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ABSTRACT
This research work examines Mass Media as a Vehicle for effective Rural Development(A Case Study of KOLGA). The objectives of the study were to find out the extent to which this media are employed to achieve rural development. And also to examine the effectiveness of these media in the rural development.A lot of literatures by different authors were reviewed by the researcher. The population of the study was made up of about 72,939 residents and indigenes of Koloma/Opokuma Local Government Area, Bayelsa State while a sample size of 381 respondents was derived from the target population. Both primary and secondary sources of data were used in gathering information for this research work. The data were discussed as well; using tables and simple percentages. The major findings reveal that; the media is employed to a great extent to achieve rural development. Thus, it is recommended that; the people’s culture as well as the traditional media being the only channel used in KOLGA, which is regarded as the people’s culture and tradition should be transferred from one generation to another as a legacy.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The mass media plays an indispensable role to the growth and development of our society, yet its importance cannot be over emphasize. Communication being the spread and dissemination of information, ideas, signs and symbols between two people or among a group of people is an important vehicle that has made life worth living, problems solved as well as social interaction easy within our society.
Due to the advancement of information and communication technology (ICT), the role of mass media has been multiplied to a higher order. Man has conquered time and space due to this modern technology. The Mass media remain at the helm of affairs in every nook and corner of the world. Media touches the remotest village and unfolds the irony behind the scene.
The Mass media communicate and inform members of the public of what they need to know and keep the public abreast of any occurrence, development and happening in the society.
Therefore, the mass media are the various channels used to spread and disseminate, information, ideas, signs, symbols and meaning to a larger public. These various channels are unique with distinctive characteristics and employ different ways to inform, enlighten and orientated the public. To this, end, the various mass media channels are, the television, radio, newspaper, the magazine and the internet.
These various medium contribute immensely to both rural and national development. Apart from informing the public, these media also are responsible to educate the public on new development, ideas as well as giving proper orientation on new government policies to members of the public for clarity and understanding to arouse the public’s interest and support government policies in rural communities and this can lead to rural development.
The mass media still in the education process organize talk shows, debate programme, and discussion, to throw more light or emphasis mostly on complicated issues in the society so as to widen the horizon of members of the society for better understanding and enhance rural development as good governance in the society.
Furthermore, the mass media also entertain the public to ease their stress, give relaxation and arouse emotion. The film and music industry entertains the public with programmes and movies gives excitement. The mass media apart from information, education and entertainment, also carried out their essential and important responsibilities of socialization, opinion formation and mobilization.
The rural communities are occupied with people of the grass root level with low level of education, infrastructural facilities with vast knowledge on traditional communication. The situation is worse in rural areas where about 70% to 80% of the people reside in rural areas; this is widespread poverty, illiteracy, unemployment and outright marginalization.
1.2 STATEMENT OF PROBLEM
Over the years, the issues of development borders on improving, advancing or modernizing the living conditions of people especially in the rural areas. Different efforts have been made by development partners/agencies towards ensuring the transformation of rural communities especially in developing nations like Nigeria. The issue of community development or rural development is presently topical in all spheres of human endeavour. However, it is necessary that the issue should be articulated and communicated in order to enlighten the people concerned about developmental activities and others.
Thus, this research is concern about the ability of the media to discharge dual function as channel of communication as well as seek to unravel if the media is truly a vehicle for effective rural development in KOLGA.
1.3 PURPOSE OF THE STUDY
The main purpose of this study is to examine how the Mass Media serves as a Vehicle for Effective Rural Development. However, the specific objectives include:
i To identify the type of media use in KOLGA.
ii To find out the extent to which this media are employed to achieve rural development.
iii To examine the effectiveness of these media in the rural development
iv To find out other modes of communication in rural development.
1.4 RESEARCH QUESTION
- What are the types of media used in KOLGA?
- To what extent are these media employed to achieve rural development?
iii. How effective are these media in rural development?
- What other modes of communication are used in rural development?
1.5 Ho: There is no significant relationship between mass media and rural development.
Ha: There is a significant relationship between mass media and rural development.
1.6 SIGNIFICANCE OF THE STUDY
This study will help in exposing the various medium (media) used for rural development.
However, this study will also give the mass media organization in rural communities the understanding and how to go about in their activities to actualize rural and community development.
Also, this study will be of immense help to researchers who may wish to carry out further research in this area related to this study.
1.7 SCOPE OF THE STUDY/DELIMITATION
This study seeks to explore more knowledge on how Mass media serves as a vehicle for effective rural development.
To this end, the study is limited to the community media, community radio, newspaper, traditional media etc and how they contribute to the development of KOLGA.
In writing this project, my basic constraints have been that of time, finance and other logistic problems.
- Cost/Financial Constraint: Non availability of enough funds to finance the project became a thorn in my flesh, as the needed cash was not there. Most of the financial requirements needed for this work at the normal time also became a problem.
- Time: The study was also hampered by time. The time frame within which the study was carried out was too short.
- Material Constraint: Difficulty in location of materials related to this study.
Despite all the limitations above, the researcher was able to put available resources together to ensure that this project was successfully carried out, and to reality.
1.9 DEFINITION OF TERMS
The following are the definition of some operation terms used in this research work.
- EFFECTIVE: The extent to which communication goals are achieve through the media.
- MEDIA: These are various channels used for information dissemination and it encompasses. The radio, television, newspaper and magazine.
iii. RURAL COMMUNITIES: These are local undeveloped grass root areas.
- RURAL DEVELOPMENT: Rural development means the provision of human social basic amenities like infrastructural facilities, good roads, power supply, pipe born water among others.
- VEHICLE: The word vehicle used in this study means an avenue or means through which a specific goals is achieved.
- EDUCATION: This mass media still in the education process organize talks shows, debates programmes discussion, to throw more light mostly on complicated issues in the society so as to widen the horizon of members of the society for better understanding and enhance rural development as good governance in the society.
vii. SOCIALIZATION: The mass media, apart from information, education and entertainment, also carried out their essential and important responsibilities of socialization, opinion formation and mobilization through their agent.
However, the realization of the fact that majority of the people are in rural community will ensure the need to properly integrate the people in the rural areas into the scheme of development plans and execution for success becomes unavoidable.
viii. RADIO: The radio as one of the medium contributes immensely to both rural and national development. Apart from informing the public, the radio as a medium is responsible to educate the public on new development, ideas as well as giving proper orientation on new government policies to members of the public for clarity and understanding to arouse the public interest and support government policies in rural development.
- PUBLIC OPINION: Politically, the rural community and area like the grass root level (L.G.A) is for away in this kind of government nearest and close to them as well as to allow the people to contribute in decision as its affects them with mutual understanding.
- INFORMATION: The role of information gathering and dissemination is the primary function of the mass media. Its provide and feeds the public with information about issues, occurrences and happening in our society which also enhance the development of the rural community.