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AN ASSESSMENT OF MASS MEDIA’S ROLE IN THE CAMPAIGN AGAINST DRUG ABUSE IN NIGERIA

AN ASSESSMENT OF MASS MEDIA’S ROLE IN THE CAMPAIGN AGAINST DRUG ABUSE IN NIGERIA .

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ABSTRACT
This work was done to final out the assessment of the mass media’s role in the campaign against drug abuse, because drug abuse has become a serious problem we are facing both in Nigeria and in other parts of the world. The objectives of this research is to find out if drug abuse has increased crime rate in Nigeria, to find out if the mass media is performing their functions effectively, its assessment in the campaign against drug abuse in Nigeria and what impression people have about drug abuse in Nigeria.A critical review of related literature was made. The methodology used, the research design, sample, the method of data collection and analysis is found in chapter three.
Chapter four is devoted to the analysis of data collected and results of the research. Tables were used in the results.
Chapter five contains the summary of the study and the recommendations for further study.

CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Research problem 4
1.3 Objective of the Study 6
1.4 Significance of the Study 6
1.5 Research Questions 7
1.6 Research Hypothesis 8
1.7 Conceptual and Operational definition 9
1.8 Assumptions 10
1.9 Limitation of the Study 11
CHAPTER TWO : REVIEW OF THE LITERATURE
2.1 Sources of Literature 12
2.2 The Review 12
2.3 Summary of Literature review 21

CHAPTER THREE: MYTHOLOGY
3.1 Research method 22
3.2 Research design 23
3.3 Research Sample 23
3.4 Measuring Instrument 24
3.5 Data collection 26
3.6 Data Analysis 26
3.7 Expected Results 27
CHAPTER FOUR : DATA ANALYSIS AND RESULTS
4.1 Data Analysis 28
4.2 Results 39
4.3 Discussion 39

CHAPTER FIVE: SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY
5.1 Summary 42
5.2 Recommendations for further Study 43
Bibliography 44
Appendix A: Letter of Introduction 46
Appendix B: Questionnaire. 47

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

There is no limit to the study of media and society. Media and society as a subject covers a wide range of issues. Communication has a lot to do with the individual. It effects and defects are so notable that they cannot be swept under the carpet. Media and society are interwoven and nether of them can exist without the other. But first of all, what is communication?
Fiske (1990) defines communication as “social interaction through message” Jaya- weera (1991) sees it as an interaction process through which persons or groups relate to each other and share information, experience and culture. Looking at the above definitions communication can be said to be the transferring or transmitting of ideas, attitudes and information from one person to anther. Okunna (1999) throws more light on the above assertion when she says “to communicate basically means to share ideas information, opinions , feelings or experiences between people?
According to Okunna (1999) the mass media perform a number of functions, which benefit the individual as a member of a society. She goes on to say that these functions range from serious informational and educational functions to lighter functions like entertainment.
The functions of the mass media in the society includes .
1. Information:-This is the constant stream of information about event in the society. Among the positive consequence of this function is the guidance it gives to the individuals in his or her daily life.
2. Interpretation :-This is the function of appropriately interpreting news and information in such as way as to avoid over sensitization and induce appropriate or necessary action. It includes prescribing what to do, how to do it and why it is necessary.
3. Education:- The mass media help unify society and increases social cohesion by upholding teaching a broad base of common social norms values and collective experiences. The mass media do this transmission mainly through informal education (unconscious learning) and non- formal education (conscious attempt to impart knowledge outside the formal school system).
4. Entertainment:-This is the mass media function that is geared towards providing some diversion and amusement, relaxation and respite.
The mass media is known as the watch dog of the society and with the information and education function, it will be known if the mass media has played roles in the campaign against drug abuse in Nigeria. This is because like the dry rot that eats away the wooden beams of a house, drugs can corrode the whole structure of society. For human society to function properly, it must have stable families, healthy workers, trustworthy governments, honest polices and law abiding citizens . Drugs corrupt every one of these fundamental elements.
The home however is probably where drugs do the most damage. Parents who are distracted by their craving for drugs rarely provide their children with a stable home life. Many children who grow up in this environment take to the streets or even get involved in drugs themselves.

1.2 STATEMENT OF THE RESEARCH PROBLEM
Drug abuse has become rampant in our society and this has posed a problem because a society filled with filled with drug addicts and drug dependents cannot move forward. A nation filled with people who misuse, abuse or are addicted to drugs will have a high rate of increase in crime, prostitution etc. it also makes way for drug traffic kicking in the society. It constitutes a major public health hazard and is a part of general and social disorganization we see around us that is, breeds comatose patients, and various melody cases that constitute the urban eyeore that dent the image of a nation. It contributes significantly to breakdown of law and order and establishment of various circles of abuses, deficiency, criminality and further abuse. Drug abuse has also led to the diversion of scarce resources to cure addicts, and to rehabilitate them, building of psychiatric hospitals, breakdown of societal norms and values, leading to up heavily, anarchy and other vices in the society, posing more problem than to be solved.
Such problems call for in-depth research to help salvage the situation to avoid the set back it created for our society and this has to be done with the help of the mass media in order to inform and educate the people on what that effects of drug abuse can cause to the society, and to the people involved .

1.3 OBJECTIVE OF THE STUDY
In the research statement, I highlighted some of the problems which called for the research. The objectives of this study thus includes:
a. To find out if drug abuse has increased crime

AN ASSESSMENT OF MASS MEDIA’S ROLE IN THE CAMPAIGN AGAINST DRUG ABUSE IN NIGERIA

AN ASSESSMENT OF MASS MEDIA’S ROLE IN THE CAMPAIGN AGAINST DRUG ABUSE IN NIGERIA .

 

 

ABSTRACT

This work was done to final out the assessment of the mass media’s role in the campaign against drug abuse, because drug abuse has become a serious problem we are facing both in Nigeria and in other parts of the world. The objectives of this research is to find out if drug abuse has increased crime rate in Nigeria, to find out if the mass media is performing their functions effectively, its assessment in the campaign against drug abuse in Nigeria and what impression people have about drug abuse in Nigeria.A critical review of related literature was made. The methodology used, the research design, sample, the method of data collection and analysis is found in chapter three.
Chapter four is devoted to the analysis of data collected and results of the research. Tables were used in the results.
Chapter five contains the summary of the study and the recommendations for further study.

CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Research problem 4
1.3 Objective of the Study 6
1.4 Significance of the Study 6
1.5 Research Questions 7
1.6 Research Hypothesis 8
1.7 Conceptual and Operational definition 9
1.8 Assumptions 10
1.9 Limitation of the Study 11
CHAPTER TWO : REVIEW OF THE LITERATURE
2.1 Sources of Literature 12
2.2 The Review 12
2.3 Summary of Literature review 21

CHAPTER THREE: MYTHOLOGY
3.1 Research method 22
3.2 Research design 23
3.3 Research Sample 23
3.4 Measuring Instrument 24
3.5 Data collection 26
3.6 Data Analysis 26
3.7 Expected Results 27
CHAPTER FOUR : DATA ANALYSIS AND RESULTS
4.1 Data Analysis 28
4.2 Results 39
4.3 Discussion 39

CHAPTER FIVE: SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY
5.1 Summary 42
5.2 Recommendations for further Study 43
Bibliography 44
Appendix A: Letter of Introduction 46
Appendix B: Questionnaire. 47

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

There is no limit to the study of media and society. Media and society as a subject covers a wide range of issues. Communication has a lot to do with the individual. It effects and defects are so notable that they cannot be swept under the carpet. Media and society are interwoven and nether of them can exist without the other. But first of all, what is communication?
Fiske (1990) defines communication as “social interaction through message” Jaya- weera (1991) sees it as an interaction process through which persons or groups relate to each other and share information, experience and culture. Looking at the above definitions communication can be said to be the transferring or transmitting of ideas, attitudes and information from one person to anther. Okunna (1999) throws more light on the above assertion when she says “to communicate basically means to share ideas information, opinions , feelings or experiences between people?
According to Okunna (1999) the mass media perform a number of functions, which benefit the individual as a member of a society. She goes on to say that these functions range from serious informational and educational functions to lighter functions like entertainment.
The functions of the mass media in the society includes .
1. Information:-This is the constant stream of information about event in the society. Among the positive consequence of this function is the guidance it gives to the individuals in his or her daily life.
2. Interpretation :-This is the function of appropriately interpreting news and information in such as way as to avoid over sensitization and induce appropriate or necessary action. It includes prescribing what to do, how to do it and why it is necessary.
3. Education:- The mass media help unify society and increases social cohesion by upholding teaching a broad base of common social norms values and collective experiences. The mass media do this transmission mainly through informal education (unconscious learning) and non- formal education (conscious attempt to impart knowledge outside the formal school system).
4. Entertainment:-This is the mass media function that is geared towards providing some diversion and amusement, relaxation and respite.
The mass media is known as the watch dog of the society and with the information and education function, it will be known if the mass media has played roles in the campaign against drug abuse in Nigeria. This is because like the dry rot that eats away the wooden beams of a house, drugs can corrode the whole structure of society. For human society to function properly, it must have stable families, healthy workers, trustworthy governments, honest polices and law abiding citizens . Drugs corrupt every one of these fundamental elements.
The home however is probably where drugs do the most damage. Parents who are distracted by their craving for drugs rarely provide their children with a stable home life. Many children who grow up in this environment take to the streets or even get involved in drugs themselves.

1.2 STATEMENT OF THE RESEARCH PROBLEM
Drug abuse has become rampant in our society and this has posed a problem because a society filled with filled with drug addicts and drug dependents cannot move forward. A nation filled with people who misuse, abuse or are addicted to drugs will have a high rate of increase in crime, prostitution etc. it also makes way for drug traffic kicking in the society. It constitutes a major public health hazard and is a part of general and social disorganization we see around us that is, breeds comatose patients, and various melody cases that constitute the urban eyeore that dent the image of a nation. It contributes significantly to breakdown of law and order and establishment of various circles of abuses, deficiency, criminality and further abuse. Drug abuse has also led to the diversion of scarce resources to cure addicts, and to rehabilitate them, building of psychiatric hospitals, breakdown of societal norms and values, leading to up heavily, anarchy and other vices in the society, posing more problem than to be solved.
Such problems call for in-depth research to help salvage the situation to avoid the set back it created for our society and this has to be done with the help of the mass media in order to inform and educate the people on what that effects of drug abuse can cause to the society, and to the people involved .

1.3 OBJECTIVE OF THE STUDY
In the research statement, I highlighted some of the problems which called for the research. The objectives of this study thus includes:
a. To find out if drug abuse has increased crime

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

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First Bank:
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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.

Enter Amount

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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TREND IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING INDUSTRY

TREND IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING INDUSTRY

ABSTRACT

This research focused on Trends in the use of Human Model in the Nigeria Advertising Industry.   This study consists five chapters, the first chapter cover and  introduction of study.  The research problem, objectives of the study, formulation  of  hypotheses, the significance, the limitations and the scope of the study  was also tested in this  chapter.

Chapter two described the theoretical framework and related literature review.  In chapter three, Research methodology was covered while chapter four dealt with  Analysis and presentation of Data Besides Hypothesis Testing.  The summary, conclusion and Recommendations  for further study were made in chapter five.

The research is carried out through the method of survey research.  The empirical aspect of the work is carried out using information obtained from both sample of consumers  age groups and five advertising agencies in Enugu and Lagos they use model in advertising products or services.

The core of this study is to analyse the effectiveness of using models in advertising and its ethical implications.

Based on these, three hypotheses were formulated.

  1. H: Modeling is a very effective advertising  strategy in Nigeria

NH:   Modeling is not an effective advertising strategy in Nigeria.

  1. H: Models used in advertising is seen as ethical by Nigerians.

NH:   Models used in advertising is seen as unethical by Nigerians.

  1. H: Models influence prospective buyers on the purchase of        products.
  2. Television and bill-boards are the best among the models.
  3. Television is the best vehicle to use models in advertising.

Based on the above findings, some recommendations made are

  1. Advertising agencies should incorporate modeling service on their organization so that such models used could be specifically, and efficiently trained for the specific product to suit the marketing objection
  2. Greater emphasis should be made on the use  of local models in advertising product especially cigarette.
  3. Since modeling has been found to be effective as advertising strategy, efforts should be made to increase the rate paid to models in order to encourage people to go into professional modeling schools  to train the young ones is  recommended.
  4. It has been found that use of models in cigarette advert significantly affect consumers below twenty years, therefore, efforts should be made to restrict cigarette advert to such programmes which will not attract the ago groups below twenty, since they are more influenced by the models used in cigarette advertisement.

 

TABLE OF CONTENT

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENT

LIST  OF TABLES

CHAPTER ONE

  • INTRODUCTION
  • PROBLEM STATEMENT
  • OBJECTIVE OF THE STUDY
  • RESEARCH QUESTIONS
  • FORMULATION OF THE HYPOTHESES
  • SIGNIFICANCE OF THE STUDY
  • LIMITATION OF STUDY
  • SCOPE OF THE STUDY
  • DEFINITIONS OF TERMS
  • REFERENCE

CHAPTER TWO

REVIEW  OF RELATED LITERATURE

  • CONCEPT OF ADVERTISING IN NIGERIA
  • BRIFE HISTORY OF ADVERTISING AGENCIES IN NIGERIA
  • MODELS, MODELING AND MODELING AGENCY IN NIGERIA
  • MODELING AS AID TO EFFECTIVE ADVERTISING
  • ADVERTISING AND MARKETING PSYCHOLOGY
  • CIGARETTE ADVEERTISEMENT IN ELETRONIC MEDIA
  • REFERENCE

CHAPTER THREE

METHODOLOGY

  • RESEARCH DESIGN
  • RESEARCH METHOD
  • DETERMINATION OF SAMPLE SIZED
  • DATA ANALYSIS
  • EXPECTED RESULT

CHAPTER FOUR

ANALYSIS, PRESENTATION AND INTERPRETATION OF  DATA

 

 

 

  • PRESENTATION AND ANALYSIS OF DATA
  • ANALYSIS AND INTERPRETATION OF DATA

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

  • SUMMARY OF FINDINGS
  • CONCLUSION
  • RECOMMENDATIONS

BIBLIOGRAPHY

APPENDIXES

 

LIST OF TABLES

  1. Advertising Agency Organization
  2. Rates approved for Artistes /models by APN member Agencies
  3. Hierarchy of effect model.
  4. Consumer questionnaire distribution
  5. Management Questionnaire Distribution
  6. Age classification of consumer Respondents.
  7. Education Status.
  8. Sex classification
  9. Media commonly carrying models cigarette Advertisements
  10. Influence of model to increase buying Habit
  11. Agencies Questionnaire Distribution
  12. The Effectiveness of model in Advertising
  13. Factors Responsible for the Effectiveness
  14. The media selection for model used in Advertising
  15. Questionnaire survey table.
  16. The Age groups of consumers that considered Advertising as Ethical.

 

CHAPTER  ONE

INTRODUCTION

Advertising is any paid form of non-personal presentation and promotion of  persons, institutions, ideas, goods or services, by an identified sponsor using appropriate medium or media of communication.  According to the Cable news network (CNN), advertising gives us the right to choose, in the market place.  It induces immediate sales and builds sustainable  image  for a product.

Advertising also informs buyers  about products that ate new in the market as well as remind them about old ones almost forgotten due  to lack of publicity on them.   It  tells about names of such new products and where  to  get them.  Using well know models to advertise products or services creates arousal of interest if viewers identify such products or services with the models.

Advertising practitioners/advertisers hold the view that when  celebrity models are used for promotion of goods or services, the loyalty of the garget audience is won.  The use of models in advertising stem, from the marketing concept and also emanates from the fact that  advertisers and advertising agencies realized the power influence and importance of associating notable personalities or even good looking people with product identity in order to achieve the following reasons:

  1. To attract the attention of prospective buyers.
  2. Improve the sales of the products by associating it with such models.
  3. To get buyers to be favourably disposed to the products.
  4. To propagate the brand
  5. To improve on the brand image
  6. To add value to advertising and communications industry.

World wide use of model in advertising has remind a remarkable instrument of increasing business activities because the appeals drawn will be very effective in advertising and will attract much concern where attitude change is involved.  As a result, some developments have been with eased in the advertising industry within the least twenty years in the area of supportive services as radio and television production, research and out door services.  These are activities and ventures where modeling services are required.

To day, advertising industry use models in several ways either on television or advertisement on the pages and covers of various magazines, newspapers, journals calendars, bill-boards, and posters.

Hogarth (1968) asserts that there are many different ways in which models are used  in advertising and further stated how complex the world of advertising can be if one stops to think about models used in advertising.  The models could be trained, untrained, celebrities, seductive and non-deductive.  But of all the models used. Celebrity models seem to be the most effective in advertising.

White Hooper (1946) sees celebrity endorsements as finding either an authority star personality, or entertainer, who will associate himself/herself with your product, in some positive  fashion, that will enhance its   popularity with the television audience”.  This study which was conceived out of a sense of strong interest in models used in advertising, coupled with the fact that too little was known about models used in advertisements by the modeling agencies or advertising   agencies is intended to find out the influence of these models in advertisements.  Most of the advertising firms operate  through modeling agencies and majority of the models are represented by these agencies with their contracts being established by their representatives.  But no rule exists that model must be represented by an agent, as some companies have been incorporated to provide and train models  for modeling.

The purpose  of a modeling agency is to avail advertisers/advertising agencies the services of trained and experienced models required  for advertising of goods or  services, since modeling seems to play important roles  in the advertising industry, especially in accelerating appeal for goods and services as well as improving sales of influence models now have no the audience in promoting   of  goods and services .

 

PROBLEM STATEMENT

In Nigeria today, use of models in advertising has become one of the sophiscated marketing strategies employed in advertising operations.  Watching the televisions, one sees  and listen to an innumerable number of advertisements of products and services like peps, cola, Elephant blue detergent, lux toilet soap, star lager beer, jik bleach etc. Each of these products were  advertised by models, mostly celebrities,  it is  important to remember that modeling has now reached a highly competitive stage, and huge efforts and finance are being invested yearly by the industry.  Whether these efforts are justifiable or not depends on the effectiveness and the ethical implication of modeling.

The problem, however, is that in Nigeria  there s a  poverty of studies on the effectiveness and ethical dimensions of modeling  in advertising.  This study is geared towards   helping to solve this problem in the Nigerian context.

 

 

 

OBJECTIVE OF THE STUDY

The objectives of this study are as follow

  1. To provide an indepth understanding of meaning of models and modeling in advertising
  2. To examine the ways models are being used
  3. To find out people that are required to be models
  4. To find out whether models have any influence on prospective buyers
  5. To find out if the use of models in adverting is very effective
  6. To find out if the use of models is considered ethical or unethical.

 

HYPOTHESES

Hypotheses are tentative supposition put forward to determine facts and give solution to problems.  Based on the problem definition and the objectives of the study previously stated, the following hypotheses are to be tested or investigated to find out whether models help in the advertising industry or not.

  1. H Modeling is a very effective advertising strategy in Nigeria.
  2. HO: Modeling is not an effective advertising strategy in Nigeria.
  3. H2 Use of models in advertising is seen as ethical by Nigerians.

HO Use of models in advertising is  seen as unethical by Nigerians.

H3 Models influence prospective buyers on the purchase of products.

Ho models do not influence prospective buyer on the purchase or products.

 

RESEARCH QUESTION

The research question of this study is as follow

  1. Do human models have effects on the advertising industry?
  2. Do Human model tend to prompt the Advertising industry in Nigeria?
  3. Which class of the Human models is most preferred?
  4. Do Human models Advertising have negative or positive effect on them?

 

SIGNIFICANCE OF THE STUDY

The significance of this study depends largely on the set of objectives of the research.   Based on this, it  will help to bring out the influence and effect of models on the prospective buyers and their influence could be anything ranging from negative to positive or neutral. It will also aid in deciding whether model enhance the creditability of the advertisement, and the product or service advertised or worse still, whether it detracts from the creditability of the advert.

There is need  for modeling services (support personnel) in the promotion of goods or services.  Given that some of the advertising problems that plague the industry are being models and modeling  agencies used, it is hope that the study will no doubt help the advertiser and advertising agency  to adopt improved modeling services as a strategy which would enhance the overall advertising performance in the industry.

 

LIMITAIONS  OF THE STUDY

A research effort of this nature is usually thought with some problems and limitations the framework of this study would have been based on models used in various advertising media but its scope will be limited to advertisement on television, radio, magazines, bill boards and poster, in Enugu and Lagos metropolis.

Advertising research involves cost in  terms of survey,  collection of data, preparation of questionnaire and production of concluded research work.  meanwhile, some respondents  never completed the questionnaires administered on them  as they continued to shift attention from them. And even the one completed were not retuned.

Dearth of relevant literature on the models and modeling agencies used in advertising became a  problem because there was lack of accurate data on th models used in advertising.  Even when approached they refused giving details on how they use models in advertising for fear of the competitors.

 

SCOPE OF THE STUDY

The study will cover selected Advertising agencies in Enugu and  Lagos, especially Lagos because Lagos is a commercial center in Nigeria that has a large population.   It will have a good representations  of the consumers that will be surveyed to find out how effective and how ethical modeling is in Nigerians, Advertising industry .

 

OPERATIONAL DEFINITIONS

ADVERTISING:  Is any past form of non presentation and promotion of ideas, goods and services by an identified sponsor. Advertising can be run both in the print or electronic media using the basic visual audio communication materials eg.  In the newspaper using photographs, etc.  or radio/TV using voicing or sound effect.

AGENCY:  Is an organization that creates communication messages and they gets them exposed via the various media, to the audience with the objective of receiving its commission.

 

MODEL:     A person called upon or  employed to be photographed,  or to display or demonstrate certain products or services to possible buyers in order to compel  action.  An acclaimed model must operate  within the known standards, rules, regulations, or procedures of the profession.

MODELING:       It is an art of making models working as a model, take up a career  in modeling agency.

 

EFFECTIVE:       Making a strong  impression or  influence on the intended result.

 

ETHICAL:  It describes ethic which  is a  system of moral principles or rule that govern or influence a person’s behaviour.

 

CELEBRITY:       They are star or role used in adverting products or services, it could be television  stars, actors actresses, sport figures or entertainers whose appearance in the advertisement of such goods or services sustains the  interest of his /her  audience on the  goods  or services so advertised.

 

 

CONCEPTUAL DEFINITIONS

  1. Advertising: Making generally or publicly known persuade publicly in  order to encourage  people to buy or use  it.
  2. Agency: The means  fore or substance that produces an effect or changes.
  3. Model: A person use to  display  or demonstrate certain produces  or services to possible  buyers in order to  compel action.
  4. Modeling the act of making  a model.
  5. Effective: Producing the result that was wasted or intended.
  6. Ethical : Connected with principles of what is right and wrong.
  7. Celebrity: A famous person  specially some one in the entertainment business.

 

CONCETPUAL DEFINITIONS

RESEARCH QUESTIONS:

  1. What are the effects of human model in the Advertising industry in Nigeria?
  1. Is modeling an effective advertising strategy in Nigeria?
  2. How does Human model effect the consumer a perception of the particular product?
  3. Does Nigerian accept modeling advertising as a profession?
  4. Can model advertising in Nigeria be compare to what is obtained in the advertising industries in the foreign countries?

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

MAKE YOUR PAYMENT  INTO ANY OF THE FOLLOWING BANKS:
 GTBANK
Account Name : Host Link Global Services Ltd
ACCOUNT NUMBER: 0138924237
First Bank:
Account Name: Chi E-Concept Int’l
Account Name: 3059320631

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AN ASSESSMENT OF MASS MEDIA’S ROLE IN SUPPORTING WOMEN EMPLOYMENT CAMPAIGN IN NIGERIA

AN ASSESSMENT OF MASS MEDIA’S ROLE IN SUPPORTING WOMEN EMPLOYMENT CAMPAIGN IN NIGERIA

ABSTRACT

The campaign for women employment and emancipation in Nigeria has taken a new dimension sequent to the new development in the literacy level of our women and the level of development in mass media.

The right of women have been severally abused and neglected. Women have been relegated to the background and kept about from the scheme of things simply because of unorthodox beliefs. today, some women have been forced to accepts that their major role should be in the kitchen.

Today, women in Nigeria are quickly realizing their supposed role in the society. More educated women are now speaking out against the injustice being meted out to the women folks. At that point, thermal which the mass media is supposed to  play comes in. as a good agent of socialization, the mass media which concepts the radio, television and the press is expected to champion the campaign for women employment.

Being the case, I researched and evaluated the attitudes, contributions and problems of the mass media towards this direction.  I also gave useful suggestions on how best the mass media should go in order to succeed in this worthy campaign for women employment.

CHAPTER ONE

INTRODUCTION                                                                            1

  • BACKGROUND OF THE STUDY 3
  • STATEMENT OF THE PROBLEM 6
  • OBJECTIVE OF THE STUDY 7
  • SIGNIFICANCE OF THE STUDY 8
  • RESEARCH QUESTION 9
  • RESEARCH HYPOTHESES, CONCEPTUAL AND

OPERATIONAL DEFINITIONS                                  9

  • ASSUMPTIONS 12
  • LIMITATION OF THE STUDY 12

CHAPTER TWO

LITERATURE REVIEW                                                        14

MASS MEDIA’ CONTRIBUTION                                        17

  • ROLE OF RADIO 17
  • TELEVISION AND WOMEN EMPOWERMENT 19
  • THE PRESS AND WOMEN –

EMPOWERMENT CAMPAIGN                                  20

  • NEED FOR WOMEN EMPLOYMENT CAMPAIGN. 22
  • PROBLEMS HINDERING THE MASS MEDIA IN IT

CAMPAIGN IN SUPPORT OF WOMEN-

EMPLOYMENT                                                           25

  • SUMMARY OF LITERATURE REVIEW. 26

CHAPTER THREE

  • RESEARCH METHOD 27
  • RESEARCH DESIGN 28
  • RESEARCH SAMPLE                                       28
  • POPULATION OF THE STUDY 29
  • SAMPLING TECHNIQUES 30
  • MEASURING INSTRUMENT 30
  • DATA COLLECTION 30
  • DATA ANALYSIS 31
  • EXPECTED RESULTS 32

CHAPTER FOUR

DATA ANALYSIS AND RESULT                                        33

  • DATA ANALYSIS 33
  • RESULT 46

CHAPTER FIVE

  • CONCLUSION 51
  • SUMMARY AND RECOMMENDATION
  • QUESTIONNAIRE 53
  • BIBLIOGRAPHY 60


CHAPTER ONE

INTRODUCTION

The mass media have played a vital role supporting women employment campaign in Nigeria. This it achieves using it’s channels which include: the radio, the television, newspaper and magazines, books journals and so on.

In addition to supporting women empowerment campaign, they also performs the functions of socialization, information, education, communication by carrying out enlightenment programmes. They create forum for information and motivation.

The fundamental function of the mass media is mainly to expose, provide and enhance incidental learning. They have the capacity to reflect and shape opinion thus playing active role in public attitude formation. It is a very effective body of communication with good and wide availability which makes it more convincing that a large number of people are more likely to be influenced. Therefore, the mass media aims at converting, re –enforcing, charging or persuading the activities of people in a given society.

A unique between the mass media and other agents of socialization and techniques by which specialized groups employ technological device “press, radio, films etc. to disseminate symbolic content to a large public.

In assessing the role of the mass media in supporting women employment campaign in Nigeria therefore, one takes into cognizance those roles both the radio, television, newspaper, magazines, books and journals etc. have played by improving and ensuring the welfare of the women in our society.

Abiola Akiyode Afolabi – a Lawyer and the Executive Director of women advocates research and documentation centre, WARDC emphasized the need for women to clamour for their rights and make the states to be more sensitive to their issues.

In Nigeria, women constitute 497 percent of our population, based on the 1991 census. They therefore argue that in as much as they are almost equal to the population of men, they don’t know why the government can continue to rule without being sensitive to the rights of women. They therefore suggest that government should take issues of women as priority.

 

  • BACKGROUND OF THE STUDY

The role of the mass media in any society includes:

  • Providing semi – formal kind of socialization
  • Providing avenue for good listening, observation and imitation.
  • Providing modern communication.
  • Providing the child or an individual with the knowledge of wide world.
  • Organizing educative programmes that impacts knowledge to both youths and children.
  • Bringing to our homes the different culture of different people,
  • Entertaining the audience and
  • Creating role models.

In the light of the foregoing, one cannot neglect the enormous powers of the mass media having consideration for the vast medium of communication it possesses.

Over thew years, the need for women empowerment has continued to rise. In our newspaper, magazines, over the radio, in the televisions, it have been variously discussed many writers have put their opinions together in form of books and journals.

RADIO: Radio operations in Nigeria dates back to the year 1935 when Gazette Notice No. 1098 of September that year enumerated the conditions for the installation to subscribers of the P and T loudspeakers. The Nigeria Broadcasting service (Nigeria Broadcasting corporation) later took over on April 1, 1952. since that period, radio broadcasting have greatly contributed towards the enhancement of women empowerment in Nigeria.

Today, the federal radio cooperation of Nigeria have it’s stations in almost all the states of the federation. These stations reach out to the people with far reaching effects.

 

 

 

 

TELEVISION:

The history of television operation in Nigeria dates back to  outcome of the 1973 broadcasting organisation of Nigeria Bon experiment with the NTA.

Basically, the Nigerian Television Authority was empowered among other things, to co – ordinate the activities of the entire television network in the country. Thereafter, six operation zones was set up to effectively manage all the NTA station.

With its advantage of possessing both audio and visual effects, the television has greatly contributed to the development in Nigeria. Today, television stations a abound in almost all the states of the federation carrying the message of women empowerment vigorously.

 

THE PRESS:

The Nigeria of the Nigerian press fall into broad categories: the pre – independence period and the post independence period till the present day. In Abeokuta, Reverend Henry Townsend established the first newspaper in Nigeria called “Iwe Irohin”, in December 1859. since then, other newspapers emerged and continued to carry out the campaign for women empowerment.

 

  • STATEMENT OF THE PROBLEM

The campaign for women empowerment in Nigeria has intensified since education have made greater percentage of the women populace to be conscious of their rights. Nigeria’s 1999 constitution guaranteed everyone the right to freedom from discrimination on the grounds of sex.

Nigeria currently is the largest black Nation in Africa and the most populous, having 49.7 percent women out of the current population number; as stipulated by the 1991 census. The contribution of the women in socio – economic, political and cultural development of Nigeria cannot be over emphasized.

In view of the above, it is expected that women with their large number in the society, should be embraced into the scheme of things instead of being relegated to the background. Already, in our various schools of higher learning, female student journalists have continued to increase in number. With such development, it is expected that such large numbers should also extend to the media houses and other fields of human endeavour.

It is very worthy therefore for the mass media to champion the course for women employment so as to liberate then from all manner of discriminations, bad practices, widowhood rites and practices, female genital multivation, early marriages trafficking in  women and other practices that both affect and discrimination against women.

Owing to the observation, this project is aimed at mass media, their contributions, their problems and their attitudes towards supporting the campaign for women empowerment in Nigeria.

 

  • OBJECTIVES OF THE STUDY

My main objective for embarking on the study is identify and evaluate the following:

  1. The role of the mass media in supporting women empowerment campaign in Nigeria.
  2. The contributions so for made by the mass media supporting the campaign for women empowerment.
  3. The degree of responsiveness of women to the campaign.
  4. The ways of improving the performance of mass media in the campaign for women empowerment.

 

1.4        SIGNIFICANCE OF THE STUDY

I believed that at the end of this project work, the study would be relevant in the following  directions:

  1. It will help to provide a good understanding of the role of the mass media in supporting the Champaign for women employment in Nigeria.
  2. The study will help to expose the powerful influence of the mass media in the campaign for women empowerment.
  3. The study will offer useful information towards improving the performance of the mass media.
  4. It will expose the need for women empowerment in Nigeria.

 

 

 

1.5         RESEARCH QUESTIONS

  1. What are the roles of the mass media in supporting women empowerment campaign in Nigeria?
  2. Do the mass media contribute adequately towards the campaign for women empowerment in Nigeria ?
  3. What factors hinder the performance of the mass media in enhancing women empowerment campaign.?
  4. How can the performance of the mass media be improved?
  5. Can our women accept their supposed role and help in building the Nigerian society?

 

  • RESEARCH HYPOTHESIS INCLUDING NULL HYPOTHESIS:

H1:    The mass media have favourable attitude towards the campaign for women empowerment

H0: The mass media do not have favourable attitude towards women empowerment in Nigeria.

H2: The media contribute positively to the campaign for women empowerment.

H0: The mass media do not contribute positively to the campaign for women empowerment.

H3: Socio – economic, culture and legal constraints hinder the position of women towards the campaign for women empowerment.

H0: Socio – economic, cultural and legal constraints do not hinder the position of women towards the campaign for women empowerment.

H4: The women could help in building and re – shaping the Nigeria society.

H0: The women could not help in building and re – shaping the Nigerian society.

 

  • CONCEPTUAL AND OPERATIONAL DEFINITIONS:

Conceptual means general notion. Operationally means those factors, national and man – made that makes mass media’s position to women empowerment difference.

ASSESSMENT: Conceptually, means the act of checking the amount or value at which something is calculated.

Operationally, means a judgment or opinion about something.

MASS MEDIA:  Conceptually means the extended large channels of communication including the newspaper, and magazines, radio, television etc.

Operationally, means large number of both newspapers, magazines, television, radio etc. used for disseminating information.

ROLE: Conceptually, means the part taken by someone in any activity.

Operationally, means the part taken by a person for example in acting etc.

WOMEN EMPOWERMENT: Conceptually means women having the lawful right top do their things.

Operationally, women empower means women having right from discrimination of both sexes.

 

 

 

  • ASSUMPTIONS:

I conducted my research on the basis of the following assumptions.

  1. The mass media are today in the fore – front of women empowerment campaign.
  2. That the mass media contribute adequately in the campaign for women empowerment.
  3. That certain factors hinder the performance of the mass media in supporting the campaign for women empowerment.
  4. That the campaign for women empowerment is a worthy course.

 

LIMITATIONS OF THE STUDY

It is necessary to point out that an in – depth research could not be made because of the theoretical and practical nature of this study. Again, financial constants arising from the lean resource available to facilitate the  research had a reaching effect on carrying out an in –depth and comprehensive study on this topic. These problem not withstanding, efforts were made in the direction of giving this topic a good approach. The scope of this is limited to the position, contributions, problems and prospects of media practice as a career with special attention to their support for the campaign for women empowerment.

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

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CHALLENGES FACING NIGERIAN MASS MEDIA IN RURAL DEVELOPMENT A CASE STUDY OF POVERTY ALLEVIATION PROGRAMME IN AWGU LOCAL GOVERNMENT AREA.

CHALLENGES  FACING  NIGERIAN  MASS  MEDIA  IN  RURAL  DEVELOPMENT  A  CASE  STUDY  OF   POVERTY   ALLEVIATION  PROGRAMME  IN  AWGU LOCAL  GOVERNMENT  AREA.

CHAPTER ONE

Introduction                                                                            1

Background of  the  study                                             1

Problem statement                                                         5

Objectives  of the  study                                                          8

Significance  of the  study                                              9

Research  hypothesis

Assumption                                                                             14

CHAPTER  TWO

Literature  Review                                                         16

Source  of  Literature                                                     16

Theoretical Framework                                                  16

The  review                                                                   18

CHAPTER  THREE

Research  methodology                                                  61

Research  method                                                                    61

Research  design                                                            62

Research sample                                                            63

Sampling  procedure                                                      63

Result  of  Pilot  Study                                                  65

Instrumentation                                                             66

Interview                                                                        67

Data  analysis  method                                                  67

CHAPTER  FOUR

Data  analysis  and  interpretation of  result                            69

Data  analysis                                                                69

CHAPTER  FIVE

Summary                                                                       88

Conclusion                                                                                          89

 

ABSTRACT

In this  study  on “Challenges  facing  Nigeria  Mass   Media  in rural  Development “ my  efforts  is  geared  toward  examining  the effect   and  problems  of  mass  communication on rural  development  projects  in the  execution of  Poverty  Alleviation  Program  in Awgu Local  Government  of  Enugu  State.

The  study  also  looked  into the  relationship  between variables  like  educational  level  marital  status  occupational  distribution, media  selection  age, sex,  among  the  people  of Awgu.

The  method  (survey) of  social  science  research  was  employed  in this  study, both  the   questionnaire  and  oral  interview  were  used  for  data  collection. A  total  of   240  respondents  were  randomly  sampled.

The  research  made  use  of  tables  for  graphical  illustrations  and  easy  comparison  of  facts  and  figures. A  part from its  knowledge value  in the  areas  of  development , this  study  will be  great  help  to  Nigeria  development  planners  as  its  findings,  w0ould  enable  them  know  how  to  affectively  formulate  development  projects  that  help the  citizenry  and  reduces  at their  disposed  to justify  development  in the rural  development..

The  findings  suggested  that  development  did  not  really  take  place in  study  despite  the  poverty  Alleviation Programme. This  was  as a result  of  illiteracy  economy,  government  and  polices  transportation  ownership  management  and  political  angle. They   also  should  that  mass  media  are  not  alive  to their  responsibilities   in  rural development.

In the   light  of  these  findings  conclusive  were  drawn  and  recommendations  were  made.

 

 

 

 

 

 

 


CHAPTER ONE

1.1     BACKGROUND OF THE STUDY

The  importance  of  communication  in  our  daily  lives  cannot  be  overemphasize. This makes   a through investigation and understanding of the  complex  process  of  communication and  all its  ramifications. Communication is  so  central  to  human  existence  and it human  activities  that   it   will be  foolhardy for  any  group  or  nation  to  put  it  in the  background  in its  economic, political,  social  and  other activates. It  is  the  most   vital factor  in building  or  developing  an  organized, United  and  Progressive  nation, without  it  there  will be   no rural  citify  and  no effective  solution  to rural  problems  and  rural  development. Hence  in any  reasonable  theory  and  practice  of  rural  building, communication should  occupy  a key  position. All  this  can be  said because  of the  obvious  fact  that  all  human  activities  take  place  in a  cross  fire  of  information  flow  and  communication.

The  importance  of information  as  supportive  input  for  specific  development  programmes  is   just  beginning  to  receive  with  recognition, but  in countries  like  Nigeria, this  recognition is till  very   low  or  non-existent., as  Fulius  Nyerere  once  remarked “ While  others try  to  reach the  moon, we  are  still  trying  to reach the  village. However,   the  pace  at  which  the  villages  are  reached  may  be  further  delayed  unless  more  attention is  paid  of the  role   of  communication  and  information  transfer  in the  development  process.

Although  the  media  industry  in Nigeria  took  off  in a  rural  setting  today  it is  urban affair  with  over  98% of the  country’s  mass  media  located in the  urban  areas. Ironically,  over  70% of the  country’s  teaming  population  are  rural  dwellers. The  consequences  is  that  the  majority  the  farmers  herdsmen, fishermen,  labourers and  art citizens   who  mainly  dwell  in the  rural  areas  and  denied the  benefits  accruing  from the  media. They  are  marginalized  from  such  gains  derivable  from the  media  like  information, education  enlightenment  socialization, persuading  agenda setting  correlation  preservation  of  cultural  identify status  conferment integration  and  unification.

The  urban  dwellers  have  many  advantages  over  the  rural  dwellers  like   nearness and  access  to  newspaper  magazines , books journals  posters  billboards, libraries, radio  and television, as well as  telephone  telex  fax  machine, postal  services, satellite  and cable  transmission. They  are endowed  with  such  other  facilities  and amenities  like  electricity  good  network  of  roads   pipe  borne  water,  educational  and  health  institution, financial  establishment, bug  and  modern  markets, sea  and  airports.

Most  industrial  enterprises  are also  urban – located  with the  attendants,  employments  opportunities  they  afford  urban  dwellers. The  proximity  and the job  opportunities  place  the  beneficiaries  in  better  economic  positions, enabling  them  patronize  the  media , pay  for  daily  copies  of the  newspaper,  pick  weekly  editions  of  magazines  and  buy  set  of  radio  and  television. This  unlike  he realities  who in addition  to these  depreciations  get  the  greatest chunk  of  diseases  malnutrition  poverty  hungers,  ignorance  and  superstition  most  prevalent  in he  third  world  countries.

Hence,  the  need  to  reverse   the  trend  and doing  so  is  perhaps  too,  in the  economic  interest   of the  media  and its  operations. By concentrating  its  location,  operations  and  activities  at the  urban  areas,  the  media  create disparity and  depreciation  first, it  make  possible  the  existence  of  gulf not  just  gaps  between   the   urban  and  rural  inhabitance  in the  area  of  development   amenities  and  infrastructure  resources.

In  addition , it  deny  itself  the  enormous  market  in the  rural area  where  greater  percentages  of the  people  live  in. this  means  lesser  readership, viewingship  and  listernership, culminating  in lesser patronage  and  lesser  profitability.

These  necessitated  the  quest  for a  change  a  reversal  which  will enable  the  balancing  of the  emphasis  the  media  place  on urban  and  rural  areas. An  ambitions  and  lefty   goal  trainable  only  through  determination  to  succeed, rural  communication  policy  through  community  journalism  portends  a  lot  for the  media,  the  audience  and the  government. Among   them  enhancement  of  literacy  level  of  rural  communities  creation  of  awareness  and  consciousness  for  development  in ht e spheres  of the  economy, social  culture and  political  even  the  infrastructure  position of the rural people  and  course  using  it to  popularize  government  policies  programmes  services  activities  and actions  and  thereby  gingering  up the  support, corruption  and  active  participation of the led.

 

1.2     STATEMENT OF THE RESEARCH PROBLEM

The  rural  media  whether  print  or  electronic  are  expected  to serve  the  interest  of the  people  majority  of the  people. Its  social  responsibility  demands  they serve  the  need  of the  audience  among  them, boasting  the  fortunes  of the  people uplifting  their  standard  of  living, improving  and  widening  their  world  view,  arousing  in  them  more  sense  of  civility, responsibility  and  active  participation  in government  programmes , enhancing   heir   literacy level   and  popularizing  government  policies  and  activities  oriented  and packaged  to take care  of the  problems  fears anxieties, concerns ,  activities, desires  and  aspirations  of the  realities.

The rural media lack a   viable environment to practice.  This  implies  that  the  media  organ  finds  it  difficult  to  make  sufficient  profit  to  keep it   afloat. They  find  it  difficult  to  pay  their  workers  procure  all needed  machinery  required  for  optimal  functioning.

Associated  with  this problems  the  media  rely  on government  for  grand,  a  subvention  and  findings  which  puts  it  in  a formidable  solid  position  to  play  influential  roles  in the  society, like  asserting  the  right  of the citizens  challenges  and  criticizing  bad  government  politics  and  programmes  and  showing  the audience the   right  directions  during  controversial  moments.

Many  Nigerians still cannot  read  and  write  Inspite  of the  educational  boom  Nigeria  has  experienced  in the 1970s  and  1980s. Such  people  are  functionally  illiterate  and constitute  a  major  obstacle  to  effective  flow  of  information  or  media  communicated  messages. They  cannot  be  reached  through  newspapers and  magazines, even  when  these are  published  in local  Nigerian  language  radio  and  television  and  able  to  scale  the  language  barriers  and  do  not  demand  much  literacy  from the audience. They can  be used  to  communicate  with  these illiterate  Nigerian. The  problems  therefore  remains  the  availability  or  ownership  score  of  theses  electronic  media  is  still  low  among  rural   Nigeria.

In some  areas,   electricity  is  not  usually  available  in   the  rural  areas.  The  snag,  however,  is  that  even  the  electronic  media  are  urban  based,  the  information  they  bring   are  ore –sided  communications  from the  urban  to  the  rural  areas  with  hardly  any  feedback. The  employment  and  poverty  trends  in  Nigeria indicate  that  without a  concerted  effort  to tackle  it  the  situation  could  get  worse.

 

 

 

1.3     OBJECTIVES OF THE STUDY

The  broad  objectives  of  the  study  us   to  fund  out  the  challenges  facing  Nigerian  mass media  in rural  development  in  relation  to  Poverty  Alleviation  Program  in Awgu Local  Government  of  Enugu  State.

The  objectives  of  this  study  include:-

  1. To use the  media  to  inform  and educate  the  rural  people  towards  improving  their  standard  of
  2. To use the  media  to  bridge  the  gap  between   urban  and  rural  dwellers,
  3. To use the   media  to provide  and  disseminate  information  about  the
  4. To use the  mass  media  to encourage  participation  of the  people  themselves  in  all   efforts  to improve  the  standard  of  living  through  self  help and  mutual  help  projects  using  their  own
  5. To enhance  the  literacy  level of  rural
  6. To help in  formulating polities  which   eill be  in he  best  interest  of the people . the  government  and  its  functionaries  needs  to  have a  constant  feedback  from the people  as  to  their  changing  situations  and  their  opinions  and  reactions  to  governm4ent  activities  affecting  their

 

1.4     SIGNIFICANCE OF THE  STUDY

The  study  is  of  great importance to all  he  citizens  of this  nation,  more  importing   the  rural  dwellers  who are  marginalized  from  such  gains  derivable  from the  media  like  information, education  enlightenment, socialization, entertainment, unemployment  etc  and  hence  the  need  to  reverse the  trends.

The  study  is also  significant  because  the  findings  will  encourage  individuals  organizations  to be  more involved  in  participating   in government  policies  as   to stem  the  problem  of  urban  migration  unemployment, social  evils lower  standard  of  living  and  rural  neglects.

This  study  is  of  great importance  to media  practitioners  print  and  broadcaster   media , hence  help  them to  know  how  the  numerous   problems  militating  against  their  success  can be  surmounted .

Finally,  it  will  serve  as a useful  and  appropriate  sources  of  data  to  other  researchers.

 

1.5     RESEARCH QUESTIONS

Has  poverty  alleviation  programmes  to   touch  the  lives  of  rural  dwellers  in positive  way?

 

Have  Nigeria  mass  media  been  contributing  towards  achieving  he  aims  and  objective  of  poverty  alleviation?.

 

Do Nigerian  realities  appreciate  the  essence  of the  programme?

Are  there  obstacles  that  hinder  the  mass  media  from playing  their  roles  in  promoting  the programme?

 

Has  the programme  been  helping  in  uplifting  the standing  of  living  of the ruralities.

 

1.6     RESEARCH  HYPOTHESIS  AND  NUL  HYPOTHESES.

H1     Poverty  alleviation  programme  really  a programme  that  touched  the  lives  of  rural  dwellers  in  positive  way .

Ho     Poverty  alleviation  programme  is not really  a programme  that  touched  the  lives  of  rural  dwellers  in  positive  way .

H2     Nigeria  mass  media  has  not  being  contributing  towards  achieving  the   aims  and  objectives  of  poverty  alleviation programmes

Ho     Nigeria  mass  media  has  not  being  contributing  towards  achieving  the   aims  and  objectives  of  poverty  alleviation programmes.

 

H3     Nigerian  ruralities  appreciates  the  essences  of the  programme.

Ho     Nigerian  ruralities  do not appreciates  the  essences  of the  programme.

H4     There  are  obstacle  that  hinder  the  mass  media  from  playing  their  role  in promoting  the  program.

Ho     There  are  obstacle  that  hinder  the  mass  media  from  playing  are no   in promoting  the  program.

H5     The  programme  has  been  helping  in  uplifting  the  standard  of living   of the ruralities

Ho     The  programme  has not xbeen  helping  in  uplifting  the  standard  of living   of the ruralities

 

1.7     CONCEPT IONAL AND  OPERATIONAL  DEFINITION  OF  TERMS CONCEPT IONAL  DEFINITION.

            OPERATION  DEFINITION

CHALLENGE:     What  he  media  ought  to do  in order  to  improve  he  standard  of  living  of the ruralities.

 

MASS  MEDIA : This  is  an  effective  instrument  used  fir  educating ,  mobilizing  sensitizing  the  society  on  their  privileges  and  obligation  and  provision  of   entertainment. The  media  enable   the  attainment  of  desired  objectives  eg,  radio, television  and  newspaper.

 

RURAL  AREA: Rural  area here is  Awgu  local  government  area.

 

DEVELOPMENT:  Development  is a  continuous  process  of  generating  and  more  efficiently  allocating  resources  for  achieving  greater  socially  satisfying  ends.

POVERTY: The   people  of  Awgu  are  deprived  of the  good  things  that  make  like  worth  living.

ALLEVIATION: Their standard of  living  has  to be improved

PROGRAMME: Poverty  alleviation  programme  is a  programme  instituted  by  president  Olusegun Obasanjo to  tackle  the  problems  of  poverty  and  unemployment .

1.8     ASSUMPTIONS

Anything  of  course  that will  lessen,  relieve  moderate, or  mitigate  poverty  in the  population  is  welcomed  development.  Every  institutions  however, must regard  poverty  alleviation  programme  as a continuous  process  of  generatify  and  more  efficiently  allocating  resources  for  achieving   greater  specially  satisfying  ends  especially  in rural  areas.

Therefore,  the  research  study  assume  that:

  1. Mass media  have  not  been  properly  and  efficiently  used  to  bring  awareness  of the
  2. Peoples attitude  towards government  may   not  be  encouraging  enough  for  the  actualization of the
  3. lack of  funds  on the  part  of the  government  could  jeopardize  media  effort  towards  the
  4. community media  in the  peoples  language  could  bring  about
  5. community media  could  bring  about  development  if  the  dwellers  are  allowed  to  get  invoved  in the  exe3cutive  of the

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