Mass Media Exposure And Utilisation Of Contents By Teachers In Akwa Ibom State Nigeria
Article Sidebar
Main Article Content
Abstract
The study surveyed 438 secondary school teachers in Akwa Ibom State, Nigeria to ascertain their utilization of mass media contents. The study became necessary following assumptions that secondary school teachers may not have the financial resources to expose themselves regularly to the media and utilize their contents for self- improvement and enrichment of their teaching subjects. The principal tool of the study was the questionnaire which was administered to 438 respondents selected through a multi-stage cluster sampling procedure from a population of 87 52 teachers in public secondary schools in Akwa Ibom State. The study revealed that while exposure to the mass media was high among the teachers surveyed, utilization of mass media contents for self-improvement and enrichment of teaching areas of interest was generally low. Most of the respondents did not see any link between the contents of the mass media they regularly expose themselves to and the relevance of such contents to their teaching subjects. Therefore the study recommends that the mass media contents producers should develop contents to meet the needs of teachers in their professional career. This finding is indeed significant because mass media use researchers usually agree that people who are higher in the education attainment ladder, more often, have high appetite for informational programmes, because they tend to use the contents for self-improvement and for conversational currency. This study shows that this may not be the case all the time with some audiences.
Downloads
Article Details
References
Alex, N. K (1999). Mass Media Use in the Classroom Eric Digest on Reading, Engksh and Communication. No, 147
Jetters, L. (1975). Functions of Media Behawor Communication Research Vol, 2
Akpan, E. D. (1987). Communication and Media Arts: A New Approach to the Basics, Uyo: Modern Business Press
Grunig J. (1969). "Information and Decision Making in Economic Development Journalism Quarterly Vol. 46
Aliede, J. E (2002). Media Consumption Patterns of selected Urbanities, Slumites and Ruralites in Nigeria in Jounal of Communications Vol. 1 No. 2
Herzog, H. (1944). Motivations and Gratifications of Daily Serial Listeners In: Lazarsfeld, P.F. and Stanton, F, (eds.) Radio Research 1942-1943, New York: Duell, Sloan and Pearse.
Baran, S. J. and Davis, D.K. (1995). Mass Communication Theory Foundations Ferment and Future, New York: Wadsworth Inc.
Katz, E: Jay, B. and Michael, G. (1974). Uses of mass Communication by the individual In: Jay, B and Katz, E. (eds) The Uses of Mass Communication: Current Perspectives on Gratification Research, Beverly Hills. California: Sage Publications.
Berelson, B. (1949), What Missing the Newspaper Means, In: Lazersteld, P. F. and Stanton, FN. {eds.) Communication Research 1948-1948, New York: Harper and Row.
Kalz, E., and Lazarsfeld, P. F. (1966). Personal Influence: The part played by people the flow of Mass Communication, Glencoe, Illinois: The Free Press.
Bitner, J. R. (1989). Mass Communication: An introduction, Englewood Cliffs, New Jersey: Prentice Hall
Lazarsield, P. F. and Stanton, F (1942). Radio Research, 1942-1943. New york: Duell Sloan and Pearce.
Chaffe, S. H. and Choe, S. Y. (1981). Newspaper Readership in Longitudinal Perspective: Beyond Structural Constraints in Journalism Quarterly Vol. 58.
Mcleod. M, Bybee, C, R. and Durall, J. A. (1982). On evaluating news media performance, Political Communication, 10: 16-22
Davison, P. W; Boylan J. and Yu, F.T.C. (1982). Mass Media Systems and Effects(2nd ed), New York: Holt Rinehart and Winston.
Nwuneli, O. E. (1984), Media use and leisure among the Urban Poor in Nigeria Africa Media Review Vol. 1 No. 2.
DeFleur, M. L. and Dennis, E. (1984). Understanding Mass Communication A Liberal Arts Peraspective, (5th ed) New Jersey, Houghton Mifflin Company.
Okoye, I. (1999). The uses of Local and Foreign Radio tor Needs Gratifications: A study of two Low Density Residential Areas in Lagos Metropolis Jounal of Communications, Vol. 2 No. 1&2.
Egbochukwu, S. (1996). "Media Management and the Economics of Publishing in Nigeria In: Dare, O. and Uyo, A. (eds.) Journatism in Nigeria: Issues and Perspective, Lagos: Nigeria Union of Journalists Lagos State Council.
Okunna, C. S. (1999). Introduction to Mass Communication, Enugu: New Generation Books.
Emenyeonu, N. B. (1998). Media Uses and Gratifications: A Review, African Media Review Vol. 9 No. 3
Okunna, C. I. (1988). The Nigerian Mass Communication Audience: Using Media with a Purpose, In: Chukukere, G. (ed )Introductory Headings in the Humanities and Social Sciences, Onitsha: University Publishing Company.
Rahman, H. A. (1998). Uses and Gratilications of Satellite Television in Egypt" Thesis submitted to the Department of Journalism and Mass Communication, American University in Cairo
Palmgreen, P, C; Rayburn J. and Acker, T.(1984). Media Gratifications and Choosing a Morning news program, Journalism Quarterty, 61, 149-156
Palmgreen, P.C., Wenner, L. A. and Raybum J. D. (1984). Gratificationa Discrepancies and news program Choice, Communication Research, 8: 451-478
Palmgreen, P. C. and Raybum, J. D. (1979). Uses and Gratifications and Exposure to Public Television, Communication Research, 6:155-180
Rubin, A. and Pearse, E. (1987). Audience Activity and TV News Gratification Journalism Quarterly, Vol. 18 No. 58
Suchman, E. (1942). An Invitation to Music Radio Research, New York: Duell, Sloan and Pearse
Schramm, W., Lyte, J. and Parker E. B. (1961). Television in the Lives of our Children, Stanford, California: Stanford University Press.
Sun, T. (1988). Why Beijingers Read Newspapers? Paper presented at the Association for Education in Journalism and Mass
Communication Conference, November
Wang, G. (1977). Information Utility as a predictor of Newspaper Readership Journalism Quarterly 4: 37-49