ROLE OF MASS MEDIA IN THE CAMPAIGN FOR MASS LITERACY

ABSTRACT

ABSTRACT

The research examines the role of mass media in the campaign for mass literacy (A case study of Unique F.M ).  The primary objective of the study is to examine the various contributions of mass media towards ensuring mass literacy in Nigeria. The study was anchored on Knowledge Gap Theory, Uses and Gratification and Education-Entertainment Theory. Survey research method was adopted while 150 copies of questionnaires were administered to the selected respondents of which same numbers were returned. The data collected were analysed in frequency and percentage method. From the findings, it is clear that radio through various programmes have raised the literacy level of the audience to a very large extent. It is also said that if the media perform well in it social responsibility functions it will reduce the illiteracy rate of the people. It is however recommended that there is need to put the audience into consideration and make programmes participatory in nature through phone-in programmes and other interactive platforms.


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