THE IMPACT OF CARTOONS ON NEWSPAPER AND MAGAZINE READERSHIP AMONG STUDENTS: A CASE STUDY OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, ENUGU.
Technology for producing is quite recent, before then, man depended on his God given artistic talent to make a portrait of himself. And after the invention of photographic in 1826by a French man named Joseph Niepce, man has not forgotten this singular thing that he learnt as far back as the pre historic time.
From being just a method of using drawings to show a similitude of him, he has now graduated to using it to poke fun at himself and at the authorities that try to put him under control.
With the growth of enlightenment in England also in France, people started using all kinds of literacy devices to assert the equality of man. Poetry, prose and drama were three creative literary genres for such proclamations. Another though unheralded is cartooning.
In Nigeria the nationalists did not feel comfortable under the colonial rule. By all means, the wanted immediate freedom of the country from colonialism. In order to arouse the same favour they had throughout the country, they restored to journalism and the extensive use of newspapers. One of the chief components of the newspapers of those days was a cartoon.
At the departure of the colonialists I had to get down to the serious business of nation building. This time the focus of the cartoonist shifted from the colonialists to the elected indigenous government.
Today, almost if not all newspaper and magazines meant for the general public has at least one cartoon column.
This study aims at finding out the impact these cartoons have on the sales figure of newspaper and magazines and equally on its readers.
CHAPTER ONE
INTRODUCTION 1
CHAPTER TWO
LITERATURE REVIEW 16
AND FRAME WORK 19
CHAPTER THREE
CHAPTER FOUR
CHAPTER FIVE
AND RECOMMENDATION 59
REFERENCES 74
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Cartoons, since its origin has found its way as part and parcel of the present day newspaper items in the print media. They are part of the editorial news stories, syndicated columns and features e.t.c. On social, political and economic issues. Like the early media of the print journalism such a newspaper and magazine which have grown with the items both in sophistication and popularity cartoon too have developed from the inchoate stage of the sixteenth century engravings to the present day sophistication and popularity and so has become an accepted means of communication by the media audience. As a result it has become a recognizable and potent weapon for social and political commentaries. According to Compton’s encyclopedia: A cartoon is a single drawing or a series of drawings that makes a point or tells a joke or a story about such subjects as human activities and habits, historical events, political and fads, fashion and sports. Another definition of cartoons from a group of researchers in the institute of management and technology defines cartoon as a:
Non photographic newspaper illustration or the drawings half toned with its softer shades of the normal and usual black and white contrast. It is also caricature often satirical representing important events in political or important public figure and often has a tacit message while simultaneously entertaining, reinforcing convictions and helping in individual decision making or taking. They maintained that humors the essence of cartoon and stated that one must read a cartoon to appreciate the humour inherent in it.humour is also attempting to make similar experiences that are relatively dissimilar. According to oxford advanced learner’s dictionary “cartoon is drawing with current (especially political) events in amusing or satirical way”
Another definition of cartoon from Britannica encyclopedia states it in this way; a cartoon is a pictorial parody which by the devices of caricature analogy and indecorous junta positive sharpens the public view of a social trend. From the fore-going definition, it can be deduced that cartoons tell stories and record experiences and entertains. This could be either in terms picture drawings or sketches. Man’s use of pictures to tell stories and to record experience began in pre historical times, when we draw on the walls of care. In the scriptural and decorative arts of ancient Egypt, Greece and Rome. The pictorial narrative was used to record historical events, the lines of important people and legends. Ninth e15th centaury, the invention of the printing press with movable type enabled written and pictorial matter to be reproduced in quantity. From the 16th century to the 18th century, news of all kinds reached the general public by means of heavily illustrated printed broad sheets, flyers and pamphlets. According to Compton’s encyclopedia: “many of the illustrations were early form of editorial cartoons”.
Artists also contributed to the development of his pictorial comedy wit. In England the satirical engravings of Williams’s logarithm (1697-1764) depicting human follies and weakness became so popular that his works were often pirated. Thomas Rowland son (1756-1827) who draw political satires was about the first person to start the comic strip with his “tours of Dr Syntax” a series of humourous drawings using one cast of character in continuing the story. Jamesgilrary (1757-1815) and George crukhank (1792-1878) also became well known for their political satires. In the early 19th century, when newspaper and magazines began to reach wider audience, satirical and political cartoons were well-established features of journalism.
In France, the periodical lecharivari founded in 1832, featured the caricature of honore denier (1808-1879) almanacs of pictorial humour became popular in England and in 1841, punch, England’s first illustrated comic weekly began publications, Compton’s encyclopedia further stated that: “The wit humour in Lechariivari and punch were powerful forces of social and political comments. Before the era of 1843, what we know as cartoons was called “penciling”. It went on to say that punch was the first publication to use the word “cartoons” when it entered the house parliament doctor competition in 1843”, and the name has stuck since then. The main three functions of Mass communication are to inform, entertain and to educate. The cartoons perform all these functions but the one it does most is entertaining. This was discovered early enough by newspaper proprietors and editors who were trying to find all means possible to increase their readership. During the so-called “Newspaper war” of the 1890s between William Randolph rezarst and Joseph Pulitzer, they both introduced cartoon stripped in their papers to boost sales. They fought for possession of Richard F. outcasts “yellow kid cartoon”. Other great cartoons of those days were
“Kant Zen jammer kids” “happy heoligan”
“Brings up father,” Barney George”,
“Molt and felt,” Andy Gump,” Toots
And Casper,” “Tillie the Toiler,” and most successful of all American Comic strips “Blond ire”.
The introduction of cartoons into Nigerian newspaper wasn’t as a result of sales but the rise of Nationalism interest amongst Nigerian journalists and the subsequent agitation for independence nation. This brought about latent creativity of Nigerian cartoonist. Other things of those days, the West African pilot was in the vanguard of the struggle. Its chief cartoonist and the man who is generally regarded as Nigerian father of cartoonists, Akintola Leshanken was dishing out from his anti establishment newspaper per pungent cartoons that embarrassed the colonial masters.
His fault however, like most pioneers was his lack of finesse. And this was a result of nobody to guide him h. his sketchiness were not as good as today’s cartoons. Neither were his ideas. But the cartoons did not fail to ire the imaginations and aspirations of his country men towards the attainment of independence. Independence brought the likes of according to Udechukwu Obiora in his work, Nigeria political cartoonist in the 70’s, “chuks Anyanwu and Gads Okpako, their inspiration was drawn from Leshnken, it is no wondered their cartoons exhibited the same verbosity. But in the late 60s a new breed of cartoonist appeared on the scene. This man was josy Ajiboye of the Sunday times. This josy anisole on Sunday column was the most popular cartoon strip in Nigeria newspaper. During the early 80s, his popularity, however, took a slight plunge with the emergence of other national newspapers, which have eclipsed the Sunday times in sales and popularity. Udechuwku stated again. Ajiboye attempted sketching his cartoons, with some emphasis on what he wants to stress so that the reader does not need too much explanations before understanding the cartoonist’s message. He combines with and humour in a rather concise and precise way. Other good cartoonists have features after josy Ajiboye. They are Boye Gbenro (guided Missile), Obe ess (conversation), Ossie Ogwo (omoda), Lawrence Akpa (Mr. & Mrs) dolo jogode, moses ebong (Megida), Dotun Gboyege ( Kabiyesi), kabir (rat race), Andy akman (adam and eve), (sisi Eko), (silent giggles), Ernest osuji (snappy answer to a stupid question) (Sunday laff), ( Dr. Roots), Nath Ngene D.D Onu ( poem in our character), Akin Onipede Tayo Adewale and a host of others. Another achievement of these cartoonists is that for the first time in the cartooning business women have tried to step into hitherto only men zero. These female cartoonists then were lizzy Anyanwu of vanguard and folashade adegberro of the National concord. In the country today, cartoons are big business. There are magazines today wholly devoted to cartoon and as far as sales in concerned they have the widest audiences which cuts across age and sex. The pioneer of such publication is ikebe super story, others and Mr. & Mrs Fun times, lolly and other fledging ones.
STATEMENT OF THE RESEARCH PROBLEM
As time goes on, Nigerian newspaper has started to understand the influence of cartoons first for sale of their papers and secondary as agents of social change. Consequently, the increase in the number of cartoonists and cartoon columns. Following the verbose style of Leshanken and other pioneers came another style that still persists. This styles exemplified by strips like “Omoba” Emulemu (the taxi driver), “checks and company and “rat race” shows the news that brought about or precipitated the cartoon, then the public figure personality or utility is caricatured, lastly comes the opinion of the cartoonist which he hopes to inflict on his audience. And as can be expected opinions are mostly against the caricatured object.
The cartoon titles listed makes many people to go for newspaper everyday to be abreast of information on that particular series, in a case where the cartoon is a serialized one. or what the cartoonist or character in the cartoon has to say on a controversial issue or news of the day, when the happens it is clear that cartoons influence readership positively. This day, some creative cartoonist like Obe Ess, Andy Akman and Ernest Osuji have significantly deviated from the “news caricature opinion: kind of cartoons with a soupcon of explanation and leave the readers top try and decide what is in the authors mind. This seems a huge faith in the intelligence of the readers. Due to the increase readership, some good cartoonists are putting more effort in making cartoons worth it salt. They spend nights in finding better ways of improving on their already existing works.
Wherever they are, cartoons sees their job as that of attacking people and institution of power which they disagree with. Sometimes though they have to refer to the editor publisher, major and community advertisers. But still with the electoral policy of the newspaper at their fingertips. In the same vain, the cartoonists work is almost opposite t that of reporters who often report the bare straight news story without giving a background or put across their own opinions. The cartoonist on the other hand sees himself as a kind of public servant who uses his opinion to arouse the public or the cartoon serve as a vehicle for the cartoonists to vent his spleen on. In newspaper, there are feature writer’s reporter’s cartoonist, photographers and sports writers. Each department makes up an average daily newspaper. This study is interested in investigating the import of cartoons help to increase newspaper readership with institute of management and technology as a case study.
OBJECTIVE OF THE STUDY
The rate in the use of the cartoons in modern journalism from all indications points to recognition of the influence and impact this technique of communication has acquired. There appears to be of cartoons just as cartoons have influenced the newspaper and therefore sales and growth. Though this consent is yet to be vindicated by research and the exact contribution of cartoon readership and newspaper as to show each influence and aids the other growth too, is yet to be established. But implied in the statement about the mutuality between cartoons and newspapers is the knowledge that cartoons have or present information, through varied that have relevance to newspaper readership. The aim is to find out the relationship between the cartoons in newspaper. And the newspaper among the students of institute of management and technology, Enugu. Its aim is to determine the extent and the direction of the influence of cartoons on the newspaper readership habits of the students.
SIGNIFICANCE OF THE STUDY
This will enable the newspaper organizations and cartoonist to embark on a better presentation of cartoon as it enhances readership. And school authorities to understand that there is a need to teach cartoon as it enhances readership. And school authorities to understand that there is a need to teach cartoons in higher institutions of learning or still to have as a course and not to leave it to the caprices of any comer.
RESEARCH QUESTION
It is important at this point to give heed to convention. In a work like this, there are some questions which set as leads, gateways or prompters to which information should be gathered top give us the ultimate data for a better conclusion.
Bearing this in mind, the researcher then proceeds to ask these questions:
RESEARCH HYPOTHESIS
H1 readers prefer serialized cartoons to unserialised ones.
H2 Nigeria cartoons do not measure up to their foreign counterparts.
H3 most readers buy newspaper because of the cartoons they contain.
H4 some cartoons carry more information for this, people prefer them to others.
CONCEPTUAL DEFINITION
Cartoon: Drawing dealing with current events especially political in an amusing form.
Readership: Number of persons who read a newspaper which may be larger than its circulation.
Newspaper: Printed publication usually issued daily or weekly as the case may be with news or opinions e.t.c.
Editorial opinion: Special standpoint of a newspaper or an event or issue.
Operational definition
Cartoon: It is a pictorial parody which by the devices of caricature analogy and ludicrous juxtapositive sharpens the public view of a contemporary event, political or social trend.
Newspaper: Printed publications like vanguard, daily star, and punch e.t.c.
Editorial opinion: This is the average score of response to items measuring cartoon messages as an indication of editorial opinion.
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