This research work critically examined on Global Challenges facing Nigeria Media Establishment, faced with different organs of the media such as the radio, television, newspaper, etc. I narrowed down my research to television using NTA Abuja as my case study. Below is a brief run-down of my research procedure and finding.
The first chapter looked at the historical background of the study, stating the research problems and the aims and objectives of the study. it also highlighted the significance of the study to the existing stock of knowledge in the field. The research questions, definition of the key terms, assumptions and limitations of the study were also treated in the later part of this chapter.
Chapter two is a critical review of related literature. Here, works of other writers in the field of marketing and promotion were reviewed, relating their view to the research topic at hand.
Chapter three clearly stated the research method to be used in carrying out the research. This includes the research design, the sample, the method of data collection and analysis.
Chapter four is devoted to the analysis of the data collected and the result of the research in relations to the research questions. Percentage and tabulation were used in analyzing the results.
Finally, chapter five is the summary of the entire research work and some recommendation for further studies.
Globalisation is one of the newest terms that resulted from the changing face of international communication. This change was mostly engendered by advancements in the communication field. Globalisation is an attempt at one world community. That is a world that pursues common goals, has common objectives and fights common problems. It was a theoretical concept that first turned the world to the issue of a global community – the ‘global village’ phenomenon introduced by Marshall Mcluhan. The global village phenomenon, nonetheless, is not a synonym for glablisation. The processes that make the world a global village are only active actors in globalisation. They make the letter work. The global village issue will now be looked at in some details.
In 1964, a Canadian Scholar, Marshall Mcluhan, propounded a theory – ‘the medium is themessage’. McLuhan says each medium activates a particular mixture of the senses, which makes form of the medium, rather than the message, determine ways of perceiving and articulating understanding. Print, McLuhan says, made people to think in linear directions, use individualized logic and consciousness. He noted that the electric technology extends man’s central nervous system (brain and spinal chord), thereby restoring the world to a global village.
Just as the nervous system receives, processes and interprets stimuli reaching the body, in order to achieve the needs, organize and correlate the activities of the body, the broadcast industry today collects information from a wide diversity of sources and places in the globe, processes and reports back to people located in an equally wide diversity of places in the Diaspora in an effort to bind parts of society together in their interactions and interdependency moves. McLuhan’s postulations attracted widespread reactions, though. One such reaction says the theory is at the very least technological over-determinism. Thus critics believe the concentration on the differences between media could undermine class examination of various types of messages in the same medium. Or similar messages, across media.
Nevertheless, the extent to which the broadcast media have gone in making the work smaller and more interactive is obviously lucid. The effects of these media are becoming so pervasive that people in the communication field are today talking of global neighbourhood family. Therefore, regardless of whatever the radio and television say, their very form (broadcast simultaneity in reaching a heterogeneous audience) facilitates relationship in the world to an unspeakable degree. During world soccer and Olympic event, at least half the world is focused on one topic – a sports encounter between nations. The media thus set global agenda, global interests and pursuits.
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