Dissertation: Role of Mass Media During Covid-19 in Nigeria

This dissertation explores the role and growing significance of mass media during the COVID-19 pandemic, focusing on a case study of Independent Media Agencies in Nigeria. It begins with an introduction outlining the study's aims, objectives, research questions, and rationale. The literature review examines the role of mass media in disseminating information, the challenges faced by media agencies during the pandemic, including the spread of fake news, and the measures taken to effectively perform their role. The study highlights the importance of mass media as a source of information, a marketing platform, a means of bringing positivity, and a channel for delivering up-to-date information. The dissertation further delves into the research methodology, data analysis, findings, discussion, conclusion, recommendations, and personal reflection, providing a comprehensive overview of the subject matter. Desklib is a platform where you can find this and many similar assignments to help you with your studies.

CW1 Dissertation Media and
Communication

Contents
TITLE: Dissertation Title: The Role of Mass Media and its growing significance during Covid-
19: A case study on Independent Media Agencies in Nigeria.........................................................3
CHAPTER 1 INTRODUCTION.....................................................................................................3
Overview of study........................................................................................................................3
Research aim ...............................................................................................................................3
Research Objectives.....................................................................................................................4
Research Questions......................................................................................................................4
Rationale of research....................................................................................................................4
Structure of dissertation...............................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................5
Introduction..................................................................................................................................5
Main body....................................................................................................................................5
To understand the role of Mass Media and its growing significance during Covid-19...............5
To analyse the challenges faced by media agencies during pandemic situations........................7
To evaluate the various measures that may be undertaken to effectively perform the role of
media during a pandemic.............................................................................................................9
Conclusion.................................................................................................................................11
CHAPTER 3 RESEARCH METHODOLOGY............................................................................12
CHAPTER 4 ANALYSIS AND FINDINGS................................................................................12
CHAPTER 5 DISCUSSION..........................................................................................................12
CHAPTER 6 CONCLUSION AND RECOMMENDATIONS....................................................12
CHAPTER 7 PERSONA REFLECTION......................................................................................12
REFERENCES..............................................................................................................................13

TITLE: Dissertation Title: The Role of Mass Media and its growing
significance during Covid-19: A case study on Independent Media
Agencies in Nigeria.
CHAPTER 1 INTRODUCTION
Overview of study
The concept of mass media tends to be associated with means of technology which is focused for
reaching a huge number of audiences. So, this renders fundamental communication means which
is utilised for reaching the large majority of general people. Along with this, the most common
platforms for mass media are newspapers, magazines, radio, television, and the Internet. At
present times, this has been observed that mass media plays crucial roles across the world. In
addition to this, the world of media is forming with whole passing days. The newspaper was
replaced by radios, this was replaced with TV and television was replaced with internet. Also,
currently there are numerous channels on interests through those news, events as well as overall
other information are passed on person. COVID-19 has disrupted the overall industry with media
as well. For this, there are several video blogs, blogs, social and many others are the manner to
represent the media. Furthermore, this has been highlighted as well as monitored that the fast
spread of COVID-19 at international level that became a source of public worry as well as
various unknown related to particular new pathogen developed a panic states. Therefore, during
that mass media became the key information sources regarding the novel corona virus. Thus, the
recent investigation is concentrated upon evaluating as well as analysing about the mass media
role at the global pandemic of COVID-19. In order to complete this dissertation, Independent
Media Agencies in Nigeria is chosen. The main aim of this study is to analyse the Role of Mass
Media and its growing significance during Covid-19. For this some topics are highlighted that
are research aim, objectives, questions, rationale, structure and literature reviews. Moreover,
research methodology, data analysis, findings and discussion are also described. Apart from this,
recommendation and personal reflection are also discussed in this research.
Research aim
“The Role of Mass Media and its growing significance during Covid-19”: A case study on
Independent Media Agencies in Nigeria.
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Research Objectives
 To understand the role of Mass Media and its growing significance during Covid-19.
 To analyse the challenges faced by media agencies during pandemic situations
 To evaluate the various measures that may be undertaken to effectively perform the role
of media during a pandemic
Research Questions
 What is the effective role of Mass Media and its growing significance during Covid-19?
 Which can be the main challenges faced by media agencies during pandemic situations?
 What are the various possible measures that may be undertaken to effectively perform the
role of media during a pandemic?
Rationale of research
There are several reasons for opting the respective topic is the personal interest of research.
Additionally, researcher is much interested to improve their knowledge regarding the role of
mass media during COVID-19 pandemic situation as these aspects can be used by them in
upcoming times. Moreover, the respective investigation is going to develop an affirmative
aspects into researcher mind set as understandings related to evaluates the role of mass media as
well as their growing significance during COVID-19. In order to conduct the particular
investigation efficiently, there are numerous competencies which are needed for conducting the
particular study so that this would assists investigator for maximising its skills such as decision
making, communication and many more skills. It could be helpful for scholar in future
investigation as well. Also, research might be executed into media sector so this would be
beneficial for researcher in order to maximise their understandings in respect of particular
industry in proficient way. Therefore, this would also render optimistic outcomes for researcher
in regards to perform the further job role in effective and efficient manner.
Structure of dissertation
Chapter 1 Introduction
Chapter 2 Literature Review
Chapter 3 Research Methodology
Chapter 4 Analysis and Findings
Chapter 5 Discussion
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Chapter 6 Conclusion and Recommendations
Chapter 7 Personal Reflection
CHAPTER 2 LITERATURE REVIEW
Introduction
Literature review is considered as a piece of academic writing which demonstrate the
understandings as well as knowledge of academic literature upon a particular topic that is placed
in context. Additionally, this also incorporates a critical assessment of material. Moreover, this
develops familiarity with as well as acknowledging of present investigation into specific area
before performing a new study. Performing a literature review should allows them in identifying
what investigation have already been conducted as well as determine what is not known into
their topic. In addition to this, the key intent of literature review is to obtain an acknowledgement
of existent investigation as well as debates related to specific research topic or area of
investigation and for presenting that knowledge in kinds of a written report. Also, it assists in
building researcher understandings into its field. For instance, in this chapter the role of Mass
Media and its growing significance during Covid-19, various challenges faced by media agencies
during pandemic situations and several measures that may be undertaken to effectively perform
the role of media during a pandemic are also discussed.
Main body
To understand the role of Mass Media and its growing significance during Covid-19.
Mass media describes to media technologies which is utilised for disseminate information
towards a board audiences. Moreover, the main function of mass media is to communicate
several messages by movies, radio, television, advertising, magazines, newspaper, radio and so
on. Additionally, mass media tends to be associated with means of technology which is focused
for reaching a huge number of audiences. So, this renders fundamental communication means
which is utilised for reaching the large majority of general people. At present times, this has been
observed that mass media plays crucial roles across the world. In addition to this, the world of
media is forming with whole passing days. The newspaper was replaced by radios, this was
replaced with TV and television was replaced with internet. Also, currently there are numerous
channels on interests through those news, events as well as overall other information are passed
on person. COVID-19 have disrupted the overall industry with media as well. For this, there are
5

several video blogs, blogs, social and many others are the manner to represent the media.
Furthermore, this has been highlighted as well as monitored that the fast spread of COVID-19 at
international level that became a source of public worry as well as various unknown related to
particular new pathogen developed a panic states. Therefore, during that mass media became the
key information sources regarding the novel corona virus. Thus, the recent investigation is
concentrated upon evaluating as well as analysing about the mass media role at the global
pandemic of COVID-19. With the affect of Covid-19 in the global market, the importance of
Mass Media has increased as people are scared to move out of their houses because of the new
guidelines of the government. People now a days watch every important news about any
situation through their phones by the information through apps that are now easily available on
their mobile phones (Ifroh and Asrianti, 2020). In the pandemic situation, mass media is only
considered as a great method for communities and individuals to stay in connection with the
people even when they are physically separated from each other. Mass media plays an important
role in the time of pandemic as it helps the businesses in carrying out their business operations
effectively for attaining the more growth and market share in the market. The role of Mass
Media in the pandemic situation is defined below:
 Source of information – Mass Media plays an important role in gaining reliable and
valuable information to the people during the Covid-19 situation. The government and
businesses has used mass media for delivering qualitative information about their
products and services that they provide to customers in the business market. It helps the
companies in gaining more customer value and loyalty towards the products that they sell
in the market (Ferreira and Borges, 2020).
 Marketing platform for companies – Most of the companies chooses to do marketing
through the use of Mass Media in order to deliver productive and useful information
about the services that they offer (Sereenonchai and Arunrat, 2021). During the situation
of Covid-19 in the market, many businesses have started selling and promoting their
products or services through online portals in order to gain more success and profitability
in the competitive market. Branded companies mainly focus on implementing strategic
plans for delivering services online in order to reduce the impact of Covid-19 in the
global economy.
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 Brings positivity in the scary time – The situation of pandemic has affected the life and
living of so many people and this reduces the value of trust and loyalty among the
customers as they are scared of coming in contact with a person (Qiao, Ruan and Pabel,
2021). With the help of Mass Media helps in brining positivity in the life of businesses
persons as they can share about their situation and how what they are adopting to the
changing situation. With the use of mass media in the situation of pandemic helped the
company in gaining more share in the market and large number of customers.
 Delivering up-to date information – Mass Media helps in delivering up-to date
information to the people on television, social media channels about the Covid-19
situation and how the health organizations are dealing with the current pandemic
situation. Mass media also helps in providing information about the areas that are more
affected by the coronavirus and needs to brings changes and what the government is
doing and taking measures to tackle the tough crisis situation because of the deadly virus
(Mbogo, 2020).
To analyse the challenges faced by media agencies during pandemic situations.
As per the views of Rajan (2020), COVID-19 pandemic reporting was challenging feat for the
media. The COVID-19 pandemic also introduced the pandemic of fake news across the globe.
During the initial spread COVID-19, uncertainties and fears related to the pandemic let to
insurgents of fake news and misinformation at a large scale. This was mostly facilitated by social
media along with Media houses being able to get the latest information about the pandemic in
different countries and actual numbers from governments. Most of the fake news surrounding
COVID-19 pandemic was propelled through private communication channels such as online chat
rooms or through WhatsApp Messenger. These portals enabled consumers to send messages at a
mass scale without much expenditure and acted as a main source of misinformation regarding the
severity and spread of the virus in different countries. The rise of misinformation was not only
seen in developed countries such as United Kingdom and United States of America but also
affected the perception of population in smaller countries such as Nigeria. The rise of fake news
was the biggest challenge of journalism in reporting fact based information about the pandemic.
It is also analyzed that a significant part of information spread during the COVID-19 pandemic
which was labelled as fake news it was just badly edited material which is then used on social
media to confirm the prejudices of those who see it. The popularity of sensationalized
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journalism, social media clickbait articles and confirmation bias of the readers affected integrity
of journalism as even fact based information could be used to spread fake propaganda and propel
personal political agenda instead of informing others about the impact of COVID-19. In
addition to this the rising popularity of social media sites as a source of consuming Daily News
also affected ethical reporting of the pandemic because of it articles which are created to gain the
attention of the social media user instead of informing factual data increase during the pandemic
which were used by social media users to confirm their biases and for this word their politically
influenced propaganda. The global healthcare crisis reason because of the COVID-19 pandemic
showcases the clear dichotomy between authorization very widely trusted sources and
conspiracy theorists channels which promote agenda based news including misinformation and
edited version of actual news to suit their agenda. This increase the importance of ensuring that
correct news reaches the audience so that the healthcare crisis can be averted quickly and further
misinformation does not lead to contribution in another pandemic in the future. The speed at
which conspiracy theories and misinformation was spread during the pandemic showcases the
public anxieties about healthcare along with the lack of knowledge the general public has about
spread of viruses. Basic scientific knowledge suggests the germ theory about spread of viruses
from one person to another is also not common knowledge in the general public even in
developed countries such as United Kingdom and United States of America. When it comes to
small countries such as Nigeria this problem can be huge as lack of education creates an
environment for higher intensity of misinformation spread. The availability of social media sites
even in small countries like Nigeria along with lack of education breeds an environment where
conspiracy theories can influence the general population of the country to a greater extent and
then cause little damage to any kind of government initiatives taken for reducing the spread of
the virus. In such time it is important for credible media houses to support strict action against
any sources or journals which contribute to misinformation being spread. Good rest of the
general audience in mainstream media houses with solid history of high quality journalism and
positive reputation across international market has increased because of the pandemic as the
credible houses are the only sources which provide actual data about the pandemic without using
the news to spread own propaganda or agenda. The spread of fake news and conspiracies at a
crucial movement of pandemic created the challenge of becoming a stenographer instead of
journalist. This means that in the times of crisis the role of journalists is to record the data
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provided by the government instead of acting like a position and criticizing every movement of
the government which leads to further panic. the role of the general public needs to be shifted
towards positive change such as accepting interesting the news articles provided by mainstream
businesses instead of a conspiracy theory forwarded on WhatsApp Messenger.
To evaluate the various measures that may be undertaken to effectively perform the role of
media during a pandemic
As per the view of (Sutarto, Sari and Fathurrochman, 2020), Covid-19 has adversely
affected the overall growth and profitability of most of the businesses because of the complete
lock-down situation. Mass Media plays a very crucial role in delivering better services to the
people by the use of advertising and by social media platforms. This helps in giving important
information about the realities and true information about the current situation and about the
problems which people are facing because of the affect of virus globally. There are various
sources of delivering important and valuable information about the affect of Covid-19 in the
global market because this hampers the growth and success of many organizations in the market.
The situation of pandemic has created a fear in the minds of people which effects their social life
also as the virus has taken away life of many people. Media is the only mode of platform that
helps in delivering news related to the pandemic to the people and this helps in building
awareness in the minds of people about what measures they need to take (Kulkarni and
Anantharama, 2020). Media can be of many types by which information can be passed to the
people of the country and those are defined as newspaper, social media news apps, and many
more. The media agency of Nigeria controls and manages their employees for achieving reliable
and correct information about the effect of the Covid-19 and how it affected the whole
population and problems people are facing. Government regulations in the tough crisis of the
pandemic has changed the living behaviour and lifestyle of people as they are now more health
conscious and follows a healthy and positive culture in order to get protected from the affect of
coronavirus. With minimum availability of products and and services to the customer in the
market is the major challenge that most of the company are facing. Adopting better channels of
media is important for the companies so that true and correct information can be passed through
these channels which results in reducing misconception about the current happenings. There are
several different types of measures that improve the role of media in the pandemic situation in
the global economy.
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It is important for that the small countries like Nigeria use strong and effective channels
of media for delivering important and accurate information about the affect of coronavirus on the
public living in that concerned area. For proper and effective performance about the role of
media in the small country Nigeria, it is important that they must provide education to all the
people so that they use social media for gartering information about the severe affect of the virus.
As Covid-19 can spread from one person to another, the population of the country needs to know
about the severe affects which helps in protecting from the affect of the virus (Esposito and
Principi, 2020).
Another measure that helps in effective role about the media in the situations of Covid-19
is that it reduces the spread of inappropriate and wrong information because this increases the
affect of virus more in the minds of people. Wrong information among people living in the small
country such as Nigeria delivers wrong information about the given current prevailing situation
which affects the life more drastically so it is important for the government to deliver right data
and information to people.
The companies uses social media for prompting the sales and growth in the pandemic
situation which helps in building high-quality image in the business market. For improving the
role of media in the current pandemic situation it is important that they adopt right channel of
media for showing and delivering information about the current situation of pandemic. Social
media help the company in gaining actual learning and brining improvement in the life quality of
the people (Mahyoob, 2020). Adopting better technological methods is also an important
measure that needs to be considered by the employees of the media agencies of Nigeria as it
helps in improving the channel for forecasting the information and which is available with every
person.
The media agency can also makes use of innovative social media apps for driving the
attraction of the people so that more people gets aware about the preventive measures that they
need to take for protecting themselves from the effect of virus. Media is the only way to reach
and capture a large number of audience in the whole world and how they are affected by the
situations of the Covid-19. As with the changing trends the situations and conditions are
changing and people are now becoming ore advance in using social media and wants to get
accurate and correct information on their phones.
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By adopting new and different channels of social media for showcasing the news to the
people is another measure that can help the media agency of Nigeria to improve the process of
and role of social media in the time of pandemic situation. It is important for the media agency to
train and develop their employees in a proper and effective manner for gaining increased profits
and growth in the business market (Khajanchi, Sarkar and Mondal, 2020). Improving the
communication among the employees of the media agency is an important factor that needs to be
considered for gaining reliable and right information about the problems that people are facing
because of the effect of the virus. Social media helps in warning people about the exact effect of
the coronavirus around the globe and also the information about the hospitals and how they are
dealing with the tough situations and what they are doing for preventing the patients from the
affect of the virus.
It is the responsibility of the media agency of the Nigeria to develop better platforms for
delivering accurate information choosing Instagram, Watsapp, Facebook for conveying accurate
data and information as most of the people spend most of their time on social media in the
situation of Covid-19 in the whole world.
Conclusion
In the pandemic situation, mass media is only considered as a great method for communities and
individuals to stay in connection with the people even when they are physically separated from
each other. Mass media plays an important role in the time of pandemic as it helps the businesses
in carrying out their business operations effectively for attaining the more growth and market
share in the market.
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CHAPTER 3 RESEARCH METHODOLOGY
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CHAPTER 3 RESEARCH METHODOLOGY
Research mythology is defined as a procedure or technique that is being duly undertaken in
a research to analyse and identify information associated to specific topic. This is a process aid
investigator to identify select and analyse information associated to the topic with the help of
undertaking reliable and valid methods. It plays important role as it provide investigator an
ability to have a detailed plan which helps in conducting research in smooth manageable and
effective manner. This sections forms a vital part of every research work which provide vital
information about the selection and choice of research method from a set of various approaches
and method of research to conduct an investigation and research work in a more viable and
effective manner. With respect to current investigation, research onion model has been used to
ensure proper selection of and choice of a research method along with proper justification for
there use.
Figure 1: Research Onion, 2020.
Research Philosophy-
Research philosophy is defined as a belief about the manner in which data associated to a
phenomenon is required to be accumulated analyse and used. This is among one of the most
important aspects of research methodology as it maximizes researcher problem solving
capabilities. In addition to this with the help of this aspect investigator can evaluate concepts,
argument, definition and problem and helps in contributing to organise research ideas and issues
in effective manner. There are different type of research philosophies i.e. Positivism,
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interpretivism, Pragmatism and Realism out of which investigator have undertaken the use of
positivism research philosophy. The main reason behind taking advantage of this method is that
it helps in analysing quantitative data and show pattern and trends with reliable outcomes. In
addition to this with the help of taking advantage of this method investigator is aiming towards to
accumulate data and information in a practical and scientific way.
Research approach-
Research approach is mainly defined as a procedure and plans for research which is inclusive of
steps of broad assumptions with detailed methods of data collection. This enables investigator to
conduct research in an appropriate manner. There are different types of research approaches
which is inductive and deductive out of these methods investigator has undertaken the use of
deductive research approach. The primary reason behind taking advantage of this method is that
it enhances possibility to explain causal relationship between variables and concepts. In addition
to this, it has been underlined that the primary aim behind taking advantage of this method is that
it helps in coordinating with positivism research philosophy and allows the investigator to
conduct better testing and gaining of numeric data and facts which helps in assuring positive
outcomes.
Research strategy-
Research strategy mainly offers overall direction of the research inclusive of the process
through which researches is conducted. There are different type of research strategies which are
action research, case study, experiment, grounded theory, survey etc. Out of these method
investigator has undertaking the use of survey method. The primary reason behind taking use of
this method is that it is helpful in describing the characteristics of large population. It also helps
in assuring more accurate samples to be gathered to draw valid conclusion. With the help of this
investigator assure proper evaluation of respondents experiences and views
Choices of method-
There are mainly two forms of methods that are quantitative and qualitative. Both methods allow
investigator to accumulate information and data and further accomplish aims and objectives of
research. In context with present research investigator has undertaken the advantage of
quantitative data collection method. The primary reason behind taking advantage of this method
is that it allow investigator to reach a higher sample size and accumulate data and information in
more quick manner and further use randomise samples to assure positive outcomes. In addition
14

to this, with the help of this method investigator assures collection of data in statistics and
numerical way which is further easy to present and collect. With the help of taking use of this
method investigator presented data in attractive and scientific manner with the help of charts and
tables.
Data collection and analysis-
There are mainly two sources from where investigators can collect data these are inclusive
of primary and secondary data collection method. In order to fulfill aims and objective for
present research investigator had selected both methods in order to draw valid outcome. It has
been seen that in context with primary research method investigator collected authentic and first
hand data directly from the selected respondents and further present them with the help of
frequency table and pie chart. While on the other hand in context with secondary data collection
source, in this investigator efficiently collected information with the help of in depth analysis of
past research work and findings and further analyse them with the help of conducting literature
review in a systematic manner.
Sampling-
A sample is defined as a group of object individual or items that has been considered from a
larger population for measurement. Sampling is mainly define as a process which is being
undertaken to draw outcome from the selected group. In terms with present investigation
investigator selected viable sample size of a large number of population. In this investigator
undertaking use of random sampling method in which overall sample size of 50 respondents has
been selected. These are 50 staff those are from UK media agency. It has been analysed that the
primary reason behind selecting them as respondent is that they are having wider base of
knowledge which helps in accomplishing research objectives in effective manner. In addition to
this with the help of taking random sampling size method investigator assures accomplishment
of research in unbiased manner as it helps in providing equal chances to all the participants. In
this investigator considered use of questionnaire to accumulate data from respondent.
As per the above analysis it has been stated that research methodology is among one of the
most important aspects of overall research. In this investigator have selected the use of research
onion model associated to the research topic, in this with the help of taking positivism research
15

philosophy, deductive research approach, survey research strategy, quantitative data collection
method and random sampling size investigator assures valid outcomes.
Use of the below stated questionnaire has been made for collection of data:
Questionnaire
Q1) Do you having understanding about the concept of the mass media?
a) Yes
b) No
c) Limited information
Q2) Are your agreed with the fact that a vital role is being played by Mass media in leading
higher awareness and transformation of important information?
a) Agreed
b) Strongly agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q3) Is it rationale to say that a growing need and significance of mass media has been seen
during the times of covid-19?
a) Yes
b) No
c) Lack of information
Q4) What are the key benefits and importance of Mass media in current society?
a) Keep the society connected
b) Spread art and culture
c) Support homogenize culture
d) Great source of entertainment
Q5) Which is the main vital and important function of mass media during the times of
covid-19?
a) Information function
b) Education function
c) Persuasion
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d) Bonding function
e) Surveillance
Q6) As per you view point, what role of Mass Media is being seen during the times of the
pandemic situation?
a) Source of information
b) Marketing platform for companies
c) Brings positivity in the scary time
d) Creating awareness about symptoms and precaution
Q7) As per your opinion, Which can be the main set of the challenges that are being faced
by media agencies during pandemic situations?
a) Issues in supporting ground reporting
b) Issues faced in transportation
c) Maintaining social distancing
d) Lockdown has stopped many operations
e) Rise of misinformation
Q8) Are you agreed with the fact that the rise of social media and internet has affected the
overall use of Mass media?
a) Agreed
b) Strongly agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q9) What view point you are having regarding the fact that Negative news deteriorates
emotions more than positive news facilitates emotions are lead out by Mass Media?
a) Agreed
b) Strongly agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q10) What are the various possible measures that may be undertaken to effectively
17

perform the role of media during a pandemic?
a) Focus on delivering true and accurate information
b) Become more humble and polite while reporting
c) Respect the emotions of the society
d) Use of improved technology
e) Focus on having better and more informative content
Q11) Any further suggestion for Mass media to supper higher awareness creation during
times of covid-19
Ethic Issues-
Ethics plays important role which helps in assuring accomplishment of overall research
under ethical considerations, However during the research there are number of ethical issues that
can affect research. These are inclusive of privacy and maintaining of collected data in this to
overcome or eliminate these issues investigated undertaken advantage of BERA code of ethics.
Along with this investigator comply with the provision of Data Protection Act with an aim to
maintain authenticity in privacy collected information and data. In addition to this investigator
provided opportunity to all respondents to withdraw at any time of research in order to maintain
respect of their decision.
CHAPTER 4 ANALYSIS AND FINDINGS
4.1. Analysis of data
The concept of the Data analysis is tending to be associated with the practice of working
with process to have systematic presentation of data to glean useful information, which can then
be used to make informed decisions. Use of the frequency table has been made to clearly present
and analysis the raw data collected from selected 50 participants.
Q1) Do you having understanding about the concept of the mass
media?
Frequency
a) Yes 47
b) No 2
c) Limited information 1
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Q2) Are your agreed with the fact that a vital role is being played by
Mass media in leading higher awareness and transformation of
important information?
Frequency
a) Agreed 25
b) Strongly agreed 15
c) Disagreed 3
d) Strongly disagreed 2
e) Neither agreed nor disagreed 5
Q3) Is it rationale to say that a growing need and significance of
mass media has been seen during the times of covid-19?
Frequency
a) Yes 45
b) No 2
c) Lack of information 3
Q4) What are the key benefits and importance of Mass media in
current society?
Frequency
a) Keep the society connected 14
b) Spread art and culture 13
c) Support homogenize culture 12
d) Great source of entertainment 11
Q5) Which is the main vital and important function of mass media
during the times of covid-19?
Frequency
a) Information function 9
b) Education function 11
c) Persuasion 12
d) Bonding function 8
e) Surveillance 10
Q6) As per you view point, what role of Mass Media is being seen
during the times of the pandemic situation?
Frequency
a) Source of information 15
b) Marketing platform for companies 9
c) Brings positivity in the scary time 12
19

d) Creating awareness about symptoms and precaution 14
Q7) As per your opinion, Which can be the main set of the
challenges that are being faced by media agencies during pandemic
situations?
Frequency
a) Issues in supporting ground reporting 12
b) Issues faced in transportation 11
c) Maintaining social distancing 9
d) Lockdown has stopped many operations 10
e) Rise of misinformation 8
Q8) Are you agreed with the fact that the rise of social media and
internet has affected the overall use of Mass media?
Frequency
a) Agreed 10
b) Strongly agreed 25
c) Disagreed 12
d) Strongly disagreed 2
e) Neither agreed nor disagreed 1
Q9) What view point you are having regarding the fact that
Negative news deteriorates emotions more than positive news
facilitates emotions are lead out by Mass Media?
Frequency
a) Agreed 10
b) Strongly agreed 15
c) Disagreed 12
d) Strongly disagreed 8
e) Neither agreed nor disagreed 5
Q10) What are the various possible measures that may be
undertaken to effectively perform the role of media during a
pandemic?
Frequency
a) Focus on delivering true and accurate information 10
b) Become more humble and polite while reporting 8
c) Respect the emotions of the society 12
20

d) Use of improved technology 9
e) Focus on having better and more informative content 11
Interpretation of findings
Theme 1: concept of the mass media
Q1) Do you having understanding about the concept of the mass
media?
Frequency
a) Yes 47
b) No 2
c) Limited information 1
Interpretation
According to the above graph it has been stated that 47 out of 50 respondents are aware with the
understanding of the concept of mass media. While on the other hand remaining 2 respondent did
not have any form of understanding and remaining 1 respondent out of 50 have limited
information.
Theme 2: vital role is being played by Mass media in leading higher awareness and
transformation of important information
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Q2) Are your agreed with the fact that a vital role is being played by
Mass media in leading higher awareness and transformation of
important information?
Frequency
a) Agreed 25
b) Strongly agreed 15
c) Disagreed 3
d) Strongly disagreed 2
e) Neither agreed nor disagreed 5
Interpretation
As per the above graph it has been determined that 25 respondents out of 50 agreed with the fact
that mass media is playing vital role in leading awareness and making transformation of
important information. According to their viewpoint mass media is acting as a strong
communication network. While remaining 15 respondents were strongly agree with the same and
other 3 respondents were disagreed as they stated that it creates misinformation in society. In
addition to this remaining 2 respondents out of 50 were strongly disagreed with this fact and
another 5 respondents were neither agree or nor disagreed, as they did not have any form of
understanding of the concept of mass media.
22

Theme 3: growing need and significance of mass media has been seen during the times of
covid-19
Q3) Is it rationale to say that a growing need and significance of
mass media has been seen during the times of covid-19?
Frequency
a) Yes 45
b) No 2
c) Lack of information 3
Interpretation
As per the graph, it has been stated that 45 out of 50 respondents were agreed with the fact that
there is a growing need and significance of mass media. It has been seen that during the time
period of COVID-19 according to the viewpoint during the time of COVID-19 individual were
restricted to stay at their home with no source of communication and information. In this mass
media played important role by providing each and every essential information to customers.
While remaining 2 respondent did not think the same another 3 respondents have lack of
information.
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Theme 4: key benefits and importance of Mass media in current society
Q4) What are the key benefits and importance of Mass media in
current society?
Frequency
a) Keep the society connected 14
b) Spread art and culture 13
c) Support homogenize culture 12
d) Great source of entertainment 11
Interpretation
According to the above graph it has been stated that 14 out of 50 respondents said that the major
benefit and importance of mass media in current society is keeping the society connected. While
remaining 30 respondence goes with spreading art and culture. In addition to this other 12
respondents out of 50 said that mass media is playing important role in supporting homogenize
culture while other 11 respondents goes with great source of entertainment.
Theme 5: vital and important function of mass media during the times of covid-19
Q5) Which is the main vital and important function of mass media
during the times of covid-19?
Frequency
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a) Information function 9
b) Education function 11
c) Persuasion 12
d) Bonding function 8
e) Surveillance 10
Interpretation
As per the above graph it has been said that 9 out of 50 respondents said the important in vital
function of mass media during the time period of cover 19 is important in function. While on the
other hand 11 respondents goes with education information. Other 12 respondents said that the
important function of mass media during covid 19 is persuasion while remaining 8 respondent
goes with bonding function. At last other 10 respondents out of 50 said that surveillance is the
main function of mass media at the time of COVID-19 outbreak.
Theme 6: role of Mass Media is being seen during the times of the pandemic situation
Q6) As per you view point, what role of Mass Media is being seen
during the times of the pandemic situation?
Frequency
a) Source of information 15
b) Marketing platform for companies 9
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c) Brings positivity in the scary time 12
d) Creating awareness about symptoms and precaution 14
Interpretation
According to the above graph it has been stated that 15 respondents agreed with the fact that the
role of mass media is being seen during the time of endemic situation is acting as a source of
information. According to their viewpoint during the outbreak of COVID-19 mass media played
the role of providing an important source of information to customers. While remaining 9
respondent goes with marketing platform for companies. In addition to this other 12 respondents
said that bringing positivity in this covid-19 time was important role that has been played by
mass media. While other 14 respondents goes with creating awareness about symptoms as well
as precautions.
Theme 7: main set of the challenges that are being faced by media agencies during
pandemic situations
Q7) As per your opinion, Which can be the main set of the
challenges that are being faced by media agencies during pandemic
situations?
Frequency
a) Issues in supporting ground reporting 12
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b) Issues faced in transportation 11
c) Maintaining social distancing 9
d) Lockdown has stopped many operations 10
e) Rise of misinformation 8
Interpretation
According to the above grab it has been stated that well out of 50 respondents said the main set
of challenges that has been faced by mass media agencies during the time period of pandemic
situation was associated to issues in supporting ground reporting. While remaining 11
respondents goes with issue faced in the transportation. In addition to this other 9 respondents
out of 50 said that maintaining social distancing for the main challenges that has been faced by
agencies in mass media during the outbreak of COVID-19 situation. Furthermore other 10
respondents goes with lockdown that has stopped many operations of mass media agency. At last
other 8 respondents said that rise of information what the major challenge that mass media
agency has faced during the time period of outbreak of COVID-19.
Theme 8: rise of social media and internet has affected the overall use of Mass media
Q8) Are you agreed with the fact that the rise of social media and
internet has affected the overall use of Mass media?
Frequency
a) Agreed 10
27

b) Strongly agreed 25
c) Disagreed 12
d) Strongly disagreed 2
e) Neither agreed nor disagreed 1
Interpretation
As per the above graph it has been stated that 10 out of 50 respondents are agreed with the fact
that the rise of social media and internet has affected the overall use of mass media. This has
been strongly agreed by these respondents. While on the other hand 25 respondents strongly
agreed with this fact. In addition to this remaining 12 respondents and that they are disagreed as
with the fact that rise of social media on internet that affected the overall use of mass media. In
addition to this remaining 2 respondents strongly disagreed and at last 1 respondent were neither
agreed or disagreed.
Theme 9: Negative news deteriorates emotions more than positive news facilitates emotions
are lead out by Mass Media
Q9) What view point you are having regarding the fact that
Negative news deteriorates emotions more than positive news
facilitates emotions are lead out by Mass Media?
Frequency
a) Agreed 10
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b) Strongly agreed 15
c) Disagreed 12
d) Strongly disagreed 8
e) Neither agreed nor disagreed 5
Interpretation
From the above graph it has been stated that 10 out of 50 respondents were agreed with the fact
that regarding the fact that negative news deteriorates emotion more than positive news facilitate
emotions are laid out of by mass media. While remaining 15 respondents were strongly agreed
with this fact. Another 12 respondents for disagreed. Furthermore it has been underlined that 8
respondents were strongly disagreed with the fact another 5 respondents were neither agreed or
disagreed.
Theme 10: various possible measures that may be undertaken to effectively perform the
role of media during a pandemic
Q10) What are the various possible measures that may be
undertaken to effectively perform the role of media during a
pandemic?
Frequency
a) Focus on delivering true and accurate information 10
b) Become more humble and polite while reporting 8
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c) Respect the emotions of the society 12
d) Use of improved technology 9
e) Focus on having better and more informative content 11
Interpretation
From the other graph it has been stated that 10 respondents out of 50 said that the various
possible measures that may be undertaken to effectively conduct roles of mass media during time
emphasise on delivering true and accurate information. According to these respondents with the
focusing on delivering true and accurate information the challenges of misinformation can be
overcome. In addition to this other 8 respondent goes with becoming more humble and polite
while reporting. It has been identified that these respondents stated that this is a strong
communication technique which helps in developing positive and humble relationship ties which
helps in conducting role in mass media in effective manner. Other 12 respondents said that
respecting the emotions of society can be the possible measure through which role in mass media
can be conducted during pandemic. Furthermore other 9 respondents said that using of improved
technology will benefit in conducting role in effective manner. According to these respondent
technology plays important role which helps and enhancing the overall effectiveness of
operations in a well defined and effective manner. At last 11 respondents goes with emphasise on
having better and more information content.
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CHAPTER 5 DISCUSSION
From the above discussion it has been analysed that the outbreak of COVID-19 has affected
nearly all industries around the globe in this mass media agencies. It has also been affected in
adverse manner. Furthermore, it has been analysed from this research from primary and
secondary source of data collection that, the global healthcare crisis reason because of the
COVID-19 pandemic showcases the clear dichotomy between authorization very widely trusted
sources and conspiracy theorists channels which promote agenda based news including
misinformation and edited version of actual news to suit their agenda. This increase the
importance of ensuring that correct news reaches the audience so that the healthcare crisis can be
averted quickly and further misinformation does not lead to contribution in another pandemic in
the future. The speed at which conspiracy theories and misinformation was spread during the
pandemic showcases the public anxieties about healthcare along with the lack of knowledge the
general public has about spread of viruses. Basic scientific knowledge suggests the germ theory
about spread of viruses from one person to another is also not common knowledge in the general
public even in developed countries such as United Kingdom and United States of America.
The media agency can also makes use of innovative social media apps for driving the
attraction of the people so that more people gets aware about the preventive measures that they
need to take for protecting themselves from the effect of virus. Media is the only way to reach
and capture a large number of audience in the whole world and how they are affected by the
situations of the Covid-19. With the effect of Covid-19 in the worldwide market, the significance
of Mass Media has expanded as individuals are frightened to move out of their homes as a result
of the new rules of the public authority. Individuals now a days watch each significant news
about any circumstance through their telephones by the data through applications that are
currently effectively accessible on their cell phones (Ifroh and Asrianti, 2020). In the pandemic
circumstance, broad communications is just viewed as an incredible technique for networks and
people to remain regarding individuals in any event, when they are truly isolated from one
another. Broad communications assumes a significant part in the hour of pandemic as it helps the
organizations in doing their business activities actually for accomplishing the more development
and piece of the pie on the lookout. As with the changing trends the situations and conditions are
changing and people are now becoming ore advance in using social media and wants to get
accurate and correct information on their phones. By adopting new and different channels of
31

social media for showcasing the news to the people is another measure that can help the media
agency of Nigeria to improve the process of and role of social media in the time of pandemic
situation. It is important for the media agency to train and develop their employees in a proper
and effective manner for gaining increased profits and growth in the business market.
CHAPTER 6 CONCLUSION AND RECOMMENDATIONS
Conclusion
According to the above mentioned analysis it has been concluded that mass media is playing
significant role and it’s growing significantly during the time period of Covid-19 it has been
underlined from this research analysis that mass media is defined with means of technology
which mainly emphasise on reaching larger number of audience. However it has been identified
in this research that the major platform for mass media are inclusive of television, newspaper,
magazines and the internet. In present time period Internet is playing important role which
replaced radio and internet. During the time period of Covid 19 this industry has been disrupted
in a severe way in which they faced number of challenges associated to fake news the significant
rise in misinformation affected major countries like United States United Kingdom along with
small countries like Nigeria. However there are various forms of measure that can be duly
undertaken in order to conduct media role during the time period of COVID-19. In this with the
help of taking use of better channel of media is important in order to make sure that information
is true it is also important for countries like Nigeria to undertake use of effective channel as well
as strong media to deliver important information in accurate manner. It is also essential to reduce
the spread of mis-information in order to promote growth in sales. In addition to this there are
some certain strategies such as innovative social media apps through which correct information
can be provided. Thus, it has been research mythology analysis of research outcomes assured in
a positive manner which states that it is essential to choose accurate platform to convey
information which can be done with the help of selecting right platform.
Recommendation
During the time period of COVID-19 mass media faced number of challenges which affected
their growth it also increases the complexity in the case of misinformation. In this there are some
significant recommended practices that has been duly provided below that will help in
conducting role in challenging situation in a well defined and effective manner.
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 It is recommended to organization those who are performing where responsibilities and
activities in media segment to undertake use of right platform with the help of proper
security measures. This will help in making sure that misinformation does not affect
individuals. There are different types of digital technology and tools that will
significantly help in providing information to individuals in a well defined and effective
manner.
 It has been underlined that media is playing important role during the time period of
Covid-19 as it communicated all the guidelines and measures of government to people
and acted as a great communication tool. In this it is recommended to companies in this
sector to undertake use of online portals in order to significantly assure success in this
competitive market. Company with the help of taking use of strategic plan can deliver
services during the challenging times.
 It has been identified that the world is continuously changing due to digital technologies
there are various forms of digital tools and technologies which keeps on changing on
regular basis. This makes organization operating their role in mass media sector to
undertake use of implementing advanced digital tools and technologies and further use
them to conduct operation. This will not only help them to deliver up to date information
to individuals around the globe but also aid them to connect with them during challenges
times without any further issues.
 It is recommended to companies operating their operations in this sector to conduct
security check and take use of write communication tools and practices. This will help
them to reduce the threat of misconception and false information which will significantly
aid organisations in mass media sector to conduct their roles and responsibilities in a
well-defined and effective manner. It is also recommended to organization to provide
high quality data and information with greater visibility and transparency. This can be
done with the help of implementing proper security checks and contact them on regular
basis.
With the help of implementing above recommended measures the challenges that has been
faced by organization in mass media sector can be overcome effectively. This will not only help
them to conduct transparent operation but also helps in conducting activities in cost effective
way.
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CHAPTER 7 PERSONA REFLECTION
The Present research has been conducted on the role of mass media and its growing significance
during the time period of COVID-19. During this research I have gone through both negative and
positive experiences. In terms with this research I have undertaken different type of activities
which help me to enhance my knowledge and skill in a significant manner. However there are
certain challenges that has been faced by me during this research which affected the overall
outcome of present study. It has been underlined by me that during the time period of collecting
data I have face certain challenges due to my communication shows to extract and communicate
with respondents. Along with this I also faced challenges as some of the respondents shows
disinterest which lead towards wastage times. However this has been overcome by me during
this research the help of my strong critical thinking ability. It has been underlined by me that this
research enhances my knowledge and skill on the particular topic, it also build my data collection
ability to conduct future research in a well defined and effective manner.
In addition to this it has been underlined by me that there are some certain skills and
abilities that has been developed by me during this research which are research skill, data
collection and data analysis skills. This develop my competencies and abilities to conduct future
research appropriately. With the of undertaking use of my critical thinking and time management
skill I have accomplished this research outcome in effective manner. In future I will undertake
use of these experiences that has been experienced by me during this research to conduct study in
appropriate basis.
34

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