A MASTER'S DEGREE PROJECT PRESENTED TO THE DEPARTMENT OF
FACULTY OF ARTSABSTRACT
Conscious of the far-reaching effects audience trust and confidence could have on the effectiveness of mass communication, there is perennial craving for credibility on the part of mass media organizations. Media credibility consciousness derives from its proclamation as corporate citizens and the fourth estate of the realm. This study focused on the influence of ownership on the corporate image of media organizations. It considered ownership structures not as adjunct, but the major factor of credibility of media messages. The survey method was used to get analyzable response from the audience of Ebonyi Broadcasting Corporation (EBBC) Abakaliki. And the findings showed that while significant value is attached to mass media ownership patterns and structures by audience, there is, at present, predominantly a negative ownership influence on credibility of most Nigerian media organizations. The findings also pinpointed that undue ownership interference in media operations is the major factor responsible for widening credibility gaps between media organizations and their audience and posited that such credibility slump can be corrected by adopting total quality management.
TABLE OF CONTENTSCHAPTER ONE: INTRODUCTION
Background of Study
Statement of Problem
Objectives of Study
Significance of Study
Scope of Study
Definition of Terms.
CHAPTER TWO: LITERATURE REVIEW
Focus of Review Media Ownership in Nigeria: Historical Perspective Credibility: Its Components Credibility and Media Ownership: A Critical Analysis Implications of Low Credibility on Media Organization
CHAPTER THREE: METHODOLOGY
Population of the Study
Instrument of Data Collection: Procedure for Data Collection Validity of Research
Instrument Reliability of Research Instrument
Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
Tables/Graphs/Research Questions for Analysis
Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary of Findings
Suggestion for Further Research
BIBLIOGRAPHY APPENDIX QUESTIONNAIRE
LIST OF TABLES
Table 1: Gender Classification
Table 2: Age Distribution
Table 3: Educational Qualification
Table 4: Occupational Distribution
Table 5: EBBC Programme Listenership
Table 6: Level of Listenerhip
Table 7: Message Trustworthiness
Table 8: Reasons for Low Audience Trust
Table 9: Relationship between Media Ownership and Audience
Table 10: Nature of Relationship
Table 11: Relationship between Ownership and Media Credibility
Table 12: Reason for Ownership Influence on Media Credibility
Table 13: How Ownership Influences Media Credibility
Table 14: Problems of Media Credibility
Table 15: Nature of Problems
Table 16: Solutions to Credibility Slump
LIST OF FIGURES
Figure I: Pie chart showing relationship between media ownership and audience
Figure II: Bar chart showing the relationship between ownership and media credibility
Figure III: Pie chart showing problems of media credibility
Figure IV: Bar Chart Showing Solutions to Credibility Slump
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Department of Mass Communication,
Faculty of Arts,
University of Nigeria,
I am a post graduate student of the above university, carrying out an academic research on "Influence of Ownership on media Credibility: A study of Ebonyi Broadcasting Corporation (EBBC), Abakaliki". The questionnaire is designed as an instrument for gathering information for the research. I solicit your cooperation, by filling-in the questionnaire, to enable me carry out the work effectively. I promise that every information you give will be treated confidentially. Thanks for your cooperation.
You are required to answer or tick the one that appropriately applies to you. 1 2. . Sex (a) Male Age (a) 18-24 (d) 50 and above 3. Educational Qualification: (a) SSCE (c) Degree and above 4. Occupation (a) Civil Servant (c) Businessmen/women 5. (b) Student (d) Others (b) Diploma (b) Female (b) 25-34 (c) 35-50
Do you listen to programmes on Ebonyi Broadcasting Corporation (EBBC) Abakaliki? (c) Sometimes (a) Yes (b) No
6. How often do you listen to programmes on EBBC (a) Regularly (b) Occasionally (c) Rarely
7. Do you trust the messages you hear from EBBC? (a) Yes (b) No (c) Sometimes
8. If the above is No, what makes you not to trust the message? a. Bad presentation b. Undue ownership influence c. Issues discussed are not topical d. Lack of touch with the station'saudience need
9. Does ownership affect your relationship with EBBS? (a) Yes (b) No (c) Not really
10. How does ownership structure affect your relationship with the station? a. Familiarity with the station programmes b. Credibility problems for the station's programmes c. Interest in the stations programmes d. Respect for the station.
11. Does ownership affect credibility for a media organization? (a) Yes (b) No
12. (c) Not sure
Why do you think ownership influences media credibility?
13. In your opinion, how can ownership influence media credibility?
14. Are there problems to owner's efforts to boost the credibility of mediated messages? (a) Yes (b) No (c) Not sure
15. What can be responsible for a widening credibility gap between media organizations and their audiences? (a) Undue ownership interference in media operations (b) Lack of touch with audience needs & aspirations (c) Social irresponsibility (d) Lack of requisite expertise
16. What do you think is the solution to negative ownership influence on media credibility?
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