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mass communication project topics and materials for final year students

THE INFLUENCE OF NOLLYWOOD MOVIES ON THE LIFE STYLE OF STUDENTS OF THE INSTITUTE OF MANAGEMENT AND TECHNOLOGY, ENUGU

July 26, 2019 easymaterials Leave a comment

THE INFLUENCE OF NOLLYWOOD MOVIES ON THE LIFE STYLE OF STUDENTS OF THE INSTITUTE OF MANAGEMENT AND TECHNOLOGY, ENUGU

ABSTRACT

The research work which have examined the influence of nollywood movies on the life style of students of institute of management and technology (IMT) Enugu is presented. There are five chapters, each deals with different perspective and hours reasonable fact could be drawn as in what way nollywood movies has been beneficiary to students of higher institution. In the first chapter which deals with general introduction. This gives us the highlight of the problems aim and objective likewise its importance. This chapter also explain how nollywood movies affected and brought changes and unstoppable materialization one of which is the adoption of styles of living by the Africa continent and Nigerian most especially. However, the gospel truth first remains that the society is misplanning its values, cultural heritage and at the center of all our students in tertiary institution who are undoubtedly leaders of tomorrow whether they are possessions of quality personality or on the contrary. In the chapter two of this research work which deals the part work done in this are and the system used in the working of the project. In this chapter many scholars in the field of movie writing and production, such persons as Tunji so timi, fred Amata, Zeb Ejiro and host of others. It also review that cinema that gave birth to nollywood in Nigeria begin showing film during the early 1910, and it was introduced by the colonial imperialist to brainwash Africans dehumanized them and destroy their cultural values so as to achieve their exploitative objective. Chapter three of this research word, it lays emphasis on the process, system and procedure of getting information fro the purpose of arriving at a dependable solution on the research topic. This chapter three handles the methodology used where the sources of data for this research work done. In chapter four focuses in the information generated to present a feature data on the topic. It also explain the method used for this research work and the questionnaire was applied and administered to the respondents who answered and return them. Chapter five of this research work which is the last chapter focuses on the overall summary, nutshell analyze the research work. Also conclusion elaborates on the challenges encountered during the course of the project and some remarks. While recommendation encompass the various facts generated and presented as to use if to charge the general societal miss values most especially in on tertiary institution in Nigeria using institute of management and technology (IMT) Enugu as a case study.

CHAPTER ONE

INTRODUCTION 1

Background of the Study 1
Statement of the Research Problem 5
Objectives of the Study 6
Significance of the Study 6
Research Questions 8
Research Hypothesis 9
Theoretical Framework 10
Scope of the Study 12
Limitation of the Study 13

Reference 14

CHAPTER TWO

LITERATURE REVIEW 15

Sources of Literature 15
Review of Relevant Literature 15
Summary of Literature 20

Reference 21

CHAPTER THREE

METHODOLOGY 22

3.1 Research Design 22

3.2 Research Population 22

3.3 Research Sample Size 23

3.4 Instrument of Data Collection 24

3.5 Method of Data Collection 25

3.6 Method of Data Analysis 25

3.7 Expected Results 25

References 26

CHAPTER FOUR

PRESENTATION AND INTERPRETATION OF FINDINGS

Data Analysis and Results 27
Analysis of Research Questions 35
Discussion of Result 38

References 41

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY 42

Summary of Findings 42
Conclusion 43
Recommendations 43

Bibliography 46

Appendix 47

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The influence of nollywood movies on the life style of students of institute of management and technology (IMT) Enugu. Today nollywood movies has dominates the life of man kind and it has been upgrade to a level where all things happen without using energy as it was in the case of past centuries. This century had brought along changes and unstoppable materialization which is the adoption of styles of living by the Africa continent an Nigeria most especially, it is obvious that the advent of technology has really affected societal norms and values.

However, the truth remains that the society is misplacing its values, cultural heritage and the center of all our students in tertiary institution who undoubtedly leaders of tomorrow whether they are poriessians of personality or on the contrary. The Nigeria nollywood moves are been formed the undesirable habits of watching every home video released into the market have there have been a monitored of criticisms being leveled on these home vides for their failure to promote morality in our higher institution of learning.

What is being showcased and obtained in Nigeria nollywood movies in nutshell are cased of violence, prostitution, money laundering, armed robbery and photography as could be extracted from this film “the senator” the film propagate double standard, lack of honesty, cultism, wrong societal value, black mail success through dubious means and lack of respect for parents. As a mirror to the society, the film has been labeled to send a wrong message to the minds of students of higher institution. It misplaced the universal standard of how an average students ought to go about in his/her sojourn in tertiary institution, making thieves, armed robbers, cultists from our generation of students.

Nigeria nollywood movies instead of being messages, story liens that could promote our cultural heritage and good values have deviated in adding more problem instead of trying to solve them. Some films introduced prostitution as the only way out for a female students whose infirmity could not pay her school fees, as if prostitution is the answer to poverty. They failed to show some students that are in such situation that the normal thing to do may be through menial jobs and other sources.

The video “THE SENATOR” brings out social vices and deviant behaviour in the truth of matter remains that the important such film is having on students of tertiary institution is of negative. Now some believe that getting to the top is by joining secrete cults or becomes blank mailers. Such videos creates conflict of reasoning and most time changes ideas and orientation hereby causing violence in our higher institution.

Today, our institutions are dumping ground of mediocre, there you will find prostitutes, armed robbers, homosexuals, lesbians, cultists. Whose still is that home video promote the ills, finding, its way into our campus and after scrutinizing every home videos can hardly find one that promote hard work, intelligence, respects, peace, development, education or promote moral education that is to say the nollywood producers gives our student foreign disguise through our local actors and actresses. Our nervousness now is that the continual extent hard adverse social and moral decadence in our campuses which are cannot risk and afford if our future should be guaranteed.

Therefore, the essence of this study is very important because whether it should be given a thought or not. It is believed that our youth, most especially students in tertiary institution are being impacted with home video with unacceptable ways of life obviously opposed by our cultural heritage and societal norms and values. Have what touches a finger must spread to the hand this means that the ugly behaviour being exhibited by our student in higher institutions as a result of watching nolllywood movies will certainly effect Nigeria if not today surely we cannot escape of tomorrow.

1.2 STATEMENT OF THE RESEARCH PROBLEM

This research work tries to x-ray the impact of home videos are having on students of institute of management and technology (IMT) Enugu. Nollywood movies offer time channel wrong information to these students hereby causing anomaly in campus. This films are deviating from acceptable success goals instead they impact social vices as success goals.

Most of these films are rated for general viewing and indicating that some are unhealthy for children but what does these audience including students stands to gain. What impart will it be making in their lives? Is it necessary at all to watch nollywood movies? Does it promote morality especially in pursuance of excellent moral standard in our tertiary institutions.

1.3 OBJECTIVES OF THE STUDY

Moral standard are assumed not to be promoted in institute of management and technology (IMT) Enugu, and the purpose of this study is to verity the truthfulness of this assumption among the aims are:-

To identify the problems being portrayed by the watching of noallywood movies by students.
To print out some positive impact of nollywood movies.
To find out level of efficiency on nollywood movies in life style of student in IMT.
To proffer solutions to the challenges facing students of IMT through nollywood movies.

1.4 SIGNIFICANCE OF THE STUDY

The influence of nolywood movies on the life style of students of (IMT) is very important to the society now, that most students in their leisure time enjoy watching nollywood movies.

The researchers are convinced that there are immeasurable significance of home videos on the students. Every day lives are lit of violence in our campus. Our higher institutions are dumping grounds of prostitution, armed robbers etc.

These students exhibits what they see as local and foreign movies. As each day passed, negative information continues to influence the way of life of the students in IMT.

This study will thoroughly examine and analyze critically the introduction of nollywood in Nigeria and its goal aspiration, motives purpose and achievement so far. Not only that it will also look at the impact of this films on its viewers most especially students and to what length has it contributed to the social ill in our campus.

With the enormous adverse effects of present home videos, the output of this research work is expected to be of immense benefits to the society in general. This work will succulently expose the inherent dangers of exposing our future leaders to all sorts of nolly wood movies.

Mandatory measures would have be taken and organization where responsibilities include censorship would generate information that will make them come alive to their responsibility.

Summarily not only the students that will gain but also government, organization individuals, private sector etc. we hope that this work findings suggestions are recommendation will change our campuses for the betterment of tomorrows.

1.5 RESEARCH QUESTIONS

To what extent does nollywood movies effect students of IMT?
Does students drive anything positive from watching nollywood movies?
To what extent does nollywood movie promote social vices in our society?
Does it reflect our very nature essence?
To what extent does nollywood movies have positive impact on life of student?

1.6 RESEARCH HYPOTHESIS

The hypothesis to be tested ion this study include:

H₁: Nollywood movies affects the students to the extent that mould their way of life.

Ho: Nollywood movies does not affect the student to the extent that it mould their way of life.

H₂: Nollywood movies is a reflection of our society which the campus is part of.

Ho: Nollywood movies is not reflection of our society which the campus is part of.

H₃: Nollywood movies by every means promote and aggravates violence.

Ho: On the contrary of promote co-existence.

H₄: Nollywood movies has very little impact on students whether positive or negative.

Ho: It has significant impact on them.

1.7 THEORETICAL FRAMEWORK

The vary nature of movie generally makes it influential on people because of direct behaviour. It has been credited with ability to change attitude, norms, values and perception. This is why it is important to extract a proper documentation of its impart on the students of tertiary institution so as to enable government fashion out its policy. Because the advance are vary active they tend to choose for themselves the nollywood movie to watch.

Ousmane Sambene (1977) observes that the majority of films shown in Nigeria are products of cultural transfers. This we know is capable of affecting the society both in behaviour and cultural patterns.

Films produced by Africans for African and their way are shown extensively to African should serve as antidotes or otherwise an oppositions to colonial/foreign movies being transferred to African rather than copying their story line.

Consequently, printing ugly image for ourselves and creating immoral films as if our society celebrate such. In their own study Bandima and Ross (1973), observed that people who watch aggressive films are likely to be more aggressive (1948) London conference comments that its natural therefore that people should be concerned conscious of the effect of movies in which it had been invested and interpreted that films in Nigeria encompasses considerable high damage.

In an article, the guardian newspaper of June (1993) said this “what good for Europe should not be applicable to Nigeria policy. Makes in the film industry are to be faulted for they have permitted this for long, using script or story line in London, for instance, for produce for Nigeria viewing (P10) can hardly affect such person. In or present generation we have films on “crime and blue films” films such as the senator 1 x 2.

Though many watchers of home videos said there movies are entertaining in nature, kill stress and have strong motivation. The public recognized the potentials of home videos its the antidote for stress, loneliness, boredom, depression, etc.

1.8 SCOPE OF THE STUDY

This explains human behaviour as it occur as a natural response to stimulus and observes such response. Hence of explains her beahviour and attributes this explanation to herself.

Audience needs is generated by their individual and group differences for example the way one adopted messages is quite different from the way others will.

These features that exist in all societies, finally, people selectively choose the content of nollywood movies the way they want to understand it, which means people want to choice individually, what is applicable to persona “A” may be different to person B. This is called SELECTIVE PERSPECTIVE in communication.

1.9 LIMITATION OF THE STUDY

I believe the supervisor took certain concentration on our behalf such as finance and home limitation that is why he constrained us to only IMT environment.

Also practical and class assignment have not afforded the researcher enough time to carry out extensive research on the theme.

REFERENCES

Okoye Joseph (2010), Public Opinion Formation: Mal 331 (Lecture Notes) Enugu, Nigeria: IMT Enugu.

Eze Charles (204), Elements of Feature and Article Writing-Enugu, Nigeria Providence Press.

Eze, Mark, (2008), Dynamics of Communication Research, Enugu Nigeria: Cheston Agency Ltd.

Ugboajah, F.O. (1987), Language Culture and the Western Nation Model in Ugboaja, Nwosu and Adaba (ed) Communication Training and Practice in Nigeria: Narobi, Alle.

Obasi, I.N. (1999), Research Methodology in Political Science, Enugu: Academic Publishing Company.

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mass communication project topics and materials for final year students

THE IMPACT OF ADVERTISING REVENUE ON THE SUSTENANCE OF ELECTRONIC MEDIA IN NIGERIA (A CASE STUDY OF N.T.A. ENUGU)

July 26, 2019 easymaterials Leave a comment

THE IMPACT OF ADVERTISING REVENUE ON THE SUSTENANCE OF ELECTRONIC MEDIA IN NIGERIA

(A CASE STUDY OF N.T.A. ENUGU)

ABSTRACT

This study “The Impact of Advertising Revenue on the Media”, was aimed at finding out what influence the funds advertising have on the electronic media in Nigeria. various segments of the media industry outdoor, TV, newspaper, magazines, advertisers and advertising bodies in Enugu were studied. Four hypotheses were formulated in the research work which were tested to determine revenue impacts on the management of the media in Nigeria. The data for the study were collected through the use of research questionnaire administered to six and only selected workers in the media house in Enugu were used. Finding percentages. Further more, public relation managers and other managers in various forms whose firms advertises their corporate reputation (images) were enjoined to grant advertising research to such media. A greater percentage of the funds available in the media in Nigeria emanate from the advertising be it government or private owned media. The operational efficiency of any electronic media is mainly dependent, among other things on the fund available to it. Advertisers in various media organization have control over audience and over the electronic media. Advertising revenue has the same effect o the consumer and the electronic media. The researcher recommends that media managers should take the direct marketing approach to attract advertisers in whose hand is the substance of their organization. It was also recommended that electronic media management in Nigeria should shift the importance they attached themselves to advertisers who patronize them. This will further encourage the advertisers to remain with the medium.

CHAPTER ONE

INTRODUCTION 1

Background of the Study 1
Statement of the Research Problem 7
Objectives of the Study 8
Significance of the Study 9
Research Questions 10
Research Hypothesis 10
Theoretical Framework 11
Scope of the Study 12
Limitation of the Study 12
Definition of Terms 13

Reference 15

CHAPTER TWO

LITERATURE REVIEW 16

Sources of Literature 16
Review of Relevant Literature 16
Summary of Literature 40

Reference 46

CHAPTER THREE

METHODOLOGY 47

Research Design 47
Area of Study 47
Research Population 48
Research Sample 49
Sampling Techniques 49
Instrument of Data Collection 50
Method of Data Collection 51
Method of Data Analysis 52
Expected Results 52

CHAPTER FOUR

PRESENTATION AND INTERPRETATION

OF FINDINGS 54

Data Presentation and Analysis 54
Analysis of Research Questions/Hypothesis 74
Discussion of Result 80

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY 82

Summary 82
Conclusion 83
Recommendation 83

Bibliography 85

Appendix I 86

Appendix II 87

LIST OF TABLES

Table 1: Age distribution 54

Table 2: Sex distribution 55

Table 3: Marital status 56

Table 4: Educational level 56

Table 5: Occupational level 57

Table 6: Table six asked if the media can exist

with our revenues from the advertising 57

Table 7: If Advertisers control financial aspect

of media 58

Table 8: To know if the greater percentage of funds

for the media causes from the advertising 60

Table 9: Without the advertising the media has no

other sources of income 61

Table 10: If advertisers control the media via what

they advertises 62

Table 11: Revenue maximization is the utmost aim

to advertisers 65

Table 12: Revenue generation determines the

advertisers action or inaction 66

Table 13: Publishers, media operators, governments

have no control of media as advertisers do 66

Table 14: The control of the media is total in the hands

of operators, owners and government 67

Table 15: Is the sponsorship or electronic media

different from its control 68

Table 16: Very other source of revenue open to media

is significant 69

Table 17: Media depends on advert 69

Table 18: Quality of staff or volume of equipment do

not control the media 70

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Advertising practices in Nigeria have not been handled with seriousness, which it deserves. As a result of this earlier growth neglect, reliably recorded chronicling of advertisement in Nigeria.

According to Molokwu (2000), what exists are only scantly patches of information put together by one or two organizations.

Advertising emanates from the latin word “advertise” which means to drawn attention to one thing or the other. A look at the biblical account of certain creation and the subsequent fall of man (Gen:1-6) “Mr” serpent who promoted the goodness of the “forbidden fruit” to Adam and Eve.

The biblical part of advertising ethics forbids telling lies. The said any day you eat of it, your eyes will be opened and you will know good and evil, so the woman took of the fruit and eat, she also kept for her husband from all indication the serpent used our modern step flow of information concept when he went through Eve. From the account, Eve was the first human being used to advertise a product. Coming to Nigeria scenario, the earliest crude advertising formed in Nigeria includes the town criers clearly morning or night gong) which alerts the villagers. Another form of advertising was the use of bells in the marked square, in all effort to “draw attention” to advertised product.

The live-irontin newspaper introduced by Henry Townsend in the late 19^th century (1819) saw advertising metamorphosiced from its crude form in the century to an organized activity. It provided a form for tradesmen who hitherto organized the product of art impression and printed posters street signs, stage events and forms of sales support.

Molokwu (20000) traced the first formal advertisement in Nigeria which used the forum of information of stripping movement and movement and cargo to the iwe-irohin. Later the growth of printing led to the emergency of well printed black and white posters which eventually gave birth to the organized out door advertising as we know today. As time went on, median photograph was discovered and its subsequent advert in Nigeria brightened tremendously the fall of advertising in Nigeria just as cinematography equally emerged on the scene.

The Royal Niger Company (RNC) played fore runner role in the development of advertising in Nigeria, this Royal Nigeria company metamorphosized into United African Company (UAC) it was this (UAC) that formed the West African publicity (WAP) limited the first advertising agency in Nigeria as an affiliate of the United African Company (UAC). The West African Publicity (WAP) was incorporated in London on August 13, 1928. The success of (WAP) led to the rapid growth and to its metamorphosis into Zintas West African Limited.

Earlier in 1959, WAP created out its body a fall pledged out-door services company which was indigenized in 1974. No doubts, the introduction of Radio and television in 1932 and 1960 respectively in Nigeria, coupled with the ever increasing population of Cinema brought the full growth of advertising in the country. Generally, advertising has two major aspect, it seek to inform consumers of the characteristics of the available products and it seeks to influence consumers by altering their demand. The first aspect of informative advertising plays an important role in the efficient operation of any free market system, the second aspect is one through which firms seek to control the market rather than being controlled by it.

Advertising influences consumers that explains why coca-cola (a soft drink company) will never stop advertising or it would surely loose sales to pepsi cola company. It will be noted that advertising shifts demands among very similar products, eg. Benson and Hedges/LDM Cigarette, Close-up/ madness, St. Michael, Bread, Ofoma bread etc, as Charles Okigbo in (Nwosu and Ekwelie, (1996-1999) observed that advertising has so many potentialities as for any given product is concerned. Its traditional functions are to inform, educates, persuade and ultimately move to act an consistent with the promotional objectives of the company.

Advertising is regarded as a serious and big business with a turnover N650 million in Nigeria in 1991. But no matter how big, have influential advertising tend to be, it would be reduced to nothingness, if there is no medium through which this non-personal presentation and protraction of ideas, good and services by an identified sponsors get the target audience. There lies the symbolic relationship between advertising and electronic media, radio, television and e-mail.

Advertising message area exposed to the public through any or a combination of the above media where we are discussion advertising efficiency that is:

The advertising cost per larger buyers reached by a medium.
Percentage of people who saw and read advertising.
Consumer opinion on the advert content and its effectiveness.
Number of people that advert stimulated etc. or whether we are telling of “media efficiency” that its reaching the maximum possible audience for the smallest possible cost (Adirika, Ebue and Nnolim 1996).
Before and after measures of attitude to wards the product.

Meanwhile, here is one common word in the concepts: advert efficiency media efficiency. These efficiencies presupposes measurable index-cost indicate price, a noun meaning account of money for which the media space or airtime is to be sold or bought. It is the sun total of the price collected from advertising by electronic media operators in Nigeria for any year. This annual price form the advertising revenue for the electronic media in the country.

The advertising revenue have tremendous impact and influence on the electronic media in the country, for instance it be continually, advancing both the information and technology. While others have little or no influence on some of the electronic media in the country. Coming to individual media organization some go out of business soon after their commencement, while other advertisers have little or no influence on the additional policies of the electronic media all as a result of advertising revenue on the electronic media in Nigeria. The radio Nigeria Enugu metropolis is no longer as it used to be while AIT, FM is currently settling the space in Nigeria business nationwide; all courtesy of advertising revenue.

1.2 STATEMENT OF THE RESEARCH PROBLEM

Advertising revenue has played a vital role in the maintenance of electronic media in Nigeria. it determines which of them will not, the question is what actually is the impact(s) (if any) of advertising revenue on the management of media in Nigeria.

The purpose of this research work is therefore to find out what the impact advertising revenue has on the management of electronic media in Nigeria, that is what role does the advertising revenue play in the sustenance of media house in Nigeria,

1.3 OBJECTIVES OF THE STUDY

Advertising revenue has played a vital role in the maintenance of electronic media. This study has the following objectives.

To find out if advertising revenue has played any role in the existence of electronic media in Nigeria.
To determine the nature of the impact advertising revenue has on the management of electronic media in Nigeria.
To find out if advertising revenue in any way, even remotely controls the electronic media management in Nigeria be it private or public owned media or otherwise.
To find out if the advertising has anything to do with establishment of six various advertising bodies in Nigeria, such as programmes, engineering, commercial, administrator, finance, news and current affairs department.
To what extent these bodies interfere in the management of electronic media in Nigeria.

1.4 SIGNIFICANCE OF THE STUDY

This study will benefit various categories of business firms in the Nigeria, especially those that have one thing or more to do with the advertisement of their product or services. They will learn the time impacts which the revenue accruing from their organization have on the management of media through which their advert message are exposed to the large audience. This study will also ascertain extent advert revenue influence the management of the media in Nigeria.

1.5 RESEARCH QUESTIONS

The researcher asked the under listed questions:

Does the greater percentage of fund available to the media emanate from advertising?
Does the amount of revenue available to the media house determine their operational efficiency?
Does the advertising revenue have the same effect on the consumers and media management?
Does advertisers in various media organization have control the audience and the media.

1.6 RESEARCH HYPOTHESES

Ho: The greater percentage of fund available to the media does not emanate from advertising.

H₁: The greater percentage of fund available to the media emanates from advertising.

Ho: The amount of revenue available to the media house does not determine their operational efficiency.

H₂: The amount of revenue available to the media house determines their operational efficiency.

Ho: The advertising revenue does not have the same effect on the consumers and media management.

H₃: The advertising revenue have the same effect on the consumers and media management.

Ho: Advertisers in various media organization does not have control over the audience and the media.

H₄: Advertisers in various media organization have control over the audience and the media.

1.7 THEORETICAL FRAMEWORK

Through we have several other communication theories that have relevance to the present research on “the impact of advertising revenue on management of the media in Nigeria”.

However, agenda setting uses and gratification and the two step flow theories are same theories that seem to have much or relevance to this study.

1.8 SCOPE OF THE STUDY

This study is centered on the impact of advertising revenue on the sustenance of electronic media in Nigeria – A study of NTA, Enugu.

The researcher tries to study the impact advertising revenue creates to the media and by so doing the residents of Enugu metropolis were used as a sampled study.

1.9 LIMITATION OF THE STUDY

There were certain factors that hindered certain efforts of the researchers. These are as follows:

Inadequate means of transportation was one of the factors, because certain areas during this research work where located to remote areas that were not motorable. Therefore researcher found it difficult to visit some organization in these area as.

Financial constraints were also another factor. There were problem of huge amount of money induced in the research study. Other academic works were also problems during this research work.

Questionnaire distributions were also another problem. Some of the questionnaires we rejected in some areas by the respondents due to the fear of information disclosure on the other hand, some of the questionnaires were wrongly filled, while some got lost in transit.

1.10 DEFINITION OF TERMS

Conceptual

Impact – A strong impression known to the public by advertising.
Revenue – Money which comes to a person, etc. from any source of gain.
Management – The control and making of decision in a business of similar organization.
Media – A means, especially radio or television by which new products area made known to the public.
Advertising – A form of communication through the media about product, services ideas, personal sponsor.

Operational

Impact – In this study it refers to reference of which effect of an advertising revenue has on the sustenance of the media in Nigeria.
Revenue – In this study it is the sum total of funds available to the media, every media researchers media weather equipment skills informing educating and entertaining the public.
Media – Radio to the medium or channel such as television, radio, computer, etc.
Advertising – A form of communication through an identified sponsor. It is also professional planning creating, packaging and policy advertisement in the media.

REFERENCES

Molokwu Bel J.: Advertising in History. The Nigerian Scene (APCON 20000)

Okunna Chinyere S.: Teaching Mass Communication, A Multi Dimension Approach, 2002.

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mass communication project topics and materials for final year students

THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS (A CASE STUDY OF STUDENT OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, IMT, ENUGU)

July 26, 2019 easymaterials Leave a comment

THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS (A CASE STUDY OF STUDENT OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, IMT, ENUGU)

ABSTRACT

This study is aimed at evaluating the effect of tobacco advertising on youths, using student in institute of management and technology as a case study. The work opens up in chapter one and contains the background of the study, statement of the problems, objective of the study, research questions, significance of the study and limitation of the study. Chapter two is a comprehensive review of related literature. While chapter three deals with the methodology. Chapter four contains the presentation, analysis and interpretation of data. The work finally came to an end in chapter five with the summary of findings, conclusion and recommendation for further studies.

CHAPTER ONE

INTRODUCTION 1

Background of the Study 1
Statement of the Research Problem 2
Objectives of the Study 4
Significance of the Study 5
Research Questions 6
Research Hypothesis 7
Theoretical Framework 8
Scope of the Study 9
Limitation of the Study 10
Definition of Terms 11

Reference 15

CHAPTER TWO

LITERATURE REVIEW 16

Sources of Literature 16
Review of Relevant Literature 16
Summary of Literature 30

Reference 33

CHAPTER THREE

METHODOLOGY 34

Research Design 34
Research Population 36
Research Sample 36
Instrument of Data Collection 37
Method of Data Collection 37
Method of Data Analysis 38
Expected Results 39

CHAPTER IV

PRESENTATION AND INTERPRETATION OF FINDINGS

Data Analysis and Results 40
Analysis of Research Questions 40
Discussion of Result 45

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY

Summary of Findings 48
Conclusion 49
Recommendations 51
Recommendation for Further Study 52

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The period of youth is a very delicate time in the life of an individual. It is very critical and delicate because most of the things individuals do always affect them in the future. Youthful period is characterized by zealous acts, which could be positive or negative. That is when the individual would want to feel and taste everything within his reach or environment regardless of the morality of the act or it’s effects on the individual’s well beings.

Some of these acts could be addictive and regretted in future. A typical example of such is tobacco consumption. Tobacco consumption is one of the strongest addictions in the catalogue of addition acts. In spite of the known dangers, it is being consumed and advertised through the media, thus creating a negative effect on the users especially the youths. Before now, tobacco, which has been the most profitable or lucrative product, has been on advert, in all the media houses. This products, through profitable in the business in not in the health perspective.

Tobacco, which has eaten or taken raw, can be used in variety of ways. It can be in the powdered form (snuff), cigarette, pipes etc. When one gets used to filling one’s blood stream with nicotine/ a substance in the tobacco) one is to feel uncomfortable when it’s level decreases in the blood stream. So it is very addictive.

Advertising being a powerful instrument of persuasion has helped in no small measures in persuading the public especially youths, to indulge in the dangerous act of tobacco consumption, an act that is threatening to destroy our youths, the supposed leader of tomorrow.

STATEMENT OF THE PROBLEM

Apart from the fact that adolescent smokers are to times likely to use cocaine than non smokers, television guide (1996) states that, cigarette use is often the “gateway” to behaviour that leads to other types of risk taking, including drug and alcohol use, because these behaviour are indicators of poor self-esteem and susceptibility to poor pressure. And what is worse, tobacco advertisers are walking round the clock.

According to Awake 1996, if three million people each year around the world are dying from smoking related causes and many others quit smoking, then more than three million new users must be found annually. And they succeed more among the youths who are always out of a misguided adventure.

The health implications of smoking are almost innumerable. They include long cancer, heart disease, breast cancer, hearty asthma, leukemia, and so on.

Socially, youths who indulge in smoking soon find out that their interpersonal relations with non-smokers and elders is not very mutual and economically, because of the psychological and physical dependence on nicotine, there is need to borrow to buy to satisfy the inordinate urge. This urge is so grave because of the addictive nature of nicotine.

The statistics on the hazards of tobacco smoking that is so glaring that one wondered why people still smoke.

It is the light above ugly sides of tobacco smoking that a survey of its effects among youths to determine what motivates them into picking the habit becomes necessary. The cause of the study would have been run when an answer to this question has been found.

OBJECTIVES OF THE STUDY

The objectives of this study are:

To find out the extent to which tobacco advertising influences youths in forming the habit of smoking.
To find out the extent to which tobacco advertising influences youths in keeping at the habit of smoking.
To find out the extent to which tobacco advertising influences youths as they spend money on commodity and to prefer solution to the adverts effects to tobacco consumption.

SIGNIFICANCE OF THE STUDY

Research is usually the first step in finding answers to peculiar problems. This research will therefore be of immense benefit to government as well as helping in finding the best way of turn lead to a great reduction of tobacco consumption, which will in turn lead to a great reduction of tobacco related diseases such as cancer of the lungs, black lung bronchitis and others.

This research will also satisfy the academic interest of students in the effect of tobacco advertising on youths. It will also be of great help to other researchers, as the research will add to the pool of knowledge existing in the field of study.

RESEARCH QUESTIONS

The main aim of this research is to examine and evaluate the effect of tobacco advertising on youths. To this end, the researcher would specifically want to find answers to the following questions:

Does tobacco advertising influence the mood of the youths and this affects them in forming the habit of smoking?
Does tobacco advertising re-enforce the habit of smoking among youths?
Does tobacco smoothing in any way affect the economic power of the youths in particular and the public ion general?
Does tobacco smoking among youths affect social fabric of the society?
Is there any solution to the glaring negatives effect of tobacco consumption?

RESEARCH HYPOTHESES

A hypothesis is a tentative statement about phenomenon the validity of which is unknown. The hypothesis could be confirmed or disapproved after subjecting it to a test. Therefore in this study, we have formulated the following hypothesis.

H₁: Advertising of tobacco product plays a supportive role to tobacco consumption.

Ho: Advertising of tobacco product does not play a supportive role to tobacco consumption.

H₂: Tobacco adverts reinforce the habit of smoking among youths.

Ho: Tobacco adverts do not reinforce the habit of smoking among youths.

H₃: Tobacco adverts affect the economic power of the youths and the pubic in general.

Ho: Tobacco adverts do not affect the economic power of the youths and the pubic in general.

H₄: Tobacco smoking among youths affects the social fabric of the society.

Ho: Tobacco smoking among youths does not affect the social fabric of the society.

H₅: Tobacco advertising influences the mood of the youths and thus affects them in formulating the habit of smoking.

Ho: Tobacco advertising does not in any way influences the mood of the youths and this affects them informing.

THEORETICAL FRAMEWORK

The theoretical framework for this study can be derived from media effect and mass communication theories, which explain the ways in which messages from the mass media influence, the audience behaviour in actions, in the agenda the setting theory, hypothermic needle effect theory and minimally powerful media.

Agenda Setting Theory: These were posited by Donald show and Maxwell McCombs in them 1970’s. Their position in this theory is that the media has the power to determine what we are thinking about by pre-determine what issues are regarded as important in the society. The important to issue by the media is done through the quality and frequency of reporting, prominences given to the messages, the commutative media-specific effects over time.

This theory explains in piratical terms why people react the way they do especially during politics and elections student riot ethnic unrest and even advert messages. This implies that, through tobacco advertising, the media set agenda for the youths, who consequently adopt the agenda and them subscribe to smoking disposition.

SCOPE OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effect of advertising of tobacco products of youths. This research work covered only student in institute of management and technology (IMT) Enugu.

LIMITATION OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effects of advertising of tobacco products on youths. This research work covered only students in institute of management and technology. The researchers restricted their investigations to students in department of mass communication, department of business administration, department of accountancy, department of marketing, all in institute of management and technology, Enugu. Information derived from them was used to make a generalization on the effect of tobacco advertising on youths.

Regarding the limitation of the study, the researchers were given relatively short time frame to complete the study.

Again, the researchers were exposed for the first time to the process of a research project. It took us reasonable time to get acquainted with the format. Besides, the financial involvement in schooling under the present economic situation is not amusing.

Being students and with not other income except the measure allocation from our parents, the researcher found it a bit difficult to carry out a more comprehensive work.

Finally, our respondents were at first reluctant to fill the questionnaire, but a letter from us assuring them of the confidently of their responses did to trick.

DEFINITION OF TERMS

CONCEPTUAL DEFINITIONS

Effects: Impression produced on them and of a spectator, hearer or reader.

Tobacco: Plants having leaves which are dried, cured and for smoking unpipes cigars, cigarettes or as a snuff.

Advertising: The act of making things know to people by printing notices in newspaper or by other mean, like radio or television.

Nicotine: Poisonous oily substance found in tobacco leaves.

Youths: The state of time of being young.

Influence: Power to affect somebody’s character, believes or action through example fear or admiration.

Consumption: Using up food, energy or material.

Government: A body that make, interpret and carryout laid down and regulations in a state.

Media: Channels through which things are passed through.

Economy: System for management and use of resources.

OPERATIONAL DEFINITION

Effects: Effect in this context means the after math of tobacco advertising on the youths.

Tobacco: It is used in the study to expose the means through which cigarette of different brands are produced.

Advertising: This study, advertising in used as a means of increasing the consumption of tobacco product or creating awareness or communicating the public about the existence of some brands of cigarette and other tobacco products.

Nicotine: It is used in this context to show the negative effect of the poisonous substance to in tobacco endangers health.

Youths: In this study, youths are used to bring out people that are mostly affect by tobacco advert because they are the most adventurously populaces in the society.

Influence: Influence is used in this study to show the extent tobacco advertising lures youths into tobacco consumption.

Consumption: In this context consumption is used to show the intake of tobacco by the youths.

Government: Government is used in this context as body that has the power to issue command on how to curtail the habit of tobacco consumption.

Media: Media in this context means the channel through which tobacco adverts are relayed.

Economy: Economy is used in this context to evaluate the appropriateness of the money allocated to tobacco products and consumption.

Assumptions: It is assumed that youths engage in tobacco consumption and that advertising is the only one force among several forces which interest in a complex manner in making the youths develops the act of being addicted to tobacco.

Also that tobacco products are solution on Nigerian media of communication and that they sometimes contain attractive pact ages.

REFERENCES

Awake (1996); Killing Millions to Make Million Watch Tower Bible and Track Society of Pennsylvania.

Wright J.S., Warner A.S., Winter W.L. and Zelglers S.K. (1981); Advertising Fourth Edition, Tata Mc-Graw-Hill Publishing Company Limited, New Delhi.

James, F. (985); Understanding Mass Communication Houghton Mifflin Company Boster.

Barban A.M. (1978); Advertising in Roll in Modern Marketing, U.S.A: Hinsolale.

John, F. (1990); Communication Studies Wilber Schamm and Donald F: Robert.

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THE EFFECTS OF THE NEWS FLOW/IMBALANCE OF WORLD INFORMATION AND COMMUNICATION ORDER ON DEVELOPING NATIONS OF AFRICA (A STUDY OF NIGERIAN NEWS FLOW)

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THE EFFECTS OF THE NEWS FLOW/IMBALANCE OF WORLD INFORMATION AND COMMUNICATION ORDER ON DEVELOPING NATIONS OF AFRICA

(A STUDY OF NIGERIAN NEWS FLOW)

CHAPTER ONE

1.0 INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problems 6

Objectives of the Study 7

1.4 Significance of the Study 8

1.5 Research Questions 9

Research Hypotheses 10
Definition of terms (Conceptual and Operational) 10
Assumption 12
Limitation of Study 13
Theoretical Framework 14

CHAPTER TWO

REVIEW OF LITERATURE 17

2.1 Sources of Literature 17

2.2 Review of Relevant Literature 17

2.3 Summary of Literature Review 41

CHAPTER THREE

RESEARCH METHODOLOGY 45

3.1 Research Method 45

3.2 Research Design 46

3.3 Research Population 46

3.4 Research Sample Size 47

3.7 Method of Data Collection 49

3.8 Method of Data Analysis 49

3.9 Expected Results 50

CHAPTER FOUR

DATA ANALYSIS AND RESULT PRESENTATION 52

4.1 Data Analysis 52

4.2 Research Hypothesis Testing 57

4.3 Discussion of Findings 57

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS 61

5.1 Summary of Findings 61

5.2 Conclusion 62

5.3 Recommendations 63

Bibliography 66

Appendix 69

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The world information flow controversy is perhaps the most topical issue in international communities today.

This global controversy is basically about the demand by the south for a change in the present pattern of information flow between it and the north. The south also knows that the third world or under developed or developing countries of the world contends that there is gross unbalance both in quality and quantity, in global information flow between the south and the north, also known as the first world countries of the world.

This inbalance according to the south, has placed it at the receiving end as developing countries are daily bombarded with information and other media materials which do not meet their development needs and more importantly tend to debase their culture and portray them as inferior in the eyes of all.

Supporting this assertion, Okunna (1993:92) say, A lot of research evidence has been gathered over the year to demonstrate the unbalance in the quality and particularly, quantity of global mass communication. This unbalance with the attendant dangers of culture domination through mass communication in at the root of protracted demand for a new world information and communication.

The north on its own part argues that the flow of information should be free and unrestricted quoting the 1940 united Nation (UN) declaration on the freedom of information as the basis of her arguments.

According to the UN declaration of 1946, all state should proclaim policies under which the free flow of information within countries and across national boundaries could be protected. This free flow of information itself could be on offshoot from the liberation press theory of value of free information. Although third world countries accept the freedom of their citizens to receive and disseminate information they argue that such information freedom be checked in the interest of their sovereignty

The South, therefore rejects free flow of information in which there is an overwhelming amount of information flowing from a small number of industrialized countries into the numerous countries of the developing world. This rejection is partly rooted in the negative effects or consequences of this type of flow on cultures of the third world countries cultural imperialism or synchronization could be a resultant effect of the unhindered and unbalance global information flow.

Supporting the south’s line of argument, Opubor (1986:4) says, it is a very difficult state of affair indeed that a small group of people concentrated in four countries can arrogate onto themselves and preempt the management of our image of the world through controlling what is called news. Expressing similar views, Uche (1996:4) states, the western media’s on sought against Africa and the third world has continued to better and dent the image of the people of the southern hemisphere who are protracted as lesser beings. The demand for a new world information and communication order (NWICO) which Nigeria subscribes to is therefore borne out of the design to change the present pattern of the world information flow and also free her citizens form being passive receivers of distorted and biased information.

Historically, the new world information and communication orders debate has its root in the 1976 UN declaration on freedom of information. The disagreement stated in 1948 when Russia and her Allies opposed the idea of freedom of information at the Genva convention. The earliest quantitative study on it was the international press institute’s 1953 study of which suggested that there was unbalance the global news flow.

The debate gathered momentum in the 1960’s and 1990’s the united national educational scientific and cultural organizations involvement began precisely in 1970 when the issue was first tabled at its general conference. Two years later, the majority of its delayed resolved that there was potential danger of global news flow unbalance.

In 1974, the UNESCO conference approved a declaration on the new international economic order (NIEO) several other efforts were made before UNESCO in 1977 appointed a – 1b – man committee of communication experts headed by an Irish diplomat, san Macbrige to study the world communication problems and make recommendations. The Macbrige report was submitted in 1980. the report stated in no uncertain terms that there is unbalance domination is a reality of this unbalanced (Okenna, 1993:94) This did not go down well with some western countries. However the UNESCO chairman then Senegalese Amadon Mahtar M’Bow defended it stoutly, arguing that freedom of information in one directions freedom and liberty are not the monopolies of any group.

The argument however did not impress the west, as united states of America (USA) pulled out of UNESCO, in 1985 Britain and Singapore followed suit, maintaining that Nwico declaration was an endinic hostility towards the institution of free press, free market and above all individuals human rights. UNESCO, however remains unmoved and insisted that NWICO will bring about “more justice, more equity reciprocity information exchange, less dependence in commutation flow less downwards diffusion of message, more self reliance and cultural identity, more benefit for all man kind” because of the complex nature of this debate and the opposing stand of the different ideologies involvement the debatee has consumed many man hours and according to Juan Somavia, “This might lead to the wars major conflict among nations after the world wars”.

1.2 STATEMENT OF THE PROBLEMS

Third world countries like Nigeria suffer the consequences of the global information flow unbalance and faced with cultural subjugation and conquest by the first world which threatens their existence as sovereign nation states through cultural imperialism. Given the nature of the international communication system, there have always been fears that the massive flow of western countries, predominantly America, media cultures into non-western countries of the third world could lead to cultural dominations which distort and displace native cultures and lead to adoption of foreign life style and behavioral patterns

1.3 OBJECTIVES OF THE STUDY

The objectives of this study is find out the degree of unbalance in global information flow between the first world and the third world. This study also examine the cultural context of the global information flow and highlights how it affect the countries of the third world. Finally thus study will attempt to offer suggestion and propose a model of international communication that will help bring about desired global understanding.

1.4 SIGNIFICANCE OF THE STUDY

As one of the most topical and persistent issues in international communication and world politics today it is pertinent to find out the effects of the global information flow unbalance on third world countries. Although numerous studies have been conducted on this particularly issue, the resolution of the controversy about the world information flow pattern, also the target population of the studies have been diverse, but these studies will survey the opinion of enlightened and educated population of the issue that is undergraduates of mass communication of the HNDI and HNDII levels of study. Finally this study will analyze the old issue under a new setting the present world situation and purpose new ways different from all others for the resolution of the controversies surrounding the global information flow pattern. Here lies the uniqueness of this study

1.5 RESEARCH QUESTIONS

These research questions serves as a guide in finding answers to problems being investigated and hence they focus on the major problems.

To what extent does unbalance exist in global information flow between the first and the third word?
To what extent do cultural values form part of the global information flow between the first and the third world?
What are the effects of the world information flow unbalance on third cultures?
To do third countries especially Nigeria poses the potentials to counter first world media influences on their culture and bridge information flow unbalance.

1.6 RESEARCH HYPOTHESES.

The following assumption which are subject to testing the are made for the purpose of this research work.

H₁: World politics today is an effective means of finding out the effects of global information flow unbalance on third world countries.

Ho: World politics today is not an effective means of finding out the effects of global information flow unbalance on third world countries

1.7 DEFINITION OF TERMS (CONCEPTUAL AND OPERATIONAL)

The South: This refers to developing or under developed countries of the world. They are also called third world countries.

The North: Refers to the developed countries of the west. They are called first world countries.

Information Flow: This is the movement of all mass media messages from one country to another.

Unbalance: This is the unequal flow of mass media can also be seen as unidirectional flow which means the one sided flow of information from the developed world.

Cultural Imperialism: This refers to the subjugation of a local culture and the in position of an alien culture.

Cultural Triangulation: This is intended to mean the process of selecting cross cultural entertainment, information and other media products from those countries whose cultural product are meaningful.

Cultural Synchronization: This implies that the tariff of cultural products goes massively in one direction and has basically a synchronic mode. The north offers the model with which the receiving parties synchronize local social inventiveness and cultural creatively are usually destroyed.

Global: This is a word used interchangeably with world.

Inter Dependence: It is used here to means that each actor or participate in the information flow controversy would aim at being truly independent and self reliance before involving itself fully in global cooperation activities and projects.

Association: This implies that a nation in corporate into its development only those aspects communication technology and development that are meaningful to its well being.

Dissociation: This portrays a growing separation and isolation.

1.8 ASSUMPTION

The researcher assumes that world politics has an important role to play in finding out the effect of global information flow unbalance on third world countries.
This research also assumes that without concentration on world politics the global information flow on third world countries is left imbalance.
Even at world politics some third world countries have not realized the importance of global information flow.

1.9 LIMITATIONS OF THE STUDY.

This study was supposed to be a research on the effects of world information flow imbalance on the third world countries.

However, because of obvious difficulties and deficiencies Nigeria will be used as a case study. Therefore this study will focus on the Nigerian perspective of the world information flow imbalance and its effects on third world countries.

This study also extends to some different stated in Nigeria which have universities, polythecnics that offer mass communication. Accordingly four stated out of the thirty six states that make up Nigeria were studied the stated were Lagos state in south west, Anambra, Imo and Enugu state in the south east of Nigeria.

Finally only the local governments within the chosen stated where the universities and polthecnics that offers mass communication were also studied.

1.10 THEORETICAL FRAMEWORK

The theoretical framework of this study can be derived from media, effect and mass communication theories which explains the ways in which news imbalance of world information and communication order effect developing nations of Africa through the cultivation theory and knowledge page theory or hypothesis.

Cultivation Theory: George Gerbner tried to determine the influence of television on viewers or the audience ideas of the environment they lived in. The television crates a confluence, a coming-together of attitudes. According to Berber, audience us TV to confirm fears and prejudices about the “way thins are”.

Television’s image cultivate the dominant tendencies of our culture’s beliefs, ideologies and world views. What occurs, according to the Annemberg research, is a convergence of people’s concepts of reality to that which is portrayed on the television.

Knowledge GAP Theory or Hypothesis: Tichenor, Donohu and Olien (1970) developed a theory of society in which mass and the rise of media messages play a central role. The model focuses on the role played by media news in cities and towns of various sizes. These areas are conceptualized subsystems with larger state and regional social systems. The team began by empirically establishing that news media systematically information some segments of the population, specifically persons in higher socio-economic groups, better than the others.

Knowledge gap could be seen as the systematic differences in knowledge between better information and less information segment of a population.

So, the basic assumption is that a media output grows in a given society so will the knowledge gap between privilege and under privileged social groups.

It has long been assumed that the press and broadcasting have added so greatly to the flow of public information that they will have helped to modify differences of knowledge resulting from inequalities of education and social position (Gaziano, 1983).

REFERENCES

Gaziano, C. (1983). The Knowledge Gap”: An Analytical Review of Media Effects; Communication Research, 10(4): 447-86.

Gerbner, G. (1956), “Towards a General Model of Communication”, Audio Visual Communication Review.

Okunna, Chinyere et al (1993), Theory and Practice of Mass Communication (Enugu: Abic Publishers).

Opubor, A.E. (1983), “Mass Communication and Modern Development in Nigeria” in Nweneli (ed) Mass Communication in Nigeria: A Book of Reading, Enugu: Fourth Dimension Publishing Co. Ltd.

Uche, Luke (1989), Mass Media People and Politics (New Delhi: Concept Publishing Company).

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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS’ SATI STATION (A CASE STUDY OF NIGERIAN AIRWAYS ENUGU)

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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS’ SATI STATION

(A CASE STUDY OF NIGERIAN AIRWAYS ENUGU)

ABSTRACT

This study is aimed at pointing out the function of pubic relations officer in customer’s satisfaction in Nigeria Airways Enugu.

Research method: The data for this study were collected through questionnaire.

Thereafter the data collected were analyzed using chi – square method (X2) = (0 -e)

Which served to out qualitative characterizes

In the data into numerical form and relationships.

The research finding the essentials of public relations officer in an establishment.

The effect of public relations in promoting the image of an organization.

CHAPTER ONE

INTRODUCTION 1

Background of the study 9
The objectives of Nigerian Airway 10
Statement of research problem 12
Objective of the study 14
Significance of the study 15
Research questions 17
Research Hypothesis / Null Hypothesis 17
Conceptual of Operational Definition 18
Definition of terms Operational 20
Assumptions 21
Limitation of the study 22

CHAPTER TWO:

REVIEW OF RELATED LITERATURE

The origin and concept public relations 23
The place of public relation in an Organization 27
Publics 31
Corporate Image 32
Social Responsibility 34
The pubic relations practitioner 38
Summary of Literature review 40

CHAPTER THREE

RESEARCH METHODOLOGY 43

RESEARCH Method 43
Research design 43
Expression Instrument
Measuring Instrument 45
Method off data analysis 46

CHAPTER FOUR

Data analysis and interpretation 47
Table 1: Measurement on image problem

of Nigerian Enugu 49

Table 2: Measurement on the role played by the public relations 50
Table 3 :- Measurement of the basic steps

top be taken 52

Table 4:- Measurement of effects of

political interference 55

Discussion 57

CHAPTER FIVE

Summary and recommendation for further study 62
Recommendations 65
Conclusion 68

Bibliography 71

CHAPTER ONE

INTRODUCTION

In any organization, the need to maintain the image of the organization is in our contemporary societies a private one hence this study survey the role of public relations in enhancing consumer’s satisfaction. We set out to find whether Nigeria Airways Enugu, has in any way satisfied or disssatidied the total number of people or customers that have been satisfied or dissatisfied by the organization. This study will also x – rays how far the PR roles have helped or will help to co-ordinate the organizations perception of the Nigeria airways image when determined are bed, them the researchers would be in a better position to advise and make necessary recommendations in order to enhance it’s image. And also, to contribute to the knowledge of mass communication and indeed to the acknowledge of geniality of Nigerian in their quest for the effect of customers satisfaction in government and in parastatals.

The Nigeria Airways is a public interest and business enterprise and as such is required to succeed.

As a public institute devoted to the servicing of the public interest , it must have its customers, satisfactions as its prime motive to enhance and achieve public co-operation and acceptance. As a business institute, the Nigeria Airways must use business principles to operate in such a way that it be comes economically strong enough to depend and sustain its independence against crumbling.

Against the background the Nigeria Airways, instituted the public relations department to help foster the activities of the organization in order to achieves it aims and objectives. This is so because no business oriented organization can make any meaningful achievement without the it is easy identifiable that the basic philosophy underlying public relation practice is prime importance in all spheres of activities. The public relations man engages himself in doing he has done. This involves winning friends, keeping them and influencing them, as well as others it also involves looking good by building and sustaining good image or goodwill through good deeds that will wim favourable consideration for Nigerian Airways Enugu among members of the public.

Public relations by definition according to frank Jefekins states “that public relation is the process of assessing consumer wants establishing communication fastening good will so that consumer wants or needs can be profitable satisfied”. I

Another definition of public relations according to the editors of public relations news, PR is a philosophy and function of management, which evaluate public attitudes, identities the policies of an individual or organization with public interests and execute a programme of actions to earn public understanding and acceptance”.

From these definitions, it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement. It also identified the need for the public relations man to evaluate the public attitude and conception of the organization with the area of attaining and eliciting favourable actions where necessary. As a result of this, customers satisfaction in the activities of Nigeria Airways, Enugu among others should pursued. One way of doing this is to map out a programme of action that is, customers oriented and favourable to the generality of the people.

In actual sense, Nigeria Airways, Enugu cannot exist in a vacuum. It cannot grow if it neglects the existence of its customers it must function as an institution ready to compute the customers. This includes expressing her policies and practices through communication for general awareness.

However, this communication function can best be formed if public relations manager is given its appropriate place in the management of Nigeria Airways, Enugu.

Sincerely speaking, the Nigeria Airs, is fast recognizing the enormous function which public relation would perform if allowed into the strategic decision making level of the organization. In this contemporary society, the public scrutiny and accountability is on the increase. It is imperative therefore, that good public relation should enhance good will and customers satisfaction in the organization.

The image of the Nigerian Airways, Enugu depends on the her behavior and financial performance her making policies and the quality of her products or services, the management style, approach and the resultant satisfaction. The protection and maintenance of the Nigeria Airways Enugu image is the fundamental responsibility of public relation. As the conscience of the organization and its public and monitors the diffusion of the programmes of the organization to know when it impinges public opinion and warfare.

George Flangan stated that “if an individual contact and experience with co-operation is extensive, his proposed image of the coronation is likely to be strong, positive and relatively stable if , on the other hand, the individual’s familiarity with corporation is slight, as is most of the case, the mage will probably be weak, (negative) Lazy and unstable” 2

The only meaning drawn from this statement is that, if the level or degree of customer’s satisfaction in any organization is high; the customer tends to maintain more cordial relationship and vice-verse. It is the image of the organization that attracts popularity among the potential customers. In this sense, the only image that can last long is the one that its stand is valid, true and authentic.

Candidly no organization can satisfy its mummeries customers with out being perceived first by the customers or trusted and dependable, so far Nigeria Airways to maintain the line of dependability, its policies , performance and pubic reactions have in his interaction with a company constitutes to the attitude he forms about it.

The dependability of the organization depends on the degree of the comfort given to her customers and her good will. As regards to these facts Walter asserts “ No administrative scheme is workable with put good will and good will aboout strange practices is impossible new development in Nigeria Airways, Enugu, that is not communicated to the potential customers in clear terms and with clear evidences show so as to elicit favourable actors to attain mutual understanding will be an effort in futility.

It is therefore important that Nigeria Airways Enugu should acquaint it self with the customers for cordiality through continuos and systematic public relations practice. It is essential that all public reaction activities of the Nigeria Airways are within the frame work often agreed and understood the corporate personality.

The modern business organization, quick to recognize the changes in the environment, has adjusted. It has more comprehensive and positive programmes by responding to community expectations and pressures. This, for short, is the spring board of the concept of goodwill and customers satisfaction.

However, the activities of Nigerian Airways and prospects c an better be under of view of its origin. To this end, below is the mark off point of Nigeria Airways.

BACKGROUND OF THE STUDY

THE HISTORY OF NIGERIA AIRWAYS

The history of the organization would traced to 1945 when it was incorporated as West African Airways corporation (W.A.A.C) to understate operation which the Royal Airforce left behind at the end of would war “., was then jointly owned by former Bristish colonis manly; Nigeria, Ghana, Gambia and Sier Leone. The African Airways corporation (WA.A.C) was managed by West African Transport Authority (W.A.A.TA).

On attainment of independence in 1957, Ghana pulled out to set up its own Air line, the Ghana Airways, leaving Nigeria, British overseas Airways cooperation (BOAC) and Eldr Dempstr lines as the owner of what remained (WAAC) .

The Federal Government took total controls of the business in Augusts 23, 1958 by buying out the shares of its partners, the B.O.A.C and Elder Dempster lines. In this sense the airline because 100 percent Nigeria owned and the name changed to Nigeria airways limited. In the same vain, after some years Nigeria Airways Enugu was established.

THE OBJECTIVE OF NIGERIA AIRWAYS

The objectives of the air line as a national earner is to operate a scheduled and chartered air transportation services for the carriage of passages, cargo, mails and any other related business in most reliable, efficient and profitable manner on both domestic and international routers.

Apart from its commercial objectives, the organization also has social defense, security and political responsibility to the government and people of Nigeria as the nation’s national carrier.

For example, the airline could give back up services to the military authorities as a transportation auxiliary in a period of national emergency such as war. In other works, the line as a true is different from other commercial airlines since it must perform governments functions without profit when directed to do so by the authorities.

For the above reasons , Nigeria, Airways is duty bond to separate in the country whether it is commercially viable or not.

In situation where communication is poor, Nigerian Airways is used by government as an effective institute to bridge people, goods and mails through he ought and breath of the country. This is a great social and economic responsibility to the nation. Based on these reasons, the Federal Government offers its protection to the airline through diplomatic channel in international traffic negotiations guarantees the airlines to secure local and foreign loans to purchased aircraft and equipment.

Due to the numerous aims and objectives of the Nigerian Airways her zeal towards making them a reality the origination is department allied to case activities and foster developments in a way of satisfying its cutworms.

STATEMENT OF RESEARCH PROBLEMS

There have been a good number of complaints from the Nigeria Airways Eniugu public relation is operation of the organization. There is no efficient, effective and systematic public relation in the Nigerian Airways, Enugu does not communicate to it customers a as and when due.

The Nigerian Airways, Enugu seems to be undergoing image problems. The problems of financial constraints, deferring regulatory policies down by the government negative attitude of employees to work management problem, flight delays and conciliation, inefficient services and generally rising costs of goods and services seems to point to the that public relations has failed its role in finding out what actually satisfied the customers of Nigeria Airways Enugu.

There has been absence of direct incentives to customers, which now brings about low persuasive sales strategy.

The acceptance of forged tickets, defected tickets and checking about passenger with infects or children tickets and affects the customers satisfaction badly.

The refund of unused tickets takes a very long time, hence the customer involved unusually get displeased because of the undue time spent before they are finally satisfied.

Another problem is that the management of the parastatal makes it impossible for airline public relations manager to do his job satisfactorily. The resultant effect here is that is compelled to take actions and execute some programme that are not of the interest to the various customers.

OBJECTIVE OF THE STUDY

The objective of this study is to identify more efficient and effective way of using public relations to enhance customers’ satisfaction and goodwill in Nigerian airways Enugu.

The study wills analysis the public relations strategies and management policies of the organization in question

It is much better to identify and know the various aims and objective of Nigeria Airways to see how far the organization has achieved them or not.

The direct incentive due to the customers are they really persuasive sales strategy or not.

To analyze erratically the customers remark and responses that shall be made when questionnaires are collected to see whether the Nigeria airways will succeed as a business enterprises and social institution.

SIGNIFICANCE OF THE STUDY

In every organization, be it a social or business enterprises, there is need for thirty, harming and peace prevail between the organization and its customers. Any organization that tails to recognize the existence of its customers will definitely fail or fact up. And if any organization fails to take cognizance of public relations dependent of the organization , such organization will not accomplish its aims and objectives. To this end, the Nigerian Airways, Enugu, should always give the public relations manager his proper place in the organization and should help hi, function fully by giving ho, the necessary tools and equipment needed for his operations.

To identify total number of people or customers that has been satisfied and dissatisfied by the organization.

To know how public relation help to solve the problem of inadequate communication in the organization.

To identify and know the type of direct incentives given to customers.

To ascertain how the customers perceive the image of Nigeria Airway, Enugu. If the customers perception of the organization image when determined is bad, then one would be in a better position to advise ad make necessary recommendation n order to enhance its image.

To know some of the communication barriers faced by public relations department in the organization.

Finally, to contribute to the knowledge of mass communicators and indeed to the knowledge of generality of Nigeria their quest for the effect of customers satisfaction in government parastatals.

RESEARCH QUESTIONS

Does the image of Nigerian Airways, Enugu satisfy its present customers so as to help induce , attract and sustain the potential
Is Nigerian Airways Enugu facing image problems in execution of its duties ?
Does non – satisfaction of the customers’ needs, desires and aspiration tarnish the image or goodwill of Nigeria Airways ?
Does the political internee hampers or under the public relations department in Nigeria Airways ?

RESEARCH HYPOTHESIS

The researchers will list the following: –

H1 – The pubic relation role go along way in enhancing customers satisfaction in Nigeria Airways.

H0 – The public relations role does not go along way in enhancing customers satisfaction in Nigeria Airways.

H2 – The Nigerian Airways faces image problem in execution of her duties.

H0 – The Nigerian Airways Enugu cannot face image problem in the execution of her duties.

H3- The more political interference, the more effective the performance of public relations department.

HHhh H0 – The more political internee, the less effective the performance of public relations department.

H4 – The higher the price of Nigerian Airways Enugu tickets the more the tendency of customers to with draw the patronage.

CONCEPTUAL AND OPERATIONAL DEFINITIONS OF TERMS

CONCEPTUAL DEFINITIONS

Public relations:- The procedure of programmed of activities of ensuring a link between an organization and it’s customers.
Public Relation:- The procedure of programmed of activities of ensuring a link between an organization and its customers
Image:- This is a method picture , idea of concept of somebody or something. It could also be seen as a sensual thing perceived s an entry or a coherent, which does not necessarily have something to do with reality of situation.
Customers:- This is a person who buys tings.
Customers’ satisfaction:- This is a state were the customers are placed and contended with the produce or services given to them.
Airline:- This is an air transport business that runs a regular services.
Organization:-This is a group with special purpose of coming together as one to operate a business ventures. It could be government or private owned.

OPERATIONAL DEFINITIONS

Public : The number of customers or people who receive the services of Nigerian Airways, Enugu
Public relation :- Mutual understanding between Nigerian Airways, Enugu and it publics, carried out by the public relation department.
Image :- The metal pictures that the public of Nigeria Airways, Enugu have on the effect efficiency of services varied by the number.
Customers’:- Those who patronize the Nigerian Airways, Enugu by way of traveling with them.
Customers’ satisfaction:- Thee extent to which the customer’s are pleased or satisfied with the service of the Nigerian Airways, Enugu.
Airline:- This means the case under study, which is the Nigerian Airways, Enugu.
Organization:- Government owned parastals know as the Nigerian Airways, Enugu.
Discount :- Scores made on question on sell discount of tickets by each respondent.

ASSUMPTIONS

It is assume that after this study , the pubic relations officer would b in a between position to know the best strategy to get his internal and external public satisfied.

How would he be in a position o make very nice good will for the organizations, as to increase it profits.

However, the management of the organization would be a position to equip the pubic relations officer, that he can discharge his duties efficiently.

LIMITATIONS OF THE STUDY

This study is limited by the logistics, time and found problems. This is because the subject matter of this study is one, which should have made the study a national one. The topic is one, which attracts public attention and interest on a nations scale. Unfortunately, it would not be handled on the require scale.

As a result of this, Researches limited their research work at Nigerian Airways, Enugu because of the limited time available. This sampling is done in Nigerian Airways, Enugu chapter.

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ABSTRACT

CHAPTER ONE

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CHAPTER ONE

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