BROADCASTING MEDIA AS A TOOL FOR SOCIAL CHANGE AMONG RESIDENTS IN NIGERIA

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

The media plays a central role in social transformation of a society. This is usually carried out through its communication process which centers on enormous amounts of information that shapes new values, costumes and ideas of an emerging society. Media is also considered a powerful instrument that influences and often promotes new standards in society. As a vehicle for development communications, media has the potential to create awareness and motivation for social development and change by promoting both individual and communal interests in a society (Forsberg, 2006). The various functions of media make it an indispensable source of social change. For example, media function as a source of power that influences, controls and promotes new orientation in society (Gisprud, 2002). It also functions as a moderator of public behaviours (Meyrowitz, 1985). Furthermore, media have its place in the interplay between the individual construction of identity and the general functions of society. Media also create sense of togetherness and belonging as well as feelings of exclusion and isolation. Mass communications are impersonal. They are part of the institutions; they work for and should not be blamed personally for what comes from the institutions. The credibility for the message is not for the individual communicator, but for the institution or the organization that send it (Fiske, 1990). In defining the central importance that media plays in societal change, a 2007 report highlighted how media information empowers people to determine their own change and development path. "At its heart, development - if it is to be sustainable - must be a process that allows people to be their own agents of change: to act individually and collectively, using their own ingenuity and accessing ideas, practices and knowledge in the search for ways to fulfill their potential." An independent media plays an essential role in delivering the information people need to participate in the debates and decisions that shape their lives. Free and adequate information is thus not only a goal: it is almost a means of bringing about desired social change. Without adequate and effective communication, economic and social development will inevitably be retarded, and may be counterproductive (Servaes, 1989).With adequate and effectl.ve communication, the pathways to change can be made. An adequate flow of information in a developing country is necessarily more than a flow the top of the political hierarchy to the bottom. It must carry the information which the people need to play their parts in a modern society. It must also provide channels by which these people may discuss with their fellow citizens and with other citizens what policies and practices they shall adopt; and it must provide channel by which the needs and wishes of the people may be carried up the hierarchy to form a part of higher-level decisions (Schramm, 1994).

1.2 STATEMENT OF PROBLEM

Despite a general agreement on the importance of media in broader social, economic and political change, the international community-governments, development agencies, donors largely views the development of an independent media sector as a secondary objective instead of a matter of critical importance. Consequently international donors allocate less than 1% of international aid budgets to media development. Secondly other researchers have carried out series of research on mass media but not even a single study has been carried out on broadcasting media as a tool for social change among residents in Nigeria.

1.3 AIM AND OBJECTIVES OF THE STUDY

The main aim of the research work is examine broadcasting media as a tool for social change among residents in Nigeria. Other specific objectives of the study are:

1. to determine the extent to which broadcasting media has helped in achieving social change in Nigeria
2. to determine the relationship between broadcasting and the actualization of social change in Nigeria
3. to investigate on the factors affecting the role of broadcasting media in the actualization of social change in Nigeria
4. to proffer solution to the above stated problems

1.4 RESEARCH QUESTIONS

The study came up with research questions so as to ascertain the above stated objectives of the study. The research questions for the study are:

1. To what extent has broadcasting media helped in achieving social change in Nigeria?
2. What is the relationship between broadcasting and the actualization of social change in Nigeria?
3. What are the factors affecting the role of broadcasting media in the actualization of social change in Nigeria?

1.5 STATEMENT OF RESEARCH HYPOTHESIS

H0: there is no significant the relationship between broadcasting and the actualization of social change in Nigeria

H1: there is significant the relationship between broadcasting and the actualization of social change in Nigeria

1.6 SIGNIFICANCE OF STUDY

The study on the broadcasting media as a tool for social change among residents in Nigeria will be of immense benefit to the entire broadcast stations in Nigeria, the government (local, state and federal) in the sense that it will enable the federal government communicates their ideas concerning social change in Nigeria. The study will also serve as a repository of information to other researchers that desire to carry out similar research on the above topic. Finally the study will contribute to the body of existing literature and knowledge in this field of study and provide a basis for further research

1.7 SCOPE OF STUDY

The study on the broadcasting media as a tool for social change among residents in Nigeria will be limited to planet fm Uyo, Akwa Ibom State.

1.8 LIMITATION OF STUDY

Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.9 DEFINITION OF TERMS

Broadcast media: The following terms in the study are here by defined conceptually and operationally:

Social change: Social change is an alteration in the social order of a society. Social change may include changes in nature, social institutions, social behaviours, or social relations.