CHAPTER ONE
INTRODUCTION
1.9BACKGROUND OF THE STUDY
Communication is said to be the life blood of every society. There is therefore a need to know what communication is all about.
Communication as a discipline has continued to attract new definitions from time to time so that no single definition is accepted by scholars interested in the field.
Communication as an academic discipline, sometimes called “communicology” relates to all the ways we communicate, so it embraces a large body of study and knowledge. Although, there is such a thing as one-way communication, communication can be better described as a two way process in which there is an exchange of ideas, thoughts, feelings towards a mutually accepted goal or direction.
Hence, the process of a phone-in-programme. Mass media are important communication strategy to generate awareness and disseminate information. In most developing countries, Nigeria inclusive, radio is an effective medium to reach the general population. Unlike TV and print , radio phone-in-programmes are popular platforms for direct audience participation to exchange views and voice concerns on issues to increase knowledge, encourage open discussion on health and other socially relevant issues and promote sustained behavioural change.
In broadcasting, a phone-in is a programme format in which listeners are invited to air their live comments by telephone, usually in respect of a specific topic selected for discussion on the day of broadcast.
According to research, BBC radio Nottingham is credited with having aired the first phone-in on February 4 1968, a programme called “What Are They Up To Now”?
Speech-based Talk Radio UK was launched in 1995, with much of its programming featuring phone-in-programmes.
Ian Hutchby researched poor relations in phone-in-programmes looking at arguments and confrontations. Using conversation analysis, he describes how the host retains power through devices such as “the second position” – the concept of going second in a discussion, giving the host time to formulate a response.
Similarly, the last word is always the broadcasting word. The audience can choose to end the conversation, but they are doing so by withdrawing from the interactional arena. Hutchby (1996) Talbot et al.
Though it cannot be stated in actual fact the date phone-in-programme began in Nigeria. According to research, it started before the advent of global system for mobile telecommunications (GSM) putting it in the 1980s. However, since the introduction of GSM in 2000 there has been an increase in audience participation in phone-in-programmes.
1.10STATEMENT OF THE RESEARCH PROBLEM
This research work is informed by this innovation in broadcasting especially the introduction of phone-in segment in almost every programme being aired on both public and private radio stations across the country.
One of the problems is the implication of having a wrong audience choice which is better imagined. This would make the presenter have negative feedback. This is because there are some audience members who participate in discussions that are not meant for them.
There is no gainsaying the fact that radio stations are out to perform the basic role of informing, educating and entertaining the target audience. However, another problem is the lure of including phone-in segments in most of the programmes which are capable of rendering them elitist, taking into consideration the number of people that can afford to buy a mobile phone.
Yet another problem is the fact that phone-in programmes are equally seen as an escapist approach of getting people to participate in programmes when they are not adequately informed about the issues involved.