Mayimuna Proposal (Mascom)
Mayimuna Proposal (Mascom)
Mayimuna Proposal (Mascom)
BY
NANKANJA MAIMUNA
REGNO: 211 023052 04049
March 2015
TABLE OF CONTENTS
CHAPTER ONE.............................................................................................................................................1
1.0 INTRODUCTION.......................................................................................................................................1
1.1 BACKGROUND OF THE STUDY................................................................................................................1
1.2 PROBLEM STATEMENT............................................................................................................................3
1.3 OBJECTIVES OF THE STUDY...................................................................................................................3
1.4 GENERAL OBJECTIVE.............................................................................................................................3
1.5 SPECIFIC OBJECTIVES.............................................................................................................................3
1.6 SIGNIFICANCE OF THE STUDY................................................................................................................4
1.7 SCOPE OF THE STUDY............................................................................................................................4
1.8 DEFINITION OF KEY TERMINOLOGIES....................................................................................................4
CHAPTER TWO............................................................................................................................................8
LITERATURE REVIEW..............................................................................................................................8
2.1 INTRODUCTION.......................................................................................................................................8
2.2 REVIEW OF RELATED LITERATURE.........................................................................................................8
2.3 MEDIA EFFECTS MODELS......................................................................................................................8
2.4 MEDIA EFFECTS AND NEWS PRODUCTION...........................................................................................10
2.5 NEWSPAPER AND FEAR OF CRIME........................................................................................................11
2.6 NEWSPAPER AND ATTITUDES TOWARD POLICE....................................................................................13
CHAPTER THREE......................................................................................................................................15
RESEARCH METHODOLOGY................................................................................................................15
3.0 INTRODUCTION.....................................................................................................................................15
3.1 RESEARCH DESIGN...............................................................................................................................15
3.2 AREA OF THE STUDY............................................................................................................................15
3.3 POPULATION OF THE STUDY.................................................................................................................16
3.4 SAMPLING DESIGN...............................................................................................................................16
3.5 SAMPLE SIZE........................................................................................................................................16
3.6 INSTRUMENT USED FOR DATA COLLECTION.......................................................................................16
3.7 METHOD OF COLLECTING DATA..........................................................................................................16
REFERENCES:............................................................................................................................................18
CHAPTER ONE
1.0 Introduction
This chapter presents the background to the study, statement of the problem, purpose
of the study, objectives of the study, research questions, significance of the study, scope
of the study, and conceptual frame work.
1.1 Background of the study
In the modern society, mass media represents the dominant mean of social
communication, giving to the individuals and to the groups a permanent intense stream
of data, facts and ideas.
When the information is transmitted through mass media, it proposes certain meanings,
building a certain image about the world. Therefore, I could say that the values,
hierarchies and social norms promoted by media, the meanings determined by them,
could influence the way of thinking and the cognitive map of the people. This means
that mass media works as a creator of an agenda with classifications and priorities for
the mass audience.
Mass-media expresses and influences positive or negative opinions, behaviors,
mentalities, values and social norms, contributing to the increasing or to the decreasing
of knowledge and the general education level of people in the essential areas of culture
and civilization.
Regarding
this
aspect,
it
is
important
the
conclusion
drawn
by Alexander
King and Bertrand Schneider, two reporters from the Club of Rome. They said that
mass-media has become one of the main agents in the shaping of the public opinion
and of peoples thinking.
The humanity shaped by mass media in the world, at the global village level,
as McLuhan said, must not be viewed as being reduced to a general uniformization of
the individuals, but rather as a diversified collectivity.
In my opinion, the values and the norms are represented in different ways, depending
on the culture of each country. For example, values such as family, freedom, identity,
tolerance,
security,
money
are
reflected
different
in Uganda,
in
comparison
with America, with a great history of capitalism and democracy. Americans are
associated with freedom, Uganda are associated with hospitality and with old and
valuable traditions.
The media is actually very powerful because it can influence and shape the perception
of the public. This is the main reason why there are a lot of responsibilities involved with
the press because of the big impact that they have on the minds of different individuals.
But a lot of people ask, does the press or the online media truly have a great effect on
millions of people? How do they influence the opinions and perception of the public? If
you watch the news, you will definitely get a lot of information and updates on various
fields of interests. The media has the power to present all of the reports regarding a
specific event, which is the main source of information for millions of people from
around the world. If you want to understand what happened during a particular event,
then you can simply watch some news and media updates regarding that event.
If you take a very close look at television shows and news reports, you will probably
notice that some of these outlets have a narrow message that can be etched within the
minds of people. In previous years, news reports were highly limited to presenting the
different facts and information surrounding a specific event. It was considered to be
irresponsible for reports and news anchors to incorporate their own thoughts and ideas
regarding a certain situation. But things are quite different these days. More and more
anchors and news presenters already give in their own opinions and interjections, which
can also strongly influence how one perceives a specific news item. Some of news
reports are also based according to how the press TV wants the public to perceive a
specific person. For example, a show may present all of the possibilities of a suspected
murdered to be guilty, but fails to present the other side of the story. This is truly one of
the most important topics that most experts discuss about media bias, press release
and other media matters.
On the other hand, there is another side to the story because mass media can also
have a very positive effect on people. It can evoke feelings of love, national pride and
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Finally, I agree with the theory of Schiller that mass-media is manipulating the public through
five basic myths that structure the content of the information. In this way, mass-media is shaping
our values. Thus the researchers interest in the topic the influence of mass media in shaping
peoples perception
General Objective
To determine the influence of Mass Media to the influence of mass media in shaping
peoples perception
1.5
Research Questions
i) How does the Mass Media shapes people perceptions?
ii) What are the Impacts of Mass Media on the shaping of people perceptions?
iii) How can aspects of Mass Media negative perceptions avoided
It will enable the government and policy makers to put adequate measures in place to
check the movement of Western television programmes into Uganda.
iii)
Finally, the study adds to the existing literature, and is a valuable tool for students,
academicians, institutions, corporate managers and individuals who want to learn
more about Mass media influence on shaping peoples perception.
The mass media are diversified media technologies that are intended to reach a
large audience by mass communication. The technology through which this
communication takes place varies. Broadcast media such as radio, recorded
music, film and television transmit their information electronically. Print media use a
physical object such as a newspaper, book, pamphlet or comics, to distribute their
information. Outdoor media are a form of mass media that comprises billboards,
signs, or placards placed inside and outside of commercial buildings, sports
4
stadiums, shops, and buses. Other outdoor media include flying billboards (signs in
tow of airplanes), blimps, skywriting, and AR Advertising. Public speaking and event
organizing can also be considered forms of mass media. The digital media
comprises both Internet and mobile mass communication. Internet media provide
many mass media services, such as email, websites, blogs, and Internet-based
radio and television. Many other mass media outlets have a presence on the web,
by such things as having TV ads that link to a website, or distributing a QR Code in
print or outdoor media to direct a mobile user to a website. In this way, they can
utilize the easy accessibility that the Internet has, and the outreach that Internet
affords, as information can easily be broadcast to many different regions of the world
simultaneously and cost-efficiently.
Each mass media has its own content types, its own creative artists and technicians,
and
its
own
business
models.
For
example,
the
Internet
includes web
sites, blogs, podcasts, and various other technologies built on top of the general
distribution network. The sixth and seventh media, internet and mobile, are often
called collectively as digital media; and the fourth and fifth, radio and TV,
as broadcast media. Some argue that video games have developed into a distinct
mass form of media.
While a telephone is a two-way communication device, mass media refer to medium
which can communicate a message to a large group, often simultaneously. However,
modern cell phones are no longer a single-use device. Most cell phones are
equipped with internet access and capable of connecting to the web which itself is a
mass medium. A question arises whether this makes cell phones a mass medium or
simply a device used to access a mass medium (the internet). There is currently a
system by which marketers and advertisers are able to tap into satellites, and
broadcast commercials and advertisements directly to cell phones, unsolicited by the
phone's user. This transmission of mass advertising to millions of people is a form of
mass communication.
Video games may also be evolving into a mass medium. Video games convey the
same messages and ideologies to all their users. Users sometimes share the
experience with one another by playing online. Excluding the internet however, it is
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left or right. If we kept our eyes and the scene we are looking at perfectly still, everything
would all become white!
We should also keep in mind that perception is not something done with the eyes or the
ears or any specific sense organ. It is a multi-sensory, full bodied thing: "A one-year-old
child standing on the floor of a room will fall down if the walls are silently and suddenly
moved forward a few inches, although nothing touches him."
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
The actual literature reviewed for this study are books, journals of communication,
professional publications both published and unpublished works, seminar works, projects,
among others.
characteristics of the readers that affected how they processed the messages
projected in the mass media.
The rise of three models of media effects had received significant attention from
scholars: agenda setting, priming and framing. Agenda setting emphasized mass
media place on particular issues by, for example, enlarging the placement of
coverage, which will affect the importance Discovery SS Student E-Journal Vol.
1, 2012, 215-237216 attributed to these issues by mass audiences (McCombs and
Shaw 1972). That implies the eye-catching content may provide the ease to the
readers while paying attention to those issues in the media and even recalling the
memory afterwards. In addition, many scholars like McCombs (1981), and Rogers
and Dearing (1988) added that the basis of agenda setting comprised the media
do not directly influence peoples opinions or what they think but the agenda of
issues they think about when the media highlighted some issues meanwhile ignore
others.
Priming referred to the changes of the standards that people use to make political
evaluations (Iyengar and Kinder 1987, p. 63). It occurs when the content of news
report suggests to the readers that what they should use as benchmarks for
evaluating on some specific issues, for instance, the performance of governments
(Scheufele and Tewksbury 2007), therefore, it usually being regarded as an
extension of the concept of agenda setting.
There were two reasons for that, first, agenda setting and priming are also based
on memory-based models of information processing. They assumed peoples
attitudes and judgments formation were related to the ease in which associations
could be brought to their minds (Tversky and Kahneman 1973, p. 208). Second, by
making some issues more salient in readers minds (agenda setting), media can
also shape the considerations that people taking into account when they express
their attitudes about the issues (priming) (Scheufele and Tewksbury 2007).
On the other hand, framing differed from the two models while the concept
addressed on how an issue portrayed in the media news can create effects on how
readers perceived it (Scheufele and Tewksbury 2007). In a macro level, it referred
9
10
Gordon and Heath (1981) pointed out sex and violence are staples in newspapers
with amount of crime reported being unrelated to the actual crime rate in the locale
(Fishman 1987). For example, violent crimes were much more likely to be reported
than less violent ones, often with important details, such as motive, omitted from
the news report (Heath et al. 1981).
Other than publics perception on crime, it was clear that citizens were many times
presented with conflicting images of police force and their effectiveness, the
portrayal of the police force was rather extreme, as some scholars found out how
the police were presented as being unrealistically effective in their studies (Doyle
1998) but others argued that news media usually focused on failed attempts by
police to control crime and neglected to cover positive crime control efforts (Graber
1980).
Thus, the conflicting images of police force and their effectiveness provided by
news media leaving an interesting question that worth exploring.
2.5 Newspaper and Fear of Crime
News reports were unavoidably bound to convey a twisted reality to their readers,
now the main question is whether people based their own subjective assessments
of the probability of crime on the frequencies of what is being reported in
newspapers (Williams and Dickinson 1993).
Rosenbaum and Heath (1990) hence pointed out a vital factor that apart from
objective environmental conditions that should be responsible for fear of crime: it
was the mass media. Bernard (1992) confirmed the idea in his study as well by
concluding that the increase in news about crime led to higher fear of crime.
However, newspapers differed in the extent of reporting on crime, the readers
perceptions of crime would in turn differ. Scholars like Williams and Dickinson
(1993) further explored the relationships between extent of crime news and fear of
crime, the study illustrated the differences in amount of space and prominence
given to crime of daily newspapers in British. And it found the differences had led
to different levels of fear among readers, in other words, mass medias various
presentations of crime news may cause different degrees of fear of crime.
11
crimes, especially to those serious crimes like sex and violent offences was
constructed due to the extensive media coverage they received.
2.6
13
Hong Kong news media and being discussed by society popularly during the
research period. That is why the issue was worth for exploration.
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CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This study is designed to find out The Influence of Mass Media in Shaping
Peoples Perception case study Uganda (Kampala). This goal cannot be
achieved unless the research work is orderly, imaginative, logical and accurate.
Hence, this chapter is associated with the research method used in carrying out the
work. The pertinent pointed here is that it helps to know which method is
appropriate for the project.
3.1 Research Design
It is an acceptable fact that research design is the basic plan that guide data
collection and the analysis phase of any research work. The design of a research
can be regarded as the frame-work which specifies the type of information to be
gathered including the source of data and the procedure used in collecting them.
Therefore, on the basis of this study, the research design that will be used for
collecting the required information is the survey analysis on the basis of selfadministered questionnaire, interview and personal observation. The analysis of the
data collected will base on descriptive and inferential statistical tools of measuring
data. The primary and secondary data are source of information on the influence the
influence of media in homosexuality popularity case study Uganda (Kampala)
3.2 Area of the Study
The geographical location of this research work will be within Uganda specifically
Kampala District.
The area comprise of about thousand individuals. But based on this study, one
hundred and twenty will be selected for this study using the random sampling
method.
The research will examine the influence of mass media in shaping peoples
perception of Ugandan.
15
3.7
17
References:
Manohar, Uttara. "Different Types of Mass Media". Buzzle.com. RetrievedNovember
26, 2011.
"Mass media", Oxford English Dictionary, online version November 2010
Potter, W. James (2008). Arguing for a general framework for mass media scholarship.
SAGE. p
"All the worlds a game". The Economist. 2011-12-10. Retrieved 2013-06-28.
Smith, S.E. (4 October 2011). "What is Mass Media?". Conjecture Corporation.
Retrieved November 26, 2011.
Splichal, Slavko (2006). "In Pursuit of Socialized Press". In Berry, David & Theobald
John. Radical mass media criticism: a cultural genealogy. Black Rose Books.
p. 41.ISBN 978-1-55164-246-8.
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