CHAPTER ONE 1.0   INTRODUCTION 1.1   BACKGROUND OF THE STUDY         Electronic media are media that use electronics or electro mechanical energy for the end-user (audience) to access the content. This is in contrast to static media (mainly print media), which today are most often created electronically, but don’t require electronics to be accessed by the end–user in the printed form. The primary electronic media sources familiar to the general public are better known as video recording, audio recordings, multimedia presentations and online content. However, electronic media may be in either Analog or Digital format. Any equipment used in the electronic communication process (e.g. Television, Radio, Telephone, Desktop Computer) may also be considered electronic media.         Electronic media are ubiquitous in most of the developed world. As of 2005, there are reports of satellite receivers being present in some of the most remote and inaccessible regions of china. Electronic media devices such as Radio have found their way into all parts of modern life. The term is relevant to media ecology for studying its impact compared to printed media and broadcasting the scope of understanding media beyond a simplistic aspect of media such as one delivery platform (e.g. the World Wide Web) aside from many other options. Electronic media especially Radio serve as a direct instrument of communication, education, information, entertainment and cultural enhancement. Radio are agents of social change because they lead to changes in attitudes, beliefs and skill which can be substantial to rural development considering the low level of literacy among the rural dwellers, the impact of print media (Newspaper and Magazines) will obviously be very restrictive and limited. This make electronic media (Radio) to be more effective and efficient media in rural development.

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