THE IMPACT OF MASS MEDIA ON SOCIAL, POLITICAL AND CULTURAL LIFE

          Mass media is the means of communication used to reach large numbers of people in a short time. A message can be communicated to a mass audience by many means, they are: Weekly and daily newspapers, Magazines, billboards, Radio and television. Radio is the sense of sound whereas television and motion pictures appeal both to the visual and auditory senses.

          According to Dennis and Defleur, “Mass media can be described as devices for moving messages across  distance or time to accomplish mass communication”.

          The term “Mass” is a reference to a large numbers of people while anything that transfers information from its source to the receiver is considered as a medium. That is the reason why mass media is described by Crystal in the Cambridge Encyclopedia as:-

          “The means of producing and disseminating news, information and entertainment to a universal audience typically through the press (Newspapers, Magazines, Cinemas, Radios, Television and even Paperback Publishing).

          The impact of mass media on social, political and cultural life in relation to the Eruwa community located in Ibarapa Area of Oyo State.

          In mass media sector, the dissemination of information to inform, educate and entertain the people may leads to promotion of social, political and cultural life of the people.

          In discharging its duties, the mass media towards the masses, may influence, orientate, educate and strengthen the behaviour of the people socially, politically and culturally. The social, political and cultural life in Eruwa community. The mass media could be well appreciated and commendable to the well-being of the people.

          Problem may occur on social, political and cultural life of the people where the information disseminated by the mass media is not well understood. Problems may also occur where the information is injurious to the masses, have negative impact on the people or passes bias information and disrepute or defame the masses.

          However, much has to be done on those problems in order to develop social, political and cultural life of the masses.

          The objectives or purposes or aims of this research work are as follows:

i.        To determine the behaviour of the masses to the media.

ii.       To investigate the reaction on the impact of mass media on social, political and cultural life.

iv.      To ascertain the disposition of media.