Abstract

This discourse discusses communication as a potent sociological tool for rural and agricultural development. It demystifies the concepts of communication, rural and agricultural development. It high-lights principles of communication, types of communication, communication barriers and the role of communication in a holistic and sustainable rural and agricultural development in Benue State, Nigeria. The epilogue concludes by noting that as long as there is continued imbalance in the diffusion of agricultural information and wrongful targeting of information, the possibility of harnessing the full potentials of our rural populace towards attaining sustainable and holistic national, rural and agricultural development will remain problematic and in a limbo and another political snafu. It is recommended that segmentation of the target audience based on needs, interested agro-ecological areas should be adopted by senders of agricultural messages; and decentralization of radio, and television broadcasting in local languages should be encouraged and underscored.

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