OPINION SHAPING: SIGNIFICANCE OF FOREIGN TV PROGRAMMES IN COMMUNICATION AMONG THE NIGERIAN MIDDLE CLASS Mojirola Funmilayo Iheme Abdullahi A. Umar Lucius A. Iheme Industrial Design Programme, School of Environmental Technology, Abubakar Tafawa Balewa University, Bauchi mojiiheme@yahoo.co.uk aaumar63@yahoo.com uncleandee@yahoo.com Abstract Although television is a relatively new medium, it has come to be one of, if not the most effective mass media of communication in Nigeria today. Because of its use of sight and sound, and its capability to report things as they happen, it has the potential of being a tool for effecting change and/ or propagating certain desired behaviours in the society. It has been observed that foreign programmes on television play a very large role in the viewership habits of the Nigerian Middle Class. This research set out to survey ownership of television among the Nigerian middleclass who are largely opinion shapers, the ownership of satellite dishes/ decoders, and their viewing habits. The research also evaluated the preferred sources of information of the middle class. Satellite broadcasts were discovered to be the preferred source of information for the Nigerian middle class. The research found that foreign TV broadcasts are very popular with the Nigerian middle class. Any stakeholder looking to shape the opinion of this very influential segment of the Nigerian society has to take cognisance of this fact. Background Most people today tend to define the world as the television portrays it, and the Nigerian middleclass is the bridge between the elite ruling class and the illiterate masses. It has the power of interpreting world happenings the way the larger masses will accept and react. Television today has become ubiquitous and almost central in the lives of especially the urban-dwelling Nigerian middle class. It is the medium of leisure and entertainment for a very large percentage of the middle class; they also rely on it especially for information about goings on in the world. If it s not happening on TV, it s not happening,(cnn, 2000), this statement, credited to the late pontiff, Pope John Paul II, aptly sums up the power TV has come to wield in the global psyche and in human existence world-wide. The impact of TV on the socio-political spectrum worldwide has been a focus of unresolved debate. In his argument, against the existence of television, Mander, (1978) pointed out that television organisations keen to present themselves as independent watchdogs, working to ensure that abuses of power do not go unchecked, end up as jury and judges themselves. Most governments are selective in who they give broadcast rights to, being conscious of the power television is able to wield, especially as an organ of propaganda. This explains the existence of regulatory broadcast and communication bodies. In Nigeria, such bodies, though they exist do not wield enough authority when it comes to what people watch in their homes. This is because access to satellite broadcast is easy. One only needs to buy the equipment and set it up, no licence or permit is required. To that effect foreign television broadcast are common place. They broadcast 24/7 as against the local TV stations that close shop early every day. In each country where television exists, there is always a guiding principle of what is expected of it, the purpose it is expected to serve. The appearance of television in 1959 into Nigeria, through the then Western Region, under the auspices of The Nigerian Broadcasting Service (NBS), was not necessarily part of the national development plan, but a regional impetus. It therefore follows that did not seem like a well thought out plan. (Ladele, Adefela and Lasekan, 1979) Statement of the problem Because of its ability to combine sound and moving pictures, television is becoming more and more the primary source of information and home entertainment in Nigeria. It therefore follows that this source of information will play a great role in shaping opinion. The Public Relations practitioner, who hopes to make an impact on his/her organization s publics, has to consider this fact in order to achieve desired results. Objectives of study The objective of this study is to determine the primary source of information and entertainment of the Nigerian middle class and also determine the role of foreign TV programmes. The aim This research aims at carrying out a survey of television ownership and viewing habits in terms of information sourcing of the middle class and the place of foreign programmes through satellite receivers. Research Questions The following research questions were posed and answered:- i. What is the primary source of information for the Nigerian middle class? ii. What medium is most reliable for breaking news? iii. What stations do they turn to shape opinions? iv. What role do foreign stations play in getting the middle class informed? v. What is the source of foreign programmes for the middle class? Significance of Study For a PR practitioner who aims to reach his publics and manage the information they get, it is important for him/her to know what medium they turn to first and most. This study can become a springboard for decision making on what medium to use in disseminating information to the stakeholders. Students and practitioners of mass communication can use the findings of this study to design advert and public relations campaigns. Delimitation This research focussed mainly on the middleclass, whose income is not below, government grade level 8, the starting point for university graduates. Population The target population was MIDDLE CLASS, for the purpose of this survey; middle class are those Nigerians whose incomes fall not lower than government level 8. The sample population was drawn from, tertiary institutions, banking industry, multi-national corporations, state 148
and federal civil service, private clinics and self-employed individuals whose income and level of education fall within the parameter laid down as Middle CLASS, in this study. Methodology The research design is survey. The main instrument used is the questionnaire. Some of the questions were rated to the five point Likert scale in some instances, while others structured and close ended. The instruments were personally administered. About two hundred respondents were involved in the study. Analysis of Data The simple percentage was used to gauge viewing habits and ownership of television sets. The decision mean was used to analyse the rated questions. The decision mean taken was 3 based on the 5point Likert scale and the weight of each decision, as follows:- Strongly Agree= 5 Agree = 4 Undecided =3 Disagree =2 Strongly Disagree 1 Where:- = = decision mean X = weight in numeral value on the 5 Likert scale. F = number of responses for items rated N = total number of respondents for each item rated The basis for accepting or discarding any rated opinion was fixed on the numerical value of 3.0, (this being the mean value on the Likert point scale used in rating the questions) decision. = 3 Therefore, any point with a rated decision mean value of 3.0 and above was deemed as having an impact, whereas, anyone with a decision mean value less than 3.0 was deemed as having no impact. {C < D no impact} {C D impact} C is the numerical value for a decision rated point and D is the set decision mean value, 3.0. Findings Two hundred questionnaires were distributed to staff of tertiary institutions, State and Federal secretariat, organized private sector, and selfemployed individuals. Below is the table of distribution and responses. Table 1: distribution of questionnaires s/n Area of distribution Number of questionnaires percentage of total 1. Tertiary institutions 80 40 2. Government civil servants 60 30 3. Organised private sector 40 20 4. Self employed 20 10 Total 200 100 Table 2: response to questionnaires s/n Area of distribution Number sent No returned % 1. Tertiary institutions 80 78 7.5 2. Government civil servants 60 32 53.3 3. Organised private sector 40 30 75 4. Self employed 20 20 100 Total 200 160 80 The table shows that the highest responses came from the self-employed which were 100%; the least response came from civil servants with 53.3%. The survey first set out to find out whether respondents actually own TV sets. This is to establish the importance of television viewing in the lives of the Nigerian middle class. The response as depicted on table 3 showed that everyone who answered the questions had at least one TV set at their disposal. Table 3: how many TV sets do you own? s/n No of TV sets owned Respondents Percentage i. 1set 51 31.9% ii. 2 sets 72 45% iii. 3 sets 27 16.9% iv. 4sets and above 10 149
Table 4: frequency of watching TV s/n How often No of responses Percentage i. Daily 150 93.75 ii. weekly 5 3.12 iii. Fortnightly 1.62 iv. Monthly 4 2.50 From the responses as depicted on table 4, greater majority of the respondents (150), watch TV daily. While only 4 respondents say they watch television monthly. Table 5: length of time spent watching TV s/n Length of time /day Responses Percentage i. Less than an hour 7 4.4 ii. 1-2 hours 41 25.7 iii. 3-4 hours 81 50.70 iv. 5-6 hours 21 13 v. 6 hours and above 10 6.20 The time spent on something can be a reflection of the effect or impression it can leave on people. The longer time spent the more impact. The survey therefore sought to establish how much time respondents spend watching television. The majority of respondents watch TV for between three to four hours, while only seven respondents watch for less than one hour daily. Table 6: reason for watching TV s/n Reason Responses Percentage i. Information /News 40 25 ii. Entertainment 22 13.75 iii. Education 8 5 iv. Advertisements 0 0 v. All of above 90 56.25 Table 6, which deals with the reason the Nigerian middleclass watch TV, shows that the respondents (56.25%) watch for mixed reasons mostly. Forty respondents chose information, 22, entertainment, while no one watches for adverts only. 25% of respondents watch TV as to get news. Table 7: favourite, most watched channel s/n Channel Type /% Responses Percentage i. 100% local 8 5 ii. 100% foreign 15 9.38 iii. 50/50 55 34.37 iv. 75% local 20 12.50 v. 75% foreign 62 38.75 In seeking to establish how the foreign TV programmes reach middle class homes; the study revealed that, majority of our respondents prefers to watch foreign channels most of the time. Sixty-two respondents prefer to watch foreign channels only, while only twenty watch local channels, the rest watch both, with majority still watching more of foreign than local programmes. The next issue dealt with was the source of the foreign TV programmes. This is meant to establish the ease with which the foreign programmes are assessed. Table 8 below shows that 21.25% of respondents get foreign programmes through paid subscription to cable satellite companies. 55% get theirs from the free to air satellite receivers. 150
Table 8: Source of Foreign TV Viewing s/n Source Responses Percentage i. Paid cable Subscription 34 21.25 ii. Free to air satellite 80 55 iii. Local TV stations 38 23.75 The findings of this survey revealed that, 126 respondents (78.75%) of the respondents chose foreign TV broadcast as the source to watch news while 70 respondents (43.75%) choose foreign stations as their first point of call for entertainment tables 9 and 10 show this result. This is an indication of where their opinions will be most affected, the trusted source for authentic information and source of relaxation. Table 9: most watched channel for news s/n News Responses Percentage 1. Foreign 126 78.75% ii. Local 34 21.25% Table 10: most watched channel for entertainment s/n Entertainment Responses Percentage i. Foreign 70 43.75% ii. Local 87 54.4% ii. No preference 3 1.85% Impact of Foreign Programme The study sought to know the impact foreign programmes have on the Nigerian middle class. What impact do foreign TV programmes have on Nigerians? The instrument used to achieve this is the questionnaire structured to the five point Likert scale. The findings were illustrated with charts, pie chart and bar charts. On the general impact, it was discovered that there is impact on different facets of lives to different levels. The study also revealed, through the answers to the question that they have changed opinion based on what they saw on the foreign TV screens. The following chart shows the finding. Figure 1: impact of foreign TV programmes on people's opinion 140 120 100 80 60 40 20 0 126 24 The preceding chart, figure 1,shows that Seventy five per cent (75%) of respondents admitted that watching foreign TV programmes have led to them changing opinion. 15% said they had never changed opinion based on what they watched on TV, while 10% say they always form opinion based on what they see on TV. It follows therefore that majority of the Nigerian middle class rely largely on foreign TV programmes to form opinion. Discussion The main issue in this study is the impact foreign TV programmes have on shaping the opinion of the Nigerian middle class. To get to it we had to answer the following questions:- - Are foreign TV channels preferred by the middle class? - Is foreign television (particularly satellite receivers) taking over as the primary source - Do foreign TV programmes affect the middle class opinion? The answers the survey got revealed that foreign TV programmes form a strong source of opinion for the middle class. Research answers i. Are foreign TV channels preferred by the middle class? It is worthy of note that, 93.75% respondents watch television for up to four hours daily and 75% of respondents chose the foreign channels as their favourite. The decision mean for this is 3.08, which is positive. if the Nigerian middle class watches foreign TV channels daily, then their opinion is bound to be impacted by what they repeatedly watch. ii. Is foreign television taking over as the primary source of information and entertainment for the Nigerian middle class? 16 most times all the time never most times all the time never 151
The average decision mean for this question was 4.6. Being greater than the accepted decision mean value of 3.0, the answer is yes foreign television programmes are the primary source of information and entertainment. What this means for stakeholder management is that all decisions, policies and campaigns aimed at influencing stakeholder opinions must put foreign television programming at the forefront. iii. Do foreign TV programmes affect the middle class opinion? Adolph Hitler s chief propagandist during the World War II was quoted as saying; No matter how slippery a wall is, when you keep throwing mud at it, some will stick. All respondents watch TV, with an average decision mean of 4.90 owning and watching TV daily, and 75 % of respondents choosing to watch foreign TV programmes over local ones, yes, foreign TV programmes affect middle class opinions. Because what this translates into is that the Nigerian middle class trusts and attaches more credibility to foreign TV programmes, especially news. Also, as shown in the chart, 136 out of 160 respondents say watching foreign TV programmes made them change their opinion at one time or the other. In summary, the research has established that foreign television has become the primary source of information and entertainment for the Nigerian middle class. It plays a large role in the lives of the Nigerian middle class by shaping opinion because people are influenced by what they watch on TV. Conclusion From the findings in this study, television viewing plays a large role in the lives of the Nigerian middle class. It has become its primary source of information and home entertainment and helps form and shape the opinions of this class. The value of television programmes as a means of mass communication and a tool for national reorientation and education cannot be under estimated. But, if the bulk of the educated, urban dwelling middle class watch more of foreign programmes, what does that portend for local PR practitioners? What does it say of the relevance of local television programmes and broadcasts? The middle class wield a lot of influence on the illiterate masses and having opinions shaped from outside the shores of Nigeria may not be a good thing for national development. As the world gets to be a global village in the face of sophisticated communication, it holds that he who controls the channels of communication is likely to wield the greater influence on people. A situation where, as Olusola (1985) writes that local television alienates the viewers, especially in terms of information dissemination cannot be a good thing. Television should be a vehicle for integration and selling us to the world and not a channel to import foreign ideas wholesale. Implications The implication of the findings of this research is that the Nigerian middle class sees the world through foreign eyes and that s how it will be interpreted to the audience where they are opinion leaders. Another implication is that, Nigerian PRO may begin to look for opinion leaders outside Nigeria to help him in his reputation project. Any programme idea that seeks to sway, shape or affect the larger majority of the Nigerian populace will have to take into consideration foreign type broadcasts. References Cable News Network, CNN (2000) Ladele V, Olufemi, A. Lasekan O. (1979) History Of The Nigerian Broadcasting Corporation, Ibadan University Press Mander, Jerry (1978) Four Arguments for Elimination of Television Congress of Cataloguing New York Nwuneli Onuora (1985) Mass Communication In Nigeria: A Book Of Reading. Fourth Dimension Publishers Enugu Salama G. (1978) Television in A Developing Country 152