THE INFLUENCE OF RADIO ON THE PROMOTION OF ENTREPRENEURSHIP AMONG MASS COMMUNICATION STUDENTS

Abstract

This study is on the influence of radio on the promotion of entrepreneurship among mass communication students. The total population for the study is 200 staff of inspiration FM 92.3 at yaba, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made managers, production managers, marketers and editors were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

 CHAPTER ONE

INTRODUCTION

• Background of the study

Desai (2009) noted that, “During the last three decades, the concept of entrepreneurship has assumed prime importance both in research and in action for accelerating economic growth in the developing countries. Majorly Academicians, Scholars, Professors have recognized the importance of entrepreneurship and has accepted it as a major determinant growing the nation economically. A reputable Author, Banker, Researcher, Poet and a consummate Writer from Nigeria Ajiye in His book “New Era Entrepreneurship” (2005:7) opined that “an entrepreneur is that man or woman who takes the initiative of starting and running small or large enterprise and make them work”. Most ideas are sinking today because there are little or no platforms to promote what they have to offer, significantly, there are risk takers and burden bearers who are willing to avoid the bad shade of unemployment and are contributing immensely to the economy. Onu(2014) cited that, “The quality of performance of the entrepreneur determines whether capital would grow rapidly or slowly and whether the growth involves innovation where new products and production techniques are developed”. There have been some instruments used to inject basic entrepreneurial terminologies to the average man. Information could reach anyone faster using a mass medium. There are different types, which are print, electronic and new media. To contribute to national development, radio has been selected as a medium to bring about effective change because of its universal nature; the imperative benefit has to do with the entrepreneurial programmes that are so motivating and influencing the listeners. The listeners makes use of information every day ,they tune into a radio station for fun,inspiration,religious goals, social impact, news and entertainment Olusola(2010:45) opines that, “Radio has over the years, played the role of information provider through news, messages about the availability of social services, and announcements concerning an event of importance to the audience” More so, Radio is a platform for creating mutual understanding and developing social relationship. It proved valuable when Oladiran(2010:35) emphasizes that, “the media have been discovered to have subtle influence on the lives of its audience, to the point where people tend to adjust their habit to the programmes of the media, just as the media adjust their schedules to fit the popular habits of their audience”. This constitutes the motive behind the evaluation of the “influence of radio on the promotion of entrepreneurship “with a close look at the Mass communication students of University of Lagos in Yaba,Lagos State.

• STATEMENT OF THE PROBLEM

Entrepreneurship has decreased the rate of unemployment in Nigeria today, there are emerging businesses that are producing a top notch in the economy and has given a rise to development. Desai(2009) emphasizes this when he said “ if the nation’s economy is not to stagnate under the ministrations of professionals, it must be continuously revitalized by the infusion of new energy, new ideas and nucleus for economic growth”. More so, the greater emphasis is based on the development of recognizing new ideas from fresh minds with the hope that it would multiply employment opportunities and create a room for maximum distribution of income.
The importance of entrepreneur in Today’s economy cannot be over emphasized. The reduction in unemployment rate among graduates in Nigeria is largely due to the adoption of entrepreneurial skills as a means of creating quality value to the society while a living is earned out of it.