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RURAL-URBAN INFORMATION FLOW DICHOTOMY:
A CONTENT ANALYSIS OF THE DAILY SUN AND THE
GUARDIAN NEWSPAPERS
OGADIGO, STANLEY AZUKA
PG/MA/06/41562
DEPARTMENT OF MASS COMMUNICATION
FACULTY OF ARTS
UNIVERSITY OF NIGERIA NSUKKA
NOVEMBER 2009
i
ii
TITLE PAGE
RURAL-URBAN INFORMATION FLOW DICHOTOMY: A CONTENT
ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS
OGADIGO, STANLEY AZUKA
PG/MA/06/41562
DEPARTMENT OF MASS COMMUNICATION
FACULTY OF ARTS
UNIVERSITY OF NIGERIA, NSUKKA
SUPERVISOR: RAY A. UDEAJAH, PH.D
NOVEMBER 2009
iii
CERTIFICATION PAGE
We certify that this research project titled the: Urban-Rural information Flow Dichotomy:
A Content Analysis of the Daily Sun and The Guardian Newspapers is an original work carried
out by OGADIGO, STANLEY AZUKA. Reg. PG/MA/06/41562, under my supervision. It is
therefore, presented to the Mass Communication department for consideration and approval as a
partial fulfillment for the award of the master‟s of arts (M.A) degree in mass Communication.
__________________ _______________ _____________
Dr. Ray Udeajah Signature Date
(Project Supervisor)
_______________ ________________ _____________
Dr. C.S. Akpan Signature Date
(Head of Department)
_______________ _________________ _________________
(External Examiner) Signature Date
iv
DEDICATION
Dedicated to those who continue to do good, in spite of man‟s ingratitude and to my late
father, Mr. Ogadigo who died in the course of doing good to humanity.
v
ABSTRACT
The information flow pattern between urban and rural areas vis-à-vis development in Nigeria,
has become pertinent to look within and be more conscious of internal information flow chart
before taking the agitation to international level. The fact remains that the internal information
structure is weak; therefore, the struggle to balance in information circle should start at home.
This study sets out primarily at content analyzing issues of the Daily Sun and The Guardian
newspapers on rural-urban information flow dichotomy for six months. Code-sheet was used and
in the course of the study, it was discovered that the Daily Sun carried 40 reports on rural news
representing 0.56% of its editorial contents; while The Guardian carried 88 reports on rural
news representing 1.02%. The Daily Sun carried 6 rural news on its front page; while The
Guardian carried 4 news stories on its front page. The Daily Sun carried 32 rural news in its
inside page; while The Guardian carried 83 rural news in its inside page. Both the Daily Sun
and The Guardian newspapers carried 2 and 1 rural news in their back pages respectively. In
all, Daily Sun and The Guardian carried reports on rural news though insignificant compared to
urban news. This negates the principle of national development and creates rural-urban
information flow dichotomy. On the basis of these findings appropriate recommendation were
made to balance the equation of urban-rural coverage.
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ACKNOWLEDGMENT
I am highly delighted to express my gratitude to God for inspiring this work and His
protection throughout the duration of the programme. Also, I am deeply grateful to my father late
Mr. Ogadigo, who taught me the first principle of life and education. I thank my mother, Mrs.
Ogadigo (Nne Azuka) for her inspiration and help throughout my studies. My gratitude goes to
my amiable project supervisor, Ray, A. Udeajah, Ph.D for his wonderful guidance and
contributions to this project. It is only God that will reward him for me.
Equally, I appreciate the invaluable support received and continue to receive from my
lecturers in Mass Communication department, UNN and they include: Aunty E.U, Ohajah, Mr.
Nnanyelugo Okoro (rpa), Dr. C.S. Akpan, Mr. Ekwueme and others. I remain grateful for their
financial contributions and care throughout the course of my post-graduate studies. I thank my
friends: Alex, Patrick, C.C Makata, IK. Orjinta, Amalla, and members of the Catholic Youth
Organization, St. Paul‟s Catholic Church, Gwagwalada, Abuja for their help and wonderful stay.
Ogadigo, Stanley Azuka.
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TABLE OF CONTENTS
Title page… … … … … … … … … … i
Approval page … … … … … … … … … ii
Dedication… … … … … … … … … … iii
Abstract… … … … … … … … … … iv
Acknowledgments… … … … … … … … … v
Table of contents … … … … … … … … … vi
CHAPTER ONE: INTRODUCTION
1.1 Background of Study… … … … … … … 1
1.2 Statement of the Study… … … … … … … 3
1.3 Objectives of the Study… … … … … … … 4
1.4 Significance of the Study… … … … .. … … 4
1.5 Research Questions… … … … … … … … 5
1.6 Theoretical Framework … … … … … … 5
1.7 Scope and Limitation of the Study… … … … … … 9
1.8 Definition of Terms…… … … … … … … 9
References … … … … … … … … … 10
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction… … … … … … … … … 11
2.2 Rural-Urban Information Flow and Rural Reporting … … … 11
2.3 Rural-Urban Information Flow and Rural Journalist… … … 16
2.4 Rural-Urban Information Flow and National Image … … … 18
References … … … … … … … … … 22
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CHAPTER THREE: METHODOLOGY
3.1 Research Design… … … … … … … … 23
3.2 Population of the Study… … … … … … … 23
3.3 Sample Size … … … … … … … … 24
3.4 Coding Method … … … … … … … … 25
3.5 Method of Data Analysis and Presentation… … … … … 26
References … … … … … … … … … 27
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Quantitative Analysis… … … … … … … 28
4.2 Answer to Research Questions … … … … … 34
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary … … … … … … … … … 36
5.2 Conclusion … … … … … … … … … 38
5.3 Recommendations… … … … … … … 38
BIBLIOGRAPHY
1
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Information plays a vital role in the development of any society. The quantity and quality
of information at the disposal of the citizenry (both the urban and rural dwellers) to a large
extent, determine the level of development.
Aliede (2005:218) in stressing the important to note that no society can survive today, if
it is not properly informed about events that directly or indirectly affect it.
He however, points out the inequality in access to information between the urban and
rural people of Nigeria noting that, apart from main government circle and a few private
enterprises which are usually well informed, many local bodies lack access to organized
information.
Supporting the above view, MacBride et al (1980:137-157) note that information
imbalances are of both quantitative and qualitative and exist within the Third World Countries.
National development no doubt, is closely tied to availability and accessibility of information in
a given environment. Where there is weak internal information flow structure, there is no
national development because national development is a product of good information system.
The goal of development can only be achieved where the information available is capable of
exploring and exploiting the potentials of the people of different classes in the society for
development purposes.
The quest for equality in information flow pattern at the global level by the Less
Developed Countries of the world - which dominated other issues at various international
meeting and conferences under the auspices of New World Information and Communication
Order (NWICO), has been finally granted. However, after many decades of the freedom treaty,
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nothing on the positive side has been recorded, as there exist even more sinister internal
information flow dichotomy between the urban and rural areas of the country. While the urban
setting are experiencing what could be called „information overload‟ the rural dwellers perish for
lack of information.
The nature of information flow pattern in Nigeria puts perpetual worry on the minds of
many, as it confirms on daily basis the postulations of some communication scholars, who
believe that the ideas of New World Information and Communication Order (NWICO) is
impracticable in the Third World Countries.
MacBride et al (1980) state that New Information and Communication Order is noting
but a mere „wishful „thinking‟ arguing that the whole concept of equality in information flow is
impracticable. They further urge the Third World Countries to accept the „reality‟ as what they
are bargaining for is impossible and not practicable as well.
Ordinarily, one does not need a second thought to disprove the naïve idea of the two
scholars above, but the greatest problems lie in the fact that when you measure their argument on
the scale of reality, one cannot but accept the truthfulness of their assertions: “wishful thinking
and impracticability.”
Looking at information flow pattern between urban and rural areas vis-à-vis development
in Nigeria, it has become pertinent to look within and be more conscious of internal information
flow chart before taking the agitation to international level. The fact remains that the internal
information structure is weak; therefore, the struggle for balance in information circle should
start at home. National development can only be achieved in a society, where there is both
quantitative and qualitative information, which are available and accessible to the majority of
people.
3
Aliede (2005:228) thinking in the same direction and worried by current trend, like the
researcher, speaks out in the following words:
Our sincerity in ensuring complete balance of news flow
should start at home. It is only then that the majority
would be given a greater sense of belonging and
participation. They would then add their voices to the call
on the West to ensure more egalitarian news
distributions.
Further, Aliede (2005:230) is of the opinion:
That would mean empowerment, an essential instrument for
sustainable development. Nigerians require and desire it,
more so now that we are in dire need of news directions at
home and aboard
1.2 Statement of the Problem
The problem of information dichotomy has become a perennial one in the life of less
developed countries of the world in general and Nigeria in particular. The current state of
information disparity creates a nation with two classes of people on parallel lines - the group that
could be called information super-rich and another that could be described as information abject-
poor.
As it is today, the information gap between the urban and rural areas is unimaginable.
The negative effects of this phenomenon range from absolute deprivation of peoples‟ right to
vital developmental information through total impoverishment of the majority to stunted national
development because of information disparity. Potentials for national transformation are caged in
ignorance, and majority of able-bodied individuals capable of turning the fortunes of the country
around are lavishing due to information imbalance between the urban and rural areas. The few
cities of the country are saturated and over populated due to rural-urban migration occasioned by
inequality in local information flow system.
A problem now arises as to why despite the loud outcry of most developing countries
against the information flow disparity at international level which they argue has stunted their
4
development they also allow such disparity to flourish at the national level. As can be clearly
seen, the urban areas with sufficient infrastructural facilities are information-rich while the rural
areas that are less endowed but nonetheless contain over 80 percent of the population and the
landmass are information poor.
This research aims at studying in-depth the problems enunciated above with a view to
making recommendations on how they will be solved and hence realize the expected speedy
sustainable development.
1.3 Objectives of the Study
The major objectives of this study are to:
i. Examine the issue of information dichotomy between the urban and rural dwellers.
ii. Identify the main causes of all the existing cases of information dichotomy between
the rural and the urban areas.
iii. Examine critically the whole process of information gathering, processing and
disseminating in Nigeria.
iv. Critically assess the problems associated with reporting the vast rural areas of the
country.
v. Make proper and adequate recommendations to the responsible authorities.
1.4 Significance of the Study
The importance of scholarly and scientific work of this nature cannot be over
emphasized. This research when completed will serve as:
i. A wake-up call for practicing journalists to live up to expectation in their professional
responsibility.
ii. It will also serve as a valuable material for researchers and students of Mass
Communication who will which to carry out research on this or similar areas.
iii. It will also add to the existing body of literature.
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iv. The policy makers like government, non-governmental organizations (NGOS) and
corporate bodies will find it useful in decision-making.
v. A blueprint that will engender speedy national development.
1.5 Research Questions
To objectively look at the extent of information imbalance in Nigeria in relation to
national development, the researcher poses the questions below, answers to which will help in
arriving at dependable solutions to the problems that necessitated this research. The questions
are:
1. What is the frequency of stories on rural areas in both the Daily Sun and The Guardian
newspapers?
2. What prominence did the rural news receive in the two newspapers?
3. To what extent are the stories interpretative and analytical?
4. What were the opinions of the newspapers on the volume of coverage of rural areas?
1.6 Theoretical Framework
While theory can be described as the framework that houses research, research on the
other hand tests the potency and efficacy of theory. Therefore, both are two dependent elements
that work in unending circle in any scientific endeavour.
In line with the above, this research shall be anchored on two major Mass
Communication theories: Development Media Theory and Democratic-Participant Media
Theory.
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Development Media Theory:
This theory was propounded to address the developmental problems of the Less
Developed Countries of the world; yet it is one of the communication theories that is
misconstrued in concept by scholars, and in operation by practicing Journalists.
(i) Media must accept and carry out positive development tasks in line with nationally
established policy.
(ii) Freedom of the media should be open to economic priorities and development needs
of the society.
(iii) Media should give priority to their content to the national culture and languages.
(iv) Media should give priority in news and information to link with other developing
countries, with a close geographically, culturally or politically.
(v) Journalist and other medial workers have responsibilities as well as freedom in
information gathering and dissemination task.
(vi) In the interest of development ends, the state has a right to intervene in, or restrict
media operation: and devices of censorship, subsidy and direct control can be
justified.
McQuail (2005) in his scholarly work deserves commendation. However, the tenet of the
development medial theory as expressed by him con not satisfy the demand of acceptable
guideline to all conscientious media practitioners.
Interpreting the theory to it closest meaning, and making its tenet more useful, Folarin
(2005:47-48) suggests a fine-tuning of the principles of development medial theory thus:
Media should accept and carryout positive development task in line with national
established policy (or in line with national ideology), of informing, educating and
entertaining the public.
Media should also accept and help in carrying out the special development task of
national integration, socio-economic modernization, promotion of literacy, and
cultural creativity.
a) “National” media should give priority in their content to the national micro culture
in so far as this can abstracted from the national milieu, then to regional culture
and then to local culture, all in a descending order of priority.
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b) “Regional” media are of course normally expected to accord priority to regional
cultures (and languages), while
c) “Local” media give priority to local cultures and languages. Media should identify
and give attention in their foreign news to link with other countries with similar
socio-cultural orientation and/or political and economic aspirations.
In order to safeguard the ideals of press freedom, journalist and other media workers
should at all times faithfully their obligations and stoutly defend their rights in the
course of their information gathering and dissemination tasks. The state with its
systems has a duty to se to it that medial or journalist presumed to have contravened
any national laws in the course of their information gathering and dissemination
tasks can conveniently face precaution, expecting a fair and speedy trail.
This theory by original (circumstance of its birth), its principles and the objectives it was
to achieve, especially as captured in Folarin (2005) development media theory remains one of
the most suitable theories in addressing the developmental problems of less developed countries
of the world.
It could be noted that following the doctrine of development media theory that it provides
the proper framework for national development in the developing countries like Nigeria. Hence,
it is relevant in this research.
Democratic Participant Media Theory
This theory as some scholars put it is the last of the political theories. It is a system
informed by practical experience, which evolved as a kind of reaction against other theories
(Authoritarian, Libertarian, Social Responsibility, Communist and even Development Media
Theories) and gears towards positive response to new form of demands by social institutions
(Udeajah, 2004:26).
According to Okunna (1999) as quoted by Ojobor (2002:15), Democratic-participant
Media Theory reflects public “Reaction against the centralization and bureaucratization of public
institutions established according to the norms of social responsibility”. Udeajah (2004:27)
quoting McQuail (1987) present the tenets of the theory as follows:
8
Individual citizens and minority have rights of access to media
(rights to communicate) and sights to be served by media
according to their own determination of need. The organization
and content of media should not be subjected to \centralized
political or state bureaucratic control.
Media should exist for primarily for their audiences and
not for media organizations, professionals or clients of the media.
Groups, organizations and local communication should
have their own media.
Small scale, interactive and participative media from one
better than large scale, one-way professional media.
Certain social needs relating to Mass Media are not
adequately expressed through individual consumer demands, nor
thought state and its major institutions. Communication is too
important to the left to professional.
From the expositions of the scholars above, one can authoritatively say that democratic
participant medial theory is a unique theory that befits developing countries. It believes in the
needs, aspirations and interests of the majority of the people; and promoting horizontal
communication Instead of top-down approach speaks volume for its effectiveness.
The concept of small-scale communication, decentralization of media institution and the
public‟s right to relevant information and reply coupled with its principles of interactive and
participative tendencies make the theory stand out in the discourse of communication and
national development.
It sounds unbelievable that in the midst of all good offers of this theory, some
communication scholars still see it as “the theory of the future” whiles other like McQuail,
Udeajah and Ojobor maintain that it can only be applicable in the developed countries.
The above is erroneous and worrisome because the potentials of the theory suit the
developmental needs of the less developed countries. Nigerian for example needs the practical
implementation of this theory, especially now that the nation is in dire need of development.
9
In locating the relevance of this theory in this research, it is unequivocal to assert without
fear of contradiction that democratic participant media theory is most suitable to this work due to
its rootedness in democratic ideals and grassroots development.
1.7 Scope and Limitation of the Study
This work will be limited to only issues of information imbalance between the urban and
rural settings in Nigeria.
The scope will cover only selected newspapers and not radio station and, magazines and
television.
1.8 Definition of Terms
In the course of this work, the researcher shall make use of some words, explanation of
which will help in the proper understanding of this work.
They are:
i. Information Dichotomy: This simply means disparity in information between the
urban and rural people.
ii. Rural-Urban Mass Migration: This expression is used to emphasize the great
movement of people from the rural areas to urban areas in search of greener pastures.
iii. Rural Area: The rural area means all the hinterland in the country – the villages, the
clans and all the people living there.
iv. Content Analysis: According to Okigbo (1985:96), content analysis “is a
method of reviving at dependable solution to the question dealing with prevalence
pattern, nature and style of media content whether print, electronic or oral media.” In
this study, the term has the same meaning.
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REFERENCES
Aliede, J.E. (2005). “Imbalance in Global Information Flow: Causes; Implications and Ways out
for Developing Countries”. In International Journal of Communication, June 2006.
Folarin, B. (2005). Theories of Mass Communication: Introductory Text. Ibadan: striling-Horden
Publishers (Nig.) Ltd.
Kunczick, M. (1988). Concept of Journalism: North and South. Bonn: Fredrick Elbert-Stinfung.
MacBride et al (1980). Many Voices One World. Ibadan: University Press.
McQuail, (1983). Mass Communication Theory: An Introduction. London: Sage Publication.
McQuail, (1987). Mass Communication Theory: An Introduction. Beverly Hills CA: Sage
Publications.
Ojobor, I. (2002). Mass Communication Theories: In Okunna (Ed). Teaching Mass
Communication: A Multi-Dimensional Approach. Enugu: New Generation Books.
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CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
This chapter sets out to review some related literature on the topic under study. The
rationale behind review is to look at in clear details, the various assertions and conclusions
reported by other communication researchers, in relation to current trends and realities in the
filed of study thereby providing a wide scope of knowledge and understanding.
2.2 Rural-Urban Information Flow and Rural Reporting
Udoakah (1998) states that once the word, “rural” is mentioned in Africa, certain images
are conjured in our minds. These images center around acute underdevelopment and poverty and
they manifest themselves in the forms of bad roads, lack of water supply, poor housing, poor
sanitation, lack of electricity, malnutrition and illiteracy. Also the word, “rural” brings to mind
geographic locations in Africa with populations of hungry, wretched looking people and stunted,
kwashiorkor-riddled children. It conjures the image of a people who suffer in the farms from
morning to evening but whose harvest is not commensurate with the effort and time spent; it
conjures the image of a people who are starving, eating at best, once a day after retuning from
the market. The principal means of transportation in the rural areas is the bicycle. Most people in
rural settings carry their items of trade on the head and trek long distances to the market. They do
not have adequate clothing and so they go about half-naked at home in a bid to save the dress
they have for use in the church and the market.
Adepoju (1982:10) writes that living conditions in rural areas in Nigeria are relatively
poor and non-farm employment opportunities are scarce. Besides, rural areas still lack basic
12
social amenities. Roads, hospitals and schools located in urban areas are often of better quality
than the few amenities in the rural areas.
Udoakah (1998:49) states that:
The majority of the people in rural areas live in poverty. There are a few
who live in relative affluence. This group comprise retired public servants
who on their pensions or are carrying out one business or another, the
successful traders (by local standard), drivers, poultry farmers, and a few
other farmers who are able to attract small agricultural loans. Also, in this
group are serving public servants namely, teachers in primary and
secondary schools and health workers in communities that have Health
Canters.
These groups constitute the rural lords and power resides with them. In this era of
unemployment, one still finds school leavers and graduates in the rural areas trying one thing or
the other to keep life going.
Reporting the rural areas serves as a barometer for gauging achievements in the area of
rural welfare since majority of the people is found there. Most people in power are not aware of
rural conditions. Those who are aware do not know whether it is a social problem. Rural social
conditions can be seen, but it becomes a problem only if the social minds see it as such. In line
with the above, Atwood (1982:30) is not in any doubt that the mass media are central
instruments in determining our mental maps of the world beyond our immediate sensory
experience. It is therefore, the duty of the media to dig, discover and being to the for the social
problems confronting the rural people. More importantly, presenting them in a way that draws
the attention of those ion authority and move them into action.
Nwosu (199:345) states that:
The two leading researchers in this area (McCombs and Shaw
1974:16) important. The use of influence is an acceptance that the
media do not constitute necessary and sufficient causes, though
some studies have demonstrated that changes in behavior can
arise from the nature of media coverage.
13
If the media emphases influence the audience in political communication, it is obvious
that the media can do the same in rural communication. Just as the media that the media can do
the same in rural communication. Just as the media can set the agenda of political campaigns,
they can also influence the audience‟s perception of issues covered in rural news. The average
citizen does not have the resources to experience what it is like in rural areas and thus he or she
has to necessarily rely on the mass medial for information, on which images, attitudes and even
behavior are predicated. By deliberate misrepresentation through ignorance, the media can create
false agenda and thereby mislead through ignorance, the media can create false agenda and
thereby mislead through misinformation. The grave consequences of misrepresentation are
responsible for the persistent rural-urban information flow dichotomy in Nigeria.
White (1964:171) states that the newspaper editor in his position as gatekeeper sees to it
(even though he may never be consciously aware of it) that the community shall hear as a fact
only those events, which the newsman believes to be true. Nwosu (1990:345) states that:
If the media are important because of the influence on people in phenomenistic
sense, journalists are even more because it is through their gate keeping functions
that media content is created. Gate keeping operations are not any less important
in rural communications. In fact, the controversy over news imbalance has arisen
largely from the manner in which gate keepers of the national media have
operated. This is not to say that the journalists do not have reasons for their
manner of gate keeping.
As Rosenblum (1979:11) has noted, an urban journalist (as a gatekeeper) is constrained
by many factors, some of which are beyond his or her control. In an investigation of the criteria
of newsworthiness employed by news gatekeepers, Peterson (1972:124) found that such factors
as cultural background, frequency, unambiguity, consonance, unexpectedness and negativity
influenced gatekeepers‟ decisions to use or reject certain news stories. The results suggested that
these news selection criteria shape a picture of the rural areas painted by the urban media to be
largely erratic, dramatic, uncomplicated and laden with negative or conflictual events that
14
involve nations and persons. From a news flow angle, the results showed that certain
parochialism surrounds news selection with a preference for the urban over the rural events, and
for the event narrowly relevant to the particular culture of the newspaper.
The problematic nature of the rural conditions will be brought to light by media‟s
identification and classification of values intrinsic to and affected by it. In addition, the attention
of many people in position of power will be drawn to the conditions in the rural areas. Increased
knowledge and understanding of the rural conditions through news reporting will lead to action.
It will lead to a decision as to whether rural conditions should be considered as problems of the
different areas as a social problem, which needs measures of a social problem or measures of a
general kind.
The first decision will spell doom for the rural areas while the second will create a
solution. Newspapers reports of development efforts of rural areas can intensify such efforts and
spur the minds of those involved into more actions. Nigerian media practitioners (both print and
electronic) have always been accused of concentrating their coverage and programming on the
urban dwellers. This may be attributed to the fact that the electronic media are located in the
urban centers because of the nature of their establishment in Nigeria. Television on its part has
been regarded as an urban phenomenon, whole radio. By virtue of its mass appeal, is engaged in
a role far more urban than its enormous advantages. Moreover, the level of development and the
availability of resources have militated against offering the kind of service the rural masses need.
Udoakah (1998:52) states that:
Africa‟s rural areas have thus become „Third World within their
countries and Africa‟s national news media are playing the role of
international news media. No wonder, reports about rural areas are not
placed in context because African journalist when they go to the rural
areas, have little time to grasp the background of and the feelings of the
people of treatment given to third world countries.
15
It takes a concerned rural journalist to package and write reports that touch on the rural
masses. Apart from having a rural background, the newspaper journalist must be trained in rural
reporting. As a rural its, he knows the problems of the people, feeds with them and experiences
their plight, with this in mind, he is equipped for rural reporting because he knows what to do
and how to do it. The problem of rural reporting in Nigeria is that when journalists are trained I
this area, especially abroad, they return to write reports for the urban masses and cover urban
areas instead of the rural communities. Apart from straight information, news and other rural
messages, news with rural background could be written or reported. This should touch on the
rural condition of total people directly. Even the urban readers would be more excited to read
such rural news. Rural news should complement urban news, and this lead to national
development. National development no doubt is closely tied to availability and accessibility of
information in given environment. Where there is weak internal information flow structure, there
is no national development because national development is a product of good information
system. The goal of development can only be achieved where the information available is
capable of exploring and exploiting the potentials of the people of different classes in the society
for development purposes.
National development can only be achieved in a society where there is both quantitative
and qualitative information, which is available and accessible to the majority of people. Nigeria
is now toeing the part of underdevelopment because of information deformity. Potentials for
nations transformation are caged in ignorance, and majority of able-bodied individuals capable
of turning the fortunes of country around are lavishing due to information imbalance between the
urban and rural areas. The few cities of the country is saturated and over populated due to rural-
urban migration occasioned by inequality in local information flow system. Looking at
16
information flow pattern between urban and rural areas vis-avis development in Nigeria, it has
become pertinent to look within and be more conscious of internal information flow chart.
2.3 Rural-Urban Information Flow and Rural Journalist
Mbuba (2001:25) states that the total number of rural journalists serving the national‟s
media is a drop of water in the ocean or if at all it exists. Because of the lack of rural journalists,
their coverage of the large land mass that is Nigeria is inevitably sketch and the few stories they
send out have to compete with hundreds of others from urban areas for inclusion in a newspaper
that can take in just about a hundred or more stories per day. Since the prime object of each
newspaper is the dissemination of news to its readers, most rural stories are given short columns
because they are considered to be of little value to the readers. Thus, rural areas are under-
repotted in the national newspaper. Some rural journalists have a double standard in evaluating
rural areas and people which they tend to divide into good and bad. This type of evaluation,
when extended to conflicts, tends to foreclose the whole case at a stage when in fact nothing
even remotely similar to reformative information is yet available. The consequence of viewing
such conflicts simply as a struggle between good and evil forces, in which of course people feel
obliged to support the good, is much more serious when the media are involved than it is in the
urban areas. The style, content and treatment of the news flowing out of rural area reflect the
personality of the newspaper.
Editors should share much of the blame for the unbalanced coverage of rural journalist‟s
performance in large part depends on the kind of guidance, encouragement and response he gets
from the national office. The lack of balance in the rural picture of a country in fact could be a
result of the editorial habit of reducing the number of columns devoted to rural news, leaving the
17
cumulative picture sketchy episodic and not every enlightening. In most cases, the deskman
handling the rural news has insufficient background to do the job with understanding and insight.
Journalists everywhere faced with special problems that inhabit their maximum
effectiveness as independent and well-informed commentators. In one sense, therefore,
journalists are prisoners of the system within which they work. Among human beings there are
tendency to perceive and value other cultures in terms of unconsciously based upon one‟s own
culture. The content of communication from one‟s cultural environment to another will be
interpreted on the basis of the norms, ideas, attitudes and behavioral patterns prevailing in the
cultural environment of the audience. The explanation will only be possible and meaningful if
the journalists and editors involved in reporting rural areas can be trained to understand the
nature of rural areas and political event, and to realize the special obligation involved when
reporting events in rural areas about which both the editors and readers of the news medial have
little or no background knowledge.
Newspaper journalist in rural area should well be served by a rural policy which
anthropology applies to curb the influence of ethnocentrisms. Through sustained interaction with
the people, the journalist acquires a sympathetic view of the people and culture he is reporting.
While he will not and should not necessarily see everything from their point of view, some
customs or behaviours that initially seemed strange to him will come to be seen fitting and
proper. In the end, he will be a better reporter and judge of the people.
The demand for a new national information order, to which Nigeria whole-heartedly
subscribes in born out of a desire to change the current pattern of inequality and injustice in the
flow of information. This demand is an important and inseparable part of the struggle for
national liberation, social progress, economic and cultural development of the rural area.
18
Some communication scholars have called for a balance flow of information in the
country on the basis that balance is an essential ingredient pf press freedom. Freedom of the
press is a freedom of every citizen to have access to both rural and urban information as a
recipient and as a communicator. It is not the freedom of any individual or medium to
disseminate information while remaining indifferent to its quality or content. It is also not the
concentration of communication power or house in the urban areas that is trespassing on the full
rights of the individuals. It also implies that more rural news is published in the national
newspapers and that the news is more positive rather that mainly negative.
To some readers, the newspapers are important in its traditional role as a source of
information and ideas about serious publication. They use it not only for the raw faces of current
events, but also for the interpretation of editorial writers, background writers and columnists. Yet
other readers are apparently less interested in the content itself than in the use to which they put
it. They use the newspaper because it enables them to appear informed about issues and events in
conversation with other people. It is a source of social prestige. Newspaper remains an
indispensable tool in its routine daily repot of rural news, financial information, stock market
repots, weather forecast, recipes, and fashion tips. In other words, event becomes news because it
is reported or discussed in the mass media.
2.4 Rural Information Flow and National Image
Boorstin (1961:187) states that the concern for national image is as old as nationalism.
Greek cities and later the Roman Empire established idealized persona so as to create an
indelible image ion the minds of the people. The use of such symbols as national flags, coats of
arm and similar insignia is largely for creating images of states. An image in this sense is a
19
visible public “personality” as distinguished form an inward private “character”. Nwosu
(1990:346) sates that:
It is a symbol that serves as a rallying or focusing point for
perceptions of the particular nation or object. Thus, a special
arrangement of brands of “green-white-green or “stars and Stripes”
usually beings to the mind an image of Nigeria or the United State of
America, respectively.
Okigbo (1995:4) states that there is however, another use of national symbolic
representations of nations, but “an inferred construct” or a “subjective interpretation” of a
perceived object or a national. This image, “does not necessarily match the object as it is
phenomenally perceived. Kelman (1965:24) in this sense defines an image as, “the organized
representation of an object (say a state) in an individual‟s cognitive system”. Nwosu (1990:347)
states that it is in this aspect that we have images or ideas or “mind pictures” about many
countries, regardless of whether we know there flags or not. Many people would easily associate
the United Arabs Emirates with “petrodollars” the United Kingdom with “diplomacy” and the
Palestine Liberation Organization (PLO) with “freedom fighting” or “terrorism”. The pictures
that come to mind whenever these entities are mentioned are the “organized representations”. In
Kelman‟s terms, they arise from our cognitive systems (and consequently relate to learning and
experience).
Nwosu (1990:347) states that:
If our images of nations stop at the cognitive domain, the arguments for the
new world information and communication order may not have raged for
so long and with such intensity. Tow other aspects of national image are
affinity. Two other aspects of national image are affective (liking/disliking)
and psychomotor (action).
Scott (1965: 72) states that the cognitive aspect embraces those “attributes by which the
person understands the object (nation) in an intellectual way. This is the view of its inherent
characteristic which he regards as independent of his own response to them. The inherent
20
characteristics of any nation are arrived at though direct experience of sources such as the media
and other people. The second aspect (affective) refers our liking or disliking the focal object
while the third is an action component which describes as set of responses or behaviours which
we deem appropriate to direct at focal object (nation).
Scott (1965:727) states that the above explication is informed by the interpretation of
national image as constituting the totality of attributes that a person recognizes (or images) when
he contemplates the nation. Okigbo (1985:5) states that these attributes can sometimes reflect a
casual link such that what we know (cognitive) can influence what we feel (affective) and both
or either can lead to a definitive reaction or response (action) to the focal object or nation.
Klapper (1960:13) states that it is also conceivable that how we feel about a nation can influence
what we know further about it. This can be explained by the selective perception process. Our
attribute can lead to a search for new information about a particular nation. Nwosu (1990:347)
states that:
Some types of images may not lead to any antecedent images. Similarly,
though all images have cognitive content, some of them may lack an
explicit evaluative element that implies such nations are good or bad,
likeable or abhorable. In fact, some personal factors may play important
roles in the effect of specific medial content on the images audiences
have of certain nations.
Perry (1985:2) states that image gap hypothesis holed that keeping such factors as
audience attention constant, equally and highly non representative news stories will have a more
powerful impact on US citizens‟ cognitions about nations with lesser soci0-econimic status than
on their knowledge about countries with greater socio-economic status, causing people
knowledge about developing countries to be less accurate relative to their cognitions about
developed nations than before. Nwosu (1990:348) states that the image we have of other nations
can be aside to depend, among other thing, on the following: our knowledge level, the nation‟s
21
development level, events, media converge and its nature. Like the pictures we have of the
world, our images of nation arise from what we experience directly of these nations, as will as
indirectly through mediated sources. The complex nature of the images we have and the role of
phenonmenistic media influences in the formation of such images leads to some perplexing
questions. MacBride et al (1980:38)
This is how the call for a new order as distinct from the ole order in the
field of communication and information come into being. The feeling that
such a new order is today a necessity stems from the conviction that
information and communication are an essential factors of international
relations in all fields and particularly in the establishment of a new
system founded on the principle of equality of rights and the
independence and unfitted development of countries and peoples.
Such imbalances are today not only limited to news flows in the usual sense. They also
affect, to an increasingly serious extent, the collection and diffusion of data necessary for
scientific purposes, technological innovation, commercial needs, trade development, exploitation
of natural resources, methodological forecasting, military purposes. In short there is an
imbalance regarding strategic information for political and economic decision-making.
Also, MacBride et al (1980:306) state that many objectives and new suggestions have
been made by government representatives and professionals, both in developed and developing
countries. Many professionals, especially journalists, expressed misgivings, criticism, and
outright opposition to the trend of thought embodied in the draft declaration. They were
concerned lest certain governments, openly or covertly opposed to press freedom, might take
measures in the name of correcting imbalance which would be equivalent to imposing control of
information and the media.
22
REFERENCES
Adepoju, A. (1982). Community Development in Rural Areas. Lagos: Government Press.
Atwood, L. (1982). New World Information Order Debate. New York: SLU Press.
Boorstin, D. (1961). The Image: A Guide To Pseudo Events in America. New York: Harper and
Row.
Kelman, H. (1965). International Behaviour. New York: Holt Rinehart and Winston.
Klapper, J. (1960). The Effects of Mass Communication. New York: Free Press.
MacBride et al (1980). Many Voices, On World. Ibadan: University Press.
Mbuba, F.W. A2001). The History of Nigerian Mass Communication. Lagos: Ideal Press.
McCombs, M. and Shaw, D. (1972). The Agenda Setting Function of the Mass Media. New
Jersey: Prentice Hall.
Nwosu. I.K. (1990). Mass Communication and National Development. Aba: Frontier Publishers
Limited.
Okigbo, C. (1985). “International Communication and National Image: A search for a New
Information Order”. NUJ Conference, 1985.
Perry, D. (1985). The Image Gap. Hawaii: Ferr Press.
Peterson, S. (1972). “Foreign News Gatekeepers and Criteria for Newsworthiness”. In
Journalism Quarterly. New York: Holt, Rinehart and Winston.
Rosenblum, M. (1979). Reporting from the Third World. New York: Longmans.
Scott, W. (1965). ”Psychological and Social Correlates of International Images” In International
Behaviour. New York: Holt Rinehart and Winston.
Udoakah, N. (1998). Development Communication. Ibadan: Stirling-Horden Publishers Nigeria.
White, D. (1946). Article: The Gate-Keeper Princeton: Princeton University Press.
23
CHAPTER THREE
METHODOLOGY
3.1 Research Design
For the purpose of arriving at a dependable solution to the identified problem, the
researcher shall adopt Content Analysis as his research design and supplemented with survey
instrument
Content Analysis entails applications of communication method in analyzing the manifest
content of communication messages. It is systematic and objective. Nwodu (2006:81) agreeing
with the above view describes content analysis as objective, systematic and quantitative
description of the content of communication.
According to Okigbo (1985:96), content analysis “is a method of reviving at dependable
solution to the question dealing with prevalence pattern, nature and style of media content
whether print, electronic or oral media.”
Adding his voice to the reliability of content analysis, Adepoju (2003:136) posits that
content analysis is one of the greatest mass communication‟s contributions to social science
inquiry due to its reliability
3.2 Population of the Study
According to Moser and Kalton (1971:59), population exists in two categories: The target
and the study population for which the result is required, the latter refers to the one actually
covered (the sample population).
Expressing the same idea, though in different words, Ohaja (2003:75) says that the
population for a study refers to all those persons or things that fall under the umbrella of the topic
or that can be examined to address the research problem or meet the research objectives.
24
The population of this study therefore, includes all newspapers in Nigeria; operational
within the months of January 1 – June 30, 2008. The researcher purposively selected from the
above media of mass communication two newspapers to be studied for this work.
3.3 Sample Size
Sample size is simply the groups, element, items about which the researcher plans to
make his generalization (Demmers and Nicholas: 1987:35).
Two Newspaper - The Guardian and the Daily Sun are selected and studied for third
research between January-June, 2008. The Guardian and Daily Sun were chosen because they
are among the leading newspapers in Nigeria in terms of wide converge, circulation readership
and popularity.
In arriving at the representative sample of this study a statistical formula (Yarmen‟s
formula) is used. This formula is given as:
N
Where
n = Sample size required
N = The population of study
e = standard error (6.1% & is assumed)
182
182
= 182
1+N (e) 2
1+182 (061)2
1+182x0.003
721
1+0.677222
n =
=
25
= 182
Sample size each newspaper is given as:
= 182 x 108 =54
With the sample size determined, the simple random sampling technique was sued to
select the specific editions of the newspaper to be sampled. Two editions of each the newspapers
were selected each week two and this adds up to 52 editions. Two editions were purposively
selected to make up the required 54 editions.
3.4 Inter Coder Reliability
A pilot test for inter coder reliability was conducted by two independent coders, [this
researcher and his colleague Innocent Akpoveta] using a combination of simple percentages and
the formula:
A= Po - Pe_
100 -Pe
Where:
Po = observed percentage of agreement
Pe = the expected frequency
A = the inter coder agreement
A relatively high inter coder agreement of 81% was obtained following the coding with two sets
of eight items from the news items from the rural-urban news flow dichotomy after some minor
adjustments have been effected.
1+677222 = 108.51277
364 1
26
3.5 Coding Method
Numbers and figures were used in this study to represent some variables under review to
ensure good, replica and dependable content analysis. The element below under contents
category are coded as follows:
(i) Media: Those newspapers that are analyzed and coded thus:
A (01) The Daily Sun
(02) The Guardian
(ii) Story Genres: This category classifies the additional content into the following categories:
B (01) Straight news stories
B (02) Editorial: Stories that state the newspaper official
B (03) Features Synthesis of aggregate opinions on an issue
B (04) Letters to the editor
B (05) Opinion articles
B (06) Investigative reports
(iii) Illustrations: Different kinds of illustrations were coded as follows:
C (01) Photographs
C (02) Other graphic materials
C (03) Sketches (diagrams etc)
(iv) Source: This indicates the originator or the anchor of the story
D (01) Story with by line
D (02) Story without by line
D (03) Culled stories
27
(v) Story Placement: This shows the location of the story in the newspaper: from page, back
page and inside pages.
E (01) Front page
E (02) Inside page
E (03) Back page
(v) Story Direction: This indicates whether the story is favourable or not
G (01) Favourable
G (02) Unfavourable
G (03) Neutral
(vi) Frequency:
H (01) 1-40
H (02) 41-80
H (03) 81-120
H (04) 121-above
3.5 Method of Analysis and Presentation
Data generated from the newspaper will be analyzed using tables and simple permeates.
28
REFERENCES
Adepoju, B (2003). Specialized Reporting. Lagos: Batapin Association.
Babbie, E (1975). The Practice of Social Research. California: Wadsworth Publishing Company.
Demmer and Nicholas (1987). Precision Journalism: Practical Guide. California: Sage
Publications Inc.
Moser and Kalton, (1971). Survey Method in social science Investigating. London: Heinemann
Publishes.
Nwodu, L.C (2006). Research in Communication and other Behavioral sciences. Enugu: Rhyce
Kerex Publishers.
Ohaja, U. (2003). Mass Communication Research and Project Report writing. Lagos: John
Letterman Ltd.
Okigbo, C. (1985). “News Imbalance: Quantification of Nigeria Press Content”. Gazette.
February 16.
Okoro, N. (2004). Mass Communication Research: Issues and Methodologies. Nsukka: AP
Express Publishers.
29
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
In this chapter a total of 108 uses of the two newspapers:
Daily Sun and The Guardian were presented and analyzed. The details of this are shown below:
4.1 Quantitative Analysis
Media:
A total of 180 editions of the two newspapers wee selected, coded, collated, carefully
studied and meticulously analyzed. The two newspaper published a total of 15, 709 news items
out of which 128 (0.81%) were on rural news while 15,581 (99.18% were on non-rural news.
The Guardian published 88 ( ) rural news Daily Sun published 40 (0.56%) rural news while
publishing 7, 058 (99.44%) were on non-rural news. A breakdown of these is shown in table 1
below.
Table 1: Distribution of stories according to the newspaper
Code Median No studied Rural News Non Rural News Total
A (10) Daily Sun 54 40(0.56%) 7,058 (99.44%) 7098(45%)
A (02) The Guardian 54 88 (1.02%) 8523(98.95%) 8611
(55%)
Total 108 128 (0.81% 15,581 (99.18%) 100%
The data in table 1 above show that the volume of news on rural areas is very poor sewer
out of a total of 15,709 news stories published by the two newspapers, only 128 (0.81%) were on
rural area. It is therefore shows that the coverage of the rural areas is poor.
Story Genres:
Different genres under which the stories were carried are examined here. These genes are
straight news, editorials, features and letters to editor.
30
Table 2: Gives the details of the various story gives as carried in the two newspapers
Code No Genre Daily Sun The Guardian Total (0%)
B (01) Straight News 20 (50%) 58 (65.91%) 78 (60.94%)
B (02) Editorials 3 (750%) 3 (3.41%) 6 (4.69%)
B (03) Features 8 (20%) 12 (1364%) 20(15.62%)
B (04) Letters to editor 2 (4%) 5 (5.68%) 7 (5.47%)
B (05) Opinion Article 6 (15%) 8 (9.09%) 14 (10.94%)
B (06) Instigative reports 1 (2.50%) 2(2.27%) 3 (2.34%
Total 40 88 128 (100%)
Figures in table 2 above show that cumulatively, the two newspapers carried a total of 78
(6.94%) straight news stories on rural areas during of the period under review; 6 (4.69%)
editorials, 20 (15.62%) features, 7 (5.47%) letters to the editor, 14 (10.94%) opinion articles and
3 (2.34%) investigative reports.
Individually, the Daily Sun published 20(50%) straight news stories, 3 (7.50%) editorials;
8.(20%) features; 2(5%) letters to the editor, 6(15%) opinion articles and 1(2.50%) investigative
report.
The Guardian on the other hand published 58 (65.%) straight news stories, 3 (3.41%)
editorials; 12(13.64%) features; 5(5.68%) letters to the editor; 8 (9.09%) opinion articles and 2
(2.27%) investigative reports.
In view of the figures, we conclude the newspapers fairly spread their stories across all
the genres even though most of stories (78 or60.94%) were carried in from of straight news
stories.
31
(iii) Illustrations:
Some stories on the rural areas carried some illustrations in form photographs, diagrams,
and sketches like tables, charts and maps. An examination of these shows that the two
newspapers collectively carried a total of 24 illustrative materials comprising 12 photographs, 4
tables 6 charts and 2 maps.
Individually, Daily Sun carried 6 photographs, 1 table and 1map and 4 charts. The
Guardian carried 4 photographs; I table 3 charts and one map.
Table 3: Details of illustration of stories are shown in table 3 below
Code No Illustration Daily Sun The Guardian Total
C (01) Photographs 6 6 12 (50%)
C (2) Tables 1 3 4 (16.67%)
C (03) Charts 4 2 6 (25%)
C (04) Maps 1 1 2 (6.33%)
Total 12 12 24 (100%)
From the data in table 3, we can safely conclude that the stories on the rural areas were
poorly illustrated. This is because out of a total of 128 stories only 24 were illustrated.
(iv) Sources of Story:
Stories in newspapers are mainly from three principal sources. These are stories with by
lines, stories without bylines and culled reports.
Out of the 128 rural news stories, 120 had bylines, 3 had no by-line and 5 were culled
repots. Out individual basis, Daily Sun published 37 stories with by-line and one without by line
and 2 called reports. The Guardian published 83 stories with by lines and 2 without by lines and
3 culled reports.
32
Table 4 below gives details of the sources of these stories.
Code Sources Daily Sun The Guardian Total (%)
D (01) Story with by line 37 83 120 (93.75%)
D (02) Story without by line 1 2 3 (2.34%)
D (03) Culled Reports 2 3 5 (3.91%)
Total 40 88 128 (100%)
From the data in table 4, we see that most of the stories carried by lines as 120 out of 128
rural stories carried
(v) Story Placement:
Placement of stories in the newspaper determines the prominence attached to the story by
the publisher. There is no doubt that a very important story of ten appears at the front or back
page will less important ones appear in inside pages.
From the data gathered from the examined newspaper, the two together carried 10 stories
in their from page, 3 on the page and 115 stories in inside page.
Individually, the Daily Sun carried 6 front-page stories on the rural areas in period under
review; 2 back page stories and 32 stories inside the pages.
The Guardian on he other hand carried 4 stories on the front page, one in the back page
and 83 in the inside pages.
33
Table 5: Details of the story placement
Code No Position/Placement Daily Sun The Guardian Total (%)
E (01) Front page 6 (15%) 4 (4.45) 10 (7.81%)
E (02) Inside pages 32(80%) 83(94.32) 115 (89.84)
E (03) Back page 2 (5%) 1 (1.14) 3(2.34%)
Total 40 88 120 (100%)
The data from table 5 above suggest that the newspapers did not give much prominence
to the rural news, as a whopping will not get much affection.
(vi) Story Direction:
This tries to determine the opinion of the stories on the events in the rural areas including
the level of news coverage of such areas. The stories are classified under favourable for those
that believe that the rural areas are receiving proper and adequate attention); Unfavourable for
those that hold opposite view) and neutral (for those that are neither supportive of contaminative)
of these views.
Table 6: Details of the direction of the stories on the rural areas
Code No Direction Daily Sun The Guardian Total (%)
F (10) Favourable 2(5%) 3 (3.41%) 5 (3.91%)
F (02) Unfavourable 20(50%) 27 (30.68%) 47 (36.72%)
F (03) Neutral 18(45%) 58(65.91%) 76 (59.36)
Total 40 88 128(100%)
34
Figures in table 6 above show that the newspapers: Daily Sun and The Guardian carried a
total 5 (3.91%) favourable stories; 47 (36.72%) Unfavorable stories and 76/59.36%) neutral
From these figures, we can safely say most of the stories were unfavourable while many
were neutral. The large occurrence of neutral stories (760r59.36%) is a result of many straight
news stories that offer no opinions. However, since there were just 5 (3.91%) favourable stories,
it shows that the unfavourable opinions carry the day.
(vii) Frequency of Story:
The frequency of story speaks of the regularity with which a given issue or event was
carried in the media. The regularly with which such stories are carried to a large extent shows the
importance the medium attaches to the issue as well as its currency.
In the rural news flow under discussion, the two newspapers: Daily Sun and The
Guardian jointly carried a total of 128 news to tries within a period of 182 days or 26 weeks.
The Daily Sun carried a total 40 news stories spread across the various genres while The
Guardian carried 88 stories spread across those genres. This means that the Daily Sun Carried 40
news stories; an average of 1.53 stories per week. The Guardian carried a total of 88 news
stories, an average 3.38 stories per week
Details of this information are show in table 7 below:
Code No Frequency Daily Sun The Guardian Total
G (01) 1-40 40(31.25%)
G (02) 41-80
G(03) 81-120 88(68.75%)
G (04) 121-above
Total 40 88 128
35
4.2 Answer to Research Questions
Having quantitatively and qualitatively presented and analyzed the date from the field, let
us now present the answers of the research questions.
Question No.1: What is the frequency of coverage of rural news in the two newspapers?
The answer to the above research question can be seen from close examination of date in
table No.7. In the table, we find that jointly, the two newspapers carried a total of 128 news items
on the rural areas within the 26 weeks period of the study. While the Daily Sun Carried 40 stories
(an average of 1.53stories per week), The Guardian carried 88 stories (an average of 3.38
stories& per week).
In view of this, we conclude that given the fact that the rural areas constitute about 80
percent of both the land mass and population of this country, the rural news did not record high
frequency coverage in the newspapers.
Question No. 2: What prominence did the rural news receive from the two newspapers?
Prominence of news stories is primarily determined by the placement of such news
stories in the media. This being the case, date in table 5 will assist in finding the answer.
According to the table 10 (7.81%) news stories were place in the front page: 3 (2.34%) were
placed in the back page and 115 (89.84%) were placed in the inside pages.
Since stories in the front and back pages receive more attention than in inside pages, we
must conclude that the two newspapers did not give much prominence to the rural news
Questions No. 3: To What extent are the stories interpretative and analytical?
36
The answer to this question will be provided by studying the different genres under which
the stories were carried. This data are available in table2.
The data in that table show that the two newspapers carried a total of 78(60.94%) straight
news stories; 6 (4.69%) editorials; 20 (15.62%) features; 7 (5.47%) letters to the editor, 14
(19.94%) opinion articles and 3 (2. 34%) investigative reports.
Given that only straight news stories are the only ones that are not analytical and
interpretative of the entire genres, and the other constituting 50 (39.06%) stories, we conclude
that the stories are fairly interpretative.
Question No. 4: What were the opinions of the newspapers on the volume of news coverage of
rural areas?
The opinion of the newspaper can be seen from the volume of positive, negative or
neutral stories carried. This date can be gleaned from table6.
In table 6.5 (3.91%) stories were favourable, 47 (36.72%) were Unfavourable and 76
(59.36) were neutral. It can therefore be seen that beside the neutral news stories, unfavorable
news dominate. We can therefore conclude that the dominant opinion is unfavourable
37
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
Information plays a vital role in the development of any society. The quantity and quality
of information at the disposal of the citizenry determine the level of national development.
National development no doubt is closely tied to availability and accessibility of information in a
given environment. Where there is weak internal information flow structure, there is no national
development because national development is a product of good information system. The goal of
development can only be achieved where the information available is capable of exploring and
exploiting the potentials of the people of different purposes.
The quest for equality in information flow pattern at the global level by the less
developed countries of the world, which dominated other issues at various international meeting
and conferences under auspices of New world Information and Communication order (NWICO)
was finally granted. However, after many decades of the freedom treaty, nothing on the positive
has been recorded, as there exist more deadly internal information flow dichotomy between in
urban and rural areas of the country. While the urban setting are experiencing what could be
called “information overload” the rural dwellers perish for lack of information.
The nature of information flow pattern in Nigeria puts perpetual worry on the minds of
many, as it confirms on daily basis the postulations of some communication scholars, who
believe that the ideas of New World Information and Communication Order (NWICO) is
impracticable in the third world countries.
38
This study sets out primary at content analyzing issues of the Daily Sun and The
Guardian on rural-urban information flow dichotomy. Code-sheet was use and in the course of
the study, five research questions were posed by the researcher which guided the study.
The first research question which sought to know the frequency of coverage given by
Daily Sun and The Guardian newspapers to the rural issues in Nigeria revealed that the Daily
Sun carries 40 reports representing 0.56% on rural issues in Nigeria; while The Guardian carries
88 reports representing 1.02% on rural issues in Nigeria.
Also, the second research question which sought to known level of prominence given by
Daily Sun and The Guardian carry on rural news showed that the Daily Sun Carried 6 front page
news representing 15% while The Guardian carried 4 representing 4.54% on rural development.
The third research question which sought to find out the extent to which the news stories
the Daily Sun and The Guardian carry on rural areas were interpretative and analytical revealed
that to do this, we analyzed the other story genres besides straight news. The Daily Sun Carried
10 news stories representing 50% while The Guardian carries 30 news stories representing
34.09% on rural development.
Additionally, the fourth research question, which sought to know the opinions of the
stories on the news flow dichotomy urban and it was shown that Daily Sun carried 2 (5%)
favourable news; 20 (50%) unfavorable news stories and 18(145%) neutral news stories.
The Guardian on the other hand carried 3 (3.41%) favourable news, 27 (30.68%)
Unfavourable news stories and 58(68.991%) were natural stories.
This shows that most of the news condemns the scanty coverage of rural news in the two
newspapers.
39
5.2 Conclusion
The information flow pattern between urban and rural areas vis-à-vis development in
Nigeria, has become pertinent to look within and be more conscious of internal information flow
chart before taking the agitation to international level. The fact remains that the internal
information structure is weak; therefore, the struggles be balance in information circle should
start at home (Rural) and urban areas in (Nigeria). National Development can only be achieved
in a society, where there is both quantitative and qualitative information, which is available and
accessible to the majority people.
The Daily Sun and The Guardian carry rural news through insignificant compare to
urban news. This negates the principle of development communication. Development
communication indicates the overall contribution of communication to the development of
society (communication in the service of development). Or sometimes to highlight the use of the
media to deal with development themes (media products); it generally refers the planned use of
strategies and processes of communication aimed at achieving development.
Newspaper informs and educates their readers by publishing their news stories on their
pages in accordance with the ethics of journalism and; they play an increasingly valuable role in
explaining, interpreting and commenting upon events in society, especially when broad debates
on rural-urban information flow is taking place.
5.3 Recommendations
It is recognized that newspapers are different from other industries because of the special
nature of their activities and products. Through, it is through the newspaper that symbolic culture
is communicated; through them, societal values and ways of making sense of everyday lies and
culture are disseminated.
40
Also, it becomes pertinent and imperative that a national information and communication
policy should be formed. This will be an open-aided conceptual and operational framework
which may direct the communication practitioners towards cataloguing and defining the
problems affecting the building of a freer, more just, more effective and better balanced rural-
urban information flow in Nigeria. This policy will facilitate coherent discussion at the national
level by focusing it initially on the more urgent and practicable tasks. In reality, it is a matter of
initiating a long-tern process at the national level involving not only those primarily a long-tern
process at the national level involving not only those primarily concerned but all the stakeholders
in the communication industries; and equally, geared towards academic discussions and more to
effective and practical actions.
Many people have come to realize that balancing the rural-urban information flow
dichotomy is very vital to development communication. It at the level of this aiming at achieving
development that the differences abounds: extend participation to decision making and
strengthen community institutions; compensate for gaps in terms of attitude and information;
produce a consensus among the participants in a development initiative, and promote social
justice and methodological approaches, however, it may underscore that the lessons from
experience in this field have demonstrated the importance of emphasizing interactive and
participatory processes, rather than the production and dissemination of separates from the
community processes.
It is therefore, important that the Daily Sun and Guardian newspapers should concern
themselves with finding out what goes on in the rural areas and a lot more columns to rural news.
Finally, the Daily Sun and Guardian newspapers as one of the fourth estate of the realm
should provide full and accurate information on rural areas as their contribution; and most people
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in power are not aware of rural conditions. Those who are aware do not know whether it it‟s a
social problem. Rural social conditions can be seen, but it becomes a problem only if the social
minds se it as such. Again, mass media like newspapers are central instruments in determining
our mental of the world beyond our immediate sensory experience.
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