Analysis of Communication Channels and Content in the Dissemination of CRIN Hybrid Cocoa Technologies in Southwest Nigeria

Abstract

Cocoa is a cornerstone of Nigeria's agricultural economy, yet productivity remains suboptimal despite the availability of high-yielding varieties like the Cocoa Research Institute of Nigeria (CRIN) hybrids. This lag is often attributed to ineffective communication and extension systems. This study investigates the extent and effectiveness of communication channels and content used to disseminate CRIN hybrid cocoa technologies to farmers in Southwest Nigeria. A multistage sampling technique was used to select 130 hybrid cocoa farmers from Ondo and Oyo States, the region's leading cocoa producers. Data were collected via a structured interview schedule and analyzed using descriptive and inferential statistics. Findings reveal a significant reliance on mass media, with radio being the most available(100%) and most utilized (Weighted Mean Score [WMS] =2.78) channel. Interpersonal channels are also frequently used, while the adoption of digital tools like mobile phones and the inter-net is moderate. A critical communication gap was identified in the disseminated content; while basic nursery and harvesting practices are frequently communicated, crucial information on post-harvest quality management and advanced agronomy were largely neglected. This imbalance hinders the full adoption of the technology package, limiting potential gains in yield and quality. The study concludes that while a multi-channel environment exists, its effectiveness is undermined by content gaps and the underutilization of participatory and institutional platforms. It recommends a strategic shift towards an integrated, multi-channel communication approach that emphasizes content completeness, strengthens farmer organizations, and builds the capacity of extension agents to facilitate co-learning and dialogue.