Mass Media As Change Agent

Rita Ojukwu C.

Before the advent of the mass media, communication already existed, but it existed only within a limited confine.  By the dawn of the 19th century, the mass media began to emerge, the face of communication art of passing or disseminating information on a large number of people simultaneously becomes possible.

These mass media have exerted enormous power and influence on the people, it has become part of their every day life.  Some people prefer to listen to radio, watch television or read newspapers and magazine before laying their hands on anything every morning.  Imagine how you will feel or what will happen if you woke up one morning, tuned your radio or television or search for a newspaper, but could not get hold of any.  How would you have known of what is happening within and outside your environment without the media?  Would you have heard of Obama without the media?  How would you have the policies or programmes of the day without the media?

Thomas Jefferson once said “I will prefer to run the media” without the government than to run the government without the media.” Mass media are those channels or ways through which information is disseminated to a large heterogeneous and scattered people who receive the message simultaneously.  Mass media are classified into parts, print media, which include book, newspaper, magazine and electronic or broadcast media which comprise of film, radio, television and internet.

It has increased the importance in the political life of every civil society, especially with the increasing democratisation of nations policy, there is multiplicity of linkage between the mass media, the society and its politics, their activities and influence taking from the pre and post world war period to this present era of communication technology explosion, the media have proven to be veritable instruments for political mobilisation. 

The media is creating awareness of both the immediate environment and the outside world.  It is worthy to note that the mass media do not only create awareness as well as serving as a means for expression of ideas.  But they are a social force to be reckoned with and a vehicle for mobilisation.  However the mass media play a watchdog role in any society to keep surveillance on the government.  In fact, it is a major tool for good relationship between the rulers and the ruled.

The media perform effective role in a democratic era, for instance the mass media in 2003 election performed this role creditably.

Through this, they get knowledge of the happening in the national assemblies.  Different bills pertaining to the election are reported to the police, the parliamentary reports also take feedback to the government to effect changes or correction where it is necessary.

Nevertheless, no matter how laudable a government considers its policies to be, the relevance of its activities or the need of the citizens’ political participation in the national politics all depends on how far and well the people are sensitised.  The people need to be mobilised, gingered up for the achievement of national or societal aims and goals, and this can hardly take place. 

It therefore suffices to say that the mass media have a special role to play in gender issues and also in promoting or encouraging political participation.  The mass media is not only to cover the campaign and provide unbiased information to the public but they have been assigned the job of interpreting the campaign and living the political choices. 

At state level the media also promotes gender equality.

It does this through media programmes, organising seminars and conferences such as “Today’s Women and Women in Focus.  The media also does this with the purpose of showcasing the women and showing them a sense of belonging in the society.  The Federal Radio Corporation of Nigeria (FRCN), for instance presents Women in Focus where women discuss their problems in the society and proffer solutions to those problems.

The media is equally alarmed and tends to mobilise the people against the activities of criminals in the society.

The Guardian (April 3, 2005, 8-9) showcased the discordant tunes in the Eastern states precisely between Governor Mbadinuju of Anambra State and one Emeka Offor and that of Governor Chimaroke Nnamani of Enugu State and Jim Nwobodo.  The press indeed had been prophetic in its political sensitisation role in informing the people before hand, of the likely show of shame, such unwholesome political union could lead to.

Indeed, mass media set agenda for the people.  Also they assist in determining political reality.  Focusing attention on certain issues but by placing much emphasis on them at the expense of others the people come to know what to talk and think about.

Ojukwu is a student of Anambra State University