AN ASSESSMENT OF THE CREDIBILITY AND PERCEPTION OF GOVERNMENTAL COMMUNICATIONS AMONG THE RESIDENTS IN SOUTH EAST NIGERIA

SOURCE:

Faculty: Social Sciences
Department: Mass Communication

CONTRIBUTORS:

Akubuko, G. C.
Adum, A.

ABSTRACT:

The study evaluated the credibility and perception of governmental communications among the South Eastern Nigerian residents. The specific objectives were: to examine the level of citizens’ awareness of governmental communications; ascertain how these citizens’ general knowledge about governmental communications affect their perception of government policies; determine the extent to which these governmental communications have influenced the attitude of these people towards their relationship with the government; ascertain if the citizens perceive these governmental communications as credible and assess the kinds of response given to these governmental communications. The study was anchored on Framing and Perception theories. The study adopted quantitative (survey) approach with a study population comprising a cross section of 198,953 citizens in selected universities, markets and ministries in South East Nigeria. A sample size of 778 was derived based on the Cochran formula n=Z2Npq/Ne2+Z2pq. Data presentation was done using percentage table and histogram. The research hypotheses were tested using Chi-square statistical tool at 5% of significance. The study found that, there are significant shift from mainstream media in relation to the sources of information, that social media has become the major source of governmental communications. This displacement paradigm is consistent with citizens’ use of social media for political communication globally. It further revealed that audience assessment and credibility of governmental communications are based on the evaluation of the actions of those political actors in governance. The study established that the audience rated the projects delivered in their constituencies (physical infrastructures and human empowerment), higher than the promotional campaigns on attitudinal change and patriotism been flown by the government. Moreover, the study also disclosed that 75% of the residents were of the view that socio-cultural, political and religious issues (family, friends, culture, church and politics) have affected the practices or behaviour towards governmental communications. They noted that their political party’s ideology and tribalism are some of the factors that are dissipating the governmental communications and audience perception. The study recommended that governmental communications should contain more information beyond news and announcement, to ensure improved citizens’ participation in governance.