The Role of Alternative Media in Promoting Sustainable Agricultural Practices in Nigeria

Abstract

The rapid advancement of digital technology has reshaped the media landscape and increased the relevance of alternative media for development-oriented communication, including agriculture-focused information services in Nigeria. This study explored the role of 
alternative media in promoting sustainable agricultural practices, with particular attention to how these channels support awareness, learning and practice adoption among farmers and other agricultural stakeholders. The study adopted an exploratory qualitative research design and drew evidence from Focus Group Discussions and Key Informant Interviews conducted in Kogi State, with data analysed using thematic analysis. The findings indicated that alternative media channels such as community radio, mobile applications and social media platforms (notably WhatsApp and Facebook) supported delivery of localised and timely agricultural 
information, strengthened interaction and enabled rapid responses to emerging farming problems. However, the study also found that limited internet access, low digital literacy, technology constraints and concerns about content credibility limited reach and created vulnerabilities to inaccurate information shared via digital platforms. Overall, the study affirmed that alternative media can complement extension communication by broadening access and supporting participatory information exchange, while highlighting the need to address structural and credibility barriers for sustainable impact.