Process and Tools of Rebranding Mass Communication Department Newsroom of Lagos State Polytechnic.
CHAPTER ONE
Objective of the study
The main objective of the study is to investigate the process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. The specific objectives are;
- To find out the tools used for rebranding mass communication department newsroom of Lagos state polytechnic
- To find out the process of rebranding mass communication department newsroom in Lagos state polytechnic
- To find out the challenges of rebranding mass communication department newsroom in Lagos state polytechnic
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CONCEPTUAL FRAMEWORK
REBRANDING:
The idea of improving one’s geo-political environment has remained a historic culture of man. Societies and nations engaged in one form of program or another in order to rebrand her geopolitical environment. It must be noted that re-branding Nigerian project is conceived as a perpetual progressive act that is not limited to a given government as the citizenry of a country continually engages in one act or another which is meant to progressively transform their society. Ifeduba (2010:363) wrote that “Nigeria as a global brand has its people as the core-product.” The quest for national re-branding is not unconnected to the extra-ordinary bastardization of Nigerian national image both at home and abroad. The country has been bedevilled by all manners of societal vices that call for urgent change. “Re-branding is a planned, systemic and sustainable effort to reposition existing brand from what it should be in the minds of the consumers. National re-branding is a planned, systematic and sustained effort to reposition a nation’s image and reputation in the mind of its various stakeholders” (Asemah 2010:65). Re-branding is the conscious effort to change the nation building culture of a state for better. The re-branding process of a country is a perpetual process of enhancing the sovereign nature of a state. Ifeduba (2010:363) wrote that “the re-branding or reconfiguring effort should logically be geared towards eliminating corrupt practices and highlighting the nation’s unique selling point.” Olu (2009:11) wrote that the re-branding “exercise speaks to the image and the substance (of Nigeria), a moral and ethical reawakening, a drive for corporate governance and transparency in public practice.” Baker and Hart (2007) documented that brand building is essential for many reasons, amongst which include: i. To build stable long term demand (of Nigerian products). ii. To develop a sound basis for further growth and expansion. iii. To maintain the interests of intermediaries and iv. To create a reputation as an organization (or a nation) that people will want to develop relationship with. Consequently, Ifeduba (2010: 368) as well as Baker and Hart (2007) have shown that rebranding is more than image problem but on lack of integrity. In line with the same argument, Obi-Uchendu (2009:88) wrote that “the re-branding tag line: ‘Nigeria: Good People, Great Nation’ is a good place to start but unfortunately no one would take that seriously until our actions and attitudes reflect how great we can be.”
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 process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. Students of mass communication department of Lagos state polytechnic 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.
TEST OF HYPOTHESIS
H1: There are no tools used for rebranding mass communication department newsroom of Lagos state polytechnic
H2: There is no process of rebranding mass communication department newsroom in Lagos state polytechnic
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. 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 process and tools of rebranding mass communication department newsroom of Lagos state polytechnic
Summary
This study was on process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. Three objectives were raised which included: To find out the tools used for rebranding mass communication department newsroom of Lagos state polytechnic, to find out the process of rebranding mass communication department newsroom in Lagos state polytechnic and to find out the challenges of rebranding mass communication department newsroom in Lagos state polytechnic. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected students of mass communication department of Lagos state polytechnic. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
However, partly due to the defensive innovation strategies of legacy media, much of the innovation in journalism takes shape outside these newsrooms Hence, it may be more fruitful to look beyond the newsroom, and beyond professional journalism, to better grasp how innovations in the production and distribution of news emerge and evolve (Anderson, 2013b). Knowledge gained from research within the borders of the newsroom can then both contribute to and be improved by the further development of those studies that examine journalism and news innovation in the broader context of the convergent and networked media ecosystem
Recommendation
The study recommended that the department of mass communication should provide equipment for that will help them for quality news broadcasting
References
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