ATTITUDE OF TELEVISION AUDIENCE TOWARDS COMMERCIAL INTERRUPTION OF TELEVISION PROGRAMMES.

 ABSTRACT

The attitude of television audience toward commercial interruption in television programmes is a research work carried out through scientific and empirical method in attempt to find out what television commercial interruption is all about and how it affects the audience and suggestion on what to do in order to better the performance of the media houses towards the television commercial interruptions.

It goes a long way to carry out a research on this topic by drawing up questionnaire and interviewing the subjects in their environments. Also made use of library and oral interviews. And our finding shows that uninterrupted television programmes are preferred by the television audience and that the television audience will prefer their unfavourite programmes interrupted. We also found out that commercial that tends to satisfy their needs are recalled faster than commercial that does not satisfy their needs.

Conclusively, the main objective of this study is to asses the attitude of television audience in Enugu towards commercial interruption of television programmes.

This study being an attitude survey seeks to find out the relationship between media content (advertisements) and the society. Therefore, it focused on consumer behaviour, which gives insight into consumer attitude beliefs, perception and culture.

CHAPTER ONE

INTRODUCTION:………………………………………………………        1

STATEMENT OF RESEARCH PROBLEM:……………………………7

OBJECTIVES OF THE STUDY:………………………………………….9

SIGNIFICANCE OF THE STUDY:……………………………………….11

RESEARCH QUESTION:…………………………………………………14

RESEARCH HYPOTHESIS:……………………………………………       14

DEFINITION OF VARIABLES:…………………………………………16

LIMITATION OF THE STUDY:………………………………………….21

CHAPTER TWO

LITERATURE REVIEW:…………………………………………………24

CHAPTER THREE

RESEARCH METHOD:………………………………………………  52

RESEARCH DESIGN:…………………………………………………..       53

RESEARCH SAMPLE:……………………………………………………      54

MEASURING INSTRUMENT:……………………………………… 57

DATA COLLECTION:…………………………………………………  59

DATA ANALYSIS:………………………………………………………        60

EXPECTED RESULT:………………………………………………… 61

 

CHAPTER FOUR

DATA ANALYSIS:……………………………………………………   63

PRESENTATION OF RESULTS:…………………………………… 65

 

 

CHAPTER FIVE

SUMMARY:………………………………………………………………78

RECOMMENDATION:…………………………………………………82

BIBLIOGRAPHY:…………………………………………………………88

APPENDIX:……………………………………………………………….91

 

 

 

 

 

 

 

 

 

 

 

 

 

CHAPTER ONE

INTRODUCTION

Television industry in Nigeria is still in infant stage comparatively to its counterparts in other parts of the developed world. However, it has metamorphosed remarkably within this short period of its history. There have been some achievement and new dimension in its scope of operation for the past two decodes.

At its inception, television in the country was basically used for information, entertainment and educational purposes. It is different of its ability to combine sound and picture. As a result of these qualities. It is possible for it to attract a large number of viewing audience. The number of television receivers reaching a formidable over 30 million people throughout Nigeria, is proof of the immeasurable impact this invention has had on the lines of millions and on the spread of information.

The value of television, as a medium of mass communication is fast assuming highly important position throughout the world. According to Olusda (1976) “All over Nigeria, today there are over one million people watching television) (p 21)

Television has added another feather to its wing, which is that of persuasion. This singular act by television has made it possible for television to dazzle other media of communication. It now serves as an organ through which governments and advertisers sell their goods and services. It ahs brought the art of product awareness to millions of house holds. It has the selling power for most types of goods and services – detergents, cigarettes, fridge, beer and furniture. Their impact on the country is attributable to network television advertising.

Still talking about what television offers, one cannot but remember educational and entertainment programmes for the audience like cultural dances, drama and comedy programmes. Some of the programmes such as family circle, guilt, Jagwa, Mr. B and Tales by moonlight have been known to force people to go home from wherever they are, so as not to miss the next episode.

While viewers are watching their favouratie programmes, it is a common experiences that television houses often dot in commercials which break the continuity of these programmes to the annoyance of viewers whom these programmes are their favourites. The advertisers often want their commercials to be aired at prime time, while these viewers want their favourite programmes to be uninterrupted by commercials thereby reating conflicts between the interest of advertisers and interest of viewers.

It ahs been estimated that well over 80% of the programmes on Nigeria, televisions are interrupted as a result of commercials, yet Nigeria television houses do not seem to see anything unusual about this situation. On N.T.A. station, there are so many programmes for the week and of the seventeen programmes selected for promotion, none is aired without commercial interruption. According to Opubor and Ore (1979)² The commercials interruptions of most of the programmes are of little relevance to the social realities of the average Nigeria” ³  (p. 122)²

Consequently, television houses often just slot in these commercials even at prime time without considering the interests and feelings of viewers. The viewers are now forced to perceive and consume these commercial when watching their favourite programs, thereby subjecting them to the status of captive audience.

According to Nwuneli (1976) Many of the products in Nigeria television are raw. They display things which portray people as naughty, monsters and didactic under stones which are underplayed and viewers lose sight of them (P. 122)³. Some researchers have come up with evidence to show that commercial interruption could induce aggressive tendencies in people. According to Greene (1965) a former Director General of the British corporation television is being misused and that broadcasters are betraying their responsibilities (p. 124)⁴

There is no gain staying the fact that television stations need the money realized from these commercial to remain in business. The corporation has to under take commercial broadcasting in order to make money to supplement the subtrahend, sponsors need the television station as a medium of communicating information about their goods and services to the ultimate consumers with the sole aim at arousing their interests for the goods. But as new television stations are established and more stations introduce the modern broadcasting, the need to interrupt programmes at the detriment of the viewers will be further aggravated. Unless something is done now, this will be another ugly incident and further alienation of television audience.

The points mentioned above have acted as stimuli for this research which is to find out the attitude of television audience towards commercial interruption in television programmes. Attitude is here defined as ways of thinking or feeling towards something, in this case towards commercial interruption in television programmes. This attitude survey is very crucial because it embraces a lot of things. For instance, it transcends effects of commercial interruptions on television audience because it is only after a subject has observed the effect of a phenomenon that the subject can form a reasonable attitude towards that phenomenon.

According to Parker (1974) “The sooner each new technology is studied, the greater the chance of bringing to use research results to influence policy in a meaningful way (p 123). We can deduce from these that it is necessary to examine audience attitude towards commercial interruption by Nigerian televisions at this embryonic state of televisions industry when the institutional and economic structures of broadcasting are still being formulated.

Finally, this study will also find out whether television audience will prefer uninterrupted programmes to interrupted programmes whether these commercial programs increase or decrease the viewers interests. In short, it will come up with suggestion on how Nigeria television stations can best serve their audience.

 

STATEMENT OF RESEARCH PROBLEM

        Television by virtue of sound, vision and movement offers a high degree of creative flexibility. An increasing number of people have colour television sets and this allows for greater realism of presentation in commercials. What is more television has achieved a very high degree of penetration of the population and many people watch television programmes for several hours each day. However, these programmes are intermittently interrupted to make way for the insertion of commercial message.

It ahs been estimated that well over 80% of the programmers on Nigerian television are interrupted as a result of commercial insertions, yet Nigeria television houses to not seem to see anything wrong or unusual about this situation. The situation has come to a stage where it will be logically assumed that the gullibility of the television audience is now taken for granted by television houses and also that many ahs now become their primary consideration. Thus, this study intends to examine this attitude of television audience in Enugu towards commercial interruption of television programmes. By and large attitude is a formidable factor in any human communication. It is defined as a psychological predisposition that allows a person to behave in a certain way towards objects, people or actions, hence, the objects in this case will be commercials interruption of television programs.

Given the situation, what the television audience have to say about the commercial interruption of television programmes? How to they feel or react when the programmes they are watching on their television sets are interrupted midway by commercial message? Will uninterrupted television programmes appeal more to regular viewers than to non-regular viewers? Is it true that television audience will like to watch their favourite programmes uninterrupted by commercial message than when watching their unfavourite programmes? Will television viewer pay mere attention to commercial messages that tend to satisfy their needs than to commercial messages that does not satisfy their needs? Finally, would television audience recall faster commercial messages that tend to satisfy their needs than those that to not tend to satisfy their needs.

This background will now form the bedrock of the statement of research problems which is self explanatory on “the attitude of television audience in Enugu towards commercial interruption of television programmes.

 

OBJECTIVES OF THE STUDY

Basically, the objectives of this study is to examine the attitudes of television audience in Enugu towards commercials interruptions of television programmes and the extent to which such variables like age, sex, educational level, marital status, income bracket and occupation will contribute in shaping these attitude.

However, in exploring further the objectives of this study, questionnaire was designed to include certain questions that will throw more light into the imbroglio generated by incessant commercial interruption of television programmes. They include the following.

1. How to regular and non regular viewers react to commercial interruption of television programmes? In other words, will uninterrupted television programs appeals more to regular television viewers than non regular television viewers.
2. How to viewers react when their favourite programs are interrupted mid way y commercial messages? What actually to they do? Are they irritated, happy or indifferent to these commercials.
3. Which of the commercial messages will television audience pay more attention to? Will they pay more attention to commercial messages that satisfy their needs than to the ones that do not satisfy their needs?
4. How will the television audience recall commercial messages that satisfy their needs than those that do not tend to satisfy their needs.

From the answers to these question as the research progress, the objectives of the study will clearly manifest and clearly be understood.

 

SIGNIFICANCE OF THE STUDY

Much has been said about the qualities of television as an effective communication medium in disseminating commercial messages to a large audience scattered across the country. However, the feedings of the television audience towards these commercials especially when the programmes are interrupted to make way for them cannot be overlooked. Therefore, this study is significant in the sense that it examines the attitude of television audience in Enugu towards commercial interruption of television programmes.

The study will also be valuable to the federal and state governments, which still have exclusive right over the ownership of broadcasting media in Nigeria. This monopoly some people argued has given impetus to the television houses in the country to conduct their affairs in the manner they like, regardless of public opinion. Hence, the result that will be obtained from this study will perhaps guide the federal and state governments in formulating future policies regarding television broadcasting generally in Nigeria, with a view to improving their services and in line with audience expectations.

Furthermore, the advertiser will find the study invaluable because a great deal of advertising messages are wasted. Individual are selective about information they receive it ahs been found that commercial message which contradicts or is otherwise inconsistent with individuals personal attitude is likely to be ignored. Alternatively, an individual may distort the message and draw a meaning quite different form what ahs been intended by interpreting the message in accordance with his own predisposition. This being the case, the broad goal of adverting which is to communicate information about any product, services and ideals and to facilitates the sales of any of them by arousing demand will not be achieved.

Finally, although the study will be carried out on 200 residents of Enugu, nonetheless, the result that will be obtained will however be generalize to the whole of Enugu state because of some similarities in the cultural and psychological make up to the people of this state.

 

 

 

RESEARCH QUESTIONS

1. Would uninterrupted television programmes appeal more to regular viewers than to non-regular viewers?
2. Would viewers prefer their unfavourite programmes to be interrupted by commercials than their favourite programmes.
3. Would television audience pay more attention to commercials that tend to satisfy their needs than those that do not?
4. Would television audience recall faster that commercials that tend to satisfy their needs than those that do not?

 

RESEARCH HYPOTHESIS

H1.   Uninterrupted television programmes appeal more to regular viewers than non-regular viewers.

Ho.   Uninterrupted television programmes do not appeal more to regular viewers than to non-regular viewers.

H2.   Viewers would prefer their unfavourite programmes to be interrupted by commercials than their favourite programs.

H3.   Television audience will pay more attention to commercials that tend to satisfy their needs than to commercials that do not tend to satisfy their needs.

Ho.   Television audience will not pay more attention to commercials that tends to satisfy their needs than to commercials that do not tend to satisfy their needs.

H4.   Television audience will recall faster commercials that tend to satisfy their needs than those that do not tend to satisfy.

 

CONCEPTIONAL AND OPERATIONAL DEFINITION OF

VARIABLES

In every research study, it is very important that the key variables in the research topic and hypothesis formulated to test them are defined, by this definition, we give meanings to the key terms or variables in the study. The definition will not only help to explain the variables to our fellow scientists but will also make it possible for any body who reads our work to fellow and understand it. Therefore, its very necessary at this point of this work, to define the key variables in this research topic. “The attitude of television audience in Enugu towards commercial interruption of television programmes” conceptually and operationally, while the conceptual definition refers to the dictionary or literal meaning, the operational definition refers to the meaning in terms of our study, re-what  it means to define it so that people will know what it means. Variable means a term or a concept stated in value in order words the value assigned to the terms we are using in this study.

 

DEFINITION OF TERMS VARIA BLES.

ATTITUDE: Conceptually attitude means a way of feeling, thinking or

behaving, it is also a psychological predisposition that allows a person to

behave in a certain way towards objects, people or action “Onyekwere

E.E.

(1988). Unpublished lecture note. Operationally, attitude refers to

television viewer’s reactions, feelings, thinking and behaviours when they

see commercials or advertisements interrupting any television

programmes they are watching. Are they happy, irritated or are they

indifferent to such commercials.

AUDIENCE: Conceptually, audience means a gathering of persons for the

purpose of hearing a speaker or a singer. It also means person’s within

hearing whether they are together or not, as in broadcast. Operationally,

television programmes. It includes men and women, young and old, adults

and children.

COMMERCIAL: Conceptually, commercial means pertaining to

commerce. Operationally, it refers to  advertisements inserted in television

programmes.

INTERRUPTION: Literally, this means a break in the continuity of speech,

traffic or a program operationally, it refers to a break in any television

programmes already started to slot in any advertisement. Therefore,

commercial interruption as it applies to our study refers to any break in

television programmes already start3ed to slot in any advertisement.

PROGRAMME: Programme literally, means a lot of items or events for

context or to be broadcast for radio or television. Operationally programmes

refer to a schedule of events to be broadcast by television houses. These

television houses do have many viewers each day. They could be news,

advertisement or entertainment programmes like the Guilt, Jagwa, Mr. B,

family circle, Tales by moonlight. We shall also seize this opportunity to

operationally the variables in our hypothesis for a  clearer understanding of

our work.

REGULAR: Literally, regular means doing something at the same time

everyday. Operationally, regular viewers refers to anybody who watches

television programmes daily or everyday.

 

NON-REGULAR

VIEWERS: This refers to people who do not watch television programmes

daily.

APPEAL: Literally, appeal means to attract, move the feeling of

operationally, appeal means the attraction television programmes have for

some people, this makes them to watch it daily.

FAVOURITE: Conceptually,  favourite means not preferred above others.

Operationally, it refers to those programmes which people or viewers do

not prefer above others. It does not matter whether they watch them or not.

MORE: Conceptually, more means greater in number or degree. But

operationally, more refers to greater number of people i.e. commercials that attracts greater number of people.

ENUGU: Conceptually refers to the capital of Enugu state. Operationally, it refers to television viewers in the town.

 

LIMITATIONS OF THE STUDY

No research carried out in any field of human endeavour could be said to be perfect or without limitations. Therefore, we cannot delude ourselves that this study will take into account all that is required in the field. The mere fact that this researcher is venturing into the field for the first time is a limitation of its own, no matter the carefulness in the pains that will be taken in conducting the research, there must be some errors.

Another limitation of the study, stem form eh fact that data for the study were collected from television audience in Enugu only, due to finance time and energy constraints and also due to the proximity of the city to the researcher. Otherwise, the study would have been extended to other states of the federation. One common limitation which effects most researcher in this country which will equally affect its, the researcher of this study is that of analyzing the data collected manually instead of using computers. A researcher who is not good in figures will waste all his precious time on this.

Another limitation is that the study is being carried out in partial fulfillment of O.N.D, ordinarily National Diploma in Mass Communication, this makes the study to become a victim of divided loyalties. One to the research and one to the diploma requirement besides, the time duration set for this is usually too short.

Finally, considering the sample population of 200 respondent from Enugu which was used for the study, it will be very inappropriate and presumptions to generalize the result obtained to the whole federation. This is because the research is on attitude and considering the fact that Nigeria is a plural society, it will therefore be misleading to think that people all over the federation will react in the same manner to commercial interruption to television programmes.

 

ASSUMPTION

Assumption is nothing more than what the researcher had in mind before choosing the topic and embarking on the study. It is on this premise that we make the following assumptions. It is assumed that Enugu, the urban area under study has a long history of television broadcast therefore, it will a large and variegated audience of people who watch television programmes and who are also exposed to commercial message.

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ATTITUDE OF FEMALE MASS COMMUNICATION STUDENTS

TOWARDS JOURNALISM AS A CAREER

CHAPTER ONE                                                    1

INTRODUCTION                                                 1

IMPORTANCE OF THE STUDY                               3

DISTINGUISHING FEATURES                                       6

STATEMENT OF RESEARCH PROBLEM                   7

LIMITATION OF THE STUDY                                9

RESEARCH QUESTIONS/HYPOTHESIS                   10

DEFINITION OF TERMS                                       12

CHAPTER II

REVIEW OF LITERATURE                                     14

SUMMARY OF LITERATURE                                  21

CHAPTER III

METHODOLOGY                                                  23

RESEARCH DESIGN                                            23

RESEARCH SAMPLE                                            24

MEASURING INSTRUMENT                                  25

DATA ANALYSIS/EXPECTED RESULT                     26

CHAPTER IV

RESULT/RESULT DATA                                                27

DISCUSSION                                                      28

CHAPTER V

SUMMARY AND RECOMMENDATION                     32

BIBLIOGRAPHY                                                   37

CHAPTER

INTRODUCTION

It has been observer that female student journalist have negative attitudes towards taking up journalism as a career on graduation. This negative attitude is highly reflected in the number of woman engaged in communication work in various media of communication all over the country offering courses leading to the award of various degrees and certificates, including national and high national diplomas, bachelors degrees, and masters degree. The increase of female journalist in this school is not reflected in the number practicing journalism.

In June, 1983 alone, about 22 female journalist graduated from oko and Auchi polytechnics while the while the institute of management and technology (IMT) enugu turned out not less than 18 female journalist the same year, the Ozoro polytechnic also had about 10 female journalist the same year.

The picture in other mass communication schools virtually the same, for instance in 1983, the university of Nigeria Nsukka graduated not less than 8 female journalist, the university of Ibadan which offers past graduates studies mass communication produced 3 female journalist in the year 1983 too.

This data about expanding number of female journalist graduate s stand in stark contrast to what this researcher has observed in media institution as far of female participation in mass communication work is concerned. in recent years media houses across the country have been facing an increasing shortage of trained young women in various communication activities.

The “daily star” newspaper, for instance has only one female trained journalist while the editorial department alone has about 18 males. One question then that could arise from this imbalance is, does this suggest a kind of discrimination against the employment of women, as Alice Fins, who was also worried about this situation observed: according to he, “if there were more women seeking for jobs in the media mass communication and also more men seeking for work in the field with the same ability and background the men got the job. She notes that it is only when a woman is better qualified or worked harder would she be awarded the job, she further said that very often, the woman’s job was at a lower rate of pay than would receive and involved doing more professional tasks.

The Anambra television authority has a good number of trained male journalists, working in the different areas, but has only about four trained female journalist, the Nigerian television authority enugu (NTA channel 8) has only about 2 trained female journalist. The other media institutions not mentioned are not likely to be a sharp contrast from those mentioned.

 

IMPORTANCE OF THE STUDY

This observation about female journalist not ending in taking up journalism as a career has for long agitated the mind of this researcher. This researcher has therefore investigated the reasons for such negative attitude towards journalism instead of depending on mere assumption, in the words of Ikechukwu Nwosu, a senior lecture in the department of mass communication IMT Enugu.

“there is no need to develop opinion and facts from available information through the employment of social science research methods rather than depending on assumption”

Journalism educators also may be occasionally wondering, about the female journalist graduates, they provide for professional journalism. Do they really go into the profession? If they do, how do they find their jobs? If they don’t, what militates against their going into the professions?

Another journalism educator, Chinyere Okunna has wondered where female graduate of mass communication schools are since not many of them take up the teaching of mass communication as a carrier, in an article titled “impact of women on the media, delivered at a seminar organized in honor of Miss Diana Johnson (broadcaster) by the Nigerian union of journalist (NUJ), Anambra state council, she notes “women in Nigeria are apparently not contributing much to the achievements of journalism schools, either at the university level or at the polytechnic level; she noted that mast schools offering mass communication have only one or two women involved in teaching mass communication, for instant at both the university of Nigeria Nsukka and university of lagos where mass communication is studied at both undergraduate and post graduates levels, only one female lecturer is involved in teaching in a polytechnic, like IMT, e3nugu, there is one female journalist lecturer in mass communication department named Mrs. Nkem – Fab Ukozor.

The article assumes that many women journalist prefer working in the field to teaching in class rooms because the glamour of the media particularly the electronics seems irritable to many of them.

However, this researchers observation runs contrary to the assumption made by Okunna since this researchers has noted that the female journalist have negative attitude towards journalism as a carrier.

DISTINGUISH FEATURES

A lot of scholars have carried out studies concerning journalists and their attitude to work. Harold shaver for instance did a study on job satisfaction and dissatisfaction among journalism graduates. His study was centered on those that affect the working journalist, which satisfy him or dissatisfy him. In contrast to these general studies this research carried out research and found out why female journalist have negative attitudes towards journalism as a carrier reflected on imbalance in the ratio of female journalism practitioners to the number that are journalists. This researcher investigated this imbalance since the focus of scholars has not been on this particular problem.

THE STATEMENT OF THE RESEARCH PROBLEM.

In spite of large number of female journalist that are produced from different institutions offering mass communication, female participation in mass communication work is still very negligible of all the professions, journalism is one where only a few female journalists are engaged as professionals. A this stage of development, in Nigeria, one would expect that female journalists in the field is a sharp contrast from the number that graduated from journalism schools.

It is expected that female student journalists in IMT have negative attitude towards journalism as a carrier and that majority of them will end up not practicing journalism.

This is line with ilimball’s result that high school students saw several negative aspects of journalism carriers.

Ilrech also found that there is conflict between the roles of housewife and carrier woman.

A housewife is known as being in charge of the house, taking care of the children, make sure that the house is always organized before his husband comes back from work while carrier woman, through she is a house wife too but does not meet up to the expectation of the family, talk less of caring for the children. She goes out for work in the morning may be returning back the next morning. This is the more reason while female student journalist not only in I.M.T, but all over the world should have negative attitudes towards practicing journalism as a carrier.

Discrimination and condition of service make female journalists have negative attitudes towards journalism as a carrier discrimination against female journalists by employers make female student journalist have negative attitude towards journalism as a carrier.

It is expected that female journalist IMT should have negative attitudes towards journalism as a carrier because; the conditions of work such as a time factor in journalism work conflicts with the role of a house wife as being said earlier on. This means that time is a strong variable which stands as a constraint to the female journalists who has to combine household duties with nature of work in journalism.

This is because anybody that engaged in journalist practice must devote long hours to jobs.

Female student journalists are regarded as irresponsible by the respondents.

LIMITATION OF THE STUDY

The study was limited only to find out the attitude of female student journalist without including the attitude of other people towards female journalist. The study was also limited to the IMT female and logistics.

However it does not mean that the result from the population chosen will be a sharp contrast from other similar population if studied. The study therefore is generalizable to similar conditions.

RESEARCH QUESTION

• Does it mean that female student journalist have negative attitudes towards journalism as carrier?
• Do female student journalist shy away from practicing journalism?
• Does discrimination against female journalist by employees and the conditions of service make them have negative attitudes towards practicing journalism?
• Does the impression by the society that media women are irresponsible make them have negative attitudes towards practicing journalism?

 

HYPOTHESIS

Based on the research questions, the following are derived.

HI:  Female student journalists have a negative attitude towards    journalism as a career.

HO: Female student journalists do not have a negative attitude towards journalism as a career.

H2  Female student journalist shy away from practicing journalism.

HO  Female student journalist do not shy away from practicing journalisms.

H3  discrimination and conditions of service make female student journalist have negative attitudes towards journalism as a carrier.

HO  discrimination and conditions of service make female student journalist have negative attitudes towards journalism as a carrier.

H4  there is the impression by the society that media women are irresponsible.

HO   there is no impression by the society that media women are irresponsible.

 

 

DEFINITION OF TERMS

CONCEPTUAL DEFINITIONS

NEGATIVE ATTITUDES – Expression of wrong feelings, absence of good feelings.

JOURNALISM CARRIER – way of making a living through working as a journalist.

DISCRIMINATIO – ability to show partial behavior.

IMPRESSION – valve judgment about a thing or action.

CONDITION OF WORK – those factors that are needed to avoid unpleasant environment e.g. hours of work.

 

OPERATIONAL DEFINITIONS

NEGATIVE ATTITUDE- total scores of respondents that express wrong feelings towards practicing journalism.

FEMALE JOURNALIST- total scores of the respondents wishing to practice journalism on graduation.

SHY AWAY – total scores, which represent respondents that will not practice journalism on graduation.

DISCRIMINATION – total scores, which represent respondent’s feelings that female journalist, are discriminating against

CONDITIONS OF WORK- total scores, which represent the respondent’s feeling on the conditions of service in journalism profession.

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EFFECTIVE PUBLIC RELATIONS AS AN INSTRUMENT FOR THE ACHIEVEMENT OF AN ORGANIZATIONAL OBJECTIVE

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUD OF THE STUDY

The reason for banks striving to improve their profitability are obvious and varied. In this era of competitions, there is need for organizations, banks business enterprises churches, clubs etc. to evolve procedures to improve their performance to the benefits of their consumers and kowing fully well that times have change and also the creams of cutomers.

For bamks the need as more pronounced especially when they are faced with what we call institution and inter bank competition, which a times head to the declining profit margin of many banks consequent upon some factors as inflation and tight money supply measures of the permanent. The needs for competitions among banks and other public relations programs geared towards building good corporate image for their respective banks. Nigeria banks have recognized that effective public relations has become the integrating force which interprets their environment to the bank management, defines objective and building good will through good deeds. In furtherance of these objectives, many banks in Nigeria have introduced extra incentive such as credit cards, weekend banking organization all in attempt to provide exceptional services for their customers and to retain old customers, attract potential depositors and win public understanding. These banks adopting to change trends by creating effective public relations department as a tool to boost cooperate image are currently experiencing increases.

 

• HISTORICAL ROLES OF BANKING IN THE NIGERIAN ECONOMY

Banks can be defined as an institution in which individuals keeps, exchange and transact money. Banking as an industry is impossible in a non-monitored economy. The growth of banks in the former British west Africa (Nigeria inclusive) did not start until the introduction of the British coinage and currency system in late 19^th century.

Banking business was first introduced in Nigeria in 1892. the first bank in Nigeria was the African Banking Corporation from 1892 banking activities started striving with life competition between rival banks. This was free banking era. It was characterized by non existence of banking legislation. Any body could set up bank provided he is registered under the provision of companies ordinance. The ordinance prohibited formation of a banking company unless it was registered as a company.

This period witnessed the establishment of the banks of British west Africa (BBWA), Barday Bank, Dominion Colonial and oversea bank, British and French banks, National bank of Nigeria and African continental bank limited.

In 1894, the BBWA was established in Lagos it took over the service of African Banking corporation. It remained the only bank in the country until it was joined by barday in 1912. another expatriate bank of this free banking period was British and French banks limited established in 1949 and presently called United Bank for Africa (UBA). The National Bank of Nigeria established by government of the western Nigeria on 11^th February 1933 has distinatioon of the first successful indigenous banks was the Africa Continental bank limited. Three other indigenous banks were the Nigeria pioneer and commercial banks limited, Agbonagbe bank limited and the Merchant bank, there were seven banks which survived the free banking era. However, the banks failed were industrial and commercial banks. Nigeria mercantile bank and the Nigeria perry banks by 1988, all mushroom bank had collapse except Agbonmagbe bank, merchant bank, National bank of Nigeria and three expatriates banks. They survived the banking boom of the late 1940s and early 1990s. these banks were established primarily to make profit. This explains the dissemination in heading in the early periods of their development. The main purpose of banks in the economy was to help business increase their output by providing the essential service of liquidating flow and expert advice investment.

According to the preposition of financial system review committed of 1976 sack of five objectives are expected for the banks. The bank should actively facilitate the transformation of the normal environment by promoting and rapid expansion of banking facilities, services and banking habits in minimal commodities, most importantly, they will sere as vehicles for the creation of credit in the rural areas, in the form of equity and loans for small scale farmers and entrepreneurs

Secondly, banks should remain consistent with the banking prudence, increasingly undertaking more medium and long term investment planning for the application of the procedure.

Thirdly, they should confirm with the national objectives and identify fall with Nigeria inspirations by taking more active part in the financing of the economy programme of national priority, consequently their sensitive position in the financial system necessitates that they should be brought under Nigeria control with the ownership and management.

Fourthly, decision making in the main commercial banking sector must be localized. This would have the possibility of our major banking institution being manipulated to the disadvantages of the Nigeria economy.

Finally, the bank should use a significant part their profit to improve the quality of services being offered to the above national object expected of the banks.

 

1.3     THE PLACE OF THE PUBLIC RELATION IN NIGERIA

Public Relations practices in Nigeria can be grouped into two categories which are pre-colonial and independence period in the pre-colonial era public Relation outlet originated from the inscriptions on the walls of ideologies on mind of people who came to grace ceremonial occasions. During this period, oral media such as town criers, messengers and palace dancers were used to the advantages and good image making of the clients Oba’s and Emirs.

The institutionalization of the public relations as the concept of management characterized the colonial phase of public relations as can attested to the establishment of the ministry of information, which was solely charged with the propagation of the white man’s cause in Lagos.

Public relations as a modern practice started with civil service at Lagos, Enugu Kaduna and Ibandan. These offices served as persuasion out of points. The Lagos office of the ministry of information (Public Relations) was at 20 camp ell street Lagos. In 1932, radio was used to propagate information by colonial government, but s at 1944, the name of the office was changed to public Relations office which was reverted to ministry of information in later years. Commercial public relations started by UAC, Leventis UTC and other multi-National which helped a lot in the development of media public relation in Nigeria publications and circulation of newspapers, magazine and printing of photographs were the initial activities of public relations event.

UAC published the “Devine” in two Nigeria languages (Igbo and Yoruba) as well as in English. A publications called “the Nigerian children own” was published and circulated by ministry of information.

The modern public relations was named up with the Emergency of Nigeria institution of public relations. The affiliation of this union to Institute of Public Relations Association. (IPRA) and Federation of Advertising and public Relation Association (FAPRA) makes Nigeria public Relation practitioners members of such international bodies.

Apparently public relations in Nigeria was still developing when United Bank for Africa (UBA) was established in 1974. the incorporation of public relation activities in the bank look off proper in 1993

 

1.4     UNITED BANK FOR AFRICA

United bank for Africa Nigeria PLC was incorporated as public liability company with an automation capital share which was subsequently increased by #120 million. The 20,000,000 ordinary share of #1.00 each has been issued and fully paid. The bank was issued  a license to carry on with the banking business on June 12, 1978. it commercial business on June 29, 1982 United Bank for Africa PLC (UBA) is ninety owned by the state government and private Nigerian investors. The share holding structure are as follows. Enugu and Anambra state government 35% Nigerian private investors 65% the united bank head office is located in Enugu, the state capital and other various states.

Accordingly, the bank is committed to the expansion of its branch network with a view of making its services available throughout the country. For now, the bank has branches in Enugu, Onitsha, Lagos Kano here also Imo and other states. The bank here also embarked on a computerization programme in order to enhance the effective of its services.

 

• STATEMENT OF RESEARCH PROBLEMS.

Research is carried out to identify and solve a problem hence the identification of these problems gives direction to the research work. In this case, the problems centers on how public relations unit functions effectively in the banking sector of the economic and further discuss how public relation unit have helped to improve banks profitability with special emphasis on the united bank for Africa (UBA) Enugu.

 

1.6     OBJECTIVE OF THE STUDY

1. The study is to properly ascertain how public relations which is an innovation in the banking sector improves bank profitability.
2. To find out how public relations in banks can be used in improving contact with this associate institute of bankers, trade unions business community government policies and employees.
3. To find out how United Bank for Africa (UBA) Public relations department function effectively.
4. To make recommendations on public relations activities in commercial banks based on research finding in United bank for Africa (UBA) and public relation Department.

 

 

 

1.7     SIGNIFICANCE OF THE STUDY

          This research work is aimed at offering an insight into the impact of public relations in commercial banking so as to reveal its pitfalls and success. The insight question can be used to make useful inference on the performance of public relations programmes in commercial bank, merchant bank and public bank (CBN)

Investigating the operation problems of the public relations in banks will sensitize policy, made to work out remedies for improving the efficiency and effectiveness of the bank image making department.

 

1.8     RESEARCH QUESTION

1. Is the public relations department of the UBA able to improve effectively in its profitability.
2. Is the public relation department of the UBA been able to promote their services to the development of the nations economy.
3. Are you satisfied with the services of the public relations department of the UBA
4. Is the public relation department of the UBA portraying the good image of the bank.

 

1.9     RESEARCH HYPOTHESIS

H1:    The public relations department of the UBA has a very high profitability output.

Ho:    The public relations department of UBA has not a very high profitability output.

H2:    The public relations department of the UBA portrays good corporate image of the bank.

Ho:    The public relations department of UBA does not portray good corporate image of the bank.

H3:    The public relations department of the UBA has effectively contributed to the development of the nations economy.

Ho:    The public relation department of the UBA has not effectively contributed to the development of the nation’s economy.

H4:    The public relations department of UBA do not posses high quality customers services.

Ho:    The public relation department of the UBA does not posses high quality customer services.

 

• DEFINITION AND OPERATIONAL DEFINITION OF TERMS

CONCEPTIONNAL PUBLIC RELATIONS:- This public conduct of the affairs of an organization with regards to its reputation and standing in public opinion.

OPERATIONAL PUBLIC RELATIONS:- The activities and techniques reputations among its public

CONCEPTIONAL ACTIVITIES:- Any form of techniques employed by UBA bank in influencing customers and promoting good will and favorably reputation among its public.

CONCEPTIONAL PROFITABILITY:- An extra incentive or motivation strategy employed by UBA in order to make more gain

CONCEPTIONAL TWO:- Ways communication act of communication between two persons and groups etc. in which with participating equality

OPERATIONAL TWO WAY COMMUNICATION:- A strategy used by UBA bank to pass information between the management, staff and its customers (vice versa)

CONCEPTIONAL INFORMATION FLOW:- Message or knowledge passed freely between people

OPERATIONAL INFORMATION FLOW:- The free movement of  message passed between the staff, customers and management of UBA

CONCEPTIONAL STAFISFCATION:- This is the gratification or conduct customers derive from banking with UBA

 

1.11   ASSUMPTION

It is assumed that the respondents to the questionnaires are informed enough to understand the questionnaire since attempts were made to frame questions to be as simply as possible.

It was also assumed in this study that single of the population will be a representative one, since the organization under study is a commercial bank. The result got from the sample will be used to generate the entire commercial bank in the nation.

1.12   LIMITATION OF STUDY

Due to constraints of time, money and convenient, the study will be carried out in UBA Enugu and limited to the bank management staff and its public. The study as regards the public relations activities in the UBA will be restricted to the banks.

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

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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TELEVISION AS AN INSTRUMENT OF EDUCATIONAL ADVANCEMENT IN ENUGU STATE

ABSTRACT

 

The purpose of this study was to find out the effect of television educational programme on children. One hundred and eighty respondents were randomly selected for the study in Enugu Sate and questionnaires  were distributed to them.  To accomplish this task, the following hypothesis were tested.

H1:    Educational  Programmes stimulate interest of school  children in education,

H2:    The timing and suitability of educational programmes on NTA channel 8 to children in Enugu State

H3:    Visual aids used in educational  programmes are sufficient to enhance understanding of educational programmes

H4:   educational programmes on television are more effective in educating school children than academic activities in the school.

The tabularized and percentage  statistical technique was used to test the above –formulated hypothesis.

After a carefully analysis, it  was discovered that three of the formulated hypotheses received statistical support while the remaining one upheld the null hypothesis.

Based on the above findings, the researchers recommended among other things, that there is need for N.T.A. Channel 8 Enugu to bring back to our television educational programme that will improve the standard of the education in the state.

The researchers also suggest that for a more valid appraisals of this research a  similar study should be carried out in other parts of the country.

CHAPTER ONE

INTRODCTION

• BACKGROUND OF THE STUDY
• STATEMENT OF RESEARCH PROBLEM
• PURPOSE OF THE STUDY
• SIGNIFICANCE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESES
• ASSUMPTION
• LIMITATION OF STUDY

CHAPTER TWO

• REVIEW OF THE LITERATURE
  • THE LITERATURE REVIEW
  • THEORIETICAL FRAMEWORK
  • SUMMARY OF LITERATURE REVIEW

CHAPTER THREE  METHODOLOGY

• RESEARCH METHODOLOGY
• RESEARCH DESIGN
• RESEARCH SAMPLE
• MEASUIRNG INSTRUMENT
• DATA COLLECTION
• DATA ANALYSIS
• EXPECTED RESULLTS

CHAPTER FOUR

• DATA ANALYSIS AND RESULTS
• DATA ANALYSIS

CHAPTE FIVE

SUMMARY AND RECOMMENDATION FOR FURTHER STUDY

• SUMMAY
• RECOMMENDATION

BIBILOGRAHY

QUESTIONNAIRE

CHAPTER ONE

INTROUDCTION

• BACKGROUND OF THE STUDY

Education in Nigeria today, has assumed a very important position in the country’s development programme.  This accounts  for the introduction of the universal free primary education (U.P.E.) in  1976 and the establishment of new primary, secondary and post secondary schools all over the country.

Education could be defined in various ways.  In a  very broad sense, education includes every agency, which enables an individual to master his physical and social environment of which  he is a member.  But for the purpose of this education wlll be defined as an  organized and formal instruction, which is given  in educational establishements such as schools, colleges and  universities.

Education has an important role to play in the economy of a nation.  The most important economic function as that of ensuring that the nation’s need for a labour force is satisfied.

However, formal  education in Nigeria is no longer confirmed to education establishments only.  The mass media have, in recent times, taken a held and  positive step towards enhancing educational development in the  country.  An example is that Enugu State Broadcasting (ESBS)

Mass media communication comprised   the institutions and techniques by which specialized groups employ technological devices, that is the press, TV, Radio, Film ETC, to disseminate information to large heterogeneous and widely disperse audience.

This study is particularly concerned with TV and its contribution to educational advancement in the country especially Enugu state.

Television Broadcasting was first established in Nigeria (indeed Africa) on October 31^st 1956  in Ibadan, by the their government of the western region of Nigeria.

This station now called Nigeria Television Ibadan (NTA Ibadan) was run as an  aim of the former western Nigeria government Broadcasting corporation initially under the trading name western Nigeria Radio services limited, in partnership with oversees rediffusion limited of U.K

Two years after its inception, the regional Government bought over the shares of the foreign partners, and became  the proprietor. A year after the establishment of the    Ibadan station, the former government of Eastern Nigeria, in October 1960, set up the second Nigeria Television service then known as ENTV.

This later become NTA Enugu shortly after, on  1967 the Northern Region Government established a television station as an aim of the Broadcasting company of Northern Nigeria (BCNN) located in Kaduna, the station was known as Radio Kaduna Television (RKTV) and was also owned jointly by the regional government and a British Television Company.  The Federal Government in 1962, established its own  station, the Nigeria Television service (NTS) under a management agreement with an American Network.  This services was confirmed to the federal capital, and soon came under the Nigeria Broadcasting corporation, (NBC) when the management contract with the Americans was determined.

The advert  of television brought with it  a new dimension to broadcasting in Africa within  the first decade of its  arrival twenty –two African countries established their own  television stations.

The creation of states in  Nigeria meant that the new  state administrators could set- up television net works in their states.  The old government  of the Mid-Western states in 1973 went ahead by establishing the Mid-West Television (MTV) now NTA Benin, but emerged, transmitting in colour.  It  therefore becomes the first station in the country to broadcast  in colour.

In 1975, the federal military government announced its intention to take over television station in Nigeria.  It then set up a machinery within the federal ministry of information t give effect to its plan.  At this time, ten stations,  Ibadan, Enugu, Kaduna, Lagos, Benin, Jos, Port –Harcourt, Kano, Sokoto and Owerri (Aba), in order had been set-up the Nigeria Television Authority was finally inaugurated in May, 1977 although Decree 24  of 1977 which establish  it  was promulgated in March 1977 but effect from April 1976.  by that Decree the Nigeria Television Authority become the only body empowered to undertake  televisions broadcasting in the country, indeed the federal government has begun to fund all the station from the first April, 1976, when networking of news also commenced of Nigeria Television, Via Domestic Satellite (Domsat).  By December 1979, there was scheduled broadcasts from every state capitalization of broadcasting station and the creation of new states many new television education services has come to stay in Nigeria.

The programming of Television Educational progrmmes came shortly  after the establishment of Television industry, The cardinal point of the NTA’S programming is its  public service nature.

The enabling low stipulates that NTA be independent and impartial:  Its programming and coverage polices should therefore be available oriented, but guided by the nation’s social, political , moral cultural, scientific, educational and  economic goals.

The purpose of programme objections in dual, firstly, it facilitates, the monitoring of programmes on the basis of a recognized fame of reference and secondly, it serves to focus the producers mind on the purpose of the programme he is making.

The following decision on classification on programmes should not in any way be seen to be mutually, ecclesial application.  Rather, they are meant to serve as guided posts to success and effective programming.

–        Children’s programme

–        Youth programme

–        Family matters  programmes

–        News and current affairs programmes

–        Sports programmes

–        Drama Programms

–        Light entertainment Programmes

–        The arts  Programmes.

According to Uchenna Odoh of NTA Channel and presentation Unit, at the time of this research, the NTA broadcast the following educational programme.

On Mondays, quiz time by 5.00pm, Wednesday, Do-it –yourself by 4.3pm,  Thursdays, set /Network by 6.30pm, Fridays, speak  out by 6.30pm.

According to him, instructional television, which was usually, shown on Monday’s  by 6.30 pm is presently problems and will come back to air immediately  the problem is rectified.

According to him. NTA formal educational objectives are as follows:

1. To complement and supplement classroom education.
2. To broaden an deepen knowledge
3. To bring to light bread through in knowledge
4. To encourage intellectual development
5. To encourage and teach lavational skills
6. To provide tutorials on curricular subjects

This study on Television as an instrument of educational advancement focuses on effectiveness of Television educational programmes on educational advancement  of children in Enugu-state.

1.2    STATEMENT OF RESEARCH  PROBLEM

In this study, it is not easy to get accurate responses from audiences due to the massive poverty prevalent in the area.  Many are unable to afford the sets.

Questionnaire data through television get only to the minority due to non-availability of electricity.

Inadequate responses from the respondents delay the research questionnaire.

Television has the particular problem of technical expertise, in terms of NTA channel 8 Enugu, the programmes are not shown all the time due to technical problem.

Televisions  set and has time to watched the NTA Channel 8 progrmmes.

 

 

1.3    PURPOSE OF THE STUDY

1. a) The purpose of this study was to find out the effectiveness of Television educational programmes on children.
2. b) How these educational progrmmes can be improved to suit the target audience
3. c) This is to find out if visual aids used in educational progrmmes on TV are sufficient to enhance understanding of educational programmes.
4. d) This study equally strive to find out if educational programmes on Television are more effective in educating schools children than academic activities in schools.
5. e) Moreover, the study was aimed at finding out if the timing of educational programmes are suitable for the audience.

1.4    SIGNIFICANCE OF THE STUDY

          This study was important bearing in mind that today’s children live in an audiovisual world and world of technological television.

Since NTA channel 8 Enugu has shown considerable interest in broadcasting educational programmes aimed at children and adult a like, it is important to examine the effect of these progrmmes on children in Enugu,

This study  shows the extent which the children could benefit from these progrmmes.

The results of this study will add to the total body of knowledge and to the development of television educational programme from which the society as a whole is bound to benefit.

1.5    RESEARCH QUESTIONS

1)      Does the educational programmes on television stimulate interest of school children in Education?

2)      Does the timing of educational programmes on NTA channel 8 Enugu suitable to children in Enugu State?

• Does the visual aids used in educational programmes on TV sufficient to enhance understanding of educational
• Are educational programmes on Television more effective in educating school children than academic activities in school?

1.6    RESEARCH HYPOTHESES

Hi      Educational programme on the television stimulate interest of school children in education.

H_oi     Educational programme on the television does not stulate interest of children in Education

H₂:    The timing of educational progrmmes on NTA  Channel 8 Enugu is suitable to children in Enugu State.

H_o:    The timing of educational programmes on NTA channel 8 Enugu is not suitable to children in Enugu- State.

H3:    Visual aids used in educational programmes on TV  are sufficient  to enhance understanding of educational programmes

H_o:    Visual aid used in educational programmes on TV are not sufficient to enhance understanding of educational progrmmes.

H4:    Educational programmes are more effective in educating school  children than academic activities in school,

H_o:    Educational programmes are not more effective in educating school children than academic activities in school

1.7    ASSUMPTIONS

          In carrying out the study, the following assumptions were made;

1)      That the people (children) who constituted the sample watched televisions.

2)      That television educational programme was effective in educational advancement of children.

3)      That the previous study has been  carried out on this topic thus there is much research work gathered in literature review.

1.8    LIMITATION OF STUDY

          This study is an assessment of how television educational programme could affect children and help them in educational advancement in children.

It was limited to children between the ages  of 10-18 years.  There are limitation of resource, material and sources needed for the work.  The research work carried out was tedious, sometimes, risky and expensive.

Finance was also one of the limitations of the study. Not all the students  can afford the amount to complete a project and the study was constrained by time, so the study will not be hundred  percent reliable taking into consideration the above problems.

However, it is expected that a valid result would be obtained and this would add to the body of existing knowledge on the area of television  viewing children’s behaviour.

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

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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MEDIA OWNERSHIP AND ITS INFLUENCE ON EDITORIAL POLICY

(A CASE STUDY OF ANNOUNCER NEWSPAPER OWERRI)

ABSTRACT

In Nigeria, we have three kinds or types of media ownership. These include, private ownership, government ownership and mixed ownership.

 

The essence of embarking on this research work- Media ownership and its influence on editorial policy is to x-ray the extent the publishers, or owner(s) of various media houses has gone in using their ownership factor to determine the pace such a media (or media as the case may be ) follows.

However, the work is extensively treated from chapters 1-5. Chapter one has the introduction of the work while chapter two reviews related literatures on the study. Chapter three centers on the research methodology whereas chapter four has to do with data analyses and results. In chapter five, summary of the entire work was given as well as recommendation for further studies.

CHAPTER ONE

INTRODUCTION                                                                  1

• Background of study 1
• Statement of Research Problem 7
• Objectives of Study 9
• Significance of Study 9
• Research Question 10
• Research Hypothesis 10
• Definition of Terms 11
• Assumption 12
• Limitations of the Study 13

CHAPTER TWO

REVIEW OF LITERATURE

• Sources of Literature 14
• The Review- Theoretical Frame Work 14
• Summary of Literature Review                        16

CHAPTER TREE

METHODOLOGY       

• Research Method 17
• Research Design 17
• Research Sample 18
• Measuring Instrument 18
• Data Collection                                                 19
• Data Analysis 21
• Expected Results 21

CHAPTER FOUR

• Analyses 23
• Discussions 31

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS     

• Summary 34
• Recommendations 36

QUESTIONNAIRE                                                      38

APPENDIX                                                                            40

BIBLIOGRAPHY                                                                  41

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF STUDY

In Nigeria, there are three main types of media ownership namely, Government ownership, Private ownership and mixed ownership. In the case of government ownership, the media house is established, controlled and financed by the government, which the private ownership is when an individual or a group of persons establish, finance and control the media house. That of mixed ownership is when both government and private individuals are into some sort of partnership regarding establishing, financing and controlling the media house.

The researcher agrees with the ideas of Nnanyelugo Okon and Ben Agbo authors of “writing for the media society”. They wrote that “it is obviously true that mass media owners exert a threatening control medium is managed by a board of directors appointed by private owners or by a public cooperation established by the government…

This work will go further to elaborate on media ownership influences on editorial policies in the chapters ahead.

We should understand that, media ownership influence is exercised through financial control, appointment of principal staff, and government legislative decrees. In this circumstance, the media in question are either print or electronics and taking cognizance of the fact that the nature of ownership of any medium lies as the determining factor on how the medium shall operate. It is therefore worthy to note that this ownership pattern will no doubt influence the editorial policies of such a medium.

In agreement with the dictum that he who pays the piper, dictates the fone. The media house whether owned by government, individuals or both would no doubt be made to propagate and promote the ideas, personalities and projects of the owners and it can also be achieved through the house styles and editorial policies of the media house.

Editorial policies can be said to be those plans of actions meant to control the editorial matters of the media house, adopted by the board Directors and endorsed by the publisher(s) or owner(s). According to Ben Agbo and Nnanyelugo Okon in their same text, Editorial policy is the path a newspaper elects to follow as it answers the two basic questions:

• What shall we publish?
• How shall we publish?

 

Worth reference to my case study, “Announcer Newspaper” which qualifies as a print medium following the characteristics of newspaper laid down by Nkem Fab Ukozor and Ben Agbo, authors of Mass communication purpose, principles, and practice. They wrote quoting a German Schokr, Otta Grota for determining a true newspaper are as follows:

 

• The newspaper must be published regularly at least once a week
• That the newspaper must be mechanically produced, be available to any price.
• Vary in content such that the content will interest the larger audience, be published at specified times.

 

The publisher of “Announcer newspaper”, Dr. Ezeani has appointed a board of Directors whose duty is to formulate editorial policies as they (eie those policies) suit him. He established the newspaper sometime in 2001.

As a politician, (ie the publisher) such editorial policies have been formulated to favour his political structure and ideas so as to project him to higher political positions. The publisher of the announcer newspaper has employed the services of an editor, who maintains the house style of the newspaper and operates within the editorial policy limits as formulated by the board.

Still on the “Announcer Newspaper”, the editor is answerable to the Editor-in-chief who is there to see that the newspaper operates according to the laid down (editorial) policy. The editor is expected to resign and leave if he is no longer disposed to such editorial policies of this paper and not to bend it. Every Monday morning, there is usually an editorial board meeting at announcer newspaper conference hall. The meeting is an avenue uses to make appraisals on the current edition and to resolve on the news to use for both front and back pages, (lead stories) etc for the next edition.

The Editor will only make his professional input but must dance to the tone of the publisher though the Editor-in-chief in terms of editorial matters.

In “Announcer Newspaper”, the editor will be asked to write the views and ideas of the publisher inform of editorial and or comments, which stands out invariably to represent as the voice of the newspaper on any particular issue. Surprisingly, the editorial or comments may not even be the ideas of the writer (Editor) but he must do it as directed or he resigns or gets sacked. The announcer newspaper editorial policy as it concerns stories on governments ate not static. The newspaper criticizes government when it sees negative things and turns to praise the same government if it sees positive approaches.

 

In order words, balance, fairness and facts can still be associated with the Announcer Newspaper, but not when it has anything to do with the individual owner. In this case, selfish motives overweigh decisions and judgments. This has necessitated a research on the topic media ownership and its influence on editorial policy with a case study of Announcer Newspaper.

The Announcer Newspaper has reached some understanding with both state and local governments of Imo state in such a manner that the medium can be getting some adverts from these quarters and in this circumstance, the newspaper will no longer hit hard at the afore- stated in order not to destroy the mass media rapport.

Nevertheless, Editorial policy, determinants are the nature of readership, proprietorship, competition/lack of if, Geographical location, economic interest and political outlook, just like I said earlier, editorial policy is all about what shall be published and how it shall be published. There editorial policies are often expressed through the following:

• News-stories the paper carries.
• Cartoons the paper carries
• The paper’s slogan (motto), which is often carried in the nameplate or below the mast- head.
• The platform code where the paper enumerates the number of projects or principle for which it stands.

All Newspapers has editorial policies, which are however influenced by the ownership of the Newspaper. “Announcer Newspaper”, my case study has its own editorial policy which are highlighted in the paper and how the ownership of the media has house is also being influenced is highlighted in the paper.

• STATEMENT OF THE RESEARCH PROBLEM

Based on the research made, sponsorship of the media house, its control and recruitment of its principal staff have formed the influential factors consequent upon the editorial policy of the media house since the owner(s) of the media house usually does or do the afore-stated factors. The media ownership have therefore in some ways influenced the editorial policy and this has posed problems to journalism as a trade.

In this case, the editorial writing has to function with the policy framework and editorial principles. Nothing runs the editor down as having the option of either doing it the way the policy dictates or he resigns or otherwise sacked.

 

Influence of media ownership on editorial policy have made many newspapers to collapse in operations and have also made them to lose their readership grip. In the case of a Announcer Newspapers, as a privately owned Newspaper, if dies not have so many policies that usually affect its readership except that its front and back page stories are centered on Imo state. Often times, it faces the stiff competition of the national and other local newspapers.

Again, people from other state would always see the purchase of the newspaper as a waste since it does not usually spread its tentacles.

 

According to the staff of  “Announcer Newspaper”, the publisher (owner) brings to production room when it is already time for production. This delays production of the paper.

 

• OBJECTIVES OF THE STUDY

• This work is aimed at highlighting on ways by which media ownership influences editorial policy of newspaper.
• To give some information on the extent (based on research influence) an editorial policy has gone in destroying journalistic principles. Vis-à-vis the consequences of such cases.
• It would also act as a meditating factor and would go as much as proffering solution forwards checking these excesses.

 

• SIGNIFICANCE OF STUDY

To use this work to attract some legislative amends or stop totally this ugly trend which is not for the good or Nigerian society.

1.5    RESEARCH QUESTIONS

In the study, an attempt would be sufficiently made to answer the following questions.

• Does the media ownership factor influence editorial policy of a private (Newspaper) medium?
• Can the job of the journalist in private Newspaper house be guaranteed?
• Can the ethics of journalism be used to check the influence of media ownership, on editorial policy?

 

• RESSEARCH HYPOTHESES

H1: Media ownership factor influences editorial policy of a private medium

H0: Media ownership factor cannot influence editorial policy of a private medium. (Like Announcer Newspaper)

H2: Job security of the journalist in private newspaper house can be guaranteed.

H0: Job security of the journalist in private newspaper house cannot be guaranteed.

H3: Ethics of journalism can be used to check the influence of the media ownership on editorial policy..

H0: Ethics of journalism cannot be used to check the influence of the media ownership on the editorial policy.

 

• DEFINITION OF TERMS

In this area, certain key words will be explained into conceptual and operational definition.

 

1. MEDIA OWNERSHIP

CONCEPTUAL MEANING

The act of setting up or establishing a medium by a person or group of persons and or the government.

 

OPERATIONAL MEANING

The pattern of establishment.

 

2. EDITORIAL POLICY

CONCEPTUAL MEANING

A guide for the publication of stories in newspapers or magazines.

 

OPERATIONAL MEANING

It is the path a newspaper elects to follow as it answers the two basic questions.

• What shall we publish?
• How shall we publish it?

1.8    ASSUMPTIONS

In this study, it is obviously seen that

• The media ownership and its influence on editorial policy in a private newspaper house affect the content of the news the paper carries.
• The establishment of newspaper house and its role is of vital importance to the society.
• The establishment of private newspapers are made for the interest of the owner(s).

 

• LIMITATIONS OF THE STUDY

The following are the problems encountered during this research work.

• Time was a major factor in data collection and other relevant information for use.
• Finance is another problem. I could not travel to other states to find out how other private medium (print) completes the story.
• Physical energy, because research work is a tedious work. Most times I get all worked up since I have to do the work alone.

Also, materials that will enable me get the work done were not readily available.

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