IMPACT OF MASS MEDIA ON LOCAL BUSINESSES CASE STUDY IN MANGOCHI DISTRICT

Every business one way or the other gets advertised, it can be a poster on one’s door or a commercial advert on the national broadcasting station. The aim of all these efforts is to attract customers, increase awareness, and introduces a new product and many more. Mass media is the only platform that allows entrepreneurs to reach a wide area because of its ability to extend media coverage. Mass media refers to a diversified collection of media technologies that reach a larger audience via mass communication. Mass media is every wide area that cover different media channels form print media, electronic media and social media. All these aspects are part of mass media. Therefore, having noted what mass media is, this study will aim at finding the impacts of mass media on local businesses in Mangochi district. The research will try to find how local entrepreneurs are using mass media in their business, the challenges that local entrepreneurs are facing in relation to mass media, benefits that local entrepreneurs are obtaining with the help of mass media and many more. The aim of this study is to find whether mass media is important to a local business or not. This study will use qualitative method in collecting and analyzing the data. The researcher will collect the data from 40 prominent business entities with Mangochi using a questionnaire and will analyze the data using the thematic data analysis. From, the analysis the research will present the findings in a discussion form and a comparison with the literature review will be conducted. The aim of comparing the two (actual finds and literature review) is to know whether the researcher’s findings are corresponding to what other people have already find out. Finally, the researcher will write a report on his findings and give a recommendation. KEY WORDS: mass media, local businesses, social media, challenges and benefits.