COMPARATIVE ANALYSIS OF MEDIA MANAGEMENT IN PRINT AND ELECTRONIC MEDIA FIND MEDIA MANAGEMENT IN NIGERIA PRINT MEDIA AND ELECTRONIC MEDIA
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CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
A multiplicity of media voices can be found in Nigeria largely because of
the diversity of the population of the country and the history preceding its
independence. The nation remains unsettled and its constitution is not
enforced in all regions equally. This has led to confusion, frustration, and
violence resulting in numerous deaths in the late 1990s and early 2000s.
Reports of deaths from Islamic fundamentalists are commonplace in media
reports particularly in the northern states of Nigeria.
The British reporter Flora Shaw coined the term "Nigeria" which was to
become the name of the country. In the 1890s she took the term from the Niger
River to apply it to the region during the era of colonial rule.
Like other segments of society, media reflects the population of the
people. Nigeria has over 250 different ethnic groups. It is nearly twice the size
of California, and with a population of approximately 110 million, is the most
densely populated country in Africa. Other estimates have the population even
higher. One source reports that because tribalism is so sensitive an issue
population estimates based on pre-independence data are intentionally inexact
so as not to ignite controversy. Hundreds of thousands of Nigerians live in the
United States, and nearly 200,000 of them have attained U.S. citizenship.
English is the official language of Nigeria. Broadcast stations and print media
provide content to audiences in English. Other dominant languages spoken are
Hausa, Yoruba, Ibo, and Fulani. Hausa and Fulani are primarily in the north.
Yoruba is in the southwest, while Ibos are located in the southeast.
The country has had varying degrees of freedom of the press over its
tumultuous history. There has generally been a diversity of voices in the media;
however, as the government changed hands frequently and in violent
circumstances, the media voices that were in support of a leader would find
themselves without a voice as a replacement emerged. At some points,
newspapers and magazines were proscribed entirely due to their criticism of
government authorities.
Examples of this form of silencing the press are found in the late 1970s
and mid 1980s. Although newspapers and magazines were privately owned, the
government prohibited them from expressing their editorial opinions. In 1977
Newbreed was closed down. In 1984 the government closed down the Tribune
and four years later in 1988 Newswatch was a victim of government
censorship. Also during this time period, government leaders harassed
individual journalists. In 1971 Minere Amakiri, a reporter for the Nigerian
Observer, was detained and had his hair shaved. Numerous other journalists
experienced similar assaults.
1.2 STATEMENT OF THE RESEARCH PROBLEM
The researcher will like this research to tackle the following problems.
To know the effectiveness of both media i.e. print media and electronic media
in the media management.
To know which is most preferred by the audience out of the two media.
To determine which is most effective in information dissemination, whether the
print media or the electronic media.
To know which one do people believe out of the electronic media and the print
media?
1.3 OBJECTIVES OF THE STUDY
Nwaorgu (1991) says objective of the study contain major things the
researcher intends to do towards providing solution to the problem identified in
the statement of the problem. The objectives of this study are as follows:
To establish whether one of either electronic or print media has priority over
the other.
To find out which one is more preferred by the audience out of the two types of
media; electronic media and print media.
To establish whether the audience believe the print media more than the
electronic media and vice versa.
To find out the attitude of the audience towards both of the media, i.e print
media and electronic media.
1.4 SIGNIFICANCE OF THE STUDY
Chukwuemeka (2002), contributed that the significance of the study
contains the benefits or values of the study contains the benefits, or values of
the various groups that would come into contact with it.
This project will make a clear comparison between the print media and
the electronic media. It will enable the media owners and the government to
know how people perceive both media and know whether their aims are met.
1.5 RESEARCH QUESTIONS
Nwaorgu (1991), research questions are these questions posed by the
researcher, seeking answers to which would lead to the solution of the
problem. Research questions have to provide focus and direct attention to the
major issues in the study.
This study is therefore, guided by the following research questions.
Which one do you prefer most out of print media and electronic media?
Do you believe that print media produce more genuine information than
the electronic media?
Through visual sensitization in the electronics, many people prefer
watching events from Nigeria TV or radio rather than reading from the
print media.
Does the ownership of the print media or the electronic media determines
the news to be disseminated by the editorial board or not?
1.6 SCOPE/DELIMITATION OF THE STUDY
Nwaorgu (1991) said that the scope of study refers to all those aspects of
the study the researcher deliberately eliminated off the study due to certain
reasons. It has to do with the content areas coverage of the study, not the
geographical areas coverage. This researcher set out to compare and analyze
the media management in print and electronic media, basically in Nigeria. This
researcher chose this scope in order to allow the researcher do an in-depth
research in both types of media, i.e. print media and Electronic media.
1.7 RESEARCH HYPOTHESIS:
According to Obasi Ferdinand (2008), these are intelligent guesses
regarding some pertinent variable, the research hypotheses are:-
HO: Electronic media is more effective than the print media.
HI: Electronic media is not effective than the print media.
HO: Electronic media or Print media owners determine the genuiness of
information disseminated
HI: Electronic media or Print media owners do not determine the genuiness of
information disseminated
1.8 DEFINITION OF TERMS
COMPARATIVE: Relating to, based on, or involving comparison.
ANALYSIS: Detailed examination of the elements or structure of something,
typically as a basis for discussion or interpretation.
MEDIA MANAGEMENT: A media management is the individual in an
organization trusted with monitoring, contributing to, filtering, measuring and
otherwise guiding the social media.
PRINT MEDIA: a medium that disseminates printed matter. Medium - a means
or instrumentality for storing or communicating information.
ELECTRONIC MEDIA: Electronic media are media that use electronics or
electromechanical energy for the end user (audience) to access the content.
CHAPTER TWO
LITERATURE REVIEW
2. 1 SOURCES OF LITERATURE
The literature review of this research came from various sources which
include mass communication books, English literature, language and
linguistics books, e.t.c.
2. 2 REVIEW OF RELEVANT LITERATURE
Lederach, J. P. (1995) Mass communication takes place through so
many channels these varieties of channels are called the mass media are
simply put as the major gateway through which large number of people receive
information, entertainment simultaneously.
Mass media is a term used to denote a section of the media specifically
envision and designed to reach a very large audience such as a population or a
nation or state.
Hornby A.S. (5TH Edition) The radio is a piece of electronic equipment
which one may use to listen to programmes, news, entertainment or
programmes that are broadcasted on the radio. According to Nweke (2004:52),
is the means of communicating with a large number of people, mass media are
those technical devices or appliance of the print and electronic media as well as
the recent information technologies through which messages are transmitted
from a source to to the receiver. The media is able to reach a large number of
people simultaneously.
The media comprises of magazines, Newspapers, Books, journals,
Television, film (motion pictures radio,. Internet etc the electronic media
depend on the electronic power to pass massages across to the heterogeneous
audience. They include: the Radio, television.
The radio is believed to be the central in the overall development of the
society; this perspective has been accepted by different authorities in mass
communication derived from the long standing traditional role of the media
(Radio) as catalysts of change.
This suggests that the radio is relevant in power distribution and
watching over the extent at which such power positively or negatively has
impact on the people.
The radio transmits, ideas, information, entertainment to the targeted
audience it shows that the radio is responsible for most adjustments in the
behaviourial patterns of people in the society, some times those activities take
the targeted audience unaware, yet they themselves are trapped in the
manifestation of the desired behaviour.
The radio has great powers hence they reassumed great responsibility
especially in the promotion of the culture of the people. most developing
counties like Nigeria has in the past revolutionized their capacity to
communicate with their own citizens through which the radio can reach
majority of bones and most importantly the rural areas like Koluama. This is
due to its massive outreach, linguistic barrier breakage, easy to operate nature,
portability and instantaneous effect. The radio has a special authority in the
sense that it can raise public and official awareness of different development
issues, such cultural promotion strategies the radio communicates new facts
and skills and helps in involving people in major news information programmes
such as cultural imperialism and the promotion of the fight against cultural
imperialism.
Media have always played a major role in several organizations and in
the general aspect of life entirely. In olden days, people carved stories on stones
and temples. Today we have known a lot about those days by seeing the
sculptures carved on such stones. With the invention of paper, it made it easier
for people to know about the happenings around the world through
newspapers, magazines, banners, posters, leaflets, pamphlets etc.
But now with the advent of electronic media like Radio, television,
Internet, which have moving images, facilitate easy understanding; is it really
the end of print media?
On an electronic media, screen glare, font size and website layout can
seriously affect readability. Which of these is easier? Reading a 600 page novel
on your laptop or holding the novel in hand and reading it while lying on your
bed? If a person does not mind shelling out some money, he/she would choose
the second option since LCDs hurt our eyes. But these days with the invention
of e-book readers, even this problem does not exist. E-book readers like Kindle
use paper-like ink display which makes it easier to read books and carry
thousands of books everywhere you go. You can download a newspaper within
seconds from the remotest corner of the world. If you do not want to spend
money on these costly devices, you can still read news at your fingertips on
your mobile phones, which almost every person can afford to buy these days.
With the invention of Internet, a person in a different country can read news
about his native country just by having an access to a computer or laptop.
These days, people can listen to radio on even their mobile phones, thus
making it easy to listen to them even while travelling.
There are chances that the paper can deteriorate with time and hence
the records can get wiped out. Now that the storage is getting really cheap, it is
easier to take multiple backups of data and thus archival is easier with an
electronic media. Also with the usage of various search tools, it is easier to
search for a file or image on a computer, than searching manually in
cupboards. Information is available sitting at home to people, which they would
previously find by browsing in a library. It is easier to grab people’s attention
by showing them a visual or a video than dumping them with a lot of text and
few still images. Not everyone can read print media and for such illiterate
people, TV would be helpful.
Electronic media is more environment friendly – the lesser the paper
used, the lesser the trees that are chopped off. It is faster than any other kind
of media; for example, if there was an earthquake or a hurricane somewhere,
you can instantly watch the damages caused by it on the Television within
minutes. Live streaming has helped us in watching tennis/football matches
taking place in a different country on TV. Anything that we watch on TV
remains in our memory for a longer time. For example, we still remember
Sachin’s ad on TV where he says “Boost is the secret of my energy”, but how
many of us remember Boost’s ad that came in the local newspaper? These days
anyone can open an account online and start blogging. This way people can
use the electronic media to convey a message to hundreds and thousands of
people easily. RSS feeds help us in keeping ourselves up to date with the
information available of the net.
Electronic media these days includes these:
· Social Networking sites where one can meet millions of people –
FaceBook, MySpace, LinkedIn.
· Information can also be shared via the phones through Twitter.
· Sharing Audio/Video through YouTube, FaceBook.
· Digital Photos can be shared using FlickR, Picasa, Facebook.
. Various contests, polls, surveys, asking/answering questions,
commenting on information on the Internet.
. Searching and watching videos/news clips/interviews on Youtube.
The longevity of written media is much more than the electronic ones. It
is the written media which has made history recordable and accurate. The age
of an old manuscript found while digging a historical site gives information
about the era in which it was written, which is not possible with electronic
media. Print media is durable, whereas a small virus or a bug in the software
can erase the most important data needed from a computer.
Anyone can anonymously post articles and raise their voices. It is
difficult to track the real owner of an article. With electronic media, anyone can
copy any piece of information and present it as his own; plagiarism is at its
peak these days. There is no means to determine which of the two websites
have authentic data. Rumors and lies circulate all over the Internet and hence
the legitimacy of the information becomes questionable. The information
provided by a newspaper is usually more authentic and genuine. TV is a very
popular media these days but with so many channels available to watch, there
are fewer chances of more people watching an advertisement or a show on a
particular channel and hence there is no guarantee about viewership, whereas
a family which subscribes to a newspaper would definitely go through it on a
daily basis.
Electronic media depends mainly on electricity. In areas with frequent
power cuts or in the rural areas, it is not a viable replacement for newspapers.
Print media is easily accessible and widely read. Anyone can buy it since it is
cheaper and available in the remotest of the villages. In a country like India,
subscribing to newspapers is cheaper than taking an Internet connection. Print
media is local to the city or the region and carries information about the local
events like a play being screened in the town or an inter-school chess
tournament. Even if you read a nice article online, what are the chances that
you will store it and re-read? Searching for the article will take forever amidst
the GBs of data that you have. I read Stanford commencement speech by Steve
Jobs and I liked it so much that I took printout of it and kept it in my drawer,
because I wanted to re-read later. It is easier to locate a piece of paper in your
drawer than locate a file among the 120 GB data that you have on your hard
disk. On TV, the quality of news is deteriorating these days because of the
competition between the channels. They try to sensationalize the news
unnecessarily in an attempt to increase viewership.
Even though both kinds of media have their own pros and cons, can we
survive without any one of them? I don’t think so. When Tsunami attacked, I
saw video clips on the TV. Watching the video of the destruction live is better
than visualizing it with a few photos in newspaper. But I also read about it in
detail in the next day’s newspapers. The newspapers had the information in
greater detail, depth and also had images which were not shown on TV.
According to me, both types of media can exist simultaneously and neither of
them will perish. These days many print media are also available in electronic
forms. I used to read Indian newspapers online when I was in USA. But I also
liked reading the local newspapers there which came in the print media format.
Print media has been around from so many centuries and the reason why it
has survived for so long is the reason why it will not die in the future. We must
not compare these two forms of media as they both have their own importance.
MEDIA MANAGEMENT AND COMPARISON IN NIGERIA
A multiplicity of media voices can be found in Nigeria largely because of
the diversity of the population of the country and the history preceding its
independence. The nation remains unsettled and its constitution is not
enforced in all regions equally. This has led to confusion, frustration, and
violence resulting in numerous deaths in the late 1990s and early 2000s.
Reports of deaths from Islamic fundamentalists are commonplace in media
reports particularly in the northern states of Nigeria.
The British reporter Flora Shaw coined the term "Nigeria" which was to
become the name of the country. In the 1890s she took the term from the Niger
River to apply it to the region during the era of colonial rule.
Like other segments of society, media reflects the population of the
people. Nigeria has over 250 different ethnic groups. It is nearly twice the size
of California, and with a population of approximately 110 million, is the most
densely populated country in Africa. Other estimates have the population even
higher. One source reports that because tribalism is so sensitive an issue
population estimates based on pre-independence data are intentionally inexact
so as not to ignite controversy. Hundreds of thousands of Nigerians live in the
United States, and nearly 200,000 of them have attained U.S. citizenship.
English is the official language of Nigeria. Broadcast stations and print media
provide content to audiences in English. Other dominant languages spoken are
Hausa, Yoruba, Ibo, and Fulani. Hausa and Fulani are primarily in the north.
Yoruba is in the southwest, while Ibos are located in the southeast.
The country has had varying degrees of freedom of the press over its
tumultuous history. There has generally been a diversity of voices in the media;
however, as the government changed hands frequently and in violent
circumstances, the media voices that were in support of a leader would find
themselves without a voice as a replacement emerged. At some points,
newspapers and magazines were proscribed entirely due to their criticism of
government authorities.
Examples of this form of silencing the press are found in the late 1970s
and mid 1980s. Although newspapers and magazines were privately owned, the
government prohibited them from expressing their editorial opinions. In 1977
Newbreed was closed down. In 1984 the government closed down the Tribune
and four years later in 1988 Newswatch was a victim of government
censorship. Also during this time period, government leaders harassed
individual journalists. In 1971 Minere Amakiri, a reporter for the Nigerian
Observer, was detained and had his hair shaved. Numerous other journalists
experienced similar assaults.
The cause of violence in the country is sometimes difficult to determine
because ethnic and religious differences both enter the mix. The largest
religious group is Muslim, making up about 50 percent of the population.
Christians account for about 40 percent, while the remaining 10 percent of the
people follow traditional beliefs or some combination of the two major groups.
Rivalries between various ethnic groups within Nigeria can be traced
back for as far as these groups have existed. Tensions flare for a period, then a
temporary peace follows. During the waning days of the colonial period these
ancestral rivalries played a role in the country's evolution to independence. In
January 1956, Queen Elizabeth II visited Nigeria for a ceremonial tour, which
was in part a reaction to anti-colonialism that had taken place in other African
nations such as the Mau-Mau uprising in Kenya. The concern in the United
Kingdom was that Moslems in northern Nigeria would stir passions of revolt.
Two years earlier Nigeria had been granted a degree of autonomy with the aim
of solidifying British loyalty, according to a report in the Chronicle of the
twentieth Century.
The internal conflict has taken its toll on life expectancy. The nation has
the 15th highest infant mortality rate in the world, 87 deaths per 1,000 live
births. Life expectancy in Nigeria is 56 years, compared to 76 years in the
United States. Steps are being taken to improve the plight of the Nigerian
people, however. The United States has initiated a series of actions to help
provide some stability to the emerging democracy. In 2000 a $19.9 million
agreement was signed by USAID to assist Nigeria in reforming its educational
policies. The goal was to encourage civic participation on a broad basis. Under
the plan six Community Resource Centers would be built that would provide
increased Internet access to every region of the nation. The U.S. Education for
Development and Democracy Initiative (EDDI) provided $4.5 million to
establish the centers. Local educators would receive training at the centers,
which would also be used to support distance education to Nigerian
universities, provide computer, and targeted vocational educational training to
local communities, and support adult literacy and AIDS education. An
additional part of the initiative is $500,000 which allowed girls who would
otherwise not have access to educational opportunities to attend school from
the primary to university level.
Although the press was intended to be a "watchdog" for the country,
similar to its role in free countries such as the United Kingdom or the United
States, it has had difficulty fulfilling that role due to the demands of the
various competing special interest groups. The large number of different voices
created something of a marketplace of ideas although some of the ideas
resulted in violence.
At the end of the twentieth century Nigeria had more than thirty national
and provincial newspapers. There were more than twenty general interest
magazines and journals in circulation, along with more than twenty television
and radio stations. Just because media fare was available, that does not
necessarily mean the people were reached with its content. In spite of the
relatively large number of newspapers and magazines nearly one third of men
and half the women are illiterate.
One of the country's most respected philosophers, Chinua Achebe,
described the tragedy facing the press by writing "listen to Nigerian leaders and
you will frequently hear the phrase 'this great country of ours.' Nigeria is not a
great country. It is one of the most disorderly nations in the world. It is one of
the most corrupt, insensitive, inefficient places under the sun. It is dirty,
callous, noisy, ostentatious, dishonest and vulgar. In short it is among the
most unpleasant places on earth" (Hudgens and Trillo 914).
Nigeria is governed under a constitution that was adopted in 1999. It is
largely based on an earlier constitution that was written in 1979. Over the
course of those two decades violence and turmoil has remained constant.
Besides high rates of illiteracy, another one of the many problems faced by
media personnel seeking to serve in a watchdog capacity is the constant
turnover of the government. Cordelia C. Nwagwu points out that since
achieving independence in 1960, Nigeria has experienced a turnover in the
government averaging every 3.5 years. Nwagwu describes the havoc this has on
an integral part of any society such as the educational system. With the vast
majority of the short-term governments being military regimes the
consideration for public approval was ignored.
There is some indication that some of the earlier restrictions on freedom,
which resulted when the constitution was ignored may ending. The Times of
India reports that the attorney general declared strict Islamic law
unconstitutional in that it discriminates against Nigerians on the basis of
religion and sex as it applies only to Muslims, and in some cases, only to
women.
In its 2000 annual report the United States Department of State
expressed concern over the constitutional liberties lost due to the
implementation of Sharia law in the northern states of Nigeria. The report said
"although Christians were exempt from the law, the societal ramifications of
expanded Sharia law infringed upon the rights of non-Muslims in the north to
live in society governed by secular laws." The report went on to add "plans to
implement expanded Sharia laws in Kaduna state, which has a large Christian
population, sparked violence in February 2000 that lasted for several days and
resulted in an estimated 1,000 to 1,500 deaths."
Chief Olusegun Obasanjo was elected president of Nigeria in 1999. He
had previously been head of state between 1976 and 79, but voluntarily
resigned and handed the reigns of power over to the democratically elected
Aljaji Shehu Shagari. The web page of the Consulate General of Nigeria in
Atlanta reports that Obasanjo was born in former Western Nigeria, a part of
what is now Ogun State in 1937. He was educated in military academies in
Nigeria, India, the United Kingdom, and the United States. He reluctantly
became the head of state after his military forces defeated Biafran forces in
January 1970. He was an outspoken critic of military rule during this time in
the nation's history.
Not only is the press faced with political instability and uncertainty, but
the infrastructure of the nation is lacking in many basic services too. The
internal infrastructure of Nigeria has not been maintained over the years.
Portions of the government are not fully functional. Due to political corruption,
including bribes and payoffs, oil-rich Nigeria does not have the basic services
available to its citizens that other nations provide which have fewer natural
resources, but are better managed.
It is interesting to note the career track Nigerian journalists have taken
historically. In the early 1980s John Merrill noted that newspapers in Nigeria
attempted to recruit former broadcast journalists. This runs counter to the
career path in many other countries where electronic media managers have
sought to recruit print journalists.
CHAPTER THREE
RESEARCH METHODOLOGY
RESEARCH DESIGN
The researcher will adopt survey research method which will be based on
a personally administered questionnaire. The researcher chose this method
because, this study is based on the comparative analysis of the media
management based on the two types of media management namely; electronic
and the print media because the population of the study is large and
heterogeneous to be observed directly. More so, this method is used because it
is suitable for gathering vast array of data and it makes data arrangement and
computation less cumbersome.
AREA OF THE STUDY
The researcher’s area of study is Osogbo metropolis, precisely the
listening audience of Osun State Broadcasting Corporation and The Nation
Newspaper Osogbo. The researcher’s topic is on “A comparative analysis on
electronic media and print media, (A Study of OSBC and The Nation)”, and
choosing the population of OSBC and The Nation listenership and readers is
the most appropriate area of the study.
POPULATION OF THE STUDY
The researcher’s population of the study is the comparative analysis of
the media management in Nigeria that dwell within Osogbo metropolis,
comprising of Oke baale, Oja oba, Old garage, Okefia and Ogo Oluwa, which is
estimated as 75,000 based on the result of the last population census that only
gave the figure of states without further breakdowns. Hence, the adoption of
the estimated figure given above.
This population will be able to compare the two radio stations in focus, since
they listen to programmes of both stations.
RESEARCH SAMPLE AND SAMPLING TECHNIQUE
A sample size of ‘100’ will be drawn from the population. The sample
population will be gotten from the population of the study in such a way that it
will be representative of the major divisions of the metropolis. Hence, since
there are five areas within the metropolis that have been chosen, the sample
size will be divided equally among them to amount to 20 respondents each,
from each of the areas.
The sampling technique to be adopted is the simple random sampling
method through which the researcher will get 100 respondents, with the use of
‘Yes’ and ‘No’ Chips of paper (Uwakwe 2006). This is due to the fact that
simple random sampling offers the respondents equal chance of being selected.
INSTRUMENT FOR DATA COLLECTION
The questionnaire is the instrument for data collection. The
questionnaire will be in two parts; part one will be the demography of the
respondents like; gender, age, marital status etc. and part two will contain
questions relating to the study underway.
The questionnaire will consist of about 10 close- ended questions appropriate
to elicit the desired information.
VALIDITY OF THE INSTRUMENT
The instrument (questionnaire) used is valid because it is the most
appropriate instrument for data collection in survey study because; it removes
the influence of the researcher in gathering information for the research; its
impersonal nature makes data realized from it reliable, and most importantly,
it makes both respondents and researcher trust the confidentiality of their
communication.
More so, the project supervisor monitored it to ensure its validity both in
content and context. This was done by ensuring that the questions contained
in the questionnaire are properly constructed (content), context wise, the
questions though properly constructed are also checked for their relevance to
the study.
METHOD OF DATA COLLECTION
The method of data collection used is the primary source, which
according to Churchill (1978:28), is data originated from the researcher for the
purpose of the study at hand. The primary data was collected through the use
of questionnaire which was self administered to the respondents.
METHOD OF DATA ANALYSIS
For proper analysis of the data collected during the course of this study.
Appropriate descriptive and inferential statistical tools of analysis of data will
be used in analyzing the collected data. The use of these data analysis
methods cannot be done without appropriate coding. For this reason,
responses will be assembled in what is known as the coding sheet, using
unique coding scheme for responses to questions in the questionnaire.
In testing the hypothesis collected for the study, the Chi –square Goodness of
Fit test will be used because lit is reliable and scientific in nature and widely
used by social scientists.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
SUMMARY
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