Cinematic Narratives in Promoting the Public's Perceptions of Agriculture in Nigeria

Agricultural innovation is vital to addressing food security challenges in Nigeria, yet the public’s perceptions often shape the acceptance and adoption of these innovations. The population of the study are media professionals from Ogun State Chapter of Nigerian Union of Journalists and farmers in Abeokuta South. The study made use of a purposive sampling technique and a sample of 120 farmers were selected using Yamane formula to determine the sample size while 10 media professionals were interviewed. Survey research design, research questionnaire and interview guide were the research instruments employed. Data analysis was done using descriptive statistics involving frequency tables and percentages while content analysis was used to analyze the interviews. The findings showed that some films portray agriculture as a traditional farming profession while some other films and new media promote innovation, climate resilience and food sovereignty (X = 3.63, SD = 1.59) and films can inspire young people to consider agriculture as a viable career path rather than migrating to urban centers (X = 3.88, SD = 1.32). The findings also showed film as a useful tool for the visual demonstration of farming methods, technologies and best practices (X = 3.66, SD = 1.58). The research highlights the potential for Nigerian filmmakers and media practitioners to collaborate with agricultural stakeholders in fostering more accurate, engaging and transformative portrayals of food systems. Governmental agencies, NGOs and agrobusinesses should partner with Nollywood producers and screenwriters to create engaging and fact-based narratives that promote agricultural innovation and food security.