THE IMPACT OF NIGERIAN PRESS ON THE CHOICE OF POLITICAL CANDIDATE (A case study of Residence of Enugu Metropolis)
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THE
IMPACT OF NIGERIAN PRESS ON THE CHOICE OF POLITICAL CANDIDATE
(A
case study of Residence of Enugu Metropolis)
ABSTRACT
This research work seeks to examine to what extent the press content
(restricting it to print media) affect the choice made by the public toward a
particular political candidate. It examines theories as related to the field of
mass communication, which emphasis the media key role in determine what
perception the public build on a political figure. To this end, the study is
pattern along the Instructive Stimulus Response Theory or the “Hypodermic
needle/magic bullet” theory of the print media and the social responsibility
theory of the press as reinforced by the Hut Plus commission of 1947. be that
the research is quantitative as the case provide, a survey method was use along
side the instrument of questionnaire, where the simple random sampling
technique was used to gathered data from the resident of the three local
government areas of Igabi, Enugu South and Enugu North which make up the Enugu
metropolis. Understanding the limitation as associated with the print media,
being that it is more prominent among the elite, the research work after
analyzing and interpretating the gathered data in chapter four went further in
chapter five (being the provision for conclusion and recommendation) to proffer
ways in which the press will be used, when the right atmosphere is provided, as
the only machinery through which information can be transfer to the general
public and perception build and shape thereafter, in their bid to choose a
political candidate of their choice during election, citing our current dive as
a nation into the fourth republic with a proper functioning of democratic
principle.
TABLE
OF CONTENT
Cover Page
Title Page
Declaration
Approval Page
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER
ONE
1.1 Introduction
1.2 Purpose of the Study
1.3 Significance of the Study
1.4 Statement of Problem
1.5 Theoretical Framework
1.6 Scope and Limitation of Study
1.7 Research Hypothesis
1.8 Definition of Terminologies
CHAPTER
TWO
Literature Review
2.1 Introduction
2.2 Growth and Early Historical Development
of the Nigeria Newspaper
2.3 The Newspaper Message
2.4 Newspaper in the Service of the State
2.4.1 Public Watch-Dog
2.4.2 Information Role
2.4.3 Representation Role
2.4.4 Realization of Common Objective
2.5 Relative Importance of the Nigeria Press
(Newspaper) to the Society
2.6 The Newspaper, Politics and the Choice
of Political Candidate.
CHAPTER
THREE
Research Methodology
3.1 Research Design Techniques
3.1.1 Historical Research Method
3.1.2 Descriptive Research Method
3.1.3 Survey Research Method
3.1.4 Experimental
3.2 Sources of Data
3.2.1 Primary Source
3.2.2 Secondary Source
3.3 Data Gathering Instrument
3.4 Statistical Technique in Data Gathering
3.5 Sample/Population of Study
3.6 Sample Size
3.7 Data Analysis and Technique
CHAPTER
FOUR
Data
Presentation, Analysis and Interpretation
4.1 Section
A: Personal Data of Respondent
4.2 Section
B: Testing the Research Questions
4.3 Discussion
of Research Findings
CHAPTER FIVE
Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
Bibliography
Appendix
Chapter
one
INTRODUCTION
Mass communication is defined as
messages directed towards a large group of people using a mass medium. It
involves disseminating information to a large, diverse,
homogenous/heterogeneous audience. Mass communication is made possible through
the help of mass media. That is to say mass media makes mass communication a
reality. Mass media includes television, radio, newspaper, magazine etc.
For every human
society the successful conduct of her internal/external affairs depends largely
on the extent of the reliability of government apparatus and the government
successfully communicating, understanding and accepting themselves in a mutual
and symbiotic relationship”- Obaze .A et al (2004:1)
The need for
information is such that man can hardly function or determine his course of
life with out communication. On account of this, the influential role of the
media is cited in her caprice to direct, redirect, and shoulder the course of
altitude change and instilling/building public perception towards societal
affair.
There is no modern
society that can dispense with the press especially newspapers. The newspapers
especially to places where there are no radio stations rapidly spread important
news. The newspapers give us reliable information about towns and countries.
Many social tools are exposed in one newspaper to attract the attention of the
government, police and the citizens as a whole so that such evils may be
immediately combated. Many articles written by intelligent people and carried
by newspapers contain good ideas with which we can experiment in our bid to
reform the society. These articles have suggested ways and means by which we can
combat tribalism, fraud, serious crimes, avarice, greed, and extravagance,
which are disintegrating forces in the society.
By impacting
meaningfully through the involvement of Nigeria press vis-à-vis as a social
system in society positioning, it is her duty, responsibility and obligation to
enhance the survival of the vital ingredient of society demand. Which are
unity; structure; inter-dependence; compliance, commitment and conformity; and
transmission of social norms, culture and value. The media is by this gear
towards enhancing the continuity and survival of the total social “gadget.”
The print media,
particularly the medium of newspaper has become the major source of information
dissemination over the years, and also the major means of political mobilization
in Nigeria. Newspaper has the ability to inform, educate, entertain, enlighten
and mobilize the public. That is why the government and other private bodies
give much attention to it. The ability of newspaper to also mobilize the people
and make them behave in a given manner and to perform certain actions has made
it a tool in the hands of the government. The medium serves as an intermediary
between the government and the people, because it assists the government in
getting it plans and policies across to the people, and the people in return
gets their response, feeling and plight back to the government.
Footnoting this trend
on the national scale, the challenges that confront us as young democracy
nation in a country of diverse ethnic divide, is to establish an ideological
and structural homogeneity with a common political destiny and purpose among
our diverse ethnic groups, forthwith, the media being an institution of the
larger society is virtually needed to shoulder this course.
After many years of military rule in
Nigeria, democracy became a much needed endeavour and newspaper serves as a
major tool through which the people were fully informed, educated, enlightened
and mobilized to actively participate in the decision making in the country
during transition period.
Newspaper to a large
extent helped in making the people of Nigeria to get all the political
awareness, and it mobilized the people to both contest election and be voted
for, or to vote for a candidate of their choice as an electorate. The
importance of newspaper in ensuring a successful transition in Nigeria cannot
be underestimated.
Pinpointing the
decisive measure the Nigeria press has attained, it is for her to maintain her
effort to accumulate and accommodate the structural pattern of the social unit
into the mainstream of our society entity, hence creating a platform for an all
rounds stability of societal struggle. During this attempt by the press in this
fortified struggle; and her nature of place in societal positioning it came to
interest that, politic or the political sphere falls as one of the social
system. The society today which is acknowledge as a
contingent of each social sphere/system(s), need the collaboration and support
of each system in order to get herself “alive”.
In our modern society, the remarkable role of newspapers in
political affairs of a free and democratic society or nation is that they
educate and influence public opinion relative to political issues. They carry
manifestos of political parties before the elections, publish what certain
political leaders think of other parties and give adequate publicity to
political activities.
The value of newspapers in a political
society cannot be over emphasized. John Bittner (1980) wrote,
“On whether there should be a society
without a newspapers or a newspapers without a society I will chose the later
because its newspapers that made the society”.
Bittner simply mean that newspapers play
the remarkable role of making or marring a society. This supposition Jeremy
Turnstel agreed with when he wrote the books titled.
“The media is America” and a decade
later he wrote another book “The media is still America”
Politically, it is the above supposition
that prompted the study of this work into analyzing, using audience research,
to determine the impact of the Nigeria press, in this case the newspaper, on
the choice of political candidate. This is because, among other things
discussed earlier the newspaper influences its readers by shaping their
thinking towards believing what ordinary they wouldn’t have believe. Onagoruwa
(1973) most have seen through this, agree with the supposition when he wrote
that: “The power of the press is the power of the written word – its first
quality is performance”. Unlike the spear arrow or the fired bullet a written
word can be in ages.
In other word, newspaper readership has
a lasting memory of whatever interesting that appears on pages of newspaper.
And it is for this reason that some politicians and political elections
candidates have device means of manipulating the mind of their supporters and
non-supporters alike into believing their ability to performed better when
elected into any political office position. The means they use through the
newspaper includes, writing of article directly or, using other latent to write
a favourable article that will increase their personality and credibility; they
also write opinion and advertisement using their picture; some even newspaper.
Columnists who exploit these advantages promote themselves in the name of
gaining cheap popularity before the masses that are able to vote. No wonder
Mark Levin (2000) said,
“Just as the
Government becomes necessary to society for even development, the press becomes
inevitable to the political development of that society”.
By this foremost
discussion, I will through this piece of study bring the relevance needs and
impact the Nigeria press (print restrictive) plays on politics. Citing the
players of this system (i.e. politic, as political candidate) I will do well,
centered the work on how widely the media promulgate the interest/yearning and
goals of these candidate and how on a better ground have the Nigeria press
being able to influence and implant a sustainable touch on the political
system, through her “conscientizing” of the political public on choosing a
political candidate as their choice.
It is in light of the
above that this project research work intends to study the impact of the
Nigeria press on the choice of political candidates using as case study
residence of Enugu metropolis.
PURPOSE
OF THE STUDY
As pose by
contemporary scholars of the Instinctive Stimulus (S.I) theory and those of the
Agenda Setting theory on the powerful influence of the media as a
mind-controlling agent, it is on account of their posits the research will
drive home a point.
Citing possible ways
the media could play or improve in her “bi–literal” relationship with the
political system, the researcher will as a matter of fact, present the media on
a cross-road to verify (as being claimed by the “magic-bullet” theorist}, if at
all, the media have gain such a great influence in the affairs of the political
system.
The main objective of
the study is to stress the roles of newspaper (a branch of the Nigeria press)
as a tool for political sensitization and mobilization in Nigeria. With this,
it is among the aims of this study to find out the effects of Newspaper report
on political affairs in Nigeria.
Furthermore, the study
will be carried out to know the effect of newspaper content on its reader in
relation to other medium of Mass Communication. Our study of the Nigeria press
effect on choice of political candidate will be lowered to cover only the print
discourse, in that it exist as the encompassing knowledge of what we
appreciation as press.
Through this study, a
design will be made to make various politicians contesting for electoral
position as well as the electorate to see the importance of newspaper in
political mobilization, information, awareness, enlightenment and education.
With a provision of two-edge paramedic against arguments to ascertain which
from which better spread the goodwill of politicians to the public – be it the
party, which the candidate belong or the print medium.
In the mean time, the
objective will enable us see the relative importance of newspaper to the
society and why the government rely more on newspaper content to mobilize
Nigerians to fully participate in the general elections in Nigeria which will
be pattern to reflect how the choice made by residence of Enugu state
metropolis is influenced by the newspaper coverage.
SIGNIFICANT
OF THE STUDY
Amidst the gross look
of our study, it is perceive that the outcome herewith will provide a colossal
approach towards discovery a whole new directive on the basis of mending the
role of the media in her consolidating effort of unifying the diver “Sparta”
system that make up the phoenix of the larger society.
As highlighted in the
introduction page, there is no modern society that can dispense with the press.
As such the study of their message becomes imperative.
Through knowledge on
the relationship between the Nigerian press on the choice of political
candidate, will not only enhance our understanding of the nature of the print
media, let it will also give us clearer knowledge of how these newspaper are
been used by political candidate to gain popularity among the electorate.
The relevance in it
own, will pattern the thinking of these political candidate toward establishing
perfect answer to the hostile debate over whom do the greater tasks of public
influence, be it the candidate manifestoes, or the print media.
More so, the
importance of this research work will guide regulators of the Nigeria press on
how to regulate their practice in order not to mislead their conscious reader.
And from the recommendation/conclusion that will be giving in this study it
will assist to improve the act of newspapering.
In general, the study
is expected to emerge a clearer picture on how the electorates get influence by
newspaper coverage on the choice made of political candidate. Vies, examine the
effectiveness of her content in the choice of political candidate, the study
will determine how the electorate (respondent) perceive newspaper in term of
their coverage of political activities and political candidate.
The relevance which
will serve as a reference materials to interested person who would want to
carry out future research in this direction, will analyze how often newspapers
cover political stories, and how the ownership pattern of newspaper affect its
coverage of political issues in term of favoring one candidate to the other.
On a final note it is
believe that today’s work will not only become a syndrome of impetus on the
triple parties, i.e. the newspaper, the political candidates and the public:
but that by this noble piece, the press will have a touch at heart to always see
their noble calling as one which will assist in the sensitization; education;
awareness and enlightenment of the larger Nigeria populace towards accepting
and understanding their role in the development, growth and survival of our
nascent democracy, being our stepping-stone into the 4th republic of
our Nations political history for a sustain democratic state.
STATEMENT
OF THE PROBLEM
Saddling the press as
all instinctive and influencing from the judgment of the “hypodermic needle”
theory it is of interest to accept related works of critics who have through
their argument become a torn in the flesh of media acceptance.
From this point of view, it is notice
that there exist diviations in acceptance of the newspaper message by the
public. Which have in long way affected the “transmission belt” of the medium message?
The remarkable role of the newspaper in
society juxtapose with the ownership pattern inference being that most Nigeria
dailies are privately own have been kindled the general assumption that
newspaper have been bias in influencing the masses on the choice of some
candidate into political office.
Likewise, it has being a problem in the
society to know the extent to which newspaper act as mobilization agents on the
electorate towards the choice of a political candidate.
It should be stated categorically here
that the ownership pattern of the Nigeria press affects the coverage of the
activities of political parties, which in term affects their candidates into
holding political position. This of cause is a problem.
The problem of newspaper characteristic
also poses a torn in the flesh over her calculation, strength, target readers,
and the cost of purchase. This poses a problem as to how frequent the readers
access these newspapers to see through their content.
THEORETICAL FRAMEWORK
To support this research work
with close reference to the field of mass communication, I will like to use the
social responsibility theory; the agenda setting and that of stimulate
instinctive response theory of the press. The Hut Plus commission in 1947 emphasized
that the mass media should be much more responsible to the society. The theory
attempts to reconcile media independence with its obligation to the society. It
stated that it is the duty of the print media (newspaper) to instruct and
inform the public to make her capable of self – government as well as
protecting the rights of individuals against the government through its
watchdog functions.
If the press should be
taken as an “hypodermic needle” in the influence it exert in altering and
sharpening the altitude, perception and thinking of those expose to it message,
we will stand at a vantage point to judge the claim by Wilbur Schramm who
developed the “stimulus response” or the “magic bullet theory”.
The theory simply
state that, if people listen to a message they comply, all that the
communicator needed to do is to get audience to listen, and the deal would be
considered done. The basic idea of the following is that every member of the
audience and that receives newspaper message in a uniform way immediate and
direct responses are triggered by such stimuli. The theory further assumed that
communication is something someone does to the consumer elsewhere, the
communication not the consumer or receiver is the causative person”- Ifedayo. D
(2001, p45).
In line with the above-mentioned
theories, newspaper serves as an important tool in mobilizing the people
through its various contents. Certain messages carried by the newspaper make
the people to become politically aware and to actively participate in the
decision making of the country (Nigeria) during transition period. Through
newspaper the people are also enlightened on their right to vote and to be
voted for as well as making sure the people exercise these rights by reporting
any cases of infringement by either the government or private individuals.
It is necessary to
drive home the level of influence the media has on us. This influence becomes
even more prevalent if a given medium (newspaper) has proven over a span of
time that it has credibility and a sense of responsibility. Couple with
influence and the sense of responsibility displayed by newspaper house in
Nigeria manifested during the 1999 transition from military to civilian
government. The newspaper didn’t cover the transition programmes in a way that
would have been capable of bringing about disastrous consequences.
SCOPE
AND LIMITATION OF THE STUDY
The scope of coverage for this research
is limited only to the residences of Enugu metropolis who are literate. The
reason for this is that it is almost impossible, if not impossible to interview
all newspaper readers in Enugu state.
Likewise, this study is not without
limitations as there are bound to be some at the cause of gathering materials
in this project work.
The time allowed for this project work
is limited and thereby work against obtaining the so much information that are
require to make this project a ‘gospel truth’.
The level of the respondent’s sincerity towards answering the
questionnaire will also affect this study. It is however hoped that the error
margin will not be wide as to void the study. The researcher will do everything
at its disposal to ensure high level of sincerity on the part of the
respondents.
RESEARCH
QUESTION
To some extent the
research work is to measure the quantitative and qualitative role of the
Nigeria press in the choice of political candidate particularly among the
residence of Enugu metropolis. The following research hypotheses have been
draft out to measure the public (resident) responses toward the newspaper
message.
1. Is the newspaper successfully playing
her role of correlation in term of political issue?
2. Is it the press that places priority on
political candidate in the general public?
3. Is there any lapse, in terms of bias, in
the newspaper coverage of activities of political candidate?
4. What is the ownership status of the
Nigeria press coverage of political parties’ activities and that of their
candidate?
5.
Does
the media content determine who emerges successful in political elections?
6.
How
effective have newspaper being able to influence the general public?
DEFINITION
OF TERMS
Mass
Media
– The people and organization that provide information and news for the public,
including newspaper etc.
Press
–
Agency that carry out the function of mass communication.
“Conscientize
– To
instill enlightenment and awareness through persuasive communication.
Newspapering
– A
conscious effort by the press toward promoting the act of good newspaper
reporting.
REFERENCE
IFEDAYO
DARAMOLA (2001): Introduction to mass
communication. Ibadan: Yemtep publication
Obaze
.A, Ogebeti Clara (2004): Mass media and
society,
Babatunde
Folarin (1998): Theories of mass
communication, an introductory Text Ibadan: Stirling Horden publishers (Nig)
Ltd.
Dennis M.C Quail (1979): The effect and influence of
mass media. Published
by John Whey and Sons Inc.
Rives W.L. Etal (1982): “The mass media and modern
Society”. Published by Witton: Holt
Rine Rart incorporation
Adaba T. Comment on mass media and
Political mobilization.
At Bayero University, Kano (B.U.K) communication conference, 1984.
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