The Nigerian Media As A Tool For Social Change, Cohesion And Development

THE NIGERIAN MEDIA AS A TOOL FOR SOCIAL CHANGE, COHESION AND DEVELOPMENT

By Professor Aduku Armstrong Idachaba

For Veritas University

INTRODUCTION
Over the years, several themes have been propounded regarding the fact that the media has been a veritable instrument of education, information, entertainment, orientation, shaper of public opinion, watchdog of the society, agenda setter , molder of society, bridge builder and even propaganda.
With the ever evolving nature of technology, the role of the media has become even more sophisticated and complex especially with the advent of the social media which has changed media flow and made the media more powerful and easily accessed from different platforms (whatsup, facebook, twitter, youtube, Instagram and so on). This evolution in the media has increased rapid dynamisation in terms of human interrractiveness.
Broadcasting therefore is unique in its capabilities, its audio/visual functions. With the convergence of the media, it has further magnified how powerful broadcasting is.
Perhaps, one of the social values that must be vigorously pursued by the media is the respect for the dignity of man. This value has been so eroded in our society today and it is been exhibited in the type of reportage we see on our various media. Therefore, the media must ensure that even as it exercises its right to the freedom of expression as agents of society, caution must be taken to ensure that it does not manipulate the public for its personal or sectional rights and privileges to the detriment of national interest.
As aptly put by the Nigeria Broadcasting Code, “Broadcasting shall promote values and norms, which foster the well-being and cooperation of the various segments of the Nigerian Society. (0.2.2.1c).
THE MEDIA AS A TOOL FOR COHESION,DEVELOPMENT AND SOCIAL CHANGE
Nigeria is a country with rich multi-cultural diversities, these diversities connotes different views, attitudes, behaviours, religious beliefs and opinions. How then can the media perform its expected role.
-It is the role of the media to highlight these unique differences and harness the potentials of each for the collective good of all and in the national interest of our great country.
The role of the media in the struggles for the evolution of the nigerisn stare comes to mind.
-On no account, should the media be seen to be portraying one group or community as superior to the other in order to avoid marginalization or ethnocentrism. At all times, the media should be a unifier rather than a divider in its reportage and programmes.
-Diversity also means that conflict/crises can arise as views and opinions are different. The media should play the role of a “bridge builder” in times of conflict/crisis for the overall interest of the public and nation. In performing this role, the media should build relationships, support greater cohesion and understanding between people who consider themselves different from one another in their reportage by ensuring that information sourced from various sources are verified in order to avoid escalation of conflict/crisis.
-The media is an indispensable tool in every developmental plan of a nation. The government needs the media to communicate its policies, and actions, to the public by education and enlightening the citizenry, the people also need a channel to air their grievances and aspirations for a better standard of living. With the deregulation of the broadcast industry, we have been ushered into an era of media pluralism and doversification of media access. Media accessibity and perhaps also affordability is in a steady increase. These have led to the democratization of the political environment as well as the increase in audience participation in the development process of the nation state, Nigeria.
It is in vital recognition of the role that the media can play in national delopment that the Broadcasting Code makes certain provisions-(0.2.2.4) states that Broadcasting
shall be to:
a. Create and promote political awareness (including information on electoral process) amongst the people in order to foster a democratic society;
b. Inculcate in the people the spirit of tolerance of all shades of opinion; and
c. Promote social justice based on the responsibilities and rights of the individuals in the society.
The Broadcasting Code also makes provisions for political guidelines viz_

PROFESSIONAL GUIDELINES 3.1

3,1 No broadcast shall encourage or incite to crime, lead to public disorder or hate, be repugnant to public feelings or contain offensive reference to any person or organization, alive or dead or generally be disrespectful to human dignity.
This is a common source of breach of the Code arising from social media sources-I give you the example of Asaba massacre- where during the anniversary of the Biafra republic a certain blogger took his blog to the radio to describe how the Benin and Hausa killed and maimed Biafrans and the Kaakaki Social call for a state of Niger Delta.(Nigeria Info-Lagos)
AIT Kakaaki Social- A group Niger Delta Republic fighters has ordered all companies—to vacate before May 29th.
3.1.2 Hate speech is prohibited; therefore, a Broadcaster shall not transmit any programme, programme promotion, community service announcement or station identity, which is likely, in any circumstance, to provoke or perpetuate in a reasonable person, intense dislike, serious contempt or severe ridicule against a person or groups of people because of age, colour, gender, national or ethnic origin, disability, race, religion or political leanings.
Perhaps this is the most reckless of all the breaches-station anchors on their own spill out hate speeches and encourage callers and social media contributors to reel out hate comments which they allow to be transmitted.
See-Tv Gotel-President Buhari-a hypocrite,an oppressor, I regretted casting my vote for old devil, a liar, May God do to you as you did for Kano people.
Kaakaki-useless police , police kill faster than poison, police is not a friend Nigeria irritates me.
3.1.3 The Broadcaster is recognized as an agent of society; therefore, it shall not use the medium for any personal or sectional rights, privileges and needs of its own, proprietor, relatives, friends or supporters.

3.1.8 A programme or musical content classified as “Not To Be Broadcast” (NTBB) shall not be broadcast.
There are several download versions of musics and musicals , broadcasters just tranfsfer with bothering to edit musical copies that are on the social space-some of them totally alien to our culture and traditions.

3.1.10 Without prejudice to Section 3.1.9, the Broadcaster shall not transmit any material that is morally or socially unacceptable for public consumption.
See Kaakaki-My son’s father does yahoo———

3.1.17 The Broadcaster shall not carry any programme with praise singing or adulation and the tendency to glamorize persons.

3.1.18 The Broadcaster shall not deny access to those with contrary views.
Fact is tweets are deliberately twisted and selected to project or protect interests. Many views are denied or out rightly manipulated.
3.1.19 The Broadcaster shall not transmit content that denigrates the social norms, values and culture of the society.
This is another area that is often breached, Broadcasters these days have no respect for dignity of their subjects-they treat issues that are anathema to certain cultures –example

STRAIGHT DEALING 3.2.1 The objectives of broadcasting in Nigeria are designed to further the goals of democracy and socio-economic development. These objectives challenge the broadcasting industry to assume a major role in the establishment of democratic culture in the country. To achieve this, all programmes shall display a transparent concern for fairplay, honesty and integrity. Straight dealing requires that all the objectives of a program shall be clearly evident at every stage of its production and presentation.

This era is even categorized as the era of fake News-broadcasters leaning on social media air undefined and clearly misleading narratives.

3.3 ACCURACY, OBJECTIVITY AND FAIRNESS The Broadcaster shall: a. ensure that any information given in a programme, in whatever form, shall be accurate. b. ensure that all sides to any issue of public interest shall be equitably presented for fairness and balance. c. be above inherent biases, prejudices and subjective mindsets. d. admit a mistake once clearly established and fully effect immediate remedy.
Quite obviously Accurracy and objectivity is lacking in most stories these due to reliance on social media.

INTEGRITY 3.4 The Broadcaster shall ensure that:
a. every programme is accurate and credible.
b. all sides to an issue are equitably presented, preferably in the same broadcast.
c. a Right of Reply is guaranteed to any person or body with a genuine claim to misrepresentation, without cost.
d. its involvement in charity and fund raising, as well as quiz and similar programmes are presented as contests of knowledge, skill or luck and be transparent. e. all programmes comply with laws relating to piracy, copyright, privacy, sedition, libel, etc.

3.4.2 The Broadcaster shall be sensitive to the feelings of its audience regarding the necessity to discontinue a programme.

3.5 AUTHENTICITY
3.5.1 A Broadcaster shall ensure that: a. fictional events or non-factual materials shall not be presented as real. b. archival, library or contrived materials are clearly identified. c. in using archival materials, bear in mind the possible distress that it could cause the parties concerned.

3.8 GOOD TASTE AND DECENCY

3.8.1 A Broadcaster shall ensure that: a. obscene, indecent, vulgar language, lewd and profane expression, presentation or representation are NOT ALLOWED in a programme. b. the sanctity of marriage and family life are promoted and strictly upheld. c. the physically and mentally challenged are not exploited or presented in a manner embarrassing to the challenged or members of their families.

3.9 MORALITY AND SOCIAL VALUES

3.9.1 A Broadcaster shall ensure that: a. x-rated programmes and all forms of pornography are NOT broadcast. b. cruelty, greed, selfishness and revenge are not portrayed as desirable human values. c. programme belts are strictly respected, especially the children and family belts even in the vertical alignment of the digital era. d. drunkenness, drug addiction and other anti-social tendencies, are not presented except as a destructive habit to be avoided and denounced.

e. sex-related acts such as adultery, prostitution, rape, bestiality, homosexuality, lesbianism, incest and the LGBT issues are not presented, except as destructive practices to be avoided or denounced.

f. excessive portrayal of physical suffering and pain or the exhibition of dead bodies or blood are avoided except for the purpose of conveying a message, in which case it shall be preceded with a caution. g. liquor consumption, smoking and ostentatious lifestyle are shown only when consistent with plot of the programme as anti-social and unacceptable. h. suicide is not treated as an acceptable solution to human problems. i. the portrayal of nudity, sexual scenes and expressions is justifiable only in context; however, it shall be presented with tact and due discretion. 3.6.2 A Broadcaster shall ensure that in all exceptions given in this section, gratuitous presentation of graphic details is not allowed.

WOMEN 3.10 The Broadcaster shall ensure that: a. womanhood is presented with respect and dignity. b. women are not portrayed unfairly as sex objects or stereotyped.

3.10 The Broadcaster shall not promote gender-based violent programme(s)

3.11 CRIME, LAW AND ORDER
3.11..1 The Broadcaster shall ensure that: a. language or scene likely to encourage or incite to crime, or lead to disorder, is not broadcast. b. no programme contains anything which amounts to subversion of constituted authority or compromises the unity or corporate existence of Nigeria as a sovereign state.

c. a programme shall not be broadcast if it treats crime in a frivolous manner or in a manner that seems to condone it.
3.11.2 The Broadcaster shall ensure that law enforcement is upheld at all times in a manner depicting that law and order are socially superior to, or more desirable than crime or anarchy.
3.12 VIOLENCE, CRUELTY, PAIN AND HORROR
3.12..1 Broadcasting is highly susceptible to imitation, especially by Children. A Broadcaster shall therefore, ensure that: a. the portrayal of violence, cruelty, pain and horror with the potential of causing moral or psychological harm are not broadcast. b. a programme portraying excessive physical violence or horror is not broadcast, unless relevant to character development or to the advancement of the theme or plot; despite this, graphic and gory details is avoided. c. violence is not depicted as glamorous. d. where violence, cruelty or horror is depicted, the consequences to the perpetrators are made manifest. e. the portrayal of dangerous activities which could invite imitation, shall not be broadcast;

3.12.2 The Broadcaster shall not transmit a programme that incites or likely to incite violence among the populace, causing mass panic, political and social upheaval, security breach and general social disorder.

As you can see from the above, it becomes hugely debatable if the media is actually meeting its role for national development. The media can help improve governance by providing fact-based, independent, transparent, accountable and impartial reporting that can hold government officials accountable and make public administrations more transparent. It should also provide a platform for the media to explain complex issues such as marginalization, lack of economic opportunity and struggles with identity which can drive violent extremism, corruption and political injustice. (Idris I, 2020). This can help people think critically and conscientise them to make informed decisions.
The above is essential to ensure political stability for the even and sustainable development of Nigeria that meets the expectations and aspirations of the people.
Samwiili Mwaffisi (1994:160) while commenting on media responsibility noted that journalists “should ask themselves what moral responsibility they have to self, to the mass medium organization they work for, to the journalistic profession, to news sources and to the public at large.” The government is an important actor in every society especially in Africa, every media institution and journalist should owe some responsibilities and obligations to it. But, the nature of these responsibilities and obligations must depend on the relationship between the particular media/journalists and the government.

The media which is the “fourth estate of the realm” after the Executive, Judicial and Legislative arms of the government, must constantly interrogate themselves on their roles and functions in the society in order to promote positive social behaviours, cohesion and national development which is dependent on the type of information they disseminate.The Media plays a critical role in social transformation or change in the society. This it does by disseminating information among different groups in the society irrespective of their educational and social limitations.
It also has the potential to create awareness and motivation for social development and change by promoting both individual and communal interests in a society (Forsberg, 2006).
Over the years the role of the Nigerian Media has shifted significantly based on the exigencies of the challenges – which have mutated from plan to plan – During colonization to challenge the colonial government – In democracy to local government accountable to the people. Section 39 of the Constitution.
The media in projecting its role as a tool for social change, must promote positive social, moral and cultural values of the Nigerian society which impacts on family life, institutions and individuals with the aim of increasing positive attitudes, opinions and if possible positive behaviours which fosters better interactions and development in the society.
The media should ensure that these norms and values it projects are generally accepted especially as it concerns the civic and social responsibilities of the citizenry as well as educating and encouraging them to pursue the acquisition of knowledge for the physical, mental and social well-being of the people

THE NEED FOR ETHICS

In principle, media responsibilities to their various publics must uphold the highest standards of ethical professional practice founded on objectivity, balance, fairness, honesty, accuracy, access, confidentiality of sources, cultural relevance among others.
The print and electronic media in Nigeria and Africa in general, have different attitudes to their responsibilities. Broadcasting which is still largely public, in the discharge of its duties should be in public interest. This is particularly so because the airwaves belong to the public and is owned by everybody in the community which is only held in trust by individual broadcasters.

The Nigeria Broadcasting Code notes that, “Broadcasting is a creative medium, characterized by professionalism, choice and innovation, to serve the interest of the public. Its utilization of broadcast technology and platforms makes it capable of reaching audience simultaneously availing mankind with the best means of information dissemination and reception. Furthermore, Broadcasting shall influence society positively, setting the agenda for the social, cultural, economic, political and technological development of a nation, for the public good.

Recent Challenges of Development in Nigeria

In several ways the Nigerian media has run against the current of nation hood,what we see are primodal ethic biases in ownership and editorial slant_western press or main stream northern press.with each not seeing the good in the other.Some deliberating bringing the other down with prejiduces and half truth.
To get a balanced view of reports in Nigeria you must buy one from the Nirth and the other from the east or west.
There are radio and TV stations that are unashamedly baised and tilted to political and ethic loyalties.When they are out if power, they pkay the voice of opposition. The moment you tune to a radio station, you can predict what the contributors and callers are going to say on that station.

The media has become compromised in terms of its avowed national objective of being truthful,objective and unbiased.
In recent time, the Nation has been forced by several challenges which has called the media to account. The Covid pandemic and the Endsars Campaign………………………………
In line with the above, the National Broadcasting Commission would particularly want to commend the media especially the Broadcast media for the way it fared professionally and patriotically in its discharge of its social responsibility in confronting the challenge of the Covid-19 crisis by effectively informing and educating Nigerians in the collective fight against the Covid-19 pandemic.
Although, this discharge of duty was not without some infractions as noted by the Commission’s effective monitoring structure as carried out by the NBC’s 10 zonal offices and 27 state offices across the country during the on-set of the pandemic to ensure that misinformation, fake news, stigmatization and spurious health advisories and divisive content in relation to COVID -19 do not flood the airwaves.
It is important to understand the role and responsibility of the National Broadcasting Commission in regulating and controlling the Broadcasting industry in Nigeria as empowered by the NBC ACT No. 38 of 1992, Laws of the Federation of Nigeria 2004. The Act also empowers the NBC to set standards with regard to the contents and quality of materials for broadcast including the coverage of crisis, disasters and emergencies which are clearly stipulated in the Nigeria Broadcasting Code.
As stipulated by the Code in chapter 1:1.3, it states that it is the responsibility of broadcasters to bring information on issues of concern to the public and in a manner that will not aggravate the situation. The Code also emphasis the need to exercise due caution, empathy and sensitivity in coverage, as well as providing timely basic information that will ameliorate the situation as part of a broadcasters’ social responsibility in an emergency situation. Some of the infractions observed by monitoring reports include misinformation, politicization of Covid-19, spurious Health Advisory and claims to cure and public complaint on sensational advertisement.
For example, Breeze FM, Akure was fined N250,000 for capitalizing on the mood of the nation to intermittent broadcast on 4th April, 2020 a sponsored jingle with unverifiable claim to have solution to Covid-19, by Tansoro Tansoro prayer during the programme, Wakati Adura at 7.00am while AIT, Channels and TVC News in discussing the issue, featured trado medics like Dr. Paul Ojie of Iris Medical Foundation, who used the opportunity to mention his drug, Benedine Elexia, as treatment for corona virus and several other ailments. Arising from this contents, which included continuous promotion of drug on coronavirus and related diseases and other religious leaders who publicly made claims of ability to cure Covid-19 in clear contravention on sections 7.1.18 and 7.4.5 of the Code, on 15th May, 2020, the Commission had cause to give general caution to broadcasters on broadcast with unverifiable claims.
Furthermore, the Commission in order to acquaint broadcasters with their social responsibility especially in crisis, disasters and emergencies, organized its 6th Annual Lecture series which held physically/virtually on the 24th August, 2020 at the Transcorp Hilton Hotel with the theme “Broadcasting Reforms and Coverage of Crisis, Disasters and Emergencies” which had the renowed first female professor of Mass Communication in Nigeria, Prof. Chinyere Okuna as the Keynote Speaker, while the panel included noteable discussants: Mrs. Eugenia Abu, Veteran broadcaster, Prof. Danjuma Gambo, a professor of Development Communication, Hajia Sa’a Ibrahim, Chairman, Broadcasting Organizations of Nigeria (BON) and Dr. Amaechi Anakwe, a Broadcast Journalist with AIT.
After careful and deliberate contributions drawn from the keynote presentation, panel discussions and participants; the communique highlighted among other things that:

1. Both traditional and new media are powerful tools for the dissemination of information in the 21st century with its unprecedented ability to reach diverse audience simultaneously thus contributes in shaping the audience perception of social reality.
2. The reformed broadcasting ecosystem in Nigeria should utilize the opportunities provided by media convergence and reportage of crisis, disasters and emergencies.
3. The Covid-19 pandemic is a crisis and emergency situation that requires the broadcast media’s creative and constant attention.
4. The advent of new media has tremendously assisted broadcasters as they now utilize the sources from social media and deploy emerging technologies in their coverage of crisis and emergencies but in doing that, Broadcast stations should uphold their gate keeping roles in using information from social media/and User Generated Content (UGC) as news because of the prevalence of hate speech, fake news and harmful statements. This then justifies the inclusion of section 1.2.2 to 1.2.7 in the 6th Amended Nigeria Broadcasting Code.
   MEDIA RESPONSIBILITY
   It is professionally advisable that media practitioners should report basic, timely information in order to save the public from conflict/crisis and avoid any form of sensationalism. For example, during the recent ENDSARS campaign, the Commission while carrying out its statutory responsibility, observed that at the early stages of the conflict, the broadcast industry largely gave a fair and balanced coverage to the issues. This trend became completely reversed when violence, wonton destruction and looting were added to the dimensions.
   Perhaps, in the eagerness to break News and be pace setters, stations engaged in very unprofessional attitude of speculative and unverified broadcast. This is in spite of the following provisions the Nigeria Broadcasting Code which provides as follows:
   5.6.1: In Contemporary times, the impact of modern technology has significantly enabled Citizen’s contribution to journalism, which are beneficial to broadcasting. In this genre of citizens reportage, deploys such facilities as “User Generated Content” UGC, providing instantaneous eye-witness Account of events. Such Technological benefits place further demand on the broadcaster to be more cautious of its editorial responsibility.

5.6.2: News Materials sent in by the Public must be vetted by broadcaster who has editorial responsibility.

5.6.3 The Broadcaster shall be mindful of materials that may embarrass individuals or organizations or cause disaffection, incite to panic or rift in the Society, in the usage of UGC.
This is where the social responsibility of the media is brought to fore so that the media does not become a stimulant in aggravating crisis or violence in the society.
I want to emphasis again that the thrust of professionalism is more on the traditional media because the traditional media is founded on ethics. The media should be mindful of feeds/stories from “User Generated Content” (UGC) and exercise extreme caution and editorial responsibility by verifying sources and information before they find their way to the traditional media.
No media organization must be in a hurry to break the news just because of immediacy and commit irreparable blunder. When abuse of freedom becomes detrimental to societal harmony, the regulator/media has to rise up to its responsibility to correct this abnormality.
In line with the above and in accordance with the provisions of section 5.6.9 of the Nigeria Broadcasting Code which states that; “the broadcaster shall be held liable for any breach of the Code emanation from the use of material from User Generated Sources”. The Commission therefore sanctioned Arise TV, Channels TV and AIT on 26th October, 2020, for violations of the provisions of the Nigeria Broadcasting Code. This is to serve as a deterrent to broadcasters who deliberately ignore to verify stories before they broadcast.

CONCLUSIONS

We should remember at all times, that before we became media practitioners, we are first Nigerians and we must uphold the unity and national interest of our great country for the betterment of all.
Nigeria society.
Tolerance is the bedrock of peace, the media in carrying out its role and functions in the society must be seen to be promoting tolerance and understanding among the different groups in the society in its reportage so as to be seen as a tool for social change, cohesion and development and avoid any form of temptation to incite the public to violence and disharmony which is an inhibition to national interest.

Thank you for listening