| Content | CHAPTER ONE
1.1 Introduction
This research examines the effectiveness of the radio as an agent of social mobilization in rural communities. (a case study of Anambra state). 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)
- To serve as a bridge between the government and the people.
- To ensure that the policies and programmes of the government are explained and communicated to the masses of the country.
- To intermediate the information gap between the government and the masses in the grassroots.
- To inform, educate and entertain the masses.
- To take the findings of the people living in the rural are and communicate them back to the government.
- To foster discipline and sense of belonging in the audience.
- To help in creating awareness of the government policies and programme.
- To promote culture and social order
- 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
- To what extend does the role of radio affect any social mobilization effort?.
- Does any role played by radio in crisis situation affect the reaction of the people in the situation?
- 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:
- RADIO: This refers or pertaining to electromagnetic wave with frequencies between those of infrared radiation and x-rays, hence, pertaining to broadcast radio.
- 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.
- Electronic medium: It encompasses all form communication that are broadcast through the news radio and television.
- Print medium: This term comprises of all form of communication which is printed in visible form through the newspaper and magazine.
- 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.
- 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.
- 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.
- 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
1.0 INTRODUCTION
The major purpose of advertising is to communicate, educate and market a product/ service, idea or cause, though a channel or media that is accessible to target audience. However, the marketing function recognizes the strategic value of advertising as an element of the promotional mixifirm use in selling their goods and services according to Ozoh (1998, p.13).
Advertising is a distinct promotional element that serves as a bridge between the advertisers and the target market. Through advertising, the advertisers deliver his massage to the target market. Also in a mass market, where it is quite impossible to reach the multitude of prospects for a brand personally, advertising offers not only the cheapest means, but an effective way of entering into the targets consciousness to get them acquainted with the product with the product or services so there is need for advertisement in order to get the targets acquainted with the product or services.
Moreover, many organizations or industries believe that advertising their products will command or attract many consumer for such product. The question now is, does television advertising on consumers choice of beverage using carbury as comparative study for this research.
1.1 BACKGROUND OF THE STUDY
The research under study orders on the topic influence of television advertising on consumers choice of beverage. Advertising pervades our lives. It is impossible to read newspaper, magazine, and journal or watch television, listen to radio or even travel the streets of our cities without being bombarded by commercial messages. Our country derives benefit from information about products and services. On the other side of the fence, companies with products or services to sell, regard advertising as a valuable and indeed indispensable marketing tool. a proximately 3% of the gross national product is currently devoted to advertising, so advertising is a large and essential way of doing business.
research of old see broadcast audience (TV viewers)as passive, hence they provided the passivity theory or buller theory which states that the media has a powerful effect on the audience and this means that once the advertising message gets to audience, it has an immediate impact on them. however, later research has proved otherwise. it is true that some kinds of communication on some kinds of product brought to the attention of some kinds of people, under some kind of conditions have some kind of effect, according to berelson as cited in Nwosu (2005, p.40). This does not mean that the audience is not without their own eritical-mind on a product. Television advertisements have been found to be of immense benefits.
Business organization involves them with advertisement in order to create awareness about their products and services and boost sales. By definition, advertising as the advertising practitioners council of Nigeria (APCON) defines it is a form of communication through media about products, services, or ideas, paid for by an identified sponsor (cited in Ozoh, 1998, p.1).Fletcher (1979) as cited by in Ozoh (1998,p.2) opines it is the dissemination of sales message through purchase time and space. The authors of contemporary Advertising (Bovee and Arens 1986) define, it as the non-personal communication of information usually paid for and usually persuasive in nature about a products, services or ideas by an identified sponsor through the various media.
Furthermore, advertising is a form of communication through the media about products, services, ideas, personalities or organizations, paid for by an identified sponsor. It is also a profession, a body of reminsee involved in the conceptualization, planning, creating, packaging and placing of advertising plays a major information role, making known available product and services to the intending consumers, and offering the products and services as attractively possible, thus enabling the consumer to make a choice, Wright and Warner(1997, p.2) opine that advertising has the unique function to create differentiation among product brands and services that are otherwise difficult to distinguish.
Advertising of a particular product that fails to live up to the expectations of the consumer will not be effective and thus, will not exert any influence. How true is the above assertion? To what extent do these television advertisements influence audience? Hence the relevance of this study: influence of television advertising on consumers choice of Beverage.
1.2 STATEMENT OF THE PROBLEM
The primary aim of every business organization is to make profit and this profit in achieved through the patronage of the class of people the business organization regard as its primary customers. According to McDaniel (1996 p.1) Advertising is a method of impersonal communication using such media as the press, radio, Bill board, television and so on. However, there are a number of problems which need to be carefully stated before any decision can be made about whether to spend any money on advertising at all, let alone how to spend it. For example many people believe that advertising is a waste of money and that media expenditure would be better spending on personal selling. All these are issue in television advertising, hence the need to undergo a study on influence of television advertising on consumer choice of Beverages.
1.3 RESEARCH OBJECTIVES
The following are the objectives of this work
1. To find out if television advertising has any influence on consumers choice of Beverages.
2. To find out whether there are other factors which can influence consumers on their choice of beverages.
3. To find out if television advertising brings about brand loyalty.
4. To find out the number of people that watch television advertising.
1.4 RESEARCH QUESTIONS
With a view to obtaining answer to the problems of this research work, the following research questions are posed.
1. Does television advertising influence consumers choice of beverage?
2. Can other factors other than advertising influence brand loyalty?
3. Do consumers see brand name as synonymous with quality?
4. How often do masses view television advertising?
1.5 SIGNIFICANCE OF THE STUDY
The essence of television advertising is to influence consumers in decision making on their choice of beverages based on what they watch. This study is relevant for advertising agencies and the media who sees the need to receive and disseminate television advert to the public. Also, the study would help researchers and other scholars in ascertaining the influence or effects of television advertising on brand choice of audience it will help audience in the selection of products.
1.6 SCOPE OF THE STUDY
The effect of this work is targeted at determining the responses among television viewers concerning television advertising on consumers choice of beverage using carbury as a comparative study to be covered. Attempt will also be made to know the extent at which television station run such programmes.
1.7 LIMITATION OF THESTUDY
The major limitations of this study is that the newness of the topics as assigned by the project supervisor posed a big challenge to the researcher. Lack of material such as textbook, journals, internet print-outs relevant to carry out the research and renovation of school library were banners to the study. Despite all these limitations, the research was successfully carried out.
1.8 OPERATIONAL DEFNITION OF TERMS
The under listed terms are defined in with their usage in the study, influence, operationally, influence means the indirect power over something. It could be as a result of something, somebody or a group of people.
Television: It is a piece of electrical equipment with a screen on which you can watch adverts with sound and moving pictures.
Advertisement: It refers to any paid for or sponsored messages, which is disseminated through the media and aim at informing and persuading to purchase a product or services.
Consumer: In this context, consumer refers to a person who buys and uses finished goods and services.
Choice: This refers to the selection of something among possible alternatives.
Beverages: Refers to any liquid that is drunk for food or pleasure. A drink other than water | 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.
| 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. | This study is aimed at finding the Effect of Television Commercials on the Buying Habits of people in Enugu metropolis: A study of Omo and Elephant Blue Detergents. The study made use of survey (sampling) method of social scientific research which involves interviews using structured questionnaire. The sample size of 200 people was draw from different parts of Enugu metropolis. In distributing the questionnaire the researcher considered the respondent?s income level education level and ensured that they had television sets in their homes. In order to get a true reflection of the study group. Five hypotheses were formulated and addressed. The hypotheses validated or invalidated by the data presented and analyzed shows that television commercials affects the buying habits of Enugu metropolis people who are exposed to blue detergents? commercials tend to accept (buy) Omo blue detergent more than other brands and brand loyalty to blue detergents is not habitual rather it is influenced by commercials. | CHAPTER ONE
1.1 BACKGROUD OF THE STUDY
This research is on Newspaper reading habit of female staff of Nnamdi Azikiwe University. Newspaper readership studies do perhaps seem to be confined to an observe corner of extent literatures. This probably many be as a result of the assumption that almost everybody reads newspapers for clear reasons; therefore, doing a newspapers readership study to ascertain how frequently, newspapers are read, why they are read and preference for a particular newspapers to the other appear rather to easy to deal with. However most researchers seem to concern themselves with matters of newspapers coverage of events in the society. As elementary as newspapers readership studies may appear to be, their centrality as forming sound foundation upon which further studies are built cannot be exaggerated (Layefa et al, 2016).
Readership studies, besides being the hub of further studies function as a key marketing tools. Advertisers probably would prefer a newspapers of wider coverage with a wider readership reach. Evidently, newspapers readership tends to indirectly influence the what and why of coverage of news events; for reporters, editors give space for events they know would be of interest to the readers. Oloruntola cited in Morka & Orukamayan, (2015) states that news should not only be in an absolute sense of being news, it should be the sort of news that the reader of the paper will likely want to read, a newspapers that satisfies the curiosity or readers is mot likely to be preferred to others.
There are plethora of newspapers researches; a greater percent bordering on newspapers coverage, ownership influence, and editorial readership. But none of those studies ever touched on newspapers reading habit among female civil servant. Therefore this study is different from existing ones in that it centers on newspapers reading habit among female staff in Tertiary institution.
1.2 STATEMENT OF THE PROBLEM
Newspapers are known for the provision of up-to-date information on local, state, national and international events. Newspapers often contain current and interesting information meant for the reading pleasure of the vast majority readers in all walks of life. As an important print medium of mass communication, newspapers provide the most current analysis, debate and criticism of socio-political, economic health and a host of other issue as information, education and entertainment of the readers. The newspapers is no doubt, one of the most widely-read periodicals available and accessible to all on daily basis in print and electronic versions.
However evidence from large body of empirical literature suggest that newspapers readership is on the decline. Dominick (2002, P.14) notes that newspapers readership has been declining over the last couple of years. Udie (2002,p.100) also reports that the frequencies of newspapers readership among Nigerian youth is less then 50%. Biag. (2003,p.83) states that since the 1970s the overall number of newspapers has declined due to non readership.
Therefore, the problem of this study is to ascertain newspapers readership habit of female staff of tertiary institutions, with particular focus on Nnamdi Azikiwe University Teaching Hospital-Nnewi; Anambra State.
1.3 OBJECTIVES OF THE STUDY
The objective of the study is to know the newspapers reading habit of female staff of Nanamdi Azikiwe University Teaching Hospital.
However the specific objectives are as follows:
1 To determine the pattern of newspapers readership among female staff of NAUTH
2. To ascertain the newspapers need most by the female staff.
3 To identify the uses female staff of NAUTH put newspapers into.
4. To ascertain the reasons for preference for a particular newspapers among female staff of NAUTH.
1.4 RESEARCH QUESTIONS
Based on the research objectives, the researcher proposed the following research questions.
- What is the pattern of newspapers readership habit of female staff of NAUTH?
- What is the newspapers read most by female staff of NAUTH?
- What uses do female staff of NAUTH put newspaper into
- What are the reasons for the preference for a particular newspaper to the others among female staff of NAUTH?
1.5 SIGNIFICANCE OF THE STUDY
The result of this study will help editors of different newspapers to know the demography of their audience with the result obtained they will know what material to retain or remove from their newspaper content. The work also help newspapers to have better information characteristics of their audience and also what factors influence the preference of one particular newspaper over the other it will equally help newspaper house to learn what cause about shift in interest in certain category of their reading audience.
It will equally help editors to and publishers to know the psychological disposition their audience towards certain information.
1.6 SCOPE OF STUDY
The study is focused on the topic; newspapers reading habit of female staff of Tertiary Institutions a study of Nnamdi Azikiwe University Teaching Hospital. The study area is limited to specified area only. The choice of area was the researcher's discretion.
1.7 LIMITATION OF STUDY
The study would have expended this area of study but due to time limitation as well as high cost the was limited to female staff of Nnamdi Azikiwe University Teaching Hospital Nnewi.
1.8 OPERATIONAL DEFINATION OF TERMS
Newspaper: The printed decides e.g. Puch, vanguard, guardian etc.
Habit: The level of consumption (e.g. daily, weekly, occasional
Readership: The number or type of readers of a newspaper. |
Reviews
There are no reviews yet.