THE ROLE OF ELECTRONIC MEDIA IN NATIONAL IMAGE BUILDING

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

In this present dynamic society of Nigeria, the role of the broadcasting and the broadcast media as agent of rural and national development, especially at the information dissertational level is now generally recognized and accepted by expert and policy make alike what seems quite unsecured in many developing countries is how best to utilize the potentials of the broadcaster and their media to achieve development objective Nwosu (1990:119).

Thus, from this back drop, image can be said to refer to the overall reputation of an individual or organization as determined by the mental picture impression, knowledge information and perception that the public has about it. It is also determined by multiple factors that include its national performances or non-performances, National identify and national communication over a period of time. It may be wrong or light, and may be quite different from reality. But its importance lies on the fact that it is based largely on that these public take decision on whether to relate it to an organization or not and how to relate. It needs therefore, to be carefully and professionally managed through a will developed, nurtured image motivating programme that is continual and systematic in nature. And this now called for electronic media as indispensable machinery for National image building.

This was conceptualize by a communications scientist less well (1927) in his hypodermic needle theory or mechanistic stimulus responses theory in which he assets that “any powerful stimulus (electronic media message) can provoke a uniform reaction or response from a given organism (e.g. audience).

Another scholar in the earliest 1992, Lippman states that the media helps to put (picture in our heads”, it was however, the Combs and Shaw (1972, 1979) who wrote that “Audience not only learn how much importance to attach to an issues or topic from the emphasis the media place upon it for example,. If the media choose to highlight a particular individual base on his dubious acts notwithstanding the love of importance people placed on that individual or National image, people perception change immediately to against. Notably, electronic media have emerged in recent time as an indispensable tool for the building and remolding of characters or image of individuals, and organization as well as a Nation. In the dimensions of National visibility electronic media are viewed as a catalyzing agent which must be employed as part which the image of a country will be build. In view of the above, this study will be focused on examining the role of electronic media in National image building.

1.2 Statement Of The Problem

Electronic media have emerged in recent time as an indispensable tool for the building and remolding of characters or image of individuals, and organization as well as a Nation. In the dimensions of National visibility electronic media are viewed as a catalyzing agent which must be employed as part which the image of a country will be build.  The focus of this work is on the role of electronic media in National image building, how to conceptualize, influence and manage the National image of a nation to yield a positive and effective impact in the society. The electronic image as a form of mass media plays the crucial role of informing, educating and apprising the masses on the realities of the events, programmes, societal and national favourable and unfavourable incidents that occurs in a country, which is among the major ways of influencing the national image of a country(Charles 2015).  In agreement to this, Okafor(2012) posited that the electronic media is news broadcasting entity which acts independently in news distribution. On the contrary,  electronic medias and other forms of mass medias in Nigeria do not operate without top authorities influences, thereby impending them from effectively carrying out their functions adequately. In view of the above, this study will be focused on examining the role of electronic media in National image building

1.3 OBJECTIVES OF THE STUDY

The general aim of this study is to ascertain the role of electronic media in National image building. Specifically, the study is targeted;

1.To investigate whether the news broadcast through electronic media has been bias-free.

2.To investigate whether the news broadcast through electronic media has always been influenced by the government.

3.To investigate whether there is transparency in electronic media broadcast in Nigeria

1.4 RESEARCH HYPOTHESES

In the course of this study, the following hypothetical statements will be validated.

H01: News broadcast through electronic media have not been bias-free.

H02: The news broadcast through electronic media is not always been influenced by the government.

H03: There has not been transparency in electronic media broadcast in Nigeria.

1.5 SIGNIFICANCE OF THE STUDY

This study is expected to educated, and remind the government and high authorities the supposed roles of the electronic media. The study will further unveil how selfish political interest and the length of corruption in Nigeria has negatively influenced the efficacy of the electronic media broadcast in Nigeria.

Additionally, subsequent researchers will use it as literature review. This means that, other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regards to the role of electronic media in National image building.

1.6 SCOPE OF THE STUDY

This study focuses on investigating whether the news broadcast through electronic media has been bias-free. This study will also investigate whether the news broadcast through electronic media has always been influenced by the government. This study will also investigate whether there is transparency in electronic media broadcast in Nigeria. Finally, this study will further investigate whether electronic media report bribery and corruption activities in Nigeria. This study shall be delimited to the viewers of Channels Television, Lagos State, Nigeria.

1.7 LIMITATION OF THE STUDY

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.