ABSTRACT
The research examined the role of mass media in promoting modern agricultural process in Ife-East. In a country like Nigeria, Malaysia and India, where literacy level is low, the choice of communication media is of vital importance. In this regard the television and radio are significant, as they transfer modern agricultural technology to literate and illiterate farmers alike even in interior areas, within short time to enlighten farmers on the use of various technologies to boost agricultural development. Quantitative research design was used in which survey method was adopted while the data collection instrument was questionnaire. 120 admistered questionnaires to the selected respondents. Findings showed that the people of Ife-East local government are having access to at least two (2) television stations and at least 3-4 radio station. It is recommended that since success of agricultural development in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. Farmers should be encouraged to pay attention to agricultural programmes on radio and television.
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