In this study on “Comparative Analysis of the Role of Mass Communication and Interpersonal Communication in Rural Development, a study of my town; Umuchigbo in Enugu East Local government Area, Enugu State.
We studied the respective role of Mass Communication and interpersonal communication in rural development in order to find their exact roles, their differences and similarities, advantages and shortcomings and the likely ways both can help to enhance speedy of rural development.
The survey method of social science research was employed in this study. Questionnaire and oral interviews were used in the data collection.
My findings revealed that:
Mass Communication and interpersonal communication play a vital role in rural development and both should be combined effectively in order to achieve the desired goal in rural development.
The study of communication and development has been an issue of major concern to both developed and developing countries in communication studies. Communication, the process by which messages are transferred from a source to one or more receivers, has become a vital aspect of rural development. Communication is a part of the myriad decisions that, taken together, constitute rural development, a collective capability to make progress socially, economically, politically or technologically.
Leaner (1967) recognized the importance of communication as a stimulus for peasant modernization, “rooted in their place and pride traditional mankind lived by its constraints – unaware of them as constraints because no communication alerted them to alternative”. This position is supported by the fact that attempt at enlightening them (peasants) always sometimes diverted to create social change among rural dwellers.
Describing the goal of communication (in rural development) Berlo noted that the basic purpose of communication is to “alter the original relationship between our organism and the environment, which is ourselves”.
More specifically communication, Berlo said has the basic purpose to become an affecting agent, to affect others, our physical environment and ourselves to become a determining agent to influence – to affect with intent”.
Western Scholars propounded the early development theories. Many third world nations experimented with these theories believing that the large scale adoption of mass communication will invariably lead to development or modernization at both the structural an individual levels. These western derived theories have come under intense scrutiny and criticism. This is because the anticipated benefits suppose to have been grained from the adoption of western oriented models have not materialized.
It has often been said that the mass media were adopted into Nigerian socio-cultural values of the nation. The sixties and seventies witnessed the massive expansion of mass media hardware facilities in Nigeria, but while the mass media hardware developed at a tremendous rate, the software component barely kept pace. Thus instead of having a mass media with African and Nigerian cultural content, we have western oriented cultural content (Nwuneli: 85).
Despite this shortcoming, it is commonly accepted by many well-meaning scholars that mass communication medium e.g. Newspapers, Radio, Magazine, Television, etc. are available channels through which political leaders express their views and seek to rally public back for their policies. Politicians and non-politicians alike, also recognizes the vital roles that the mass media play in the formation of opinion, they are aware of the dangers involved in misinforming the masses especially in a society where many believe whatever they read, hear or see as the case may be, in the media.
People working in the mass media have help position of social responsibility, playing key roles in shaping the political, economic and social lives of many. Media offers the individual the opportunity to perform services of positive values to the society.
Also in every society, there are opinion leaders. The opinions of these leaders to a great extent influences the opinions of other members of the society. They are looked upon for interpretation of messages in their rural communities.
The study of the role of mass communication and interpersonal communication in rural development is peculiar and unique. The existence and influence of mass communication, opinion leaders, family attachments, friends and other variable factors play a great role in rural development.
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