The role of mass media in transmission of agricultural innovation information in Uganda: a case study of banana farmers in Bushenyi district

Abstract

The study set out to examine the role of mass media in transmission of agricultural innovation information in Uganda. The study was contextualized on banana farmers in Bushenyi District. The study was informed by the Diffusion of Innovation (DOI) theory. An exploratory cross sectional design was adopted. This study involved 40 respondents comprising 36 banana farmers, 2 journalists, 1 NAADS and 1 Sub County Agricultural officers. Data were collected using focus group discussion and in- interviews and were analyzed qualitatively using thematic and discursive analysis. Results revealed that radio, Television, printed media, SMS, video clips and public speaking were most used. The information was packaged mainly in Runyankore. Despite mass media delivering influential agricultural innovation information to banana farmers, several challenges were faced. These included: language barrier, illiteracy, competition for airtime, high cost of acquiring print materials and limited proficiency of banana farmers in using technologies to access agricultural innovation information. The study concluded that mass media were used to convey agricultural innovation information to banana farmers which has increased adoption of innovations over time in Nyabubaare Sub County. The study among others, recommended need for functional adult literacy programmes to unlock the potential of banana farmers to benefit from broad innovation information carried by mass media. Keywords: Mass media, Runyankore, Agricultural innovation information, banana farmers, Transmission, Adoption, Diffusion of Innovation