COMPARATIVE ANALYSIS ON THE ROLE OF BROADCAST MEDIA AND INTERPERSONAL COMMUNICATION IN MORAL MOBILIZATION OF MBU COMMUNITY IN ISI-UZO LOCAL GOVERNMENT AREA

 

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ABSTRACT

The goal of the research is to assess the role of broadcast media and interpersonal communication in rural mobilization especially in the area of decision-making. One hundred and eighty ruralites were randomly selected for the study. Residents of Mbu town in Isi-Uzo local government of Enugu state were used.

It was found that Mbu residents had their first contact with information dissemination through broadcasting media It was also found that interpersonal communication is more effective than the media in persuasion and decision making.

This was due to three major factors according to the result of the survey.

1. Face to face communication is more flexible and provides immediate response to instantaneous feed back.
2. Interpersonal communication is likely to raise argument of                      immediate personal relevance to the listeners

111.When one field to a personal influences in making a decision, the reward in terms of approval is immediate and personal.

It was also found that there is no relationship between what the people in mbu believe and the ownership of the source of such message in the light of the foregoing. The research was able to recommend as follows

• That media messages must be simple accurate and easy to understand.
• That more vernacular should be used than is at present.
• That the message must be geared to the interest of the rural listeners or viewer.
• That the Government should consider setting up more television viewing centers.
• That interpersonal channels must be vigorously used to complement what ever broadcast media effort being used.

The project was divided into five chapters with introduction, which extensively discussed in chapter two and subsequently, methodology, data analysis and conclusion in chapter three to five.

TABLE OF CONTENT

TITLE PAGE

APPROVAL PAGE

ABSTRACT

PREFACE

ACKNOWLEDGMENT

DEDICATION

TABLE OF CONTENT

CHAPTER ONE

Introduction

• Background of study
• Statement of the research
• Objectives of the study
• Significant of the study
• Research questions
• Research hypothesis
• Conceptual and operational definition
• Assumptions
• Limitations of the study

CHAPTER TWO

Review of the Literature

2.1 Sources of Literature

2.2 The review

2.3 summary of literature review

CHAPTER THREE

Methodology

3.1 Research methodology

3.2 Research design

3.3 Research sample

3.4 Measuring instrument

3.5 Data collection

3.6 Data analysis

3.7 Expected results

CHAPTER FOUR

Data Analysis and Results

4.1 Data analysis

4.2 Results

4.3 Discussion

CHAPTER FIVE

Summary and Recommendations for further studies

5.1 Summary

5.2 Recommendation for further studies

5.3 References

5.4 Appendices (Questionnaire)

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The study of broadcast media and mobilization has been a quite busy field in communication studies in many developing and developed nations. Western scholars propounded the early development theories. Many third world nations experimented with these theories believing that the large – scale adoption of broadcasting in their countries will invariably lead to development or mobilization at both the structural and individual levels.

Over the years, these western derived theories have come under intense scrutiny and critics. This is because the anticipated benefits supposed to have accrued from the adoption of the western oriented models have not materialized. Many third world nations found themselves large drunks of their money into the modern media technology only to find out that the expected corresponding modernization were not forth coming.

Coming nearer home, it has often been said that the media were adopted into Nigeria without their being adopted to the socio-cultural values of the nation. The sixties to the med-seventies witnessed a massive expansion in the mass media hand facilities in Nigeria.

But while the mass media hardware developed at a tremendous rate, the software component media with an African and Nigeria cultural content (Nwueli 85)

Despite this short coming, it is commonly and widely known and accepted that the organ of communication plays unqualified roles in the matters of public interest, opinion, mobilization and development. Many well meaning scholars accept this and when Edwin Smey said that “Newspaper everywhere are available channels through which political leaders express their view and seek to rally political backing for their policies”. It is obvious of course, that this apparently is true of all other media of mass communication politicians and non politicians alike also recognizes the vital role that the media play in the formation of opinion, they are aware of the dangers in informing the masses and anything hear or see as the case may be, in the media.

People working in the media have held position of social responsibility. Playing key roles in shopping the political economic and social fabric of our lives. Media offers the individual an opportunity to perform services of positive value to the society.

Also in every society, there are people who are looked upon as opinion leaders. The opinion of these persons to a great extent influence the opinion of other members of the society.

These leaders usually are looked upon as conveyor of information transmissions. Messages more often than not reaching these people who in turn transmits such information or messages to other members of the society.

They differ from members of the group in other fields like education and history of the world. They are looked upon for interpretation of any message. They are usually specialists in the area of influent and this influence is limited to their area of specialization. These people infact aim towards mobilizing member of their society through the information they transmit.

The study of the role of broadcast media and interpersonal communication in rural mobilization is peculiar ad unique. Much more in the rural area than anywhere else, the existence and influence of mass media, opinion leaders, family attachments, friends and other variable fact ors play a great role. Pertinent studies in small group research indicate “communications are likely to be transmitted along social lines defined by friendship, by shared interest and particularly by shared opinion”.