Influence Of Media Credibility On News Consumption Among Civil Servants

Project and Seminar Material for Mass Communication

Abstract

This study was carried out on the influence of media credibility on news consumption among civil servants. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprised of some civil servants in Oshogbo. In determining the sample size, the researcher conveniently selected 57 respondents and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, and mean scores. The hypotheses was tested using Chi-square Statistical tool. The result of the study reveals that the extent of media consumption among civil servants in Oshogbo is high. The study reveals that the extent of media credibility in Oshogbo is low. The study further reveals that media credibility has an influence on news consumption among civil servants. Therefore, it is recommended that the media should be rid of biased reporting and news as this can lead to a wide range of effects. Access by media staff to international news should be guaranteed. And adequate and periodic training should be given to staff of media stations in order to ensure effective news coverage.

Table of Content

Chapter One:

Introduction

1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitation of the Study
1.9 Definition of Terms
1.10 Organization of the Study

Chapter Two:

Review of Literature

2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review

Chapter Three:

Research Methodology

3.1 Research Design
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Sample Size Selection Technique and Procedure
3.5 Research Instrument and Administration
3.6 Method of Data Collection
3.7 Method of Data Analysis
3.8 Validity of the Study
3.9 Reliability of the Study
3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

4.1 Data Presentation
4.2 Analysis of Data
4.3 Answering Research Questions
4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
APPENDIX
QUESTIONNAIRE

Chapter One

Introduction

1.1 Background of the Study

On daily basis, whether orchestrated by human being or by natural forces, event unfold in separate parts of the world that must be brought to the knowledge of the general public in the performance of these duty, the role of newspapers, which is a medium of mass communication that uses printing technology to disseminate information to a large heterogeneous and diverse audience, cannot be underestimated.

However, after the abolition of slave trade “Iwe-Iroyin fun awon Egba ati yoruba” came into being in 1859 which was printed as plain news without segment in content but which was meant to minister to the Egba returnees.
According to oyewale (2003) Evolution growth and development of mass media in Nigeria Iwe-Iroyin was established in 1859 by Reverned Henry Townsend, which according to him was to get the people of Egba to read , that is beget the habit of seeking for information by reading newspapers. In other word, Henry Townsend’s motive for establishment Iwe-Iroyin was primarily to increase the literacy level of Egba and improving their acquisition of knowledge through reading.

Although, Iwe-Iroyin was short-lived, specifically after 8years, investigating reporting, features, editorials, announcement supplements, verbatim interview and advertisement of goods and services or idea (Adisa, 2003) with the motive of directing attention of the people to the product. Other content in newspaper include games and puzzle, photograph (picture that communicates and cartoons for entertainment). Newspapers also educate the readers.

In discussing mass media credibility on news consumption among civil servants, the relevance of the selective influence theory according to Mc Quail (2000) cannot be overlook. In these sense, the retinal for this claim is said to be rooted in the fact that dissimilarities in the mentalities or the way with which civil servants perceives, retain react or take action and agree with massage in the print media as news consumption is more higher than those that belief in electronic media. The reason for this may be found in the fact that majority of those of them in Oshogbo either do not have interest or enough time to be listening to radio or view television because of the nature of their jobs.

For instance, lecturers who have to lecture students from 8am till 5pm and there is no television receiving set or radio to get him/her informed about happening in the society will prefer reading news paper. This is because such lecturer will have this opportunity of reading news paper when he/she is less busy in his/her office.

Some civil servants prefer or belief in reading news paper because it enables them to have the opportunity of being informed about events, issues, or places at their own convenient time. Some news paper focus an advertisement and business news/market shares or any other issue an economic or social life while some aim at serving as watch dog and speak on belief of the people through editorial writing. Entertainment aspect involves the uses of cartoon to reveal serious matter in amassing way or at times to entertain details.

This indeed may have been the driving force behind the credibility given to print media over electronic media by civil servants in Oshogbo, because by going through their stories sustaining the interest of their readers in their products as well as giving them optimum satisfaction with that they present in every segment of their product (News paper).

Despite the above assertions, there are also civil servants who believe in listening to radio or watching television because of the fact that they have opportunity of such in their offices or find a means.

1.2 Statement of Problem

This research project focuses on civil servants in Oshogbo. It would also emphasize on the reason why the civil servants believe in media as their news consumption and its effect on them. It also finds out whether credibility and objectivity from part of what determine their exposure.

1.3 Objectives of the Study

The main aim of this study is to examine the influence of media credibility on news consumption among civil servants. Other aims of this study are:

To determine the extent of media consumption among civil servants.
To determine the extent of media credibility in Nigeria.
To determine whether media credibility has an influence on news consumption among civil servants.
Investigate whether there are factors influencing media credibility in Nigeria.

1.4 Research Questions

The following research questions will be answered in this study:

What is the extent of media consumption among civil servants in Oshogbo?
What is the extent of media credibility in Oshogbo?
Does media credibility has an influence on news consumption among civil servants?
Are there factors influencing media credibility in Nigeria?

1.5 Research Hypotheses

H01: The extent of media consumption among civil servants in Oshogbo is low.

H02: The extent of media credibility in Oshogbo is low.

1.6 Significance of the Study

The research plays a significant role in enabling the media to ascertain whether the credibility of their contents impact on news consumption of civil servants in Oshogbo or entrusted by these civil servants on the media.
Besides, it enables the media to measure and determine the news consumption pattern among the civil servants in Oshogbo as well as proving whether the credibility of their message influence news stories reading or listening habit.

1.7 Scope of the Study

This study focuses on the influence of media credibility on news consumption among civil servants. Study specifically focuses on determining the extent of media consumption among civil servants, determining the extent of media credibility in Nigeria, determining whether media credibility has an influence on news consumption among civil servants and examining the factors that aids media credibility in Nigeria.

1.8 Limitation of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition of the Terms

Effect:

According to oxford Advanced Learner’s Dictionary (seventh Edition) is a change that somebody or something causes in somebody or something else.

Media:

This refers to collective means of communicating with a large number of people that heterogeneous and widely scattered in nature.

Credibility:

This is the capacity of being believed or a public official of maintaining the public confidence.

Media Credibility:

This refers to the degree at which media messages could be believed.

News:

This is the timely account of an effect by a reporter.

News Consumption:

This refers to the habit of listening to the radio, watching television or viewing and reading the news in the media.

Civil Servants:

This according to international encyclopedia of the social science. Also refers to as serving the state in a professional capacity except for those in military and judicial services.

1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

Chapter Five

Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on theinfluence of media credibility on news consumption among civil servants. The chapter consists of summary of the study, conclusions, and recommendations.

5.2 Summary of the Study

In this study, our focus was on the influence of media credibility on news consumption among civil servants. The study is was specifically carried out to determine the extent of media consumption among civil servants in Oshogbo, determine the extent of media credibility of civil servants in Oshogbo, determine whether media credibility has an influence on news consumption among civil servants, and Investigate whether there are factors influencing media credibility in Nigeria,

The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent were some civil servants in Oshogbo.

5.3 Conclusions

Based on the findings of this study, the researcher concluded that;

The extent of media consumption among civil servants in Oshogbo is high.
The extent of media credibility of civil servants in Oshogbo is low.
Media credibility has an influence on news consumption among civil servants.
There are factors influencing media credibility in Nigeria.

5.4 Recommendation

Based on the responses obtained, the researcher proffers the following recommendations:

Broadcasting media channels and stations should be rid of biased reporting and news as this can lead to a wide range of effects.
Access by media staff to international news should be guaranteed.
Adequate and periodic training should be given to staff of media stations in order to ensure effective news coverage.

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