1.1 Introduction
Rural 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 rural 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.
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.
Rural 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. The major role of press (Enugu state media) is usually to highlight and examine problem and issued that need to be understood and tackled to achieve rural 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 communication between the poor or marginalized rural dwellers and thru urban cities especially the government or those who hold political power.
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.
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Impact of the Mass Media on Rural 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 rural 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.
Despite all the changes brought about by information on social scene as well as in media remains a dominant factor with its capacity to appeal to the minds of people. Yet we often witness a tendency to take a very narrow view of media and limit our vision by our media use and our media habits. The whole range, scope and use of media has to be appreciated if want its application in solving the problems our society faces from time to time. The whole range and dimension of media has to be understood if we want to know how media can play a role in promoting the culture of development.
In the wake of increasing commercialization, media’s role in expressing public thoughts is shrinking and more constraints and barriers are developing in the way of free and fair interaction between the media and the public. Media and the information systems in the developing countries are being governed by dominant concepts of the urban areas. The developing countries can meet the challenge only through developing alternative concepts of media programming, which have roots in their own social and cultural settings.
1.4 Aim and Objectives of Study
The aim of the study is to examine the Impact of the Mass Media on Rural Development in Enugu East Local Government Area. In achieving this aim, the following specific objectives were laid out as follows:
- To ascertain the usage of mass media among people in the area under study;
- To find out the influence of the mass media on the dissemination of information in the area under study;
- To examine the influence of the mass media in addressing the socio-economic conditions of the rural dwellers in the area under study;
- To determine the impact of mass media educating the rural dwellers in the area under study; and
- To investigate the relationship between mass media and poverty alleviation among rural dwellers in the area under study.
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 is the relationship between mass media and poverty alleviation among rural dwellers in the area under study?
- What is the usage of mass media among people in the area under study?
- What is the influence of the mass media on the dissemination of information in the area under study?
- What is the impact of mass media educating the rural dwellers in the area under study?
- What is the influence of the mass media in addressing the socio-economic conditions of the rural dwellers in the area under study?
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 relationship between mass media and poverty alleviation among rural dwellers in the area under study
- H1: There is a relationship between mass media and poverty alleviation among rural dwellers in the area under study
1.7 Significance of Study
The results of this work will therefore be useful to: Development Communication or Development Support Communication agencies and experts at the local, national and international levels. They can plan knowing where to make adjustments or change direction in view of recent findings. Finding from the study will be useful to Governments at all levels who plan rural development programmes. Strategies based on empirical information will be useful to them.
To Rural Communities involved in development projects, research findings will help them know why things are happening in a particular manner.
To other scholars and student in rural development, rural communication and development support communication. The result of this study will be an invaluable resource for them.
Finally the study will add to the body of knowledge and serve as a reference material to encourage further studies in related field.
1.8 Scope of Study
The scope of the research is focused on the Impact of the Mass Media on Rural Development in Enugu East Local Government Area, Enugu State.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- 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 project 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.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- 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).
1.10 Definition of Terms
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.
