An Analytical Study of Media and Public Perception of Development Communication in Nigeria

An Analytical Study of Media and Public Perception of Development Communication in Nigeria, was carried out in order to determine the way media professionals and the public perceived development communication in Nigeria. The research work used the survey method of scientific inquiry, in order to gauge the views of the respondents, with the aid of tables, simple
percentages as well as the Rensis Likert and Charles Osgood 's scaling systems. The 36-item questionnaire was administered to 300 media and public respondents, comprising 15 0 Lagos - based media professionals and 15 0 final year and post graduate students, as well as the lecturers of the University of Nigeria, Nsukka campus, who were selected through a purposive sampling
techniques. Their response rate was 98% (294); 97% (146) from media respondents and 98. 6% (148) from public respondents. Bath quantitative and descriptive statistics were employed, and the thrust of the study was on the research questions. Tables were used in the data analysts, while the findings were 'expressed in simple percentages and mean scores. The findings tevealed a divergence of perceptions of development communication, within and between bath the media and public respondents. Despite this, majority of bath media and public respondents, agreed on two points only: and these were the
fact that the mass media should set agenda on development communication in Nigeria, and also where bath groups of respondents agreed on al! but one of the topical issues in development communication. The study recommends,
among other things, that the formulation of a viable development communication policy has become imperative, while also suggesting some areas for further research.