Effects of media prosumers on rural broadcasting for sustainable development in Nigeria
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To determine the degree to which media prosumers are actively involved in rural broadcasting.
- To know the obstacles and constraints that media prosumers encounter while attempting to support rural broadcasting for sustainable development.
- To examine the accuracy, diversity, and quality of the material generated and shared by media prosumers in Nigeria’s rural areas.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
MASS MEDIA: HISTORICAL BACKGROUND
The definition of mass media or mass communication is becoming more and more complicated. The irresistible explosion of digital media technology has also not helped in providing a simple and clear definition of media. Therefore, the definitions of mass media have undergone dynamic changes on a daily basis. As digital technology develops, mass media, advertising and marketing communications are experiencing new dimensions. Mass media has been described in a variety of ways depending on the context in which the topic is considered. Ruben (1984) defines mass media as the communication of behaviorally relevant information. Dale (1969), according to him, considered it the sharing of ideas and emotions in the spirit of reciprocity. (Croft, 2004) Other definitions emphasize the importance of signs and symbols, as well as the transmission of information, ideas, attitudes, or cultural feelings of one person or group to another. This branch of mass media is somehow related to aspects of theater, music, dance, folklore and other complementary traditional media. These definitions tend to capture on the one hand a general idea of the sociological impact of the media and on the other hand variations in individual perspectives of media approaches. No matter how we look at them, these definitions are well adapted to specific aspects of human development, from philosophy to psychology, sociology to education, and more. Today’s media is described as a combination of many contents, including scientific elements and the arts group for music, film, television, radio, publishing, advertising and video games (Locksley, 2009).
From a similar perspective, Lane (2007) describes mass media as any medium used to convey mass information (Lane, 2007). It offers taxonomic classifications of what can be called forms of mass communication including eight branches of mass communication; Books, newspapers, magazines and audio tapes, radio, movies, television and the Internet. Mass Media has achieved rapid and remarkable expansion, leading to increased dynamism across its content, platforms and devices, following innovative technological changes during years long. These developments have brought about certain dimensions of influence on 4,444 different industries and social institutions.
For the purpose of this discourse, media communication shall be looked at as a tool for community development. One major element of media is the nature of its audience, which refer to its relatively large audience (McQuail, 1977). Mass media is any media which is intended for a large audience (Smith., 2003). It either takes broadcast or print media form. Broadcast form of Media is also referred to as electronic media and is peculiar to radio and television technology. Print media on the other hand, operates in the form of news paper magazine journal and other print material. The Internet is the most recent form of mass media. Mass Media has become a huge industry in the world market on which many people around the world rely for information, news, and entertainment. Having witnessed a long time of transformation from ample murals, statues, and carvings from Ancient Egypt, China, Greece, Mesoamerica, and Roman, media has made remarkable historical pathways to global development. The 19th century was significant for opening up more communication options. The development of the print media made newspapers industry to thrive, just as radio opened the airwaves to broadcasting (Smith., 2003). Since then the media industry has become proliferated with all sorts of technological innovations, making it an everyday relevance in all human endeavors.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e. mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of one hundred and twenty (120) questionnaires were administered to respondents of which one hundred and nine (109) were returned while one hundred (100) were validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 100 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS:
Introduction
This chapter summarizes the findings on effects of media prosumers on rural broadcasting for sustainable development in Nigeria. The chapter consists of summary of the study, conclusions, and recommendations.
Summary of the Study
In this study, our focus was on the effects of media prosumers on rural broadcasting for sustainable development in Nigeria. The study was specifically set to outline place of Media prosumers can have a major impact on rural broadcasting for sustainable development in Nigeria, both positively and negatively. It’s critical to make investments in digital infrastructure, advance media literacy, and create legal frameworks that encourage the development and distribution of responsible material in order to maximize the potential advantages while minimizing the negatives. This can guarantee the caliber and correctness of the information that rural communities generate and disseminate while enabling them to actively participate in their own sustainable development.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are Mountain of Fire and Miracles Ministries.
Conclusion
This study concludes by highlighting the diverse effects of media prosumers on rural broadcasting for Nigeria’s sustainable development. As people who both create and consume media, media prosumers are essential in determining how information is disseminated, how the community responds to it, and how rural communities are empowered. Their impact may have a significant impact on how sustainable development is promoted.
The production of locally relevant material, more community involvement, a diversity of viewpoints, empowerment, and efficient information distribution are some of the benefits of media prosumers. In the end, these elements help Nigeria’s rural communities by encouraging a feeling of community ownership and involvement in sustainable development projects. But there are drawbacks and drawbacks to media prosumers as well, such worries about the reliability and caliber of material, restricted access to infrastructure and technology, complicated legal requirements, and financial obstacles. To optimize the benefits of media prosumers and minimize any possible downsides, these issues must be resolved.
Stakeholders must collaborate to close the digital gap, advance media literacy, and create clear regulatory frameworks in order to fully use the potential of media prosumers for sustainable development in rural Nigeria. By guaranteeing the responsible generation and dissemination of knowledge, these initiatives can aid in the establishment of an atmosphere where rural people are enabled to actively participate in their own development.
Media prosumers play a big part in rural broadcasting, and their influence on Nigeria’s sustainable development is a complicated mix of opportunities and problems. In the continuous transition to sustainable rural development, it is critical to acknowledge and capitalize on the potential of media prosumers as change agents as technology advances and information accessibility grows.
Recommendation
The development of digital infrastructure in rural regions should be given priority by the government and pertinent stakeholders. This entails giving locals access to more inexpensive technology and equipment, boosting network dependability, and increasing internet availability.
Establish and implement transparent regulatory frameworks that combine responsible content creation with the right to free speech for media prosumers. These laws ought to be crafted to safeguard free expression while halting the dissemination of damaging and false information.
Investigate ways to help media prosumers overcome financial obstacles by offering them incentives or financial support, particularly in places where they are economically challenged. This might involve receiving financial aid, grants, or subsidies.
References
- Agboola, T. (1994, February 01). Evidences in Nigeria show that the number of those in poverty has continued to. Cities , 11 (1), pp. 59-77.
- Aina, S. (2003). Mass Media and rural/communityDevelopment. In Oso, L (ed.) Community Media:Voices of the oppressed, pp95-122 Abeokuta:Jedidiah Publishers.
- Al-Hassan S. A, Alhassan A. and Abdulai A. (2011). The Role of Community Radio in Livelihood Improvement: The Case of Simli Radio. The journal of field actions (Field actions Science reports Vol 5. 2011)
- Amaeto, S. G. (2008) “Localism in Communication for Development in a Globalised World”. In Mojaye, E. M. V., Oyewo, O. O., M. Bayo and Sobowale, I. A. (Eds.) Globalization and Development Communication in Africa. Ibadan: Ibadan University Press.
- Amucheazi, E. C. (1980) “The Problem of National Development” In Amucheazi, E. C.(Eds.) Readings in Social Sciences: Issues in National Development Enugu: Fourth Dimension.
- Bandura, A. (2002). Environmental sustainability by socio cognitive declaration of population growth. In W. P. Peter Schmuck, Sociology of sustainable development (p. 208). Massachussetts: Kluwer Academic Publishers. Banerjee. (2001). Corporate citizenhip and indegenous stakeholders: . Journal of Corporate citizenship , 35-55.
- Ben U. Nwanne, Ph.D. [2013], Perspectives on Community Media and Rural Development in Nigeria. Published by European Centre for Research Training and Development UK (www.ea-journals.org)
- N. (2004). National Economic Empowerment and Development Strategy. Abuja: Communications Development Incorporated.Campbell D. T. & Stanley, J. C. (1973). Experimental and quasi experimental design for reseach. Chicago, IL.: Rand McNally College Publishing company.
- Carey, J. (1989). Communication and Culture. In J. Carey, Communication and Culture. New York: Unwin Hyman, Inc Carmel, A. (1999). Use of Media in Community Development. Shalom Magazine , 2-4.
- Cataloging-in-p. McQuail. (1977). The Influence and Effects of Mass Media. Mass communication and society , 12.
- Chapman R., Blench R., Kranjac-Berisavljevic’ G. and Zakariah A.B.T. (2003). “Rural Radio in Agricultural Extension: the Example of Vernacular Radio Programmes on Soil and Water Conservation in Northern Ghana”; Agricultural Research & Extension Network;Network Paper No. 127 January 2003 ISBN 0 85003 640 2.
- Chapman, J. (2005). Media Industrialization and Imperialism. In J. Chapman, Comparative Media History (pp. 55-80). Malden: Polity Press.
- Chiovoloni, M. (2004, April 28). The Interactive power of local and traditional communication System. Magazine , 1-4.
