THE ROLE OF AFRICA INDEPENDENT TELEVISION IN PROMOTING POPULAR CULTURE AMONG YOUTHS IN KADUNA METROPOLIS

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ABSTRACT

The research investigates the contribution of African Independent Television (AIT) in promoting youth popular culture. To this end the objectives of the study were to assess the role of AIT in repackaging Africa’s rich cultural Heritage to attract youths, determine the contribution of AIT in enhancing Nigeria values among youths, appraise the role of AIT in promoting popular trend among youths. The research questions that guided the study were what are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? What role does AIT play in repackaging Africa’s rich cultural Heritage to attract youths? What are the contributions of AIT in enhancing Nigeria values among youths? How does AIT promote popular trend among youths? What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? The survey research design was used to distribute 18 questionnaires to the respondents. The analysis of the questionnaire indicates that the significant technical elements that are essential toward reinforcing Nigerian cultural values in AIT are basically to adopt 60% local content in their programmes as well as proper evaluation and adherence to NBC regulations as well as monitoring of programmes that are detrimental to youths and promoting programmes that enhances Nigerian cultural among youths.

TABLE OF CONTENTS

CHAPTER ONE: GENERAL INTRODUCTION

1.1       Background of the Study        –           –           –           –           –           –           1

1.2       Statement of the Problem      –           –           –           –           –           –           2

1.3       Objectives of the Study          –           –           –           –           –           –           3

1.4       Research Questions    –           –           –           –           –           –           –           3

1.5       Significance of the Study       –           –           –           –           –           –           4

1.6       Scope and Limitation of the Study    –           –           –           –           –           4

CHAPTER TWO: LITERATURE REVIEW

2.1       Introduction    –           –           –           –           –           –           –           –           6

2.2       Concept of Television in Nigeria       –           –           –           –           –           6

2.2.1    History of AIT            –           –           –           –           –           –           –           –           9

2.3       Repackaging Africa’s Rich Cultural Heritage through Television   –           14

2.4       The Role of Television in Promoting Culture           –           –           –           –           16

2.5       The Role of National Media in Educating Youths    –           –           –           27

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Introduction    –           –           –           –           –           –           –           –           29

3.2       Research Design         –           –           –           –           –           –           –           29

3.3       Area of the Study       –           –           –           –           –           –           –           29

3.4       Population of the Study          –           –           –           –           –           –           29

3.5       Sample Size and Sampling Technique          –           –           –           –           30

3.6       Instrument of Data Collection           –           –           –           –           –           –           30

3.7       Validity of Instrument            –           –           –           –           –           –           –           30

3.8       Reliability       –           –           –           –           –           –           –           –           30

3.9       Method of Data Collection and Justification –           –           –           –           31

3.10     Method of Data Analysis and Justification   –           –           –           –           31

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1       Introduction    –           –           –           –           –           –           –           –           32

4.2       Respondent Characteristics    –           –           –           –           –           –           32

4.3       Data Presentation and Analysis         –           –           –           –           –           33

4.4       Summary of Findings –           –           –           –           –           –           –           39

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1       Summary        –           –           –           –           –           –           –           –           41

5.2       Conclusion      –           –           –           –           –           –           –           –           43

5.3       Recommendations      –           –           –           –           –           –           –           45

References      –           –           –           –           –           –           –           –           47

Questionnaire –           –           –           –           –           –           –           –           48

CHAPTER ONE

INTRODUCTION

1.1       Background of the Study

In view of growing numbers of involuntary unemployed youth, governments need to apply appropriate strategies to promote the work culture among their peoples especially using national and mass media. National media and presses are expected to emphasize on the promotion of work culture, especially among the young generation so that the countries’ industries not become dependent on the migratory labor. This mission could particularly be performed by the television as the most public media. Also, the Association of American University Presses believes that the most effective way that presses can recruit and retain individuals representing the widest variety of backgrounds and experiences is by having as open and as supportive an environment as possible. Organizations use all sorts of tools to represent their goals and ambitions. Simulations of simulations and representations of the simulated are used for organizational sense making. Scenarios are representations of business goals; business goals which are used to reorganize and structure the next generation of scenarios. But some things simulated and others not, or is it simulation “all the way down”? Managing occurs by representing goals via all kinds of media; media that are involved in spreadsheets, PowerPoint presentations, and diagrams of goals, visions and strategies. Not only physical media, like telephones or computers, but also theoretical imaginaries abound (Boeschoten,20).

In a complex interplay of significations, participants take part in processes of representation. But the role of the intermediaries or the media is little recognized. Media seem to play a neutral role within the process of signification, as if true values or meanings hide behind the representations. But on a closer look, one can see that media shape the understanding of organization (Lever, 19).

This study has tried to review the role of national media in promoting the work culture among its audiences and in this respect; television is particularly dealt with as the most public national media.

1.2       Statement of the Problem

Most Television stations in Nigeria are basically set up to promote the numerous Nigerian cultural value. But inspite of this, most stations in Nigeria show too much western programs thereby promoting western culture as against Nigeria culture which they are originally set up to promote. This constraint has hinder the transfer of Nigerian cultural heritage to the younger generation. It is

THE ROLE OF BROADCAST MEDIA IN MOBILIZING WOMEN FOR POLITICAL PARTICIPATION

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ABSTRACT

The low rate of female participation in politics compared to that of their male counter- parts in Nigeria creates a need to examine the situation in this study, “The role of broadcast media in mobilizing women for political participation in Nigeria”. This study examines the problems, first, defining the importance of women to participate in politics. The survey research method was employed in this study and questionnaires were used for data collection, then the hypotheses were tested using chi-square statistical procedure to reach a definite conclusion. The results reflect that broadcast media have positive impact in mobilizing women to participate in politics. In summary, broadcast media is found wanting in fostering development for gender equality in politics. In recommendations, suggestion of ways to stimulate female participation was made by looking at practical examples of how this was done in the pre-colonial era. Finally, in conclusion, the study emphasizes that no sex or gender is more important than the other because in politics, intellectual ability counts more than physical energy.

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

        Women constitute a critical segment of the Nigeria population. They are active in the agriculture and economic sectors of the society and have also contributed immensely to the decolonization and general development of this great country.

Women struggles date back to the 19^th century when women like Amina of Zaria, Madam Tinubu of Lagos, Olufuamilayo Ransom Kute of Abeokuta, Margaret Ekpo and Hajji Gabon Swabia among others fought to give women the pride of place in Nigeria’s history even after the struggle for independence was over and Nigeria became an independent soveign nation, women continued to contribute their quota in the post- independence match towards development and progress. In the areas of politics, the above named amongst others contributed immensely to the mobilization and sensitization of women with a view to ensuring that women are involved in the politics of the country.

At present, the issues pertaining to women have contributed to draw a global attention with the result that the problems that impede their progress are currently being addressed concretely. Consequently, the crusted for women empowerment has heightened the political consciousness of women. Some of them occupy strategic positions in government where they have continued to prove their mettle. For instance Dora Akunyili, Oby Ezekwesili of Due process Fame, Ndi Okereke Onyilike and Ngozi Okonji Iweala among others has undoubtedly distinguished themselves in their official assignments.

The role of women in development has for a long been taken for granted and relegated to the back ground. For a long time, politics in Nigeria has been played with the usual patronizing attitude which usually does not go far in enlightening women. Some of the factors employed are social and cultural practices which hither to have been misinterpreted to create biases against women. There is need for women to be properly oriented so that their numerical strength and voting power can be profitably galvanized and oriented towards empowerment of other women who will in turn look after the welfare of all women by formulating gender sensitive laws to promote women’s cause.

What is really the meaning of politics? Various scholars resulting in different views of politics have defined it as the art of possible, a game of wits, all that begins and ends with government. Politics is essentially the art and science of government. That is, the study of the control, distribution and use of power over human activities in society.

The word politics is derived from the Greek word Polis, which means “city state”. Winter and bellows (1968) pointed out that Aristotle (384-322 Bc) in his treatise on human associations stated that the most sovereign inclusive association is the polis which presupposes the establishment of government, law- making, enforcement and eliciting obedience from the members of the society. Aristotle observed that man is by nature, political animal. This means that politics permeates all human actitivities. It manifests in social, economic and cultural intersections among individual and groups and transcends international frontiers.

The obvious maneuver associated with the concept and practice of politics influenced the emergence of the Laswellian theory of politics, which states that politics is who gets what and how (Laswellian 1958).

The Nairobi world conference to review and appraise the achievements of the UN Decade for women in 1985, and the Beijing fourth world conference on women in 1995, both had top on their agenda issues concerning women and the media. These conference brought to the fore the importance of the media in the quest for gender equity in development, despite there international conferences and polices aimed at gender friendliness however, women’s participation in Nigerian politics is undermined by the way the media represents politics as an exclusively male domain.

Contemporary experiences have shown that broad- cast media is important to the political development of nations. Broadcast is not only a means of teaching, sensitizing and transmitting message on issues of development, but also crucial to the process of development. Considering the fact that broadcast is increasingly being used world-wide with its power of reaching a large mass of audience, it should not be ignored in the political scheme of things. This might account for why Nwankwo (1996: XI) said that, ‘one vital factor in the pursuit of gender equality in politics is the media’.

The aim here is not just to critically analyze the impact of broadcast media in the quest for a gender equitable polity, but to also turn the searchlight of feminists and media scholars to broadcast with regard to gender and politics. Thus, the focus is on the gender dimension of broadcast and the quest for a gender equitable polity.

It is here posited that broadcast media could significantly influence the acceleration and acceptable of women in politics.

1.2   STATEMENT OF RESEARCH PROBLEM

        It is not a hidden fact that women are under represented in the field of politics. This may be because of the basic assumption that “a women’s place is in the kitchen”. In other words, her home duties and family responsibilities should be her sole priority, thereby underling her active participation in national development in general.

Another assumption militating against female participation is that,female is biologically not designed for energy exerting and hazardous occupation. This argument may not be true because, with the age of automation and revolution in decision making intellectual ability counts more than physical energy.

THE ROLE OF TELEVISION IN POLITICAL PERSUASION
A CASE STUDY OF NTA KADUNA

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ABSTRACT

The role of Television in Political persuasion/Mobilization has been described as the role which television must play. This project will critically examine the level to which television can aid Political persuasion in Nigeria and to achieve unity in diversity. It will also assess the impact of television message on individuals in the society.

TABLE OF CONTENTS

Introduction –  –      –      –      –      –      –      –      –      –      1

Aims and Objective –       –      –      –      –      –      –      –      3

Scope of study         –      –      –      –      –      –      –      –

Limitation of study   –      –      –      –      –      –      –      –

Brief history of case study       –      –      –      –      –      –

Definition of terminology –      –      –      –      –      –      –

Television Message –        –      –      –      –      –      –      –      5

Television and the Society-      –      –      –      –      –      –      7

Relative Importance of Television of the Society –   –      –      8

The role of Television (NTA Kaduna) in Political Persuasion         10

Functional responsibilities of NTA Kaduna        –      –      –

Summary –      –      –      –      –      –      –      –      –      –        18

Conclusion –     –      –      –      –      –      –      –      –      –        19

Recommendation –   –      –      –      –      –      –      –      –        21

Reference –     –      –      –      –      –      –      –      –      –        24

INTRODUCTION

Mass communication is defined as message directed towards a large group people using a mass medium. It involves disseminating information to a large and widely dispersed audience mass communication is made possible through the help of mass media. That is to say mass media makes mass communication a reality mass media include television, radio newspaper magazines etc.

Researchers in mass communication were interested in knowing how specific massage; channels and sources could produce changes in attitude of behaviours. This was the natural outgrowth of the way mass communication research have developed from the 1920s fueled by public fear of the media, along with anxious politicians, eager advertiser, crusading social engineers and others watching to see the massive reach of the media; “to get their message across” quickly and efficiently. Government, military and corporate funding sources played an important role in the decision of those working within the field to take the direction. The goal was to determine what kind of persuasive message could be used most effectively in mobilizations of various kind political, advertising, public health, economic, educational, military and so on.

Recent changes to the technologies of both the print and electronic media, and in particular the medium of television have already begun to fragment media audience and transform the relationship between media and the nation (masses)

Therefore the utilization of the media in mobilization and persuasion is very crucial because the broadcast media, particularly the television has become the major sources of information dissemination over the years, and also the major means and most effective tools for political persuasion in Nigeria.

The ability of television to mobilize and persuade the people to behave in a given manner and to perform certain actions has merit an effective tool for political persuasion because it can send sound and picture simultaneously to a large and widely disposal audience, and it is captivating and dramatic in nature. Television appeals to the sense of sight and sound; it is comprehensive technique and the combination of audio and visual colours and motion. It has the ability to capture the interest of most viewers. That is why government and other private bodies give much attention to it. The media (television) serves as an intermediary between the government and the people because it assists the government in getting its plans and policies across to the people and the people in return gets their response, feeling and plight back to the government.

After many years of military rule in Nigeria, democracy became a much needed endeavour and television serves as a major tools through which the people were fully information education, enlightened, mobilized and persuaded to activity participate in the decision making in the country during transition period.

Television and NTA Kaduna to a large extend help in making the people in Nigeria to get all the political awareness, and it mobilize the people to both contest election and be voted for, or to vote for a candidate of their choice as an electorate. The importance of television in order to ensure a successful transition in Nigeria cannot be under estimated. Television really plays a key role in political persuasion in Nigeria.

AIMS AND OBJECTIVES OF THE STUDY

The main objectives of this study is to stress the role or importance of television in political persuasion and outline its effectiveness in political mobilization and persuasion during transitionship and the importance television in the society and the effect and acceptability of television messages