The Electronic Media As A Channel For Creating Awareness And Mobilizing Public Support In National Development

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The Electronic Media As A Channel For Creating Awareness And Mobilizing Public Support In National Development


Abstract


The broad objective of this study is to examine the role of electronic media as a channel for creating awareness and mobilizing public support in national development using NTA as case study. The study adopted a survey research design and with the aid of convenient sampling method, the researcher enrolled 36 participants for the study who are staff in Nigerian Television Authority (NTA) IN Abia State. Well structured questionnaire was issued to the respondent of which a total of 30 responses were received and validated for the study. Data was analyzed in simple percentage using frequencies and tables. The study therefore recommends that The electronic media as agent of change and promoter of national identity should therefore ensure that issues that pose as threat to the national development of Nigeria are tackled and addressed and raise strategies to promote, advocate and mobilize support on government activities in Nigeria.


Chapter One


Introduction

1.1 Background of the Study

The media play vital role in the national development of any nation, they provide information, education, entertainment, integration and social interaction in a country by giving insight into the happenings in the society and helping with the development of a nation. The media are also seen as an agent of change instilling new values and behaviours in the society. The electronic media, as the realm’s fourth estate, plays a crucial role in educating the public on health related issues. Flora et al. (201) described the four positions that the electronic media can play in national development many decades ago, including the first, which they called media as trainer, the second, which they called media as supporter, the third, which they called media as programme promoter, and the fourth, which they called media as supplement. The four elements have different appearances, but they can be used together or separately. For example, the electronic media’s role as an educator involves informing the public about national issues especially in the face of new policies and legislation. The goal of education is to ensure that the general public is psychologically prepared with knowledge that can act as a checklist for their actions in the face of new policy development .

The electronic media, according to Kim and Noriega (2020), is an important part of health education. According to the researchers, one of the ways the electronic media can do this is through a mix of knowledge and entertainment and sharing update of national development content contents on electronic media platforms such as Radio and Television.

In Nigeria, the country has evolved through a series of development efforts aimed at establishing her as a viable, independent state. The ingenuity with which government’s policy makers draft development policies and guidelines for development programs has been the starting off point to indicate the purpose such government’s seek to achieve. When a government enjoys a good union with its developmental strategies, such a government more often than not, excels in elevating its society’s standards. But when a government does not get any support from the masses, this can become an impediment to the success of such development.


1.2 Statement of the Problem

It is also pertinent to note that, no government can excel if the populace is not carried along in its development programs. The people need to know what the government and by extension, their leaders are up to. The people need to be informed not just passively but actively engaged by getting detailed information of their government’s plans and activities. Furthermore, the populace ought to be carried along every step of the way; as a way to guarantee active participation. When the populace is carried along by its government, every member of the society invariably knows what is expected of him/her and with the right motivation, contributes their own quota to national development.

As a developing country, Nigeria has continuously witnessed a downward slide from a country with about the most promising prospects in the sub-Saharan Africa with over 163million people (World Bank, 2013), to one that has 112.519 million people (69%) living in relative poverty (National Bureau of Statistics, HNLSS 2010).There seems to be an agreement among the academic society and media practitioners that at the center of all Nigeria’s problems is the fact that the mass media have not been fully deployed as an effective tool in achieving the desired accelerated growth and transformation that the country desperately needs (Moemeka, 2012). In 1974, the World Bank pointed out that efforts targeted at using the electronic media in creating awareness and public support towards national development did not positively affect the lives of the people in the developing countries to any appreciable degree.

Benefits derived from the electronic media efforts were very insignificant. Moemeka blames this problem on two factors one, is the one-way nature of the mass media, and two, the way the media were used and continued to be used, a fact that aligns with McQuails’ (2005) argument in the Development Media Theory. In order to tackle this problem successfully, both the federal and state government need the total and unalloyed support of the people and this all-important support would largely be possible through the efforts of the mass media that would create the necessary awareness in people and then mobilize their support towards government programmes. Getting members of the society to be adequately informed and carried along by any given government means closing the information gap that exists between both parties. This gap/divide is one which can be bridged by the electronic media. and thus it is upon this premises that this study seeks to examine the role of electronic media as a channel for creating awareness and mobilizing public support in national development using NTA Aba, Abia State as case study.


1.3 Objective of the Study

The broad objective of this study is to examine the role of electronic media as a channel for creating awareness and mobilizing public support in national development. Specifically, the study seeks to:

  1. Investigate if electronic media has plays any role in updating the masses on new development policies.
  2. Determine how television channel have been creating enough awareness on national development
  3. To ascertain the extent at which NTA has engaged the public to support national development

1.4 Research Question

  1. Does electronic media has any plays any role in updating the masses on new development policies?
  2. How does television channel create awareness on national development issues?
  3. Does NTA give prominence to news on national development?
  4. To what he extent has NTA engaged the public to support national development?

1.5 Significance of the Study

Findings from the study will be relevant to government, policy makers and media personnel. This study is important in the sense that it would enable readers to know the power of a television station in helping the authorities in the fulfillment of their expectations. This is because It is only when government programmes and projects are given that support by the public that it will then be able to achieve the desired objectives and the television, happens to be a medium that can contribute quite enormously in meeting these expectation of government. The result of the study will enlighten television reporters on the need to give prominence to development issues as this would enable government gain support for the effectiveness of the programme.


1.6 Scope of the Study

The scope of this study borders on the role of electronic media on as a channel for creating awareness and mobilizing public support in national development. The study is however delimited to Nigerai Television Authority (NTA), Aba, in Abia State.


1.7 Limitation of the Study

Financial Constraint

Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint

The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.


1.8 Definition of Terms

Relevance:

Relevance is the degree to which something is related or useful to what is happening or being talked about.

Media:

The term media, which is the plural of medium, refers to the communication channels through which we disseminate news, music, movies, education, promotional messages and other data.

Electronic Media:

Electronic media are media that use electronics or electro-mechanical means for the audience to access the content.

National Development:

National development is the capacity of the country to raise the standard of living of its residence. It can be achieved by providing individuals with basic livelihood requirements and supplying them with employment, etc.

Public Support:

Public support is vital for increasing pressure on governments to enact change and as well showing commitment towards helping them achieved a desired policy.


Chapter Five


Summary, Conclusion and Recommendation

5.1 Summary

The broad objective of this study is to examine the role of electronic media as a channel for creating awareness and mobilizing public support in national development using NTA as case study. It determined avenues through which television channel have been creating enough awareness on national development. It ascertained the extent at which NTA has engaged the public to support national development.

The study adopted a survey research design and with the aid of convenient sampling method, the researcher enrolled 36 participants for the study who are staff in Nigerian Television Authority (NTA) IN Abia State. Well structured questionnaire was issued to the respondent of which a total of 30 responses were received and validated for the study. Data was analyzed in simple percentage using frequencies and tables.


5.2 Conclusion

Majority of the world’s population engage with the media every day through the radio sets, television sets, newspapers, or online. In this sense, the media is considered a formidable tool which a lot of people can relate to whether through a favourite programme or article that connects them to their immediate environment.

The study established that a greater percentage of Nigerians have one receiving set or another through which they receive media programmes on national development. The power the media possess as an effective channel for achieving rapid transmission is further underscored in the findings of this study which revealed that the Nigeria electronic media are positively deploying their strength to the advantage of the Nigerian populace by bringing to them regularly, relevant and impactful development programmes.

The result of the study further revealed that awareness created for government development projects has be grossly inadequate, else, an overwhelming majority (more than half) ought not to be merely averagely informed much less having people who respond not to be informed at all. Rather, majority ought to be well informed considering the enormous number of media establishments in the country.

Findings from the study revealed from the positive angle that the media has averagely kept Nigerians informed on government development projects but on the negative angle; it has slacked to effectively influence Nigerians to participate in the development process itself.

Conclusively, the media keeps Nigerians averagely informed on government development projects, sways individual convictions of people in such a way that they consider projects given more coverage as truly important in comparison to their previously held beliefs. However, it has not been able to get majority to attach importance to projects given more media attention.


5.3 Recommendation

Base on the findings of the study, the following recommendations were proffered:

Television channels with a reputation of being the closest medium to the rural community must harness its potentials optimally in ensuring that those in remote rural areas of the country do not lack essential information on basic rights and entitlements, public services, public budgets, health, education and working opportunities, agricultural prices and other market information which would enable them to take control of their lives.

The electronic media as agent of change and promoter of national identity should therefore ensure that issues that pose as threat to the national development of Nigeria are tackled and addressed and raise strategies to promote, advocate and mobilize support on government activities in Nigeria.

Government owned television channel should ensure to give prominence to new broadcast on national development issues and as well integrate the masses about new policies as this would require them to give in their support.

Electronic media station and channels should ensure that even at the rural level they go for public interview, host reputable personnel of that locale on TV/Radio call-in and talk shows as this would enable the masses to familiarize with this updates and as well make them give in their support towards national development.


The Electronic Media As A Channel For Creating Awareness And Mobilizing Public Support In National Development


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