BROADCAST MEDIA AND WOMEN PARTICIPATION IN RICE FARMING INSELECTED SOUTH-SOUTH STATES

Abstract

This study examined the role of broadcast media in promoting women participation in rice farming in South-South Nigeria, with specific focus on Akwa Ibom and Cross River States. The objectives were to assess the level of broadcast media involvement in promoting women participation in rice farming, examine the role of broadcast media in raising awareness about government rice farming initiatives, identify challenges faced by women farmers in accessing government support programmes, evaluate the benefits of broadcast media in shaping perceptions and attitudes toward women participation, and determine appropriate media strategies for improving women participation in rice farming. A survey research design was adopted, and data were collected from 275 registered rice farmers selected from the two states. The instrument for data collection was a structured questionnaire, complemented with oral interviews, while data analysis was carried out using descriptive statistics and inferential analysis. One-Way Analysis of Variance (ANOVA) was used to test the hypothesis at the 0.05 level of significance. Findings revealed that broadcast media involvement in promoting women participation in rice farming is moderate to high, with radio and television serving as major channels for information dissemination and awareness creation. However, policy explanation and programme accessibility were found to be limited. Women rice farmers face significant challenges, including lack of access to credit, inadequate media information, cultural and gender barriers, and poor extension services. The hypothesis result showed a statistically significant difference in women participation in rice farming based on exposure to broadcast media messages. The study concludes that broadcast media play a critical role in enhancing women participation in rice farming but require improved content depth and strategic focus. The study recommended strengthening agricultural broadcast programmes, use of local languages, improved policy communication, and enhanced access to credit to promote women participation and support food security in South-South Nigeria.