CHAPTER ONE
INTRODUCTION
The media plays a big role in the
achievement of the Nigeria vision 2020. The Nigeria Vision 2020 is the
country's development programme covering the period 2008 to 2020. Its main aim
is to make Nigeria an industrialized country, the quality of life of its
citizens by the year 2020. This is based on three pillars:
·
the economic pillar,
·
the social pillar and
·
the political pillar.
In
other words, it's about national development, based upon improving the
political, economic and social lives of the citizens. The impact of the media
in national development relies on:
·
the media themselves,
·
the societies in which they operate, and
·
the audience they reach. These factors are not
static but they are dynamic.
The
media in draconian states, for example, are not likely to exercise the same
persuasion as those in autonomous societies. Nigeria is a fairly democratic
country, however in democratic governments, factors, such as technological
advancement, the intended audience and the message manipulates how far the
media impacts on the society.
The
fact that every medium has a message, its target audience and aims at
influencing behavior in terms of the attitudes, perception and the mind-set,
gives it a vantage point to influence development in a nation. The media
communicates to its audience, creating a shared meaning through sending and
receiving of information.
Knowledge
is power therefore the media is vital for understanding and providing knowledge
to the people. Baran, (2002). Through communication the people get to be aware
of and value their environment, in addition communication paves way for
relationships among individuals and societies. Whatever form communication may
take, it is meant to convey information from one party to another. Key factors
to effective communication comprises of; the source, message, medium, receiver
and effects. Mcqual, (1986).
For
significant influence to be achieved on the audience there is need for Mass
Communication. Mass Communication is the communication between a mass medium
and its audience. Ibid, (2000).
The
media entails numerous ways through which communication is carried out. The
influence of the media towards national development is crucial and requires
attention from scholars.
However,
it is significant to understand what is meant by the term "national
development" so as to be in a position to merge media to national
development. The Oxford dictionary 2001 looks at development a new stage in a
changing situation.
According
Fowler, (2001) To "develop" is to become more advanced. Eapen, (1973)
looks at national development in terms of three key pointers: economic growth,
self-reliance, and social justice. National development involves factors like: political,
economic and social factors. Development should factor in economic structure, social
environment and political maturity. We cannot talk about development without
factoring in the people, because national development targets the citizens
since human development is the overall objective of national development.
With
reference to UNDP Human Development Report of 2002, it looks at national
development in terms of, right to knowledge, improved nutrition and medical
services, protection from crime and violence, political freedoms and free
participation in community activities. Media is seen as a crucial factor to
national development because of its capability of influencing public opinion.
Such that the power to influence public opinion should be handled responsibly
and with utmost care because it can turn out to be negative if it will be biased
sensationalist and careless in handling matters. Media freedom is compulsory,
if it is to play an active role in national development.
Nigerian
media zealously fought for the freedom of the press by opposing a media bill
that was geared to set up a communications and multimedia appeals Tribunal with
powers to impose penalties on journalists and even powers to stop a journalist
from working.
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