CHANNELS OF INFORMATION ACQUISITION AND DISSEMINATION AMONG RURAL DWELLERS

The study examines the Channels of Information Acquisition and Dissemination among Rural Dwellers with a particular focus on Aiyedade Local Government, Osun State. There is no doubt about the fact that mass media and new media are major sources of information acquisition and distribution in this 21st century. The study is anchored on Uses and Gratifications, Technological Determinism and Source Credibility Theories. Survey research method was used coupled with questionnaire to elicit responses from the respondents that were selected through purposive sampling in strategic locations within Aiyedaade local government. 250 copies of questionnaire were administered while, 220 were returned for analysis. The data collected were analysed using frequency and percentage method. The study find out that radio still remain most effective source of information for majority of the rural dwellers which is in agreement with various findings of many studies on media use in the rural communities while, political information, agro-economy information, entertainment and health are most kind of information that majority of the respondents sought through various mass media. It is recommended that there should be efforts to increase media literacy among rural dwellers in most communities especially in Ayedade local government area of Osun state. 

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