REACTION OF IKOT EKPENE RESIDENTS TO THE “DO-THE-RIGHT THING” CAMPAIGN IN THE MEDIA
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REACTION OF IKOT EKPENE RESIDENTS TO THE “DO-THE-RIGHT THING” CAMPAIGN IN THE MEDIA
Chapter One
INTRODUCTION
1.1 Background of the study
Communication has been described as the lifeline of any community. According to Udoakah (2006), communication is to society what the skeleton is to the human body. This is due to its critical significance in the proper operation of society. Simply simply, no civilization can function effectively without communication.
The mass media has remained a valuable weapon in this regard. Aside from their traditional responsibilities of informing, educating, and entertaining, the mass media also regulates social order. They function as socialisation agents, educating people of society about social norms and values.
The mass media also sets social agendas. Their agenda-setting function originates from their ability to bring topics, events, and personalities to the public eye that they believe deserve attention and emphasis (Mboho and Iwokwagh 2006).
Given the prevalence of crimes such as armed robbery, kidnapping, rape, and assassination in Nigeria, as well as advanced fee fraud and moral decadence, particularly among youth, the need to launch media campaigns against issues threatening harmonious coexistence of members of society cannot be overstated.
Audience members have long been captivated and pleased by mass media’s promise to assist solve social problems. This potential, which is based on the persuasive power of the media, has had a significant impact on people’s beliefs, attitudes, and behaviours.
For example, television, radio, and print media, particularly advertising and public service campaigns, can encourage people to buy a wide range of items and services, but television entertainment programmes and films can have a significant impact on ideas, values, and attitudes.
Conventional wisdom, beliefs, experiences, and studies all seem to confirm that mass communication media can persuade people to act in favour of their own health and well-being, or to “do right” by advocating social causes.
In addition, government at all levels, private foundations, and non-governmental groups have funded hundreds of public service campaigns to promote social rather than commercial “goods” (DeJong, 2002). The Federal Government of Nigeria is not an exception.
Omoloso (2009) observes that mass media campaigns are a reliable instrument for persuading audience members to act in specific ways. This explains why governments, other relevant agencies, and stakeholders launch a variety of campaigns aimed at protecting and promoting public health, as well as social and environmental challenges.
Thus, the mass media continues to be an important component of the worldwide strategy for sustaining health and social development by providing enough information and education on a wide range of health and social concerns (Abone, 2008).
According to Mustapha (2008), without the media, stakeholders and health and social problem promoters would be unable to communicate information, monitor it, and coordinate activities related to their campaigns.
Public health and social issues have remained prominent in Nigerian media. According to Omoloso (2009), barely a day goes by without at least one sort of public health, social, or environmental issue being discussed on television or radio, as well as in print media, posters, handbills, and stickers.
It is not surprising that the Federal Government, through its National Orientation Agency (NOA), would see the media as a critical aid in addressing the country’s social, health, and environmental problems by launching a series of attitudinal and social re-orientation campaigns, including the “Do-the-Right Thing” Campaign. The campaign was started simultaneously on May 11, 2012, across all 36 states of the Federation, as well as Abuja.
The National Orientation Agency’s “Do the Right Thing” Campaign aimed to raise awareness among Nigerians about doing what is right at all times and under all circumstances, with the goal of improving the country.
It is a transformational development plan that seeks to reorient Nigerians’ values. The “Do-the-Right Thing” campaign contains several advocacies, including “Avoid Dirt,” “Plant a Tree,” and “Wash Nigeria.”
1.1.1 Background information about the National Orientation Agency’s “Do The Right Thing” programme.
National Orientation Agency structures are aligned with the country’s governmental system in order to efficiently implement its programmes and achieve its stated objectives. Thus, there is a National Headquarters, state directorates, and local government formations.
The National Orientation Agency (NOA) is a corporate body formed by the merger of the Federal Ministry of Information and Culture’s Public Enlightenment (PE) and War Against Indiscipline (WAI)/National Orientation Movement (NOM) Divisions and the Directorate for Social Mobilisation, Self Reliance, and Economic Recovery (MAMSER).
The merger was necessary to pool and unify the efforts and resources used by the three bodies in the sectors of public enlightenment, social mobilisation, and value reorientation.
The National Orientation Agency Decree of 1993 legally formed the agency in August. The order establishes the Agency as a scheduled organisation, ensuring tenure security for employees, including pension and gratuity.
The Agency is structured as a three-tier organisation that is aligned with the country’s federal system. It thus has a national headquarters, state directorates, and local government formations.
The National Orientation Agency’s objectives are derived from those of the three organisations that united to establish the Agency. They’re to:
The goals are to improve public understanding of government programmes and policies, promote informal education through public enlightenment activities and publications, establish a feedback channel for government on all aspects of Nigerian life, and create a national framework for educating and orienting Nigerians towards socially desirable attitudes.
In 2012, the Agency launched the “Do the Right Thing” campaign, which aimed to reorient Nigerians.
The campaign emphasised the importance of attitudinal reform among Nigerians, as well as moral re-awakening, in galvanising the people to greatness, which lies in having the proper attitude.
1.2 Statement of the problem
Observation has revealed that government agencies and non-governmental groups have been investing in and launching attitudinal and social re-orientation initiatives, ostensibly with the goal of combating social vices and inducing needed conduct, particularly in urban regions. Among these is the National Orientation Agency’s “Do-the-Right Thing” Media Campaign.
However, it is unknown how Ikot Ekpene villagers will react to this ad or how it will affect their orientations. The crucial question is, how are Ikot Ekpene residents reacting to the “Do the Right Thing” Campaign?
1.3. Objectives Of The Study
The study is guided by the following objectives:
To determine if and to what extent Ikot Ekpene inhabitants are exposed to the National Orientation Agency’s “Do the Right Thing” Campaign.
To determine which media exposes Ikot Ekpene residents to the “Do the Right Thing” Campaign.
To find out how the campaign affected their personal life.
To determine whether the Campaign was successful in instilling a new orientation in Ikot Ekpene inhabitants.
To determine the general response of Ikot Ekpene inhabitants to the campaign.
1.4 Research questions
This study has the following research questions:
How much do Ikot Ekpene villagers engage with the National Orientation Agency’s “Do the Right Thing” Campaign?
Which medium did people use to learn about the campaign?
How does the Campaign affect their personal lives?
Has the campaign been successful in instilling a new orientation among Ikot Ekpene residents?
What is the overall reaction of Ikot Ekpene villagers to the Do-The-Right Thing Campaign?
1.5 Significance of the Study
The National Orientation Agency has provided human, material, and financial support for the “Do the Right Thing” Campaign. With the goal of reorienting Nigerians’ moral values.
This study will aid the agency in determining the campaign’s level of influence and efficacy, hence assisting in selecting how best to carry it out.
The study would also be extremely beneficial to social re-orientation workers, media practitioners, scholars, parent and government agencies, as well as non-governmental organisations involved in such campaigns that use the media to effectively plan and disseminate information to their target audiences.
The research findings will also contribute to the body of knowledge by providing as a credible data source for future investigation and reference in the topic field.
1.6 Definition of the Study
This study focused on Ikot Ekpene villagers’ reactions to the National Orientation Agency’s “Do the Right Thing” Campaign. The agency’s other social and attitudinal reorientation campaigns were not examined.
1.7 Definition of Terms
(i) “Do the Right Thing” Campaign: The National Orientation Agency launched this value re-orientation and enlightenment project to raise awareness among Nigerians about doing the right thing at all times and under all circumstances.
(ii) Do the Right Thing: This term alludes to morality, which includes good behaviour, goodness, integrity, and virtue.
(iii) Reaction: Ikot Ekpene locals’ perceptions and responses to the “Do the Right Thing” Campaign.
(iv) National Orientation Agency: The Federal Government Agency formed by Act No. 100 of 1993 to, among other things, provide orientation and encourage Nigerians to actively participate in decisions affecting their collective well-being.
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