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COMPARATIVE ANALYSIS OF THE IMPACT OF PRINT AND BROADCAST MEDIA ON SOCIAL DEVELOPMENT IN NIGERIA

ABSTRACT

This work is designed to study how dwellers use Print and broadcast media messages to effect social change. It is pertinent to note that Newspapers, though rarely find their  way into NTA and Etv channel 50 Enugu, only those who work in Uzo-Uwani Local Government Headquarter and those who are opportune to visit Urban areas, such as Enugu, Onitsha, Nsukka town, but a few, some times come home with few copies of these Newspapers on an irregular basis. Moreover, even the readership of these Newspapers is strongly affected by the high illiterate rate of the in of this Community. Television sets, on the other hand, are owned only by wealthy individuals that can afford both television sets and the Electric generating plants which are required to operate the sets, or the chargeable motor batteries which are sometimes needed in place of generating plants. Therefore, to this community, television ownership is not confined to the literate class as many illiterate but well-to-do villagers own television as luxury goods capable of providing relaxation from the stresses of daily life. In this mass media organization and management lecture, Okenwa maintains that: Most Yoruba people purchase television sets not just for luxury of it, but for the sake of Babasala’s drama which provides an excellent comic relief to the Yoruba man after his activities during this study shows the pattern of interaction between Print and broadcast media massages as agent of social development of NTA and Etv channel 50 Enugu. Previous researchers in this field confirmed themselves to the study of the relationship between Urban and Rural areas in terms of media exposure. But this study distinguishes itself by studying a completely rural community such as NTA and Etv channel 50 Enugu. Writers in this field, such as Everett Roger emphasize: that interpersonal communication channels are inadequate for reaching the huge peasant audiences of the less developed countries even when these channels are provided at the village level by government change agents.

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