THE ROLE OF SOCIAL MEDIA IN COMMUNICATION MANAGEMENT OF LOCAL GOVERNMENTS- A STUDY OF AHIAZU MBAISE LOCAL GOVERNMENT AREA

TITLE PAGE THE ROLE OF SOCIAL MEDIA IN COMMUNICATION MANAGEMENT OF LOCAL GOVERNMENTS: A STUDY OF AHIAZU MBAISE LOCAL GOVERNMENT AREA SCIENCE M.Sc DEGREE IN PUBLIC RELATIONS... This stu

TITLE PAGE

THE ROLE OF SOCIAL MEDIA IN COMMUNICATION MANAGEMENT OF LOCAL GOVERNMENTS: A STUDY OF AHIAZU MBAISE LOCAL GOVERNMENT AREA

SCIENCE (M.Sc) DEGREE IN PUBLIC

RELATIONS

SUPERVISOR: DR (MRS) J NNABUKO

AUGUST, 2012 APPROVAL PAGE

This dissertation has been approved for the Department of Marketing

I, Anyanwu Marce Okey, a postgraduate student in theDepartment of Marketing, state that I have satisfactorilycompleted the requirements for the award of Master ofScience (M.Sc) Degree, in Public Relations in the Department

Nigeria, Enugu Campus I also state that the work embodied

in this dissertation is original and has not been submitted

in part or full for any other diploma or degree of this or anyother University

I would like to express my profound gratitude to Dr (Mrs) J.Nnabuko, my supervisor who patiently guarded me throughthis work

Acknowledgments are gratefully given to my well endowedinspirational lecturers at University of Nigeria, EnuguCampus- Drs S C Moguluwa, J Uduji, A Ehikwe andAgbeze and all other who have encouraged me in the cause

of my programme

Special thanks to my Jewel, Deaconess Mary Anyanwu and

my lovely gifts from Almighty God – Chioma, Chononso andChinaza for their encouragements from the home front

ABSTRACT

This study explored the role of social media in the communication management of local governments with Ahiazu Mbaise Local Government Area as case study Social media is changing the world in which we work and govern From twitter to eBay, Facebook to you Tube, new tools are emerging every year that place the connecting power of the internet in the hands of everybody But inspite of these development, there is still low appreciation and application of social media in local government in Nigeria particularly in Ahiazu Local Government Area The study adopted the survey research method which involves the use of questionnaire and interview Data gotten from the field survey was analyzed in frequencies and percentages while the hypotheses postulated was tested using the sample proportion statistic All of the alternative hypothesis of the four hypotheses were all accepted Findings revealed among other things that there is positive correlation between level of education and social media communication in the rural communities Finally, it was recommended that Government should embark on compulsory electrification of the rural areas There should be mass awareness of the ruralites as

an important condition for social media communication and that the ruralites should be encouraged to open email accounts to be used so as to encourage social media

CHAPTER ONE: INTRODUCTION

1.6 Significance of the Study 8

2.6 Information Communication Technology as the

2.8 Summary of the Review of Related Literature 120

CHAPTER THREE: RESEARCH METHODOLOGY

3.5 Sample Size Determination 125

3.8 Reliability of the Research instrument 126

3.9 Method of Presentation and Data Analysis 126

CHAPTER FOUR: DATA ANALYSIS

CHAPTER FIVE: SUMMARY OF FINDINGS, DISCUSSION

OF RESULTS, CONCLUSION AND RECOMMENDATIONS

Table 2.2: Statutory allocation to local government 31Table 2.3: Summary of local government finance

Table 2.4: Characteristics of executive support

systems 93

Table 4.2: Nature Relationship between Computer

Literacy and Social Media Communication in

Table 4.3: Nature of Correlation between General

Level Education and Social Media Communication

in Rural Communities of Ahiazu Mbaise L.G.A 130Table 4.4: Nature of Significant Relationship between

ICTs and Social Media in Communication in

Rural Communities of Ahiazu Mbaise LGA 131Table 4.5: Nature of Positive Relationship between

Possession of Personal Computers and Social

Media Communication in Rural Communities of

Table 4.6: Nature of Correlation between Awareness

Creation and Use of Social Media Communication

in Rural Communities of Ahiazu Mbaise L.G.A of

Table 4.7: Nature of Positive Relationship between

Face-To-Face Real World Communication and

Social Media Communication in Rural Communities

LIST OF FIGURES

Fig.2.1: Examples of Information System for Various

Fig 2.2: Types of Information Systems by Level and

Fig 2.3: Matrix of strategic options related to

CHAPTER ONE INTRODUCTION 1.1 Background of the Study

The concept of communication is traceable to man and hisorigin It is etymologically argued that words are made toconvey meaning to hearer Hence, the very essence ofcommunication is conveyance of some meaning to thehearer It is this meaning that sustains communication.Communication, says Onwutebe (2010:56), is the passage ofinformation from the communicator as sender to thecommunicatee as receiver through a channel He notes thequality of the message is the passage of information fromthe communicator sender to the process of communication;adding that it is the receiver that adjudges a messagequalitative or not Communication, in quite different ways,

is an indispensable tool of development efforts and thesocial life of every community opined Okwechime (2005)

Onwutebe argues further that means of communication isvery necessary for timely delivery of massages corroboratingOnwutebe, McJones (2004:60) notes that means ofcommunication varies ranging from mass media, personal

to social media He says that mass media is both electronicand print The former is both audio and visual Nwosu(2001:43) adds that Oramedia is also a vital aspect of massmedia, which predates other types of communication exceptpersonal

Tim-Jones (2000:84) States that the most recent type ofcommunication is the social media, arguing that themassive and expensive nature of social media has made itunarguably the most extensive type of communication Heobserves that the far-reaching nature of social media hasmade it the most sought for in marketing The onlyproblems are the complete divorce of privacy

Jonah and Jonah (2011:99) argue that social media requireliteracy and technicality to operate They argue that many

literate people cannot use social media because they are notlearned in it To be learned in any field transcends literacy.

It needs mastery of technicalities to be used, which isessentially in computer literacy Many literate and educatedpeople are not computer-literate which is the essentialingredient for the use of social media

In a local government system, as in every other arm ofgovernment, the essence of government action is based oncommunication Government policies are communicated toworkers for action in the language they can understand.Uche (1990), therefore, perceives communication to be: theprocess of disseminating ideas and for transferringinformation, values attitudes and promoting newbehavioural patterns that would encourage attitudinalchange that is germane for creating a conduciveenvironment for social, political and economictransformation of individual and his social system.Government requires to be understood in its policies for the

people Local government deals with the rural people There

is a great need to communicate with the people at thegrassroots, which should assess government programmes.This requires the people to be educated enough This studyevaluates the role of social media in the communicationmanagement of local government, with reference to AhiazuMbaise Local government of Imo state

1.2 Statement of the Problem

Social media is changing the world in which we work,socialize and govern From twitter to eBay, Facebook toYouTube, new tools are emerging every year that place theconnecting power of the Internet in the hands of everyone.Social media has been a very fast growing means ofcommunication in every modern city Very many people inAhiazu Local Area have been learning computer usage Thishas heightened the chances of them getting to understandthe intricacies of social media Besides, the use of computer

is gradually being noticed in the Local Government Area.And in spite of this, there is still very low appreciation andapplication of social media in Ahiazu Local GovernmentArea The local government has too many people who areeducated, but are not yet computer–literate Also, thegovernment at the local government is initiating aprogramme for Information Communication Technology(ICT), which is the bedrock of social media communication.This no doubt will achieve computer literacy in the ruralcommunities of Ahiazu Mbaise Local Government Area, and

in turn create a valuable channel for improvement on socialmedia application and appreciation

1.3 Objectives of the Study

The broad objective of the study is to evaluate the role ofsocial media in communication management of Localgovernments with respect to Ahiazu Mbaise L.G.A of ImoState The following specific objectives are formulated by thestudy

1) To determine the relationship between computer

literacy and social media in Ahiazu Mbaise L.G.A

2) To determine the correlation between general

education level and social media communication inAhiazu Mbaise L.G.A

communication technology (ICT) and social mediacommunication in Ahiazu Mbaise L.G.A

4) To assess the link between possession of connected

personal computers and social media communication

in rural communities in Ahiazu Mbaise L.G.A

5) To discover the link between awareness creation and

the use of social media communication in the ruralcommunities in Ahiazu Mbaise L.G.A

6) To ascertain the relationship between face-to-face real

world communication and social media in AhiazuMbaise L.G.A

1.10 Research Questions

The following research questions are formulated by thestudy

1) What is the relationship between computerliteracy and social media communication in ruralcommunities in Ahiazu Mbaise L.G.A?

2) What is the correlation between general education leveland social media communication in Ahiazu MbaiseL.G.A?

3) What is the link between information communicationTechnology (ICT) and social media communication inAhiazu Mbaise L.G.A?

4) How does possession of connected personalcomputers and social media communication in ruralcommunities in Ahiazu Mbaise L.G.A?

5) How does awareness creation impact on social mediacommunication in the rural communities in AhiazuMbaise L.G.A?

6) What is the relationship between face-to-face realworld communication and social media in AhiazuMbaise L.G.A?

1.11 Research Hypotheses

The following research hypotheses are formulated by thestudy:

1 There is positive relationship between computer

literacy and social media communication in the ruralcommunities in Ahiazu Mbaise L.G.A

2 There is positive correlation between general level of

education and social media communication in the

rural communities in Ahiazu Mbaise L.G.A

3 There is significant relationship between ICT and social

media communication in the rural communities in

Ahiazu Mbaise L.G.A

4 There is positive relationship between possession of

personal computers and social media communication

in the rural communities in Ahiazu Mbaise L.G.A

5 There is significant correlation between awareness

creation and use of social media communication inAhiazu Mbaise L.G.A

6 There is positive relationship between face-to-face real

world communication and social media in AhiazuMbaise L.G.A

1.6 Significance of the Study

This study shall benefit several people on the use of socialmedia in communication Particular help are: the policyformulators who shall discover that the recommendationgiven here would help them in getting the required policy forcreating awareness on computer usage and how they canuse social media to improve communication within the localgovernment management structure in order to reduce thenumber of meetings required between officers, communitygroups, members and other stake holders They shall findhelp in disseminating information to the ruralites as well asthe techniques to do it Also the work shall benefit

individuals in finding the need for having personalcomputers and being computer literate The need toestablish ICT in every village in the local government would

be better and understood by the recovered actuations in theresearch Government shall discover the need to embark onmass literacy level in rural communications in order tointeract better with citizens The administrative staffers aswell as the elected councilors shall be encouraged tosupport local communities and individuals in becomingdigitally enabled and empowered

1.7 Area and Scope of the Study

The study covers all the communities in rural areas ofAhiazu Mbaise Local Government Area of Imo State Theinterviewees and respondents to the questionnaire includethe elected and civil service workers of Ahiazu Mbaise LocalGovernment Area, select computer operators and businesscenters in the local government, select traditional rulers andvillage heads in the local government as well as select

secondary school students and graduates of the localgovernment

1.8 Limitations of the Study

The expected respondents are numerous and diverse Theycould not be reached at the same time for their responses.This prolonged the time for the completion of the research.Besides, the expansive nature of the local government whichcomprises such thickly populated communities asUmuokrika, Oparanadim1and Oparanadim2,Obohia, Ihite-aforukwu, Ogbe, Lude, Amuzi, Ihenweorie, Ekwerazu townand others made it quite difficult to cover all thecommunities and villages Many of the villagers are notliterate enough to respond to our enquires whichnecessitated the use of local interpreters, which alsoprolonged the time for the completion of the research

1.9 Definition of Operational Terms

Buffer: is an intermediate repository of data –a reserved

portion of memory in which data is temporarily heldpending an opportunity to complete its transfer to or from astorage device or another location in memory, (“Buffer(computer Science)”, Microsoft®Encerta®2009(DVD))

Computer Virus: A small program, usually hidden inside

another programmed, that replicates itself and surfaces at apredetermined time to cause disruption and possiblydestruction Jonah & Jonah (2001:99)

Computer Aided Design: A system that uses computers to

geometrically prepare, review and evaluate productdesigns.Nwosu (2002:41)

Computer Integrated Manufacturing (CIM): The

computerized integration of all major functions associatedwith the production of a product McJones (2010:115)

Computer integrated information system: an Information

system that involves the use of computer technology.Peterside (2006:113)

Innovation: A new idea applied to initiating or improving a

process product, or service Johnson (2010:68)

Hackers: Individuals who are knowledgeable about

computers and who gain unauthorized entry to, andsometimes tamper with, computer networks and files oforganizations with which they have no affiliation Andy(2010:41)

Horizontal Communication: Lateral or diagonal message

exchange either within work-unit boundaries, involvingpeers who report to the same supervisor, or across work-unit boundaries, involving individuals who report todifferent supervisors McDons (2009:30)

REFERENCES

Onwutebe, C.A (2010), Information Communication

Technology, Aba: Ngwaland Publishers.

McJones, B.C (2004), Communication Management, Texas:

Beatice Hall Inc

Nwosu I (2001) Mass Media Communication 3rd edition,

Enugu: Snaap Press

Time-Jones, E.F (2000), Social Media Communication in

Third World., New York: McGraw Hill Books Inc

Jonah, A.N And Jonah, K.I (2001), Internal and Social

Media Communication in Nigeria, Lagos: Western

Avenue Publishers

Uche, Luke Uka (1990), “Communication and Development

in a Military Political Culture: A Case Study of a Nigeria Public Campaign for Social Change”, Media Development 1/1990, London: World Association for

Christian Communication

Peterside, B.M (2006), Computer Integrated Manufacturing

System, Dallas: Prentice & Hall Inc.

Andy, E.E (2010), Computer Aided Design, London: Oxford

Publishers

CHAPTER TWO REVIEW OF RELATED LITERATURE

2.1 Introduction

The recent announcement of the restructuring of the localgovernment by the Federal government of Nigeria willdefinitely change the way local government administrationworks, largely moving away from a model of allocationssharing between the states and among the party stalwarts,

to a model of delivering services to and with the people(Abubakar, 1980:232)

Local governments need to find better ways to forge newpartnerships, involving local citizens and the state workingtogether to generate new ideas, tap into latent communitycapacity and make better use of local assets Thesechallenges come at a time when social media has becomepart and parcel of life for millions of Nigerians For the localgovernments, therefore, social media has become inevitablypart of everyday business- a channel for improved dialogue,wider networks and a new kind of mutualism that will becentral to delivering effective public services Discussing

the framework of social media in Local GovernmentAdministration in Nigeria would not be completed withoutmaking reference to the country’s federal structure (Ekpoand Ndebbio, 1991:171) explained that, “it would be recalledthat as the country progressed from a unitary system ofgovernment under the colonial hegemony to a federalsystem, that the governance of the country became morecomplex and decentralized And that in the struggle for amore robust federal structure, significant changes occurredmore prominently in the areas of fiscal and politicalplanning” Thus, the colonial administration structured thecountry into 3 main segments; namely, the protectorate ofNorthern and Southern Nigeria, and Lagos as a colony Ineach administrative area, there was a complete fiscalindependence, which lasted up to 1914 when the Southernand Northern protectorates including the Colony of Lagoswere amalgamated, all in an attempt to unify the fiscalsystem Throughout the decades, fiscal arrangementcontinued to change as different reviews emanated from the

various commissions set up by the government, (Shah,1991:22).

Prior to 1967, the local government used to be referred to as

a Native Authority This was due to the fact that colonialadministration revolved around traditional rulers using anindirect rule approach to administer the society, (Orewa,1983:142) The executive authority was under the control ofthe District Officer, and the primary function of the nativeauthority was to maintain law and order The RichardConstitution of 1946 restructured Nigeria into three regionsand assumed responsibility for the reorganization of localgovernments in Nigeria Thus, the country abandoned anational local government system and set a motion themachinery for reforming the Native Authority system in

1948 In 1966, the Military took over the seat of powerfollowing radical changes in the system of local governmentadministration in the regions and in the State thatsubsequently replaces them Igbuzor, (2002) argued that inspite of the significant changes in the local government

structure, the reforms failed to effectively address the mostfundamental problem of the local authorities, which waspoverty.

Following the various consultations carried out across thenation, the government in 1976 was able to produce

“Guidelines for local government reform” which all theStates were expected to conform to Gboyega, (1983:23)posited that the reform subsequently created a single tierstructure of local government in place of the differentstructure in the various regions All local governments inthe country had a common structure, sources of revenueand personnel management system A major critical aspect

of the reform was the restructuring of the financial system,which allows the receipt of statutory allocation of revenuefrom the Federation Account and each State’s revenue,(Imam,1990:122) The reform further recommended thatlocal governments should concentrate their efforts on alimited range of basic services and prevented stategovernment from encroaching the revenue sources of local

governments It also tried to revamp the finance of the localgovernment, by initiating a debt liquidation opportunity tolocal governments as a way of cleaning-up the existingfinancial mess in their records,(Shah, 1983:76).

In ensuring that the citizen derived full benefits of theenhanced revenue allocations, the government overhauledthe systems of internal checks and balances inherent in thepresidential system, (Musgrave,1973:342) Thus, an auditalarm system was immediately introduced to ensureeffective local government administration in Nigeria Inaddition, each State appointed an Auditor General of localgovernment to carry out regular audit of local governmentaccounts in order to deter and detect abuses Since the

1976 reform, it has become imperative for the government

to upgrade the administrative machinery for coordinatingthe local government reform policies By 1993, the federalgovernment established the Ministry of State and LocalGovernment Affairs to manage intergovernmental relations,(Ekpo, 1990:17) The Federal Military Government in 1995

then appointed a Committee on the creation of States andLocal governments on the constitutional conference of1994/1995 Following the persistent clamor for grassrootsdevelopment, the government increased the number of localgovernments from 300 to 448 in 1989, and later to 593 in

1991 By 1997, the number of local governments increased

to 774, (Ekpo and Ndebbio, 1991: 32-40)

Table 2.1: Local Governments in Nigeria 1933-1997

Source: Adapted from the Tell Magazine of Monday, 29 March, 1999, page 30.

The creation of local government was to fosterrepresentative and participatory democracy at the locallevel While the political structure of local governments aredemocratic, the administrative structure represents theinstruments for carrying out effective services, (Taiwo,2009:61) In promoting efficient and realizing the goals oflocal government, the political structure may be linked toadministrative structure But the main challenge that mayarise from this arrangements show the administration at thelocal government level will forge stringer relationshipbetween the political and administrative group in the course

of performing their roles The greatest challenges that may

be facing the local governments as we approach the twentyfirst century could be the issue of inadequate finance andlow executive capacity

2.2 Frame of Social Media in Local Government

Scholars have argued that the local government focusshould be more on service delivery, particularly on tangiblethings required by the communities, while others stressedmore on representation of the local government as a basisfor achieving efficient service delivery According to YoungFoundation (2010), “social media encourages the localgovernment authorities to start by listening and analyzingsocial media activity They should then participate inconversations with fine actions: to create dialogue withcitizens, to energize citizens around a particular theme orevent, to support communities to help each other, to involvepeople in decisions, and to measure social media activitythought” The foundation also states that social media willachieve more than just conversations and communication;

it will lead to a transformation in existing ways of doingbusiness Services will benefit from greater insights withwhich they can redesign their delivery, some of the old ways

of doing things will become obsolete, and new business

models will emerge that are built around social media andother internet and mobile technologies.

Hill, (2004:112) claims that “the good form of localgovernment was representatives because it promotes liberty,equity and fraternity; promote political education,participation and communication He also asserts that thelocal government is a prime element of democracy because

it always exhibits the intricacy value of democracyirrespective of the services it provides” Government is said

to be representative when all types of people can take part

in the decision making process Young Foundation furtheropined that “social media will achieve more than justconversations and communication; it will lead to atransformation in existing ways of doing business Serviceswill benefit from greater insights with which they canredesign their delivery, some of the old ways of doing thingswill become obsolete, and new business models will emergethat are built around social media and other internet and

mobile technologies” Barber (2004:113) provided a strongcase for local governments on the grounds that “it was themost efficient agent for providing those services that areessentially local In his view points, the efficientperformance of these services is so compelling that if localgovernment does not exist at all; something else will have to

be created, implying that the institution is indispensable”.The question posed by Maddick (2003:82) is that “Howmuch democracy is needed to provide efficient services atthe local government level”? As summed up by Maddick, it

is about “optimum administration, which is crossfertilization of ideas between democracy and servicedelivery” The overall argument therefore, is that societyneeds civic consciousness and political maturity, ifprograms are to be efficiently executed with enthusiasm andwithout outbreak of violence In a nutshell, politicalmaturity in this contest must bring with it politicalparticipation and responsive governments required totranslate needs into politics and politics into needs

2.3 Democracy and Fiscal Responsibility in Local

Government Administration

The Local government administration as obtains now isseriously inadequate to meet the demands of a robust andmature democracy It obscures and distorts what should beopen and lively political activity for the majority of localcitizens and it fails to provide clear lines of local fiscalresponsibility The system encourages political parties tocontinue private informal management of councils andgrant them inordinate power Prior to the democratic rule

in 1999, discretionary grants by governments represent asmall portion of total transfers, and ever since then, grantsincluding stabilization fund and the share of excess crudeoil revenue from the Federation Account to LocalGovernments have increased significantly This, however,reflects the determination of the government to ensuringthat the dividend of democracy through grass-rootdevelopment is guaranteed The drive to promote increased

grants should be sustained to enable Local Governments toprovide for economics projects The structure of governmentcan be conceptualized as an arrangement between andwithin levels of government for decision-making process,practices, and interrelationships between those levels ofgovernment In this instance, the concept of federalismcomes to bear as a government functions There aredifferent forms of federalism in a given political structurebut the prominent ones are fiscal, political andadministrative Fiscal federalism is in relation to theallocation of government spending and resources to thevarious tiers of government Tanzi (2005:110) Of the variant

of this conceptualization is that of Mclure (2005:44) on puredecentralization of fiscal federalism, “a system in whichpure local government raise pure local taxes and undertakepure expenditures without the benefit of central governmenttransfers” This is very rare in real terms According to Bah

is indirectly referred to as local government with