JOURNALISTS PERCEPTION OF NEWS COMMERCIALIZATION

IN SELECTED MEDIA HOUSES IN PORT HARCOURT

BY

AMAJIRI, CHIDI KNIGSLEY

G2011/MA/LCS/FT/661

A THESIS SUBMITTED TO THE DEPARTMENT OF LINGUISTICS AND

COMMUNICATION STUDIES, FACULTY OF HUMANITIES, IN
PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD
OF MASTERS OF ARTS IN COMMUNICATION STUDIES, UNIVERSITY
OF PORT HARCOURT

SUPERVISORS:
DR. W.C. IHEJIRIKA
DR. (Mrs.) C.U. OMEGO

AUGUST, 2016

CERTIFICATION
UNIVERSITY OF PORT HARCOURT
COLLEGE OF GRADUATE STUDIES
JOURNALISTS PERCEPTION OF NEWS COMMERCIALIZATION IN
SELECTED MEDIA HOUSES IN PORT HARCOURT
BY
AMAJIRI, CHIDI KNIGSLEY
G2011/MA/LCS/FT/661
DECLARATION:
THE BOARD OF EXAMINERS DECLARED AS FOLLOWS: THAT THE
THESIS IS THE ORIGINAL WORK OF THE CANDIDATE THAT THE
THESIS IS ACCEPTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTERS OF ARTS IN
COMMUNICATION STUDIES.
NAME
DATE

SIGNATURE

DR. W.C. IHEJIRIKA

..
SUPERVISOR

..

DR. (Mrs.) C.U. OMEGO

..
SUPERVISOR

..

DEDICATION

To the glory of God- giver of all wisdom- I dedicate this work to Him, the Most
High God, for giving me the grace and energizing me with His excellent spirit to
come this far in my career.

ACKNOWLEDGEMENT

My sincere gratitude for the successful completion of this work first goes to God
Almighty. I am very grateful to my supervisors Dr. Walter Ihejirika and Dr. (Mrs.)
Christy Omego for their advice and scholarly inputs which contributed greatly
towards the success of this work.
I wish also to express my gratitude to all my lecturers in the department of
Linguistics and Communication Studies especially Prof Ozo-Mercury Ndimele,
Dr. Godwin Okon, Dr. Udoudou, Dr. Oweleke, Dr. Ochonogor among others.
Indeed, I am grateful to all the authors whose intellectual works I tapped greatly,
and to all Port Harcourt journalists who were the study respondents, for providing
the field response to the research instrument. Thank you all.

ABSTRACT

The aim of this study is to find out the perception of journalists about news
commercialisation in selected media houses in Port Harcourt, Nigeria. The
objectives among others is to examine the motivation for news commercialization,
its possible impact on editorial news judgment as well as evaluate the criteria used
by the journalists to determine commercial news. A census of 450 registered
journalists in Port Harcourt was carried out, adopting the survey method in the
questionnaire administration. The study data were analyzed using weighted mean
score and simple percentages.
The results showed that journalists see what they call commercial news as source
of revenue generation for their media organisation.The study also revealed that
not minding the type of news item, the interest a story seeks to achieve and the
sponsor of a news story are key factors most journalists adopt in determining,
which story is classified as commercial. Further findings showed that news
commercialisation influences editorial news judgment and negates the ethics of
journalism profession. The researcher recommends that media organisations and
the journalists should not see news gathering and reporting as a means of revenue
generation but as a call to serve the society, given their social responsibility role to
the society. It also recommended that the news commercialisation policy be
reviewed while media professional bodies should demonstrate seriousness in
maintaining the ethics of journalism profession in the Nigeria media industry and
regularly train their members on the need to make their organisation understand
why they should play along professional dictates and laid down codes of practice.

TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of Contents
List of Tables

i
ii
iii
iv
v
vi
viii

CHAPTER ONE: INTRODUCTION

1.0 Background to the Study
1.1 Statement of the Problem
1.2

Objectives of the Study

1.3

Research Questions

1.5

Significance of the Study

1.6

Scope of the Study

1.7

Limitations of the Study

1.8

Operational Definition of Terms

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction
2.1 Theoretical Framework
2.1.1 Gate Keeping Theory
2.1.2 Perception Theories

2.2

Conceptual Review

2.2.1 The Concept of Evaluation

2.2.2 News and Its Values
2.3.1 News Commercialisation, Objectivity and
Media social Responsibility
2.3.2 Journalistic Ethics
2.4

Empirical Review

2.5

Summary of Review

CHAPTER THREE: RESEARCH METHODOLOGY

3.0

Introduction

3.1

Research Design
3.2 Population of the Study
3.3 Research Instrument

3.5

Method of Data Collection

3.6

Validity of the Instrument

3.7

Reliability of the Instrument

3.8

Data Analysis

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS & DISCUSSION

OF FINDINGS
4.1

Introduction

4.2

Data Presentation

4.2

Discussion of Findings
7

CHARTER FIVE: SUMMARY, CONCLUSION AND

RECOMMENDATIONS
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Recommendations
References
Appendix
Questionnaire

LIST OF TABLES

Table 4.1 Table Showing Frequency of Questionnaire Distribution and Return Rate

Table 4.2:

Table Showing Frequency of Respondents on

Age Distribution

Table 4.3
Table 4.4

Gender Distribution of Respondents

Table Showing Frequency of Respondents on Perception of
Commercial News

Table 4.5: Table Showing Frequency of Respondents on Criteria for Commercial

News Determination
Table 4.6:

Table Showing Frequency of Respondents on News Monetization

Table 4.7:

Table Showing Frequency of Respondents on Commercial News

Publication

Table 4.8:

Table Showing Frequency of Respondents on Unpaid Commercial

News Publication

Table 4.9: Table Showing Frequency of Respondents on Why News is

commercialised
Table 4.10: Table Showing Frequency of Respondents on Commercial News
Sponsors
9

Table 4.11: Table Showing Frequency of Respondents Perception on the

Difference between Commercial & Regular News
Table 4.12: Table Showing Frequency of Respondents View on whose Custody
Commercial News Fund is kept
Table 4.13: Table Showing Frequency of Respondents Perception of the
Difference between Commercial News Revenue & Brown Envelop

Table 4.14: Table Showing Frequency of Respondents View on Whether

Commercial News is a Source of Organisation Revenue
Table 4.15: Table Showing Frequency of Respondents View on Whether
Commercial News Negates Journalism Ethics
Table 4.16: Table Showing Frequency of Respondents View on whether it is
Morally Justifiable for Media Houses to Charge Money for News
Coverage and Reportage In Whatever Guise
Table 4.17: Table Showing Frequency of Respondents View on whether
Commercialisation Policy Affects Media Social
Responsibility Role
Table 4.18: Table Showing Frequency of Respondents View on whether
Commercialisation Policy should be sustained Given Media Social
Responsibility Role

10

CHAPTER ONE
INTRODUCTION
1.0

Background to the Study

In contemporary society across the globe, irrespective of the prevailing media

theory and or communication system, the society relies on the media for
information about the unfolding events within and outside its environment. The
media through their interpretation and analysis of these events help the society to
make informed decisions. This is why Konkwo (1997) admitted that the recipient
depends on the information he obtains from the media to make rational decisions in
the economic, political and cultural spheres.
News, therefore, provides one of the platforms through which the mass media
perform their cardinal functions of information, education, entertainment and
mobilization of the society to the desired objectives. Unlike advertisement, news is
not paid for but it is determined by certain professional and or traditional
characteristics called news value such as timeliness, proximity, prominence,
human interest, consequence, oddity among others. Though, with divergent
definitions by various scholars, news is a timely and accurate report of current
events that is of interest to the audience.
Over the last few years, there have been increasing concerns about the emergence
of news commercialization in Nigeria, which tends to be gradually redefining the
11

traditional concept of news among practitioners. According to Omenugha, et al.

(2008) news commercialization is in two levels in Nigeria. The levels are:
(1) at the organizational level, where media house officially place charges for
sponsored news programmes.
(2) at the journalists level, they submitted that the journalists ask for brown
envelop before reporting newsworthy events. In their analysis of the
situation, they typified this trend by citing the Delta Broadcasting Service,
Warri, which according to them charge N20, 000 for the coverage and
reporting of religious news programme; N36, 000 for corporate
organisations wishing that their events be covered and reported in the news
and N25, 000 for social and cultural related news worthy events. Ogbuoshi
(2005) lent credence to this as he submitted that Federal Radio Corporation
Nigeria (FRCN) Enugu commercial news rate is N47,000; commentaries
and political news, that is, news events that has to do with political parties,
elections, tribunals etc. is N52,000; the rate for special news commentary
N60, 000.
The charges are subject to review. At the Nigerian Television Authority NTA Port
Harcourt Network Centre, news which used to be N32, 750 is now N36, 750 for
local, while the same news item when relayed on its network programme is as
much as N862,500 for 9p.m up from N575,000 effective from February 1, 2013.
12

The situation is not different with what is obtained at Africa Independent

Television (AIT), Silverbird TV; Radio Nigeria or Rhythm 93.7 FM as different
stations have their individual rates for various classification of commercial news
story- see Appendix A for more details in some media houses.
Zayyard (1990) traced the history of commercialization in Nigeria media to the
wake of the global economic downturn of the early 1980s, which resulted in a fall
in oil price and government revenue. Given that the Nigerian government could not
further sustain its support for its public enterprise, the then Ibrahim Babangidas
regime in 1986 introduced the Structural Adjustment Programme (SAP).
In order to give a legal backing to the programme, in 1988, the federal government
enacted the privatization and commercialization Decree No. 25 which clearly
captures the import of a new economic order with a minimal government
involvement in public enterprises decisions and a further withdrawal of
government subvention in public enterprises. An eleven-member Technical
Committee on Privatisation and commercialization (TCPC), selected from the
public and private establishments, was assigned the powers to oversee the
implementation of the programme. Establishments under the arrangement to be
partly commercialised are required to run akin to a commercial business with
respect to their managerial structure and in profit drive. Nevertheless given that
13

their service are of the public welfare, and in a bid to make their services
affordable for the public good, government would have to provide somewhat
capital grants. Thus, the NTA, Federal Radio Corporation of Nigeria, FRCN and
News agency of Nigeria, NAN, were granted partial commercialization with a
performance agreement that was formally entered into between the Federal
Government, the TCPC and the management of these establishments. Under the
arrangement, the federal government resolved to provide grant for capital projects
for the parastatals while they are expected to generate fund for their operational
costs. The aftermath of this accord brought about this journalistic jargon Let
Them Pay (LTP), and Commercial news , which are terms used to describe
news of interest emanating from a person, group, organisation and even
government agencies that originates story ideas for media coverage, which the
media house would usually want the entity to pay for such coverage and reportage.
Scholars have insisted that this practice is unprofessional and against the NBC
provisions as encapsulated in Section 4.3.11 NBC Code 2010, which holds that the
selling of news space to generate fund for media organisations encourages bias and
does not give equal access to members of the public to air their views.
There has been concerns here in Port Harcourt that many media houses would ask
for payment even to cover oil spills and dilapidated roads when issues of such arise
14

or community members seek media coverage and reportage of such events. So

many rape incidents are oftentimes said to be under reported and or not reported at
all because many a times, those affected cannot finance the reportage in the media.
The traditional news value judgment is taking a second place in preference to
commercial news in many media houses news bulletin.
Udomisor and Kenneth (2013) noted that commercialization of news at the
organizational level is trending in the media because the management and
ownership structure of the broadcast stations priorities profit-making as key to
venturing into the media, hence their investment should yield the required financial
gain. It is not surprising to see presently that commercial oriented news reports are
accorded preference over hard news; owing to monetary demands to cover an
event. No wonder, in contemporary practice of journalism, commercialisation of
news is thriving to a situation where the wealthy class appears to be the ones that
get their ideas disseminated to the public. Some scholars believe that this, in turn,
affects the practice of objectivity in the media. Okunna (2001) is of the view that
the media have a duty to providing the right amount and value of information that
contemporary society needs to function well. On the contrary, the Nigerian mass
media contents appear to be a profit-driven industry that negates the social
responsibility duty of the media to the society.

15

1.1

Statement of the Problem

There is growing criticisms about imbalance reportage in the mass media and the
charging of fees for most of the news items; resulting into distortions and lack of
credibility in mass media news reports. A careful look at the contents of daily news
reports reveal that commercial news reports are taking over the place of hard news
and investigative journalism, which is the hallmark of an objective reportage and a
socially responsible mass media. This brings to fore, the question of how do
journalists in Port Harcourt perceive and or understand the policy of news
commercialisation? The Nigeria journalism code of ethics (1996) says in its article
12 that a journalist shall uphold universal philosophies of human rights, equity and
justice, as well as peace and global understanding. In the same code, journalists are
further required not to demand for payment for the reportage of news items as it is
seen to be inimical to the idea of news as a fairly truthful, balanced and accurate
report of event.
When you watch NTA Newsline or AIT People and Events, which showcases
more of social events, you will notice that the news revolves more round the rich
class. It is not because they are the people that are easily accessible but because
they are the ones that can afford to pay about N1.12million to appear on NTA
Newsline. Take a look at the various media houses news bulletins even in political
16

news reports, you will notice that the news centres on very few of the political
parties and candidates who are key players. Events about candidates of smaller
political parties are not heard not because they choose to be silent but because they
cannot afford the cost. Have you wondered why there is no much investigative
journalism? Go to any media house today and inform them that your community is
having issues and you would want them to come and investigate the matter and
inform the public, you would be asked to pay or sponsor the report. These are facts
that are prevailing in many media houses today.
The social responsibility theory entails that the mass media provide the society and
their leaders irrespective of class and status, opportunity for interactions, and in
turn help them make rational decisions. Also notwithstanding the challenges of the
media and by reason of their role to the societies, the citizens ought to be accorded
the right to free air time and or spaces in the media devoid of any
commercialization, such that the people can dialogue and or exchange ideas on
equal platform; avoiding a scenario where the rich do not necessarily lord it over
the rest members of the society at all times within the media space.
Journalists as gatekeepers alongside their editors make decisions on the
information will get across to the public and or audience and those that are
jettisoned. Thus the journalists by this process do exert influence on the publics
information and or perception of the societal events by allowing some news reports
17

go through the channel, while jettisoning the others. However, with news
commercialization, the poor and even the enlightened citizens who may not afford
to pay for certain news may not be heard. This creates an imbalance; constituting a
problem not only to the role of journalism to the society but also to the right
towards equal access to the media by members of the society.
Worried by this developments, the researcher seeks to appraise Port Harcourt
journalists perception of the commercialisation of news policy, and the possible
effect of commercialisation of news on the newsworthiness of reports in the media
if any, as well as the impact on the ethics of the journalism profession.
1.2

Objectives of the Study

It is the objective of this study is to examine journalists perceptions of news

commercialization and its influence on the practice of journalism.
Precisely, this study sought:
1

To find out from the journalists the motivation for news commercialization.

To find out from the journalists in Port Harcourt their approach to, and
application of news commercialization policy.

To appraise if news commercialization has affected the news value judgment

and newsworthiness of news reports in the mass media.

To examine the Port Harcourt journalists views of news commercialization

with respect to the ethics of their profession.
18

1.3

Research Questions

The underlining questions were put forward for examination:

1.

What are the motivation for news commercialization?

2.

How do journalists in Port Harcourt interpret and measure the news

commercialization policy?

3.

How has news commercialization affected the newsworthiness of news

reports in the media?

Does news commercialization affect the ethics of the journalism profession?

1.5

Significance of the Study

The study would be of immense significance to the Nigerian journalists as it would

prompt them to realize the need to preserving their professional standard in news
reportage. For the media industry managers and the policy makers as well as the
regulators it will bring to their attention, how efficiently or otherwise, the news
commercialization policy is been implemented and or interpreted in the media
houses the impact of their decisions on equitable access to news and where
necessary cause a policy reversal and or adjustments.
Lastly, it would contribute to knowledge enrichment on the part of students,
lecturers, and even would-be journalist in their practice.
1.6

Scope of the Study

The study covers practicing journalists - news managers, editors and reporters who
19

directly participate in the coverage, production and dissemination of news in Port

Harcourt.
Only commercial news items formed the bases for this study. By this, it implies
that other paid reports such as sponsored programmes, features, documentaries,
announcement, advertisement, were not covered in this study.
1.7

Limitations of the Study

Given that Port Harcourt is home to so many media houses scattered at different
locations, questionnaire administration was a tedious task. And the dearth of
empirical resource material, owing to limited inquiry into this area of study was
another limitation towards extensive review of literature in this area of study.
In order to overcome these seeming challenges, the researcher administered the
questionnaire through the Nigeria Union of Journalists, Rivers State council. The
researcher being a practicing journalist also administered copies of the
questionnaire to some of his colleagues he met at assignment venues. By this
process, the researcher was able to reach out to media practitioners in print and
broadcast; national and local media outfits.
1.8

Operational Definition of Terms

Journalists:

Those who are in the profession and or occupation

of journalism. That implies the reporters, editors,
news producers, news managers among others.
20

News Commercialisation:

Fees paid by a person, group or an establishment

and received by

a media house in order to report

the financier activities or events in the news to the

payers benefit.
Port Harcourt:

The Rivers state capital; comprising the two

metropolitan local government areas of
Obio/Akpor and Port Harcourt City Council.

21

CHAPTER TWO
LITERATURE REVIEW

2.0

Introduction

The central thrust of this chapter is the appraisal of some concepts, theories and
empirical works that are related to the issues of practitioners perception and
evaluation of news commercialization with a view to ascertaining the present
realities in this field of study. The theoretical framework featured review on the
Gate Keeping and the Social Responsibility Theories. The conceptual review
treated the concepts of Perception & Evaluation; News and Its Values; News
Commercialisation, Objectivity and Media social Responsibility. It was followed
by Empirical Review and the Summary of Review.

2.1

Theoretical Framework

2.1.1 Gate Keeping Theory

In media parlance, the gatekeepers decide which information that will go through,
and which will not get to the final audience. Thus, gatekeepers in a social system
could be able to influence the publics understanding and or perception of the
actualities that happen across the society by allowing some news reports pass
through the system while jettisoning the others. Journalists and editors in their
22

routine activities usually sift through a range of information at their disposal to

come up with the stories they put across to their audience. Konkwo (1997) posited
that by sifting through potential news items, ranking and deleting stories according
to time and space limitations journalists exercise a lot of influence over what
people get exposed to and think about. In similar vein, Asemah (2011) noted that
mass media reports are often times selected and edited prior to their final
dissemination to the members of the public, who have no input on what gets
transmitted to them as media contents. Admittedly, the selection process is usually
driven by a combination of factors - the reporter, the news management, economic
considerations and most times also the media technology; resulting into news
content that is skewed towards certain professional and or economic interest.
Lewin (1943) as cited by Roberts (2005) in his works identified several parts of the
gate keeping process, which include: (1) Information passes through a number of
varying channels (2) It must pass a gatekeeper to move from one channel to the
other. (3) The channels are governed by forces among others
Gate keeping as a mass communication theory gained momentum with Lewins
(1951) work on community dynamics and a view of gate keeping that was set out
in relation to food consumptionthe choice-making process by which some foods
get to the dinner table, or not. Lewin described this process as a product of
23

channels of communications and gates, likened to the theory of news selection

in mass communication. Media gate-keeping also received closer examination in
Whites (1950) carried out a study on a wire editor in a daily newspaper. White
itemised the news stories which the wire services provided to the editor just as he
did for the news stories that were finally published in the newspaper. The
researcher also examined the editors rational for allowing and or excluding certain
stories. Though simple in study design, the study placed emphasis on the likely
agenda-setting function of the wire services. In the end, the study was able to
identify the influence that an editors notion on what constitutes news for him,
could have on the content of the media.
In his contribution to the subject matter, Roberts (2005) submitted that the theory
has credibility and applications more than in just making news judgements but like
many other mass communication theories, it has its own flaws. This is because the
theory of gate-keeping is essentially descriptive in nature, with a normative focus;
offering slight if at all, predictive influence. However, its main value derives in its
ability to summarizing the different factors that come into play as news reporters,
news editors, news producers among others make news judgments on what and
what are news worthy to present to their audience.
Folarin (2002) enumerated some of these factors influencing the decisions of the
24

gatekeeper to include time, pattern of ownership, policy of management, perceived

audience needs and preferences, editors worldview, editors colleagues opinion,
advertisers influence, legal concerns, ethics of the profession and ideological views
and political alignment.
This theory, no doubt, bears much relevance to this study as it focuses on the
organisational structure of newsrooms, the events and factors that influence their
selection and appearance in the news.

2.1.2 Theories of Perception

Scholars of constructivist theories have the assumption that the perception process
is a very vigorous process. Eysenck & Keane 2010 hold that Perception is
influenced by a varied array of distinct factors that can result into inadequate
analysis. Gregory (1990) in his analysis of perception suggests that sensual data in
human receptors are just some kind of energy samples whose meaning is based on
ones prior experience. Gregory posited further that since every data have their
previous and their further outcome; they modify themselves and in turn influence
each other. Continuing, he said some latent aspects of the data manifest only if
influenced by various conditions. Barovik (1982) is of the opinion that perception
is a multifaceted process through which the public selects, organizes and give
meaning to sensual stimulus into a meaningful image of reality. According to
25

Wikipedia, perception could be defined as a process of organizing, identifying, and

interpreting sensory information in order to represent and understand the
environment. Perception in all perspective has to do with signals in the nervous
system, which stem from physical prompt in the sense organs. A good instance in
this regard is when we talk about the sense of vision, it involves the striking of
light in the retinas of the eyes. Smell on its part is intermediated by stink particles
while hearing has to do with the waves pressure. Hence, the Wikipedia noted that
perception is not the passive receipt of these signals, but can be shaped by learning,
memory, and expectation.
According to Berelson & Steiner (1964), perception is defined as a multifaceted
process by which people select, organise and interpret sensual stimulus into
meaning and intelligible image of the world. Konkwo (1997) holds however that
the perception process can be influenced by a number of psychological factors
such as past experience, mood, attitudes and cultural expectations among others.
Konkwo further added that these factors are capable of stimulating individuals to
perceive, process and interpret massages subjectively. The theory of perception no
doubt is relevant to this study as it would enable one to understand the inter-play of
psychological factors that may come to play in the course of the media houses and
their journalists interpretation of news commercialisation policy with respect to
their professional news value judgment.
26

2.2

Conceptual Review

2.2.1 The Concept of Evaluation

Wikipedia, the free encyclopedia defined evaluation as a methodical determination
of a subject's value using certain benchmarks controlled by a set of standards. Thus
it can help an institution to measure any objective, achievable concept, or any
substitute, to aid in making decision or to establish the level of accomplishment or
worth in respect to the set goal and or purposes and outcomes of any such act that
has been finished. Put in simple terms, evaluation of any concept thus presupposes
making an appraisal of the value of the said concept under study and or review;
using a set of laid down criteria.

The prime essence of evaluation therefore, apart from gaining insight into previous
and or prevailing initiatives, is to enable consideration and assist in the
identification of future change. One would no doubt in regards to the objective of
this study submit that evaluation within this context implies journalists
determination of what constitutes commercial news; using certain criteria in the
judgment and or arriving at what should be regarded as commercial news that
should be paid for. In the foregoing circumstance therefore, evaluation would
systematically help media practitioners in the collection and analysis of data
(commercial news) in order to assess the strengths and weaknesses of the said
27

commercial news report in consonance with and or in contradistinction with the

organization policies.
Some scholars have observed that oftentimes evaluation is used to assess subjects
of interest in a varied range of human activities, such as criminal justice system,
government, healthcare, arts and other human services. Okon (1998) writing on
Evaluation as the fourth step in the methodical assessment of the efficacy of the PR
programme; noted that evaluation enables organizations gauge the satisfaction and
dissatisfaction of their publics with respect to organizational policies and actions.
Reilley as cited by Okon (1998) in his book Public Relations in Action suggests
that in conducting an evaluation, a strong checklist is a must. This list could be
compared with the original plan so that outcome could be measured against the
vision (plan).
Deriving from the foregoing submissions, evaluation no doubt provides the
framework for measurement of a concept against a set standard.

2.2.2 News and Its Values

News in simply terms is seen as the timely and accurate account of events that is of
interest to the audience in the society. Okon (2001) in his catalogue of news
definitions posited that it is any accurate fact/idea that will interest a large number
28

of people or a truthful, objective report of important factual and current event

which is of importance to the audience of a newspaper that print the account. In the
views of Asemah (2011), the core kernel of news is to disseminate timely events;
thus informing and educating the society. The journalists obligation is to gather
news items, process and disseminate news reports that are of public benefits.
Okon (2001) identified immediacy, prominence, significance, timeliness, human
interest, as some of news values. A distillation of these values implies that for an
event to be regarded and or qualify as newsworthy, the above attributes must and
should be present.
Evans (1972) opined that news values are normally rules or criteria used by media
houses to decide how much prominence to give to a news story. In his views, the
news values are essential to appreciating the production of news and the decisions
that journalists, news editors, news producers and others encounter while making
decision on which information is newsworthy or not. He encapsulated these values
thus:
it has do with essential information and rare events
it has to be centred on visible facts
such happening should be an objective story
29

 it equally has to be devoid of the reporters opinion

Spencer-Thomas (2013) however is of the opinion that the news selection process
is based on a broader array of influences than this modest straightforward
definition. According to him, what makes a story newsworthy hang on on the fact
that when information gets to the newsroom from a different sources minute by
minute. It becomes difficult for the news editor to report all the news items, so he
has to make selections and sift out information that is not important. Given that
the said news editor media organisation is competing with other news media
houses, he thus has to go to press with only those news items he deems to be of
utmost importance to his media house audience.
In reality, when journalists make news decisions on a story and its essential value
to stimulate their viewers attention, they will have to resolve informally within
himself based on his knowledge and instinct, rather than essentially marking off a
list. Even so, a number of studies in news production indicate that many of these
factors are steadily adopted in different news organisations.
Journalists and editors have always drawn heavily on the findings of media
researchers Galtung & Ruge whose study in 1965 examined global news stories to
ascertain the similar features they shared, and also the features that positioned them
30

at atop others globally. The researchers concluded with the subsequent underlisted
news values.
Negativity: in their analysis, an incident with a bad consequence is more likely
reported than others without a negative consequence. They exemplified events
thus- those relating to disaster, insolvency, violence, destruction among others.
Proximity: according to their analysis the public apparently prefer news reports
which are near to them physically, or dealing with individuals from their nation, or
news stories that are reported that way (citing an instance of a report captioned:
Twelve Hong Kong Citizens on-board Australia Plane Crash). In the above
circumstance, journalists and news editors must ponder wisely how significant an
event or a development will be to their specific viewers, readers and or listeners.
Consequence: The greater consequence a story has, the more likely it affects the
public, so also the more revenue it involves, the greater its worth.
Continuity: Whenever an event has appeared in the news upcoming developments
related to such happenings are more probable to be in the news.
Uniqueness: There is a common maxim in journalism which posits that when a
man bites a dog rather than when a dog bites a man, is newsworthy. Thus an event
with an unusual occurrence is newsworthy.

31

Simplicity: By this it implies that events and or issues that are simple to describe
('Cat stuck up tree') get preference over reports that are not (anything to do with the
Balkan or Palestinian conflicts)
Personality: Personality-driven events that is those societal happenings whose
actions results from individual actors are more likely to be considered as news and
reported than events which happens as a result from intangible societal forces. In
similar vein, social factors are more often to be carried in the news if they can be
shown and or captured by attributing such events to individuals.
Predictability: If an event meet media houses expectations or that of its audience;
or, when what was anticipated to occur such as attack in a protest and or fatalities
at a terror outbreak eventually happens; thus if events conform to the preconceived journalists idea of news, then it is expected to be regarded as
newsworthy.
Elite: Events that have to do with the elite individuals or countries are more likely
to be reported than those that do not.
Exclusive: Similarly, another important factor when considering the news value is
a media house is the first and only one breaking the news, then the media house
will prioritise that news story. The United Kingdom Sunday newspapers are
renowned for exclusives, and will often break the news of nationwide or global
relevance which no other media has.
32

Recency: Media houses are always competing on breaking news - about unfolding
news report as the events occur. Media organisations such as Aljazeera, Channels
TV, Cable News Network and British Broadcasting Corporation usually rate this
value very highly.
Currency: It is virtually opposite to recency, in this circumstance, news reports
which the public is already aware for some time are considered and or rated
newsworthy as further developments about the event unfolds. Hence a story - for
example of a hostage and killing of a child could be reported continuously for
weeks even where no new thing actually happens.
Some scholars have also pointed out one important criticism of news values as a
means of appreciating news judgement; citing the perceived limitations in their
explanatory value. No wonder McQuail (2000) submitted that actualities in societal
happenings are normally intricate and are probable to be rated big or small, not
merely on one or two news values, but a number of them. Hence, it becomes
essentially hard to separate any specific news value adequately to ascertain its
validity or generalisation value, more so when one take into cognisance that such
events are in competition with, and often concealed by, a frequently evolving
stream of similar complex news items

33

2.3.1 News Commercialisation, Objectivity and Media social Responsibility

Asogwa and Asemah (2012) observed that commercialisation of news is a
condition in which the media houses air or publish paid news reports, without
unknown sponsor. Thus portraying to the public the notion that the news story is
rational, unbiased and socially responsible. Furthermore, they noted that the media
houses news ought to be a highlight of socio-political activities of the people, but
the contrary is what is obtained. News commercialisation, according to them, has
made the news media to auction their soul and the ethics of the profession, for
political benefits and opportunities. Through their news, the media houses praise
every government until the end of such regime; establishing themselves as untrue
reflection of the reality. A journalist that receives brown-envelop from his
respondent will no doubt publish news report in favour his interviewee. No wonder
Ross (1997) posited that new commercialisation is the shifting of management and
control of the media houses into the hands of people with business intent- profit
drive.
Omenugha and Oji (2007) traced the history of news commercialisation to have
begun in media houses in Nigeria owing to the then Federal Government structural
adjustment programme (SAP) which came into force in 1986 and the subsequent
removal of subventions from state- owned media organisations following the
Federal Government performance agreement with NTA and FRCN through the
34

Technical Committee on Commercialisation and Privatisation (TCPC), which

partially commercialised these media houses. Subsequently, the concept of
commercial news and Let them pay, (LTP) was introduced in the Nigeria
media industry. In the views of Akinfeleye (1985), until when the concept of LTP
was introduced, truth that is usually the hallmark of good and responsible
journalism has been undermined while the quest for advertisers fund has become
the order of the day; resulting into irresponsible sensationalism in news reports and
editorial contents.
According to Okunna (2003), the drift currently is that even government-media
which are managed with state resources are not immune to commercial
competition.
Nwosu and Ekwo (1996) captured this ugly development thus that the news media
role as a public service and or social services, especially the broadcast media has
fallen immensely, giving rise to a circumstance whereby accessing the media
houses is possibly only by the amount of money an individual can pay to the news
organisation. This practice termed commercialisation of news not the same as
media advertising, according to them, is among the most contemporary but, ugly
events in the media industry in Nigeria, originating from 1988 (p. 61). By news
commercialisation, it implies that news has turned to be an item that could be
purchased by people who have the resources thus their views can be heard and in
35

turn they could influence other members of the society to buy into their ideas. In
this circumstance, news rather than being an account and or report of accurate, fair
reportage of important factual and timely developments that is of interest to the
audience in turn become a profit-driven item to the disadvantage of vital
developments. No wonder Hanson (2005) noted that commercialisation of news
has impacted on information flow enormously. Given that a bulk of news items are
sponsored, thus, the news reports that get printed and or broadcast has to be funded
by an organization or individual, while newsworthy stories are dropped in
preference of the reports that come with inducement from where such news reports
originate.
Some scholars in their works have also traced this abnormally to some factors.
According to Williams (2003), Political economy believes that the form, style, and
content of media products, whether news, journalism, film, advertising, drama or
popular music as being fashioned by operational features such as the spending or
funding from the owners, advertisers and the audience. This approach sees the
media as businesses whose output is tailored towards profit-making. Whatever is
often patronised and makes the most profits is considered the main factor of
production. The system underscores the media as trades and industries. Their
organisation, operation and their production are fashioned and determined by
pecuniary factors and their associated partisan features. It is in this light that
36

theories of market-driven press places emphasis on the monetary and marketplace

factors that are operational within the media setting. According to McManus
(1994) news commercialisation evaluates news as an item in which ideal
journalism principles is subordinated to market-driven journalism. He further
argues that market- driven values and journalism cannot co-exist, stressing that
they are, in his opinion, mutually exclusive.
In McManus (1994) perspective, the increasing news commercialisation sees news
items as the products, the audience as the customer, while the circulation or
signal area as the market. As this commercial reasoning saturates the editorial
perception in the newsroom, journalism is fashioned to serve the market. He
posited that the media organisation are gradually being run like companies whose
aims are profit- maximize.
Roberts (2001) argued that todays media executives are a novel custodian of
shareholders whose major duty is to operate a commercial firm and exploit returns.
In the forgoing circumstance, the output of profit-driven journalism, according to
Roberts, is thinner and blander news reports newspapers are becoming less
distinctive institutions that are less connected to their communities and are more
homogenized.

He posited that editorial and achievements in the community

appear subordinate. In examining the subordination of news and information to

commercial interests, Bagdikian (2000) submitted that some of the leading
37

establishments have chased fast and even greater gains mainly by turning out
played-down and selfish commercialised news. He observed that there is neglect
of serious journalism in favour of unimportant and ordinary content and therefore,
there is super focalisation of civic discussion that results in the degradation of
news.

In Herman and Chomsky (1988) view, the pursuit of money has

encouraged the entry of speculators into media ownership and this move has
increased the pressure and temptation to focus more intensely on profitability.
Roberts (2001) is of the view that the undercurrents of commercialisation in the
media is so much so modernising that they weaken the traditional nature and duty
of the media
In Gillmor (2004) perspective, profit-driven reportage defines the confines and the
degree at which the media can be accessible to dissenting views and inspire frank
discussion. In the absence of in-depth information, the communitys chain of
voices is broken and the readers become a mass of shallow citizenry who can be
turned into a dangerous mob more easily than an informed one. Bagdikian (2004)
noted that market-driven press assemble an audience, not to inform it, but to sell it
to advertisers.

This is to the detriment of the public in that they lose the

opportunity to engage in constructive dialogue on this public platform.

McChesney (2000) observed that the flip side of hyper-commercialisation is the
decline, if not the elimination of notion of public service in media culture and
38

argues that corruption and degradation of journalism renders the profession

impotent as a democratic force. Nicholas et al., (2006) on their part, held that
there is evidence supporting a positive relationship between citizen-focused
journalism, and civic participation in elections; increased public deliberations and
civic problem solving. One thing that is paramount as observed by some scholars
is that, in a profit-driven journalism setting, civic concern is secondary to
monetary- prospective output. It is against this background that McManus (1994)
envisages the society as suffering from not just a dearth of beneficial information information poverty, but also even worse.
The foregoing contradicts the National Broadcasting Commission NBC Code
2010. The NBC was established in 1992 by the Federal Government of Nigeria and
is responsible for ensuring among other things that the national communication
rules and ideologies are executed. The Code posits that news is sacred, therefore,
sponsorship of news cast, commentaries, analysis, current affairs programmes and
editorials detract from the integrity and predisposes a bias in favour of the sponsor.
News programmes shall not be sponsored in any manner including the use of back
drops (NBC, 2010). It likewise noted that news must be a factuality, and
presented in an accurate and unbiased fashion devoid of misrepresentations,
amplifications or falsifications; materials errors; or summarizations, If news is
adjusted, it twists the report and as well slight the intellect of the public.
39

Onoja (2009) citing Adaba, (1998) corroborated the above submission by

submitting that asking and accepting money in any guise to report a news
development, company annual general conferences, marriages, interments,
trainings, meetings, proceedings planned by aid establishments, stations not only
means flirting the veracity of news, but also is an insult to the audience and in turn,
a violation of the broadcasting code.
Notwithstanding the foregoing negative consequences news commercialisation
may impact on the role of journalism to the society, some scholars however,
believe all is not doomy and gloomy in the news commercialisation discussion.
There are some optimist media critics like Doyle (2002) who view
commercialisation of news and concentration as a dawn within the news market.
This is because it implies the availability of additional funds for improvement and
a better variety of media production. Media proliferation has been viewed as
offering opportunities for hitherto media-neglected societies to get news stories.
From McManus (1994) point of view, economic factors can be an admixture of
benefit which possesses the prospect to re-invigorate media practice that was
hitherto too serious, sanctimonious and often plain boring.
One of the guiding principles for attaining and sustaining a responsible journalism
practice is the need for objectivity. Amadi (1999) aptly captured this in his review
40

of code of conduct for the practice of journalism as promulgated by the Nigerian

Press Council. It says it is the duty of the journalist to publish only facts: never to
suppress such facts as he knows, never to falsify either to suit his own purpose, or
any other purposes. In his view on the subject matter, Amadi (1999) submitted
that objectivity means that the social position of the presenter/writer should not be
perceived as authorising speech rather the speakers indubitable conviction about
the worthiness of what he is writing/speaking about. He went further to assert that
objectivity should mean a resolve that the media follow their own supposedly
autonomous and supposedly professional principles for generating reports of
actuality.
In the context of journalism and news reporting, objectivity has always been an
important factor that cannot be ignored whenever issues of fairness and balance are
brought to fore in news reportage. Richard (1996) sees objectivity as being devoid
of partiality or prejudice; the presence of complete understanding, frank, unbiased
and devoid of indecorous sway. In his view, an understanding of the definition of
objectivity can enable individuals to make judgments about the journalistic
idiosyncratic views prompting the reception or refusal of information. Ayodele
(2000) corroborated this when he submitted that objectivity is the condition or
quality of not being swayed by subjective bias, prejudice, emotional state and
41

sentiments. Still on the subject matter, the Encyclopedia of Applied Ethics (1998)
defines objectivity as a guiding principle in news reporting which should be
without bias. Drawing from the views above, one can appreciate that what is
paramount here is the need to avoid being influenced by both internal and external
factors. Severine & Tankard (1979) observe that objectivity is a verifiable
statement with facts. Selection of facts in news reporting becomes effective
depending on how well the journalist uses it. Insufficient facts can hamper a
reporters claim. In the eyes of Cohen (1992), however, objectivity is seen as the
unearthing of accurate details of a development and fairly reporting it to the editors
to produce the final news. He believes that it is the ideal of facts that makes
journalists to detach themselves from their own individual viewpoint, sentiment,
understanding and other idiosyncratic ideas out of the news. This suggests that
objectivity involves a thorough search and in-depth facts about an event.
Some scholars hold that objectivity acts as a defence mechanism for the journalist
against unnecessary claims that may hamper the journalism profession. Thus the
role of objectivity in news reporting indeed cannot be underestimated. McGill
(2004) refers to objectivity as a handy Swiss army knife for reporters who not
only feel besieged by the pressures of deadlines, but who also, quite frankly are
extremely vulnerable to the very sources whose access they need and seek
42

everyday (p 9). McGills (2004) observation brings yet another insight to this
discourse as it points to the fact that where a reporters facts are denied, it can
jeopardize the whole effort put into the work and more importantly it could put the
reputation of the reporter at risk. In trying to be sure of his facts, the reporter must
be able to sift facts from lies. Even though, the reporter being human and can have
challenges figuring out the facts, with experience in the field, can always minimize
the challenges. No wonder Glasser (1992) points out that the philosophy of
objectivity in journalism entails reporting news without bias. Roma (2007) asserted
that objectivity is the central tenet of contemporary journalism; it highlights the
concepts of impartiality, truthfulness and impartiality in the media. Beryerstein
(2005) lent credence to this when he averred that objectivity in journalism
emphasises what the man on the street would call lack of interest. In the main
journalism professional rules, a journalists responsibility is to observe rather than
to advocate.
One can infer from the foregoing that responsible journalism demands that the
journalist ought to detach him/herself from whatever news stories that are being
put across to the people. But the question that begs for answer is: When journalists
and or news organisations compel their news sources to pay for their stories to be
aired and or published, can objectivity be guaranteed in this circumstance given the
43

maxim that he, who pays the piper, calls the tune? There is the tendency that when
money is collected from news sources in the name of commercial news; the
twisting of the news stories in favour of the payer may become inevitable.
Asogwa and Asemah (2012) noted that The press articulates public conscience
through focusing attention on issues and concerns of public interest. It sets the
public agenda... If journalism is to serve humanity, then the press should operate
objectively (p. 5). Some scholars have also noted that a consumer news
organisation in every society or situation can proclaim its neutrality, objectivity
and credibility when editorial judgements are not influenced by unseen forces and
such as occurs with "cash for news coverage". The situation is of course real in
societies that profess to practice democracy. While the media commercialisation
debate continues, there are some optimists who belief that news commercialisation
is after all, a blessing. Doyle (2002) sees commercialisation of news and
concentration as a sigh of relief in the news market. The rationale for this
submission, according to Doyle is because news commercialisation implies the
availability of more resources for innovation and an increased range of output.

McManus (1994) has also posited that market factors can be a mixed blessing
which possesses the likely to re-energise journalism that was formerly too serious,
sanctimonious and often plain boring (p. 2). Whichever side scholars may lean on
44

this ideological divide of news commercialisation, the overriding implication of the

scholarly submissions above is that news commercialisation on the one hand; and
objectivity as well as media social responsibility on the other hand, cannot go hand
in glove, and hence they are mutually exclusive.

2.3.2 Journalistic Ethics & Ethical Implications of News Commercialization

According to Okunna (1993), the objective of ethics of journalism is to specify
guidelines and principles that would guide the journalist in making honest
decisions. Ekeanyanwu & Obianigwe (2012) see ethics as an integral part of
human existence that is primarily concerned with the personal duties of an
individual to himself and to others; dealing with the judgement as to the rightness
or wrongness, desirability or undesirability, approval or disapproval, or
acceptability or the unacceptability of ones actions and deeds. They further posited
that ethics can also be viewed as a normative science of conduct which is
concerned with the right or moral or acceptable thing to do per time in a given
space. Thus in media practice, ethics aims at regulating the behaviour of journalists
and guarding against the abuses of their power as gatekeepers and watchdogs in a
complex societal arrangement.
In his discourse on ethics, Amadi (1999) said ethics becomes necessary for the
45

journalist as it guides his/her actions on what is good, bad or virtue. He went

further to argue that because of the relativity of ethics to given situations; it helps
the journalist to take ethically sound judgement. But in journalism, he noted that
any form of distortion or suppression of news report is frowned against.
Onoja (2009) while citing Gana (2001) noted that part of a media houses duties
includes the safeguarding of the utmost codes of professional ethics, often simply
articulated via the core values of journalism such as decency, objectivity and
accuracy etc. In his opinion, a responsible journalism espouses the ideologies of
freedom of speech and unhindered access to information. Continuing he posited
that people know straightaways whenever the news or information they receive
from government-owned media are bosh and if they have alternatives, they would
turn off to other stations.
Arising from the mounting concern about news commercialisation, which many
are of the view that it contradicts all essential values of equity, balance and
fairness, that is required in the practice of journalism, scholars have examined its
implications on professional ethics. They have been listed as follow that:
Charging of money for news infringes on the ethics and code of conduct of
journalism, which states that: it is the responsibility of the journalists to reject any
incentive for news dissemination as well as for suppressing news or comment.
46

 Commercialization of news has impacted negatively on information ow. Given

that most news items are paid for, hence, the news reports that get published and or
broadcast has to be sponsored by an organization or someone, while the news
items and or reports that are newsworthy are kept aside because there are no
payment from where such news originates. The utmost limitations of news
commercialization practice in the media as Ekwo (1996) summed it up is that news
is narrowly skewed in favour of its sponsors.
Payment for news items and or commercialization of news makes the news
report vulnerable to manipulations by interest groups who pay their way into the
media in order to persuade members of the society to accept their idea irrespective
of its implications.
Commercialization of news could bring about news falsification. With news
commercialisation the media houses are hopeful of revenue generation through the
payees and in as much as the media organisations would not like to lose their key
clients, they will endeavour to everything within their power to meet the
expectations of such clients in order to project the sponsors position. Conversely
too, the client also may decide what and how the content of the news item may
appear in the packaging of the news report in the media houses. It could also result
to the extent of dictating to the media organisation what constitutes news, thus
47

undermining divergent opinions. Some researchers are of the view that this is
frequently exhibited in election periods as political candidates regularly buy over
many media organisations as such at every news hour, they use the occasion to
applaud the news sponsor and in turn push aside the opponents.

Given the

eagerness to generate more money through news commercialization, several media

houses have downplayed their interest in investigative journalism; leading to the
loss of diversities in the news contents. Many media organisation are said to have
lost their mission statements; making themselves praise singers even as they
engage in propaganda, which has dismal implications for the Nigerian society (see
Ekwo 1996, Lai 2000, Ogbuoshi 2005).
The social responsibility theory provides the fundamental principles for
journalism, which the media houses should seek to maintain. As captured by
McQuail (2000), among others, the media organisations owe the society an
obligation because it is widely held that the ownership of the mass media is a
public trust. Hence, the mass media should strive not to be subjective but rather
truthful, fair, impartial and objective while also adhering to the professions codes
of ethical conduct. Thus by implication, media ownership is seen as a service to the
society rather than seen as a private enterprise for profit maximisation. Put
precisely, the media organisations are established to serve public interest rather
48

than for private gains. Nevertheless the pursuit for private gains as some scholars
have identified appears to have gained momentum in journalism practice not just in
Nigeria but across many countries. Uche(1989) evoked the public indictment of
journalists in Nigeria as corrupt in his work; remarking that one can see Nigerian
journalists who accept rewards or incentives for doing their legitimate duties.
These irresponsible acts are not peculiar to Nigeria journalists alone. Sparks (1999)
lent credence to this as he observed that Newspapers in Britain are in the rst
instance business establishment. There primary responsibilities are not to inform,
educate, entertain, set agenda for societal development and or serve as watchdogs
for the public with regards to protecting the average citizens against abuses of
power by those in authority and, to uncover scandals alongside other encapsulated
responsibilities of the media to the society. They rather operate to maximise profit
like any other business establishment.
Against the backdrop of the quest for such commercial benefits, journalists jettison
exhibit flagrant disregard for professional ethics in the effort to attain prominence
and achievement. Hanson (2005) lent credence to this when he recounted that: The
Washington Post recorded a big credibility setback when the paper found out in
1981 that a Pulitzer Prize winning story written by Janet Cooke was fictitious.
Just as in 2003 spring, a New York Times journalist Jayson Blair shocked the
49

media industry when it was discovered that he had invented and or copied at least
36 news stories for the countrys most respected paper.
Noteworthy also was the incident of Patricia Smith, an award winner who had to
quit from the Boston Globe newspaper. Hanson (2005) detailed how she made
public apologise to her readers in her parting column where she admitted that
regularly in her metro column, in order to produce the chosen effect or drive home
a striking idea, she ascribed quotes to individuals who do not exist. She could
ascribe them with pseudo names, even with careers, but couldnt give them their
utmost need, which is a heartbeat.
The point from the fore goings suggest that payment for news could perhaps make
journalists fall prey of the fundamental sin of the profession, which abhors
distortion through erroneous, biased and subjective news reports a paradox to
the ideals and principles of news.
2.4

Empirical Review

Mwangi (2007) conducted a study on the Impact of Commercialisation of the

Media on the Content of the Conglomerate-owned Community Newspapers in
South Africa: A Study of Four Community Newspapers from the Caxton CTP
Publishers Stable. The aim of this research was to explore the effect of media
commercialisation on the content of the conglomerate-owned community
50

newspapers in South Africa. The thesis adopted empirical investigation in the print
media to examine the effect of news commercialisation on the contents of
community newspapers. The researcher employed the qualitative and quantitative
content analysis methodology to ascertain the type of contents contained in the
newspapers publications. The findings showed that at least two out of every three
items in the content of the conglomerate-owned community newspapers has a
profit-driven inclination; suggesting that newspapers under study do not contain
great quantities of the core news value-driven content.
Inferring from the foregoing, it is evident that newspapers are institutions devoted
to presenting information within the limits of profitability. Thus, the need to satisfy
the interest of advertisers implies that newspaper organisations would probable
avoid contentious issues, politics and debates especially as it affects their
advertisers.

Given that self-censorship would be inevitable in the above circumstance,

especially such that ensures that political notions that have public interest do not
get to the people and the general outcome of news commercialisation make
newspapers content boring. Mwangi, (2007) concluded that a newspaper
organisation functioning in a market-economy does not perform the main drive of
news, which is to enlighten the public on how the society is functioning so that the
51

people can make informed decisions, mostly public decisions. The findings of this
investigation revealed that in their present condition, conglomerate -owned
community newspapers fall short of this ideals of journalism.
Ekwo (1996) studied the Commercialization of the news in Nigerian media: An
Impediment to Information flow The aim of the research was to ascertain if the
commercialisation of news hinders the flow of news in the society. While
employing the survey method, the study drew on empirical research from the
media especially, the broadcast to consider the impact of commercialisation on
information flow. The findings showed that the majority of news that flow into the
society is sponsored. In essences, the news that actually get published and or
broadcast has to be sponsored by an organization or someone, while the ideal news
do not see the light of the day because there are no incentives where such news
originates. Ekwo (1996) concluded that News commercialization affects
information ow tremendously; summarizing also that the utmost shortcomings in
the practice of news commercialization is that news is narrowly skewed towards
the news sponsor.

Udomisor and Kenneth (2013) on their part studied the Impact of News
Commercialization on Nigeria Broadcasting Commission Communication Policy,
the study objective is to assess the effects of news commercialization in the
52

Nigerian media and its impact on the integrity of the media houses.

The

researchers adopted the survey methodology to gather the data used for the
evaluation of the study. At the end of the analysis, the study found out that the
commercialization of news reports has become a norm in Nigeria. This, they
posited has adversely affected the reputation of the media establishments in
Nigeria. Responsible journalism which ought to service the interest of the public
has become a strong tool for continuous marginalization of the poor by the rich.
The study thus recommended that the appropriate regulators in the media industry
should safeguard the enforcement and implementation of the required laws and
ethics towards national interest, unity and development of Nigeria.

In a related study, Okoro and Chinweobo-Onuoha (2013) carried out a study on

Journalists perception of brown envelope syndrome and its implications for
journalism practice in Nigeria. The researcher surveyed selected journalists and
interviewed other practitioners in the profession and found out that the immoral
practice of brown-envelop affects the practice of journalism adversely as certain
vital developments are underplayed whereas insignificant events are highlighted in
the news with the intent of satisfying the givers of the brown envelopes. The study
concluded that giving and/or receiving of brown envelopes is corruption and
amounts to the violation of professional codes which should be sanctioned. The
53

study consequently recommended that professional unions in the media industry

should be serious in upholding the ethical codes in the media industry by punishing
journalists who defaults in their professional ethics thus, ensuring the maximum
professional conduct among members in every circumstances.
2.5

Summary of Review

What Mwangi, (2007), Ekwo (1996); Udomisor and Kenneth (2013) and Okoro
and Chinweobo-Onuoha (2013) found out, no doubt raises concern on the role of
journalists and the need for objectivity among journalists in the society especially
given that their reports play crucial role in opinion formation and decision-making.
The journalists as gatekeepers alongside their editors decide which information get
published and which will not get to the public. It is important to realise that
journalists through this process are able to influence the flow of information to the
society. The society also expects that the media discharge their duties with every
sense of responsibility while also being guided by the traditional and or
professional news values. But with news commercialization, the poor and even the
enlightened citizens who may not afford to pay for certain news may not be heard
.
With the reviewed studies carried out outside Rivers State, it is on the above
premise that this study therefore becomes necessary. It is pertinent to appraise Port
54

Harcourt journalists perception of the news commercialisation policy, and the

possible effect of commercialisation of news on the newsworthiness of reports in
the media if any, as well as the impact on the ethics of the journalism profession.

55

CHAPTER THREE
RESEARCH METHODOLOGY
3.0

Introduction

Research methodology in communication studies involves the collection of relevant

data, presentation of the data and analysis of such data by the use of scientific
approach. Hence, the method used in this study were Research Design; Population of
the Study; Instrument of Data Collection; Instrument Validation; Methods of Data
Collection and Data Analysis

3.1 Research Design

This study adopted the survey research design. According to Ekiye (2000) the
descriptive surveys attempt to picture or document current conditions or attitude
i.e. it describe what exists at the moment. The descriptive survey technique was
useful in this study as it describes the processes and various factors that come to
play in the course of the news reporters evaluation and perception of commercial
news in their media reportage.

3.2

Population of the Study

Peretomode and Ibeh (1999) see population as a group of elements, events, objects
or all members of any well-defined class of people that are alike in one or more
56

characteristics that are of interest to the researcher for a particular purpose and to
which a conclusion is to be drawn on the basis of a sample. Anyanwu (2000) on his
part defines population as the theoretically specified aggregation of a study
element; differentiating population into finite where elements are countable and
infinite in which elements are not countable or counting takes unduly long time.
In this study, the population is made up of all journalists in Port Harcourt.
According to the 2014 register of the Nigeria Union of Journalists, Rivers State
council, there are 450 registered Journalists in Port Harcourt. This therefore formed
the study population.
Since the population of the study is not too large, the researcher carried out a
census. Farooq (2013) defined census technique of data collection to mean the
enumeration of the entire population of the study. According to Farooq, census
method is suitable where the population of the study is not enormous and in
circumstances where adequate time for data collection is available as well as where
greater amount of accuracy is necessary among others.
3.3

Research Instrument

Research Instrument is the tool used for data collection. For the evaluation of this
research, the instrument adopted is structured questionnaire that was used to gather
57

information. Rama (2000) said that questionnaire helps the researcher to gather
information on knowledge, attitudes, opinions, behaviours and facts.
The questionnaire comprised two sections (one and two). Section one contains
demographic information made up of eight items which were designed to gather
background information about the respondent. Section two on the other hand
contained different aspects of the study items.

3.5

Method of Data Collection

A total of 450 copies of questionnaire were administered to the media practitioners,

which formed the bulk of the primary data that were used for the study analysis.
The questionnaire was almost entirely close-ended question type. It was designed
with the aim of making it easy to understand and simple to fill out by the
respondents.
Efforts were equally made to control the numbers of questions in order to achieve
quick response. Other data that were relevant to the study were collected through
secondary sources. The bulk of which, were utilized in the literature review
section.
3.6

Validity of the Instrument

To ensure its validity, the questionnaire was earlier given to some educated,
58

qualified and experienced journalists. This was to ensure the modification and
corrections of unclear questions.

3.7 Reliability of the Instrument

Twenty copies of the questionnaire were pretested on a group of journalists who
are members of the Nigeria Union of Journalist (NUJ). These copies were
administered to them in one of their press briefings. This was to certify that the
items in the instrument were clear, simple and understood.

3.8

Data Analysis

Data will be presented in tables and analyzed using descriptive statistics, by

employing simple percentages and averages.
The weighted mean score was also utilized in the analysis of the five-point Likert
scale. Omkar (2000) stated that the weighted mean score is the average of a
quantity that is calculated after summing up all the values of that quantity and then
dividing it by the total number. The responses of the respondents were classified
on a 5-1 point score:
Strongly Agree (SA)

= 5 points

Agree (A)

= 4 points
59

Undecided (U)

= 3 points

Disagree

= 2 points

Strongly Disagree (SD) = 1 point

To know the strength of the responses, all responses above 3points which
represented Undecided was seen as significant while all those below 3 points
was insignificant.

60

CHAPTER FOUR
DATA PRESENTATION, ANALYSIS & DISCUSSION OF FINDINGS
4.1

Introduction

This section focuses on the presentation, analysis of data collected from the study
and a subsequent discussion of the findings. Based on the findings, answers were
provided to the research questions, which were raised at the beginning of the study.
4.2

DATA PRESENTATION

Table 4.1 Table Showing Number of Questionnaire Distribution and Return

Rate
Option
Number
Number Number
distributed returned not returned
Nigerian Television Authority (NTA); 36
36
Africa Independent Television (AIT)
21
21
Rivers State Television (RSTV)
29
29
Silver Bird Television (STV)
8
8
Treasure FM 98.5
15
15
Love Fm 97.7
10
10
Wazobia 94.1
9
9
Radio Rivers 99.1
26
25
1
Rhythm 93.7
6
5
1
Other media houses
290
191
99
Total
450
349
101
A total of 450 copies of the questionnaire were distributed, out of which, 349 were
successfully retrieved from the respondents; thus bringing the sampled data
retrieval rate at 77.6 per cent. This figure 349, however, formed the unit of the
study subsequent analysis.

61

Table 4.2: Table Showing Frequency of Respondents on Age Distribution

Category Age

Frequency

21-30

66 (18.82%)

31-40
41 & above
Total

251 (72.04%)
32 (9.1%)
349 (100%)

Table 4.2 shows that 18.82% of the respondents are between the ages of 21 to 31
years while 72% are of the age range of 31 to 40 years. The rest 9.1% are of 41
years and above age brackets.
Table 4.3

Gender Distribution of Respondents

Category
Sex

Male
268
76.9%

Female

Total

81
23.1%

349
100%

As indicated in table 4.3 above, 76.9% of the respondents are male while the rest
23.1% others are female.
Table 4.4

Table Showing Number of Respondents Perception of News

Items as Commercial News
Yes
No
Total
191
54.8%

158
45.2%

349
100%

From the table above, 54.8% of the respondents believe some of the stories they
cover have commercial undertones while 45.2% others hold a contrary view.
62

Table 4.5: Table Showing Number of Respondents on Criteria for

Commercial News Determination
Category
Frequency
Sponsors
150 (43%)
Direction/slanting of the content
35 (10 %)
Whose interest is served
Purpose it want to achieve
Total

84 (24.1%)
80 (23%)
349 (100%)

From the information generated in the above table, 43% of the respondents say
they determine commercial news from the news sponsor; 10% say the slanting and
or direction the news is tailored to play a key role in their judgment just as 24.1%
others believe that the interest the news story serve is an important factor that
inform their decision. The remaining 23% admitted that purpose the story intends
to achieve is their deciding factor in their news evaluation and reportage process.
Table 4.6: Table Showing Number of Responses Admitting fees are Paid/Not
paid for News Reports
Yes
No
Total
214
61.3%

135
38.7%

349
100%

From the table above, 61.3% of the respondents admitted that they charge and or
accept money to cover and report perceived commercial news stories while the
63

remaining 38.7% would not charge and or accept money before they cover and or
report news reports deem to be commercial in outlook.
Table 4.7: Table Showing Number of Responses for Journalists with
Tendency to publish all Paid Commercial News Items
Yes No
Total
326
93.5%

23
6.5%

349
100%

It is evident from the information generated from the above Table 4.7 that 93.5%
of the journalists would publish all news reports that are paid for except for the few
6.5% others who may not likely publish all the commercial news report that they
cover; given certain any circumstances.
Table 4.8: Table Showing Number of Responses for Journalists with
Tendency to Report Unpaid Commercial News Items
Yes
No
Total
32
9.1%

317
349
90.9% 100%

Tables 4.8 sought to find out if news that are perceived to be commercial are not
paid for; whether such news would still be published? And from the information
generated, 90.9% of the respondents said they would not publish while the
remaining 9.1% would go ahead to publish such report.

64

Table 4.9: Table Showing Number of Responses on

Commercialised
Category
Frequency
Offset production/operation cost
144
Meet Administrative cost
32
Source of Revenue Generation
173
Total
349

the Reasons for News

Percentage
41.4%
9.1%
49.5%
100%

From Table 4.9 above, 49.5% of the respondents adduced revenue generation as
the rational for news commercialisation while 41.4% others said it help their
organisation to offset their production and or operation cost. The remaining 9.1%
said funds generated from commercial news help in meeting their administrative
cost.
Table 4.10: Table Showing Number of Responses on those Who Often Pay for
Commercial News
Category
Frequency
The Wealthy
143(40.9%)
The poor
The uneducated
Government
28(8.1%)
Group/private
178(51.1%)
organisation
Total
349(100%)
Table 4.10 sought to find out the class of persons that sponsor commercial news
items in the media; and from the information generated, 51.1% of the respondents
suggest that groups and private individuals sponsor the commercial news while
40.9% others admitted that the elites do sponsor commercial news reports. The
65

remaining 8.1 said the governments do sponsor commercial news report in the
media. It is further revealing that the poor and the uneducated do not play any role
in the commercial news reports that appear on the media.
Table 4.11: Table Showing Number of Responses on the Perception of the
Difference between Commercial & Regular News
Response
Frequency Percentage
Hard news and they promote more 152
43.5%
of the interest of the sponsor than
the public
Soft News and they promote more 107
30.6%
of the interest of the public than the
sponsor
They serve the two interests90
25.9%
Total
349
100%
The information generated from the table above indicates that 45.3% of the
respondent suggests that commercial news reports promote more of the sponsors
interest than that of the general public. While 30.6% others were of the opinion
that the reports promote the interest of the public than that of their sponsors, the
remaining 25.9% submitted that commercial news reports serve the two interests.
Table 4.12: Table Showing Number of Responses on who takes Custody of
Commercial News Revenue
Response
Frequency Percentage
Journalists
28
8.1%
Media
321
91.9%
organisation
Total
349
100%
From Table 4.12, 91.9% of the respondents suggest that the funds generated from
66

commercial news go to their organisation while the remaining 8.1% admitted that
the journalists keep the money.
Table 4.13: Table Showing Number of Respondents View of the Difference
between Commercial News Revenue & Brown Envelop
Categor SA
A
U
D
SD
Total
y
71
8
84
167
349
Frequen 19
(5.4%)
(20.4%) (2.2%) (24.2%) (47.8%)
(100%)
cy
Weighted 95
284
24
168
167
738
WMS
2.11

The information generated from Table 4.13 shows that the aggregate weighted
mean score stood at 2.11, which is less than the established 3 point criterion
weighted mean score, thus rejected. Therefore, money paid for commercial news is
not the same as the goodwill and or the brown envelop given to journalists.
Table 4.14: Table Showing Number of Respondents View on Whether
Commercial News is a Source of their Media Houses Revenue
Categor SA
A
U
D
SD
Total
y
71
22
4 (1.2%) 349
Frequen 252
(72%)
(20.4%)
(6.4%)
(100%)
cy
Weighted 1260
284
44
4
1592
WMS
4.56
The data generated from table 4.14 shows that the aggregate weighted mean score
stood at 4.56, which is greater than the established 3 point criterion weighted mean
score. Thus, the researcher accepted the result. This, therefore, implies that money
67

paid for commercial news constitutes the media houses sources of revenue
generation. This, indeed, is an aberration to the age long notion that advertisement
provides a source of revenue to media organisation. And in the case of
government-owned organisation, subventions also come in handy.
Table 4.15: Table Showing Number of Respondents View on Whether
Commercial News Negates Journalism Ethics
Category
SA
A
U
D
SD
Total
Frequency
Weighted

154
(44.1%)
770

83
42(11.9
(23.7%) %)
332
126

22
(6.4%)
44

WMS

48
(13.9%)
48

349
(100%)
1320
3.78

From the data generated in table 4.15 above, the result shows an aggregate
weighted mean score at 3.78, which is greater than the established 3 point criterion
weighted mean score. Thus, the researcher accepted the positive outcome, which
suggests that news commercialisation negates the ethics of journalism.
Table 4.16: Table Showing Number of Respondents View on whether it is
Morally Justifiable for Media Houses to Charge Money for News Coverage
and Reportage In Whatever Guise
Categor SA
A
U
D
SD
Total
y
30
7
75
192
Frequen 45
349
(12.9%) (8.6%)
(2.1%) (21.5%) (54.9%)
cy
(100%)
Weighted 225
120
21
150
192
708
WMS
2.03
In table 4.16, the aggregate weighted mean score result is less than the 3 point
68

criterion weighted mean score. Hence, the researcher rejected the outcome;
implying that there is no justification for media organisations to charge for
legitimate news coverage in whatever guise since it is the responsibility of the
media to the society.
Table 4.17: Table Showing Number of Respondents View on whether
Commercialisation Policy Affects Media Social Responsibility Role
Category
SA
A
U
D
SD
Total
Frequency
Weighted

27
(7.6%)

84
(24.2%)

135

336

43(12.4
%)
129

150
(43%)

5(12.8%) 349
(100%)

300

45

WMS

945
2.7

The aggregate weighted mean score from table 4.17 above shows a negative result
which stood at 2.7 less than the established 3 point criterion weighted mean score,
thus the researcher rejected the result. This suggests that the media would not be
able to still carry out their social responsibility role effectively with news
commercialization policy.
Table 4.18: Table Showing Number of Respondents View on whether
Commercialisation Policy should be sustained Given Media Social
Responsibility Role
Category
SA
A
U
D
SD
Total
Frequency

11
(3.2%)

28
(8.1%)

Weighted

55

56

171
6(1.6%) (48.9%) 133(38.2
%)
19
342
133

WMS

605
1.7

69

349
(100%)

From table 4.18 above the overall aggregate weighted mean score shows a negative
result, which stood at1.7 less than the established 3 point criterion weighted mean
score, thus the researcher rejected the result and in turn agreed with the majority of
the respondents that news commercialisation should not be sustained as it negates
the media social responsibility.

4.3 Discussion of Findings

The first research question sought to ascertain the rationale for news
commercialisation. Items 14, 17 and 19 in the questionnaire were designed to find
answers to this research question. From the analysis in table 4.9 above, 51.1% of
the respondents adduced revenue generation as the rational of

news

commercialisation; 41.4% others said it help their organisation to offset their

production and or operation cost while the remaining 9.1% said funds generated
from commercial news help in meeting their administrative cost. And from table
4.12, 91.9% of the respondents suggest that the funds generated from commercial
news go to their media organisation while the remaining 8.1% admitted that the
journalists keep the money. Similarly, the data generated from table 4.14 show that
the aggregate weighted mean score stood at 4.56, which is greater than the
established 3 point criterion weighted mean score. Thus, the researcher accepted
70

the result; implying that money paid for commercial news constitutes the media
houses sources of revenue generation. From the interview conducted, the
respondents suggest from their answers that commercial news reports appeal to
business and political elites; non- investigative reporting, rely more on institutional
news sources and profit-driven. One can infer from these responses that
commercial news is profit-driven; they would likely serve as revenue source to the
organisations.
Udomisor and Kenneth (2013) submitted that with the increase in production cost
coupled with declining circulation, the mass media organisations opt for different
manner of actions as well as commercialization of news reports in their efforts to
generate revenue. Nwokoh (1996) averred however, that the notion that the
commercialisation of news reports would contribute to increase in revenue
generation is not realistic and or tenable; suggesting that the media establishments
should rather look at other things to sell towards raising funds. The danger of news
commercialisation is summed up in Omenugha and Oji (2008) work, which noted
that the eagerness to get more revenue by way of news commercialization has
resulted in many media houses losing interest in investigative journalism. This
according to them has brought about the loss of diversities in the news contents
just as many media organisations have also jettisoned their core objective of
journalism; instead, they turn into praise singers and propagandists for their
71

sponsors, which has dismal implications for the society.

The second research question intended to find out how the journalists interpret the
news commercialisation policy and the criteria used by media houses to determine
commercial news. From the information generated in the table 4.5, 43% of the
respondents said they determine commercial news from the news sponsor; 9.7%
others say the slanting and or direction the news is tailored to play a key role in
their judgment just as 24.2% others belief that the interest the news story serve is
an important factor that inform their decision. The remaining 23% admitted that
purpose the story intends to achieve is their deciding factor in their news
evaluation and reportage process. Respondents in the interview segment, in their
attempt to identify the characteristics of commercial news suggested that
commercial news reports appeal to business and political elites; less or noninvestigative; rely more on institutional news sources and are profit-driven. And
from the information generated from the table 4.11, 45.3% of the respondent
suggests that commercial news reports oftentimes are hard news and promote more
of the sponsors interest than that of the general public. This in effect suggests that
they are commercial oriented rather than audience-oriented. While 30.6% others
were of the opinion that commercial news reports are soft news and more often
promote the interest of the public than that of their sponsors, the remaining 25.9%
72

submitted that commercial news reports serve the two interests. The results
indicates that the interest and or the appeal a story seeks to achieve and the sponsor
of a news story are key factors journalists adopt in determining, which story is
classified as commercial. Commercial news items can be either hard news or soft
news as well.
The third research question was intended to unravel if news commercialization has
affected the newsworthiness of news reports in the media. And from Table 4.7,
there is a great tendency indicating that commercial interests take precedence over
professional news value judgment in consideration of news items for reportage. If
93.5% of the journalists would publish all news reports that are paid for except for
the few 6.5% others who may not likely publish all the commercial news report
that they cover; given certain conditions, it therefore suggests that news
commercialization does affect the news judgment and production process.

The fourth research question inquired to know the perception of journalists in Port
Harcourt about news commercialization. Tables 4.15 - 4.18 provided answers to
the fourth research question. From the data generated in table 4.15, the result
shows an aggregate weighted mean score at 3.78, which is greater than the
established 3 point criterion weighted mean score. Thus, the study accepted the
positive outcome, which suggests that news commercialisation negates the ethics
73

of journalism. In table 4.16 even though respondents admitted that they charge
money for certain class of news items termed commercial, the aggregate weighted
mean score result which stood at 2.03 is less than the 3 point criterion weighted
mean score. Hence, the researcher rejected the outcome; implying that there is no
justification for media organisations to charge for legitimate news coverage in
whatever guise since it is the responsibility of the media to the society.

Majority of the respondents perceive that the media would not be able to still carry
out their social responsibility role effectively with news commercialization policy
as suggested in table 4.17. The result showed a negative aggregate weighted mean
score which stood at 2.7 less than the established 3 point criterion weighted mean
score. And in table 4.18, the overall aggregate weighted mean score reflected a
negative result, which stood at1.7 less than the established 3 point criterion
weighted mean score, thus the researcher rejected the result and in turn agreed with
the majority of the respondents that news commercialisation should not be
sustained as it negates the media social responsibility to the society. However,
from the interview responses, the respondents suggest from their answers that
despite that commercial news reports are paid for; they endeavour to get the other
side of the story especially when two conflicting parties are involved. When the
researcher probed to ascertain if other party make allegation that is damning to the
74

sponsor of the paid report what would they do, seven of them suggested to either
water-down the said allegation or resort to the police to get their side of the story.
One said he would likely ignore the allegation and use potions of the response that
are not indicting. The remaining two said they will publish the report and ask the
other party to pay for his own side of the story. Given the foregoing scenarios, one
can infer that fairness, accuracy, objectivity, honesty, free speech among others,
which are the hallmarks of media ethics might be impinged upon. Gana (2001)
lead credence to this when he pointed out that part of a media organisations duties
include safeguarding the utmost journalism and or professional code of ethics,
most easily expressed in the core journalism values of truthfulness, impartiality
and self-detachment etc. In his view, a responsible journalism espouses the
ideologies of freedom of speech and unhindered access to information.

75

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
This section summarises the study, draws conclusion and made recommendations
to various stakeholders and authorities geared towards a better media practice from
the practitioners to the benefit of the society.

5.2 Summary
It is the objective of this study is to ascertain the views of journalists in Port
Harcourt on news commercialization and how their media house approach the
policy as well as its effect on journalism practice. Precisely, this study sought:
1

To find out from the journalists the motivation for news commercialization.

To find out from the journalists in Port Harcourt their approach to, and
application of news commercialization policy.

To appraise if news commercialization has affected the news value judgment

and newsworthiness of news reports in the mass media.

To examine the Port Harcourt journalists views of news commercialization

with respect to the ethics of their profession.

The survey research design was adopted with the aid of a questionnaire. Findings
from this study reveal that:
76

1.

Most Port Harcourt journalists see commercial news as source of revenue for
their media organisation.

2.

The study also revealed that oftentimes, most media houses do not necessary
consider the type of news but the interest a story seeks to achieve and the
sponsor of a news story are key factors journalists adopt in determining,
which story is classified as commercial news item.

3.

The study also found that there is a greater tendency indicating that
commercial interests take precedence over professional news value
judgment in many media houses consideration of news items for reportage.

4.

Further findings showed that news commercialisation negates the ethics of

journalism. Even though respondents admitted that they charge money for
certain class of news items termed commercial, journalists admitted that it is
professionally wrong for media organisations to charge for legitimate news
coverage in whatever guise since it is the responsibility of the mass media to
the society. Thus most respondents are of the view that the mass media
would not be able to still carry out their social responsibility role effectively
with news commercialization policy in place.

Okoro & Chinweobo-Onuoha (2013) lend credence to this when they came to the
conclusion that brown-envelop syndrome in media practice in Nigeria impacts
negatively on journalism as some significant issues are de-emphasized while less77

important news items are embellished in an attempt to please the benefactors of the
news sponsors.

5.3 Conclusion
This thesis came to the conclusion that news commercialisation negates the
professional news value judgment in most media houses news reportage and
constitute a violation of the code of conduct for journalism practice as well as the
ethics of the profession. These principle state in part that the journalist has a duty
to refuse any incentive for printing and or broadcasting news as well as for
suppressing news or commentary. This is in consonance with the Nigerian
Television Authority (NTA) Political broadcast handbook (2014), which states
among others on its News Standard that News is NOT. And SHALL NOT BE,
FOR SALE. In article 1.4.3.10 on General Editorial Principles, of the same NTA
handbook, it is stated that No commercial, political, personal consideration shall
influence editorial judgment.
And with the news commercialisation thriving in the media industry, the social
responsibility of the media to the society is jeopardised. No wonder McQuail
(2000), noted among others, that the news media organisation owe the society a
duty; adding that as the ownership of the media is a public trust; hence the media
houses should be fair, truthful and unbiased in their reportage while the media
78

organisations should adhere to their professional ethics.

5.4 Recommendations
In the light of the study findings, the researcher made the following
recommendations towards addressing the undesirable implications of news
commercialisation to the media practice in Nigeria:
1.

That media organisations and the journalists should not see news gathering
and reporting as a means of revenue generation but as a means of performing
their function as gatekeepers and agenda setters in the society; providing
equal and unhindered access to members of the society given the social
responsibility to the society where they operate.

2.

Professional unions in the media industry which are the Nigerian Union of
Journalists (NUJ) and the Nigerian Guild of Editors (NGE) should
demonstrate seriousness in preserving the ethics of journalism in Nigeria and
regularly train their members on the need to make their organisation
understand why they should play along professional dictates and laid down
codes of practice.

3.

Not minding the financial limitations affecting the practice of the journalism
profession within the Nigerian clime, people should have unhindered access
to the mass media devoid of commercialization; providing citizens the
79

platform to gather and share ideas alike, and where the rich also do not
essentially wield needless influence on media content.
4.

The advertising/marketing divisions of media house should be strengthened

and more proactive in revenue generation including partnership and
sponsorship programmes other than commercialising news contents.

5.

Media contents should be made more enriching, attractive and engaging to

attract more audience and in turn get the attention of advertisers fund.

6.

There is also a need for the review of the news commercialisation policy,
given its current impact on the role of journalism to the society.

80

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84

Appendix A
Department of Linguistics & Communication
Studies,
College of Graduate Studies,
University of Port Harcourt,
Rivers State.
February, 10, 2014.
Dear Respondent,

I write to solicit your assistance to enable me do a thorough study on Practitioners

Perception and Evaluation of News Commercialisation in Port Harcourt,
Nigeria.
My name is Amajiri Chidi Kingsley. I am currently pursuing a masters degree
programme with the University of Port Harcourt.
While assuring you that all information you give to me in the course of this
research would be treated with utmost confidentiality, I thank you for your kind
cooperation.

Yours sincerely,

AMAJIRI, CHIDI KINGSLEY

08068106777

85

QUESTIONNAIRE
SECTION ONE
Please respond to the questions by selecting the appropriate options:
X,
Kindly tick
or
in the options below:
1.
AGE : 21 30 years
31-40years
41 and above
2.
SEX: Male
Female
3.
QUALIFICATION: WAEC
Diploma
Bachelor Degree
Masters Degree
Doctoral Degree
4.
WORK EXPERIENCE: Below 5 years
5 10 years
11 15 years
21 25 years
Above 25 years
6.
POSITION: News Manager/Director
Correspondent
Editor
Reporter
7.
Grade Levels:
04 09
10 13
14 17
8.
Which is your media organisation? ------------------SECTION TWO
9.
Do you see some of the news you cover and report as commercial
news?
(a) Yes (b) No
10. If yes, how do you determine commercial news? (a) by their
sponsor (b)
the direction/slanting of the news content (c)whose
interest would the story
serve (d) what purpose it wants to achieve- public/private?
11.
Do you charge/accept money to cover reports perceived to be commercial
news? (a) Yes, (b) No
12.
The news report identified as commercial news, when they are paid for, do
you publish them? (a) Yes, (b) No.
13.
When the news perceived as commercial news are not paid for, do you
report/publish them? (a) Yes, (b) No
14. Why do you think commercial news reports should be paid for?
............................................................................................................
15.
Who are the class of persons that sponsor commercial news?
(a) Wealthy individuals (b) Elites (c) the poor (d) uneducated
(e)government (f) private organisation/ groups
16.
In your own opinion, what are the difference between commercial news and
the regular news report? (a) They promote more of the interest of sponsor
than the general interest of the public. (b)They promote the interest of the
public than the sponsor. (c)They serve the two interests.
17.

Does the money generated from commercial news go to the journalists or to

86

their organisation?
...................................................................................................
18.

Do you see the money paid for commercial news as being the same with the
goodwill (brown envelope) given to journalists? (a) Strongly agree (b)
Agree (c) Undecided (d) Disagree (e) Strongly Disagree.
19.
Are the money generated from commercial news regarded as part of your
organizations revenues? (a) Strongly agree (b) Agree
20.
(c) Undecided (d) Disagree (e) Strongly Disagree
21.
Does news commercialization negate the ethics of journalism?
(a) Strongly agree (b) Agree (c) Undecided (d) Disagree (e) Strongly
Disagree
22.
Would it be morally justified for media house to charge money for news
coverage and reportage in whatever guise? (a) Strongly agree (b) Agree (c)
Undecided (d) Disagree (e) Strongly Disagree
23.
Would the media still carry out its social responsibility role effectively with
news commercialization policy? (a) Strongly agree (b) Agree (c) Undecided
(d) Disagree (e) Strongly Disagree
24.
In the light of the media social responsibility, should news
commercialisation be sustained in media practices? (a) Strongly agree (b)
Agree (c) Undecided (d) Disagree (e) Strongly Disagree
Interview Questions
1)
What are the characteristics of commercial news?
2)
How do you ensure balance when covering commercial news?
3)
How do you stride to protect the ethics of your profession while covering
commercial news?

87