An Assessment of the Role of Mass Media in Rebranding Nigeria
Chapter One
OBJECTIVES OF THE STUDY
The study’s main aim is to critically assess the role of the mass media in rebranding Nigeria. Specific objectives of the study are:
- To find out the image perception of Nigeria by other nations.
- To identify which area of Nigeria’s society needs rebranding
- To assess the role of the media in rebranding Nigeria
- To examine the role NTA has played in rebranding Nigeria.
- To determine the impact of TV programs aimed at rebranding Nigeria.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
The Need for Re-Branding Nigeria
It is obvious that when the concept re-branding Nigeria is raised, people begin to generate mixed feelings as to which way forward. These feeling were what promoted Doki (2005, p. 35) to ask “are we re-banding Nigeria with1 another name to subsist original name on re-branding the socio-economic, political and constitutional fran upon which Nigeria is founded and defined?” This uncertainty makes it proper to the premise form which the re-branding Nigeria campaign was built. In 2001 the score card of the President of the Federal Republic of Nigeria r that the diplomatic shuttle of the president changed the nation’s image from a ‘state’ to a trustworthy one. It means that prior to the inception of civil administration 1999: most people of the world avoided the country life plague and treated its citizen common criminals, without boundaries. This picture is a smack a Nigeria s n image, which needs to1 be urgently redressed (Owuamalam, 2005, p.6). Asia brand name, therefore, Nigeria suffers a reputation disadvantaged in tin of the world’s communalities. It is worthy of note that refutation predisposes pat contemplate mutual relationship. It induces perception towards acceptability in any economic interaction. It becomes the template for assessing individuals and cot entities in order to determine their ratings before reasonable members of the Therefore, goodwill, favour and understanding is enjoyed by reputation. Having sufficient battered image, the country becomes in dare need of repackaging and representative Owuamalami (2005, p.7) illustrating sorry state of the nation says this: The content of some Nigeria mass media paints a gruesome picture of a country perpetually in crises and turmoil. Il shows banditry and incivility as norms, which are prevalent in the country. Ethnic Chauvinism and political rascality are elevated as desirable attitudes in a world of decent people. It is ‘probably the antithesis of national reports and indeed, the provision, of offensive detail in some Nigeria mass media that repel international interest in anything Nigeria. Therefore, base on the quotation above, the country becomes in dare need branding in order to have favourable image. The media must be at the forefront of the conclude this section on the need for re-branding Nigeria, the statement of Peter Var as cited in Rob Ferguson’s article Brand-Name Government in the October Knowledge1 – Marketing Watch Newsletter, and quoted by Nworah (2005, p. 3), should employed: “…A state just like a company requires a strong brand. To rise above cluttered political landscape, a state must be able to define and promote its vision state Wants to be anonymous. The goals, rather, is to have a brand that makes friends and; influences easy. Building a compelling brand with deep, multi-fit attributes requires a long-term, term – oriented commitment. It will require political bureaucrats to understand how identity is developed, promoted, and maintained…”
Media Coverage of Re-Branding Nigeria Campaigns
The place of the media in the coverage of daily events cannot be overemphasis. If the media is taken away from society, it would be difficult for the governed at governors to exist in harmony. In explaining the importance of the media in the cover of events or issues in the society, Adegoke (2001, p. 93) opined that “in a fast m world, facts cannot always speak for themselves; unexplained facts can some actually confuse and deceive. The reader (and Listener) heeds information but also needs analysis; Weeds Background events (information) in order in function as an effective citizen. The country needs effective mass media to give coverage to issues bordering on political communication, international relations and currents national issues” This is the main reason, when on February 9, 2009, the Minister of Information and Communication, ‘Professor Dora Nkem Akunyilij flagged off the National Rebranding Campaign, many expected the media to properly report the essence of the campaign and provide more interpretation for Nigerians. Uwah (2009,pl) note that “no amount of legislation can effectively tackle the sleaze if the Character rid cultural value orientation of the individuals who run national institutions do not change.” It is on the hills of this that! the media become as powerful instrument in re-branding Nigeria campaign since it has the power to induce attitudinal charge and promote national corporate image, aimed at eliciting favourable goodwill from members; of the public.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine An assessment of the role of mass media in rebranding Nigeria. NTA, Uyo form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain An assessment of the role of mass media in rebranding Nigeria. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing An assessment of the role of mass media in rebranding Nigeria
Summary
This study was on an assessment of the role of mass media in rebranding Nigeria. Three objectives were raised which included: To find out the image perception of Nigeria by other nations, to identify which area of the Nigeria society needs rebranding, to assess the role of the media in rebranding Nigeria, to examine the role NTA has played in rebranding Nigeria and Tto determine the impact of TV programmes aimed at rebranding Nigeria.. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from NTA, Uyo. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The researchers conclude; that re-branding Nigeria campaign via the print media has not been much of a success, even when the red light points towards that direction. This is due to the fact that the researcher among other things shares the view that the media is a strong force the mobilization of the masses for a given course. However, for the re-branding Nigeria campaign to be successful, based on the findings of this work, both the government and the media must work together for the common good bf the nation. This collaboration should be guided by the fact that if this country gets better; it would be for the greater good of the people which the government and the media set out to serve.
Recommendation
Considering the gains of having a country where things are said to be working for the preliterate and bourgeoisies, the researcher is compelled to recommend as follows:
- Government should call a frequent press conference in order to seek new ways of partnering with; the media to project government polices, programmes, activities and the style of media report in the country.
- On the other hand, the media practitioners in Nigeria should see the issue of rebranding Nigeria as a good course that needs their support, given that the government has a positive disposition towards the re-branding Nigeria campaign.
- The people equally need to understand that government with the media alone cannot :do anything to change the country. Therefore, they need to contribute their own quota to the greatness of the country
References
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