Mass Media and Sustainable Development at the Grassroots: A Case Study of Ndokwa West Local Government Area of Delta State

A contextual conception or look at the social world as it evolves, reveals a very hopeful sign of our time. The grassroots communities; the rural country sides have come of age. They have been in the throes of underdevelopment. Realistically, the challenge of grassroots development is the sound basis for the overall societal development. The wind of change and transformation has set in motion a new dimension by strategically positioning the grassroots at the centre stage of development. The integral constituents of the grassroots evolving social world are the mass media of communication which have the potency to stimulate and mobilize individuals in the society for a collective or participatory development action. These communication machinery have set the grassroots in a new dimension and in a new direction. This work is therefore an attempt to focus on the grassroots strides to development and to ponder on how best the mass media could be utilized to accelerate the grassroots' development initiatives. The grassroots people are increasingly participating in the communication process with the mass media and the prospects of the grassroots' development initiatives depend greatly on the further expansion of the mass media of communication.

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