1.1 Introduction
Community development strategies whether they are technocratic, reformist or radical, envisages rural industrialization from the point of economic growth, regional balance and social equity. It is the constructive technical co-efficient, based on their own resource endowments that augment the additional support and determination for a strategy of rural industrialization. Industrialization in rural communities appears to be beneficial in promoting Community development, when the individuals are able to recognize its significance in an appropriate manner.
The policies, programs and strategies that are formulated with emphasis put upon the development of rural communities need to ensure that they should not impose any disadvantages, especially regarding the deprived, poverty stricken and economically weaker sections of the society. Community development of any kind in any places can only be meaning activated through a well–planned and executed complex interaction of many economic and non–economic variable.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
Since people intend to choose the easiest way for learning and the simplicity can be found in television educational programs (Buren, 2000). Television has proved that is a strong communication means and can affect the society a great deal. Television has been used for educational purposes after the World War II. in the beginning, Americans knew educational television similar to lesson television. The major role of press is usually to highlight and examine problem and issued that need to be understood and tackled to achieve Community development or improve the quality of life for the rural dwellers. The Enugu state media should also help maintain the much needed regular two way communications between the poor or marginalized rural dwellers and thru urban cities especially the government or those who hold political power.
A medium is the channel through which message travel from the source to the receiver. Mass media include not only the mechanical devices that transmit and sometimes store the message e.g. Television, Camera, Radio, Microphone, Printing press etc. but also institutions that use these machines or devices to transmit the messages. In other words, when we talk about mass media, we are referring to the people, the policies, the organizations and technological devices that go into producing mass communication.
According to Oxford Advanced Learners Dictionary, International student's edition, mass media is defined as information and news such as newspapers, magazines, radio and television that reach an influence large number of people. It is a well-known fact that most raw materials provided for the urban areas are produced by the rural communities. Despite this, the contributions of the rural communities have not received adequate attention which they deserve.
Despite their vaunted objectivity and self-acclaimed commitment to fairness, it can be argued that the Nigerian mass media has over the years, solely neglected the rural areas. The perspective of the Nigeria mass media was, and continues to be (despite some progress), strictly urban. The media reports and writes from the standpoint of an urban dweller’s world. The ills of the rural areas, difficulties of life there, their burning sense of grievance, are seldom seriously conveyed.
Media is undoubtedly very fast vast and powerful mode on communication. Nor does it only appeal a vast audience it has got a tremendous impact on the political run of a country and culture of a Society, Films, T.V Shows, Journalism (newspapers and news channels) all come under short yet large “Media”. Mass Media perform the role of dynamic waterdogs and erects its fingers towards and backlog in a system. It diagnoses the system and opens the pit full and tries to rectify it. As we know our country in a democratic way of living and India has completed sixty five years of its independence it is still in its youth stage. Our country has been successfully serving as the largest democracy of the world. In last two decades it is observed that liberalism has its impact on various dimensions of the human civilization. Establishment of market economy creates challenges to heritage of our country. It affects the urban population most and gradually creeps in to rural circle.
In Nigeria, the studies conducted by Arokoyo (2003) showed that although video, radio, and television are the major sources of information for the farmers of this country, in the case of establishing the foundations, it is also possible to use other developed equipment. In this country, the print media have a specific situation in agriculture transferring as well. Television is acknowledged as the most important medium for communicating with the rural populations of developing countries (FAO, 2001).
Ekoja (2003) has mentioned that the information sources in different aspects of agriculture for the farmers are radio and television, the propagation publication, daily farm newspapers, agriculture exhibitions, practical education, and consultation services, respectively. Mass Media has been regarded as a valuable tool for economic, social and political development in the rural areas.
In spite of the potential capabilities of advances in media and communication technology, development agencies in Nigeria still rely on costly, time consuming, and inefficient strategies for community need assessment, training and education, fundraising, awareness and advocacy, publicity, monitoring and evaluation for their projects. A new approach, primarily rooted in the use of media, is imperative at this time as an alternative to the conservative procedures that have handicapped results in development projects. The old approach made potential beneficiaries more crippled with impoverishment and marginalized communities more marginalized.
Although illiteracy was at its apex as at that time , the epoch of the early media as they were fondly called were able to encode and decode almost effectively, meaning from radio and television messages they are found pleasurable. Therefore, in Nigeria where the research was carried out, the activities that was conducted is to assess mass media as a vehicle for promoting community development.
1.3 Statement of Problems
Investigation revealed that Mass Media has been regarded as a valuable tool for economic, social and political development in the rural areas. Every community needs the full support of Government on Community development in order to be full civilized, even for them to know the basic needs and situation of the state economy, because of these reasons, it is imperative now for the Mass Media to be used as the only ways by which people will be nurtured on the new developments.
In this global age, Mass Media has been regarded as a valuable tool for economic, social and political development in the community. Every community needs the full support of Government on development in order to be full civilized, even for them to know the basic needs and situation of the state economy, because of these reasons, it is imperative now for the Mass Media to be used as the only ways by which people will be nurtured on the new developments. Therefore, for the research, the problem at hand is to find out the effect of Mass Media on community development in Nigeria and how Mass Media has changed the attitude and behaviour of the community dwellers that has been exposed to the Mass Media.
1.4 Aim and Objectives of Study
The aim of the study is to examine Mass Media as a Vehicle for Promoting Community Development in Enugu East Local Government Area. In achieving this aim, the following specific objectives were laid out as follows:
- To examine the extent which mass media has contribute to the development of rural community in Nigeria;
- To determine the means and sources of mass media available to the communities of the study area;
- To examine the problems faced by mass media practitioners in this community;
- To examine the relationship between mass media and community development;
- To examine the effects of mass media on community development; and
- To recommend ways of solving the problems faced by the media practitioners.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Are there possible ways of solving the problems faced by the media practitioners?
- What is the extent to which mass media has contributed to the development of rural community in Nigeria?
- What are the means and sources of mass media available to the communities of the study area?
- What are the effects of mass media on community development?
- What are the problems faced by mass media practitioners in this community?
- What is the relationship between mass media and community development?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no significant effect of mass media on community development
- H1: There is a significant effect of mass media on community development
1.7 Significance of Study
The significant of the study has in the fact that there are many people that will benefit from this research. Both the young and the old will gain a lot of things from this work. The level of education will not only be improved by mass media among the youths but also among the old ones.
The finding from the study will be useful to Governments at all levels who plan Community development programmes. Strategies based on empirical information will be useful to them. This research will be of advantage to everybody in the community because the knowledge of how to provide solution to community’s problems will be acquired. The knowledge of modern education system through the use of computer will be gained by the help of mass media. The role played by the mass media in community development would show how the Mass Media has being performing a vital role in disseminating information to the heterogeneous audiences.
In the absence of Mass Media, the community dwellers would have been un-developed; No one among them would have perceived the news of the day, through the means of Mass Media especially the broadcasting media radio and television, people have now been enjoying the free news giving to them by the news broadcasters precisely. Through Mass Media the information dissemination is made possible and even not only that, the new technologies has increased the speed rate of disseminating information to the people in communities.
1.8 Scope of Study
The scope of the research is focused on Mass Media as a Vehicle for Promoting Community Development in Enugu East Local Government Area, Enugu State.
1.9 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Research Material: availability of research material is a major setback to the scope of the study.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.10 Definition of Terms
Mass Media:
Mass media refers to channels of communication that involve transmitting information in some way, shape or forms to large numbers. Mass media also refers to print, radio television, and other communication technologies.
Community Development:
Community development is a way of strengthening civil society by coming together to take collective actions of communities and their perspective in the developments of social economic and environmental policy. It seeks the empowerment of local communities taken to mean both geographical communities; communities organizing around specific themes or policy initiatives.
Rural:
This can simply be seen as a place where social amenities or infrastructures that help to make people live better are scarce or not even available. It is a place where lives are of nature without the aids of artificial things. People living in rural areas usually have their earning through agriculture.
Development:
It means developing or being developed; the process of encouraging new mentions and industries to create jobs for the people.
Media:
It is a means of communication such as television, newspaper, magazine and radio.
Press:
It includes the prints and electric media tools such as the radio, newspaper, television, magazine and periodical usually done by the journalist.
Journalist:
A journalist collects and disseminates information about current events, people, trends and issues. His or her work is acknowledged journalism.
Reporter:
Reporters are one type of journalists. They create reports as a profession for broadcast or publication in mass media such as newspaper, television, radio, magazines, documentary, films and the internet.
Vehicle:
This refers to anything that is used to express, embody or fulfill something. It could also be referred to as a film, television programme, song etc. that is intended to display the leading performer to the best advantage.
Printing Press:
A printing press is a device for applying pressure to an ink surface resting upon a print medium (such as paper or doth) thereby transferring the ink.
Development:
This has to do with the process of economic and social transformation that is based on complex cultural and environmental factors and their interactions. Development is the systematic use of scientific and technical knowledge to meet specific objectives or requirements.
Culture:
This can be defined as the totality of peoples way of life. It entails the way or what people do as their custom to earn their living without depending on another as source of their living.
Information:
This refers to the valuable facts presented or conveyed about something or somebody by the mass media to the general public, which can positively or negatively affect their lives, behaviour or decisions.
Education:
This has to do with the process of facilitating learning, knowledge, skills, values, beliefs and habits of group of people transferred to other people through storytelling, discussion, teaching, training or research. This could be formal or informal education.
Entertainment:
This is a form of activity that holds the attention and interest of an audience or gives pleasure and delight. Entertainment could be in form of music, drama, storytelling, dance, film, sports or other kinds of performances.
