A COMPARATIVE ANALYSIS ON MEDIA MANAGEMENT IN KPOKO FM AND DBS DELTA STATE

CHAPTER ONE

INTRODUCTION

 Background Of The Study

As with most organizations, media organizations are of a bureaucratic nature. For the manager of a media organization, it is a greater or a lesser effort of management. Media organizations have become a barometer in the development of a society(Liman, 2019). The way these organizations are managed depends on the context in which they can be placed. Media organizations can be situated within a social, political, and economic context.The broadcast and print media involve in so many activities before they get their news and programs across to the audiences. The mass media are the sources of news, entertainment, education, socialization, information, and enlightenment. In order to reach the audiences with good programs, there is the need for coordination of activities (Prior, 2017). With so many challenging opportunities to serve, careful organization and sound management is imperative. Moore (1970) as cited by (Liman, 2019) stated that because the reward of managers usually follow the results they produce, most management people develop and use better management methods and learn to manage and handle the ever-increasing amount of responsibility. 

Media management can simply be described as the coordination of human and non-human resources in media organizations such as radio houses, television stations, newspaper houses, and magazines in order to achieve their aim and objectives. The news media cannot achieve their aims and objectives without proper control, directing, planning and coordination of activities. The human resources are the workers and the personnel that work in the news media (Davis, 2000). There is the need to direct them so that they will take their jobs seriously. For instance, personnel in the print media include reporters, editors, news editors, feature editors, and circulation managers. All these are human beings who take part in the business of production. They therefore need to be managed in order to achieve the set aims and objectives. The non-human materials are the materials used for production.

Media management consists of the ability to supervise, motivate employees, and the ability to operate facilities and resources in a cost-effective manner. The core task of media management is to build a bridge between the general theoretical disciplines of management and the specificities of the media industry. Media and internet management covers all the goal-oriented activities of planning, organization and control within the framework of the creation and distribution processes for information or entertainment content in media enterprises (Pringle & Starr, 2016). 

Media management is important in mass communication programs in hydra-headed ways. It enables different mass media organizations to properly air out programs that will catch the audience’s attention. Without media management, most of the programs that are disseminated to the audience might not have positive effects on the audience. Every organization would basically want to achieve two objectives; the long and shortterm objectives. Long term objectives are normally what the media organization wants to achieve, for examples, in the next five or ten years. Short-term objectives on the other hand, are the ones that are to be achieved within a short period of time, for example, within a period of one year (Asemah, 2015). Media management can be categorized into conventional, systematic, and scientific managements. Conventional management refers to management by trial and error. It is intuitive and unsystematic. This type of management depends wholly on the use of human skills and imaginations in planning and executing organizational goals. It tends to be subjective, non-statistical, emotional, commonsensical and behavioral. Although many organizational problems may be solved using this method, it is time consuming. Systematic management otherwise called historical or initiative management, means doing something because it has always been done that way. On the other hand, scientific management uses scientific principles and techniques in managing organizational activities. It is statistical, empirical, analytical, researchable and quantifiable (Grönroos, 1994 cited in Okafor, 2017).  In view of the above, this study seek to comparatively analyze media management of radio stations in Delta Sate. 

Statement Of The Problem

The success of every media organization depends greatly on its management. The growth and expansion of the media organization constitute a further challenge to operators of the media houses. Consequently, the drive to promote excellent services is faced with the need to install and maintain modern communication equipment, professional level human resources as well as provide adequate funding through advertisement for the operating and maintaining the media station(William ,2018). The media are usually owned by individuals, government, group of individuals, etc. Therefore, the act of owning the station is referred to as paternity which may be partial or total financing of a medium either by an individual, an organization or a government (Raufu, 2017).   The challenges which exist therefore is that the media can be used to serve a particular interest. For example, the media can be used to achieve political goals.  It can also be used to achieve economic goals. Some media houses owned by politician have become agents of propaganda. 

Objective of the study

The primary objective of the study is to examine a comparative analysis on media management in Kpoko FM and DBS Delta state. The specific objectives is as follows:

Ascertain the media management style applicable in the Nigeria media industry.

Determine if there is a significance difference in the media management style adopted by Kpoko FM and DBS Delta state.

Ascertain whether there is a significant difference in the effectiveness of media management practices of Kpoko FM and DBS Delta state.

Investigate the factors influencing the media management practices Kpoko FM and DBS Delta state.

Research Questions

The following questions have been prepared for the study

What are the media management style applicable in the Nigeria media industry?

Is  there is a significance difference in the media management style adopted by Kpoko FM and DBS Delta state?

Is there is a significant difference between the effectiveness of media management practices of Kpoko FM and DBS Delta state?

What are the factors influencing the media management practices Kpoko FM and DBS Delta state?

Research hypotheses

The following hypothesis have been formulated for the study

H01: There is no difference in the media management style adopted by Kpoko FM and DBS Delta state.

H02: There is no significant difference between the effectiveness of media management practices of Kpoko FM and DBS Delta state.

Significance of the study

This study is significant as it will bring to the open the contributions made by radio stations in promoting developments in the various rural and urban communities and also, how the management of a media house has gone a long way in shaping the activities of the media. It will also be significant to government as they will be exposed to the various opportunities that comes with the use of radio stations in bringing development to communities.

The findings of this research work will undoubtedly provide the much needed information to government organizations, radio stations, broadcasting commission and academia.

The study will be significant to the academic community as it will contribute to the existing literature.

1.7 Scope of the study

The study will find out the different ethical practice of media management between  Kpoko FM and DBS Delta state. The study will also investigate the various forms of media management that exist in  Kpoko FM and DBS Delta state. The study will further examine the extent of state government interference in the operations of media management in Kpoko FM and DBS Delta state. Lastly, the study will explore the strategy in promoting media quality in  Kpoko FM and DBS Delta state. Hence, this study is delimited to Kpoko FM and DBS Delta state.

1.8 Limitation of the study

This study was constrained by a number of factors which are as follows:

Financial constraint , was faced by  the researcher ,in getting relevant materials  and  in printing and collation of questionnaires

Time factor: time factor pose another constraint since having to shuttle between writing of the research and also engaging in other academic work making it uneasy for the researcher

1.9 Definition of terms

Management: This is the organizational process that includes strategic planning, setting objectives, managing resources, deploying the human and financial assets needed to achieve the objectives, and measuring the results.

Media management: This is the coordination of human and non-human resources in media organizations such as radio houses, television stations, newspaper houses, and magazines in order to achieve their aim and objectives.

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