ASSESSMENT OF ROLES OF MASS MEDIA IN SPORT DEVELOPMENT IN OYO STATE
Abstract
ABSTRACT
The study “Assessment of the Roles of Mass Media in Sports Development in Oyo State” examined the contributions of mass media in promoting sports activities, enhancing sports awareness, and encouraging sports participation within the state. The study aimed to determine the roles of mass media in sports development, the extent of media coverage of sporting activities, the influence of media on public participation in sports, and the challenges facing mass media in promoting sports development.
A quantitative research design using the cross-sectional survey method was adopted for the study. The population consisted of residents of Ibadan North-East Local Government Area, Oyo State, with a sample size of 354 respondents, selected through purposive and multi-stage sampling techniques. Data were collected through structured questionnaires and analyzed using frequency tables, percentages, and descriptive statistics.
Findings revealed that the mass media play significant roles in sports development by creating awareness about sports activities, promoting sporting events, motivating youth participation, providing information about sports opportunities, and highlighting talented athletes. The study also found that media coverage positively influences public interest and participation in sports, but challenges such as limited airtime for local sports, inadequate funding, and lack of specialized sports journalists hinder the effectiveness of the media in promoting sports development.
The study concluded that mass media are crucial for the promotion and development of sports in Oyo State, but there is a need for increased coverage of local sports events, better funding, and training of sports journalists. Recommendations included enhancing media attention on grassroots sports, government-media collaborations, increased sports programming, and youth-oriented media campaigns to boost sports participation.
Keywords: Mass Media, Sports Development, Sports Participation, Media Coverage, Oyo State
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