An Analysis of the Factors Thatcontribute Towards Effective Communication in Broadcast.
In:
Submitted By kampala Words 12336 Pages 50
AN ANALYSIS OF THE FACTORS THAT CONTRIBUTE TOWARDS EFFECTIVE
COMMUNICATION IN BROADCAST: A CASE STUDY OF UGANDA
BROADCASTING CORPORATION
(UBC TELEVISION)
BY
NNABBAMBA NOAH
JMD/A/031/SEP/2013
A RESEARCH REPORT SUBMITTED TO THE DEPARTMENT OF JOURNALISM
AND MASS COMMUNICATION IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF A DIPLOMA IN
JOURNALISM AND MASS COMMUNICATION OF
YMCA COMPREHENSIVE INSTITUTE
KAMPALA
APRIL 2015
DECLARATION
I NNABBAMBA NOAH declare that this research report entitled “An Analysis of the Factors that Contribute towards Effective Communication in Broadcast” is my original work and to the best of my knowledge and understanding, it has never been submitted to any University or any other Institution of Higher Learning for the award of a Degree of a Diploma. All sources i have consulted are duly acknowledged.
Signature;……………………………………….. Date;……………………………..
(Nnabbamba Noah)
Page i of 53
APPROVAL
This is to certify that this research report entitled, “An Analysis of the Factors that Contribute towards Effective Communication in Broadcast” has been done under my supervision and is now ready for submission.
Signature;………………………………………Date;……………………............
Ms. (Mary Clare Nyirenda Katusabe)
Page ii of 53
DEDICATION
This research report is dedicated to my father Mr. John Baptist Nnabbamba, my mother Mrs. Kuteesa Joyce Faith Nnabbamba but not forgetting my dear sisters and brothers for their moral and financial support. It is also extended to my dearest friends Catherine, Junior, Henry, Winnie,
Mirriam, Viola, Suzie, Dian, Priscilla and Kimenyi Angel for the friendship and love they always extend to me.
May the almighty God bless you abundantly.
Page iii of 53
ACKNOWLEDGEMENT
I wish to extend my sincere appreciation to my supervisor Ms. Mary Clare Nyirenda Katusabe for her contribution, assistance and guidance towards this research report.
I am also very grateful to the entire staff at the department of Journalism and Mass Communication for the advice and support they have rendered to me during the collection of information and the discussions.
I would also like to thank the staff of Uganda broadcasting Television, (UBC TV) at clement hill,
Kampala for having given me the opportunity to carry out my research in their area and also providing information to me so as to see this research report done.
I also send my sincere thanks to my friends who have helped me academically mainly Namirembe Catherine, Mudakuni Miriam and Junior for the social assistance provided to me during the research period. Once again I thank everyone who contributed immensely to this research report and may the Almighty God too provide all of you with a thousand folds of blessing.
THANK YOU SO MUCH.
Page iv of 53
TABLE OF CONTENTS
DECLARATION ............................................................................................................................. i
APPROVAL ................................................................................................................................... ii
DEDICATION ............................................................................................................................... iii
ACKNOWLEDGEMENT ..............................................................................................................iv
TABLE OF CONTENTS ................................................................................................................ v
LIST OF TABLES .......................................................................................................................... ix
LIST OF FIGURES .........................................................................................................................x
LIST OF ACRONYMS ................................................................................................................. xi
ABSTRACT .................................................................................................................................... xi
CHAPTER ONE ........................................................................................................................... 1
GENERAL INTRODUCTION .................................................................................................... 1
1.0 Introduction to the Study .......................................................................................................... 1
1.1 Back ground of the study .......................................................................................................... 1
1.3 Purpose of the study .................................................................................................................. 5
1.4 Objectives of the study.............................................................................................................. 6
1.6 Scope of the study ..................................................................................................................... 6
1.6.1 Geographical scope. ............................................................................................................... 6
1.6.3 Time scope ............................................................................................................................. 6
1.7 Significance/ Justification of the study ..................................................................................... 7
1.8 Definition of key terms ............................................................................................................. 8
CHAPTER TWO .......................................................................................................................... 9
LITERATURE REVIEW ............................................................................................................ 9
2.0 Introduction ............................................................................................................................... 9
Page v of 53
2.1 How Presentation of Information contributes towards Effective Communication in a broadcast. ........................................................................................................................................ 9
2.2 How Communication Channels contribute towards Effective Communication in a broadcast.
....................................................................................................................................................... 11
2.3 How Completeness of Information contribute towards Effective Communication in a broadcast. ...................................................................................................................................... 12
CHAPTER THREE .................................................................................................................... 15
RESEARCH METHODOLOGY .............................................................................................. 15
3.0 Introduction ............................................................................................................................. 15
3.1 Study Design ........................................................................................................................... 15
3.2 Study Population ..................................................................................................................... 15
3.3 Sample Design, Technique & Size ......................................................................................... 15
3.3.1 Sample Design ..................................................................................................................... 15
3.3.2 Sample Size.......................................................................................................................... 16
3.4 Sources of Data ....................................................................................................................... 16
3.4.1 Primary Data ........................................................................................................................ 16
3.4.2 Secondary Data .................................................................................................................... 16
3.5 Data Collection Methods and Instruments .............................................................................. 17
3.5.1 Questionnaires...................................................................................................................... 17
3.5.2 Interviews ............................................................................................................................. 17
3.6 Validity & Reliability ............................................................................................................. 17
3.7 Procedures for Data Collection ............................................................................................... 17
3.8 Data Processing, Analysis & Presentation .............................................................................. 18
3.8.1 Data Processing .................................................................................................................... 18
3.8.2 Presentation .......................................................................................................................... 18
3.8.3 Analysis................................................................................................................................ 18
Page vi of 53
3.8.3.1 Qualitative Data ................................................................................................................ 18
3.8.3.2 Quantitative Data .............................................................................................................. 18
3.9 Limitations of the Study.......................................................................................................... 18
CHAPTER FOUR .............................................................................................................. 20
PRESENTATION, ANALYSIS AND INTERPRETATION OF FINDINGS ..................... 20
4.0 Introduction ............................................................................................................................. 20
4.1 Findings on background information ...................................................................................... 20
4.1.1 Findings on gender response rates used in the study. .......................................................... 20
4.1.2 Findings on the marital status of the respondents. ............................................................... 20
4.1.3 Findings on the age structure of respondents. ...................................................................... 21
4.1.4 Findings on the level of education of respondents............................................................... 21
4.1.4 Findings on the distribution of respondents by departments. .............................................. 22
4.2 Findings on how Presentation of information contributes towards Effective Communication in broadcast. .................................................................................................................................. 22
4.3 Findings on how Communication Channels contribute towards Effective Communication in a broadcast. ...................................................................................................................................... 24
4.3.1 Findings on channel usage at UBC television during broadcast.......................................... 24
4.3.2 Findings on how Communication Channels contribute towards Effective Communication25
4.4 How completeness of information contribute towards effective communication in an organization................................................................................................................................... 26
CHAPTER FIVE ............................................................................................................... 27
SUMMARY OF FINDINGS, DISCUSSIONS, CONCLUSIONS ....................................... 27
AND RECOMMENDATIONS ........................................................................................... 27
5.1 Summary of findings............................................................................................................... 27
5.2 Discussion of findings............................................................................................................. 28
Page vii of 53
5.2.1 How presentation of information contributes towards effective communication in broadcast. ...................................................................................................................................... 28
5.2.2 How Communication Channels contribute towards Effective Communication in broadcast.
....................................................................................................................................................... 29
5.2.2 How Completeness of Information contribute towards Effective Communication in broadcast ....................................................................................................................................... 29
5.3 Conclusions ............................................................................................................................. 30
5.4 Recommendations ................................................................................................................... 31
5.5 Areas for further research ....................................................................................................... 31
REFERENCES ............................................................................................................................. 32
APPENDICES .............................................................................................................................. 34
APPENDIX I ................................................................................................................................ 34
QUESTIONNAIRE FOR EMPLOYEES AND FANS OF UBC TV .......................................... 34
APPENIDX II ............................................................................................................................... 39
BUDGET ...................................................................................................................................... 39
APPENDIX III .............................................................................................................................. 40
WORK PLAN/ TIME FRAME .................................................................................................... 40
Page viii of 53
LIST OF TABLES
Table 4.1: showing gender response rates used in the study. ....................................................... 20
Table 4.2: Showing the distribution of respondents by departments. ........................................... 22
Table 4.3:
Showing how Presentation of information contributes towards Effective
Communication in broadcast. ....................................................................................................... 22
Table 4.4: showing how Communication Channels contribute towards Effective Communication.
....................................................................................................................................................... 25
Table 4.5: Showing how completeness of information contribute towards effective communication in an organization. ............................................................................................... 26
Page ix of 53
LIST OF FIGURES
Figure 4.1: showing the marital status of the respondents. ........................................................... 20
Figure 4.2: showing the age structure of the respondents. ............................................................ 21
Figure 4.3: Showing the level of education of respondents. ......................................................... 21
Figure 4.4: Showing the channel usage at UBC television during broadcast ............................... 24
Page x of 53
LIST OF ACRONYMS
IT
:
Information technology
TV
:
Television
UG
:
Uganda
UBC
:
Uganda Broadcasting Corporation
UN
:
United Nations
USA
:
United States of America
YMCA
:
Young Men’s Christian Association
Page xi of 53
ABSTRACT
The purpose of this study was to analyze the factors that contribute towards effective communication in broadcast using Uganda Broadcasting Corporation (UBC Television) as a case study. The objectives that guided the study were; to find out how presentation of information contributes towards effective communication in broadcast, to find out how communication channels contribute towards effective communication in broadcast and lastly to find out how completeness of information contribute towards effective communication in broadcast. The researcher used a cross sectional study using both qualitative and quantitative research that centered on the Factors Contributing towards Effective Communications in
Broadcast.
It was found out that that for messages to be understood, one needs to learn how to properly
format information and how to present it, that while presenting, the voice must be audible and credible to effectively communicate, and lastly that Presentation of information effectively helps to make the audience respond and absorb what is being said. It was found out that mobile phones and social media are effective communication channels which can aid in broadcast, that communication channels aid transmission of messages in their original form to the audience during broadcast, that communication channels store messages for referential purposes which improves broadcast, that communication channels guide the communication process and lastly that communication channels fuel the communication process. it was found out that communication must be complete in order to be effective during broadcast, that a complete message brings about effective communication as it provides all the required information, that when the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective and lastly that a complete message brings about effective communication as it presents all arguments from the sender and the receiver. The researcher recommended UBC TV and other related organizations to put more emphasize on how information is presented to the public since communication messages are irreversible during broadcast. The researcher lastly recommended UBC TV and other related organizations to put more emphasize in maintaining completeness of information since a significant role was found out between completeness of information and effective communication during broadcast.
Page xi of 53
CHAPTER ONE
GENERAL INTRODUCTION
1.0 Introduction to the Study
This chapter covers the background of the study, the statement of the problem, purpose of the study, research objectives, research questions, the scope which includes the geographical scope, the time and content scope, sample scope the significance of the study and finally the definition of the key terms.
1.1 Back ground of the study
According to Wilson, (2013), effective communication starts with communication. It is all about communicating clearly, concisely and openly while maintaining collaborative work relationships with others. Employees with effective communication skills are better equipped to listen actively to learn from and understand others, manage conflict, influence others, negotiate with others to achieve individual and team goals, demonstrate versatility in adapting to others' interpersonal styles, deliver engaging presentations as well as connect with people of different cultures and/or in other countries. Effective communication is therefore a corner stone to organizational development. However, George (2013) shows that effective communication is the ability to express ourselves well, both verbally and non-verbally, in ways which are proper to our cultures and situations. The communication process involves the transmission of information and exchange of meaning. For it to occur, there must be a channel, message, must be complete and lastly must be presented.
Harper, (2013) shows that effective communication occurs when a desired effect is the result of intentional or unintentional information sharing, which is interpreted between multiple entities and acted on in a desired way. This effect also ensures that messages are not distorted during the communication process. Effective communication should generate the desired effect and maintain the effect, with the potential to increase the effect of the message.
Therefore, effective communication serves the purpose for which it was planned or designed.
Possible purposes might be to elicit change, generate action, create understanding, inform or communicate a certain idea or point of view. When the desired effect is not achieved, factors such as barriers to communication are explored, with the intention being to discover how the communication has been ineffective.
Page 1 of 53
The history of effective communication in the United States is traced way back as mankind's search for ways to improve upon shouting. In 1950 after World War II, the United States
Communications Agency (USCA) found the need to effectively communicate to its personnel.
This was as a result of the ineffectiveness traced in World War II as USA found it hard to effectively communicate with its soldiers in war zones. Norbert (1954)
However, Schramm,(1960), shows that Mediums such as Visual, auditory and ancillary methods (non-electrical) like, Prehistoric which included the use of Fires, Beacons, Smoke signals, Communication drums, Horns, Mail, Pigeon post to Hydraulic semaphores, Maritime flag semaphores to First experimental acoustic (mechanical) telephone, Semaphore lines
(optical telegraphs) to Signal lamps and then to Acoustic phonograph. In the evolution to effective communication, Basic electrical signals included, 1838, Electrical telegraph, 1858,
First trans Atlantic telegraph cable, 1876, Telephone, 1880, Telephony via light beam photo phones. From 1893, Smith (2012) shows that attempts to improve communication went on to the discovery of Advanced electrical and electronic signals which include; 1893,Wireless telegraphy1896, Radio, 1914, First North American transcontinental telephone calling, 1 927:
Television,1927, first commercial radio-telephone service in U.K and U.S,1930,First experimental videophones,1934,First commercial radio-telephone service in U.S and
Japan,1936,World's first public videophone network, 1946, Limited capacity Mobile
Telephone Service for automobiles,1956,Transatlantic telephone cable, 1962,Commercial telecommunications satellite, 1964,Fiber optical telecommunications, I 965, First North
American public videophone network,1969,Computer networking, 1973,First modern-era mobile (cellular) phone,1979,I MARSA T ship-to-shore satellite communications, 1981,First mobile (cellular) phone network,1982,SMTP email, 1983,Internet,1998,Mobile satellite hand-held phones, 2003up to date, VoIP Internet Telephony. All these have been attempts to improve communication towards maintain effective communication at individual and organization level, Smith (2012).
Globally, Dell Communications Company in 1999 made losses as a result of making wrong orders to a copper trading company, Duthmold of Denmark. They were estimated worth 7.0 million dollars. US Investment Authority for it Development Report (2000). Harper,(2005), argues that this was as a result of ineffectiveness in communication and he advised the company to utilize all the possible potentials to conduct an effective communication strategy.
Page 2 of 53
In South Africa, Standard Bank of Africa Limited in 2003 implemented an electronic communication system to ease communication in the organization. It was a two way communication strategy and it
ensured upward and downward
communication.
Communication messages from the grass root levels could easily move hence Managers now can easily communicate to their subordinates and vise-versa through a single dial. In the analysis, Gordon Brown,(2008), a channel, message and presentation is conveyed which describes these as the major factors for effective communication. In his research, he found out that in Standard Bank of Africa Limited in South Africa, internet and highly sophiscated telephone signals are used for effective communication.
In Uganda, communication has evolved through different forms, Namaganda, (2004).
However these stages of communication went on advancing due to ineffectiveness of one over another. It has existed in various forms since man appeared on Earth. The methods, however, consisted of a disorganized set of signs that could have different meanings to each human using them. The most well-known form of primitive communication in Uganda is cave paintings. The artistic endeavors were created by a species of man known as the homo sapiens. The method involved creating pigments made from the juice of fruits and berries, colored minerals, or animal blood. These pigments were then used to create depictions of primitive life on the cave walls.
This practice in Uganda was mostly practiced by the Banyoro and Baganda respectively however all most all regions in East Africa practiced but at different levels as there was correlation among the ancient kingdoms and so were the forms of communication. "In
Buganda, the use of the drums and smoke signals emerged as an effective way of communicating to people in case need arose.” Kuteesa & Mugalula, (2006). However, in this modem era, Africans have resorted to the use of western ways and means of communication like the internet, radio, television, newspapers and other communication systems like mobile phones due to their effectiveness, Kintu (2012).
In an attempt to achieve and maintain effective communication, many organizations go along to implement different strategies in order to keep themselves on board even during emergencies. This shows how important effective communication is needed. Mtdd Training
(2012).BBC uses live broadcasting full of fun, excitement, it maintains creativity, completeness of information and it keeps information in its form without distortion.
Page 3 of 53
BBC (2015). In Uganda, NTV has tried to go a long way to maintain its viewers in all angles effectively getting its signals of communication in a bid to maintain and promote effective communication. It introduced NTV Mobi a revolutionary interactive mobile TV application for watching live TV broadcast by NTV Uganda. NTV Mobi is a free application, and also the usage of the service is free, except for individual services or transactions that are especially shown to involve a cost. The user is however responsible for the costs of the broadband connection needed to use the service. NTV Mobi is delivered to NTV by Somocon. All these are efforts to create and hence maintain effective communication. Somocon , (2014). It is therefore true that man everywhere has been yearning/or more effective communication channels. Meanwhile, Uganda Broadcasting Corporation (UBC) is the public broadcaster of Uganda. It was founded as a result of the "Uganda Broadcasting Corporation Act, 2004", which merged the operations of Uganda Television (UTV) and Radio Uganda. It emerged from UTV which had started earlier in 1963 one year after Uganda achieved her independence. When it became UBC TV, It started broadcasting on November 16, 2005. (UBC Annual Report 2006)
Olupot & Milton (2011) shows that “ever since its inception, UBC.TV has been using
Satellite Signals for broadcast.” It has a well arranged communication strategy and a mission which conveys a lot of information, inspiring Uganda. It has a computer networked system which enables employees from different departments to communicate using emails, Twiter,
Facebook and my space. Different employees can also connect and interact using the company website. Fans can easily communicate with presents using Facebook and phone in calls during different programmes. UBC TV has a Facebook page, Facebook/ubctv.com. All these channels enable easy movement of messages whereby the feedback and the message is easily presented hence effective communication. It is now shifting to digital broadcasting technologies to ensure maximum effective communication. With this foundation on communication, the researcher chosen to use it in this study entitled "An Analysis of the
Factors that contribute towards Effective Communication in broadcast.”
Page 4 of 53
1.2 Statement of the problem
Effective communication is one of the core factors for the success of any television station as every issue that leads to success needs being preserved in its original form. Many factors hinder effective communication which at the end hinders organizational success. Luthans
(1995). Big organizations have a tendency of establishing many avenues for example, post addresses (mailing), telephone, use of internet and the print which becomes cost effective and difficult to manage to maintain effective communication in all channels. Grover (2007).
Television stations today use different channels of communication like face to face, mobile, electronic, written, and broadcast media to manage communications in their organizations which leaves a lot to be desired as whether they effectively manage these channels to avoid distortion of information.
UBC TV has different channels of communication like the website at www.ubctvuganda.corn, which is
connected
to
twiter,
at
Tweets@ubctvuganda,
facebook
at
facebook/ubctvuganda.corn and my space. (UBC Annual report 2013). However, it also still uses formal means of communication like verbal, written and non-verbal communication which are downward, upward and horizontal in form used to share information in a television station. Therefore, there is a lot of doubt as to whether UBC TV effectively manages all these channels to maintain effective communication without distortion of the information. The message can be presented through a specific some channel when more attention is on another channel for example Facebook and Twitter or written and electronic medium which underlies effective communication. This research therefore intended to analyze the factors that contribute towards effective communication and hence present and attend to all the possible limiting factors.
1.3 Purpose of the study
The purpose of this study was to analyze the factors that contribute towards effective communication in broadcast using Uganda Broadcasting Corporation (UBC Television) as a case study.
Page 5 of 53
1.4 Objectives of the study
The following objectives guided the researcher in carrying out the study.
I.
To find out how presentation of information contributes towards effective communication in broadcast at UBC Television.
II.
To
find
out
how
communication
channels
contribute
towards
effective
communication in broadcast at UBC Television.
III.
To find out how completeness of information contribute towards effective communication in broadcast at UBC Television.
1.5 Research questions
The following research questions guided the researcher in carrying out the study.
I.
How does presentation of information contribute towards effective communication in broadcast at UBC Television?
II.
How do communication channels contribute towards effective communication in broadcast at UBC Television?
III.
How does completeness of information contribute towards effective communication in broadcast at UBC Television?
1.6 Scope of the study
1.6.1 Geographical scope.
The study was conducted at Uganda Broadcasting Corporation (UBC TV). It is located at plot at 17/19 Nile Avenue, Kampala Uganda.
1.6.2 Content scope
The study was to find out how the presentation of information, communication channels and completeness of information in a Television station brings a positive change on communication during broadcast, (effective communication). In this way, these factors acted as the Dependent variables and the researcher analyzed how they bring a positive change on the Independent variable (Communication during broadcast) to bring about effective communication.
1.6.3 Time scope
The study took a period of 3 months in order to gain the information that can bring about
Page 6 of 53
significant results. Data was collected from February to April 2015.
1.6.4 Sample scope
The researcher used a sample size of 80 respondents among which 8 were randomly picked from the Administrative department of UBC television, 12 were picked from the Production department and these among others were Presenters and their Producers plus some fans.
Lastly 10 respondents were picked from the Communications department to ease data collection and analysis.
1.7 Significance/ Justification of the study
The findings of the study shall be significant in the following ways in all year to come;
I.
The study shall help UBC Television to know the different factors that contribute towards effective communication and therefore try to implement them in its communication strategy for effective management and organizational success.
II.
The factors for effective communication are identified in the study. This study therefore shall help UBC fans, employees of UBC Television and other related organizations to know these factors and hence learn how to effectively apply them to yield better results.
III.
The study shall help Journalism students, Lecturers and other related personnel in the
Journalism Industry to know how effectively they can use communication channels to bring about effective communication.
IV.
The study shall be significant to communication policy makers and analysts for example at the Ministry of information and national guidance, analysts in Uganda communications commission,
in UBC television as a station, UBC as a whole
organization and other televisions world over and their management in implementing and managing the communication functions and policy formulation.
Page 7 of 53
1.8 Definition of key terms
Communication: This is the sending and receiving of information.
Feedback: This is the response to the message. It can be oral, written or signal.
Channels: These are routes through which information passes from one person to another.
Information: This is the message being sent or received.
Effective communication: This is a two way information sharing procedure which involves one party sending a message that is easily understood by the other.
Broadcasting. It refers to the airing of audio and video waves on radio, television or internet.
Factors for effective communication. These are the essentials that bring about a two way information sharing procedure which involves one party sending the message that is easily understood by the other,(Sender and receiver) for example completeness of information, communication channels, and presentation of information.
An organization. It is an entity, such as an institution or an association that has a collective goal and is linked to an external environment, for example a Television station, a school or
Police.
Television station. It is a business, organization or enterprise that transmits (broadcasts) content over terrestrial television for example Uganda Broadcasting Corporation Television
(UBC TV).
Page 8 of 53
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
This chapter shows the findings of other researchers about the Factors that contribute towards
Effective Communication in Broadcast.
2.1 How Presentation of Information contributes towards Effective Communication in a broadcast. Effective communication is essential to the success of any organization. In order to practice good communication skills, you need to be able to understand what makes up good communication, and then make that part of the organization culture through policies and practices.
Fema,(2014).
A message is considered to be ineffective when it has too much information, or when the receiver cannot understand. Communication needs to be condensed down to essential facts and then put into a form that the receiver can understand in order for it to be effective. According to Ruth Hill (2012), “in order to help the message be understood, one needs to learn how to properly format it and present it.” This calls for presentation as one of the factors that contribute towards effective communication.
According to Kent (2000), presentation is a way of communicating and conveying information to the audience with interaction. It takes skills to be able to conduct a presentation effectively to make the audience respond and absorb what is being said. There some essential presentation skills which help in bringing about effective communication. In order to have a good presentation, there are 4 key elements to be considered; content, structure packaging and human element.
In brief, content is what the presentation is about. The content of the presentation must be relevant to the topic and easy to understand, therefore, easy to remember. Structure, like any other form of report, a presentation should have a beginning, middle, and end. The speaker must have the skill to have a good flow of the presentation; without jumping from one thought to another and not straying from the topic. Packaging is on how it is composed. Are the words easily comprehensible by the audience? Are all topics covered? Are there a lot of jargons? Will it sound boring when discussed? These are the questions to consider. Lastly is
Page 9 of 53
the human element of a presentation. Again, this is a learned presentation skill over time. It is important that the speaker is attuned with the audience so the presentation is easily remembered hence effective communication. Kent (2000).
Mark Twain, (2000) shows that when the material is all prepared, the delivery of the report is also given priority. It is important that the voice is clear, audible, and catches the attention of the audience without being too demanding. The voice must sound credible. Mpaata (2013) for him shows that, “apart from the voice, the body gestures have to make a statement as well. Most of the time, the audience can tell if a speaker is telling the truth when the body language opposes to that of what is being said. More often than not, the speaker becomes an entertainment in the sense that, the audience is watching how he moves.” To this view, presentation contributes towards effective communication in organisations.
In presentation, Man & John,(2002) shows that a speaker must have a good posture. A good posture brings about clearer voice and stance during presentation. If a speaker slouches, it would appear like he is not interested with what he is doing. Aside from posture, a good body language must involve eye contact, positive facial expressions, and positive gestures like facing forward the audience. However, aside from body language and voice, it is also advisable to have a sort of an icebreaker before the presentation. This is to warm the audience up, to get them to listen to the speaker. It would also be beneficial if the speaker will inform the audience on what the presentation is all about and what its objectives are.
However, Wagner, Bettina; Reed, Marcia,(2010-12-23) shows that, “towards the end of any presentation or session, it is best to give a summary of all the points discussed. After which, be sure to ask questions from the audience if there are areas to be reviewed for clarification, suggestion, or correction…this explains why radio and television presenters give a brief background of how the programme has moved.”
Mary Corrado (2000), sees presentation in a different perspective as not only the way how messages are packaged and passed on. For him, Presentation is the daily rituals of any business and therefore how well we succeed in our career can be closely tied to how well we present information. Employees spend in many organizations more and more of their lives in face-to-face interactions whether in small or large meetings among colleagues, with the management or in front of clients. The key point is to understand the different audiences, sell the
Page 10 of 53
organizational ideas and lay the groundwork for important decisions. This when implemented, no doubt the organisation achieves effective communication.
For White, Eric Marshall,(2002), presentation can be expressed in different forms including audio, video, the print and writing. It is any way in which information is presented. “As long as one communicates, he has presented.” He emphasizes presentation of information in the right full medium in order to preserve its original form if one is to keep objectivity of effective communication.
2.2 How Communication Channels contribute towards Effective Communication in a broadcast. According to Oneil Williams,(2012), communication channels are the means through which people in an organization communicate. Thought must be given to what channels are used to complete various tasks, because using an inappropriate channel for a task or interaction can lead to negative consequences. Complex messages require richer channels of communication that facilitate interaction to ensure clarity and effectiveness in communication. He advances the following mediums as the commonly ones used in some developed and developing organizations in the united states which have effective communication strategies and databases.
Face-to-face communication channels. Williams,(2012), shows that face-to-face or personal communication is one of the richest channels of communication that can be used within an organization. Physical presence, the tone of the speaker's voice and facial expressions help recipients of a message interpret that message as the speaker intends which contributes towards effective communication. This is the best channel to use for complex or emotionally charged messages, because it allows for interaction between speaker and recipients to clarify ambiguity. A speaker can evaluate whether an audience has received his message as intended and ask or answer follow-up questions.
Broadcast Media. Williams,(2012), shows that TV, radio and loud speakers all fall within the broadcast media communication channel. These types of media should be used when addressing a mass audience. Businesses seeking to notify customers of a new product may advertise or do promotions using a broadcast channel. Similarly, a CEO may do a global company address by having a television feed broadcast across global sites. When a message intended for a mass audience can be enhanced by being presented in a visual or auditory format, a broadcast channel should be used.
Page 11 of 53
Mobile. Williams, (2012), shows that a mobile communication channel should be used when a private or more complex message needs to be relayed to an individual or small group if one is to ensure an effective communication strategy and hence bring about effective communication. A mobile channel allows for an interactive exchange and gives the recipient the added benefit of interpreting the speaker's tone along with the message. Some within an organization may opt to use this channel versus a face-to-face channel to save on the time and effort it would take to coordinate a face-to-face meeting.
Electronic. Williams,(2012), shows that electronic communication channels encompass email, Internet, intranet and social media platforms. This channel can be used for one-on-one, group or mass communication. It is a less personal method of communication but more efficient. When using this channel, care must be taken to craft messages with clarity and to avoid the use of sarcasm and innuendo unless the message specifically calls for it.it highly bring about effective communication as it is a two way process.
Williams,(2012), shows that written communication should be used when a message that does not require interaction needs to be communicated to an employee or group if an employee is to effectively communicate in an organization. Policies, letters, memos, manuals, notices and announcements are all messages that work well for this channel. Recipients may follow up through an electronic or face-to-face channel if questions arise about a written message.
All in all, Brain Marshall,(2004) shows that a communication system is only as effective as its ability to deliver the message. Therefore, the structure of an organization has a profound effect on the effectiveness of organizational communication. “By creating clear communication channels that are understood and upheld by the entire organization, you can significantly increase the effectiveness of your company's communication.”
2.3 How Completeness of Information contribute towards Effective Communication in a broadcast. Marshall, (2004), shows that communication must be complete. It should convey all facts required by the audience. The sender of the message must take into consideration the receiver’s mind set and convey the message accordingly which makes communication effective. A complete communication has following features:
Page 12 of 53
Complete communication develops and enhances reputation of an organization.
Moreover, they are cost saving as no crucial information is missing and no additional cost is incurred in conveying extra message if the communication is complete.
A complete communication always gives additional information wherever required. It leaves no questions in the mind of receiver.
Complete communication helps in better decision-making by the audience/readers/receivers of message as they get all desired and crucial information.
It persuades the audience.
According to Joey Papa,(2007), in order for a message to be effective it needs to be complete.
While it is important to keep your message concise, you also need to be certain that all pertinent information is included each time you communicate. Prepare to have a discussion with someone by studying the topic at hand. This will allow you to be able to present all of the information needed to get a resolution.
Broadly, an organization’s communication has to be complete. Incomplete letters keep the receiver guessing, or making wrong choices, or taking wrong decisions. The letters should have the quality of completeness. A complete message will bring the expected result or desired response from the receiver. Imagine a situation where you want a hall to be fixed for an exhibition or demonstration or you want an event-managing agency to organise an event or a function. Then you have to provide them with all the information to make your request complete. You have to tell them why you want the event to be organised and what its precise purpose is. You have to tell them where you prefer it to be held and when it should be held. You have to tell them what exactly should be the scope and how it should be gone through. You cannot be frequently communicating with them over such a simple issue. If your first communication is complete, doubts will be fewer. If you want your client to book hotel accommodation for you, you should tell him what your needs are, where you want it; when you want it and how you are going to pay for it etc., when you tell your subordinate to go to the airport, to receive someone, you should tell him at what time, who the person to be received is and where he should be taken to etc. This is completeness. Completeness provides a communication with all information, answers all questions that may be asked or may not be asked and saves time and resource to a great extent.
Page 13 of 53
Mitchell,(2009), shows that completeness prevents the need for further communication, amending, elaborating and expounding (explaining) the first one and thus saves time and resource. This brings about effective communication.
Page 14 of 53
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This section presents the research design, sample size and procedures, data type and sources, data collection methods and procedures, ethical issues, data processing, analysis, limitations and delimitations.
3.1 Study Design
The researcher used a cross sectional study using both qualitative and quantitative research that centered on the Factors Contributing towards Effective Communications in Broadcast.
The data was systematically collected and presented to give explanatory analysis to particular phenomena with emphasis to cover the extent of the problem. Qualitative research design was used to study things in their natural settings, attempting to make sense of or to interpret, phenomena in terms of the meanings people bring to them. However, quantitative research is a formal, objective, systematic process in which numerical data which was used to obtain information about the world. It was used because it provides an excellent way of finalizing results and proving or disproving a hypothesis, provides a comprehensive answer after statistical analysis of the results is reached, and the results can be legitimately discussed and published.
3.2 Study Population
The study was carried out in the Administrative, Production and Communications departments of Uganda Broadcasting Corporation (UBC Television). The population of the study was 100 and a sample was picked to ease data collection. Participants included presenters at
UBC television, producers and the administrative staff. Fans were also used in the study as participants and were found form their places of work, residence and leisure places.
3.3 Sample Design, Technique & Size
3.3.1 Sample Design
The researcher used simple random sampling. This is a sampling technique where each member of the population has a known and an equal chance of being selected. The researcher used simple random sampling technique when choosing the representatives to participate in the survey. The researcher therefore identified and defined a sample of study that was obtained
Page 15 of 53
purposively and classified into stratas, determined the number of participants in each and every stratum, made a list of all the participants in each and every stratum, assigned consecutive numbers ranging from zero onwards to the last participants in each and every stratum and then selected an arbitrary number in the table of the random numbers from each and every stratum. This type of sampling enabled the researcher to avoid bias among the respondents.
3.3.2 Sample Size
The study covered a representation of 80 respondents as the sample from the Administrative,
Production and Communications department of Uganda Broadcasting Corporation (UBC
Television) who among others were the employees from those departments. However, for easy data collection; some Presenters were interviewed at the station. Fans were found were found from their process of work and leisure places.
A special caution was taken to ensure gender equality to avoid or minimize biased results.
The sample size was determined by Krejeci and Morgan (1970) approach. According to
Krejeci and Morgan (1970), “the bigger the sample size the better.” A sample of 80 was drawn from the population of 100 and therefore the data that was collected represented the views of a bigger population.
3.4 Sources of Data
The researcher used two sources of information. These were primary and secondary data sources. 3.4.1 Primary Data
These refer to sources of data where raw facts are collected for the first time. They are original in nature. The researcher used primary data sources because they are accurate.
3.4.2 Secondary Data
These refer to sources of data that has been prepared and developed for some other purpose but not to solve the problem at hand. Such sources can either be internal or external to the organization under study. The researcher used various documents such financial reports, marketing research sources, and also looked at the literature from published books, journals, organization internal reports, in house magazines in relation to the factors that contribute to effective communication in broadcast. Research on internet was also used. The researcher
Page 16 of 53
used secondary data sources because they are cheap, time saving, always available hence dependable.
3.5 Data Collection Methods and Instruments
3.5.1 Questionnaires
This was the dominant primary data collection method in the study. Here comprehensive selfadministered questionnaires were the main instruments in the study. These were designed to gather information and explore the key variables addressed to staff and management. Both open and closed ended questionnaires were used to let the respondents give their own opinion about the research problem.
3.5.2 Interviews
These involved both formal and informal interviews where the respondents from the Administrative, Production and Communications department of Uganda Broadcasting Corporation
(UBC Television) including some Presenters and fans were also interviewed at the station.
To increase the response rate, personal interviews were conducted so that translation and interpretation of the interviews helped to guide the respondents to give the right response.
3.6 Validity & Reliability
The researcher discussed the questionnaires with colleagues in the field of the study. He also discussed them with Lecturers at the department of Journalism and Mass Communication, fellow students and the Supervisor. The interview questionnaires were submitted to the Supervisor to determine their clarity, appropriateness and adjustment in areas of inconsistency.
In order to ensure reliability of the research, the researcher formulated clear and appropriate questions for the respondents.
3.7 Procedures for Data Collection
The researcher got a letter of introduction from the Institution which introduced him to
Uganda Broadcasting Corporation. The researcher met the respondents of administrative,
Production and Communications department including Presenters and fans who filled the designed questionnaires.
Page 17 of 53
3.8 Data Processing, Analysis & Presentation
3.8.1 Data Processing
Data processing was guided by the objectives of the study and the research questions. The data was collected, arranged and categorized according to the response from the respondents.
All the information was summarized by the use of frequencies, percentages and tabulations approach. 3.8.2 Presentation
Data from interviews was interpreted and discussed alongside the additional
information
that was collected from the respondents and presented using tables and graphs and charts.
MS. Excel and M.s Word were used to obtain tables and charts and graphs. Observations, conclusions and recommendations were made in relation to the study.
3.8.3 Analysis
3.8.3.1 Qualitative Data
Manual editing of questionnaires was done to eliminate errors. After coding, tabulation was done to clearly present various responses and the interpretation. Frequencies and percentages were used to portray statistics that was used to analyze and interpret the findings of the study.
Frequency tables, graphs and charts aided in presenting the data using statistical packages like Microsoft excel.
3.8.3.2 Quantitative Data
The process of data analysis involved data clean up and explanation. The data was then be coded to check errors and omissions. Frequency tables and percentages were used to present the findings. Responses in the questionnaires were tabulated, coded and processed by use of
Ms. Excel and M.s Word (2010). The responses from the questionnaires were listed to obtain proportions appropriately.
3.9 Limitations of the Study
The researcher found the following limitations. The researcher also shows how they were overcome. Page 18 of 53
Financial Constraint; due to various activities such as movement to and from respondents, typing, printing, and binding which require substantial amount of funds. This was dealt with by reducing on the number of trips to and from respondents by distributing questionnaires to respondents and collecting them at once. Typing, printing and binding was done by the researcher himself assisted by his secretary at office.
Time Constraint; Time allocation between the study and various activities which occupies human life given was limited in which the study was carried. Questionnaires were distributed to the respondents and requested that they be filled in time.
Non Response; some respondents never wanted to provide the necessary information, due to the technicality of the subject under study and the confidential nature of other data. This was dealt with by simplifying the questionnaires. Confidentiality of the information that was provided was handled with by promising and assuring the respondents that the study is just for academic purpose.
Page 19 of 53
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF FINDINGS
4.0 Introduction
This chapter presents the findings in line with the research questions. These findings were got from both primary and secondary data sources. They are presented using frequency tables, percentages and tabulations. A total of 80 respondents were used in data collection in analyzing the factors that contribute towards effective communication in broadcast. UBC TV Kampala was used as a case study.
4.1 Findings on background information
4.1.1 Findings on gender response rates used in the study.
Table 4.1: showing gender response rates used in the study.
Gender
Male
Female
Total
Source: Primary data
Frequency
48
32
80
Percentages (%)
60
40
100
From table 4.1, 60% were male where as 40% were female. This indicated that the study involved a fair representation of all sexes. The data collected was free, fair and balancing.
4.1.2 Findings on the marital status of the respondents.
Figure 4.1: showing the marital status of the respondents.
Marital status of respondents
Series1
60%
Single
Married
40%
Source: Primary data
From table 4.1 above, 60% were Single, 40% were Married. This shows that the study used a fair representation as it included both the Married and unmarried. The information they provided was dependable to draw conclusions and recommendations.
Page 20 of 53
4.1.3 Findings on the age structure of respondents.
Figure 4.2: showing the age structure of the respondents.
Age of repondents
20%
20%
20-30
31-40
41 and above
60%
Source: Primary data
From figure 4.2 above, 60% of the respondents were between 31-40, 20% were between 2030 whereas other 20% of the other respondents were above 42 years old. This shows that there was a fair representation of the population as all the classes were represented and the data reflected the views of the entire population sects.
4.1.4 Findings on the level of education of respondents
Figure 4.3: Showing the level of education of respondents.
Source: Primary data
From the figure 4.3 above, 43.8% had Diplomas, 25% had Bachelor’s degrees, 25% were bellow Diploma whereas only 6.2% were above Bachelor’s degree. This implies that the data that was collected was reliable as the respondents could read and as well write hence reliable data. This helped the researcher to collect reliable information which was processed to present the findings.
Page 21 of 53
4.1.4 Findings on the distribution of respondents by departments.
Table 4.2: Showing the distribution of respondents by departments.
Reponses
Administrative Department
Communications Department
Productions Department
Fans
Frequency
20
20
20
20
Percentage
25
25
25
25
Total
80
100
Source: Primary data
From table 4.2 above, the researcher used an equal distribution which covered all respondents form different departments. Fans were also interviewed and their views were collected and analyzed to give strong evidence.
4.2 Findings on how Presentation of information contributes towards Effective Communication in broadcast.
Table 4.3: Showing how Presentation of information contributes towards Effective
Communication in broadcast.
SA
A
SD
D
NS
Responses f In order to help the message be understood, one needs to learn how to properly format it and how to present it.
While presenting information, the body gestures have to make a statement a well.
While presenting, the voice must be audible and credible to effectively communicate.
Presentation of information effectively help to make the audience respond and absorb what is being said. %/80
f/80
%
f/80
%
f/80
%
f/80
%
64
80
8
10
2
2.5
-
-
6
7.5
54
67.5
18
22.5
-
-
-
-
8
10
42
52.5
22
27.5
-
-
-
-
16
20
42
52.5
10
12.5
-
-
-
-
28
35
Source: Primary data
Table 4.3 above shows the findings on how the presentation of information contributes towards effective communication in broadcast. It was found out that 80% Strongly Agreed that for messages to be understood, one needs to learn how to properly format information and how to present it. This was backed by another 10% who Agreed to the same issue. 7.5% were
Page 22 of 53
Not Sure where as 2.5% Strongly Disagreed. This shows that the presentation of information contributes towards effective communication in broadcast.
Table 4.3 of results also shows that 67.5% Strongly Agreed that while presenting information, the body gestures have to make a statement a well. This was backed by another
22.5% who Agreed to the same issue. The acceptance region was thus greater than the Rejection region as only 10% were Not Sure. This implies that while presenting information, the body gestures have to make a statement a well. Table 4.3 also shows that 52.5% Strongly
Agreed that while presenting, the voice must be audible and credible to effectively communicate. This was also backed by another 27.5% who also Agreed. The Acceptance region was greater than the Rejection region and thus implied that during broadcast, presenters and all people involved in the programme are supposed to be audible for effective communication during broadcast. Only and only 20% were Not Sure which justified the study findings. Lastly, the study found out in table 4.3 that Presentation of information effectively helps to make the audience respond and absorb what is being said. This was as the result where the Acceptance region was greater than the Rejection region. The results in tables 6 shows that
52.5% Strongly Agreed backed by 12.5% who Agreed. Only and only 35% were Not Sure.
This justified the study findings.
Page 23 of 53
4.3 Findings on how Communication Channels contribute towards Effective Communication in a broadcast.
4.3.1 Findings on channel usage at UBC television during broadcast
Figure 4.4: Showing the channel usage at UBC television during broadcast
Channel Usage at UBC During Broadcast
Series1
Whats’app Messages 0%
Twitter
Facebook
Mobile phones( Phone in / phone out/messaging) 15%
22.50%
62.50%
Source: Primary data
According to results in figure 4.4 above, the researcher found out that 62.5% of the information messages pass via mobile phones in form of Phone in and Phone out plus messaging.
22.5% pass via Facebook and 15% of information messages pass via twitter. This implies that mobile phones and Social media are effective communication channels which can aid in broadcast. Page 24 of 53
4.3.2 Findings on how Communication Channels contribute towards Effective Communication
Table 4.4: showing how Communication Channels contribute towards Effective Communication.
Responses
SA
A
SD
D
NS
f/80
%
f/80
%
f/80
%
f/80
%
f/80
%
Communication channels aid transmission of messages in original form to the audience during broadcast.
Communication channels store messages for referential purposes
54
67.5
10
12.5
-
-
-
-
16
20
54
67.5
14
17.5
6
4
5
2
2.5
Communication channels guide the communication process
48
60
10
12.5
-
7.
5
-
-
-
22
Communication channels fuel the communication process
42
52.5
18
22.5
-
-
-
-
20
27.
5
25
Source: Primary data
Table 4.4 above shows that 67.5% Strongly Agreed that Communication channels aid transmission of messages in their original form to the audience during broadcast. 12.5% also agreed which made the acceptance region greater than the rejection region. Only 20% were not sure. This implies that Communication channels aid transmission of messages in original form to the audience during broadcast. The
table also shows that 67.5% Strongly Agreed that Communication
channels store messages for referential purposes which improves broadcast. Presenters review their messages and learn to improve their communication effectively. 17.5% Agreed to the same issue however 7.5% strongly agreed and the rejection results were justified by a
2.5% who were Not Sure. The table also shows that 60% Strongly Agreed that Communication channels guide the communication process.12.5% also Agreed to the same issue. However, the Rejection region consisted of 27.5% who were Not Sure. This shows that Communication channels guide the communication process during broadcast. Lastly, the table shows that communication channels fuel the communication process. 52.5% Strongly Agreed backed by 22.5% who Agreed. 25% were Not Sure to this issue. This implied that communication channels fuel the communication process during broadcast.
Page 25 of 53
4.4 How completeness of information contribute towards effective communication in an organization. Table 4.5: Showing how completeness of information contribute towards effective communication in an organization.
Response
SA
A
SD
D
NS
f/80
Communication must be complete in order to be effective during broadcast. A complete message brings about effective communication as it provides all the required information.
When the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective.
A complete message brings about effective communication as it presents all arguments from the sender and the receiver.
%
f/80
%
f/80
%
f/80
%
f/80
%
64
80
8
10
2
2.5
-
-
6
7.5
54
67.5
18
22.5
-
-
-
-
8
10
54
67.5
10
12.5
-
-
8
10
8
10
42
52.5
22
27.5
-
-
-
-
16
20
Source: Primary data
Table 4.5 shows that 80% Strongly Agreed that Communication must be complete in order to be effective during broadcast. 7.5% were Not Sure, 10% Agreed however 2.5% strongly agreed. The acceptance region was thus greater than the Rejection region and this implied that during broadcast, Communication must be complete in order to be effective. The table also shows that 67.5% Strongly Agreed that a complete message brings about effective communication as it provides all the required information. These results were backed by another
22.5% who Agreed to the same issue. 10% were Not Sure to this issue. This implies that a complete message brings about effective communication as it provides all the required information during broadcast. Furthermore, the results revealed that 67.5% Strongly Agreed that when the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective. Lastly, the study found out that a complete message brings about effective communication as it presents all arguments from the sender and the receiver. This was because 52.5% Strongly Agreed to this issue backed by another 27.5% who Agreed to the same issue. The rejection region only consisted of 20% who were Not Sure. This indicated that a complete message brings about effective communication as it presents all arguments from the sender and the receiver during broadcast.
Page 26 of 53
CHAPTER FIVE
SUMMARY OF FINDINGS, DISCUSSIONS, CONCLUSIONS
AND RECOMMENDATIONS
5.0 Introduction
This chapter presents the summary of the findings according to the objectives of the study which included; to find out how presentation of information contributes towards effective communication in broadcast, to find out how communication channels contribute towards effective communication in broadcast and lastly to find out how completeness of information contribute towards effective communication in broadcast.
UBC television Kampala Uganda was used as a case study. First, the discussion of findings in respect to the study objectives are discussed; summary of findings is then followed by conclusions and finally the recommendations and areas for further research. All these are presented in this chapter.
5.1 Summary of findings
On the issue of how presentation of information contributes towards effective communication in broadcast, it was found out that that for messages to be understood, one needs to learn how to
properly format information and how to present it, that while presenting information, the body gestures have to make a statement a well, that while presenting, the voice must be audible and credible to effectively communicate, and lastly that Presentation of information effectively helps to make the audience respond and absorb what is being said.
On the issue of how communication channels contribute towards effective communication in broadcast, it was found out that mobile phones and social media are effective communication chan-
nels which can aid in broadcast, that Communication channels aid transmission of messages in their original form to the audience during broadcast, that Communication channels store messages for referential purposes which improves broadcast, that Communication channels guide the communication process and lastly that communication channels fuel the communication process.
On the issue of how completeness of information contribute towards effective communication in broadcast, it was found out that Communication must be complete in order to be effective dur-
ing broadcast, that a complete message brings about effective communication as it provides
Page 27 of 53
all the required information, that when the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective and lastly that a complete message brings about effective communication as it presents all arguments from the sender and the receiver.
5.2 Discussion of findings
5.2.1 How presentation of information contributes towards effective communication in broadcast. It was found out that for messages to be understood, one needs to learn how to properly format information and how to present it, that while presenting information, the body gestures have to make a statement a well, that while presenting, the voice must be audible and credible to effectively communicate, and lastly that Presentation of information effectively helps to make the audience respond and absorb what is being said. This was not so new. Fema,
(2014), had analyzed that effective communication is essential to the success of any organization. In order to practice good communication skills, you need to be able to understand what makes up good communication, and then make that part of the organization culture through policies and practices. Communication needs to be condensed down to essential facts and then put into a form that the receiver can understand in order for it to be effective.
According to Hill, (2012), “in order to help the message be understood, one needs to learn how to properly format it and present it.” This calls for presentation as one of the factors that contribute towards effective communication. According to Kent, (2000), presentation is a way of communicating and conveying information to the audience with interaction. It takes skills to be able to conduct a presentation effectively to make the audience respond and absorb what is being said. There some essential presentation skills which help in bringing about effective communication. In order to have a good presentation, there are 4 key elements to be considered; content, structure packaging and human element. In brief, content is what the presentation is about. The content of the presentation must be relevant to the topic and easy to understand, therefore, easy to remember. Structure, like any other form of report, a presentation should have a beginning, middle, and end. The speaker must have the skill to have a good flow of the presentation; without jumping from one thought to another and not straying from the topic. Packaging is on how it is composed. Are the words easily comprehensible by the audience? Are all topics covered? Are there a lot of jargons? Will it sound boring when
Page 28 of 53
discussed? These are the questions to consider. Lastly is the human element of a presentation.
Again, this is a learned presentation skill over time. It is important that the speaker is attuned with the audience so the presentation is easily remembered hence effective communication,
Kent, (2000).
5.2.2 How Communication Channels contribute towards Effective Communication in broadcast. It was found out that mobile phones and social media are effective communication channels
which can aid in broadcast, that communication channels aid transmission of messages in their original form to the audience during broadcast, that communication channels store messages for referential purposes which improves broadcast, that communication channels guide the communication process and lastly that communication channels fuel the communication process. This is in line with Williams, (2012), who shows that communication channels are the means through which people in an organization communicate. Thought must be given to what channels are used to complete various tasks, because using an inappropriate channel for a task or interaction can lead to negative consequences. Complex messages require richer channels of communication that facilitate interaction to ensure clarity and effectiveness in communication. He advances the following mediums as the commonly ones used in some developed and developing organizations in the United States which have effective communication strategies and databases.
5.2.2 How Completeness of Information contribute towards Effective Communication in broadcast It was found out that Communication must be complete in order to be effective during broad-
cast, that a complete message brings about effective communication as it provides all the required information, that when the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective and lastly that a complete message brings about effective communication as it presents all arguments from the sender and the receiver. This is just a validation of Marshall, (2004), who shows that communication must be complete. It should convey all facts required by the audience. The sender of the message must take into consideration the receiver’s mind set and convey the message accordingly which makes communication effective. A complete communication has following features: Complete communication develops and enhances reputation
Page 29 of 53
of an organization. Moreover, they are cost saving as no crucial information is missing and no additional cost is incurred in conveying extra message if the communication is complete.
Complete communication always gives additional information wherever required. It leaves no questions in the mind of receiver. Complete communication helps in better decisionmaking by the audience/readers/receivers of message as they get all desired and crucial information. It also persuades the audience. According to Papa, (2007), in order for a message to be effective it needs to be complete. While it is important to keep your message concise, you also need to be certain that all pertinent information is included each time you communicate. Prepare to have a discussion with someone by studying the topic at hand. This will allow you to be able to present all of the information needed to get a resolution.
5.3 Conclusions
It was concluded that for messages to be understood, one needs to learn how to properly format information and how to present it, while presenting information, the body gestures have to make a statement a well, while presenting, the voice must be audible and credible to effectively communicate, and lastly presentation of information effectively helps to make the audience respond and absorb what is being said.
It was also established that mobile phones and social media are effective communication channels which can aid in broadcast, communication channels aid transmission of messages in their original form to the audience during broadcast, communication channels store messages for referential purposes which improves broadcast, that communication channels guide the communication process and lastly that communication channels fuel the communication process. The study confirmed it was found out that communication must be complete in order to be effective during broadcast, that a complete message brings about effective communication as it provides all the required information, when the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective and lastly that a complete message brings about effective communication as it presents all arguments from the sender and the receiver.
Page 30 of 53
5.4 Recommendations
The researcher left the following recommendations.
i.
The researcher recommended UBC TV and other related organizations to put more emphasize on how information is presented to the public since communication messages are irreversible during broadcast.
ii.
The researcher recommended UBC TV and other related organizations to put more emphasize in maintaining communication channels in order to maintain and promote the delivery of good messages during broadcast.
iii.
The researcher recommended UBC TV and other related organizations to put more emphasize in maintaining completeness of information since a significant role was found out between completeness of information and effective communication during broadcast. 5.5 Areas for further research
The researcher left the following areas for further research. It is because some areas were not covered by the study due to some limitations mainly time, limited finances and the research nature designed for diploma students.
i.
The comparisons of effective communication and effective presentation in broadcast.
ii.
Communication and management effectiveness in television stations
Page 31 of 53
REFERENCES
Anand, Sandhya, (2002). Quorum Sensing- Communication Plan For Microbes. Article dated 201012-28, retrieved on 2012-04-03.
Baluska, F.; Marcuso, Stefano; Volkmann, Dieter (2006). Communication in plants: neuronal aspects of plant life. Taylor & Francis US. p. 19. ISBN 3-540-28475-3. ...the emergence of plant neurobiology as the most recent area of plant sciences.
Barnlund, D. C. (2008). A transactional model of communication. In. C. D. Mortensen (Eds.), Communication theory (2nd ed., pp47-57). New Brunswick, New Jersey: Transaction.
Berlo, D. K. (2006). The process of communication. New York, New York: Holt, Rinehart, & Winston.
Certo & Certo (2005). Modern Management (10th ed.). Pearson.
Cole, G A (1999). Personnel Management 4th Edition. Printed and Published in Great Britain by Ashford Colour press, Gasport. Effective Communication by Chris Joseph, Demand
Media August, 2013.
Cole, G A (2009). Personnel Management 4th Edition. Printed and Published in Great Britain by Ashford Colour press, Gasport.
Fema (2014).” The role of effective communication in conflict resolution in organizations.
Dissertation, Ukraine Media Institute for Development.
Fred Luthans,(1995). Organizational Behavior,II Edition.
Isaac Mufumba, "Uganda: Scribes Call for Reconsideration of TV Fees", The Monitor, 7
August 2006. Retrieved 4 April 2010.
Kent (2000). “Communication in Journalism” A journalism handbook for Students at Oxford
University London.”
Kintu 2012. “Introduction to communication skills.” Kyambogo University department of
Languages and Communication.
Kuteesa & Mugalula (2006). “Communication in Ancient Buganda” A paper presented at
The East African media institute in December 2006 addressing BBC Correspondents about
Page 32 of 53
the history and evolution of Buganda king dom. Published by new vision printing press.
Lawrence Robinson, Jeanne Segal, Ph. D., and Robert Segal, M.A., (2014). Resolve conflicts.
Last updated: May 2014
Man, John (2002). Gutenberg: How One Man Remade the World with Words. New York:
John Wiley and Sons, Inc. ISBN 0-471-21823-5.
Morphy and Peck, Effective Business Communication (1949
Mpaata 2013, “Communication in Journalism.” A hand book training manual for Colleges and Universities/ YMCA department of Journalism and Mass Communication copy right reserved. Mtdd Training 2012, effective communication skills. Bookboon, 2012. ISBN 8776815986,
9788776815981
Olupot, Milton (2011). "Broadcasting Corporation Managing Director Sacked". The New
Vision. Retrieved 9 June 2011.
Smith (2012), “The history of communication” The New York Times dead and risen. An update of the Journal Press History (1890) London.
Wagner, Bettina; Reed, Marcia (2010-12-23). Early Printed Books as Material Objects:
Proceeding of the Conference Organized by the IFLA Rare Books and Manuscripts Section
Munich, 19-21 August 2009. P. 11. ISBN 9783110255300.
Wathwright R.G. People and Communication, 1979
White, Eric Marshall (2002). "Long lost leaves from Gutenberg's Mons-Trier II Bible".
Gutenberg Jahrbuch 77: 19–36.
White, Eric Marshall (2010). "The Gutenberg Bibles that Survive as Binder's Waste". In
Wagner, Bettina and Reed,Marcia. Early Printed Books as Material Objects: Proceedings of the Conference Organized by the Ifla Rare Books and Manuscripts Section Munich, 19-21
August 2009. De Gruyter Sur. pp. 21–35. ISBN 978-3-11-025324-5.
Page 33 of 53
APPENDICES
APPENDIX I
QUESTIONNAIRE FOR EMPLOYEES AND FANS OF UBC TV
Dear respondent,
Iam Nnabbamba Noah, a final year student at YMCA Comprehensive Institute Kampala pursuing a Diploma in Journalism and Mass Communication. This questionnaire is designed to identify the Factors that Contribute towards Effective Communication in Broadcast and UBC
TV is used as a case study.
You are assured of the utmost good faith as far as the confidentiality of the information provided is concerned. Please assist and answer the following questions to the best of your knowledge. KEY: Use, Strongly Agree (SA), Agree, (A), Strongly Disagree (SD) Disagree (D) and Not
Sure (NS) where applicable. Otherwise tick in the box provided or fill the lines provided in case. Section A: Back ground information
1. State your sex.
a. Male
b.
Female
2. What is your marital status?
a. Married
b.
Single
3. What is your age?
a. 20-30
b.31-40
c. 41 and above
4. What is your level of education?
a. Above Bachelor’s Degree
d. Bellow Diploma
b. Bachelor’s Degree
e. Secondary/Primary
c. Diploma
f. None
Page 34 of 53
5. Which department do you belong to?
a. Administrative department
b. Communications department
c. Production department/ Presenters
d. Fan
6. If a, or, b or c, for how long have you been working with UBC TV?
a. Over five year’s
b. 3-5 years
c. 1-3 years
d. Less than a year
Section B: How Presentation of Information Contribute towards Effective Communication in Broadcast.
7. Can fans easily talk /communicate to their lovely Presenters at UBC TV during phone in and out broadcast?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
8. Can Producers easily communicate to Presenters during broadcast at UBC Television?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
9. Is it easy to call during a programme at UBC TV?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
10. Does requests get feedbacks at UBC T.V?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
Page 35 of 53
11. To the following questions, you are required to tick whether you strongly agree, Agree,
Strongly disagree, Disagree and Not sure where applicable on whether presentation of information contributes towards effective communication
NO
ITEMS RATED
RESPONSE
SA A
1
In order to help the message be understood, one needs to learn how to properly format it and how to present it.
3
Presentation of information effectively help to make the audience respond and absorb what is being said.
4
When the material is all prepared, the delivery of the report and message is given priority.
5
While presenting, the voice must be audible and credible to effectively communicate.
6
While presenting information, the body gestures have to make a statement a well.
7
While presenting information, the speaker must have a good posture to effectively communicate.
8
A two way communication while presenting brings about effective communication.
9
As Journalists, career success is determined by how well we communicate and present.
10
Face to face communication brings about organizational success.
11
Presentation is any way in which information is packaged and delivered.
12
NS
Effective communication is essential to any organization
2
SD D
Information can be presented in writing, by mail or by phone. KEY: (SA) Strongly Agree, (A), Agree, (SD) Strongly Disagree (D) Disagree and (NS) Not
Sure.
Page 36 of 53
Section C: How Communication Channels Contributes towards Effective Communication in a broadcast.
12. A channel is any mean through which people communicate in an organization. List some channels that UBC Television uses in communication.
NO
1
2
3
4
CHANNEL
13. Does UBC Television uses some of the following communication channels in broadcast an organizational management?
NO
CHANNEL
RESPONSE
YES
1
Mobile phones( phone in / phone out)
2
Email
3
Facebook
4
Twitter
5
Post office/ Mailing
6
My Space
7
Whats’app messages
8
NO
Written/letters
Section D: How Completeness of Information Contribute towards Effective Communication in an Organisation.
14. Communication must be complete in order to be effective. Do you agree?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
Page 37 of 53
15. A complete message brings about effective communication as it provides all the required information. Do you agree?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
16. When the sender of the message takes into consideration the receiver’s mindset and conveys the message accordingly, it makes communication effective. Do you agree?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
17. A complete message brings about effective communication as it presents all arguments from the sender and the receiver. Do you agree?
a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
18. Complete messages removes doubt and hence makes communication effective. Do you agree? a. Strongly Agree
d. Disagree
b. Agree
c. Strongly disagree
e. Not sure
_______________thank you for your cooperation__________________
***end***
Page 38 of 53
APPENIDX II
BUDGET
ITEM
Quantity
Unit Price (Ushs)
Amount (Ushs)
Laptop
1
88,0000
88,0000
Flash disk
1
20,000
20,000
Modem
1
60,000
60,000
Data/ internet
5 Gb
25,000
25,000
Accommodation
50,000
50,000
Transport
100,000
100,000
Stationery
25,000
25,000
Typing/printing/ binding
70,000
70,000
TOTAL
1,230,000
Page 39 of 53
APPENDIX III
WORK PLAN/ TIME FRAME
ACTIVITIES
MONTHS/2015
JAN
FEB
MARCH APRIL
Topic identification
Drafting first phase of the proposal
Review of related literature
Designing the methodology, discussing it with the supervisor. Design questionnaires for data collection
Data collection, entry, analysis, interpretation and presentation Report writing and submission
