Background of the Study
Traditional media, encompassing radio, television, and newspapers, remains a critical instrument for shaping public opinion, particularly in regions where digital media penetration is limited. In Gombe Local Government Area, Gombe State, traditional media serves as a vital platform for information dissemination, civic engagement, and opinion formation. The media’s role in framing issues, setting the public agenda, and influencing attitudes underscores its significance in fostering informed citizenship. Scholars have noted that despite the rise of digital platforms, traditional media continues to hold sway in regions with deep-rooted cultural practices and limited internet access (Adebayo & Yusuf, 2023; Musa, 2024). This study examines how traditional media influences public opinion in Gombe, exploring its methods, reach, and impact on societal dynamics.
1.2 Statement of the Problem
While traditional media significantly contributes to shaping public opinion, it often faces challenges such as bias, limited coverage, and external interference. In Gombe, where traditional media dominates the information landscape, these issues can skew public perceptions, undermine trust, and hinder informed decision-making (Okafor & Bello, 2023; Ibrahim, 2024). Understanding the mechanisms through which traditional media influences public opinion is essential to address these challenges and enhance its role in promoting accurate and unbiased information.
1.3 Objectives of the Study
To analyze the role of traditional media in shaping public opinion in Gombe.
To examine the factors influencing the effectiveness of traditional media in public opinion formation.
To propose strategies for improving the impact of traditional media on informed citizenship.
1.4 Research Questions
What is the role of traditional media in shaping public opinion in Gombe?
What factors influence the effectiveness of traditional media in public opinion formation?
How can traditional media improve its role in promoting informed citizenship?
1.5 Research Hypothesis
Traditional media plays a significant role in shaping public opinion in Gombe.
Factors such as bias and external interference affect the effectiveness of traditional media.
Enhanced media practices can improve the influence of traditional media on informed citizenship.
1.6 Significance of the Study
This study is significant as it explores the enduring relevance of traditional media in shaping public opinion, particularly in Gombe Local Government Area. By analyzing its role, challenges, and opportunities, the research provides valuable insights for media practitioners, policymakers, and scholars aiming to strengthen the media's capacity to foster informed and engaged citizens.
1.7 Scope and Limitations of the Study
The study is focused on the influence of traditional media on public opinion formation within Gombe Local Government Area, examining local practices and their implications.
1.8 Operational Definition of Terms
Traditional Media: Conventional platforms such as radio, television, and newspapers used for mass communication.
Public Opinion: Collective attitudes and beliefs of a community or society on specific issues.
Media Framing: The way media shapes the perception of issues through selective presentation and emphasis.
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