Mass Media and Community Development: A Stakeholders' Engagement Approach in Rivers State, Nigeria

This study investigated the influence of mass media in community empowerment through stakeholders' engagement in Rivers State, Nigeria. Anchored on Participatory Communication Theory and Stakeholders Theory, the study examined how mass media facilitate community development, the extent of stakeholder engagement in planning and implementation of media-based development efforts, and the challenges thereof. A survey research design was adopted with a population of 4,542,673 Rivers State residents. Using the Taro Yamane formula, a sample of 400 respondents was drawn via multi-stage sampling, and 385 questionnaires were successfully retrieved. A 4-point Likert-scale Weighted Mean Score was used for analysis, supplemented by qualitative interviews with community leaders. Findings revealed that mass media play essential roles in promoting community development through citizens' engagement and agenda-setting strategies. Stakeholders are incorporated in project planning, while social media platforms have significantly boosted community mobilisation. Key challenges include illiteracy, media ownership patterns, and the uneven inclusion of local stakeholders in project execution. The study recommends that community-based projects be prioritised in media schedules, stakeholders be empowered to monitor rural projects, and that new media platforms be systematically utilised for inclusive community development in Rivers State.