Comparative analysis of the roles of mass communication and interpersonal communication in rural development
CHAPTER ONE
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain the role of mass communication in rural development
- To ascertain the relationship between mass communication and interpersonal communication in rural development
- To ascertain whether Interpersonal communication is more effective than mass communication in creating awareness.
- To ascertain whether Interpersonal communication is not more effective than mass communication in decision making.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
Mass communication research primarily concentrates on the study of its effects on the society. The dominant paradigm model of mass communication emphasized the powerful nature of mass media in bringing the people of third world countries out of their traditional systems of society and putting them on the path of development. Harold D. Iass well (1948) came up with an innovative conceptualization of mass media effects during this period. His verbal model of communication approach suggested the following question: who says what, in what channel, to whom and with what effect? He interpreted the theory to mean that human behavior was essentially irrational and susceptible to the powerful effects of mass media. The Bullet Theory (Schramm, 1971) and the Hypodermic Needle Theory (Berlo, 1960) were the terms used to describe this concept of powerful mass media. But this theory faced serious contradictions in the following years. Lazarsfield Berelson and Gaudet (1948) analysed the effects of mass media on voting behavior. The major finding of these voter studies was to suggest the weakness of mass media in directly influencing the personal decisions of individuals. Hovland et.al. (1949, 1953); Klapper (1960) in their works further undermined the great power of mass media in bringing about direct and lasting effects on the audience. The studies brought that people defended themselves against persuasive messages in three ways: selective exposure, selective perception and selective retention. Klapper (1960) found a tendency for individuals to expose themselves to perceive those items of communication that were consonant with their beliefs, ideas, values and other factors. Allport and Postman (1947), Jones and Kohler (1958), Lavine and Murphy (1958) showed that even recall of information was influenced by factors such as individual‟s needs, wants, moods, perception, etc. Perhaps the more valuable longer-term contribution of research on persuasive communication has been in locating the conditions under which effects can occur and in specifying the mediating factors which are involved. A few findings in this sphere can be frequently form the reinforcement of existing attitudes and opinions (Klapper, 1960); secondly, it is clear that effects vary according to the prestige evaluations attached to communication source (Hovland, 1954); thirdly, the more complete the monopoly of mass communication, the more likely it is that opinion change in the desired direction will be achieved (Klapper, 1960); fourthly, communication can be effective in producing a shift on unfamiliar, lightly felt, peripheral issuesthose that do not effect much or are not tied to audience predisposition (Berelson and Steiner, 1964); fifthly, the selection and interpretation of contents by the audience is influenced by the existing opinions and interests and by group norms (Riley 1951, Katz 1955) and finally, it has become clear that the structure of interpersonal relations in the audience mediates the flow of communication content and limits and determines whatever effects occur (Katz, 1955) Mass communication comprises the institutions and techniques by which a specialized social group employs technological devices to disseminate Symbolic content to large heterogeneous and widely spread audiences (Janowita, 1980: 41). Communication research in India started since late 1970s. At the outset this was limited to rural areas. In the early 1960s all studies were conducted either in the name of the mass media and social development or the mass media and social change except Damdey‟s study of Hariktha.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to Comparative analysis of the roles of mass communication and interpersonal communication in rural development.
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on Comparative analysis of the roles of mass communication and interpersonal communication in rural development. 200 residents of udi in Enugu state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
DATA ANALYSIS
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on Comparative analysis of the roles of mass communication and interpersonal communication in rural development. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of mass communication and interpersonal communication in rural development.
Summary
This study was on Comparative analysis of the roles of mass communication and interpersonal communication in rural development. Four objectives were raised which included: To ascertain the role of mass communication in rural development, to ascertain the relationship between mass communication and interpersonal communication in rural development, to ascertain whether Interpersonal communication is more effective than mass communication in creating awareness and to ascertain whether Interpersonal communication is not more effective than mass communication in decision making. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 residents of Udi in Enugu state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made village heads, civil servants, youths and married men were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Development is a multidimensional process of action, organization and communication and involves economic, political, social and cultural factors. As underlined by some of the examples from different parts of the world, it plays a vital role in the development of the rural sections in many countries. Rural communication is one of the most vital strategies for an effective combat against poverty. Communication between farmers, agricultural institutions and public institutions is made possible by exchange of information and experience and effective use of communication technologies and communication devices. Communication tools make it possible to ensure that the voice of the people in the countryside is heard. The examples in the world in regards to rural communication show that Internet along with the local TV and radios is also an important communication option.
Recommendation
In order to increase the use of mass media which is the most preferred channel for sourcing agricultural information among small scale farmers, the available mass media outfits should devise ways of reaching out to the rural areas
Extension messages should be communicated to farmers in their local languages depending on the location. This is very important in the use of mass media channel of communication.
References
- Akinfeleye, R. (2008). Contemporary issues in mass media for development and national security. Lagos, Malthouse Press Limited.
- Alalbilla, C. (2011). Personal Interview on 6th August, 2011. Ansah, P.A.V. (1985). Broadcasting and national development: GBC Golden Jubilee Lectures, Tema: Ghana Publishing Corporation.
- Bosompra, K. (1989). Dissemination of Health Information Among Rural Dwellers in Ghana: A Ghanaian Experience. Social Science and Medicine: An International Journal, 29 (9), 1133 –1140.
- Dare, O. (2000). Development journalism: The role of the print media in development and social change. In A.A. Moemeka, (Ed.). Development communication in action: Building understanding and creating participation. University Press of America.
- Dolphyne, F. A. (1987). The Ghana National Council on Women and Development: An Example of Concerted Action, In C. Oppong (Ed.), Sex Roles, Population and Development in West Africa. Heinemann, Portsmouth.
