The New Media And Communication In Organizations (A Case Study Of Kuda Bank, Lagos)

Project and Seminar Material for Mass Communication

The New Media And Communication In Organizations (A Case Study Of Kuda Bank, Lagos)


Abstract


This study was carried out to examine the new media and communication in organizations using Kuda Bank, Lagos State as a case study. The study was carried out to determine the extent Kuda Bank, Lagos uses new media for communication purposes, determine the extent Kuda Bank uses the new media for communication purposes, determine whether Kuda Bank uses the new media for internal communications, determine whether Kuda Bank, Lagos uses the new media for external communications, and determine whether the use of the new media enhances the effectiveness of organizational communication. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of Kuda Bank, Lagos State.

In determining the sample size, the researcher conveniently selected 60 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, while the hypotheses were tested using chi-square statistical tool. The result of the findings reveals that the extent Kuda Bank uses the new media for communication purposes is high. The study also revealed that the use of the new media enhances the effectiveness of organizational communication.

Therefore, it is recommended that since the follow of information delay especially in the face of making critical decision or creating awareness among staff is a challenge in most organizations, it is ideal for organizations to adopt the new media since it is swift in sharing and gathering information. To mention but a few.


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 Organizations 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

There is no such thing as pure technology. To understand technology, one must first understand social relationships. Understanding social relation-ships requires a grasp of communication. Everything about the adoption and uses of media is social (e.g., Contractor, Fulk, Monge, & Singhal, 1986; Ebadi& Utterback, 1984; Fulk, Steinfield, Schmitz, & Power, 1987; Kling & Scacchi, 1982; Markus & Robey, 1988). Logical expectations for the adoption and use of the new media are rarely met (Kiesler, 1986; Rogers, 1988;Watson, DeSanctis, & Poole, 1988). The pragmatics of technological communication must always be understood in the context of the motives, paradoxes, and contradictions of everyday life. On the one hand, individuals use media within the framework of their lives, to accomplish their personal goals (i.e., to get ahead, to be liked, to pass the time). On the other, technology shapes individuals’ goals and actions, their wishes and behaviors; both the tool and the person using the tool are changed through its application (Barley, 1986; Ochs, 1989; Rice & Contractor, in press).

Although they are still regarded with some fear and are considered a potential danger within organizational communication, the new media influence both the traditional media and the behaviour of media users. On the other hand, new media have not eliminated or replaced the traditional, rather they have influenced them, forcing the latter to accept them (Holtz, 2006). Just as with classic media channels, the new media have their advantages and disadvantages, so that professionals have to carefully evaluate them in order to use them to their maximum efficiency (Berger, 2008). By using new media, public opinion communicates itself, and through this way of communication notable target audiences can be reached. This means that the classic target audiences of the organization are ‘activated’. They no longer content with receiving and consuming information but will make their own contributions to interpreting and commenting data. “Corporate communication should follow this trend, or, at least, perceive it” (Julich, 2012).


1.2 Statement of the Problem

Internal communication also changes within the new media. Employees communicate in new media and contribute to the company’s image and reputation (Julich, 2012). The role of internal communication expands in the direction of getting feedback from within the organization. Classic communication, through traditional channels, no longer satisfies the needs of employees, nor does it create the feeling of belonging to a group. The external public perceives the employees as true ambassadors of the company and thus feedback takes on a major role in building its reputation (Banuta, 2011). The challenge for organizations is whether they will make their structures flexible and harmonized so as to successfully integrate new media into the communication policy. Using the method of contextual analysis, the present study aims to identify the role of the new media and communication in organizations (a case study of Kuda Bank, Lagos).


1.3 Objectives of the Study

The main aim of this study is to examine the new media and communication in organizations (a case study of Kuda Bank, Lagos). Other objectives of this study are:

  1. To determine the extent Kuda Bank, Lagos uses new media for communication purposes.
  2. To determine the extent Kuda Bank uses the new media for communication purposes.
  3. To determine whether Kuda Bank uses the new media for internal communications.
  4. To determine whether Kuda Bank, Lagos uses the new media for external communications.
  5. To determine whether the use of the new media enhances the effectiveness of organizational communication.

1.4 Research Questions

The following research questions will be answered in this study:

  1. To what extent does Kuda Bank use the new media for communication purposes?
  2. Does Kuda Bank use the new media for internal communications?
  3. Does Kuda Bank use the new media for external communications?
  4. Does the use of the new media enhance the effectiveness of organizational communication in Kuda Bank?

1.5 Research Hypotheses

The following null hypotheses will validate this study:

Ho: The use of the new media does not enhance the effectiveness of organizational communication.

Ha: The use of the new media enhances the effectiveness of organizational communication.


1.6 Significance of the Study

It is necessary to understand how business is taking advantage of best practice in new media to strengthen the company communication relationship with customers, in order to encourage owners of these companies to make decisions about the value of new media, recognise the most successful tool in this regard and highlight the role of new media in enhancing and growing business and increasing profit, and lastly how to use new media to interact with the public.


1.7 Scope of the Study

This study focuses on the new media and communication in organizations. The study will be conducted in Kuda Bank, Lagos State. Hence, the respondents for the study will be obtained from the firm.


1.8 Limitations 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 Terms

New Media:

New media are forms of media that are computational and rely on computers and the Internet for redistribution. Some examples of new media are computer animations, video games, human-computer interfaces, interactive computer installations, websites, and virtual worlds.


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 the new media and communication in organizations using Kuda Bank, Lagos State as a case study. 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 new media and communication in organizations using Kuda Bank, Lagos State as a case study. The study is was specifically carried out to determine the extent Kuda Bank, Lagos uses new media for communication purposes, determine the extent Kuda Bank uses the new media for communication purposes, determine whether Kuda Bank uses the new media for internal communications, determine whether Kuda Bank, Lagos uses the new media for external communications, and determine whether the use of the new media enhances the effectiveness of organizational communication.

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 staff of Kuda Bank, Lagos State.


5.3 Conclusions

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

  1. The extent Kuda Bank uses the new media for communication purposes is high.
  2. To determine whether Kuda Bank uses the new media for internal communications.
  3. Kuda Bank, Lagos uses the new media for external communications.
  4. The use of the new media enhances the effectiveness of organizational communication.

5.4 Recommendation

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

  1. It is essential for organizations of any size to embrace new media and make it an integral part of their communication strategy.
  2. Since the follow of information delay especially in the face of making critical decision or creating awareness among staff is a challenge in most organizations, it is ideal for organizations to adopt the new media since it is swift in sharing and gathering information.
  3. Managers of organizations should be willing to tailor communication channels based on the composition of his or her teams and if geographically dispersed virtual teams are involved, he or she be privy to the different kinds of communication etiquette that is expected by different cultures.

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