BROADCAST MEDIA AS AGENDA SETTERS TO GRASSROOTS DEVELOPMENT IN UGHELLI, DELTA STATE, A STUDY OF QUEST T.V UGHELLI
Abstract
This study examined the role of broadcast media as agenda setters for grassroots development in Ughelli, Delta State, with particular reference to Quest Television (Quest TV), Ughelli. The study was anchored on the Agenda-Setting Theory which explains how the media influence public attention toward issues considered important in society. The objectives were to determine the extent to which Quest TV promotes grassroots development, identify development issues frequently highlighted by the station, and examine the impact of such media coverage on community development. A survey research design was adopted, and data were collected through questionnaires administered to residents of Ughelli. Findings revealed that Quest TV significantly contributes to creating awareness about community needs, government projects, and developmental challenges. The study further established that regular exposure to Quest TV programmes encourages public participation in developmental activities. The study concluded that broadcast media serve as vital instruments for community mobilization and development. It recommended that Quest TV should increase its coverage of grassroots issues and collaborate with local stakeholders to foster sustainable development.
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