Integrating Folk and Mass Media Strategies for Effective Political Mobilisation in Rural Communities of Benue State

Abstract

This paper discusses the various communication strategies which can be adopted for effective political mobilisation of rural dwellers in Benue State. Such strategies which include news, features, editorials, phone-in- programmes and panel discussions for the mass media; and songs, drama, traditional newsman, dance and visits for folk media have been identified and discussed as viable communication strategies which can serve both the rural areas and the urban areas as far as mobilizing the populace for political participation in Benue State is concerned. The researchers adopted Awa (2005) ’s position that even in a media environment saturated with Western Information Technologies, traditional media still have a role in contemporary Africa. The paper thus concludes that although viable, folk and mass media do have their weaknesses. Owing to its conclusion, the paper strongly recommends a synergy of both folk and mass media. This, it is hoped, would work to the mutual advantage of both media and enhance the effectiveness of political communication in the rural areas of Benue State. This is more so that the two systems can be complementary and can accomplish much more than either system on its own.