THE ATTITUDE OF TOP MANAGEMENT TOWARDS PUBLIC RELATIONS FUNCTION (A CASE STUDY OF ANAMCO PLC., ENUGU)

Chapter one

Introduction

• Background of the study
• Statement of the research problem
• Objectives of the study
• Significant of the study
• Research question
• Research hypothesis
• Definition of terms
• Assumptions
• Limitation of the study

References

 

Chapter two

Review of Literature

• Sources of literature
• The Review
• Summary of Literature Review

References

 

Chapter Three

Methodology

• Research Method
• Research Design
• Research Sample
• Measuring Instrument
• Data Collection
• Data Analysis
• Expected Result

References

 

Chapter Four

Data Analysis and Results

• Data Analysis
• Results
• Discussion

References

 

Chapter Five

Summary and Recommendations for further Studies

• Summary
• Recommendations

Bibliography

Appendix

 

 

ABSTRACT

 

One company (ANAMMCO Plc., Enugu) was used in this empirical work o determine the attitude of top management towards public relations function.

Four research objectives and three hypothesis formed the basis of this work.  and the library research and sample survey methods of research were used in this study.  Among nine(9) questionnaires sent out, they were all duly completed and returned.

The textual, tabular and simple percentage modes of presentation were use in analyzing, presenting and interpreting the gathered data.

It was found out that Pubic Relations Officers are partially involved in policy and decision making of the company.  It was also observed that top management in the organization places Public Relations functions on the middle management level.  The study also revealed that Public Relations professional are employed to man their Public Relations Department.  The study further showed that Public Relations Officers are not placed on the same pedestal with other principal departments.

It is based on these observations that the researcher recommended that top managements in the organization should endeavour to place Public Relations function at the top management level as well as include Public Relations Officers in policy and decision making.

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

According to Webster’s New International Dictionary, third Edition,; Public Relations is: “The promotion f rapport and goodwill between a person, firm or institutions and other persons, special publics or community at large through the distribution of interpretative materials, the development of neighbourly interchange and the assessment of public reaction”.

The British Institute of Public Relations defines Public Relations as a deliberate, planned and sustained effort to establish and maintain mutual understanding within an organization and its public.

Rex Harlow, a professor of Standford University, USA, sees “Public Relations as a distinctive management function which helps establish and maintain mutual lines of communication, understandinf, acceptance and co-operation between an organization and its public involves the management to keep informed on and emphasizes the responsibility of management to serve the public interest, help management to keep abreast and effectively utilize change, serving as early warning system t help anticipate trends and use research and sound ethical communication techniques as its public tools”.

The above mentioned definitions of Public Relations embraces any operating organization in our society.  Be it a business, a non-profit organization or any of our governmental set-ups, local, state, federal or international.

Charles Okigbo in his book, Advertising and public Relations said hat Public Relation has been described by its critics as the “Invisible Sell”, “the engineering of consent and “Projecting corporate Image”.  Its practitioners have been referred to as “press agents” who surreptitiously seek to influence public in favour of cases of questionable merit.

Meanwhile, Dennis Jeffer (1997) noted that Public Relations Practitioners are often characterized obstruction in the newsman’s path to the truth … presenting only the good side of the story.

However,, Public Relations as a relatively new management function in Nigeria has grown rapidly and developed as a result of the increasing complexity of the modern society, growing insights into what motivates people and increased power of public opinion.

It has also been experiencing its own problems.  From initially facing the problem of being used as propaganda, press agentry, advertising, marketing publicity, etc. people, especially modern top management are beginning to appreciate the function of Public Relations in their organizations hence Public Relations department has been established in many organizations, but then, there is still the problem of accepting Public Relations as a management function.

Some top management people believe that Public Relations function do not need any specialized skill, thus a degree in Public Relations is not required for one to effectively carry out Public Relations functions.  Hence, it becomes and emerging profession seeking its unique identity.

The concept of Public Relations as a persuasive publicity still is used by many to define Public Relations as a “Inducing the public to have understanding for the goodwill …”. This concept is also reflected in the title of the influential book written by Edward L. Bernays – The Engineering of consent (1995).  Bernay’s title stuck.  As a result, even today many public Relations Practitioners find themselves dealing with managers and clients holding these concepts of Public Relations function.

During the several decades preceding world war II, Public Relations evolved from this early concept to include notions of two way communication, reciprocity and organizational performance.  Definitions included such word as “mutual”, “reciprocal” and “between”.  Indicating change from the notion of one way influence to an interactive view of Public Relations.

The behaviour of top management regarding Public Relations functions in their organization is discouraging and there seem to be no improvement.  All these facts have shown that Public Relations functions have not been accorded a management function.  This ugly situation therefore gave rise o this research work.

Due to the importance of public Relations functions in modern complex business, Public Relations officers should be at the same level of authority as the head of other principal problems and gain their co-operation in carrying out Public Relations functions according to Charles Okigbo (1990) being placed as a lower ring of the administrative ladder will deprive him from being in the position to make the public view point and his expert advice available to the organization’s management in its task of formulating policies and procedures.  Rather many end up as the organizations’ errand boys who does management’s dirty job.

According to Ikechukwu Nwosu (1986), this situation is due to the lapse on the part of public Relations officers who are not being positively assertive and responsible enough to assume their rightful places in the management team.

 

• STATEMENT OF THE RESEARCH PROBLEM

This study will attempt an investigation into the attitude of top management on the functions of Public Relations in their organization.

It will find out the extent to which Public Relations officers or practitioners are involved in the policy and decision making of an organization as well as the extent to which Public Relations is a potent force in the continue existence of modern complex businesses.

The study will examine the extent of use of Public Relations functions as a management function.

It will further determine whether there are flaring differences between organizations where top management have positive attitude towards Public Relations functions and in organization where they have negative attitude as regards the establishment of a well-structured Public Relations department.

 

• OBJECTIVE OF THE STUDY

The objective of this study is to focus interest in finding out the kind of attitude top management have towards Public Relations functions and how these attitude affect the establishment of a well structured Public Relations department in their organization.

It will also find out the extent to which top management’s attitude towards Public Relations functions influences the employment of Public Relations Professionals to head their Public Relations departments and also the effect of the top management attitude on the position Public Relations officers occupy in their organizations.

Finally, the study will find out the extent of the use of Public Relations functions as a management function by top management.

 

• SIGNIFICANCE OF THE STUDY

The study will highlight some of the problems facing the average Nigerian Public Relations Officers or Practitioners as well as heighten the knowledge of top management on the application of management principles in the practice of Public Relations in their organizations.

It is also hope that this study will re-orientate top managements with negative attitude towards Public Relations functions and has also refused to recognize and accept Public Relations functions as a management function.

Another significance of this study is that it will widen the knowledge of top management and the public on the functions Public Relations perform in an organization.

This study will also serve as a reference material for researchers carrying out research work on related subject.

 

• RESEARCH QUESTION

This study will be guided by the following research questions:

• What are the attitudes of top management towards Public Relations activities in their organizations?
• Is Public Relations seen as a management function by the top management in organizations?
• Are Public Relations Personnel involved in policy and decision making of the organization where they are serving or working?
• In the interactional level of the organization, what level is Public Relations placed in, is it as a management function regarded as parts and parcel or a requisite part of the organization?
• Are the attitude of top management towards Public Relations positive or negative.

 

• RESEARCH HYPOTHESIS

The hypotheses in this study are derived directly from the research question as follows:

H1:   An organization where top management have positive attitude towards Public Relations functions tend to treat Public Relations function as a management function than where they have negative attitude.

 

Null

H0:   Organization where top management have positive attitude towards Public Relations functions do not treat Public Relations function as a management functions than where they have negative attitude.

H2:   Organizations where top management have positive attitude towards Public Relations functions tends to place Public Relations Officers at the same level of authority as the heads of other principal departments than where they have negative attitude.

Null

H0:   Organization where the top management has a positive attitude towards Public Relations functions do not place Public Relations officers on the same level of authority as the heads of other principal departments than where they have a negative attitude.

H3:   The level of involvement of Public Relations Officers in decision and policy making in an organization where the top management has a positive attitude towards Public Relations functions in higher than where they have a negative attitude.

H0:   The level of involvement of Public Relation Officers in decision and policy making in an organization where top management has a positive attitude towards Public Relations function is not higher than where they have negative attitude.

 

• DEFINITION OF TERMS

1. Top Management: Conceptually, top management are all those involved in the day to day running of an organization. Operationally, top management are all those who have high ranks and are involved in the day to day running of Anamco Nigeria Limited, Enugu.
2. Public: Conceptually, public means people as a whole. Operationally, public means any group of people who have common interest or ideology to achieve certain goal in Anamco Nigeria Limited, Enugu.
3. Public Relations: Conceptually, Public Relations means the promotion of good relationship between an organization or authority with the general public. Operationally, Public Relations is a deliberate planned and co-ordinated effort aimed at affecting cordial relationship among the internal and external Public of Anamco Nigeria Limited, Enugu with the aim of effectively carrying out modern complex business.
4. Authority: Conceptually authority is a legal power or right. Operationally, it is an legal power or right imposed on the public relations officers in an organization t carryout Public Relations functions.
5. Negative Attitude: Cnceptually, negative attitude is an ill-feeling about something. Operationally, negative attitude is an ill-feeling portrayed towards public Relations by top management in Anamco Nigeria Limited, Enugu.
6. Positive Attitude: Conceptually, positive attitude is having a favourable feeling about somethins. Operationally, positive attitude is the favourable feeling top management have towards public Relations function in Anamco Nigeria Limited, Enugu.
7. Policy Making: Making: Conceptually, policy making is the creation of a course of action adopted in an organizations affairs of Anamco Nigeria Limited Enugu.
8. Principal Department: Conceptually, Principal department is all the heads of various decisions in an organization. Operationally principal department is all the heads of various decisions in Anamco Nigeria Limited, Enugu.

 

1.8   ASSUMPTIONS

1. This study assumes that most organizations have Public Relations Department.
2. It also assumed that there are Public Relations functions performed by public Relations officers in most organizations.
3. Another assumption is that members of top management have definite attitude towards Public Relations functions.
4. And finally, the study assumes that there are basis for the comparison of top management who have positive attitude towards Public Relations functions and those who have negative attitude.

 

1.9   LIMITATIONS OF THE STUDY

It is pertinent to state that the focus in this study on the attitude of top management on Public Relations functions in selected organizations in Enugu respectively was as a result of the logic behind sampling.  Okwandu (1986), attributed this situation to the fact of the impossibility of one solving all the public Relations problems in one study.  According to him, “a researcher delimits a problem by fencing in and isolating it from all other problems of the field”.

In a comparative study of this nature, the aim is to arrive at a result that can be generalized to a large spectrum.  The generalisability is however limited since one organization that is studies in this research in Enugu represents just a fraction of the numerous organizations in Nigeria.

If such a study is to be done with a view to achieving 100% generality one needs to get an accurate statistical listing of all organizations that have Public Relations Unit.  Such a data is presently lacking in Nigeria thus, hindering a random and systematic selection of a sample that can be a representation of the larger population.  For this reason, this study is limited to operations in Anamaco Nigeria Limited, Enugu.

 

 

REFERENCES

Adekunle, O. Salu;      Understanding Public Relations, Nigeria Taibblack Publishers Limited 1994. op. at p. 17.

 

Betrand, R. Canfield;   Public Relations Principles, Cases and Problems, Homewood: Richard D. Irwins, 1968. Op. cit. P. 4, 19.

 

Charles, Okigbo;         Advertising and Public Relations, Enugu SNAAP PRESS LIMITED 1998. p. 217.

 

Charles, Okigbo,         Op. cit. p. 219

 

Charles, Okigbo;         Albit Op. Cit, p. 219

 

Dannic Jeffer;            “Performance expectations as a means of News and PR People”. “Journalism Quarterly, summer 19977 P. 299.

 

Nwosu, I. E.;             “A contextual and critical overview of Public Relations Practice in Nigeria”. A paper presented at the All Nigeria Public Relations Seminar, Lagos, October, 1986, p. 22 – 24.

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COMMUNICATION AND ITS PROBLEMS IN DEVELOPING COUNTRIES (NIGERAI AS A CASE STUDY)

ABTRACT

Communication has remained a formidable sector in the life wire of every society. For a meaningful life and co –existence in the society, proper use of communication techniques is very necessary.

          This work was born as a result of  concern the dwindling nature of communication in the developing countries, bedeviled by problems of both economy and technological set back as a result of which our communication system has remained a child of misfortune.

We commend this book, therefore to all communication students who are acquire skills and knowledge in the different higher institutions all over the country. To media owners, we hope that this research work will help to improve their livelihood which has been seriously threatened by these known and unknown problems. To those practicing communicators who are struggling day and night to improve and better their skills in the filed. We hope that a context with this book will help restore their lost hope and confidence

CHAPTER ONE

INTODUCTION                                                            1

Statement of the existing problems                           1

Importance of the study                                              9

Objective of the study                                                           10

CHAPTER TWO

Literature review                                                                    13

Summary of literature review                                               39

CHAPTER THREE

RESEARCH METHODOLOGY

Scope and limitations of study                                   41

Research Questions                                                   42

Research Hypothesis                                                 44

CHAPTER FOUR

Research Analysis                                                      46

CHAPTER FIVE

Conclusion and Recommendations                          52

Bibliography                                                                 55

CHAPTER ONE

 INTRODUCTION

When we considered the ever widening harizon between the third world communication order in which we have unfortunately found ourselves and the counterpart in the computer controlled worlds, (the developed countries).

We could not help feeling that sense of consciousness to brace up with the challenges caused by this imbalance, this feeling has today motivated us into embarking on this laudable project. A genuine and committed pursuit to the amelioration, if not outright solution to these seemingly unattainable problems that bed evil our young but promising third world communication order.

• STATEMENT OF THE EXISTING PROBLEMS

Communication is synonymous with understanding when communication does not end with proper decoding, it means that understanding has been lost understanding can be impaired by a number of factors, prominent among them is noise. Noise is any factor in the communication process that does not enhance the proper understating of the encoded message.

Noise is one of the most difficult problems that effect, both the print and broadcast media. In broadcast media it comes in form of hooting noise, poor grammatical expressions etc. While in the print, anything that tends to derail the readers mind from the proper understanding of the encoded message is noise. Noise could be in form of wrong spellings, wring usage of words as well as wrong punctuation’s .

In interpersonal communication, noise could come in the form of shabby dressing of the communicator, a handkerchief bulging from the pocket of the communicator, or bad make – up. When the encoded message is distorted as a result of noise, understanding will be adversely effected, the essential of such communication will therefor be defeated.

Another major problem that face communication in developing countries is language problems. For a communication process be seen as successful, the decoding must be an indication of proper understating. In country like Nigeria, there are  about 250 ethnic groups and several language as well as dialects. Our use of English language is most times hampered by the intrusion of our local and sectional dialects.

Mr. Chudi Amafili and Mr. AL. Gwe seem to recognize this in their unpublished lecture material on radio and television production. They advice thus.” The announcers voice must be natural a universal voice, one not tied to any local or sectional dialects. It is only   anaive mind who will not understand the extent of damage, this above mentioned factor can cause in our communication process. English language is not our mother tongue. It is our second language and therefore one whose usage is most likely to be  affected by the underlying factors in our first language. The Yoruba’s for instance omit the letter “H” in the pronunciation of English words because of the restrictions in their language. The Hausas and the I bos are not free from this dialectic problem. This affect them both in pronunciation as well as pitch variations.

This language problem does not stop here, Mr. Mbaachu, the personnel manager to Nigeria coal co-operation Enugu in his unpublished paper argued that it is only when we are using our mother tongue for communication that we are at liberty even to the extent of inventing words, which according to him, is not the same when we use other people’s lnguage. According to him when one is involved in another person’s language on remains a learner and never an experts. No wonder them many communication experts advocate  that local language media house should be established in the local areas to take care of majority of people in remote area. The next major problem, according to Mr. Mbaachu is the dynamic nature language both local care of majority of people in remote area. The next major problem, according to Mr. Mbaachu is the dynamic nature language both local and foreign. According to  Mr. Okenwa, the former Head of department of mass communication,  Institute of Management  and Technology  (IMT) Enugu, Conventional English demanded that one uses “ you are welcome “ as a response to an expression of thanks. This is not the same with what use to apply a couple of years ago another major problem that besieged communicators in the under developed countries like Nigeria, is lack of modern communication gadgets / equipment. Reginald Okochi, the press secretary to the Enugu State Government, in his address to the 1999. Association of mass communication students (ASMACS) IMT Chapter lamented his woes, when he was covering the presidency as a radio Nigeria reporter. He narrated the pains and frustrations they suffered when their counterparts in overseas, aided by their very sophisticated gadget, were able to punch their news to their studios, even from their presidential dateline, while he and his colloquies waited to fax their news at the nearest business centre. What a frustration ?

When one listens to telephone interview over the voice of America he will be forced to wonder there is nothing wrong with our local media house whose interviews and remote productions generally are riddled with noise and distortions and distortions. Our telecommunication system, station transmitters and even our studio equipment are so problem ridden, that they frustrate the efforts of our head working communicators.

Underdevelopment is indication of the poor state of economy of the country involved. It is another way of saying that a country is poor. Poverty is one of the greater set backs on the thirds world communication system. Its is almost foundation years now that the  Nigeria broadcasting co-operating (NBC) issues licenses to private proprietors to establish and operate their own electronic media house, but till now only clappers broad, many system television and few other’s have been able to meet up the deadline not withstanding the further shift of the deadline. This situations can largely be attributed to the poor economic situation in the country.

Almost all our media, both government and privately owned ones are suffering from the problems posed by obsolete equipment. Radio stations such as Enugu state Broadcasting station collapses and ressurates at relatively short intervals. When Reginald Okochi was comforted with the question regarding the above mentioned station, during the 1999 ASMACS  week he confessed that the problem has persisted because of lack of fund “bad economy” The last problem which is not the least among other problem is, the problem posed by the government and the law. The relationship between the press and the government has been described by many known communication scholars “an adversary relationship” the type of relationship that exist between the cat and rat.

A major problem exist between the  two parties in the area of control of media of communication.

Another problems of which is not lesser than the first is in the area of disclosure of source of information especially when it is a pre –requisite to the discovery of the truth in the wittiness box. The journalist believe and hold tenaciously to the fact that they should be allowed to hold back their source from whom they received information in confidence. According to them, they can not serve two masters at a time, their conscience and their inquisitors. The journalist believe that an undertaking given a journalist not to miscue the information is a matter of conscience. In a lead judgement delivered in Austrian in an appeal court,  the judge helds  “ Interalia”.

“No” one doubts that editors and journalists are sometimes made the repositories of special confidence which from motives of interest as well as honour, they would preserve from public disclosure, but the law was faced at comparatively early stage of the growth of  rules of evidence with the questions of how to resolve the conflicts between the necessary of discovering the truth in the other hand, he obligation of of secrecy or confidence, which an individual called upon to testify may in good faith have undertaken to a party or other persons”

II)           IMPORTANCE OF THE STUDY

The usefulness of this research study to mass communication students, can be seen in very many ways. This study will help these future communication problems. This work can be kept in the library for reference purpose. They will have access to read, comment and criticize it. Also this study will widen their knowledge, mass communicator already in the field, will benefit from this study too. When they read this work, it will improve their skills expose them, to know their past mistakes.

This work will help media proprietors, whose livelihood is seriously confronted by these numerous problems. For those who are not in mass communication but make use of communication in solving their daily problems. We hope that this work will be very useful to them in improving understanding and efficiency.

III)         OBJECTIVE OF THE STUDY

This sub- heading of the introductory chapter of the course of study “communication and it’s problems, indeveloping countries” is meant and designed to critically explain to the barest minimum of what activated both our physical and intellectual effort in embarking on this project.

Francis . J. Bergin, in this practical communication and in “communication pedagoguery by Dr . D.C Aniakor” they pointed out that it has been found out that the course of communication isinvestable as far as human existence is concerned. Communication is the soul of any relationship. They also confirmed that any relationship that lacks good communication network is definitely bound to be problematic contributed and converted a good number of areas of significance communication instance. The types of communication, communication channels, media of communication and several other.

This study as a matter of fact is deemed necessary to improve the standard of communication, as adequate and sound communication ensure health relationship between people, and thus improve some of human problem.

This study will focus attention on the area of language problems, problems encountered as result of inadequate communication equipment, devastating economy, neglect to traditional models of communication and others.

REFERENCE

“Practical communications” by Francis. J. Bergine (Second edition) published in 1981 by Pitman Publishers.

Press Pedagogvery in Nigeria (1920 – 90s) by Dr. DC Aniako

Mr Amafili Chudi and Aligwe H.N” Unpublished works on radio and television production”.

Mr. Mbaachu, Nigeria cola co-operation ;An unpolished paper”

Mr. Nwaognuyama Emeka “An Unpublished materials on law and ethics.

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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THE EFFECTS OF MEDIA PROGRAMME ON RURAL DEVELOPMENT

(A CASE STUDY OF ESBS, NU OHA PROGRAMME)

ABSTRACT

 

This study is aimed at critically examining the effects mass media on rural development. The work also includes the origin of the programme, literature review, statement of the research problem. The hypothesis and the research methodology of the study, equally included are the data analysis, data interpretation, results, discussion as well as bibliography.

The research problems is “The effectiveness of ESBS (ratio rural Enlightment programme “ONU OHA”

The result of the study shows that the programme “ONU OHA” is very useful considering the listener ship and the effectiveness of the message.

CHAPTER ONE

Introduction

Background of the study

Statement of research problem

Objectives of the study

Significance of the study

Research questions

Research and null hypothesis

Conceptual and operational definition conceptual definitions

Assumption

Limitation of the study

 

CHAPTER TWO

Review of literature

Sources of literature.

The review

Summary of literature

CHAPTER THREE

Methodology

Research method

Research design

Research sample

Measuring instrument

Data collection

Data analysis

Expected results

 

CHAPTER FOUR

Data analysis and result

Results

Discussion

 

CHAPTER FIVE

 

Summary and recommendation

Summary

Recommendation

Bibliography

CHAPTER ONE

 

INTRODUCTION

BACKGROUND OF THE STUDY

          For government to articulate sound policies without reaching the target is a tragedy as irredeemable as the ideal man who swallows all his thoughts.

In this regards, successive governments in Enugu state through Enugu State Broadcasting Service (ESBS) continually grape through multitude programme, through endless permutations of strategies to fathon human predicaments and redeem man from such chaos and disorder. The process spawns what planners call “Programmes” project and target in government administrative parlance, as the linkage factor between policy articulation and its implementation the crisis point in this beautifully linkage is the target were as objectives manifesting on the ground, or as end users of the policy objectives.

The ability to convince and persuade has also been institutionalized in some of the media programme such as “ONU OHA” ab ESBS audio programme. The programme “ONU OHA” which is composed to enlighten the rural dwellers on what is going on in the government of Enugu State. Is a production in Igbo unit of the ESBS radi Enugu. The programme, which lasts for 15 minutes is started this year and aired once in a week (on Sunday).

It establishes a direct contact with the  listening audience of Enugu State and makes them to know what is happening in the government and then air their own views/ contribution through planning the programmes seeks to create awareness on the people of Enugu state about the important of rural development through collective and individuals contribution of ideas of the rural people.

On the effectiveness of this programme, the producer, Chukwuma Ogbonna told us that the programme has been achieving its objectives. This according to the producer is ascertained through the acknowledgement letters gotten from the rural dwellers. According to Dr. Frank Ogboaja. One would not loose sight of the low literacy rate in our society, a factor capable of impeding the understanding and the interpretation of mass media messages.

Thus in trying to bridge the knowledge gap in the communication of development issues. Nigeria mass media have resorted to increasing use for this vernacular language. The use of ESBS Radio for this programe has become necessary considering the mass local audience covered and the fact that out of the whole mass media of communication available, radio is the most accessible to the people of Enugu state especially Nsukka Zone.

Being an Igbo programme, it will go a long way to help the people in comprehending the purpose and need for rural dwellers participation in formulating the policies of Enugu state government

According to Lazardfeld and co:

“Many are alarmed by the ubiquity and the potential power of mass media especially radio, comprise a powerful instrument which may be used for good.”

In this research therefore, we would critically look for and possibly find out whether ESBS rural development programme ONU OHA” actually has any impact on the people of Nsukka zone, nay the society.

 

STATEMENRT OF RESEARCH PROBLEM

          The research problem, which we want to find out is the effectiveness of ESBS (radio) enlightment or development programme “ONU OHA” on development effort of people in rural areas. This research topic is deemed a problem because it is argued variously to stimulate rural dwellers to embark on rural development by sending their ideas to the government of Enugu state.

 

OBJECTIVES OF THE STUDY

The objectives of this study is to critically examine or analyze the effects of mass media programmes on rural developments, we are primarily attractive to this problem because of the much emphasis being laid both by government, groups and individuals in enlightening the rural dwellers on what is going on in the government for the purpose of government helping in their development.

Series of effort will be made to find out from the selected subjects the extent of attention they pay to various media house. The things will accomplished by going to the subjects and ascertaining on how far they listen to radio and television broadcasting in Enugu broadcasting service (ESBS). No defined agreement among communication experts on the reaction towards the mass media message. If this is the case, with what degree of certainty  can it be said that the attitude of the target audience will considerably come as a result of media message influence.

Bernad Berelson, for instance believes that “some kinds of communication and various people under certain conditions have some kinds of effects”

Besides, Curran et al said that mass communication does not ordinarily serves as a necessary and sufficient cause audience effects but  rather functions through a connections and series of mediating factors:

Invariably, what their postulations indicated is that the influence of the media message is fundamentally relative. We hope that the findings of this research would be of immense help to future researcher in related areas. The result of this study would go a long ay in convincing people that the mass media are capable of affecting an appreciable change on people, it would also be of great advantage to the government to access the effectiveness of the programme realizing its objectives on rural development.

Moreover, the result of this research would be of enormous value to the media authority to improve on the programme or in sustaining iy if not dropping it entirely.

SIGNIFICANCE OF THE STUDY

The information for this study will be obtained from the subjects in the rural areas which will complete copies of questionnaires in addition to being interviewed. The subjects will be systematically and randomly selected from rural populace.

Since the inception of ESBS radio programme “ONU OHA” there has not been any in-depth study to ascertain its effectiveness in terms of achieving objectives for which it was meant. Thus this study will go a long way insetting the pace for any researcher who would wish to carry out a study in area of radio and its usefulness in the process of enlightment.

 

RESEARCH QUESTIONS

1. Do people in Nsukka zone find ESBS Igbo programme “ONU OHA” useful for expressing their views to the government.
2. Do the listeners in Nsukka zone find the time of the broadcast of “ONUOHA” suitable
3. Do the people in Nsukka zone often listen to ESBS (radio) programme “ONU OHA”.
4. Do the people in Nzukka zone listen to the programme because they are being rewarded by the government?

 

RESEARCH AND NULL HYPOTHESIS

1. Rural dwellers in Nssukka zone find ESBS (radio) programme “ONU OHA” useful in seeking development from the government.

H0.    Rural dwellers in Nsukka zone do not find ESBS (radio) programme “ONU OHA” useful in seeking development from the government.

H2.     Listeners in Nsukka zone find the time of broadcast of “ONU OHA” suitable.

H0.   Listeners in Nsukka zone do not find the time of broadcast of “ONU OHA” suitable.

H3.  Listeners in Nsukka zone find the programme enjoyable.

H0.  Listeners in Nsukka zone do not find the programme enjoyable.

 

CONCEPTUAL AND OPERATIONAL DEFINITION CONCEPTUAL DEFINITIONS

LISTENERSHIP:- The act of paying attention to a given broadcast programme.

USEFULNESS:- Means ability to help or produce good results.

BROADCAST TIME:- It is the time or hour of the day during which an event occurs.

SUITABILITY:- Right for the purpose or occasion.

EFFECT:- Result or outcome

PROGRAMME:- List of items or results.

RURAL DEVELOPMENT:- Any kind of effort by people or interested groups to bring change in the countryside.

 

OPERATIONAL DEFINITIONS

LISTENERSHIP:- The number of times that inhabitants of Nsukka zone pay attention to ESBS (radio) programme “ONA OHA”.

USEFULNESS:- Total score or desirability or importance attached to ESBS (radio) programme “ONU OHA”.

BROADCAST TIME:- Total number of times that the ESBS programme is on air.

SUITABILITY:- Mean scope of responses to the airtime.

EFFECT:- The average score of programme influence on people

PROGRAMME: The ESBS development programme “ONU OHA”

RURAL DEVELOPMENT: The total score of actions from the government to the rural dwellers.    

 

ASSUMPTION

As usual with a study of this nature, we hereby make the following assumptions:

With advancement of technology in the field of mass communication, there tends to be growing awareness among societies, therefore there is a general belief that people perceptions and understanding of media message are considerably high. It was also an assumption that people attach importance to message from the media especially radio. So, transmission of enlightment programmes through radio on a regular basis has chances of making impact on its audience.

It is also assumed that most rural dwellers in Enugu state speak and hear Igbo language in which the ESBS radio programme “ONU OHA” is produced.

 

LIMITATION OF THE STUDY

The major limitation to this study was with respect to the population and sample size the study is restricted in Nsukka senatorial zone. Since there are typical dominantly most areas in Enugu state are rural in nature, the result of this study would be sufficient.

Another limitation of the study is the time range of the research which is very short for us to carry out the research work and finally financial problem.

TELEVISION VIEWING HABITS OF NIGERIAN ELITES 

(A CASE STUDY OF ENUGU METROPOLIS)

CHAPTER ONE: INTRODUCTION

BACKGROUND OF THE STUDY                              1

STATEMENT OF RESEARCH PROBLEM                          4

OBJECTIVES OF THE STUDY                                   5

SIGNIFICANCE OF THE STUDY                               6

RESEARCH QUESTIONS                                           6

RESEARCH HYPOTHESES                                        7

DEFINITION OF TERMS                                             7

SCOPE AND LIMITATION OF THE STUDY             9

REFERENCES                                                              10

CHAPTER TWO : LITERATURE REVIEW

TELEVISION AS A MEDIUM                                     11

THEORETICAL FRAMEWORK                                  20

CULTIVATION THEORY                                            20

SPIRAL OF SILENCE                                                  21

REFERENCE

CHAPTER THREE: RESEARCH METHODOLOGY 22

RESEARCH METHOD                                                          22

RESEARCH DESIGN/INSTRUMENT                         23

RESEARCH POPULATION AND SAMPLE               24

DATA COLLECTION                                                   24

METHOD OF DATA ANALYSIS                                25

MEASURING USED TO ENSURE VALIDITY  AND RELIABILITY

INSTRUMENT FOR GATHERING DATA                           25

REFERENCE                                                                27

CHAPTER FOUR: DATA ANALYSIS AND RESEARCH INTERPRETATION                                                       28

TESTING THE RESEARCH  QUESTIONS                 44

DISCUSSION AND RESULT                                                47

CHAPTER FIVE: SUMMARY OF FINDINGS,

RECOMMENDATION  AND CONCLUSION             51

SUMMARY  OF FINDINGS                                        51

RECOMMENDATIONS                                                         52

CONCLUSIONS                                                           53

BIBLIOGRAPHY                                                                   56

APPENDICES                                                               59

 

 

 

 

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The tendency, most of the time especially  in the developing countries, is for media practitioners to package their media contents well.  In doing this, they do not take into consideration their supposedly diverse audience.  This may be as a result of professional ignorance or perhaps taking the audience for granted.  But taking the viewer, listener or reader for granted today is ver costly on the part of the communicator.

In same vein, may be the level of our development still makes the media operators in each of the sectors not to care very much about the programme requirements  of the various audience for example, the programmes contents of some of our television stations do not take care of the heterogeneous viewing public.  This implies that each audience has specific reason  (s) for tuning into a particular programme in fact   their media expectations seem to be diverse as their   demographic and psychographic variables.

To attain the ultimate goal of communication which  has to do with meeting audience needs, ensuring their continuous patronage and profitability, the satisfaction of the audience must be guaranteed through result- oriented, popular, diverse and professional packaged programme contents. To achieve this, the true nature eof the audience must be known.  This possible through audience segmentation- that is the dissection into specific needs and their characteristics.  This is a must for communicators whether in advertising, public relation, broadcasting etc it is very imperative as the availability of information is one thing ad its effect another.

With the society becoming more complex every day, different need are bound to exist with people from different backgrounds- education  social, culture, economic, ethnic language  political and religious different,   media needs must prevail. No one can meet such needs through mere guesses or trial.  Agee, etal (1985) put it this way “Unsystematic, informal, intuitive method is not longer adequate for the modern communicator for so many reason”

It is  also in the interest of media operators to consider  this.  The stiff competitive environment the media are involved  today means the media operators must be professionally ethically and profitably minded.  To attain this, the practitioners must embrace audience research in order to clearly understand the desires of the audience.

“In  some studies researchers are seeking to determine the motivations for media use in others the goal is to determine the gratification people derive from suing the media”, said Agee etal (1985).

Okunna (1994 supports this :

Through use and gratification research, communication scholars have shown that everywhere, people selectively expose  themselves to mass media contents, choosing only these media message that would serve the functions of satisfying or gratifying their needs”

This is the situation at a time, information and communication have assumed new dimension in globals scheme of things.  It is today almost the fourth essential need of man, after food,  shelter and security.

Communication, whether through radio, television,  newspaper, magazine or internet is today central to the survival of man for  man’s optimal, functionality, he requires daily dosages of information, irrespective  of his area of profession.

When man’s goals of media patronage are met, he reciprocates, by aiding the funding of media contents through advertisement and sponsorship.  In turn the media make profit  reinvest and thereby boost the economy.  The present poor performance of the Nigerian foundation s manifested in over – centralized location, poor funding, inefficient personnel, besides the poor quality programmes coming from them.  This has resulted in gross imbalance and pardon of the actual needs of the audience, which of course is a sight.

So, what are the present situation needs of   the television  viewership in Enugu, efforts of the local and international stations to meet them, and translate the  viewer desires into profit.

STATEMENT OF RESEARCH PROBLEM

Modern communicators can no longer afford to be insensitive to the wishes of today’s audience  their successes and failures are directly linked to their packaging of functional   and result oriented programmes in tune with the demands of the audience.

Evidences abound to the effect that television broadcasting stations available to Enugu viewership are insensitive to this fact.  This is bound to have  impact on their viewing habit.  The stations they tune to the programmes contents of television stations available to Enugu audience.

OBJECTIVE OF THE STUDY

          The above problem must be solved for improved and qualitative television programmes for the Enugu viewership.  To this end the objective of this study include.

1. To ascertain the qualitativeness of the television programmes available to Enugu viewing Audience.

To fond out the factors which influence their programmes selections and choice.

To know the stations and programmes at their disposal.

To determine the inputs which goes into those programmes packaging

To know the effects of the choice of specific television progrmme and their over all influence  in the lives of the audience .

 

 

SIGNIFICANCE OF THE STUDY

The study is bound to have  tremendous influence on a number of people, as well as to various spheres of lives or endeavour like politics businesses, education, economy etc

Hence, at the end, media practitioners, managers, policy makers, politicians, researchers   scholars and students etc. will benefit from the study  if successfully concluded.

The dearth of accurate information, particularly in the area of media research and audience segmentation, makes the study more unique and if well conducted will providential  data for media planning, execution  and evaluation, vital for more effective media performance and efficient results.

RESEARCH QUESTIONS

How varied and result oriented are the television stations available to the audience in Enugu?

Are the programmes of the television stations qualitative enough to meet audience needs?

What are the factors determining the audiences programmes choice?

How impactful are the available programmes to the audience?

What are their chances for improvement, if need be ?

RESEARCH HYPOTHESES

Hi:     The television stations available to the audience   are result oriented.

Ho:    The  television stations available to be audience are not result oriented.

H2:    The programmes of the television station are qualitative enough to meet their needs

Ho:    The   programmes of the television station are not qualitative enough to meet their needs.

H3:    The  television  programmes are useful to the  viewing audience

Ho:    The  television programmes are not useful to viewing audience.

 

DEFINITION OF TERMS

ELITE:

Conceptual :         Group in society considered being superior, because of power, talent and privileges.

Operational:         Class in Nigerian  that is Holding on to power and controls affairs of state.

Viewing:

Conceptual :         the ability  to see something or to be seen from a particular  place.

Operational:         the watching, reception, contents with a view  to enjoying, retaining and assimilating their contents.

Television:

Conceptual:          A  piece of electrical  equipment with a glass screen, which shows broadcast,  programmes with moving pictures and sound.

Operational:         The transmission of information through the airwaves, which involves the use of the airwaves and coveys both visual 2 and audio contents.

Audience:

Conceptual:          A group of people who have gathered together to hear  or watch somebody  or something.

Operational:         The media content receiver, consumer they are the television viewers.

Enugu:

Conceptual:          A very big town

Operational:         The former capital of the Eastern Region, East central state, Anambra state and now Enugu state.  The coal city, Enugu is an administrative and educational town, inhabiting people with diverse culture.

 

SCOPE AND LIMITATION OF THE STUDY

          For  want of time and other resources the scope of this study   is limited.  It cannot but  limit itself  to just sections of Enugu . for this reason it centres on six chosen parts of Enugu  involving three areas of slum, rural and urban.

The result is no doubt representative  of the problem   outcome of what would have been the entire result.  Therefore the result is valid reliable enough to lend to replicable outcome elsewhere.

 

 REFERENCE

Warren K. Agee, Philip Ault and Edwin Emery, (1985) Pg . 363 introduction to mass communication New York, Harper and Row publishers.

            Chinyere Okunna (1994) pg . 291. Introduction to mass communication.  Enugu ABIC Publishers

John Buttner (1989), Pg. 329 Mass communication, An introduction, New Jersey prentice Hall.

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THE ADVENT OF MODERN COMMUNICATION GADGETS:

IMPLICATIONS FOR NIGERIAN JOURNALISM

ABSTRACT

          The advent of modern communication gadget –implication for Nigerian Journalism.  The tittle of this study took a vivid look at the coming of communication gadget, more powerful than the ancient ones to take care of adequate communication outreach to the whole world.

It treats in succession the introduction of communication among the earlymen, the need for and the introduction of ancient communication gadgets, gradual immovations of the old and the invention of better comuniation gadgets and the proliferation of the gadgets into what is today know as the global village of communication.

Five chapters were used to achieve our win on this topic.

Chapter one: introduce the topic in forms of background to the study, significance of the study, objectives, definitions of terms and references.

Chapter two- deals with review of related literatures and comments.

Chapter three – in accomplishing this task, we adopted the historical methodology in our research using investigative approach.

Chapter four- analysis of the data collected in chapter three.

Chapter five- we made conclusions and recommendations based on the topic we have studied.

It is our belief that this research is an additional material or knowledge in this area of human endeavour.

CHAPTER ONE

BACKGROUND OF THE STUDY

SIGNIFICANCE OF THE STUDY

OBJECTIVES OF THE STUDY

REFERENCES

 

CHAPTER TWO

LITERATURE REVIEW

SUMMARY OF LITERATURE REVIEW

 

CHAPTER THREE

RESEARCH METHODOLOGY

SCOPE AND LIMITATION

DEFINITION OF TERMS

 

CHAPTER FOUR

PRELUDE TO INVENTION OF MODERN COMMUNICATION GADGETS

THE PRINT MEDIA –PENMAN TO PRINTER

TELEERAPH AND TELEPHONE

THE PHONOGRAPH MODERN TAPE RECORDERS

THE RADIO

TELEVISION

HUMAN COMMUNICATION GADGETS

INTERVIEWS

REFERENCES

 

CHAPTER FIVE

CONCLUSION

RECOMMENDATION

BIBLIOGRAPHY

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

          communication is so central to human existence and all human activities that it would be fool hardy for any group or nation to put it in the background in its economic, political, social and other activities infact, we are bold to say that communication is the most ustal factor in building an orgnised, unsted and progressive nation; the without it, there will be no national entity and no effective solution to national problems and national development.  All these can be confidently said because of the obvious fact that all human activities take place in cross-five of information flow and communication, whether in inter-personal, group, local, state national or international level.

Man was created to be gregarious and because of these qualities, they have always had to fall back on one another in interaction recognized as human communication.

This refers to the process of transmitting message, idea and attitudes and creating meanings between two and more people usually through the natural facilities of the human voices, sensory organ,s facial expressions, body manipulations and lately machine-assisted channels or devices.  Even now, the import and importance of communication in our modern and sophisticated society cannot be over emphasized.

The awarness for these necessifies introduced mass communication into the world.  It is a process by which a complex organization with the aid of one or more machine produce and transmit message directed at large, nitrogenous, diversified and scattered audience.  It is also the act of communicating to mass audience through the use of mass media such as books, newspapers, magarines, films, radio, television and computers to mention but fees, that the field of journalisma in Nigeria have used as a medium to get information across the audience.  Communication had been in existence all the while but it was never a kind of mass involvement because the world them lacked advanced equipments or gadgets that could carry these messages and information to many people at the same time (mass effect).  The great discaceroes and inmouations of communication gadgets from early 30’s to date has changed communication from primitive kind to modern (mass) kind.

Mass communication gadgets is as old as mass communication itself because the nation of getting people involved in communication in mass would have remained in the background if the gadgets were not modern minced or advanced technological.  Mass communication started with Johannes Gutenberg invention of the printing press.

This invention led to prolofication of the print materials such as books, newspapers and magazines, through these media more people were reached as it concerns communication.  The electronics media communication came on the scene with the invention of such gadgets as radio and television.

 

• SIGNIFICANCE OF THE STUDY

Due to the valuable and irretrievable use of the mass media and communication devices in all departments of life, one cannot over emphasis the significance of this study.  Being a kind of historical study, it would lead to the integrated narration or description of past ovents or facts concerning all technological devices fashioned to aid communication.

This study is a contribution to already existing work on the course (advent of modern communication gadgets, and its implications for Nigerian Journalism.  Every researcher who is likely to embark on any kind of research on this course would find this study very useful.  This study would also be useful to communication students – it would explain adequately the advent growth and modernization of communication gadgets.

Generally the study can be assimilated by all lovers of history with scientific mind of discovery and understanding situations, cases and implications.  At the end of this study; the background growth and modifications of the modern communication gadgets would be carefully treated.

 

• OBJECTIVES OF THE STUDY

The past findings on this issue by various groups have given us greater misprisions and has called to challenge our curious minds.  We have therefore taken up the challenge to share in the glory contributing towards thronging more light on the advent of modern communication gadgets with the following objectives.

 

1. To gain a clear understanding and accurate accounts of the past as it concern communication gadgets.
2. To gain clearer perspective of the present as it concern communication gadgets.
3. To be able to give adequate companism between the abetment mean of communication (gadgets) and the modern ones.
4. The implication of modern communication gadgets for Nigerian journalism.

 

REFERENCES

1. Parker Edwin,

Implication of news technology mass communication in Nigeria, page 48-52 (1984). Macmillian.

 

2. Chinyere Okunna,

Introduction to mass communication, ABIC Publisher (1994). Enugu

3. Ike Chukwu Nwosu

Mass communication and national development, frontier publishers limited. Aba. (1990)

4. Mass communication journal

May 1991. sunshine publishers job

5. Richard Morse

A wold word of communication

(1976) London Harper and Row Publishers

 

6. John Mulching

Communication gadgets in progress Stanford;

Standford university press (1971)

7. Communication Channels journals

(1967) Longman London

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