LITERATURE REVIEW COMMERCIALIZATION AND PERFORMANCE OF THE BROADCASTING MEDIA ORGANIZATIONS

LITERATURE REVIEW

2.1 Theoretical Framework

          This study got its theoretical framework from the following media theories:

i.                   The agenda setting theory of the media.

ii.                 Development media theory.

2.1.1 Agenda Setting Theory of the Media

          Agenda-setting theory espoused by McCombs and Shaw (1972.28), which states that the media tells us not what to think but what to think about, (i.e the media does not tell us what to think, but gives us what to think about). In other words the amount of attention given to an issue in the press affects the level of importance assigned to the issues by the mass media audience.

          The main thrust of agenda setting theory is that though media may not completely change ones point of view on a particular issues, it tends to change ones perception of what is good.

That is to say in simple terms, the fact about the inherent influencing power of the media, makes it to be seen and applied as an important instrument in developmental policies.

          This theory according to Daramola (2003:28), simply states “Agenda setting is the ability to mentally order or organize the world for the people. Proponent of the theory are of the view that the media often present to the audience certain basic socio-political and economic issues that dominate popular discussion and debate even at inter-personal level at some period of their history the mass media can make an issue a matter of everyday   discourse by the members of the audience when they focus extraordinary attention on the matter.

          For instance during elections, the broadcast media gives coverage and emphasis to certain issues and topics while at the same time relegating other issues and topics. Generally people depend on the broadcasting media to get information on what is going on in their society and the world at large. Whatever the broadcast gives coverage is considered important. As a result, everyday discussion is hinged on topics gleaned from the media. This according to Ndimele and Kasarachi (2011:54) is referred to as conversational currency.

          The Agenda setting function explains the broadcast media role in molding and influencing public opinion.

2.3     Development Media Theory

          This theory stresses on the relationship between the media and political institution (the state). It was formulated in the 1980’s to bridge the gap between the developed and the developing countries. Development theory holds that the media in developing and third world nations should be used exclusively for the development of the society, especially in the areas of agriculture, health and social mobilization this theory favours one democratic and grassroots involvement and participatory communication models which give every members of the society the right to air their views on all matters concerning their welfare. The four classical theories earlier did not cover the peculiar development needs of the developing countries. This alternative theory is an offspring of authoritarian theory. In respect of government’s expectations and control of the press the basic goals of the development theory is to use the media for the good and development of the state.

Government expects the media to act as instrument for development and economic growth political stability national sovereignty and cultural cohesion. Therefore, it is the role of the media to mobilize and motivate the people who participate in nations development. as Daramola (2003:72) observes, “the right to communicate as well as “the need to use communication to achieve social change  and better life” is the bedrock of development theory of the press. The state therefore has a right to intervene or restrict the media through censorship in the national interest.

2.2 Conceptual Review

2.2.1 Informational Role of the Broadcast Organization

          The informational role is usually portrayed in terms of facilitating self-expression promoting public rationality and enabling collectives’ self-determination.

These different functions of the media can only be fulfilled  adequately; it is argued, through the processes of a free market (Urran, 1996:97), Murdock (1992) argues that  the public must have access to and be able to use communication facilities in  order to register criticism and propose alternative courses of actions, Newscasts current affairs programmes, features and documentaries, educational programme’s and other social or practical information have gained a particular emphasis in public broadcasters offering other specific mandate to provide information and education stems directly from the audience-as-public-approach (Hellman 1999:17). The public is regarded as a group of citizens that need to be informed in order to secure and enlightened public discussion on public affairs. Thus broadcasting organization is obliged to address its audiences as rational citizens and to provide them with the information upon which alone rational debate can be based.

          The first  duty involving public service is to support democracy by providing a wide variety of information opinions and debates on social issues. A conviction that only information can help people to understand political and social processes is well expressed by the BBC, which justifies its news and information services by claiming them to help people to understand National and international events’ (BBC, 1996:3). Hence it is an idea of democracy: best maintained within an informed public Sphere that justifies informative programming. Emphasis on information by public broadcasters and the popular appreciation of informative geners provides a practical counter argument to the entertainment oriented support of commercial channels but at the same time, information involves values that can be shared by all broadcasters.

2.2.2  Leadership Role of the Broadcast Organization

          The Nigerian press has always been useful as a medium for structuring the political landscape of the country, an avenue for agitation and proper political leadership. One of the tenets of the social responsibility theory is enlightening the public and making them capable of self-governance.

This tenet therefore puts on the shoulders of the media, the responsibility to ensure good leadership in the society in which it operates. Anegbode and Azelama (2003) adumbrated on the leadership role of the media in ensuring independence for Nigeria when they affirm that: One of the instruments of African (Nigerian)Nationalism therefore, was frequency orlongevity; each Nationalist newspaper was avehicle for the formation of public opinion. Thepress was a medium for agitation and politicalleadership. The press referred to here, were the newspapers like Iwe Irohin, The Comet, Lagos Times, West African Pilot, to mention a few, which were instruments for fighting colonialism or bad policies at different levels and stages of Nigeria’s struggle for self rule (Ufuophu-Biri 2006; Haruna 2004). The aim was to arouse empathy and political awareness in the demand for independence. The media do not only agitate or draw attention to the bad polices of government but also drum support for the positive initiatives of government. Okenwa (2001) said that the press had ceased to be an opposition press and has assumed a contributory responsibility in the awesome task of transformation which was ushered in at independence.

          The efforts of the press in leading to credible government policy is seen in the instances of organizing press conferences and interviews, undertaking public campaigns on important national issues like the Operation Feed the Nation (OFN), the Green Revolution, Road Safety Campaign, MAMSER, Census and a host of other government programmes. Olanipekun (2003) buttresses the role of the media in political governance when he said that the press should take the lead in preaching and advocating sustenance of the rule of law which is a sine qua non to a successful democratic dispensation. The media’s support for the fight against corruption by exposing the highly placed politicians and government officials in today’s government are an indication of its leadership role.

2.2.3 Watchdog Role of the Broadcast Organization

The media being described as a watchdog is in recognition of its watchful and critical role against the bad practices of the government and private individuals. Ralph Akinfeleye (2000) describes journalists (media professionals) as corps of intrepid reporters who are always caught in the web several steps ahead of the goons. The political leaders and their cronies at one time or the other try to find ways to tailor the constitution to suit their selfish needs and aspirations. Ugulah and Erebi (2008) agree with Akinfeleye’s position on the power of the media to avert such activities when they maintain that: Obasanjo’s third term agenda would have succeeded but for the vibrant media and a coalition that ensured that Nigerians were properly informed to resist unconstitutionality.

Olusegun Obasanjo in pursuit of third term in office, an attempt to remain in power for long motivated the law making organ of the government to circumvent the constitution. But the media in performing their watchdog role drummed publicity to this ignoble act and his ambition to perpetuate himself in office longer than necessary was truncated.

          Another example bordering on Obasanjo that the media called attention to and criticized was the donation of a huge sum in millions of naira to his party, Peoples Democratic Party (PDP) during the 1998 local government elections. The Tribune Editorial (24 Nov. 1998) called on Obasanjo to supply the public a full disclosure of the identities of those involved (in aiding him). Olutokun and Seteolu (2001) after criticizing this huge sum of N130 million given by Obasanjo made a notion that “the authorities must seriously consider setting a ceiling on the amount individual aspirants could spend in the course of seeking public office”. Various newspapers and broadcast houses played watchdog roles in monitoring the 1999 elections. For example, Newswatch in its January 25, 1999 reported irregularities in the run-up to the state Assembly/Governorship elections. These include under age voters in Katsina, multiple voting in Abia State as well as bribery stories in Edo, Delta and Ekiti States. The public was apparised of these irregularities when the media helped in trumpeting the issues with the