ABSTRACT: The study examines the role of electronic media in mobilizing the people for self-sustenance. Mass media especially radio and televisions have been in the fore front of several development programmes and sustainable development through various programmes and commercials. This research was anchored on developmental media theory. Survey research method was used while questionnaire was used to collect data from respondents were drawn with the audience of radio in Osogbo and its environments.150 respondents were selected using accidental sampling techniques out of 150 copies of questionnaire that were administered 31 copies were returned and analyzed using frequency percentage with table. Findings show that many of respondents listen to various self-sustenance programmes on Rave FM most of the tone especially on those leading farming and online business. Most of the programmes on self – sustenance are air in English language. Their study recommends that Rave FM and other electronic media should develop more developments programmes that will further educate people on how to be self reliance and the programme should be made in local language in order to enable more people especially the illiterate to benefit from it.
1.1 Background to the Study
The term mass media simply translates to the modern means of giving news, opinion, education and entertainment to large numbers of people, especially through radio, television, newspapers, magazines, films and internet. A medium is the channel through which a message travels from the source to the receiver.
Mass media is an umbrella terms used for all means of communication to a wider and larger audience residing in different geographical locations.
Akinfeleye (2004) defines mass media as a means or channels through which messages or information are transferred or disseminate to a wider and larger heterogeneous audience who are residing in a diverse location. The term mass media simply translates to the modern means of giving news, opinion, education and entertainment to large numbers of people, especially through radio, television, newspapers, magazines and films.
Mass media organization is describe as that outfit that produce news or entertainment content and distribute that content to a large number of geographically separated people through a technologically based medium (David, 2005:182).
Oyekanmi (2006) opines that broadcast or electronic media is the media outfit that distribute news and information to a large heterogenous audience through the means of radio and television. However, news is distributed in Nigeria through print and electronic media. These include radio, television, newspaper and magazine.
Radio is an electronic device that uses electromagnetic wave for the transmission of messages, information, communication and it possesses some attributes which place it upon the television broadcasting, Oyekanmi (2006). Radio can give people a voice and offer a forum for dialogue between communities and government. It takes up this responsibility and ensures vulnerable groups in society are included and represented in their programme.
Radio as a member of the media family, is an instrument for information dissemination. World over, the radio is known to be a very powerful tool for development, it has been used for developmental process in the developed nations, and it’s the singular medium that is most effective for mass mobilisation, (Onabajo 2001).
In Nigeria today, radio is a powerful tool that is used to raise public awareness on health, politics, education, governance and for self-sustenance. Also, it has served the purpose of mobilising the masses in period of elections, outbreak of epidemics and on wide range of national issues. Radio helps to achieve development and self-reliance in the developing nations of which Nigeria is among.
In line with the above assertion, Rave F.M 91.7 which is an innovative radio station located in the city of Osogbo, Osun State and established around October 2015 do air various programmes about politics, entertainment, public discourse, sports and so on. Issues of development, self-reliance and sustenance are not given adequate coverage as it ought to be, this has made the people to distant themselves from some of these programmes which are not in conformity with their expectations.
It is against this backdrop that this study examines the role of electronic media in mobilising the people for self-sustenance with the view to understand it exact role in development and how it improves individuals and society in general because mass media are essential tool for promoting education, socialisation and creating public understanding about various phenomena including how to be self-sufficient, self-reliance and sustainable development at large.
1.2 Problem Statement
The media, especially radio has been termed as an effective tool for grassroots mobilisation. However, the language of broadcasting (instruction) is one of the problems faced by the audience.
Meanwhile, issues of self-development, self-sustenance and reliance are not given prominent attention by radio. Also, there are little or no empirical studies carried out on the role of electronic media in mobilising the people for self-sustenance. Therefore, this study will offer empirical evidence to substantiate on whether such research has been conducted before.
It is against this background that this research work tends to look at the various roles played by radio in mobilising the people for self-sustenance with a view to understand the need to make people self-reliant, independent and focused in every sphere of life.
1.3 Objectives of the Study
- To examine the roles of RAVE F.M in educating the masses on the need for self-
- To find out whether RAVE F.M’s programmes has a great impact on the masses in their quest for self-sustenance.
- To examine the kind of people’s self-sustenance programmes available on RAVE M.
- To ascertain the extent in which the people listen to various self-sustenance programmes on RAVE F.M.
1.4 Research Questions
- To what extent has RAVE F.M educate the masses on the need for self-sustenance?
- What are the kinds of people’s self-sustenance programmes available on RAVE F.M?
- How impactful are these programmes on the masses in their quest for self- sustenance
- To what extent do the people listen to various self-sustenance programmes available on RAVE F.M?
1.5 Significance of the Study
Since radio has been adjudged as an effective tool for grassroots mobilisation, and is capable of reaching a wider range of audience simultaneously .This study will be beneficial to the society especially the broadcast industry among others.
The result of this research will allow RAVE F.M and other broadcast media outfits to understand the need to produced people-oriented programmes. It will also help media owners to improve on their programmes and the contents, so as to get the full attention of the masses to such programmes.
Since there is little or no empirical studies carried out on the role of electronic media in mobilising the people for self-sustenance, this study will offer empirical evidence to substantiate on whether such distinctive roles do exists. Also, media workers are often sceptical about what the people (audience) says concerning their programmes contents and quality, through this findings; it will help rate the popularity of such programme and further help them to make proper research when designing any programme. Future researchers and scholars who may want to carry out research in this area or related aspect will find this material very useful.
1.6 Scope of the study
The study has been narrowed in scope to RAVE F.M, Osogbo. RAVE F.M is selected because it is one of the closest broadcast media (radio) to the researcher, and it will be suitable for carrying out the research study which is titled “Evaluating the Role of Electronic Media in Mobilising the People for Self-Sustenance”.
1.7 Limitations to the Study
Basically, the some of the limitations of the studies are:
- Stress from other academic activities is one of the limitations to the research work
- Financial constraint to travel to different places.
- Duration for the research work is relatively short
- Materials that are available on this topic is relatively small as the concept is new or people are not written from that angle.
1.8 Operational Definition of Terms
Roles: The degree or extent to which somebody is involved in an activity and effect they have on it.
Electronic Media: The main ways that large numbers of people receive information and entertainment on radio, television and others through a technological device.
Mobilising: To organise a group of people for a particular purpose.
Self-Sustenance: The fact of using your ability and skills to make yourself to exist.
WHAT TO EXPECT: (Format: MS WORD, Chapter 1-5, Abstract, Table of Contents, Questionnaire and References)