The Role of Radio and Television in Rural Development

The Role of Radio and Television in Rural Development

CHAPTER ONE

Objectives of the Study

The study tended to find out the role of radio in rural development.

Therefore the major focus of the study was:

To determine whether radio has been making positive impact in the development of Onitsha north local government.
To examine the challenges of radio in rural
To find out the main contributions of radio in the development of the rural areas of Onitsha north local
To find out possible adjustments in the editorial policies of the radio stations to help promote development in Onitsha north local government.

CHAPTER TWO

LITERATURE REVIEW

The Focus of review

Effective communication with the rural people and their active participation in the development of the rural area is very essential for a developing society. Schramm as cited in Ogbu (1980:207) in his remarkable work on media role in rural development observes that communication is always at the centre of existence for any society, developing or not.

This review covers the following areas, such as : Development as a concept, development communication, the modes of mobilization for social change in the rural area, the various forms and degree of community participation, programme genres.

The Review itself

A related empirical study done and reported by UNESCO on rural communication which buttresses the effectiveness of radio is the ‘‘radio farm forums for rural development’’ carried out in Ghana between December,1964 and April,1965. The experiment showed that radio broadcasting, when skilfully used can be an effective medium of communication for rural development. In this experiment, about 43% respondents were able to identify and differentiate farm forums from other types. At least, 81% of them listened to this development support communication during the period (UNESCO, 1968:21).

In Nigeria similar studies have been done. The ‘‘Don Manuma’’ ( for farmers) is an encouraging innovative agricultural programme on Radio Kaduna and a family village (Alabarikawa) was created using the air time drama. It succeded as an effective way of teaching the rural peasants the procedure and rules of mechandized farming and how to cater for the new crops. Agricultural research findings have successfully been simplified into Hausa songs and effectively communicated to farmers. The programme attracted satisfactory response and participation from rural dwellers, Ugboajah (1986:13).With the advent of technology today, the traditional mode of communication is gradually phasing out and technology replacing it, in the rural areas in that the rural dwellers now interact with their phones using the social media.

In an another study, Moemeka (1989:18) intended to determine which of the seven media (social forums, town crier, village market, village school, newspaper, radio and television), villagers in the then Bendel State of Nigeria depended on their response to the three development projects: Operation Feed the Nation, Local government reforms and the Universal Free Primary Education. The result showed clearly the superiority of the traditional media. Even though more than 80% of the respondents said they first heard of the development projects on the radio,15% through the traditional media and 5% from the newspaper (no one mentioned television).

However, some scholars believed that the combination of different media is more effective than a single medium in developing the rural areas as a research as done by Rogers et al (1977:363) has shown that not only are two media better than a medium for effective communication but also that a combination of the mass media and interpersonal communication is better than using either alone.

In an experiment that compared the effects of a single and multiple media exposure, multiple media were typically found to be more persuasively effective. Therefore the combined use of several media is believed to be an effective technique of persuasion. In their study, Staudohar and Smith (1956:109) found out that the film ‘‘Twelve o’clock High’’ produced more favourable attitudes towards discipline, among airforce trainees. Waples, Berelson and Bradshaw (1940:99) on the other hand, concluded from their study that an attitude frequently changes from a subordinate to a dominant position when it is justified by the press.

In conclusion, these studies are particularly helpful in generating new ideas about the role of radio in the development of the rural areas. Nevertheless, one significant meeting point in all these studies despite divergent opinions is the belief that radio contact is the most appropriate channel of gaining even and rural development in the third world countries such as Nigeria. The insight gained in the review will be of great value to researchers, scholars and students especially in translating the research findings into practice.

CHAPTER THREE

RESEARCH METHODOLOGY

This study is focused on the role of radio in the development of Onitsha north local government. This chapter presents the research methods and procedures used in the study. In terms of contents, the chapter is approached from the following sub-headings:

Research
Population of The Sample
The Sampling Technique.
Measuring
Validity /Method of Data
Limitations of Methodology.

Research Design

Survey research technique will be used in this study. This technique has proved to be very efficient for this study, in view of the wealth of data and interpretation it can provide for this study.

There seem to be little or no disagreement over the meaning of survey research. As generally conceived, a survey research is one in which a group or items is studied by collecting and analyzing data from group of people or items considered to be representative of the entire group. The survey plan or survey design specifies how such data would be collected and analyzed. Survey research also requires a good deal of research knowledge and sophistication. As regards to these reasons, survey design was considered as the best method of data collection for this study.

Population of the Study

The population in this study is the Onitsha north local government. According to the record of the Structural Plan for Onitsha and satellite towns (2009:60) the population of the local government area as about 2006, is 261,600 people. It is vital to note that the Onitsha north local government has all of its villages cited in this local government while the other local government which is the Onitsha south local government is the urban area of the metropolis. Onitsha north local government is located in Anambra state and the state has three senatorial zones namely; Anambra north, Anambra central and Anambra west, of which the Onitsha north local government is in the Anambra north senatorial zone. Therefore, the population stands as the major target of development that is to be reached to by radio through their development programmes. In Onitsha north local government, this population stand as the major target of the radio crew in carrying out its duties as regards to even development.

Sample Size

A study may entail a large population which cannot be studied, therefore that portion of the population that is studied is called sample. A sample is a smaller group of elements drawn through a definite procedure from a specified population. The elements that make up this sample are those that are actually studied. Based on the data collected from the sample, generalizations or inferences about the population are made. According to Okeke (2005:73) under complete enumeration the expectation is that more faith would be placed in the findings of the sample rather than a population, because it will be impossible to study the entire population in any scientific study. Therefore it is impossible to study the whole Onitsha north local government in view of the large size of the population, hike in the cost of studying the whole local government. These factors made the researcher to select a sample size of five hundred and twenty- three (523) using the formula propounded by Ossy Nwala (1981) which says that if the population is a few hundreds, a 40% or more sample would do. If many hundreds, a 20% or more sample would do. If a few thousands, a 10% sample would do and if several thousands, a 5% or more sample would do. Therefore the sample size of this study is five hundred and twenty-three (523) which was arrived at by getting the 5% of the population of Onitsha north local government area, which is 261600.

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

Introduction

This study concentrated on the role of radio in the development of Onitsha north local government. Survey research technique was used in collecting data for the following research questions:

Does the community participate in the production of the radio development programmes?
Can radio help in improving the lives of the people in Onitsha north local government?
Has communication through radio made positive impact towards the development of the Onitsha north local government?
Can sound radio information make Onitsha north local government area development plans to fully excel?
Are there challenges in communicating the rural development policies of Onitsha north local government area?
Can radio contribute meaningfully towards solving the development problems of the Onitsha north local government area?

Therefore the purpose of this chapter is to present relevant data, their analysis and discussion of findings in line with the stated research questions.

Data Presentation and Analysis

A Sample of 523, which ranged from 18 to 60years of age and above were randomly selected in Onitsha north local government area for this study. The copies of questionnaire were administered to them to get their individual opinions on the role of radio in the development of Onitsha north local government area.

Out of the 523 respondents of the sampled population,513(98.1%) returned their questionnaires while 10 (1.9%) did not return their own.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

Summary of the findings

From the findings and analysis in the previous chapter, it is rational to confidently conclude that despite some weaknesses which call for adjustments, the radio stations are playing some significant roles in the promotion of development in the rural areas. From the data analysis, specific conclusions can be drawn that the radio stations have promoted development in the rural area of Onitsha north local government when 361(70.4%) indicated that communication through radio programmes has made positive impact towards the development of Onitsha north local government; as regards to research question three. By development we should not only think of agricultural, health or nutritional programmes. Even the fact that the radio stations have broadened the people’s horizon of access to information is in itself an aspect of development. The diversity of information channels in the different radio, brings with it different types of information sources to the rural people, almost free of charge. Therefore, it is good for people to be exposed to different kinds of information.

The closer radio and the opinion leaders are to the audience, the easier it is for the social and environmental needs of the masses to be considered during programme production and feedback – hence dialogical communication which is crucial for development. Some people go with their portable radio to the farm, offices, or even when riding bicycles from the villages to the town. This shows that the rural people, who cannot afford TV sets or newspapers, love to listen to their radio set. In this case, the more people have radio; the more the views and demands of the rural dwellers will be considered, as well as giving prominence to local content.

People must be in harmony with each other, and collectively work together for a common goal, rather than for selfish motives. Through radio, the rural dwellers have been able to stay in touch with political developments and government policies. The rural people now know their political rights much better than before and use them especially during election. They can now confidently challenge political leaders or public servants on policies or projects that seem to be inappropriate. Therefore the more people become aware of their democratic rights, the better their community will develop. These rights include participation in election of competent leaders, being able to criticise their leaders, detecting bad government policies, and demanding for political accountability and transparency from both the local and national leaders.

The use of different dialects, and local content generally, by the radio crew is another important element of development. Rural development itself was responsible for the rise of many radio stations. Without the necessary conditions to support the radio stations, they would not have the capacity they have today, let alone even springing up. The fact that the rural people are able to buy radio sets, and the fact that there is electricity, telephone networks, advertisers, among others, show that the rural areas have attained some level of ‘development’ to offer audience to the radio stations.

Of course there are some loopholes that make it impossible to give the radio crew an excellent pass in terms of rural development. For instance, 155(30.2%) indicated that radio is improving the lives of the people in Onitsha north local government, this shows that the radio stations operate, because of profit motives; they feed the audience with too much advertisement, music and DJ jokes. The other problem is that most of the people that take part in the political talk shows – either as guests or callers – are influential politicians, not the ordinary man or woman. But rather than condemn the radio stations for those weaknesses, they should be encouraged and directed on the right thing to do. Being private stations without government subsidies, they have to ‘sell’ advertisements in order to raise money to stay on air and pay their staff. They also have to respond to audience demand. For instance, most of what is broadcast is a result of ‘consumer taste’ from at least a section of the audience, if the audience do not want a particular programme, they (radio crew) would probably not produce such programme.

From the findings, it is clear that both the radio editors/reporters and the listeners have the different perceptions about the development role of radio. 350(68.23%) indicated that the dwellers in Onitsha north local government do not participate in the production of the radio development programmes, this is why good programmes are displaced by commercial advertisements, because the radio crew need money to sustain their operations. Perhaps this scenario could be avoided if the radio crew look for sponsorship of such programmes from donors interested in promoting certain causes. But on the whole, the radio crew, before now, have helped to promote and induce different forms of development in the rural area through the different types of development programmes mentioned earlier.

Although the degree of community participation is still low, one can say that the trend is encouraging. As more people become aware of their rights, and as “competition” between the radio stations becomes stiffer, they will probably offer more platform for community participation in order to tap more listeners, for their survival.

Conclusion

This study was embarked on in order to find out the role of radio in the development of Onitsha north local government. So far the researcher’s findings revealed that radio brought about the extent of development in Onitsha north local government area. And if the radio stations are better managed and reformed, they can facilitate development of the rural areas to a greater level. As a matter of fact, it is the conclusion of this study that radio is a powerful tool for rural development and equal development in the third world countries and Nigeria in particular.

Recommendations

In order to bring about even and equal development in the rural areas these measures should be taken care of so that the third world countries, Nigeria in particular would meet up with the developed countries. Because communication is vital in the process of development and is taken as the soul of the process (Okunna 2002:301). The measures are as follows:

a) Staff and Human Resource

All the staff, especially radio managers, editors and reporters, should be given some form of training on some development journalism. It is important, that the more the media people get expertise skills on development journalism, the better they can perform in the rural areas and should be free from partisan politics.
The government should come up with a ‘‘reasonable salary package’’ law to ensure that the radio crew get not less than a certain amount of wages/salaries.

b) Participation

The radio crew should find ways of encouraging more ordinary people and grassroots leaders to take part, either as guests or contributors, in the talk shows, phone-ins and other programmes. Today, the status quo of the people have changed from the state of being passive to the state of being active and also with the advent of technology and new trends in the mode of communication, therefore the people’s needs ‘‘entirely’’ should be taken into consideration by the radio crew.

c) Economy

The radio crew should look for some form of sponsorship from NGOs, local government, institutions or companies whose agendas are connected with rural development in general or specific This will probably reduce advertisements as the radio stations will get the money they need, and thus give more time to such sponsored development programmes.
The government should introduce affirmative action in favour of community radio stations. This could be done, for instance, by exempting rural- based community radio stations from paying taxes like Value-Added Tax (VAT), or charging them subsidized license

d) Cultural policy

To promote local and national identities, the government should come up with a national policy that local content constitutes not less than 50 per cent of the radio daily programmes. Local contents are programmes, drama or songs produced by the rural dwellers, in the local language, sometimes using locally made instruments, and aimed at promoting local themes, ideas or causes.

e) Knowledge production

Further research is recommended to assess the negative impacts of the radio stations, in the rural areas and other factors that will contribute to rural development, in order to achieve even and equal development in the Nigeria especially in the rural areas.

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