PRESS COVERAGE OF CRIME IN NIGERIA NEWSPAPER, A CONTENT ANALYSIS OF GUARDIAN AND DAILY SUN NEWSPAPER: JUNE 1^ST 2011 TO MAY 31^ST 2012

ABSTRACT

 

In this project research work, on press coverage of crime in Nigeria newspaper, A content analysis of Guardian and Daily sun newspaper: June 1^st  2011 to May 31^st 2012.  The press offers an invisible hand towards eradication of the incident of crimes in the society by attacking the problems from its grass root. The researcher used both primary and secondary sources to gathered information for the write up. I also employed many methods of collecting the information such as research methodology which includes, research design, population of the study, sample size, method of data collection, method of data analysis etc, which help in organizing and the arrangement of the write-up. The summary of findings was made from the analysis in chapter four of the project write-up. In this research work analysis and presentation of data have shown vital information from (Daily Sun and Guardian Newspaper). This shows the activities and performance of Daily sun and Guardian newspaper. From table 5, the percentage of the respondents on whether number of crimes stories on the front and back pages and inside pages were guardian 66% the inside pages while daily sun were 34.3% and also guardian 40% for front and back while daily sun were 60%, this shows that in checking the inside pages guardian has highest response while in front and back page daily sun has greater. This research work recommend that the generally focus on the quantity and quality of coverage of crime stories in the selected Nigerian newspaper had not be addressed attention on how the press could assist the police in combination crime nor did it consider other environmental factor that can be incidental to a crime. Further studies could table care of these defeats.

CHAPTER ONE

INTRODUCTION                                              1

• Background of the Study 1
• Statement of the Research Problem 4
• Objectives of the Study 6
• Research Questions 6
• Research Hypothesis 7
• Assumption 8
• Scope and Limitation 9
• Definition of Terms 10

CHAPTER TWO

LITERATURE REVIEW                                       12

2.1  Sources of Literature                                        12

2.2  An Overview of Crime and Terrorism in Nigeria     14

2.3  Summary of Literature Review                           26

 

CHAPTER THREE

METHODOLOGY                                               28

3.1  Research Method                                             28

3.2  Research Design                                              28

3.3  Area of Study                                                  29

3.4  Research Population and Sampling                     29

3.5  Determination of Sample Size                                  30

3.6  Measuring Instrument                                      31

3.7  Validity and Reliability of Instrument                  33

3.8  Method of Data Collection                                 33

3.9  Method of Data Analysis                                   34

CHAPTER FOUR

DATA ANALYSIS AND RESULT PRESENTATION     35

4.1  Presentation of Data                                        35

4.2  Test of Hypothesis                                           35

4.3  Discussion of Findings                                      45

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS    47

5.1  Summary of Findings                                       47

5.2  Conclusion                                                      49

5.3  Recommendations                                           51

Bibliography                                                    53

Appendix                                                        55

 

CHAPTER ONE

1.0  INTRODUCTION

1.1  BACKGROUND TO THE STUDY

The Nigerian press has played in the coverage of Boko Haram, an Islamic terrorist group that has since been a threat to national security. The period of coverage November 2011 – March 2012, has been remarkably known as a period that recorded the highest causalities in term of life and property. The study became essential because of the atmosphere in which the Nigerian press found itself as a watchdog caught in the midst of political and religious divide.

One promise for the suppression of crimes activities in Nigeria is to recognize that lack of awareness and concern by the public is the crime greatest ally. The efforts of any branches of society directed towards controlled criminal activities will be largely unsuccessful unless the public is made aware of criminal methodology and the magnitude of crimes. Publicity and honest exposure of dry up source of revenue for an organization engaged in criminal activities. The above statement by Denny F. (1975, 89-90) underscored the need for the Nigerian press to intensity efforts in crime reporting.

Crimes, whether against persons, habitations, property, morality and decency, public peace, against justice and authority or against public safety, are serious offences which are not only punishable by law but can also seriously hinder the development of a society. In this case, crime diverts effects of the offender in a negative path towards development.

Crime seems to be accentuated in the society by lack of patience of each new generation to pass the rigorous and arduous process which their parents have passed to attain greatness. Other sociological and psychological or every hereditary problems often erupt contribute to crime. For instance, a child who is brought up in the ghetto with not much facilities of learning, or without a good up bringing and who grows up exposed to aggression as a way of life will most likely grow up into an aggressive adult. Because no individuals lives in isolation of her environment, a child born in a disorderly society where crime is on the increase will as well direct, live to reflect in his/her styles on all these abnormities in which he is born into. The worry is what are the chance of such an individual brought up in such a condition ever becoming a good citizen.

Unfortunately, ignorance of the law is no excuse and the same weight of punishment faces the informed and uninformed citizenry. But in the Nigerian situation, crime stories tend not to be given due prominence in the pages of the newspapers. The assumption may be that other classes of stories have edged out such crime stories. There is however, an unexpressed by manifest psychological feelings of Nigerians, towards crimes. The society itself treats criminals with contempt perhaps the preference given to non-crimes stories by the media arises from the thinking of the practitioners to spot-light issues that will generate larger reader interest.

It is a truism that an intention to comment a crimes to one of the essential ingredients of a crime. The motives for a crime should be ascertained by reporters in order to provide clues that will help in reforming the criminal. It is important also to ally the feat that reporting a crime by our mass media may result in lawlessness and in crease in waves. This study also recognizes that an increase in crime waves may hinder the economic, political and social advancement of the society.

 

1.2  STATEMENT OF THE PROBLEM

A more pertinent question is:

• Does the coverage of crime by the newspapers guide the possible causes of crimes?
• How do Nigerian newspapers view crimes?
• Do they state possible remedies to these crimes?
• Does the editorial process of editing and rewriting influence or affect the reporting of crime stories?
• Does the personality of the criminals affect the reporting of crimes?

These and others are the numerous kind of question which we went to approach in this study, so that a complete answer and resolution of all these questions or factors could lead to a more complete and realistic approach to the presentation and stoppage of crimes.

The Journalist is an individual who has his or her own biases and in the reporting of a crime, he first of all decides if the crime is newsworthy using his own sense of value judgment and other parameters for judging news value like prominence, proximity, consequence, human interest etc.

Some of the considerations at this stage could be who were involved in the crime story. We cannot escape from the fact that newspaper publishing is a business interest of the paper involved, this story gets omitted.

 

1.3  OBJECTIVES OF THE STUDY

The purpose of this study therefore is to determine;

1. The nonchalant attitude of some press organization in the country to crime reporting is a neglect of the important note which the press is expected to ply in the society.
2. To highlight the need for proper and frequent reports of criminal events in the country.
3. To set out good guideline for crime reporters in the reporting of crime news.
4. To identify the need for adequate investigation and interpretation of criminal news events as they occurs.

 

1.4  RESEARCH QUESTIONS

The following research questions guided this study.

1. What are the effects of reporting crimes in Nigerians newspapers?
2. Does the coverage of crimes by the newspaper guide the possible causes of crimes?
3. Does the editorial process of editing and rewriting influence or affect the reporting of crime stories?
4. How do Nigerians newspapers view crimes?
5. Does the personality of the criminals affect the reporting of crimes?

 

1.5  RESEARCH HYPOTHESIS

Ho:  There is effect on reporting crimes in Nigerians    newspapers

Hi:   There is no effect on reporting crimes in Nigerians      newspapers

Ho:  the coverage of crime by the newspapers guide the     possible causes of crimes

H_2:     The coverage of crime by the newspapers do not guide the        possible causes of crimes

Ho:  the editorial process of editing and rewriting influence        or affect the reporting of crime stories

H₃    the editorial process of editing and rewriting do not   influence or affect the reporting of crime stories

 

Ho:  The personality of the criminals affect the reporting of        crimes

H₄:  The personality of the criminals does not affect the reporting of crimes.

 

1.6  ASSUMPTION

In this study, the researcher made the following assumptions;

1. That Nigeria newspaper carries stories relating to crimes in their various editions.
2. Nigeria newspaper is an effective instrument that can help in crimes prevention.
3. Nigerian press use investigation journalist in coverage of crime in Nigeria.
4. It will serve bases for reference future researchers in these areas.

 

 

1.7  SCOPE AND LIMITATIONS

As it usual with a study of this nature guardian and daily sun newspapers. Time is always a constraint, in addition to lack of study. These limitations have made this research to be limited to study of two national newspapers among the many newspapers in circulation in the country. This is with the thinking that the findings from this study will give an insight into the coverage of crimes stories by other Nigerians newspapers.

 

1.8  DEFINITIONS OF TERMS

CONCEPTUAL DEFINITION

Conceptual: The Webster Reference dictionary of the English language        defines coverage as a covering, or provision of something  as a covering, or provision for something by agreement of covered Communication, the send and receiving areas of radio or TV station, the number of readers in an area served by a publication, the writing, publishing or broadcasting of news”.

Crime:    Crime is defined as an offence for which there is serve punishment by the foolish or wrong act, not necessarily an offence against the laws”.

Newspaper: A medium of communication usually published daily or weekly, by which information and current affairs, opinions and entertainment features are circulated among the people.

Coverage of Crime: May be defined to mean the publication of news stories concerning one or more crimes as defined above.

Criminal Acts: Criminals acts will be defined to mean a deliberate intention aimed at committing a crime such as Murder, Robbery, Fraud, Embezzlement, Riot, Defamation, Dry trafficking, Arson, Burglary, Kidnapping, Homicide, Manslaughter, Conspiracy, and Drug Acts.

OPERATIONAL DEFINITIONS

Crime:    Excludes all civil offences but will include all other offences against the state or a person no matter its classifications

Newspaper:  The researchers wish to define newspaper as a means “The Guardian” and the Daily sun”.

Coverage: The amount, types or nature of stories pertaining to crime reported within a particular period of time in the newspaper understudy.

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THE ROLE OF PUBLIC RELATIONS IN ENHANCING THE PERFORMANCE OF THE NIGERIAN POLICE

(A STUDY OF ENUGU POLICY COMMAND)

ABSTRACT

This issue of public relations has been an aged long topic in Nigeria. The Nigeria police has been a subject of discussion in many research works. However, not many research works has been done on the role of public relations in enhancing the performance of the Nigerian police. This study looks into the concept of public relations in respect to the police force. The findings made in this study shows that the public has little or no trust for the force and that the Nigerian police are in a pressure to enforce the laws and order of a nation that has very little consideration for the messes. Thereby, making the police an enemy instead of a friend to the masses. This study discovered that all things being equal, public relations play a tangible role in enhancing police performance. It also suggested possible solutions to problems related to the Nigerian police force.

CHAPTER ONE

INTRODUCTION                                                                   1

• Background of Study 1
• Statement of Research Problem 5
• Objective of the Study 6
• Significance of the Study 6
• Research Question 7
• Research Hypothesis 8
• Definition of Terms 8
• Assumptions 9
• Scope of the Study/Delimitation 9
• Limitation of the Study 9

References                                                                    11

CHAPTER TWO

LITERATURE REVIEW                                                        12

2.1    Source of Literature                                                      12

2.2    Defining Public Relations                                             12

2.3    Components of Public Relations                          16

2.4    What Public Relations is Not                                        19

2.5    Public Relations and Related Concepts                        22

2.6    Jobs of Public Relations                                               25

2.7    Origins of Public Relations                                   36

2.8    Trends Leading to the Development of Modern

Public Relations                                                            37

2.9    Social Structure and Policing in Nigeria                       40

2.10  Internal Control System of the Nigeria Police Force     44

2.11  Theoretical Framework                                                 50

2.12  Summary of Literature                                                 55

References                                                                    57

 

CHAPTER THREE

METHODOLOGY                                                                   58

3.1    Research Method                                                          58

3.2    Research Design                                                           58

3.3    Population of Study                                                      59

3.4    Sampling Technique                                                     59

3.5    Determination of Sample Size                                      60

3.6    Measuring Instrument                                                  61

3.7    Validity and Reliability of Measuring Instrument         62

3.8    Method of Data Collection                                            63

3.9    Method of Data Analysis                                               63

3.10  Expected Result                                                            63

References                                                                    64

 

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND RESULTS           65

4.1    Data Presentation and Analysis                                    65

4.2    Testing of Hypothesis                                                    69

4.3    Discussion of Results                                                   71

References                                                                    74

 

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION

AND RECOMMENDATIONS                                                 75

5.1    Summary of Findings                                                   75

5.2    Conclusion                                                                    76

5.3    Recommendations                                                        78

References                                                                    83

 

Bibliography                                                                  84

Appendix                                                                       88

LIST OF TABLES

 

Table 1:     Primary role of Nigeria police force in

Enugu command                                                          66

Table 2:     Level of trust the respondent have for the

Police force                                                                    67

Table 3:     The happiness of respondent towards Nigerian

police force public                                                         68

Table 4:     How public relations enhance the performance

of the Nigerian police?

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

Formal pubic relations practice in Nigeria can be traced back to January 1, 1944 when the British colonial administrators established the first Public Relations Department. The department was headed by Mr. D.C. Fletcher, as the leader of a group of staff, which included a public relations officer, an assistant public relations officer, a process engraver, a press officer, a publicity artist, an antiquities officer, a photographer, a films officer, a radio officer and a confidential secretary. The function of the department was mainly to carry out “public enlightenment” programs relating to government activities. The colonial administrators targeted selected publics, such as Nigerian soldiers who participated in World War II as part of the British Army. After Nigeria gained its independence in 1960, the pubic relations department was transferred to the newly created Federal Ministry of Information (FMI) where it continued with information activities for its various publics. Typical information and public health campaigns focused on the eradication of communicable diseases such as yaws, yellow fever, and tuberculosis, and were often at the request of the WHO (World Health Organization). The FMI was also used to campaign for the success of government education programs through the cinema and open air film shows which encouraged parents to sent their children to school.

The first pubic relations professional body, the Public Relations Association of Nigeria (PRAN), was founded by Dr Samuel Epelle, Director of PR at FMI. Epelle was influential for the development of public relations practice in Nigeria and in 1967, he published the first authoritative book on PR in Nigeria, Essential of Public Relations. Epelle, as PRAN’s founder, become its coordinator and chairman and worked to recruit colleagues from other governmental departments and private industries to join him in enlarging PRAN’s membership (Oyekan, 1993). In 1969 PRAN was renamed the Nigerian Institute of Public Relations (NIPR) and several years later, it organized the annual Sam Epelle gold medal in his honour, which in 2008 still continues to be awarded.

The establishment of PRAN in 1963 was the first independent step taken by Nigerians to consolidate public relations practice in the country. However, whilst PRAN was still in its infancy the political instability and subsequent 1966 military coup interfered with the professionalization of public relations. At this point the public relations practice did not have professional standards, educational qualifications, or a developed practitioner “tool kit”. PRAN also had to deal with similar issues relating to pubic acceptance, nomenclature, and reputation that plagued Western public relations professional associations.

Nigerian public relations practice was shaped by both political events and crises. The Nigerian civil war, which began shortly after the first military coup, followed by approximately 30 years of military dictatorship (from 1966-1979 and then again from 1984-1999), had an impact upon the development of public relations practice. As well as this, the Niger Delta crisis and Nigeria’s relatively recent democratic governance have continued to influence the shape of public relations practice and its professionalization.

Police job involves a variety of tasks and responsibilities. Police officer are expected to prevent an control crimes, protect lives and property, enforce laws, maintain peace and order as well as provide a wide range of services for citizens. A common trend which unifies the diverse activities is that potential for violence, the need and the right to use coercive means in order to establish social control. Policemen act as the representative of the coercive potential of the State and the legitimate users of reasonable force usually explain their attitudes and characteristics. Broadly, Modern Police Forces are assigned the primary duty of law enforcement and maintenance of order. The contents of law and what constitutes order vary widely across times and nations and are determined by the political economy of societies.

By maintaining order and enforcing laws in consonance with the principles and practices of a democratic society, the Police will foster entrepreneurial initiatives and public safety which are critical for development and human cooperation. It is in these respects that the Police can make positive contributions towards change initiatives. Some of the major concerns of the poor apart from material deprivations and lack of access to services are their vulnerability to insecurity, crime and denial of due process rights (World Development Report 2000/2001). That is why public relations is a very vital tool in institutions such as the Nigerian Police force.

 

• STATEMENT OF RESEARCH PROBLEMS

In an ideal society, the police at all times ought to be servants of the people. If this is the case there would be no antagonism and hostility between the police and the communities they serve. However, the literature on police and policing reveals that the police are often in conflict with a significant percentage of the population in almost all countries of the world (Alemika, 1999; Reiner, 2000; Alemika and Chukwuma, 2000). This is so far largely two factors. Firstly, modern societies are diverse in economic, social and cultural compositions, which mean that the police cannot be neutral in respect of competing and sometimes antagonistic class relations no matter how hard they try. Secondly and perhaps most importantly, police are agencies of the state employed to maintain the social order in which the interests of the rulers and the dominant economic class are paramount. Therefore, police enforcement of the laws and maintenance of social order which promote the interests of the ruler to the detriment of the majority of the population, inevitably put them in hostile relations with their host communities across countries (Alemika, 1999). This public relations attitude of the police affects the general masses to a large extent as their trust for the police force is hampered.

 

• OBJECTIVES OF THE STUDY

1. To find out if the Public understands the primary role of the Police force.
2. To investigate into the level of trust the Public have for the Police force.
3. To find out how happy the public is with the Nigerian Police force.
4. To find out if public relations affects the role of the Nigerian Police force.
5. To review the factors that influences the relationship of the Police force with the public.
6. To suggest ways of amending the attitude of the police force to the public.

 

• SIGNIFICANCE OF THE STUDY

This research work is significant in many ways.

1. To the Police Force: The results of this findings would help the police force identify the need for public relations practice and apply it.
2. To the Masses: This research work would help the masses observe their rights and interprete the actions of the police force properly.
3. To other Researchers: The procedures observed in this research work would help the researchers their work.

 

• RESEARCH QUESTIONS

1. From your point of view, what do you understand as the Primary role of the Police force?
2. What is the level of trust the respondent have for the Police force?
3. How happy is the respondent with the Nigerian Police force?
4. Do public relations enhance the performance of the Nigerian Police?
5. What are the factors that influence the relationship of the Public force with the Public?
6. What are the possible ways of amending the attitude of the police force to the public?

 

 

 

 

• RESEARCH HYPOTHESIS

Ho:   Public relations does not enhance the performance of the Nigerian Police

H₁:    Pubic relations enhance the performance of the Nigerian Police.

Ho:   Respondents are happy about practice of public relations by Nigerian police force.

H₂:    Respondents are not happy about practice of public relations by Nigerian police force.

 

• DEFINITION OF TERMS

Pubic Relations: The British Institute of Public relations (BIPR) defines pubic relations as “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics”.

Police Force: The civil force of a sate, responsible for the prevention and detection of crime and the maintenance of pubic order.

Enhancement: To make greater, as in cost, value, attractiveness, etc.; heighten; augment.

 

 

• ASSUMPTION

It is assumed that after this study, the public relations officer would be in a better position to know the best strategy to get its external and internal publics satisfied.

He would be in a position to work for the goodwill of the organizations, as to increase is profits.

However, the management of the organization would be in a position to equip the public relation officer, so he can discharge his duties efficiently.

 

• SCOPE OF THE STUDY

This study is primarily centered on the role of Public relations in enhancing the performance of the Nigerian Police. A study of Enugu Police Command.

 

• LIMITATIONS OF THE STUDY

Uzoagulu (1998:167) limitations of the study refers to shortcomings, difficulties and problems found in the design and the execution of the research project which in the views of researcher could affect the fidelity and generality of the findings. In this study which is a part of class work, there are some obvious limitations which include:

• Limited time frame for in-depth investigation.
• Lack of fund to sample many respondents in the Enugu Police Command.
• Problems of accessing information as some of the respondents refused to open-up and give responses to some probing questions.
• Lack of co-operation by the members of public as some prospective respondents refused to accept the researcher’s questionnaire copies for undisclosed reasons.

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AN ASSESSMENT OF INFORMATION IMBALANCE AND ITS IMPLICATIONS ON THIRD WORLD NATIONS

(A CASE STUDY OF NIGERIA)

ABSTRACT

Despite the seeming efforts of the third world nations in redressing global information imbalance, the gulf between continues to widen.  The flow of information, in the so-called global village is still a one-way traffic.  From the developed to the under-developed, the under-developed is not only under reported, but the thin news about them is also distorted and negative.

This research project seeks to investigate the following problems which were as follows: – whether the debate on information imbalance do exist, whether the debate on the attacks on free flow of information concept is real and whether there are socio-cultural and political imperialism and dominations occasioned by the western media concept and style.

Finally, the purpose of this study is to ascertain the kind of pictures African presents of itself to the outside world.  Establishing whether African countries are alleviating, compounding or are even the main architects of their contents image problems.  Another area of attention would be to examine, how far the African Press is embracing the call for development journalism, the purpose of the study is for practice, if the recommendation will be put in practice the problems will be a thing of past.

CHAPTER ONE

• BACKGROUNG OF THE STUDY         1 – 6
• STATEMENT OF PROBLEM 6 – 7
• OBJECTIVE OF THE STUDY 7 – 8
• SIGNIFICANCE OF THE STUDY 8 – 9
• RESEARCH QUESTIONS                                              9
• DEFINITION OF TERMS 10

1.7  ASSUMPTIONS                                                                      11

REFERENCE                                                             12 – 13

 

viii

CHAPTER TWO

• SOURCES OF LITERATURE 14
• THE REVIEW                              14 – 17
• DEVELOPMENT COMMUNICATION DEFINED 17 – 20
• THE NEWS FLOW CONTROVERSY 20 – 22
• DEBATE ON THE NEW WORLD INFORMATION

AND COMMUNICATION ORDER (NWICO)                22 – 24

2.6  THEORETICAL FRAME WORK                                     24 – 31

REFERENCE                                                                   32 – 33

 

CHAPTER THREE

• RESEARCH METHOD 34
• RESEARCH DESIGN                                                            35
• RESEARCH SAMPLE 36
• DATA COLLECTION 36 -37
• METHOD OF DATA ANALYSIS                                       38
• SUMMARY 38

REFERENCE                                                                               39

ix

 

CHAPTER FOUR

• DATA ANALYSIS 41 – 51
• RESEARCH QUESTIONS 52 – 53
• DISCUSSION                                                      53 – 54

 

 

CHAPTER FIVE

• SUMMARY AND CONCLUSION 55 – 60
• RECOMMENDDATION 60 – 63

REFERENCES                                                               64 – 65

APPENDIX 1                                                                         66

QUESTIONNAIRE                                                        67 – 69

CHAPTER ONE

INTRODUCTION

1.1  BACK GROUND OF THE STUDY

The debate on information imbalance and its implication on the third world nations have been controversial as well as perplexing and intriguing.

In the last one decade in particular, whatever hopes raised by some initiatives aimed at mitigating the African and the third world under development have dwindled to the very last as the world emerged from the cold war into a more problematic concept called globalization – Lamido (2001:50).

That the National liberation movements of various Africa nations have yielded political independence for most African countries is undoubted.  Ironically, however the grip of the erstwhile dominate nations on the neck of their former colonies in the areas of economy information and technology is still palpable several years after political independence.

The political independent that does not liberate the nations from the tutelage of economic, communication, cultural and technological dependency only translates into a mockery of the semantic expression “Independence”.

According to W.A. Hatchen (2004:40), for a hundred young states that came into existence after the world war 11, the end of our century marks a new stage in the fight for a real independence and sovereignty, not just in the political field, but also in the spheres of economy, information and culture.

Consequently, innovations in the technological, social, political and economic spheres in our contemporary world have lent credence to the concept of globalization.  The globe which is the symbol or logo of the United Nations depicts humanity from the world globe has been derived the phenomenon globalization, which explicitly connotes a world without (national) borders.  Hence, the initiator of the concept, Marshal (2002:15) refers to the world as a global village where time ceases to exist and boundaries have collapsed.   In the global village where the dominant west is the head, there has emerged the struggle for a new independence by the less powerful nations in recent times.   First, the third world demanded for a New International Economic Order, which was followed by the New World Information and Communication Order.  When the global economic and information structure was unfavorable to the third world, there was no option but to become apprehensive, the reality of the growing imbalance has given rise to considerable apprehension about their fate in the new millennium.  This is justified sufficiently by Lamido (2001:10) as being:-

“A natural occurrence given that the past

millennium was, for most of these countries,

characterized by extreme poverty, heavy

indebtedness, was of attrition and the resultant

mass ordeal and anguish both for it’s immediate

and distant victims, absolute vulnerability to

epidemics, the rage of the HIV/AIDS pandemic,

the scourge of natural disasters, serious

technological backwardness, profound

economic decline and infrastructure decay

(The Punch Sept. 26, 2000 P.34).

With this arrangement, the third world are getting increasingly weary of the information available to their citizens, the treatment of such information and how events about them are being reported to the outside world it was based on this spirit that the third world countries called for a New world information and communication order (NWICO). The trust of NWICO is hinged on two propositions.

1. That “communication has become an exchange between two unequal protagonist, without necessarily having to complete but instead allow the predominance of the powerful, the richer and the better equipped to continue to monopolies the flow of communication”. Consequently, what is known as information imbalance is infect a one way flowing rather a genuine exchange of information between two equals.
2. That the quantity of news about development countries carried by developed countries is thin and of negative quality. It is this monopoly and imbalance of information and communication flow and orders perpetuated by Western powers that P.O.J. Umechukwu (2000:5) termed information imbalance, which interestingly has grievous information imbalance for the third world.

The big news agencies that are at the vanguard of the perpetration of information imbalance belong to the Western countries. These media are Agency France press (AP) and United press international (UPI) of the United State. Western nations, through the activities of these big four, have tuned third world nations into a “media colony”.

According to R.L Bishop (2000:62), “the big four are …a tightly – knit group of professionals or technocrats who hold population so to speak at their mercy and can direct, if not manipulate them at will”.

On the other hand, Africa has been in the force of the agitation to redress the unfortunate imbalance. She has been aided by the privilege of having had four representatives out of the sixteen members commission for the study of international communication problems. She also used the advantage of her size under the then forum of the non-aligned nations to draw the world’s attention to the imbalance cause. These have been remarkable additions to her efforts in making the subject a prime issue of concern to UNESCO.

Among African nations, Nigeria’s position is that of an Iroko in a

Savannah forest in the region’s many voices of protest against the domination of international news flow by the developed nations. In translating their desires into a meaningful programme, the government of Nigeria established the News Agency of Nigeria (NAN). S.A Ekwelie (2000:23) in supporting this development, point out that … in spite of the confrontations and clashes here and there… the establishment of NAN will remain memorable as one of the seemingly positive developments affecting the media in Nigeria”.

• STATEMENT OF PROBLEM

For some decades now, so much heat has been generated by developing countries (Nigeria) on the grounds that Western media coverage on them the developing countries has been terribly inadequate. Worst still, the little coverage done on these developing countries by the Western media has often been observed to be done not on good light. They include such reports on famine, drought, war, violence, outbreak of epidemic and crises etc, as if something good never ever happen in developing country of Nigeria, down here in Africa, which constitutes the main component of some of the developing countries, the same disturbing mode of Western media coverage is what the Western media equally exhibits.

In view of the foregoing situation, to what extent have BBC and VOA reports of the developing countries such as Nigeria contributed to their transformation and development?

• OBJECTIVES OF THE STUDY

The study aimed at highlighting the remote and immediate causes of the information imbalance controversy and brings into light the perspectives of both poles involved in the debate.

It will also afford one of the opportunities of grosping authoritatively the implications of one-way information flow on the socio-cultural, political, economic and religious development

of third world countries especially Nigeria as well as its implication concept as argued by the Western world led by the united state and Britain.

The study is aimed at collecting and collating the various views and perspectives of professionals, government and non-governmental organization and agencies on the information flow and controversy, as well as the views of individuals.

It will also enable one to understand whether focus on international news flow imbalance is on television, radio and satellite transmission excluding the study and research on the impact of videos and films in the cultural subjugation and information imbalance of the third world countries.

• SIGNIFICANCE OF THE STUDY

At the end of the study, we would be in a better position of contributing to the debate on broader perspectives, proffering suggestions and solutions to the controversial information imbalance debate and the need for a new world information and communication order (NWICO).

This work is the contribution of the researcher in the correction of news flow imbalance and will be an added impetus in the struggle for the emergence of solution to the great debate.

• RESEARCH QUESTIONS

The basic research questions are:

1. Does there really exist an information imbalance?
2. What are the causes of the imbalance?
3. What are the effects of this imbalance?
4. What are the implications of this imbalance on the third world countries?
5. What are the third world efforts at correcting these imbalances?
6. Are the arguments on information a gross negation of free of information concept?
7. Will there be any measure to synchronize these differences?
8. Is there any hope in the UNESCO commission?

1.6  DEFINITION OF TERMS

1. ASSESSMENT: –

This is the term used in this project in evaluating or weighing either, information imbalance really exists or not.

1. IMPLICATIONS: –

In this project, the word implication is used and as seen as the consequences or the results of the one way movement or information imbalance on the socio-cultural, religious, political and economic development of Africa.

1. THIRD WORLD NATIONS: –

Third world Nation refers to those countries of African, Asia and Latin America who have unable to have access to free flow of information, thereby making a strong assertion that the western version of news is wrong. They want positive news about them, transmitted world wide not just news about catastrophe and government corruption. They want to break the western monopoly over the world’s news flow and to eliminate the inequality of coverage given different countries, they call for an equilibrate flow of world news.

1.7      ASSUMPTIONS

The basic assumption is that the apparent extremist and parallel nature of the western and third world perspectives on the global information flow controversy, as well as most of the issues involved makes it unrealistic for us to believe that we can remove the obvious and seemingly natural bipolarize in world information flow without effecting some changes in the current international political arrangement.

The existence of information flow imbalance as argued by the third world countries is real and that the new world information and communication order as requested by the third world will affect some free flow of information concept as argued by the west.

The socio-cultural, political, religious and economic independence of the third world countries is highly jeopardized by technologically advanced media of the western world.

 

                                    REFERENCES

Hatches (2004), The World News Prism, Changing Media

Clashing Ideology, Town State University Press.

Lamido (2001) “in the punch newspapers, sept, 26,2006, p.34

Umechukwu (2000), Mass communication in Nigeria: A student Africa

companion, Enugu: JOEN Associates.

Bishop (2000) “How Reuters & AFP coverage of independent Africa

compares” in journalism quarterly vol.52. Ekwelie, (2000)

The   Nigeria press under military Rule”, in Gazzette vol.25 Scrams (2000), The process of effects mass communication, urban,

University of Illinois press.

Marshall (2002), The effects of mass communication, New York: The

free press Inc.

Burleson, Bernard (2001) contents analysis in communication

research, illinios, free press, Dominic, Joseph R. (2003)

                      Dynamics of mass communication, New York, Newberg

award Records Inc.

Holist, O (2000) content analysis for the social science and humanities,

reading, Massachusetts, Addition Wesley.

 

Mc Quail, Denis (2001) mass communication theory an

introduction, London, SAGE publication inc. Nkrumah,

Kwame (2001) the Africa journalism Dare-Es-salaam. The

Tanzanian publishers

Okigbo, Charles (2000) “the news flow controversy,

professional journalist Evaluation of news imbalance” in

Charles okigbo, Yaba Abubakar (ed), news flow, Yaba

communication research projects (CRP) in Association

Nig. Ltd. Page 168-183

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ADVERTISING: A SURVIVAL STRATEGY FOR MASS MEDIA ORGANISATION (A CASE STUDY OF NIGERIA TELEVISION AUTHORITY, NTA, ENUGU)

ABSTRACT

This study is an investigation carried out in order to find the impact of adoption of advertising as a survival strategy in mass media organization.

 

This study was carried out in mass media organization and based on case study of Nigeria Television Authority (NTA) Enugu.

The statement of the problem was to find the advertising strategy used and the specific advertising tools or styles employed in influencing viewer’s behaviour of television.

The research method that was used is Survey Method. Questionnaires were administered to NTA staff men, women and youth.

In order to achieve the objectives of the study, three hypothesis were formulated to guide the major activities of the study.

 

The following are the findings of the study:

1. Customers bring advertising to NTA Enugu.
2. NTA Enugu advertisement influences the customers and the advertising agencies / customers.
3. NTA Enugu generate a lot of revenue from such advertisements for their survival.

Based on the above findings, it was concluded that advertising is very vital in attracting viewers of television.

Based on the above conclusion, the authors recommended the following for improvement.

1. Advertising should be made more persuasive.
2. Advertising should also be made to be more product match.
3. Advertising should be made to be more creative and dynamic.
4. Efforts should concentrate on more research in advertising in terms of innovations that make advertising effective.

CHAPTER ONE

INTRODUCTION

• Background of the study
• Statement of the problem
• Purpose of the study/objectives
• Significance of the study
• Research questions
• Research hypotheses
• Conceptual and operational definition of terms.
• Assumptions
• Limitations of the study.

 

CHAPTER TWO

REVIEW OF RELATED LITERATURE

• Sources of literature.
• Message generations.
• Message evaluation and selection
• Message execution
• Evaluation advertising effectiveness
• The review.
• Summary of literature review.

 

CHAPTER THREE

RESEARCH METHODOLOGY

• Research method.
• Research design
• Research sample
• Measuring instrument
• Data collection
• Data analysis
• Expected results.

 

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

• Data analysis
• The test of hypothesis
• Opinion of responses
• Findings from data presentation and analysis
• Discussions of findings

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

• Summary / Conclusion

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Nigeria Television Authority Enugu was established in the year 1960 by the Premier of an Eastern region of Nigeria Dr. Michael Okpara. It was the oldest television station in Nigeria. It was received in the thirteen states of the federation. The station has two studios and each of them equipped with video cameras and microphones, because of the tempograph of Enugu the studio and the transmitter are not con-sided.

 

The transmitter is located about 15 kilometers away from the studio. The station transmitters on 201.75mhz video and 196.25 audio, both local and network programmes are received from the station. In the year 2003 the station was upgraded to a zonal network center. The implication of the above is that the station not only now receives both also transmittes both network news and programmes. The zone covers Abia State, Akwa-Ibom state, Anambra state, Benue state, Cross-River state, Ebonyi state, Enugu state, Imo state and Rivers state. It can be said that the zone and its stations are fulfilling their primary functions of informing, educating and entertainment.

 

The secondary function of NTA is that it creates employment opportunities

Economic situation in Nigeria today and its attendant problems especially on the purchasing power of her citizens has greatly affected television usage.

 

In line with the above is the incessant arrests and sometimes close down of some media organizations in the country resulting from their beautifully designed progremmes targeted at attracting viewers but found provoking by the government.

The above mentioned problems in no small measure affected the smooth running of the mass media organization in Nigeria.

Therefore, towards ensuring continuity in the business, it behooves the management of the mass media organization to evolve survival strategies via diversification of activities.

 

A remarkable survival strategy often adopted, especially in terms of returns on the business and the creation of awareness is advertising.

1. Trust worthiness of the mass media organization one hand that of the sponsor n the other side.
2. Prestige of the sponsor of the advertisement.

• The quality of product being advertised etc.

The above mentioned variables or factors individually cannot influence advertising effectively but rather a concerted interactions of efforts of these variables. Thus positive result can only be achieved by careful implementation of these variables systematically by the mass media.

 

• THE STATEMENT OF RESEARCH PROBLEMS TRIED TO LOOK INTO THE FOLLOWING.

1. How NTA Enugu use advertisements from their customers to generate revenue.
2. Whether the advertising strategies influence the viewers / customers.
3. Whether there is enough revenue from it to sustain the organization.
4. To modify the strategies if not sustainable.

 

• PURPOSE OF THE STUDY / OBJECTIVES

The purpose of this study is to create knowledge on advertising effectiveness in mass media organization. It would also examine problems that hinder advertisements.

 

• SIGNIFICANCE OF THE STUDY

1. It is believed that the following people benefit from NTA Enugu.
2. Advertising agencies / other customers

• Viewers of the station in known both the old and the new products.

1. The mass media organisation in enhancing its positioning in television house.
2. Furthermore, the result will help the mass media organization in identifying those strategies that will help them in manipulating the television viewers behaviour.
3. To serve as a reference strategy to other broadcast media organization for purposes of research documentation.

 

• RESEARCH QUESTIONS

1. Do customers bring advertisement for NTA Enugu?
2. Do NTA Enugu advertisement influence the customers?
3. Do NTA Enugu generate a lot of revenue from such advertisement for their survival?
4. Do NTA advertisement creates awareness to the customers?

 

• RESEARCH HYPOTHESES

In order to direct the major activities for this study in finding solutions to the statement of problems, the following hypotheses have been found relevant.

HYPOTHESIS ONE

Hi:     Customers bring advertisements to NTA Enugu

Ho:    Customers do not bring advertisements to NTA Enugu

 

HYPOTHESIS TWO

H2:    NTA Enugu advertisements influence the customers and the advertising agencies / consumers

Ho:    NTA Enugu advertisements do not influence the customers and the advertising agencies / consumers.

 

HYPOTHESIS THREE

H3:    NTA Enugu generate a lot of revenue from such advertisements for their survival

Ho:    NTA Enugu do not generate a lot of revenue from such advertisements for their survival

 

Advertising according to Kotler (1993:100) is defined as any paid form of non-personal presentation and promotion of ideas, goods or services by identified sponsor. Besides, advertising per-se is a vehicle through which manufacturing companies, producers of goods organization, individuals etc communicate to their target audience.

Advertising is however, affected via the following channels.

1. Radio and television
2. Outdoor displays (posters, bill boards) sign sky writing.

• Newspaper and magazine space.

1. Direct mail
2. Novelties (match boxes, pen, calendars)
3. Tear pads (car, bus)

• Directories (Yellow pages and circulars.

 

Further more, advertising has many purposes.

1. Long term build up of the organization corporate image (institutional advertising)
2. Long term build up for a particular brand (brand advertising)
3. Information dissemination about a sale or service or event (classified advertising)
4. Announcement of a special sale (sale or promotional advertising)
5. Advocacy of a particular cause (advocacy advertising)

 

Alternatively, Kotler (1993:150) opined that advertising objectives can be classified as to whether their aims is to the following:

1. Information advertising with primary demand. This strategy has been used effectively in yogurt industry to inform customers of yogurts nutritional benefits and many uses.

 

2. Persuasive advertising has been used effectively in the demand for a particular brand. This strategy has been employed in the advertising of spirits both paste, tires, automobiles etc.

However, some persuasive advertising has moved into category of comparison advertising, which seeks to establish the superiority of one brand through specific comparison with one or more other brand in the product class.

3. Reminder advertising is highly important in the nature stage of the product to keep customers thinking about the product. For example, expensive four colour coca-cola in magazines have the purpose not of informing or persuading but reminding people to purchase coca-cola.

 

Finally, the choice of the advertising objective according to Kotler (1993:200) should be based on a through analysis of the current market situation. For example, if the product is mature and the company is the market leader, and if brand image is low, the proper objective should be to stimulate more brand usage.

On the other hand, if the product is new, and the company is not the market leader, but its brand is superior to the leader, then the proper objective is to convince the market of the brand superiority.

 

It is pertinent to mention here that different channels of advertising have different levels of persuability on the target audience for example, television combines images and goggles and others use appropriate stimulators.

 

This study is a focus on the effectiveness of television advertising as a survival strategy of mass media organization. In other words, the study is on how mass media organization can effectively manipulate its advertising for the profitability of the organization.

Thus for a successful implementation of effective advertising strategy, mass media organizational design the following variables name:

1. Language creativity.
2. Choice of appropriate page.

• Size of advertisement.

2. Nature and responsibility of communication.
3. Credibility of the source of advertisement.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION OF TERMS.

OPERATIONAL:

Advertising:

This is a promotional tool used by the advertiser to reach the target.

 

SURVIVAL:

Conceptual:

Is the art of existing amidst odds.

 

strategy:

Operational:

It is a part way of realizing organizational goals.

 

OPERATIONAL

Mass Media:

On organization operations among all other things to inform, entertain, educate and serializing the economic needs of its environment or public either through newspapers, magazines, radio, television, satellite, internet. Etc.

 

ORGANISATION:

An organization is defined as any administrative, management and financial structure through which the activities of its work units and individuals seeks to achieve a predetermined goal.

 

• ASSUMPTIONS

1. It is greatly believed that advertising per-se is the major contributor to the mass media organization, be it government owned.
2. Finally, experts, internally manipulate the television advertising to catch the target consumers of commodities / service.

• A lot of revenue could be generated from such advertisements.

 

• LIMITATIONS OF THE STUDY.

This study despite the anticipated huge contributions expected is, however constrained by the following:

1. THE CONSTRAINT:

The time from allotted for this study is so short as to cover all the major determinants required for more effective advertising.

 

2. MONEY CONSTRAINT:

The money at the disposal of these researchers is the meager.

This focusing the study only on one mass media.

 

4. Finally, the television organization chosen for the purpose of the study is a well known station therefore, some vital information needed for this study were not disclosed.

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IMPACT OF MEDIA POLITICAL CAMPAIGN ON VOTING CHOICE OF THE ELECTORATE (A CASE STUDY OF 2003 PRESIDENTIAL ELECTION, AND STUDY OF OWERRI MUNICIAPAL COUNCIL IN IMO STATE.

ABSTRACT

The impact of media political campaign of voting choice of the electorate in Nigeria.  A study of Owerri municipal council in Imo State Nigeria.

The media political campaign often takes place during election period.  The campaign comes before the election.  It is an avenue for the candidates to sell or advertise their persons and electoral promise coupled with party manifestoes before the election date.  And in order to reach the electorates, the politicians make use of the mass media, which is an agent of dissemination of information to the grassroots level.

          The media carries out political campaign to electorates through

Constant relaying of information about candidates and their political intentions and positions they are aspiring to occupy.

The major purpose of this media political campaign is to influence the voter’s choice of candidate or candidates during the elections.

CHAPTER ONE:         INTRODUCTION

• BACKGROUND OF THE STUDY          1 – 4
• STATEMENT OF THE PROBLEM 4 – 5
• OBJECTIVE OF THE STUDY 5 – 6
• SIGNIFICANCE OF THE STUDY 6
• RESEARCH QUEATIONS                                      7
• RESEARCH HYPOTHESIS 7 – 8
• LIMITATION OF THE STUDY 8
• OPERATIONAL DEFINITION OF TERMS 9
• CONCEPTUAL DEFINITION OF TERMS 9 – 10

1.10    AGENDA SETTING THEORY                                      10 – 15

NOTES                                                                                    16

Vii

 

CHAPTER TWO

LITERATURE REVIEW

• SOURCE OF LITERATURE                         17
• THE REVIEW 18 – 26

NOTES                                                                                    27

 

CHAPTER THREE

METHODOLOGY

• RESEARCH DESIGN                                                  28
• POPULATION 28 – 29
• SAMPLE SIZE 29 – 30
• SAMPLE TECHNIQUE                                 30 – 31
• INTRUMENT OF DATA COLLECTION 31 – 32
• DISTRIBUTION OF INTRUMENTS OF DATA

COLLECTION                                                                         32

• DATA ANALYSIS                                       32 – 33

NOTE                                                                                       34

 

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSIONS

• DATA PRESENTATION         35 – 46
• TEST OF HYPOTHESIS 46 – 48
• FINDINGS/DISCUSSION 49 – 57

 

CHAPTER FIVE

SUMMARY/CONCLUSION AND RECOMMENDATION FOR FURTHER STUDIES

• SUMMARY/CONCLUSION 58 – 61
• RECOMMENDATION FOR FURTHER STUDIES 62

APPENDIX                                                                              63

          QUESTIONNAIRE                                                           64 – 67                  BIBLOGRAPHY                                                               68 – 72

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

In Nigeria, the mass media are saddled with the responsibility of informing, entertaining and educating the public. They also act as watching on the socio political machinery. These responsibilities out across all facets of life including polities and political decisions. It is often argued that the degreed of people’s participation in politics, depend on the information, which they get from the media.

Harold Laswell believes that “man has always needed something to watch over his environment and report to him on dangers, discoveries, opportunities, opinions, facts, decisions, changes and current trends. Something to entertain people on a broad scales something to broaden trade, commerce politics.

Beside, some experts as the informer and manipulator of mass opinion often describe the media, because they are the major sources of social and political information. What seems to give credence to the above claims is the prime places which governments, political time. They believe that the media can establish new attitudes or change existing forms of behavior, through there various programmed disseminated to the mass audience.

Again, the axiom “if the media says so, it must be true” and that the pen is mightier than the sword, typify the power of the media in the socio-political and economic existence of a nation. “To a large segment of the world’s population, the media portrays reality. Many people are not able to see that the media are not infallible”. No wonder, the third world countries, concerning Africa. They claim that such information are time-bombs, and if uncontrolled, may bring down the fragile political walls of the African countries, just recently, Kalu Ndukwe Odiba (1999) echoed in his seminar paper: “the mass media and opinion formation”, presented in a workshop organized by the academic staff union of polytechnics, bida chapter, that “the level pf political awareness, responsibility and participation in any given democratic society, depends largely on the public will, the media examine the political policies and programmed of the ruling class, educates the masses, motive, mobilizes and when necessary manipulates them into active participation or otherwise in the political programmed. Although he admitted that dissemination of information through the media does not equal acceptance by the masses, he emphasized that the media influence in modeling people’s political decision and behavior would remain unquestionable. It is believed that one of the underlying principles behind massive establishment of house, during political times is the indispensable foes of the media in selling political ideologies, education, propaganda and publicity.

In discussing the role of the Nigeria mess media during the 1979 general elections in Nigeria, Adoeoye Akinnsanya noted that.

“The press in both a product as well as a producer of mass opinion. He explained that the press is a product in the sense of their editorials, and a producer of opinion in the sense that they have been used to influence direct public opinions”.

Lucian Pye added that, “the mass media are amplifying factors in the society. They inform the people of the political behavior and misbehavior of these in power and thus, their power is amplified by making it possible for the people to determine the fate of the politicians in future elections” on, his arrivals back home in 1935, Dr Nnamdi Azikiwe (late), one of African’s most glamorous politicians and Journalists noted that: “There is no better means to arouse African people than by the power of pen of the tongue”. By power of the pen, Zik meant of the newspaper and magazines while the tongue represented radio and television.  It is against this background that many political parties and politicians commit large human and material resources on multiple media, political campaigns, at times, without proper analysis and understanding of the extent to which political campaigns through the mass media influences electoral decisions.

 

• STATEMENT OF THE PROBLEM

Often times, politician and political parties spend human and material resources on multiple media political campaigns.  They believe that the media have the power and capacity of manipulate and mobilize the electorate into expected political behaviour for them, the axiom that if the media says so, it must be true, still holds especially, among non-formally educated and illiterate electorate.

However, the degree of validity or otherwise of their presumptions has not been ascertained, some communication and political experts say that other variables, apart from media political campaign play dominant roles, others argue otherwise.  This is the problem finding out, if political campaign, through the mass media, has any influence or otherwise, on the voting behaviour of the electorate, and to what extent.

 

1.3     OBJECTIVE OF THE STUDY

This study is aimed at discovering whether multiple political campaign, through the mass media, have any significant impact on the voting behaviour of the electorate.  It should also find out if there are other variables apart from media political campaign that influences voters political decisions.  It should also find out the degree of influence of each of the probable variables and which should be emphasized by the society.

Remarkable, some researchers, P. Lozarfield, H. Lass well, carried out similar studies on the topic on the 1940 presidential election of the U.S.A., their studies were conducted in 1944 and 1948, after about 40 years of study, it is imperative to re-examine similar topic, using different study sample, methodology and under different environmental and cultural circumstances, apart from updating knowledge, the findings of this study would either validate or invalidate the results of earlier researchers on the basis of contemporary development in mass communication.

 

1.4 SIGNIFICANCE OF THE STUDY

This study, study, serves as a guide to present future politicians, political party leaders and government, in charting appropriate courses in all their political undertaking.  The media role and place in politics and political campaign have been fully determined.  It is also beneficial to students and society in general, because it adds to existing knowledge.

 

• RESEARCH QUESTIONS

1. Does mass media political campaign influence voter’s political decisions in elections?
2. To what extent does media political campaign influence voter’s decision?
3. Are there any other variables, apart from media political campaign that determines voter’s political behaviour?
4. Which of these variables (including mass media political campaign) play dominant roles in shaping political behaviour of the electorate?
5. Which of the mass media organs is perceived to be most influential?

 

 

 

• RESEARCH HYPOTHESES

H₀      Political campaign through the mass media has more influence   on the voting behavior of the electorate.

H₁      Political campaign through the media does not have influence on the voters behavior.

H₂      Political media campaign creates only awareness of the contestants.

 

1.7     LIMITATION OF THE STUDY

This study is limited by finance, and scope. It covers, only Owerri urban, and used only randomly selected eligible voters. As a case study, it may be difficult to generalize the finding to other electorate in other cities, due to possible interviewing variables, both at the time of this study and at the time media campaign and voting at elections. This study was carried out based on the 1999 presidential elections. Again, the choice of 400 respondents in Owerri urban does not equal the entire population of the owerri metropolis.

Nevertheless, the findings of this research can serve heuristic functions. Future researchers should consider increased sample size area of study and integrated media political campaign approach.

Remarkably, this study does not include political campaigns embarked upon through other channel of human communication. It covers only the radio, television, newspapers and magazines.

 

1.8     OPERATIONAL DEFINITION OF TERMS

1. MASS MEDIA: They include radio, television, newspaper, and magazines. These are technologically oriented channels through which Journalism practitioners disseminate information *including political campaign) to the audience.
2. CAMPAIGNS: Series of planned political activities to gain support or election purposes.
3. ELECTORATES: People, within a country, who have constitutional rights to vote in election, organized in the country. In Nigeria, the voting age is 18 years.

 

1.9   CONCEPTUAL DEFINITION OF TERMS

1. MASS MEDIA: These are those organizational complex systems of print and electronic communication that make mass information readily accessible to large and distant audiences in an informal fashion. They also include traditional media and all those channels of transmitting information to a audience. Examples are posters, gongs, drums, newspapers, television, magazines, radio etc.
2. CAMPAIGN: Series of planned activities through communication to sell a product, win public support, sell an idea, or opinion of individual, groups or organization series of communication activities or other planned strategies aimed at converting people into an opposing viewpoint or accept a cherished ideology.
3. ELECTORATE: People within a community group organization or country that can vote in elections organized by that group. They include people of all age brackets including the children.

 

1. 10 AGENDA SETTING THRORY

Agenda setting implies that the mass media predetermine what issues are regarded as important at a given society. Agenda setting theory does not ascribe to the media the power to determine what we actually think, but it does ascribe them the power to determine what we are thinking about and how we think about them. They set the agenda for political campaigns, for instance the elements involved in agenda setting include:

The quantity of frequency of reporting:

Prominence given to the reports, through head line display, picture and layout in newspaper, magazine, film, graphics or timing on radio and television

The degree of conflict generated in the reports and cumulative media-specific effects over time. Kunezik (1988:1992) point out that the opportunity for agenda setting by the mass media becomes enhanced, when the value structured of a society is in a state of flux. Furthermore, Lang and Lang (1960) drew attention to two important factors in agenda setting.

1. The “reciprocal effect” concerned with the very presence of the media at the scene of an event and
2. The landslide effect” which refers to the (usually exaggerated) impressions created by the kind of media handling or reporting-waving crowd, ovations, booing etc.

 

As Kunezik point out, appropriate procedures for seeming agenda – setting involve companions between media content over a certain period and the subjects that most people in the society are discussing, the greater the consonance, the more the agenda setting hypothesis is confirmed. There have been criticism of the agenda – setting hypothesis but it is generally agreed that it has strong enough basis in logic and experience as marshal incluhan (1968, 2004) concludes, the press can colour events by using them in a particular way or refusing to use at all.

Furthermore, the notion of agenda setting by the media can be traced to Walter Lip Mann (1922) who suggested the media were responsible, for the pictures in out leads. However in 1972 and 1976 Mccombs and Shaw asserted that “audiences not only lean about, public issues and other through the media, they also learn how much importance to attach to an issue or topic from emphasis, the media place upon it” for instance, for the single fact that the Nigeria mass media choose to highlight and reflect the issue of certificate scandal of former speaker of the house of representatives Alhaji Salihu Buhari the public would not have known and the house will make out time to deliberate in the issue and go further to investigate on the issue.

Lang and Lang (1966) observed “The mass media focus attention on certain issues-they are constantly presenting objects, suggesting what individuals on the mass should think about, know about, have feeling about”.  It therefore means that the media act as a mirror to the society.  They x-ray to us how we are, how to do things and when to do it.  These the media do owing to their controlling influence by the media we talk of their capacity and ability to state categorically and define what issues are important in the society. However, the agenda setting can be understood to the ability of the media to correct impressions that were further to hold negatively in the society.  It could be recalled that before now, eligible electorates had sat down, folded their arms watching things going wrong in the country simply because the mischief makers seized the opportunity to exercise their mandate and enthrone the candidate of their choice who over time aggravated the plights of these non performing eligible electorates.

However, the knowledge of this theory helps us to understand communication realities.  But for the media to be able to set agenda, they must but develop.  When the media are developed they will go a long way to adequately set the agenda for the people especially when the media are perceived to be credible and dependable and when they posses the capacity to reflect and project the social, cultural, economic, political, academic features of the masses.  Again the media are perceived to be credible from their ability to meet the felt needs of the audience they are serving.

More so, the media have interactive characteristics, characteristics that enable them to know what the people want, when they want it, how they want it.  By that we talk of the capacity of the media to have the inbuilt mechanism of feedback.  The media that can be said to be credible should not only be seen as dissemination oriented but getting to know how the audiences are receiving  messages or ascertaining whether the media operate the top bottom approach, which would not augur well for effective agenda setting.  Death becomes an important issue to us, regardless of the level of importance we place on life the media have capacity to convey life.

NOTES:

1. CHARLES OKIGBO “News flow and media, effects some

perplexing questions on national

image” in Ikechukwu E. Nwosu, ed.

Mass Communication and National

Development (frontier publishers

Limited, Aba 1999) pg. 338

2. KALU N. ODIBA “The mass media and opinion

formation” unpublished seminar paper,

1999, Federal Polytechnic, Bida, Niger

State.

3. HAROLD LASSEWLL “The structure and function of mass

media in society” in Wilbur Scram

ed, Mass Communication urban,

Illinois, University of Illinois USA.

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