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CHALLENGES FACING NIGERIAN MASS MEDIA IN RURAL DEVELOPMENT
TABLE OF CONTENTS
ABSTRACT
In this study on “Challenges facing Nigeria Mass Media in rural Development “ my efforts is geared toward examining the effect and problems of mass communication on rural development projects in the execution of Poverty Alleviation Program in Awgu Local Government of Enugu State.
The study also looked into the relationship between variables like educational level marital status occupational distribution, media selection age, sex, among the people of Awgu.
The method (survey) of social science research was employed in this study, both the questionnaire and oral interview were used for data collection. A total of 240 respondents were randomly sampled.
The research made use of tables for graphical illustrations and easy comparison of facts and figures. A part from its knowledge value in the areas of development , this study will be great help to Nigeria development planners as its findings, w0ould enable them know how to affectively formulate development projects that help the citizenry and reduces at their disposed to justify development in the rural development..
The findings suggested that development did not really take place in study despite the poverty Alleviation Programme. This was as a result of illiteracy economy, government and polices transportation ownership management and political angle. They also should that mass media are not alive to their responsibilities in rural development.
In the light of these findings conclusive were drawn and recommendations were made.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
The importance of communication in our daily lives cannot be overemphasize. This makes a through investigation and understanding of the complex process of communication and all its ramifications. Communication is so central to human existence and it human activities that it will be foolhardy for any group or nation to put it in the background in its economic, political, social and other activates. It is the most vital factor in building or developing an organized, United and Progressive nation, without it there will be no rural citify and no effective solution to rural problems and rural development. Hence in any reasonable theory and practice of rural building, communication should occupy a key position. All this can be said because of the obvious fact that all human activities take place in a cross fire of information flow and communication.
The importance of information as supportive input for specific development programmes is just beginning to receive with recognition, but in countries like Nigeria, this recognition is till very low or non-existent., as Fulius Nyerere once remarked “ While others try to reach the moon, we are still trying to reach the village. However, the pace at which the villages are reached may be further delayed unless more attention is paid of the role of communication and information transfer in the development process.
Although the media industry in Nigeria took off in a rural setting today it is urban affair with over 98% of the country’s mass media located in the urban areas. Ironically, over 70% of the country’s teaming population are rural dwellers. The consequences is that the majority the farmers herdsmen, fishermen, labourers and art citizens who mainly dwell in the rural areas and denied the benefits accruing from the media. They are marginalized from such gains derivable from the media like information, education enlightenment socialization, persuading agenda setting correlation preservation of cultural identify status conferment integration and unification.
The urban dwellers have many advantages over the rural dwellers like nearness and access to newspaper magazines , books journals posters billboards, libraries, radio and television, as well as telephone telex fax machine, postal services, satellite and cable transmission. They are endowed with such other facilities and amenities like electricity good network of roads pipe borne water, educational and health institution, financial establishment, bug and modern markets, sea and airports.
Most industrial enterprises are also urban – located with the attendants, employments opportunities they afford urban dwellers. The proximity and the job opportunities place the beneficiaries in better economic positions, enabling them patronize the media , pay for daily copies of the newspaper, pick weekly editions of magazines and buy set of radio and television. This unlike he realities who in addition to these depreciations get the greatest chunk of diseases malnutrition poverty hungers, ignorance and superstition most prevalent in he third world countries.
Hence, the need to reverse the trend and doing so is perhaps too, in the economic interest of the media and its operations. By concentrating its location, operations and activities at the urban areas, the media create disparity and depreciation first, it make possible the existence of gulf not just gaps between the urban and rural inhabitance in the area of development amenities and infrastructure resources.
In addition , it deny itself the enormous market in the rural area where greater percentages of the people live in. this means lesser readership, viewingship and listernership, culminating in lesser patronage and lesser profitability.
These necessitated the quest for a change a reversal which will enable the balancing of the emphasis the media place on urban and rural areas. An ambitions and lefty goal trainable only through determination to succeed, rural communication policy through community journalism portends a lot for the media, the audience and the government. Among them enhancement of literacy level of rural communities creation of awareness and consciousness for development in ht e spheres of the economy, social culture and political even the infrastructure position of the rural people and course using it to popularize government policies programmes services activities and actions and thereby gingering up the support, corruption and active participation of the led.
1.2 STATEMENT OF THE RESEARCH PROBLEM
The rural media whether print or electronic are expected to serve the interest of the people majority of the people. Its social responsibility demands they serve the need of the audience among them, boasting the fortunes of the people uplifting their standard of living, improving and widening their world view, arousing in them more sense of civility, responsibility and active participation in government programmes , enhancing heir literacy level and popularizing government policies and activities oriented and packaged to take care of the problems fears anxieties, concerns , activities, desires and aspirations of the realities.
The rural media lack a viable environment to practice. This implies that the media organ finds it difficult to make sufficient profit to keep it afloat. They find it difficult to pay their workers procure all needed machinery required for optimal functioning.
Associated with this problems the media rely on government for grand, a subvention and findings which puts it in a formidable solid position to play influential roles in the society, like asserting the right of the citizens challenges and criticizing bad government politics and programmes and showing the audience the right directions during controversial moments.
Many Nigerians still cannot read and write Inspite of the educational boom Nigeria has experienced in the 1970s and 1980s. Such people are functionally illiterate and constitute a major obstacle to effective flow of information or media communicated messages. They cannot be reached through newspapers and magazines, even when these are published in local Nigerian language radio and television and able to scale the language barriers and do not demand much literacy from the audience. They can be used to communicate with these illiterate Nigerian. The problems therefore remains the availability or ownership score of theses electronic media is still low among rural Nigeria.
In some areas, electricity is not usually available in the rural areas. The snag, however, is that even the electronic media are urban based, the information they bring are ore –sided communications from the urban to the rural areas with hardly any feedback. The employment and poverty trends in Nigeria indicate that without a concerted effort to tackle it the situation could get worse.
1.3 OBJECTIVES OF THE STUDY
The broad objectives of the study us to fund out the challenges facing Nigerian mass media in rural development in relation to Poverty Alleviation Program in Awgu Local Government of Enugu State.
The objectives of this study include:-
To use the media to inform and educate the rural people towards improving their standard of
To use the media to bridge the gap between urban and rural dwellers,
To use the media to provide and disseminate information about the
To use the mass media to encourage participation of the people themselves in all efforts to improve the standard of living through self help and mutual help projects using their own
To enhance the literacy level of rural
To help in formulating polities which eill be in he best interest of the people . the government and its functionaries needs to have a constant feedback from the people as to their changing situations and their opinions and reactions to governm4ent activities affecting their
1.4 SIGNIFICANCE OF THE STUDY
The study is of great importance to all he citizens of this nation, more importing the rural dwellers who are marginalized from such gains derivable from the media like information, education enlightenment, socialization, entertainment, unemployment etc and hence the need to reverse the trends.
The study is also significant because the findings will encourage individuals organizations to be more involved in participating in government policies as to stem the problem of urban migration unemployment, social evils lower standard of living and rural neglects.
This study is of great importance to media practitioners print and broadcaster media , hence help them to know how the numerous problems militating against their success can be surmounted .
Finally, it will serve as a useful and appropriate sources of data to other researchers.
1.5 RESEARCH QUESTIONS
Has poverty alleviation programmes to touch the lives of rural dwellers in positive way?
Have Nigeria mass media been contributing towards achieving he aims and objective of poverty alleviation?.
Do Nigerian realities appreciate the essence of the programme?
Are there obstacles that hinder the mass media from playing their roles in promoting the programme?
Has the programme been helping in uplifting the standing of living of the ruralities.
1.6 RESEARCH HYPOTHESIS AND NUL HYPOTHESES.
H1 Poverty alleviation programme really a programme that touched the lives of rural dwellers in positive way .
Ho Poverty alleviation programme is not really a programme that touched the lives of rural dwellers in positive way .
H2 Nigeria mass media has not being contributing towards achieving the aims and objectives of poverty alleviation programmes
Ho Nigeria mass media has not being contributing towards achieving the aims and objectives of poverty alleviation programmes.
H3 Nigerian ruralities appreciates the essences of the programme.
Ho Nigerian ruralities do not appreciates the essences of the programme.
H4 There are obstacle that hinder the mass media from playing their role in promoting the program.
Ho There are obstacle that hinder the mass media from playing are no in promoting the program.
H5 The programme has been helping in uplifting the standard of living of the ruralities
Ho The programme has not xbeen helping in uplifting the standard of living of the ruralities
1.7 CONCEPT IONAL AND OPERATIONAL DEFINITION OF TERMS CONCEPT IONAL DEFINITION.
OPERATION DEFINITION
CHALLENGE: What he media ought to do in order to improve he standard of living of the ruralities.
MASS MEDIA : This is an effective instrument used fir educating , mobilizing sensitizing the society on their privileges and obligation and provision of entertainment. The media enable the attainment of desired objectives eg, radio, television and newspaper.
RURAL AREA: Rural area here is Awgu local government area.
DEVELOPMENT: Development is a continuous process of generating and more efficiently allocating resources for achieving greater socially satisfying ends.
POVERTY: The people of Awgu are deprived of the good things that make like worth living.
ALLEVIATION: Their standard of living has to be improved
PROGRAMME: Poverty alleviation programme is a programme instituted by president Olusegun Obasanjo to tackle the problems of poverty and unemployment .
1.8 ASSUMPTIONS
Anything of course that will lessen, relieve moderate, or mitigate poverty in the population is welcomed development. Every institutions however, must regard poverty alleviation programme as a continuous process of generatify and more efficiently allocating resources for achieving greater specially satisfying ends especially in rural areas.
Therefore, the research study assume that:
Mass media have not been properly and efficiently used to bring awareness of the
Peoples attitude towards government may not be encouraging enough for the actualization of the
lack of funds on the part of the government could jeopardize media effort towards the
community media in the peoples language could bring about
community media could bring about development if the dwellers are allowed to get invoved in the exe3cutive of the
Table of content
CHAPTER ONE
INTRODUCTION
- Background of the Study
- Statement of the Research Problem
- Objectives of the Study
- Significance of the Study
- Research Questions
- Research Hypothesis
- Conceptual and Operational Definition
- Assumptions
- Limitations of the Study
CHAPTER TWO
LITERATURE REVIEW
- Sources of Literature
- The Review
- Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- Research Method
- Research Design
- Research Sample
- Measuring Instrument
- Data Collection
- Data Analysis
- Expected Result
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
- Data Analysis
- Results
- Discussion
CHAPTER FIVE
SUMMARY AND RECOMMENDATIONS
- Summary
- Recommendations for Further Study
Bibliography
Appendix
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