BROADCASTING MEDIA AS A TOOL FOR SOCIAL CHANGES AMONG RESIDENTS OF AJEROMI
ABSTRACT
Sustaining culture, values, norms, and other forms of socialization is essential to human society, and one of the simplest and most effective ways to do so is through mass media participation. The mass media, particularly radio and television, has been a major agent of socialization and a tool for social change, particularly now that people rely on mass media messages.
As a result, the study intends to investigate broadcasting media as a tool for social change among residents of Lagos state’s Ajeromi Ifelodun local government area.
Many people in Ajeromi Ifelodun Local Government have access to 5 channels or higher, and both radio and television have brought about social change in the area. A greater proportion of respondents strongly agreed that radio and television had reshaped the sociopolitical economy of Ajeromi Ifelodun Local Government.
It is recommended that journalists be trained and retrained on the social responsibility role that is expected of them, and that the government enact laws and policies that allow radio and television to broadcast more local content than western or foreign content.
CHAPTER ONE
THE STUDY’S BACKGROUND
Television is the most popular form of mass media today, with the most viewers. Its audience is larger than that of any other media outlet. This is due to television’s ability to attract audiences of all ages, literate and illiterate, and from all socioeconomic backgrounds Kundra, Shipra (2005, p-113).
It is widely acknowledged that technological advancement in the field of communication has resulted in television as an effective tool of mass media. Television is the most powerful persuasion tool in mass communication. The effectiveness of television is determined by how it is used in development processes.
According to Dorr (1986), television differs from other media in that it is more widely used and can present more lifelike content than most other forms of media. Television is the most powerful mass communication medium. It is, in fact, a revolution in the process of communication in a modern society.
It has not only brought the entire world into the homes of its viewers, but it has also earned their trust in terms of its dependability. They have become susceptible to its sway. People are constantly exposed to it. Kamlesh Mahajan (1990, p-226).
In the last few decades, television has grown exponentially in terms of both technology and reach. It was conceived primarily as a mass medium and a mass educator for its large population dispersed across remote and culturally diverse areas.
Its purpose is to disseminate the message of development and modernization in order to raise public awareness and encourage public participation. It is expected to support government plans and programs aimed at bringing about social and economic change, ensuring national security, and advancing the cause of national integration Kundra, Shipra (2005, p-115).
The advancement of television has given rise to hope for maintaining unity in diversity in a pluralistic society such as India. Television is the most powerful tool of mass media, capable of reshaping public opinion. According to Marshall McLuhan,
“TV is the most appropriate medium for mass communication, particularly in developing countries, because of its involving and absorbing nature.” TV engages the audience as a whole. The introduction of satellite television has resulted in a global shift.”
Overall, the goal of any media is to inform, evaluate, direct, influence, teach, project images, provide orientation, and create an environment conducive to effective decision making. Every man spends long hours each day engrossed in media consumption.
Television, in addition to providing entertainment, vastly increases the availability of information about the outside world as well as exposure to other ways of life. According to Dorr (1986), television differs from other media in that it is more widely used and can present more authentic content than most other forms of media.
STATEMENT OF THE PROBLEM
Television stimulates and reinforces the viewer’s pre-existing ideas, beliefs, and tendencies. Television, for example, repeats and thus reinforces messages about family planning, the importance of girls’ education, marriage age, environmental protection, energy conservation, and so on. As a result, it serves a persuasive function. Because of audio-visual presentation, television has greater flexibility and mobility in its coverage.
This is why it has evolved into a family medium. Messages are delivered to family members in their own environment. It can demonstrate what occurred and how it occurred. Through animation, it can depict the landing of a man on Mars, the functioning of the heart, or cell division.
Above all, it has the potential to be entertaining. As a mass medium, television informs, educates, inspires, and motivates. Shipra, Kundra (2005, p-116). In a diverse country like India, where population and illiteracy are two of the most pressing issues, electronic media has an extraordinary reach for disseminating information even to remote areas.
Because India has a diverse range of cultures, religions, and traditions, audio-visual mass media such as television can play an important role in fostering common understanding and bringing people together. It opens up the possibility of educating villagers in the most remote areas and bringing them into the mainstream task of development, as well as creating a broader vision of the world.
This study was undertaken to investigate the role of broadcast media in engineering social change on the basis of the preceding premise.
THE STUDY’S OBJECTIVES
The purpose of this research is to look into the role of broadcast media as a tool for social change. The study will specifically seek:
To ascertain the most commonly used media among Ajeromi Ifelodun residents.
To determine whether or not the area of study has taken intentional actions based on the influence of the broadcast media.
To ascertain the level of accessibility to broadcast media in Ajeromi Ifelodun.
QUESTIONS FOR RESEARCH
The research will provide answers to the following questions:
What is the most popular form of broadcast media in Ajeromi Ifelodun?
Has broadcast media had a positive impact on Ajeromi Ifelodun?
What is the availability of broadcast media in Ajeromi Ifelodun?
LIMITATIONS AND SCOPE
This research is restricted to broadcast media and focuses on social change. Furthermore, the scope of the research is limited to the local government of Ajeromi Ifelodun.
THE STUDY’S IMPORTANCE
The study would educate the public about the benefits of broadcast media. It would also assist media organizations in determining the impact of their services and, as a result, encourage media organizations to provide more positive representation.
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BROADCASTING MEDIA AS A TOOL FOR SOCIAL CHANGES AMONG RESIDENTS OF AJEROMI
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