2.3 The
concept of TV programming
Programming is the basis of TV messages
transmission. TV message content is packaged disseminated in the form of
programmes. The act of TV programming according to Duru (2002,p.134): “Is a
segmental activity that presumes organization materials into a coherent
programme service suitable to the target audience”.
Every TV programmes must be thus be
packaged to carry out the functions of the press. Explaining these functions,
Nwosu (2004, p.31-34) noted the following:
Importance in the discussion and
debate, importance on social control, importance in social change, importance
in industrial complex.
Analyzing the advantages of TV at carry
out the afore stated functions Nwaeze and Nkoli noted
thus: Television by its
nature appeals to be too powerful at the same time (audio- visual). This
therefore enhance the credibility and acceptability of what is been broadcast,
the important element of timeliness in
the delivery of news and information attribute to radio, broadcasting is also
present in television, which means, it is equally capable of broadcasting live event to the audience. Television like
radio is not hindered by language as it can communicate in any language of the
viewing audience; television broadcasting is not hindered by artificial,
geographical and political boundaries of countries.
TV
programmes are therefore not limited by time. Just as “lives” programmes are
transmitted so also are programmes recorded for future transmission. Suffice it
therefore to argue these foreign TV programmes are recorded program later
transmitted to the viewing audience, much thanks to the use of English as the
language of transmission. This makes it easy for student viewers to understand
the message content of such TV foreign programmes for the purpose of
gratification impact. Obviously lending credence to Nwosu‟s view on the
importance of mass media Nworgu (2010, p.21) itemize such functions as:
Information function, education
function, entertainment function, stimulation, relaxation, emotional release,
surveillance function, status conferral function, transmission of cultural
values (socialization).
On
her own part, Duru (2002, p.133) stated thus:
Broadcasting by its very nature is
the signature most powerful universal means of instant public communication
through the conveying of information, entertainment, education and persuasion
in the form of programmes.
Such foreign TV programmes are therefore
transmitted to the above mentioned benefits to the viewing audience. However,
since different students have different family, religious orientation amongst
other differing characteristics, they are bound to derive different benefits
from the same programme.
Suffice it therefore to state that a
programme that offers entertainment to one can offer education to another.
Media audience members therefore expose themselves to the same programme for
different reasons, since they have different make up (individual
differences). As interesting as the
above may sound, scholars have continued to criticize the constant transmission
of foreign TV programmes on the ground that it affects our cultural values.
Nworgu
(2010, p.25) noted thus:
The cultural values transmission
function has led to accusation of the media of cultural imperialism especially,
with the importation of the western culture on the other parts of the world
using western media.
Heavy exposure of foreign TV programmes
has been accused of being responsible for the deadline in our hitherto
cherished cultural values and norms. It therefore stirs no surprise the
university students wear skimpy dressing that reveal their private body hence
seduce men in the name of western culture. This has continued to conflict
within social values and norms, hence paving ways for high rate of immorality,
prostitution that have bedeviled our universities.
Nwammuo
(2002, p.211) obviously bemoaned this when she noted thus:
One of the persistent problems
facing developing nations of the world is the loss of cherished values to the
make-belief western ways of life. All developing nations are plagued with
seeking out ways of using the modern media system in the true characteristics
of their reality and ways of life. African tribal youngster wear medial
T-shirt, Thai teen’s dance of techno music.
Angered
by such “anti-cultural” TV programmes, Agba (2002, p.264) stated thus:
The media of the developing
nation’s precisely African media have been described as Trogon house for the
dissemination of western values of media and cultural imperialism.
It is against this back drop therefore
that Ansah (1989, p.17) recommended that:
The
media of African nations can sustain African cherished values and cultures if
they will go into the production of programme materials themselves.
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