EVALUATING THE VISIBILITY OF MEDIA SENSITIZATION TOWARDS THE UTILIZATION OF MEDIA WEATHER REPORTS AMONG FARMERS IN ANAMBRA STATE

Abstract

The benefits inherent in the utilization of climate change report in Agriculture cannot over emphasized. It helps the farmers to make informed decisions about their plantings and helps improve agricultural proceeds. This study examined the level of exposure of farmers in Anambra state to media weather reports, their dispositions towards the weather reports and their usage of weather reports in farming decision making. This study was designed as a survey. A sample of 400 farmers was drawn from 120000 farmers registered with the Ministry of Agriculture, Anambra State. Six local government areas were selected to represent the three senatorial zones in the state, and four communities to represent the selected local government areas. Findings from the survey indicate that the farmers have knowledge of weather reports but, they do not utilize these because they do not understand the message content and are unable to interpret it towards utilizing them in making decision for their planting system. The study concluded that difficulty in understanding of the weather reports and religious belief were the factors that inhibit the use of weather reports in farming decision making among farmers in Anambra State.  The study recommended, increased and sustained aggressive sensitization should be done by the media. The study recommended that the bodies responsible for preparing the weather forecast like the Nigerian Meteorological Agency should be providing regular and updated weather reports to the media, and make such reports to be less technical in order to bridge the challenge of difficulty in understanding.