CHAPTER ONE INTRODUCTION 1.1     BACKGROUND OF STUDY

A medium is the channel through which messages travel from the source to the receiver. Mass media include not only the mechanical device that transmit and sometimes store the message e.g. television, cameras, radio, microphone printing press etc. but also the institution that uses these machines to transmit the message. In other word, hence we talk about mass media we are referring to the people the policies, the organization and the technology that goes into producing mass communication.

According to Oxford Advance Learner’s Dictionary, international student’s edition mass media is designed as information and news such as newspapers, magazine, radio and television that reach and influence large number of people.

It is well known that most raw materials provided for the urban L.G.A. Despite this, the contributions of the rural L.G.A. have not received adequate attention which they deserve.

According to Nwosu (1990:5) “Communication is central to rural national achievement and that is catalytic effect to the achievement of other sector of the economy should never be neglected.

Ekitudo (1986:120) observed that “The role of mass media in global L.G.A has dynamically grown in concept of communication changing” with the proper use of communication media in shaping and channeling the minds of the rural communities.

In the use that cued them, and it will go a long way in blaring their condition. It is therefore important to investigate the affairs of the mass media in Rivers State even down to Local Government level to make the rural communities develop.

This research work will focus on Degema Local Government Area of Rivers State looking at the role of the mass media in the effective administration in Local Government Area of Rivers State. (Degema Local Government as case study).

1.2     STATEMENT OF PROBLEM

In this digital age where communication has been taken as a vital instrument for rural economic, social and political achievement, even in most rural, communities or L.G.A. where media are complexity or partially available, information is shared among the people who cannot read or write and get them to maintain a stable system of living.

This study intends to find out the role of mass media in communities in the context of effective administration. The problem also include to what extent is the attitude and behavioural changes of rural dwellers when exposed to the mass media. It will also look at the extent of variables such as educational qualification, occupation and income difference among the people of Degema Local Government Area of Rivers State.

1.3     OBJECTIVES OF THE STUDY

The objectives of this study are to examine the role played by the mass media in contribution to the effective administration of Degema Local Government Area in Rivers State.

1. To examine the extent which mass media has contributed to the effective administration of Local Government in Rivers State.
2. To determine the means and sources of mass media available to the people of Degema L.G.A. in Rivers State.
3. To discover what can be done to improve the role of mass media in the said local government.
4. To determine if there is any adverse impact of exposure to mass media on the people of Degema Local Government and how can this be eliminated or minimized.
5. To examine the problems faced by mass media practioners in this L.G.A. and what are suggested solutions to these problems.

1.4     RESEARCH QUESTION

These are following questions that may arise in the course of this research.

1. To what extent does mass media contribute to the effective administration in the L.G.A. in Rivers State?
2. What are the means and sources of mass media available to the people of Degema L.G.A. in Rivers State?
3. What can be done to improve the role of mass media in the Local Government and other Local Government in the country?
4. Is there any adverse impact of exposure to mass media on the people of Degema Local Government, how this can be eliminated or minimized?
5. What are the problems faced by mass media practitioners in the L.G.A. and what are suggested solutions to these problems?

1.5     SIGNIFICANCE OF THE STUDY

There are many people that will benefit from this research work; both the young and old will gain a lot of things from the work. However, the level of education will not only be improved by mass media among the youths but also among the old ones.

This research work will be of advantage to everybody in the Degema Local Government Area because the knowledge of how to provide solution to L.G.A.s problems will be acquired. The tactics of modern education system through the use of computer will be gained by the help of mass media.

Though, this research work is based on L.G.A. (Degema), it is organized in a way to highlight the role which mass media play in any L.G.A. in effective administration and improvement passed to the people through it.

Consequently, mass media will provide Education, Entertainment, Technology Advancement Information etc. which will move Degema Local Government Area forward among other communities.

1.6     SCOPE OF THE STUDY

Based on the research topic, the role of the mass media in the effective administration in Local Government Area in Rivers State, the study will be limited on the people of Degema Local Government Area of Rivers State since studying the entire L.G.A. in Nigeria will not be possible so the researcher therefore limited the study to the said L.G.A. in Rivers State.

1.7     LIMITATION OF THE STUDY

The following are considered as constraints faced by the researcher in the study, thus:

       Time: Time factor is one major factor faced by the researcher in the research because enough time was not allotted to the researcher to effectively gather enough data for the study.

       Finance: The researcher also encountered some financial constraints since the fund available for the study was not enough.

       Material: The researcher suffered some material problems since there were not enough data and materials for the study.

1.8     DEFINITION OF TERMS

This is the definition of some important concepts used in this study.

1. Reporters: Reporters are one type of journalist; they create reports as a profession for broadcast or publication in mass media such as newspaper, television, magazines, documentary film, and the internet.
2. Mass media: Mass media refers collectively to all media technologies, including the internet, television, newspapers and radio which are used for mass communications and to the organization which control these technologies.
3. L.G.A.: The term L.G.A. has two distinct meanings, a group of interacting people living in some proximity (i.e. in space, time or relationship) L.G.A. usually refers to a social unit larger than a household that shares common value and has social cohesion.
4. Administration: This simply refers to the governing of a particular group or society.
5. Effective: This is the realization of a particular cause or policy by a body.