| Description | | ABSTRACT
This study on the role of the mass media in anti-child abuse in Nigeria. A survey of Owerri metropolis. The study is aimed at addressing the role of the media on their campaign against child trafficking and abuse in Nigeria and to examine their effort being made as well, and also to have an overview of their encumbrances and their performance so far. A total of two hundred questionnaires we given out to the mass media audience and one hundred questionnaires were issued to the mass media practitioners. The response rate of the mass media audience was one hundred and ninety. While the mass media practitioners respondents were ninety. The data collected was analyzed to determine their responses. The response favourable and in support of the role of the media against child trafficking and abuse was analyzed and it was discovered that most of the victims of this ugly vices were from impoverished homes. | | CHAPTER ONE
1.1 INTRODUCTION
The concept of news, journalism and freedom of press have for many years now been a major sources of disagreement between developing countries eg. African and developed nations of the world. Developing countries often feel ill served by the western news media claiming that foreign writers distrust the story about African growth and development or at times failed to report it at all.
The developing nation at other hand often see the developing nation as hindering the report of news. Members often from the news media in industrialized nations say a free press as it existed in the United States of America (U.S.A) and Great Britain is virtually unknown in Africa and other part of the developing countries. They argue that information and communication has a vital note to play in the development of any nation.
In about mid 70s, there was a cry over the poor coverage of event in the industrialized world by the African press while the African press has said the same thing about the industrialized world. As a result of this problem, the maintenance of an open flow of information across national boundaries lies assists to create and maintain a source of nations hood, it also perform development task such as improving educational, health care delivery, science and technology, political stability and offers inter-cultural information. It also help information public opinion as well as acts as a form of entertainment. It also acts as watch dog on government in a country where such is permitted.
The developed countries have been accusing the third world. They claim that the third world countries used their media primarily for economic and social development and to promote the government inn power. These arguments have had poor coverage of foreign event by many newspapers.
They argue further that news about developed countries are often published negatively and started to suit the ideology of the third world news agencies. The nature of news is always changing as a result of national interest and standards are always changing and because of this, the structure of news for the developing nations especially African countries must be redefined to reflect the effort being made by different government in Africa to transform their societies.
The Western definition of news on the other hand emphasizes on events that is out of the ordinary, exceptional, existing, sensational of man-biting the day varieties. This concept of news has influenced Western consensus.
Sequel to this 1997 meeting was a new international commission on communication problem was set up. The commission was headed by Seen Macbridge, former risk foreign Minister. The commission submitted its reports in 1990.
However, apart form the commissions recommendation, the committee was surprise after analyzing the content of the third world newspaper to team that the developed countries newspaper radio and television ahs the same bias reportage of foreign events. The developed nation argues that the bulk of information said to developing nations were saluted to suit the power that be.
In addition to that, the commission pointed out that there is a tendency for journalists in developing countries to write in a manner in which facts are distorted to perpetuate pejorative attitude and also to use terms that is dividing and insulting.
The study therefore analyze the coverage of foreign news by Daily Champion and vanguard newspaper to see whether the two dailies has the same reportorial bias as was discovered by the international commission on communication problem.
1.2 STATEMENT OF PROBLEM
In the cause of this project work, certain reporters in what they gather and write as news about Africa are obscene. To them news are made in the third world countries only when there are scandals, coup detat, civil war and insurgence etc.
The developing nations are still batting to challenge this western definition of news of stretching the definitions to include and emphasize constructive news, embracing stories on social change, economic development, social, cultural, agricultural, technology and industrial progress, news that highlighted the culture and of peoples life and promotes trade and commerce.
The developing countries have also complained about the imbalance in order of global news flow which ensures that eighty percent of the world news comes from the industrialized counties with only about ten to twenty percent concerned about the third world.
One of the situation of this dissatisfaction which the situation was in the advocating for a new world information and communication order (NWICO) an order with a broader base include necessary for the preservation of world peace.
In 1976 at the United Nations Education Scientific and cultural Organization (UNESCO) general conference in Nairob, Kenya, the issue of new world information and communication order was first raised. In 1998, UNESCO accorded what amounted to defaults recognition to the issue by granting it a compromised factor has contributed seriously to the impediment of this research work. It was a great puzzle movement to assemble these dairies and on the other hand, the interview of the personnels of these newspaper companies.
In consonances with that, there has been a great battle between developed countries and the developing countries on the issue of news imbalanced. The right coverage of such news will help mould public opinion concerning any of the nations. The developing countries hinder the free flow of information into such countries.
It is against this background that this study analyzed the coverage of foreign news in daily champion and vanguard Newspapers.
1.3 PURPOSE OF THE STUDY
The principal aim of this research work is to find out the extent to which Daily Champion and Vanguard Newspapers reports foreign news. The specific purpose of this study is to
1. To find out if the political ideology of Nigerian affects its press reportage of foreign news.
2. To evaluate between Daily Champion and Vanguard newspaper rate of foreign news coverage.
3. To know the type of news about foreign counties that is reported by Daily Champion and Vanguard newspaper.
4. To critically examine the extent at which the Nigerian press show interest in the countries.
1.5 SIGNIFICANCE OF STUDY
The most topical and persistent issue in international communication and politics today is the issue of global news flow controversy. This is essentially a demand to the necessity for a drastic change in the present pattern of information flow between and among nations of the world.
Experts argue that the research for solution will be in high emphases because of the influence of mass communication in international politics and peace. This project will help correct the negative view held by he public concerning the coverage of foreign news by Nigerian newspapers.
Finally, this work will indicate the shortcoming of Nigerian newspaper in the coverage of foreign events.
1.5 RESEARCH QUESTION
1. To what extent does Nigerian press show interest in the development of foreign news?
2. Does government policy affect the foreign news coverage?
3. Does the press cover more negative news about foreign countries than development news?
1.6 LIMITATION OF STUDY
This project is limited only to the Daily Champion and vanguard newspaper. These dailies has been picked at random for easy content analysis of he newspaper pages at the cause of this research, a lot of problems were encountered. These problems include lack of adequate textbook in the library needed for this study. As a result of that, the researcher was unable to visit major towns and cities where there are better equipped libraries. Time was another constraining factors, the research was carried out in a short period of four months.
This study will embrace the historical back ground of new world information and communication order (NWICO) discuss its short comings, travails and importance
1.7 DEFINITION OF TERMS
The concept of this study are:
1) Nigerian press
2) Negative news
3) Development news
4) News imbalance
NIGERIAN PRESS
Periodicals, mostly newspapers that are published and owned within Nigerian.
NEGATIVE NEWS
News about drought, famine, political instability, loop, war and poverty.
DEVELOPMENT NEWS
News that covers basic economic development political stability, improvement in the technology improvement in the technological innovation, improved infrastructures. | ABSTRACT
The purpose of this study is to find out how students are affected by Magazine reading and the various ways to encourage greater reading among students. This research is based on reading habits of students in Nnamdi Azikiwe University Awka, Anambra state. This work will further feature the reactions and manner of students towards reading magazines. In this research work, chapter two and three present related literatures which have x-rayed what other scholars or theorists have contributed to the study. We equally use this to present survey method. It is used and it constitutes the presentation and analysis of data collected for this study. The chapter four and five deal with the data presentation and analysis. Also, the summary, conclusion and recommendations, where modest suggestions are made on how to improve the reading habits of students in the higher level of education are seen. | ABSTRACT
This research is on the impact of Television advertisement of Always on consumers choice of sanitary towel (A study of federal polytechnic Oko). This study is designed to find out how the consumers of this product react to the television advertisement of Always whether it affects their choice of sanitary towel. The presumption of the research was that television advertisement affects this consumers choice of sanitary towel greatly because of its uniqueness of combing sight and sound as well as demonstration. But the researcher base was on the staff and students of federal polytechnic Oko Orumba North L.G.A. the intention was to find out what extent does television advertisement influences them to change their buying decision, it has been observed that students have time to watch television adverts and filter media message to the best of their knowledge. Therefore, this study found out whether they are unfounded or bases on facts. |
| Content |
ABSTRACT
The low rate of female participation in politics compared to that of their male counter parts in Nigeria creates a need to examine the situation in this study, The role of broadcast media in mobilizing women for political participation in Nigeria. This study examines the problems, first, defining the importance of women to participate in politics. The survey research method was employed in this study and questionnaires were used for data collection, then the hypotheses were tested using chi-square statistical procedure to reach a definite conclusion. The results reflect that broadcast media have positive impact in mobilizing women to participate in politics. In summary, broadcast media is found wanting in fostering development for gender equality in politics. In recommendations, suggestion of ways to stimulate female participation was made by looking at practical examples of how this was done in the precolonial era. Finally, in conclusion, the study emphasizes that no sex or gender is more important than the other because in politics, intellectual ability counts more than physical energy.
| CHAPTER ONE
BACKGROUND OF THE STUDY
The word ROLE according to the Oxford Advanced Learners Dictionary is the function or position that somebody has or is expected to have in an organization, society or in a relationship. This will help in electing meaning to the role of Nigeria mass media in their anti-child trafficking and abuse campaign.
Harold lass well (1945) say; that the mass media performs three function viz; surveillance of the environment, correlation of parts of the society transmission of the social heritage from one generation to another, and Wright (1975) adds, fourth role as entertainment Okunna (1999, 274)child trafficking and abuse an emotional and contentious issue that has enormously eroded the societal values.
This in humanity of man to young persons has an age long history. In the last twelve years the crime has greatly increased as children are moss-led by deceit or forced to summit to servitude for economic purposes due to dissemination. This act is perpetrated both internally and externally, Nigeria happens to be one of the destination points for child abuse as the crime harming a child physically, sexually and emotionally. Maduewesi (1990) argues that there are no statistical records on how the media have churned out news on this menace. In the recent times, studies have shown that trafficking of children basically for house helps service is a global issue. Also Lutz (2002) affirms that house help in different places were largely young, single girls of age 14 years and above. Ti is consistent with the findings of Gidoy (2002) who reported a study of the 100 children sampled in EL salvader working in domestic services most of them were between 12 and 17 years of age.
Nevertheless, the medias role in creating awareness in child abuse and child trafficking by churning out programmes in a dramatized way, extensive reportage on child trafficking and abuse through films, print and broadcast media is a worth while venture. The mass media campaign coverage on information few people directly experience and unraveling happenings that relates to this scourge.
Therefore it is believed that the Nigerian mass media can through their campaign bring about a social change in child trafficking and abuse within Owerri municipality.
STATEMENT OF THE PROBLEM
I beat every sound minded Nigerians imagination why such act like child trafficking and abuse that is akin to slavery should continue after more than 200 years since slavery was stopped all over the world. Unfortunately, Nigeria has been indicted as a transit point irrespective of efforts of the media, government and non-governmental bodies towards finding a lasting solution to the change.
The exploitive and slave like conditions meted out on young persons under the age of seventeen is better described as cruelty to the Nigeria child. This indecent and ungodly act-should not strive. In Nigeria if the provision of the United Nation Conventions in 2000 and the Nigerian 1999 constitution is something to go by given the abuse emotional trauma and neglect the child in Nigeria undergoes, one can therefore agree that an average Nigerian is not much aware of the child right bill.
Several publication have been made by the Nigerian mass media concerning children that are continuously abuse and trafficked to foreign countries and within the nation in deceit for child labour, abuse and trafficking. Based on this premise, this research will further explain the danger the scourge portends and the need for all hands to be on deck for the mass media campaign on anti-child trafficking and abuse to be a success. Also we cannot continue to allow undesirable element to destroy the destinies of our children.
PURPOSE OF STUDY
The nefarious act of child abuse and trafficking is no longer news in the country. Also to say that Nigeria is a catchment ground and as well as dumping point for child traffickers can not in anyway raise eyebolt. No one can ever deny the fact that child abuse is on the increase in Nigeria. Based on these issues, government bodies and good spirited individuals are expected to take the bull by the horn to motivate, encourage and participate directly on the Nigerian mass media role in the anti0child abuse and trafficking campaigns.
Better still, the study calls for ways to address these under listed steps with a view to find lasting solution to this menace.
a) To look inwardly as to discover the things that has impeded the Nigerian mass media anti-child trafficking and abuse campaign.
b) To appreciate and explain the Nigerian mass media role in their anti child trafficking and abuse campaign as well as,
c) Identifying and addressing the root cause of the scourge.
d) The study should also ascertain the government and non-governmental bodies effort in this campaign.
e) And to suggest some other measures that would be of help to the media in their quest to eradicate the scourge.
f) To investigate the level of ignorance exhibited by some media claimants.
SIGNIFICANCES OF STUDY
The study tends to provide information on child trafficking and abuse in the country. Also the need to address the Nigerian mass media encumbrances in their bid to fight the menace.
The research will be of immense help to guardians, parents, and children the nation and the entire world. The causes and measures to tackle these mysterious vices will be treated.
The study will help people understand how ungodly the menace is and the bad image it has created to Nigerians especially at times like this when the country is leading a crusade on re-branding the image of the nation.
The work among other things will go a long way in protecting the destinies of our children and the research shall serve as a referential material to other researcher who would like to embark on similar research work in due course.
RESEARCH QUESTIONS
1) What are the mass media roles?
2) If given the enabling apparati, can the Nigeria mass media effectively carry out their anti-child abuse and trafficking campaign?
3) Have the Nigerian mass media live up to expectation so far?
4) What are the factors adversely impeding their effort in their anti-child abuse and traffic king campaign.
5) Which other relevant institution and people can be of immense help in this campaign by the Nigerian mass media.
DELIMITATIONS / LIMITATION
The study will be restricted to the role of Nigerian mass media in the anti-child abuse and trafficking campaign in Nigeria. The study is limited to Imo state alone due to financial and time constraints. At any rate, the problem encountered in the cause of this research is getting of reports and materials on the Nigeria trafficking and abuse campaign and how to source out other relevant data.
Be that as it may, the research was able to obtain material from the press, books, and internet and media outlets.
DEFINITION OF TERMS AND CONCEPT
ROLE: Function or part that one is expected to perform in an organization or society or in a relationship
MASS MEDIA: Sources of information and news such as newspaper, magazine, radio, television, internet, films that reach and influence the attitude and opinions of large people.
Anti: Something a person does not agree with or accept
Child Trafficking: The illegal sending away of children to foreign countries and within the country. Child abuse: It is a crime that harms a child in a physical, sexual or emotional way.
Campaign: A series of activities that is well articulated planned and organized to achieve or accomplish a particular goal. | 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
1.0 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. |
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