THE PROBLEMS AND CHALLENGES OF THE MEDIA IN A DEPRESSED ECONOMY

(A CASE STUDY OF THE GUARDIAN NEWSPAPER)

CHAPTER ONE

Introduction                                                                                                1

• Background to the study 1
• Statement of the problem 5
• Objectives of the study 6
• Research hypothesis 7
• Significance of the study 8
• Scope and delimitations of the study. 8

CHAPTER TWO

Literature review                                                                               9

• The Nigerian Economy – An epitome of Depressed Economy 9
• The role of the media in a Depressed Economy 12
• The media and National development – An overview 18
• The cost factor – its effects on the operations of the media in a Depressed Economy                                                           22

CHAPTER THREE

Research design and methodology                                                    24

• The research design 24
• Sources of data 24
• Study population 25
• Sample size determination and sampling method 25
• Instrument for data collection 27
• Validity of the instrument 27
• Method of data collection 28
• Method of data analysis 28

CHAPTER FOUR

Data analysis and results                                                                            30

• Data analysis 30

CHAPTER FIVE

Summary and Conclusions                                                               39

• Summary of major findings 39
• Conclusions 41
• Recommendations 42
• Limitation of the study 43

References                                                                               44

Appendix (The questionnaire                                                  46

ABSTRACT

The purpose of this research is to identify the problems are challenges facing the media in a depressed economy such as Nigeria. Towards this end 77 staff of the Guardian Newspapers were randomly selected to from the study sample. Th members of this study sample were issued with 77 copies of a structured questionnaire to complete, and their responses were analysed by using chi-square tests. The results of the analysis led to the following findings.

1. The high cost of all production inputs (such as news prints, inks, lithographic equipments, power supply distribution costs etc is the major problem/challenge that face the media in Nigeria. The high cost of these inputs imprede the effective operation of the media in Nigeria.
2. The media try to overcome the effects of these problem/challenge by increasing the fees paid by its customers on advertising as well as the cover price of the print medium.
3. The media industry in Nigeria could be revived when the government subsidizes the cost of all the production inputs of the organizations.

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND TO THE STUDY

The media, according to Olasosu (1998) refer to the channels of mass communication used to disseminate news and information to very diverse and large number of people simultaneously. This implies that the modern media massages cut across geopolitical boundaries unlike that of the traditional media that suffer a limited reach. This equally means that with the epoch of the mass communication system, relatively large audience members could be quickly reached with specific message irrespective of their diverse locations in the global, geo-political and cultural map.

Alabo (2000) reported that the media for communication abound in may forms in Nigeria notable among these forms, according to him, include radio, television (TV), Films, NEWSPAPER, Magazines and books.

As regards the radio, it is important to note that this media of communication (the radio) has continued to work stronger as a medium of the people. The radio is regarded as a medium of the people because it (radio) has become a common sight in both urban and rural communities in Nigeria. In the rural areas in particular, it is not unusual to see people tie a radio set around their waist while climbing trees or filling the ground (Ezeribe, 2000). The communities where this type of acquire is common include those located in the following states of Eastern state, such as

• Anambra
• Imo
• Abia
• Cross – River
• Ebonyi
• Edo
• Delta
• Rivers and Enugu

Western states such as

• Lagos
• Ogun
• Oyo
• Kwara
• Osun
• Ekiti and Ondo states

According to Odeyemi (1999) with the exception of the radio which has been found to be effective in reading the rural Nigerian masses, other channels of media communication has been found to be relatively less effective. He noted that the radio has over riding advantages over other media of communication. Some of these advantages are as fellows.

1. The radio breaks the barriers of distance, as its reach is amazingly wide and highly penetrating:
2. The radio appeals to illiterate audience as news and government programmes can be broadcast to them in both their native languages and dialects
3. The radio is relatively cheap when compared to other channels of mass communication
4. It appeals to the radio sense in which case one can easily get to it while doing other things
5. The radio breaks the barrier of power outage as it can easily be operated using dry cell batteries.

With regards to the television (TV) and films, it is equally necessary to note that these media are crucial for effective dissemination of information. They help to create a feeling of empathy among the target audience, thereby motivating them to be desirous of development programmes. They equally serve as potent sources of socio-cultural, health and political transmission and adaptation thereby helping the masses to attain a point of “self-actualization and national development”(Ekpenyong, 1999) They also provide useful information, reports, announcements, and directives needed for the upward mobility of people especially in the rural areas. In addition, they aid in skill acquisition and training the audiovisual power of the TV/Films can often re-awaken a feeling of curiosity among its viewers. When properly harnessed therefore, this curisity can stimulate a sense of loyalty among the viewers who now learn new ideas and ideas through exposure to TV/Films (Anaso, 2000).

According to Ezeonu (199)the films/TV had not fared well as a medium of communication in Nigeria due to the following reasons:

• They are very costly to afford
• They has an acute limited reach
• They are to date a highly urban affair
• They require constant power supply to function

Newspapers, magazines and books are categorized under the umbrella of “print media”. These are equally useful for effective dissemination of vital information. They play the traditional function of informing, educating, persuading and entertaining the masses.

(Anyakora, 2001). Also they help to ensure easier storage and retrieval of information. In addition, they serve us viable tool for mass education and mass literacy by motivating or encouraging readership habits among illiterates and new literates in the rural communities.

 

• STATEMENT OF THE PROBLEMS

The mass media had been identified as potent tools for information dissemination and management, particularly as it relates to national development. However, due to the poor state of the Nigeria economy, the Nigeria media faces numerous problems and challenges in their operations. The cost of production and dissemination of information in the country is high due to the existence of poor infrastructure (such as unstable public power supply, bad roads, high cost of transportative, etc). In addition, due to high level of poverty in the country, most Nigerians do not adequately patronize the media by way of paid advertisements. Also, the reading culture is very low in Nigeria and hence only few Nigerians buy books, newspaper, and so on.

Because of the existence of these problems, it becomes a fact that the Nigerian media are facing big challenge in their bid to fulfill their noble role of informing the society. However, despite the existence of these problems, many media firms still thrive in Nigeria. What are the survival strategies of these media firm operating in Nigeria? This question presents the problem that made this research a necessity.

 

• OBJECTIVES OF THE STUDY

The objectives of this research are as follows:

1. To identify the challenges and problems encountered by the media in a depressed economy such as Nigeria.
2. To ascertain the survival strategies of the media in a depressed economy such as in Nigeria
3. To suggest the remedial measures to the problems besetting the media in this depressed economy
   • RESEARCH HYPOTHESIS

The following hypothesis will be tested in this study:-

HYPOTHESIS ONE

Ho: The prices of production materials (eg. cost of news print, paper, ink, maintainance of broadcasting equipments and distribution cost) do not hinder the operations of the Nigeria media

Hi: The prices of production materials (eg. cost of newsprint, paper, ink, maintainance of broadcasting equipment and distribution costs) hinder the operations of the Nigeria media

HYPOTHESIS TWO

Ho: Increment in advertising costs and cover price of print media has no significant effect on the surival of the Nigeria media

Hi: Increment in advertising costs and the cover price of print media ensures the survival of the Nigerian media.

HYPOTHESIS THREE

Ho: The addition of subsidy on all production inputs will not revive the Nigerian media industry.

Hi:  The addition of subsidy in all production inputs will revive the Nigerian media industry

 

• SIGNIFICANCE OF THE STUDY

The implementations of the recommendations to be made in this research will cause a boom in the Nigerian media industry. This is because it will reduce their cost of production thereby evabling them to fulfil their roles of informing and educating the masses.

The Nigerian citizens will also benefit from this research. This is because the low cost of purchasing the media products will enable them to have unrestricted access to vital information any time and any day.

 

• SCOPE AND DELIMITATIONS OF THE STUDY

The scope of this study borders on the problems challenges and the survival strategies of the media in a depressed economy such as Nigeria. This research is limited to the staff of the Guardian Newspaper in Enugu and Lagos offices.

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