MASS MEDIA AS AN INSTRUMENT OF POLITICAL MOBILIZATION(A CASE STUDY OF ENUGU STATE BROADCASTING SERVICE (ESSBS))

The various literature studies intended to the mass media role in the national development and this clear in the area of political leadership. In this study, the researcher decided to draw home the Tourism that without a national political consciousness and viable political participation resulting in good leadership, there could be no genuine national development. The mass media is the fourth estate of government had been assigned the various responsibilities in the society including the watch role, the educator and entertainer of the various segments of the people. The role of the mass media as an instrument of political mobilization in the modern of more or less formalized institutions that deals with communication of al types. Normally, this required considerable capitals as the case with the radio, television and publishing houses. Necessarily, they have to carter for the mass audience. For this reason, those who control the mass media usually suggest that they have the ability and capacity to manipulate and mobilize the people during the transition era. The alternation of primary social relationship under the impact of industrialization has left the population and social lacking in sense of group identity and social control. The Nigeria democratic system having been bastardized and destroyed by certain disgruntled elements, look into the mass media as the way out to correct the abnormally and injustice the Nigeria democratic dispensation. This work tried to identify the functions, problems and prospects of the mass media of communication and equally highlights their ability to carry out this enormous responsibility to an enviable height in the mobilization of the people towards a viable and sustaining democratic polity. The work highlights the impacts of the mass media in informing educating and entertaining the masses towards polity. It is hoped that the findings and recommendations suggested in this work would have a lean way an ending and lasting political culture.