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Evaluation of extension agents’ communication strategies in promoting new rice for Africa (NERICA) technology among rice farmers in Ofada, Ogun state
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This study focused on evaluating the effectiveness of extension agents’ communication strategies in promoting the New Rice for Africa Technology among rice farmers in Ofada, Ogun State, Nigeria. The study sought to ascertain and examine the exact communication strategies employed by extension agents in their attempt to pass across vital information regarding NERICA to farmers who are expected to adopt new techniques as they engage in rice farming in order to enhance their productivity. The study adopted the survey research design, which is considered appropriate for this kind of study since it enabled the researcher reach and examine the twocategories of people that were investigated: agricultural extension workers and rice farmers. A combination of the use of a structured questionnaire designed to obtain information from extension workers, and focused group discussion panels carried out among rice farmers were used to elicit appropriate responses from extension agents in Owode Local Government Area and rice farmers in Ofada, both of whom constitute the population of the study. The study was framed around the Diffusion of Innovations, Technology Acceptance Model and Development Communication Theories.The total enumeration and purposive sampling techniques were used to arrive at the sample size utilized for both the extension agents and the farmers. A total of 95 questionnaires were administered on the extension workers, out of which 92 were returned and analyzed using descriptive statistical tools. For the focused group discussion carried out among rice farmers in Ofada, a purposively selected 10– 12 member comprised each group. Five different groups were interacted with during their weekly cooperative meetings holding at various venues. Result obtained from the interaction was analyzed using the content analysis method.