This study is on an analysis on the place of cinema as an effective mass medium in Nigeria. The total population for the study is 200 staff of Silverbird, Abuja. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, maintenance managers, marketers and customer care officers were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
TABLE OF CONTENT
Background to the study
Statement of Problem
Purpose of the Study
Significance of the study
Delimitation /scope of study
Limitation of Study
Review of Related Literature
Summary of Literature Review
RESEARCH DESIGN AND METHODOLOGY
Population of Study
Sample and Sampling Techniques
Validity of Instrument
Administration of the Instrument
Method of Data Analysis
DATA PRESENTATION AND ANALYSIS
Data presentation and Analysis
Discussion of Results
SUMMARY, CONCLUSION AND RECOMMENDATION
- Background of the study
The advert of cinematography in Nigeria was through the effort of the colonial masters in the early1950’s. They use it as instrument in the dissemination of information and entertainment. It was purely a colonial making; several films produced this period were made in English language and were distributed and exhibited in mobile vans with the help of interpreter and commentator. For a long period, our colonial masters perform the functions similar to that of censor’s board as they dictate the tune of film production and development. It was not until 1970 that Nigeria saw a film production by Francis Oladele Calpenny films; Professor Wole Soyinka, Dapo Adetingba and pa. Orlando Martins were part of the cost.
The colonialist stifles local producers throughout the 1960’s and 1970’s cinema still remain in vogue until the early 1980’s when “’Aje ni iya mi” written by Ishola Ogunshola and produced by Kenneth Nnebu who was the pioneer indigenous commercial film. It was a Yoruba film produced with little amount of money. Before this time Moremi and Baba Sala in “Orun mooru” have been in circulation. Today, cinema is gradually growing out of vogue with the advent of other media of mass communication and reduction in price of television, videos etc now an average salary earner can now own video, television, tape etc. In other words a set of people are of the opinion that cinema is gradually growing out of vogue and has no place in mass medium in Nigeria. It is against this background that is study seek to examine the place of cinema as a mass medium in Nigeria.
1.2 STATEMENT OF THE PROBLEM
It will be of interest to know that cinema which was well known as one of the medium of communication and entertainment to large and homogenous audience is now gradually dying as there now exist new ways which communication to mass audience be done. Such medium is internet, Newspaper and video to mention a few. Therefore, our focus on this study will be a place of cinema as a mass medium in Nigeria.
1.3 OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain the impact of cinema amidst other medium of mass communication
- To ascertain how effective is cinema in the act of enlightenment and information
- To ascertain the relationship between cinema and mass medium
1.4 RESEARCH HYPOTHESES
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: there is no impact of cinema amidst other medium of mass communication
H1: there is impact of cinema amidst other medium of mass communication
H02: cinema is not effective in the act of enlightenment and information
H2: cinema is effective in the act of enlightenment and information
1.5 SIGNIFICANCE OF THE STUDY
The significance of this study will be divisional, as it will expose us to the place of the cinema as a mass medium in Nigeria. Likewise the impact and importance of cinema. This will go a long way in making people to know how cinema is used to transmit our culture from one generation to the other and how it can pass information, which is vital to our existence.
1.6 SCOPE AND LIMITATION OF THE STUDY
As we all know that the set of people that love to watch cinema are mature population. Only the mature people are respondents. This is because they will be able to speak exhaustively on the topic of this research work. The researcher encounters some constrain which limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities
1.7 DEFINITION OF TERMS
CINEMA: A movie theater/theatre, cinema or cinema hall is a building that contains an auditorium for viewing films for entertainment. Most, but not all, theaters are commercial operations catering to the general public, who attend by purchasing a ticket
MASS MEDIUM: mass medium. Plural mass media. A medium of communication (such as newspapers, radio, or television) that is designed to reach the mass of the people usually used in plural.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study