ABSTRACT

The role of Television in Political persuasion/Mobilization has been described as the role which television must play. This project will critically examine the level to which television can aid Political persuasion in Nigeria and to achieve unity in diversity. It will also assess the impact of television message on individuals in the society.

INTRODUCTION

Mass communication is defined as message directed towards a large group people using a mass medium. It involves disseminating information to a large and widely dispersed audience mass communication is made possible through the help of mass media. That is to say mass media makes mass communication a reality mass media include television, radio newspaper magazines etc.

Researchers in mass communication were interested in knowing how specific massage; channels and sources could produce changes in attitude of behaviours. This was the natural outgrowth of the way mass communication research have developed from the 1920s fueled by public fear of the media, along with anxious politicians, eager advertiser, crusading social engineers and others watching to see the massive reach of the media; “to get their message across” quickly and efficiently. Government, military and corporate funding sources played an important role in the decision of those working within the field to take the direction. The goal was to determine what kind of persuasive message could be used most effectively in mobilizations of various kind political, advertising, public health, economic, educational, military and so on.

Recent changes to the technologies of both the print and electronic media, and in particular the medium of television have already begun to fragment media audience and transform the relationship between media and the nation (masses)

Therefore the utilization of the media in mobilization and persuasion is very crucial because the broadcast media, particularly the television has become the major sources of information dissemination over the years, and also the major means and most effective tools for political persuasion in Nigeria.

The ability of television to mobilize and persuade the people to behave in a given manner and to perform certain actions has merit an effective tool for political persuasion because it can send sound and picture simultaneously to a large and widely disposal audience, and it is captivating and dramatic in nature. Television appeals to the sense of sight and sound; it is comprehensive technique and the combination of audio and visual colours and motion. It has the ability to capture the interest of most viewers. That is why government and other private bodies give much attention to it. The media (television) serves as an intermediary between the government and the people because it assists the government in getting its plans and policies across to the people and the people in return gets their response, feeling and plight back to the government.

After many years of military rule in Nigeria, democracy became a much needed endeavour and television serves as a major tools through which the people were fully information education, enlightened, mobilized and persuaded to activity participate in the decision making in the country during transition period.

Television and NTA Kaduna to a large extend help in making the people in Nigeria to get all the political awareness, and it mobilize the people to both contest election and be voted for, or to vote for a candidate of their choice as an electorate. The importance of television in order to ensure a successful transition in Nigeria cannot be under estimated. Television really plays a key role in political persuasion in Nigeria.

AIMS AND OBJECTIVES OF THE STUDY

The main objectives of this study is to stress the role or importance of television in political persuasion and outline its effectiveness in political mobilization and persuasion during transitionship and the importance television in the society and the effect and acceptability of television messages in the society in relation to other media of mass communication.

Further, the role of NTA Kaduna in Political persuasion is also emphasized in this study and the reality and credibility of television messages across great distance is clearly exposed and explained.

This study is finally designed to make government and other private bodies know the importance of the media and particularly the television, in political awareness, mobilization and persuasion.

SCOPE OF STUDY

LIMITATION OF STUDY

The limitation encountered in the course of this study is not encountered to the fact that the relevant information and documents required were not provided by the media organization because of the confidentiality of such information to the media organization.

This research work is also in intended for many broadcast media, but due to time factor and financial constraint, it was limited to NTA Kaduna

BRIEF HISTORY OF CASE STUDY

The Nigeria Television Authority (NTA) Kaduna is an off shoot of the former broadcasting company of Northern Nigeria Kaduna (BCNN) which was established in March, 1962. it was originally established as a Radio and Television Broadcasting corporation from which its former name of Radio Television Kaduna came about. The station has been subjected to various changes by the succeeding governments.

Nigeria television Authority (NTA) Kaduna was excised from the former Broadcasting Corporation of Northern Nigeria (BCNN), which was established by decree No 21 of 31st March 1962, the decree took effect from April 1st 1976.

The station has 10 kilometer each cover to down south of Kaduna, Malumfashi in Katsina state and part of Kano State.

The transmitter operates on 4 bands 1 VHF, transmitter which is situated at No 99, Isah Kaita Road Kaduna, and was commission in 1993 and covers up to Kafanchan, Saminaka and Birnin Gwari. The transmitter could be said to cover three quarter of the land area of Kaduna.

In April, 1976, the former Federal Military Government took the television aspect of Radio Television Kaduna and Made it to be on its own which is the present Nigeria Television Authority (NTA) Kaduna, and the Radio aspect was called Federal Radio Corporation of Nigeria (FRCN) Kaduna.

DEFINITION OF TERMINOLOGIES

The terminologies to be defined constitute the title of this term paper. The Title is the Role of Television in Political Persuasion. The terminologies could therefore be defined as follows:

v ROLE: The Advance learners dictionary define roles as a function that a person or thing typically has or is expected to have.

v TELEVISION: The Webster dictionary defines television as the exact and continuous transmission of visual image, still or in motion but without permanent recording. For instantaneous viewing at a distance; effected by a combine optical and electrical system for converting waves into corresponding electrical impulses, which are converted into their visual form in a receiving set.

v POLITICAL: The Webster dictionary defines the word “political” as anything pertaining to public policy concerned in the administration of government.

v MOBILIZATION: This is the art of making people to behave in a given manner and to perform certain actions.

The work of different scholars on broadcast media and particularly the radio.

Much has been said and a lot has been written on the broadcast media and on television. The mass media particularly the television has been an effective tool in mass mobilization and persuasion in political activities over the years due to the improvement in science and technology, which has positively affected the broadcasting industry.

To support this research work with close reference to the field of mass communication, I will like to use the social responsibility theory of the press. The Hut Pus commission in 1947 emphasized that the mass media should be much more responsible to the society. The theory attempts to reconcile media independence with its obligation to the society. It stated that it is the duty of the media (television)to instruct and inform the public to make it capable of self – government as well as protecting the rights of individuals against the government through its watch dog functions.

In line with the above mentioned theory television serves as an important tool in mobilizing and persuading the people through its various programmes. Certain programmes aired on radio make the people to become practically aware and actively participate in the decision making of the country (Nigeria) during transition period. Through television, the people are also enlighten on their right to vote and be voted for as well as making sure the people exercise these rights by reporting any cases of infringement by either the government or private individuals.

It is necessary to drive home the level of influence the media has on us. This influence becomes even more prevalent if a given medium (Television) has proven over a span of time that it has credibility and a sense of responsibility. The sense of responsibility displayed by television stations in Nigeria manifested during the 1999 transition from military to civilian government. The television stations didn’t cover the transition programmes in a way that would have been capable of bringing about disastrous consequences.

TELEVISION MESSAGES

Joseph R. Dominick (2001) viewed that communication process is in seven stages. They air

1) Sender

2) Encoding

3) Message

4) Channel

5) Receiver

6) Decoding

7) Feedback

The explanation of the communication process by Joseph R. Dominick is that the senders of information encode his message, which is sent through channel to the receiver who decodes the message, and react according to the message (feed back).

There cannot be information without a message. Message makes communications possible and a reality, and it is the king on the center of information. Before communication takes place, there had to be a message, which serves as the cake of content of information, gets to the people through a medium of communication. There has to be a message before communication takes place. And as far as the media is concerned, information dissemination, which has message as its content, is the Hallmark of all its activities.

The broadcast media particularly television has become the major source of information dissemination. According to Mac Bride, the rise of television as a communication medium is obvious more striking since started from a zero base only a few decade ago, there has been tremendous and rapid improvement in television production since, its inception few years back. The first practical television system began operating in the 1940’s.

The picture television produced during its adolescent stage was black and white. Today television viewer’s watch programmes on television in their natural colours. This occurred as a result of the improvement in technology, which paved way for the production of coloured television. A television message, which appears in audio and visual, appeals to the sense of sight and sound. This further authenticates the messages sent across through it by giving the right picture and sound of the event or object for easy, comprehension and clearer identification.

Finally, there cannot be information without a message. The television message, which appears in audio and visual has a wide reach. That is why the government and private bodies gives much attention to it. Television has a wider appeal and acceptability than other media of mass communication, and its nature, which send messages across through audio (natural voices) and visual (real pictures) makes most people inclined to believe in television message most people inclined to believe in television to report more accurately than the other media of mass communication. This is a survey carried out by zenaty in 1999.

TELEVISION AND THE SOCIETY

The mass media and the society are two fundamental field of study for any who wants to influence opinions in the society. It is a key to understanding the different political, socio – economic and socio – cultural happening in the society.

It is believed that communication at any given time reflect the value pattern of a society because it determines where and when information flows, as well as who shares it with who. it can therefore be said that communication reflects the homogeneity of cultures. It is essential for communication to fit organically into the political and socio – economic structures of a society and be consistent with the society’s cultural values, because communication has been established as the bedrock of any society.

Through communication system in the society is just like any other system, yet it is assumed to be the life wire of the society, because where there is no information flow, misinformation will rule and that can lead to confusion while it is believed that without the society, there is no communication there cannot be society. This shows the reason while government strives to have the media under their control. The Nigeria government over the years has been able to control a reasonable chunk of the media, this they have done to uphold and advance their policies.

Right from traditional times to present day society, communication has been a vital part of the society. It has gone through revolutionary and evolutionary changes, underlining activities in the society activities as economy, health, politics, education etc.

It significance is that it has becomes a nerve linking societies and their activities together. From the time man became aware of his environment and took his first step on the sand of civilization, man began to invent various ways of communication and the media is the result of this invention.

The audience role is also worthy of attention Michael Gurrenvitch and Jay .G. Blumer (Mass communication and society) explained that different receivers of political information are motivated by different expectation of it, developed different orientation toward it and many therefore be perceived as playing different roles in political communication system.

As political freedom downed on societies in Nigeria, television has been an important means of socio – economic and political development.

Television as a mass medium serves as an effective means for political and socio – cultural mobilization and persuasion in the society. According to Medinick Sornaff “A serious political and socio cultural issue involving attitude is the effect of the mass media especially television.” (Medinick Sornaff .A. 1975 P. 442).

RELATIVE IMPORTANCE OF TELEVISION TO THE SOCIETY

The importance of television to the society cannot be overemphasized. They include; Information, Education, Entertainment, Enlightenment, watchdog, Surveillance, Mobilization / persuasion etc.

v Information: The media (Television) helps the society to acquire useful information on what affect it. There is a need for information in the society and television is dedicated to the provision of such information.

v Education: Television educates people on a whole number of things, be it on health, politics, driving, cooking etc. television particularly educates the people on how to go about certain issues that the people are completely ignorant of.

v Entertainment: Television entertains the people through the various musical programmes, drama and comedies it usually aired.

v Enlightenment: Television help to increase our awareness. This means that the television adds to our knowledge and gives more understanding into issues that is known, but not deeply known.

v Watchdog Role: The Media (Television) from inception has taken up the untiring job of monitoring the government and its policies to ensure it does not run foul to the laws of the land. Inspite of government constant harassment. The media has not relented in action as checks and balance between government and the society.

v Surveillance: The television has enormous task of examine what is happening in the society, compiling and interpreting to give the public a better understanding of events and issues it keep tabs on events, investigate how it affects the society and ensures that disasters or infringement of right are avoided.

v Mobilization/Persuasion: The television through its various programmes persuades the people to behave in a given manner and to perform certain actions. For instance Nigerian Television Authority Kaduna has being airing certain political programmes that is mobilizing and persuading the people to take part in the 2007 General Election.

THE ROLE TELEVISION (NTA KADUNA) PLAYS IN POLITICAL PERSUASION

For any political organization or programmes to succeed, the people must be carried along and their support must be appreciated. This can be achieved by passing a message across to the public through the media and by enlightening and educating them on the reason why they should actively participate and support the political system or process in the country.

The Nigeria Television Authority Kaduna serves as a means through which message can be effectively passed to the general public for easy comprehension and clearer understanding in an attempt to persuade the public to actively participate in the political process, especially the 2007 general Election in Nigeria is: Nigeria Decides and “Focus Nigeria”

Luku Uku Uche (1984) gave his opinion on the functional uses of mass media messages in periods of critical political events as follows.

“The mass media system especially television has always performed significant function each time a critical political event occur in Nigeria.”

In a democratic country such as Nigeria, the media (television) is very dynamic and powerful in the sense that it performs protective, integrative, educational and linkage functions. The media (television) protects the democratic principle enshrined in the Nigeria constitution. Thus, it defends and protects the genuine aspiration to the people.

The Nigeria Television Authority (NTA) Kaduna monitor the activities of the government institutions, interest groups and individual in the nation, the media for example played a useful role in the 1983 election. To this end, the media has been calling the attention of all the political parties and politicians for the purpose of adhering to the democratic principle entrenched in the constitution. And actively participate in the election to be voted for NTA Kaduna was able to effective mobilize and persuade the people, political parties and the politicians in the above stated regards through its very rich political programme then “people and events”

According to the Nigeria Herald, Wednesday, March 9, 1983, page 8, Nigeria media such as radio and television has always reminded and will continue to remind the recognized political parties about the previous mistake perpetrated by the political parties of the first republic. Such undemocratic practices plunged the nation into series of disastrous crises that eventually degenerated into a civil war that threatened the sovereignty of Nigeria.

This protective role is very commendable in the sense that it helps sustain democracy, which is an essential ingredient of political and economic development. The leading scholars of comparative politics such as Karl Deutsch, Brian Weinstein and Samuel Huntington Opined Correctly that the existence of stable democracy contributed immensely towards the political, technologies and economic advancement of a nation state. This is because business activities thrive in a peaceful atmosphere. In a multi – partly political system like Nigeria. The media (television) performs a mobilization and educational function.

Given that there many political parties with different and various political manifestoes it means that some of the voters will find it very difficult if not impossible to study critically the similarities and differences of the manifestoes of all the parties. In this aspect, the media (Television) helps to explain and analyze the issue raised by each political party. Besides, the media (television) informs the voters the solutions offered by each political party regard to any issue confronting the nation.

McBride (1981) stated that developing strategies should incorporate communication (television Inclusive) policies as an integral part in the diagnosis of needs and in the design and implementation of selected priorities in this respect television should be considered a major development resource, a vehicle to ensure real political participation in decision-making.

The positive roles played in that direction by some programmes produced and aired by the television are too important to be ignored. Television is a medium with immense power. It reaches out to the audience through the language of programming. Programming is considered as the heart and soul of the medium. Through programming. The medium articulates the nation’s development – oriented. programming is a veritable catalyst towards speedy socio – economic and political growth. It strives to bring about change in the lives of individual and groups especially those that are down – trodded illiterate and ravaged by poverty and disease.

Broadcasting has become a way of life replacing various forms of interpersonal social communication and taking up the largest part of people’s leisure in developing countries like Nigeria. According to Herald Wednesday 17, April 1984 page 7, “there is almost a consensus acceptance of the view that the effectiveness of television broadcasting anchors on its capacity to re orientate, educate, entertain, enlighten, and mobilize the psyche of a people in addition to becoming a channel for exchange of information, knowledge and values.”

It is in the area of mass communication that television stands out as one of the most effective means of pursuing political awareness. The power of television in beating physical barriers made Richard Aspinal, UNESCO Expert in broadcasting to say: everywhere there is a television, provided you have a set to capture its broadcast.

Television has appealed to individuals and group because it is a medium that directs all attention to each listener. To a large extent therefore, television commands the attention of people as individuals and as a group.

Television has an obligation and responsibility to the society. It is the responsibility of the television (NTA Kaduna) to provide information, discussion and debate in public affairs. It is also the duty of the (NTA Kaduna) to instruct and inform the public on issues that affects it, and it is also the duty of the (Television) to create a condusive atmosphere for self-government as well as protesting the right of individuals against the government through its watchdog functions.

FUNCTIONAL RESPONSIBILITIES OF NTA KADUNA

NTA Kaduna is charged with following functional responsibilities.

a) To erect, maintain and operate television transmission and receiving stations.

b) To install and operate wires television distribution services.

c) To enter into arrangement with the federal and state government or carry other public body for the purpose of obtaining licenses. right, privileges and concession.

d) To ensure the establishment and maintenance of high standards and promote the efficient operation of the television broadcasting system in accordance with national policy.

e) To organize, provide and subsidies for the purpose of broadcasting educational activities and programme. Public enlightenment and public entertainment.

f) To collect from any part of the world and in any manner. That may be though fit, news and information subject to the news agencies of Nigeria decree 1976, to subscribe to the news agency

g) To provide facilities for training and advancing the skill of persons employed in its service and for enhancing the efficiency of the equipment used in its services including provision by the corporate or by others on its behalf of facilities for training education and research.

h) To produce, manufacture purchased or otherwise acquires tapes, materials and other equipment for use in connection with the broadcasting service.

SUMMARY

This research work is centered on the Role of Television in Political Persuasion, with a Case study of NTA Kaduna.

The researcher was able to review various research work done by mass communication scholars on mass media and television broadcastings. This makes it possible for the researcher to gather the necessary information needed in ascertaining the research hypothesis.

From the findings most

THE ROLE OF TELEVISION IN POLITICAL PERSUASION