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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 favourably and create awareness in the large market. This research work is on Advertising as an Effective Tool for Fighting Corruption in Nigeria. Without doubt mass and advertising media play as 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 corrupt 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 methods and questionnaire in gathering data.
TABLE CONTENT
TITLE PAGE i
CERTIFICATION iii
DEDICATION iv
ACKNOWLEDGEMENT v
ABSTRACT vi
TABLE CONTENT vii
CHAPTER ONE: BACKGROUND OF STUDY 1
1.1 INTRODUCTION 1
1.2 STATEMENT OF PROBLEM 3
1.3 PURPOSE OF THE STUDY 4
1.4 RESEARCH QUESTION 4
1.5 RESEARCH HYPOTHESIS 5
1.6 SIGNIFICANT OF THE STUDY 6
1.7 SCOPE OR DELIMITATION OF THE STUDY 6
1.8 DEFINITION OF TERMS 6
CHAPTER TWO: LITERATURE REVIEW 8
2.1 INTRODUCTION 8
2.2 REVIEW OF THE LITERATURE 8
2.3 SUMMARY OF LITERATURE REVIEW 22
2.4 THEORITICAL FRAMEWORK 23
CHAPTER THREE: RESEARCH METHODOLOGY 33
3.0 INTRODUCTION 33
3.1 THE DESIGN OF THE STUDY 33
3.2 POPULATION OF STUDY 34
3.3 THE SAMPLING TECHNIQUES USED 35
3.4 DEVELOPMENT OF RESEARCH INSTRUMENT 35
3.5 VALIDATION AND RELIABILITY OF RESEARCH INSTRUMENT 36
3.6 ADMINISTRATION OF THE INSTRUMENT 36
3.7 DATA ANALYSIS PROCEDURES/TECHNIQUES 37
CHAPTER FOUR: PRESENTATION, ANALYSIS AND DICUSSION OF DATA 38
4.1 INTRODUCTION 38
4.2 DATA PRESENTATION AND ANAYSIS 38
4.3 DISCUSSION OF DATA / FINDINGS 47
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 49
5.1 SUMMARY 49
5.2 CONCLUSION 50
5.3 RECOMMENDATIONS 51
BIBILOGRAPHY 53
APPENDIX I 55
CHAPTER ONE
BACKGROUND OF STUDY
1.1 INTRODUCTION
The destructive impact of corruption in the live of nations throughout the world is acknowledged. Corruption is perhaps the most important factor that is impeding he accelerated socio-economic and political transformation of developing or Less 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 world.
The media and civil society groups have been identified as the two very important weapons to fight the scourge or corruption worldwide. In Nigeria, the independent press, by which we refer to the newspaper 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 was against corruption in Nigeria could be said to have started during the regime of eth erstwhile president of Nigeria, chief Olusegun Obasanjo especially with the establishment of the two Anti-graft bodies; The In Independent Corrupt Practices and Related Offences Commission (ICPC) and the Economic and Financial Crimes Commission (EFCC).
The establishment of the two bodies provided great impetus for the press to perform the constitutionally ordained role of effectively watching over the activities of the government so as to ensure efficient survive delivery. Despite the strident 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 Nigerian Newspapers and Magazines in the last nine years of new democratic experiment show that corruption and corruption related matters are among issues that take up sizeable percentage of spaces available in newspapers and news magazines. Major Nigerian Newspapers usually carry between five to ten corruptions related new stories per edition. Most of editorial opinions and news features also deal with issues of fighting the scourge of corruption and enthroning transparency in government businesses.
1.2 STATEMENT OF PROBLEM
Since the inauguration of EFCC and ICPC as an anti-graft agents by the Act 2000. It has 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
The research findings will benefit not only the mass communication students 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 press enough freedom to perform their day to day activities.
1.4 RESEARCH QUESTION
- To what extent does advertising messages discourage corrupt activities in Okirika Local Government Area?
- Does advertising educates and enlighten the general public the effect of corruption on the national development?
- Is there any challenge facing advertising in the corrupt activities of the Nigeria leaders?
- Has advertising educative and enlightenment messages reduce corruption in Okirika Local Government Area?
1.5 RESEARCH HYPOTHESIS
- To know whether advertising carries messages that discourage corrupt activities in Okirika Local Government Area.
- To examine various advertising education and enlightenment messages to the general public.
- To study challenges facing advertising in disseminating messages of corrupt activities of the Nigerian leaders.
- To know whether advertising educate and enlightenment messages have reduced corruption in Okirika Local Government Area.
1.6 SIGNIFICANT OF THE STUDY
There is no gain in the fact that research work like this cannot be written without some hindrances that include but not limited to this following:
- Time another hindrance as there is just limited time to complete the research work.
- There is also a financial constraint in carrying out this research work.
- There is little literature available under the topic to consult.
1.7 SCOPE OR DELIMITATION 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 Okirika Local Government Area.
1.8 DEFINITION OF TERMS
Advertising: This is the public promotion of an item, such as product, service, business or events in order to attract or increase of 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 organizations, together with the personnel’s involved in their production.
EFCC: Economic and Financial Crime Commission, it is one of anti-graft agencies in Nigeria.
ICPC: Independent Corrupt Practices and Other Related Offences Commission. It is one of anti 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 belong to the general public or entity.