PUBLIC RELATIONS POLICY IMPLEMENTATION AND AUDIENCE PERCEPTION OF GOVERNMENT PARASTATALS

(CASE STUDY OF NIGERIAN RAILWAY)

ABSTRACT

 

          This project is design to cover a reverse side of public relations policy implementation and audience perception of government parastatals using Nigerian Railway corporation as a case study.

Public relations policy is as old as man, which indicates that even at the time of Adam who was created firstly was then communicating and relating with the creator (GOD) and he (Adam) was also adhore to policy imposed on him by God.

Public relations policy and its implementation is known to be the way at which individuals carry out actions, policy and orders initiated from another body in order to maintain peace, harmony, orderliness and effective communication without leakage.  This also means that public relations is a body of related principles that regulates and guides external individuals or bodies.

Nevertheless, as the case study of Nigerian Rail-way corporation, (NRCS) public relations stipulates how the corporation maintain mutual understanding with customers and staff of the corporation.  Showing the at if there is no understanding, the percentage and probability of this corporation to progress and profitability index will be zero.

This project will be of immense benefit to the student of mass communication in higher learning who are learning or practicing this profession.  Chapter one looked into the background of the study where some of the identified problems were some related literature were reviewed in chapter two.

Nevertheless, the methods we use is not any other one except the method of sample survey, because it is pertinent to use since its required different opinion from the masses about the operation of NRC Organization.  To assured that the organization has already have dent of image on their services to the masses, through this sampling survey it will be resurrected and restored to order.  The sample size used in this research work was 200.  the following were the findings.

RESEARCH SAMPLE

The researcher chose a sample size of two hundred.  The method used was random sampling four hundred (400) external and internal publics were used the population.

The line and staff of the Railway formed the internal respondents.  The external publics (respondents) were Railway passengers.

The sample size of two hundred was derived using this formula, yaro yameni formular.

n = N

1 +N (e)²

Where

n = sample size

N = population = 400

e  = allowable error = 5%

and the researcher concluded that the following were her observations:

1. Government parastatals (NRC) is perceived badly by the audience
2. Government parastatals public relations policy was shallow
3. the implementation of what is said to be the public relations policy is not efficient.

CHAPTER ONE

INTRODUCTION

• Background of the study
• Statement of the study
• Objectives of the study
• Significance of the study
• Research question
• Research hypotheses
• Conceptual and operational definition
• Assumptions
• Limitation of the study

CHAPTER TWO

REVIEW OF THE LITERATURE

• Source of literature
• The review
• Summary of literature review

 

CHAPTER THREE

• Research method
• Research sample
• Measuring instrument
• Data collection
• Data analysis
• Expected results

 

CHAPTER FOUR

• Data analysis
• Result
• Discussion

 

CHAPTER FIVE

• Summary
• Recommendation for further research

Bibliography

Appendix

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

Public relations is a management function that helps define organizational objectives and philosophy.  Public relations practitioners communicate with all relevant internal and external publics in the effort to create consistency between organizational goals and societal expectations declared Otis W/Graig E.A (1988)

Public relations practitioners develop, execute, and evaluate organizational programs.  Their goal is to promote the exchange of influence and understanding among an organizations constituent parts and publics.

Attempts to define the public relations is frequently conflicting and generally diversen.  The statement has to do with the various definitions being given by different scholars.  As the day dawns, scholars come up with their own definition of public relations which sometimes contradict what others have written or beef up what others have written.

Some definitions list the kind of organizations that utilize public relations (all kinds), somedwell on the media used for public relation communications (all media ) and still others focus on the publics, or target audiences, with which public relations communicates (all publics) many authorities give exhaustive list of what public relations is not, while a few even claim that public relations as such no longer exists, preferring another name for the process.

Public relations is practice in organizations that range in type from giant, multinational oil companies to small, human service agencies.  A public relations manager or staff of a large corporation may be responsible for the firms relationships with customers, suppliers, investors, employees, and even foreign governments or local government parastatal.

The concern of the researcher is to determine to what extent the much he valid neglect, in efficiency and negative image of the government parastatal could be apportioned to the public relations policy and its implementation.

The current need for public relations to become more thoroughly integrated into the organizational decision –making process cannot be questioned. government agencies at all levels retrench in the face of new fiscal limitations according to James A.F. stoner (1978:103) successful managers in today’s environments are those who maintain a higher batting average in accurately assessing the forces that determine the most appropriate behaviour of any given time and in actually being able to behave accordingly.

Whenever the potential for influencing public opinion exist, the issue of social responsibility becomes significant.  During the past twenty years social responsibility has become a major concern in Nigeria society.  Many thoughtful observers feel that institutions should assume responsibility for the consequences of their actions.  Within the context of public relations, according to Donald Wright 91979:56) implies that public relations people should act at all times with the best interest of society in mind.

Rex Harlow said that a public relation practitioner suggests way the organization can adjust its behaviour to meet social, political and economic responsibilities and the needs created by shifting human standards an attitudes.

Moreover, the practitioner tries to help the organization demonstrate a keen sense of social responsibility along with profit responsibility.  The logical extreme of this position, which suggests that public relations be defined as representing the public and attempting to influence management, has been argued.  It could be asserted that public relations gives the public a voice at policy-making level.

 

• STATEMENT OF RESEARCH PROBLEM

There is generally dissatisfaction among members of the public with the public relations policy implementation (Ifay) practiced by the government parastatals.  It is a widely held view particularly by those who have one thing or the other to do with the government parastatals that there is no existence or practice of public relations policy.

Since most of the government parastatals negate this aspect of communication which is very vital in public circles, it becomes a burden and the intention of the researcher to find out:-

1. To what extent public relations policy and implementation has helped the government parastatals in their relationship with the publics.
2. To determine if there exists anything like public relations policy in the parastatals.
3. To examine the implementation of public relations policy in the parastatals.
4. To find out the perception of the publics as regards parastatals public relations implementation.

 

• OBJECTIVE OF THE STUDY

The study will aim at investigating public relations policy implementation and audience perception of government parastatals.

This the researcher has set out a number of objectives which will help her to accomplish this task.

1. To show the impact of public relations policy in government parastatals.
2. To establish that good public relations policy and its implementation can turn a government parastatal around for better.
3. To show the influence of public relations in an organizational set up.

Finally, this research study will through thorough analysis of the data gathered proffer some useful suggestions that will improve the implementation of public relations in government parastatals.

 

 

• SIGNIFICANCE OF THE STUDY

The significance of this study stemmed from the fact that most public relations policies are never implemented in government parastatals and this has contributed to the problems of poor public relations in government circles.

Although this research is purely an academic exercise, it is envisaged that the outcome of the study will help Nigerian Railway corporation to reappraise her public relations polic and implementation by her public relations polic and implementation by her public relations department so as to be in position to look at its activities the way the public see it and possible readjust the style applied.

The study also will certainly help the corporation to understand correctly the basic principles of public relations and its place in an organization of its nature.

If the result, findings, conclusion and recommendations of this study will be taken serious and implemented, it is believed that it will be of immense help to Nigerian Railway corporation, government agencies, users of information public relations practitioners and so on.

 

• RESEARCH QUESTIONS

The following research questions were posed for this study

1. Does Nigerian Railway Corporation have a defined public relations policy?
2. Is the public relations policy of the corporation fully and efficiently implemented?
3. Are the public satisfied with the services of the corporation?

 

• RESEARCH HYPOTHESES

HO:   Nigeria Railway Corporation does not have a defined public Relations policy

HI:     Nigerian Railway corporation has defined public relations policy

HO:   The public Relations policy of the corporation is not fully and efficiently implemented

HI:     The public Relations policy of the corporation is fully and efficiently implemented

HO:   The publics are not satisfied with the services of the corporation.

HI:     The publics are satisfied with the services of the corporation.

• CONCEPTUAL AND OPERATIONAL DEFINITIONS

For the purpose of clarity, the following words are defined as used in this context.

Public Relations:

Work of presenting a good image of an organization, a commercial firm etc to the public, especially by distributing information.

The public conduct of the affairs of an organization with regards to its reputation and standing in public opinion.

Public:

The people at large or the community Attribute of concerning people in general.

Policy

A course or plan of action especially of administrative action.

Written statement of the terms of a contract of insurance.

Perception:

Any insight or intuitive judgment that implies or involves thrust or the knowledge, thinking, opinion and attitude of the public.

Thus subjecting the students to a very serious time constraint.

Constraint:

A thing that limits or restricts, consequently all the economic factors within the country have contributed in no small measure to the limitations of this study.

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THE IMPACT OF PRINT MEDIA OWNERSHIP PATTERN ON EDITORIAL CONTENT OF NIGERIAN NEWSPAPERS

 A CONTENT ANALYSIS STUDY OF FOUR NATIONAL DAILIES

(GUADIAN, VANGUARD, DAILYSUN AND DAILY TIMES)

ABSTRACT

 The purpose of this study is the evaluate the extent to which ownership impact on additional content of the print media in Nigeria newspapers.

Being an analysitic study, it aims at finding degree of impact of the print media handed on the following.

Whenever ownership impact the extent of factuality in the editorials of the print media. Whether Nigeria editorials are written in favour of the owners of the print media

To evaluate the level of prominence given to political issues in the editorials. And finally, to evaluate the editorial are based on accepted code of ethnis of journalism. In order to empirically investigate the above research problem. The research used the content analysis method. Four national dailies namely: The daily times, daily sun, vanguard and guardian were used as empirical data. A total of one hundred eight seven issuesa were received for a period of six months, starting from March to August 20906.After the data were collected, the researcher analysed them using simple percentage and chi-square contingency table. The result show that ownership impact the slant of editorial print media conformed to the code of ethnics of Nigerian journalisms.

In views of the above finding, the researcher recommend that a further study to evaluate the degree of favourability to government view and issues by government and private owned newspaper.

Also a study is recommend which will seek to establish the extent of academic and professional training of editor in both private and government owned print media.

Finally, similar study should be conducted utilizing a combination of content analysis and survey research.

CHAPTER ONE:

• Introduction

1.1    Background of the study

1.2     The history of the press in Nigeria

1.3     Statement of research problem

1.4     Objective of the study

1.5     Research question

1.6     Research hypothesis

1.7     Definition of terms

1.8     Assumption

1.9     Limitation of the study

1.10   Theoretical framework.

 

CHAPTER TWO

• Review of literature

2.1     Source of literature

2.2     Summary of literature

2.3     The press in politics

2.4     Review on agenda setting theory

 

CHAPTER THREE

3.0     Research methodology

3.1     Research design

3.2     Research sample

3.3     Measuring instrument

3.4     Data collection

3.5     Method of data analysis

 

CHAPTER FOUR

Data analysis and presentation

4.1     Data presentation

4.2     Statistical testing of hypothesis

4.3     Analysis and interpretation

4.4     Discussion

 

CHAPTER FIVE

5.0     Summary and recommendation

5.1     Summary

5.2     Importance of result

5.3     Recommendations

 

 

 

 

CHAPTER ONE

 

1.0      INTRODUCTION

1.1      BACKGROUND TO THE STUDY

Communication is the most powerful tool today with which man tries to conquer some of this natural in capabilities in order to achieve his desire.

Like any other human activity, communication has its peculiar characteristic as well as problems. Whenever communication is mentioned, the first thing that comes to mind is mass media which is the most advanced vehicle of communication.

Mass media as the “mirror of the society” like the weather is always with us and provides constant material for conservation and adverse comments. This goes on to say that communication or mass media are synonymous with living. The mass media because of it’s strategic importance to man, had became an instrument in shaping the event of the day both on the local and global scenes.

According to mc combs (1996) “ The press is quite adopt in handling major misfortune such as assassinations of political leaders, outbreak of war and economic catalyst rophes. The press can respond rapidly to such events more rapidly than most public or quasi public institution.

The press in no small measure helps to educate and enlighten the masses on issues of importance. However, it is worthy to note that the media are most powerful and in influencing political behaviour of all levels.

The press in any society is conditioned by the principle underlying that society. Essentially, there are two basic theories of the press. These are authoritarian and libertarian theories of the press as opted by Elochukwu.

The socio-political ideology of a country is reflective of the kind of press system in existence in that country. The American which operates liberal democracy has the structure of media ownership and control mostly private. Consequently, they enjoy an enviable degree of editorial freedom which is only limited by the law of defamatives.

The authoritarian theory of the press insists on the right of a small and ruling elite who decide what the society should know and believe, as such the press is controlled through liciencing sedition, blasphemy and similar status. This is practical in authoritarian countries like Nigeria.

The concept assume that the major function of the mass media are to support and advance the policies of the government in power, while to inform, entertain sell and check on government, enlighten the people on event around them are the basic tasks of the media as postulated by Laswell(1972).

The Libertarian theory of press is not an instrument of government nor a spokes man for the ruling class rather it is “a mirron, an education that bind all thre society”. This is the theory we uphold.

Another concept known as the development philosophy of the press was put forward in 1960 by Willen Schram, David Lerner, Ethiel de. Solappod Ellerett Rogersetal (1960). It is meant for the less developed nation such as Ghana, Cameroon etc.   The factor of ownership should not be a constraint to the journalists in reporting the facts of an issues. It is the study of the journalist to balance the interest of his employer with that of the public. The ability to balance conflicting interest such as politics, salaries is the mark of a good journalist conflicts such as these exist in other professional and their resolution determine the success and failure of the prationers.

The media house are bound to fail if the edition do not have the ability to strike a balance. The issue of government or individual control of the press completely affect the press performance. Instead of the press performing their function, they have become indispensable tolls for retaining power by those controlling them. In developing countries, they even tend to abandon their responsibilities of serving as agent of survelliance of the society and have resumed the role of government mouth piece.

Therefore, for an information to be taken serious or attended to by the people, the source of information and the media through which the information is passed is very relevant. As such ownership is considered before an information is accepted as factual and unbiased.

Therefore, this research work will look into the impact of the print media ownership pattern on editorial contents of the Nigeria newspapers.

 

THE HISTORY OF THE NIGERIA PRESS

The Nigeria press began in the 19^th century, it began with the inception of the first newspaper Iwe Irohin.It was founded by Revered Henry Townsew, an Anglican clergyman from England, in 1859.

Iwe irohin, according to Onuka Kalu (1989), spear herded the attack on slavey which was still being carried out at that time. However, Iwe irohin lasted eight years. It was followed by Angola Africa. Founded in 1863 by Robert Campbell an Afrowest India.

The aim was to exploit the growing interest in western education and enlightenment in Lagos (in the 1860s),  by providing cheap and accessible material which would educate, inform, entertain its reader.

Nigeria involved in the newspaper business increase around 1880, beginning with the Lagos times found by Richard Reale Benjamin in 4^th February, 1880 followed by Lagos observe owned by j. Blackall in 1882.

The newspaper industry continued to grow one phenomenon of that time was far publishers to term up as editors and publish a newspaper. Among such were, John Payne Jackson, founder of Lagos weekly times in 1889.Also, Kitoye, a Jass publisher and editor of the Nigeria pioneer for a period of thirteen years.

In 1894, George A. Williams found the Lagos standard. The Lagos spectator and the Lagos echo came up at about the same time while the Lagos reporter was born on September 12, 1898. As the press grew more newspaper were published the African messenger of Ernest Ikoli thrived from 1921 to 1926.

In 1925, Herbert Macaulay founded the Lagos Daily news. This became the first newspaper in the country and it lasted till 1936. In 1937, Nnamdi Azikiwe started the west African pilot and brilliantly managed it to become the bedrood of his other newspaper.

The daily times was established in 1926 by Rish Barrow in partnership with Adeyomo Alakija and other business men. All these newspaper were from Lagos expect for some provincial weeklies. Between 1921 and 1937 newspaper appeared in the province of calabar, Onisha, Aba, Ibadan and so on.

On attainment of independence in 1960, government entered into newspaper business with the establishment of various newspaper. Such as the daily times when the federal government went into partnership with the owners. Other newspaper are the new Nigerian, Nigeria observe, Nigeria tide, Daily times and so forth. Today, many newspaper are established in the country both private and government owned.

 

 

 

 

          EVALUATING THE PERFORMANCE OF THESE NEWSPAPER

The early press in Nigeria was very local and perform its constitutional obligation creditably by ensuring that the government of the day was accountable to the people.

The press also ensured that all government policies and activities were reported to the people in an objective manner without fear or favour. The press campaigned against all forms of racial discrimination and segregation both in the civil service and public life. In carrying out these campaigns. The press used the editorial page most of the time to put its view across to the public or the government.

For instance, Lagos Times opposed the education ordinance of 1882 which made the reading and writing of English language compulsory. In its editorial comment on the issue, it wrote.

“ we shall not sit tamely to witness murder, death and burial of one of those important distinguishing of national and racial marks that God has given us in common to other tribes, nation and races and not to protect against all the enemies that we can common”.

Among the front line journalist whose pens were highly respected because of their uncompromising stand in criticism to colonial rule and domination in stand is criticism to colonial rule and domination in their various newspaper were the following person Nnadi Azikiwe who founded the west African pilot John Payne Jackson founder of both weekly Times and Lagos weekly record. James Bright Davies owner of the Nigerian Times and many others.

The performance of the press after the independence of 1960, came under serve criticism especially the government newspaper, increase coker, a journalist and historian of the Nigerian press remarked that , “ one disburbing feature of government owned newspaper in the years after independence was their failure to distinguished between the ruling party and the government so that were, for all practical purposes, party organ financed by the public”

 

THE EDITORIAL

The editorial can be traced to the earliest days of the newspaper especially when editors started departmentalizing the newspaper. It also started with the free marked place of ideas especially the libertarian social responsibility system of the press.

The place of the editorial in print media content is enviable. It is one of the most important item in a newspaper or magazine.

Editorial is the opinion of the media house on sensitive matters. It is the instrument for achieving the mass media function and opinion formation and opinion change. It crusades, sustain and introduce crusade.

Crusade and power of media could not have been achieved without regular support from editorials.

 

EVALUATION OF SOME EDITORIALS IN NIGERIA PRESS

The editorial were to emphasis on self government and the creative of political awareness in the mind of Nigerians.

The Nigeria Time : a weekly publication by J.B.Davides , in its maides educational on April,1910 titled “ the tower of Babu”  in condition of the colonial states.

“Political. Social and economic fabrics of this nation existence is threatened  with decay and ruin under a nlthless policy of government because of the prevailing confusion of longues”

The edition al, when adequately utilized in  expressing an informed opinion on topical in society, help members of the society in writing to guide them towards a particular direction convincingly.

 

STATEMENT OF RESEARCH PROBLEMS

Because of the importance of additional opinion formation , the research wants to find out how ownership of the print media affect the editor.

Whether ownership patters of the print media has  any impact in the additional of the print media and how far does the contents conform with accepted journalist ethnics.

 

1.4 OBJECTIVES OF THE STUDY

The study is aimed at evaluating the extent of ownership pattern on editorial content of the print media. To find whether Nigeria editorial are written in favour of the owners of the print media and to evaluate the editorial are based an accepted codes of other of journalism. To find out the level of prominence given to political issues in the editorials.

Finally, to evaluate the most suitable type of ownership for Nigeria print media that will be comfortable for journalistic profession in Nigeria

 

1.5 RESEARCH QUESTION

This study looks forward to answer the following:

Does ownership of print media affect editorial?

Print media, privately owned and government owned?

Which one covers political issues, events well and prominent?

How far do the content, conform to accepted professionalism in journalism?

 

1.6     RESEARCH HYPOTHESIS

Based on the research question above, the researcher intends to answer the following hypothesis.

HA1 Ownership pattern of print media have impact on the factuality of the editorial in both government and private print media.

H0 Ownership pattern, does not have impact on factuality of the editorial in both government and private print media.

HA2 Editorial in government print media are pro-government in their reports than privates owned print media.

H0 Editorial in government print media, are not pro-government in their report than private owned print media.

HA3 Government print media give more prominence to political issues than private print media.

H0 Government print media give more prominence to political issues than private print media.

HA4 Editorial in both private and government print media conmform to ethnics of journalism.

H0 Editorial in both private and government print media do not conform to ethnics of journalism.

 

 

 

 

1.7 DEFINITION OF TERMS

PRINT MEDIA

Conceptual: A publication issued daily, weekly, forthnightly containing news, opinions, features, editorials and advertisement.

Operational: These are Daily times, vanguard, the guardian and Daily sun.

OWNERSHIP:

Conceptual: Possession of anything either publicity or privately owned by rawful right.

Operational: As possession of Daily Times, vanguard, the guardian newspaper and Daily sun.

EDITORIAL CONTENTS:

Conceptual: An article in a print media written by an editor or journalist of that print media house.

Operational: A message from the print media house stating the opinion of the house on an issuers of general importance.

IMPACT:

Conceptual:Impact on somebody,s character, believe or action thyrough admiration or fear.

Operational: Ethnic means fairness and balance in editorial publications.

1.8 ASSUMPTIONS

This study is based on the following assumption. That the print media whether governmet or private owned give an objective editorial. That the Nigeria print media have favourable orientation toward events or information they publish.

Finally, that the editorial conform to the accepted ethnic of journalism.

 

1.9 LIMITATION OF THE STUDY.

The scope of this study is limited to the editorial in four Nigeria print media, starting from 1^st May, 2006 to  30 th August, 2006. This was during the Nigeria political crisis under the regime of president Olusegun Obasanjo.

The print media are two, government owned newspaper viz Daily Times and Daily sun and two private owned newspaper viz, vanguard and guardian. These national print media were chosen due to their availability to the public and they are widely read in Nigeria. The study limited itself to the political situation in Nigeria between March to August, 2006. The president election in view of the following.

1. Presidential campaign
2. Election proper
3. Cancellation of the third tenure.

1.10 Theoretical framework

Here the researcher uses Agenda setting theory and cultivation theory as a theatricals framework.

This Agenda setting by the media can be traced to Walter Lippman (1922) who suggested that the media were responsible for the “picture in our heads”.

Agenda setting describe a very powerful influence of the media, the ability to tell us what issues are important. Those issues or individual that issues and individual we think and talk about. According to the theory, those topics issues and individuals we think became important because of the media attention they received.

As Kunczik point out, appropriate procedure for examining agenda-setting involved comparison between media content over a certain period and the sub ject that most people in the society are discussing. The greater the consonance, the more the agenda setting hypothesis is confirmed.

The cultivation theory

The theory propounded by Gerbner, Gross, signorelli and morgan (1980, 1986) asserts that the media, especially television, exerts a tremendous influence by attering individual perception of reality. Today, television serves as a major mediun from which most societies acquire their consciousness, belief, norms and v alues. The media especially the television has subsumed other source of information, ideas and socialization like religious family school. The effect of all this exposure consequently produce cultivation or the teaching of a common world view, common roles and common value.

According to Gerbner and Gross, (1976) television’s major function becomes that of “enculturation” by which most people develop standardized roles and behaviour for example, media content ( especially print) are changing the world into many things like speech comportment, dressing crime and politics.

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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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CABLE TELEVISION SERVICES AND CULTURAL IMPERIALISM:

A STUDY OF VIEWERSHIP PATTERNS IN PORT HARCOURT

ABSTRACT

This survey seeks to examine the influex of foreign opinions into our society via cable television, the imperialistic implications or cultural invasion arising there from.

The topic: cable television and cultural imperialism a study of viewership pattern in Port Harcourt is the therefore aimed at drawing the attention of National Broadcasting commission NBC among others to ensure compliance of 40% local programme content by cable forms and broadcast media.

This may chocksPeres of cultural invasion as contained in Decree 38 of 1992 which governs establishment of NBC.

The research used a survey method and divided Port Harcourt  into zones and they are.

ZONES A	COMPOSITION OF ZONES Port Harcourt township	ACTUAL VIEWING CENTERS information center, Niger street,
B	Diobu	UST viewing center
C	Old GRA	NUJ press center
D	Rumuokuta/Uzuoba/Rumuodamaya	Rumoukuta/chopa Road, PIN PLACE
E	T/Amadi/Rumuomasi	Pigot Restaurant

 

The study has a simple size of 250 respondents but questionnaires were distributed to 300.

While the study reveals that there exist a clustered (mixture) of viewer ship pattern, it also shows that:

1. Many people now have cable TV in their houses compound, offices or viewing centers.
2. Many prefer listening to news/talk show, watch fashion, comedy, sports(football) on cable to local TV.
3. Agree to imbibe actions and Portrays on cable TV
4. Accept that America/Europe is better than Africa/Nigeria.

Calls for check by NBC by ensuring 40% local programme content.

 

TABLE OF CONTENT

COVER PAGE                                                      I

TITLE PAGE                                                       II

APPROVAL PAGE                                                 III

DEDICATION                                                      IV

ACKNOWLEDGEMENT                                          V

ABSTRACT                                                         VI

CHAPTER ONE

INTRODUCTION –BACKGROUND OF THE STUDY    1

STATEMENT OF THE RESEARCH PROBLEM            9

OBJECTIVES OF THE STUDY                                        10

SIGNIFICANCE OF THE STUDY                             11

RESEARCH QUESTION                                         12

RESEARCH HYPOTHESIS                                     12

CONCEPTUAL AND OPERATIONAL DEFINITION      13

ASSUMPTIONS                                                   14

LIMITATION OF THE STUDY                                16

CHAPTER TWO

REVIEW OF LITERATURE                                     17

SOURCES OF LITERATURE                                   17

THE REVIEW                                                      17

SUMMARY OF LITERATURE REVIEW                     22

CHAPTER THREE

METHODOLOGY                                                  25

RESEARCH METHOD                                           25

RESEARCH DESIGN                                            26

RESEARCH SAMPLE                                            26

DATA COLLECTION                                             27

DATA ANALYSIS                                                 29

EXPECTED RESULTS                                           30

CHAPTER FOUR

DATA ANALYSIS AND RESULTS                            31

DATA ANALYSIS                                                 33

DISCUSSION                                                      49

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDIES

SUMMARY                                                          51

RECOMMENDATIONS FOR FURTHER STUDIES               51

BIBLIOGRAPHY                                                   58

APPENDIXES (QUESTIONNAIRE)                          60

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Cable television and culture as well as imperialism mean marry things to different people.

However, this research project may be likened to what the watch tower magazine of April 15, 1988 call “when children have children” while writing on teenage pregnancy.

What this means by implication is that among the traditional press system in which newspapers, books, magazines, television and radio belong, television is the youngest.

Despite its age, television has given birth to yet another broadcast VIRU-the cable television services.

Ordinarily, television has an added advantage over radio by combining sound (audio) with video (visuals) to give impact.

This gives birth to one since arithmetic statement which could be stated as: sound plus visuals equal IMPACT ie stv=1

Above all, broadcasting whether radio or television enyoys messges through electro-magnetic wave to a leferogneous audience and simultaneously (ie at the same time too)

Cable television itself carries an additional benefit in that it relays or transmits distant signals via communication satellite.

The signal are being down-linked by a microwave transmitter via dishes, basket net and cable to a receiver, in this case TV set.

The end-result being a quality distant signals or programmes requiring, as usual little or no LITERACY to assimilate its content. Consequently, because these quality signals are alien and designed and created according to the psychographic and demographics of a far away producing countries, the by-product has been devastating such that calls for a check.

It is at this point that cultural imperialism sets in. it is however pertinent to accentuate that from the cradle, it was not originally slated or invented as imperialistic medium.

The imperialistic role is ONLY a rediscovered one. Cable television is a calculated technological device at clear reception of distant signals.

What gave birth to this scenerio was that dwellers in large cities where TV stations were established enjoyed a good reception while viewers living far away did not.

All they received were blured, distorted signals or visuals, placement of additional wire or cables on the roof tops in an attempt to get interference free pictures.

For instance, the signals of RSTV in Edo state may not be as clear as in Port Harcourt.

In the late 1940(s) a positive breakthrough was made by getting a clear interference- free TV signals from distant stations How?

A large antenna was placed on hill top high above the average terrain from which the distant signals would be carried by wire known as cable directly into home TV receivers.

This automatically  marked the advent of cable TV development otherwise known as community antenna TV –(ATV

Dwellers would pay per view and thus marked the birth of SUBSCRIPTION.

Understandably, it was therefore imperative that to receive TV signals and wide CHANNELS was link unto the local cable system.

RIVERS STATE EXPERIENCE;

While, the first television signal in Nigeria was sent from a transmitter sited at MAPO HALL Ibadan, Nigeria in 1959, it was also the first in the continent of Africa.

Alhaji Bawa Garuba, ABG, started the cable TV satellite Industry in Kaduna in 1984.

Bawa Garuba who came to Rivers state in 1991 incidentally became the first person or company also in Rivers state.

Its primary role was to down-link satellite television signals for transmission.

The signals include cable News Network-CNN, canal france International (EFI), Eurosport, ASPEN and channel zero internallia.

Thus ABG now CTL is the pioneer name in cable TV business in River state.

Satnet now Ultima came in 1993, multi-choice in in 19914 and so awas Disc engineering.

It was common knowledge that signals at inception of cable TV in the state were OPEN giving room to faking, piracy and operated by quacks.

More so, the real firm ABG involved did not generate enough revenue when compared to a made of satellite antennas scattered over roof-tops in the state.

To control, signals and make enough money, signals were controlled, giving birth to the adoption of DECODER.

A decoder is a mechanism or device that controls and stablizes channels so that clients with if enjoy stable, select channels as well as interpreted signals.

This study reveals that until today, one can still get signal by were erection of pole with basket net but distortion is men table except with decoder.

This faking provides persons for the sparodic proliferation  of cable TV even at unexpected places.

But private individuals and corporate consumers can enjoy the alt interesting benefit of cable service the cable satellite TV representative or agent itself eg CTL has to install basic technological facilities to enable transmission to take place.

Such major operational facilities include a microwave transmitter which is necessary before transmission can take place.

Some other basic but minor facilities required at the consumer end include:

A Basket net/reflection. It is a mini dish comprising a micro-processor, adaptor and modulator.

1. Dish: a basin-like curature that fathers or concentrates signal at a point for redistribution.

It is mostly found with corporate consumer wishing to redistribute signals to different points, (e.g offices) under one umbrella.

1. co-axial cable: which carries signals to home receiver-TV sets.

Culture deals with the way of life of a people by way of the food they eat, manner of dressing, language, songs dancers and technology.

Against this backdrop, different governments of the world have found TV (and radio) as a veritable medium to effect the way of life otherwise called culture.

They act out, television people who are taking part in different events, talking eating, dancing as well as engaging in learning, discoveries and even taking part in WAR. If these are done, then culture is at play.

Imperialism is simply a policy or practice of extending power or dominion of one nation by direct territorial acquisition or by INDIRECT control over the political, cultural, social and economic lives of others.

Portrayals on cable television have beamed Africa in bad light and Europe better such that today, Nigerians prefer hoisting American flags to Nigeria.

They prefer English language in village meeting to native dialects.

Why? We have been taught that Africa’s past is darkness and darkness cannot be a subject for historical investigation- 1963 professor Trevo-Roper.

Cable television, diplomacy colonialism, neo-colonialism and imperialism have been carefully employed by first and second world to the detriment of the third world

 

1.1    STATEMENT OF THE RESEARCH PROBLEMS

It has been observed that the rich cultural heritage of Africa, particularly Nigeria ahs been eroded destroyed and replaced by the western culture through the influx of western TV signals and worthy of note is the cable TV syndrome.

This observation has caused many to question the content and quality of their signals visa vis the benefit derived therefrom.

For instance, the National Broadcasting Commission NBC has insited and requested cable satellite firms to ensure the telecast of 40% of local programme content as a regulatory rules against the assimilation of foreign opinions.

Hence, the call for research in this direction to x-ray the assest and liability or lost and benefit, of cable TV system.

This study seeks to re cognize and attaches premium to any previous study in this regard and contribute a research based approach.

It calls for check and proscription if need be of cable television business as well as recognizing problems militating against effective performance of our local television industry 40 years of TV broadcasting and 15 years of cable TV satellite system.

12. OBJECTIVES OF THE STUDY

It includes the under-listed

1. To discover or find out whether the population within a framework of study are actually exposed to the mention signals.
2. To identify the rationale behind the ever increasing interest in and dependence on foreign signals.
3. To attempt to find out types and quality of programmes that attract attention.
4. To seek to identify the common behavioural patterns imbibed following exposure to cable television.

1.3    SIGNIFICANE OF THE RESEARCH

The research project is relevant particularly when viewed against the backdrop of cultural implication of over assimilation of foreign opinions through cable satellite services.

It attempts to examine the erosion of rich cultural heritage of Africa, Nigeria and Rivers state in specific using the viewership patterns in Port Harcourt.

It calls for a renewed re-awakening or our regulatory bodies such as the National Broadcasting Commission, NBC to re-assess and control the content of broadcast programmes on channels receive by cable TV firms.

There is no doubt that this study would accentuate the need for the electronic organs to select and disseminate information that is an congruence with our culture.

1.4    RESEARCH QUESTIONS

This project makes concrete effort to prefer solution to the following questions:

1. What programmes or event appeals to users of cable? What is the level at which viewers watch cable TV daily, weekly or yearly.
2. Do the people (population) understudy actually adopt the characters portrayed?
3. What in specific terms would you like to emulate or imbibe from music, news, fashion, talks, shows and sports.
   • RESEARCH HYPOTHESIS

H₁ cable television services has helped in projecting cultural imperialism

H₀ cable television services has not helped in projecting cultural imperialism

H₁ cable television is a significant factor in cultural imperialism.

H₀ cable television is not a significant factor in cultural imperialism

• CONCEPTUAL AND OPERATIONAL DEFINITION

PSYCHOGRAPHIC:      Thinking of value system of a people toward a particular people or thing.

DEMOGRAPHICS:       Of population ages and sex of the involved in a particular pattern

BEHAVIOUR:              An activity, or quality measured over a given period of time

TELEVISION:              A terminal or home receiver providing and audio-visual communication

CABLE:                      A particular type of wire sending signals to a receiver

SMIULTANEOUS:        Happening at the same time

BROADCASTING:        As in radio and television where message sent through electro-magnetic wave

VIRUS:                      The speed or manner in which radio and TV spread messages as though they were virus

ANTENNA:                 Coverts electric currents into electro magnetic wave

DISH:                        A basin-like device that helps to receiver concentrates widespread signals

• ASSUMPTIONS

The press is recognized the world over as having the power to influence and shape the society.

The power or function is exhibited in the news function, music, advert and other literary roles.

Book publishing, newspapering, radio and television broadcasting are both business concern and cultural activities of a people be they Americans or Europeans.

The press has therefore been adopted by a race and government to project an idea, shape culture and render didatic functions.

Several scholars, school of though and theoretical frame work had long ago been expressed or, noted about the press covering newspapers, books, journals, cinemia, radio, television and cable TV itself.

These include modeling  theory; Adopting behaviour, meaning construction theory, stereotype theory, modernization effect of the media inter-allia.

However, this research project seeks to bring bear on the  modeling theory: adopting behaviour.

In it, thelvin Defeor and Everethe Dennis 1996 note” since drama and other kinds of portrayals  commonly found in the movies or on television show many aspect of human life, the provide a rich source of depiction of behaviour that can be initiated by members of their audience.

They also went further to say  that the word model can apply either to the person who portrays an action or to the depicted action itself.

In addition, Albert Bandura a psychologist said the term modeling theory has come into use to indicate the application of more general social learning to the case where people acquire behaviour patterns that they find modeled in the media.

• LIMITATION OF THE STUDY

One basic problem observed in carrying out the project is the issue of electricity concentration in city centres. As a result, I have chosen Port Harcourt the only major city of the state and also seat of government.

In doing this Port Harcourt is assumed to be a reflection of the indigenes and business community where cable television service is predominant.

Other constraints include time frame and shortage of fund which affected me I also limited myself to viewing centres and not individual premises where cable TV are owned for convenience.

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GLOBAL CHALLENGES FACING NIGERIAN MEDIA ESTABLISHMENTS IN THE DISSEMINATION OF INFORMATION: (A CASE STUDY OF NTA, ABUJA).

ABSTRACT

This research work critically examined on Global Challenges facing Nigeria Media Establishment, faced with different organs of the media such as the radio, television, newspaper, etc.  I narrowed down my research to television using NTA Abuja as my case study.  Below is a brief run-down of my research procedure and finding.

The first chapter looked at the historical background of the study, stating the research problems and the aims and objectives of the study.  it also highlighted the significance of the study to the existing stock of knowledge in the field.  The research questions, definition of the key terms, assumptions and limitations of the study were also treated in the later part of this chapter.

Chapter two is a critical review of related literature.  Here, works of other writers in the field of marketing and promotion were reviewed, relating their view to the research topic at hand.

Chapter three clearly stated the research method to be used in carrying out the research.  This includes the research design, the sample, the method of data collection and analysis.

Chapter four is devoted to the analysis of the data collected and the result of the research in relations to the research questions.  Percentage and tabulation were used in analyzing the results.

Finally, chapter five is the summary of the entire research work and some recommendation for further studies.

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY 1
• STATEMENT OF RESEARCH PROBLEM 4
• OBJECTIVES OF THE STUDY 5
• SIGNIFICANCE OF THE STUDY 6
• RESEARCH QUESTIONS 7
• RESEARCH HYPOTHESES 8
• CONCEPTUAL AND OPERATIONAL DEFINITIONS9
• ASSUMPTIONS 11
• LIMITATIONS 11

 

CHAPTER TWO

LITERATURE REVIEW                                              15

• SOURCES OF LITERATURE REVIEW 15
• THE REVIEW 19
• SUMMARY OF RELATED LITERATURE REVIEW 32

 

CHAPTER THREE

RESEARCH METHODOLOGY                                 34

• RESEARCH METHOD 34
• RESEARCH DESIGN 35
• RESEARCH SAMPLE 35
• MEASURING INSTRUMENT 36

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS                40

• DATA ANALYSIS 40
• DISCUSSION 47
• RESULTS 51

 

CHAPTER FIVE

SUMMARY, RECOMMENDATIONS AND CONCLUSION

• SUMMARY                              54
• RECOMMENDATIONS FOR FURTHER STUDIES57

BIBLIOGRAPHY                                                          61

APPENDIX                                                                   64

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

Globalisation is one of the newest terms that resulted from the changing face of international communication.  This change was mostly engendered by advancements in the communication field.  Globalisation is an attempt at one world community.  That is a world that pursues common goals, has common objectives and fights common problems.  It was a theoretical concept that first turned the world to the issue of a global community – the ‘global village’ phenomenon introduced by Marshall Mcluhan.  The global village phenomenon, nonetheless, is not a synonym for glablisation.  The processes that make the world a global village are only active actors in globalisation.  They make the letter work.  The global village issue will now be looked at in some details.

In 1964, a Canadian Scholar, Marshall Mcluhan, propounded a theory – ‘the medium is themessage’.  McLuhan says each medium activates a particular mixture of the senses, which makes form of the medium, rather than the message, determine ways of perceiving and articulating understanding.  Print, McLuhan says, made people to think in linear directions, use individualized logic and consciousness.  He noted that the electric technology extends man’s central nervous system (brain and spinal chord), thereby restoring the world to a global village.

Just as the nervous system receives, processes and interprets stimuli reaching the body, in order to achieve the needs, organize and correlate the activities of the body, the broadcast industry today collects information from a wide diversity of sources and places in the globe, processes and reports back to people located in an equally wide diversity of places in the Diaspora in an effort to bind parts of society together in their interactions and interdependency moves.  McLuhan’s postulations attracted widespread reactions, though.  One such reaction says the theory is at the very least technological over-determinism.  Thus critics believe the concentration on the differences between media could undermine class examination of various types of messages in the same medium. Or similar messages, across media.

Nevertheless, the extent to which the broadcast media have gone in making the work smaller and more interactive is obviously lucid.  The effects of these media are becoming so pervasive that people in the communication field are today talking of global neighbourhood family.  Therefore, regardless of whatever the radio and television say, their very form (broadcast simultaneity in reaching a heterogeneous audience) facilitates relationship in the world to an unspeakable degree.  During world soccer and Olympic event, at least half the world is focused on one topic – a sports encounter between nations.  The media thus set global agenda, global interests and pursuits.

Accordingly, globalization entails a system comprising nations in the Diasporal where people live and work in unison regarding given social, economic and political objectives regardless of religious learnings, ethnic nationalities, languages, race, geography, etc. and where also communication is used to give expression to the interactions.

 

• STATEMENT OF THE RESEARCH PROBLEM

Despite the excitement and noise about international relations and globalisation, the international news and information media can hardly assume any meaningful international unity, consciousness and responsibility.  This is simply and squarely because each medium is interested in the welfare of its home country.  The same thing applies to the news agencies.  And treating news and information to suit a country’s interest means empahsising individual peculiarities, which alienate other interests, introduce differences and complaints, and eventually become the problems and bane of true international co-operation through communication.

At present, international communication is an information battleground where countries showcase prowess in wielding linguistic energy solely to advance their interests.  All efforts t realize genuine international inter-relationship based on equity, equality, justice and honesty are given cosmetic touches and approached with ideologies that are subtle screens for media imperialism – the gateway to other domination types.

 

• OBJECTIVES OF THE STUDY

The objectives of this study are to find out the extent if the global challenges facing the Nigerian media establishments in dissemination of information, in doing so, the work will examine the NTA Abuja’s quest to these challenges as it affects Nigeria as the third world nation.

It will further focus on the advantages and disadvantages, which these challenges posed for the Nigerian media establishment.

 

• SIGNIFICANCE OF THE STUDY

This study is no doubt very unique in the sense that it focuses on the global challenge facing the Nigeria’s media establishment.  This obviously makes this project quite understanding since the research is concentrated on NTA, Abuja.

However, the study in its simplistic approach or analysis would make it possible for the researcher and more importantly those that are at the helms of affairs know the power of television and the challenges they face in the course of news dissemination.

It is therefore necessary to highlight the unique role, which the NTA Abuja is playing to wage challenges.  By the time of this work, it must certainly be borne in mind that what it entails to face the global challenges is self-sacrifice and dedication by the government and media men.

 

• RESEARCH QUESTIONS

• Has the NTA Abuja through its focus on Africa Programme been able to check mate the activities of Western television against the third world media?
• Has the NTA Abuja been able to mobilize the support of Nigeria through the focus on Africa to wipe out all social vices and global challenges facing our local media?
• How far has the NTA Abuja via focus on Africa to mastermind other institutions in Nigeria to eliminate these global challenges?
• Has the NTA Abuja been able to employ adequate manpower resources to meet with the trend of its focus on Africa programme to the nation?

 

 

• RESEARCH HYPOTHESIS

For the effective study of this research work, two hypotheses would be tested.  Hypothesis is an idea put forward as a starting point for further investigation, and when formulated would either be supported or disapproved.

H1:    The NTA Abuja has through its focus on Africa progamme been able to checkmate the activities of the Western television against the third world media.

H0:    The NTA Abuja has not through its focus on Africa programme been able to checkmate its activities of the Western television against the third world media.

H2:    The NTA Abuja has contributed immensely in projecting the Nigeria media to face the global challenges in news dissemination.

H0:    The NTA Abuja has not contributed immensely in projecting the Nigeria media to face the global challenges in news dissemination.

 

• CONCEPTUAL AND OPERATIONAL DEFINITION

(a)     Conceptual Definition:

• Global: This means the entirety. The world is seen as global village.  The universe from East to West and from North to south.
• Challenges: Tasks that must be fulfilled. Ability to meet with the actions.
• Facing: Expectations of the work to be done.
• Nigerian: Refers to the society in a nation. It could be one person or more.
• Media: this is the means communication as radio, TV, Newspapers and magazines
• Establishments: To start off a building or house. The foundation base where project could stand
• Dissemination: Sending messages to one another. Ability to reach out to heterogeneous audience.
• Information: As informed. The information could be oral or written.  Be inform or informed

(b)     Operational Definitions

• Global: The countries that made up the world. This binds the nations that are being united together.
• Challenges: The result obtained after some actions.
• Facing: The achievements of an experience encountered.
• Nigerian: The people to whom the message were focused.
• Media: The ability of the television and other media of communication to create awareness.
• Establishment: The perceived message to the audience.
• Information: Well informed citizen.

 

• ASSUMPTIONS

The Nigerian Television Authority Abuja, like all other television station in the country, should in line with the enabling decrees. Establishing the Nigerian Television Authority (NTA), ensure that services which it provides reflect the unity of Nigeria and the general development and its zone, and the country generally.  The assumption is that NTA, Abuja like all other television stations in the country is expected to fulfill these expectations in the discharging of its responsibilities.

It is assumed that NTA Abuja is in position to meet these expectations especially the question of creating awareness and the mobilization of public support towards government programmes, since the enabling decree establishing its protects it to fulfill these expectations.

 

• LIMITATIONS

My limitations on this study were Iddu and Karmo in Abuja, which I know Abuja is having over one million of people in this community.  I made a sample; reason was to cut the time I have for this project.  I have to use a sample of one hundred ad forty people (140); because of the very short time.  I could not reach all the millions of people because of financial constraint also.   Then, when I came to staff of NTA Abuja, I could not interview as many of the staffs due to the nature of their jobs, and myself interviewing many people in different locations of my research, which I picked some of them for my study.

I could not source for all the materials I needed for the project, because there were no work done on this project in NTA Abuja, on the Global Challenges facings it.

I was among the first pioneer picked for the case study on NTA Abuja.

There are many other sources of information like the website and the Internet, but due to lack of fund, I was unable to print out all the information.  In spite of it all I was able to achieve the goal of this project from the number of staff.

The other would have been without the administration and collection of questionnaires made my job less excruciating and larger study could have involved a lot of traveling.

 

• THEORETICAL FRAMEWORK

The theory that reflects this work trace its root from the selective attention perspective.  In this aspect, theorists tell us that although the eye can handle about five million bits of data per second, the brain is able to compute the information at a much lower rate.  Obviously, at any given time, a person must select the information, which he or she will give active attention, or else nothing will make sense.

When one doe draw fro it, the person may either respond to the data immediately or transfer the information to a more permanent memory bank (Egeth 1967).

One of the problems associated with their global challenges is based on the audience selective perception, perhaps the most workable definition of perception is that it is the process of making sense out of experience (Haney 1967).

However, the process of perception is not as simple as this definition may at first seem.  To begin with different people do not experience the same stimuli in exactly the same way.  Differences in environment, differences in sense on reception or receptors etc. contribute to difference in the way a person perceives reality.

No two people invest a particular work with exactly the same meaning to one person; the word happy may mean not being depressed to another person.  This brings to mind again of the individual differences theory, which stipulates that no two persons are alike, even twin brothers.  The level of our perception on media exposure differ from one another and the global challenges facing the Nigeria media establishment depend on the way the people of Nigeria were exposed to the media both internationally.

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MAGAZINE READERSHIP ATTITUDE OF STUDENT UNDER GRADUATES (A CASE STUDY OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, ENUGU).

ABSTRACT

 

This research work was carried out to ascertain the magazine readership attitude of student’s undergraduates.

To do this, the research formulates some research questions and also mapped out some objectives.  The study was based on students of the Institute of Management and Technology, Enugu.  A sample of respondents was sampled with a designed questionnaire.

The data generated were later analyzed using tables.  From the research objectives and findings made the following conclusions were drawn.

1. That magazine contents should be believable as it enhances students future career.
2. That good reading culture among the students should be enhances to increase the level of literacy.
3. That students reading attitude have changed from gossip to news magazines for more educational social, political and economic development.
4. The kind of magazine students read determines their future career.

Apparently, recommendations were also prescribed based policy and the need for more research intellectual enhancement.  These if implemented will assist the media practitioners improve their performance and professionalism, thereby boosting the sustainability of magazine producing.

CHAPTER ONE

INTRODUCTION:

1.1     Background of study                                                               1 – 6

1.2(a) statement of research problem                                                                   6 – 7

1.2(b) statement of research problem                                                7 – 6

• Objectives of the study                     8 – 9
• Signification of the study                           9
• Research questions                            9 – 10
• Definition of terms                             10 – 14
• Limitation of the study             14

 

CHAPTER TWO

LITERATURE REVIEW

• Source of literature              15
• Introduction                        15
• Theoretical framework                     16 – 23

 

 

CHAPTER THREE

METHODOLOGY

• Research methodology           24
• Research design                            25
• Area of study 26
• Population                                                                                         26 – 27
• Sample size                                                                                        27
• Sampling technique                                                                  27 – 28
• Instrument for data collection                                                            28
• Administration of the questionnaire                                                  28 – 29
• Method of data analysis                                                           29

References                                                                                            30

 

CHAPTER FOUR

• Data presentation and analysis                                   31 – 39
• Discussions and findings                                                                    39 – 45

 

CHAPTER FIVE

5.1  Conclusion and recommendation                                               46 – 49

References                                                                                          50 – 51

Bibliography                                                                                      52 – 53

Questionnaire                                                                                     54 – 57

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF STUDY

This project is an attempt to ascertain the magazine readership attitude of students in the Institute of Management and Technology (IMT), Enugu.

Magazine is a weekly or monthly publication or periodical, usually in colour for attracting attention getting with stories, Articles and other editorial normally by various writers and Contributors.

Ordinarily magazine is like newspaper, but is coloured embellished with humor and human-interest stories in order to make it attract and retain readers, its contents include, advertisement, pictures, cartoons, diagrammed and graphic sketches.

The first magazine to be published was the Review, which was published by Daniel Defoe in 1704.  He began with the weekly periodical published in England.  Equally in the United State, Benjamin Frankly, published both the “Pennsylvania gazette and general magazine” it reached

 

all the American colonies as early as 1776.  Between January 1775 and July 1776 Thomas Paine published the “common sense”.

In 1880, Louis Doddery dounded Godley’s Lady’s Book, a magazine for woman.  Many other magazines have emerged in the industry all over the word.

Bringing the in story of publication home in Nigeria, the magazine industry is one of a peculiar interest the country ever had.  A look at any newsstand shows an avalanche of colours and titles that vie for attraction and readership perhaps it is a testimony of the popularity of magazine in the country.  It is a field of many births and deaths.

In the 70’s and 80’s we had in circulation magazine such as drum, trust, joy and sadness etc.  Due to evolutionary trends in magazine publication today and are gradually replaced by more dynamic.

Magazine that are today pointer to the growth and survival of magazine

Industry.  Among the existing ones are the insiders.  News watch, Tell, The news Economist, Global excellence etc.  These are under the hard news magazine, but there are others under the special interest magazines these

 

includes; comic and photo magazine such as poise hints, hearts, better love, Ikebe super etc.

These magazine although serve the interest of the public these are some magazines fashioned and packaged for the interest of some special groups.  The different magazines addressing different audience, which is made up of

Different strata of human beings.  The News magazine are strictly concerned with hard facts, such reports are presented in the straight news formular which

deals mostly on things of general interest, politics, economy, international relations, health and agriculture, crime, social development, stock exchange etc, and such magazines includes, Tell, News watch, the news, and the insider etc.  The special interest magazine creates issues of the softer side of life.  They try to explore the lives of members of the society and the social orientations of the society in form of aesthetics.  These magazine publish issues on fashion, demotic manuals and romance such magazine includes, taints, hearts classique etc.

All these are geared towards the major roles communication.  Informing, educating, entertaining and persuading the general public.

 

Naturally, the favourable attitude towards any magazine by its readers is attributed to many variables.

This is true because people have their different reasons for reading what ever they read, and their reasons for media selection is equally a factor of what the media can offer C.D. Macdougal of new York publication company “1977” believed that, magazine are read by some people because they take the reader behind the scene of the days action, relate the news items to readers framework and cognizance interpret the fact, put factual in perspective, adduce meaning into news and help to point out significance of current events.

Coming to narrow it down to the Institute of Management and Technology (IMT) Enugu students, more specifically the students magazine readership attitude as the topic implies for them to make choice among different magazines, they have to apply the use of their perceptual power and their selective perception in selecting from the numerous magazine, tendency that their taste, choice and reading habits of magazine will differ from those of the other people in the society.

Students reads magazine to know the trends of development in our society through the reading of magazine they are made to know the rate

with which the development plans of the government.  As everybody is now alert to know developmental changes in the society both politically, socially, economically educationally and so on, students are not left out as it helps to develop their knowledge.

Developing their educational levels is another reason why students read magazines.  Reading makes them to develop their vocabulary speech and flair for writing as some have been in the Journalistic field.

Considering why students read magazine and Institute of Management and Technology (IMT) Enugu as a citadel of learning, these students as the future directors, producer, managers, marketers, industrialists etc will go for the magazine that will give them that orientation they require for them in future career.

This study will indicate either the benefit that students derive from reading magazines expands their education horizon.  At the end we will be able to know whose interest.

 

 

 

1.2(A) STATEMENT OF RESEARCH PROBLEM

Magazine as one of the various media of Mass Communication has the responsibility of informing, educating and entertaining.

In considering the education workload and limited time frame of the students and of their environment and life they’re every tendency that their taste, choice and reading habits of magazine will differ from those of the other people in the society.

Students reads magazine to know the trends of development in our society through the reading of magazine they are made to know the rate with the development plans of the government.  As everybody is now at alert to know development changes in the society both politically, socially, economically, educationally and so on, students are not left out as it helps to develop their knowledge.

Developing their educational levels is another reason why students read magazines.  Reading makes them to develop their vocabulary speech and flair for writing as some have been in the Journalistic field.

Considering why students read magazine and institute of management and technology, (IMT) Enugu as a citadel of learning, these students as the future directors, producer, managers, marketers, industrialists etc will go for the magazine that will give them that orientation they require for the in future career.

This study will indicate either the benefit that students derive from reading magazines expands their education horizon.  At the end we will be able to know whose interest.

 

1.2(B) STATEMENT OF RESEARCH PROBLE

Magazine as one of the various media of mass communication has the         responsibility of informing, educating and entertaining.

Reader’s choice of magazine there will depend on the one that gives them adequate information that is of interest to them, the one that educates and entertains more.

The question therefore is, what motivates the students to red the type of magazines they read and why they don’t read others.

With special reference to the institute of management and technology (IMT), Enugu students.

This study will also find out low they perceive the magazine they read, the type of information the magazines carry and how they affect their life.  Another problem is to find out the Journalistic standard, maintained by this magazines and how much they adhere to the processions code of conduct in terms of content and style.

Finally, this will also discover how much these magazines have helped mobilize, socialize and educate its readers and to what direction.

 

• OBJECTIVE OF THE STUDY

The objective of the study is to explore the magazine readership of students in the Institute of Management and Technology (IMT), Enugu.

This work will also offer suggestion and solution to certain communication puzzles, by extracting ideas from the seasoned authorities in Communication study.

 

• SIGNIFICATION OF THE STUDY

This is to educate and enlighten potential publishers on what their audience is made up of and what interests them most.  This will help the publishers to determine the quality of his magazine and the type of articles to feature to catch the interest of the audience. Another relevance of the study is to expose the reading habit of students to enable publishers know where and how to circulate such magazine considering the population density will highlight how and why students read magazines has either contributed to the societal growth or how it has negatively affected.

 

• RESEARCH QUESTIONS

1. How do you rate the information content of magazine?
2. Are students attracted to one particular type of magazine instead of another?
3. Does this attraction to one particular type of magazine have anything to do with the cost of procuring the source of information?
4. Do demographic factors such as sex influence the decision of students toward magazine readership?
5. Does your future career affect your reading habit?
6. When do students read magazine most?
7. What contents of the magazines do the students read most?

To effectively carryout this research the method to be used is by application of the questionnaire.  Questionnaires are going to be distributed to students in various departments under various schools.

CONCEPTUAL AND OPERATIONAL

1.6  DEFINITIONS OF TERMS.

1. MAGAZINES:

CONCEPTUAL DEFINITION:  It is a bound pamphlet published periodically which contains news stories and variety of other reading matter.  Example Tell Magazine, The Insider, The news etc.

     OPERATIONAL DEFINITION:  This is a strapped pamphlet published either weekly, bi-weekly news stories that are meant purely for

 

informing and educating its largest audience.  It therefore contains such hard news as politics, economy, informational relations, health and agriculture which are presented in straight news formular which deals most on things of general interest.

 

 

2. NEWS MAGAZINE

 CONCEPTUAL DEFINITION:  This medium presents stories in factorized and article forms, in strictly manners and forms.  Its stories are usually thoroughly investigative which in turn leads their presentation of in depth, Analytical and Evaluative features and articles (e.g.) of News magazine are This week, News watch, Tell, The insider etc.

OPERATIONAL DEFINITION:  It is a strapped pamphlet published either weekly bi-weekly news stories that are meant to adequately inform, educate and entertain, enlighten it audience on various issues of importance.

3. SPECIAL INTEREST MAGAZINE CONCEPTUAL

DEFINITION:  This type of magazine meant or written in special language and directed to a segmented group of people versed in a particular profession or trade.  Its Terminologies in use are specifically tailored and can only be understood by members of that group.  Example includes medical academic Engineering, Architectural, legal etc.

OPERATIONAL DEFINITIONS:  This is a medium of communication meant for a specialized audience.  It is endowed with place of information

and other items that are purely meant to develop, inform educate and entertain it target audience.

4. 4. ATTITUDE

CONCEPTUAL DEFINITION:  Any condition of things for relation of persons viewed as expressing some thought, feelings etc.

OPERATION DEFINITION:  Way of thinking or feeling of the student’s undergraduates towards magazine readership.

5. READERSHIP

CONCEPTUAL DEFINITION:  The number of people who look at and understand or say aloud written or printed words.

OPERATIONAL DEFINITION:  This is the number of people likely to read a particular magazine print medium publication at any given period.  This does not imply the rates of circulate.

6. PUBLICATIONS

CONCEPTUAL DEFINITION:  This is the act of making news information etc, public, the act of publishing a book, newspaper etc.

 

OPERATIONAL DEFINITION:  It is the act of packaging specialized massage to a specialized audience through the magazine print medium.

7. MEDIA

CONCEPTUAL DEFINITION:  A means (especially television, radio, Newspaper and magazine) by which news etc is made public.

OPERATIONAL DEFINITION:  Comprises of professionals in the practitioner field of various forms of mass communication.

ASSUMPTIONS

In the course of this study, certain assumption was made.  The first is that the motive behind the establishment of any magazine print medium should be to provide information to educate and to entertain especially the student’s undergraduates in the Nigerian society so as to make or prepare them for active participation in the affairs of this great action thereafter.

We therefore assume that the magazine content that is well packaged to the specialized audience will in no small measure provide adequate knowledge.  Information on various vital societal issues especially those concerning the student folks.

Finally, we assume that establishment of the magazine medium as a means of communication will not be only useful and relevant to the students undergraduates but also to those them in other fields of endeavor also for their effective and efficient participation and contribution in both issues of national and international concerns.

 

1.7 LIMITATION OF THE STUDY

In the course of writing this topic, there is enough time given and materials were provided and information needed were supplied by the students equally, my supervisor was of great help to me by guiding me thoroughly through his corrections and advice.

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