This study bears another correlation with the development media theory, which is mostly applied, in third world countries characterized by large numbers of undeveloped rural areas/communities. It focuses on the restriction of the freedom of the press with emphasis on and target on development need of the society.
Development Media theory has more often than not been linked to and referred to as development journalism. Development journalism as proposed by Namra (2004) is where the media publish and highlight content that create a sense of unity among the people, publish about efforts that promotes small initiatives of the people and when by so doing defines its role by underlining the success of the society instead of being occupied by the news related statements of political leaders and maligning propaganda (para. 3). Development themed media concepts and activities often analyzed and cited alongside this theory includes democratic citizens participation, community radio and development communications amongst others. Development communication which emerged in the late 1950’s due to expectations of scholars like Wilbur Schamm and Daniel Lerner, envisaged that traditional media could be put to use to bring about dramatic progress through interactive forums in world’s most advantaged countries. The faulty assumptions, application, recommendations and beginnings of this development communication concept however, led to later scholars of this theory like Moemeka A. (1985) and Rogers E. (1989) insisting it should be practiced based on a clear understanding of indigenous realities with result driven strategies for the advancement of the society and higher quality of life. These later studies of these theories not just lead to a better practice of the theory in developing world but also to the understanding of how it applied to the developed world, as ‘in the developed world, development communication is geared toward addressing the dysfunctions of the physical and material progress’ according to communicationencyclopedia.com (para. 2).
The development media theory is given as one of the normative media theories cited by McQuail in 1987, normative being described as that theoretical form which is concerned with what the media ought to be doing in the society rather than what they actually do. The development media theory which developed outside the western world came about due to the disadvantaged socio-economic and undeveloped political position of the developed world at that time. Development media theory was proposed to apply in countries at low level of economic development and with limited resources, for the media to operate to the requirements of economic social and political development.
This theory was meant to recognize the fact that societies undergoing a transition from underdevelopment and colonialism to independence and better material conditions often lack the infrastructure and better material conditions often lack the infrastructure, the money, the traditions, the professional skills needed to sustain media institutions comparable to those of the first or second world. Due to this transitional state of the society the media operates in, the media should in this case advocate national economic development efforts especially development effort of a growing democracy of the existing political regime as supporting government development effort aids to the society at large. This theory’s argument is that unless a nation is well established and its economic development well underway, media must be supportive rather than critical of the government. Goal of this development theory are the primacy of the national development task, the pursuit of cultural and informational autonomy, support for democracy, solidarity with other developing countries.
Inuwa (2007) relates the development media theory to the 1972 agenda setting theory in that the amount of attention given to an issue in the press affects the level of importance assigned to that issue by the mass media audience (para. 7). This influencing power, he states, should be applied as an important instrument in reporting developmental policies. (Inuwa, 2007, para. 8). The aim in the practice of this theory by the Nigerian press highlighting rural issues in their reporting should be to reflect societal advancement, promote rural transformation and in doing this, celebrate the core of the African society.
Other development theories are civic journalism aimed at encouraging a more effective and engaged public and giving voices to the people’s agenda and the democratic participant theory that spotlights on expressing the citizen’s need.
Okunna (1999) says this theory Emerged in the 1980s to fill the void which became increasingly noticeable as the gap between the developed and developing countries widened. As the gap widened, it became apparent that none of the classical theories of the press was strictly applicable to developing countries, even though the mass media in these countries were operating according to some of the principles of the classical theories.
In Zeepedia.com, Gunaratne (1998) writing on civil journalism, articulates that Development media theory was intended to recognize the fact that societies undergoing a transition from underdevelopment and colonialism to independence and better material conditions often lack the infrastructure, the money, the traditions, the professional skills and even the audiences needed to sustain media institutions comparable to those of the First world or Second world, in which the four theories could take root.
It emphasizes the following as the goals of development media theory:
1. The primacy of the national development task
2. The pursuit of cultural and informational autonomy
3. Support for democracy
4. Solidarity with other developing countries.
They went further to say this theory advocates media support for an existing political regime and its efforts to bring about national economic development. By supporting government development efforts, media aid society at large. That the theory argues that unless a nation is well-established and its economic development well underway, media must be supportive rather than critical of government. Journalists must not pick apart government efforts to promote development but rather assist government in implementing such policies. This theory recognizes the need for some form of government intervention into the operation of media. It envisions setting up:
Government agencies;
i. Monitor training and licensing of media practitioners;
ii. Control development of media institutions;
iii. Regularly censor-media content before distribution;
iv. Issue regular guidelines for day-to-day operation of media.
Although different degrees of self-regulation are encouraged, media practitioners are not trusted by government officials to carry out their responsibilities without guidance and constant monitoring.
Development media theory, being a recent theory arising from the recently recognized information communication needs of the developing media of the developing world, the development media theory gives ‘special emphasis on the positive role of commercial media to stimulate (national) development or in the media campaign to stimulate economic change’ (Daramola, 2005, p. 177). It does not just add to the social responsibility function of the media but also draws put nationalistic perspective, patriotic even, and brings forth the need for Nigerian’s media in their operation to operate with the aim of working towards Nigeria’s socio-economic good, upholding the fiercely defending Nigeria’s identity and self-image. This theory, which arose in opposition to foreign media information domination, aims at positive use of the media for wholesome national building and development, though it had been flawed as means of making the media propagandist especially if the media stops performing its watchdog role. Nigeria as a developing county, her economic, political and societal changes and her fledgling democracy draws the need however for the implementation of this theory for the growth of the formidable nation. Nwagbara 2010 states
The media has been variously described as agent for consolidation of democracies as well as conduits for ensuring integrative and developmental objectives in Nigeria. This is in view of the capacity of the media (essentially in democratic dispensation) to form a collation with the masses in bringing the attention of the political class to developmental issues that impact on good governance and democracy(p. 23).
Bringing development issues especially rural development issues to the fore in a much needed paradigm shift of the media enables them to step into this above outlined roles and responsibilities in attempting development journalism.
2.2 Review of Previous Studies
Literature review is a secondary source that seeks to describe summaries, evaluate, clarify and integrate the content of the primary reports. The literature for the study was collected from books, journals, periodicals and from web related sources. The gathered literature is divided into the following sub divisions,
• Concept of rural development in Nigeria
• Communication and Development
• Media and Development
• Communication and Rural Development
• Development of Nigeria Newspaper
• Nigeria Newspaper and National Development and
• Nigeria Newspaper Reporting
• Perspectives on community media and rural development in Nigeria
• Profiles of Daily Trust and Blueprint Newspaper.