THE IMPACT OF ADVERT ON CONSUMERS’ PREFERENCES OF PRODUCTS

PREFACE

 

British Novelist Norman Douglas may have caught the essence of advertisings worldwide significance when he remarked, “You ca tell the ideals of a nation by its advertisements”.  Indeed, while the advertising business was viewed as particularly American Institution in the first half of this country, that is certainly no longer the case.  Today, everyone living and working in the modern world is under the influence of advertising.  Thus, the study of advertising has taken on new importance, not only for student of business or journalism who may one day be practitioners but also for student of sociology, psychology, political science, economic, history, language, art or the sciences, all of whom will continue to be consumers of advertising.

It is a common knowledge to the advertiser that the consumer is either persuaded or dissuaded by what he sees and hears.  His thought patter, choice of items and his standard of living all to an extent are affected by the impact of advertising on his life.

 

ABSTRACT

Many people have attempted to produce formulas and philosophies for effective advertising.  In a way, this is not only a dangerous but also a rather arrogant thing to do, because the formulas work some of the time.

I have seen that advertising is the communication of sales propositions; it holds no brief to be funny, arty or clever.  It needs only to achieve reaction on the part its audience, which will lead to a purchase of the products it presents; and advertising must conform to certain basic requirements if it is going to achieve this.

It must, firstly, speak to the right people.  This is the fundamental principle of advertising communication – accurate audience  definition.

Secondly, it must speak to its defined audience through appropriate media.  As Malihan says, “the medium is the message (which means, despite its frequent misinterpretation, merely that unless you speak through the right channels the best message in the world means nothing at all).

Thirdly, the message itself must be appropriate to its audience in several ways.  It must be couched in language, which the audience can understand; it must appeal to feelings, either latent or obvious, which the audience is known to have; and it must offer a real benefit expressed in comprehensible terms.

CHAPTER ONE

• INTRODUCTION
• BACKGROUND
• STATEMENT OF THE RESEARCH PROBLEM
• OBJECTIVE OF THE STUDY
• SIGNIFICANCE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESES
• CONCEPTUAL AND OPERATIONAL DEFINITION
• ASSUMPTIONS
• LIMITATION OF THE STUDY

 

CHAPTER TWO

• SOURCES OF LITERATURE
• THE REVIEW

 

CHAPTER THREE

METHODOLOGY

• RESEARCH METHOD
• RESEARCH DESIGN
• RESEARCH SAMPLE
• MEASURING INSTRUMENT
• DATA COLLECTION
• DATA ANALYSIS
• EXPECTED RESULTS
• DISCUSSION

 

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

• DATA ANALYSIS
• RESULTS

 

CHAPTER FIVE

• SUMMARY
• RECOMMENDATIONS FOR FURTHER STUDY

BIBLIOGRAPHY

APPENDIX

 

 

CHAPTER ONE

 

• INTRODUCTION

Before I could effectively write on the effects of advertising on consumers preference and acceptability of product, I will first of all know what advertising is all about.

No generally accepted definition of advertising has been worked out because, as an academic discipline, the study of advertising is fairly new.  However, advertising can be defined as a group of activities aimed at and including dissemination of information in any paid non-personal form concerning an idea, product or service, to compel action in accordance with the intent of an identifiable sponsor.  This definition includes many tasks of advertising.  Advertising aims at influencing the consumer through communication in the form of dissemination of information regarding an idea, product or service.  Pitman: Principles of Advertising.

The question is, why should one wish to influence the consumer, industrial user, or the public in general.  In order to compel buying action of a product, service or the acceptance of an idea, it is meant to be in accordance with interest of a person who pays for the advertisement and have an interest in the product, service or idea sponsored.

Whenever I talk about advertising, I think about the advertiser – one that spends money for advertising.  The advertising agencies – on an independent business, organization, composed of creative and business people who develop, prepare and place advertising in the media for sellers seeking to find customers for their goods and services.

Advertising medial also comes in mind whenever, advertising is being mentioned.  They are institutions such as Newspapers, Magazines, Radio, Television, Direct Mail and Posters that are used to carry the advertisers’ message to the desired audiences.

Advertising is part of the flow of communication and information process, which exposes the consumer to variety of stimulus.  It is credited with raising our standard of living, lowering unit costs of mass produced goods providing information and helping new forms enter the market place.

It is monitored by the industry of mass media consumer groups and government agencies in an effort to eliminate deceptive and unfair advertisement and commercials.  Advertising has become a workhouse that serves many communication needs of society.

Research in advertising is categorized into three namely: Consumer Research, Product Analysis and Market Analysis.  In consumer research, the advertiser realizes that in order to effectively sell his product he must satisfy the needs and wants of the consumer.  This he could achieve by understanding the nature of those needs and wants and by providing the products, which will satisfy them.  He must remain abreast of shifts in the location of his potential markets.  This research is concerned with the discovery of the reason behind consumer behaviour (their buying motives and attitudes).  An analysis of both internal and external conditions of the market are elements of consumer researcher.  It also analyses the forces that influence buying, such as motives, attitudes, beliefs, habits and customs.

Under product analysis, we talk of product concept testing, positioning of products, life circle of products, products uses, packaging of products, prices of products, unit of sales and use of brand.  The manufacturer should make a thorough analysis of the product before marketing it, to determine those of its properties which can be interpreted appealingly as being able to satisfy the desires of the consumers.

 

• BACKGROUND

The purpose of analysis is to determine which market may be cultivated most profitably and to what extent sales potential is greater in one area than in another.  This branch of research attempts to answer for the advertisers problems, such as how important is market ‘A’ as a location for expensive effort in the distribution of a particular line of production.  How does market ‘A’ compare with market ‘B’ in terms of potential sales?  What kinds of data would be most helpful in portraying the character of markets in selecting the most fruitful advertising approach, etc.

The emergence of advertising is closely associated with a philosophic and economic climate that relies on the market system as a means of resources allocation.  Consumer express their preferences through preferential purchases of the advertised products in the market place.

Advertising forms the basic source of revenue for the media and sometimes, it is being wasteful.  This is found where demand has stabilized and the resulting high competition give rise to an exchange of expensive “broadsides” among the competitors.  It may also be found where advertising has been directed at the wrong audience, at the wrong time and in the wrong place.

Advertising has an effect not only on consumers but also on competition on the business cycle.  This is also an effect on the value of products and prices of products.

Some classifications of advertising are National Retail, local and co-operative Advertising.  National Advertising can be defined, as any advertising done by the coco-cola manufacturer or producer in contrast to the one done be a retailer.  The advertisers’ intention is to stimulate demand.  Local advertising also employs the same strategy with national advertising.  Example of such institutions is depot.  Retailers also use retails advertising to persuade consumers to buy at a particular location.

• STATEMENT OF RESEARCH PROBLEM

The study attempt to examine the influence of advertising on consumer preferences and acceptability of coco-cola soft drink.

Products advertised are usually misunderstood by the potential buyers, i.e. the consumers, the product parochial ideas and conception about the product advertised.  In most cases, they are perceived as money marketers or exploiters who usually say one thing and mean another thing.  Consumers fail to accept the ideas of coca-cola being the only soft drink that can give them the desired satisfaction.

Coco-cola does not make as much gain as supposed due to the amount of advertising received by the potential buyers per day.

Also the influence of advertisement on consumers’ preference of coca-cola is unsatisfactory.  It also imposes the problem of choice making among soft drink.

 

• OBJECTIVE OF THE STUDY

The main objective of the study was to find out the impact of advertising on consumers’ preferences and acceptability of a product..

There is also the need to find out whether advertising is responsible for brand loyalty in consumers.  The study will enable us find out whether consumers choice of a product, or whether it has a neutral effect on them.

 

• SIGNIFICANCE OF THE STUDY

There seems to be a serious competition in the soft drink market today.  This is because many companies that manufacture this type of drink are springing up every day with different brands.  The producers are all frying hard to see that there is favourable market for their own brand.

More so, the consumers seems to be confused as to which brand of drink is the best and which has the best quality.  No wonder there is this increase in commercial in our various media today.  It therefore necessary to carryout the study to find out whether advertising on coca-cola drink has effect on the consumers of this brand of drink as well as other producers of other brands of drink, and the entire public, to know the impact of this commercial to know whether their commercial is achieving the aim for which it was put up.  This will enable them make some amendment where necessary.

 

• RESEARCH QUESTION

1. Does Advertising have any significant change in consumers buying behaviour?
2. Does it have any effect or impact on manufacturers turnover?
3. Does price of soft drink have any effect on consumer’s choice of soft drink?

 

• RESEARCH HYPOTHESES

H1:   Advertising campaign of coca-cola positively affects the buying habit of their target audience

H0:   Advertising campaign of coca-cola does not positively affect the buying habit of their target audience.

H2:   Advertising campaign of coca-cola product increases sales turnover for the manufacturer.

H0:   Advertising campaign of coca-cola does not have any impact on the sales turn over.

H3:   Consumers choice of soft drink is related to the price of soft drinks.

H0:   Consumers choice of soft drinks is not related to the price of soft drink.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION

1. IMPACT:

Conceptual Definition: Impact means a dramatic or forceful effect.

Operational Definition: Impact is the degree of advertising effect on coca-cola consumers.

2. PREFERENCES:

Conceptual: Preference is the attitude or act of liking a product better than another.

Operational Definition: Preference is the ability to choose or select coca-cola rather than other soft drinks.

3. ADVERTISING CAMPAIGN:

Conceptual: Advertising campaign is showing the product to people and telling them to buy.

Operational Definition: Advertising campaign are messages directed to the audience that arose their psychological consumption on coca-cola.

4. SALES TURNOVER:

Conceptual Definition: Sales turnover is rapid purchase of product

Operational Definition: Sales turnover is the total number of coca-cola soft drink sold by the company in a year.

5. BUYING HABIT:

Conceptual Definition: Buying habit is readiness or ways by which people buy a product.

6. PRICE:

Conceptual Definition: This can be defined as means of assessment of the money, which has to be paid to purchase something.

7. CONSUMER CHOICE:

Conceptual Definition: This can be defined as the ability of a consumer to decide between alternatives.

Operational Definition: Consumer choice is the ability of the consumer of coca-cola to choose coca-cola from other soft drinks available to them.

• ASSUMPTION

This is based on the following assumptions, which were important in the formation of the hypothesis.

• It is assumed that the consumer perception of advertising does not influence their acceptability of a product.
• It is also assumed that consumers consider the advertising messages of coca-cola while buying the drink.
• Another assumption is that consumers’ preferences of coca-cola is related to the price of the product..
• It is assumed that advertising cannot affect a consumer’s behaviour.
• Also assumed is that increase in consumption rate of coca-cola is not related to advertising.

 

• LIMITATION OF THE STUDY

The study was limited to various department s such as Business Administration, Accounting, Marketing and Electrical Electronics Engineering in the Institute of Management and Technology.

Respondents were randomly selected from each of the departments and were used as adequate representation of the whole population.

The study was limited to only those areas due to financial and time constraints that would have come up if the researcher had decided to cover the whole Enugu state.

The study would have included the detail analysis of other factors that can influence consumer behaviour but due to the limited finances and time as mentioned above, the study had to be limited to advertising.

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THE EFFECTIVENESS OF THE MASS MEDIA AS AN INSTRUMENT FOR NATIONAL DEVELOPMENT (FOCUS ON NIGERIA)

CHAPTER ONE

Introduction                                                                       1

• Background of the research problem 1
• Statement of research problem 3
• Objectives of the study 4
• Significance of the study 5
• Research question 6
• Research hypothesis 6
• Conceptual and operational definition 7
• Limitation of the study 14

CHAPTER TWO

LITERATURE REVIEW                                                  15

• Sources of literature 15
• Theoretical framework 15
• Communication and development 16
• Constraints of development –

communication in Nigeria                                        25

• Organising the Nigerian mass media –

for effective development communication               27

• Summary 35

 

CHAPTER THREE 

Research Methodology                                                   37

• Research method 37
• Research design 37
• Research method 38
• Data collection                               39
• Expected results 39

CHAPTER FOUR

Data analysis and results                                                    41

• Data analysis 41
• Analysis of results 43
• Discussion 44

 

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY

• Summary 46
• Recommendation 49

REFERENCES                                                        50

BIBLIOGRAPHY                                                             52

 

ABSTRACT

This project work the effectiveness of the mass media as an instrument for national development focus on Nigeria, is a research in how development communication can be used for national development. Several years after independence Nigeria like every other country in the third world have remained started in their development. Times upon times, volumes upon volumes have been written and published by experts and even non- experts on the concept of communication for development. Yet the so-called less developed or developing counties have not made any significant progress in their growth and development. Whey is this so? And how can this trend be reversed for third world nations like Nigeria?

The objectives of this study as started in chapter one is to give a good definition of what national development is in addition it also seeks to measure how the Nigerian mass media have contributed their own quote to the development process and recommend a systematic way in which the mass media communication in the country.

The research methodology for this study is survey. In this case a questionnaire was designed for the purpose and personal visits to the Nigerian Television Authority (NTA) and the National library.

The results of the study presented in chapter four justify the research hypothesis. The mass media is an effective tool for national development if properly organized for effective development communication. Chapter five contains a summary and conclusion of the project.

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Development can simply be defined according to cited in Nwodus and Ukozor (2003:1) as the improvement of the quality of life for any set of people. For example ruralities, urbanities and slumites. That is why communication experts and professionals can talk about community development, rural development, and national development. These developments include other forms of development and technological development, such as economic development, socio-cultural development and technological development and of course, educational development in developing countries like Hate, Latin America and Nigeria.

Books, papers seminars, workshops and much has been published and said by professionals in the field of social development. But there is still a sharp contrast between the different economics of the countries of the world. That is why Nwodu and Ukozor (2003;6) say, “the contemporary world operates in two distinctive broad social divides. Based on these apparent social divides, all the nations of the world are hardly perceived as equals. Abott cited in Nwodu and Ukozor (2003:6) also agrees to this when he says, “our world is full of sharp contrasts, one of the sharpest is that between the poorest  nations and the richest nations”.

The world of homo sapiens is cateogrised into developed and developing nations. Thus while fewer and several wealthy nations of Europe, North America and a few Asian countries like Japan fall among the developed nations category, there are more nations like Africa, Latin America, and a greater percentage of Asian countries which fall under the category of developing nations. Even with much being published on social development in this information age, the so-called less developed or developing countries have remained generally stunted. Their development have been snail speed. And there is no noticeable development for the betterment of the citizens of these nations. Whey is this so? Could it be that those at the helm of affairs in these nations and their cabinet in all sections of development have not been reading these publications? Could it be that the leaders or rather those concerned do not read or use the knowledge contained in these publications? Could it also be that there is not enough information or research work in the area of social development in developing nations? How can this trend be changed? Can communication through the mass media bring the long desired development in developing nation? If so, how? This is he reason for this research work.

 

• STATEMENT OF RESEARCH PROBLEM

From the background to the problem outlined above, it is an oblivious fact that the Nigeria  falls under the category of developing countries. Ever since Nigeria  gained her independence she has had no noticeable development or rather should I say her development has been at “snail speed”. How can this ugly situation be changed? Does the mass media have a role to play in changing the situation? if so, how can communication through the mass media be used to bring development to the Nigerian society?

Communication and development are twin concepts that are inseparable. One cannot exist without the other. Each of these concepts needs each other to thrive – in other words communication is central to any development, programme in a country. The mass media is one of the levels of communication. What role can the media play in bringing development in Nigeria? Since communication is a key to national development.

 

• OBJECTIVES OF THE STUDY

1. In view of the problem defined above, the project seeks to outline the role of the mass media in National development in Nigeria .
2. It also seeks to measure the progress of Nigeria ‘s national development by explaining what national development is.
3. The project also emphasizes rural development as the core of national development.
4. It also seeks to show the medium that is most other media which complement the mass media in national development programmes.

Accordingly, the emerging research question seeks to determine the ways in which the mass media can be instrumental to national development. Development which not only affects urban areas but also the grassroots of the rural areas.           

 

 

• SIGNIFICANCE OF THE STUDY

This study becomes significant because it explains how the mass media can be utilized for national development. In Nigeria the mass media have acquired enough hardware for efficient dissemination of information to the grassroots. There are coefficient radio and television stations located at the state capitals and Lagos. The Federal capital, Abuja, is getting its share of the hardware. But trained personnel are needed to use the available hardwares to disseminate pertinent programmes. These programme materials and the message couched in them are the softewares. Unfortunately, the availability of adequate hardwares and softwares at the sources of news dissemination does not guarantee national development. There is no systematic approach to the use of the mass media for national development. In addition to this mot of Nigerias mass media structures are located within the urban areas. In this regard however, this study is imperative. The reason being that its aim is to show how the mass media in Nigeria  can be organized to transmit development messages to the target audience.

 

 

• RESEARCH QUESTIONS

1. Is there any relationship between communication and national development?
2. Can the mass media be used for national development?
3. How far or much has the Nigerian mass media been able to promote national development?
4. How can the mass media be structured for national development?
5. How can the mass media be used as a social development agent?

 

• RESEARCH HYPOTHESIS

Ha1:             There is a significant relationship between the mass media and national development in third world countries like Nigeria.

Ho1:            There is no significant relationship between the mass media and national development in third world countries like Nigeria.

Ha2:             The development  of rural settlements is prvotal to national development in developing countries like Nigeria .

Ho2:            The development  of rural settlements is not prvotal to national development in developing countries like Nigeria .

Ha3:             The mass media needs rural traditional medial to reinforce its messages for effective rural social development.

Ho3:            The mass media dotes not rural traditional medial to reinforce its messages for effective rural social development.

Ha4:            The mass media in Nigeria  has been effective in disseminating developmental messages to both urban and rural settlement for the past five (5) years.

Ho4:            The mass media in Nigeria  has not been effective in disseminating developmental messages to both urban and rural settlement for the past five (5) years.

 

1.7               CONCEPTUAL AND OPERATIONAL DEFINITION OF TERMS

1. COMMUNICATION

Communication according to the ordinary man on the street means getting your ideas across or making yourself understood. These are not wrong, but in the context of this project it is much more than this.

Several communication scholars have tried to define communication from several perspectives: According to Darnce (1970) cited in Ndolo (1998:1) communication is the process by which we understand others and in term endeavour to be understood by them. it is dynamic, constantly changing and shifting in response to the total situation.

Agee et al, 1998 defines communication as the act of transmitting information, ideas and attitudes from one person to another. In other words transmission of information, ideas, and attitudes to one or more of an individual’s senses of sight, sound, touch, taste or smell.

According to Onho (1991) communication is an activity or process that entails mutual sharing or exchange of ideas, information, feelings, emotions and reactions.

Common to all the above definitions is that communication is a process of understanding and sharing of ideas, feelings and meaning or managing of messages between people.

In the process of communication one can identify five basic elements. These elements are people, channel, messages, Noise and feedback. Without these elements there can be no communication.

 

1. LEVELS OF COMMUNICATION

There are four major levels in which communication occurs. These are intrapersonal, interpersonal group and mass communication.

Intrapersonal communication refers to an individuals through processes or it means communicating with oneself. The sender and receiver are one and the same person. The message is personalized and the feedback is immediate.

Interpersonal communication is face-to-face communication between one person and at least one other person. It can be dyadic or triadic. The sender is one person while the receiver can be one or more. The message is usually personalized and the feedback is immediate.

Group communication is divided into two categories small group and public speaking. Small group is hen three or fifteen (15) people formalize heir relationships by coming together to combine talents and concerns in order to achieve a purpose, solve a problem or make a decision. The sender at a time is one person and the receiver can be up to fifteen. The message is personalized to the group and the feedback is immediate. Public speaking is when one person speaks to many. That is a sender using the power of speech to inform, persuade and act as a catalyst for change. The sender is one person  while the receiver which is referred to as an audience  is large, diversified, heterogeneous and faceless.

Mass communication is the fourth level in which communication occurs. It is simply defined as the process of transmitting information, ideas and attitudes to many people, usually through technological devices. The messages transmitted by this level of communication can be received by different people in different geographical locations simultaneously.

The medium of mass communication are the radio, television, newspapers, magazines and books. Those who constitute the source sending or initiating mass media messages are conglomeration of professionals that include writers, cameramen, reporters, audio and video technicians, directors, floor managers, editors, production technicians, machine operators who prepare and send messages through a mass medium to a huge audience.

1. C) THE TRADITIONAL MASS MEDIA

Long before the advent of cannibalism and the subsequent emergence of the modern mass media, Nigerians in spite of their great linguistic diversity, were communicating with and among each other. They used smoke signals, the village town crier, talking drums, long brass horns, open village markets, age groups and oral narratives. These forms of mass communication is what is refered to as the traditional media. Though some of these media are no longer in use most are still being used for communication in the rural areas.

Oral tradition still dominates rural settlements in Nigeria  today. It continues to be a very important means of handing over information from generation to generation. It includes songs, proverbs, legends, religious liturgy, bakads, invocations and folk tales.

The talking drum is an extinction of the oral tradition and can vary from membranosphones like the hour – glass – shaped drum of the yorubas to the large tom-toms or slit drums of the Igbos. They used to all meetings at sacrificial festivals and for making some official announcements.

Gongs are conical shaped instruemtns used for much the same reasons as the drums. They can be single or double gongs and are sometimes accompanied by the voice of the town – crier.

The voice of the town crier is usually heard in the early hours of the morning or in the evenings. He announces  important meetings, ceremonies, messages and imminent troubles.

1. DEVELOPMENT

          To the ordinary man on the street development means the provision of tangible social infrastructure like roads, hospitals, schools, and decent pipe-borne water, constant power supply and other social amenities.

Professionals like economists view development as change that realistically enhances people’s earnings in addition to raising their living standards via large – scale production of goods and services. In the perspective of philosphphers, development is viewed as the attainment of meaningful degree of alertness and the sophistication of human faculties to the level of the individual in society can not only reason well but also, adopt a logical approach to issues arising from human society.

From the above laymen and professional perception of development one can infer that development as a concept is a continuous change that impact  meaningfully on all the ramifications of peoples lives. Okunna (2002:294A) cited in Nwodu and Ukozor (2003:2) summarizes the meaning of development this way “Development should bring change, this change should be for the better; the change should be for the benefit of the majority of the people; and the process should be participatory, that is, involve people as closely as possible.

It is form this angle that this project perceives development.

 

1. NATIONAL DEVELOPMENT

          According to Liwis Ramiro Beltran cited in Nwuneli (1985: 185) cited in Nwodu and Ukozor (2003:4) National development is a directed and widely participatory process of deep and accelerated socio-political change geared towards producing substantial changes in the economy, the technology, the ecology and the overall culture of a country, so that the moral and material advancement of the majority of its population can be obtained within conditions of generalized equality, dignity, justice and liberty.

From the above definition one can say that developmental efforts at national level must be all- embracing as well as all-encompassing. It focuses on the overall socio-economic, cultural, political and environmental transformation of the entire nation. National development is not limited to the urban settlements or rural areas it embraces the living conditions of both the urban and rural dwellers.

 

1.8     LIMITATION OF THE STUDY

The scope of this study is limited to the Enugu metropolis. Although the focus of the study is Nigeria  other states were excluded in this study.

Secondly actual visits were not made to ascertain the actual situation and state of rural areas. All the data complied in this project or study are from primary and secondary sources.

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MASS MEDIA COVERAGE OF HUMAN RIGHT’S ABUSE IN NIGERIA AS REGARDS THE ABACHA’S REGIME

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

         Media constitute essential democratic force created by the society to serve the society its power residents in the media’s surveillance, reporting or watchdog functions. Mass media exposes revolutionary ideas, reveal unlawful acts and justice, denounce government abuses and human rights violations. A major thrust of journalistic reportorial work is to expose human right violations. In effect, if we are to only on our first hand experiences based on this, not many people will get to known about such abuses. Because we cannot be on more than one place at a time. Interestingly, the mass media stand the vantage position of covering widely as well as brining these injustices and brutalities to reach the heterogeneous audiences.

However, reader of newspapers and the society at large are bound to enjoy a number of advantages. If the human right abuses, as they occur in the society (Nigeria) are adjustably reported and are given the desired prominence in the pages of newspaper. Firstly, the citizens should be informed and at the same time inculcated with the individual fundamental human right which h are inalienable entitlement of every citizens. Secondly, they are educated on the various modes and various techniques of violating rights in the society; whether by the state or individual. These is effects will make everyone to enjoy the right of knowing what his rights are in the society. Mass media serves as an essential ingredients of success or failure of human rights activities all over the world. It also serves as a tool or channel through which human rights abuses or violations are exposed to the public. Media are also the means through which human rights programmes are planed and published for actions and reactions from appropriate authority and the public. However, is Nigerian situation, human rights infraction tend not t be given due prominence in both print and electronic medium. For instance during Abacha’s regime (which is the main focus of this research work) very few newspaper especially the privately owned, carried the true story of how the military Justin murdered Ken Sarowiwa and his eight other kinsmen.

With this, it assumed that ownership patterns seems to be the major determinants or that perhaps other classes of stories have edged out such atrocities stories.

However, as a researcher, it has been discovered that he late general Sani Abacha held the most dubious  record pf being the least accessible Nigerian leader, having failed to grant a single interview to any Nigerian publication while in office. To underscore his contempt of the society and the press, he prescribed 18 publications in 1994 from the stables which concerned Punch, Guardian newspaper Ltd (Ezeukwu, 1988: 87) journalist we constantly hailed into detestation without any formal charges in the law courts. It was against this background that the radio Democratic International (RD) renamed Radio Kudinat Nigeria (RKN) was established by National’ Democratic and the human right activities group (NADFED).

In this work, the role of human right activities in Nigeria comes into focus. Both the short – comings of the reporters of the media owned by the government and the impact of coverage of human rights infractions would be examined. This will also identify how the media fared in their reporting and analytical responsibilities in Sani Abacha’s era. In achieving professional journalism, political advanceman, we have embarked on this study of mass media coverage of human right abuse in Nigeria (a fuse on Abacha’s Era) with the hope that at the end of this exercise, we would have a scientifically tested explanation for this problems. Ownership pattern is area of prominence, volume headings and coverage just like other factors tied to investigated by the researchers as relevance in mass media coverage of human right abuse in Nigeria.

STATEMENT OF THE PROBLEMS

         The problems under investigations is the mass media coverage of human right’s abuse in Nigeria as regards the Abacha’s regime. The study will examine the role of ownership, on how it affects the coverage of this issue in Nigeria newspaper.

OBJECTIVES OF STUDY        

1. To ascertain how government/private ownership of mass media affects media coverage of human rights infraction in Nigeria.
2. To find out how the Nigeria newspaper allocated spaces, position and read lines on the issues of human rights violation.
3. The coverage, should it differ? Or whether the discrepancy can be attributed to the lack of professional training.

SIGNIFICANCE OF THE STUDY

Through scientific investigation, the following results are expected to be yielded.

1. Research being a corner, stone is expected to assist in finding solution particularly to those reports which are being reported to our media houses.
2. The study is expected to enhance journalists professionalism as it concerns human rights education by identifying its abuses, its objectives and a balance reporting in the media.
3. The research world contribute to the media policy makers to evolve change that would been fit journalist and the society.

RESEARCH QUESTION

         This study is guided buy the following question:

1. How did Nigerian newspaper cover human righs violations during general Sani Abacha’s era?
2. Did the Nigeria newspapers give prominence to stories on human rights abuse (front/back page placement)              
3. What volume of space did Nigerian press allocate to stories on human rights violations in Nigeria during Abacah’s regime.
4. Do Nigeria Newspapers report stories of human rights abuses with banner headlines?

 

HYPOTHESES

         In a attempt to investigate the factors that influence the role of media and the various ways of covering human rights infractions in Nigeria, the following hypotheses have been put in place.    

Hi:    Nigeria newspapers covered human rights abuses during Abacha’s era.

Ho:   Nigeria newspapers did not cover human rights abuses during Abacha’s era.

H2:   Nigeria newspapers gave prominence to stories of human rights abuses through front and back page placement.

Ho:   Nigeria newspapers did not give prominence to stories of human rights abuses through front and back page placement.

H3:   Nigeria newspaper allocate large volume of space to stories on human rights abuse in Nigeria during Abacha’s era.

Ho:   Nigeria newspaper did not report stories of human rights abuse with banners headlines during Abacaha’s era.

 

CONCEPTUAL AND OPERATIONAL DEFINITION OF VARIABLES  

1 Coverage: Conceptual – reporting events, issues, views and personalities; daily time, vanguard reports on the issues of human rights abuse in Nigeria.

2. Human rights abuses: Conceptual violation of inalienable rights of individual, ie those rights that people should be entailed to those rights includes, the following access to medical care, education, freedom of speech and freedom of movement etc.

operational: How daily time, Vanguard covered detention without trial killings, beating and other acts of brutality by the Abacha’s regime.

 

ASSUMPTION

It is assumed that the extent of government’s human rights abuses/violation in Nigeria. Also the researcher assume that privately owned newspapers give wide coverage prominent, large volumes and banner headlines to reports on human rights abuse in Nigeria than the government owned newspapers.

 

 

 

 

LIMITATION

         The researchers investigation will be restricted to selected private and government owned newspapers which circulate nationally or throughout Nigeria.

The result will be generalized to want to of time and economic down to a circle and time too, so is as to meet up with the appropriate schedule.            

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THE EFFECTS OF PORNOGRAPHIC FILMS ON NIGERIA YOUTHS

ABSTRACT

 

Pornographic materials are the representation of erotic behaviors in books, pictures, statues, motion pictures etc. that is intended to cause sexual excitement. The effect of pornographic films on Nigeria youths was embarked upon with the intention of establishing the impression of youth exposures.

It is apparent that youths exposure to pornographic films will have negative effect on them. Here lies the objective of our research which seeks to find out why youths watch pornographic films and the extent to which these youths practice behaviors acquired from viewing pornographic films

The survey research methodology was in use because the study in question involved the kind of population that would be too large to be observed directly, this method helped us in finding out that exposure to pornographic films affects the psychological state of a person and can influence such a person to participate in or practicalize what is being watched. Also realize was the fact that sexual crimes and abuses meted out by youths in our society today is very much attributed to their exposure to pornographic films.

In conclusion youths are the lewdest of tomorrow as such should be emotionally and psychological; balanced. Youth should therefore not indulge in watching pornographic film because the consequences which is negative, will surely tell on them.

CHAPTER ONE

Introduction.

• Background of the study
• Statement of the research problem
• Objectives of the study
• Significant of the study
• Research question
• Research hypothesis (including the null hypothesis)
• Conceptual and operational definition
• Assumptions
• Limitation of the study

 

CHAPTER TWO

Review of the literature

• Sources of the literature
• The review: theoretical framework
• Summary of the literature review.

 

CHAPTER THREE

Methodology

• Research method
• Research design
• Research samples
• Measuring instrument.
• Data collection
• Data analysis
• Expected results

CHAPTER FOUR

Data Analysis and Results

• Data analysis
• Results
• Discussion

 

CHAPTER FIVE

Summary and recommendation for further study

• Summary
• Recommendation for further study

Bibliography

Appendix.

 

CHAPTER ONE

 

INTRODUCTION

1.1     BACKGROND OF THE STUDY

This study “The effects of pornographic materials on youths” aim at identifying the influences of pornographic materials on the youth, with particular emphasis on the youth in two Nigeria Tertiary institutions. The study will be able to ascertain whether the widely held view that pornographic materials do not have adverse effect on the moral and behavior of youths is true or not. However, this study will narrowed down to pornographic films only.

In view of the foregoing films began in the minds of people who came long before the film pioneers themselves. In attempt to capture and recreate motion can be traced too when civilization began, the care drawing which showed a horse with eight legs the fleeting arrow from a hunter’s bow and even carefully detailed drawing of kings with one foot outstretched to suggest or walking motion.

Bither j.r (1989) said that history Is somewhat not clear as who deserved glory of inventing still motion pictures, but that Willam Dickson and Thomas Edison were associated with the effects to move.

The earliest forms of pornographic film were seen in France during the 1920s. the development in France brought about fun and all sorts of condemnation from the public. For instance Dellu cinema practitioner and also a French man said that the exhibition of such pornographic films contributed to melancholy fatal condition social and other negative attitude among the people.

Down here in Nigeria, pornographic films started pervading our country in the late sixties and became more rampant in the early seventies. Today pornographic films have become so prevalent that access to them is with reckless abandon.

“Film” according to Black Africa greatest film producer Ousmance senibene is tool or communicator of social change and culture” he went further to stress that “A film is but a driving belt, a vehicle that convey an idea and by this we will see that communication knowledge and ideas help people make their own decisions about the environment they live in.

more so, film is categorized under mass media. Therefore, associated with the enormous influence of the mass media. To buttress this, Walter Lippman (1922) also said that the media do not only tell the people what to think but also what to think about. That is to say the media shapes the picture in our heads.

Inferentially, there is no consensus of opinion on the power and capabilities of pornographic films or media to propagate sexual abuse, crime, violence etc. among youths by way of projecting such message to them. The stand which one takes on this issue depends on individual perception and indeed prepositions towards the controversial topic. But the air of this research is to investigate this issue scientifically keeping emotion aloof. That is to find out if there is any relationship between youths exposure to media portrayals of pornographic film and sexual pervasion / abuse among the youth.

 

1.2     STATEMENT OF RESEARCH PROBELMS

          Undoubtedly social scientists who are interested in the study of mass media particularly films effects have been involved in the effects to find out the relationship between media and anti-social behaviors like crime, violence, sexual pervasion, abuse, rape.

There has been series of researches and counter researches which shows that audio-visual media can be described as an all powerful all pervasive and all manipulative medium capable of producing the most vociferous outburst through the portrayal of pornography, violence and other immoral acts thus

Therefore this project is geared towards ascertaining if sexual crimes pervasion and abused among the youths could be attributed to their exposure to pornographic films.

 

1.3     OBJECTIVES OF THE STUDY

This study is aimed at the following

• To find out the various reasons why youths watch pornographic films
• To determine the extent to which the youths respond or practice behaviors acquired form viewing pornographic films
• To proffer useful suggestion and recommendations in this area of study.

 

 

1.4     SIGNIFICANCE OF THE STUDY

The study in question is very important to the Nigeria society especially now that we witness all sort of negativity tendencies among our youth. Therefore, the researcher hold the view that there do exist significant effect of pornographic films on youths.

The significance of this study therefore is as follows.

• To examine how pornography films negatively affect the youth so that the government and society at large can control and eradicate them.
• To ascertain how effective the various existing laws aimed at controlling pornographic films have been faring in the responsibilities assigned to them.
• To find out if the sexual pervasion among the youths could be attributed to their exposure to pornographic films
• To contribute to the already existing knowledge in the area of study.

 

1.5     RESEARCJ QUESTION

• Do audience exposure to pornographic films have effect on them
• Do pornographic films tend to prompt the youths to replicate what they have reviewed
• Can sexual pervasion/abuse that are prevalent in our society today, among the youths be related to their exposure to pornographic films
• Do youth exposure to pornographic films have negative or positive effects on them.

 

1.6     RESEARCH HYPOTHESIS

Hi:     Audience exposure to pornographic films have some effect on them

Ho:    Audience exposures to pornographic films do not have any effects on them

H2:    Pornographic films prompt the youths to replicate what they have viewed

Ho:    Pornographic films do not prompt the youths to replicate what they have viewed.

H3:    Sexual pervasion and abuse among the youths are related to their exposure to pornographic films

Ho:    Sexual pervasion and abuse among the youth are not related to their exposure to pornographic films

H4:    Audience exposures to pornographic films have negative effects on them.

Ho:    Audience exposures to pornographic films do not have negative effects on them.

 

1.7     CONCEPTUAL AND OPERATIONAL DEFINITION.

The variable for this study, “the effects of pornographic materials on youth” are conceptual defined as follows

EFFECT CONCEPTUAL DEFINED

The conceptual definition of effects is the impression produced on the mind of a spectator, bearer, reader viewer etc.

EFFECT OPERATIONALLY DEFINE

The operational definition of effects is as follow

Positive effect

Neutral effects

Negative effect

Positive Effects: This refers to these effects which are in line with the accepted social standards and values or which tends to encourage the development of the youths along this line

Negative Effects: This refers to those effects which discourage the youths from developing alone accepted societal standards and values. Several types of behavioral and emotional responses of a relative or anti- social nature of youths may be associated with exposures to pornographic films

Neutral Effects: This refers to those effects which are neither positive nor negative. It is a condition whereby exposures to pornographic films do not have any effects on youths.

PORNOGRAPHIC MATERIALS CONCEPTUAL DEFINED

The conceptual definition of pornographic materials are the representation of erotic behaviors in books, pictures, statues, motion pictures etc. that is intended too cause sexual excitement.

PORNOGRPAHIC MATERIALS OPERATIONALLY DEFINED

The operational definition of pornographic materials are films that are made solely for sexual arousement and featuring nudity and explicit sexual acts.

YOUTHS CONCEPTUAL DEINED

A person who has the quality or characteristics of the young e.g. youthful freshness or rigor, youthful wantonness, folly or rashness, youthful appearance or aspect.

 

1.8     ASSUMPTION

In determining the effects of pornographic materials on youth this research makes the following assumptions.

• That the youths in question are normal and are not mentally related and can also reason properly
• That youths are exposed to and do view pornographic films
• That the pornographic films on media and to which the youth are exposed to either, directly or indirectly affect them.

 

1.9     LIMITATION OF THE STUDY

This research basically will focuse on the effects of pornographic films on youth. The study will be restricted within two Nigerian tertiary institutions due to time constraints, lack of logistics and financial problems

The study will dwell exclusively on pornographic films alone. Under this dispensation, pornographic films are the explicit portrayal or exhibition of sexual acts on television films, cinema films and films that have such orientation.

In other words, the media that will be involved in this research are audio/visual only.

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COMMUNICATION GAP, ITS EFFECT ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, (I.M.T), ENUGU

ABSTRACT

Communication subsist and impacts upon everything, that is an event or occurrence worth noting. It is this pervasiveness of communication that has, with the development of man, animal and the elements, developed it into a major area of study as well as formidable social force.  It is of pedestrian essence, an everyday thing (perhaps even an every moment thing) because it pervades our very existence, our very routine of living.

The researcher’s interest in this topic emanated from the above promise also as a student of communication would like to find out the effect of communication gap on organizational performance.

Questionnaires, personal interviews, personal observation, journals, textbooks, official records, etc, were used to gather primary and secondary data which were used to analyse using statistical techniques as percentage, ratios, means table and charts.

The population interest included, both senior and junior staff of I.M.T.  students were also taken into consideration.  This enabled the researcher arrive at a dependable result.

Random sample method was adopted to elicit the response.  The method adopted in information dissemination, the effect of communication gap whether their plan to improve on their communication system?  The importance of communication and if the management takes suggestion from other individual staff as it relates to organizational policies in the Institution were all examined and discussed.

However, the result of the survey revealed that the Institution agrees that communication is imperative in the successful operation of management.  The outcome of this research work will go a long way to portray the effect of communication gap in organizational performance.

In the light of this, some strong recommendations were made for those who care to know.

CHAPTER ONE

• INTRODUCTION

1.1    HISTORICAL BACKGROUND OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY

• STATEMENT OF PROBLEM
• OBJECTIVES OF THE STUDY
• SIGNIFICANCE OF THIS STUDY
• RESEARCH QUESTION
• RESEARCH HYPOTHESIS
• CONCEPTUAL AND OPERATIONAL DEFINITION OF TERMS
• LIMITATION OF THE STUDY

 

CHAPTER TWO

2.1    REVIEW OF RELATED LITERATURES

• PURPOSES OF COMMUNICATION
• THE COMMUNICATION PROCESS
• COMMUNICATION BARRIERS
• DIRECTION OF COMMUNICATION
• THE SUMMARY OF LITERATURE

 

CHAPTER THREE

• RESEARCH METHOD
• RESEARCH DESIGN
• RESEARCH SAMPLE SIZE
• SAMPLING TECHNIQUE
• METHOD OF DATA COLLECTION
• QUESTIONNAIRES
• INTERVIEW
• PERSONAL OBSERVATION
• SECONDARY DATA INFORMATION
• TECHNIQUES OF DATA ANALYSIS

 

CHAPTER FOUR

• ANALYSIS AND INTERPRETATION OF DATA

CHAPTER FIVE

• SUMMARY OF FINDINGS, RECOMMENDATION, CONCLUSION AND SUGGESTION ON FUTURE STUDY
• RECOMMENDATION FOR FUTURE STUDIES
• CONCLUSION
• RECOMMENDATIONS

REFERENCES

BIBLIOGRAPHY

APPENDICES

QUESTIONNAIRES

 

CHAPTER ONE

 

INTRODUCTION

Everyone needs to communicate with those around him to share experiences, jokes, frustration, hopes and fears.  By the time we reach our teens, we probably take the ability to communicate for granted as merely doing what comes naturally afterall each of us has been around for quite sometime and managed well enough at home, school, college or work, well, whether we realize it or not, each of us has learnt about language and communication by the time we become teenagers.

In early childhood, we learnt how to write and interpret numbers and diagrams, we even come to understand the silent language of communication expressd in false gestures and body movements – the body language of non-verbal – communication. This array of skills have helped us to be active members of the family, school and work groups.

It is only when people have come to know others, through work, play or study that they are prepared to open up and to trust others with a share of themselves, their inner thoughts, reactions or feelings.

According to Lee’ 1952 “without the means, the capacity and the will to communicate, what we know as business, government and community activities could not be (But is not enough for people to talk to each other….  They need to know hoe to talk with others too.  The first executive function according to Bernard 1960 is to maintain a system of communication.  Therefore, it is no exaggeration to assert that communication is fundamental to the existence of any human organization.  Communication is playing a more and more important part in the successful operation of our business….  We have more people to inform, more people to listen to and to help us solve our problems and more things to talk about.  Its function is the means by which social inputs are fed into social system or organizations, the means by which behaviour is modified, change is affected, information is made productive and goals are achieved, be it in business, the military, the government etc.  Every organization is set up to obtain some defined objectives.  Some business organizations are set up for profit making, by the production of goods and services of various kinds while organization like Institute of Management and Technology (I.M.T) is set u to improve the standard of education and render social services.  The corporate objective in this case is not that of making profit.

However, the defined objectives of any organization have been achieved through the instrumentality of individual persons who form the basic nucleus of any organization.  The people have to be managed effectively and efficiently in order to ensure their readiness to perform for the attainment of goals/objectives of the organization.

“Management” s defined by Denyer is concerned with the direction and control of an enterprise, and involves planning and the direction of the work of others.

These managerial functions cannot be successfully carried out in the absence of communication.  Communication is what all managers do.  It breeds life into planning, organizing, motivating, controlling and budgeting.  It is the way we get meaningful work accomplished by coordinating the efforts of other individuals and groups.

Communication as defined by Brown s the process of transmitting ideas or thoughts from one person to another for the purpose of creating understanding in the thinking of the person receiving the communication.

It is also the art of imparting information or the mutual exchange of information and understanding by the use of symbols, language and signs.  The goal of any communication is either to change behaviour, get action, get information or to persuade and ensure understanding.

Drucker whole discussing the importance of communication is management made the following assertions: The manager has a specific tool, information.  He does not “handle” people he, motivates, guides, organizes people to do their own work.  His tool – his only tool to do this is the spoken or written word or the language of numbers.  No matter whether the manager’s job is engineering, accounting, legislating or selling, his effectiveness depends on his ability to speak, read, listen and write.  Misunderstanding and distrust caused by lack of effective communication are among the greatest problems managers face in today’s competitive business world.  Skills are needed to get ideas and thoughts, across to other people as well as skill in finding out what other people are after, a kind of impulse feeling.  Drucker’s assertion implies that communication are needed to convey information necessary for ongoing operation and that communication can have an effect on the attitude of people in the organization and consequently on the general performances of the organization.

Managers spend a lot of their time in order to co-ordinate human and physical resources of an organization into effective, efficient and co-ordinated work unit.  It is only when the human and material elements of an organization is harnessed into a working whole that the objectives, goals of the organization can be achieved.

An average manager sends between 80 – 95 percent of his time communicating in one form or the other, interviewing applicants for positions, holding meetings, writing letters, memos and reports, telephoning clients, listening and reading.  Relevant information, facts, feelings and ideas must be communicated within all organization before any organizational decision can be made.  Communication in recent years has been regarded as a managerial function because of its indispensable importance in any organization coupled with the fact that it has been realized that communication is not in-born but has to be learnt and developed along the line.  Language, which is deemed the most important tool of communication in any organization have many features, which limit their accuracy in communication.

Researchers have proved that there are more than 280 different languages in Nigeria.  It was also observed that the organization (I.M.T) Enugu, which serves as case study for this research have workers from different ethnic groups with different languages, different social and cultural backgrounds.  This shows that effective communication in any organization cannot be predicted accurately.  As S. I. Hayakawe 1979 said, the meanings of words are not in the words.  They are in us.  And no word ever has exactly the same meaning.

 

1.1   HISTORICAL BACKGROUND OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY

The Institute of Management and Technology Enugu came into existence under the then East Central State Edict No. 10 of 1973 promulgated by the Administrator of East Central State Ajie Ukpabi Asika.

Prior to the establishment of I.M.T. there existed uptill 1967 the college of technology which offered course in Engineering and Laboratory technology leading to the award of Ordinary National Diploma (OND) level, the Institute of Administration which provided short in-service training for civil servants of various grades, the co-operative inspector from the ministry.

The Institute of Administration was controlled by the ministry of establishment while the co-operative college was directly under the ministry of rural development.

All these Institutions were staffed by civil servant who were posted there from ministry and could be re-posted to other departments or ministries according to the needs of the civil service.

In 1970, there arose the need to establish a higher institution of learning by upgrading the training of our men and women in technology, managerial and engineering fields.  This need was pursued vigorously and in October 1971 the Ukpabi Asika’s Administration decided to merge the former college of technology with the institute of Administration.  To give effect to this decision both the Institute and college came under the unified control of the cabinet office on 1^st April 1972.

In October of the same yea, a provisional council was appointed by the Administration of East Central State.  This council was charged with determining and recommending to the government appropriate structure of an autonomous institution that would produce high quality technologist and technicians as well as professional and managerial man-power, in subject areas indicated by the state and national needs.

The council pursued its task with vigorously and imagination and submitted a report early in April 1973.  Thus on 31^st May 1973 the edict No. 10 of 1973 titled the Institute of Management and Technology (I.M.T) Enugu.

Dr. Ukwu I Ukwu became the 1^st chairman of council while professor M. O. Chijioke became the first Recotor.

 

ACADEMIC STRUCTURE

The I.M.T, Enugu has seven schools and 27 Academic Departments and five Administrative Divisions as follows:

SCHOOL OF ENGINEERING

The school has 4 Departments – Civil Engineering, Mechanical Engineering, Electrical and Chemical Engineering Technology.

SCHOOL OF SCIENCE TECHNOLOGY

It has 4 departments viz: Science Technology, Building and Quantity, Surveying, Food Technology, System Science, Computer Science, Printing Technology.

SCHOOL OF COMMUNICATION ART

It has 2 departments namely; Mass Communication, Fine and Applied Arts.

SCHOOL OF FINANCIAL STUDIES

This school has the following departments:-

Accountancy, Banking, Finance and Insurance.

SCHOOL OF BUSINESS STUDIES

This school has the following departments:-

Marketing, Purchasing and Supply, Business Administration and Management, Co-operative Economics and Management, Secretarial Studies.

SCHOOL OF GENERAL STUDIES

This school has 4 departments:

Language Studies, Social Sciences and Humanities, Basic Sciences and Preliminary Studies.

SCHOOL OF TECHNICAL TEACHER EDUCATION

This school has the following departments:

Foundation Education, Science Education, Technical Education, Business Education and Art Education.

SCHOOL OF CONTINUING EDUCATION

The school is made up of the following departments:

Staff Development and Distance Education (UNIAIR Programme), Extra Moral Studies, Basic Studies Department, Prelim Programme and Part-Time Programmes.

The I.M.T has established a subsidiary institute, the industrial centre (I.M.T) limited to eradicate ignorance in skill acquisition and this restores confidence in practical ventures, translate concepts into realities and develop true entrepreneurial skills, industrial centre was established to act as industrial and practical training for the students of I.M.T.

THE ADMINISTRATIVE DIVISIONS

The Rectory, Registry, Bursary, Library, state and Works Medical Centre.

INSIGHT INTO I.M.T

I.M.T believes that technology cannot be transferred but developed indigenously.  However, through foreign aids in areas of books and equipment donation, indigenous talents could be developed to manufacture products which are relevant to Nigeria’s technology Development Administration through the British Council Enugu have been helping the Institute through donations of books and equipment offering technical training overseas and advice to some academic and administrative staff of the Institute under the four and three polytechnics projects.  Like the Oliver Twist the Institution will continue to ask for more bearing in mind the cost of maintaining these equipment.

 

• STATEMENT OF PROBLEM

Misunderstanding and distrust caused by lack of effective communication are among the greatest problems Nigerian managers face in today’s competitive business world.  This is why the attention of many organizations today are focused on the task of improving communication.  List of obstacles to effective communication is almost endless.  Each failure can mean serious losses, errors, delays, bottlenecks and misunderstanding.

One needs not to overemphasize the simple fact that communication is the way  management get its job done.  The ability to communicate is the most important of all the skills a manager must develop and hence the most valuable ability administrators may exercise.

It is estimated that close to 70 percent of our communication efforts are likely to be misunderstood thereby creating communication gap within an organization or any human society.  There are several reasons for these; some of the reasons include lack of clarity of the message, receiver’s perception of the sender and the sender’s bias regarding the message.  Others may be due to lack of interest in the message, poor listening and inability to concentrate.

Therefore, it becomes imperative to undertake a study on how communication is handled coupled with communication problem in the institution.  In the light of this, the following format the statement of problems.

1. In what ways have the use of effective communication in Institute of Management and Technology contributed to the achievement of its objectives?
2. Has the achievement of the objective been encumbered due to lack of proper communication facilities?
3. Which process of communication does the management of the Institution adopt in passing down their messages?
4. Has this process been suitable enough to get thins done as at when expected or has it been a hindrance to work progress?

 

 

• OBJECTIVES OF THE STUDY

Without the means, the capacity and the will to communicate, what we know as business government and community activities could not be (But it is not enough for) people to talk with others.  They need to know how to talk with others too.  Inability to achieve organizational set objectives might not be unconnected with managers lack of vision to communicate effectively the goals or objective of the organization to its publics.

Be it as it may, this creates communication gap and it has a negative effect on the organizational performance.  Institute of Management and Technology is set up to improve the technological part of Education to standard to and it is human beings who manage this institution as such need communication as a basic ingredient to succeed.  It is basic to institution’s existence.  It will help in panning, organizing, motivating, controlling and budgeting.  It is the way we get meaningful work accomplished by co-ordinating the efforts of both human and physical elements of an Institution into an effective working unit.

The following therefore, formed the objective of this study.

• The cardinal focus of this study is to x-ray and examine the resultant effect of communication gap in Institute of Management and Technology with a view to finding a panacea to the problem.
• To highlight the scope and importance of communication process function in the Institution.
• To develop a model of the communication process and identify barriers in communication.
• To review the communication method in Institution of Management and Technology and find out the most appropriate for better performance in the Institution of its nature and status.
• To suggest appropriate guides and techniques to improve communicate in (I.M.T).

 

• SIGNIFICANCE OF THIS STUDY

Communication has remained an essential and an indispensable aspect of any organization as far as administration and management are concerned.  Although most managers do not share the same view however, it is imperative that we spot out any gap thereto and find a good solution to such problems.  The significance of this study could also be seen from another viewpoint.

The researcher is a potential graduate of mass communication with a bias in public relations, presently, she share her experience with others who are eager to know as regards the effect of communication gap.  The resultant misunderstanding and distrust caused by lack of effective communication are among the greatest problems managers face in today’s competitive world.  This is why this work will focus on the task of providing a milieu for improving communication in I.M.T.

It is also expected that the organization used as a case study and other organizations whether private or government-owned, individual association in fact, every human society will benefit immensely from this study.  finally, it is expected to provide a basis on which further research work could be conducted in future.

 

• RESEARCH QUESTION

(a)    Do the employees of I.M.T enjoy and have ample opportunity to communicate?

(b)    Does the present communication level in your Institution contribute effectively in achieving its aims?

(c)    What method is adopted in information transmission in the Institution?

(d)    Do the employees of I.M.T often experience communication gap?

(e)    Are there presently any plans to improve your communication process?

(f)     Does adequate communication result to good management?

(g)    What direction does communication take in your Institution?

 

• RESEARCH HYPOTHESES

In view of the hypothetical questions, the researcher proved beyond all reasonable doubts that the Institution has downward communication pattern of which the superior alone are in a position to direct the subordinates on how best to perform a particular duty.

In other words, the subordinates have little or no say in terms of contribution, to the overall policy.  In another vein, since the superior communicate among themselves and the trend is horizontal and in such a case that the tendency brings about an obvious gap in communication.  Thus all the communication elements are not utilized and this effect the overall performance of the Institution.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION OF TERMS

1. Communication: The art of imparting information or the mutual exchange of information and understanding by the use of symbols, language and signs.
2. Information: Informing, telling, thing told, knowledge, items of knowledge, news.
3. Motivation: The difference between what employees can do and what they actually do in a given situation. It is forced that influence human behaviour.
4. Public: A section of the community grouped because of a common interest or activity, employees and the people the organization conducts business with.
5. Organization: A business or administrative concern united and constructed for a particular end.
6. Feedback: Process of bringing a response to the original speaker/sender or source. It is the ultimate judge of effectiveness of communication.
7. Gap: Break, incompleteness, unwholesome.

 

• LIMITATION OF THE STUDY

Communication is such a wide area of study that an in-depth study on it will be time consuming in terms of resources such as money, time, data and personnel.

To support this point, communication is said to have grown with man, developing in stride with his intellect.

Some people even surmise that communication has become the master of man, seeming to develop faster than man’s other endeavours with this in mind, this study is limited to the communication gap and its effects on organizational performance – a case study of Institute of Management and Technology, Enugu.

In view of this the researcher cannot claim to have done a 100% job or to have consulted all the works done by numerous other researchers in this field.

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