| Development programmes targeted at rural areas are often communicated predominantly using the mass media and this has led to partial neglect of indigenous communication. In response to the above, this study was to reposition the communicative potentials of Kabulu folk music as a medium for community development among the Gbagyi people of North Central Nigeria, with the following objectives: (i) to examine the communicative potential of Kabulu folk music as a channel for community development; (ii) to investigate factors militating against Kabulu music; (iii) to identify various ways through which Kabulu music can serve as an effective communication medium (iv) to determine how mass media could be integrated with folk media for sustainable development in Gbagyi communities. This study deployed survey research method with qualitative and quantitative instruments namely questionnaire, Key Informant Interview (KII) and Documentary Observation (DO). A total of 150 copies of questionnaires were administered and four key informants were interviewed. Data generated were presented in frequency/percentage tables and analyzed using descriptive statistics. Also, Democratic Participant Media Theory and Development Media Theory propounded by McQuail, (1987) were deployed for the analysis and discussion. The findings revealed that the communicative role and potential of Kabulu music are currently limited to entertainment especially at social gatherings. Therefore, the study concluded that the essence of Kabulu music as an indigenous communication can be repositioned if it is integrated into the mass media to perform rural development functions. The study recommends that Kabulu music should be utilised by all tiers of government and non-governmental organisations in Nigeria in order to effectively communicate development and empower rural communities |
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