Introduction
Public opinion polls, whose sponsors do not
necessarily explain their motives or the way they will use information, as well
as the abundant media messages interpretation based on them seem to encompass
three general areas of interest i.e general exploration of the influence of
public opinion in the decision-making process; measurements of public trust and
public reactions to decisions making process. Opinion leaders are activists
that serves as public watchdogs and whistle blowers, attempting to understand all
the actions of every form of government and acting in the name of the people,
all government must be accountable to oversight and transparency. (Roth, 2001).
According to Israel and Wilson (2006), developing an
understanding of extension sources and channels of information by the people to
obtain information is a pre-requisite for efficient educational programme not
only on personal lives people but on every aspect of their live including,
political, economic and government responsibilities because messages that go
unheard or unseen cannot lead to any change in the society.
In a very concise way, development communication is the
application of different processes to enrich audience understanding of the
event around them. In other words, development communication is the use of the
principle and practice of communication to exchange ideas in order to fulfill
development objectives. This calls for a point where media should stop thinking
for the people in a patron audience form but should start thinking with them to
meet their needs and wants to succeed (Nwosu, 1990).
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