Seventh International Conference on Communication & Media Studies

Abstract

Communication is imperative to the attainment of the much desired global goals and appropriate communication itself, effectively defines the strategies adoptable towards the actualization of the goals. Mass media are the veritable means through which effective communication is achieved, thus, the exclusion of the roles of the media in development leads to the bereavement of functional communication. With the rise in the technological advancement and improvement in media technologies, more persons are reached at less costs and at a relatively affordable time span. Such advancement has also adversely led to the proliferations of dysfunctional platforms where ill information and distorted contents are raised thereby leading to the retardation of the wheels of development. Considering the Sub-Saharan Africa with particular emphasis on Nigeria as the research interest area, this study identifies that a good percentage of the population here are most vulnerable to such misleading platforms and by this, an invaluable reason why development is yet to be attained in these areas of the globe. The study points out several factors that contribute to the Sub-Saharan vulnerability these which includes technological inadequacies, information imbalance, among others, thereby plunging the residents here into untoward agitations, undirected investments, the result of this which is increased poverty. Rhetorically, can the mass media in the face of this mishap be re-utilized again towards the correction of these abnomalies? To answer this question, this research herein dissects the roles of the media in response to effective global transition.