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THE IMPACT OF INFORMATION AND COMMUNICATION TECHNOLOGIES ON ADVERTISING

CHAPTER ONE

INTRODUCTION

1.10BACKGROUND OF THE STUDY

Man’s endless quest for better life had yield and has continued to yield groundbreaking innovations which years ago, could have been taken with unreserved innovations which year ago, could have been taken with unreserved incredulity. From a nondescript beginning exemplified by crude practices of the Stone Age, man today has been transported to new epoch with profound transformation in all activities of life; evolution is the term that describes this.

Right from the time when the pre-human shaped a stone into an axe, we have been improving our technology. At present man’s array of computer and allied devices can do almost anything like the internet which allows wearer to read email and surf the world wide web without ever her eyes.

An unending series of technological advances has similarly transformed the media landscape through the extensive use of computers and satellites multiplexing and fibre optics, digitalization and data compression. Such invention in the digital ink, a chemical which can be erased electrically thus creating rewritable paper.  The ink used on the special paper coated with electrical conductors makes it possible to print a daily news paper over and over, on the same sheet of recycled paper. These and many others, even if not visible in our country, are maximally operational else where.

1.          A critical examination of the impact of this phenomenon will yield some posers. What overall impact does these ICTS have on the media workers and her work generally? How can the Nigeria journalist maximize the benefit of these new technologies for her media organization especially in advertising and the society at large? This study will attempt giving insights to the posers. 

2.            Mbaduga (200.48) defied information technology (IT) as the application of technology to information management. He stated that in recent years there has been man examples of media house in Nigeria who apply ICT resources in their operations. Udoma (1999:57) reported that information is an extremely valuable resource. This implies than any individual or organization that has current and useful. Organization, particularly the media houses are information processing entities. This justified the huge investment in research and development (R$D) in the area of the formation generation and processing, storage, retrieval and dissemination, particularly in the advanced economy. Information is thus jealously gathered, hoarded, shared freely or sold depending upon the motive of the possessor.     

3.          In the media industry which is characterized by high level of competition success is to a large extent depended on the speed and efficiency of communication information technology (ICT) which provides as near and limitless possibilities of increasing the quality and enhancing the quality speed ad availability of information in a complex but inter-dependent world of business communication.

Anyakora (1998:77) the idea of information technology dates back to the earliest times the earliest form of writing (cuneiform) for example Tiro invented  shorthand in 63B.C he equally noted that Henry mill patented the typewriter in 1949, while the principle of the modern day facsimile (fax) transmission was patented brain, way back in 1943. hence, as regards information technology what is new therefore is the impressive array and sophistication of information technology resources its increasing efficiency reliability speed, accuracy, cheapness, portability and ubiquity made possible by micro processors.        

4.           The micro processors are inexpensive, extremely efficient and miniaturized in formation processing units-a phenomenal invention of information technology.

According to Iwouha (2000:102) the officers of the media house of the early 1970s is a “paper and file office”. He explained that in these offices, most of the information processing storage, retrieval land dissemination and done through paper document. He also explained that such office are usually littered with paper and files while documents in the office easily go destroyed or misplaced. He noted that responses to paper communication during the period under discussion is there fore a costly show process and is fraught with uncertainties. He argued that all these are gradually changing particularly in the developing countries/nation, and there are the following. African countries such as Nigeria South Africa, cote divorce etc.     

5.          In advanced economies (such as in U.S.A Brain), Japan and Canada) in formation technology has because more visible and more widely applied thus revolutionizing the process of producing and reproducing data, information and knowledge, as well as distributing them. Microprocessor fitted devices products abound every where in these countries and come in diverse configuration wrist-watches pocket calculators, electronic cash registers, computers and so on.

6.          Thus operational activities within organization and their subsidiaries as well as between them and their various pubic client, reporters, supplier shareholder private and government agencies are fast becoming and increasingly exacting experience (Okeke, 1999). In formation technology (IT) is increasingly helping to wake information and extremely mobile resources. Hence, for those media houses that have the facilities (that is ICT resources) the world is fast shrinking into a “distancesless world”.

7.          Both the academic and secular world is today inundated with talk about information technology. All activities  of life have also suddenly graduated to bearing etc, founder and chairman of Zinox computers, lesotan Ekeh recently of the Nigeria television authority breakfast programme,. An express added yet another e-marriage when he advocated that the world has gone completely digital so all Nigeria should avoid analog spouses in preference for digital ones. Arising from these talks have benefits they accrue. Agiinam (2001:20) citing experts from the ICT world reports their insistence that ICT  education be made compulsory in Nigeria. Ndukwe (2005) Uweye (2001), (2004), Ojo (2005) among others have never relented to lend voice to the need for Nigerians to be ICT literate. A large number of works on ICT in Nigeria has been glorified lamentations over low level of acceptance of ICT in the country, Aginam (2001:26) reporting, Jide Awe said that “Nigerians are still spectators in the ICT world”. Uweye (2001:31) also reasons that ICT is on low ebb in the country and that “there is a fundamental need to refocus the nation’s information mindset from the current standard of who you know to what you know. Ndukwe (2005:23) chronicled the state of information and communication technology in Nigeria thus.  We are in global village where ICTS have a direct impact on a nations ability to computer        

8.           Globally, we must therefore ask ourselves how well we have fared in comparison with other nations of the world in providing access to these vital infrastructure for our people while percent access Nigeria’s figure is at a level of less then size percent even in the African continent we are still far behind some countries as Egypt, South African, Bothswana etc. Nigeria remains a “Lilliputian in the international development index as far as ICT penetration and use is conceded.

Other literature generated has concerted on adverse effects of a fraction of ICTS satellite transmission on territorial and cultural sovereignty of nation states. Galadima and Enighe (2003:291) out rightly view foreign technology as a major impediment to the growth of local broadcast media industry in Nigeria. Other scholars as Uche (1997)  Nwuneli (1985) and Ciboh (2004) believe that satellite broadcasting has further deepened our foreign dependency and widened the information and communication gap between the developed South and under developed north in addition to corrupting our cultures with  alien ones. Most of these concerns have been recycled over an over without any grounding in empirical research information age.

What is it? It is son recognition of these views that interest the research to critically access the impact of ICTs in advertising nomenclatures have cropped up to describe our present era-computer age, digital age port-tropism,  telemetric society  and information revolution Definitions offered to explain the terms are varied and mostly boarder on descriptions

Ndukwe (2002:29) gave a picture of the term with the explanation that information age refers to the epoch of advancements in digital technology characterized by market improvements in microelectronics, options and software that have fueled rapid technological changes in telecommunications and information devices.  Ndukwe’s submission tallies with what media (1994:114) said of the information age as one where information will be one of the major factors of economics and social development and change, and in this scenario telecommunication and data processing play a major role by diffusing and processing information in the most rapid, capillary and personalized way.

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