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CONTENT ANALYSIS OF NEWSPAPER COVERAGE AND FARMERS’ READERSHIP OF AGRICULTURAL NEWS IN NIGERIA

ABSTRACT

Inadequate access to agricultural information contributes largely to low productivity among farmers in Nigeria. The print media has been especially implicated on its low coverage and provision of agricultural information, thus limiting readership among farmers. To validate this observation, the extent of coverage of agricultural news in print media and farmer’s readership were therefore assessed.

Content analyses of Nigerian Tribune, New Nigerian, This Day, The Punch and The Comet newspapers as well as questionnaire survey methods were used for carrying out the study. Fett’s seven categories of General news, Pricing and marketing, Government policy, Editorials, Commentaries, Special recommendations and Human interest were used for content analysis. Six hundred and ninety-three agricultural news columns in 960 newspaper editions published between 1999 and 2003 were analysed.Katsina and Lagos states were purposively selected for questionnaire survey. 50 percent of the blocks and cells in the states’ Agricultural Development

Projects (ADPs) were randomly selected and 50 percent of farmers’ groups in selected cells were chosen for questionnaire administration resulting in 160 respondents. Personal characteristics and readership of agricultural news were assessed. Data were analysed using descriptive statistics, Chi-square and ANOVA at p=0.05.

80 percent of the farmers were male and 84% were married. Thirty-four percent were in the age bracket of 41-50. Thirty-three percent had between 11 and 14years farming experience and were predominantly crop and livestock farmers. Thirty–three percent of the respondents (33%) purchased and read newspapers. Majority (86.9%) read all categories of agricultural news. Agricultural news was generally not prominently placed in 69.3% of the newspapers. The few prominently placed had 66.8% of them located at the center pages. Government policy category was the most published in the New Nigerian (34.0%), The Punch (33.7%) and This Day(24.4%) newspapers. Special recommendation category was the most published in The Nigerian Tribune newspaper (35%) while general news was the most published in The Comet (21.9%). Clarity of message ranked first in variables that influenced readership of agricultural news while the length of publication ranked least. The Comet had a significantly higher (287.1±2.1) mean number of agricultural news than the New Nigerian (150.0±4.3), The Punch (92.0 ±1.6), ThisDay (91.0±3.7) and Nigerian Tribune (74.1±6.5). ThisDay had a significantly higher (405.2 ±3.1) mean size of agricultural news than the Nigerian Tribune (224.2 ±3.5), The Punch (213.1±3.4),The Comet (184.6±3.7) and the New Nigerian (164.6±3.1). Government policy category also had a higher (23.2±2.1) mean than Human interest (17.5±1.9), Special recommendation and General news (16.7±3.9), Pricing and marketing (15.3±2.8), Commentaries (8.51±2.1) and Editorials (2.1±3.2). A significant relationship existed in readership of agricultural news and age χ2=57.9; number of children χ2=28.7, as well as religion χ2=0.357 but not with educational status. A relationship was also identified between the farmers’ readership of agricultural news and categories of agricultural news covered (χ2=.128.7).

Reportage and placement of agricultural news were generally poor with differences in number of agricultural news covered across the newspapers; most farmers read all categories of agricultural news published.

Keywords: Newspaper readership, Content analysis, Agricultural news and News coverage.

TABLE OF CONTENTS

Content                                                                                                                                 Pages

Title page                                                                                                                                i

Abstract                                                                                                                                         ii

Acknowledgements                                                                                                                      iv

Dedication                                                                                                                                     v

Certification                                                                                                                                 vi

Table of contents                                                                                                                         vii

List of tables                                                                                                                                xi

List of figures                                                                                                                             xiii

                                CHAPTER ONE: INTRODUCTION                                                                                 1

1.1       Background to the study                                                                                             1

1.2       Statement of the research problem                                                                             3

1.3       Objectives of the study                                                                                               6

1.4.      Hypotheses of the study                                                                                              7

1.5       Justification of the study                                                                                             7

1.6       Scope and limitations of the study                                                                             8 CHAPTER TWO: LITERATURE REVIEW                                                                   9

2.1    Communication as a concept                                                                                       9

2.2       Information knowledge                                                                                               12

2.2.1    The status of the literature utilization                                                 17

2.2.2    Knowledge use as a learning process                                                 19

2.2.3    Four dimension of knowledge utilization                                          23

2.3     Agricultural Knowledge System (AKS)                                                                       23

2.3.1Knowledge generation (research sub-system)                                       24

2.3.2    Adaptive research                                                                                           25

3Research Extension Farmer Inputs Linkage System (REFILS) 26

2.3.4    Knowledge dissemination      27

5 Agricultural information                                                                         28

Coverage of agricultural news in newspapers                                     30

Readership of newspapers                                                                         33

Global newspaper trends                         33

Readership (2012, World Press Trends)                                                  34

Famers’ readership of newspapers                                                  35

Factors affecting farmers’ readership of newspapers                                     36

Agricultural development                                                                         37

                                CHAPTER THREE: THEORETICAL FRAMEWORK                                                 43

3.1.      Theory of information source and dissemination                                                       43

3.2       Theory of media use and message relevance                                                             44

3.3.      Theory of diffusion of innovations                                                                             47

3.4       Conceptual framework for the study                                                                          48

                                CHAPTER FOUR: METHODOLOGY                                                                 51

4.1       Area of study                                                                                                              51

4.2       Sources of data collected                                                                                            53

4.3       Section 1: Content analysis                                                                                        53

4.3.1    Study period                                                                                                    53

4.3.2 Population of the study                                                                          53

4.3.3 Sampling procedure        54 4.3.4Unit of analysis        57

4.3.5Content categories of agricultural news in Nigerian newspaper                        57

6Coding                                                                                                            59

4.3.7    Inter-coder reliability                                                                                     59

Section 2: Cross sectional survey                                                                          61

Population of the study                                                                          61

Sampling procedure and sample size                                                             61

Instrument for data collection                                                                         63

Measurement of variables             63

Reliability and validity of the instrument                     65

Measurement of variables                                                                         65

Pre- testing of measuring instrument   68

Reliability and validity of the instrument                                                 68

Validity of the instrument                                                                         69

Administration of questionnaire                                                             69

4.5       METHOD OF DATA ANALYSIS                                                                                              71 CHAPTER FIVE: RESULTS AND DISCUSSIONS        72

5.1 Findings and discussion for content analysis                                                                   72

5.1.1  Agricultural news in the Nigerian daily newspapers.                                     72

5.1.2    Distribution of agricultural news in newspapers with and without

agriculturalcolumns in Nigeria.                                                                      73

5.1.3    Yearly agricultural news coverage in Nigerian newspapers                          76

5.1.4 Prominence ofagricultural news in Nigerian newspapers                               78

5.1.5  Distribution of news by categories in Nigerian newspapers                           80

5.1.6.  Categories of agricultural news in newspapers with and without columns   82

5.2 Section 2: Description of cross sectional survey                                                            84

5.2.1 Sex of the respondents             84

5.2.2 Age of the respondents           84

5.2.3 Marital status of the respondents                                          85

5.2.4 Educational level of the respondents                           85

5.2.5 Off farm working experience of the respondents     86

5.2.6 Farmers’ enterprise combination                     86

5.2.7 Farmers years of experience                            87

5.3       Farmers’newspaper-related characteristics                                                                89

5.3.1       Sources of newspapers read                                                 89

5.3.2       Farmers’ readership of newspapers                                     91

5.3.3    Newspapers read by the farmers                                                                     93

5.3.4    Categories of news farmers read                                                                    95

5.3.5    Household members’ readership of agricultural news                                   97

5.3.6    Specific house members’ agricultural readership                                          99

5.3.7    Household members’source of newspapers                                                   101

5.3.8        Household members’ discussion of agricultural News Usefulness,

Correctness and timeliness of newspaper read to household members         103

5.3.9    Factors influencing farmers’ readership of newspapers.                                105

5.4        Hypotheses testing                                                                                                     107

5.4.1Hypothesis 1                                                                                                       107

5.4.2 Hypothesis2                                                                                                       109

5.4.3Hypothesis 3                                                                                                       113

5.4.4Hypothesis 4                                                                                                       115

5.4.5Hypothesis 5                                                                                                       117

CHAPTER SIX:  SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

6.1       Summary                                                                                                                    119

6.2       Conclusions                                                                                                                121

6.3       Recommendations                                                                                                      123

6.4       Areas of Further Research                                                                                          124

REFERENCES                                                                                                           125

APPENDIX                                                                                        139

Interview Schedule                                                                                                   139

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