An Evaluation of Public Perception Regarding the Role of Mass Media in the Campaign Against Child Labour
Chapter One
Objective of the study
The broad objective of the study is focused on public perception on the role of mass media in the campaign against child labour in Nigeria society. Other specific objectives include:
- To investigate the perception of the masses on the level of publicity media gives on child labour in Nigeria.
- To find out whether wide publicity in mass media create awareness among poor parents against child labour in Nigeria.
- To ascertain the level at which media enlighten the masses on child right in Nigeria.
- To determine the impact of mass media in the campaign against child labour in Nigeria.
CHAPTER TWO
REVIEW OF LITERATURE
INTRODUCTION
Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.
CONCEPTUAL FRAMEWORK
Mass-media
Mass communication refers to the technology that is used to communicate to a large group, or groups of people in a short time frame (Pavlik & McIntosh, 2004). This can be written, spoken or broadcast communication. Some of the most popular forms of mass media are newspapers, magazines, radio, advertisements, social media, television, Internet, and films/movies. Broadcast media transmit information electronically, using such media as film, radio, recorded music, or television. Digital media includes both Internet and mobile masscommunication. Internet media involves such services as email, social media sites, websites, and Internet-based radio and television. Many other mass-media portals have an additional presence on the web, by such means as linking to or showing TV ads online, or distributing QR Codes in outdoor or print media to direct mobile users to a website. Outdoor media transmit information trough such media as advertising; billboards; blimps; flying billboards; placards or kiosks placed inside and outside buses, commercial buildings, shops, sports stadiums, subway cars, or trains; signs; or skywriting. Print media transmit information via physical objects, such as books, comics, magazines, newspapers, or pamphlets (Kawalpreet Kaur, 2016). Event organizing and public speaking can also be considered forms of mass media (Manohar, 2011). Sociologist John Thompson of Cambridge University identified Five characteristics of mass communication (Thompson, John, 1995):
- Comprises both technical and institutional methods of production and distribution – This is evident throughout the history of mass media, from print to the Internet, each suitable for commercial utility
- Involves the co-modification of symbolic forms – as the production of materials relies on its ability to manufacture and sell large quantities of the work; as radio stations rely on their time sold to advertisements, so too newspapers rely on their space for the same reasons.
- Separate contexts between the production and reception of information.
- Its reach to those ‘far removed’ in time and space, in comparison to the producers.
- Information distribution – a “one to many” form of communication, whereby products are mass produced and disseminated to a great quantity of audiences.
Role Of Mass Media
The existence of society depends to a large extent on the meeting of certain communication needs. These needs existed long before Johann Gutenberg’s printing press and Samuel Morse’s electric telegraph. Cases exist however where mass communication’s functions are undesirable from society’s or the individual’s point of view. Called dysfunctions, these harmful effects will be treated later. For society, mass communication performs the functions of surveillance; interpretation; linkage; transmission of values; socialization and entertainment. The surveillance function is popularly regarded as the information and news role of the media. In Nigeria, several millions expose themselves to mass mediated news daily on local radio and television and also on the networks. Surveillance can be ‘warning or beware’ surveillance or ‘mental’ surveillance. In warning surveillance, media informs us about threats while in mental surveillance they transmit useful and helpful information about everyday life. It is noteworthy that in the world, people rely on others for news on different matters. For this to happen, trust, otherwise called credibility, must exist for the media to be chosen as the source of believable news. Closely linked with surveillance is the interpretation function. The mass media provide information on the meaning and significance of events. It is not possible to report everything that happened in the news or on the papers. So, whatever news that makes it into the paper or on radio and television newscasts must have been adjudged by gatekeepers as important. Many elements of society that are not directly connected are linked by the mass media. Advertising, for instance, links buyers to sellers; legislators keep in touch with their constituents by reading local papers and so on. Sadly, some linkage sites have been known to produce harmful consequences. ‘Hate’ sites are now on the Internet. They can be used by terrorists to spread pernicious propaganda and to recruit new members. Subtle but nonetheless important transmission of values is another function of mass media.
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 constitute of individuals or elements that are homogeneous in description.
This study was carried out to examine the public perception on the role of mass media in the campaign against child labour using Uyo local government area as case study. Residents of Uyo local government area 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 two hundred and sixty-six (266) questionnaires were administered to respondents of which only two hundred and fifty-nine (259) were returned and validated. For this study a total of 259 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
SUMMARY
In this study, our focus was on the public perception on the role of mass media in the campaign against child labour using Uyo local government area, Akwa Ibom State. The study specifically was aimed at highlighting investigate the perception of the masses on the level of publicity media gives on child labour in Nigeria, find out whether wide publicity in mass media create awareness among poor parents against child labour in Nigeria, ascertain the level at which media enlighten the masses on child right in Nigeria and determine the impact of mass media in the campaign against child labour in Nigeria. A total of 259 responses were validated from the enrolled participants where all respondent are drawn from residents of Uyo local government area.
CONCLUSION
Based on the finding of this study, the following conclusions were made:
- The masses perception on the level of publicity media gives on child labour is high.
- The wide publicity in mass media create awareness among poor parents against child labour.
- The level at which media enlighten the masses on child right in Nigeria is high.
- The impact of mass media in the campaign against child labour includes:
- increases in education and awareness programmes among citizens about child labour and human trafficking
- increased awareness about these issues among government officials at all levels
- increased prosecution and conviction rates for offenders
- increased protection services
RECOMMENDATION
Based on the responses obtained, the researcher proffers the following recommendations:
Child labour eradication is one of the social challenges facing the global world most especially, the developing countries and Nigeria in perspective. The problem is still present in Nigeria. The broadcast media are still heavily involved in enlightenment campaigns. However, even though they remain a major source of information, their efforts are yet to yield significant positive results in turning people away from child labour. This is not just because there are other strong factors predisposing people to engage in child labour. It is also because of the lack of synergy in campaign planning, execution and evaluation between the broadcast media, government, and child rights bodies, which usually sponsor the campaigns. Also, local languages and movies should be used to make people more attentive when they are exposed to media contents on child labour.
REFERENCES
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