Electronic media have emerged in recent time as an indispensable tool for the building and remolding of characters or image of individuals and organization. In the dimensions of National visibility and philanthropy electronic media are viewed as a catalyzing agent which must be employed as part which the image of an individual or organization will be build.
The focus of this work is on the role of electronic media in National image building, how to conceptualized, plan influenced and manage the National image of an individual or organization to yield a positive and effective impact in the society.
The work commences with a general introduction that take a look at the role of electronic media, its historical background and impacts on building national image.
After a cursory definition of the key terms of the subject matter, its highlights role and elucidated theoretical stand point on which the electronic media in image building philosophy.
In view of its centrality to the efficient and effective performances modern organization and individual. The electronic media have to put more impact in the building of national image.
The work wind up with an extensive research on the role of electronic and how influenced it viewers and listeners mental picture.
In this present dynamic society of Nigeria, the role of the broadcasting and the broadcast media as agent of rural and national development, especially at the information dissertational level is now generally recognized and accepted by expert and policy make alike what seems quite unsecured in many developing countries is how best to utilize the potentials of the broadcaster and their media to achieve development objective Nwosu (1990:119).
Thus, from this back drop, image can be said to refer to the overall reputation of an individual or organization as determined by the mental picture impression, knowledge information and perception that the public has about it. It is also determined by multiple factors that include its national performances or non-performances, National identify and national communication over a period of time. It may be wrong or light, and may be quite different from reality. But its importance lies on the fact that it is based largely on that these public take decision on whether to relate it to an organization or not and how to relate. It needs therefore, to be carefully and professionally managed through a will developed, nurtured image motivating programme that is continual and systematic in nature. And this now called for electronic media as indispensable machinery for National image building.
This was conceptualize by a communications scientist less well (1927) in his hypodermic needle theory or mechanistic stimulus responses theory in which he assets that “any powerful stimulus (electronic media message) can provoke a uniform reaction or response from a given organism (e.g. audience).
Another scholar in the earliest 1992, Lippman states that the media helps to put (picture in our heads”, it was however, the Combs and Shaw (1972, 1979) who wrote that “Audience not only learn how much importance to attach to an issues or topic from the emphasis the media place upon it for example,. If the media choose to highlight a particular individual base on his dubious acts notwithstanding the love of importance people placed on that individual or National image, people perception change immediately to against.
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