INFORMATION DISSEMINATION AND UTILISATION IN ITU LOCAL GOVERNMENT AREA. AKWA IBOM STATE, NIGERIA.

Abstract64This study examined the dynamics of information dissemination and utilization in Itu Rural Community, Akwa Ibom State, Nigeria. The study anchored on the Two-Step Flow of Communication Theory, developed by Paul Lazarsfeld (1940s) that explain how information is transmitted, interpreted, and applied within a social system. The study adopted a descriptive survey research design, and data were collected using a structured questionnaire titled “Information Dissemination and Utilization Questionnaire (IDUQ)”. A total of 400 questionnaires were administered, out of which 380 were correctly completed and returned, representing a 95% response rate. The findings revealed that the major sources of information in Itu Rural Community include radio broadcasting, community meetings, mobile phones, religious institutions, town criers, social networks, agricultural extension services, and educational institutions. It was also discovered that information is actively utilized by rural dwellers for agricultural practices, healthcare decisions, educational advancement, and small-scale economic activities. However, the study identified several challenges affecting effective information dissemination and utilization, including poor communication infrastructure, low literacy levels, inadequate electricity supply, limited internet access, financial constraints, and language barriers. The study concluded that although both traditional and modern communication channels exist in Itu Rural Community, the effectiveness of information dissemination and utilization is still limited by infrastructural and socio-economic challenges. Based on the findings, the study recommended the improvement of rural ICT infrastructure, establishment of community information centres, promotion of digital literacy programmes, strengthening of extension services, and use of local languages in communication.