EFFECT OF JOB MOTIVATION ON JOB SATISFACTION OF BROADCAST MEDIA JOURNALISTS IN KANO STATE

Abstract

Research on job motivation and satisfaction is one of the most widely studied subjects as it affects organizational behavior, productivity and job commitment of the staff. However, organizations (including mass media) in Nigeria do not effectively pay much attention to the job motivation of their workers. Therefore, the present study examines the effect of job motivation on job satisfaction of broadcast media journalists in Kano State. Mixed Method Research (MMR) was used as 324 questionnaires were distributed to the respondents of the study while 5 directors from News and Current Affairs Department of the selected media participated in an in-depth interview. Descriptive statistics and thematic analysis were used and the collected data was analyzed with the help of Statistical Package of Social Sciences (SPSS) and Atlast.ti software. Furthermore, the study is centred on the premise of Expectancy theory and Equity Theory. The quantitative data showed that majority of the respondents (74.2%) agreed meeting deadline was their source of motivation, 70% agreed that their organizations appreciate their work, promote them fairly (52%) and 85% agreed that modern equipment in their studio motivate them to work better. However, 38.3% agreed that they will leave their job because of poor salary and 44.3% agreed that their organizations prefer making profits than their welfare. On the other hand, the qualitative data indicated that there was a cordial relationship between journalists and their organizations and public media have obsolete and inadequate equipment in their news room and studio. It also found out that broadcast media organizations promote in-house and outside training of their staff, but there was no job satisfaction in terms of salary. A comparative study on journalists’ job satisfaction between private and public media should be conducted using correlation or regression statistical analysis.