By Ikechukwu Amaechi
Many people agree with the saying that information is power. Anyone who has information has power, which explains why people are always seeking for information because an informed citizenry is an asset to the community. And if this is true, as in deed it is, then the media, the vehicle through which this information which is the source of power is conveyed to the people is important.
Experts agree that there are few things which impact the human mind more than the mass media. The advice of teachers, parents and relatives may fall on deaf ears, but the media influence on the community, particularly on the young members of the community, is very strong.
So, what is the media and giving its very important role in the community, how can it be used to promote, rather than undermine community development?
Though the term media can be used as a collective noun for the press or news reporting agencies, in general, media refers to various means of communication. For example, television, radio, and the newspaper are different types of media used as a means of mass communication. Simply put, media refers to the form and technology used to communicate information.
As stated earlier, the influence of the media on the community is enormous. The significance of communication for human life cannot be overestimated. This is true because just like the physical requirements of food and shelter, we all need to communicate with each other. This urge for communication is primary and a necessity for the survival of every community. Experts agree that without communication, no society can exist, not to talk of developing and surviving.
Therefore, for the existence as well as development of any community, communication is fundamental and hence the importance of the media.
The media improves the community by performing its functions of educating the masses, entertaining and mobilising the people. The mobilisation function is particularly important to developing communities because it helps to bring people together and helps to advance communal cause. The media if well used develops a sense of community among the people. While the government uses the media to tell the people what they are doing, the people can also communicate to the government what they really want by writing letters to the editors of newspapers, opinion articles or participating in radio and television programmes.
By facilitating community education, the media also creates awareness in the community. The media can mobilise the people to support causes that will advance their well-being. This is particularly so in democratic communities. The media plays a very important role during elections as was recently held in Nigeria, by enhancing voter education and mobilising the people to perform their civic responsibility.
Through its entertainment functions, the media helps in creating conducive environments in communities that can facilitate harmonious living. The cultures and values of the community can be sustained by the media and by so doing, they can help in keeping the communities strong and united. This is particularly important to the youth who rely so much on the media for their education. Because the media plays a significant role in forming and influencing people’s attitudes and behaviour, it can be a very positive influence in community development.
But it also needs to be pointed out that when the media is manipulated or used in promoting selfish interests rather than common good, the consequence could be disastrous. Like it has happened in many African countries, some bad leaders have used the media in promoting ethnic hatred that resulted in the killing of many people.
The implication, therefore, is that care must be taken by media practitioners and managers to ensure that what is communicated to the people are materials that will educate, entertain and promote social cohesion, rather than destroy either the youths or the community. When used properly, the media remains the most potent weapon for community development. The people are better informed about issues concerning their community and they, in turn, are motivated to contribute their own quota to such development.
In other words, the media helps in channelling the energies and talents of the people towards community development. This it does by setting the agenda. Perhaps, that explains why most radio, television stations and even newspapers now are community-based.