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ABSTRACT
The study Advertising is a form of communication that attempts to interpret the qualities of products, services and ideas in terms of consumer needs and wants. Some companies or organizations embrace advertising to achieve goodwill, high market share, make good sales, compete favorably and create awareness in the larger market. This research work is on the Advertising as an effective tools for Fighting Corruption in Nigeria. Without doubt mass and advertising media play a very crucial role as the fourth estate of the realm especially in terms of serving as the major watch-dog to the people in authority. Advertising agencies or media especially television has been able to educate, enlightening and informing the general public on the effect of corruption on our national development and mass media have not relented in exposing corrupt leaders and society in its entity, the media always partners with various anti-graft agencies such as the EFCC, ICPC and the Nigerian Police to build a corrupt free nation, Nigeria. However, the research is divided into five chapters, the researcher used survey method and questionnaire in gathering data.
TABLE OF CONTENTS
TITLE PAGE- i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENTS iv
ABSTRACT v
TABLE OF CONTENTS vi
CHAPTER ONE 1
INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF PROBLEM 3
1.4 RESEARCH QUESTION 4
1.5 RESEARCH HYPOTHESIS 4
1.6 SIGNIFICANCE OF THE STUDY 5
1.7 SCOPE OF THE STUDY 5
1.8 DEFINITION OF TERM 6
CHAPTER TWO 7
REVIEW OF RELATED LITERATURE 7
2.1 INTRODUCTION 7
2.2 THEORETICAL FRAMEWORK 7
2.3 AGENDA SETTING THEORY 7
2.3.1 ASSUMPTION OF AGENDA SETTING THEORY 9
2.3.2 POSITION OF THE THEORY 10
2.3.3 DEVELOPMENT MEDIA THEORY 10
2.4 HISTORY OF ADVERTISING 11
2.5 TYPES OF ADVERTISING 14
2.5.1 TELEVISION ADVERTISING/MUSIC IN ADVERTISING 15
2.6 ADVERTISING IN COMMERCIAL ORGANIZATION 18
2.7 CORRUPTIN DEFINED 19
2.8 ROLE OF THE MEDIA IN A MDERN SOCIETY 20
2.9 BRIEF HISTORY OF ECONOMIC AND FINANCIAL CRIME COMMISSION 21
2.10 EMPERICAL REVIEW 22
2.10 SUMMARY 25
CHAPTER THREE 26
RESEARCH METHODOLOGY 26
3.1 THE DESIGN OF THE STUDY 26
3.2 THE POPULATION OF THE STUDY 26
3.3 THE SAMPLING TECHNIQUES USED 27
3.4 DEVELOPMENT OF RESEARCH INSTRUMENT 27
3.5 VALIDATION AND RELIABILITY OF THE RESEARCH INSTRUMENT 28
3.6 ADMINISTRATION OF THE INSTRUMENT 28
3.7 DATA ANALYSIS PROCEDURES/TECHNIQUES 28
CHAPTER FOUR 29
PRESENTATION, ANALYSIS AND DISCUSSION OF DATA 29
4.1 INTRODUCTION 29
4.2 DATA PRESENTATATION 29
4.3 DISCUSSION OF FINDINGS 35
CHAPTER FIVE 39
SUMMARY, CONCLUSION AND RECOMMENDATIONS 39
5.1 SUMMARY 39
5.2 CONCLUSION 40
5.3 RECOMMENDATIONS 41
BIBLIOGRAPHY 43
APPENDICES 45
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The destruction impact of corruption in the live of nation throughout the world is acknowledged. Corruption is perhaps the most important factor that is impeding the accelerated socio-economic and political transformation of developing or fewer developing countries (LDCS) of the world. In fact, it is recognized by development scholars that the level of reduction in corruption has a very direct link to the level of economic development of nations in the worlds.
The media and civil society groups has been identified as the two very important weapons to fight the scourage of corruption worldwide. In Nigeria, the independent press, by which we refer to the news papers and the news magazines, have been actively involved in checking the excesses of governments and as well as others in positions of authorities. The most focused and far-reaching war against corruption in Nigeria could be said to have started during the regime of the erst while president of Nigeria, Chief Olusegun Obasanjo especially with the establishment of the two Anti-graft bodies. The Independent Corrupt Practices and related offences Commission (ICPC) and the Economic and Financial Crimes Commission (EFCC).
The establishment of two bodies provided great impetus for the press to perform the constitutionally ordained role effectively watching over the activities of the government so as to ensure efficient survive delivery. Despite the student criticism that the war was biased and the agencies were being used to witch-hunt enemies of the government, the press still provided great support to the anti-graft agencies in its activities.
A search through Nigeria newspaper and magazine in the last nine years of new democratic experiment shows that corruption and corruption related matters are among issues that take up sizeable percentage of spaces available newspapers and news magazines. Major Nigeria Newspapers usually carry between five to ten corruption related new stories per edition. Most of editorial opinions and news scourage of corruption and enthroning transparency in government business.
1.2 STATEMENT OF PROBLEM
Since the inauguration of EFCC and ICPC as an anti-graft agent by the Act 2000. It has ever been saddled with the responsibility of preventing and fighting corruption.
However, much have been heard about EFCC and ICPC but little has been reported about those that have been prosecuted since 2000 and suspects on their watch list on a regular basis.
Corruption has eaten deep into the fabrics of many communities in the country and there is need to x-ray, the activities of the media in fighting corruption through advertising.
1.3 PURPOSE OF THE STUDY
1. To know whether advertising carries messages that discourage corrupt activities in Ogba Egbema Ndoni local Government Area.
2. To examine various advertising education and enlightenment messages to the general public.
3. To study challenges facing advertising in disseminating messages of corrupt activities of the Nigeria leaders.
4. To know whether advertising educate and enlightenment messages have reduced corruption in Ogba Egbema Ndoni Local Government Area.
1.4 RESEARCH QUESTION
1. To what extent does advertising messages discourage corrupt activities in Ogba Egbema Ndoni Local Government Area?
2. Does advertising educated and enlighten the general public on the effect of corruption on the national development?
3. Is there any challenges facing advertising in the corrupt activities of the Nigerian leaders?
4. Has advertising educative and enlightenment programme reduce corruption in Ogba Egbema Ndoni Local Government Area?
1.5 RESEARCH HYPOTHESIS
a. Corruption poses serious problem to democratic growth in Nigeria.
b. Corruption does not poses serious problem to democratic growth in Nigeria.
c. NTA has been an affective instrument in the anti corruption crusade.
d. NTA has not been an affective instrument in the anti corruption crusade.
e. Anti-corruption crusade help to a great extent in sustaining democracy in Nigeria.
f. Anti-corruption crusade does not in any way help to a great extent in sustaining democracy in Nigeria.
1.6 SIGNIFICANCE OF THE STUDY
The research finding will benefit not only the mass communication student but also benefit media practitioners and advertising agencies on how they can use advertising media to fight corruption in a society. It will also enable government the need to give enough freedom to perform their day-to-day activities.
1.7 SCOPE OF THE STUDY
In order to evaluate advertising press media as a tool for fighting corruption in Nigeria, the scope of this study shall cover people in Ogba Egbema Ndoni Local Government Area.
1.8 DEFINITION OF TERM
ADVERTISING: This is the public promotion of an item, such as product, service, business or event in order to attract or increase the audience in it.
PRESS/MEDIA: This is the various means of communication considered as a whole, such as the television, radio, newspaper and magazine organization, together with the personnel’s involved their production.
EFCC: Economic and Financial Crime Commission, it is one of the anti-graft agencies in Nigeria.
ICPC: Independent Corrupt Practices and other related offences Commission; it is one of the anti-graft corruption agencies in Nigeria.
FIGHT: To make vigorous efforts to oppose, resist or overcome something or somebody.
CORRUPTION: All forms of misappropriation usually money or property belonging to the general public or entity.
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