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SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING

SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING

ABSTRACT

          This research work was purely undertaken to discover, evaluate and exhaustively determine the critical role of the advertising in the sustenance of Nigeria mass media industry which has not been fully realized that warranted this study.

This work is in depth study into the role of advertising in the sustenance of Nigeria mass media industry. It is a five chapter work.

Chapter one is an introduction to the work, where as chapter two reviews related literature on the study chapter three is concerned with the research methodology while chapter four gives a summary of the entire work as well as conclusion and recommendation for further studies.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION                                                         1

1.1       Background of the study                                   1

1.2       The History of the Media                                   4

1.3       Objectives of the study                                     8

1.4       Significance of the  study                                 8

1.5       Statement of research problem                        9

1.6       Research Questions                                         10

1.7       Research Hypotheses                                                10

1.8       Definitions of Terms                                          11

1.9       Assumptions                                                      13

1.10    Limitations of the study                                     14

CHAPTER TWO

LITERATURE REVIEW

2.1       Sources of Literature                                         15

2.2       Theoretical Frame Work                                   18

2.3         The print Media problem

2.4       Print Media Break Even Means                       20

2.5       Advertising, A case promotion of the Print Media 23

2.6         Advertising and press Freedom                     25

2.7       Broadcast Media                                                27

2.8       Advantages of Advertising in the

Broadcast, Media                                               27

2.9       The Government Advertising and the

Broadcast Media                                                         30

2.10    Broadcast Media and Advertising Agencies has it been sweet Romance.                                                                             33

CHAPTER THREE

RESEARCH METHODOLOGY

3.0       Introduction                                                                  36

3.1    Research Method                                                        36

3.2       Research Design                                                                  37

3.3       Research Sample                                                       39

3.4       Measuring Instrument                                                           39

3.5       Data Collection                                                            40

3.6       Data Analysis                                                               41

3.7       Expects Results                                                                    42

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

4.1       DATA ANALYSIS                                                        43

4.2       Data Distribution And Analysis                                  43

CHAPTER FIVE

5.1       Summary                                                                      55

5.2       Conclusion                                                                   56

5.3       Recommendations                                                      58

References                                                                  60

Bibliography                                                                 62

Questionnaire                                                              66

                               CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE  STUDY

The media and advertising as separate institutions have a unique symbiotic relationship. Dating back to the history of the “Print Media in Nigeria, the Lagos weekly record by John Jackson was able to survive until late eighteen century in the face of low patronage, readership, amateurism, and stiff competition that characterized the    early print media in Nigeria because of government adverts placed in it. This 150 points a year advertisement gave the weekly record about 400 ponds in 1900 the (Fred Omu) (Fed Omu, 1978: 1933).

Today, the trend is still the same. The media men and advertising practitioners cannot still cope without each other. On the hand, there is no way the advertiser can send his message across without the  use of the media.

There are lots of other gains to be derived from the media advertising relations which this paper intends the explore to my capability.

In the mean time, it is relevant to induced at this point a brief definitions of the basic institutions on which lies  the care of this research project, as their importance. The media on one hand is associated with mass communication. The media being the medium for mass communication, and mass communication which involves comminuting with a mass audience or a large number of people at a particular time (Nwosu 1987). Although the use of a mass medium or a combination of media is not mention it is an essential need in mass communication.

Adverting on the other hand, has, many definitions “based on individual under standing, what advertising is (Nwosu , 1999). He believes the best definition of advertising is that “it  is mass communication which is aimed amend at helping to sell goods services , idea, persons” .

This definition apparently point out that advertising and media have a lot in common. Here is becomes necessary to  examine the  extent of the commonalties, and chiefly the ways advertisement is indispensable to the media survived. However, it could not be rule out the fact that there are some basic differences, that are not covered by theme of this research project.

In viewing this study on the side of the broadcast media in Nigeria, the case is still almost the same. Time has actually passed when the Nigerian broadcast stations were been supported solely by government funds. But the begging of the depression, advertising revenue from the sales of time and programmes has become from the sales of time and programmes has become a viral sources of income for broadcast media in Nigeria. Hence the 100% government owned  broadcast media have gone particularly or full commercial.

Lastly, this study would be based on a study of prominent newspapers and broadcast stations.

For better understating of this topic. It is however, pertinent to out line a brief history of the media and how it relates to advertising.

1.2       THE HISTORY OF THE MEDIA

The media in Nigeria started as early as 1854 when a publication. IWE IROHN was established by revered gentlemen Henry Town send. At that time it was solely for religions purposes, and as such there was nothing like advertisement in the publication.

Soon after that, a total of fifty – one newspapers was established in 1880 and 1937. The Lagos weekly record own by John Jackson was the publications, and that made it to last longer than other newspapers as the government arranged to pay Jackson a sum of 150 pounds a year or government notices in the weekly record. It should also be observed that advertisement brought a revenue of  about 300 pounds in 1875,  and 400 ponds in 1900.

Noteworthy is the face that contemporary news papers than was not able to last long because of financial difficulties, hence some were running at a loss,  and this was due to lack of advertisement that could have helped to meet cost of production and as well make profit for those newspapers.

Apart from the Lagos weekly record, the Daily. Times which was a partnership venture between certain Nigeria, and European businessmen was another newspaper  was sustained though “ the significant expansion in advertisement support”.

The broadcast media formally started in Nigeria   with the inauguration of Nigeria Broadcasting service. In 1751, in Lagos, this was followed by the establishment of Western Nigeria Broadcasting Service in 1957. Eastern Nigeria Broadcasting service in 1952 and Northern Nigeria Broadcast media was solely founded by the government. In 1967 when 12 stated were created, broadcast media increased. With further creation of states in 1976 and 1988, more broadcasting stations were established as states want it for present and dissention of information of government policies.

Only state own Broadcast media and Nigerian Television Authority (NTA) sell advertise time. The Federal radio corporation (FRCO) was still being funded by the government, not until 1982 when government allowed it to go commercial. This than increase the number of stations in the country, thereby giving advertisers many stations which they can buy air time.

Advertising in Nigeria can be traced back to 1928, when  the former West African publicity  company, now LINTAS led to the advertisement of other advertising outfit as Hormblow code and Freeman, Glilines West Africa, Anger and Tunner, and Nigeria Burean of publicity. One unique characteristic of all these advertising outfit is that they were mainly owned by foreigners.

It is not all that is a success story between 1930  and    1940, in that they have initial problem in the form of ‘absence of local experts, and insufficient publicity houses”.

Between 1928 to 1944 there was not much relationship between the media  and these advertising outfits, as “the press medium begun to play a minimal role in Nigeria advertisement. There were the Daily Times, Lagos Daily News and Nigerian Telegraph. The situation continued until the  1950s and 1960s  that advertising begun to become popular.

In 70s, there was emergence of indigenous advertising outfits funded and owned by Nigerians. As at 1988, there were about 68 advertising with the increase in economic activities and need to promote  products, services, services, ideas, there comes the need to advertising, and the media to send message across.

1.3       OBJECTIVE OF THE STUDY

The objective (s)          of this study is to find out if advertising has any role to play in the sustenance of the media.

It will also of important interest (s) to point out how this role I played, and of  what relevant it is to the media.

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SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING

SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING 

 

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ABSTRACT

          This research work was purely undertaken to discover, evaluate and exhaustively determine the critical role of the advertising in the sustenance of Nigeria mass media industry which has not been fully realized that warranted this study.

This work is in depth study into the role of advertising in the sustenance of Nigeria mass media industry. It is a five chapter work.

Chapter one is an introduction to the work, where as chapter two reviews related literature on the study chapter three is concerned with the research methodology while chapter four gives a summary of the entire work as well as conclusion and recommendation for further studies.

 

 

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION                                                         1

1.1       Background of the study                                   1

1.2       The History of the Media                                   4

1.3       Objectives of the study                                     8

1.4       Significance of the  study                                 8

1.5       Statement of research problem                        9

1.6       Research Questions                                         10

1.7       Research Hypotheses                                                10

1.8       Definitions of Terms                                          11

1.9       Assumptions                                                      13

1.10    Limitations of the study                                     14

CHAPTER TWO

LITERATURE REVIEW

2.1       Sources of Literature                                         15

2.2       Theoretical Frame Work                                   18

2.3         The print Media problem

2.4       Print Media Break Even Means                       20

2.5       Advertising, A case promotion of the Print Media 23

2.6         Advertising and press Freedom                     25

2.7       Broadcast Media                                                27

2.8       Advantages of Advertising in the

Broadcast, Media                                               27

2.9       The Government Advertising and the

Broadcast Media                                                         30

2.10    Broadcast Media and Advertising Agencies has it been sweet Romance.                                                                             33

CHAPTER THREE

RESEARCH METHODOLOGY

3.0       Introduction                                                                  36

3.1    Research Method                                                        36

3.2       Research Design                                                                  37

3.3       Research Sample                                                       39

3.4       Measuring Instrument                                                           39

3.5       Data Collection                                                            40

3.6       Data Analysis                                                               41

3.7       Expects Results                                                                    42

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

4.1       DATA ANALYSIS                                                        43

4.2       Data Distribution And Analysis                                  43

CHAPTER FIVE

5.1       Summary                                                                      55

5.2       Conclusion                                                                   56

5.3       Recommendations                                                      58

References                                                                  60

Bibliography                                                                 62

Questionnaire                                                              66

                               CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE  STUDY

The media and advertising as separate institutions have a unique symbiotic relationship. Dating back to the history of the “Print Media in Nigeria, the Lagos weekly record by John Jackson was able to survive until late eighteen century in the face of low patronage, readership, amateurism, and stiff competition that characterized the    early print media in Nigeria because of government adverts placed in it. This 150 points a year advertisement gave the weekly record about 400 ponds in 1900 the (Fred Omu) (Fed Omu, 1978: 1933).

Today, the trend is still the same. The media men and advertising practitioners cannot still cope without each other. On the hand, there is no way the advertiser can send his message across without the  use of the media.

There are lots of other gains to be derived from the media advertising relations which this paper intends the explore to my capability.

In the mean time, it is relevant to induced at this point a brief definitions of the basic institutions on which lies  the care of this research project, as their importance. The media on one hand is associated with mass communication. The media being the medium for mass communication, and mass communication which involves comminuting with a mass audience or a large number of people at a particular time (Nwosu 1987). Although the use of a mass medium or a combination of media is not mention it is an essential need in mass communication.

Adverting on the other hand, has, many definitions “based on individual under standing, what advertising is (Nwosu , 1999). He believes the best definition of advertising is that “it  is mass communication which is aimed amend at helping to sell goods services , idea, persons” .

This definition apparently point out that advertising and media have a lot in common. Here is becomes necessary to  examine the  extent of the commonalties, and chiefly the ways advertisement is indispensable to the media survived. However, it could not be rule out the fact that there are some basic differences, that are not covered by theme of this research project.

In viewing this study on the side of the broadcast media in Nigeria, the case is still almost the same. Time has actually passed when the Nigerian broadcast stations were been supported solely by government funds. But the begging of the depression, advertising revenue from the sales of time and programmes has become from the sales of time and programmes has become a viral sources of income for broadcast media in Nigeria. Hence the 100% government owned  broadcast media have gone particularly or full commercial.

Lastly, this study would be based on a study of prominent newspapers and broadcast stations.

For better understating of this topic. It is however, pertinent to out line a brief history of the media and how it relates to advertising.

1.2       THE HISTORY OF THE MEDIA

The media in Nigeria started as early as 1854 when a publication. IWE IROHN was established by revered gentlemen Henry Town send. At that time it was solely for religions purposes, and as such there was nothing like advertisement in the publication.

Soon after that, a total of fifty – one newspapers was established in 1880 and 1937. The Lagos weekly record own by John Jackson was the publications, and that made it to last longer than other newspapers as the government arranged to pay Jackson a sum of 150 pounds a year or government notices in the weekly record. It should also be observed that advertisement brought a revenue of  about 300 pounds in 1875,  and 400 ponds in 1900.

Noteworthy is the face that contemporary news papers than was not able to last long because of financial difficulties, hence some were running at a loss,  and this was due to lack of advertisement that could have helped to meet cost of production and as well make profit for those newspapers.

Apart from the Lagos weekly record, the Daily. Times which was a partnership venture between certain Nigeria, and European businessmen was another newspaper  was sustained though “ the significant expansion in advertisement support”.

The broadcast media formally started in Nigeria   with the inauguration of Nigeria Broadcasting service. In 1751, in Lagos, this was followed by the establishment of Western Nigeria Broadcasting Service in 1957. Eastern Nigeria Broadcasting service in 1952 and Northern Nigeria Broadcast media was solely founded by the government. In 1967 when 12 stated were created, broadcast media increased. With further creation of states in 1976 and 1988, more broadcasting stations were established as states want it for present and dissention of information of government policies.

Only state own Broadcast media and Nigerian Television Authority (NTA) sell advertise time. The Federal radio corporation (FRCO) was still being funded by the government, not until 1982 when government allowed it to go commercial. This than increase the number of stations in the country, thereby giving advertisers many stations which they can buy air time.

Advertising in Nigeria can be traced back to 1928, when  the former West African publicity  company, now LINTAS led to the advertisement of other advertising outfit as Hormblow code and Freeman, Glilines West Africa, Anger and Tunner, and Nigeria Burean of publicity. One unique characteristic of all these advertising outfit is that they were mainly owned by foreigners.

It is not all that is a success story between 1930  and    1940, in that they have initial problem in the form of ‘absence of local experts, and insufficient publicity houses”.

Between 1928 to 1944 there was not much relationship between the media  and these advertising outfits, as “the press medium begun to play a minimal role in Nigeria advertisement. There were the Daily Times, Lagos Daily News and Nigerian Telegraph. The situation continued until the  1950s and 1960s  that advertising begun to become popular.

In 70s, there was emergence of indigenous advertising outfits funded and owned by Nigerians. As at 1988, there were about 68 advertising with the increase in economic activities and need to promote  products, services, services, ideas, there comes the need to advertising, and the media to send message across.

1.3       OBJECTIVE OF THE STUDY

The objective (s)          of this study is to find out if advertising has any role to play in the sustenance of the media.

It will also of important interest (s) to point out how this role I played, and of  what relevant it is to the media.

FAMILY PLANNING

FAMILY PLANNING

 

ABSTRACT

In the olden days, it was a well-known facts, that a rich and wealth man is known by the number of children and yam barns he had. (Greater in number) but recently, the reverse is the case, in that a rich and wealth man is known as a man with lesser number of children who he takes greater care of.

The mass media had played a contributory role recently to educate parents in particular and the public in general of family planning programmes. This work however, is on how the mass medial family planning programmes have reached the target audience the moreover, how they feel about it.

The research work has gone to prove that the family planning programmes as show on the screen or listed to by the audience had in one way or the other changed the attitude of some families positively towards child spacing.

TABLE OF CONTENTS

TITLE PAGE                                                                                   II

ABSTRACT                                                                          III

CHAPTER ONE

INTRODUCTION                                                                1

  • Background

1.2       Brief history of family planning

1.3       Statement of problem

  • Purpose of the study
  • Significance of the study
  • Scope of the study
  • Research questions

1.8A    Hypothesis

1.8B    Assumption

1.9       Definition of terms

  • Operational and theoretical framework

CHAPTER TWO

SOURCES

  • Rules of the media and programme strategies
  • Summary of literature review

CHAPTER THREE

METHODOLOGY

  • Research design
  • Research sample
  • Measuring instrument
  • Data collection

CHAPTER FOUR

  • Analyses and resume
  • Hypotheses test
  • Results
  • Discussion

CHAPTER FIVE

SUMMARY AND RECOMMENDATION FOR FURTURE STUDY

  • Summary
  • Recommendation for future study

BILIOGRAPHY                                                                               42

APPENDIX

QUESTIONNAIRE

CHAPTER ONE

INTRODUCTION

  • BACKGROUND

Family planning as a concept of world social order is as old as man.

It could be said to be a means of population control other then by disease, war, or other natural and man made disasters.

The term “family panning” was only applied to this ageless phenomenon when the social effects of abandoned babies, clue to illegal abortion and problem of outsize poor families began to seriously bother the mind of sociologists, health workers and governments.

Family planning has received media coverage around the world since it’s inception in 1916. Initially people reacted against it, due to misconception and ignorance of aim and values of family planning, but as the issue develop, it clear the people’s eyes and their perception more enlightened.

Internationally, the United Nation (UN) through an agency, the world health organization (WHO) has championed the publicity campaign for the introduction and the development modification and sometimes outright discontinuation of some aspect to the family planning qualified media coverage and manifested the importance of population in planning for world demographic and Economics distribution.

  • BRIEF HISTORY OF FAMILY PLANNING

The origin of family planning can bee traced to the concern shown by two sisters Margaret sanger (1966-1976) married and her sister Ethel, on the tremendous loss of lives usually involving schools gulls and woman during childbirth.

Sanger who was trained as a nurse carried out a very courageous crusade against the legal system in the united state of American in the early part of the country to get abortion legalized. She was known to have developed the phrase “Birth control” to and have set up clinics in 1916.

Another, woman, Marie Stapes, followed Margaret’s steps seven years later by setting up a “Birth control” clinics in London in 1923. It was not until 1952, that family planning made it’s first imprint on the international scene in the year, an international conference of family planning was held in Bombry on November 29th, This was the birth of the international planning parenthood federation (IPDF) under the joint chairmanship of Margaret Sanger and Lady Ranca Rau.

Meanwhile, the acceptance of family planning as a practice has show at the first time.

Sweden, because of the first world action of family planning came in twenty-four years after the birth “IPPE” in 1976 and sixty years alter Sanger opened the first “Birth control clinic”. It was funds to the united nation funds for population activities (UNFPA).

During the long period of uncertainty in the development and acceptance of family planning the phenomenon was widely regarded believed to be a public health exercise designed to improve the health of the mother and child in the family, it was only later when scientist (social and physical) began to take more interest in the issue that it began to be strictly associated with an aim at population control, in conjunction with the General improvement of family health and consequently national and world health.

The development of the world and national economic also depend very much on the planning the uses population in his famous essay on the principles of population 1798. He said that population was increasing faster than the rate of which food was being produces.

He postulated that the world economics order was developing in arithmetical progression. 1,2,3, while population was increasing in geometrical progression 2,4, and 6.This assertion corroborated with the world population growth rate project as show in charts AP.

Today, family planning is a worldwide activity, implemented and financed by the PPFN.

In Nigerian, the planed parent-hood federation of Nigerian (PPFN) formerly known as the family planning council of Nigerian (FPCN) was established in 1960 as a reaction and social welfare profess to the prevailing social and health relate problems of the time. These problems include child dumping unwanted pregnancies leading to illegally induced abortions and morality (death) resulting from too closely spaced pregnancies.

The proposal to establish the family planning council of Nigerian was considered after the occurrence to two tragic cases septic abortion of 1957. These cases attracted the attention of the marriage guidance council in Lagos to existing family planning problems.

As a result this, a committee was set up to investigate the need for family planning services in the country. The reports of this committee revealed that it was a common practice among married and unmarried woman with unwanted pregnancies to commit illegal abortion. Family planning services was therefore needed to stop or reduce it (abortion).

In 1962 Miss. Edith Gate of the pathfinder find visited Nigerian and met with the members of the National council of woman societies (NCNS). This led to the setting up of a family planning committee with the responsibilities for family planning activities and marriage counseling.

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ABSTRACT

The media as the fourth estate of the re realm in any democratic society is one saddled with so many constraints. Some of such constraints are those that have to do with the ethical practice of the profession . Journalism as a profession, has its do’s and don’ts and some of these ethical pose a serious constraint to the practice of journalism.

The law of the land sometimes pose a problem to the smooth flow of communication and as such to the practice of journalism.

The attitude of the masses as it relate to journalists and their profession is also one of the major constraints faced in the profession

The misconception of many, even some learned people of the full scope of what the journalistic practice is all about is also one of the constraints faced by the profession.

These and many other are some of the ethical and professional constraints faced in the journalistic practice and as such corrective measures need to be taken.

It should be noted that the above listed constraints can and should be expatiated upon for the full import of the constraints can be appreciated by all.

This project thus seeks to look into all the above visited constraints, see ways by which these constraints can be managed and also look at ways by which most of them can be removed in its entirety .

TABLE OF CONTENTS

Title page

Certification page

Approval page

Acknowledge

Dedication

Abstract

Table of contents

List of tables

CHAPTER ONE

1.0 INTRODUCTION

  • Statement of the problem
  • Objectives of the problems

1.3 Research questions

1.4 Significance of the study

1.5 Delimitation’s 9

1.6 Conceptual Definition of terms 13

CHAPTER TWO

2.0 Introduction

2.1 Communication

2.2 Qualities of a good press

2.3 History of journalism

2.4 Origin of the Nigerian press

2.5 Impact of journalism practice

2.6 Jou4rnalism an agent of social mobilization

2.7 The role of the press

CHAPTER THERE

3.0 Introduction

3.1 The population of the study

3.2 Sample size and procedure

3.3 Instrument for Data collection

3.4 Method of Data Analysis

CHAPTER FOUR

4.0 Introduction

  • Data presentation

CHAPTER FIVE

5.1 Summary

5.2 finding

5.3 Recommendation

5.4 Conclusion

Appendix

Bibliography.

CHAPTER ONE

1.0 INTRODUCTION

  • Background to the Study

Journalism can be defined as the work or activity of writing, managing or producing newspapers or journals containing news and information for public consumption one who regularly contribute to the periodical press whether as his chief means of livelihood or part the occupation is a journalist

The world of the mass media embrace more than the press or newspapers and journals well as those works who engage in news gathering presentation or preparation for the electronic media ie radio and television

Thus the principal duties of a journalist include, to inform, educate, entertain and also spotlighting social ills in our social. Hence, journalistic practice embraces much more than these in practical terms.

Apparently, journalism is only one part of the broadcasting media, the journalistic also include public Reelections and advertising whichever area you may wish to specialized will involved journalistic skill of communicating effectively in writing to a mass audience consequently, a sound public relation pardoner should know all what it takes to writing for the press

The press is a general term for both the print and electronic media is the foremost function of the print media is to offer to its teeming readers and listeners current news of event that happen at home and abroad .

Thanks to modern inventions of telegraphs and wire communications of which enable us receive fresh and up- to- date report of recent happenings even in distance a mere news sheet as it is described in the time past. But recent time of technological advancement and democracy’s it has metamorphosis newspapers, provide not critical, but also comments, analyses and critical discussions which could be social, economic and political

On the other hand, journalism offer a forum for other areas of public interest for people in various spheres life that suffer neglect. Such people can conveniently air grievances with the help of the press Some new papers deal exclusively on special subject area like religious , sports , arts , entertainment, science and technology.

Beside the powerfulness of the press, a strange psychology works behind the news papers. The ordinary man is always curious for news and views about his own environment which however makes him rely solely on the press. The news expressed through editorial comments are usually accepted   by vast millions of readers. Here lies the power of the journalistic Government on their own too also perceived the efficacy of the noble journalistic practice as very helpful in measuring the wishes and aspiration of the people. A moral and honest journalist does a great deal of good by guarding public opinion on the right part or direction. On the alternative if the journalist represent truth as his basis principle and indulge in factual, reports, then he does a great harm to public morals.

The journalist noses for where the most interesting and important events has taken place so that he/ known she can publish it. Sometimes the leading journalist may become well known, thereby becoming important personalities themselves. Not every journalist can reach the top of the noble career but those that has the opportunity of presenting exciting, educative, factual and entertaining stories. It is sometimes asked whether the journalists are born or made. This may apply to the poet or the artist and not the journalist. The are made with the help of specialized training coupled with a sound academic knowledge. Broadcast journalism requires the casting of music and speeches and news in all directions from a transmitting station by the process of a wireless telephone. There are no wire but sounds passes by “either” into our ears through a receiving transmitter called the radio set consequentially broadcasting until recently was virtually westernized. These western cultures were transmitted to us through movies, documentaries, dramas, and music. CNN and sky television report more news, commentaries

THE INFLUENCE OF NEWSPAPER POLITICAL REPORTS ON THE VOTINGBEHAVIOUR OF ENUGU LOCAL GOVERNMENT ELECTORATES

THE INFLUENCE OF NEWSPAPER POLITICAL REPORTS ON THE VOTING  BEHAVIOUR OF ENUGU  LOCAL GOVERNMENT ELECTORATES

1.1     Background of the study

1.2     Statement of Research

1.3     Objective of the study

1.4     Significance of the study

CHAPTER TWO:        REVIEW OF LITERATURE:

2.1     Source of literature

2.2     The review

2.3     Summary of review

BCHAPTER THREE: GENERATING RESEARCH QUESTIONS:

3.1     Research hypothesis

3.2     Assumption of the study

3.3     Scope and Limitation of study

3.4     Conceptual Definition

3.5     Operational Definition

CHAPTER FOUR:       METHODOLOGY:

4.1     Research methodology

4.2     Research Design

4.3     Population and sample

4.4     Data collection

CHAPTER FIVE:        DATA ANALYSIS AND RESULT:

5.1     Data analysis

5.2     Test of hypothesis

5.3     Interpretation of data

CHAPTER SIX: SUMMARY AND RECOMMENDATION:

6.1     Summary

6.2     Recommendation

Notes / Bibliography

ABSTRACT

This study is aimed at finding out the influence of Newspaper political Reports on the voting Behaviour of Electorates. It aimed at determining through opinion survey, the degree at which the voting behaviour of electorates is effected by their exposure to newspaper political report, using Enugu state local Government Areas (North and South) as a case study.

An empirical survey of five (5) of the twenty (20) wards in Enugu local Government was conducted. Two newspapers Daily Star and the Newsman were used while collecting the data in determining the influence, their political reports have on the voting behaviour of their audience readers.

The sample was randomly selected across five of the twenty wards to find out those who voted during the Governorship Election of March 2003, using stratified sampling technique in terms of the location.

For the theoretical framework and guide for the study, related literature especially in mass communication, psychology and political science, were extensively reviewed. Moreover, three-research hypothesis were tested and analyzed, using statistical table and simple percentages.

As regards the results, it has been discovered through this study, that newspaper political reports have some effects on the voting behaviour of Enugu electorates.

Similarly the exposure of the electorates to newspaper political reports creates certain awareness on them.

Meanwhile, the study showed that a combination of factors like interpersonal communication, party affiliation, information from other media, in addition to newspaper political reports, were the principal determinants of the voting behaviour of Enugu electorates. Finally, the finding of this study will be of help to politicians, political reporters and media executives in determining how to channel their political messages to achieve desired effects.

CHAPTER ONE

INTRODUCTION

  • Background of study:

It is a commonly held view that mass media play unquantifiable roles in matters of public interest, public opinion and formation of attitude. According to James Curran et al (1977), “pioneer investigators accepted popular impressions of the media as omnipotent and capable of being employed for manipulative purposes”, Thus, Edwin Emery et al (1974), said, “newspapers everywhere are available channels through which political leaders express their views and seek to rally public backing for their policies”.

Many researchers have been conducted on the effects of mass media on the audience. The unfortunate thing, however, is that none of these studies has bothered on the effect of newspaper political messages on the audience. This is pertinent, especially as newspaper predates all the other media of mass communication as well as exerts tremendous impact on the society.

The newspaper performs the primary functions of informing, entertaining, educating, and serving the propaganda needs of the society, with regard to the propaganda needs of the society, the newspaper generally plays a critical role in National development, especially during political elections.

The powerful role of the press in political institution has also been highlighted by the great American leader, George Washing ton. He once remarked that if he were asked to choose between a government without the press, or press without government, he would opt for the latter. According to Sunday Olagunju, a columnist with the Times International (September 23, 1985), “great leaders such as Lenin of Russia, Bismarck of Germany, Attorturk of Turkey, Napoleon Bonar parti of France and even Chamberlain of Britain, succeeded because of their unalloyed recognition of the powerful role of the press”.

The tremendous political knowledge generated by political reports in newspapers have probably had a lot of impact on the growth, quality and development of political activities in the society. This is given credence by frank Ugboaja, who asserted in his “communication policies in Nigeria” (1980), that “Nigeria therefore had its newspapers to fight the cold wars that eventually led to the lifting of the shackles of colonialisne on 1st October, 1960, after having been under British colonial tutelage for nearly half a country. Consequently, Nigeria gained her political independence on the powerful “wings” of the press.

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