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.
