By Lanre Shodimu
A university Don with Taraba State University, Jalingo, Dr. Stephen Victor Gana, has advocated for the integration of media platforms into agric practice to enhance farmers’ productivity in Taraba.
Dr. Gana, a lecturer in the Department of Mass Communication, made this known on Wednesday that his advocacy was born out of a three-year research work he undertook during a PhD programme at the Glorious Vision University, Ogwa, Edo State
He stated that the integration of Digital and Traditional Media into agro development practice would improve the speed, reach and effectiveness of agricultural information dissemination among farmers.
“The integration of media platforms into Agricultural practice will enhance farmers productivity. It will significantly improve the speed, reach and effectiveness of agricultural information dissemination among farmers in Taraba State.
“The idea for this advocacy is born out of my three-year P.hD research work, motivated by a growing concerns over persistent communication gaps between government agricultural agencies and farmers, particularly at the grassroots. It was a study on why many well-intended agricultural programmes and policies in Taraba often fail to achieve long-term impact,” he disclosed.
The varsity Don informed that findings of his research work revealed “weak, poorly coordinated communication strategies”, which he said have been a barrier for effective information, and have left farmers disengaged and excluded from decision-making processes.
The Don calls for a sustainable, farmer-centred, strategic communication framework that would combine traditional channels such as radio, extension services and community meetings with modern digital tools for easy farming applications.
“A sustainable farmer-centred, strategic communication framework that would combine traditional channels such as radio, extension services and community meetings with modern digital tools would breach the communication gaps between government agricultural agencies and farmers, particularly at the grassroots, for easy farming applications.
“The inclusion of Artificial Intelligence (AI) platforms, online partnership networks and interactive digital feedback systems will improve the sector.
“This blended approach would not only increase awareness but also promote timely information exchange, farmer participation, innovation adoption and productivity across the agricultural value chain,” he continued
The university lecturer recommended regular communication audits of government agricultural programmes, capacity building for extension officers and farmers to change the narrative.
He also calls for the use of local languages to enhance message clarity and acceptance.
“The regular communication audits of government agricultural programmes, capacity building for extension officers and farmers in digital literacy, the establishment of interactive feedback mechanisms and the use of local languages to enhance message clarity and acceptance will improve the sector.
“A strategic partnership between government, educational institutions, media organisations and technology providers to strengthen agricultural communication infrastructure across the state would transform the agric sector and place Taraba on the global map of agro development.
