Using TV Reality Shows as a Platform to Influence Behavioural Intention Towards Agricultural Participation Among Nigerian Youths

Abstract

The study sought to test the efficacy of TV reality shows like Big Brother Naija in disseminating agricultural information to youths to influence their intention to engage in agriculture. A quasi-experimental research design was used to carry out this study, while a structured questionnaire was used to collect data. The result showed that youths exposed to TV reality show content with agricultural messages embedded in them reported more intention to engage in agriculture than those who were not. A follow-up evaluation after 12 months revealed that the improvement was consistent.

Keywords

Agriculture youths interest TV reality shows Big Brother Naija Nigeria

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