Mass Media and Community Mobilization for Development
An Analytical Approach
Communication is central to every human activity. The mass media are potent channels for communicating with or reaching a mass, heterogeneous, scattered and often transitory audience. Development at any level proves successful when approached from a participatory point of view. The paper dwells on how the mass media could be effectively utilized to perform the role of mobilizing people for participatory community development. The place of the media in a society, their functions, how they perform these functions with regards to community development communications, and how to overcome the challenges faced by communicators and other deuelopment agents in this area haue been x-rayed in this work.