AN ASSESSMENT OF TELEVISION IN POLITICAL DEVELOPMENT OF RURAL AREAS IN NIGERIA

CHAPTER ONE
INTRODUCTION

1.1 Background of the Study

That the mass media plays a pivotal role in the development process of a country is not a saying. The mass media is generally regarded as channels of communication that are capable of reaching heterogeneous audience simultaneously with uniform message. They regularly cover all sorts of issues economy among others (Meyer 2002, Soola 2004). The mass media transmits ideas and new information to target audience in the society.
Tosanisunm, (2004) has observed that the mass media educate, inform and entertain beyond these functions as they also persuade and catalyze for social mobilization. In other words, the mass media can be regarded as powerful service of information because they have the capability for penetrating every segment of the society. They have the ability to disseminate messages about issue ideas and products.
The electronic media which is the focus this study comprises the radio and television. The sophistication of these media of communication distinguished them as the wonders of modern communication. Just as the twentieth century dawned, a system was perfected which electromagnetic impulse could be sent through the air without wires carrying voice transmission over long distance.

Electronic media are the machinery or an institution used for simultaneous transmission of information to a wide and divergent audience. Although the electronic media are channel for which information is transmitted to the audience through the different types of media yet they represent the attempt or man to relate to and interact with other men. It is clear to note the communication has been enhanced nationally and internationally with the use of technology.

Aniabona (2007) in his contribution to the impact of broadcasting in a developing context, noted that electronic media are powerful and effective. Instruments for achieving national goals such as widespread education for both children and adults in other to realize the set down objective in economic growth, healthcare, political and social awareness, political stability, self reliance and national identity among other things.
Basically, the media are described as performing three functions 18 roles of information, education and entertainment. These are the conventional social functions the media render to the public, but which is equality applicable in broader sense in economy development pursuit. It could be said that through educating, informing and entertaining, the media thereby make the society, society members or the nation as well as the leadership of the very society aware of the importance and need to undertake certain progress or processes of economy development. Also attached to these three basic roles of media is another role of persuasion, where media are seen as virile tools of applying persuasive efforts to influence people’s actions towards a particular direction. The mass media are therefore seen for their role in furnishing the public with necessary information to achieve development or change goals.

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