| Content | Abstract
This research work looks at the Role of NTA in mobilizing women for education in Benin, a study of Benin Network Centre. The study was designed to find out if NTA Benin air programs that can mobilize women for education. The instrument for data collection was the questionnaire. The method used for analyzing the data collected is the simple percentage which was used to analyze the responses gotten from the questionnaire distributed. The findings, it shows that women in Benin prefer doing business to going to school. However, that Marriage does not deter women from acquiring further education and Family responsibilities neither deter women from acquiring further education. It recommends that both the policymakers and school administrators need to promote the principle of equality between women and men in school curricula, educational programs and teaching activities and both the various governments (National, State and Local) and non-governmental agencies should set up programs that carry out and popularize through the media educational and information programs on promoting the equal status of women and men.. | CHAPTER ONE
INTRODUCTION
1.1 Background of the study
This research is on Audience perception of female models in advertising messages (a study of always ultra-commercials) in Enugu metropolis. For any organization, advertising occupies the most important marketing activities, in modern economics; advertising occupies an important market position. The industry (advertising) has grown to an important economic entity supporting lives of millions of people in the world. Advertising is not only an economic activity, but it articulated, different ideas, attitudes and values, which shape out social life and consumption patterns. Therefore, it can be said that advertising has become and form by virtue of signifying practices.
Advertisements, articulates meaning to words although this depends on how we interpret them.
Advertising is such an influence in our society that determines our needs what we care about, how we raise our children, what our interests are and so on. Advertising plays a role involving a number of relationships, power and satisfaction; in this light, advertising has over the years used women as tools/implement to persuade consumers into buying a product and portray the women beautiful and desirable. As noted by Puranik (2011) advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea or product is called advertisement.
In present day marketing activities, hardly is there any business in the modern world which does not advertise. However, the advertisement differs from business to business.
Areas (2008) said that advertising is the structure and composed, non-Personal communication of information, usually paid for and usually persuasive in nature, about products, about services and ideas, by identified sponsors, through various mass media like radio, television billboard, newspaper, magazine, with the aim of creating awareness.
This definition has a close link with that of Dominick (2007), which says that advertising is any form of non-personal presentation and promotion of ideas, goods, and services, usually paid for, by an identified or known sponsor. Advertising makes use of various media to reach out to the consumers across the globe.
Thus it is seen as the process of persuading potential customers to buy products or promote its services. Wikipedia (2011) give way that any organization that wants its products to know and looked for, has to create awareness through advertising.
Wilson, cited in Asemah (2010) said that advertising is controversial in nature and that in the early twentieth century, people clamored for the regulation of advertising. Believing much of it was exaggerated and untruthful. The United Nations conference on women recognized the importance of the mass media on the image of women/female models. As noted by Ingham, television is widely known to represent and reinforce the mainstream ideology of contemporary western culture particularly. While television representation of women have changed greatly in the last twenty years alone, in other to accommodate the changing role of women on the society, one is led to ask how much the ideology had changed behind the more modern representations of women. If this is the case, then it is important for us to question how real the representations of women are on television and how this affects the attitudes of those who watch. Some of the most watched and perhaps influential genres of television viewing are advertisements on soap operas, in a world where women are numbered greater than men, can television be said to reflect the world as it is or dictate it?
Lipmann (1994) averts that gender representation on a small scale has always been important for one to understand what it means to be male or female. Looking at it in terms of advertising (possibly considering the most important aspect, powerful and influential medium in this ever increasing commercial society) is to look at it with more serious eye from the image inflicted upon us in the patriarchal mass media that surround us, it is assumed that we have been encouraged to mould ourselves into a set ideal. For a woman, that means having beauty, elegance, passivity and good domestic ability. One of the reasons televisions is resistant to the messages as conflicting with womens desired to consume. Advertisers do not want to present to the audience a liberated woman, because this new woman does not want and thus, will not buy their products. For this reason, the paper actually examines the perception of the audience of female models in advertising messages, using Always Ultra commercials as the study.
Understanding the concept of advertising
It is any paid form of non-personal communication link, initiated by an identified marketer, to establish or continue exchange relationships with customers and at times, with other stakeholders. Companies advertise to: create awareness, position a product/brand, build preference, and differentiate their product/brands. Dominick (2007) sees advertising as any form of non-personal presentation and promotion of ideas, goods and services, usually paid for by an identified sponsor.
Wikipedia (2011) gave a comprehensive definition of advertising thus: advertising is the persuading potential customers to buy products or promote its services. It is also the branch of marketing that deals with communicating to customers about products, brands, and services. Advertising is a type of communication used to persuade an audience (views, readers, listeners) to take some action with respect to products, ideas or services, most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common, advertising messages are usually paid for by sponsor and viewed via traditional media, including mass media such as newspapers, magazines, television commercials, radio advertisements, outdoor advertising or direct mail or new media such as website and text.
The Advertising Practitioners Council of Nigeria defined advertising as a form of communication through the media about products, services or ideas paid for by an identified sponsor.
Therefore, the real message, aimed/objectives of advertising is effective communication, understanding between producers and consumers.
Brief History of Always Ultra product/commercials
Always began in test market in Minnieapolis, Minnestota in January 1983. At that time (3) pad types were introduced: maxi pads, mini pads, and panty liners. The ongoing market share objective was 25%; by October/November Always had a 21. 5% share; Year (1) was 18.9%. The target audience were women between the ages of 12-49. Test market result indicated Always could achieve a 22.5% going nationally. Competition at the time was intense. Johnson and Johnson was the market leader. Competitive response included new products, line extensions, product improvements, and heavy competitive promotional spending. Always also spent very heavily at that time. Consumer awareness of the product was low; consumers who tried Always like it, except for the pad.
By 1984, Always was in national distribution. At that time there were (4) four pad types: maxi pads, mini pads, thin mini pads and panty liners. National expansion result were mixed: market share was 14.8% vs. the 16% objective. Key issues included in- market distribution and out of stock problems to meet the original 22,5% objective. Additionally, awareness among pad-using women was 82% compared to test market at 89%. Television advertising started 7-2-84 and samples were mailed including a coupon. In 1986, Always Plus was introduced into the US representing the first line feminine hygiene pads with panty protectors on the side where leakage is most often likely to occur. In 1991, Always Ultra was introduced into the US market. The ultra pad incorporates a novel super-sober technology for feminine hygiene protection. In Europe, the general expansion of the full Always product line, including Always Ultra and panty liners also began
1.2 Statement of the Problem
The primary aim of this study is to correct the negative impression of audience perception as regards to the portrayal of female models as sex objects.
1.3 Objectives of the Study
The objectives of the study are:
a) To find out audience perception of female models in advertising messages.
b) To determine the effect of Always Ultra commercials has on the advertising perception of audience.
c) To find out how Always Ultra commercials have portray female models to the audience.
d) To examine the role of female models in advertising messages.
1.4 Research Questions
a) To what extent have female models passed advertising message?
b) How has Always Ultra as a product helped in terms of advertisements, to portray advertising messages to audience?
c) How has Always Ultra commercial influenced the audience?
d) Do models have negative or positive impact in advertising?
e) In what manner does the audience see female models?
1.5 Scope of the Study
The essence of this research work is to study how Always Ultra as a product and its advertisement/commercials has audience perception, of female models in passing advertising messages in Enugu metropolis. The study covers only commercials run by Always Ultra company.
1.6 Significance of the Study
The study will help to determine the extent of knowledge of audience and likewise their attitude towards commercials both on radio and television. Also, the research helps to ascertain the importance of electronic media especially the television as a media of bringing about peoples awareness innovation. As a result of this research/study, it helps to educate the audience on the benefits include positive view of female models in advertising messages, and the importance of the product been studied to audience and finally eliminating the thought of female models as only sex subject and not product promoters.
1.7 Operational Definition of Terms
The following terms where used and is defined as follows:
Audience: a group or number of people that come together to watch, listen or read the same thing.
Perception: it is an idea, belief, or an image you have as a result of how you understand the true nature of something.
Female model: a lady or woman that showcase a product/service.
Audience perception: what a group think of the true nature of a thing.
Commercials: it is connected with showcasing goods and services and making profit.
Advertisement: a notice, picture, or film telling people about a product, job, or services. | CHAPTER ONE
1.1 Introduction
The exposition of principles for this study boils down to the fact on any mobilization effort going in the country or within a geographical area which radio becomes an important instrument for social mobilization.
The main content of radio is not designed to challenge or modify the social and political structure of nation either in a non-party state or in a democratic society. This effort of radio stemmed in emphasizing the ability of view presented in the media. Which emphasize the fundamental impact of control.
The enlightenment of radio programme introduced by the military regime of late general Sani Abacha was to carry out a new social order and towards the enthronement of fourth republic in a situation where most Nigerians have lost faith in military toward a sincere transition programme as a result of the latest statement of 3rd republic. The radio become a necessary instrument to let people know all things that is happening.
Bringing to the notice in radio programme the rural communities agency (R.C.A) was established by Late General Sani Abacha administration in 1995 on the ashes of the radio mobilization for social justice, economic recovery and self reliance (MAMSTER) agency radio serves as instruments for control with the study in the so-called new nation of Africa.
According to Donald A. Hobbs and Stuartly Blank (1986) of increasing significance in modern time is the influence of radio in the form of available literature and sit television programme.
The mass media can be used both to promote social stability and to effect special change. Its effectiveness his on its ability to reach masses of people immediately at once and in dealing with people regardless of the race or geographical location. It is very necessary in teaching the people extensively and making the people to feel the impact of what is going on in their country or to feel the programme you are intending to introduce. This is where the radio come in, because no society exist in vacuum and as such making people to feel the impact of what you are doing which is necessary to achieve he desired effect.
Consequently the Nigeria radio channel area not vibrant to its zineth, the journalist works tooth and nail to make the Nigeria media performance an excellence in performing the duty of social mobilization the attitude toward Nigerian should be known by effectiveness of radio as an agent of social mobilization.
Daniel Learner (1968: Pg 50) posited in standard of living urbanization, literacy and exposure to the radio during the process of transition from traditional to modern society.
According to W.I Thamas (1995:pg 17) He said the native language of radio supplied an important element of group integration and a linkage to wider community.
1.2 Background Information of Rural Communities Agent
The communities Agency (R.C.A) was established by Late General Sani Abacha administration in (1996) on the reason of Mass Mobilization for social justice Economic recovery. Self reliance (MAMSER) in carrying out a new social order for the country. The agency was mandated by the government to ensure that all this polices and programme are carried to the people as quickly, fast and effectively as much as the following can be seen to be functions of (R.C.A)
a) To serve as a bridge between the government and the people.
b) To ensure that the policies and programmes of the government are explained and communicated to the masses of the country.
c) To intermediate the information gap between the government and the masses in the grassroots.
d) To inform, educate and entertain the masses.
e) To take the findings of the people living in the rural are and communicate them back to the government.
f) To foster discipline and sense of belonging in the audience.
g) To help in creating awareness of the government policies and programme.
h) To promote culture and social order
i) To help in the enlightment of the people based on the above function. It is difficulty for the rural communities agency to achieve the desired impact with the use of the radio.
1.3 Statement of Problem
This research work is directed at the following problems.
a) The problem of creating awareness to the grass root in a rural
area.
b) The problem of how to mobilize people toward a certain goal concerning the issue of social mobilization.
c) The problem of how rural community Agency (RCA) can make their aspiration in knowing people of rural area their need.
The above mentioned problems are the issues to be looked into in the cause of this subject work.
The issue of creating awareness particularly to the grass roots who are largely hetrogenous, is not an easy task and should be a cause for concern for the agency in carrying out the onerous duty. Also the problem of effectively mobilizing the people is at the same time not an easy one, because different people has a different ways of responding to an issues. Equally radio on its part, will be trying to devise a means of making his aspirations known to the people without being accused of basic or necessarily an organ of propaganda.
1.4 Purpose of Study
The purpose of this study is to find out how the activities of the radio affect the programme of the rural communities agency (R.C.A) the work which is focused in finding out how radio can be used effectively in mobilization effort in the country. Particularly a reference to Anambra State. Also to find out how (R.C.A) can be more productive in achieving the desired result using the radio as an instrument of mobilization. Moreover, emphasis on discovering specific reaction and change generated by media content which tends to produce a basic distortion or limitation in their findings.
1.5 Significance of Study
The need and important for this study is to stress the fact that the press is an indomitable concept of the rural communities agency (R.C.A) which is meant in achieving the desired impact intended, it is also intended to highlight how the radio can be used in mobilization effort to build a harmonious relationship between the masses and the government. Also the study intend to stress the importance of radio as an instrument of hope restoration in a hopeless situation life the perilous time of military regime. Also the radio can be veritable vehicle to carry information from the government to the people. Which brought about possibility of a good organized information flow throughout the country.
1.6 Research Questions
a) To what extend does the role of radio affect any social mobilization effort?.
b) Does any role played by radio in crisis situation affect the reaction of the people in the situation?
c) To what extend can the radio be used in mobilization effort in carrying out a new social order ?
1.7 Limitation of Study
In the cause of carrying out this study, this following problems arose, they are:
1) The non co-operation of all respondent: In this case not all the respondent co-operated to the study of cause; out of 350 questionnaire, it was only 300 that was responded and this is one of the factor in contribution to the rise of problem in carrying out this study.
2) Financial constraint: Due to excruciating financial handicap and economic problem. The researchers went through some financial draw back in the process of gathering data for conclusive project work, money for travel to area where the data for this project work could be obtained is lacked, money for buying books for reference purpose, money for typing and binding the whole project work, infact money is needed in all aspect to carry out this work into completeness.
3) Time: Limited time is also another factor that militate against this study this time issue is also the problem which the researcher of this work faced in act of putting together this work. The time allotted for us the students for completion and submission of this project work was so short that the researcher tears that it may affect the reliability and validity of this research work if totality of research was to be considered.
1.8 Scope of Study
This research work only focused and covered the activities of the rural communities Agency (R.C.A) of grass root levels in Anambra state of Nigeria pertaining its social mobilization effort and not the whole state in Nigeria or the entire country.
1.9 Definition of Terms
The key words used in this research documentation are:
a) RADIO: This refers or pertaining to electromagnetic wave with frequencies between those of infrared radiation and x-rays, hence, pertaining to broadcast radio.
b) Effectiveness: This refers to the subject scores of the ability or power of the total understanding and appreciation of subject in its activeness in the desired effect.
c) Electronic medium: It encompasses all form communication that are broadcast through the news radio and television.
d) Print medium: This term comprises of all form of communication which is printed in visible form through the newspaper and magazine.
e) Agent: The term agent have to do with human beings living as a group in a situation requiring that they should have dealing with one another. Like in social form.
f) Mobilization: To be mobilized or to become organized and make ready for use or ready for required action. (R.C.A) this is an organ created by Late General Sani Abacha administration charged with the mandate or role of people acting as a vehicle of explaining government policies and programme to the people.
g) Social mobilization: This involves the act of creating social awareness in people (i.e) letting people know the social operandi of a place. Which can be, cultural, political, economical, social etc. It can be for awaken old value or new value.
h) Anambra: This is one of the South eastern state in Nigeria. The occupant of Anambra state is dominantly Igbo people, speaking Igbo language Anambra state is one of the 36 state in Nigeria that make up the Federal Republic of Nigeria. | CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Thuis research is on The Impact Of Community Newspaper In Creating Political Awareness At The Local Level, A Case Study Of Aguata Local Government Area. The phenomenal growth in mass media channels have led to an expansion of the roles it could play in various areas apart from performing the functions of providing information, influencing public opinion, social attitudes, entertainment and bringing about greater social integration. In contemporary times, the media play important role in providing information through news reports and analysis which is beneficial in assessing political performance.
In Nigeria, the press historically played a powerful role in motivating people to participate in the freedom struggle during independence era years after the first newspaper was published by Reverend Henry Townsend. This led a very solid foundation for the expansion and growth of newspaper industry. The newspaper industry was at the front of the fight for independence of Nigeria in particular and Africa in general. The pre and post independence press (Newspaper) brought about many innovations. They fought colonial masters, gained their independence and also brought development to the nation through their coverage. This development is in all facets of human endeavor and springs across economic, social, cultural and most importantly political aspect of the country. This development in area of politics was attained through mobilization of the masses and the creation of political awareness in both national and local level; using national newspaper at national level and community newspaper at local level.
Although, this does not mean that therefore the advent of the newspapers that political awareness has not been. Prior to the advent of the newspaper, community development had progressed from generation to generation. Communities and even ages grades undertake various political programmes like elections and appointments of village chiefs and rulers, which is peculiar to communities.
However, in contemporary time, as newspaper has come to stay in Nigeria, it is not possible to talk of development without mentioning politics. When we talk about politics, the first thing that come to mind is creating awareness to let people know about political programmes available, their right etc then mobilizing them to participate in the programme. Therefore, for meaning national development, it must be anchored on generating useful and effective political awareness.
In emphasizing the role of the mass media in nation building the government should be aware that the mass media must provide a basic national and balanced services of news which will educate the citizen of the country. For it has been observed that general mobilization and enlightenment of citizens for political activities are the main factor of any development process.
However, the area of focus in this research work should be on the print media and community newspaper to be precise. This entails the roles it played in the past and the role it still plays in liberating the masses from obscurity, especially the role played during the struggle for independence for the reasons, the various government and people have recognized the influential and powerful nature of the community newspapers on information gathering dissemination as well as in mobilizing the people towards a common goals. Some are still wondering at the role of the press in molding, influencing and exerting public opinion. However, the impact of politics has not been felt in some area due to the people’s level of press awareness on political programmes and activities.
Generally, the newspaper industry has experienced a lot of transformation is evident in the rate at which many newspaper have been springing up in all nooks and cranny of the country.
One appreciates this development, with the development of community newspaper by some newspaper by some newspaper houses. But how far have these community newspaper gone in catering for political enlightenment of people at rural areas with particular references Aguata Local Government Area. The people at the local area comprises the bulk of the country’s population. They are the cradle of civilization.
Aguata Local government Area is one of the twenty-one (21) local government area in Anambra State. It is made up of fourteen (14) autonomous communities, with it headquarters at Ekwulobia. It is one of the largest five local government areas in the country.
The local government is rapidly developing industrially, commercially, socially with rich heritage. Ekwulobia one of the communities and a growing commercial town has been elevated to urban status by the state government. The people of the area are mainly farmers and traders with potentialities of becoming self-reliant in food production. Palm oil production is the dominant cash crop in the area. The area is also famous in arts and culture as Igboukwu archeological finding testify to this; it has the only ancestral museum in the state.
Aguata Local Government Area has an estimated population of about 328,324 (three hundred and twenty eight thousand, three hundred and twenty four) people of various age bracket and also comprises of indigenes and those that are available are overstretched due to high increase in population and erosion menace, this has retarded the pace of development. This neglect should be attributed to lack of adequate knowledge of political programmes of the government in power by the people in the area. This has always resulted in the their choice to parties and candidates during the election of representatives.
Thus, the primary role of community newspaper in such area is the effective mobilization of the people towards effective political awareness.
1.2 Statement of the Problem
It goes without saying that the people living in rural areas contributes 80% of the country’s population. Mass media including print in performing its function since inception through demand get based or situated in the urban areas of the country. The rural masses suffer negligence. Government in Nigeria for long paid, lip service to development of rural areas. The national newspaper has always has strived to present information, news, articles, features, events etc that favour mostly the urban dwellers. These rural areas are often news-locked as such, it exposes the rural folks to dwell mainly on town criers, opinion leaders, market master etc for dissemination of news and information is not effective.
One sad thing about these rural dwellers is that most of them are illiterates and even when they receives information, they may not understand the implication and some rural masses do not realize the importance of their own participation in national development, many lack basic knowledge about the country or the bare minimum political desire to cast their votes and this calls for intensive public political awareness and enlightenment in the area.
It is against this background that the researcher in this study advocates for the resolution of these pressing issues as;
- The need for an urgent of community newspapers
- The role of the community newspaper in creating political awareness among rural dwellers.
- The accessibility of rural dwellers to community newspaper.
- The extent to which the community newspaper cater for the interest of the rural dwellers.
1.3 Purpose of the Study
This research project is being undertaken with several objectives in mind, and intend to look into the following areas;
- To find out the actual influence the community newspapers have in creating political awareness in Aguata Local Government Area.
- To provide information on the level of the exposure of the populace of Aguata Local Government in politics and politics matters.
- To emphasize the importance of rural dwellers participation in politics.
- To enlighten the rural folks on the importance of their votes during election.
- To use community newspapers to attract development and investment in rural sector.
1.4 Significance of the Study
Nigeria since independence had cheered history of government system. They have witnessed more military regime to civilian regimes as a result, Nigerians have not inculcated the democratic culture, they are still at the cognitive stage where a lot of mobilization need to be created for them to know the benefit of democratic culture. It is also imperative to educate them on the working of a democratize government.
Thus this research work becomes inevitable and very vital as democracy has come to stay in our country of which Nigeria has created history in her smooth transition from civilian government hence the study becomes imperative to governments states, individuals and society at large.
This study was also essential to enhance the effectiveness of community newspapers in mobilizing the masses as well as help to unearthed some of the problem hindering the mobilization of the people of Aguata Local Government Area by community news paper (urban news) and offer possible solutions.
This study is also important to help newspapers administrator to devise effective means of creating political awareness in their various areas of circulation.
Although this work beams it’s search light on Aguata Local Government Area, it is also essential to point out that most local government areas in the country are faced with the similar situation so, the findings and recommendation reached at the end of the country.
However, the study besides adding to literature, will offer new grounds for further studies.
1.5 Research Questions
For the purpose of writing this research work, following research questions are formulated, of which answering them will help in giving direction and order to this work.
- To what extent has community newspaper helped in the creation of political awareness to the people of Aguata Local Government Area?
- Do members of the community have access to the community newspaper?
- How effective is community newspaper in getting information to the people of Aguata Local Government Area?
- Is there any relationship between the people’s exposure to the community newspapers and their participation in political programmes.
- To what extent do community news papers cater for the interest of the community?
1.6 Scope or Delimitation of the Study:
The topic was chosen with the intention of finding out the impact of community newspaper is creating political awareness at the local level. The work beams it’s search light on Aguata Local Government Area.
1.7 Limitation of the Study
The most limiting factor that factor that hindered the researcher was time. The apportioned for the research work was to short for more wider comprehensive work.
Another limiting factor to the work were finance and inadequate material resources, the non availability of related books in the area of study was another major factor limited the study, although the little available were judiciously used.
Another inhibiting factor was the administration of questionnaire that were sent out were not recovered, some were not properly filled. However, nothwithstanding these limitation stated above, the work was a success by imploring diplomatic measures towards appraising the research topic thoroughly.
1.8 Research Hypothesis
- Ho: There have been no improvement in using community newspaper to create political awareness at local level.
- Ho: that community newspaper has not achieved the desired objective in creating political awareness.
- Ho: That constant exposure to community newspaper is not likely to enhance individuals attitude towards political programmes
1.9 Operationalization of Terms
- Newspaper: It is a regular printed document consisting of news reports, articles, photograph and advertisements that are printed in large sheets of paper which are folded together but permanently oined.
- Impact: A powerful effect that something has on something especially news on a situation of affairs on establishment.
- Awareness: An act of fairing special interest in or expe3rience of something and so bring well informed of what is happening in that subject at the present time.
- Community: People living in a particular area who are considered as a unit because of their common interest and background.
- Rural Area: Area outside the urban area where 65 percent of Nigerians live.
- Urban Area: Township where government officials and the middle class live.
- Masses: The entire citizenry. Those not in governments.
- Mobilization: The creation of awareness in people with a view of changing their opinion towards certain issues.
| This work focuses on the coverage of foreign news by Nigerian Newspapers using Vanguard and Daily Sun as case studies. The researcher made use of content analysis while simple random sampling was used to select 24 editions of the two newspapers which amounted to 48 editions as the sample size for the period of six months of this study. The findings show that Nigerian newspapers report foreign news frequently but do not give it prominence that is most foreign news reported were buried in the inside pages of the newspapers. Also the Nigerian newspapers report more of negative foreign news which does not have any bearing on development purposes. This work concludes that the concept of imbalance in news flow should be given less attention and be accepted as a characteristic of media system. | Broadcasting has been at the forefront of many technological changes mostly in digitalization and enhancement of existing technology. For example digital technology now permits listeners to obtain traffic information and news per se |
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