ABSTRACT
The research examined
the role of mass media in promoting modern agricultural process in Ife-East. In
a country like Nigeria, Malaysia and India, where literacy level is low, the
choice of communication media is of vital importance. In this regard the
television and radio are significant, as they transfer modern agricultural
technology to literate and illiterate farmers alike even in interior areas,
within short time to enlighten farmers on the use of various technologies to
boost agricultural development. Quantitative research design was used in which survey
method was adopted while the data collection instrument was questionnaire. 120
admistered questionnaires to the selected respondents. Findings showed that the people of Ife-East local
government are having access to at least two (2) television stations and at
least 3-4 radio station. It is recommended that since success of agricultural
development in developing countries largely depends on the nature and extent of
use of mass media in mobilization of people for development. Farmers should be
encouraged to pay attention to agricultural programmes on radio and television.
