LITERATURE REVIEW

CHAPTER TWO

LITERATURE REVIEW

2.1   Theoretical Framework

        The theoretical framework adopted for this study is the “Uses and Gratification Theory”.

        Davidson et al (1982) explained that the audience pay attention perceive and remember information that is pleasurable, or that will to an extent help to satisfy their needs and interest.

        According to the “uses and gratification theory” present media audience, particularly television audience as activity influencing the effect process, since the viewer selectively chooses, attends to perceives and retains the media messages on the basis of his/her needs and belief. Hence the focus has been shifted from media production and transmission function to media consumption functions. Instead of asking “what kind of effects occurs under what condition?” The question becomes “what uses which content, from which medium, under which condition and for what reasons”.

        According to Kunczick (1988) the uses and gratification theory states that an individual has some needs relating to communication, he/she selects the medium that appears suitable or likely to satisfying those needs.

2.2   Review of Relevant and Related Literature

        Experts ascertain that everyone is seen to be dependent to a large extent on the mass media for either information or entertainment, which invariably contribute to an individual’s effective performance in the society.

        According to Hawkins and Piogree (1981), “television’s influence on individual’s construction of reality can no longer be described as a complex process”. This means that under certain circumstances, television does seem to contribute to the construction of reality but to others it does not, depending on individual. For instance, it is believed that when a child watches violent programmes on television, there is every tendency that the child might behave violently towards other children or might see violence as detestable depending on a number of factors.

        Changes take place, according to Klapper, in the rare circumstances when mediating forces are in operation or when they are occasionally mobilized the facilitate change or in certain residual situation.

        Scholar have commended the emergence of television as a medium of mass communication. According to Williams Thompson “every time man uses or develops a new medium, he becomes a new man, very different from a man who do not possess the medium”. Referring to television as a new medium, Thompson also declared that “the function of medium is to exert some aspects of physical or mental control on the man use it”.

        This implies that where television does not seem to have some physical control on its users, the mental influence of thought perception is inevitable. This is because the user’s perception the medium could be considered as a control over thought.

        McLuhan (1941:75) asserts that with “the advent of television medium, it unique ability to show images in addition to sound the world became a global village where social events and culture could be shared” McLuhan was concerned with the psychic effect of new form of transmission in the society.

        According to Gerbner (1997), the audiences of mass communication, messages are not passive receivers rather they are dynamic (i.e. they are active receivers because they select media messages that are congruent with their needs). This brings to the principles of selective perception, selective exposure to mass media and their messages.

        William (1952), reveal that television is a medium of channel of information and communication, education and entertainment is generally known to be effective, but the mode of their effectiveness is still largely unknown. He remarked that, the use of television is usually followed by some effects (reactions) but the levels of these reaction are largely unknown.

        It therefore follows that the user’s perception of any media is an important determine of its programmes. It is concluded that a systematic investigation into audience reaction would enhance techniques for making broadcast (television) programmes to be developed  much more effectively.

        Similarly, Schramm (1983) states that there should be media attentiveness to feedback and response in order to modify its message. In spite of its comparative advantages of dual appeal television as a medium of mass communication is however criticized by some elites of the society.

        According to Mohammed (1996), at a workshop, “we embarrassingly watch daily from television images of hunger, starvation, malnutrition, disease, ecological and economic instability”.

        Zakan (1985) is of the view that television in most part of the world has succeeded in spreading negative information capable of moving people into sympathy rather than inculcating ideas which can help in the development of the society. He therefore suggested that the media should focus on issues that will bring about the development of the nation’s infrastructure, elevation of poverty, protection of nation’s natural resources and maintenance of equity as well as social justice.

        According to Salama (1989) in the book “Television techniques and African people” believe that the perception of television might be seen in different ways. It can be seen as presenting models of behaviour, as providing one’s immediate environment and playing a part in the socialization process. Moreover, mass media ownership has become controversial in the world over, though ownership of media refers to sponsors of a particular media organization (radio and television); it is however noteworthy to point out that ownership of the mass media is fundamental in determining the power of the media gate-keeping.

        Government ownership of media houses laid emphasis on maintaining government policies. Private ownership of media houses laid emphasis on profit making.

        In an article in the Guardian Newspaper (April 1999), Janie Onwachukwu stated in Nigeria perspective that what is good Europe is not necessary good for African and Nigeria. Policy makers and managers of Nigerian television are to be faulted for they have permitted this powerful institution to serve as infection of western cultural poison into the Nigeria policy. He called for the transmission of more indigenous and more educational programmes rather than foreign programmes by Nigerian television station.