AUDIENCE PERCEPTION OF THE ROLE OF BROADCAST MEDIA IN THE PROMOTION OF AGRICULTURAL POLICIES IN NIGERIA (A STUDY OF ETSAKO WEST LOCAL GOVERNMENT AREA).

This study examines the audience perception of the role of broadcast media in promoting agricultural policies in Nigeria, with particular focus on Etsako West Local Government Area. The study was motivated by the need to understand how effectively broadcast media communicates agricultural policies and programs to farmers and rural communities. Broadcast media, especially radio and television, serve as major channels through which governments and agricultural agencies disseminate information about agricultural development initiatives, modern farming practices, and policy updates. The study adopted a survey research design, using questionnaires as the primary instrument for data collection. A sample of 100 respondents was selected from residents of Etsako West Local Government Area using simple random sampling technique. Data collected were analyzed using frequency tables and simple percentages. Findings from the study revealed that a large proportion of respondents are exposed to agricultural programs through broadcast media, particularly radio. The study also found that broadcast media plays a significant role in creating awareness about agricultural policies and educating farmers on improved farming techniques. However, challenges such as language barriers, poor program scheduling, and limited access to television in rural areas were identified as factors affecting the effectiveness of broadcast media in promoting agricultural policies. The study concludes that broadcast media remains an important tool for disseminating agricultural information and promoting government agricultural policies. It recommends that broadcast stations increase the number of agricultural programs, use local languages to improve understanding, and encourage greater participation of farmers in agricultural broadcasts.