Audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis

THE SOCIO-ECONOMIC EFFECTS OF YOUTH UNEMPLOYMENT IN NIGERIA
July 12, 2019
Ict use in the broadcast media a study of IMO state based radio and television stations
July 26, 2019

Price: 2000 Naira (BSC, MSC)

ABSTRACT

The title of this research work is Audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis. The main objective of this study is to analyze the audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis. The selected media organisation for foreign media organisation will be CNN and BBC whereas that of local news organisation is NTA and Radio Nigeria. Specific objective are to determine if any difference exist between audience perceptions of the credibility of local foreign news organization and to find out how the political system of a country affects the objective presentation of news reports.The research hypothesis derives logically from the problem posed in the research questions. Which are H0: There is no difference in Nigerian audience perception of the credibility of foreign and local news organization, H1: Nigerian audience tends to perceive foreign news as more credible than local news, H0: There is no significant difference in the audience perception as propaganda tools and H2: Nigerian audience tends to perceive local news organization more as tools of propaganda than their foreign counterparts.This study provided empirical data on the perception of Nigerian youths about their country’s image as represented by local and foreign news organization. The study would be useful to various stakeholders in many ways. It could shed more light on the local and foreign media domination of the developing world, which debates have shown to have led to imbalance in the flow of information to the benefits of the West. The study is thus an avenue to lend a voice to the debate agitated by developing countries, including Nigeria, on the issue. Also, apart from its contribution to the body of knowledge on the controversial local and foreign media, this study could provide an academic platform for other Mass Communication scholars who may be interested in the credibility of foreign and local news organization influence on societies’ images.With the use of simple random sampling techniques from the population of 240 listener and views of the selected local and foreign news organization, the researcher selected 150 listener and views of the selected local and foreign news organization.

CHAPTER ONE

INTRODUCTION

1.1Background of the Study News is everywhere. One can access news through newspaper, radio, television or the internet. In this changed scenario one would not be wrong in doubting the veracity of news- source becomes an important variable in both the method of access and the credibility of the news. With so many choices at hand, source credibility is the most important consideration behind the believability of news. We have come across comments like, “If it is on BBC it should be true”. Reuters, for example, one of the oldest news agencies in the world puts a lot of value in verifying news before supplying it to news organizations around the world. It would not mind being overtaken by a competitor if it means it safeguards its credibility. No wonder, news organizations and people generally put a lot of trust in the news supplied by Reuters. The brand Reuters took a while to establish but losing it would just take one false story. India has seen a proliferation of television news channels. Initially it was slow- after the government took the monumental decision to open the broadcast media to private and foreign players. The first ten years was mainly trial and error- slow and sometimes jerky start gave way to consolidation. The initial takeoff in Hindi and the regional language channels finally culminated in the establishment of an English news channel in the form of Star News in 1998. But it was some years later that it became a 24 hour news channel (Naresh Rao and B.K Ravi, 2015). The literature review over the last 10 years on the subject of news media and the challenges it has, suggest that credibility of news is key to good journalism work. Today, readers are more proactive and receptive to select the communication channels of their likings on issues that they like to read more. Subsequently, when they (the readers) consider a particular medium to be more credible than other media, they would likely rely on that medium for information search and sharing than other media. Therefore, credibility can be suggested as the key pertinent factor that encourages individuals to social media. Therefore, social media credibility can also be considered pertinent to enhance the effectiveness of the entire communication management process because without a valid, reliable measure of social media credibility, successful management of social media credibility is hardly feasible and would have a negative implication on all stakeholders in journalism. Public relations essentially deal with the credibility of the organization and the communicated messages. Therefore, in managing organization-public communication strategically, credibility management is pertinent. In communication research, the credibility of the information conveyed has widely been suggested to influence the processing of the communicated content, which may impact on readers‟ attitudes and beliefs. This is true for all types of media, including the new media such as the social media. From the beginning, communication has been an integral part of the human society. It has taken many forms from the ancient cave painting to mobile internet of the 21st century, facilitating contacts between different cultures through travel and trade as well as war and colonialism. Such interactions have resulted in transporting and implanting ideas, religious beliefs, languages, economic and political systems from one part of the world to another by a variety of means that have evolved over millennia: oral and written language, sound and images. As the society developed from the traditional through modern to the post-modern eras, communication developed to cater for human needs at individual, group and societal levels. The advent and popularity of mass communication have broken communication borers between societies and countries with the mass media transforming the human society and their effects felt across the world. Thus, media interest has grown beyond the conventional practice to international standard resulting in media globalization. (Alao, Alao&Oguchi , 2012). 1.2 Statement of the Study All over the world, especially in developing economic mass media are recognized in veritable tools of social changes. However, experts are of the opinion that for the media to perform this arduous task of social transformation, they must not only be perceived as credible by the audience, but must effectively reflect the needs, problems and aspirations of their audience. Since Nigeria gained her political independence the country has witnessed decay in virtually all segments of the society. The mass media cannot be said to be free from this cancerous plight afflicting the nation. Thus, to most media outsiders and even insiders, media output in Nigeria have been nothing but abject lies, naked propaganda, half-truths, sensationalism, blackmail and even worse, where as some of the foreign media are taken to be objective, balanced and truthful. It is in the light of this contradictory perception of this communication environment that the researcher intends to tackle the following problems. (i) The significant difference between the audience perception of the credibility of foreign and local news organization. (ii) Those factors that militate against the audience perception of a particular news organization as being credible. (iii) The impact of poor credibility of news organization towards their audience. (iv) The effect of the increase of the credibility rating of our local broadcast stations, when juxtaposed with the foreign ones. 1.3 Objectives of the Study The main objective of this study is to analyze the audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis. The selected media organisation for foreign media organisation will be CNN and BBC whereas that of local news organisation is NTA and Radio Nigeria. Specific objective are: (i) To determine if any difference exist between audience perception of the credibility of local foreign news organization. (ii) To find out how the political system of a country affects the objective presentation of news reports. 1.4 Research Questions The research questions of this study are: (i) Is there any difference between the audience perception of the credibility of foreign and local news organization? (ii) Does the political system of any environment affect objectivity in news coverage? 1.5 Research Hypothesis The following research hypothesis derives logically from the problem posed in the research questions. H0: There is no difference in Nigerian audience perception of the credibility of foreign and local news organization. H1: Nigerian audience tends to perceive foreign news as more credible than local news. H0: There is no significant difference in the audience perception as propaganda tools. H2: Nigerian audience tends to perceive local news organization more as tools of propaganda than their foreign counterparts. 1.6 Significance of the Study This study provided empirical data on the perception of Nigerian youths about their country’s image as represented by local and foreign news organization. The study would be useful to various stakeholders in many ways. It could shed more light on the local and foreign media domination of the developing world, which debates have shown to have led to imbalance in the flow of information to the benefits of the West. The study is thus an avenue to lend a voice to the debate agitated by developing countries, including Nigeria, on the issue. Also, apart from its contribution to the body of knowledge on the controversial local and foreign media, this study could provide an academic platform for other Mass Communication scholars who may be interested in the credibility of foreign and local news organization influence on societies’ images. Moreover, the study could be a useful reference material to parents and guardians who are concerned about Nigerian youths’ moral uprightness as tool for national development. The study also exposed Nigerian broadcast regulatory agencies to the pernicious effects of unimpeded flow of foreign and local contents into the country. As a result, the study could expose the Nigerian society and security operatives to the reality of television and radio broadcasting as a source of influence of youths’ actions and behaviours. In addition, it could call for the review of the Nigerian broadcasting code, particularly on stipulations of the minimum ratio of 70%-30% local-foreign programme contents. This study could motivate every stakeholder to implement the enforcement of the code as stipulated. Finally, the study would enlighten the public more concerning foreign-local radio and television stations’ programmes and the implications on the image of the entire Nigerian society. 1.7 Scope/Delimitation of the Study The scope of this study is to analyze the audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis. The selected media organisation for foreign media organisation will be CNN and BBC whereas that of local news organisation is NTA and Radio Nigeria. 1.8 Assumptions This research work is meant to examine o analyze the audience perception of the credibility of local and foreign news organisation. To check how credibility is local and foreign news organiztion. 1.9 Limitation of the Study Theresearchworkislimitedtothe Audience perception of the credibility of local and foreign news organisation. A study of residents in Owerri metropolis.Themainconstraintoftheresearchisdividedintothefollowing parts. a) Timeconstraints-duetotheshorttimegivenforthestudy,the researchercouldnotgetalltherequiredinformationneededforthe study. b) Finance-asaresultofmoneyconstrainttheresearcherhadnot enoughmoneytocarryoutthestudybeyondthelevel.The researchercouldnotvisitplaceswherenecessaryinformation relevantto thestudycouldbeobtained. c) Attitudeofrespondents–someoftherespondentswereunwillingto cooperatewiththeresearcherbecausetheyfelt,theyhavenothing tobenefitfromthestudybothfinanciallyandotherwise.totheresearcher. 1.10 Conceptual and Operational Definition of the Study For better understanding, key concepts and terms as used in this work are explained thus: Audience: An audience is a group of people who participate in a show or encounter a work of art, literature, theatre, music, video games, or academics in any medium Perception: Perception is the organization, identification, and interpretation of sensory information in order to represent and understand the presented information, or the environment. News Agency: A news agency is an organization that gathers news reports and sells them to subscribing news organizations, such as newspapers, magazines and radio and television broadcasters. A news agency may also be referred to as a wire service, newswire, or news service.

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