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The Impact Of Globalization On Cross-cultural Communication
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In mass media, channels of transmission of news include: the press, radio, television and internet. The media generally have specific technical-technological characteristics with which they transmit their news. The role of the mass media in creating and strengthening public opinion is very important. The advent of independent media houses in the present democratic settings has contributed to the growth and freedom of expression and perception. In modern societies, getting authentic information is critical to the quality of decision making by the citizens and the legislators. The growth of the mass media and their capability to transmit information and messages to a large population has turned the media world into a large social institution (Gilens, 2009).
It is against this backdrop that the researcher seeks to investigate the perception of viewers/audience about political news coverage on television stations using AIT and NTA as the main focus. Efforts shall be made to find out the impact of television in the dissemination of political news and politics in general.
1.2 Statement of Research Problem 5
One of the most common generalizations about politics is that today’s voters are less informed and less engaged than voters in prior generations. This perceived decline in political engagement echoes a decline in both exposure to news and the quality of political news. According to Gilens (2009), television viewers have been waning steadily for decades, the network programme as Gilens (2009), asserts have lost a third of their viewers, and the content of campaign coverage in these news outlets has shifted away from policy to scandals, gaffes, and the horse race. It is no wonder, then, that citizens are viewed as less equipped to make electoral decisions today than they were 50 years ago (Gilens, et al., 2009). Despite the efforts of the private electronic media to help in the growth and development of the country, by keeping audience informed about political activities in the country through their political news and programs, these media houses shortcomings such as lack of resources to verify stories which can lead to spread of misinformation, it can lead to ruin of reputation of an individual or a company through spread of rumors. Also, there is dependence on the disposition of the audience, which may be favorable or unfavorable, positive or negative, good or bad. Thus, these short comings have prevented them from serving the audience effectively.
It is in this context that this work will study the audience perception of political news coverage on Africa Independent Television (AIT) and Nigerian Television Authority (NTA) in Ilorin metropolis. The study will seek to proffer and suggest solutions to some of the challenges mentioned above.
1.3 Objectives of study 6
The objectives of this study are:
1. To examine the extent to which residents of Ilorin metropolis are exposed to political news coverage on AIT and NTA Ilorin.
2. To examine the attitude of residents of Ilorin metropolis towards political news coverage on AIT and NTA Ilorin
3. To find out the relationship between political awareness of residents in Ilorin metropolis and their perception of political news coverage on AIT and NTA Ilorin
4. To find out the influence of political news coverage and political behaviour of the audience
1.4 Research Questions 6
The following Research Questions are posed to guide the study:
1. To what extent are residents of Ilorin metropolis exposed to political news coverage on AIT and NTA Ilorin?
2. What is the attitude of residents of Ilorin metropolis towards political news coverage on AIT and NTA Ilorin?
3. What is the relationship between political awareness of residents in Ilorin metropolis and their perception of political news coverage of political issues on AIT and NTA Ilorin?
4. To what extent do political news coverage and political issues influence the political behaviour of citizens.
1.5 Significance of study 7
This study will be of benefit to the audience, as it will create room for the audience to air their views on how they perceive political news coverage in general and particularly from AIT and NTA and also deliver messages on political news for audience consumption. Furthermore, it will benefit both government and private electronic media owners; because it will help media owners to understand their audience attitude and conduct towards their political news and on the other hand help the governments know the public reaction towards their political activities. Also, this study will be useful to political parties such as PDP, APC, CPC, PPA and others, because it will give them insight on the media platform that is best used for political campaigns. The electoral umpire, INEC stands to benefit too, because this study will enable it reach a large chunk of voters through political reporting on media platforms to create awareness, educate and mobilize the public on how to vote.
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