Evaluation of Grassroots Newspapers’ Mission Statements in South-West Nigeria

Abstract

Aim: Mission or vision statement is expected to reflect an organization’s ideology and operational philosophy. It provides an organization’s sense of direction, focus, and distinguishing features among its peers. Grassroots newspapers are often less institutionalized due to their low capital base. This study explores the extent of conceptualization of mission statements to guide the operational philosophy of grassroots newspapers in South-West Nigeria. Method: It adopts the content analysis research method to extract quantitative and qualitative data on key messages conveyed in the mission statements of 27 grassroots newspapers identified as operating within South-West, Nigeria. Results: The study finds that half of the identified grassroots newspapers have clearly expressed mission statements; mostly focused on creating a voice for community members, projecting their image and activities to the outside world, while reviewing national issues related to their communities; fostering development, and upholding journalism ethical standards. Conclusion: The findings thus suggest a high level of professionalism among grassroots newspapers operating in Nigeria’s South-Western region because they appear to understand their societal expectations. However, it is unclear if they indeed live up to the expressed mandates in their everyday operations as this was beyond the scope of this study. Further studies are therefore suggested to explore the extent to which grassroots newspapers in the region, and beyond, live up to their expressed mission statements. Originality: Research studies on print media in Nigeria often focus on national or regional newspapers with minimal attention accorded grassroots media. This study is original in its quest to understand the operational philosophy of grassroots print media in the country. The study thus contributes to public understanding of the operations and guiding principles of grassroots media often considered as alternative media capable of enhancing media access to local communities and enhancing their participation in political and developmental processes.

Keywords

• Grassroots newspaper
• mission statements
• media management
• content analysis
• Nigeria

Güneybatı Nijerya’daki Kitle Gazetelerinin Misyon Açıklamalarının Değerlendirilmesi

Abstract

Amaç: Misyon veya vizyon ifadesinden bir kuruluşun ideolojisini ve operasyonel felsefesini yansıtması beklenir. Misyon; bir kuruluşun yön duygusunu, odak noktasını ve benzerleri arasında ayırt edici özellikleri sağlar. Kitlelere ait gazeteler düşük sermayeleri nedeniyle genellikle daha az kurumsallaşmıştır. Bu çalışma, Güney Batı Nijerya'daki kitle gazetelerinin operasyonel felsefesine rehberlik edecek misyon beyanlarının kavramsallaştırılmasının kapsamını araştırmaktadır. Yöntem: Nijerya'nın Güney Batı bölgesinde faaliyet gösterdiği belirlenen 27 kitle gazetesinin misyon beyanlarında aktarılan temel mesajlara ilişkin niceliksel ve niteliksel verileri çıkarmak için içerik analizi araştırma yöntemini benimser. Bulgular: Araştırmadan elde edilen bulgular sonucu, kitle gazetelerinin yarısının misyon beyanlarını açıkça ifade ettiğini; çoğunlukla topluluk üyeleri için bir ses yaratmaya, imajlarını ve faaliyetlerini dış dünyaya yansıtmaya ve aynı zamanda topluluklarıyla ilgili ulusal sorunları gözden geçirmeye odaklanmış olduğunu, kitle gazeteciliğinin gelişimini teşvik ettiğini ve gazetecilik etik standartlarını desteklediği bulgulanmıştır. Sonuç: Dolayısıyla bulgular, Nijerya'nın Güney-Batı bölgesinde faaliyet gösteren kitle gazeteleri arasında yüksek düzeyde bir profesyonellik olduğunu ortaya koymaktadır. Çünkü toplumsal beklentileri anlıyor gibi görünmektedirler. Ancak bu çalışmanın kapsamı dışında olduğundan, günlük operasyonlarında ifade edilen talimatları gerçekten yerine getirip getirmedikleri belirsizlik taşımaktadır. Bu nedenle, bölgedeki ve ötesindeki kitle gazetelerinin ifade ettikleri misyon beyanlarını ne ölçüde karşıladığını araştırmak için daha kapsamlı çalışmalar yapılması önerilmektedir. Özgünlük: Nijerya'da yazılı medya üzerine yapılan araştırma çalışmaları genellikle ulusal veya bölgesel gazetelere odaklanmakta ve kitle medyasına çok az ilgi gösterilmektedir. Bu çalışma, ülkedeki kitlelerden gelen yazılı basının işleyiş felsefesini anlama arayışı açısından orijinallik taşımaktadır. Bu nedenle çalışma, genellikle yerel topluluklara medya erişimini artırma ve onların siyasi ve kalkınma süreçlerine katılımlarını artırma kapasitesine sahip alternatif medya olarak kabul edilen kitle medyasının operasyonları ve yol gösterici ilkeleri hakkında kamuoyunun anlayışına katkıda bulunmaktadır.

Keywords

• Kitle gazetesi
• misyon beyanları
• medya yönetimi
• içerik analizi
• Nijerya

References

1. Abiola, O. L. Rauf, G. & Ekeh, C. M. (2023). Stakeholders’ assessment of the role of community-based media practice in grassroots development. Adeleke University Journal of Business and Social Sciences, 3(1), 136-143. https://doi.org/10.5281/zenodo.7892156
2. Aborisade, B. (1977). A comparative study of news mention between known personalities and unknown personalities in the Nigerian press. UNILAG Communication Review 1(1), 16-19.
3. Adegboyega, A. (2021). Buhari approves 159 new radio, television stations. Premium Times. https://www.premiumtimesng.com/news/top-news/487197-buhari-approves-159-new-radio-television-stations.html?tztc=1
4. Adepetun, A. (2017). Online media as safe haven for journalists. The Guardian, 23 May. https://guardian.ng/features/online-media-as-safe-haven-for-journalists/
5. Agbaje, A. (1992). The Nigerian press hegemony and the social construction of legitimacy – 1960 – 1983. New York: Edwin Mellon.
6. Ajimotokan, O. (2023). Buhari Approves 67 New Broadcasting Licenses. This Day. 9 February. https://www.thisdaylive.com/index.php/2023/02/09/buhari-approves-67-new-broadcasting-licences/
7. Ake, C. (1985). The Nigerian state: Antinomies of a periphery formation. In C. Ake (Ed.), Political Economy of Nigeria. Essex: Longman.
8. Akinfeleye, R. A. (2003). Fourth estate of the realm or fourth estate of the wreck: Imperative of social responsibility of the press. Being an Inaugural Lecture Delivered on Wednesday May 14, 2003 at the University of Lagos Main Auditorium. Akoka: University of Lagos Press.

9. Alegre, I., Berbegal-Mirabent, J., Guerrero, A. & Mas-Machuca, M. (2018). The real mission of the mission statement: A systematic review of the literature. Journal of Management & Organization, 24(4), 456-473. Doi:10.1017/jmo.2017.82
10. Animashaun, L. (2023). Role of community newspaper in community development: A study of Oriwu Sun newspaper in Ikorodu. (Unpublished Higher National Diploma project). School of Communication and Liberal Studies, Lagos State Polytechnice, Ikorodu. https://www.academia.edu/114635177/ROLE_OF_COMMUNITY_NEWSPAPER_IN_COMMUNITY_DEVELOPMENT_A_STUDY_OF_ORIWU_SUN_NEWSPAPER_IN_IKORODU?uc-sb-sw=114492626
11. Anyanwu, C. (2001). In Nigerian newspapers, women are seen, not heard: Even influential women journalists stay away from coverage of women issues. Nieman Reports, p. 68-71.
12. Asekun-Olarimoye, O. S., Ekeh, C. M. & Abiola, T. L. (2022). Media practice, community-based newspapers and community development in South-West Nigeria. Journal of Human, Social & Political Science Research, 26(6), 69-82. https://www.cambridgenigeriapub.com/wp-content/uploads/2023/01/SJHSPR_Dec_2022_Vol26_No6-5.pdf
13. Ayedun-Aluma, V. & Tijani-Adenle, G. (2014). Being international: A critique of contemporary philosophies and practices of Yoruba language journalism in Nigeria. In L. Oso, R. Olatunji, & N. Owens-Ibie, N., (Eds.), Journalism and Media in Nigeria: Context, Issues and Practice. (pp. 84-100), Ontario: Canada University Press.
14. Bart, C. K. & Baetz, M. C. (1995). Do mission statements matter? Working Paper 345, School of Business, McMaster University, Hamilton, Ontario, Canada.
15. Bart, C. K. (1997). Sex, Lies and Mission Statements. Business Horizons, 9-18. Available at SSRN: https://ssrn.com/abstract=716542
16. Baxter, L. A. & Babbie, E. (2004). The Basics of Communication Research. Belmont, CA: Thomson Wadsworth.
17. Berrigan, F. J. (1979). Community Communications: The role of community media in development. Paris: UNESCO. https://unesdoc.unesco.org/ark:/48223/pf0000044035
18. Braun, S., Wesche, J. S., Frey, D., Weisweiler, S. & Peus, C. (2012). Effectiveness of mission statements in organizations – A review. Journal of Management & Organization, 18(4), 430–444.
19. Cady, S. H., Wheeler, J. V., DeWolf, J. & Brodke, M. (2011). Mission, vision, and values: What do they say? Organization Development Journal, 29(1), 63-78.
20. Coker, I. H. E. (1968). Landmarks of the Nigerian Press— An outline of the Origins and development of the newspaper press in Nigeria: 1859-1965. Lagos: National Press.
21. Cook, F. L., Tyler, T. R., Goetz, E. G., Gordon, M. T., Protess, D., Leff, D. R. & Molotch, H. L. (1983). Media and agenda setting: Effects on the public interest, group leaders, policy makers, and policy. The Public Opinion Quarterly, 47(1), 16-35.
22. Fraser, N. (1992). Rethinking the public sphere: A contribution to the critique of actually existing democracy. In C. Calhoun (Ed.), Herbamas and the public sphere. Cambridge, Massachusetts: MIT press.
23. Fuchs, C. (2010). Alternative media as critical media. European Journal of Social Theory, 13(2), 73-192. https://journals.sagepub.com/doi/10.1177/1368431010362294
24. Garba, K. A. (2015). NBC releases list of community radio licencees. The Guardian. https://guardian.ng/lead-story/nbc-releases-list-of-community-radio-licencees/
25. Ibagere, E & Anyanwu, C. (2012). The Role of Community Media in Democracy: Focus on Nigeria. In Contemporary Discourses on Media and Theatre Arts Studies in Nigeria. Delhi: Kamla-Raj.
26. International Women’s Media Foundation (IWMF) (2011). Global report on the status of women in the news media. Washington, DC: Author.
27. Jonathan, S. (2020). Nigeria@60: A journey into cultural diversity in Africa’s most populated country. Dubawa. https://dubawa.org/nigeria60-a-journey-into-cultural-diversity-in-africas-most-populated-country/
28. Karikari, K. (2000). The development of community media in English-speaking West Africa. In S.T. K. Boafo (Ed.), Promoting Community Media in Africa (pp. 43-60). Paris: UNESCO. Available at https://unesdoc.unesco.org/ark:/48223/pf0000187739
29. Kasoma, F. P. (1997). The Role of the Independent Media in Africa’s Change to Democracy. In L. Tepperman, J. Curtis, S. J. Wilson and A. Wain (Eds.), Small World: Readings in Sociology, (2nd ed., pp. 237-243). Scarborough, Ontario: Prentice-Hall.
30. Lagos Bureau of Statistics (LBS). (2011). Lagos State literacy survey 2011. Lagos State Agency for Mass Education. https://mepb.lagosstate.gov.ng/wp-content/uploads/sites/29/2017/01/LITERACY-SURVEY-2011.pdf
31. McQuail, D. (2010). McQuail’s mass communication theory (6th Ed.). London: Sage.
32. Media Development. (2002). What is the special significance of community media to civil society? Media Development, 44(4). http://www.wacc.org.uk/publications/md/md2002–4/comm-media.html
33. MediaReach OMD. (2017). 2017 Mediafacts: Nigeria, West and Central Africa. Lagos, Acrra and Douala: Author.
34. Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th Ed.). Essex: Pearson Education.
35. Olukotun, A. (2017). Governance and the media in an emergent democracy: A study of the role, record and changing profile of the Nigerian media 1999-2017. An inaugural lecture of the Department of Political Science, Olabisi Onabanjo University, Ago-Iwoye.
36. Omu, F. I. A. (1978). Press and politics in Nigeria, 1880-1937. London: Longman.
37. Oso, L. (2003). Introduction. In L. Oso [ed] Community media: Voices of the oppressed. Abeokuta: Jedidah.
38. Oso, L. (2012). Press and politics in Nigeria: On whose side? Being 47th Edition of Lagos State University Inaugural Lecture series delivered on Tuesday, 9th October, 2012. Ojo, Lagos: Lagos State University Press.
39. Oso, L., Jimoh, J., Akanni, T. & Tijani-Adenle, G. (2021). Against all odds: Grassroots newspapers and the struggle for survival in Nigeria. OPANBATA: LASU Journal of African Studies, 9(2), 215-233.
40. Richards, M. (2001). The Freirean Legacy, development, communication and pedadogy. In M. Richards, P.N Thomas and Z Nain [Eds.], Communication and Development: The Freirean Connection. Cressskill, N.J: Hampton Press, NC.
41. Roncagliolo, R. (1997). Latin America: Community broadcasting as public broadcasting. In D. Atkinson & M. Raboy (Eds.), Public service broadcasting: The challenges of the Twenty- first Century (pp. 153-155). Paris: UNESO.
42. Sasu, D. D. (2024). Internet users in Nigeria 2018-2022, with forecasts up until 2027. Statista. https://www.statista.com/statistics/183849/internet-users-nigeria/
43. Sobowale, I., Sowunmi, N., & Emmanuel, R. (2014). Newspaper readership in Nigeria: Challenges, prospects and the way forward. In L. Oso, R. Olatunji & N. Owens-Ibie (Eds.), Journalism and Media in Nigeria: Context, issues and practice (pp. 468-480). Ontario: Canada University Press.
44. Sparks, C. (2007). Globalization, development and the mass media. London: Sage.
45. Thomas, P. (2001). Freirean Futures: Towards a further understanding of participatory communication. In M. Richards (Ed.), Freirean Communication and Development. The Connection. Cresskill, N.J: Hampton Press Inc.
46. Varrella, S. (2021). Number of active social media users in Nigeria 2017-2021. Statista. https://www.statista.com/statistics/1176096/number-of-social-media-users-nigeria/
47. Wanyeki, L. M. (2000). The development of community media in east and Southern Africa. In S.T. K. Boafo (Ed.), Promoting Community Media in Africa (pp. 25-43). Paris: UNESCO. https://unesdoc.unesco.org/ark:/48223/pf0000187739