The Role Of Mass Media In Fighting Rural Poverty In Kano, Nigeria
The paper focuses on the role of mass media in fighting rural poverty in Kano State in particular and Nigeria in general. Rural poverty is a serious phenomenon that poses a threat to economic opportunities, security and sustainable development of the rural poor. It involves land degradation caused by human-induced deforestation, agricultural and economic policies which negatively affect farming communities. Mass media play a greater role in reversing this trend in order to rescue the rural populace from the cycle of poverty, whose economic livelihood is directly dependent on land exploitation. Therefore, the paper examines role of print and electronic media in improving the lives of the rural poor. The study involved questionnaires and in-depth interviews. The sample respondents comprised of 200 staff of the media houses randomly selected. Therefore, to guide the study two hypotheses and three research questions were utilised. Similarly, the interview was conducted with five rural populace. The data collected were subjected to simple frequency count and percentage. Chi-squire statistical tools were used to test the null hypotheses. The findings of the study show that there is a significant relationship between unemployment and rural poverty. And there is no significant difference between media programmes and government campaign on rural poverty. The findings of the study also indicate that the role of mass media is public announcement, media jingles, sensitization and enlightenment campaign.
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