ABSTRACT
This study investigates the pivotal role of mass media in disseminating agricultural information to plantain farmers in Egor Local Government Area, Edo State, Nigeria. Recognizing the significance of agricultural information in enhancing productivity and livelihoods, this research aims to assess the accessibility, preference, and utilization of various mass media channels among plantain farmers, while also identifying constraints hindering their effective utilization. A two staged sampling technique was used in the selection of respondents. The final stage involved the use of simple random technique in the selection of 120 respondents from Egor local government of Edo state. Both primary and secondary data were used in the study. Primary data was collected using a structured questionnaire administered through field survey and interview schedule. Data collected was measured and analyzed statistically using descriptive statistics such frequency count, percentages, mean, standard deviation. The hypothesis was analyzed using chi-square. Findings reveal a diverse demographic profile of plantain farmers, with notable participation from both genders and younger individuals. 38% of the respondents indicated that television is a highly Preferred mass media tool. 40% of the respondents indicated that they use television Very frequently. 22% of the respondents indicated that Language barrier was a Serious Constraint in using mass media tools. Level of Education 338.723a was highly significant with mass media usage. However, challenges such as high costs, poor signal, and power failures impede farmers' access to agricultural information through mass media. The study concludes that mass media, particularly radio and television, play a vital role in disseminating agricultural knowledge to plantain farmers, facilitating sustainable practices, enhancing productivity, and empowering farmers with market insights and policy information. Recommendations include promoting community radio stations in local languages, enhancing farmers' education, providing financial support, addressing infrastructure challenges, and diversifying channels for agricultural information dissemination.
