Using TV Reality Shows as a Platform to Influence Behavioural Intention Towards Agricultural Participation Among Nigerian Youths-Reference-Cited by-同舟云学术

Using TV Reality Shows as a Platform to Influence Behavioural Intention Towards Agricultural Participation Among Nigerian Youths

Published:2023-08-04 Issue: Volume: Page:
ISSN:0021-9096
Container-title:Journal of Asian and African Studies
language:en
Short-container-title:Journal of Asian and African Studies

Author:

Ogwu Chris Attah,Ogwo Comfort Ajuma¹,Obichili Mercy Ifeyinwa²^ORCID,Chinweobo-Onuoha Blessing N.,Charles Chukwudi Eze³,Gever Esther Rita⁴^ORCID,Gever Verlumun Celestine³^ORCID

Affiliation:

1. Department of Mass Communication, Kogi State University, Nigeria

2. Department of Mass Communication, Alex Ekwueme Federal University, Nigeria

3. Department of Mass Communication, University of Nigeria, Nigeria

4. Department of Crop Science, University of Nigeria, Nigeria

Abstract

The study sought to test the efficacy of TV reality shows like Big Brother Naija in disseminating agricultural information to youths to influence their intention to engage in agriculture. A quasi-experimental research design was used to carry out this study, while a structured questionnaire was used to collect data. The result showed that youths exposed to TV reality show content with agricultural messages embedded in them reported more intention to engage in agriculture than those who were not. A follow-up evaluation after 12 months revealed that the improvement was consistent.

Publisher

SAGE Publications

Subject

Development,Geography, Planning and Development

Link

http://journals.sagepub.com/doi/pdf/10.1177/00219096231188942

Reference51 articles.

1. Ahaibwe G, Mbowa S, Mayanja ML (2013) Youth engagement in agriculture in Uganda: challenges and prospects. Unpublished working paper, Economic Policy Research Centre (EPRC), Kampala, Uganda, 17 June.

2. Ajani EN, Mgbenka RN, Onah O (2015) Empowerment of youths in rural areas through agricultural development programmes: Implications for poverty reduction in Nigeria. International Journal of Research 2(2): 34–41.

3. From Intentions to Actions: A Theory of Planned Behavior

4. The theory of planned behavior