MASS MEDIA COVERAGE AND ITS IMPACT ON SPORTS DEVELOPMENT IN DELTA STATE

Abstract

This study examined the nature and extent of mass media coverage on sports development issues in Delta State and evaluated the influence of such coverage on the challenges and opportunities within the sports sector. Employing a descriptive survey design, data were collected from 200 respondents across various media outlets, sports organizations, and the public. The research addressed two main questions concerning the frequency, quality, and content focus of media coverage, as well as the media’s impact on public perception and policy support for sports development. Descriptive statistics and chi-square tests were used to analyze the data. Findings revealed that mass media coverage is predominantly focused on high-profile professional sports, with limited attention to grassroots and community sports development. Although the quality of journalism was rated moderately high, inconsistencies were noted. The media significantly influences public awareness and interest in sports initiatives; however, biased or inadequate coverage hampers government and private sector support. Both hypotheses were rejected, confirming a significant relationship between media coverage and sports development levels, as well as media influence on public perception and policy backing. The study concludes that while mass media is a powerful tool for advancing sports development in Delta State, efforts are needed to diversify and improve coverage quality. Recommendations include enhancing journalist training, increasing grassroots sports coverage, fostering collaborations between media and sports bodies, and leveraging media for advocacy. These strategies are essential to harness media’s full potential in promoting sustainable sports development.