THE  EFFECTS  OF  PHOTOGRAPHY  AS  A  COMMUNICATION  TOOL  IN  ADVERTISING.

ABSTRACT

Basically,  Photography  has  been  an  effective  communication  tool  in  advertising.  Some  of  the  objectives  of  the  study  are:

 

• To  show  the  true  position  of photography  as  an  effective  communication  tool in  advertising.

 

• To  provide  answers  to  the  questions  people  are  asking  about  how  well photography  enhance  advertisement.

 

Based   on  these  objectives,  the  Researcher  used  written  questionnaires  and  personal   interview  in  eliciting  information  or  data.  The  data  collected  was  analysed  used  statistical  procedures  such  as  percentages  and  frequencies  during  the  course  of  this  study,  the  finding  includes;

 

• That  pictures  have  an  effect  on  the  consumer’s  perception  of  advertisement.

 

• That  adverts  with  pictures  receives  more  favourable  perception  among  consumers  than  those  without.

 

• That  picture  adverts  attracts  attention,  creates  interest,  desire,  distinction  and  emphasis.

 

• That  pictures  adverts  are  useful  in  identifying  a  product  as  it  gives  a  real  life  image  of  a  product.

 

Finally,  the  researcher  concluded  by  pointing  out  that  further  researcher  should  put   into  consideration  all  the  variables  which  the  researcher  recommended  and  that  they  should   also  try  to  research  a  greater  population  and  get  enough  fund  before  starting.

CHAPTER  ONE

1.1      BACKGROUND  OF  STUDY……………………………………

1.2     STATEMENT  OF  PROBLEM…………………………………..

1.3     OBJECTIVES  OF  THE  STUDY……………………………….

1.4     SIGNIFICANCE  OF  THE  STUDY…………………………….

1.5     STATEMENT  OF  HYPOTHESIS………………………………

1.6     DEFINITION  OF  TERMS………………………………………

1.7     LIMITATION  OF  STUDY………………………………………

 

 

CHAPTER  TWO

2.1      LITERATURE  REVIEW…………………………………………

CHAPTER  THREE

3.0      RESEARCH METHODOLOGY…………………………

• RESEARCH METHOD……………………………………
• RESEARCH DESIGN………………………………………
• RESEARCH SAMPLE………………………………………
• DATA COLLECTION……………………………………….
• METHOD OF DATA ANALYSIS…………………………
• EXPECTED RESULTS……………………………………..

 

CHAPTER FOUR

• DATA ANALYSIS AND RESULTS……………………………….

 

CHAPTER FIVE

• SUMMARY………………………………………………….
• CONCLUSION………………………………………………
• RECOMMENDATION…………………………………….

REFERNCES………………………………………………………

BIBLIOGRAPHY…………………………………………………

APPENDIX…………………………………………………………

CHAPTER ONE

BACKGROUND  OF  STUDY

• The world needs COMMUNICATION to survive. The effect  of  COMMUNICATION  on  mankind  cannot  be  over – emphasized.  This  is  because  COMMUNICATION  is  gradually  turning  the  world  into  a  global    COMMUNICATION  which  means  transferring  or  transmitting  information  from  one  person  to  another  has  averted  wars,  made  people  excited,  captivated  and  built  up  interest  where  there  is  none.

 

COMMUNICATION  at  its  present  sophistication  and  advancement  enables  on  to  stay   in  his  living  room  and  talk  to  people  outside  the  country,  watch  the  behavior  and  living  habit  of  people,  observe  the  buying  and  consumption  pattern  of  other  people  and  equally  see  what  goods  and  services  certain  people  render  or  produce  most.  All  these  would  have  been  a  mirage   without  COMMUNICATION.

 

For  the  purpose  of  this  paper,  we  shall  X – ray  the  effects  of  photography  as  a  COMMUNICATION  tool  in  advertising.  Although,  a lot  of  communication  tools  abound,  we  shall  try  to  pin  down  our  research  and  study  to  photography.

 

Is  photography  of  any  effect  or  relevance  to  advertising.  This  question  if  well researched,  would  give  credit  to  our  study  as  we  shall  relate  the  importance  of  photography  to  advertising  and  to  both  the  business enterprise,  individuals  and  groups.  Photography  appeals  to  vision  (sight)  once  our  interest  is  captured  by  anything,  there    is  that  tendency  to  inquire  more  of  that  object  and  if  it  is  what  we  desire,  we  make  further  step  of  acquiring  it.  This  is  defining  the  effect  of  advertising.

 

Advertising,  therefore,  capture  our  interest,  bring  to  our  awareness  the  existence  of  a  product  and  sustains  our  interest  and  need  of  those  products  and  services  to  prevents  depreciation.  Most  products  for  advertisement  can  be  giving  eye  appeal  by  the  use  of   photographs  because  they  catch  the  reader/viewer  more  vividly.  Photographs   also  help  buyers  to  identify  brands  name  and  help  trade  marks  more  easily.  Usually,  a  good  mixture  of  background  colour  and  decolouration  will  make  one’s  advertisement  standout  and  help  buyers  identity  successive  advertisements.  It  could  also  be  used  too  illustrate,  prove  or  interpret  buyer’s  benefits  and  promos.  When  photographs  are  used,  it  injects  a  certain  mood  into  an  illustration  and  show  the  structure  and  design.

 

Advertisers  use  photographs  in  their  adverts  to  make  a  product  realistic  or  the  package  recognizable.

 

There  are  problem  for  instance,  which  advertisers  encounter  in  certain  types  of  advertisement.  For  example,  photographs  maybe  unavailable,  unnecessary  and  undesirable  if the  advertising  budget  is  quite  limited.  The  advertising  company  may  have  no  other  choice  than  to  use  any  other  visual  communication  tool  like  lines  or  color  illustrations.  There  are  also  instances  when  the  persuasive influence  of  an  advertisement  may  be  considered  more  important  than  it’s   attention  value.  There  are  also  instances  when  photographs  do  not  add  or  increase  the  attention  of  the  copy.  All  in  all,  I  will  still  believe  that  photography  is  an  effective  communication  tool  in  advertisement.  

 

1.2     STATEMENT OF PROBLEM

An  advertisement  should  communicate  message  which  is  in  the  totality  of  the  environmental  setting.  The  non  verbal  ones  and  indeed  the  connotative  and  denotative  meanings  of  words  for  advertisement  message  to  be  effective ,  there  must  be  an  isomorphism  (similarity)  of  meaning  between  the  sender  i.e.  the  sponsor  and  the  receiver  of  the  advertisement  messages.  Therefore,  the  sender  or  sponsor  of  advertisement  messages  must  enlist  the  services  of  what  he  considers   the  best  channel  of  communication  to  reach  his  audience  in  the  various  media  as  well  as  encode  his  advertisement  message  in  a  way  the  receiver  will   not  only  be  receptive  to    such  messages  but  will  be  able  to  decode  as  to  compel  action  or  feedback  in  the  form  of  a  purchase  or  trade  enquiry.  Since  the  purpose  of  any  communication  is  to  achieve  share  meanings  in  simple  and  clear  terms,  this  leads  us  to  the  problem  of  which  channel  will  be  of  great  impact  in  advertising.  For  the  facts  that  two  senses  of  man  are  basically  involved  in  decoding  advertisement  message. I.e.  (ears – audio,  eyes – visual)  advertising  media  are  basically  involved  around  these  two  senses.

 

The advertiser  aims  at  capturing  the  attention  and  getting  the  audience  favorable  disposed  to  a  product  or  service.  This  in  itself  necessitates  that  the  products  will  be  shown  in  a  desirable  context  so  that  some  transference  is  made  from  the  product  to  the  audience.

 

In  advertisement,  because  of  the  need  to  communication  swiftly,  unambiguously  and  economically  the  issue  of   which  medium  is  effective  vis – a – via  channel  of  carrying  out  the  advertisement  message  rears  it’s  head.  Is  it  going  to  be  bill   boards,  posters,  newspapers,  magazines,  direct  mail,  telephone  or  radio?.

After  having  successfully  classified  the  different   types  of  advertising  target  audience  ( e.g.  consumer,  industrial)  by  geography  (local,  international)  by  it’s  function  or  purpose  (e.g.  product  advertising,  non  commercial  advertising),  the  next  important  thing  is  to  classify  by  the  medium  (radio,  television,  magazine).  The  type  of  medium  and  channel  that  would  now  be  used  for   the  advertisement  message  can  affect  the  effectiveness  or  not  of  the  advertisement  message.

 

1.3     OBJECTIVES OF HE STUDY

Most  readers  of  advertisement  look  at  the  illustration,  read  the  headline  and  read  the  body  copy  in this  order.  If  anyone  of  these  elements  fails,  the  impact  of  the  advertisement  is  decreased.  A  great  deal  of  responsibility  for  the  success  of  an  advertisements,   therefore  is  placed  on  the  illustration.  Some  advertisements  have  no  illustration  because  someone  made  a  conscious  decision  that  an  illustration  was  not  needed  in  order  for   effective  communication  to  occur.  However,  if  an  illustration  is  used, it  must  do  one  of  the  following,   capture  the  attention  of  reader  or  identify  the   subjects  of  the  advertisement.  Therefore,  with  the  increase  interest  and  participation  in  advertising,  advertisers  became  inquisitive  to  know  the  true  position  of  photography  in  achieving  the  desired  effect  in  advertisements.

 

This  project  is  then  set  out  to  show  people  the  true  position  of  photographs  as  an  effective  communication  tool  in  advertising.  Also,  to  provide  answers  to  the  questions  people  are  asking  about  how  well  photographs  enhance  advertisement.  As  advertisers  move  around  in  search  of  the  best  communication  tool  for  their  adverts,  much  is  expected  from  them  especially  in  the  education  of  the  masses  on  a  product.

 

 

1.4     SIGNIFICANCE OF THE STUDY    

The important of photography cannot be over – emphasized.  As observed by Dr.  Ikechukwu  Nwosu,  photographs  can  be  a  powerful  psychological  tool,  advertisers  use  to  attracts  buyer’s  attention  because  most  buyers  observe  photographs  than  other  visual  expressions,  for  it  stimulates  interest  and  with  the  desires  of  buyers.  This  statement  means  that  there  will  be   no  advertisements  without  photograph  or  adverts  will  be  un – interesting  without  photographs.

 

One  thing  is  effective  photograph,  another  thing  is  effective  communication  that  will   bring  people  to  the  product  and  bring  the  product  to  the  people.  By  so  doing,  the  activities  are  co – co-ordinated  without  effective  photographs  there  will  be  no  effective  advertisement.  This  is  why,  this  research  work  is  very  useful,  it  will   encourage  the  practicing  advertisers  and  would  be  advertisers  to  identify  their  effort  towards  photographs  in  advertisements.

 

Also,  the  research  will  aim  at  determining  if  photographs  communicate  effectively  to  how  people  look   at  the  advertisement  and  to  know  the  effect  of  photographs  on  consumer’s  perception  of  advertisement.

• RESEARCH HYPOTHESIS

The  following  research  hypothesis  were  formulated  to  guide  the  study.

1. Adverts with  photographs  receive  more  favorable  perception  among  consumers  than  those  without  photograph.
2. Adverts with  pictures  communicate  effectively  than  those  in  another  form  of  visual  expression.

• Adverts with  pictures  make  one  buy  more  product  that  he  budgeted

1. Adverts with  pictures  appeal  to  young  people  more  than  old  people
2. Adverts with pictures raise the value of the products.
   • DEFINITION OF  TERMS

Most  advertisement  messages  reaches  us  through  what  is  called  the  “mass   media”  that  is  bill  boards,  newspapers,  magazines,  radio,  television,  directs  mail   and  flyers.  The  medium  that  carries  the  advertiser’s  message  is  the  vital  connection  between  the  company  that  manufactures  a  product  or  a  firm  offering  a  service  and  the  customer  who might  wish  to  buy  the  product  or  patronize  the  service  being  offered.  The  media  is  the  second  link/middle  link  in  the  communication  chain.

 

 

 

 

 

The  advertising  media  can  thus  be  categorized  into:

 

1. Print Media
2. Electronic Media

• Out – door Media

1. Direct Mail
2. Others e.g.   cinema,  automatic  telephone  dialing.

 

1. Print  Media:  This  refers  to  newspapers   and  magazines,  some  of  these  are  national,  local  and  regional.  Also,  some  are  specialized  e.g.  “financial Times”,  “Aviation  today”.  Print  Media  also  included  newsletters  and  directories  e.t.c.

 

1. Electronic media:  The  electronic  media  consist  of  radio  and  television.  And  these  are  often  referred  to  as  the  fastest  means  of   getting  information  both  in  the  rural  and  urban  areas.

 

1. Out – door  Media:  These  are  advertising  bill  boards,  point  of  purchase,  displays  (counter  cards)  and  transit  advertising  (bus  and  car  cards).  Posters  in  bus  shelters,  train  stations  and  creative  billboards  in  airport  lounges  are  also  examples  of  out – door  media.  Also  included  as  out – home  media  are  stadium  scoreboards  advertisements,  flying  banners  and  skywriting.

 

1. Direct  Mail:  this  involves  companies  mailing  their  advertisement  directly  to  prospectively  customers  without  using  any  of  the  commercially published  media.  This  is  the  most  expensive  medium  but  usually  the  most  effective  because  the  advertiser  can  target  the  customer  directly.

 

1. Other  media:  There  are  mostly  technologically  advanced  based  e.g.  automatic  telephone – dialing  devices.

 

1. Photography:  Photography  can  be  said  to  be  a  means  of  recording  pictures  for  either  forever  the  things  one  sees  for  a   moment.

 

1. Advertising  is  a  branch   of  business  concerned  with  selling  goods  and  services.  It  is  used  for  recruitment  purposes,  informing  people  of  things  wanted,  as  well  as  making  many  other  publicizing charities and  making  many  other  announcements  including  selling  political  party  manifestoes.

 

• LIMITATION OF  STUDY

The  study  is  limited  to  only  two  communities  both  in  Enugu  state.  The  study  will  be  limited  to  these  two  communities  because  of  the  lack  of  funds,  insufficient  time  for  the  complication  of  this  project  and  insufficient  advertising  companies  in  the  country.

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VIEWER SHIP OFTELEVISIONPROGRAMMERSIN ENUGU STATE (A CASE STUDY OF ENUGUSOUTH LOCAL GOVERNMENT)

ABSTRACT

 

This research work was carried out in order to find out what the populace of Enugu south thinks or feels about television programme in Enugu state. The research also attempted to look into people work related to the research topic.

During research, the people of Enugu south were used as the populace of study, questionnaires were the major instrument of study. Random sampling method was applied to obtain the potion of the population on whom the instruments were administered.

Responses were analyzed on percentage. For the more, the significant problem and question for this research were spelt out in order to help, uphold or reject certain assumption. The data collected from the questionnaires made it possible for the researcher to get the answer agitating his mind. It was noted that on human behavior.

The study was able to find out actually what the populace of Enugu south think or feel about the positive or negative effect toward television programmers in Enugu state.

The research also made recommendation on what should be done to make our television content more result oriented and interesting.

 

CHAPTER ONE

INTRODUCTION

• Background of the study
• Statement of research problem
• Objective of the study
• Significance of the study
• Research questions
• Hypothesis
• Assumptions
• Definition of terms
• Scope and limitation of the study Reference.

 

CHAPTER TWO

LITERATURE REVIEW

• Source of literature review
• Literature review
• Theoretical frame work
• Summary of literature review

 

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research method & Design

3.2 Population of study

3.3 Sample size

3.4 Method of data collection

3.5 Procedure for data Analysis

3.6 Measuring used to ensure validity & reliability

3.7 Instrument for gathering Data.

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Data Analysis

4.2 Result

4.3 Discussion of the finding

 

CHAPTER FIVE

Summary

Recommendation

Conclusion

References

Appendix

 

 

 

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

In this challenging society of our Nigeria, science and technology has brought profound changes on how mass media bring value to their customer. The tendency that must of the time, especially in the developing countries, the media practioners must package their programme very well to sustain their viewership. In doing it is imperative to take into conderation their supposedly diverse composition of the audience for viewership interest. Because of lack of this knowledge will mar the efforts of the station keep pace with prose trend in mass communication industry especially broadcast media.

Importantly taking the audience for granted as a result of professional ignorant or other reasons will not anger well at this information communication age. As Marshall Mac Luhah (1960) describe the world as a global village, a world join together and transformed by television and other marvous of the electronic age.

One of the outstanding features of the media communication is composition of the audience. The audience of television is highly heterogeneous with members having several distinctive characteristics, different interest and they are scattered in all over the nation with different socio-economic strata.

Based on the heterogeneity of the audience it is obvious that views differ among members of mass media audience. While some use particular station programme others depend on the others. Some may want to watch entertainment programmers while some might prefer thoughtful vital programmers like News, current affairs, commentaries or documentaries depending on their likes.

This corroborates with uses and gratification theory propounded by Swanson (1979) Because uses and grati8fication is audience centers asking what people do with media rather than what media do to people Rubin (1985) states that uses and gratification is grounded in a functional paradigm of social influence. Since the functional approach examine. The relationship between the media, individuals and society.

One of the plan in which an audience is active is though the use of selective exposure. It is the tendency of accepting to express yourself to communication that goes with your own values system, altitudes and viewpoint. The concept of self selective exposure helps the active audience to control what he watches, to what he listens to and read, selective reading and listening are the function selective exposure.

With the society becoming more complex; this, recognition of these view, interest researchers set out to ascertain viewership of television in Enugu south through empirical support.

You can but the newspaper of your choice, you can also watch the movie you like, you choose from many television programmers and Radio, and if you find yourself watching something you do not like you can tune to another channel. Different view have been presented in an attempt to determing why people watch television programmers.

 

• STATEMENT OF RESEARCH PROBLEMS.

Television has been ascribed as one of the dependable medium of mass communication in our society. And broadcast media especially television play crucial role in informing, educating, entertaining, mobilizing and agenda setting etc. to the people in general and viewers of Enugu south in particular.

Importantly, some station fulfiller these task creditably well than others. This situation gave rise to audience preference of one television station over the others. This, development generated series of opinions from viewers on their choice of medium preference of television programme. Some viewers attributed their choice to uses and gratification based on psychological and social needs of the audience. Others held contrary views, saying that what influence their choice is quality programme in line with audience interest.

Recognition of these views, the researcher set out to examine critical the viewership of television programme of Enugu south viewer thoroghful emphirical study for validity or other wise.

 

 

 

 

• OBJECTIVE OF THE STUDY

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

1. To ascertain the qualitativeness of the television programmers available to Enugu south viewing audience.
2. To find out the factors which influence their programmers selection and choices.
3. To know the station and programmers at their disposal.
4. To know the effects of the choice of specific television programme and their over all influence in the lives of the audience.

 

• SIGNIFICANCE OF THE STUDY

In this study, the researchers believe that the study will have the follow significance.

1. To determine the influence of the audience on media preference.
2. To show that quality programme help to sustain viewership lnterst.
3. It will serve as a useful guide for media practioners and policy makes in how best to package their programmers for the audience interest.
4. It will reveal the essence of audience research in programme design for television station for optimal result.
5. Finally will be of useful guide for future researchers tha may be interested in this area of study.

 

• RESEARCH QUESTION.

1.What is the attitude of the people of Enugu south towards television programmers?

2. Do resident in Enugu south urban community pay more attention to particular programmers on television?
3. How would they want the programme to be produced educational, entertainment or information?

5. How are the targeted audiences, literate or illiterate?

 

 

 

• HYPOTHESIS

H₁:     The people of Enugu south have positive attitude towards television programmers.

H₀:     The people of Enugu south have negative attitude towards television programmers.

H₂:     The resident in Enugu south pay more attention to particular programmers on television

H₀:     The resident in Enugu south pay less attention to particular programmers on television.

H₃:    The people of Enugu south would want programmers to be produced educationally.

H₀:     The people of Enugu south would not want programmers to be produced educationally.

H₄:     The targeted audience of Enugu south is literate

H₀:     The people of Enugu south would not want to produced programme that will last as long as one hour.

 

 

• ASSUMPTIONS

The researcher made the following assumption.

1. That the attitude of the people of Enugu south towards television programme is very high.
2. The preference of viewer on television programme is dependent on uses and gratification.
3. Also the quality of programme influence viewership and audience interest.

 

• DEFINITION OF TERMS

TELEVISION: It is a system of transmitting and receiving audio/visual broadcasting programmers through the airwaves.

HABIT: Somebody’s way of doing things especially that habit which you cannot easily be given up.

ATTITUDE: A way of feeling, thinking or behaviors among human beings.

VIEWING: It is the act of being able to watch and hear or trying to watch something.

BROADCASTING: Sending out of information idea opinion etc through the airwave to the mass audience.

SELECTIVE: EXPOSURE: It is the tendency of willing exposing yourself to communication that accord with your own value, system, attitude and viewpoint.

SELECTIVE PERCEPTION: It is tending to see what you want to see in a message and reject a contradictory ones.

COMMUNICATION: Exchanging of information experience and ideas among people. Mass communication therefore is the process of transmitting information, ideas and attitudes to a relatively large and diversified audience simultaneously.

 

• SCOPE/LIMITATION OF THE STUDY.

In this study viewership of television programmers is finance, time, lack of modern research material like Internet poses constraint to the study. Also, the study is limited to television medium. This, the scope is viewership of television programme in Enugu south. The study will only be concerned with the people’s viewing habit that is, their attitude disposition to television programme in Enugu south. It will exclude what they do with information they get from television, rather it dealt with their viewing habit towards television programmers.

 

 

REFERENCE

1. Warren K. Agee, Philip Ault and Edwin, Emery, (1985): Pg 363 introduction to mass communication New York, Harper and Row Publishers.
2. Chinyere, Okunna (1994): Pg 291 introduction to mass communication Enugu A B I C publishers.
3. John Butlenr (1989) Pg 329 mass communication, an introduction New Jersey Prentice Hall.

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THE ROLE OF THE BROADCAST MEDIA IN THE CAMPAIGN AGAINST HIV/AIDS IN NIGERIA

ABSTRACT

The aim of  this study  is to ascertain the role  of Mass media in the campaign  against HIV/AIDS  in Nigeria. Factors such as media campaigns, AIDS  campaign  messages, sexual   behaviour and the extent in which  the campaigns  structures  the masses were  posed to establish their relative influence on the entire masses toward HIV/AIDS.

An empirical  survey diligently  conducted  from 82 Division  Barracks, Federal secretariat  complex and the Mass communication students  IMT. Enugu HND finals. Data were analysed to determine the effect on the mass media campaign against AIDS.

The findings  show that media campaigns have been observed  to be the  quickest means of eradicating the AIDS menace, as well as restructure the attitude of the masses through the use of condoms stickling to one partner and avoiding casual sex.

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY 1
• STATEMENT OF PROBLEM 10
• OBJECTIVE OF THE STUDY 10
• SIGNIFICANCE OF THE STUDY 11
• RESEARCH QUESTIONS 11
• RESEARCH HYPOTHESIS 12
• DEFINITION OF TERMS 13
• ASSUMPTION OF TERMS
• ASSUMPTION 15
• SCOPE & LIMITATION OF THE STUDY 16

CHAPTER TWO

LITERATURE REVIEW                                          18

• THE REVIEW 18
• THE MEDIA CAMPAIGN AGAINST AIDS 18
• ASSESSMENT OF THE MEDIA EFFECT 21
• SUMMARY OF THE LITERATURE REVIEW 26

 

CHAPTER  THREE

RESEARCH  METHODOLOGY                                        31

• RESEARCH METHODOLOGY                                31
• RESEARCH METHOD                                  31
• RESEARCH DESIGN                                   31
• RESEARCH SAMPLE                                   31
• MEASURING INSTRUMENT 32
• DATA COLLECTION                                    32
• METHOD OF  DATA  ANALYSIS                    33
• EXPECTED RESULT 33

CHAPTER FOUR

DATA  PRESENTATION AND ANALYSIS

4.1    DATA    ANALYSIS                                      34

4.2    ANALYSIS OF RESEARCH                             48

 

CHAPTER FIVE

SUMMARY, CONCLUSION, IMPLICATION &  RECOMMENDATION

• SUMMARY 52
• CONCLUSION 56
• IMPLICATION OF FINDINGS 59
• RECOMMENDATION 62

 

 

 

 

 

 

 

 

 

 

 

CHAPTER ONE

 

INTRODUCTION

 

• BACKGROUND OF THE STUDY

 

For broadcast media campaign on any issue to interest the public, it must not be  regarded as fallacious  or unsystematically prepared but rater  involving message on existing  public interest to the people based on experiences, facts, beliefs, socio- economic and educational backgrounds.

Against this background the federal  government  in conjunction with other countries  of the world through the World Health Organization (WHO) decided to embark on massive campaigns against AIDS  pandemic in the country.

The broadcast media, as part of its effort to eradicate  this deadly scourge which   has defied the federal  government through the ministry of Health in 1986 established the National AIDS control Programmes  in response to public concerns raised the  presence of Human Immune Deficiency syndrome  Virus (HIV)  infestation in Nigeria.

Again, in response to the evidence and the debate  on the existence if AIDS  in Nigeria the  then minister of Health, Profession Olukoye Ranson Kuti in 1987, instituted  the National expert Advisory committee on AIDS (NEACA) and was charged with the responsibility of establishing whether or not  AIDS exist in Nigeria . they were also mandated to  advise the government as well as draw up programmes strategies and activities  to prevent control of HIV infection in the country.

The report from the committee stated that “HID and AIDS existed in Nigeria and warned that unless immediate steps were taken to prevent the spread of the diseases, the country would be faced with tremendous health problem” This necessitate the  establishment of AIDS  Co-ordinating units and  twenty one (21) testing facilities  in the  various states of the federation. Training  was conducted for personnel to man these  centres. There were also public enlightenment  activities  and production of educational  materials like posters, handbills, pamphlets, and books on AIDS.

In February 1989, a two weeks workshop was organized by the Federal   Ministry  of Health, and other Human services  Organization including states ministries of health with the technical  assistance  from the global  programme on AIDS (GPA), world bank and  other international agencies to   address the issue of AIDS in  Nigeria. In march 1990, a resources mobilization meeting was convened  with participation by the Federal ministry of Health,  by the  World Health Organization,  Global Programme on AIDS  and other International  denor agencies.

Also in march, the National AIDS  Co-coordinating units  had the  first “All Nigerian conference  on AIDS” during which the then vice President, Admiral  Augustus Aikomu (rtd) launched the  maiden edition on the  Hand book on  HIV  infection and AIDS for health workers. All these efforts were aimed at affecting possible  solution towards cursing the AIDS measure in Nigeria and to ensure healthier environment for  the popular.

Assertions have been made that the Acquired Immune  Deficiency Syndrome (AIDS) is a mere fallacy and  government propaganda of scaring people from enjoying   sexual relationship. Some ridiculous  names  have been given  the acronym AIDS, such  as America  idea of Dissuading Sex, Animal infected diseases syndrome and so on. It has been discovered that the greater number of people infected by  AIDS fall within the range of 20 – 40 years of age which is the prime age of life.

Despite  this fact, the non-challance  of our masses still prevails in relation, to accept the media campaign  on AIDS  as a  complete truth. Moreover,  one should not forget  that it takes a lot of courage and grief to affect change in a society .

Though this  study may not go  into the structure of the AIDS control Programmes or the immanent dangers inherent in AIDS, it will  look at the information  management and the use of  media  campaigns  to facilities proper public understanding of programme. It will prove the  degree of which the entire public have related to the AID campaign  and to what extent these campaigns have helped alert the masses the dangers of AIDS, and then make recommendations.

 

THE AIDS  DISEASE IN NIGERIA

Human Immune  virus (HIV) infection and AIDS in Nigeria was first discovered in 1984 among researchers at the National Institute for medical  Research, Yaba Lagos .The first evidence of AIDS  in Nigeria was reported to Health Officials  by Nasidi  and Heavy in 1986. according to him, the  first few cases were seen in prostitutes in Lagos and former Anambra State ,  now Anambra and Enugu State respectively.

In September 1991, Federal Ministry of health and social services reported officially that    out of 125,00 book sample screened for HIV infection nationwide, 830 were seropositive given a seroprevalance rate of  about 0.66 percent and these confirmed  the existence of HIV infection nationwide.

BROADCASTING IN NIGERIA

British Broadcasting  Corporation (BBC) started  to broadcast to its dominions in 1930. by 1932, Nigeria started  receiving BBC, Lagos received  and  wised those messages into homes through re diffusion  sets  in the  major cities  of the  colony.

Later in 1959, Nigeria became the first African country to operate and own a television  station called Western Nigeria Television (WNT) followed by East central  state broadcasting services on October 1^st  1960, the former eastern Region transmitted its own radio and  Television signals over the air to coincide with the attainment of Nigeria Independence .

In1962,  the  Northern Region Governors started its own broadcasting system, which was the most successful among the three in commercial  advertising  and coverage of public awareness programmes. To achieve  this, it started a bolster television station near Lagos so that its residents  could equally switch  on to the regionalization  of the  broadcast media. They  were used as powerful political instrument   for the integration of each region and  cultivation  of regional  awareness more than national consciousness and  integration. The politicians  who established  this, tremendously exploited them for sectional politics .

The radio is the most effective medium of information at the grassroots level in Nigeria. The effectiveness of this medium has further  been enhanced by the  Organizations decentralization. The only radio  network in the country is now the Federal Radio Corporation of Nigeria, Broadcasting Corporation  in 1951. it has  in the past embarked on the regionalizing  or even localizing greater proportion of radio  programming in every part of the country, this leaving the network look up to only essential national programmes. The other regionally based radio stations like Radio Television Kaduna (RTK) , Western Nigeria Broadcasting Service  (WNBS), Eastern Nigerian Broadcasting  Services, later known as Anambra Broadcasting Services were  equally effective in meeting with the regional  or local needs which they were set up  to satisfy .

The boom of radio  in this country was during civil war. The possession of radio set at that time was a necessity and not a luxury. That  era developed in the minds of the ordinary Nigerians the awareness of their society, national ideas and objectives  and the method of approach. One would seat that time that even the cattle man taking care of his  flock, had a radio  on his shoulder. Cluster of people perched here and there, listening to latest  development in the national pursuit. The origin of Television can be traced  to 1884 when a German  Scientists Paul Niplow intended the scanning disc, which paved the way  for television and particularly 1923, when Doctor V.K Zwongkin   patented  the iconoscope. The  first television in Africa was Western Nigeria Television  (WNTV)in Ibadan, which became operational in October 31, 1959. in 1973, all the stations in Nigeria co-ordinated the all African Games  under one name. the broadcast organization of Nigeria  (BON). This  later gave the idea that led to establishment  of Nigeria Television Authority

Today ownership of television set is  regarded as status symbol or luxury in Nigeria. Television is the most suitable  channel or medium for effective  instrument in  educational broadcasting . in its  news items, television tries to visually bring actualities or happenings  outsides the society to viewers within the coverage area.

This broadcast media especially  from the seventies still date have played vital roles in various campaigns on politics, health, agriculture, literacy learning and formal educational. In the area of health campaigns  which is the main falcum in this study, the broadcast media have played key roles in bringing  certain   health Programmes like expanded Programme on Immunization, OPL, Oral  Retardation therapy (ORT), AIDS Polio, and Liver blindness.

Such campaigns are attributed  to behavioural or attitude change due to media effect. This study is  meant to study the role of mass media in the campaign against AIDS.

 

• STATEMENT OF PROBLEM

Some people still regard the existence of AIDS  in Nigeria as a  mere fallacy. Yet, the AIDS  Co-ordinated unit has proved that there is rapid emergency of AIDS infected person in Nigeria.

Therefore, the urge to identify the information efficiency of these HIV/AIDS campaigns, their acceptance and relevance to people has led to the study.

 

• OBJECTIVES OF THE STUDY

This study intends to discover the broadcast handling of  health problems. It wishes  to know how these campaigns either locally or nationally have restructured  people’s attitude towards sexual behaviour.

It is aimed at discovering the hindrance in accepting these jingles  from the broadcast media. It also intends to reveal the general out of messages and to know if the broadcast media have lived up to the expectations.

1.4   SIGNIFICANCE OF THE STUDY

        It has been noted in many parts of the country that AIDS  is fast spreading, statistics  show that its infected persons  are increasing on daily  bases. It is  very crucial  to alert the entire masses of the dangers inherent in curing an infected persons.

It is  also necessary to reveal the extent the high  rate especially among infants (arriers ) and its  remedy  for the future generation.

It is hoped  therefore that the entire masses, policy makers, media practitioners students, government officials will benefit from the study.

1.5   RESEARCH  QUESTIONS

This following questions from the corner stone of the research.

1. Do the media campaign affect the attitudes of the entire masses toward their sexual behaviours?
2. To what extent have the campaigns message on AIDS helped to alert the masses on the imminent dangers of AIDS?
3. In what ways do the masses perceive the campaigns against AIDS sine its inceptions ?
4. What is the remedy for the non-challant attitude of the masses towards the campaigns against AIDS?

1.6   RESEARCH    HYPOTHESIS

H0    :Mass media campaigns  on AIDS  have changed  the sexual behaviour of the entire masses.

H1    :Mass media campaigns on AIDS have not change  the sexual behaviour of the masses.

H0    :The information efficiency of broadcast media tends to reduce the spread of AIDS on the  entire masses.

1      :The information efficiency  of the media does not tend to reduce the spread of AIDS  on the   entire masses.

H0    The campaigns of AIDS  are more to scare the entire masses from causal  sex.

H1    The campaigns on AIDS messages are not likely to scare the entire masses from casual sex.

• DEFINITION OF TERMS

AIDS: Acquired  Immune  Deficiency  Syndrome  AIDS  is an infections diseases spread by a virus, it  is   called syndrome   it because it consists of several signs and symptoms .

HIV: Human Immune virus, HIV is a  retrovirus, a  group  of virus, HIV is a retrovirus, a group of virus that is still largely known. HIV  has  been accepted internationally. The virus  destroys genetic material  and the damage is permanent.

MASS MEDID :-It refers to the major mass communication channels. Radio, Television, Newspaper, magazines, film, Book, Telecommunication, media Training, Advertising and Public  relations, news can  reach to a large scatted heterogeneous society. The mass  media inform and educate the masses based on the conviction that truth  and reasoned  judgment  would emerge from conflicts  of many voices on public issues.

CAMPAIGNS : It is organized series   of  operations in the advocacy of same  cause or object.

ROLE: It is a specific task or function played by an actor, an institution or organization for the realization of particular objectives.

TELEVISION :- It is the viewing of distant  objects or event  by electrical  transmission. It serves as the vital force of educational enrichment. Television  by its  appeal  commends more audience  because it combines  both audit and  sound to produce a  fashion ting  package  for the viewing public. It  serves as an opinion  leader and agenda setter in its news commentary.

RADIO :- It is a genetic  term  applied to methods  of  signaling through space without connecting wires by means of  electromagnetic  waves generated  by high frequency  alternating currents. Radio can be used to communicate  in the language of the people or project audience without any inhabitation  and does not  need any particular  level of  literacy.

BROADCASTING:- It is the  sending forth of material by radio, television for reception  by the public. The  international telecommunication union (ITV) defines broadcasting as  a radio  communication services in which the transmission are intended  for the  direct reception of the general public.

1:8   ASSUMPTION :-The role of  the mass media in the campaigns against HIV/AIDS in Nigeria is assumed that the  broadcast media play a key role in their  effort to fight HIV  in Nigeria. Looking at the  agenda  setting theory  of the mass media, which stated that the  media not only inform us but also influence us as what is important  to know.

 

1.9   SCOPE AND LIMITATION OF THE STUDY:- The scope of this study is limited to  the media  handling  of health problems. It is also  limited to the   survey of the broadcast media campaigns  against  HIV/AIDS. This scope is based on  time and financial constraints .

 

 

 

 

                       

REFERENCES

Federal ministry  of  Health (1993). Hand Book on HIV  and AIDS for Health Workers. National AIDS and STD programme. In collaboration with Nigeria medical Association.

Federal ministry of Health,  (1991). Files on AIDS information.

Ike  S. Ndolo (1998)Foundation of Mass   Communication Zik  Chuks  Communication.

Okechulwu R. Oji and Emma E. O Chukwumeka (1999) Applied  Social Behavioural Research .

John  Jacob’s Classic publishers Ltd.

What  is AIDS (1987) A manual for the  health workers. The  Christian  medical commission Publisher.

World Health Organization  ( 1988 – 1993)

AIDS Series 1,2,3,4, and 5 Geneva.

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THE EFFECTS OF CARTOON ADVERT ON CHILDREN

(A CASE STUDY OF TOM AND JERRY)

ABSTRACT

 

It has been observed by researchers that many children today are being influence by what they view or see on the television, especially when it comes to cartoons production.

For instance, there are reported cases of children misbehaving after their exposure to television programme, of cartoon type. Based on the above observation, the researcher investigated the effects of cartoon advert on children.

Tom and Jerry, a type of cartoon children enjoy watching, was chosen as the case study, with sample drawn from pupils of uwani primary and (University of Nigeria Enugu campus) primary schools.

The study investigated three hypotheses namely

1. Children learn something from the cartoons they watch
2. Children do understand some of the message of cartoons
3. Children should be encourage to watch some cartoons

Will be used to answer the research question on the effect of cartoon advert on children.

 

The survey research was used in order to generate data from the respondents. The review of related literature and limited direct

interview will be carried out to strengthen the findings of the study. Structured questionnaire will also be administered to 120 pupils of both primary schools mentioned. Data analysis will be carried out using frequency distribution table and simple percentages.

Based on the analysis of data and testing of hypothesis conclusion will be drawn. The results of the finding will be unfolded. Above all parents and guardian will find the research useful, as they will be better opportune to be selective on the kinds of cartoons their children watch. This will enable them to generate the desired influence of cartoons on the life of these children.

CHAPTER ONE

• INRODUCTION                 1 – 2

1.1     Background of the study                                                                   2 – 4

• The statement of the problem                 4 – 5
• Tom and Jerry what it is                   5 – 7
• Objective of the study 8
• Research question 8
• Research Hypotheses 9
• Assumption    9
• Significance of the study    10
• Scope of the study          11

References                                                                              12

 

CHAPTER TWO

2.0     LITERATURE REVIEW                                                      13

• Meaningful of cartoon                  13 – 15
• History and current trends of cartoon                 15 – 19
• Cartoon concerns                 19 – 22

2.4     History of Tom Jerry                                                                        22 – 25

 

 

CHAPTER THREE

3.0     RESEARCH METHODOLOGY                                          26

3.1     Design                                                                                               26

3.2     Population                                                                                        26 – 27

3.3     Sample size                                                                                       27

3.4     Instrument used ion data collection                                                  27 – 28

3.5     Administration of instrument                                                           28

3.6     Method of data analysis                                                                    29 – 30

• Method of data collection         30

Reference                                                                                          31 – 32

 

CHAPTER FOUR

• DATA PRESENTATION AND ANALYSES               33

4.1      Introductions                                                                                   33

4.2     Test of hypothesis                                                                 33 – 45

 

CHAPTER FIVE

• SUMMARY OF MAJOR FINDINGS, CONCLUSION AND

RECOMMENDATION                                                                  46

5.1 Summary of findings                                                                  46 – 47

5.2 Conclusion                                                                                           47

5.3 Recommendation                                                                        47 – 48

5.4 Appendix                                                                                             49 – 55

Bibliography                                                                              56 – 58

CHAPTER ONE

 

1.0  INTRODUCTION

Children have become much more interested in cartoons, over many years and it has become a primary action to some lives. Typically, Children begin watching cartoons on the television at an early age of six months, and by the age two or three children enthusiastic viewers.

This is one of the reasons why Steve Hostler in his edited write up-mental and psychological effects of children’s cartoons opined that to many children are watching too much television and the shows that they are watching (even if they are cartoons) have become violent and addictive.

The marketing of cartoons has become overpowering in the United State and so has the subliminal messaging. The marketing according to Steve Hostler in his edited write-up from the Internets is targeted toward, the children to cause them to want to view the cartoons on a regular basis, but the subliminal messaging the “cartoon” This is unfortunate because children watch cartoon on the television and they see material that is not appropriate for their age group.

 

Steve Hostler also alludes that children who watch too much cartoons on television are more likely to have mental and emotional problems, along with brain and eye injuries and unexpectedly the risk of a physical problem increase.

 

1.1  BACKGROUND OF THE STUDY

According to Oxford learner’s dictionary. Cartoon is defined as an amusing drawing in a newspaper or magazine especially one about politics current events picture. It is (animated cartoon) a film made of by photographing a series of gradually changing drawings so that they look as if they are moving.

The word “cartoon” from the world encyclopedia of comics, derives from the Italian word “cartone” which is a drawing used in the preparation of a fresco. However following the invention of the printing press, it expanded to include both a technical and contextual meaning for printed line drawing were often caricatures are included in political and pamphlet and broadsides.

Twentieth century serial comics, and to a greater extent, animation has tied the word’s contemporary meaning to children’s humour, cartoon has long existed on the periphery of broadcast televisions, consigned to the

Shadowy region of week day afternoon and Saturday morning.  The networks evening programming has been remarkably empty of cartoon series that have lasted more than two seasons.  Many of the cartoon character according to Jeremy G. Butter in him write up cartoon’s with which people are most familiar were not actually designed for television, but rather were exhibited initially for in cinema theatres.

Cartoons initially evolved in the teens, but their development was slowed down by their prohibitive cost.

Animation became more economically feasible in 1914 when Earth Hurd patented the animation Cell.  The Cell is a sheet of transparent celluloid that is placed on top of a background drawing.  Legal wrangling, however, slowed the acceptance of the cel and comparatively few silent cartoons were made.

 

Steamboat Willis (1928) was the first significant cartoon with synchronized sound and flowers and Trees (1932) was the first to use, the

three – colour Technicolor process (which became the cinemas principal colour process in the late 1930s).  The final key to the success of the cartoon was an effective distribution system.  During the silent era, according to Jeremy G Butler in his write up, small studios had created

cartoon with limited access to cinema theatres.  In the 1930s, Major studios such as Paramount, Warner, Universal and MGM signed distribution deal with the cartoon studios, or created their own cartoon departments.  The late 1930s, to 1950s were a “golden era” for the cartoon and it is from this era that the most theatrical cartoons on television are drawn.

 

• THE STATEMENT OF THE PROBLEM

It has been observed that so many children today are being influenced by what they view or see on the television, especially when it comes to cartoons production.  There are reported cases of children misbehaving after his/her exposure to a television programme.  To a great extent this has

 

not really helped situation that is one of the reasons why writers like Steve Hostler in his writer-up mental and psychological effects of children’s cartoons said that too many children are watching too much television and shows that they are watching have become violent and addictive.

Many of these children today have mental and emotional problem due to what they have watched on the television programme.  In order to have stable and verifiable evidence(s) this study is set to work into the impacts and effects of cartoon adverts on the children.

 

1.3     TOM LAND JERRY WHAT IT IS?

Tom and Jerry were an animated cat (Tom) and mouse (Jerry) team who formed the basis of a successful series of metro-Goldwin – Meyer (MGM) theatrical cartoon shorts created, written and directed by animators William Hanna and Joseph Barbara.  The series was produced by Metro-Goldwin – Meyer cartoon studio in Holly wood from 1940 until 1957, when the animation unit was closed down.

The plots of each short usually center on Tom’s frustrated attempts to catch Jerry, and the many-hem and destruction that ensues.  Because they seem

to get along in some cartoon Shorts. It is unclear why Tom chases

Jerry   so    much, some reason given may include:

1. Normal feline hunger
2. Normal feline/mouse enmity

iii,      The simple enjoyment of tormenting him

iv      A conflict when both of them want the same thing usually food

1. A game enjoyed by both of them
2. A need to have Jerry out of the way.

The shorts are famous for using some of the most destructive gags ever devised for theatrical animation: Jerry slicing Tom in half’s Tom using everything from axe, pistols, riffs, dynamite, and poison to try to murder jerry, jerry stuffing Tom’s tail in a waffle iron, and so on.

Tom is a bluish-gray housecat, depending on the short, which lives a pampered life, while Jerry is a small brown mouse who always lives in close proximity to him. Tom is very quick tempered and thin-skinned, while Jerry is independent and opportunistic. Through very energetic and determine, Tom is no match for Jerry’s brains and wits. By the iris-out of each cartoon, Jerry is usually shown triumphant, while Tom is shown as the loser. At times, Tom triumphs, both characters lose, or Tom and Jerry

ends the cartoon as friends. Both characters display sadistic tendencies, in that they are equally likely to take pleasure in tormenting each other.

However, depending on the cartoon, whenever one character appears to be in mortal danger, the other will develop conscience and save him.

In his attempts to catch Jerry, Tom often has to deal with the instrument of characters such as Meathead, a scruffy black alley cat who also wants to catch and eat Jerry, spike an angry, vicious guard bulldog who tries to beat up the cat, and mammy-two-shoes, a stereotyped African-

American domestic, whose face is never seen, and usually wallops the cat with a broom when he misbehaves.

Many generations of kids have grown up watching this memorable cat-mouse duo through out the world.

 

1.4     OBJECTIVE OF THE STUDY

The objectives of this research are

1. To determine whether cartoons as a television programme affects children positively or negatively.
2. To find out whether children should actually understand the message of cartoon
3. To determine whether children should be encouraged or discouraged from watching cartoons.

 

1.5     RESEARCH QUESTION

For the purpose of this study

The following research questions are formulated

1. Do cartoons affect children positively or negatively?
2. Do children actually understand the message of cartoons?
3. Should we encourage or discourage or children form watching

cartoons.

 

1.6     RESEARCH HYPOTHESIS

Ho: Children do not learn something from the cartoons they watch

Hi: Children learn something from the cartoons they watch.

Ho: Children do not understand some of the message of cartoons.

Hi: Children do not understand some of the message of cartoons

Ho: Children should not be encourage to watch cartoons

Hi: Children should be encouraged from watching some cartoons.

 

1.7    ASSUMPTION

1. It is assumed that the questions are enough for easy understanding by the respondents.
2. The sample is assumed to be well selected and is adequately representative of the population for accurate and reliable information for a meaningful study.
3. Again there is assumption that the respondents have access to televisions and Internet where they can watch cartoons.

 

 

1.8     SIGNIFICANCE OF THE STUDY

This study cannot be underestimated as it is of very significance not only to children who watch cartoons but also in many respects.

First, parents and significant other will find the research findings very useful, as they will be better opportune to be selective of the kinds of cartoons their wads watch.

Again it will serve as a reference point for other researches on the effect of cartoon advert on children. Finally the findings of this research work will help children be aware of the positive and negative implication of the cartoons they watch.

 

1.9   SCOPE OF THE STUDY

The scope of this study covers the effect of cartoons advert on children.

A case study of Uwani primary school and Unec primary school through the electronic media, which includes Television and Internet, It will also include the effect of the use of this medium on children.

 

 

 

 

 

 

 

 

 

 

 

 

 

REFERENCE

5. Adams, Cecil (1992, July 24) will sitting to the TV, reading with bad light, etc, ruins your eyes? The straight Dope. Retrieved November 3, 2004 from http:// www. Straight dope. Com/Classics/a5.105. Html
6. Author unknown (2001, February)-Rug rats: television for pedophiles. Retrieved 7 2004, from http:// www. Landoverbapfist. Org/news 0201/rugrats. Html
7. Joseph son, Wendy, PhD (1995, February). Television violence: A review of the effects on children of different ages. Retrieved from http://www.cfc-efc. Ca/docs/mnt/00001068.htm
8. G. Butler (2005, sept) Cartoons. A review of cartoons Animation origin. Retrieved from http.//www.museum. tv/archives/etv/c/htmlC/cartoons/cartoons. Htm
9. Author unknown (2001 Jan) Tom and Jerry retrieved from http://en. Wikipedia. Org/wiki/Tom and Jerry. (MGM).

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INFLUENCE OF MEDIA OWNERSHIP ON PROFESSIONALISM

ABSTRACT

 

This project is based on the theoretical and practical study of the media ownership on professionalism.

In this work, I revaluate the two types of the media-that is, government ownership and private ownership (Minaji System Television Obosi and Nigerian Television Authority Enugu) with a view to recommending a more effective ownership that is, the type of ownership that is geared towards attaining professionalism in media operations.

Professionalism in media operation could be achieved by properly training and motivating media practitioners.  The ownership pattern of our media goes a long way in determining the rate of professionalism in media operation.  Different chapter of this talks more on this topic.

In summary, media ownership i.e. government or private could be of help in boosting the rate of professionalism by setting out media polices and ethics that will guide the journalists or media practitioners in their duties.

CHAPTER ONE

INTRODUCTION                                                                   1

• BACKGROUND OF THE STUDY 1
• STATEMENT OF THE RESEARCH PROBLEM 6
• OBJECTIVES OF THE STUDY 7
• RESEARCH QUESTION 7
• RESEARCH HYPOTHESES 8
• CONCEPTUAL AND OPERATIONAL DEFINITION10
• ASSUMPTIONS 11
• LIMITATION OF THE STUDY 12

CHAPTER TWO

REVIEW OF THE LITERATURE                      14

• SOURCES OF LITERAATURE 14
• SUMMARY OF LITERATURE REVIEW 20

CHAPTER THREE

METHODOLOGY                                               22

• RESEARCH METHOD 22
• RESEARCH DESIGN 23
• RESEARCH SAMPLE 23
• MEASURING INSTRUMENT 23
• DATA COLLECTION 23
• DATA ANALYSIS 23
• EXPECTED RESULTS 25

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

• DATA ANYALYSIS 26
• DATA ANALYSIS 26
• RESULTS 33

CHAPTER FIVE

SUMMARY RECOMMENDATIONS

• SUMMARY 38
• RECOMMENDATIONS 39

REFERENCE                                                      47

APPENDIX

 

 

                                                 CHAPTER ONE

INTRODUCTION

• BACKGROUND OF STUDY

From its inception, in the pre-independence era, the electronic media

Industry had been established to cater for the pleasure of entertaining and information the colonial masters and its subjects.  It is noteworthy that apart from providing entertainment for colonial masters and their subjects, the existed as a vital tools in running the day to day activities of government.

In 1977, following the decision of the Federal Military Government to take over all the Television Stations in the country, later, Anambra Broadcasting Co-operation outfit became what is now known as Nigerian Television Authority (NTA Channel 8 Enugu) Enugu State.  NTA Channel 8 Enugu, Broadcast on the vision high frequency (VHF) spectrum from its Independent Layout Studio, and it has a 295-metre mast a lokilowatts solid-state digital transmitter at the Abor hills in Udi, Local Government Area of Enugu, Enugu State.  It has the State of the Art facilities and studio.  It covers thirteen State of the Federation.

This early arrangement market the beginning of dependency of these media stations on government, which as a result affected their function and independence.

The management of NTA Channel 8 Enugu, a government owned media and others like it, till date, still thinks that it is their legitimate function to project and served as the mouth piece of the government.  This is because as the saying goes that “he who pays the piper-dictates the tune” NTA Enugu always slick to the dictates of the government in power if it must survive.  Since its concept of freedom of disseminating information, has been mortgage by the financial dependency of these media on government it does not broadcast anti-government news.  Rather it is often supportive of the government initiatives and various mobilization campaigns by sleeting and emphasizing these campaigns in the news.  At times it goes further to do special reports to highlight problem areas for government attention.

Apart from the colonial set-up in the history of ownership, Ownership of Mass Media in the Federal Republic of Nigeria has been facilitated by the Nigeria constitution. In the Nigerian constitution, section 36, sub sections 1-3 put it thus “It provide for everyone the right to establish and operate any opinions, provided that only government at the federal and state level or other person or body authorized by the president shall be outfitted to establish or operate a wireless broadcast medium.  And in 1992, the then Military Head of State, General Ibrahim Badamosi Babanigida promulgated a decree allowing private individual participation in the ownership of electronic media.

The aim for liberalizing the electronic media were basically for two main reasons. Firstly, to fin the gaps in government owned reportage and secondly to generate profit reward for the financiers enterprise.  Privatization gave birth to the following media outfit Minaji Systems Radio/Lagos/TV.  African Independent Television Ibadan /Lagos degree broadcasting network Murhi International Television (MITV) Lagos to mention but a few.

Minaji System Television (MST) 43 VHF Obosi, MST 41, Lagos/Abuja is the first private Television Station sited Obosi in the Eastern Regional market with its high level of commercial and industrial entrepreneurship activities and purchasing power.  Minaji System Television

On VHF 43 is transmitting from a mast height of 345 metres, a kilowatts solid-state transmitter with power amplifier cooling system it started test transmission in December 1994.  It covers the whole of Anambra, Abia, Imo, Delta, Edo and part of Enugu, Rivers and kogi State.  Unlike the NTA Channel 8 Enugu, which is owned and controlled by the government, Minaji System Television (MST) operations are independent of government.  The government does not determine the programmers that are carried on this medium because of this relative freedom.  It is possible for it to comment critically and more objectively on government matters than the media owned by the government.  This forms the basis for the government.  This forms the basis for the audience greater confidence in the privately owned media as a more credible media.  There is a higher standard which privately owned media (Minaji) strive at which is public confidence as a means to advertising gains.

The NTA Channel 8 Enugu being a government medium has some effects on its staff performance due to the following.  Lack of training of staff, most of the staff in NTA Enugu, Enugu has never enjoyed any kind of training workshop or seminar, according to an anonymous staff it is done on higher grade level or those that have God Fathers that are allowed to go, thus omission he says seriously affect the poor performance of staff.  Take minaji system for instance due to the frequent training given to the staff, their performance cannot be compared to NTA in terms of presentation, maintained of equipment and managerial ability etc.

Poor motivation by the employers because of the hazardous nature of the job performed by broadcasters, it is vital that they should be adequately motivated, through the new management of the NTA Channel 8 Enugu is trying but unlike Minaji System Television (MST) who pays their staff attractive remuneration to up lift their morals, so as to be motivated.

NTA Enugu fund it difficult to motivated there staff both in prompt payment of salary promotion etc.  We should also note that the salaries of these working in government media like NTA Enugu is very poor.  Constant interference to the objectivity of the media content since government owned media are not independence, the objectivity of the media content are always interfered upon by the government or its agent.

In the aspect of crisis reporting for example the Odi Crsis in Bayelsa State when army killed raped and burnt a whole village NTA Channel 8 will try to be less keen as possible in reporting it while Minaji does better in carrying and reporting such news.  Also most employees of government media for instance lost their job simple because activities only to withheld objectives.

Conversely, the objective of profit making seriously limit the chances of all kind of news going on screen since the organization tries to achieve credibility among its audience for commercial profit.  While sanctions on the privately owned media for over critical reportage comes inform of revocation of license and closure of the media or total suspension of the manager of news (Editor) reports or the general manager.

1.2       STATEMENT OF RESEARCH PROBLEM

It has always been claimed by people in government and private that both government and private owner do not interfere with the activities of the media, yet non-conformity to the policies of the owners have always resulted in the immediate dismissed of journalist from their duties.

How true is the observation that the attitudes of those journalist of ten conflict with those of the executives who delegates the job to gather and write news for them the big problem now is how the owners policies influence the performance of the mass media practitioners.  Thus assertion is going to be resolved after proper analysis of the research data to find out the truth.

1.3       OBJECTIVE OF THE STUDY

In the researchers decided to embark on this study on my personal observations from the mass media contents especially here in Nigerian.  In this study, I shall look into the problem of ownership that is government and privately owned media.

This study therefore aims at finding out the influence of ownership of the media on the rate of professionalism in the media operations.

In the study also, my emphasis would be on the government and privately owned media these are Nigerian Television Authority (NTA) Channel 8 Enugu and Minaji System Television (MST) on (VHF) 43 Obosi, though, the two serve are the same political master.

• SIGNIFICANCE OF STUDY

The importance of the study is very important to the society because the mass media influence and motivate attitude change as well as the formation of individual attitude in the society.  The society will benefit from the study in selecting the information that are worth while from those that are not.

The importance of this study also centers around the benefits to the society as well as to the media through which the information came to them, they have a different reaction to the story compared to when they do not know the report of this study will place them at such a height from where they can distinguish between objectivity and slanting of news items.

• STATEMENT OF THE RESEARCH QUESTION

1. Does ownership affect the performance of the media practitioners?
2. Privately owned media fill the information gap skipped by the government owned media?
3. Does the policy of a particular medium determine the mediums and its practitioner out put?
4. Can the interest of a medium influence the medium and its practitioner’s style of reporting.
   • RESEARCH HYPOTHESES AND NULL

H1     Ownership affects the performance of the media practitioners.

Ho     Ownership does not affect the performance of the media practitioners.

H2     Privately owned media fill the information gap skipped by the

Government owned media.

Ho     Privately owned media do not fill the information gap skipped by the

Government owned media.

H3.    The policy of a particular medium will determine that mediums and its practitioner out put.

Ho.    The policy of a particular medium cannot determine that mediums and its practitioner out put.

H3.    The interest of a media owner can influence the media’s and its practitioner’s style of reporting.

Ho.    The interest of a media owner cannot influence the media’s and its practitioner style of reporting.

• CONCEPTUAL DEFINTION OF THE VARIABLES MEDIA

OWNERSHIP

Right of possession especially by law for somebody or body of persons who own a channel (Radio, Television and News Paper) thought which information is transmitted.

 

MEDIA POLICY

Media policy means a plan of action of the media.

REPORTING STYLE

          This means the manner of reporting of the media.

PERFORMANCE

This is conceptually defined as the act of performing.

OPERATIONAL DEFINTION OF THE VARIABLE MEDIA OWNERSHIP

          Government owned:  This includes all news organization owned and controlled by the government e.g. NTA Enugu, F.R.C.N ESBS Enugu.

Privately owned:  This includes those news organization owned and controlled by private individual e.g. Minaji System Television/Radio, Dengue Broadcasting Network (DBN) African Independent Television, Ray Power, Murhu International Television.

MEDIA POLICY

This is the various aims and ideals of media made by its owners.

REPORTING STYLE

Reporting style is the various kinds of accepted ways of reporting events.

PERFORMANCE

This is various kinds of output of the media by its practitioners.

• ASSUMPTION

Let assume that government need publicity and to achieve this, they

report to establishing their own medium of communication so as to enable them voice out their feelings.

It is also assume that some private owners of the media establish them to make profit and to promote self and to some extent render public services.

And also assumed that government want to suppress the voices of opposition altogether.

Assumed also, is the fact that politician establish their own media to sell their political ideologies, while use theirs to support political parties.

1.9     LIMITATION OF THE STUDY

The number of media houses to be sampled for this study may not be enough to give the true picture of media activities in Nigerian.

Time factor is another problem that hundred us and because of it we could not go further for more facts.

Another problem I investigated was that of people giving the questionnaires they were biased in supplying answers and in sincere.

And lastly because of financial constraints more media, house and practitioner could not be sampled.

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