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ABSTRACT
This study probes the impact which Tv has on the cultural values of the Nigeria youths. It specifically tackles the impact of western Tv programes on Nigeria University students. The research posits that the current trends in cultural behaviour of youths in Nigeria as observed among Caritas student Enugu is significantly associated with their perception of western culture and exposure to western Tv programmes. The assumption that foreign media content has direct powerful effects is shared by optimistic modernization theory. Lerner 1962 Rogers 1964 Schramm 1964 and the later critical perspective of cultural and media imperialism. McPhail 1981, 1984 Gerbuer 1977. The research applies the theory of acculturation along with the culturation hypothesis. Defluer and Dennis 1991, Garbner 1977, Morgan 1991 explains that acculturation of Nigeria youths take place as a result of exposure to western Tv which influence the perception of Tv reality and alters selfimage. From the review of related literature, the following hypotheses emerged for testing HI: More exposure to Tv will tend to identification of western television stars as models. H2: The improvement of Local Tv movies industries will increase Nigerian youths preference for local Tv product. Research hypotheses 1 and 2 received statistical support from the analysis of collected data using the survey research method Recommendations to check the cultural genocide for further research were preferred.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Research Problem 2
1.3 Objective of the Study 3
1.4 Significance of the Study 3
1.5 Research Question 3
1.6 Research Hypothesis 4
1.7 Scope/Delimitation of the Study 4
1.8 Assumption of the Study 4
1.9 Limitation of the Study 5
1.10 Conceptional and Operational Definition 5
CHAPTER TWO
LITERATURE REVIEW
2.1 Sources of Literature 6
2.2 Review of Relevant Literature 6
2.3 Theoretical Framework 12
2.4 Summary of the Literature 14
CHPATER THREE
METHODOLOGY
3.1 Research Design 16
3.2 Area of the Study 16
3.3 Population of the Study 16
3.4 Research Sample and Sampling Technique 17
3.5 Instrument used for Data Collection 17
3.6 Validity of the Instrument 18
3.7 Method of Collecting Data 18
3.8 Method of Data Analysis 18
CHAPTER FOUR
4.1 Date Analysis and Presentation 39
4.2 Hypotheses Testing 47
4.3 Discussion of Findings 52
CHAPTER FIVE
5.1 Summary 58
5.2 Recommendation 59
6.3 Conclusion 61
6.4 Suggestion for further Studies 63
| 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
1.0 INTRODUCTION
Magazine is a package of news events written in analytical form. Because of the periodic nature of the magazine, information on day to day events are not emphasized, instead it concentrates on giving in0depth, focus, perspective, bearing explanation or interpretation of news, since it has more time and considers pace to dig or investigate and also research into issues and situations.
The magazine in any society occupies an indispensable position. The magazine has been described as a daily historic document. This is because it chronicles every significant issue or event happening within society. The magazine serves to check such exercises its report, of issues of the day. Thus, it is the most important source of reference for scholars, historians, sociologists, politicians and so on.
Magazine is a big industry. It is capital intensive and expensive. Its customer ship transverses its area of circulation, and it often loyal. From its advertises who ensure heavy revenue to the buyer who does same, it is all hopes of good income.
As a big industry, the magazine ensures employment opportunities, fulfills its obligations to its employee by paying salaries and Emoluments, helps in ensuring community development through provision of social and welfare amenities.
The magazine has provided excellent facilities for product promotion and advertisement. This is a most undeniable contribution ot product development. Advertisements of goods and services give us information on the merits and demerits of that product and help decide what is good for the individual. Apart form this, adverts helps develop healthy rivalry between manufacturers of similar goods.
Magazine has a vital importance in discovering areas of societal structural decay, lack of amenities like potable water, light, roads, medical and paramedical facilities. The magazine must then address these issues accordingly with a purpose of ameliorating the situation.
One things that will be a recurring decimal is that people have different views of reading magazines. That is to say, what is perceived is according to the perception of the perceiver which is another way of saying that people have reasons for choosing different media based on what they want to get form those media.
As Awodiya (1974) points out that most people read news magazines because of the durability of information gathered from them. Magazine offers the opportunity to read, re-read, discuss and debate on the information.
Macdugall (1984) believes that magazines are read by some people because hey take the readers behind the events of the days actions, relate the news to the readers, own frame work and experience, make sense out of the facts; put factual news in perspective, add meaning to the news and help point-out the significance of current events.
The above assumptions have made the researcher to find-out the magazine reading habits of students in the tertiary institution. This is the area of special interest in this project.
1.1 BACKGROUND OF THE STUDY
In Nigeria, the very first magazine was the SPEAR AND DRUM, but the very serious attempt to publish a magazine started with publication of Nigerian Magazine in 1963.
One major characteristic of magazine in Nigeria at that time was the very transience nature of their existence. For three years after Nigerian magazine emerged, West African reared its head for a short span of 12 months (January-December, 1966). A number of factors accoutered for West African demise, but paramount among them were finance and ravaging Nigerian Biafra Civil War at that time.
However, this magazine, after some serious re-organization four years after the war, resumed publication that lasted for eight years. That was the period between 1974 and 1982.
The plight of West Africa has been very similar to that of other Nigerian Magazines. Many of them often are off the streets, the very month they started.
Given this transience Magazine, there is no gain saying the fact that Nigerian magazine readers should now have a more steady Nigerian periodicals that are serious, objective, analytical, purposeful and enduring.
At least, one that could compete favourably with Newsketch, time etc. it was with this five need in Nigerian readers that the birth of Newswatch was created with such riotous joy and since then, some magazines in this same pedestal have emerged, these are This week African Guardian etc.
Since this study is focused towards finding out magazine reading habits of students in the institutions of higher learning, one question may manifest, what use of Nigerian under graduates make of the information gathered form the magazines?
In the study by Wilbur Schramm and David White in (1949:106), it was discovered that readers with low education attainment, sensational news and pictorials materials. They also found out that those at the top of education curve tend to use it less mainly for information and public affair.
Again, a similar study which proceeded that of Wilbur Schramm and David W, which was conducted by other communication experts, Paul Lazarfled and Patricia Kendall (1948:439) also discovered that readership of magazines increases with higher level and decline as level of education decline.
In the same note, Obiajulu Emejulu (2004), maintained other materials are routinely adapted to classroom and other educational purpose by resourceful teachers. This makes for diversity, creativity and fun in the classroom.
Our interest in students of tertiary institutions is not without convincing reasons. Studies have reverted that high propensity to read magazine is contingent on a persons educational background. We therefore, picked on Nigerian undergraduates believing that they constitute one of the higher educational groups in the country. This is based on the studies we have cited.
1.2 STATEMENT OF PROBLEMS
1. Magazine credibility is likely to determine high readership among Nigerian undergraduates.
2. The need for information form magazine may positively or negatively determine high readership among Nigerian undergraduates.
3. The value of magazine may determine its vital source of information to Nigerian undergraduates.
4. Gender determines high readership of magazine among students in Nigeria.
5. year of study influences the high readership of magazine among students in high institutions in Nigeria.
1.3 PURPOSE OF THE STUDY
The research is aimed at:
1. To find out the rate at which students in Nigeria higher institutions read magazine.
2. To examine the nature of news stories or features and articles they read and why they read them.
3. To examine to what extent information gathered form magazine is made useful by students of higher learning.
4. To obtain scientific information regarding the habits of magazine readership of Nigeria undergraduates.
1.4 SIGNIFICANCE OF THE STUDY
An effective magazine editor should have foresight to always meet its target audience. This study on media pattern in Nigeria has not been extensive as we think would have been adequate, instead an impediment to dissemination of information. It is of this reason I was motivated to carry out this research. This study will enable the editors to give insight into what their readers want to read. Again, this study is very important because it will help both editors and the media in general and for scholarship in communication.
1.5 SCOPE OF THE STUDY
The magazine reading habit is fairly wide in scope. However, in this study the researcher will only focus on the magazine reading habit of students in tertiary institution, using Nnamdi Azikiwe University, Awka as a case study.
1.6 RESEARCH QUESTIONS
The following research questions are to be used.
1. Does magazine credibility determine high readership among students in the higher level in Nigeria?
2. Does the need for information determine high readership by Nigerian undergraduates?
3. Does vital source of information determine high readership of magazine by Nigerian students?
4. Does gender influence high readership of magazine among students in Nigeria?
5. Does the year of study influence the high readership of magazine among students in high institutions in Nigeria?
1.7 LIMITATION OF THE SUTDY
This research work was immensely constrained by the time scheduled based on other school engagements like magazine production and my final semester examination.
On a similar note, not all my respondents returned their questionnaires as at the time needed. So, many of the respondents shy away form the questionnaires.
1.8 DEFINITION OF TERMS
CONCEPTUAL DEFINITION
1. Institution: A large important organization that has a particular purpose.
2. Magazine: Type of large book printed with a paper cover that you can buy weekly or monthly containing articles.
3. Periodical: A magazine published every week, month especially one that is concerned with an academic subject.
4. Audience: Group of people who gather to watch or listen to something like play, concert etc.
Operational Definition
1. Institution: This is the place where the research is carried out or the school I find my audience.
2. Magazine: Analytical book for the audience that disseminates day-to-day information.
3. Periodical: Publication intended for general audience at a given interval, weekly or monthly. | CHAPTER ONE
1.0 INTRODUCTION
Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, gods and services by an indentified sponsor.
Television Advertisement can be defined as the demonstration of products on usual form. It is a known fact that sanitary towel products are numerous and at a point in time it will be of interest to the public to know the impact of television Advertisement especially Always which is daily advertised on NTA television. This study gives account of how consumers of Always react after watching the advert of Always.
Television Advertisement permits our ladily lives. It has come to be credited by most people as being the savior of certain companies at the state time, the execution of others sometimes, people view it positively and other times, they curse it, some of it are said to inform, persuade or entertain while deceive or insult. These characteristics make it incumbent on any marketer wishing to sell goods to properly create and maintain a market product. A product can be ideally projected and yet fail to achieve desired success by not winning customers acceptance for the following reasons:
i. When the product cannot be obtained conveniently
ii. When the potential customers are not acquainted with the benefit of the product.
iii. When the marketers could not convince the customers that their need for the product.
A marketer in this situation tries to find some means of communicating effectively with potential customers for the dual purpose of acquainting them with the characteristics possessed by the product and informing them as the subject of advertising which is most accessible means employed by marketers to present promotional messages.
According to American impact Association. Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
It is in this view that an attempt is being made to ascertain properly the impact advertising plays on the consumers choice of sanitary towel with special reference to Always.
Television is the fastest growing mass medium. However, the most important of all is the distinct advantage that television can convey as both eyes and ears. The impact is enormous as a matter of fact, in winker et al in their book advertising uphold their views in their own words.
As significant advert medium Television is about Forty five years old, but it has proven itself capable of reaching and holding large audience comprising simultaneously many different demographic groups winker et al in a book captioned marketing and the function of Advertising with it ported that commercial television became a powerful and intense medium immediately and developed into pre-eminent advertising medium for many classes of fast moving packaged goods.
He further states that:
Television provides the most significant way in which at one or time. A product stormy can be presented in the most drastic way or television with the aid of live performance and appropriate settings. It has a fat acting medium specifically for a new product or an already well known products.
The impact of television adverts is further made clear and manifest in the role it has assumed in some other areas politics and election.
Precisely, with television, you have at your command both sight and sound, with bonus of movement. These qualities make television very powerful. The development of commercial television in 1955 served as an ample opportunity in Britain for the first time: the ability to go right into various homes of their prospect consumers and demonstrate their products with all the persuasive of door to door sale man.
Therefore, the reaction of the audience towards television advertisement is the frame work of the project.
1.1 BACKGROUND OF THE STUDY.
Sanitary napkins is a relatively new business for P & a, but it already is an important business, and future is bright .Larry Dare of the operation committee, June 1990. Always began in the test market in Minneapolis, Minnesota in January,1983 at that time 3pads types were introduced maxi pads, mini pads, and pant liners. The ongoing market share objective was 25% share; year 1 was 18.9%.
The target audience was women 12-49. Test market results indicated Always could achieve a 22.5% going share nationally.
Competition at the time was intense Johnson and John was the market leader. Competitive response included new products line extensions, product improvements and heavy competitive promotional spending. Always also spentvery heavily at the time consumer awareness of the product was low; consumer who tied Always liked it, except for the size of the pad.
By 1984, Always was in national distribution at the time there were 4pads types; maxi pads, mini pads, then mini pads and pant liners. National expansion results were mixed: market share was 14.8% is the 16% objective. Key issues included in market distribution and out of shock problems to meet the original 22.5% objectives. Additionally, awareness among pad using women was 82% compared to test market at 80%. Television advertising started 7/2/84 and sample were mailed including a coupon.
Always pricing objective was to maintain an average retail price equal to key competitors this was the same as the test market strategy to introduce Always at partly carload pricing (per cartons & per pads) vs j && stay free care free brands. At the time Always was the only brand with both a regular and attain maxi pad.
In 1986, Always plus was introduced into the U.S presenting the first line of feminine hygiene pads with panty protectors on the side, referred to as wings the wings wrap around the panty to offer additional protection on the side were leakage is most often likely to occur.
In 1991, Always ultra was introduced onto the U.S market the ultra pad in corporate a novel super sober technology for feminine hygiene protection. In Europe, the general expansion of the full Always product line, including Always ultra and pant liners also began.
Always was available throughout Europe and a number in the middle East.
1.2 STATEMENT OF THE STUDY
The right marketing mix is applied in any product by ensuring that wastage (cost) is reduced and optional sales volume achieved. Besides, the role of advertising which is a key to promotional strategy as far as consumers goods are concerned must be a accomplished in the case of Always in federal polytechnic Oko.
It is quite understandable that consumers have absolute control over what products or services to show interest in but most times consumers tend to be influenced by advertisements. It is therefore pertinent to find out the variables that determine why a particular product or service gain more patronage than others in the same category and sometimes serving the same purpose.
As a result, many newly manufacturing companies cannot afford the cost of advertisement or electronic media and this result to only local means of letting people know about their goods.
1.3 OBJECTIVES OF THE STUDY
This project is geared towards identifying it television advertisements have any impact on consumers choice of sanitary towel with special reference/ emphasis on Always at federal polytechnic Oko.
The objectives of this study therefore include:
1.To determine the impact of television advertisement on the consumers choice of sanitary towel in federal polytechnic Oko.
2. The impact of television in dissemination of information on the sale of Always
3. To ascertain other sources of information available to the consumer.
4. To find out other factors that may influence consumers choice.
1.4 SIGNIFICANCE OF THE STUDY
Basically, this research would be useful considering the benefits derivable from this study such benefit are, knowledge acquired by the researcher, relevant information to advertisers of different products which would guide them in their management decision making and on the field of mass communication in which advertising is an integral part.
However, the significance of television adverts in developing economy life, ours cannot be emphasized. Hence advertising stimulates through and actions on enterprise society and so help to monitor productive efforts by management labour.
1.5 RESEARCH QUESTIONS
The study which aimed at finding out the impact of television advert on consumers choice of sanitary towel with special emphasis on Always in federal polytechnic Oko would be wise if the following pertinent questions are asked;
i. What determines the impact of television advertisement on the consumers choice of sanitary towel in federal polytechnic Oko?
ii. What is the impact of television in dissemination of information on the sale of Always?
iii. What ascertains other sources of information available to the consumer?
iv. What helps in finding out factors that may influence consumers choice?
1.6 SCOPE OF STUDY
Due to the fact that sanitary towel have numerous products, this study is limited only on Always.
This study looked into the impact created of consumers which has increased hither to rich patronage of Always
Therefore, whatever information gathered is to be based on the response of the consumers on what the researcher observed from them.
1.7 LIMITATION OF STUDY
Despite the fact that the researcher employed all human and material efforts to see that the study is successful, yet there were constraints. The variables are so difficult to determine and qualify- one cannot easily quantify the impact of television advert just like tangible things which can be easily determined and quantify. It is surprising to observe that some people both literate and illiterate are yet to fully understand the real purpose of a research, while some bluntly refused to accept the questionnaire distributed to them some claimed that they do not have time to provide the necessary information required from them, some even requested for money before they can accept questionnaire.
Some respondents made among entries thereby making it difficult for the researcher to gather reliable information on the topic under study.
No doubt, all these made the research come a little bit short of what was intended earlier on as the case maybe, the study has provided as basis of which educated judgment can operate.
Finally, the researchers coming after are hereby adviced to start from where this work ended.
1.8 DEFINITION OF TERMS
ADVERTISER: This refers to one who spend money for advertisement. He advertises his products, goods and services.
CONSUMER: This refers to one who buys a product for use.
APPEAL: The motive to create interest for a particular product or service.
CHIOCE: The ability of a consumer to think and conclude to patronize a product.
BRAND LOYALTY: The ability of a consumer to stick to a particular brand of product in the face of alternatives.
BRAND: It is the identifying mark of any product.
TELEVISION: The process of transmitting a view of events, adverts, plays etc while these are taking place or films or tapes on which records have been made.
ADVERTISING: It is any paid form of non-personal an identified sponsor.
IMPACT: The degree to which media message affect the behavior of the audience.
PERSUASION: Getting somebody to do what one wants by pleading or urging. | The study ?The Impact of mobile phone on Agricultural Information among Otukpo Farmers?. A study of Agric information dissemination among Otukpo farmer, Otukpo Local Government Area. Using a survey of five villages in Otukpo town, Otukpo Local Government Area of Benue State the researcher found that Otukpo farmers has adopted the impact of mobile phones in getting agric information due to the benefits derives from it such as enabling verification/discussion with chief farmers and extension workers facilitating communication and saves transportation cost institution relationship with agricultural extension officers helps to obtain information on price of goods and services. This research also finds that the following problems are associated with the use of mobile phones - poor network services high charges network congestion power failure and reduction interconnectivity. The study is anchored on the diffusion of innovation theory which excludes that mobile phone have generally improved farmers in the farming system. It recommends that Nigeria communications commission should set a standard for the mobile phone operators in Nigeria with regards to signal strength power failure and reduction interconnectivity. The study is anchored on the diffusion of innovation theory which excludes that mobile phone have generally improved farmers in the farming system. It recommends that Nigeria communications commission should set a standard for the mobile phone operators in Nigeria with regards to signal strength successful recharge and balance inquiry call centre operations and call success rate to improve services. This study recommends that the chairman of Otukpo local government area should provide frequent power supply for the Otukpo town also the extension workers should pay serious attention to the information needs of the farmers | 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.
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