THE MASS MEDIAAND DEVELOPMENT OF ENTREPRENEURIAL SKILLS AMONGST THE YOUTHS IN EDO STATE.

Mass media, particularly social media platforms, have become powerful tools for developing entrepreneurial skills among youths in Edo state. With the advent of technology and widespread internet access, these platforms have revolutionized communication and provided a platform for young entrepreneurs to showcase their talents, connect with potential customers, and acquire valuable business knowledge. The study became necessary in other to determine mass media as tools for developing entrepreneurial skills amongst youths in Edo State. Using the survey Design, 8 - item questionnaire was used to generate data from 400youths purposively selected to represent and reflect the opinions of youths present in the university of Benin. The study revealed social media is an important tool in developing entrepreneurial skills in our society. It was discovered that young entrepreneurs prefers using Instagram for acquiring skills. The study also revealed that youths are exposed to social media to a large extent. The challenges youths encounter were Limited Access to reliable information, Difficulty in distinguishing information, lack of interaction and feedback, Information overload, Difficulty in distinguishing credible sources Hence it was recommended that Experts should ensure they their entrepreneurial message are well designed for social media users or young entrepreneurs also social media platforms should be simple and flexible. In conclusion, social media has emerged as a crucial tool for developing entrepreneurial skills among youths in Edo state. It enables young entrepreneurs to promote their businesses, connect with industry professionals, access valuable resources, and showcase their creativity. By leveraging these platforms effectively, aspiring entrepreneurs can enhance their business acumen, establish a strong brand presence, and contribute to the economic growth of the state.