CHAPTER ONE

INTRODUCTION

The term mass media preference is often used is discussing how people use the various organs of mass media and interpersonal communication. To further explain this. It is necessary to explain mass communication.

The question “WHAT IS MASS COMMUNICATION? communication has been going on in Nigeria prior to the evolution of mass media, the various communities within the country have formalized way of communicating among their members. Apart from the seemingly natural personal conservation, a completing developed system of “oral media”  Frank Ugboaja (1987) has been in place. This system with variations in the different societies Oiled the wheel of communal progress and subsist even till today.

The modern means of communication is known as mass communication which can be defined as “a system of communication whereby message are being dispersed to a heterogeneous audience simultaneously.” This communication systems uses various media like radio. Television, newspaper able network, magazine etc.

This study will look into the audience related factors and how they influence he mass media preference among students for instance socio-economic factors example age, soci-education level, income, occupation and socio-psychological factors for instance life style and personality and mass media usage.

USES OF MAJOR MEDIA CHANNEL IN NIGERIA

Drawing largely from the uses and gratification perception in mass communication research it is founded on some basic assumptions. They include the fact that some audience of a given medium of communication is selection among the various items of he content McQuail (1987). The  reason for media usage as  Katz et al (1974) indication can be found in social and psychological circumstances that posses as problems for which eventual media use result in their solution.

The uses ad gratification perspective in communication research ae out of the realization that the audience of mass communication are not passive recipients of it’s contents Blumber (1979). The approach argues that the audience rather than being passive are active, possessing particular needs and knowingly selecting communication channels and message most likely to fulfill their needs Lometh, reeves and Bybee (1979).

The evolution of the approach resulted in a Plethola of students al seeking to explain the uses which audience members put the media to. Most of the studies done in the past five decades can be categorized under three main groups.

i.         Those pertaining satisfactions derived or looked for from mass media content.

ii.      Those that concentrate on the origin of underlying needs and predication.

iii.  Those that show evidence of the origin and  consequences gratification sought from the mass media McQuail (1971).

Most studies however, has been on the first category. even in Africa research efforts had been concentrated on the using the uses and gratification paradigm to determine if Africa audience  patterns of media use are similar  to that of western  counterparts. They have in essence been confined to inscribing the satisfaction derive or looked for from mass content.

The uses which the audience put mass media to or the needs that mass communication can satisfy vary individual to individual because people have different values, attitudes and interest they will make different uses of the media or prefer different media channels. however, most of  the past studies have resulted in a crystallization of the uses which people put the media to McQuail (1987) organized the uses write from typologies.

1.    Information: findings out about relevant events and conditions in immediate surrounding society and the world.

 2. Seeking advices on practical matters on opinion and decision choices.

3.     Satisfying the curiosity and general interest

4.  Learning self education

5.   Gaining sense of security through knowledge.

ii.         Personal identity

1. Finding reinforcement for personal values

2.Finding model of behaviour

3. Identifying with values others in the media

4  Gaining insight into one’s self

iii.        Integration and social interaction

1.                  Gaining insight into circumstances of others

2.                  Identifying with others and gaining senses of belonging.

3.                  Finding basis for conversation and social interaction

4.                  Having substitute for real life companionship

5.                  Helping to carryout social roles

6.                  Enabling one to connect with family friends and society

iv.        Entertainment

1.                  Escaping or being diverted for problem

2.                  Relaxing

3.                  Getting intrinsic cultural or aesthetic  enjoyment

4.                  Filling time

5.                  Emotional release

6.                  Sexual aroused

Since the uses of media among he audiences  have listed above. This study will now go into in-depth analysis about all the factors contributing to mass media preferences, t will look into the media channels in Nigeria, how they are utilized and factors affecting their utilization.

BACKGROUND OF THE STUDY

Little or no effort was made in the past on mass media preferences including audience analysis and the communication behaviour of audience with references to variable like sociological  and psycho-graphic background.

The research will look into the media use patters in Nigeria; how the students are influenced in selection of media channels the various media channels and their usage and how various physiological and psychological factors affects or  influence students in their media preferences.

The media channels in Nigeria vary from organs of mass communication, prior to the evolution of the mass media in the various communities within the country had formal ways fo communication among their members. Apart from seemingly natural conversation a completely developed system of “oral media” has been in place.it is not uncommon even in a supposedly get age, to see a whole vollage summoned to a meeting at the sound  of gong.

The modern means of communication kicked off in Nigeria in (1859) with the publication of newspaper “Iwe-Irohin” by revered Henry Towsend. Beginning with a religion coloration ,newspaper have passed through pre-colonial and pact-colonial phases an have gradually matured into economy. Beginning with religion collimation Iwe Irohim turned out to the student nationalist agitation of the colonial period.

Today, there are about 30 to 50 daily and weekly newspapers respecting in Nigeria. The magazine was relatively developed latter than the newspaper, magazine journalism in Nigeria can only be said to have solidly taken off with the establishment of news watch magazine in (1985).

The birth of news watch had catepultic on all forms of news orientated magazine just as that of prime people similarly have for human angle magazine. Today. Magazine readers in Nigeria have various accesses to a multiplicity of diverse magazines offering a broad range of fares.

Radio broadcasting dates back to December 19, 1932 when the British broadcasting corporation (BBC) set up an experimental radio receiving station in Lagos to pick up the short wave transmissions of the empire service from deventry. The Nigeria post and telegraphs department was directed to work out of a method of distributing programs to subscribers in Lagos., Ibadan and Kano. This services was to operate in conjustion with the empire broadcasting services. This method called radio distribution services or rediffusion was based on piping programme originated from BBC in London.

1956, the Nigeria broadcasting commission was inaugurated under degree 39 of 1956. The sole responsibility  of the NBC is to provide independent and impartial broadcasting services. They help in the provision or engage in unprejudicial presentation of ministerial speeches, speeches from various political parties on drives controversial views other than political views and the presentation of religion thought.

On June 1978, NBC was abolished by degree 8 of 11978 and replaced by radio corporation of Nigeria (FRCN), the FRCN is a public corporation under the ministry of information. it is a political institution that can be manipulated  for social, ethical and political whims .it has it’s office all over the federation. Today in Nigeria, each state can boast of their own radio broadcasting system. Federal government got ground toe establish its on television services (NTS) in the partnership with the NBC, then late each state developed their own television system.

Put together the power of mass media derives largely from their ability to teach massive audience which can be made up to millions of people.

STATEMENT OF RESEARCH PROBLEM

Mass communication s agent of socialization depends mainly on audience be able t