Mass Media And Rural Development

The mass media
otherwise referred to as the press and also christened the forth estate of the realm is one of the institutions that can bring about the expected rural development in Nigeria.
This, no doubt, transcends its legal empowerment to inform, educate, entertain, set agenda and culturally correlate all parts of the society.
Indeed, all strata of the society look up to the mass media for objective information and education on government policies and programmes to enable them flow in the currency of societal development.
In fact, members of the society as well as other institutions can only participate effectively in the development of the society especially the rural areas when they have the volume of information and knowledge
required.
This is why it has become necessary for the mass media to evangelise segments of the society including the citizens with relevant information about government programmes and policies.
However, the majority of the people that needed such information and education are the rural dwellers.
Rural communities in Nigeria require development especially in the area of rural road network. electricity, potable water, modern markets and in the understanding of the society generally.
Across the length and breadth of the rural populace one is made to witness absence of essential amenities to aid life.
The rural communities, it has been gathered, is the hub of the Nigerian society and again the custodian of the essential culture of the Nigerian society.
It is a sad commentary to note that after independence in 1960 and Republic in 1963 most of the dreams of our founding fathers concerning the development of all parts of the society is still a far cry.
Essentially, the mass media has been licensed to hold government accountable for the development of the society and the citizenry.
In recent time we have observed that most  of the mass media institutions in Nigeria are located in the urban areas leading to urban bias.
The Radio, Television and the Newspaper establishments across the country are mostly found in the major cities of Nigeria.
This, apart, radio and television signals are also said to be in short supply for the rural communities leading to poor knowledge and idea of government policies and programmes.
More worrisome is the fact that majority of the newspapers are distributed and bought within the urban centers.
It is also hard and difficult to see newspapers with local, national and international focus freely distributed and sold at the rural areas.
This it has been calculated and seen as a minus in the education and information agenda and functions of the mass media.
This, is because people act in the impulse of the things they see and hear on daily basis.
Rural communities can only respond to the volume of government policies and programmes on development when they are opportuned to available information on what constitutes development and how it is
carried out.
In the course of developing the rural com munities in Nigeria to which the mass media has a role to play we suggest that the mass media should establish branches at the rural communities so as to bring home the essence of governance and development.
This, no doubt, will aid the mass media to embark on rural broadcasting and reporting to encourage intercourse between the perception of the rural communities and government agenda on development.
In fact, mass media presence in some of the rural communities will avert some of the crimes perpetrated in the local settings and bring the rural communities closer to the government.

Omah is of Radio Rivers, Port Harcourt.

Obed Omah