THE ROLE OF OPINION LEADERS IN DEVELOPMENT COMMUNICATION (A CASE STUDY OF UGWUAJI AND AKPUOGA RURAL COMMUNITIES IN ENUGU STATE)

ABSTRACT

The aim of this research was to ascertain the effectiveness of opinion leadership in bringing about development communication in the rural areas.

That is to say, effort was geared towards finding out how opinion leaders contributed in facilitating the achievement of development communication objectives of the rural people.

The researcher became interested in this area of study because of the perceived impact of opinion leaders on the rural populace who make up about 80 percent of Nigeria’s population.

In this regard, the following problems among others were tackled:

1. To ascertain the extent to which opinion leaders contribute to the achievement of development communication objectives in Nigeria.
2. Determine whether community opinion leaders capitalized on their position to misinform the mass of rural dwellers.
3. To determine whether the position of opinion leaders is central to the achievement of development communication objectives.
4. To ascertain whether the opinion leaders have been haising with the designers of development communication messages in the packaging of such messages, in line with the concept of development communication.

Due to limitation of fund, time and other logistic, the research could not embark on a study that lovers the entire country, hence two communities were chosen, Akpuoga and Ugwuaji.

A total of 200 questionnaires were administered and 195 were returned. Simple random sampling was used in selecting the sample for this study.

Five median were raised for this study and all received empirical support.

In testing the median, chi-square statistical tool was used to determine if any significance differences exit between observed and expected frequency.

Four theories were used in explicating the median. These are development theory, selective perception, two step flow and diffusion of invocation. The result of this study were quite illuminating. The study confirmed that opinion leaders facilitate development communication messages in the rural communities in Nigeria .

Other findings are that opinion leaders hide some development communication messages and information from the rural people; that opinion leaders are not the only credible source of information in terms of development etc.

Based on the foregoing, therefore, they made recommendations relating to both policy and research. For policy, it is recommended, among others, that government should formulate and pursue policies that encourages the effective use of opinion leaders for rural development.

For research, it is recommended, among others, that further research could focus on the relevance of opinion leadership to the urbanities especially at this area of heavy reliance by urban audience on foreign media for information.

CHAPTER ONE

• Background of study 1
• Statement of research problem 9
• Objectives of the study 10
• Significance of study 11
• Research questions 12
• Research hypothesis 13
• Definition of terms 15
• Assumptions 19
• Limitation of study                                                19

 

CHAPTER TWO

LITERATURE REVIEW                                                21

• introduction 21
• the review 23
• summary of the review 47

 

CHAPTER THREE

Methodology                                                                     50

• Research method 50
• Research design 50
• Research population 51
• Research sample 51
• Measuring instrument 53
• Data collection 53
• Data analysis 53
• Expected results 54

 

CHAPTER FOUR

DATA ANALYSIS                                                           55

• Overview 55
• Item analysis                                                          56
• Hypothesis testing 68
• Discussion of findings 79

 

CHAPTER FIVE

Summary and recommendation                                                   84

• Summary 84
• Recommendation 85

References                                                               87

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF STUDY

The pattern of communication in the world over changes from time to time with special reference to salient function, as in education, information and entertainment, which the mass media of communication one to their wide and heterogeneous audience.

This research work focuses on establishing the extent, if any, to which community opinion leaders are meaningful to development communication objectives.

In the first place, one may as well ask what is development all about? This all important question would have been answered before delving into the concept of development communication and its objectives. On the other hand, knowing what development is without being able to apply it to make the greatest meaning to the greatest number of people in Nigeria , would have become an effort in futility, (Okenwak 1997). This brings forth the issue of Rural Development, which has remained a thorn in the flesh of several governments in Nigeria, knowing very well that about 80 percent of Nigerians reside in rural areas.

Rogers (1976: 345) defined development as a widely participatory process of social change in a society intended to bring about both social and material advancement (including greater equality, freedom and other valued qualities) for the majority of the people through their gaining greater control over their environment. The above definition depicts the fact that development as an all involving venture, hence the emphais by Rogers on wide participation, Weinjans (1975) says that “development ultimately is not a matter of technology or gross national product, but the attainment of new knowledge and skills, the growth of a new consciousness, the expansion of the human confidence”. Both definitions however, point to the “confidence of the greater number of people on themselves as a prerequisite to a developed environment.

Development as Abott (1967:281) observes, “requires qualitative as well as quantitative change” Be it quantitative or qualitative change, development must have a human face in order to be meaningful. This means that developmental efforts must enhance the well-being of man in society. Walter Rocdney cited in Nwuneli (1986: 184) agrees to this view when the says “development in human society is a many-sided process. At the level of the individual, it implies increased skill and capacity, greater freedom, creativity, self-discipline, responsibility and material well-being. The achievement of any of those aspects of personal development is very much tied in with the state of the society as a whole.  This is further reinforced by Nwanko (1988L19-20) cited in Ile (2001: 411) where he posits that development entails “Change that is continuously taking place in man and his physical, social, cultural and other environments”.

The bottom-line is that development as a concept is a continuous change that impacts meaningfully on all the ramifications of people’s lives.

Olisa, Obiukwu (1992:66) define rural development as a strategy designed to improve the economic and social life of the people in rural areas. Rural development from every indication is the most pragmatic and long overdue means of bringing government facilities and services to the door steps of the Nigerian teaming population in the rural areas. This is where development communication involves a participatory process and sharing of knowledge with the ultimate aim of airing at a consensus of all concerned. The emphasis is that if development strategies are to be successful they must aim at engendering understanding and  awareness of the problems and opportunities of rural people at all levels and at improving the interaction between development personnel and the masses through an efficient communication system (ASCON 1990). This therefore, underscores the fact that development is an all involving venture.

Meaning that development communication is all about communication efforts channeled towards development. Development communication is ideally, all embracing, since it affects all the aspect of human endeavour, education, economy, agriculture, politics, etc. It aims at providing the information needs to a people in line with development oriented message. It is a broad – based system for which the primary requirement is communication known – how. It covers a wide spectrum of factors involved in development situation analysis, the involvement of people in the planning and implementation of development activities, motivation, behavioural change and education and training.

In a very concise way, development communication is the application of the process of communication, to the development process. In other words, development communication is the use of the principles and practice exchange of ideas to fulfill development objectives. It calls for a point where we should stop thinking for the people in a patron client form but should start thinking with them to meet with their needs and wants if we want to succeed. (Nwosu, 1990: 68).

Development communication as a concept dates back to the 1950s. Among the leading studies in this era which is also referred to as the modernization ear, were the ones by Daniel Lerner in 1958, and Wilbur Schramn in 1964, which some people regarded then as the bible of development communication (Ibid, p. 68).

However, the attempt did not stop there. Several research efforts have been put in place in order to authenticate the application of the concept of development communication objectives in national development.

The idea of development communication is therefore, considered a wise option in the pursuit of national development, as against the centralized media system where only the interests of the urban minority are taken care of (Okenwa, 1997).

In this connection, communication channels are important tools in achieving this process but their use is not an aim in itself sine interpersonal communication too must play a fundamental role (ASCON, 1990). That is to say that communication alone cannot bring about rural development, but without provision of knowledge between people at all levels, the other inputs of development such as supplies and services will not be used to full advantages or even go wasted. In this dispensation opinion leadership as it concerns the rural settings in the realization of the concept of development communication becomes not only important, but also very necessary.

This is because, the rural dwellers thrive in an environment of interpersonal form of communication where opinion leadership assumes priority and importance. In this respect, village and community opinion leaders serve s linkage between their people and those that package development communication information and messages.

This linkage also assumes as indicated in Animation Rurale programmes of Senegal, Togo, Cote D’voire and Benin (Goussanit, 1968), that there is a crop of educated, intelligent and public – spirited leaders within the communities, which can motivate the masses to positive development directed endeavous. It therefore goes without saying that opinion leadership is a veritable tool for the generation of messages to the mass of rural dwellers through the process of interpersonal communication.

The point being made here is that for development communication to really forge ahead, there should be that communication and the modern means of communication all aimed at providing a platform for the overall participation of both the designers of the messages and those that the messages are meant for.

In this direction, development communication strategies, provide for decentralized media that will guarantee a situation where the rural masses will be carried along and not vice – versa. In this arrangement, the people are given the opportunity to think for by the designers of the communication messages.

Nwosu, (1987) rightly obverses that contemporary development communication practitioners and researcher should, for instance note that there seems to be some amount of consensus among experts on this subject that the early dominant theories and models of rural development paradigms that adopt multi-professional multi-disciplinary, multi-media (traditional and modern), holistic, self – reliance, mass participatory and beneficiaries and individual or people oriented approaches.

This position as posited above, is further buttressed by Nwosu, (1990:72). He writes that the situation should be guided by the down up or trickle-up pattern of rural development in the sense that development now should flow from the rural areas or the less developed or urban areas and with the realities participating fully at the conception, planning and execution of rural development efforts.

Development communication thereby assumes the brocade function of helping to restructure their mental framework in interpreting specific evens and phenomena and to relate to the broacher world beyond their immediate environment.

This system of communication requires the activities of the rural people as well as urban people in the government to establish new social relations with each other. This way, the objectives of development communication as in national development would have provided for a situation of rural development which is directed to the modernization of rural areas. It involves a board spectrum of issues among which are problems of agricultural modernization, rural industrialization job creation, transport development and provision of adequate housing and shelter for rural inhabitants. It also includes education, health, recreational services, regional economic development and the composite problem of overall transformation of the rural milie in order to enhance the quality of rural life. (Akinbode, 1983: 39 – 42).

It is only through development communication that the above positions or situations as preferred by Akinbode can be realized. In such a setting as this, opinion leaders among the ruralities become the only credible sources from whom such development oriented communication messages can be elicited.

• STATEMENT OF RESEARCH PROBLEM

In the traditional setting, like the ones that form the focus of this study, opinion leadership is since qua non to the daily survival of the people.

In this respect, there are people who by the virtue of personal dispositions have become accepted by a section of the people, or as in some cases the entire people, as credible sources from whom new knowledge can be acquired (Agbagha, 1995). The fact remains that these people are relational human beings and will always part with messages and information which they deem fit this is to say that it is not everything they hear in terms o development communication messages that they will be ready to part with. This, therefore, underscores the point that opinion leadership has its negative and positive  sides. Positive in the sense that they feed the rural people with development communication messages and information while carrying out a research their mediation role. On the other hand, they still deny the people access to some other vital development communication messages as they deem it. These implications, therefore, call for research as to find out what difficulties they pose in the realization of the objectives of development communication, hence this research work is carried out.

 

• OBJECTIVES OF THE STUDY

This study has the following goals to achieve.

1. To find out how the opinion leaders contribute to the achievement of development communication objectives in Nigeria .
2. To establish whether community opinion leaders capitalized on their position to misinform the mass of the rurl dwellers.
3. To establish whether the opinion leaders are the only credible sources of information in terms of development communication messages to the rural communities in Nigeria .
4. To find out the degree which opinion leadership has been able to influence the rural dwellers towards imbibing the concept of development communication.
5. To determine whether the theory of selective perception has any effect on the community opinion leaders withy regards to the type of information they are exposed to which subsequently they Passover to their rural colleagues.         
6. To establish the extent to which the objectives of development communication have been imbibed by the rural dwellers and what impact it has made on them.
7. To make recommendations for further studies, based on the findings.
   • SIGNIFICANCE OF THE STUDY

Most developing or less developed countries of Africa, Asia, Latin America and the middle East at present, have rural and overall national development as one of their foremost national priorities (Nwosu, 1990: 17). This assertion by a 21^st century contemporary communicator, point to the fact rueful and national development is a central issue in Nigeria as in other developing countries. This study will therefore, provide the needed platform on which the position of opinion leadership in the pursuit of the objectives of using communication to bring about development, will be appraised. It will also add to the stock of knowledge already existing in the area of opinion leadership and development communication. Students of development communication, invariably will stand to gain one or two things or more from the bulk of this study.

• RESEARCH QUESTIONS

For the purpose of this study, the following questions were considered.

1. Do opinion leaders facilitate the achievement of development communication objectives?
2. Do opinion leaders as mediators hide some development communication messages and information from the rural populace?
3. Are the opinion leaders the only credible sources of information in terms of development communication messages, open t the rural people?       
4. Is the position of the opinion leaders central to the achievement of development communication objectives?
5. Have the opinion leaders been liaising with the designers of development communication messages in the packaging of such messages, in line with the concept of development communication?
   • RESEARCH HYPOTHESIS

A hypothesis is a conjectural achievement of the research between two or more variables. A hypothesis can be regarded as a tentative generalization whose tenability is to be tested on the basis of the compatibility of its implications with empirical evidence and with previous knowledge (Oguala, 1982: 46). Based on the above, the following hypothesis and null hypothesis have been adopted for this study in line with the research questions raised.

H1:    Opinion leaders facilitate the achievement of development communication objectives.    

Ho:    Opinion leaders do not facilitate the achievement of development communication objectives.

H1:    Opinion leaders as mediators hide some development communication messages and information from rural people.

Ho:    Opinion leaders as mediators, do not hide some development communication messages and information from the rural people.

H3:    Opinion leaders are the only credible sources of information in terms of development communication messages, open to the rural people.

Ho: Opinion leaders are not the only credible sources of

information in terms of development communication messages, open to the rural people.

H4:    The position of the opinion leaders is central to the achievement of development communication objectives.

Ho:    The position of the opinion leaders is not central to he achievement of development communication objectives.

H5:    Opinion leaders have liaising with the designers of development communication messages in he packaging of such messages.

Ho:    Opinion leaders have not been liaising with the designers of development communication messages in the packaging of such messages.

1.7     DEFINITION OF TERMS

For the purpose of this study, some variables have been identified and defined both conceptually and operationally to suit the terms in which they have been used in the study.

In this dispensation, the following terms have been considered.

1. Opinion leaders
2. Development
3. Development communication
4. Rural people
5. Mediator
6. Role

 

 

1. OPINION LEADERS

Conceptual: The imitators and leaders of though in any society, whose view act as influence on others.

Operational: Opinion leaders as used in this study include:

1. Village chiefs
2. Community leaders
3. Age grade leader
4. Women group leaders and
5. Other such influential person that are more exposed to the mass media in Akpuoga and Ugwuaji rural communities of Enugu unities of Enugu state.
6. DEVELOPMENT:

CONCEPTUAL: Development is a widely participatory process of social change in a society intended to bring about both social and material advanceman (including grater equality, freedom, and other valued qualities) for the majority of the people through their gaining control over their environment (Rogers, 1976).

Development is also defined by Kleinjans (1975) in the following lines.

Development ultimately is not a matter of technology or gross national product, but the attainment of a new knowledge and skills, the growth of a new consciousness, the expansion of the human confidence.

OPERATIONAL: Development in the context of this study embraces.

1. Improved knowledge on farming skills
2. Knowledge of fertilizer application
3. Awareness of improved farm seedlings.
4. Preservation of framing outputs in Akpuoga and Ugwuaji rural communities.
5. DEVELOPMENT COMMUNICATION

CONCEPTUAL: This involves the shaming of knowledge aimed at reaching a consensus for actions that takes into account the interest, needs and capacities of all concerned. It is also the application of the process of communication to the development process. It involves the use of the principles and practice of exchange of ideas to fulfill development objectives.     

OPERATIONAL: In this context it means the agricultural development oriented news, messages and information broadcast of ESBS and FRCN broadcasting stations in Enugu, Enugu state.

4. RURAL PEOPLE:

CONCEPTUAL: Those that reside (live) in non-urbanized areas.

OPERATIONAL: They include all able – bodied men and women that are actively engaged in farming in Akpuoga and Ugwuaji rural communities.

5. MEDIATORS

CONCEPTUAL: All those who act as link or go between in any group or society.

OPERATIONAL: The identified opinion leaders in the two rural communities under study, who pass on mass media messages and information with regard to agricultural broadcasting to the rural people through interpersonal communication process.

6. ROLE

CONCEPTUAL: This means the responsibility that is expected on one in any venture or enterprise.

OPERATIONAL: This involves the mediating functions that are expected of the community development communication through the interpersonal process of communication.

1.8     ASSUMPTIONS

          In this study, the research has made a lot of assumption which helped to put the entire research work in shape. It is assumed that the rural people of Apuoga and Ugwuaji communities who form the focus of this study do not have and listen to raid sets. It is further assumed that those described as opinion leaders in these communities do own and listen to radio sets, with special emphasis on agricultural programmes, broadcast on ESBS and FRCN stations in Enugu, Enugu State. And that the village settings thrives mostly on the environment of interpersonal communication therefore making it ideal for everybody to share whatever information or messages that filter in the neghibourhood.

• LIMITATION OF THE STUDY     

A study of this nature ought to have a very wide scope, but as a result of time. And financial constraints, this researcher  has limited it to two rural communities in Enugu State; namely, Akpuoga community in Enugu East local Government council, and Ugwuaji community in Enugu South local government council. The essence of this is to provide for a situation of comparism.

Along this line of thinking too, the concept of development communication in its widest scope has been limited to agricultural development.

Programmes broadcast on ESBS and FRCN broadcasting station in Enugu, Enugu State.

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IMPROVING ORGANIZATIONS PROFITABILITY THROUGH EFFECTIVE ADVERTISING.

(A SURVEY OF  SOME SELECTED HOTELS  IN ENUGU URBAN)

 

 

ABSTRACT

        This research work is a survey on the effectiveness of Advertising in the maximization  of organizational profit with survey of some selected hotels businesses in Enugu Urban.

Among the objectives of this study is to find out whether the advertisement on hotel services and  products actually lead to  profit increase.  This problem is necessary in view of the fact that some people do believe that hotel could go on  with their businesses with or without advertising .

Respondents were randomly selected from Enugu metropolis and the data they provided were analyzed with simple percentage and the chi- square statistics techniques.  The results obtained indicated that effective Advertising is a necessary stimulant of profit maximization in Hotel business.

It also shows that the awareness level of hotel advertising by the public is abysmally  low.

The study was able  to show that televisions remains the most potent medium of hotel advertising, closely following by Radio.

Finally, the results of the findings were analyzed with some recommendations proffered.  The conclusion was also drawn based on the result of the findings.

TABLE OF CONTENTS

CHAPTER ONE: BACK GROUND OF THE STUDY      1

1.1        INTRODUCTION                                         1

1.2        STATEMENT  OF PROBLEM                          5

1.3        OBJECTIVES OF STUDY                               7

1.4        RESEARCH QUESTIONS                               7

1.5        HYPOTHESIS FORMULATION                               8

1.6        SIGNIFICANCE OF STUDY                            9

1.7        SCOPE OF THE STUDY                                        9

CHAPTER TWO

REVIEW OF LITERATURE                                     11

RESEARCH  DESIGN &METHODOLOGY

SOURCES OF DATA                                             23

SAMPLE SIZE                                                     25

SAMPLE SELECTION TECHNIQUES                                27

DATA ANALYSIS TECHNIQUES                              29

LIMITATIONS  OF STUDY

CHAPTER FOUR

DATA PRESENTATION & ANALYSIS                       30

QUESTIONNAIRE DISTRIBUTION & COLLECTION   30

CHAPTER FIVE : SUMMARY, DISCUSSION, RECOMMENDATION & CONCLUSION                                                        49

APPENDIX                                                         50

REFERENCES                                                     54

BIBLIOGRAPHY                                                   57

 

                                     CHAPTER ONE

BACK GROUND OF STUDY

INTRODUCTION:

Prior to the era of industrial revolution, the pattern and method of salesmanship was both crude and cumbersome chiefly because the gap between the productive and consumption sectors of society was small and manageable.  However, with the present complication and sophistication among both the producers and consumers occasion by high level economic and technological developments, businesses are now reshaping, refocusing repositioning and redirecting their operations and marketing strategies in order to face the obvious challenges posed by modern day marketing.

Every business concern has a major objective for which it  was established but whatever may be the goal, the overriding force undoubtedly remains profit  maximization.

To accomplish the afforested, these businesses make conscious efforts of finding out what their customers want,  providing them, creating  the needed awareness on the availability of these goods and services  and offering them  at the right place, time and cost.  It is by so doing that such a business can assuredly claim greater percentage of the market share and at the center  of the these activities is the pivot, the stimulant , the propeller, the sole of business called advertising.

Advertising as one of the strongest promotional tool remains a strong force in the hands of business entities.  A popular saying has it that if you do not blow your trumpet, nobody is going to do that for only when you say, “here I am “, that people will actually know where you are.  Advertising does this  and more for organization especially the hotel business. It creates especially awareness, packages, the product, services etc and presents it to the intended consumer and assists him in making the right choices.

The following definitions and opinions by some authorities and schools of thought on the meaning and roles of  advertising will perhaps give more insight into the concept.

According to Stanton W.H

Advertising consists of all the activities in presenting to a group  of non-personal oral, or visual openly  sponsored message regularly regarding a product, services or idea.

Jones (1955:14) sees it this way:

Advertising was probably coined in England in the early  days of the print to turn  the attention of voters

The American Marketing  Association (AMA) defies it as:

A paid form of non-personal presentation and promotion of ideas and services by an identified sponsor. The Advertising Age (1932) (an Ad magazine) has a summary of the  views of some professionals

In the field thus:

Advertising is the printed, written, spoken or pictured representation of a person, product service or movement, openly sponsored by the advertiser and at his expense, for the purpose of influencing sales, use, vote or endorsement.

Finally Starch (1966:2) Succinctly defines as the paid form of mass communication designed to influence people to farvour   a product in order  to induce them to buy it.

From the foregoing definitions and views  we begin to see that advertising has the following more purpose for business, especially the hotel entities.

1)     To create  awareness  on the availability of a  product, user, vote, person, idea etc

2)     To  educate the target user on the constituents of what  is being advertised.

3)     To offer other services such as how to use the products, where to get  it, what  the cost is etc.

4)     To induces sale

5)     Ultimately, to increase and maximize  profit thereby  enhancing the revenue base of the business- hotel.  These (above) are only a tip of the  Ice –berg  on what advertising is capable of doing for hotel business.

 

STATEMENT OF PROBLEM

Hotel business market  their goods and services to both internal and external publics in order to reap profit for future  survival   and growth of the business.  Advertising as one of the variables of the marketing communication mix helps in actualizing not only marketing objectives  but  also the overall corporate objectives of the  organization.

It is however  sad to note that some hotels especially in Enugu urban hardly utilize or  avail themselves of the unique services offered by modern advertising .  in some cases,  it is hard to identify the location of these hotels, what  they offer, their modus operandi and  the likes.   To such (these hotels), the minimal revenue acuring  to the business is enough.  Therefore , to involve advertising is  to  in cure  unnecessary cost.  They ignorantly consider  advertising a cohessal waste of time and resources.  This indeed is a sad commentary!

The unavoidable consequence are:-

v These hotels remain perpetually hidden and unknown

v They end up  operating below their  capacities

v Business yields continually decrease over the year.

v Some end up paying the supreme  sacrifice of untimely demise and …………………………

It is therefore the  intention of this study to critically review the likely benefits hotel business will make in terms of profit maximization by availing themselves and using the  communication.

 

 

 

OBJECTIVES OF STUDY

The prime  objective of this study is to find out  the effectiveness of advertising  in profit  maximization  of hotel business in Enugu metropolis.

Additionally, the study will also aim at the following:

To determine the general impact of advertising  on consumers.

To determine the extent  of  consumer awareness of hotel advertising

To identify what consumer patronage of these hotels are as a result of advertising.

To make recommendations in line with our observations.

RESEARCH QUESTIONS

 

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ABSTRACT

After the nation has been envisaged and deliberately manipulated by the military government in recent time, it seem the mass media (Radio) has lost or shaker in the role expected of it in a democratic society.

          In recent to this development, this research work is aimed at investigating, finding and re iterating what is expected of the mass media (radio) in a democratic society. Using Enugu North as a case study and concentration was narrowed down to Radio   in order to achieve maximum and accurate research findings.

          Chapter one reflects the introduction of the research work, statement of problem, historical question, significant of the study, hypothesis, definition of terms, and limitation of the study.

          Chapter two, dwelt with the review of related life  nature, while that of chapter three treated  research design and methods of research.

          Chapter five contains the recommendation and conclusion as the last chapter and it is based on research findings of the researcher as evidence that a comprehensive data collection and analysis has been done.

 

TABLE OF CONTENT

CHAPTER ONE

1.0            INTRODUCTION                                                                   1

1.1            BACKGROUND OF STUDY                             1

1.2            STATEMENT OF RESEARCH PROBLEM                 3

1.3            PURPOSE OF THE STUDY                               6

1.4            SIGNIFICANCE OF THE STUDY                     6

1.5            RESEARCH QUESTION                                    7

1.6            RESEARCH HYPOTHESIS                                8

1.7            DEFINITION OF TERMS                                   9

1.8            ASSUMPTION                                                    9

1.9            LIMITATION OF THE STUDY                          10

REFERENCES                                                              13

CHAPTER TWO

2.0            REVIEW OF RELATED LITERATURE                      14

2.1            SOURCE OF LITERATURE                               14

2.2            THE REVIEW                                                     14

2.3            SUMMARY OF LITERATURE REVIEW          25

REFERENCES                                                    27

CHAPTER THREE

3.0            RESEARCH METHODOLOGY                                   29

3.1            RESEARCH METHOD                                       29

3.2            RESEARCH DESIGN                                         30

3.3            RESEARCH SAMPLE                                        31

3.4            MEASURING INSTRUMENT                                     31

3.5            DATA COLLECTION                                         32

3.6            DATA ANALYSIS                                              32

3.7            EXPECTED RESULT                                         33

CHAPTER FOUR

4.1 DATA ANALYSIS AND RESULT                         34

4.2 TESTING OF THE HYPOTHESIS                         40

4.3            DISCUSSION OF RESULT                                50

CHAPTER FIVE

5.0            SUMMARY AND CONCLUSION                                         52

5.1            SUMMARY                                                                  52

5.2            RECOMMENDATION                                                 53

5.3            CONCLUSION                                                              54

APPENDIX                                                                             56

BIBLIOGRAPHY                                                                   62

CHAPTER ONE

INTRODUCTION

1.1            BACKGROUND OF THE STUDY

This research work is carried out in a way that will investigate and find out in a clearly defined term the “Role of Radio is a Democratic Society” in order to bring to the consciousness of the media (Radio) what is expected from it by the society.

          Over the year, the nation or society has been envisaged by the “Dictatorialism” and “Authoritarianism” of the military government over all the media of communication.

          The traditional role of the media (Radio) is the transmission of programme intended for general public reception.

          As a result of the long silence in practicing its defined role under the military dictatorship, it appear that radio broadcasting not conscious of the fact that we are no longer under the shadow military restriction and dictatorship nascent democracy. And for this, democracy to survive it has to contribute its own quota through the roles expected from it. The members of the public also expect it from radio. Some basic functions or roles which it suppose to play in uplifting the plight in the society because the president of Nigeria, Chief Olusegun Obansojo said that “Radio has a greater influence and impact on the society in terms of wider coverage and accessibility”.

          Though we have other media of communication such as the television, Newspaper, etc but amidst these, the roles and the impact of radio are most imperative and inexhaustible in our society to be précised.

          There have been previous researchers concerning the role or impact of radio in out of investigate, find, and recommend on what should be the traditional role of radio in a democratic society and how can this role be effectively carried out without any form of reluctantly and complain.

          The researchers concentrate on the inhabitants of Enugu North Local Government for an effective research work and positive result

1.2            STATEMENT OF RESEARCH PROBLEM

Radio broadcast ting is a good medium of information distribution. There are lots of things occurring around us in our local areas, in our country and the world at large. People became aware of the important events when they tune heir radio to hear the news broadly cast. Radio makes life more pleasant event while we are working or resting. The government of Nigeria, EnuguState and Enugu North Local Government Area to be precise use radio to keep both the literate and illiterate populace well informed of its policies and other important events effecting the people’s welfare. The industrialists and businessmen make use of these communication patterns to advertise their trades and promote their business, marital and naming ceremonies, missing person etc.

          Radio medium is a medium of education and it helps in the integration of divergent views, ethnic cultural and religious differences in writing and integrating the Nigeria society.

          These are few of the primary roles which radio broadcasting is supposed to perform in the society, but over the years, it has been faced with problems that have hinder it from performing up to the required expectations of the society.

          In the course of the research, the researchers were able to find out what some of these problems are:

          Firstly, poor, dilapidated equipment, which have brought about low, inefficiency and ineffective transmission and dissemination of information in the society.

          Secondly, lack of involvement of professional ism in radio transmission and dissemination of information in the understanding of the local areas.

          Utility, is poor scheduling of programmes in duty broadcasting and

          Fourthly, ethnicism in the broadcasting of information in our local society to the detriment of societal unification and integration.

The researchers also found out during the process of the research that 1 out of 3 of every home of the area has radios, that is, radio has a great impact on the people, since a housewife has radio at her side to provide her with relevant information and vital government announcement.

          The questions that might then be asked or decree are (unsolved problems for the researcher)

1)    How far has radio been able to educate and promote the interest of the people in a democratic society?

2)    How has radio been able to promote cultural, religious and ethnic integration in the society?

3)    How many have benefited from radio programmes.

4)    What has been the attitude of the people towards radio programmes.

5)    What would have happened if there were no radio in the society.

1.3            PURPOSE OF THE STUDY

The main purpose for embarking on this research work is to clearly articulate and explicate the role and imperativeness of radio in influencing (positively) the life of the masses that make-up the society.

The fourth major role of radio in any society is to educate, entertain, inform and to socialize the people. The irresistible appeal of this medium has gone a long way in drawing the attention of the message even the very worse illiterate in the society can understand the messages or information of this medium.

1.4            SIGNIFICANCE OF THE STUDY

 

ROLE OF THE MEDIA IN MOBILIZING FOR WOMEN   PARTICIPATION IN POLITICS (TEST CASE OF NTA CHANEL 8 ENUGU)

ABSTRACT

Women emancipation, women liberation and women empowerment, coupled with women agenda, are all as the result of the role media played in seeing to the inclusion and allowance of women to participate   fully in politics which our men see solely as men’s affairs.

The social responsibility theory of the mass media as propounded by Siebert, Petersons and Schramn (1963) provided a functional model for the analysis of media role in political evaluation which women will be part of   and maintenance of a genuine democracy.

In order to make sure that women does not participate in governance, the male counterpart reaped them of economic strength such that they will continue depending on men for financial support in whatever they are   dig, but only if the man approve of it. Because the media critics temperately, making sure that women participates in politics and governance, in order to make sure that politics is not compromise in   any form or manner, knowing that in this cause, human rights should be protected and defended, through the media which minors what the society should be or look like.

This work is an indebt study into the role of the media in mobilizing women for participation in politics. In this five chapter work, chapter one is an introduction to the work, chapter two reviews related literature o the study which I was able to lay my hands on, where d three is concerned with the research methodology while chapter   four concern itself with data analysis and result. Chapter five gives   summary of the entire work   as well as recommendation for further studies.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

in recent time women   have been complaining of marginalization and denial of rights by successive administrations the world over and, Nigeria in particular.

The beginning federation came as a result of perceived marginalization   and alienation of women throughout the world. The 19955 framework of action inter – alia states that; despite the wide spread movement towards democralization in most countries, women are largely under – represented at most levels of government and have made little progress in achieving the target   endorsed by the economic and social council of having 30% of women in positions of decision – making   level.

This declaration has come to be the globally acknowledged assessment of the status of women in the society and what must be done in the area of   empowerment. This empowerment has come to be the major sign post signifying the struggle for and level of emancipation of women in the society through political mobilization and sensitization.

Therefore , political participation of women is an important litmus test of the quality   of any democracy. Women play a significant reproductive role   and regeneration   of society without women, there will be no nation.

The importance of women in both the pre-colonial, colonial and post colonial Nigerian cannot be over – emphasized. Nigeria women had participate life of our society prior, during and after the advent of colonialism.

Role of the media in mobilization women for participation in politics already on and is giving grounds through multiple media approach towards mobilizing and sensitizing women for participation in Nigerians politics

Although the society and government of today are increasingly and vaporously pursuing gender sensitive policies in the academic business and public services circles providing mass women education are still significant employment of women,   there are area of   women participation and empowerment.

Therefore, looking at the past history of Nigeria, one must surely observe the concerted efforts of media (NTA) had made to install and maintain a lasting but genuine democracy which will accommodate women participation.

In many countries of the world, the trend towards democratization of political regimes has been forced upon he powers that be, they must taken account of it and adopt to its demand and jave problems. Third world countries especially Nigeria, have not been left out of this global democratic evolution ( rising) coming-up and engulfing the entire world. Instance abound for references purpose where men in politics have been for their unprential refusal to embrace women participation in politics .

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THE ROLE OF APCON IN PROMOTION OF ADVERTISING IN NIGERIA

Preface

The project work is done to set a standard for non development in the profession of Mass Communication. In communication business and practice I choose to do the research work on the Role of APCON in promotion of advertising in Nigeria which has laid a landmark in the profession.

The project work has five chapters. The first chapter is the introduction, which is the total nameplate of the project work. The second is the research reviews, which involved related facts and comments made by intellectuals in the profession.

Chapter three is all about research methodology. This is the statistical technicalities employed to present the information. Chapter four explains the data analysis and results. These are the explanation and presentation of result made from the research methodology. In chapter five is the summary and recommendations. These are the summary of the project or research work, including conclusion or recommendation made by researchers.

In all the project work is a standard for more academic Education and professional development and growth in the profession of Mass Communication.

CHAPTER ONE

INTRODUCTION

          The study in question is the role of APCON in the promotion of advertising in Nigeria. APCON stands for Advertising Practition Councils of Nigeria.

Advertising gave birth to APCON, that is, to say, advertising is the foundation of APCON.

Advertising is a versatile business practice, it operate in every sector of the economy, be it political, socio-economical, scientific, or technological. Due to the invicacies involved with the practice of advertising, a need arose to set up a body to regulate the practice.

This need for legally and lawfully established body to control. The practice of advertising resulted in the establishment of APCON.

1.1     BACKGROUND OF THE STUDY

          Advertising started with the early man when he made some inscription on his care walls. From there, advertising spread to Babylon in 300BC on clay tablet which inscribes for ointment dealers scribes and shoemakers, from there advertising also was practiced in Egypt, Rome and Greeze.

Nigeria as a case study of this work, advertising started properly as early as before the advent of newspaper, then advertising was done by town crying. Town criers were used to disseminate information about wars, disasters, marriages, births and deaths. They also announced dates for important festivals, special visits by the government officials – missing goods and rewards to anyone who could find such goods. Gongs were used as an advertising signal, it draws attention of people.

However, modern advertising started in Nigeria in 1859 when the newspaper (TWE IROHIN) was published by Rev. Henry Townsends. This newspaper advertised births, wedding, marriages, church activities, vacancies for house boy and maids, shipping schedules and social events from here, newspaper sprang up and become the first major advertising medium.

Advertising refers to the printed, written, spoken or picture representation of a person, product, service or movement openly sponsored by the advertiser and at his expense, for the purpose of influencing sales, use, votes or endorsement. This definition is found in the book “The business of Advertising” by Nnayelugo Okoro, 1995.

The above definition was propounded in 1932 by the advertising judges. In this case, advertising information is non-personal. As advertising become an interesting and profitable practice, many media sprang up, such as bill board, radio, television, pamphlet, etc. These made advertising boom in Nigeria. Therefore was great “promo war” about goods and services. This raised the alarm for a body which would control the practices and business of advertising.

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