THE ROLE OF THE BROADCAST MEDIA IN THE PROMOTION OF GOVERNMENT POLICIES IN NIGERIA

A STUDY OF ESBS TELEVISION ENUGU

ABSTRACT

This study on Mass media in the promotion of government policies in Nigeria was conducted to determine the contributions of mass media research in the overall success of promotion of government policies in Nigeria, using Enugu State Broadcasting Service of Nigeria in Enugu state as a study. This study is made up of five chapters, chapter one deals with the introductory part of the study, scope of the frame work, limitation of the study. Chapter two highlight the literature review with is other peoples view on the subject matter, the study will attempt to strike a balance between observations and theoretical concepts of feeling of people about government policies. Chapter three deals with the areas covered by the study and the method employed in the analysis of the data that was collected through research questionnaire, design, selection of sample size, source of research materials, the re search instruments and treatment of data. Chapter four analyzed the collected data and presented them in such as simple form as to enhance proper understanding and provide correct statistical testing for the postulated hypothesis in eh study using the chi-square. Finally chapter five brought together the summary of findings, incorporating the observed data to make recommendations on how to apply government policies for the success of mass media. Recommendations are therefore made for every public or mass establishment to appreciate and recognize the need for mass media activities as this will help to balance information. Finally, the researcher sincerely hope that this study will contribute invaluable quota in understanding mass media in the promotion of government policies in Nigeria.

CHAPTER ONE

1.0   Introduction                                                                     1

1.1   Background of the study                                                  1

1.2   Statement of the research problem                                  5

1.3   Objectives of the study                                                     7

1.4   Significance of the study                                                  8

1.5   Research questions                                                          9

1.6   Research hypothesis                                                                10

1.7   Theoretical frame work                                                    10

1.8   Scope of the study                                                           12

1.9   Limitation to the study                                                    13

1.10 Definition of terms                                                           14

CHAPTER TWO

2.1   Sources of literature                                                17

2.2   Review of relevant literature                                     17

2.3   Summary of literature                                              23

 

CHAPTER THREE

3.1   The research design                                                         25

3.2   Area of study                                                            25

3.3   Population of the study                                            26

3.4   Research sample                                                      28

3.5   Research techniques                                                        29

3.6   Instrument for data collection                                  30

3.7   Method of data collection                                         30

3.8   Method of data analysis                                           31

3.9   Expected result                                                                31

 

CHAPTER FOUR

4.0   Data presentation and analysis                                       33

4.1   Introduction                                                             33

4.2   Research question, analysis and testing of hypothesis 39

4.3   Discussion of finding                                               40

4.3   Discussion of results                                                       42

CHAPTER FIVE

5.1   Summary                                                                 45

5.2   Conclusion                                                              46

5.3   Recommendation                                                     47

 

References                                                               48

Appendix                                                                 50

 

 

 

 

 

 

 

 

 

 

 

 

 

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Broadcasting media in the promotion of Government policies has been regarded as very crucial as a result of the media been seen as the forth estate of the realm which is indispensable.

Mass media, according to Robert while (1999) was introduceds a form of military communication in the 1920’s, the apogee of nationalism and government propaganda policies.

Dominick (1990) one of the striking facts about media is that it was invented by young people for example, Macorni who developed wireless transmitter was only twenty three when he did that. But, can the adult misuse or abuse mass media because it was the brain child of the young people? So it could be misused by the powers that be. Quoting Aiyetan (2002) Galadima (2003) “public office holders believed they can do anything and get away with it as long as they control media, or get a good journalist to do the dirty job of lying with facts”.

It is very important at this point to have an over view of that the world media means…

“the main way that large number of people receive information and entertainment, that is through radio, television and newspapers”.

In the above cited dictionary, it went further to define Government as a ….

“Group of people who are responsible for controlling a country or a state”. While policy was defined as a “course of action adopted or proposed or a contract of insurance”.

Having defined what media, Government and policy is, it is worthy of note that the media indeed a viable instrument for national growth. But it is quite unfortunate that most media practitioners are busy seeking for brown envelop and these has put the intended policy of Government into questions.

Odumegu Ojukwu, observed thus: when a public officer holder does something outlandish,   the media sing his praises instead of condemning his that   concentrating on more important national or state issues.

Ternskur (2003) citing Nwankwo (1987) to describe the Nigerian Mass media as “Government reflects the will and intact of the class that controls the existing mode of production, power block and political machinery in their media outfits.

In a published work and lecturer delivered by Mark Eze (2010) which was entitled fundamentals of communication theories, he identified the four theories of the press which hare authoritarian theory, libertarian theory, communist theory and social responsibility theory.

He explained authoritarian theory as a system where press are subordinate to state power, libertarian theory as where press is not an instrument of Government but rather a device for persecuting evidence and arguments on the basis of which the people can check government and make up their mind in policy.

He further explained communist theory as where media are used as an instrument of unity within the state and the party.

Finally, social responsibility theory was defined as the total freedom of press without any form or restriction. In all the above mentioned theories, the one that is of interest is the social responsibility theory which stipulate the way the press should rightly be and that the press responsibility for the public to get them adequately informed and alert them in time of danger.

But the question that is begging for an answer is how far are the media   learning up to this obligation? Are the people adequately informed? Do they know what they are suppose to know? Are the media given the free hand to operate as guaranteed by section 36 sub section (2) of 1999 constitution of Federal Republic of Nigeria which says  that:

“Without prejudice of the generality of subsection (1) that every person is entitled to own an operate any medium of information and disseminated ideas provided that no person other than Government of the federation or of a state or any other person or body authorized by the president shall own and established.

The same section 36 says that:

“every person shall be entitled to freedom of expression including freedom to hold and impart ideas and information without interference”.

So with these view, It will be worth while to

1. Remove all manner of restriction except the one prescribed by law or opposes the law and which will be fore the interest of the public.
2. Freedom from action design to frustrate, present or control the free circulation of information should be abolished.
3. The press should be allowed to do constructive criticism, since they are the watch dog.

The above measure will allow the press to disseminate information to the masses. Then, the policy of government will no doubt open the door step of citizenry.

 

1.2 STATEMENT OF THE RESEARCH PROBLEM

All over the world, especially third world countries with less degree of free press, government has manipulated the masses using broadcasting  media, broadcasting is  volatile and its potential are unending satisfaction, as in print media. It has great potentials in information dissemination, education, enlightenment, political, socialization and socio-cultural orientation.

Most people from their opinions based in what they learned from the mass media.

Regrettably, observed Schramm (1971), quoted by Egbeze (2000) forming an opinion becomes mire difficult when a person does not have access to adequate information.

This information will help individual to form an opinion. When the masses are misinformed, or un-informed due to excessive censorship or primitive control measure of state owned media by the government, the public might react and take law into their hands. For instance between 2000 and 2002, there were instances when aggrieved media audience is Anambra, Imo and attacking Anambra Broadcasting Service (ABS) Umuahia. The attack on the broadcasting media stations were as a result of unprofessional reportage of election news.

The three mentioned broadcast stations were not alone in unprofessional broadcasting.

Since Enugu State broadcasting service (ESBS) is one of the state government owned broadcasting media stations it could be involved in state government policies like others.

The tendency of disinformation and propaganda, the type defined Lasswell (1937) propaganda are techniques of influencing human actions by the manipulation of representation” are pone to exist in a society where government missues the media.

Mass media in the promotion of Government policies has a serious concern to everyone due to the fact that the people interest are not born at heart and also by much influences exacted on the media by government and its agencies.

 

1.3 OBJECTIVES OF THE STUDY

Sycophancy flattery and Praise Singing have been promoted to higher distributing levels more especially in political broadcasting state owned media stations have perfected the crude and irritating art of praise sing for Governors and their officials (Umechukwu, 200: 12).

Infact, a sycophant journalist is a source of irritation to media audiences who often see them though the false less of the media content packaged by the unethical singer.

Sycophancy in every ramification, kills the spirit of investigative journalism, especially among young reporters who meet praise singing and see it as the main stream in journalism practice.

However, the purpose of this study is to….

1. Find out the responses of the people toward the message they receive from the media about Government policies.
2. To find out the elements the message receiving from the media about Government policies has produced.
3. To find out how the masses react to media messages.
4. To find out how assessable the mass media are to the people.

 

1.4 SIGNIFICANCE OF THE STUDY

The benefits of this study are numerous. The use of mass media in the promotion of Government policies, demands serious empirical investigation because its significance for example :

1. The study result will confirm whether government use mass media in the promotion of its policies.
2. The study will expose the level of Government policies involvement in the management, and staff recruitment in the stations.
3. The study will expose the level of sycophantic practice in the state broadcast media.
4. The result of the study will serve as reference materials for further studies in management, Government and mass communication.
5. Both the state government and management of Enugu State Broadcasting Service will find the study useful in many aspects.

 

1.5 RESEARCH QUESTIONS

A number of questions have been raised and answer to such question definitely shall provide solution to the problem of state government misuses of state broadcasting media organization.

The belief of the researcher is that the following research question will provide focus and direct his attention to major issues in the identified problem and the questions are:

1. Do Enugu State broadcasting Service (ESBS) effective in giving adequate information to the public about Government policies?
2. Are Enugu State Broadcasting Service (ESBS) truthful and consistent on mobilizing the public (i.e masses)?
3. Are the masses influenced by the media in the cause of enlightenment.

1.6 RESEARCH HYPOTHESIS

H1: Does Enugu State Broadcasting Service (ESBS) plays an effective role in informing the publics about Government        policies.

Ho: Enugu State Broadcasting Service (ESBS) do not play an         effective role in informing the publics about government     policies.

H2:   Government policies are objective and truthful when use to   mobilize the public by the media.

Ho:  Government policies are not objective and truthful when use to         mobilize the public by the media.

H3: The publics are influenced by the media on Government policies.

Ho:   The publics are not influenced by the media on Government policies.

 

1.7 THEORETICAL FRAMEWORK

The most appropriate theory for this study is the critical theory propounded by Staurt Hall (1932).

Staurt Hall, a sociologist was of the opinion that mass media serve as a means by which the “haves” in the society gain the willing support of the “have – nots” to maintain them status quo to him, the mass media function to maintain the dominance of Hall believes that mass media mainly serve the rich, influence and the powerful and exploit the poor, the weak, the needy and the masses. Mass media merely celebrate the political claims that democracy works and the man in power at the national or state level is the best leader of the time.

In application therefore, state broadcasting media apply his theory in promoting, telling the people that the governor of the state is the “messiah” the “God sent leader” and the “Hope of the masses”.

The theory uses the concept of hegemony which means preponderant. Influence or authority especially of one man or nation over another.

Media use this concept to impose the leading class ideology on the rest of the society (the masses) within a terms contained in the titled of this work.

 

1.8 SCOPE OF THE STUDY

The researchers interest in carrying out this at this time in informed of the fact of mounting criticisms against state government, misuse of state government broadcast media.

In fact between 2000 and 2005 across South East geo-political zone, the state broadcast media audiences had cried full foul of unprofessional broadcasting. In Abia, Anambra, and Imo aggrieved media audience rose against unethical political broadcasting and attacked both media workers and station property in several occasions.

Also at Ebonyi State, it was observed that, the state broadcast  media was on extension of the State Governor’s wife could sit down in her kitchen and give order for any presenter to be punished for seating what she did not like.

Therefore, this researcher assumes that:

1. The Enugu state broadcasting Service (ESBS) being a state broadcasting media out fit cannot be exempted from state Government manipulation.
2. That the station must be involved in sycophantic broadcasting in order to please state government.
3. Staff recruitment in the station has strong political undertone or biases.

 

1.9 LIMITATIONS OF THE STUDY

Uzoagulu (1998: 167) limitations of the study refers to short comings, difficulties and problems found in the design and the execution of the research project which in the views  of researcher could affect the Fidelity and genet ability of the findings.

In this study which is a part of class work, there are some obvious limitations which include:

1. Limited time frame for indepth investigation.
2. Lack of fund to sample many respondents in the three geo-political zones of Enugu North, Enugu East and Enugu West.
3. Problem of accessing information as some of the Enugu State broadcasting Service staff refused to open-up and give responses to some probing questions.
4. Lack of co-operation by the members of public as some prospective respondents refused to accept the researcher’s questionnaire copies for undisclosed reason.

 

1.10 DEFINITION OF TERMS

There are some of the terms that are paramount to project work and those terms may be defined according to conceptional and operational meaning.

MEDIA

CONCEPTIONAL MEANING

Media is a substance regarded as the means of transmission of a force or effect.

OPERATIONAL MEANING

Media is a means through which people get themselves attached to it for getting information.

GOVERNMENT: CONCEPTIONAL MEANING

Government is a machinery through which political authority is exercised.

GOVERNMENT: OPERATIONAL MEANING

Government is a body responsible for the making of laws of a state, make and implement its policies maintain law and order within its territory.

PROMOTION: CONCEPTIONAL MEANING

Promotion is the process of going from one level to another level.

PROMOTION: OPERATIONAL MEANING

Promotion is a move from one rank to another rank in an organization.

 

 

REFERENCES

Casey, Ralph .D (1960) “The Press Propaganda and Pressure Group” in Wilbur Schrsmm (ed Mass Communication. London University of Illinios Press.)

 

Hong, Junhao (1977) Evolution of China’s media functions during the 1980’s New Model in a Neo era? In Masho Wed Bailie and Dwanage Winseek (Eds) Democratizing Communication. New Jersey Hampton Press Inc.

 

Moemeka, A (2002): “Development, Social Change and  Development Communication: Background and Conceptual Discussion” in Moemeka, A (Ed) Development Communication is Action; Building understanding and creating participation, Maryland: University Press of America, Inc.

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