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The role of opinion leaders in development communication - a case study of Ugwuaji and Akpuoga rural communities in Enugu state

 Department:Mass Communication  
 By:usericon princeoziddyone  

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Abstract
The aim of this research was to ascertain the effectiveness of opinion leadership in bringing about development communication in the rural areas. That is to say, effort was geared towards finding out how opinion leaders contributed in facilitating the achievement of development communication objectives of the rural people. In this regard, the following problems among others were tackled: Determine whether community opinion leaders capitalized on their position to misinform the mass of rural dwellers. To determine whether the position of opinion leaders is central to the achievement of development communication objectives. To ascertain whether the opinion leaders have been haising with the designers of development communication messages in the packaging of such messages, in line with the concept of development communication. Due to limitation of fund, time and other logistic, the research could not embark on a study that lovers the entire country, hence two communities were chosen, Akpuoga and Ugwuaji.   The study confirmed that opinion leaders facilitate development communication messages in the rural communities in Nigeria . Based on the foregoing, therefore, they made recommendations relating to both policy and research. For policy, it is recommended, among others, that government should formulate and pursue policies that encourages the effective use of opinion leaders for rural development.   For research, it is recommended, among others, that further research could focus on the relevance of opinion leadership to the urbanities especially at this area of heavy reliance by urban audience on foreign media for information. ...
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