ABSTRACT
This work is designed to study how
dwellers use Newspaper and Television messages to effect social change.
It is pertinent to note that
Newspapers, though rarely find their way into Adaba Community, only those
who work in Uzo-Uwani Local Government Headquarter and those who are opportune
to visit Urban areas, such as Enugu, Onitsha, Nsukka town, but a few, some
times come home with few copies of these Newspapers on an irregular basis.
Moreover, even the readership of these Newspapers is strongly affected by the
high illiterate rate of the in of this Community.
Television sets, on the other hand,
are owned only by wealthy individuals that can afford both television sets and
the Electric generating plants which are required to operate the sets, or the
chargeable motor batteries which are sometimes needed in place of generating
plants. Therefore, to this community, television ownership is not confined to
the literate class as many illiterate but well-to-do villagers own television
as luxury goods capable of providing relaxation from the stresses of daily
life. In this mass media organization and management lecture, Okenwa maintains
that:
Most Yoruba people purchase
television sets not just for luxury of it, but for the sake of Babasala’s drama
which provides an excellent comic relief to the Yoruba man after his activities
during this study shows the pattern of interaction between Newspaper and
Television massages as agent of social development of Adaba Community.
Previous researchers in this field
confirmed themselves to the study of the relationship between Urban and Rural
areas in terms of media exposure. But this study distinguishes itself by
studying a completely rural community such as Adaba Community.
Writers in this field, such as
Everett Roger emphasize: that interpersonal communication channels are
inadequate for reaching the huge peasant audiences of the less developed
countries even when these channels are provided at the village level by
government change agents.
CHAPTER
ONE
PURPOSE
OF THE STUDY
INTRODUCTION:
In the few decades scientific and
technological progress has imparted a truly mass character to information.
Suffice it to say that in 1950 only five counties broadcast television
programmes in the world, today 120 do so. Over the same period, the number of
television sets reaching 700 million, wile the number of television viewers
rose to 2,500 millions.3
Also the 1960s are marked by a rapid
emergence of the latest sophisticated mass medium video technology. It has been
estimated that there are 30 – 40 million video tape recorders and hundreds of
millions of recorded video cassettes in homes all over the world, and these
numbers are rapidly growing.4
In short, the rapid scientific and
technological progress in communication has created new situation, that for the
first time in history the vast majority of the countries of the world have
become the object of information and propaganda.5 One night even say
that today information has penetrated all spheres of social and even
private life with the need to be informed having become one of man’s basic
needs.\
It is in recognition of the
importance of mass information for mankind’s progress that the United Nations
proclaimed the year 1983 the “international year of communication”. The main
purpose of this move was to draw the attention of the international community
to the needs of the developing countries which suffer from an acute shortage of
information for accelerating their social progress6.
As this study revalues around
“development|” One can view the concept of development to mean different things
to different people.
To the first world, development
suggests a process of improving structures, or creating new structures. It is
in line with this thinking that the United State government started the
development of nations abroad.
To them (U.S), it means Using
Organizations to develop other nations. In developing countries such as
Nigeria, the United State for information Agency (USIA), is used in development
communication.
The second world (maxist) see
development as a means of ideological or geopolitical expectation for the third
world countries, whose characteristics include, relatively low per capital
income a high rate of illiteracy, agriculturally based economy, short life
expectancy, low degree of social mobility, a strong attachment to traditions,
and a history of colonization.
Some writers see development as most
important in the sphere of international communication. They pass this judgment
because almost all activities of the third world governments are attached to
development in a manner. They also see the mass media as an instrument for
development, no matter who owns the media (private of government).
It is pertinent to note that
development depends on the political framework of a generation. The degree of
freedom enjoyed by the mass media is related to the political structure of a
generation8. Because these writers see the mass media as an
instrument of development, they try to use the mass media to achieve the
national developmental goal.
International bodies like UNESCO,
look at development as helping the third world nation to develop.
An organization like UNESCO seems to
be supporting the third world demand for the New World information and
communication order (NWICO), parthy as its perception of the conception of
communication. In other worlds, UNESCO seems to accept the view that
communication as well as other things forms part of development in the third
world.
Despite this absence of a consensual
definition of development, few contemporary writers fail to recognize that
development is not synonymous with economic growth. “Starting an under is no
longer considered the only way to effect the development of underdeveloped
countries. The frequent occurrence of growth without development in the past
and present of the now undeveloped countries is a fact while has led critical
writers to urge that development be not confused, as it often is, with economic
growth10. Poverty, inequality, unemployment, redistribution of
income, along with other factors, now enjoy pride of place alongside economic
growth. Thus such definitions as a process of structural change, change in the
technical, economic, political and social arrangements by which resources
distributed in a society, towards the end of providing the mass of the secure,
healthy and satisfying life,11 would appear to be much more
acceptable because taken by some writers and researchers in the development
field towards extricating development studies from the clutches of
conventionalism, and apparent short-sightedness.
Whichever way development is
defined, there existing remarkable agreement on the view that certain countries
of the world desperately need to acquire all or at least most of the attributes
of development in virtually every aspect of the lives of their peoples.
On this note, when one utilizes the
Newspaper and television to effect social changes or creating high responses to
economic development, one socio-economic group must be identified and treated.
This group are the rural dwellers, predominantly illiterates.
It is in consideration of his
socio-economic group that his study intends, though a systematic and
quantitative method to show how rural dwellers responds to Uzo-Uwani local
government area of Enugu State has been chosen as a rural town, based on Renald
Frankenberg’s criteria for classifying communities. According to him; community
implies having something in common. In the early use of the world, it meant
having goods in common. Those who live in a community have overriding economic
interests which are the same or complementary. They work together and also play
and pray together. Their common interest in things gives them a common interest
in each other.
They quarrel with each other but are
never indifferent to each other. They form a group of people who meet
frequently face-to-face, although this may mean they are up back-to-back. That
people in such an area of social life turn their backs on each other is not a
matter of chance. In a community even conflict may be a form of co-operative12.
On this note, Adaba with an
estimated 4,585 registered voters in 1979, is a typical rural community. It
comprises 12 villagers out of which 4 villages are considered. They are
Umuezeakwu, Aniocha, Amaetiti, and Amokwe. Adaba is 21/2 kilometers
from the Local Government Headquarters – Umulokpa. The inhabitants of Adaba are
mainly farmers and petty traders. The “ADABA” and “DUU” River and other
seasonal streams provide them with fertile banks for farming.
Although the inhabitants have
exceeded the UNESCO mark of a radio set per 100 persons, the traditional
mode of communication is still in force in the community. In other words, the
community still relies on the town and village criers fro information.
Furthermore, Newspapers, though very
chap, rarely and their way into this county. Only those who work in the Local
Government Headquarters sometimes come home with few copies of these newspaper
on an irregular basis. Television sets on the overhand are owned only by rich
families that can afford both television sets and the electric generating plant
which are required to operate the sets. This study considers Adaba as a replica
of a rural setting for substantiating the assumption about media messages.
IMPORTANCE OF THE STUDY
The study tries to find out whether
the assumptions (hypotheses) could be supported through the available data, and
possibly give recommendations to government so as to raise the rural area to an
urban status.
In other words, various governments
have been neglecting rural communities in the country. As a result, rural dwellers
find life very difficult to contain. The effect of this is that, there is
“urban pull” and “rural puss” – inhabitants of the rural area migrate to the
urban towns, thereby increasing the urban population. With regard to this
trend, there are lots of social evil such as multiple maladjustment in the
rural areas.
Also to be examined in this study is
the role played by these media (Newspaper and television) in raising the rural
community awareness of development projects.
The importance of this present study
will be to show the pattern of inter-connection between Newspaper and
television message as agent of social development of Adaba community.
For instance, agriculture is mostly
practiced in the rural areas of Nigeria. These rural areas lack electricity and
are therefore seemingly denied the use of some media like cinema and
television.
With regard to this, farmers
apparently find it difficult to be exposed to new farming techniques and newly
advertised farm products in the newspapers and televisions.
DISTINGUISHING FEATURES
This study is expected to examine in
detail the socio-economic ways of life of the Adaba Community. It is also
expected to find out how the level of education, standard of living, culture of
the community, interpersonal relationship, leisure fine and other factors
contribute to newspaper and television exposure.
Previous researchers in this field
confined themselves to the study of media effect on both urban and rural areas
together, but this study will distinguish itself by standing a completely
traditional community such as Adaba Community.
This study clearly distinguishes
itself from UNESCO mass media availability studies carried out in the less
development nation (Columbia) in 1973. in other words, UNESCO estimates that
more of the less developed nations have come up to the minimum standard of mass
media availability of 10 copies of daily newspapers, 5 radio receivers, 2 movie
seats and 2 television receivers per 100 inhabitants.
It is also pertinent to note that
other researchers in this field had been studying the effect of newspaper and
radio on rural dwellers, but this study in tends to find out the impact of
television and newspapers in a rural setting such as Adaba.
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