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An Assessment of the Role of Mass Media in Rebranding Nigeria

An Assessment of the Role of Mass Media in Rebranding Nigeria

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Reference ID: PS-2267-TM

DEDICATION

This research work titled "An Assessment of the Role of Mass Media in Rebranding Nigeria" is dedicated to God for his enabling grace and to all computer enthusiasts who help to make life a pleasant experience.

ACKNOWLEDGEMENT

I owe my indebtedness to my Supervisor (Name of your Supervisor), the Head of Department (Name of your HOD), the Lecturers in the department of Mass Communication (MC), Book Authors and Profound Scholars of existing/related research material for your moral support that facilitated the successful completion of my (Tertiary Institution level). I am grateful to God Almighty and my parent for their financial support in my career. I really appreciate you all for everything, Thank you very much.


An Assessment of the Role of Mass Media in Rebranding Nigeria

TABLE OF CONTENTS

PRELIMINARY PAGES


CHAPTER ONE

INTRODUCTION

  • 1.1 Introduction
  • 1.2 Background of the Study
  • 1.3 Statement of the Problem
  • 1.4 Aim and Objectives of Study
  • 1.5 Research Questions
  • 1.6 Research Hypothesis
  • 1.7 Significance of Study
  • 1.8 Scope of the Study
  • 1.9 Limitations of the study
  • 1.10 Definition of Terms

CHAPTER TWO

LITERATURE REVIEW

  • 2.1 Introduction
  • 2.2 Mass Media and Political Influence
  • 2.3 Media Ownership in Nigeria
  • 2.4 Print Media Ownership in Nigeria
  • 2.5 Broadcast Media Ownership in Nigeria
  • 2.6 Regulatory and Political Influence
  • 2.7 The Role of Media in Governance
  • 2.7 Media and Nigeria Governance
  • 2.8 Theoretical Framework
  • 2.8.1 Usefulness of Mass Media
  • 2.8.2 Individuals Mass Media Uses
  • 2.8.3 Political Uses of Mass Media

CHAPTER THREE

RESEARCH METHODOLOGY

  • 3.1 Introduction
  • 3.2 Research Design
  • 3.3 Population of Study
  • 3.4 Sampling Technique
  • 3.5 Research Instrument
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Questionnaire
  • 3.8.1 Interview
  • 3.8.2 Key Informants Interview
  • 3.8.3 Observation
  • 3.9 Statistical Analysis

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

  • 4.1 Introduction
  • 4.2 Presentation and Analysis of Data
  • 4.3 Test of Hypothesis 1
  • 4.4 Discussion of Findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

  • 5.1 Introduction
  • 5.2 Summary
  • 5.3 Conclusion
  • 5.4 Recommendation

REFERENCES

APPENDIX A - “QUESTIONNAIRE”

ABSTRACT

“Good People Great Nation”, the actual intention of the Nigeria government was to create a good image for the country both home and abroad. An assessment of the project through this paper showed Nigeria as a bad product that is difficult to market. Therefore, the paper chiefly used good leadership, Nigeria brand icons and good public service as a rebranding mechanism for mass media and advertising exercise. The work relied on mete-analysis method to carry out the research while it used persuasion theory to explain the rationale behind rebranding Nigeria. The paper argued that the ray of hope for Nigeria's government in the Heart of Africa campaign project to re-brand the country has been dashed due to the neglect of the political, social, and economic stability cum non-involvement of public relations and advertising experts in the rebranding project. But it quickly observed that when properly applied, effective mass media and advertising strategies cum conducive political, social, economic environment as it can be found anywhere in the world, the re-branding exercise will be fruitful. It recommended that, the government should imbibe the tenet of mass media which asserts 95% action and 5% talking among other things. This research appraises the image crisis in Nigeria and the effort of successive governments, starting from the period of independence to the present dispensation, towards cleaning up of the wrong perception of the country. The study observes that, among other efforts at achieving successful rebranding, tourism is a veritable tool. Thus, some tourism resources in Nigeria were analyzed so as to show how useful they are in the Nigerian rebranding project.


An Assessment of the Role of Mass Media in Rebranding Nigeria

CHAPTER ONE

1.1 Introduction

The term, branding or rebranding is a pretty common word in business circles the world over. This is not strange since there is an increasing mass production of goods while services are taking different shapes on daily basis. Notwithstanding, it won't be a surprise if one who is not involved in advertising, mass media or mass media find its meaning a bit hazy. One person may claim that a company's logo is its brand while another insists that the real brand is the slogan. Still, others may assert that branding is about communicating the company's mission or image. All these are components of a brand, but they do not capture the whole package, not even by a long shot. In reality, a brand is much more than a single image or string of words.

A brand is not tangible. A successful brand lives in the minds and hearts of the prospective audience, likewise the bad brand. A brand must provide what the public think of the product or service despite almost anything can be branded. Manufactured goods, a service, a location (country) even a person. For instance, Elvis, Paris Hilton, Amsterdam, Las Vegas, IPOD and Roles; are all established brands. The most successful brands hold a power positive position within our psyche (The Punch, P. 36).

The focus of this paper is on place branding, then what is place branding? A place branding can be defined as the process whereby a town, region, country (Nigeria) actively seeks to create a unique and competitive identity for itself, with the aim of positioning it in formally and externally as a good destination for trade, tourism and investments.

In this regards, countries such as India, UK, USA, South Africa, China, Wales, Spain and Ireland have succeeded in attracting businesses and tourists to their countries as a result of well managed branding

Program supported by fairly stable political, social and economic environments. Examples of these branding are; Making a case for the application of branding principles in the market of places, Peter van Ham, as cited in Ferguson's (2001) article “Brand - name Government'' says a state just like a company requires a strong brand. Therefore to rise above the cluttered political landscape, a state must be able to define and promote its vision. This requires politicians and bureaucrats to understanding how identity is developed, promoted and maintained. Therefore, the services of mass media and advertising executives are imperative here.


1.2 Background of the Study

An image can be described as the impression, feeling or opinion, which somebody has, about an organization. In this case the impression or feeling or opinion, which other countries has about Nigeria. Over the years the image of Nigeria grows worst rather than bad. Nigeria has been branded thieves, 419ers and other all sorts.

This has incidence a lot of problems on our international relations. Submit a green passport and be subjected to the most stringent and most thorough check at foreign airports, seaports and other international borders. What a bastardized image. Nigerians have been denied Visa entry to international engagements. Recently, highly placed Nigerians where denied Visas into France for the Film Festival, to mention but a few.

However, the opinion that all Nigerians are thieves, 419ers, Fraudsters, could be proved wrong, by carefully adopting the procedures of rebranding Nigeria through Mass media . At this juncture, the media among others is a focal point for Mass media and branding building, according to Osunbiyi (2001). “The world is in crisis, Political Crisis, economic crisis, identity crisis; the media and Political societies. Nowadays nobody dare to deny the effects of the media in the behaviour of individuals both in developed and developing countries. In our continent, the Media are said to poses power.”

One of the most common misconceptions about branding is that it is something one chooses to do as it were a project, one could start and finish. But branding, the process, through which a cohesive enduring, impressive of a business, in this case Nigeria is formed in the minds of our audience (external public). Branding never ends, it is ongoing in every interaction. Hence, the need of this paper presentation is to reveal the powerful role of Mass media in rebranding Nigeria, to rejuvenate Nigeria Bastardized image, among others, encourage investment and partnership that will aggravate developmental growth in both human resource and infrastructure facilities, all to make Nigeria a country to reckon with in the committee of Nations.

History of Rebranding In Nigeria

In plain layman's language, to rebrand, reposition or repair simply put, means to change consumer's perception about a product or brand and attract positive affectation or affinity to it for the benefit of all stakeholders, particularly the promoters of the brand. Therefore, whatever we mass media professionals may call it, rebranding, repositioning or repairing, it must connotes only one thing to the man on the street- a change from negative to positive perception. Branding is all about perception and that is what differentiates a good brand from the rest of the pack in the category. Probably unknown to most Nigerians, the brand Nigeria project has been an ongoing project since after the Nigerian civil war, the missing link has been a big idea that is driven by a consistent strategy. If I may remind us, at the end of the 30 month interline war, General Yakubu Gowon in what seemed like a masterstroke to heal the scaring wounds of the war, initiated a sort of rebranding programme.

To weld the country back from the brink, Gowon introduced the three Rs namely: Reconciliation, Rehabilitation and Reconstruction. He also declared that there was no victor or vanquished at the end of the war. To implement this campaign, Gowon pledged to remain in power till 1976 before handing over to a civilian regime after a democratically conducted election. Gowon was lucky. His regime coincided with the beginning of the oil boom era in Nigeria, thus he was able to spend money to prosecute the three Rs agenda. Gowon embarked on several capital projects especially roads, bridges, estates and edifices befitting a country like Nigeria.

On the diplomatic and international plain with its new found fame and fortune, Nigeria played the big brother role for the less endowed African countries and the country was respected for it. But like most African leaders of that era, Gowon soon lost focus when he imbibed the ‘sit tight syndrome'. The moment Gowon said 1976 was no longer realistic for a democratic handing over, the brand equity of his regime and the country began to ebb. After Gowon came General Murtala Ramat Mohammed (late).

Murtala along with his team came on board with vision and patriotic fervour. With zero tolerance to corruption in both public and private sectors, Murtala vowed to take the Nigerian brand to the apogee of glory and respectability both nationally and internationally. Transcending beyond Nigeria, Murtala made Africa the centre piece of his political agenda internationally. Within a short time that the regime lasted, Nigeria as a brand scored a diplomatic bull's eye playing prominent role on the continental platform in the independence struggle of countries like Zimbabwe, Angola and even South Africa. But the Murtala regime was short-lived.

The man died!, Perhaps one of the most ambitious and most expensive rebranding efforts ever embarked upon in Nigeria was initiated by the military regime of General Ibrahim Babangida in 1987. Tagged, MAMSER, Mass Movement for Self Reliance Social Justice and Economic Recovery, it was introduced as part of the transition programme of the regime. With the sole aim of giving Nigerians and Nigeria a new beginning, MAMSER had on board eminent Nigerians who have excelled in their various areas of calling in both private and public lives.

Till date MAMSER remains the longest internal rebranding effort ever embarked upon by any government in Nigeria. Ironically, despite its laudable objectives and high calibre personnel, MAMSER ended up a colossal failure. But why did MAMSER fail? Historians and students of political history contended that lack of sincerity and transparency on the part of the leadership was responsible for MAMSER's failure.

The failure could be best illustrated by the annulled June 12, 1993 Presidential election that almost tore Nigeria apart. However, before MAMSER was WAI. WAI which means War Against Indiscipline was launched by the General Muhammadu Buhari (rtd) and the late General Tunde Idiagbon when the regime came on board in 1983. WAI, another rebranding effort was aimed at giving Nigerians a new lease of life. WAI espoused discipline in both public and private lives and Nigerians were fast adapting to some aspects of it before the regime was overthrown.


1.3 Statement of the Problem

The image of Nigeria as a nation has been negative over the years. In this era of growth in technology and globalization, international relation is a great asset to a nation. When people from a country are being branded thieves, fraudsters and dis-honest, a big barer is created between the country and other parts of the world, and development is reduced.

The rise in internet fraud, corruption and tribal killing in Nigeria is alarming. Recently, the country was branded a terrorist nation by the United States. All these issues coupled with the in-ability of the mass media to effectively readdress these issues and re-brand the nation are of great concern to patriotic Nigerians who are being affected every day.


1.4 Aim and Objectives of Study

The main aim of the study is to critically assess the role of Television program in rebranding Nigeria. In achieving this aim, the following objectives were laid out as follows:

  1. To appraise the effectiveness of NTA's Mass media geared toward re-branding Nigeria.
  2. To assess the role of these Mass media in re-branding Nigeria.
  3. To recommend more Mass media that can effectively contribute to the re-branding cause to NTA Abuja.

1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

  • How effective are the re-branding programs of NTA?
  • What are the roles of these Mass media in re-branding Nigeria?
  • What better Mass media can be introduced to re-brand Nigeria?

1.6 Research Hypothesis

In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.

  • H0: There is no significant impact of the re-branding programs of Nigeria Television Authority (NTA)
  • H1: There is a significant impact of the re-branding programs of Nigeria Television Authority (NTA)

1.7 Significance of Study

The study will enlighten public officials on how the re-branding campaign can be effectively carried out. With the reviving trend of Globalization and the breaking down of international barrier of trade, competition for consumers and inward investment; Countries especially Nigeria need to be repositioned to meet this challenge, and hence encourage internal acceptance for economic trade partnership and investment opportunities.

This study will further illustrate how using Mass media that markets the great potentials of Nigeria and her people as part of a mass media mix to create the desired image around the brand (Nigeria) can be implemented and made possible. And how other stakeholders such as her public, International Communities, business partners can partner without a second thought.

This study will also be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.


1.8 Scope of the Study

The study will focus on the assessment of television programs in the re-branding of Nigeria, using NTA Abuja as a case study. All findings from the study may not reflect the true and bias view of other Mass media in Nigeria as the researcher could not cover a wider area.


1.9 Limitations of the Study

During the course of this study, many things militated against its completion, some of which are:

  1. Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
  2. Establishment Policies: Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this project work. There were lots of information needed from the staffs of this institution to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
  3. Research material: availability of research material is a major setback to the scope of the study.
  4. Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
  5. 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).

1.10 Definition of Terms

  • NTA: Nigeria Television Authority
  • Image: An image can be described as the impression, feeling or opinion, which somebody has, about an organization.
  • Rebranding: Rebranding is a mass media strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.
  • TV: TV is an acronym of Television

Television program: This is also called television show is a segment of content intended for broadcast on television. It may be a one-time production or part of a periodically recurring series.

CHAPTER TWO

2.0 Literature Review

2.1 Introduction

This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the …

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