AN ASSESSMENT OF THE USE OF RURAL BROADCASTING IN REDUCING POVERTY IN SOUTH-EAST, NIGERIA.
With the development of new communication technology, the power of mass media has gained greater importance. The media is pivotal in defining what we think, how we look and our social place and issues in the society. The study investigated essentially the use of rural broadcasting in reducing poverty in South-East, Nigeria. The objective of embarking on this study is to evaluate the use of rural broadcasting in reducing poverty in South-East, Nigeria. In conducting this study, survey method was used to generate both quantitative and qualitative data. The population of the study; the five South-Eastern States was 16, 381,729 while the sample size was 400. The sampling technique used was multi-stage sampling technique. In the study, an extensive review of literature was carried on to analyze and get a good understanding on the use of rural broadcasting in rural development. From the research work, it was revealed that factors like lack of research, corruption, wrong policies among others contribute to the failure of radio in addressing issues that concerns poverty. Therefore, if the use of rural broadcasting to reduce poverty is to be achieved successfully, it is recommended that the people whom the programme is directed to should participate in the programme from the conception to the execution of the programme.