期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2014
卷号：3
期号：11
出版社：Sohar University, Oman and American University of Kuwait
摘要：The role of Mass Media in development has been a major issue of discourse among experts and scholars of development communication. This paper examines the role of radio in diffusing agricultural innovations among peasant fish farmers in Lagos metropolis. Using in - depth interview, the study found that peasant fish farmers are not aware of agricultural inno vations on radio. They however acknowledged that they receive d commercials on agricultural products and technologies through radio, but in most cases, the commercials are not useful because the technologies advertised are often unaffordable. The respondent s also believe that agricultural innovations are not available in radio programmes and the few programmes on agriculture are not useful because they do not address their problems. The findings oppose the basic tenets of the Study's theoretical framework: a genda setting theory, development media theory, diffusion of innovations theory and value – expectancy theory. One of the major implications of the findings is that the ongoing food crisis in Nigeria may continue, until there is a synergy of major stakehol ders, including the media institution, to address the problems.
关键词：Diffusion; agriculture; Community radio; peasant fish farmers; broadcasting
