AN ASSESSMENT OF ELECTRONIC MEDIA AND ITS ROLE IN NATIONAL IMAGE BUILDING IN NIGERIA

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BACKGROUND OF THE STUDY

In today's dynamic Nigerian culture, the significance of broadcasting and broadcast media as agents of rural and national development, particularly at the information dissertational level, is now well acknowledged and embraced by experts and policymakers alike. What appears to be unclear in many developing nations is how to effectively leverage the potentials of broadcasters and their media to achieve development goals Nwosu (1990:119).

As a result of this context, image may be defined as an individual's or organization's entire reputation as decided by the mental picture impression, knowledge information, and perception that the public has about it. It is also determined by a number of elements such as its national performances or lack thereof, national identity, and national communication across time. It might be incorrect or light, and it could be very different from reality. However, its significance stems from the fact that it is mostly dependant on the public's judgment as to whether or not to link it to an organization and how to relate. As a result, it must be properly and professionally handled through a will-developed, nourished image-motivating program that is ongoing and methodical in character. And this has now necessitated the use of electronic media as a necessary tool for national image construction.

This was conceptualized by a less well-known communications scientist (1927) in his hypodermic needle theory or mechanistic stimulus responses theory, in which he claims that "any powerful stimulus (electronic media message) may trigger a uniform reaction or response from a specific organism" (e.g. audience).

Another early 1992 researcher, Lippman, stated that "the media helps to put (image in our brains," but it was Combs and Shaw (1972, 1979) who noted that "Audience not only learn how much weight to assign to a problems or topic by the focus the media concentrate upon it, for example, If the media chooses to promote a certain figure based on his dubious actions, regardless of the affection or value people place on that individual or national image, people's perspective rapidly shifts to the negative. Notably, electronic media has recently emerged as a vital instrument for the development and reshaping of personalities or images of persons, organizations, and nations. In terms of national visibility, electronic media is considered as a catalytic agent that must be used as part of the process by which a country's image is built. Given the foregoing, the purpose of this research will be to investigate the function of electronic media in the formation of national image.

1.2 Statement Of The Problem

In recent years, electronic media has evolved as a crucial instrument for the formation and reshaping of characters or images of persons, organizations, and nations. In terms of national visibility, electronic media is considered as a catalytic agent that must be used as part of the process by which a country's image is built. The emphasis of this study is on the role of electronic media in national image construction, specifically how to conceptualize, shape, and manage a nation's national image in order to have a good and successful impact on society. The electronic image, as a form of mass media, plays a critical role in informing, educating, and informing the masses on the realities of events, programs, societal and national favourable and unfavourable incidents that occur in a country, which is one of the major ways of influencing a country's national image (Charles 2015). Okafor (2012) agreed, claiming that the electronic media is a news broadcasting institution that works autonomously in news dissemination. On the contrary, electronic media and other kinds of mass media in Nigeria do not work without the influence of top authorities, preventing them from carrying out their tasks correctly. Given the foregoing, the purpose of this research will be to investigate the function of electronic media in the formation of national image.

1.3 OBJECTIVES OF THE STUDY

The general aim of this study is to ascertain the role of electronic media in National image building. Specifically, the study is targeted;

1.To investigate whether the news broadcast through electronic media has been bias-free.

2.To investigate whether the news broadcast through electronic media has always been influenced by the government.

3.To investigate whether there is transparency in electronic media broadcast in Nigeria

1.4 RESEARCH HYPOTHESES

In the course of this study, the following hypothetical statements will be validated.

H01: News broadcast through electronic media have not been bias-free.

H02: The news broadcast through electronic media is not always been influenced by the government.

H03: There has not been transparency in electronic media broadcast in Nigeria.

1.5 SIGNIFICANCE OF THE STUDY

This study is expected to educated, and remind the government and high authorities the supposed roles of the electronic media. The study will further unveil how selfish political interest and the length of corruption in Nigeria has negatively influenced the efficacy of the electronic media broadcast in Nigeria.

Additionally, subsequent researchers will use it as literature review. This means that, other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regards to the role of electronic media in National image building.

1.6 SCOPE OF THE STUDY

This study focuses on investigating whether the news broadcast through electronic media has been bias-free. This study will also investigate whether the news broadcast through electronic media has always been influenced by the government. This study will also investigate whether there is transparency in electronic media broadcast in Nigeria. Finally, this study will further investigate whether electronic media report bribery and corruption activities in Nigeria. This study shall be delimited to the viewers of Channels Television, Lagos State, Nigeria.

1.7 LIMITATION OF THE STUDY

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

 

1.8 DEFINITION OF TERMS

National image: This is the cognitive representation that a person holds of a given country. It also deals with the opinion formed by the international. public's perceptions and judgments.

Electronic media are media that use electronics or electromechanical means for the audience to access the content.

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