Improved Mass Media Accessibility as a Tool for Enhancing Farmers' Productivity andLivelihood in Delta State, Nigeria

Abstract

This study evaluated mass media accessibility as a tool for enhancing farmers' productivity and livelihood activities in Delta State, Nigeria. The research analyzed the effectiveness of mass media, farmers' perceptions, access levels, and factors influencing agricultural information access through these platforms. A multistage sampling method selected 268 farmers from four Local Government Areas across Delta North and South agricultural zones. Data were collected through structured questionnaires and analyzed using descriptive and inferential statistical methods, including binomial tests and chi-square analysis. Results revealed that 42.54% of farmers found mass media moderately effective in delivering agricultural information, while 45.90% had positive perceptions of its role. A majority (52.99%) reported high access to mass media platforms. Key factors significantly influencing access included farmers' income levels (78.73%) and educational background (71.64%). The study identified critical strategies for enhanced media usage, including reliable electricity supply (97.39%) and improved rural infrastructure (95.15%). Statistical analysis showed that 85.07% of farmers had strong perceptions of mass media usefulness in receiving agricultural information, with 80.97% experiencing livelihood improvements due to information access. The binomial test confirmed significant differences between farmers with high versus low perceptions of mass media's role (p<0.001). Chi-square analysis demonstrated significant improvements in livelihood activities after gaining mass media access (p<0.001). The study recommends government prioritization of electricity supply and rural infrastructure development to support effective mass media utilization in agricultural development, ultimately enhancing productivity and rural livelihoods in similar agro-ecological zones