PROCESS AND TOOLS OF REBRANDING MASS COMMUNICATION DEPARTMENT NEWSROOM OF LAGOS STATE POLYTECHNIC

Abstract

This study was on process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. Three objectives were raised which included:  To find out the tools used for rebranding mass communication department newsroom of Lagos state polytechnic, to find out the process of rebranding mass communication department newsroom in Lagos state polytechnic and to find out the challenges of rebranding mass communication department newsroom in Lagos state polytechnic. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected students of mass communication department of Lagos state polytechnic. Hypothesis was tested using Chi-Square statistical tool (SPSS).

Chapter one

Introduction

1.1Background of the study

There are many difficulties facing news organizations as they make the switch from a traditional news media model to an online, digital one. Nowadays, it is widely acknowledged that many legacy media companies must modernize or perish. These news organizations simultaneously uphold their core values in order to continue producing the caliber of content that keeps both their credibility and their devoted audiences, as well as to maintain a sense of cultural continuity within each organization to withstand the conflicts and tensions that come with such rapid change.

Several academics have looked at how newsrooms, frequently in print organizations, are changing in the era of digital media. Gade (2008) found that a newsroom’s degree of integration, newspaper size, the emphasis placed on profits, and an editor’s perceived organizational relevance all affected their ability to influence change in newsrooms. Meier (2007) suggested that removing traditional departmental divisions and physically rearranging the newsroom helped Central European newsrooms in their pursuit for convergence

However, the pace at which information is disseminated has altered how newsrooms must function in a web-based world and new, multiplatform ways of producing news. According to Klinenberg (2005), newsrooms have been reorganized and journalists’ daily routines have been changed to accommodate the “news cyclone” of the nonstop 24-hour news cycle (p. 54). In a series of articles, (Boczkowski, 2009) describes how newsrooms are increasingly turning toward content uniformity in an effort to remain ahead of rivals. He has also observed a restructuring of hard and soft news content where hard news is little more than re-written wire stories, and soft-news takes on a bifurcated world within the newsroom as reporters and editors have more space to write these stories. In some cases, multiplatform journalism has ended up looking more like a primary platform with some secondary support as Singer (2004).

 It is important not to give too much primacy to the simple existence of new technology as a force of change itself. As Deuze (2007), argues that technology does not itself reshape work patterns, but it how that technology gets taken up in practice. The study underscores the human element, how executives in a newsroom can shape a vision about the use of technology in a newsroom and how that technology is then actually taken up and experienced and how it rebrands newsroom. The based on this background the researcher wants to investigate process and tools of rebranding mass communication department newsroom of Lagos State polytechnic

Statement of the problem

It has been argued that the Internet has permanently changed the ways people communicate as well as how they locate information they need in their daily lives. The Internet has had similar impact on mass communicators. Journalists, among them, have seen their information-gathering and distribution methods altered in the past decade. The result has led scholars and practitioners alike to proclaim that journalism will never be the same. But the speed of information dissemination has changed the way that newsrooms have to operate in a web based world and new, multiplatform modes of news production, newsrooms have been restructured and rebrand. In department of mass communication newsroom, what tools help in the process and rebranding in mass communication department, Lagos state polytechnic?

Objective of the study

The main objective of the study is to investigate the process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. The specific objectives are;

1. To find out the tools used for rebranding mass communication department newsroom of Lagos state polytechnic
2. To find out the process of rebranding mass communication department newsroom in Lagos state polytechnic
3. To find out the challenges of rebranding mass communication department newsroom in Lagos state polytechnic

Research Hypotheses

The following research hypotheses are formulated to guide the study;

H1: There are no tools used for rebranding mass communication department newsroom of Lagos state polytechnic

H2: There is no process of rebranding mass communication department newsroom in Lagos state polytechnic

Significance of the study

The study will be very significant to students, lecturers and the department of mass communication department. The study will give a clear insight on the process and tools rebranding mass communication department newsroom of Lagos state polytechnic. The findings will educate the department of mass communication department on the tools for rebranding newsroom. The study will also serve as a reference to other researcher that will embark on the related topic

Scope of the study

The scope of the study covers process and tools of rebranding mass communication department newsroom of Lagos state polytechnic. The study will be limited to study of mass communication department in Lagos state polytechnic

Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents.

In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed.

1.8 DEFINITION OF TERMS

Rebranding: Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer’s perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer’s needs

Mass communication: Mass communication is the process of imparting and exchanging information through mass media to large segments of the population. It is usually understood for relating to various forms of media, as its technologies are used for the dissemination of information, of which journalism and advertising are part.

Newsroom: A newsroom is the central place where journalists reporters, editors, and producers, associate producers, news anchors, news designers, photojournalists, video journalists, associate editor, residenceeditor, visual text editor, Desk Head, stringers along with other staffers work to gather news to be published in a newspaper, an online newspaper or magazine, or broadcast on radio, television, or cable. Some journalism organizations refer to the newsroom as the city room

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