ANCHOR BORROWERS PROGRAMME: ASSESSMENT OF MASS MEDIA ACCESS LEVEL AMONG FARMERS IN SOUTH SOUTH-SOUTH, NIGERIA

Abstract

The study examined how farmers in the selected south-south states of Nigeria( Akwa Ibom, Cross River, and Rivers States) accessed mass media to obtain information on the Anchor Borrowers’ Programme (ABP). The objectives of the study were to assess farmers’ sources, level of access, ease of access, and challenges in utilizing mass media for information about the Anchor Borrowers Programme in South-South Nigeria. Using the Development Media Theory and the Diffusion of Innovation Theory, the research  employed the survey method Data were gathered from 349 respondents through structured questionnaires. The analysis, conducted using descriptive statistics and ANOVA, revealed that radio is the most accessible medium, followed by television and social media. However, challenges such as poor network reception, lack of relevant content, and language barriers hinder optimal media utilization. The findings highlight the need for localized and culturally relevant communication strategies, improved infrastructure, and farmer education. Recommendations include expanding radio programming in local languages, addressing infrastructural deficits, enhancing digital media adoption, and fostering community engagement to build trust in media campaigns. The study also advocated for sustained monitoring and evaluation of media strategies to ensure their effectiveness.