1.0 INTRODUCTION1.1Background informationMass media messages are often referred to those directed at a large group of person by means of an electronic medium involving the dissemination of information, knowledge and entertainment to a large diverse, sometimes homogenous but mostly heterogeneous audience. For any human society, the successful conduct of its internal and external affairs depends largely on the extent to which information is disperse and shared, the need for information is such that man can hardly function or determine the course of their life without communication (Dickson, 2005). It is in the light of this that the critical role of the media is captured in its impulsive tendency to direct and redirect the course of altitudinal change and building public perception towards societal affairs. This is a clear indication of how much the media are drench in the society. A good deal of support in common sense and evidence establishes a relationship of interdependence between the media and the society within which it operates and whose characteristics it often assumes, this relationship assumes two perspectives. Firstly, that the mass media are aspect of the society and as such as McQuail (2006) opines, are dependent on economic and power structure of the society and can be controlled or limited by those who own them. Secondly by their content, media are assumed to have potentials for significant influence and that the particular ideas and values conveyed by the media can exert significant social change regardless of the nature of ownership. Going by the position of the second perspectives of the media, a clear indication suggest great emphasis on the influence of media production and reception on social factors, suggesting that media messages function to influence its immediate physical environment. According to Rodney (2009), the media in performance of their traditional function of editorializing, information, correlation and socialization, participates in the social life of the society. Now let?s take a closer look at some of the key concepts around which this study is built, one of which is journalism which may well not be an alien term for many, especially those within the spectra of media, but for the purpose of scholarship, it is worthwhile to provide a workable definition for journalism that is in alignment with the topic of the this research study. According to Sambe (2005:230) journalism is a report of things as they appear at the moment of writing, not a definitive study of situation.