AUDIENCE PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANIZATIONS
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AUDIENCE PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANIZATIONS
ABSTRACT
The purpose of this study was to determine how the credibility of our local news organisation is seen by the Nigerian audience, particularly when compared to overseas news organisations.
In general, I examined the elements that work against news organisations’ perceived credibility.
I made a proposal in which I expressed my interest and purpose. I conducted this study using the survey research approach.
My main goal is to see if there are any substantial changes in how the audience perceives the credibility of international and local news organisations. If there is, describe the causes that lead to it, as well as the implications and recommendations.
Chapter one
INTRODUCTION
1.1 Background of the Study
The “Living Webster Encyclopaedia Dictionary of English Language” defines credibility as the ability to be believed, relied on, or trusted.
To accurately assess public perceptions of the credibility of international and local news organisations, consider how our local stations are perceived in terms of credibility, particularly when compared to their overseas counterparts.
Most Nigerians believe that foreign stations such as CNN, VOA, and BBC provide crisper visuals, more immediate, objective, balanced, truthful, and less skewed news coverage.
While our local stations are used by the government as propaganda tools, the news items are filled with biassed and opinionated information; and even the so-called private electronic media industries are not operating in a free environment in which they can address real societal issues and leave the praise singing that has been epitomised by government-owned media, among others.
The Nigerian communication atmosphere is beset by severe laws, forcing journalists to become government praise singers rather than watchdogs. And, given that the government is continuously enacting repressive legislation, harassing and intimidating journalists using extra-judicial procedures and powers designed to turn them into sycophantic and dodging tools, what impact do these have on the listening and viewing audience?
Outside of this scenario, there is a very large “competitor” who tries to “snatch” the greatest number of audience members from the local media organisation, and that is the foreign news organisation. Some of these organisations, unlike local ones, operate in a more open environment with a strong emphasis on press freedom.
Technologically, the media in these competitive environments is so advanced that it can reach the entire world with little to no noise. The CNN, VOA, and BBC transformed the entire world into Marshal Meluhad’s Global Village.
Thus, although it remains difficult for Nigerian media to reach our local audience with minimal or no noise interruptions, foreign news organisations are already reaching Nigerians in a more clear, timely, and fair manner.
In this competitive world of local and foreign news organisations, there is only one value that can be leveraged to influence the majority of the audience to their side: credibility.
There is little doubt that during times of crisis, the audience relies more on sources they believe to be reputable.
According to studies, the more credible the contents are, the more likely they are to influence perceptions of social reality (Okeef:1984,519). If an individual believes that a medium has motives other than the provision of information, this will weigh heavily on his or her evolution and explosive decision.
The interplay of elements such as ownership, professionalism, and available facilities influences media performance. Credibility is the new name of the game for any agency (media) that wants to enjoy widespread patronage.
This is why I am interested in doing a study on THE AUDIENCE’S PERCEPTION OF THE CREDIBILITY OF FOREIGN AND LOCAL NEWS ORGANISATIONS, particularly during times of crisis.
My goal is to determine which news organisation (local or foreign) our local population believes they will acquire information from during a crisis. Again, based on the aforementioned, I will review some literature relevant to the topic using a theoretical framework.
Because perception is the conscious blending of messages from the media (external information) and people’s knowledge and experience (internal information), as well as the station’s organisation and interpretation of the blended information (Kenneth et al, 1975, 12)
I will attempt to test how the audience perceives the local organisation and its foreign counterpart while taking the two environments into account.
1.2 Statement of Research Problem
All around the world, particularly in developing economies, mass media are seen as effective vehicles for social transformation. However, experts believe that in order for the media to do this difficult role of societal transformation, they must not only be viewed as credible by the public, but also successfully reflect their audience’s wants, concerns, and goals.
Since Nigeria’s political independence, the country has seen degradation in practically every sector of life. The media cannot be said to be immune to the disease that is infecting the country.
Thus, to most media outsiders and even insiders, Nigerian media output has been nothing but utter lies, brazen propaganda, half truths, sensationalism, extortion, and worse, yet certain international media is considered objective, fair, and truthful.
In view of this inconsistent perception of the communication environment, the researcher seeks to address the following issues.
(i) A major variation in the audience’s view of the credibility of foreign and domestic news organisations.
(ii) Factors that undermine the audience’s impression of a news organization’s credibility.
(iii) The influence of a news organization’s low credibility on its readership.
(iv) The effect of increasing the credibility rating of our local broadcast stations as compared to foreign ones.
1.3 Objective of the Study
This study will focus on some of the problems that occurred in Nigeria between June 12th, 1993 and March 2004.
This study’s objectives will include, among other things:
(i) Determine whether there is a difference in the audience’s view of the credibility of local foreign news organisations.
(ii) Determine how a country’s political structure influences the objective presentation of news reporting.
(iii) Determine the influence of ownership in improving the credibility perception of a media organisation.
(iv) Identify the variables that undermine an audience’s impression of a media organization’s credibility.
(v) Using the findings, propose recommendations to improve the credibility of our local news organisation.
1.4 Significance of the Study
It is envisaged that after the conclusion of this investigation, information within the study’s framework will be updated. In particular, it will shed light on why our local media organisations have been unable to maintain Nigerian audience listening/viewing habits.
This study will help media practitioners package news items and academics practise and train journalists. Also, the study will conduct a critical review of existing knowledge in order to advise practitioners on how to make their news material appear legitimate.
The study will include both a policy declaration and research with the goal of improving the media’s image and credibility as a vital prerequisite for national development.
1.5 RESEARCH QUESTIONS.
(i) Is there a difference in how the audience perceives the credibility of international and local news organisations?
(ii) How does the political system of any setting influence objectivity in news coverage?
(iii) What variables undermine the audience’s impression of a specific news organisation as credible?
(iv) How does a country’s news organization’s low credibility rating effect its development?
(v) What are the ramifications for local stations in Nigeria and other third-world nations when audiences do not regard them as credible?
(vi) Does ownership have any influence on the purpose of any news organization’s news content?
1.6 Research Hypothesis
The following research hypothesis follows logically from the problem stated in the research questions.
H1: The Nigerian audience perceives international news as more reliable than local news.
H0: There is no difference in how Nigerians perceive the reliability of foreign and local news organisations.
H2: The Nigerian audience perceives local news organisations as more propaganda-oriented than their overseas counterparts.
H0: There is no substantial variation in how the audience perceives propaganda tools.
H3: During times of crisis, Nigerian audiences tend to rely on foreign media organisations rather than local ones.
H0: During times of crisis, Nigerian audiences rely equally on foreign and local news organisations.
H4: Foreign news organisations are regarded to be less constrained by policy and technical constraints in their news dissemination efforts than domestic ones.
H0: There is no substantial variation in the perceptions of international and local news organisations about policy and technical constraints in their news dissemination tasks.
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