CHAPTER ONE
INTRODUCTION
1.1
Background of the study
Over the years, man has lived in the
dark era; been of certain information, but today mass media has played a
significant role in the development of our communities, a medium through which
message travel from the source to the receiver.
Mass Media is designed as information and news such as newspapers,
magazine, television that reach and influence large number of people. It is
said that big minds discuss issues but small minds discuss persons.
The significance of communication for human mind cannot be over
estimated. This is true because beyond the physical requirements of food and
shelter, man needs to communicate with his/her fellow human beings.
There are specific roles which mass media play in the development of our
communities which include, the transmission of social heritage, entertainment
functions of the environment, correlation of part of the society, educating the
masses and mobilization function, that is to say that without communication, no
society can exist much less develop and survive.
For the existence as well as the organization of every society,
communication is a fundamental and vital process. It could be seen from the
forgoing functions that mass media provide information and education, personal
identity, entertainment and most importantly, integration and social
interaction, by giving insight into the circumstances of others as well as
helping the development of social empathy.
The role of mass media in rural community has grown in context of
communication changing with the proper
use of communication media in shaping and channeling the minds of the rural
communities in the use that help them, and it will go a long way in helping
their condition. It is therefore important to investigate the role of mass
media in community even down to local government level to make the rural communities
developed.
This research will focus on youths in Obubra Local Government Area of
Cross River State looking at the role of mass media in the development of
Obubra communities. In this information age were communicated it has been taken as vital instrument for
rural economic, social and political development. Even in most rural
communities where media are complex are partially available, information is
shared among the people who cannot read or write and get them to maintain a
stable system of living.
This study intends to finds out the impact of mass media in communities
in the context of development. It will also look at the extend of variables
such as educational qualification, occupation and income differentials among
youths in Obubra.
1.2
The purpose of the study
The purpose of this study is to examine
the role played by the mass media in contributing to the community development
it is also to examine the extend which mass media has contributed to the
development of the community in Obubra.
It will also determine the means and sources of mass media that are
available to the people of Obubra.
The study hopes to find out what can be done to improve the condition of
the said communities of Obubra Local Government Area of Cross River State.
The work will determine if there is any adverse impact of exposure to
mass media on the people of Obubra and how this can be eliminated or minimized.
It will also examine problem faced by mass media practitioners in this community.
1.3
The scope of the study
This study is restricted to Obubra Local
Government Area of Cross River State. Respondent cut across Onyadama, Appiapum, Ovokuwa, ofat, Ovonum,
Oderegha, Ofoduga, Obubra village, Ofongbongha No 4, and Ahaha-these are
communities that have been selected for this research. The primary concern of
this research is on the mass media,
community development and youths in Obubra Local Government Area of Cross River
State.
1.4
The significance of the study
There are many people that will benefit
from this research. Both the young and the old will gain a lot of things from
this work. The level of education will not only be improved by mass media among
the youths but also among the old ones. This research will be of advantage to
everybody in the community because the knowledge of how to provide solution to
community’s problems will be acquired. The knowledge of modern education system
through the use of computer will be gained by the help of mass media. Though
this research is based on Ten communities, it is organized in such a way that
highlight the role played by the mass media in community development.
Consequently, mass media will provide education, entertainment and
technological advancement, to the youths of Obubra Local Government Area of
Cross River State.
1.5
Research design and methodology
The research design that will be used for the
study is survey research due to its through proper information gathering.
1.5.1 The population of the study
The population of the study consists of
youths in selected villages in Obubra Local Government Area of Cross River
State. The villages include; Appiapum, Onyadama, Ovokuwa, Obubra village,
Ahaha, Ofat, Ofoduga, Offobongha No 4, and Oderegha. A total of (45)respondent
would be surveyed. The researcher will administer a set of structured question
to respondents who will be randomly selected from each village: the age range
of these respondent will be between 18
-35 years: the reason for choosing these set of respondent is because they are
the more likely target of mass media impact.
1.5.2 Sampling
techniques
In other to give the people equal
chances of selection, the random sampling methods is adopted. The proposed
sample size will be (20) comprising mainly respondents from Obubra communities.
It is in the view of this paper that the size of the sample will be a
true reflection and the respondents of Obubra communities, hence this proposed
sample size, the respondents are chosen as research universe because when we
talk of mass media, the class of audience is within this class. To this effect,
(45) pieces of papers would be cut and wrapped in the same size (25) of those
papers would contain the role of Mass Media in Community Development, while the
remaining (20) would be blank.
After this (25) persons had picked, the researcher would be able to
adopt the random sampling method. This is to ensure that bias is not introduce
regarding who is included in the survey.
1.5.3 Method of data collection
The questionnaire and an oral interview formed the tools used will be the basic instrument to be
used in collecting the data. The questionnaire will consist of open and close ended.
Questionnaires, the open ended question will give the respondents free
opportunity to express themselves. While the close ended question consist of
multiple choice question, the questions are the sample questions of the Yes and
No” that the respondents will choose one option, while the multiple choice
questions would require the respondents to choose from a set of questions, the most appropriate one.
The youths of Obubra Local Government Area of Cross River State would
consulted and interviewed on issue
concerning how the media have affected
their lives, value, culture, believe
(religions) etc
1.6
Limitation of the study
The study of this research would be
limited to youths who are literate, semi-literate. The respondents play a vital
role in determining the role of mass media in community development.
1.7
The delimitation of the study
This research does not intend to discuss
issues relating to the electronic media for this study and other media related
matters, and for this reason, the researcher has decided to limit herself to
the main area of her interest, which is the role of mass media in community
development.
1.8
Definition of terms
The following terms have been define for
further clarification and to enhance proper explanation of viables.
1.8.1 Community
The term community has two different
meanings;
1.
A group of people living in the
same proximity (i.e, in space, time or relationship. Community usually refers
to a society or unit larger than a house hold that shares common values.
1.8.2 Community development
Community development is a way of
strengthening civil society by coming together to take collective actions of
communities and their perspective in the developments of social economic and
environmental policy. It seeks the empowerment of local communities taken to
mean both geographical communities; communities organizing around specific themes or policy initiatives.
1.8.3 Mass media
Mass media refers to channels of
communication that involve transmitting information in some way, shape or forms
to large numbers. Mass media also refers to print, radio television, and other
communication technologies.
1.8.4 Printing press
A printing press is a device for
applying pressure to an inked surface resting upon a print medium (such as
paper or cloth). Thereby transferring the ink.
1.9
History of mass media
The history of Mass media can be traced
to the days when dramas were performed in various ancient cultures. This was
the first time when a form of media was “broadcast” to a wider audience.
The first dated printed book known is the “Diamond sutra”, printed in
China in 868 AD, although it is clear that books were printed earlier.
Movable day type was invented in 1041 in China. However, due to the slow
spread of literacy to the masses in China, and the relations high cost of paper
there, the earliest printed mass medium was probably European popular prints
from about 1400.
Although those were produced in urge numbers, very few early examples
survives, and even more known to be printed before about 1600 have not
survived. The term “mass media” was coined with the creation of print media,
which is notable for the first example of mass media, as we use the term today.
This form of media started in Europe in the middle ages.
Johannes Gutenberg’s invention of the of
the printing press allowed the mass production of books to sweep the nation. He
printed the first book on a printing press with movable type in 1453.
The Gutenberg Bible, one of the book he published, was translated into
many different languages and printed through out the continent. The invention
of the printing press in the late 15th century gave rise to some of the first forms of mass communication by
enabling the publication of books and newspaper on a scale much larger than
was previously possible. The invention
also transformed the way the world received print materials, although books
remained too expensive really to be called a mass medium for at least a century
after that. Newspapers developed from about 1612, with the first example in
English in 1620; but they look until the 19th century to reach a mass audience
directly. The first high circulation, newspapers arose in London in the early
1800s, such as the times, and were made possible by the invention of high speed
rotary steam printing presses, and railroads which allowed large-scale
distribution over wide geographical areas.
The increase in circulation, however, led to a decline in feedback and interactivity from the
readership, making newspapers a more one- way medium, the phrase“the media
began to be used in the 1920s. the notion of “mass media” was generally
restricted to print media up until the post-second world war, when radio,
television, and video were introduced. The audio-visual facilities became very
popular because they provided information and entertainment, because the colour
and sound engaged the viewers/listeners and because it was easier for the
general public to passively watch TV or listen to the radio times, the internet
became the latest and more popular mass medium. Information has become readily
available because of the websites and easily accessible through search engines.
One can do many activities at the same time, such as playing games,
listening to music and networking, irrespective of location. Whilst other forms
of mass media are restricted in the type of information they can offer, the
internet comprises a large percentage of the sum of human knowledge through
such things as google books. Modern day mass media consist of the internet,
mobile phones, blogs, podcasts, and RSS feeds.
During the 20th century the growth of mass media was given by
technologies such as printing, record pressing and film duplication allowed the
duplication of books, newspapers and movies at low prices urge audiences. Radio
and television allowed the electronic duplication of information for the first
time.
Mass media had the economics of linear reduplication: A single work
could make money. An example of Riel and Neil’s sold, and as volumes went up,
unit further, vast fortunes were to be made in mass media. In a democratic
society, the media can serve the electorate about issues regarding government
and co-operate entities (see media influence). Some consider the concentration
media ownership to be a threat to democracy.
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