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Mass Media As Tools For Attaining Sustainable Development - Education - Nairaland

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Mass Media As Tools For Attaining Sustainable Development by codemint: 11:30am On Jun 06, 2018
The mass media role in national development cannot be over emphasized. The primary function of the mass media is to inform, educate and entertain. A nation without a media of communication is bound to fail. Even in the ancient Greece, the people gathered together to communicate and share ideas with each other for the sake of understanding and National development, how much more in this era of massive development in virtually everything.

In 2015, the United Nations gathered at the at the expiration of the millennium development goals. They came to an agreement to embark on another development journey but thus time, a sustainable approach was required. They tagged it Sustainable Development Goals ,(SDGs). The sustainable goals was aimed at finishing up what the millennium development goals could not achieve. It comprised 169 target and 17 goals which at at revamping the world at the end.

Interestingly, the United Nations did not ignore the role of the mass media in achieving these goals. These goals are global in the making and must be harnessed at the national level so it could reflect globally. The Nigerian Government, according to This Day Newspaper (2016), gathered stakeholders including civil servants and the mass media so that each sector would play active roles towards a sustainable development. This article aims at suggesting how the media could to meet the the Sustainable Development Goals.

Setting Agenda
One of the tools with which the mass media thrive is agenda setting. This simply means that the mass media can deliberately decide to pick an issue of public concern and emphasize on such issues over time until they shape people opinion about that issue. Such issues as genocide, health, women education, poverty, child education etc can receive attention from the mass media.

Codemint evolution for Informed Learning education

Giving Extensive Report
The mass media, in order to attained the proposed sustainable goals, should also be keen to give extensive reports on issues of national and global concern. Giving a straight and hot news story may not be enough to convince the society of the importance or effect of the action or an event. It takes a more researched and detailed analysis to make people understand. More so, more emphases should be made on the major issue.

Embark on Development Campaign
Like noted earlier, giving news is not just enough at this point, the mass media has all it takes to start a campaign on maternal health, malaria, HIV, abortion, pollution etc. The effect is that the masses become both passively and actively involved in the campaign knowing then negative out of these conditions.

Research
The place of research in mass report cannot be overemphasized. The mass media needs to make inquiries in to the past, people's personal experiences and collective issues and should be able to table these issues before national stakeholders via their various communication tool.

In summary, the mass media is indispensable as far as development is concerned. Infact some have called the media industry the fourth estate of the realm. This s because of their place in influencing public decision outside the three arms of government. The above stated roles are prescribtions of what the media can do. You too have a part to play for national development. Share the light from where you are.

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