1.1 Introduction
In terms of rural development, the rural methods of communication remain crucial. The town crier, oja, age groups, open markets, smoke signals, ekwe, and ikoro are a few examples of these conventional means of communication. The media, particularly television, is essential in advancing national integration. Since its invention, television has grown to be an essential and effective medium for public communication. Simultaneous transmission of visual and audio information has the potential to significantly influence society and, thus, attract greater attention and credibility than traditional media platforms such as radio, newspapers, magazines, etc. The television has developed into a vital connection that connects society and its activities. This is due to the fact that it serves the purpose of integration, which is crucial in the modern day when different racial, religious, and political backgrounds are being combined to create a global community.
This chapter will address the background information that motivated this study, the challenges that prompted it, its aim, and its objectives as a preface to subsequent sections of the study. Additional factors include the study's significance, scope, limitations, research questions and hypotheses, and the definition of technical terms.
1.2 Background of Study
The media provides messages which people from different groups and nations require in order to know; understand and appreciate each other. Moreover, television creates awareness of different life styles in a society. In doing this, emphasis is placed on similarities in life style, which is beneficial to developing nations like Nigeria where loyalties rarely extend beyond the village, tribe or religion and where integration is usually seen as identification with the larger whole, that is, the state.
For a developing country like Nigeria to achieve true national integration and unity, the role of the media especially television must be unearthed and emphasized. National integration is a multi-faceted or rather a multi-sectoral concept that encompasses all aspects of our national, educational, cultural, social, religious, tribal, ethnic, political, economic etc. it therefore connotes the active participation of all. The media enlightens the general public on the desirability for national unity and development.
This, in assessing the role of television in advancing national integration, it should be noted that, the media (Television) inform every stratum of the society about the dangers of lack of unity amongst the different people of a community or nation state through the creation of sense of identification and the propagation of common cultural values. In Nigeria, for instance, NTA stations in different states of the Federation exchange programmes about their peoples’ ways of life, this could be seen as an attempt at National integration. By watching such programmes, people of one state can get to understand and appreciate the pattern of life, view point and aspirations of other Nigerians in other states. Such as understanding could minimize or even eliminate fear and ethnocentrism which usually form the basis of the mistrust which divide people along cultural, religious and other liens/diversities.
For the media, particularly television to contribute meaningfully to national integration/unity in facilitating development, it must have a conclusive atmosphere to carry out its traditional function of curtailing the excesses of communities which if left to continue will drail the much needed integration and development. The media needs all the necessary support from both the government and the citizenry to educate people on the need to tolerate one another in the interest of peace and tranquility. Recent events in the Niger-Delta, Jos, Kano, and Bauchi crisis are manifestation of lack of unity amongst the various communities of the nation .Those frictions not only impede social and economic development, but also resulted into loss of lives, maiming of innocent citizens of the areas and destruction of properties.
Thus it is imperative for the media to play a very crucial role in changing these ugly situations. This is only attainable if the press is given a free hand to operate because a free press is the cornerstone of national integrations and development. Communication both modern and Traditional means has promoted peaceful co-existence, understanding and self-awareness among human beings. Both modern and traditional means of communication have certain common elements that together help define the communication process. In communication there must be individuals who are involved in the dissemination of the message and at the same time receiving the message in order to make it lively and effective.
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the role of traditional media in promoting national unity.
1.3 Statement of Problems
An investigation showed that every country's progress greatly depends on the integration of rural development. Nigeria cannot be considered an exception, despite its diverse ethnic, religious, and cultural diversity. Consequently, there is the issue of a lack of awareness among the many populations in the nation, which frequently leads to catastrophes. Nonetheless, at this time, the mass media, especially television has faced criticism for its role in promoting national integration.
Against this background, this study shall investigate the Effect of Traditional Media and Communication on Rural Development of Nigeria with the goal of engendering peace and harmonious co-existence among the divers groups in the Nation.
1.4 Aim and Objectives of Study
The aim of the study is to investigate the Effect of Traditional Media and Communication on Rural Development of Nigeria using Idiroko Community in Ipokia Local Government Area of Ogun State as a case study. Specifically, in achieving the stated aim of this research, the following objectives were laid out as follows:
- To analyze the various means through which traditional media carry out their rural development integration functions;
- To find out viewers perception of traditional media and how it relate to the rural development integration goal;
- To investigate the influence of traditional media message during crises in the area under study;
- To assess traditional media utilized towards promoting rural development in the area under study; and
- To find out how traditional media can be used to further enhance rural development within their cultures.
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:
- What are the various means through which traditional media carry out their rural development integration functions?
- What is the perception of traditional media and how it relates to the rural development integration goal?
- What is the influence of traditional media message during crises in the area under study?
- What are the traditional media utilized towards promoting rural development in the area under study?
- How can traditional media be used to further enhance rural development within their cultures?
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: Traditional media cannot be used to further enhance rural development within their cultures in Nigeria
- H1: traditional media can be used to further enhance rural development within their cultures in Nigeria
1.7 Significance of Study
This research work will contribute meaningfully to literature both for students and media practitioners and generally in the field of mass communication. This research is also generally useful since it diversity which is cardinal to sustainable development.
This study will be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.
1.8 Scope of Study
The scope of the research is focused on the Effect of Traditional Media and Communication on Rural Development of Nigeria using Idiroko Community in Ipokia Local Government Area of Ogun State as a case study.
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.
- Establishment Policies: Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this research work. There were lots of information needed from the staffs of this establishment to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
- 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
Traditional Media:
These are local means of communication using the following medium of communication such as: Ekwe, Ikoro, Smoke signals, Open market, Age groups, palm fronds, The town crier oja etc.
Integration:
It means combining two or more things in such a way that one becomes part of the other.
Unity:
It refers making something or people to stick together.
Mass media:
They are various channels through which information gets the audience.
