Tag Archives: Traditional Media

Effect of the Application of the traditional Media in Projecting A Favourable Image of A Manufacturing Firm in Nigeria: A Study of Innoson Group of Companies (Published)

An organizational image is the “shared meanings, attitudes, knowledge, and opinions’ of organizational stakeholders, influenced, at least in part, by strategic communications emanating from the organization. Organizational images are created and sustained by both organizations and stakeholders; while the organization is actively attempting to project a particular image of herself, stakeholders are forming perceptions of the organization. In communicating an organization’s policies, programmes, activities and further projecting its image, traditional media which tend to appeal to both rural and urban dwellers come to mind.  However, most organizations seem to be ignorant of the significance and efficacy of the usage of traditional media thereby leading to the organization recording low patronage; having few loyal customers; weak financial impact; and negative perception of the organization. The main objective of this study was to determine the effect of traditional media in projecting the image of Innoson Group of Companies. The population for this study comprised of selected management and staff of Innoson Group of companies on one hand and publics of Innoson group of companies. Data were tested using simple percentages, Pearson Moment Correlation Coefficient and Regression analyses at 0.05 level of significance. Findings from the study showed that: Demonstrations as traditional media tool to a large extent positively influence public perception of Innoson Group of Companies (r = 0.764; F = 418.677; p<0.05). There is a significant relationship between fair as a traditional media tool and public support (r =. 955, P<.05). It was concluded that usage of traditional media (demonstration and fair) serve as credible tools and are capable of influencing the image of political candidates in Nigeria. The study therefore recommended that the management of Innoson group of companies should as much as possible recognize, appreciate and attach importance to usage of traditional media tools, as such may be the needed inputs for the growth, development and revamping/boosting the image of the company.

Keywords: Agenda Setting Media Theory, Organisational Image, Traditional Media, image


The migration of readers, viewers and advertisers from newspaper and broadcast television to the web is not limited to the developed world but has also become a visible trend in developing countries such as Nigeria. Newspapers have for the past decade decried the decline in circulation as web visits continue to increase, making the future of newspaper journalism an uncertainty. Thus, this paper takes a look at the changes that online journalism has brought in the Nigerian media landscape as its presence is mostly felt by the traditional media. The study adopts the technological determinism theory and the media morphosis theory, for while technological determinist hold that technology is the major determinant of change in the society, mediamorphosis theory believes in the unification of already existing institutions with the changes brought about by technology. Hence, the traditional media instead of being displaced by online journalism, and converge with the new media to enhance its operation. Consequently, the federal government and media-personnel should endeavour to equip media houses with the needed infrastructure to enable them stay afloat in this digital era as online journalism has come to stay.

Keywords: Nigeria, Online Journalism, Traditional Media