds, exposures, and orientations may differently engage with mass-media messages promoting agricultural practices. Together, these three theories provide a comprehensive framework for understanding how media campaigns, such as those for agricultural innovation, reach, influence, and are received by diverse audiences.

3. Literature Review

Broadcast media have long been recognized as a vital tool for providing information, enlightenment, education, and entertainment. Okon (2001) explains that from a communication perspective, broadcasting, as defined in the Communication Act of 1934, involves the dissemination of radio and television signals intended to be received simultaneously by the public, either directly or via intermediaries such as relay stations. From an engineering standpoint, broadcasting can also be described as the encoding of information into a communication channel within the electromagnetic spectrum by modulating energy through amplitude modulation (AM) or frequency modulation (FM). In technical terms, it involves superimposing audio or video electrical energy onto the sidebands of higher-frequency radio carrier waves. Broadcast media serve as channels for mass communication, enabling messages to reach large, dispersed, and heterogeneous audiences that vary in socioeconomic, political, and educational backgrounds, age, and geographic location.

Radio, in particular, has demonstrated considerable potential for fostering rural development. Innovations generally progress through stages of discovery, development, and, in the case of patentable technologies, registration, production, and marketing, before adoption occurs (Sunding & Zilberman, 2000). Radio broadcasting is especially effective in developing countries because of its wide reach and accessibility. Myers (2008) observes that radio remains the dominant mass medium across Africa, reaching larger audiences more effectively than television, newspapers, or other information and communication technologies (ICTs). The proliferation of community and local radio stations over the past two decades, driven by democratization, market liberalization, and more affordable technologies, has enabled a participatory and horizontal communication model, which contrasts with the centralized broadcasting systems of the 1960s and 1970s. This expanded access enhances radio’s role as a tool for education, information dissemination, and the promotion of developmental initiatives, making it particularly suitable for communicating agricultural innovations, health campaigns, and other interventions aimed at rural populations.

4. Methodology

The study used survey design which is one of the most popular methods used today to gain knowledge of things, peoples and events in the natural world (Ihejirika and Omego,2013). Residents of Emohua Local Government Area who are 18 years and above constituted the research population for the study. According to 2006 National Census, the population of Emohua Local Government Area was put at 201,901. According to (index mundi) Nigeria population growth rate is put at 2.47, projecting the growth rate of 201,901, residents of Emohua local government area, of 2006 National Census to 2015, at the rate of 2.47, will put Emohua local government area population at 246,784 and age 18 and above is put at 102,000. A sample sizeof 400 farmers was used to carry out the study.This sample size was gotten through the Meyer’s guide, which stipulates that a sample size of 384 could do for atotal population above 10,000. However, in using the cluster sampling method, the researchers approximated the sample size to 400.To get the 400 respondents, Emohua Local Government Area was divided into eight clusters namely, Ogbakiri, Emohua, Rumuji, Ibaa, Rundele, Elele-Alimini, Rumuekpe and Egbeda. From these clusters, 50 respondents were selected using multi-stage technique to select five streets from each cluster. Then applying the alternate compound technique, ten respondents from each street were selected, to add up to the four hundred respondents that made up the sample of the study. A set of questionnaires was used as the instrument for collecting the data and to ensure the reliability of the instrument, a pilot test was done on 20respondents and the result of the pilot test, using Spearman’s ranks stood at 0.94 correlation coefficient.

5. Data Presentation & Analysis

Table 1: Type of farming respondent’s practice

Type of Farming Practiced.	Number of Respondents	Percentage
Crop farming	206	54%
Poultry/Fishery	122	32%
Piggery/snail	53	14%
TOTAL	381	100%

From the data presented in Table One, it is evident that the majority of farmers are engaged in crop production, while a notable proportion also participate in poultry and fishery activities.

Table 2: Form of agriculture respondents are engaged in

Occupation	Number of Respondents	Percentage
Subsistence	259	68%
Commercial	122	32%
Mechanised	-	0%
TOTAL	381	100%

The data in table two above clearly display that the respondents aremore of subsistence farmers

Table 3: Popular radio stations listened to by Respondents

ResponseCategories	No of Respondents	Percentage
Radio Rivers 99.1 FM	21	6%
Nigerian Info 92.3 FM	53	14%
Treasure 98.5 FM	34	9%
Wazobia 94.1 FM PH	99	25%
RayPower 106.5FM	13	3%
Rhythm 93.7FM	71	19%
All Stations	90	24%
TOTAL	381	100%

The data indicate that the most popular radio station among the respondents is Wazobia Radio, which broadcasts in Nigerian Pidgin, a language likely more accessible to rural dwellers, many of whom may have limited literacy and may find the formal broadcast language of other stations less approachable. Regarding Treasure FM, the focus of this study, a total of 124 respondents reported listening to the station, noting that 90 respondents claim to listen to all the radio stations. Subsequent analysis will therefore focus exclusively on those who listen to Treasure FM, the station airing the programme under study.

Table 4: Respondents' Awareness of Agricultural Programmes on Treasure 98.5 FM, Port Harcourt.

ResponseCategories	No of Respondents	Percentage
AgricGist	331	87%
Agric Business	21	6%
LandMatters	29	7%
Total	381	100%

Table four shows that Most of the respondents (87%) were aware of the Agric Gist programme on Treasure FM. A total of six and seven percent respectively, were aware of Agric business and land matters. It is obvious from the data that the Agric Gist programme on Treasure FM Port Harcourt reaches the rural areas of rivers State and that it is very popular among rural farmers

Table 5: Respondents' knowledge of the broadcast time of Agric Gist

ResponseCategories	No of Respondents	Percentages
Mondays with a repeat on Sundays	36	11%
Tuesday with a repeat on Saturdays	23	7%
Wednesdays with a repeat on Fridays	255	77%
ThursdayswitharepeatonMondays	17	5%
Total	331	100%

The data in Table Five show that the majority of respondents, representing 77%, were aware of the broadcast days and times of the programme, as they could accurately recall when it was aired. This suggests that they were active listeners of the programme.

Table 6: Respondents recall of the Theme of the AgricGist Programme

ResponseCategories	No of Respondents	Percentages
Givemarketpriceofagricproduce	17	5%
Give information on new agricultural techniques	165	50%
SellFarm produce	17	5%
Provideinformationonagricpracticesand pricing	132	40%
Total	331	100%

The data presented in Table six indicate that a larger percentage of the respondents knew the theme (major subject areas) of the Agric Gist Programme, as 54% and 44% respectively said the programme was meant to give information on new agricultural techniques and provide information on agricultural practices and produce pricing.

Table 7: Respondents’ initial ReactionstotheTreasure98.5FM agricgist Programme.

ResponseCategories	No of Respondents	Percentages
Discussed the information with others	122	37%
Tell Other	109	33%
SeekAdditionalInformation	77	23%
Do Nothing	23	7%
Total	331	100%

As shown in the table above,the reaction of the respondents is evident in the fact that they engaged in discussed the information gleaned from the programme from others as well as sought additional information either to confirm or reinforce the information they got from the programme. Only an insignificant seven percent were passive about the information provided by the programme as they did nothing.

Table8:Respondents’ResponsetotheAgricGistProgrammeonTreasure98.5FM.

ResponseCategories	No of Respondents	Percentages
Cultivatedimprovedcropvariety	116	35%
Appliedfertilizerstocrop	100	30%
Used herbicides to control weeds	89	27%
Do Nothing	26	8%
Total	331	100%

The data displayed on table eightillustrates that the respondents implemented some of the innovations advocated by the programme with the majority of the respondents cultivating improved crop varieties. Many applied fertilizers to their crops while others used herbicides to control weeds in their farms. Those who did not apply any of the methods advocated in the programme were quite insignificant.

Table 8: Factors other than the Agric Gist Programme on Treasure 98.5 FM that may have nudged Respondents’ Response to theProgramme

ResponseCategories	No of Respondents	Percentages
To make more money from farm production through improved yields	110	36%
Encouragementsfromotherfarmers	100	33%
To join others who were doing practicing the new techniques	95	31%
Total	305	100%

As shown in Table eight above, apart from the information provided by the radio programme, the respondents reactions to the Agric gist programme were mostly motivated by the quest to make more money from the adoption of the innovations preached in the programme which would enhance yield and profitability. Many of the respondents were motivated other famers while others did get involved because of band wagon effect.

Table 9: Respondents’ ideas of constraint to the effective use of Agricultural Innovation

ResponseCategories	No of Respondents	Percentages
Language used to disseminate the Information	70	21%
Timing of the Message	106	32%
The Channel through which the message is disseminated	109	33%
Accessibility to the message	46	14%
Total	331	100%

From the data presented in Table Nine, it can be inferred that the major constraint to the effective use of Treasure FM for disseminating agricultural information to rural farmers is the channel itself, particularly the language used in the programme. Respondents perceived the language as elitist, which limits accessibility, reduces listener interest, and hinders comprehension of the messages. Given that the audience primarily consists of rural dwellers engaged in subsistence farming, this language barrier significantly affects the adoption of modern farming techniques.

6. Discussion of Findings

Most of the respondents who listen to Treasure FM (108 or 87%) were aware of the Agri Gist programme. While only three (2%) respondents were aware of Agric Business. This data is indicative of the fact that the respondents knew more about agriculture-oriented programmes of the station.

That majority of the respondents as represented by 77% knew the broadcast days and time of the programme as they could recall the days of broadcast of the programme. From this, one couldinfer that they were active listeners to the programme.

A larger percentage of the respondents knew the theme (major subject areas) of the Agric Gistprogramme as 54% and 44% respectively said the programme was meant to give informationon new agricultural techniques and provide information on agricultural practices.

All the respondents reacted to the information in one way or the other. The inference that can be drawn is that all respondents sought additional information either to confirm or reinforce the information they got from the programme. Only an insignificant seven percent were passive about the information provided by the programme as they did nothing.

The respondents took certain steps to implement the information they got from the programme, either by cultivating improved crop variety, applying fertilizers to their crops or used herbicides to control weeds in their farms. Those who did not apply any of the methods advocated in the programme were quite insignificant.

FromthedataaboveinTableEight, it could beinferred that themajorconstrain to theeffective use of Treasure FM to disseminate information to rural farmers to make them adopt modern farming techniques is the Channel itself, especially the language used in presenting the programme which the respondents see as elitist which hampers access and understanding of the message, given the nature of the audience who are rural dwellers and mostly engaged in subsistence agriculture

7. Conclusion

Based on the findings, the study concludes that the Emohua people are generally aware of the Agric Gist programme, as evidenced by the number of respondents who reported listening to it. A significant portion of those aware of the programme acted positively on the information provided, indicating that the programme has practical influence on agricultural practices. However, some respondents noted that the channels through which the messages were disseminated posed constraints to effectively utilizing the information. The study also found that the amount of media coverage and the choice of broadcast channels influenced audience perception of the programme, supporting the agenda-setting theory’s assertion that the prominence given to an issue shapes its perceived importance among the public. Overall, the findings suggest that broadcast media, when appropriately targeted and accessible, can play a meaningful role in promoting agricultural innovation and adoption among rural communities.

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