National Open University Of Nigeria School Of Arts And Social Sciences .

JLS 813MEDIA AND SOCIETYHow to Get the Most from this CourseIn distance learning the study units replace the university lecturer. Thisis one of the great advantages of distance learning; you can read andwork through specially designed study materials at your own pace, andat a time and place that suit you best. Think of it as reading the lectureinstead of listening to a lecturer. In the same way that a lecturer mightset you some reading to do, the study units tell you when to read yourset books or other materials. Just as a lecturer might give you an inclass exercise, your study units provide exercises for you to do atappropriate points.Each of the study units follows a common format. The first item is anintroduction to the subject matter of the unit and how a particular unit isintegrated with the other units and the course as a whole. Next is a set oflearning objectives. These objectives helps you to understand what youshould be able to do on completion of the unit. You should use theseobjectives to guide your study. When you have finished the units youmust go back and check whether or not you have achieved theobjectives. If you make a habit of doing this, you will significantlyimprove your chances of passing the course.The main body of the unit guides you through the required reading fromother sources. This will usually be either from your set books or fromother materials.Reading SectionRemember that your tutor’s job is to help you. When you need help,don’t hesitate to call and ask your tutor to provide it.1. Read this Course Guide thoroughly2. Organize a study schedule. Refer to the ‘Course Overview’ for moredetails. Note the time you are expected to spend on each unit andhow the assignments relate to the units. Whatever method you choseto use, you should fashion out your own convenient schedule forworking on each unit.3. Once you have created your own study schedule, do everything youcan to stick to it. The major reason that students fail is that they getbehind with their course work. If you get into difficulties with yourschedule, please let your tutor know before it is too late for help.4. Turn to Unit 1 and read the introduction and the objectives for theunit.vii

JLS 813MEDIA AND SOCIETY5. Assemble the study materials. Information about what you need for aunit is given in the ‘Overview’ at the beginning of each unit. Youwill almost always need both the study unit you are working on andone of your set books on your desk at the same time.6. Work through the unit. The content of the unit itself has beenarranged to provide a sequence for you to follow. As you workthrough the unit you will be instructed to read sections from your setbooks or other articles. Use the unit to guide your reading.7. Review the objectives for each study unit to confirm that you haveachieved them. If you feel unsure about any of the objectives, reviewthe study material or consult your tutor.8. When you are confident that you have achieved a unit’s objectives,you can then start on the next unit. Proceed unit by unit through thecourse and try to pace your study so that you keep yourself onschedule.9. When you have submitted an assignment to your tutor for marking,do not wait for its return before starting on the next unit. Keep toyour schedule. When the assignment is returned, pay particularattention to your tutor’s comments, both on the tutor-markedassignment form and also on what is written on the assignment.Consult your tutor as soon as possible if you have any questions orproblems.10. After completing the unit, review the course and prepare yourself forthe final examination. Check that you have achieved the unitobjectives (listed at the beginning of each unit) and the courseobjectives (listed in this Course Guide).Facilitators/Tutors and TutorialsThere are 12 hours of tutorials provided in support of this course. Youwill be notified of the dates, times and location of these tutorials,together with the name and phone number of your tutor, as soon as youare allocated tutorial group.Your tutor will mark and comment on your assignments, keep a closewatch on your progress and on any difficulties you might encounter andprovide assistance to you during the course. You must mail your tutormarked assignments to your tutor well before the due date (at least twoworking days are required). They will be marked by your tutor andreturned to you as soon as possible.viii

JLS 813MEDIA AND SOCIETYDo not hesitate to contact your tutor by telephone, e-mail, or discussionboard if you need help. The following might be circumstances in whichyou would find help necessary.Contact your tutor if:You do not understand any part of the study units or the assignedreadings,You have difficulty with the self-tests or exercises,You have a question or problem with an assignment, with yourtutor’s comments on an assignment or with the grading of anassignment.You should try your best to attend the tutorials. This is the only chanceto have face to face contact with tutor and to ask questions which areanswered instantly. You can raise any problem encountered in thecourse of your study. To gain the maximum benefit from coursetutorials, prepare a question list before attending them. You will learn alot from participating in discussions actively.SummaryJLS 813 is packaged to introduce you to the basic concepts of the massmedia and society.Upon completion of the course, you will be able to answer the followingquestions among others:What is communication?What are the mass media?What are the functions of the mass media in a society?What is society?What is culture?What is the connection between technology and the media?Good Luck!ix

JLS 813MEDIA AND SOCIETYMAINCOURSECourse CodeJLS 813Course TitleMedia and SocietyCourse Developer/WriterAndrew Asan AteIgbinedion University, OkadaBenin CityCourse EditorMr. Oloruntola SundayDepartment of Mass CommunicationUniversity of LagosAkokaProgramme LeaderChristine I. Ofulue Ph.DNational Open University of NigeriaVictoria Island, LagosCourse CoordinatorChidinma H. OnwubereNational Open University of NigeriaVictoria Island, Lagosx

JLS 813MEDIA AND SOCIETYNATIONAL OPEN UNIVERSITY OF NIGERIANational Open University of NigeriaHeadquarters14/16 Ahmadu Bello WayVictoria IslandLagosAbuja OfficeNational Open University of Nigeria5, Dar Es Salaam Street,Off Aminu Kano CrescentWuse II, AbujaNigeriae-mail: centralinfo@nou.edu.ngURL: www.nou.edu.ngPublished byNational Open University of NigeriaPrinted 2008ISBN:All Rights ReservedPrinted by:xi

JLS 813MEDIA AND SOCIETYCONTENTSPAGEModule 1 .1Unit 1Unit 21Unit 4Unit 5The Communication Process . .Traditional and Modern Means ofCommunication .The Mass Media – Classifications andCharacteristics .Functions of the Mass Media Theories of the Mass Media .121923Module 2 .28Unit 1Unit 2Unit 3Unit 4Unit 5Overview of the Mass Media in NigerianSociety Media Ownership and Control .Press Freedom in Nigeria .The Nigerian Press Council The Nigerian Social Structure 2832364149Module 3 . 55Unit 1Unit 2Unit 3Unit 4Unit 5Culture and the Mass Media 55Social Change and the Mass Media . 59Cultural Imperialism and Media Dependency 66Globalisation and the Media 69Technology and the Media 73Module 4 .76Unit 1Unit 2Unit 3Unit 4Unit 5Unit 6Social Institutions and the Mass Media . .Social Effects of the Mass Media . .Mass Media and Economy . Media and Governance . .Media Ethics in Nigeria . Mass Media and Development 768084889197Unit 3xii8

JLS 813MEDIA AND SOCIETYMODULE 1Unit 1Unit 2Unit 3Unit 4Unit 5The Communication ProcessTraditional and Modern Means of CommunicationThe Mass Media – Classifications and CharacteristicsFunctions of the Mass MediaTheories of the Mass MediaUNIT 1THE PROCESS OF tionObjectivesMain Content3.1Definitions of Communication3.2Types of Communication3.3The Process of CommunicationConclusionSummaryTutor-Marked AssignmentReferences/Further Readings1.0INTRODUCTIONCommunication which is the process of transferring thoughts, ideas,facts, feelings, etc from one person to another is very important inhuman existence. Without communication, life will be meaningless andhuman interaction would be impossible. This unit takes a look at theconcept of communication with particular emphasis on its meaning,types and process.2.0OBJECTIVESAt the end of this unit, you should be able to:define communicationdiscuss types of communicationoutline the process of communication.1

JLS 813MEDIA AND SOCIETY3.1MAIN CONTENT3.2Definitions of CommunicationsCommunication as a concept parades a lot of definitions. But before wetake a look at various definitions of communication, it is important forus to trace the origin of the term.The term communication is derived from the latin word, communicaremeaning to share and from the French word communis meaningcommon. (Akalugo, 2003).The importance of communication cannot be overemphasized. Sybil etal(1989:2) observed that communication “serves as an instrument ofsocial interaction. It helps us to understand ourselves, to keep in touchwith other people, to understand situations. It is a means by whichpower is acquired, exercised and sustained. It is the medium throughwhich relationships are established, extended and maintained ”Let us consider the following definitions of communication by someexperts:1. Communication is any means by which a thought is transferred fromone person to another (Chappel & Read 1984:1).2. Communication is the process by which one person (or a group)shares and imparts information to another person (or group) so thatboth people (or group) clearly understand one another. (Udall, R &Udall , S 1979:5).3. Communication is not just the giving of information, it is the givingof understandable information and receiving and understanding themessage. Communication is the transferring of a message to anotherparty so that it can be understood and acted upon. (Eyre, E.C1983:7).4. The communication process involves all acts of transmittingmessages to channels which link people to the languages andsymbolic codes which are used to transmit messages, the means bywhich messages are received and stored, and the rules, customs, andconventions which define and regulate human relationships andevents. (Ugboajah, F 1985:2).2

JLS 813MEDIA AND SOCIETYFrom the above definitions, one can see a common thread runningthrough them. From the definitions, communication is viewed as:(a)(b)(c)A process of transmitting thoughtThe sharing and imparting of informationThe giving of understandable information and receiving andunderstanding of the messageThe transmitting of messages and the linking of peopleThe conveying of ideas, feelings and attitudesThe creating and exchanging of messages within a network ofinterdependent relationships.(d)(e)(f)SELF ASSESSMENT EXERCISE 1Define communication.3.3Types of CommunicationHuman communication falls into two broad categories – verbal and nonverbal.Verbal communication is a kind of communication which is donethrough the use of words. It can take place in an oral form or writtenform.Non-verbal communication on the other hand is a form ofcommunication which is carried out without speech. It comprises of thefollowing:(i)(ii)(iii)(iv)(v)Tactile communication e.g. touching, kissing etcSign e.g. Road traffic signs; boy scout signs, etcObject e.g. uniform, crown, artworks, etc.Action e.g. boxing, football, etc.Genetic factor communication e.g. skin colour, shape of head,body proportion, etc.Communication can also be:1.2.3.4.Intrapersonal communicationInterpersonal communicationGroup communicationMass communicationIntrapersonal communication is the process of transfer ofinformation which takes place within an individual e.g soliloquy.(Soola, 1998).3

JLS 813MEDIA AND SOCIETYInter-personal communication is also known as face-to-facecommunication. Under this communication, the exchange of ideas,opinions, information, is between two people. Here, the sendershares his ideas or information with the receiver unlike intrapersonalcommunication where the communicator keeps his ideas to himself.E.g GSM discussion or telephone conversation. (Akalugo, 2003).Group communication; when three or more people come togetherwith a view to achieving a specific goal, a group is formed. Theircoming together may be by design or by accident but so long as thereis exchange of ideas and information among the group, you havegroup communication. Group communication takes place inchurches, offices, schools, clubs, etc where a group share ideas withone another for the attainment of group goals. (Sybil, e tal, 1990).Mass communication is the process of transmitting information,ideas, attitudes, values, beliefs through a communication device to arelatively large, heterogeneous and anonymous audiencesimultaneously. In mass communication, modern communicationgadgets are used in putting across a message through channels likeradio, television, newspapers, magazines, etc. (Sambe, 2004).Mass communication is unique because its message is often general andtargeted at a very large audience, who are anonymous in nature andheterogeneous in composition and posture.Under mass communication, there is low degree of feedback and lowlevel of interaction. The message is rapid and transient in nature as it ismeant to be consumed immediately.SELF ASSESSMENT EXERCISE 2Briefly discuss four types of communication you know.3.4Process of CommunicationA process according to Longman Dictionary of Contemporary English is“a series of actions that someone takes in order to achieve a particularresult”. The communication process involves the following:(1)(2)(3)(4)(5)(6)4TransmitterDesign the messageSelect the mediumReceiverDesign the responseSelect the medium

JLS 813(7)MEDIA AND SOCIETYFeedbackThe Process of CommunicationTransmitterFeedbackDesign the messageSelect the mediumselect the mediumReceiverDesign the responseTransmitterThis is also known as the source, the encoder, the communicator or thesender. The transmitter is the initiator of the communication encounter.According to Soola, O (1998:14), the “source or sender of the message,ideas or information may be an individual, a group or an organization.We can thus talk about intrapersonal, interpersonal, intra-organizationaland inter-organizational communication”.Design the MessageAfter the sender decides to share his ideas, feelings and information withsomeone else, he will choose which symbols to use to put across hismessage to the receiver. Writing, speaking, gesturing, etc are some ofthe means the communicator can reach out to the intended receiver.Designing of the message is the stimulus for transmission.Select the MediumThe communicator chooses appropriate channel to carefully and timelyconvey his information to the receiver. Soola, O (1998:14) explains therationale for choice of medium. According to him, “your choice of amedium must be based on your understanding of the audience. Ofparticular relevance in this regard is whether the receiver is educated ornot; whether or not he can read and write, as well as his level ofunderstanding of the language of communication. Other factors toconsider include the physical distance separating the source from thereceiver, as well as the nature of the message ”Receiver5

JLS 813MEDIA AND SOCIETYThe receiver is the decoder of the message. The receiver needs to paymuch attention in other to receive the message with clear understanding.There must be perceptive listening on the side of the receiver.Design the ResponseAt this stage, the receiver organizes and responds to the stimulushaving got the message interpreted by his central nervous system.Select the MediumAt this stage, the receiver has to select a method of sending his reply tothe source. The decoder who receives the message must participate inthe communication exchange. He will have to respond through anappropriate medium.FeedbackThis is the reaction or reply to the message. Feedback is the last butimportant part of the communication process. Sybil et al (1990:10)stated that feedback helps to show whether or not:(i)(ii)(iii)(iv)communication has taken placethe decoder of the message has understoodthe decoder is prepared and willing to partake in thecommunication process, andhe encoder has adequately formulated and sent his messageSELF ASSESSMENT EXERCISE 3Outline the process of communication.4.0CONCLUSIONWe have discussed in this unit that communication is a powerful forcefor human interactions and that there are different types ofcommunication. Irrespective of whatever form or type ofcommunication, there must be a process in the exchange of ideas fromthe encoder to the decoder.5.0SUMMARYThis unit explained the meaning of communication, discussed types ofcommunication, as well as the process of communication.6.06TUTOR-MARKED ASSIGNMENT

JLS 813MEDIA AND SOCIETYList and explain the key elements in the communication process.7.0REFERENCES/FURTHER READINGSSybil, J, Ode, I and Soola, O (1990).Introduction to Communication forBusiness and Organisations. Ibadan: Spectrum Books.Soola, O (1998). Modern Business Communications. Ibadan: KraftBooks.Longman Dictionary of Contemporary English. (New Edition).UNIT 2TRADITIONAL AND MODERN MEANS OFCOMMUNICATION7

JLS 813MEDIA AND jectivesMain Content3.1Meaning and Forms of African Communication Systems3.2Modern Communication3.3Relationship between Traditional and Modern Systems ofCommunicationConclusionSummaryTutor-Marked AssignmentReferences/Further Readings1.0INTRODUCTIONBefore the introduction of modern means of communication in Africa,Africans had a solid communication super-structure in place known astraditional or trado-communication. Through traditional communication,Africans in different rural settings were mobilized to participate in theaffairs of their locality. However, as the society became large andcomplex, traditional communication systems could not adequately takecare of the communication needs of the people and therefore, themodern man media was put in place to reach out to the relatively large,heterogeneous and anonymous audience simultaneously. That markedthe era of the mass media or modern man communication.2.0OBJECTIVESAt the end of this unit, you should be able to:outline forms of African Communicat

6 Assessment 6 2. Media Ownership and Control 7 Assessment 7 3 Press Freedom in Nigeria 8 Assessment 8 4 The Nigerian Press Council 9 Assessment 9 5 The Nigerian Social Structure 10 Assessment 10 Module 3 1 Culture and the Mass Media 11 Assessment 11 2 Social Change and the Mass Media 12 Assessment 12 3 Cultural Imperialism and Media Dependency