ISSN 2360-798X
Abstract
The study was on the assessment of traditional communication strategies used among Yam farmers in the Gboko Local Government Area of Benue State, Nigeria. The population of the study comprised all yam farmers in the study area. Primary data were obtained through the administration of structured questionnaires to 100 respondents selected using a stratified and multistage sampling technique. Data collected were analysed using descriptive and inferential statistics such as percentages, means, and binary logistic regression. The results showed that the majority (53%) of the respondents were male, while 47% were female. Most (48%) were within the active age range of 21–35 years, and 58% were married. Findings revealed that the major traditional communication strategies used by yam farmers included family heads (x̄ = 4.7), market square announcements (x̄ = 4.5), town criers (x̄ = 4.4), village meetings (x̄ = 4.3), and community elders (x̄ = 4.1). These channels were rated as the most effective means of disseminating agricultural information among farmers due to their accessibility, cultural relevance, and trustworthiness. The extent of the utilisation of traditional communication strategies was high, indicating that these methods remain vital in rural agricultural communication. However, challenges encountered included delay in information dissemination (97.0%), noise or distraction during communication (97.0%), misinterpretation of messages (88.0%), language barriers (84.0%), and exclusion of women and youths (74.0%). The binary logistic regression analysis revealed that variables such as sex (p = 0.018), education (p = 0.012), farm size (p = 0.024), and contact with extension agents (p = 0.031) significantly influenced the effectiveness of traditional communication strategies. It was concluded that traditional communication remains an essential and trusted medium for agricultural information dissemination among yam farmers in Gboko, though limited by timeliness, inclusiveness, and feedback challenges. The study recommended strengthening the capacities of traditional communicators, integrating indigenous methods with modern communication technologies, improving extension coverage, and ensuring inclusivity by addressing gender and youth participation gaps to enhance effective agricultural communication and productivity.
Keywords: Assessment, Traditional, Communication, Strategies, Yam Farmers