AUDIENCE PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANIZATIONS. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION

AUDIENCE PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANIZATIONS. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION

ABSTRACT

The thrust of thrust of this study was to ascertain how the credibility of our local news organization are being perceived by Nigerian audience, especially when they are compared with foreign news organization.

In general, I looked at those factors that militate against the news organizations to be perceived as being credible.

I raised a proposal in which I stated my interest and objective.  I used survey research method in conducting this study.

My major objective is to ascertain if there is any significant differences between the audience perception of the credibility of foreign and local news organizations.  And if there is, the factors that contribute to that, the implication and recommendations.

CHAPTER ONE

INTRODUCTION

1.1              BACKGROUND OF THE STUDY

Credibility, according to the “Living Webster Encyclopedia Dictionary of English Language”, is the capability of being believed, relied on, or trusted.

To effectively ascertain audience perception of the credibility of the foreign and Local News organizations, one needs to bring to mind how our local stations are viewed in terms of credibility, especially when compared with their foreign counterparts.

Most Nigerians believe that foreign stations like CNN, VOA and BBC get clearer visuals, more instant, objective, balanced, truthful and less distorted news reports.  While our local stations are used by the government as propaganda tools, that the news items are filled with biased and opinionated information; that even the so called private electronic media industries are not operating in a free environment that they can face the real societal issues and leave praise singing that has been epitomized with government owned media, among others.

Nigerian communication climate is besieged with stringent regulations and journalists are forced to become government praise singers instead of watchdogs.  And since the government is constantly churning out repressive laws, harassment and intimidation against journalists, through extra – judicial measures and powers to make them sycophantic and boo ducking tools, what implications do these have on the listening and viewing audience?

Outside this scenario, there exists a very big “competitor” that toy to “snatch” the highest number of audience members, from the local media organization and that is the foreign news organization.  Some of these organizations unlike the local ones, operate in a freer environment where there is high respect for the freedom of press.

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AUDIENCE PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANIZATIONS. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION