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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EVALUATION OF THE EFFECTIVENESS OF PRESS LAWS ON JOURNALIST IN NIGERIA

(A CASE STUDY OF FRCN ENUGU)

ABSTRACT

The topic of this study is Evaluation of the Effectiveness of Press Laws on Journalists, using the Federal Radio Corporation of Nigeria (FRCN) as case study. The methodology of this study is the survey research methodology. Questionnaire was constructed and administered to the representative sample of the study. The analysis of data was done using sample percentages and tables for the demography of respondents and the research questions. The hypothesis were tested using the chi-square formula. The tested hypothesis showed that press laws, when properly applied enhance the regulation of the activity of journalists towards social responsibility and objectivity. However, the government use the laws as tools of suppression of journalistic activities through censorship. Nigerian journalists adhere strictly to press laws due to the fact that the government use repressive measures to implement them. This has reduced journalism to the mouth-piece of the government. Parts of the recommendations for this study are that laws which hinder effective journalism and temper with national interest issues should be removed or modified to enhance journalistic practice in Nigeria. Journalists should also utilize the opportunity of the freedom of the information Act to carry out their functions professionally.

Chapter One:   Introduction

• Background of the Study 1
• Statement of the Research Problem 4
• Objective of the Study 5
• Significance of the Study 6
• Research Questions 7
• Research Hypothesis 7
• Theoretical Framework 8
• Scope of the Study 10
• Limitation of the Study                                            10
• Definition of the Terms

(Conceptual and Operational)                                       10

References                                                                    77

Chapter Two:   Literature Review

2.1    Sources of Literature                                                    14

2.2    Review of Relevant Literature                                       14

2.3    Summary of the Literature                                           37

References                                                                    39

 

Chapter Three:       Research Methodology

3.1    Research Design                                                           40

3.2    Area of the Study                                                          40

3.4    Research Population                                                     41

3.4    Research Sample                                                          42

3.5    Sampling Techniques                                                   43

3.6    Instrument of Data Collection                                      44

3.7    Method of Data Collection                                            45

3.8    Method of Data Analysis                                               46

3.9    Expected Result                                                            46

 

 

 

 

Chapter Four:  Presentation and Interpretation of Findings

4.1    Data Presentation and Analysis                                    49

4.2    Analysis of Research Questions/ Hypotheses              53

4.3    Discussion of Results                                                   60

 

Chapter Five:  Summary, Conclusion and

Recommendations

5.1    Summary                                                                      62

5.2    Conclusion                                                                    63

53     Recommendation                                                          65

 

Bibliography                                                                  66

Appendix                                                                       68

CHAPTER ONE

 

INTRODUCTION

1.1   BACKGROUND OF STUDY

Press laws have been designed to help guide the practicing journalist, as humanitarian advocates in carrying out their noble profession. The press has enormous powers and responsibilities entrusted on its shoulder, which if not checked, may not augur well for the society.

If any government allows the press to act as it pleased, there would be chaos in the society. Many, by acts of commission or omission by the members of the press can collide with the act, which law allows members of the society as their rights, in any democratic system. (Nwogbunyama 2007. p.1).

The press laws are age long processes which came as a result of press inability to properly use the libertarian philosophy of the press; that theory which stipulates absolutely freedom for the press was found to have given the press too much freedom which invariably led to licentiousness. A commission known as Hutchins commission headed by R. Hutchins was set up in 1947 to review that theory. The outcome of the commission’s report gave rise to the social responsibility theory, thus giving the press the freedom but with a caveat: freedom with responsibility. (Nwogbunyama, 2007, p. 369).

Over the years, the Hutchins commission report has gained respect world wide and is now regarded as one of the most important documents in the history of American press and has become a ground norm for media practice in the development countries and even in some developing nations of the Third World like Nigeria.

However, no democracy including the United States of America, has offered the press absolute freedom To allow the press absolute freedom is to run the risk of abridging the freedom of the individual and adversely affecting the society as a whole. But, whatever freedom the press may have, should be accompanied with the collorary responsibility. Responsibility helps the press to know the limits of its powers while going about its duties.

Therefore, it has become imperative that students of mass communication and the practicing journalist should study those aspects of the law that relates to their profession in order to operate successfully without infringing on the law of the society in which they operate.

On the other hand, the press has been faced with restrictions by way of codified set of laws, constitutional encouragement, obnoxious decrees amongst others. That is why the press strives for freedom. But in as much as the pres is clamoring for freedom, it should be aware that its right to freedom stops where another’s own begins.

There are however, certain laws that the practicing Nigerian journalist should adhere to which are his actual professional guideline towards achieving a great result. Suffice it to state that most countries of the world control their press through such laws like, defamation, sedition, contempt of the court, obscenity and indecent publications, invasion of privacy among others.

Therefore, these laws are made to regulate and guide the conduct of journalism in any given society.

If all journalist had the same perception of good and evil and had to avoid doing evil things and did only those things which are good, the need for press law would have been limited.

As a result, the instrument known as “press law” has to be used to regulate the activities of journalists.

In view of these assertions, this study is geared towards funding out the effectiveness of press laws on the practicing Nigerian journalists.

 

1.2   STATEMENT OF RESEARCH PROBLEM

Press laws are designed guide to the practice of journalism. They are usually meant to streamline the activities of the journalists in carrying out their duties. Press laws became pertinent to the practice of journalism because the libertarian era which gave room for the free press engendered some kinds of report which are seen as unfit for the journalistic practice.

Press laws bring the journalists into the arm bit of professionalism and help them avoid some issues and events that can otherwise be seen as threats to individual or the nation. In other words, it is used to keep the journalist abreast of the fact that their rights to report issues and events ends where another person’s right begins.

Despite the importance of press laws to the practicing Nigerian journalists, they are still faced with such problems like limitation on their press freedom. It has also caused a lot of controversies and thus hamper the practice of journalism.

It is on this note that the researcher wants to find out the effectiveness of press laws on journalism practice in Nigeria.

 

1.3   OBJECTIVE OF STUDY

The objective of this study includes:

1. To find out if press law is an effective means of regulating the activities of the journalist in Nigeria
2. To find out whether Nigerian journalist adhere to media laws and ethics
3. To understand whether government use press law to censor journalists
4. To recommend ways in which press laws and journalism practice in Nigeria will be used to ensure professionalism in journalism field
5. To discover if press law has a positive effect on the practicing Nigerian journalist
6. To ascertain how press laws can enhance the activities of Nigerian journalism.

1.4   SIGNIFICANCE OF STUDY

It is all well hoped that this research work will definitely benefit the staff of Radio  Nigeria in Enugu metropolis.

This study will serve as a means to tackle most of the inherent problems effectively.

It will also help the society at large by bringing to their knowledge those laws expected to guide the practicing Nigerian journalist.

Finally, though the researchers restricted the study to Enugu environment, the result of the findings will be of immense benefit to all students of mass communication (the upcoming journalists).

1.5   RESEARCH QUESTIONS

1. Is press law an effective means of regulating activities of the journalist in Nigeria?
2. Do Nigerian journalists adhere to media laws and ethics?
3. Does government use press law to censore journalists?
4. Can press law be said to have a positive effect on the practicing Nigerian journalists?

1.6   RESEARCH HYPOTHESIS

H₁:    Press law is an effective means of regulating the activities of journalists in Nigeria

Ho:   Press law is not an effective means of regulating the activities of journalists in Nigeria.

H₂:    Nigerian journalist adhere to media laws and ethics

Ho:   Nigerian journalists do not adhere to media laws and ethics.

H₃:    Government use press laws to censor journalists

Ho:   Government do not use press laws to censor journalists.

H₄:    press law is said to have a positive effect on the practicing Nigerian journalist.

Ho:   Press law is said not to have a positive effect on the practicing Nigerian journalists.

1.7   THEORETICAL FRAMEWORK

In this study, the theoretical framework the researchers intends to anchor which will provide the needed explanations and adequately address the given problem, is the social responsibility theory of the press.

This theory grew out of libertarian theory and prescribes that the press must be free to perform its traditional social functions but has to do this within the framework of the law. The theory therefore, presupposes that freedom is concomitant to obligations. (Ukonnu, 2006, pp.186).

The development of this theory owes its origin to the American commission on the freedom of the press set up in 1947 called “Hutchins Commission”. It was set up to ascertain the extent to which the libertarian theory was working. This followed the allegation that he concept of free press was a farce because there was not equal access to the media, which had become the preserve of the rich. (Ukonnu, 2006. Pp.187).

The social responsibility theory requires the individual to write with all caution and sincerity. It stresses responsibility to the society instead of freedom. Freedom without responsibility is licentiousness, near madness.

In view of the above assertions, it can be seen that from time being the press has been operating with some established laws. This according to the proponents of the social responsibility is to streamline the activities of the press and helps it operate reasonably as to offer its responsibility to the society.

However, it seem as if there are disparities in the application of these laws to the journalism practice. The westerns seem to be more operational as regards the law than the third world countries.

Nevertheless, there are laws designed to ensure social responsibility on the part of the press, so as to enable is perform its traditional function to the society.

1.8   SCOPE OF STUDY

This study is delimited to Radio Nigeria Enugu. This is as a result of time constraints and as well as the place and location of the researchers.

1.9   LIMITATION OF STUDY

There are many other problems that stemmed up during the research work in which some of them are as follows.

–       Financial Constraints – As a student, there was not enough capital to spend in transport and fact finding and borrowing of necessary literature that would have helped in the writing of this research work

–       Management constraints – The respondents especially the branch manager, did not co-operate as was expected. Also the workers in the different departments visited were reluctant in answering some of the questions asked.

All this problems not withstanding, did not prevent the continuation of the research work.

1.9   DEFINITION OF TERMS

(Conceptual and Operational Definitions)

In this chapter, certain words that have duplicated meaning outside this work have been carefully defined in order to guide the reader against confusing words. They are:

1. Evaluation – Conceptually, evaluation can be defined as judging or calculating the quality, important, amount or value of something.

Operationally, Evaluation means to judge the quality and important of press laws towards effective journalistic practice.

2. Effectiveness – Conceptually, effectiveness means producing results that was wanted or intended

Operationally, it means the capability of press laws to produce the intended result from the practice of journalism.

3. Press Law – These are those laws guiding the practicing Nigerian journalist.

Press – These are the journalists and photographers who work in newspapers and magazines, Radio or Television.

Law – These are the whole system of rules that everyone in a country or society must obey.

4. Nigerian Journalists – These are those that embarked on journalism profession especially those practicing in Nigerian.

Journalists – This is a person whose job is to collect and write news stories for newspaper, magazine, radio or television.

 REFERENCES

Ezeja, O. (2006) Project Writing Research Best Practice, Enugu: ANDELs publishers.

Nwogbunyama, E. (2007) Law and Ethics of Mass Communication, Enugu: Academic Publishers.

Okoro N. & Agbo, B. (2003) Writing for the Media Society, Enugu: Prize Publishers.

 

Ukonu, M.O. (2006) Dynamics of Mass Media Development in Nigeria, Enugu: Ryce Kerex Publishers.

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THE INFLUENCE OF GOLD CIRCLE CONDOM  TELEVISION ADVERTISEMENT ON THE BEHAVIORAL  PARTIAL OF NIGERIAN MEN

ABSTRACT

Nigeria today  is faced with the problem of checking the uncountable cases of sexually transmitted diseases, unwanted pregnancies, HIV/AIDS and illegal abortions etc. There is also  the  nation’s population to ensure that it does not exceed the nations natural resources least we battle one another.

With this background, we set to ascertain the influence of  Gold circle condom television advertisement on the behavioural pattern of Nigerian men.

To  do this, were  hypothesized  that :

1. Males who are exposed to Gold circle Condom television campaign report a higher incidence of use of condom prior sexual relationships than males who were not similarly exposed.
2. That males who were exposed to Gold Circle condom television campaign tend to be more favourably disposed towards family planning, sexually transmitted diseases, HIV/AIDS etc message than those who were not similar exposed.
3. There is a significant variation in the perception of the relevance  of gold circle  condom television  campaign among males  of different educational  background.
4. Among those exposed to Gold circle condom television campaign, younger adults tend to have a higher utilitarian perception of  the message of  the campaign  than  older adults.

Factors such as level of  exposure to Condom television  advertisements, prior use of condom before sex, relevance  of condom advertisements level of Education and perception  of usefulness of the campaign were examined using  percentages and tables so as  to establish their relatives impact on the influence of  condom advertisement on Nigerian men under study.

The survey research method was utilized. The measuring  instrument was questionnaires  and the sample size, 160 (32 private sector employees, 32, Government employment, 32 for people in commerce, 32 for Artisans  and 32 for students). It was  a convenient sapling  method and the 160 questionnaires  were returned.

Based on the analysis, hypothesis was accepted showing that men who were exposed to Gold circle condom Television campaign tend to be more favourably   disposed towards  family planning  messages than those  who were not similarly exposed. The 3 other  hypothesis  were accepted as the  results  showed  that  age, educational background and exposure to condom Television campaigns do have  significant  impact on usage of condom prior to behaviour and sexual relationship.

We therefore recommend that the  government, manufacturers and concerned Health   Organizations should insist  on production if high- quality condom at subsidized rates as well as  encouraging discussions  of sex- oriented  issues, introducing  sex-education to senior  secondary schools and ensuring  that the  various campaign messages reach the  grass-roots, in the  language  they would understand  so as to influence their  behaviour. It would  be necessary if the  government, manufacturers and concerned  Organizations set-up research in the use of  interpersonal communication  as opposed to Mass Communication  for health related campaigns.

CHAPTER ONE

• BACKGROUND OF THE STUDY                             1
• STATEMENT OF RESEARCH PROBLEM 11
• OBJECTIVES OF THE STUDY 14
• SIGNIFICANCE OF THE STUDY                            15
• RESEARCH QUESTIONS                                      16
• RESEARCH HYPOTHESIS                                   17
• DEFINITION OF TERMS                                      19
• ASSUMPTIONS 22
• LIMITATIONS OF THE STUDY 23

 

 

 

 

CHAPTER TWO

REVIEW OF THE LITERATURE       

• SOURCE OF LITERATURE                                    24
• THE REVIEW 25
• SUMMARY OF LITERATURE REVIEW 40

 

CHAPTER THREE

RESEARCH   METHODOLOGY

• RESEARCH METHOD 43
• RESEARCH DESIGN                                           43
• RESEARCH SAMPLE 44
• MEASURING INSTRUMENT 46
• DATA COLLECTION 46
• DATA ANALYSIS                                                47
• EXPECTED RESULTS 48

CHAPTER FOUR

ANALYSIS, PRESENTATION AND INTERPRETATION OF DATA50

 

CHAPTER   FIVE

SUMMARY AND RECOMMENDATIONS

• SUMMARY 69
• RECOMMENDATION 71

BIBLIOGRAPHY                                                       73

APPENDIX                                                                 76

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COMPARATIVE ANALYSIS OF THE ROLES OF MASS COMMUNICATION AND INTERPERSONAL COMMUNICATION IN RURAL DEVELOPMENT: (A CASE STUDY OF OBEAGA I8N AWGU LOCAL GOVERNMENT AREA, ENUGU STATE).

ABSTRACT

In his study on “Comparative Analysis of the Role of Mass Communication and Interpersonal Communication in Rural Development, a study of my town; Obeagu in Awgu Local government Area, Enugu State.  I studied the respective role of Mass Communication and interpersonal communication in rural development in order to find their exact roles, their differences and similarities, advantages and shortcomings and the likely ways both can help to enhance speedy of rural development.

The survey method of social science research was employed in this study.  Questionnaire and oral interviews were used in the data collection.

My findings revealed that:

• Mass Communication is ore effective in creating information awareness than interpersonal communication.
• Interpersonal Communication is more persuasive than Mass Communication
• Interpersonal Communication is more effective in decision making than Mass Communication.
• Government ownership of most media does not affect the rural dwellers belief of media content or messages.

Mass Communication and interpersonal communication play a vital role in rural development and both should be combined effectively in order to achieve the desired goal in rural development.

CHAPTER ONE

• BACKGROUND OF THE STUDY 1
• STATEMENT OF RESEARCH PROBLEM 5
• OBJECTIVE OF THE STUDY 6
• SIGNIFICANCE OF THE STUDY 7
• RESEARCH QUESTIONS 9
• RESEARCH HYPOTHESES 10
• OPERATIONAL DEFINITION 12
• ASSUMPTIONS 13
• LIMITATIONS OF THE STUDY 14

 

CHAPTER TWO

 

• SOURCES OF LITERATURE 15
• THE REVIEW 15
• SUMMARY OF LITERATURE REVIEW 23
  

CHAPTER THREE

• RESEARCH METHOD 24
• RESEARCH DESIGN 25
• RESEARCH SAMPLE 26
• MEASURING INSTRUMENT 28
• DATA COLLECTION 30
• DATA ANALYSIS 32
• EXPECTED RESULTS 32

 

CHAPTER FOUR

• DATA ANALYSIS 36
• RESULTS 39
• DISCUSSION 45

 

CHAPTER FIVE

• SUMMARY 49
• RECOMMENDATIONS 50

BIBLIOGRAPHY                                   54

APPENDIX.                                        56

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

The study of communication and development has been an issue of major concern to both developed and developing countries in communication studies.  Communication, the process by which messages are transferred from a source to one or more receivers, has become a vital aspect of rural development.  Communication is a part of the myriad decisions that, taken together, constitute rural development, a collective capability to make progress socially, economically, politically or technologically.

Leaner (1967) recognized the importance of communication as a stimulus for peasant modernization, “rooted in their place and pride traditional mankind lived by its constraints – unaware of them as constraints because no communication alerted them to alternative”.  This position is supported by the fact that attempt at enlightening them (peasants) always sometimes diverted to create social change among rural dwellers.

Describing the goal of communication (in rural development) Berlo noted that the basic purpose of communication is to “alter the original relationship between our organism and the environment, which is ourselves”.

More specifically communication, Berlo said has the basic purpose to become an affecting agent, to affect others, our physical environment and ourselves to become a determining agent to influence – to affect with intent”.

Western Scholars propounded the early development theories.  Many third world nations experimented with these theories believing that the large scale adoption of mass communication will invariably lead to development or modernization at both the structural an individual levels.  These western derived theories have come under intense scrutiny and criticism.  This is because the anticipated benefits suppose to have been grained from the adoption of western oriented models have not materialized.

It has often been said that the mass media were adopted into Nigerian socio-cultural values of the nation.  The sixties and seventies witnessed the massive expansion of mass media hardware facilities in Nigeria, but while the mass media hardware developed at a tremendous rate, the software component barely kept pace.  Thus instead of having a mass media with African and Nigerian cultural content, we have western oriented cultural content (Nwuneli: 85).

Despite this shortcoming, it is commonly accepted by many well-meaning scholars that mass communication medium e.g. Newspapers, Radio, Magazine, Television, etc. are available channels through which political leaders express their views and seek to rally public back for their policies.  Politicians and non-politicians alike, also recognizes the vital roles that the mass media play in the formation of opinion, they are aware of the dangers involved in misinforming the masses especially in a society where many believe whatever they read, hear or see as the case may be, in the media.

People working in the mass media have help position of social responsibility, playing key roles in shaping the political, economic and social lives of many.  Media offers the individual the opportunity to perform services of positive values to the society.

Also in every society, there are opinion leaders.  The opinions of these leaders to a great extent influences the opinions of other members of the society.  They are looked upon for interpretation of messages in their rural communities.

The study of the role of mass communication and interpersonal communication in rural development is peculiar and unique.  The existence and influence of mass communication, opinion leaders, family attachments, friends and other variable factors play a great role in rural development.

 

• STATEMENT OF RESEARCH PROBLEM

This study is aimed at examining or showing a comparative analysis of the role of mass communication and interpersonal communication in rural development.  Communication is a part of the general development process and provides the needed link between planners and their goals.  Communication and rural development are closely linked; care should be taken not to over-assume that the effect of communication in development is both automatic and total.  It only plays a vital role in (rural) development.  Communication is essential for the conduct of everyday life transmitting messages among the various parts.

Mass Communication and Interpersonal Communication undoubtedly play a very vital role in rural development, but at what level they play their role is still subject to controversy.  At the broadcast level of society, both play a crucial and obstructive roles.

Communication theories have given different and constracting roles to these forms of communications.  There is still to be a consensus regarding their roles in rural development, which plays what role, which comes first?  And which serves as a supplement to the other?  Which should be used and when should one not be appropriate?  When should both be used and at what state should both complement each other.  When is it most appropriate to use one in preference to the other?

 

• OBJECTIVE OF THE STUDY

The objective of this study is to examine through research questionnaires, the role of mass communication and interpersonal communication in rural development.  This is an attempt to know how both medium of communication helps the rural man in his drive towards development through education and exposure to his environment, which help him to understand and appreciate his environment as well as having more say over his life.

The objective of the study therefore is to find the exact roles of both medium of communication in rural development, their differences and similarities; advantage, shortcoming and most likely ways both can be improved upon in order to help enhance speedy rural development.

• SIGNIFICANCE OF THE STUDY

Having studies communication and rural development critically.  It was deemed necessary to study the comparative role of mass communication and interpersonal communication in rural development.  It was important or relevant as it would enable us find out which is more effective as regards information awareness and persuasion in rural development and find out which the rural dwellers is more exposed to.

This study would also enable us to confirm of disconfirm that rural acceptance of information for example was as a result of its authenticity, credibility, content or otherwise

It is also necessary because no known study have been done on this subject, all the studies done in the area include the role of electronic media in rural development and the general content of radio.  We studies a comparative analysis of the role of mass communication and interpersonal communication in rural development particularly.

Furthermore, for a third world nation like Nigeria, this study assumed an added importance, given that it had been strongly in order to build a good communication policy in development programmes.  It is necessary to adopt an attitude congruent with its own value.

The question of what contribution, the result of this study would make to the already existing stock of knowledge is to enable development planners know what type of communication and at what time to use it when pursuing development programmes in the rural area.  This survey will produce much information of interest about factors affecting glistering members, exposure to communication, source credibility, authenticity, effectiveness etc.

 

• RESEARCH QUESTION

1. Is mass communication more effective than interpersonal communication in creating information awareness?
2. Is interpersonal communication more effective than mass communication in persuasion?
3. Is mass communication more effective than interpersonal communication in decision making?
4. Do the source of information affect the rural dwellers believe of the messages content?

 

• RESEARCH HYPOTHESES

The hypotheses for this study are:

H1:  Mass communication is more effective than interpersonal communication in creating information awareness.

H01: Mass communication is not more effective than interpersonal communication in creating information awareness.

H2:  Interpersonal communication is more persuasive than mass communication.

H02: Interpersonal communication is not more persuasive than mass communication

H3:  Interpersonal communication is more effective than mass communication in decision-making.

H03: Interpersonal communication is not more effective than mass communication in decision-making.

H4:  Government ownership of communication media make the rural dwellers to disbelieve the content of those media.

H04: Government ownership of the media does not make the rural dwellers to disbelieve the content of those media.

 

• DEFINITION OF TERMS – CONCEPTUAL AND OPERATIONAL

Roles:      Function, part a subject or an object play or perform.

Interpersonal Communication:       Communication between two or small group of people.

Mass communication:     The act or process of transmitting information, ideas of opinion from a source to a diverse audience.

Development:  This refers to social change and economic growth i.e. increase in per capita income of a country.

Rural:      Agriculture, remote or isolated area.

 

OPERATIONAL TERM DEFINITION

Roles:      Function and impact of mass communication and interpersonal communication

Interpersonal communication:        Communication between friends, family members, community planners and rural members communication between opinion leaders and rural members.

Mass communication:     Refers to electronic and print media.

Development:  Social change, willingness to accept new ideas and change.

Rural:      Remote areas.

 

• ASSUMPTIONS OF THE STUDY

In studying the comparative        analysis of the role of mass communication ad interpersonal communication in rural development, it is assumed that everyone in the study is aware of both mass communication and interpersonal communication and have been exposed to both mass communication and interpersonal communication.

Also, an assumption was made that even though other factors, like usefulness of message and intelligence of an individual may affect understanding, the factors are controlled through the systematized random sampling procedures.

This ensures that subject of a particular level of intelligence with particular use for a message are in the same and also in the larger population.  This study also assumed that the subjects for this study are to be found among the rural dwellers themselves which include or who are mainly farmers, traders, teachers, local government officials, civil servants, traditional doctors and students.

 

• LIMITATION OF THE STUDY

This research effort was intended to present a comparative analysis of the role of mass communication and interpersonal communication in rural development.  However, because of financial and time constraints, instead of conducting a nationwide rural survey, the study was restricted to Obeagu in Awgu Local Government Area, Enugu State.

Non-availability of empirical and theoretical literatures in this area of study was a further problem to this research effort.

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THE EFFECTS OF TELEVISIONS ADVERTISEMENTS ON THE BUYING HABIT OF CONSUMERS

(PEAK MILK ADVERT IN PERSPECTIVE)

A CASE STUDY OF ENUGU URBAN DWELLERS 

ABSTRACT

This study is aimed  at given insight into the effects, if any of the Television Advertisement on the buying habits   of consumers.

It is a research survey based on a sample size of 300 of the Enugu Urban Dwellers.  Careful empirical studies have uncovered or shown that advertising actually influencies people’s choice  and consumption of some goods and services as well as their buying habits, especially peak milk in cans and sachets.

Furthermore, it has found out that advertising brings a lot of pleasure amusement, education and entertainment and produces changes that ultimately effect.  The like dislikes, achievement  development of the consumers.

Moreover, this study will guide the producers ad advertisers of products to understand the best techniques to reach their  prospective consumers.  It shows the significance for unique  selling appeal and repetition of Television messages.

The  chapter one of this study unfolds  on the buying habits of consumers with relation  to a particular medium (Television) This study  will reveal illewers attitude or acceptance to it.  It will also consider Television effectiveness or failure in realizing its set objectives.

Where the aim is not realized, what are the reasons or factors responsible after which findings will be produced to make the study more explicit enough for anybody who may wish to study or carryout related work in future.

CHAPTER ONE

INTRODUCTION

• STATEMENT OF THE PROBLEM
• PURPOSE OF THE STUDY
• SIGNIFICANCE OF THE STUDY
• RESEARCH QUESTIONS
• LIMITATIONS OF STUDY

CHAPTER TWO

• LITERAUTRE REVIEW

 

CHAPTER THREE

3.0    METHODOLOGY

• RESEARCH METHOD
• RESEARCH DESIGN
• POPULATION
• RESEARCH SAMPLE
• RESEARCH FINDINGS

CHAPTER FOUR

4.0    DATA ANALYSIS

• RESULTS

CHAPTER FIVE

5.0    SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY

LETTER TO RESPONDENTS

QUESTIONNAIRE

REFERENCES

BIBLIOGRAPHY

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

        Advertising is  defined as a non-personal communication of information usually paid for and it is usually persuasive in nature about products, services or  ideas by identified sponsors  through various media.

Advertising is a marketing tool that serves several functions.  It identifies products and differentiate them from others.  It also communicate information about the products, and induces the trial of new products by new users and suggest  repurchasing by existing users, to  increase product use it also build brand preference and loyalty

According to Ustery, the  art of advertising began in the early times when  most people could not  read  and write,   the nature of advertising  changes from time to  time since  its origination, perhaps as early as 400B.C, Until the invention of the printing press in about  1436.  since then  its role has been significantly altered at least twice.  Once in response to the industrial Revolution, and once with the arrival of  affluent society.

The past World War II era has been marked by growth of television adverts, intense marketing competition and increased attempt to differentiate   products through strategies or other techniques. Naturally advertising is governed by the strategy; the basic message remains the same whether it is in television process, posters, a Radio.  But each different medium calls for differing technique and offers its advantages and opportunities.

With television, you have at your communication both sound and sight (visual) with bonus of movement.  This is what makes television so powerful in   one particular area that of demonstration.

With the coming of  commercial television in 1955, we have for  the first time in Britain the ability  to go right into   homes of consumers and demonstrate our product with all the persuasion of door-to-door salesmen

Television as a medium of communication was however not  very popular in Nigeria before the mid  70s  because of its high cost and was thus restricted to the  rich.

The above situation was changed in the era  of oil boom  and Udoji, awards of 1974 and so, the poor  were able to own a television set at a disposable price.

Today, television as a medium of advertising is now very popular, as it is now found in almost every home, even in a remote village, so everybody can now have access to visual communication by watching adverts on television,  either in their  houses or in their neighbour’s house.  This enable the  manufacturer that  advertises his product to be rest assured that the message will get   to the  target audience.

The effect  of television adverts on the buying habit of consumers, especially peak milk is the thrust of this project for common sense indicates that every  product has a competing substitude.

The effect of television  adverts  on the  buying habits of consumers is the paramount importance to this researcher.  Hence, television is an effective way of bringing message to consumers because of its  characteristic   way of combing pictures and sound, they tend to see hear and are considered if not wholly  but partly  towards a particular  advert that  is being shown on  screen at  a  particular advert, such that will convince the target audience, the  advertiser must understand the  complexity of human behaviour and  the variety of effects on behaviour. As advertisers become aware of group behavioural characteristics, they can use those characteristic features to defined new markets and develop advertising campaign for those markets.

Consumer’s behaviour is affected by both internal individual influences and external individual. Influences internal, individual influences include the consumer  personal needs and motives, the consumer perception of the world, the way consumers learn and habits they have developed.  External individual influences   include the consumers family, social structure and culture.

The way  this influencing  factors are integrated within the consumer determines how that consumer will behave ie his  reaction towards   a particular advert.

In citation of  an instance of modern times advertising, it can be said that advert or practice  of advert  is as old as man.  One can assume that first advert  on earth surface is between the serpent, Eve and Adam her husband, because Adam and Eve were first victims of the overwhelming power of advertisement in Europe.  The oldest method of advertisement used by the early craftsman was town  crying and signs

In addition advertising has helped  or has been useful to the industries (manufactures) by way of helping them to advertise their product its features and area of  location and sales.  They  build brand preference and loyalty.  Television advert has been used to battle against competitors by introducing distinctive contour design e.g peak milk uses some slogan such as milk at its peak, rich and creamy, contains  28 vitamins and mineral and “instant full cream powered milk all these have been used to promoted sales of peak milk and which has made people to prefer peak milk  to other brands eg three crown and cowbell.

The new handy- packed sachet peak milk is now in the market selling more than any brand of milk.

In conclusion, advertisement must attract attention, stimulate interest, create desire, inspire conviction and influence action.  The copywriter and the visualize work as a team to ensure the realization of these objectives.

1.2   STATEMENT OF THE RESEARCH PROBLEM

There has been controversy for sometime about the effectiveness of television as a medium for advertising.  There  is this belief that commercials in other communication  media like the print and radio will affect the  behaviour of people more.  In a country like America where advertising on  television has attained high heights,  there is a belief that most people use the time occupied by commercials breaks to go to the  countries  or do  other things meaning that  a large number of consumers may not watch T.V  Commercials.

Moreover, there is this feeling that because of the abstract communication method sometimes used in television commercials, people find it difficult to understand the message which they convey.

People in certain cases have already formulated altitudes towards certain   adverts that can hardly be changed.  In such cases that effects of commercials on adverts are almost null.

 

• OBJECTIVES OF THE STUDY

The  research deals on the television  adverts actual have some effect on the buying habits of consumers,  specifically peak milk and to find out if such aim is being realized through product demonstrated in television advertising.

Now that I am dealing with the effects of television adverts.  It is pertinent to narrow it down to viewers of television in terms of positive and negative responses.

The purpose of this study is also to find out if television adverts aid in gaining initial advert attention and promotes product  identification to buy the product or not (peak milk) This research is also geared towards whether television adverts have any effects on the buying habit.   That is to identify what actually motivates the consumers in making a choice.

Example is seen when people prefer peak milk to three crown milk and cowbell milk

This with also look into whether some factors like cultural beliefs, personal opinion an recommendation by others in anyway influence a person’s urge in making a choice.

The viewers  (target audience) to the television have to be contained as well.  This study will equally assess the level of penetration of television advertising on people of different age group income bracket and sex.

4.1   SIGNIFICANCE OF THE STUDY

        This research will shown the need for unique selling appeal and repetition of television messages for a product like peak milk.  It will also enable the producers and advertisers of product to understand the best method to reach their prospective consumers and also to know why television advertisement and why it is mostly preferred to the other media.

There is a serious competition of different products in the market today.  It is as a result of the different means of adverting result of the different means of advertising in the country.  The advertisers trying their best to see that their product creates awareness through the best means of advertising.

The consumer on the other hand seem to be confused as to which medium of communication relays the advertisers message properly and which of the media adverts have effects on them.

This study to know whether television advertisement really has effects on the buying habits of consumers, paying particular reference to Enugu Urban Dwellers.

In other words this study will enable the advertisers of any particular product to know the best the medium to place his advert.  The study will also help the advertisers to make amendments  where  necessary.

This research is being carried out in other  to show that the television advertisements has more effects on the buying habits of consumers.  It also shows that consumers remember mostly adverts  that are shown on the television  than those heard over the radio or read in the Duchies or magazines.  The television advert tends to have an effects on consumer.

This  study shown that television advertisement are informative, educative and  entertaining when watched always.  It also shows that there is a variation in the choice of means of  advertising people want adverts made with real human being that are already known that with simple  cartoons

 

1.5   RESEARCH QUESTION

        In any research, the research is always aiming at a particular direction to achieve a purpose.  This is why it is necessary that  certain questions  should be used in this study as other things revolve around the questions.

1. To what extent does television adverts influence the buying habit of consumers on peak milk?

2. Does repetition of television adverts  create desire on consumers product purchases?
3. Are consumers more likely to remember products seen. In television advertisement than any other media of a advertisement?
   Answers got will enable the research find out if actually  television adverts do affect consumers in their choice of products.

1.6  HYPOTHESIS

HI    Television  advert s have adverse affect on the buying habits of consumers

Ho   Television adverts do not have affects on the buying habits of consumers

H2   Repetition  of adverts on television do motivate consumers to action.

H3   Consumers remember quite often products seen on television than in any other means of  advertising

Ho:  Consumer do not  remember product  seen in Television  Advert often.

1.7  CONCEPTUAL AND OPERATIONAL DEFINITION,

       In  this  section, the researcher has decided to explain some certain terms which the reader might find confusing and also for easy  understanding of the project.

ADVERTISING :   Act of making   something deliberately known to people through any of the channel of mass communication and persuading them  for positive action towards that thing.

TELEVISION ADVERTISING:- All marketing communication about product or services channel to the public though the television, usually by an identified sponsor.

BUYING DECISION:   The ability of a consumer to conclude on the purchase of a particular product.

INFLUENCE:–    Power to affect somebody’s or people’s character belief or action through example or powerful  presentation

INTERAL INFLUENCE:  These are personal needs and motives of the consumers, his perception,  the habits he has developed that  influence his behaviour.

EXTERNAL INFLUENCE:  These are environmental influence the consumer such as family social structure and culture.

1.8  ASSUMPTIONS

The research study   has the resident of Enugu Urban as focus, to  find out the extent television adverts have affected the consumers of peak milk on their buying habits.

Enugu Urban  is considered appropriate for the fact that it has more television and which will help the researcher in eliciting the desired information.   It also has the desired population expected of people and so the researcher are convinced.

1.9  LIMITATIONS

Like most human endeavours, this study is not devoid of limitations.  Its result can therefore not be very conclusive.  The whole truth is that, this is the researcher’s first attempt of some scientific study is in itself a limiting factor.

Inadequate finance has also posed some limitations to the study.  The larger the sample the more efficient will be the result I  will get.   But due to inadequacy in financial  assistance  which would have aid the researcher made the sample size to be limited to 300.

Another militating factor was the scarcity of materials for more indepted findings.

There was the absence of any previous research on the approved topic.

A more detailed work  would have been done on this study but this was not possible because of the limited time factor the research has to carryout the study thoroughly and this  may also have been responsible for any minor flows that occurred in the study.  The researcher therefore  recommends that more detailed work be done on this study  to achieve a better  result.

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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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