COMPARATIVE ANALYSIS ON THE ROLE OF BROADCAST MEDIA AND INTERPERSONAL COMMUNICATION IN MORAL MOBILIZATION OF MBU COMMUNITY IN ISI-UZO LOCAL GOVERNMENT AREA
ABSTRACT
The goal of the research is to assess the role of broadcast media and interpersonal communication in rural mobilization especially in the area of decision-making. One hundred and eighty ruralites were randomly selected for the study. Residents of Mbu town in Isi-Uzo local government of Enugu state were used. It was found that Mbu residents had their first contact with information dissemination through broadcasting media It was also found that interpersonal communication is more effective than the media in persuasion and decision making. This was due to three major factors according to the result of the survey. Face to face communication is more flexible and provides immediate response to instantaneous feed back. Interpersonal communication is likely to raise argument of immediate personal relevance to the listeners. When one field to a personal influences in making a decision, the reward in terms of approval is immediate and personal. It was also found that there is no relationship between what the people in mbu believe and the ownership of the source of such message in the light of the foregoing. The research was able to recommend as follows: that media messages must be simple accurate and easy to understand, that more vernacular should be used than is at present, that the message must be geared to the interest of the rural listeners or viewer, that the Government should consider setting up more television viewing centers and that interpersonal channels must be vigorously used to complement what ever broadcast media effort being used. The project was divided into five chapters with introduction, which extensively discussed in chapter two and subsequently, methodology, data analysis and conclusion in chapter three to five.