THE IMPACT OF TESTIMONIAL USE ON ADVERTISING EFFECTIVENESS

( A CASE STUDY OF KANU NWANKWO IN PEAR MILK ADVERTISMENT)

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CHAPTER ONE: INTRODUCTION

1.1            BACKGROUND OF THE STUDY                     1

1.2            PROBLEM STATEMENT                                  7

1.3            OBJECTIVES OF THE STUDY                         8

1.4            SIGNIFICANCE OF THE STUDY                     9

1.5            RESEARCH QUESTION                                    10

1.6            RESEARCH HYPOTHESIS

1.7            DEFINITION OF TERMS                                   12

1.8            ASSUMPTION                                                    15

1.9            LIMITATION                                                      15

2.1            CHAPTER TWO: LITERATURE REVIEW

SOURCE OF LITERATURE                               17

THEORETICAL FRAME WORK                       26

3.1     CHAPTER THREE: RESEARCH METHODOLOGY

3.2     RESEARCH INSTRUMENT                              29

3.3     RESEARCH SAMPLE                                        30

3.4     METHOD OF DATA COLLECTION                           32

3.5     METHOD OF DATA ANALYSIS                      33

CHAPTER FOUR: DATA ANALYSIS AND RESULTS

4.1            INTRODUCTION OF DATA ANALYSIS                   34

4.2            RESEARCH QUESTIONS

4.3            ANALYSIS OF HYPOTHESIS

CHAPTER FIVE: SUMMARY AND RECOMMENDATION

SUMMARY                                                         51

CONCLUSION                                                    54

RECOMMENDATION                                        55

REFERENCES

BIBLIOGRAPHY                                                          59

APPENDIXES                                                     57

QUESTIONNAIRE                                              61

                                           CHAPTER ONE

INTRODUCTION

1.1            Background of the study

Advertising is a powerful and persuasive machine. It is an exciting, dynamic and fully challenging enterprise. It is a subject that cannot be ignored in our day to day life; infact “a world without advertisement is a bleak world” Awake 1988 Pg 1-6. Advertising is always ahead of us to greet us, Infact it has almost become a thorn in the flesh that the average individual cannot do without. He or she is exposed to several kinds of advertising messages right from the moment he wakes up in the morning until he goes back to bed.

Advertising is a form of mass communication that puts businesses in touch with consumers though paid, controlled, identifiable massages that try to persuade the receiver to make a specific decision towards buying a product.

Advertising has proved to be the cheapest and most successful means of making known goods and services in order to sell them effectively. It is capable of influencing human behaviour towards the purchase of a particular product.

One of the main purpose of advertisement is the imparting and extracting the materialistic virtues of consumption by exploiting achievement derived and emulative anxieties, employing tactics of hidden manipulation, playing on information, etc. The primary concern with the content of advertising is the question of the degree to which the advertisement is able to convey the selling message; bearing in mind that people buy a particular product to satisfy the needs and wants of the consumers. The advertiser achieves this though a will designed, produced and properly placed advert cope.

The aim of the advertiser in most cases is to induce and create awareness of the values of the advertised products. It also helps to make consumers have the urge to want to possess the product. In essence the advertisers finds out what crates the urge to want to possess a particular product. The aim of every advertisement is to create awareness and sell product and services; it is also used to attract consumers where such product and services could be got.

Owing to this reason, Bernstein (1974: Pg 2) saw advertising as “the originator and communication of ideas about products in order to motivate consumers towards purchase”.

Advertising can also be said to be controversial, it has been praised and yet lambasted. Advocates see advertising as a boost to the economy. “For there to be more jobs in the society, there must be an increase in demand for goods and services, advertising contributes to the accomplishment of this goal. (wright et al,1982 Pg. 6) Advertising can generate and stimulate an economy and create a market where non exist.

The detectors of advertising on the other hand feel, it is a wasteful enterprise. According to them, advertising consist of exploiting human weakness though the use of punchy, persuasive high pressure and aggressive words known as the “hard sell” concept coin by the British advertising association Advertising according to them force people to buy product they had had no intention of buying or something not in their best interest.

Advertisers on the other hand, should always bear in mind that whatever they put in an advertisement affects the consumer’s buying habit as they should be careful about the advert message.

The peak advertisement for example shows that any consumer of the product will have energy for active way of life and also look healthy. This message inspires the consumer’s buying behaviour, this in effect means the consumer’s buying behaviour is greatly influenced by the message he sees or hears. Whatever the case may be advertisers should be able to know what the consumers real needs and wants are, and as such they should be able to make effort to satisfy them.

The bottom line of the consumer’s level of satisfaction to a large extent depend on his behaviour and what really motivates him. Since consumers satisfaction is the goal of every advertiser, pre knowledge of consumer’s buying behaviour will help to facilitate effectiveness and efficiency in advertising.

In most advertisements, advertisers try to match product with the consumers but for this method to be effective, the reason that make people react to certain product should first be considered. The advertiser should also be able to know what appeal to his consumers to enable him know which means would be most appropriate for him to use as his medium to get the consumer to buy his product. The consumers are the main targets of the advertisers, they use different means and weapons at their disposal to induce people into buying products and services, and one of such weapons is through testimonial use. This has become the in thing, in advertisement both at the national and international levels. Testimonial use is the use of stars or well-known public figures in endorsing products or services.

The origin of testimonial use is not documented, but Radolph in (1947) cited it in one of his study. However; among the six types of advertising copy compared, testimonial advertising was found to show the highest readership scores.

The testimonial is usually a well-known member of the public. He can be an actor, actress, sportsman/woman, etc. He is usually known for his achievement in his area of specialization, outside the area he is been used to endorse. The advertiser uses testimonials in endorsement of product to reduce the psychological risk of the consumer by portraying to the prospective consumer that the testimonials are typical users of the product to be advertised.

In Nigeria, the use of testimonials in advertisement is thing that has come to stay. Examples are Kano Nwankwo in peak, Jaja Okocha in Pepsi, Genevive Nnaji in Always Pad’ etc. Advertisers believe using testimonials in advertising helps to boost the testimonial of the product and induce the consumers to buy it, especially when the endorser is the consumer’s model. This can influence the consumer’s buying habit.

1.2            Statement of problem

The aim of advertisement is to create awareness for goods and services to consumers and promote the sales of such goods and services.

Based on this, the hurdles of this research are:

1. To find if the use of testimonials in advertisement influences the buying pattern of the consumer. Eg the use of Kanu Nwankwo in Peak Milk Advertisement.
2. To find out if the presence of these testimonials have any impact on the retentive memory of the consumer.
3. To find out the credibility of such advert messages as a result of cure use of testimonials.
4. To find out the impact of using testimonials on advertising on the consumers.

1.3            Objectives of the study

The study is aimed at examining the extent to which consumers can be influenced by the use of testimonials in advertising.  If the use of testimonials can make consumers to either buy or not. It is a known fact that advertising is money generating sector to any functional media house; It helps to sustain the media houses. Everyday advertisement takes a new lift. It develops with time. Firms and corporation non makes use of their product commercial to sponsor both local and network programmes . This is done in order for their products and services to get recognition which will in turn help to promote business and sales. AS a result of this, advertisers embark on different strategies to achieve effective advertising promotions and one of such strategy is the use of both national and international testimonials in advertisement.

1.4            Significance of the study

AN ASSESSMENT OF THE EFFECTS OF TELEVISION PROGRAMMES ON YOUTHS.

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(A CASE STUDY OF CAMPUS CIRCUIT ON MINAJ BROADCAST INTERNATIONAL)

ABSTRACT

        My interest in this work its assess the effects of Television programmes on youths. Using a Minaj Broadcast international (MBI) programme Campus Circuit” as a cash study.

Television is widely acknowledged as “a powerful medium of age? The is astounding, its visual immediacy gives its audience a feeling of participation more than any other medium.

It is necessary to find out  what effects television has on youths. I want to observe the youths watching campus circuit a television prgramme, learn behaviours, norms and attitude through such television violence might influence children who have violent tendencies to act violently.

Some of the primary objectives of television in Nigeria are to foster National unity and to supplement education programmes which can be achieved through the use of films. The project for purpose of easy understanding, is divided into chapter is and consist of five chapters.

Chapter one deals with the introductory aspects of the stud, in chapter two, a review of related literature is presented, while chapter three goes ahead to outline the  methodology that was adopted the data analysis and interpretation in chapter four. This thesis conclusion and recommendations for further study.

Finally, this study is delimited to youths watching television programmes are literature enough to answer the questionnaires that will follow the research.

TABLE OF CONTENT

CHAPTER ONE

1.0    Introduction                                               1

1.1        Background of the study                             1

1.2        Statement of the Research Problem              10

1.3        Objectives of the study                                12

1.4        Significance of the study                             13

1.5        Research Questions                                    15

1.6        Research Hypotheses                                          16

1.7        Conceptual and Operational Definition           18

1.8        Assumptions                                              20

1.9          Limitation of the study                               21

CHAPTER TWO

2.1        Sources of Literature                                   22

2.2        The review                                                 23

2.3        Functions of Nigerian Television                   25

2.4        The Influence of Television                          29

2.5        Campus Circuit                                           35

2.6        Review of Opinions                                     36

2.7        Summary of Literature Review                      41

CHAPTER THREE

3.0    Research Methodology                                45

3.1        Research Design                                                46

3.2        Research Sample                                        46

3.3        Measuring Instrument                                 47

3.4        Sampling Technique                                   48

3.5        Sources of Data                                          49

3.6        Method of  Analysis / Presentation                        49

3.7        Expected results                                                 50

CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.1    Introduction                                              51

4.2        Presentation of findings                              52

CHAPTER FIVE

5.1        Summary and conclusion                            79

5.2        Recommendations                                     81

References                                                91

CHAPTER ONE

1.0      INTRODUCTION

1.1   BACKGROUND OF THE STUDY

        The birth of television in Nigeria was out of political dissection. “ The politics of Nigeria just before independence placed more emphasis on developing the regions than the caters”, Television became the innovation that was to enhance the pace of regional development “ The global history of television shows that this mass medium came into existence in the discernible in the nineteenth century. In 1956, the Federal Government dried late Obafemi Awolowo Leader of opposition in the Federal House of parliament the right to reply on air the allegations leveled against his party by the colonial government. Late Chef Awolowo had telephoned the director of Nigeria Broadcasting service (NBC)  requesting the sue of the broadcast facilities to refute what he claimed was a misrepresentation of the actions group point of view in the house of representations. But rather than grant the request. The chief secretary turned down the request.

This action was highly resented by chief Awolowo who started conceiving the idea of having his own broadcasting service in the Western region from the moment.

Television broadcasting, began in Nigeria in October 1959, when government of the former Western region started the first television service in both Nigeria, and Africa the Western Nigeria Television (WNTV) in Ibadan, other Television station established included, the Eastern Nigeria broadcasting service)ENBC)  – Radio / TV which was created on October 1, 1960, also Radio / Television Kaduna (RTK) in 1961.

Today, Nigeria can broad of several radio and television stations. Most of which are owned and operated by the state and Federal government with the numerous television stations in the country, it is necessary to find out what effects this system of communication has on youth.

Television is widely acknowledged as “  a powerful medium of our age “ (TV journal, 1985:3) The power of television in shaping our lives is astounding its visual immediacy gives its audience a feeling of participation more than any other medium. What youths see and Lear influence their attitudes, manners, speech and often their daily habits. Television has uniqueness in its intimacy, immoderacy and mass communication qualities. In Nigeria , its development is viewed in the height of a multiplicity of personal, social cultural  and political needs.

Through children obtain much of their parents and other non media to help socialize and education them, the importance or interest in the relative impact that the media have on children (Youths), aseptically the television medium. Wibur Schramm. (1971) reacting to this, put it that

for some children, under some conditions

Some television programmes are harmful ,

For other children, under the same conditions,

It may be beneficial, while for

Most children, under most conditions,

Most television programmes are probably neither harmful nor beneficial.

Therefore, it would not be out of place to suggest that youths learn behaviours, norms, and attitudes through film and television presentations.

Televisions has served the masses in its entailment aspect. It has been a more convenient alternative to social custom of going out cinema. A point to be born n mind in any discussion of the television effect, is that it gives different physical environments, personal prejudices, group attitudes, social norms and psychological needs, the same programme can act as a positive reinforcement for one person and a negative one for another.

Television has brought us in living colour the sights and sounds of entertainment, political conversions elections, assassinations, was and debates. A group in 1969 (sponsored by the united states government) That studied television effect on children suggested that” television violence might influence children who have violent tendencies to act violently” ³ They  however did not reach a definite conclusion about the effect of television violence on the majority of children.

Wilbur Scramm, an American researcher, on the way youth use television, has suggested one view point.

We are talking a needless chance with our children’s welfare by permitting them  to see such a parade of violence across our picture tubes. It is a danger to which we need  expose to tetanus or bacteria from unpasturised Milk ^4‑ .

From the above standard schramum is trying to cautim not only parents but also producer who handle programming in television industries.

Programming for youth is one of the areas of great problems seem to arise primary from lack of knowledge about the target, the potentials of broadcast media communication theory and the objective of broadcastings.

Nevertheless, the viewers interpretation of his  own experience after watching a programme may be reinterpreted when  he funds the programme in which he watch discussed by friends, radio commentators and newspaper commentates. If the significance of the event is magnified, even casual viewer assumes importance. The fact of having been there is remembered not so much because the event itself has left a impression, but because the event has been recorded by others. Although television is anew medium, that is the third medium to arrive after the inception of newspaper and radio in Nigeria it a obtained to fulfill the function of educating informing the public though cultural, economic and entertainment promotions. The Nigerian television aims it presenting  the types of programmes that would help create awareness, especially the youths.

According to Akpan (1987) ‘”  Television is an ubiquitous medium “⁵ although it is a view communication medium yet in Nigeria no one can dispute the fact hat television is the greatest theatre of the air. Television differ from host of the other theatres. The sketches of the television image requires the viewing audience to full in the picture. Consequently, the medium becomes an extension of touch for it is the sense of touch that control the interplay of the sense. The secret of television tactile power is that the video image is one of low intensity and definition and thus, unlike either the photography film, offers no detailed information about specific object but instead involves the active participation of the viewers.

The objectives of any television station is not only communicate to the target audience but also to receive favourable responses. The realization of this objective will depend primarily on the performance of the communication media, their types of progarmmes and view patronage level most on the entertainment aspects rather than informative. aspects.

In this study, I assessed the effect of television programmess on youths especially the recent invention of home video.

1.1   BACKGROUND OF THE STUDY

        Campus circuit” a television  programme showm on Minaj Broadcast international (MBI) 5.5.30pm anchored by Ikediobi Jude, which is basically shown in the interest of the student and youths in general.

The program on the 3^rd October, 1999 with the intention of keeping students (youth) it talks on the fun life, the academic successes ,  the admission graduations and  ceremonies.

Campus circuit highlights the  ills on our campuses ,like sorting attitude of students as requested by some lecturers sexual harassment of female students, cultism examination malpractice’s gun schooling incessant strikes and a host of others.

It focuses on the profile of a given school., it also x – ray’s like on our campus and youths in general through captivating real life stories designed to educate students and lecturers.

Most often, it offers the most valuable tips or how to run successful academic activities. Again it show cases latest gossips on campus, pus other extra campus hummour and tip cracking test for your delight keeps you informed about what is going on in the fashion industry in campus.

Therefore it would d be out of place to support that youths learn behaviour, norms, and attitudes through film and television presentations.

S, campus circuit as a television programme has gone a long way in influencing the youth attitudes. Managers, speech and often their daily.

1.2      STATEMENT OF THE RESEARCH PROBLEM

It  will be discovered that some youths that watch television programmes (home videos) no engage in armed rabbery, rape, promiscuity and other activities which may be as a result of that exposures to violent films where thy tend to imitate the behavuour of the characters.

One of the primary motives of television is to foster national programmes which influenced some youths to appreciate stars who include in anti – social activities  and maintenance  of peace hereby causing problem in our immediate environment and nation.

Very often the critics suspect that parents uplect of the youths are responsible for their aggressive behavuours rather than violent television programmes This of course, has to be looked into because before the advert of television,  youths used to be under the influenced and the dance of their parents so they obtain much of their information from them.

Whenever television is used it affects the lives of the people in definite ways. This could be positively like the areas of knowledge and civil acquisition of relatively which is a cue to anti – social activities. As can be seen in Neustein;s book, some you this exposed to television have a way of stimulating them to copy certain practices and actions they see on the tube. They will even try to see if it work at home or else where in the neighborhood. So, the values of television can make an impact if they touch idea or value for which the viewer is emotionally ready.

Therefor in this research study, efforts have been made to assess the extent television programmes especially a particular progreamme on MBI Campus Circuit affect the behaviour of you this in our environment.

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

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ABSTRACT

This work was done to final out the assessment of the mass media’s role in the campaign against drug abuse, because drug abuse has become a serious problem we are facing both in Nigeria and in other parts of the world.

The objectives of this research is to find out if drug abuse has increased crime rate in Nigeria, to find out if the mass media is performing their functions effectively, its assessment in the campaign against drug abuse in Nigeria and what impression people have about drug abuse in Nigeria.

A critical review of related literature was made. The methodology used, the research design, sample, the method of data collection and analysis is found in chapter three.

Chapter four is devoted to the analysis of data collected and results of the research. Tables were used in the results.

Chapter five contains the summary of the study and the recommendations for further study.

TABLE OF CONTENTS

CHAPTER ONE:        INTRODUCTION

• Background of the Study
• Statement of the Research   problem
• Objective of the Study
• Significance of the Study
• Research Questions
• Research Hypothesis
• Conceptual and Operational definition
• Assumptions
• Limitation of the Study

CHAPTER TWO : REVIEW OF THE LITERATURE

• Sources of Literature
• The Review
• Summary of Literature review

CHAPTER THREE: MYTHOLOGY

• Research method
• Research design
• Research Sample
• Measuring Instrument
• Data collection
• Data Analysis
• Expected Results

CHAPTER FOUR : DATA ANALYSIS AND RESULTS

• Data Analysis
• Results
• Discussion

CHAPTER FIVE: SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY

• Summary
• Recommendations for further Study

Bibliography

Appendix A: Letter of Introduction

Appendix   B: Questionnaire.

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

There is no limit to the study of media and society. Media and society as a subject covers a wide range of issues. Communication has a lot to do with the individual. It effects and defects are so notable that they cannot be swept under the carpet. Media and society are interwoven and nether of them can exist without the other. But first of all, what is communication?

Fiske (1990) defines communication as “social interaction through message” Jaya- weera (1991) sees it as an interaction process through which persons or groups relate to each other and share information, experience and culture. Looking at the above definitions communication can be said to be the transferring or transmitting of ideas, attitudes and information from one person to anther. Okunna (1999) throws more light on the above assertion when she says “to communicate basically means to share ideas information, opinions , feelings or experiences between people?

According to Okunna (1999) the mass media perform a number of functions, which benefit the individual as a member of a society. She   goes on to say that these functions range from serious informational and educational functions  to lighter functions like entertainment.

The functions of the mass media in the society includes .

1. Information:-This is the constant stream of information about event in the society. Among the positive consequence of this function is the guidance it gives to the individuals in his or her daily life.
2. Interpretation :-This is the function of appropriately interpreting news and information in such as way as to avoid over sensitization and induce appropriate or necessary action. It includes prescribing what to do, how to do it and why it is necessary.
3. Education:- The mass media   help unify society and increases social cohesion by upholding teaching a broad base of common social norms values and collective experiences. The mass media do this transmission mainly through informal education (unconscious learning) and non- formal education (conscious attempt to impart knowledge outside the formal school system).
4. Entertainment:-This is the mass media function that is geared towards providing some diversion and amusement, relaxation and respite.

The mass media is known as the watch dog of the society and with the information and education function, it will be known if the mass media has played roles in the campaign against drug abuse in Nigeria. This is because like the dry rot that eats away the wooden beams of a house, drugs can corrode the whole structure of society. For human society to function properly, it must have stable families, healthy workers, trustworthy governments, honest polices and law abiding citizens . Drugs corrupt every one of these fundamental elements.

The home however is probably where drugs do the most damage. Parents who are distracted by their craving for drugs rarely provide their children with a stable home life. Many children who grow up in this environment take to the streets or even get involved in drugs themselves.

 

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PRESS FREEDOM IN NIGERIA: A STUDY OF GOVERNMENT AND RELATIONS

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ABSTRACT

The study  on “press freedom in Nigeria” was a historical event of the past military directorship from 1985-1993 under Ibrahim Babangida regime.

This work used survey method and the purpose of this study is to find out it there was a press freedom under IBB’s regime or not. It also carried at  knowing the extent by which press freedom was curtailed or favoured during IBB’s regime.

This work found out that IBB’s regime intact killed press freedom to its highest level. Journalists were jailed, detained while newspapers organizations were closed. Decrees were unlawfully promulgated to he detrainment of the journalists and other media practitioners.

CHAPTER ONE

INTRODUCTION

1.1            Statement of problem

1.2            Objective of the study

1.3            Research questions

1.4            Significant of the study

1.5            Scope of the study

1.6            Limitation of the study

1.7            Definition of terms

CHAPTER TWO

2.0            REVIEW OF LITERATURE

2.1            Sources of review

2.2            The review

2.3            Press freedom

2.4            Conditions and actions that promote and bridge press freedom

2.5            Press freedom in Nigeria.

2.6            Theoretical background

CHAPTER THREE

3.0            Research methodology

3.1            Research method

3.2            Research sample

3.3            Measuring instrument

3.4             Data collection

3.5            Method of data analysis

3.6            Expected result

CHAPTER FOUR

4.0     Data analysis and result

4.1            Analysis of demographic

4.2            Result

4.3            Discussion

4.4            Prior and subsequent censorship

CHAPTER FIVE

5.0            Findings, conclusion and recommendation

5.1            Conclusion and recommendation

Reference

CHAPTER ONE

INTRODUCTION

In independent society a major test of a nation’s freedom is the amount of liberty its people have in speaking writing ns publishing, indeed, one can say that life of a nation depends on the extent of freedom of speech and press that the people enjoy. One can also say that extent by which a nation enjoys this freedom depends on the relationship between the government and the press.

As a result of importance of this right the countries of the world have emerged through the limited nations organization (UNO) in a bid to protect this right s other. These countries signed the universal declaration of human rights in 1945. Article 18 of this universal human rights established that “ every one has the right to freedom of thought, conscience and religion (worship).

Article 19 of the same declaration also asserts that every one has the right to freedom of opinion and expression, this right includes freedom to hold opinion without interference and to seek receive, impact information and ideas through any media and regardless of frontiers.

The guarantee of freedom of the press in the universal declaration of human rights is the right to freedom of expression which includes freedom of speech and if the press. In compliance with the declaration, many countries of the world have in various degrees provided in their people constitution and opportunity for their people to express themselves within the limits of law.

However, although almost al nations of the world have subscribed to thee universal ideas and replicate them in their constitutions, the ideas  have remain in effect general principles as their interpretation and implementation have always been, subject to the political philosophy of the state applying them, the level of political freedom in such a state, the states history as manifest in some of its economic system and general societal influences.

In spite of differences in interpretation and implementation, certain patterns seems to have emerged. Due to the librarians of democratic societies the rights of citizens to take precedence over those of the state in such societies and whatever right are enjoyed by the states are meant fro larger fulfillment and protection of he right of the citizens. In democratic societies, freedom of the press is usually paramount and will protected.

This is the difference from what brains in totalitarian and authoritarian societies where the emphasis respectively is largely on the welfare of the state and of the cities. Therefore in authoritarians and totalitarian societies, freedom of the pres or of expression isles protected when compared with that of democratic societies.

Nigeria as member of the entitled nations organization (UNO) has UNO’s declaration of human right in-cooperated into constitution from independence until the present day.

In Nigeria 1963 republican constitution provided that “everyone shall be entitled to freedom of expression including freedom to hold opinion and receive and impart ideas introduction without interference.

The 1979 constitution of the federal republic of Nigeria, also contains in its provision son freedom of expression section 36.

1. Provides that “every person shall be entitled to freedom of expression — section 36
2. Further provided that “every person are entitled to own, established and operates any medium for the dissemination of introduction, ideas and opinions —— 5”

However, the Nigeria constitution did not grant any person or body to operates a television wireless broadcasting stations apart fom these especially authorized by the president or the state and federal government. when compared with at of the united state of America (USA0 however, this is a limit to press freedom in Nigeria.

As in the united nations declaration of human rights it is the freedom town establish and operates any information that serves as a guaratee of press freedom in Nigeria.

However, the implication of the provision on press freedom in the Nigeria constitution have varies depending on the administration that is in power some  administration has greater respect for freedom than others.

From 1960 to 1993 Nigeria had series of civilian and military administration with varying attitudes to press freedom before the regime of Sam Abacha cam to power

It is behaviour of the Babangida administration which came to power in 1985 as regards to freedom of the press that forms the subject of this study.

1.2            STATEMENT OF RESEARCH PROBLEMS

This study aimed paramount at examining press freedom under General Ibrahim Babangida regime in Nigeria. The study also extended its horizons on the military directorship on the image portrays internationally in terms for restrictions of press operations in external and internal point of view.

Since 1985 to 1993 the press freedom has emerged with much problems such as the following.

1. Detention of the press members
2. Government control over citizens expressions
3. Totters and willing of the journalists by the military regime
4. Embargo on establishment of individual media house
5. Confiscations of daily and periodic publications.

The press freedom from 1995- 1993 has its mark of identification and irrespective of the  irrespirable remarks on the populace of the regime. It will go along way in rephrasing the major actions against maltreatment to journalists profession during the regime of Ibrahim Babangida. The study will ensure the infringement and inefficiency of Ibrahim Babangida during his rulership as been undemocratic to the press.

The  infringement of the press freedom under Babangida regime became a channel of its own in comparative to other military regime and heads of states order than tyranism to the administration and also to the citizens of Nigeria.

1.3            OBJECTIVE OF THE STUDY

There is this view hold by some political personalities,. They strongly believe that the administration of Ibrahim Babagida is unjustiable to other  military regime which has  taken place here in Nigeria before the 1985 over-thrown by Babangida. The experience gotten from dictatorship was sequentially syndromenied on Babangida regime.

The objective of the study incredibly foster adventure to democratically elected government by MKO Abiola and other  to actualize the lost of the press freedom in Nigeria.

In 1993 the upsurge of the Babangida administration agonist press freedom tactically cursed June 12 election annulment in which press liberty was regime to both citizens and press operations in Nigeria.

CHANGING HOSTILE ATTITUDE OF OIL PRODUCING COMMUNITIES THROUGH, EFFECTIVE PUBLICATION  (A CASE STUDY OF SHELL PETROLEUM DEVELOPMENT COMPANY)

ABSTRACT

This study aims at investigating the techniques being used by shell to avert and keep under control, the cases that frequently Ioccur between it and the host communities in which it carries out its oil exploration and production activities.

Apparently, problems have continued to exist in oil producing communities which  is the nations treasure base owing to  oil production and consequence under development in the area as witnessed in the communities where the operations exist and the entire oil producing communities as a whole is it ironically indeed the fact that the area is largely under developed and eh majority of Nigeria wealth comes from there.

In the process of finding out strategies employed by shell, the largest oil company operating in the oil producing communities, hypothesis bordering on the peoples perceptions of the situation the degree of shell’ is involvement the company’s  public relation efforts relevance and satisfactory level were evaluated and recommendations proffered. These data were collected from questionnaires and interviews responses from indigenes of Port- Harcourt and shell public affair  department staff.    The findings were a bit more positive than negative.

CHAPTER ONE

INTRODUCTION

1.1            Background  study and history of case study

1.2            Statement of problem/ purpose of the study

1.3            Significant of the study

1.4            Research questions

1.5            Scope

1.6            Definition of terms

References

CHAPTER TWO

2.0            REVIEW OF LITERATURE

CHAPTER THREE

3.0            Research methodology

3.1            Research design

3.2            Areas of study

3.3            Population and sample of study

3.4            Method of data analysis

CHAPTER FOUR

4.0     data analysis and presentation

4.1     analyses

CHAPTER FIVE

5.0            Summary,

5.1            Recommendation

5.2            Conclusion

Bibliography

CHAPTER ONE

 

INTRODUCTION

1.1            BACKGROUND OF THE STUDY

Petroleum is as of now, the bedrock of the Nigeria economy. It provides 80% of the nations revenue and 90% of its foreign exchange with a production rate of two million barrels a day, the country is Africa largest exporter of crude oil and among the  top ten oil producing countries in the world  of today in the world. Ever since the oil boom era of 1970s, the Federal Government has depended on the income generated has depended on the income generated from petroleum to develop and sustain the nation and its people. As such the petroleum industry is a entree of attraction for all Nigerians.

Oil  prospecting in Nigeria began as far back as 1908 by the German company, Nigeria Bitumen corporation in the Araromi areas of the present Ondo state in western  Nigeria, but is was not until 1956 that the shell followed by the first oil exports two years later, ever since than, news on petroleum exploration drilling and marketing have become indications as to how buoyant and stable the Nigeria  economy is every interest of this nation for these activities to continue smoothly. So far this has  not been the case as these oil related activities have been constantly disrupted in the past four to six years. This  is the  major reason why the interest has manifested into the research world developed.

There are oil-producing companies in Nigeria who have licenses to explore, drill and market petroleum jointly with the Nigeria national petroleum corporation (NNPC). The NNPC is the federal government representative which implement governments polices and directives and at the same time controls and supervises the activates of the oil- producing companies.

Petroleum which sustain Nigeria is derived from the lands and territorial  waters of Nigeria. The people form these oil prosodic  areas claim ownership of this mineral since it derived from their soil. In this light these communities demand royalties for petroleum drilled for their land, compensation for any environmental damage such as oil spillage and pollution as well as kind rents and other levels.

In the past the oil companies paid royalties, compensation and land rent to the communities where petroleum was explored  and drilled. But with the coming of the 1979 constitution the situation changed section 40, such section 3 f eh constitution states that “ the entire property in and control of all minerals, mineral oils and natural gas in under or upon any land in Nigeria or in under or upon the territorial waters

1.1.2    THE HISTORY AND ACTIVITIES OF SHELL PETROLEUM DEVELOPMENT COMPANY

The discovery of oil in Nigeria was developed in 1937 with the establishment of a consortium owned by Royal Dutch Shell and British petroleum. This consortium was know as shell D’ Arcy exploration parties and later became shell British petroleum development company of Nigeria.

On November 4, 1938, the British colonial government granted this company an oil exploration license (OEL) covering all of Nigeria. By 1857 shell BP had reduced its average to 40,000 square mile oil prospecting licenses , narrowing down to the Niger delta, with its headquarters at Owerri.

Between 1938 and 1941, Shell BP undertook preliminary geological reconnaissance. After a five ears interruption by the world war II, it intensified and followed up this activity with geophysical surveys. In 1951, Shell  had its first exploration well at Ihuo. Buy 1956 Shell drilled its first commercial well at Oloribiri in what is now River state. Since then, the company has been drilling one successful well after the other.

Two years later, 1958, with a modest production of 6,000 barrels of crude oil, shell contributed t the first shipment of crude oil from Nigeria. By 1961, the Bonny terminal of the company was commissioned and the Port- Harcourt office, the eastern base of the company was officially opened. In 1965 the Trans-Niger pipeline was commissioned and later in the year shell commissioned Nigeria’s first refinery in Port- Harcourt.

The company accounts for about 50% of the total crude oil produced in Nigeria, it operated on lad swap, offshore and of recent deeper offshore. The objective of the company is to find, produce and deliver hydrocarbon safely and responsibly for the  refit of its state holders. The state holder are the federal government the host community the shell group employees, the NNPC the joint venture partner state and local government, suppliers and contractors, customers, the Nigeria public the world publics.

Shell is the operator of NNPC/ Shell Agip/ ELF joint venture partnership. The joint venture arrangement is in the proportion of NNPC controlling 55% of he venture. Shell 35% while Agip and Elf control 5% each.The joint venture companies meet to draw an operations budget to which each company contributes terms of their share holding. The profit is shared also according to this proportion. The operational structure is such and the exclusive economic zone of Nigeria shall react in the government of the federation and shall be managed in such a manner as may be prescribed by the national assembly. With this law, land no longer belonged to the people but to the government.

The oil companies now paid royalties and taxes to the government and gave compensation to the communities for causing environmental damage. Following these laws, the federal government appropriate over 90% of the oil revenue with an insignificant share  going to the state and the oil producing communities. This has not gone down well with the communities. The people feel they are being deprived of their God- given wealth. This has lead to agitation by the oil producing communities for a greasers share in the wealth  which heir land producers.

In the 1980’s these agitations were mild and almost unnoticed bet since the  1990’s the situation has become very tense agitations have become aggressive and have many a time disrupted the activities  of some oil companies were seriously disrupted by the oil communities who were on rampage for a long time, especially the Ogni land in River state. At  present the people have become more aware of how the wealth which is derived from their lands is used to develop the nation. They went this development which petroleum brings about to come to them too as well as awareness the communities are increasing their demands from the oil companies and federal government.

There is still a continuing debate and tissue between the oil companies and the federal garment on who should be  responsible for producing the soil amenities and other things which the communities demand. The federal government often as cause the oil companies of being insensitive the plight f their host communities and thus including their agitations and hostility. In the words of the former petroleum minister, chief Don Etiebet, the extreme disparity  in the standard of living oil workers company an their hast communities coupled with the refusal  of the companies to extend electricity and pope borne water enjoyed in such camps to the communities is what is causing the problem.

The oil companies on their part claim that it is the responsibility the government to develop these communities since  they, the oil companies blame the government for not producing these areas with social amenities resulting to the problems which affect them that the headquarters of shell is located in Lagos with Weston and eastern bases in Warri and Port- Harcourt respectively. The headquarters takes care of policy formulation and liaising with the government while the Warri and Port- Harcourt office are mainly operational.

1.1.3.  THE PUBLIC RELATION DEPARTMENT

Soon after shell BP came into being, a public relation department was established after due consideration of what is involved in the activities of an oil corporation, the need for good relationship with eh communities where oil fields, administration and staff quarters flow  station and other facilities are located. However, it was in 1951 that he PR office was official opened and put under that name.

The first section created was the press unit, which gave out information to the government and acted as a medical between management and staff. The second was the community relation unit to create a favourable atmosphere between the company and the communities it comes in contact with. Today, the PR department, which goes by the name public and government affairs, is decontrolled into three units based in Lagos, Warri and Port Harcourt. The Lagos office development the major PR polices and does the  planning and co-operation of PR activities of the whole company. The Warir and Port- Harcourt offices implement these polices in their zones for uniformity. However, the zones make some polices incases that affect there specifically without having  to watt for directive from Lagos.

In the past, before the office of the divisional manager, the head of the public and government affairs reported directly to the divisional manager. Today the head f public and government affairs reports to the manager, health, safety environmental and community affairs.

The report is focused on the eastern division based in Port-Harcourt. Hence the public and government affairs department (PAGE) is split into five units- Agricultural services, government and community assistance survives.

The agricultural services unit offers help to farmers and fishermen in the communities to help them improve their work and gains. The lands unit is responsible for land acquisition and paying compensation for such lands. This unit is responsible for getting lands for locations, access roads, plants, offices and homes. The business   support unit gives business aids in terms of business advices and loans to small and medium scale assistance unit is an engineering unit and affects programmes drawn by the government and community relations unit and he agricultural services unit.

The  government and community unit is further split into three sub-units the government relations, media relations and community relations. The government relations unit is Port Harcourt, it is headed by a doctorate degree holder and services opt lisaeable legislation and win government support is headed by a seasoned media practitioners and functions to maintain an understanding with the media as regard security good publicity and avoiding wrong information in the media. He community relation unit liased with  the communities handles their grievance and advice both parties on how to settle the matter amicably. In the course of liaising with the communities the unit recommend as projects that the company can do to help he communities the key men here are the communities liaison officers. The public and government affairs department of shell has its operating philosophy which tells one o what the department is all about.. enshrined in its operating philosophy are the objectives of achieving a better understanding of shell role and contribution as well as contributing  toteh improvement of life in the communities. Also included are the reduction of the disruption of generation, improving communication within shell and with the communities and improving operational co-operation with  relevant government functionaries.

1.2      STATEMENT OF PROBLEM/PURPOSE OF STUDY

The problem, which this work will attempt to tackle in the hostility antagonism and antipathy of the oil-producing areas towards the oil companies. The purpose f the research is to identify the hostile attitude and behaviour of the communities, the reasons behind these attitude and behaviour what the oil companies have done so far and hoe successful they have been as well as what further can be done through public rations so that coordinal relationship can exist between both parties.

1.3      SIGNIFICANCE OF STUDY

This work is expected to be of value to everybody in the oil sector of the Nigeria economy. At the same time, it will be valuable to the average Nigeria, to inform him about this issue which has generated a lot of interest, publicity and tension in the country. This research is expected to be valuable to oil producing companies in Nigeria who are presently facing a hostile working environment in the communities where they operate. This work intends to provide them with information with which to tackle with this problem. Also public relation practitioner n the oil sector will find this worlds handy as it will provide  them with  reasons why the communities are hostile to the oil companies and some ideas to use in developing and maintaining cardinal relationship with the communities. This work will also expose the pitfalls of their previous public relations programmes. The oil producing communities will find this work useful as it will help them understand the roots of their problem and thus know how to go about soiling it. It should help them understand the oil companies  position and in the process be able to relate to them. In the same vain, this world is expected to be useful to the federal government which  relies on this “ controversial” oil to keep  the nation going. This project will pinout the responsibility’s of the government in the quest to maintain peace and harmony in the oil sector. Finally, this work will be a valuable aid to Nigerian public relations practitioners who are battling to ensure the profession is given its due respect commerce and industry. There are some problems that can only be solved by employing the specialized techniques of public rations. The problem of hostility if oil communities towards the oil companies is one of such problems. The federal government before now was allocations special funds to the oil – producing stats to develop eh oil producing areas but this was not enough in the eyes of the people. Due to increased agitations by this communities,” the oil mineral producing area development commission (NDDC) was established under decree No. 23 of 1993 to address the difficulties and suffering of inhabitants of the oil producing areas and administer  the monthly sums from the allocation of the federation account in accordance with conformed ratio of oil production in each stat for the rehabilitation and edevelopment o foil-producing areas and tackling ecological problems that have arisen from the exploration of oil mineral. The commission was allocated the 3% funds from the federation account to carry out its function. The oil producing companies in their own capability provide different forms of community assistance projects such as electricity, pipe borne water, educational aids like scholarship and build classroom blocks, building roads and helping with agricultures and health facilities. Despite al these, the oil- producing areas like Oliver, Twist are still asking for  more. The communities are becoming more aggressive and hostile towards the oil companies and the government .one cannot predict the extent and dimension will take for “ reparations” and “ reclamations” will take. What can be said for now is that this awakening in the oil areas is indeed  casting  a new course in the bhistory oil in Nigeria. This research work after tracing the factors leading to the problem in the petroleum industry will seek to find out what can done by the oil companies to put an end to the unending problems posed by the oil producing communities.

1.4      RESEARCH QUESTIONS

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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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