Mass Communication As A Catalyst To Rural Development

In this study titled mass communication as a catalyst to rural development the effort is geared towards examining the effect of mass communication on rural dwellers. This study was motioned by the felt needs and find out the extern the media messages affect the lives of the rural dwellers in the content of development. The study further looked at the relationship between variables such as educational level marital status occupational distribution media selection age and sex difference among the people of Orumba south local government Area of Anambra state. The survey method of social science research as employed in this study. Both the questionnaire and oral interview were wed for data collection. A total of 150 respondents were randomly sampled. The research made use of table for graphical illustration and easy comparison of facts and figures. Apart from it general knowledge value in the are of development this study will be of great help to Nigeria development planners as its findings enable them know hoe to effecting use the reasons at them disposal to justify development in rural communication. The findings suggested their people are not affected by mass media message due to poverty and illiteracy. They also showed that the mass media are not alive to their responsibility in rural development. In essence there is gross imbalance in information follow from urban to rural centers. In the light of these finding conclusion were drawn and recommendation appropriately made.

1.0 Introduction

1.1 Background of Study

It is known that rural communities in Nigeria have always been the began hope through out the history of this country and that they have always stained the urban communities through the provision of raw- material for industrialization. In spite of this the contribution of the rural communities have not received the adequate attention they deserve

Through government are doing everything with their power to see that situation as reserved they should realize that they have not been should realize that they have not been making effective use of mass communication to foster community/ rural development with the proper use of the communication media in shaping and channeling the minds of the rural communities in the issues that affect them it will go a long way in bettering their condition

Emmy at all (1975) said that communication is "to bring development into focm" while Godwin Igbinebor is of the opinion that innovation is a function of change in behavior only comes through new ideas and vigils it is the role of the mass media to convey new idees and vigils "

This means that people conceded with the development of rural communities should realize the value of communication media and employ them in all the facets of their pregrames

Before now much attention had been paid to the urban communities. It was only ding the president Ibrahim Babangida"s regime that the directorate for food roads and rural infrastructure (DFFRI) was established which laid emphasis on the rural communities .

As the Ex-presidents (Babangida) daimed I will be the cardinal element of the role of the directorate not only to effectively promote frame work of grassroots social mobilization but also much a virile pregramme of development monitoring and performance evaluation"

With this presidential speech much emphasis had now been shifted to the rural communities. This is why Emma Ikwueze of the daily star said" this is how a development nation eught to be that is having both urban and rural communities developed"

1.2 Statement of Research Problem

in this information age when comminutes has been regarded as a veritable tool for rural economic social and political development the role which the media have been playing has not been all that encouraging in the content of development in Nigeria. Even in most rural communities where modern media are completely unavailable information is should among the people who can either read, mite nor hav3 exposure to modern mass media, they maintain in stable system of living.

It is not an over-statement to say that government plans and strategies for the development f the rural communities had consistently failed. This is became they have fueled to employ the mass media in the course of the development pregrammes though the floating of many community newspaper magazines radio and television stations have helped in some ways but to what extent then have gone in improving the lot of our rural communities in the content of development is shifting to areas some section of the mass media have not yet released the need for this shift. It is a glaring fact new that government can not do everything for her citizens more especially the rural people. So it in imperative now for the communication media to be used as the authentic information channel to nurture this new direction.

Therefore for this research the problem under invitation is to find out to what extent modern media have helped the rural communities in the contact of development to what degree is the attitude and behavioral change (s) of rural dwellers when exposed to the mass media. This project will also look at the extent variable such as educational qualification occupation and income difference among the people of orumba south local government of Anambra state.

1.3 The Objective or Purpose of the Study

it is acknowledged more than ever that adequate information dissemination is the basis of an informed and rational citizen.

The objective or purpose of this study includes

To find out how mass media communication could help in improving the lines of the rural dwellers in the context of development influencing and changing their lives attitudes and condition.

This research will also study how the rural dwellers to receive and utilize the information available to them.

Finally this project is aimed at finding solutions and recommending same so that it will help to impact of mass communication in the context of rural development especially the orumba south local government area

1.5 Research Questions.

As it has been pointed out some where in this text questions of development usually involve issues policies activities and budget that can only be acceptable or successful through effective government programmes and effective use of mass media as fourth estate of the realm. Unfortunately these forgeries are done in a dricriminathing manner by our government by concentrating development in the urban centers while neglecting the rural centers consequently this led to unnecessary frictions between the government and mass media and their rural frikes which could not have arisen if the people were properly informed and persuaded through effective organized and sustained government progarmmes reasons this study shall specifically address the following questions.

Do the people of orumba south have positive or negative attitude towards mass media of communication?

What channel selection to the people chose for effective communication? "Rural responsibility theory" is my personal suggestion.

Do they are their local innguage predominately or otherwise

Does mass communication have any influence on rural development?

1.6 significance of the Study

The progress and strength of any country depends first and foremost on the progress of its people. To some degree it also depends on its communication capability and the use of mass media to bring about the desire development in the rural communities. It is disable therefore that Nigeria government should shift development to rural communities in the light of the present political social and economic spheres of our country. The difference between rural and urban centers have increasingly widened; government has been facing an enormous task in getting the rural communities developed the mass media is now taking up a new challenge to see to the needs and aspirations f the rural dwellers in the context of development

In thin regards there is the need to re- appraise the role of the mass media or regards rural development there is also the need to suggests ways of using the media more effectively instead of concentrating on the topics that will not interest the rural people.

The lack of relevant strategies and logistic policies to bring about the distend development in our communities particularly warrant for the study. Furthermore this research may help media instructors and practitioners warrant for the study. Furthermore this research man help media instructors and practitioners through respondents response to the questionnaire items on new mass media can effectively be used to bring about development in the rural communities

This research will also help to point our the fact that communication should be participatory change agents in both horizontal and vertical manners.

This thesis will equally be of great value to Nigeria development planners us it finding would enable them know how to effectively use the resource at their disposal to justify development in the rural communities. Finally just as me have social responsibility and development journalism theirs of mass communication which are largely restricted to the urban centers this research will postulate that "Rural I responsibility theory " should also be included in the theirs of mass communication at least to bring about development in the remote parts of the third world countries.

Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the mass communication as a catalyst to rural development(a case study of orumba south local government area of anambra state. The chapter consists of summary of the study, conclusions, and recommendations.

5.2 Summary of the Study

In this study, our focus was on the mass communication as a catalyst to rural development(a case study of orumba south local government area of anambra state. The study is was specifically focused on finding out how mass media communication could help in improving the lines of the rural dwellers in the context of development influencing and changing their lives attitudes and condition.this research will also study how the rural dwellers to receive and utilize the information available to them and Finally this project is aimed at finding solutions and recommending same so that it will help to impact of mass communication in the context of rural development especially the orumba south local government area.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are staff of orumba south local government area of anambra state.

5.3 Conclusions

With respect to the analysis and the findings of this study, the following conclusions emerged;

From the foregoing analysis it is obvious that rural or community development in Nigeria has not received its fair share in the scheme of things. The institutions and agencies charged with the responsibility for rural development and the policies and strategies adopted to meet these objectives have not lived up to expectation of the rural dwellers in particular and the nation in general. It has been shown that in spite of the numerous natural resources that Nigeria is endowed with, majority of the citizens, particularly in the rural areas live below "absolute poverty line". Therefore there exists mass poverty as a result of the lopsided and urban-based development process which the governments in Nigeria have pursued till date. For instance the various World Bank, IMF and other multinational corporations-sponsored large-scale agricultural projects were not intended to better the lot of the rural dwellers. These projects and schemes are based on obsolete trickle-down theory by which the main beneficiaries are supposed to diffuse information and motivate the small peasant farmers, who would then follow their example. It would be difficult for Nigeria to attack its poverty unless it stops discriminating against peasant farmers and rural population. The above situations revolve on the neo-colonial and dependent nature of Nigerian economy and society. This appears to be the crux of Nigeria"s development and other problems, including that of political instability currently ravaging the country. The point should be made that as long as we operate this economic system, development in the real sense of the term, will remain a mirage. Mass poverty and deprivation currently facing the rural people will worsen and our independence will remain a sham. Indeed the contemporary Nigerian state can be described as a comprador state - a state in which its institutions and officials operate as agents of capitalism and imperialism under this social system, Nigerian development programmes, particularly the so-called new strategies for "rural development" are only smokescreens intended to cover the real thing, which is the continued domination and exploitation by western or foreign investors.

Arising from all the above, this paper offers a number of recommendations as a way of solving the lingering problems of rural underdevelopment in Nigeria.

These include the following:

Since over 70% of Nigerian population live in the rural areas and produce the greatest wealth of the nation, the rural areas should be accorded more recognition in terms of budgetary provisions and provision of social and economic amenities.

The production needs of rival dwellers centre around poor infrastructural facilities, inadequate extension services, and lack of financial credit. Therefore feeder roads are urgently needed to effectively link and integrate peasants scattered all over the country with the urban centres to enable them to evacuate their products from the farms. They also need adequate water supply for drinking and irrigation, especially in the arid parts of the country.

Government should provide the inability environment to foster rural and community development in Nigeria. Facilities such as education, health services, electricity supply, improving literacy, health and general quality of life are acutely inadequate in the rural areas.

There is also need to adequately train the farmers in the use of new techniques of farming and for them to be provided with farming equipments like tractors, fertilizers and pest control chemicals at subsidized prices that those peasants can afford. In this regard, the current practice of absentee farmers living in the urban areas trading in fertilizers meant for real farmers should be stopped. Government should endeavour to deal directly with the real farmers in the rural areas if rural development is to be achieved.

The so-called "agricultural credit guarantee scheme" under which commercial banks are encouraged to give peasant farmers loans guaranteed by the federal government through the Central Bank need to be reviewed. This is because the processes involved, including feasibility studies- required to secure those loans are beyond the capability of peasant farmers. The fact of the matter is that agricultural credit facilities in Nigeria have been designed for the big capitalist farmers. This policy should be reviewed to favour the peasant farmers who live in the rural areas.

The rampant and endemic corruption, greed and mismanagement associated with institutions for rural development should be ripped in the bud. This requires the intensification of the crusade against these vices by the government and her agencies like EFCC, ICPC, among others. This requires the change of attitude by the political leaders to deal with the situation squarely. Therefore, the Nigerian state should make deliberate efforts to create a virile and credible institutions and structures that would enhance rural development.

Further more, it is advocated that Nigeria should try to break away from the neo-colonial and dependent nature of the economic and social system. As long as we operate these social and economic systems of dependence, development in the real sense of the term will remain a mirage. In the long run what we would witness will be continued exploitation and domination by western or foreign investors.

Rural development in Nigeria should not be the concern of only Federal, State and local governments. It is important that individuals, communities, corporate organizations, nongovernmental organizations and international organizations and agencies must be deeply involved in the efforts at eradicating poverty, enhancing rural development and the overall national development of the country. In the final analysis, there is the need for change of attitudes on the part of the citizenry, particularly public office holders to embrace the virtues of hard work, commitment, integrity transparency and accountability in the conduct of government business. It is then, and only then that rural development in Nigeria will become reality.

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