Mass Media as Catalyst for Business Development in Rural Settlements: A Study of Ogun State, Nigeria

Abstract

The Mass Media as Catalyst for Business Development in Rural Settlement is a research study that is focused on identifying different challenges faced by rural settlers. Mass media has transformed and will continue to transform our world as it creates avenues to develop businesses at local and international levels. The knowledge of how to manage the mass media process to develop business in rural areas has grown in depth. The aim and objectives of this study is to examine the roles played by mass media in business development of rural settlements, to study the rate at which business development in the rural settlements are aided by mass media, to study peoples’ reaction to messages from the mass media on business development and to achieve these objectives, survey research design was adopted. The study used Media Effects and Cultivation Theories to back its findings while simple random sampling techniques and purposive approach were employed to select six hundred respondents from six different local governments in Ogun State. A well-structured questionnaire was used as an instrument for data collection. Data collected was analyzed with regression analysis. Part of the result is identifying the roles played by Radio and Television which have been identified as significant contributors to business development of rural settlements, ascertaining the high rate at which business development in the rural settlements are aided by mass media among other findings.