INFLUENCE OF TRADITIONAL MEDIA ON COMMUNITY DEVELOPMENT IN SOYOYE, ABEOKUTA NORTH LOCAL GOVERNEMENT AREA, OGUN STATE.

ABSTRACT Community development is a key part of societal growth, often supported by effective communication among members. In rural areas such as Soyoye in Abeokuta, fostering unity and progress is vital. This study examined how traditional media influence community development in Soyoye. The research reviewed relevant literature and applied the symbolic interaction theory. A survey design was used. A total of 100 questionnaires were distributed to residents, all of which were retrieved, and interviews were conducted with four executive members of the community. The data collected were quantitative and analyzed using percentage tables. The findings showed that, instead of expected traditional tools, the most used channels for information sharing were telephone, radio, and television, with 65% of respondents relying on them. Fewer people used traditional tools such as town criers or personal visits. The study also found that the high cost of materials and environmental factors hindered the use of traditional media, while modern tools remained more common. It was recommended that rural communities be provided with basic social amenities. Regular surveys should be conducted in rural areas of Nigeria to identify their needs and challenges, and solutions should be offered. In addition, mass media organizations should assess the strengths and weaknesses of traditional tools and help design community development programs that combine local knowledge with effective communication practices. Keywords: Traditional Media, Community ,Influence ,Development ,Communication