Our aim in this paper was to propose the means of achieving sustainable agricultural development in Nigeria through strategic media advocacy and youths’ participation in order to promote Nigeria’s economic indices for enduring national growth. To achieve the purpose of this study, three hypotheses were formulated to guide the study. Ex-post facto research design was adopted involving quantitative and qualitative methods for the study. A sample of one hundred and eighty youths across the eighteen local government areas of Cross River State were used for the quantitative study while three focus group discussion comprising different sizes in each of the three Senatorial Districts of Cross River State and in-depth interview with three key informants were held. The selection of the youths for the quantitative study was done through the Multistage sampling technique in the study area. While the purposive non-probability sampling technique was used to select members of the focus group discussion and in-dept interview. The instruments used for data collection were questionnaire, focus group discussion and in-depth interview with key informants. The instruments were validated by experts in social research in communication. The reliability estimate of the instruments was established using Cronbach Alpha with a coefficient of .79. The data was analysed using Pearson Moment Correlation Coefficient as well as descriptive and inferential statistics. Critical analytical technique was employed as an approach to the discussion. The theories of the Diffusion of innovations and Social Marketing served as theoretical framework. Findings revealed that there is a significant relationship between strategic media advocacy and youth participation in agriculture and subsequent sustainable economic development in Nigeria. The study also revealed that media advocacy has significant influence towards youth participation in agriculture in Nigeria. The study equally revealed that there are no significant challenges to effective youths’ participation in Agriculture where strategic media advocacy is employed.
Keywords: Strategic Media Advocacy, Sustainable Economy, Sustainable agriculture
