Promoting Food Security as a Weapon against Social Violence in Nigeria: The Role of Marketing Communications

Keyword : Food Security .Social Violence .Commercial Farming .Small-Scale Farming .Marketing Communications.

Author(s) : Benedict Ejikeme Odigbo & Judith Chiaka Onyiaji

Abstract :

Any food insecurity problem in Nigeria portends danger not only for the nation’s social peace and order, but for the entire African continent. In the face of rising youths’ unemployment, restiveness, militant groups, insurgency and terrorism, many believe that food security could serve as a veritable panacea against further explosions of these social crises, because a hungry man is an angry man. The specific objectives of the study included to: determine the effect of marketing communications towards promoting commercial farming for food security in Nigeria; ascertain the impact of integrated marketing communications towards promoting peasant/small and medium-scale farming for achieving food security in Nigeria, and examine the effect of marketing communications as tools for promoting farming as a career amongst Nigerians. Survey design was employed in gathering data which were statistically analyzed with Likert 5-points scale and measure of central tendency. Results obtained indicate that: Marketing communications was significant towards promoting commercial farming for achieving food security in Nigeria; integrated marketing communications was significant towards promoting peasant, small and medium-scale farming for achieving food security in Nigeria; while marketing communications could serve as a potent tool for promoting the farming culture as a career amongst Nigerians. The study recommended that marketing communications tools should be employed on a nationwide campaign aimed at promoting commercial farming, peasant/small and medium-scale farming and the general farming culture as a career amongst Nigerians.

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