This study is aimed at critically examine the effects mass- media on rural development. The work also includes the origin of the programme, Literature review, a statement of the research problem, the hypothesis and the research methodology of the study. Equally included are the data analysis, data interpretation, results, discussion as well as bibliography.
The research problem is “The effectiveness of ESBS (radio) rural enlighten programme “ONU OHA”.
The result of the study shows that the programme “ONU OHA” is very useful considering its lectureship and the effectiveness of the message.
BACKGROUND OF THE STUDY
In this regards, successive governments in Enugu State through Enugu State Broadcasting Service (ESBS) continually grape through multitude programmer, through endless permutations of strategies to fathom human predicaments and redeem man from such chaos and disorders. The process spawns what planners call “Programme, project and targets” in government administrative parlance, as the linkage factor between policy articulation and its implementation. The crisis point in this beautifully linkage is the target whether as objectives manifesting on the ground, or as end users of the policy objectives.
The ability to convince and persuade, has also been institutionalized in some of the media programme. The programme “ONU OHA” which is composed to enlighten the rural dwellers on what is going on in the government of Enugu State is a production in Igbo unit ESBS radio Enugu. The programme, which lasts for is minutes, is started this year and aired once in a week every Sunday.
It establishes a direct contact with the listening audience of Enugu State and makes them to know what is happening in the government and then sends their own contribution through planning the programme seeks to create awareness on the people of Enugu State about the importance or rural development through collective and individual contribution of ideas of the rural people.
On the effectiveness of this programme, the producer, Chukwuma Ogbonna told us that the programmes have been achieving its objectives. This according to the producer is ascertained through the acknowledgement letters gotten from the rural dwellers. According to Dr. Frank Ogboaja, one would not loose sight of the low literacy rate in our society, a factor capable of impeding the understanding and the interpretation of mass-media messages. Thus in trying to bridge the knowledge gap in the communication of development issues. Nigeria mass media have resorted to increasing use of vernacular language. The use of ESBS Radio for this programme has become necessary considering the mass local audience covered and the fact that out of the whole mass media of communication available, radio is the most accessible to the people of Enugu State especially Nsukka Zone.
Being Igbo programme, it will go a long way to making the people understand the purpose and need for rural dwellers participation in formulating the policies of Enugu State Government.
According to lazars field and co:
“Many are alarmed by the ubiquity and the potential power of mass media especially radio, comprise a powerful instrument which may be used for good”.
In this research therefore, we would critically look for and possibly find out whether ESBS rural development programmer “ONU OHA”, actually has any impact on the people of Nsukka Zone, Nay the Society.
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