The Influence Of Radio On The Promotion Of Entrepreneurship Among Mass Communication Students

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The Influence Of Radio On The Promotion Of Entrepreneurship Among Mass Communication Students


Abstract


This study is on the influence of radio on the promotion of entrepreneurship among mass communication students. The total population for the study is 200 staff of inspiration FM 92.3 at yaba, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made managers, production managers, marketers and editors were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies


Chapter One


Introduction

1.1 Background of the Study

Desai (2009) noted that, “During the last three decades, the concept of entrepreneurship has assumed prime importance both in research and in action for accelerating economic growth in the developing countries.”
Majorly Academicians, Scholars, Professors have recognized the importance of entrepreneurship and has accepted it as a major determinant growing the nation economically.

A reputable Author, Banker, Researcher, Poet and a consummate Writer from Nigeria Ajiye in His book “New Era Entrepreneurship” (2005:7) opined that “an entrepreneur is that man or woman who takes the initiative of starting and running small or large enterprise and make them work”. Most ideas are sinking today because there are little or no platforms to promote what they have to offer, significantly, there are risk takers and burden bearers who are willing to avoid the bad shade of unemployment and are contributing immensely to the economy. Onu(2014) cited that, “The quality of performance of the entrepreneur determines whether capital would grow rapidly or slowly and whether the growth involves innovation where new products and production techniques are developed”.

There have been some instruments used to inject basic entrepreneurial terminologies to the average man. Information could reach anyone faster using a mass medium. There are different types, which are print, electronic and new media.

To contribute to national development, radio has been selected as a medium to bring about effective change because of its universal nature; the imperative benefit has to do with the entrepreneurial programmes that are so motivating and influencing the listeners.

The listeners makes use of information every day ,they tune into a radio station for fun, inspiration, religious goals, social impact, news and entertainment.

Olusola(2010:45) opines that, “Radio has over the years, played the role of information provider through news, messages about the availability of social services, and announcements concerning an event of importance to the audience”

More so, Radio is a platform for creating mutual understanding and developing social relationship. It proved valuable when Oladiran (2010:35) emphasizes that, “the media have been discovered to have subtle influence on the lives of its audience, to the point where people tend to adjust their habit to the programmes of the media, just as the media adjust their schedules to fit the popular habits of their audience”.

This constitutes the motive behind the evaluation of the “influence of radio on the promotion of entrepreneurship” with a close look at the Mass communication students of University of Lagos in Yaba, Lagos State.


1.2 Statement of Problem

Entrepreneurship has decreased the rate of unemployment in Nigeria today, there are emerging businesses that are producing a top notch in the economy and has given a rise to development. Desai(2009) emphasizes this when he said “ if the nation’s economy is not to stagnate under the ministrations of professionals, it must be continuously revitalized by the infusion of new energy, new ideas and nucleus for economic growth”. More so, the greater emphasis is based on the development of recognizing new ideas from fresh minds with the hope that it would multiply employment opportunities and create a room for maximum distribution of income.

The importance of entrepreneur in Today’s economy cannot be over emphasized. The reduction in unemployment rate among graduates in Nigeria is largely due to the adoption of entrepreneurial skills as a means of creating quality value to the society while a living is earned out of it.

A review on studies conducted on entrepreneur shows that many undergraduate students do not really possess the needed skills require to become self-employed coupled with the inadequate awareness caused by limited information media sources. “The lacuna led to the introduction and emphasis on entrepreneurial education owing to the belief that its introduction into tertiary education would lead to acquisition of skills that would enable its graduates to be self reliant and consequently reduce unemployment problems” as stated by Nwangwu (2006).

The radio as an informative and educative media could play a vital role in breaching this gap.it is in this light the researcher tends to examine the influence of radio on the promotion of entrepreneurship among mass communication students in University of Lagos.


1.3 Objective of Study

The general objective of this study is to determine the influence of radio in the entrepreneurial empowerment of mass communication students in University of Lagos.

The other objectives are:

  1. To find out if they are exposed to entrepreneurial programmes on inspiration FM.
  2. To determine if the entrepreneur programmes on inspiration FM motivates mass communication students of university of Lagos in developing entrepreneurial skills.
  3. To find out if there are factors that influences Mass communication students of University of Lagos in accessing entrepreneurial programmes on inspiration FM.
  4. To examine if mass communication students of University of Lagos are engaged in entrepreneurial activities as a result of entrepreneurial programmes on inspiration fm.

1.4 Hypotheses of the Study

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

  1. H0: there are no factors that influences Mass communication students of University of Lagos in accessing entrepreneurial programmes on inspiration FM
    H1: there are factors that influences Mass communication students of University of Lagos in accessing entrepreneurial programmes on inspiration FM
  2. H02: entrepreneur programmes on inspiration FM do not motivates mass communication students of university of Lagos in developing entrepreneurial skills
    H2: entrepreneur programmes on inspiration FM motivates mass communication students of university of Lagos in developing entrepreneurial skills

1.5 Significance of Study

According to Onabajo(1999) “the audience is a collection of individuals with shared experiences, traditions, conditions of life and needs. This group of individuals varies according to their social classes, economic interests, religious beliefs and other concerns”. There must be a target audience for every programme aired for adequate positive feedback.

This study has an entrepreneurial significance in the body of knowledge requirement. The outcome of this research work will serve various scholars and actors in the media and broadcasting profession especially inspiration Fm management staff on the perception and impact of its listenership of its entrepreneurial programmes by students.

The research will be useful to students to widen their horizon concerning entrepreneurial skills and how they will contribute to national development by listening to Entrepreneurial programmes on Inspiration FM.

It will help to find out why students spirits are not awakened to entrepreneurial programmes on inspiration FM.
Also,the outcome of this study will be highly useful to upcoming researchers in the field of Mass communication and mass communication professionals.

Lastly,this research work will constitute a body of literature to the existing scholarly materials on the role of radio programme in promoting entrepreneurship among undergraduate students for national development.


1.6 Scope and Limitation of the Study

This study will examine inspiration FM in Lagos state and the various entrepreneurial programmes, on inspiration FM 92.3that is being hosted and aired which are in line with the present study.

The list of entrepreneurial programmes that will be analysed are; Minding your business with Leke Alder,SME business platform, introducing the fate foundation and first bank business path radio programme, partners and donors-LEAP Africa and Enterprise stories. these are programmes done on inspiration FM 92.3. The researcher encounters some constrain which limited the scope of the study;

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Organizational Privacy:

Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.


1.7 Operational Definitions of Terms

Influence:

The effect entrepreneurial radio programme plays on the listening pleasure of University of Lagos mass communication students.

Radio:

An electronic, educative, informative and entertaining media widely listened to by University of Lagos students.

Radio Programme:

A hosted educative aired talk or discussion on inspiration FM with the aim of reaching out to the University of Lagos populace.

Promotion:

The event often conducted by the Radio station to create awareness among students on the need to become an entrepreneur.

Entrepreneurship:

The ability of a mass communication student of University of Lagos to establish and create job in his\her field of study or special interest.

University of Lagos:

A citadel of Higher learning located in Lagos state and it forms the study location of the present research.

Students:

Group of individuals who are presently undergoing a program in University of Lagos, especially undergraduate mass communication people.

Mass communication Students:

Individuals whose specialized study can be trained in the profession of media communication and broadcasting.


1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

  • Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
  • Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
  • Chapter three deals on the research design and methodology adopted in the study.
  • Chapter four concentrate on the data collection and analysis and presentation of finding.
  • Chapter five gives summary, conclusion, and recommendations made of the study

Chapter Five


Summary, Conclusion and Recommendation

5.1 Introduction

It is important to ascertain that the objective of this study was to ascertain the influence of radio on the promotion of entrepreneurship among mass communication students. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the influence of radio on the promotion of entrepreneurship among mass communication students


5.2 Summary

This study was on the influence of radio on the promotion of entrepreneurship among mass communication students. Four objectives were raised which included: To find out if they are exposed to entrepreneurial programmes on inspiration FM, to determine if the entrepreneur programmes on inspiration FM motivates mass communication students of university of Lagos in developing entrepreneurial skills, to find out if there are factors that influences Mass communication students of University of Lagos in accessing entrepreneurial programmes on inspiration FM, to examine if mass communication students of University of Lagos are engaged in entrepreneurial activities as a result of entrepreneurial programmes on inspiration fm. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of inspiration FM 92.3 at yaba, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made managers, production managers, marketers and editors were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies


5.3 Conclusion

Entrepreneurial activities play increasingly important roles in building media business success. We think that the research interest in media and entrepreneurship will keep moving up and also, more issues and research questions will come forth in the coming years. Secondly, the current entrepreneurship study in media industries is unevenly distributed. From the media industry perspective, some industries, such as newspaper, film and music industries have attracted more attentions, whereas others are less addressed and investigated (e.g. radio). From the entrepreneurship research perspective, some entrepreneurship subtopics are studied much often than the others. This uneven distribution might be caused by the nature of media industry and entrepreneurship (e.g. family business is a recurrent topic in newspapers, while financing entrepreneurs is common in the film industry).


5.4 Recommendation

Nowadays, many issues confronted with media industries in a dynamic and changing environment can be discussed and handled through studies and research in the entrepreneurship domain. Also, entrepreneurship activities can be encouraged and enhanced by the means of media. Therefore, a future research agenda needs to be made to investigate the way by which media and entrepreneurship can promote the development of each other reciprocally and successfully.


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