Scriptwriters’ perception of use of soap opera in agricultural information dissemination in South-western Nigeria

Abstract

The study assessed scriptwriters’ perception of use of soap opera for agricultural information dissemination in South-western Nigeria. A total of 30 scriptwriters were interviewed using questionnaire Data were analysed using frequencies, percentages, means, Pearson Product Moment Correlation (PPMC) and linear regression at p=0.05. Findings reveal that lack of adequate fund (243.4) and lack of sponsors (226.6) were perceived constraints by scriptwriters to developing scripts for promoting agriculture using soap opera. The majority (93.3%) had favourable perception of the use of soap opera for promoting agriculture. There was a significant relationship between perceived constraints (r =0.12; p≤0.05) and scriptwriters’ perception of use of soaps for promoting agriculture, while age (β = 3.18, t = 12.05, p = ≤0.05) and being an actor (β = 1.96, t = 7.61, p = ≤0.05) were the main determinants of scriptwriters’ perception of use of soap opera in dissemination of agricultural information. Scriptwriters’ favourable perception is a green light for production of agricultural based soap in Nigeria if sponsorship is guaranteed. It is recommended that an adequate source of fund or sponsorship should be sourced for use of soap opera for agricultural information dissemination.

Keywords: Scriptwriters, agricultural information, soap opera