The Influence of Media Ownership and Control on Media Agenda Settings Using Nigeria as Case Study
CHAPTER ONE
Objective of the study
The primary objective of this study is to investigate the influence of media ownership and control on media agenda setting. Specifically, the study aims to:
- Analyze the relationship between media ownership structures (e.g., corporate ownership, conglomerate ownership, state ownership) and the content, tone, and framing of news coverage across different media platforms.
- Examine the mechanisms through which media owners exert influence on editorial decisions, including but not limited to editorial policies, advertising pressures, and corporate interests.
- Assess the implications of media ownership concentration for media pluralism, diversity of viewpoints, and the public’s access to unbiased and accurate information.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
THE MEDIA IN NIGERIA: A BRIEF HISTORY
The history of the Nigerian mass media began with the setting up of redistribution centres by the British colonial government to rebroadcast programmes of the British Broadcasting Corporation (BBC) for the enjoyment of Her Majesty the Queen’s employees in the West African coast. Additionally, newspaper publication began with the setting up of the „Iwe Iroyin‟ a vernacular newspaper by the Presbyterian mission in Abeokuta in 1859 by Reverend Henry Townsend. This was followed by newspapers like the Anglo African, Lagos Times, Gold Coast Colony Advertiser, Observer and Lagos Weekly Record etc. established by educated Africans like Robert Campbell, Richard Beale Blaize, John Payne Jackson etc. Dimkpa (1997) confirms that the second key owners of the media were foreigners who immigrated to Nigeria during the colonial days. These foreigners were mostly Sierra Leoneans and Liberians who were earlier exposed to western education before Nigerians. This group of newspapers were then followed by newspapers like the West African Pilot, Daily Times and the Nigerian Tribune all published by Nigerians like Herbert Macaulay, Nnamdi Azikiwe, Obafemi Awolowo etc. By 1937 no fewer than 51 newspapers had been established in Nigeria signifying the emergence of the first indigenous industrial enterprise. Most of “these newspapers” Dare (2000) observed were founded by men in all sorts and conditions of distress, people who according to Obafemi Awolowo … himself a member of the second generation of pioneers of the press were regarded as the “flotsam and jetsam” of the growing community of Nigeria’s intelligentsia. In the 1950s radio and Television stations were established first in the western region of Nigeria which was quickly followed by the eastern region a few years after. Today the Nigerian media landscape is crowded with scores of newspapers, magazines, radio, Television and the new media. According to Kawonise (2012) there are presently not less than thirty (30) newspapers published daily; the weekly magazines – the serious ones, that is – are about fifteen (15), while the soft sells are not less than fifty (50). Nigeria currently has more than 150 radio and television stations publicly and privately owned. Five (5) of the television stations are on the satellite and are thus watched beyond the shores of the country. Quite a number of the television and radio stations that broadcast on the terrestrial space are available online and could be accessed wherever there is broadband Internet access.
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.
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 the influence of media ownership and control on media agenda settings using Nigeria as case study. 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 the influence of media ownership and control on media agenda settings using Nigeria
Summary
This study was on ascertain the influence of media ownership and control on media agenda settings using Nigeria. Three objectives were raised which included: Analyze the relationship between media ownership structures (e.g., corporate ownership, conglomerate ownership, state ownership) and the content, tone, and framing of news coverage across different media platforms, examine the mechanisms through which media owners exert influence on editorial decisions, including but not limited to editorial policies, advertising pressures, and corporate interests and assess the implications of media ownership concentration for media pluralism, diversity of viewpoints, and the public’s access to unbiased and accurate information. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected Cool FM (RADIO) in Lagos. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, while media ownership and control exert a significant influence on agenda setting in Nigeria, there are opportunities for reform and improvement. By promoting media freedom, diversity, and accountability, Nigeria can nurture a media ecosystem that serves the public interest, upholds democratic values, and fosters informed citizenship in the years to come.
Recommendation
- Enhance media literacy education initiatives to equip citizens with the skills and knowledge to critically evaluate media content, recognize bias and misinformation, and navigate the digital media landscape responsibly. Collaborate with educational institutions, NGOs, and media organizations to develop and implement media literacy programs tailored to diverse audiences.
- Foster civic engagement and public participation in media governance processes through awareness campaigns, public forums, and citizen journalism platforms. Empower citizens to advocate for media freedom, transparency, and accountability, and ensure that their voices are heard in shaping media policies and practices.
- Promote adherence to professional ethics and standards among journalists and media practitioners through training, mentorship, and codes of conduct. Encourage newsrooms to prioritize accuracy, fairness, and independence in their reporting, and hold journalists accountable for ethical lapses or conflicts of interest.
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