(A STUDY OF AKBC)
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Abstract
The aim of the study is to examine the relationship between media agenda setting function and the enthronement of indigenous culture in Akwa Ibom State. The population of the study was made up of 35 top management and junior staff selected of Akwa Ibom State Broadcasting Corporation. As such, judgmental sample of 35 respondents which comprise of top management and junior staff of Akwa Ibom State Broadcasting Corporation were used. Therefore, the sample size for this study is 35. The method used to analyze the data was simple descriptive method stated in tables and expressed in simple percentage. Based on the analysis, the study revealed that media agenda setting functions has a significant role in promoting indigenous culture in Nigeria. Based on the above conclusion, the following recommendations were made among others: that multi-media-Special and deliberate multi-media programmes should be designed and adopted to interpret, analyze, disseminate and educate the public on the activities of the agenda, that provision of electricity, good road network and other infrastructural facilities for easy access of media information in the rural areas and that regular workshops, seminars, conferences and other short term professional trainings will improve the knowledge and skills of media men on cultural agenda setting.
Table of Content
Title Page i
Cover Page ii
Declaration iii
Certification………………………………………………………….…………iv
Dedication iv
Acknowledgements vi
Abstract vi
Table of Content vii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problems 3
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Significance of the Study 4
1.6 Scope/Delimitation of the Study 5
1.7 Limitations of the Study 5
1.8 Operational Definition of Terms 5
CHAPTER TWO 7
LITERATURE REVIEW 7
2.1 Introduction 7
2.2 Theoretical Framework 7
2.3 Conceptual Review 9
2.3.1 The Concept of media Agenda Setting Function 9
2.3.1.1 Setting Cultural Agenda for Development 11
2.3.1.2 Methods of Setting Agenda 12
2.3.2 The Concept of Culture 14
2.3.2.1 Formation of Cultural Values/Norms 15
2.3.2.2 Preservation of Cultural Values as Media Function 17
2.3.2.3 Promotion of Indigenous Cultural Values 17
2.4 Summary of Review 18
CHAPTER THREE 19
RESEARCH METHODOLOGY 19
3.1 INTRODUCTION 19
3.2 Research Design 19
3.3 Population of the Study 20
3.4 Sampling Techniques/ Sample Size 20
3.5 Source of Data 20
3.5.1 Primary Source of Data 20
3.5.2 Secondary Data 21
3.6 Instrument of Data Collection 21
3.7 Method of Data Analysis 21
3.8 Validity of Research Instrument 22
3.9 Reliability of Research/Instrument 22
CHAPTER FOUR 23
DATA PRESENTATION AND ANALYSIS 23
4.1 Data Collection and Presentation 23
Table 4.1: Questionnaire Administration and Retrieval 23
4.2 Data Analysis 24
4.4 Discussion of Findings 27
CHAPTER FIVE 29
SUMMARY, CONCLUSION AND RECOMMENDATIONS 29
5.1 Summary 29
5.2 Conclusion 29
5.3 Recommendations 30
References 31
Appendix 33
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The power of the news media to set a nation’s agenda, to focus public attention on a few key public issues, is an immense and well-documented influence. Not only do people acquire factual information about public affairs from the news media, readers and viewers also learn how much importance to attach to a topic on the basis of the emphasis placed on it in the news (McCombs & Valenzuela, 2007).
Attitudes and behavior are usually governed by cognitions, what a person knows, thinks, and believes. Hence, the agenda-setting function of the mass media implies a potentially massive influence whose full dimensions and consequences have yet to be investigated and appreciated (Symeou, Bantimaroudis and Zyglidopoulos, 2013). To begin at the beginning, the salience of objects in the mass media is linked to the formation of opinions by the audience. With the increasing salience of public figures in the news, for example, more people move away from a neutral position and form an opinion about these persons (Symeou, Bantimaroudis and Zyglidopoulos, 2013).
Social scientists examining this agenda-setting influence of the news media on the public usually have focused on public issues. The agenda of a news organization is found in its pattern of coverage on public issues over some period of time, a week, a month, an entire year. Over this period of time, whatever it might be, a few issues are emphasized, some receive light coverage, and many are seldom or never mentioned. It should be noted that the use of term “agenda” here is purely descriptive. There is no pejorative implication that a news organization “has an agenda” that it relentlessly pursues as a premeditated goal. The media agenda presented to the public results from countless day to-day decisions by many different journalists and their supervisors about the news of the moment. When connecting to the world outside our family, neighborhood and workplace, we deal with a second-hand reality created by journalists and media organizations. However, due to time and space constraints, the mass media focus their attention on a few topics that are deemed newsworthy. Over time, those aspects of public affairs that are prominent in the media usually become prominent in public opinion. This ability to influence which issues, persons and topics are perceived as the most important of the day is called the agenda setting role of the mass media (McCombs, 2004).
Although the idea of an agenda-setting role of the press has its origins in Walter Lippmann’s 1922 book Public Opinion, which begins with a chapter titled “The world outside and the pictures in our heads,” it was only in 1968 when this idea that the press constitutes the bridge between the “world outside and the pictures in our heads” was put to empirical test. Maxwell McCombs and Donald Shaw (1972), young professors at the University of North Carolina at Chapel Hill, used the 1968 U.S. presidential election as a case study to find out if there was a relationship between the priority issues of the mass media and the priority issues of the public. To measure the public agenda, McCombs and Shaw relied on survey research and asked an open-ended question about the most important issues in the election. The percentage of Chapel Hill voters who nominated each issue provided a succinct summary of the public agenda because the issues could be ranked according to these percentages. The media agenda was measured by a systematic content analysis of the issues covered in nine major news sources used by Chapel Hill voters. These sources included network television news, elite and local newspapers, and news magazines.
Just as the public agenda of issues had been rank-ordered according to the percentage of voters naming an issue, these same issues were rank-ordered on the news agenda according to the percentage of news coverage on each issue. The Chapel Hill study found a nearly perfect correspondence between the two agendas. The degree of importance accorded the issues by voters closely paralleled their degree of prominence in the news during the previous month. The main idea behind cultural agenda setting theory is that the transfer of salience by the media to the public also applies to the case of cultural products or, more broadly, cultural objects such as works of art, artists and cultural organizations (Matthes, 2006). This implies that cultural objects that receive high levels of media visibility or media coverage acquire public salience as the public talks about them. Secondly, cultural agenda setting suggests that the media also influences the attributes of various cultural objects. For example, through media valence, the positive, neutral or negative tone the media adopts regarding a particular cultural object is then transferred to the public.
1.2 Statement of the Problems
The main idea behind cultural agenda setting theory is that the transfer of salience by the media to the public also applies to the case of cultural products or, more broadly, cultural objects such as works of art, artists and cultural organizations (Matthes, 2006). The agenda of a news organization is found in its pattern of coverage on public issues over some period of time, a week, a month, an entire year. However, in the enthronement of indigenous culture in Akwa Ibom State the reverse is the case. The media has not fully played its role as expected. The cultural works, arts and cultural objects of cultural organizations in Akwa Ibom State are not fully transferred to the public. From the forgoing therefore, the study seeks to examine media agenda setting function and the enthronement of indigenous culture in Akwa Ibom State using Akwa Ibom State Broadcasting Corporation as case study.
1.3 Objectives of the Study
The aim of the study is to examine media agenda setting function and the enthronement of indigenous culture in Akwa Ibom State. Other specific objectives are as follows:
1. To examine the agenda setting role of the news media.
2. To examine the extent to which the mass media promotes the indigenous culture in Nigeria.
3. To examine the challenges encountered by the mass media in setting agenda.
4. To proffer solutions to the challenges encountered by the mass media in setting agenda.
1.4 Research Questions
The study will be guided by the understated research questions.
1. What are the agenda setting roles of the news media?
2. To what extent has the mass media promote indigenous culture in Nigeria?
3. What are the challenges encountered by the mass media in setting agenda?
4. What are the solutions to the challenges encountered by the mass media in setting agenda?
1.5 Significance of the Study
The study shall provide a conceptual and theoretical framework media agenda setting function and the enthronement of indigenous culture.
The study shall be of immense value to professionals in the broadcast media.
The study shall serve as a reference point of information on media agenda setting.
The study shall contribute to literature on the subject matter as it will benefit study and add to knowledge.
1.6 Scope/Delimitation of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The study is domicile in mass communication. The content scope of this study involves an investigation to ascertain the media agenda setting function and the enthronement of indigenous culture in Akwa Ibom State.
Geographical Scope: This study is delimited to Akwa Ibom State with reference to Akwa Ibom State Broadcasting Corporation.
Unit of Analysis: The unit of analysis in this research involves both senior and junior staffs of Akwa Ibom State Broadcasting Corporation at the time of the study. Hence, it is a micro level study.
1.7 Limitations of the Study
In course of carrying out this research, the researcher met with a lot of constraints. Among these constraints is: The time frame which this research was expected to be completed which was too short.
Secondly, the cost in carrying out this research work act as a barrier as we were not financially buoyant to carry out all investigation.
Finally, assembling the relevant materials needed this work was a problem. It is difficult due to the fact that some of the respondents were not willing to give the required cooperation.
1.8 Operational Definition of Terms
BROADCASTING: Transmit (a programme or some information) by radio or television.
MEDIA: The main means of mass communication (broadcasting, publishing, and the Internet) regarded collectively.
AGENDA-SETTING: It is the “ability (of the news media) to influence the importance placed on the topics of the public agenda”.
CULTURE: The arts and other manifestations of human intellectual achievement regarded collectively.
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