Effect of elements of communication on effectiveness of poultry technology

messages in Delta State, Nigeria

Keywords: Elements of communication, technology message, poultry, effectiveness, Prevention motivation theory, Delta State, Nigeria.

ABSTRACT: This study was carried out to ascertain the effect of elements of communications on effectiveness of poultry technology messages in Delta State, Nigeria. A sample size of 180 poultry farmers and 46 extension agents were randomly selected and used for the study. The findings showed that the poultry technology messages communicated to farmers included climate change adaptation measures, poultry waste management, bird flu prevention, prevention of predators and exotic breeds of broiler and layer birds. All the elements of communication such as source (sender), message, channel, and receiver had positive correlation with effectiveness of poultry technology messages. There is a need to sustain the use of a combination of channels, various elements in the communication process should be seriously considered in message designs, its execution and extension agents. Poultry farmers should be encouraged to improve on their role performance.

071-077 | JRA | 2012 | Vol 2 | No 1

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Journal of Research in

Agriculture An International Scientific

Research Journal

Authors:

Ofuoku AU1, Emah GN2

and Isife BI2.

Institution:

1.Department of Agricultural

Economics and Extension,

Delta State University,

Asaba Campus, Asaba, Delta

State, Nigeria.

2.Department of Agricultural

Economics and Extension,

Rivers State University of

Science and Technology,

Port Harcourt, Rivers State,

Nigeria.

Corresponding author:

Ofuoku AU.

Email:

ofuoku@yahoo.com

Web Address: http://www.jagri.info

documents/AG0010.pdf.

Dates: Received: 13 Dec 2011 Accepted: 20 Jan 2012 Published: 23 May 2012

Article Citation: Ofuoku AU, Emah GN and Isife BI. Effect of elements of communication on effectiveness of poultry technology messages in Delta State, Nigeria. Journal of Research in Agriculture (2012) 1: 071-077

Original Research

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INTRODUCTION Communication is fundamental to any teaching –

learning situation, hence learning process and

dissemation of information or messages cannot be

explained without reference to communication

(Okunade, 2005). It is a cardinal instrument for

promoting knowledge flow, for information

dissemination and of effective extension services

(Adedoyin, 1997). Communication can therefore, be

defined as the transfer of information or message from a

source to a receiver. Adigin (2003) explains that it

involves exchange of information, from one person to

another through a uniform and common system of signs,

symbols, and behaviour. Effective communication

therefore, takes place only when the receiver of a coded

message is able to decode it and act accordingly.

Oladosu (2003) defined communication in

extension as a process of interaction to transmit ideas,

information technology and feedback from one person to

another, which results in a changed situation.

Communication is a process that involves the exchange

of ideas between two or more persons in an attempt to

arrive at convergence in meaning.

According to James (1990), communication is a

process involving the passing of message form one

person to the other through the use of symbols which all

parties in the communication process understand.

Communication process involves the elements of

communication such as the sender, medium, channel,

and the receiver. The message being transferred move

from one element to the other until it gets to the receiver

and back to the sender.

An effective message is a concise statement

whose purpose is to prompt an audience to act in a way

that supports organizational goals. It is simple to

understand and avoids relying on confusing issue

specific jargon. Hunt (2006) suggests that message is

effective if it is brief, straight forward statement aswed

on an analysis of what will persuade a particular

audience.

Poultry technology message stems from

development communication. Poultry technology

message are therefore those in which poultry farmers and

other stakeholders in agriculture interact through planned

use of strategies and processes of communication with

the goal of achieving agricultural development. To reach

and have a significant impact on farming audience

requires an appropriate and culturally relevant poultry

technology message that is based on thorough knowledge

and understanding of the target farming audience.

Ofuoku (2010) opines that a lot of fund is being

spent on basic and applied agricultural researches, yet

agricultural sector has not been able to meet nation’s

requirement for food, and poultry products in particular.

This may have been occasioned by factors of messages

to farmers. The question to be asked then is to ascertain

the effectiveness of poultry technologies developed by

research institutes that are being made available to

farmers. Owing to some problems and uncertainties

relating to how agriculture and animal production could

be improved among poultry farmers, in order to meet up

with the nation’s food requirement, the Nigerian

governments have been prompted to set up agricultural

development programmes. This has the objectives of

improving the production level of crop, livestock and

poultry farmers quantitatively and raising their income

and standard of living thereby ensuring self-sufficiency.

In trying to achieve this objective among poultry

farmers, Delta State Agricultural Development

Programme’s (DTADP’s) extension agents communicate

agricultural technology messages to the poultry farmers

using various communication strategies or media. Inspite

of these efforts, poultry products are not readily available

to everyone. This prompts a study of this nature. The

results of this study will be of benefit to the public

(DTADP) and private extension agencies and non-

governmental organizations that are involved in

extension services as it will form a guide for them while

072 Journal of Research in Agriculture (2012) 1: 071-077

Ofuoku et al., 2012

developing poultry and other agricultural technology

messages to be communicated to farmers in the future.

Objectives of the Study

The major objectives of this study was to

examine the effect of elements of communication on

effectiveness of poultry technology messages in Delta

State, Nigeria. Specifically, the objectives of the study

were;

1. To identify the poultry production

technology messages communicated to farmers;

2. To determine the influence of elements of

communication on effectiveness of poultry production

technology messages.

METHODOLOGY

This study was carried out in Delta State,

Nigeria. It is located in the Niger Delta Region of

Nigeria and lies approximately between longitude 5000

and 6045’ east and latitude 5000 and 6045’ east and

latitude 5000 and 6030’ north of the equator. The state

consists of 25 Local Government Areas and has a total

land area of 17,698 square kilometers with a population

of 2,570,181 people (NPC, 1993).

The state is naturally divided into South, Central

and North Agro-ecological Zones based on the

vegetative cover. The Delta State Agricultural

Development Programme (DTADP), the major

agricultural extension agency in line with

aforementioned demarcated into north, central and south

agricultural zones.

Apart from tree crops like oil palm, rubber and

fruit trees, arable crops are widely cultivated by the

people. A lot of poultry farms abound in the state and

neighbouring states depend on Delta State for supply of

poultry products.

The population of the study included all poultry

farmers that were registered with DTADP and all the

village extension agents of (DTADP). Random sampling

method was employed to select respondents form among

the poultry farmers registered with the three DTADP

zonal headquarters on the basis of 10% from each zone.

This gave a total of 180 poultry farmers. The extension

agents covering their various blocks were purposively

isolated and forty six (46) extension agents were

resulted from then. Consequently, this gave a total of two

hundred and twenty-six (226) respondents that were used

for the study.

Primary data used for the study were collected

from the respondents using questionnaire and structured

interview schedule. Test-retest method was used to test

the reliability of the instrument. The results of the

correlation between the first and the second responses

showed a high level of correlation for structured

interview schedule (r = 0.9310 and the questionnaire (r =

0.951).

Data for the study were analyzed with the use of

descriptive statistics such as frequency and percentages.

The influence of the elements of communication on

message effectiveness (objective ii) was analyzed using

multiple regression model. The multiple regression

model was implicitly specified as follows:

Y = f (X1 + X2 + X3 + X4 …………X11)

Y = f (X1 = X1a + X1b + … X1n + X2 = X2a

+ X2b + … X2n + X3 = X3a + X3b + X4 = X4a + X4b

………….. X4n)

Where Y=Level of effectiveness of poultry farming

borne in the messages.

X1=Source (total mean score of farmers’

perception of EA’S relationship with farmers,

communication behaviour and skill and role

performance)

X2=Message; (Total mean score of farmers’

perception on relative advantage, compatibility,

complexity, triability observability of the technology

borne in message.

X3=Channel; (Total mean score of farmers’

perception of channels of communication was used.

Journal of Research in Agriculture (2012) 1: 071-077 073

Ofuoku et al., 2012

X4 =Receiver (total mean score of farmers’ human

relation, communication behavior).

RESULTS AND DISCUSSION

Poultry production technology messages

communicated as reported by farmers

Table 1 indicates that 92.2% of the farmers

received messages on poultry waste recycling; 100% on

health management (bird flu prevention and control);

97.2%, climate change adaptation method; 100% on

constants supply of water and 78.3% on prevention of

predators using garlic. On exotic breeds, 25% of the

farmers received messages on Abro, 6.7% on Abroracre,

while 28.3% on Hubbard strains.

Tree planting messages were transmitted to the

farmers so as to reduce the excessive heat from the sun

by providing shades for poultry pens hence the birds.

Heat prompts heat stress on the birds. According to

Izunobi (2003) a substantial increase in environmental

temperature will reduce growth rate, reduce egg

production and size and eggs will have poor quality

shell.

The trees also reduce the effect of wind on

poultry pens and installation of fans is also meant to

reduce heat in the pens. Excessive wind known as wind

hedge poses inescapable problem to many poultry farms

in the southern coastline to the northern Sahara fringe

(Izunobi, 2002).

Constant supply of water to the chicken reduces

heat stress. The water, especially when cool reduces the

body temperature to the normal level required by

chickens. Waste management messages are meant to

profer solution for the problem of waste (droppings)

disposal. The waste when recycled in the form of manure

is beneficial for growing crops and reduces effect of

effluents from the droppings on the climate.

Bird flu prevention and control messages were

sent to the farmers to prevent the outbreak of it in their

farms, especially when the disease is zoonotic. On the

prevention of predator such as snakes, messages on the

use of sliced garlic were sent to the farmers for the

‘prevention of snakes from entering the pen. This method

is environmental friendly, especially in the era of

environmental awareness vis a viz climate change.

Messages on the exotic breeds of chickens were

sent to the farmers because of their superior qualities of

fast growth and productivity in terms of meat and eggs.

The one mentioned are superior to the pure breeds as

they are hybrids of the pure exotic breeds.

Effects of elements of communication on effectiveness

of poultry technology messages

The linear function (Table 2) was adopted and

presented. The choice of the lenear equation was based

074 Journal of Research in Agriculture (2012) 1: 071-077

Ofuoku et al., 2012

Messages Frequency Percentage

(%)

Climate change

adaptation methods

Tree planting 175 97.2

Installation of fans 166 92.2

Constant supply of fresh

water

180 100.0

Waste management

Recycling 166 92.2

Health Management

Bird flu prevention 180 100.0

Prevention of predators

Use of sliced garlic 141 78.3

Exotic breeds of

chicken

Broilers

Abro 45 25.0

Arboracre 12 6.7

Hubbard 51 28.3

Layers

Harco 43 23.9

Isa brown 34 18.9

Shower Star Cross 24 13.3

Black Olympia 33 18.3

Table 1: Poultry production technology messages

communicated by farmers

on the magnitude of the coefficient of determination (R2)

the number of significant variables and the conformity of

the sign borne by the variables to a prior expectation.

The table reveals an R2 value of 0.708. This implies that

an increase in efficiency of these variables, ceteries

paribus would lead to increase in effectiveness of the

poultry production technology messages.

The source (sender) (X1) factor was found to be

positively correlated with effectiveness of the poultry

technology messages and significant at 5% level of

significance. This means that more the senders of

poultry technology messages exhibit characteristics of a

good verbal and non-verbal communication skills, good

knowledge of the poultry technologies (subject matter);

ability to understand the poultry farmers in terms of their

educational level, cultural norms and beliefs; possession

of favourable attitude towards the poultry technology

messages, and the poultry technology messages, and the

farmers (receivers) and awareness of time limits not to

over burden his/her audience with too much information

within a short time. This agrees with Agbamu (2006) and

Olowu (1989) who stated that more the sender of

messages shows the signs of a good communicator, the

more effective his/her message will be.

The message (X2) also positively correlated with

its effectiveness. This is attributed to the clarity of the

poultry production technology messages as to purpose,

content and treatment. Purpose, content and treatment are

the three major components of a message (Agbamu,

2006). According to Agbamu (2006), the purpose of

message indicates the objectives of communicating a

message stating change in knowledge, skill or attitude of

the receiver, and this purpose must be borne in mind.

The content of a message which includes statements,

arguments and appeals should be relevant to the receiver

so that he feels it is something he can accept. The

treatment of message involves how the sender orders or

arranges the content, variation of sentence, length and

pattern in order to prevent muddling. Treatment has to do

with the way message is handled to get the information

across the audience. It implies that the senders logically

organized the messages leading from the simple to the

complex and the messages conformed to acceptable

social standard. It also means that the poultry technology

messages fit the level of understanding of the poultry

farmers and aroused a set of needs and suggested ways to

satisfy the needs in ways appropriate to norms and values

of poultry farmers. The content of the message also

should be triable, have relatively advantage over

previous ones and should be observable.

Channels (X3) positively correlated with

effectiveness of the messages. This is as a result of the

fact that the senders (extension agents) used a

combination of channels that appealed to different senses

of the poultry farmers. This is congruent with Agbamu

(2006) who argues that experience has shown that a

combination of channels that are appealing to different

sences, appear to be more effective in disseminating

messages to farmers. The types of communication

channels the extension agents used were also determined

by the poultry farmer’s capability, nature of the subject

matter, availability and cost of such channels.

Receivers (X4) factor similarly correlated with

effectiveness of the poultry technology messages. This

means that the more a receiver exhibits some

Journal of Research in Agriculture (2012) 1: 071-077 075

Ofuoku et al., 2012

Variables Co-efficient Std Error T-Value

Constant 0.997 0.320 3.115*

Source (X1) 6.542E-02 0.014 4.661*

Message (X2) 0.427 0.070 6.101*

Channel (X3) 9.047E-02 0.000025 3.648*

Receiver

(X4) 0.156 0.017 9.176*

R2 = 0.708

F = 98.287

Table 2: Parameter estimate of the effects of elements

of communication on message effectiveness

communication skills, the more effective the technology

messages will be. This is because the poultry farmers

(receivers) attended to the transmitted poultry technology

messages, interpreted them accurately and accepted

them. Elements of attention, comprehension and

acceptance are essential for successful message delivery

(Wilcox, 1977). This supports Olowu (1989) who

discovered a relationship between receiver’s factor and

effectiveness of communication.

CONCLUSION AND RECOMMENDATIONS

The poultry technology messages communicated

to the farmers included climate change adaptation

measures, waste recycling, bird flu prevention,

prevention of predators, and exotic breeds of chickens.

The extension agents were very good in human

relations and communications skill, but poor in role

performance. All the messages were compatible with the

farmer’s culture, had relative advantage over previous

ones used, simple to use, triable and observable, the

contents of the messages were relevant to the farmers

hence appealed to them. The messages were logically

organized and not lengthy. They were packaged

according to the level of understanding of the poultry

farmers.

The channels used were effective and a

combination of them were utilized. The farmers had

good human relation, and communication skill, but poor

in role performance.

Conclusively, all the elements of communication

contributed to effectiveness of poultry technology

messages.

Considering the findings, it is recommended that:

1. The use of a combination of channels in message

passage should be sustained.

2. The various elements of communications involved in

the process of communication should be seriously put

into consideration when messages are being packaged for

poultry farmers.

3. Extension agents and poultry farmers should be

encouraged to improve on their role performances.

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