THE ROLE OF THE MEDIA IN ENTREPRENEURIAL DEVELOPMENT

Abstract

This paper deals with the role of the media in entrepreneurial development. The paper observes that entrepreneurial development takes place in an environment constituted by forces whose dynamics are constantly changing. The problem then is that, any entrepreneurial firm that must survive must be able to adapt to this often very volatile environment. The paper aimed to show that media technology which has made communication and sharing of information a lot more fascinating has become critical to entrepreneurial development. The mass media, in particular, the new media, can be influential and instrumental in causing the formation of entrepreneurial attitudes in audience, transferring the belief of entrepreneurship to them, and eventually internalizing the values of entrepreneurship in the people. Adopting approaches that are conceptual and contextual, the paper concludes that entrepreneurial development benefits so much from the media which facilitates the sharing and transmission of information and knowledge. Thus, developing countries like Nigeria where entrepreneurial development is a key government policy direction, should exploit the opportunities provided by the media to the maximum.