ABSTRACT The study sought to assess the role of media on agricultural development in Uganda, a case study of Omulimi Asinga, Bukedde TV. The study was guided by three specific objectives, that included To identify the major source of agricultural information to farmers through mass media, Omulimi Asinga, Bukedde, to analyze the effectiveness of mass media in the dissemination of agricultural technologies among the respondents on Omulimi Asinga, Bukedde TV and determining the challenges met from the utilization of mass media as sources of agricultural technologies in Uganda. This research employed descriptive design. It meant that the researcher described what practices exist in current situation according to level of study. This deals with the relationship between variables, testing of objectives and development of generalizations and used the theories that have universal validity. Findings showed that the majority of respondents (90%) claimed that mass media was effective in the dissemination of agricultural information while only 9.3 %affirmedthatmassmediawasnot effective. The findings agreed with that of Ani et. al. (1997) which stated that mass media methods in agricultural information dissemination generally, are useful in reaching a wide audience at a very fast rate. The calculated chi square value of 48 (X2statistics) was greater than the tabulated value of 16.27(X2critical) at 0.01 percent level of probability. Thus, the null hypothesis (Ho) which says the use of mass media is not effective in the dissemination of agricultural technology among the respondents is hereby rejected and the alternative hypothesis (HA)accepted. This showed that mass media is effective in the dissemination of agricultural technologies to farmers in the study area. The researcher concluded that concluding that radio, television, telephone, print media and internet are available mass media in the study area, but radio and television were more available and accessible, hence serves as the major sources of agricultural innovation to the respondents. Thus, the researcher recommended that Agricultural extension services particularly the Uganda Agricultural Development program and Ministry of Agriculture should strengthen the use of radio and television in information dissemination to farmers in the study area, there is a need for more competent presenters who are knowledgeable in agriculture to handle agricultural programs
TABLE OF CONTENTS
DECLARATION
APPROVAL
ACKNOWLEDGEMENT iv
ABSTRACT viii
CHAPTER ONE 1
GENERAL INTRODUCTION I
1.0 Introduction 1
1.1 Background of the study 1
1.2 Statement ofthe study 3
1.3 General objective 4
1.4 Specific objectives 4
1.5 Research questions 5
1.6 Scope ofthe study 5
1.6.1 Content scope 5
1.6.3 Geographical scope 6
1.6.4 Time scope 6
1.7 Significance ofthe study 6
1.8 Conceptual frameworks 7
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CHAPTER TWO .8
LITERATURE REVIEW 8
2.0 Introduction 8
2.1 AgriculturalinforrnationtofarmersthrOughmaSSmedia 8
2.2. EffectivenessofrnassmediainagriculturaltechflOlOgieS 10
2.3 Challenges 12
CHAPTER THREE 16
RESEARCH METHODOLOGY 16
3.0 Introduction 16
3.1. Research Design 16
3.2 Data collection 16
3.3. Population of the study 16
3.4. Sample size determination 16
3.5. Data Collection Instruments 17
3.5.1 Questionnaires 17
3.5.2 Interview Guide 18
3.6. Measurement of Research Variables 18
3.7. Quality control 18
a. Validity 18
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b. Re1iabi1ity~ . 19
3.8. Ethical considerations 19
CHAPTER FOUR 20
DATA PRESENTATION, DISCUSSION AND INTERPRETATION 20
4.0 Introduction 20
4.1 Socio~econorniccharacteristicsof the respondents 20
4.2Availablernassmediaandtheiracçessibil itytothe respondentsin the studyarea 22
4.3 Sourcesofagricultural informationthroughmassmedia 22
4.4Effectivenessofrnassmed iato the respondents 24
4.5Challenges met from the utilizationof massmedia as sources of agricultural technologies in
Uganda 25
CHAPTER FIVE 27
CONCLUSION AND RECOMMENDATIONS 27
5.1 Conclusion 27
5.1 Recommendations 28
References 29
APPENDIX I: QUESTIONNAIRES 36
APPENDIX II: TIME FRAME WORK 40
