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Impact of Technology on Traditional Mass Media a Case Study of New Vision News Paper IMPACT OF TECHNOLOGY ON TRADITIONAL MASS MEDIA A CASE STUDY OF NEW VISION NEWS PAPER BY NANSUMBA ROSETTE BMC/34780/1 13/DU A REPORT SUBMITTED TO THE COLLEGE OF HUMANITIES AND SOCIAL SCIENCE IN PARTIAL FULFILMENT FOR THE AWARD OF BACHELORSDEGREE IN MASS COMMUNICATION OF KAMPALA INTERNATIONAL UNIVERSITY JUNE 2014 1 DECLARATION I NANSUMBA ROSETTE declare that this proposal is a result of my knowledge and hard work; I declare that to the best of my knowledge, this paper has never been submitted in any institution of higher learning for any award. Signature... .~ NANSUMBA ROSETTE _~,fc fo~ J~-oi~ Date APPROVAL This Proposal has been submitted to the College of humanities and social sciences of Kampala International University under my supervision as a university supervisor. Signature (SUPERVISOR) Date DEDICATION I would like to dedicate this piece to the Almighty God for the gifted Wisdom and Good health that gave me a platform which led to the success of this study. This work is dedicated to my mother Mrs. Barbra Kiwanuka and my father Mr. Godfrey Kiwanuka for all the sacrifice, patience, commitment and love you have shown me through the course of my study. I love u so much and I just want you to know how much am grateful for your unending support. May the good Lord bless and watch over you, I pray. ACKNOWLEDGEMENT I extend a vote of thanks to a number of people who unreservedly, contributed towards the accomplishment of this research work. I also would like to acknowledge the assistance and role played by the following personalities to the successful completion of this study. I cannot say exactly how grateful I am to my supervisor, Mr .MOHAMED MATOVU. His guidance in this study was beyond measure. Thank you also for providing me with professional advice, encouragement and your time that has spurred me to success. In the same way, I would like to thank the management and staff of VISION GROUP for the time they gave me. They honestly filled the questionnaires, surely, without their input; this study would not have come to fruition. I cannot forget the efforts of the staff of Kampala International University especially the lecturers at College of Humanities and Social Sciences for their input and effort that made me acquire the invaluable knowledge. Your contribution can never be quantified but will always be reminiscent whenever I look through this book. Lastly, I thank my family and the good LORD for seeing me through the course of my study. iv TABLE OF CONTENTS DECLARATION . APPROVAL ii DEDICATION ACKNOWLEDGEMENT iv List of tables viii LIST OF FIGURES ix ABSTRACT x ChAPTER ONE I INTRODUCTION 1 I . I Background to the Study 1 .3 Purpose of the Study 5 1.4 Objective of the Study 5 1 .5 Research Questions 6 1.6.0 The Scope of the Study 6 1.6.1 Study scope; 6 1 .6.2 Geographical scope; 6 1.7 Significance of the study 6 CIIAPHER TWO 8 LITERATURE REVIEW 8 2. I Introductions 8 2.2 Theoretical framework on changing technologies 8 2.3 Related literature 10 2.3.1 Technology 10 2.3.2 Traditional mass media 16 2.3.2.1 To Explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 26 2.3.2.2 To find out the effects of technology to the traditional mass media in Uganda 27 V CIIAPHER THREE .33 METHODOLOGY 33 3.1 Introductions 33 3.2 Research design 33 3.3 Sample design 33 3.4 Research Population 33 3.5 Sample Size 33 3.6 Sampling procedures 34 3.7 Research instrument 34 3.9 Validity and reliability of the instrument 36 3. Ii Data gathering procedure 37 3.12 Data Analysis procedure 38 3. 13 Ethical Consideration 39 3.14 Limitation of the study 39 CHAPTER FOUR 41 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 41 4.0 Introduction 41 4.1 Profile of the Respondents 41 4.2 To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 43 4.3 To find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45 4.4 To determine if there is a relationship between technology and content consumption patterns of audiences 46 ChAPTER FIVE 48 FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 48 5.1 Summary of findings 48 vi 5.2 Conclusions .50 5.3 Recommendations .53 5.4 Areas for further research 53 REFERENCES 55 (b)Interview Guide 61 APPENDIX II 62 TIME FRAME 62 VII LIST OF TABLES Table 1: Profile of the respondents 41 Table 2: To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 43 Table 3: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45 Table 4; Pearson’s Linear Correlation Coefficient results for technology and content consumption patterns of audiences 47 VIII LIST OF FIGURES Figure 1: The Technology applied in New vision group of companies 44 Figure 2: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45 ix ABSTRACT The study was set to ascertain impact of technology on traditional mass media in, Uganda a case study of New vision. It was followed by the following objectives, to explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and ad\’ertising, to find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned, and lastiy to determine if there is a relationship between technology and content consumption patterns of audiences. The study used a cross sectional survey design. Both quantitative and qualitative methods of data collection .The researcher use a self administered questionnaire and interviews together for necessary data for the research. The study used survey design because the research wants to get precise information and make a conclusive result regarding the technology and traditional mass media. The researcher will use the stratified random sampling methods and the purposive sampling methods to collect the data from the respondent in New Vision.From the total population of 259 employees of new vision, the sample size will be 157 employees. The questionnaire were used to collect both numerical and in depth data on the entire three research question using closed ended questions .The researcher in this section gave conclusion to the study findings in relation to the study objectives Concerning major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising,46% of the respondents said that It keeps us up to date with current affairs was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising, Concerning the effect oC technology to the traditional mass media in Uganda, 46% of the respondents said that Net work society was the major effects of Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned The researcher made the following recommendations, The way forward for newspapers, mainstream as well as other conventional media particularly in Uganda would be first of all, to improve their credibility. As it is now there are segments of the society which see mainstream media as the mouthpiece and propaganda tool of the ruling government. The researcher observed that, first and foremost, newspapers should separate their new venture and their core business, the new venture being the online digital newspapers and their core is their already existing newspaper business. These separate sites x dedicated to oniy online newspapers will be successful in building new markets with new sources of revenue. The way out for newspapers and other media will always be on the revenue side, creating new ideas, creating new value propositions, and creating new ways to engage with customers. In other words, newspapers could work with search engines and Internet Service Providers to provide and include in the ISPs package access to digital newspapers. Newspapers could also charge a subscription fee for their online version where, upon payment of the fee, a password is given to the subscribers. Online presence as well as print version of the newspaper should be side by side. xi CHAPTER ONE INTRODUCTION 1.1 Background to the Study. The human species’ use of technology began with the conversion of natural resources into simple tools. The prehistorical discovery of the ability to control fire increased the available sources of food and the invention of the wheel helped humans in travelling in and controlling their environment. Recent technological developments, including the printing press, the telephone, and the Internet, have lessened physical barriers to communication and allowed humans to interact freely on a global scale. However, not all technology has been used for peaceful purposes; the development of weapons of ever-increasing destructive power has progressed throughout history, from clubs to nuclear weapons Technology according to Julius Adams (2005), is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a pre-existing solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures.
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