Farmers’ propensity to use reality television shows for information on climate-smart agriculture strategies in southwestern Nigeria

Abstract

Abstract Reality Television Show (RTS), an emerging variant of entertainment education, is renowned for its popularity among audiences all over the world, making it a great medium for conveying targeted educational messages to specific audiences. However, it is yet to be exploited for disseminating agriculture-related concepts such as Climate-Smart Agriculture (CSA). Therefore, this study examined farmers’ propensity to use RTS for information on CSA strategies in southwestern Nigeria. A multi-stage sampling procedure was used to select 121 farmers for this study. Using an interview schedule, data were collected on farmers’ socio-economic characteristics, sources of information on climate change and CSA, awareness of RTS, perceived constraints, and the propensity of its use for information on climate-smart agriculture strategies. Data were analysed using descriptive (frequencies, percentages, means) and inferential (PPMC) statistics at p = 0.05. Farmers were mostly male (55.4%), smallholders (1.6 ± 1.3 ha), and aged 44.9 ± 12.7 years. While most of the farmers (66.0%) used television as a source of information, none of them (0.0%) were aware of any Nigerian RTS used to promote agriculture. The most severe perceived constraints to the use of RTS were poor network reception eception (x ̄= 161.2), unstable power supply (x ̄= 160.3), lack of sponsorship (x ̄= 156.2), sustainability of the show (x ̄= 154.6) and language barrier (x ̄= 147.1). The majority of the farmers (69.4%) had a high propensity to use RTS for information on CSA. Farmers’ perceived constraints (r = −0.196) significantly correlated with their propensity to use RTS for information on CSA. Agricultural development communicators should focus on using this Entertainment-Education (EE) format in promoting climate-smart agriculture.