College of Arts and Communication Studies

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Media Urban Concentration and the Effects on Nigeria Rural Community People-the Missing Link
(International Journal of Innovative Research & Development, 2017) Oluyemi Abimbola Adekemi; Oluwole Victor Adefemi; Odunlami Dele; Anaeto Solomon George
Neo-liberalism economic philosophy had helped capitalism grow beyond boundaries as trade barriers were removed across the globe. The media was dominated by elites: entrepreneurs, politicians and government that had the financial muscles and technical capabilities. Globally, media is owned by few multinationals and Nigeria is not excluded from the trend. The purpose of this paper is to identify the multi-level effects of media urban concentration on rural dwellers. The dominant problems are: imbalance flow of information, autocratic control of communication sphere and under-development of rural areas. The paper discussed media urban concentration as it promotes monopoly and hegemony – subtle persuasion to conscientise the citizen to dogmatically accept government/elites propaganda. The paper identified that the certified and tested binding link or core to media pluralism and participatory communication was rural community media that served as a catalyst to drive developments to the people and for the liberation of people residing in rural communities.