Uses and Gratification of Folk Media for Agricultural Development

This study Uses and Gratification of Folk Media for Agricultural Development in Benue State was designed to evaluate the uses and gratification of folk media in agricultural development in Benue State. The research used survey method to collect data. Social Learning Theory and Value Change Theory were harnessed to support the research. Major findings revealed that, farmers in Benue State use folk media as means of acquiring agricultural information and their most favourite means is word of mouth. Also, the study found folk media agricultural messages are of significant benefit to farmers in Benue State and the most significant benefit is preservation of cultural heritage. It was also found that technological advancement, lack of expertise, limited reach and non-preservation of culture are the major obstacles in utilizing folk media for agricultural development purposes. The study concluded that folk media is still useful for agricultural development purposes in Benue State, and the challenges affecting its effectiveness if addressed would maximize the potential of folk media in supporting agricultural development in Benue State.