MEDIA-AGRICULTURE SYNERGY FOR RURAL DEVELOPMENT: ASSESSING RADIO CAMPAIGNS AND GRAPHIC ART IN OGUN WEST, NIGERIA.

Abstract

Agriculture remains a vital sector for economic sustainability and food security in Nigeria, especially in rural communities. However, poor access to timely agricultural information continues to hinder productivity and innovation at the grassroots. This study investigates the synergy between media and agriculture, particularly the impact of radio campaigns augmented by graphic art, in enhancing rural agricultural awareness in Ogun West, Nigeria. The objective was to examine how integrated communication strategies—radio and visual design—have influenced the knowledge, attitudes, and practices of rural farmers. The study is significant for its interdisciplinary focus, bridging agricultural extension, mass communication, and visual communication design to foster sustainable rural development. The scope of the study covers selected rural areas in the five local government areas of Ogun West Senatorial District. A mixed-method approach was adopted, involving surveys with 150 rural farmers, focus group discussions, and key informant interviews with radio producers and extension officers. Graphic content samples used in campaigns were also analyzed. Findings revealed that while radio remains a widely accessible medium among rural dwellers, the inclusion of culturally relevant graphic art enhanced message retention, simplified complex agricultural ideas, and fostered community dialogue. Respondents reported improved farming practices and increased participation in local agricultural programs. The study concludes that media-agriculture synergy is essential for effective agricultural communication. It recommends institutional collaborations between Ministries of Agriculture and Information, training in agricultural graphic design, and the expansion of agro-centric radio programs with visual support. This model offers a replicable framework for rural development strategies across Nigeria and beyond