ENEMS MICROSYSTEMS RESEARCH SPOT: mass media

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Saturday 4 March 2023

THE ROLE OF THE MASS MEDIA IN THE ENTHRONEMENT OF DEMOCRATIC SETTING IN NIGERIA

THE ROLE OF THE MASS MEDIA IN THE ENTHRONEMENT OF DEMOCRATIC SETTING IN NIGERIA

ABSTRACT

The study deals with the analysis of the role of the mass media in the enthronement of democratic setting in Nigeria. The research method used was the survey method, with the questionnaires and interview as the method for data collection. The study kicks off from the definition of democracy as the government of the people by the people and for the people. Using questionnaires given to twenty (20) respondents, the study analyze the press and its revolution and power a growth and development of the Nigerian press in democracy. Analyses of the responses show that mass media have a significant contribution to the enthronement of democracy setting in Nigeria. As a recommendation the press is urged to put up expensive and effective machinery to cover the nation as a whole and not just the cities and their inhabitants the press was also admonished to work towards national cohesion and to this it should consciously purse the goal of getting Nigerian to think and reason as Nigerian rather than alongside the dividends of ethnicity.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The conventional wisdom among Third World planners today is that the mass media should integrate with the indigenous modes of communication in promoting development. This wisdom has become intuitively logical because the traditional forms of communication are innate to Third World societies and, therefore, better suited for the dissemination of culture-centred development information to people at the grassroots. However, while the intrinsic nature of the indigenous forms of communication endows them with “a high degree of credibility and acceptance by the people” (Ranganath, 1977; Adhikarya, 1974), the attitude of Third World peoples toward the modern mass media are not yet clear.

This study explores Nigerians Attitude toward the role of mass media (i.e. radio, television and newspapers) in enthronement of democracy in Nigeria. Specifically, the study addresses some questions, these questions are necessary to discern what value people at the grassroots place on the mass media in Nigeria. Such knowledge will be crucial to the efforts by development support communicators to receive maximum influence from communication resources at the project level of development planning.

1.2 STATEMENT OF THE PROBLEM

The problem that leads to the study of Nigerians Attitude toward the role of the mass media in the enthronement of democracy since 1999 can be perceived from the rapid change in the constitution and laws that guide the activities of the media in the country. In the view of some individual, mass media has not been able to meet up with their role of upholding democracy in the country. However this is not so in the view of others, many people believe that the mass media is not empowered to carry out their function of gatekeeping in the Nigeria economy.

These studies will emphasis the attitude of people towards the activity of mass media in protecting and upholding democracy.

1.3 OBJECTIVE OF THE STUDY

This research work seeks to examine the attitude of Nigerian to the role of mass media in enthronement of democracy since 1999.

This paper examines the role the media have played and continue to play in the socio-political and socio-economic reengineering of structures in a country faced with enormous problems which militate against its optimal performance as an emergent democracy. This study will seek to know the impact of mass media on enthronement of democracy and analysis the attitude of Nigerian to the this role of mass media

1.4 RESEARCH QUESTIONS

Does mass media play any role in a democratic setting?
To what extent has mass media promoted democracy in Nigeria?
To what extent do Nigeria value the role of mass media in the democratic setting?
Does mass media contribute to the political development of Nigeria?

1.5 SIGNIFICANCE TO THE STUDY

This study help us to access the power of mass media in influencing and bringing about attitudinal changes in people, especially to win support a candidate during election and to promote the enthronement of democracy in the country. It will also help political analyst and campaign managers to know the beset type of media to reach out to people during election as they fashion their campaign programmes to get maximum support and acceptance.

1.6 SCOPE OF THE STUDY

The scope of this study is limited to the Nigeria Mass media. This study focuses on the role of mass media in the Nigeria Democracy since 1999. The concepts defined in this project work are mainly related to the Nigeria media. However the concepts may be well applicable to the media of other African country and the world at large.

1.7 LIMITATION OF THE STUDY

The following are the limitation that hinders the study of this research work extensively:

Financial Constraint: There are not enough funds to fund the study of this research work. The researcher has access to a very little source of fund.

Time Constraints: Due to the limited time available to carry out this research work, it is not possible to carry out the research extensively as anticipated by the researcher.

1.8 DEFINITION OF TERMS

1. ROLE: Role according to Oxford Advanced Learner’s Dictionary (6 edition) is the degree to which somebody or something involved in a situation or an activity and the effect that they have on it.

2. MASS MEDIA: Defleui and Denhis (1981) defined mass media as the devices for moving messages across distance or time to accomplish mass communication.

3. ACCEPTABILITY: Agreed or approved of by most people in a society

3. CANDIDATE: A nominee or aspirants for any position or honour.

4. ELECTION: Is a process of selecting one person or more for an office, public or private, from a wider field of candidates.

REFERENCE

Ranganath, I. (1977). Government Media Relations in the Information Age Being a paper Presented at a National Seminar on Government and Media Relations under a Democratic Dispensation Ota: Ogun State: October 11-13; pp. 6-8

Adhikarya M.E., (1974). Overcoming Civic Literacy” in Media Reader: Perspectives on Mass Media Industries, Effects and Issues, 2nd Edition, Belmont: Wadsworth Publishing Company,

Defleui S.J. Denhis D.K, (1981). Mass Communication Theory: Foundations, Ferment, and Future. 2nd Edition, Belmont CA: Wadworth Durodola O. Ekpo

Thursday 5 January 2023

EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS

EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Globalisation as described by Hill (2009) is the shift towards a more integrated and interdependent world economy thereby merging historically distinct and separate national markets into one huge global marketplace. The Economic Intelligence Unit (2009) reported that during the recession which commenced in 2007, the global market place was affected by changes in exchange rates, inflation and consumer purchasing behaviour. These changes in the economy forced organisations to remodel business strategies in order to communicate their products and brand more effectively. Davis (2001) writes that one of an organisation’s most valuable assets is its brand and the introduction new products.

One of the most popular means of marketing new products is through the use of mass media which create product awareness, facilitates participation, openness, conversation, community and connectivity amongst users (Mayfield, 2008).

The development of a new product begins when the company finds and develops an idea about a new product. Many companies see their success in the presentation of new products; however, their supervision should be much higher considering that the presentation can prove to be dangerous because many new products can lead to failure after its launch. Therefore, the development of new products should go through several processes: generating ideas, reviewing these ideas, market evaluation of the idea, the product development, testing through marketing, and the commercialization process.

In a research conducted by Cooper (2021), it is concluded that the main attributes that make the difference between new and successful products with unsuccessful ones are: the peculiarity or uniqueness of the product, sufficient information from the market, the dynamics of competitiveness in the market, market potential for product launch, marketing strategies, product price, novelties from companies, and the investment framework of the company. Besides this, a crucial part that plays in the success of new products is their quality and how they are introduced to the prospective customers or consumers through the use of mass media.

Mass media is the collection of tools of communication such as television, radio, newspapers and internet that are designed to reach a large number of people. In the current societies mass media cannot be separated with our lives because media and entertainment go hand in hand. Bryant and Miron (2004) further explain that mass media can be categorized media in three groups which are print media (newspapers and magazines), electronic media (television and radio) and new age media (mobile phones and internet).

Mass media is an important tool in advertising and has great power in influencing a bad or good perception to the targeted audience. This is because one of the major roles of advertising is to persuade and promote a product (Cohen, 1988). Mass media is that tool that enables an advert to reach, persuade and promote a product. Hence, the reason why this study has assessed the effect of mass media on marketing of new products.

1.2 Statement Of The Problem

Considering the dynamic market in which companies today operate, the development of new products and innovation is considered as vital factors within a company. Therefore, in order for companies to be successful in their market, they should constantly innovate in their operations and products such as providing new ideas in their products to the customers [8]. Also, Cooper alludes that besides technology strategies, successful companies produce innovative products. Both these components are led by the management team of the business who have a clear strategic vision [9]. While launching new products in the market they may face various challenges such as conditioned future, previous experience from customers, and user control, the use of mass media and their active search. This is also one of the main reasons why new products should be prioritized since customers will be able to share their experience with the product with other potential customers. In recent years, mass media platforms such as print media, electronic media and the social such as Facebook, Instagram, LinkedIn, etc., have enabled users to spread information at a rapid pace. Many applications of such media have affected businesses in making changes in various processes, such as new product development, marketing processes, services to customers, sales, etc. Thus this study is an attempt to examine the effect of mass media on marketing of new products.

1.3 Objective of the study

The general objective of this study is to examine the effect of mass media on marketing new products.

This study was designed to find out

To find out which medium serves best in the marketing of new product
To find if mass media advertising has any effect on the choice of new products by costumers.
To find the effects of mass media on marketing of new products.

1.4 Research Questions

Which medium is best for mass media advertising that serve best in the marketing of new product.
Does mass media advertising have any effect the choice of new products by costumers?
What are the effects of mass media on the marketing of new products?

1.5 Significance of the Study

This study is very apt as scholars and theorists alike are always interested in new source of knowledge. This work will be of immense advantage to advertising practitioners old and new, tutors, students, marketers and integrated marketing communicators as well as to explorative readers from every field.

The researchers hope ardently that the richness of this work would enlighten manufacturing companies to know the effects of mass media on marketing of new products. This study will also be a guide to the manufacturers and advertisers in scheduling their media plan as it would evaluate patterns of brand advertising through mass media, and possibly ascertain the degree of exposure enough to create disposition for purchase of new products by customers.

The result will enable policy makers in Nigeria to understand the effect of mass mediate on marketing new products as it will serves as a patterns of new product advertising and will enable policy makers to appreciate the reason(s) for differential disposition of consumers resulting from their varying levels of exposure to a brands advertisement.

1.6 Scope of the Study

The scope of this study is limited to the effect of mass media on marketing of new products. The scope is further limited to Nigeria Bottling Company.

1.7 Statement of Hypothesis

H0: Mass media has no significant effect on marketing of new product

H1: Mass media has significant effect on marketing of new product

1.8 Definition of Terms

The following terms and phrases are repeated throughout the research study.

Mass Media: Mass media refers to a diverse array of media technologies that reach a large audience via mass communication.
Marketing: Marketing is the management process through which goods and services move from concept to the customer.
Marketing mix: Marketing mix is a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. The new marketing mix is commonly termed as the 7P’s and includes people, process and physical evidence.
Marketing management: Marketing management is a process of identifying, anticipating and satisfying consumer requirements. This involves tracking and reviewing an organisation’s marketing resources and activities.
New Product: New products’ can be defined as a products that an organization have never made or sold before but have been taken to market by othersproduct innovations created and brought to the market for the first time.
New Product Development:New product development (NPD) is the process of converting an untried idea into a winning product.

EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 Statement Of The Problem

1.3 Objective of the study

The general objective of this study is to examine the effect of mass media on marketing new products.

This study was designed to find out

To find out which medium serves best in the marketing of new product
To find if mass media advertising has any effect on the choice of new products by costumers.
To find the effects of mass media on marketing of new products.

1.4 Research Questions

Which medium is best for mass media advertising that serve best in the marketing of new product.
Does mass media advertising have any effect the choice of new products by costumers?
What are the effects of mass media on the marketing of new products?

1.5 Significance of the Study

1.6 Scope of the Study

The scope of this study is limited to the effect of mass media on marketing of new products. The scope is further limited to Nigeria Bottling Company.

1.7 Statement of Hypothesis

H0: Mass media has no significant effect on marketing of new product

H1: Mass media has significant effect on marketing of new product

1.8 Definition of Terms

The following terms and phrases are repeated throughout the research study.

Mass Media: Mass media refers to a diverse array of media technologies that reach a large audience via mass communication.
Marketing: Marketing is the management process through which goods and services move from concept to the customer.
Marketing mix: Marketing mix is a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. The new marketing mix is commonly termed as the 7P’s and includes people, process and physical evidence.
Marketing management: Marketing management is a process of identifying, anticipating and satisfying consumer requirements. This involves tracking and reviewing an organisation’s marketing resources and activities.
New Product: New products’ can be defined as a products that an organization have never made or sold before but have been taken to market by othersproduct innovations created and brought to the market for the first time.
New Product Development:New product development (NPD) is the process of converting an untried idea into a winning product.

Tuesday 3 May 2022

The Concept of Mass Communication

Mass communication takes place through so many channels, these varieties of channels are called the mass media which are simply put as the major gateway through which large number of people received information, entertainment, simultaneously. Mass communication is a term used to denote a section of the media specifically envision and designed to reach a very large audience such as population or nation.

According to Nweke (2004:52), is the means of communicating with large number of people, mass media are these technical devices or appliances of the print and electronic media as well as the recent information technologies through which messages are transmitted from a source to the receiver.

According to Bittner (2005:10), the media are specifically designed to reach a large audience. The term was got in the 1920s with the advent of nationwide radio network, mass circulation newspaper and magazines. Some form of mass media such as books and manuscripts had already been in use for centuries. Mass media include television, radio newspaper and internet media (like blogs, message boards, pod casts and video sharing) because individuals now have a means to exposure that is comparable in scale to that previously restricted to a group of mass media producers. The media is able to reach large number of people simultaneously.

Electronic Media

The electronic media is that institutional structure that fosters the rapid transmission of standardized information to as relatively large audience through a mechanized channel. The electronic media can be sub-divided into radio, television, the internet etc. the electronic media (i.e radio, television and the internet) play so many function in the society, in that the information can reach a defined audience in little time as against other forms of communication (Bauran 2003).

THE ROLE OF THE RADIO IN PROPAGATING CULTURE IN NIGERIA

THE ROLE OF THE RADIO IN PROPAGATING CULTURE IN NIGERIA

The media play an important role of shaping public image of the masses and in so doing pressure them to behave according to cultural norms of their country and this is achieved with communication which plays a vital role in development, bringing about behavior and lifestyle changes, (Oyekan, 2009). Any activity to be successfully accomplished requires communication, and effective communication will be achieved when a person is able to convey what he wants to say clearly and precisely and is able to understand correctly what the other person is saying. The cultural and lifestyle of citizens in a community is learned and passed from generation to generation and the culture of a particular society is dynamic, people learn and embrace new ideas, new ways of behaving and new and emerging trends, (Ubgaja, 2011). Every culture should be preserved for it is a society’s distinct way of life. Cultural education is done through communication channels like telecommunication and the mass media since everyone engage in intra personal, dyadic, small group, public, mass communication and computer-assisted or online communication (Gamble & Gamble, 2010:4). The mass media is an important factor in Nigeria. They have important roles to play in the area of cultural education and national development. The mass media support and enhance development programmes in the country. The media offers a learning ground for people, and are used to learn about what is happening around the world (Turow, 2009, p. 21). The masses learn from the media, and rely on the media for information getting educated in the process.

However, Radio programme as a medium of communication has contributed a lot in educating the society in all aspects of life. Since its inception in the colonial era, experimentation and learning with the medium was topmost in minds of initiators of the Radio station, (Ugbaja, 2011). Radio programme remains the principal communication medium for propagating cultural and creative expressions for people to appreciate culture in its fullness, (Semiu, 2009). Taylor (2009), defined culture as a complex whole, which includes knowledge, beliefs, morals, customs, and habits or any other capabilities acquired by man as a member of society. It is a pattern of human behaviour, which is learnt by the members and transmitted from one generation to another. Bow (2010) former Director General of UNESCO gives a more comprehensive description of culture and added various dimensions. He said: Culture as the end product of all that a society has created in the course of time and as the essential driving force for all that it continues to create, both materially and in the intellectual sphere – something which shapes the awareness and the collective imagination of it’s members, determining the way they are and the way they see the world. Containing the seeds of all that a community is capable of producing, it is quintessentially, the repository of its creative genius, the dynamic principles whereby society, drawing upon its past, feeding upon its own latent resources, while selectively assimilating such external inputs as may come it’s way, pursues the unending process of it’s own self-creation, (Gamble & Gamble, 2010:4).

Ndolo (2006) as cited in Okunna (1999) defined culture as the total way of life of a people while values which are intrinsic or unconscious, form the basis of all behavioural decisions they make. Culture provides people with symbols, myths, values and information about their society. Culture is a vast apparatus partly material, partly human and partly spiritual by which societies are organized into permanent and recognizable groups. It blends practical accomplishment, inspiring philosophies, oral traditions and abilities in man’s continuous effort for development (Chude, 2007). To Ahmed, (2013), for Nigerian cultural heritage to be sustained, media programme is a significant force in this respect. For example, American sociologists Gill Mikel refers to interrelation between culture and media as “mediated culture” meaning that media reflects and creates cultures, (Gill, 2012).

Among the various functions of mass media in the society is the promotion, and transmission of cultural heritage from one generation to another. In this perspective, radio programme arguably becomes the most appropriate channel and route to execute the function of promoting culture, (Ahmed, 2013). The Radio is believed to have the capacity which can cut through the barrier of illiteracy and is the overall development of the society. This perspective has been accepted by different authorities in mass communication, from the long standing traditional change, this suggest that Radio station is relevant in power distribution and watching over the extent at which the power is negatively or positively being impacted on the people.

The Radio transmits ideas information, to the targeted audience, this shows that they are responsible for most adjustments in the behavioural patterns of the people in the society. As a channel of mass media, Radio station recognizes their obligation to the society especially in the area of culture and promoting.

Thursday 30 December 2021

CULTURAL STUDIES APPROACH TO MASS MEDIA AS A FACTOR OF MANKIND’S SOCIO-CULTURAL DEVELOPMENT IN NASARAWA LOCAL GOVERNMENT

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

In recent years, cultural studies have emerged as a set of approaches to the study of culture and society. It focuses on the interplay of representations and ideologies of class, gender, race, ethnicity, and nationality in cultural texts, including media culture. Cultural studies are approach to study the effects of newspapers, radio, television, film, and other popular cultural forms on audiences. They also focused on how various audiences interpreted and used media culture differently, analyzing the factors that made different audiences respond in contrasting ways to various media texts.

Cultural studies insists that culture must be studied within the social relations and system through which culture is produced and consumed, and that thus study of culture is intimately bound up with the study of society, politics, and economics. Cultural studies show how media culture articulates the dominant values, political ideologies, and social developments and novelties of the era.

Cultural studies are valuable because it provides some tools that enable one to read and interpret one’s culture critically. It also subverts distinctions between “high” and “low” culture by considering a wide continuum of cultural artifacts ranging from novels to television and by refusing to erect any specific cultural hierarchies or canons. Previous approaches to culture tended to be primarily literary and elitist, dismissing media culture as banal, trashy, and not worthy of serious attention. The project of cultural studies, by contrast, avoids cutting the field of culture into high and low, or popular against elite. Such distinctions are difficult to maintain and generally serve as a front for normative aesthetic valuations and, often, a political program (i.e. either dismissing mass culture for high culture, or celebrating what is deemed “popular” while scorning “elitist” high culture).

The mass media play an important role of shaping public image of the masses and in so doing pressure them to behave according to cultural norms of their country and this is achieved with communication which plays a vital role in development, bringing about behavior and lifestyle changes, (Oyekan, 2009). Any activity to be successfully accomplished requires communication, and effective communication will be achieved when a person is able to convey what he wants to say clearly and precisely and is able to understand correctly what the other person is saying. The cultural and lifestyle of citizens in a community is learned and passed from generation to generation and the culture of a particular society is dynamic, people learn and embrace new ideas, new ways of behaving and new and emerging trends, (Ubgaja, 2011).

Every culture should be preserved for it is a society’s distinct way of life. Cultural education is done through communication channels like telecommunication and the mass media since everyone engage in intrapersonal, dyadic, small lgroup, public, mass communication and computer-assisted or online communication (Gamble & Gamble, 2010). The mass media is an important factor in Nigeria. They have important roles to play in the area of cultural education and national development. The mass media support and enhance development programmes in the country. The media offers a learning ground for people, and are used to learn about what is happening around the world (Turow, 2009). The masses learn from the media, and rely on the media for I nformation getting educated in the process.

Among the various functions of mass media in the society is the promotion, and transmission of cultural heritage from one generation to another. In this perspective, radio programme arguably becomes the most appropriate channel and route to execute the function of promoting culture, (Ahmed, 2013).The Radio is believed to have the capacity which can cut through the barrier of illiteracy and is the overall development of the socigety. This perspective has been accepted by different authorities in mass communication, from the long standing traditional change, this suggest that Radio station is relevant in power distribution and watching over the extent at which the power is negatively or positively being impacted on the people.

As a channel of mass media, Radio station recognizes their obligation to the society especially in the area of culture and promoting.

1.2 Statement of Problem

It has been observed that culture studies determines the developmental pace of a society because the traditional values of a people are related to the pace with which they accept or reject the demands of socio-economic development, (Oyekan, 2009). The culture of every nation is an important aspect of that nation and should be preserved especially by the media which exposes the masses to the activities happening around them. To this light, federal government commissions number of mass media (radio and Television stations among others) across the country for this purpose. But the socio-cultural impact of cultural studies approach to mass media as a factor of mankind socio-cultural development has been subject of argument. In the light of the foregoing, this study seeks to examine cultural studies approach to mass media as a factor of mankind socio-cultural development in Nasarawa local government.

1.3 Objectives of the Study

The main objective of this study is to examine cultural studies approach to mass media as a factor of mankind socio-cultural development in Nasarawa local government.

The specific objectives include the following

To access the level at which the mass media propagate culture.
To know if the cultural studies through the mass media has any effect on the audience.
To know the impact of cultural studies and mass media on the socio-cultural development in Nasarawa Local Government.

1.4 Research Questions

In the course of this research work, the following questions were raised as it is relevant to the study.

To what extent does Mass media propagate culture in Nasarawa local government?
How does the cultural studies through mass media affect the audience?
How does cultural studies and mass media impact on social cultural development in Nasarawa?

1.5 Scope of the Study

This study is centered on cultural studies approach to mass media as a factor of mankind socio-cultural development in Nasarawa local government.

1.6 Significance of the Study

This research work is expected to serve as an eye opener for all categories of people to learn about the impact of cultural studies and mass media on mankind socio-cultural development. The work is significant because it will explain indetails why people need to be conversant with their culture. In this research work, ways and manners by which people can learn about their culture are identified and explained. Also the relevance of mass media will be examined as a medium through which cultural knowledge and awareness can be acquired. A mass media promotes cultural norms, values and ethics just as it serves as a means of acquiring cultural education which will aid and promote societal decency. The research becomes significant because it is one of the ways of exposing and promoting Nigerians cultural heritage among her citizens. The study is also expected to benefit diverse sectors of the economy as follows:

Media house: mass media organizations will benefit from this work because it will enable them to pay more attention to cultural preservation and promotion, aside serving as a veritable agent of socialisation.
Citizens: Nigerians will through this study know the benefit of mass media in the area of socialization and teach their children what and when to watch television.
Government: government at all levels will benefit from this study especially by partnering with community media to showcase and boost cultural values of the society. In the light of the above, this research draws attention to the need to assiduously harmonize the cultural elements of the Nigeria people, and in most specific terms examine the working of Radio state in the area of cultural promotion.

1.7 Definitions of Term

The researcher used operational definitions.

Cultural Studies: Cultural studies is a field of theoretically, politically, and empirically engaged cultural analysis that concentrates upon the political dynamics of contemporary culture, its historical foundations, defining traits, conflicts, and contingencies.

Culture: Taylor (2009), defined culture as a complex whole, which includes knowledge, beliefs, morals, customs, and habits or any other capabilities acquired by man as a member of society.