International Journal of Language & Linguistics

Role of Television in Communicating Agricultural Information: the Case of Citizen Television’s Shamba Shape up Programme in Kenya
Gilbert K. Langat, Bartoo Phylis, Khaemba Josphine

Abstract
Communicating agricultural information to farmers is critical in improving productivity. Agriculture is an important contributor to the Kenyan economy earning the government an estimated 45% of its revenue. Farmers face a number of challenges related to productivity. In order to ensure an increase in agricultural productivity, information must be communicated to farmers in a way that is effective and affordable. Although Shamba Shape Up a media programme presents a variety of agricultural topics, little is known about its effectiveness. The aim of the study was to examine the effectiveness of Shamba Shape Up Programme in disseminating agricultural information to farmers. The study was guided by the Social Cognitive theory. The theory argues that people learn through observation by modeling or copying the behaviors they see. The study collected information from the producer and presenters of SSU programme as well as farmers purposively sampled in Uasin Gishu County Kenya. The interview method was used to collect the data which was analyzed and presented using texts. The study makes on agricultural productivity which is beneficial to farmers and television producers in packaging content relevant to their audiences.

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