EFFECT OF TRADITIONAL AND MODERN COMMUTATION MEDIA AMONG POULTRY EGG FARMERS IN DELTA STATE, NIGERIA

Abstract

The study investigates the nuanced impact of traditional and modern communication media among poultry egg farmers in Nigeria. Recognizing the pivotal role of the Nigerian poultry industry in ensuring food security and economic development, the research explores the multifaceted effects of communication channels on the practices and outcomes of poultry farmers. Employing a theoretical framework that integrates the Diffusion of Innovation Theory, Social Network Theory, Technology Acceptance Model, Knowledge, Attitude, and Practice (KAP) Framework, and Media Richness Theory, the study navigates the complexities of information dissemination within the sector. Empirical findings, drawn from an extensive literature review, highlight the historical significance of traditional communication channels, such as word-of-mouth knowledge sharing and community gatherings. Simultaneously, modern communication tools, including radio broadcasts and digital platforms, emerge as influential contributors to real-time information exchange among poultry farmers. The study not only answers key research questions but also critically evaluates the dynamic interplay between historical practices and contemporary advancements.