The aim of this research was to ascertain the effectiveness of opinion leadership in bringing about development communication in the rural areas.
That is to say, effort was geared towards finding out how opinion leaders contributed in facilitating the achievement of development communication objectives of the rural people.
The researcher became interested in this area of study because of the perceived impact of opinion leaders on the rural populace who make up about 80 percent of Nigeria’s population.
In this regard, the following problems among others were tackled:
Due to limitation of fund, time and other logistic, the research could not embark on a study that lovers the entire country, hence two communities were chosen, Akpuoga and Ugwuaji.
A total of 200 questionnaires were administered and 195 were returned. Simple random sampling was used in selecting the sample for this study.
Five median were raised for this study and all received empirical support.
In testing the median, chi-square statistical tool was used to determine if any significance differences exit between observed and expected frequency.
Four theories were used in explicating the median. These are development theory, selective perception, two step flow and diffusion of invocation. The result of this study were quite illuminating. The study confirmed that opinion leaders facilitate development communication messages in the rural communities in Nigeria .
Other findings are that opinion leaders hide some development communication messages and information from the rural people; that opinion leaders are not the only credible source of information in terms of development etc.
Based on the foregoing, therefore, they made recommendations relating to both policy and research. For policy, it is recommended, among others, that government should formulate and pursue policies that encourages the effective use of opinion leaders for rural development.
For research, it is recommended, among others, that further research could focus on the relevance of opinion leadership to the urbanities especially at this area of heavy reliance by urban audience on foreign media for information.
The pattern of communication in the world over changes from time to time with special reference to salient function, as in education, information and entertainment, which the mass media of communication one to their wide and heterogeneous audience.
This research work focuses on establishing the extent, if any, to which community opinion leaders are meaningful to development communication objectives.
In the first place, one may as well ask what is development all about? This all important question would have been answered before delving into the concept of development communication and its objectives. On the other hand, knowing what development is without being able to apply it to make the greatest meaning to the greatest number of people in Nigeria , would have become an effort in futility, (Okenwak 1997). This brings forth the issue of Rural Development, which has remained a thorn in the flesh of several governments in Nigeria, knowing very well that about 80 percent of Nigerians reside in rural areas.
Rogers (1976: 345) defined development as a widely participatory process of social change in a society intended to bring about both social and material advancement (including greater equality, freedom and other valued qualities) for the majority of the people through their gaining greater control over their environment. The above definition depicts the fact that development as an all involving venture, hence the emphais by Rogers on wide participation, Weinjans (1975) says that “development ultimately is not a matter of technology or gross national product, but the attainment of new knowledge and skills, the growth of a new consciousness, the expansion of the human confidence”. Both definitions however, point to the “confidence of the greater number of people on themselves as a prerequisite to a developed environment.
Development as Abott (1967:281) observes, “requires qualitative as well as quantitative change” Be it quantitative or qualitative change, development must have a human face in order to be meaningful. This means that developmental efforts must enhance the well-being of man in society. Walter Rocdney cited in Nwuneli (1986: 184) agrees to this view when the says “development in human society is a many-sided process. At the level of the individual, it implies increased skill and capacity, greater freedom, creativity, self-discipline, responsibility and material well-being. The achievement of any of those aspects of personal development is very much tied in with the state of the society as a whole. This is further reinforced by Nwanko (1988L19-20) cited in Ile (2001: 411) where he posits that development entails “Change that is continuously taking place in man and his physical, social, cultural and other environments”.
The bottom-line is that development as a concept is a continuous change that impacts meaningfully on all the ramifications of people’s lives.
Olisa, Obiukwu (1992:66) define rural development as a strategy designed to improve the economic and social life of the people in rural areas. Rural development from every indication is the most pragmatic and long overdue means of bringing government facilities and services to the door steps of the Nigerian teaming population in the rural areas. This is where development communication involves a participatory process and sharing of knowledge with the ultimate aim of airing at a consensus of all concerned. The emphasis is that if development strategies are to be successful they must aim at engendering understanding and awareness of the problems and opportunities of rural people at all levels and at improving the interaction between development personnel and the masses through an efficient communication system (ASCON 1990). This therefore, underscores the fact that development is an all involving venture.
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