Pages: (1-13 )
Abstract
The Nigerian society has often been treated as a homogeneous one without a recourse to the fact that over 70% of its population reside in rural areas. The media are more guilty in the sense that they use the urban criteria in disseminating information to the rural dwellers, in absolute disregard to the ethics of their profession. The paper seeks to examine the role of the broadcast media in social relations, as well as x-ray media content in relation to the realities of societies. It contends that the failure of past media mobilization messages for rural development has been the lack of recognition of the audience as an active one; thus raising ethical questions on the quality of information disseminated, mode or manner of its acquisition and the channels of distribution of such information and recommends radio and television strategies that will help rediscover our rural societies.
Keywords: Implications, broadcast, media, rediscovering, rural,