College of Arts and Communication Studies

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Browsing College of Arts and Communication Studies by Author "Asade, D.D"

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    Attaining and Sustaining Social Change through Mass Media
    (Crawford Journal of Politics, 2019) Odigie Joseph Dayo; Ashade Fidelis Olusegun; Olufemi Felix Adebayo; Asade, D.D
    Profound changes in structures, processes or behaviours in society would aptly describe social change, which could be organic or engineered with societal effect to the extent to which it has become broadly or narrowly inspired, nurtured and affected by mass media interventions particularly in Nigeria. Deploying eclectic empirical qualitative methods and juxtaposing contemporary actualities with literature in sociology and communications, this paper uses Focus Group Discussion (FGD) as instrument for data gathering on social change dynamics,(areas of expectation, content, context effectiveness and effects), by addressing what exactly changes there are in social change and the influence of mass media on these elements. To enhance and stimulate social change knowledge, a group of ten enlightened social commentators and media practitioners are engaged in this discourse to explore the apparent and ostensible influences of mass media on social change by examining the nexus of both the attainability and sustainability of social change through the mass media. Beyond showing the importance of mass media in achieving and sustaining social change, this study examines the measurability of mass media intervention efforts on social change. Possible replication of “Wholesale Social Change” is discussed to the extent to which mass media played prominent roles in the past with its current and futuristic influences on “Retail Social Change”. Embedded in the discourse are suggested roles of the citizenry and recommendations that can improve Nigeria or any decent human community.