ASSESSMENT OF THE ROLE OF MASS MEDIA IN RE-BRANDING NIGERIA

ABSTRACT

This study examined the role of mass media in re-branding Nigeria with a particular focus on the Nigerian Television Authority (NTA). The study was anchored on the Theory of Branding and Social Responsibility Media Theory. It is established that the role of the media is an indispensable ensuring national and international reputation. Survey research method was adopted while the data collection instrument was a questionnaire. The data were collected from the respondents within NTA while the data were analysed using frequency and percentage method. Findings of the study showed that mass media in Nigeria especially NTA has really promoted the image and reputation of Nigeria locally and globally especially in the last 10 years through its various reportorial routine. the study further recommended that mass media should be given free hand to perform this duty as the 22 section of 1999 stipulates it that the mass media shall all time be free to uphold the responsibility and accountability of the government to the people.

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