Analysis Of Audience Perception Of Media Coverage Of The April 2011 Presidential ELECTION

Analysis Of Audience Perception Of Media Coverage Of The April 2011 Presidential Election

FIRST CHAPTER INTRODUCTION 1.1 Context of the Study

Peace is the source of development in all its dimensions. A society that lacks unity, peace, and mutual comprehension among its members cannot claim to be developing. Peace is integral and crucial to the growth and development of every nation. Simply put, development is an increase, improvement, and expansion for the best. Development is a phenomenon that generates and maintains itself. Therefore, development is defined in human terms as the maximum satisfaction of fundamental human needs for adequate and decent food, water, electricity, shelter, education, and modern social infrastructure (Development administration, 1998; Yunus & Okene, 2008).

The term “media” is derived from the Latin word “medium” and is used as a collective noun to refer to television, radio, newspapers, periodicals, films, international networks (the Internet), etc. The media, in both specific and general contexts (newspapers, television, magazines, radio, social media, and the internet as a whole), have always played and continue to play a significant role in the growth and development of the nation. Media contributes to the development of societies by progressively transforming and transforming them into more advanced, greater, stronger, larger, prosperous, and impressive entities.

Evidently, the media have a significant impact on the audience’s actions and inactions, as well as their perceptions of the world around them. It is the responsibility of the media to report and disseminate verifiable and objective information. This information must be factual, accurate, and a balanced and equitable representation of opposing viewpoints in order to enable the audience or larger public to make well-informed decisions (Coffman et al., 2006). Multiple roles are played by the media in our existence. Some of these duties are positive, while others are negative.

The media is frequently compared to a double-edged sword. When utilized effectively, the media can become a tool for conflict resolution and a catalyst for peaceful transformation. However, when media are used to propagate intolerance and hostility and to incite violence, they become a detriment to efforts to promote peace (Coffman et al., 2006). The mass media or media of mass communication are among, if not the most effective and potent means of global information dissemination. Countries that are perceived to be powerful or developed are perceived as such in large part because they possess and control potent media (Bello, 2005:177).

Media owners and professionals determine what they believe the general public or a specific target audience desires to see and hear. ‘If it bleeds, it leads’ is a common journalistic tenet, which means that violent conflict will dominate the news, not intercultural dialogue and comprehension. The media focuses primarily on conflict, not peacebuilding. This tendency to report on conflict and violence distorts reality and leads many individuals to believe that violence and conflict are pervasive and that peace is aberrant. History demonstrates that the media can incite individuals to violence. Hitler utilized the media to propagate a global loathing for Jews, homosexuals, and other minorities. Broadcasters in the Balkans polarized local communities to the extent that violence became an acceptable means of resolving grievances. (Bratic and Schirch, 2007) The media’s influence on the escalation of conflict is more widely acknowledged than its influence on peace building.

Journalism does not require an existence justification. Its contribution to society justifies it in and of itself. Journalism can not only aid in the dissemination of information, but also combat hate speech and foster a climate of balanced opinions and information equilibrium. For

Finding a balance between preventing harm caused by speech and preserving individual expression can be difficult in the media. However, the ability to achieve this equilibrium is crucial, particularly in conflict situations. (Kuusik, 2010) Responsible journalism is concerned with providing an accurate, balanced, and equitable account of the events, as opposed to simply republishing press releases. In order to accomplish this, journalists must avoid making value judgments and describe reality without embellishment. If democracy is to function properly, society must have access to news and information; the media must provide analysis of the status quo, debate, practical information and exchange, as well as entertainment (Kuusik, 2010).

Experience has demonstrated that, since the country’s independence, the mass media in Nigeria have devoted the majority of their efforts to fostering political polarization among diverse ethnic nationalities, rather than fostering consensus, broadening policy dialogue, raising aspirations, establishing agendas, and broadening the horizon of the Nigerian population. The fact remains that the majority of media operators, proprietors, and practitioners in Nigeria have not only grossly misled, misdirected, and misapplied media resources, but have also failed to utilize the mass media’s positive potentials for national development (Okoye, 2009:321). Every medium has a message, a target audience, the intent to influence changes and decisions, and the ability to affect attitudes, perceptions, and general behavior.

Stable plural democracies rely heavily on the presence of a professional and vigorous media. As the fourth estate of the realm, the media serves as the agenda-setter, gatekeeper, peace promoter, monitor, policy-maker, diplomat, and protector of the public interest. Disclosing state authority abuses and protecting the democratic rights of citizens. Regarding this, it is assumed that

(ISAI/ IMS, 2004:9). Strong and well-grounded democracies are less prone to conflict. Therefore, conflict is the source of a vibrant and active society. According to Nwanko and Nzelibe (1990:253), a society without stress, internal tension, rivalries, disputes, or discords appears to be unimaginative, uncreative, and unproductive.

Conflict is an inevitable aspect of human existence. According to Imoh (2008:33), this phenomenon is neither positive nor negative. It exists between individuals, groups, and nations in diverse forms and intensities. Complex and heterogeneous individual attitudes, behaviors, and perceptions precipitate the inability of humans to coexist peacefully. Conflict may be advantageous or destructive for the individuals and communities involved. Nevertheless, regardless of the outcome of a conflict, the process adopts a dynamic course that, in hindsight, affords opportunities for knowledge enrichment and experience acquisition for dealing with future events (Nwanko & Nzelibe, 1990:253). A recent study found that at least one-fifth of the world’s population resides in countries with significant violence, political conflict, insecurity, and societal fragility. Such conditions are a significant impediment to development, with long-term consequences for the social welfare. No country affected by violence or fragility has met a single Millennium Development Goal. Countries with high levels of violence have poverty rates that exceed the average by more than 20 percentage points (Preis and Mustea, 2013:1).

Conflicts do occur on numerous levels and in numerous manifestations. These levels include intrapersonal, interpersonal, intragroup, intergroup, intraorganizational, and interorganizational, per Adeyanju (2004:70). On the basis of their causes and effects, conflicts can be categorized as communal, institutional, ethnic, familial, gendered, intergenerational, interpersonal, intra and intergroup, labor, armed, environmental, technological, or personal. Conflict can be viewed as positive because it can result in positive outcomes, adjustments, or decisions.

Relationships between two conflicting entities or parties have been strengthened. Numerous academicians and researchers concurred that conflict is a severe form of crisis (Gusau, 2005:17), and from a realist perspective, whether intergroup or intrastate, conflict is inevitable. This is primarily due to the fact that the state is composed of groups that are defined by, among other factors, ethnicity, religion, politics, class, socioeconomic issues, and aspirations. As is the case with this study, these groups are heterogeneous and have competing and, consequently, conflicting interests and values. In addition, society is dynamic and subject to change – be it economic, political, or social – all of which are significant sources of conflict (Gusau, 2005:17).

Journalism can contribute to the escalation of conflicts, which demonstrates its potential for positive effects. The media have the ability to mitigate tensions before they reach a crisis point and to maintain a critical eye on the government, opposition, and society. In addition to international media covering conflicts, local media are a recognized component of society with the capacity to accelerate and amplify or diminish concerns. By disseminating credible information to a large audience, the media contribute to the management of conflicts and the promotion of democratic principles. Reconciliation and societal development can be encouraged in the aftermath of a conflict.

1.2 Description of the Research Issue

The nature of political disorder/competition in Nigeria has attained the level of mass participation among the majority of illiterate Nigerians, but this does not imply that they have no political influence. This recurrence of ethno-religious crises has continued to be a source of concern for the government and the populace.

Between 1977 and 2002, Kaduna experienced 24 Muslim-Christian conflicts, according to Abah, Okwori, and Alubo (2009). As a consequence of attempts to implement Sharia law as the state’s guiding principle, the conflicts of 2000 were particularly acrimonious. The accusations are always based on a misunderstanding and misperception of the media’s function in society. There is also an absence of sufficient, accurate, independent, and balanced media coverage in society. In times of conflict, the lack of professionalism in the media has apparently fueled rumors and misperception, with often disastrous results. This study aims to determine the crucial role that the media can play in preventing or reducing conflict in our society. For too long, religious leaders, conflict and peace mediators, and administrators have neglected the role the media can play in society before, during, and after violent conflicts by exposing the risk of such conflicts, which are often avoidable and their pains can be mitigated. Due to the irresponsible, inconsiderate, and insensitive role of the media in our society, there is an urgent need to reawaken Nigerians to the threat of insecurity.

1.3 The purpose of the investigation

This study’s primary objective is to investigate Analysis Of Audience Perception Of Media Coverage Of April 2011 Presidential Election.

Consequently, the specific objectives of this investigation are as follows:

a. Determine the extent to which audiences are exposed to media messages about conflict management and reconciliation.

b. Determine how the public views the function of the media in conflict management and reconciliation.

c. Determine the extent to which local and international media have an impact on conflict, peace, and reconciliation.

d. Examine the perceptions of journalists, religious leaders, and practitioners of peace and conflict management regarding the role of the media in conflict management and the implications of such conflicts for national security and development.

e. To recommend the most effective media practices during violent conflicts.

1.4 Research Concerns

Using the subsequent research queries, the purpose and objectives will be attained.

a. How exposed is the audience to media messages on conflict management and reconciliation?

b. How does the general public perceive the media’s role in conflict management and reconciliation?

c. What effect do local and international communication media have on conflict, peace, and reconciliation?

d. How do journalists, religious leaders, and peace and conflict practitioners view the role of the media in the administration of conflicts, and what are the implications of such conflicts for national security and development?

1.5 Importance of the Research

The significance of the study lies in the fact that it demonstrates the impact of communication on our social, economic, and political life and provides information for conflict management in our societies. By attempting to influence positive societal values and development, it is anticipated that media coverage of conflict management will influence a positive shift in the interaction and attitude of individuals and groups in any given society. The perception of the media and its content/messages is essential for attaining peace and resolving conflicts.

This study examines the roles of the media before, during, and after the 2011 Presidential elections, and it is hoped that it will contribute to the literature on audience, perception, communication, media, conflict study and conflict management, electoral process, and election violence, as it explored both the positive and negative roles of media in election process, democracy, and national development.

It will also serve as a reference point in terms of awareness of the literature and theories that support genuine media and conflict management practice, its experimentation, and where we are currently.

This study also reveals the severe and negative effects of violent political, ethno-religious, and socio-economic conflicts on national security and development. In addition, it will contribute to the existing corpus of knowledge regarding the perception of communication and its potential effects on attitude and behavior change.

1.6 Scope of the Research

Clearly, the topic’s scope is vast; therefore, the analysis was limited to a perception study of the audience regarding the role of the media in conflict management and reconciliation in the provided region, the South-east states. Media is a very broad concept that cannot be readily addressed in a study of this nature due to limited time and scope. This study examines the perceptions of the audience of mass media messages (readers, listeners, and viewers of national and international newspapers, radio, and television stations) regarding conflict management and reconciliation in Nigeria and the South-East states in particular.

Examining the attempts of various media outlets to report conflict in an objective, balanced, and impartial manner. However, due to time and resource constraints, only issues pertinent to the topic were discussed. This study focuses on the audience’s perception of the role of media in conflict management and reconciliation, the types of messages communicated during conflicts, and the audience’s reaction to these messages during and after the 2011 post-elections in South-east states.

1.7 Rationale for the Research

As Marshall McLuhan foresaw in the 1960s, the world has diminished, and there is no doubt that we now live in a global village. In addition to the obvious value of information, it is interesting to observe that democracy cannot flourish without free and independent communication media that serve as checks and balances on institutions and governments at all levels. Similarly, the media cannot be effective in maintaining peace and preventing conflict if their coverage of events or situations is tainted by all types of sensationalism, propaganda, and bias. In post-conflict and peace-building situations, reconciliation is a crucial factor in preventing the recurrence of violent conflict. Recognizing the significance of the emerging paradigm for conflict prevention, this study investigates the utility of reconciliation processes in areas of latent or prospective conflict for preventing conflict manifestation.

Since its independence in 1960, Nigeria has experienced numerous ethnic and religious conflicts that have been so catastrophic that they have resulted in colossal loss of life and widespread destruction.

collateral damage. Some states were severely impacted by political and religious violence in the aftermath of the 2011 general elections. These have wreaked havoc on Nigeria’s social well-being, necessitating this study, which focuses on finding and suggesting long-term and workable solutions for conflict management and reconciliation.

1.8 Terms’ Definitions

Audience consists of all those who are effectively contacted by specific media content or media “channels.” Audience can be defined based on the pertinent media and content, as well as their social composition, location, and time. The audience can exist as a fictitious ‘target’ or group of intended recipients. Audiences in the media are not immutable entities and can only be known post-event as statistical abstractions (e.g., ‘the rating’) with a known probability of recurrence.

Conflict management refers to efforts to prevent the escalation and negative effects, notably violent ones, of ongoing conflicts. These conflicts will then be reduced, curtailed, downgraded, and managed, especially given that they cannot be resolved entirely.

Conflict: Spanler and Burgess (2005:1) state that conflict” involves deep-rooted moral or value differences, high-stakes distributional questions, such as who dominates whom, and fundamental human psychological needs for identity, security, and recognition are often an issue as well, adding that “people will not compromise fundamental values.”

Media effect: the consequences or outcomes of the working of, or exposure to, mass media, whether intentionally or unintentionally. They can be sought at different levels of social analysis. There are numerous types of effect, but it is common to distinguish at least behavioral, attitudinal (or affective), and cognitive effects.

Media messages: persuasive messages targeted at various groups through communication forms. Media: The media includes all news and information-providing organizations such as television, radio, and publications.

The word mitigation is derived from the verb mitigate, which means to moderate (a quality or condition) in force or intensity. Conflict is considered to be a part of human nature that we are all likely to experience throughout our lifetimes, both as individuals and as groups.

Perception was defined by De Vito (1986) as “the process of becoming aware of objects or events through the senses.”

Prevention: “Prevention is better than cure” is a popular adage. Prevention, derived from the root term prevent, is the act of preventing something from occurring, typically by taking precautionary measures.