ABSTRACT

This research was undertaken to examine the role played by the mass media in the enlightenment of the rural communities in Ovia North East local government in area such as political awareness like voting for those that will represent them in government during election and in advertising local products and services. The research was divided into five chapters, chapter one covers the background of the study and the problem which prompted the researcher into research. The research is anchored on two theories namely, the cultivation effect and diffusion of innovation theories. The major assumption made in the study is that the mass media plays a significant role in the enlightenment of rural dwellers in Ovia North East local government area on issues like political awareness and in advertising of local products and services. The study adopted a survey research method which involves the use of questionnaire and interview. The population of the study was gotten from six (6) communities in Ovia North East while the sample size was determined at one hundred and sixty, using the purposive sampling techniques. As such, 160 questionnaires were sent out to the respondents to ascertain the role and extent of mass media on political awareness and advertising in Ovia North East local government area. The data analysis in chapter four provides clear evidence of the fact that the mass media has a tremendous impact on the rural community enlightenment in Ovia North East local government area.