Scholarly works in the Department of Mass Communication

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Browsing Scholarly works in the Department of Mass Communication by Author "Odigie Joseph Dayo"

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    Attaining and Sustaining Social Change through Mass Media
    (Crawford Journal of Politics, 2019) Odigie Joseph Dayo; Ashade Fidelis Olusegun; Olufemi Felix Adebayo; Asade, D.D
    Profound changes in structures, processes or behaviours in society would aptly describe social change, which could be organic or engineered with societal effect to the extent to which it has become broadly or narrowly inspired, nurtured and affected by mass media interventions particularly in Nigeria. Deploying eclectic empirical qualitative methods and juxtaposing contemporary actualities with literature in sociology and communications, this paper uses Focus Group Discussion (FGD) as instrument for data gathering on social change dynamics,(areas of expectation, content, context effectiveness and effects), by addressing what exactly changes there are in social change and the influence of mass media on these elements. To enhance and stimulate social change knowledge, a group of ten enlightened social commentators and media practitioners are engaged in this discourse to explore the apparent and ostensible influences of mass media on social change by examining the nexus of both the attainability and sustainability of social change through the mass media. Beyond showing the importance of mass media in achieving and sustaining social change, this study examines the measurability of mass media intervention efforts on social change. Possible replication of “Wholesale Social Change” is discussed to the extent to which mass media played prominent roles in the past with its current and futuristic influences on “Retail Social Change”. Embedded in the discourse are suggested roles of the citizenry and recommendations that can improve Nigeria or any decent human community.
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    Deceptive Advertisement and Consumer Patronage of Household Products (A Study of Selected Nigerian Detergents)
    (RUJMASS, 2024-12) Odigie Joseph Dayo; Odunlami Olusegun Abimbola; Oluyemi Abimbola Adekemi
    Deceptive advertising has become a critical concern in Nigeria's detergent market, as it erodes consumer trust and influences purchasing behaviour. This study, grounded in the elaboration likelihood model (ELM), investigated consumer perceptions of deceptive advertising and its impact on patronage within the Nigerian detergent market with special focus on Ifo Local Government Area, Ogun State. The study adopted descriptive survey research design, with a sample of 384 detergent consumers selected through convenience sampling from a population of 539,170. A structured questionnaire was used to gather data on consumers' experiences with deceptive advertisements, and the results were analysed using SPSS and Chi-Square analysis was also done to show the relationship between the consumer trust, consumer loyalty and deceptive advertisement. The findings revealed a significant number of consumers perceived detergent advertisements as misleading, particularly regarding product effectiveness and celebrity endorsements. The study concluded that deceptive advertising negatively affects consumer trust and loyalty, and calls for greater transparency in marketing practices. The study recommended, among others, that regulatory bodies enforce stricter advertising guidelines and that advertisers and manufacturers should prioritise honest and transparent promotional practices.
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    Inevitability of Rituals and Sacrifices in Yoruba Culture: An Overview of Tunde Kelani's Arugba and Kunle Afolayan's Irapada Films
    (International Journal of Development Strategies in Humanities, Management and Social Sciences, 2024-02) Odigie Joseph Dayo; Odetoyinbo Clement Ayodeji; Odetoyinbo Mary Oluwatobiloba
    Film productions in their various genres have become one of the most patronized entertainment exhibitions in Mass Communication. They portray the happenings in their environment with, at times, specific references to individual's behavioural patterns.Yoruba films in particular are purveyors of the Yoruba people's cultural norms and values. Hence, this study examined these portrayal as contextualised in Tunde Kelani's Arugba and Kunle Afolayan's Irapada films. The study adopted content analysis and focus group discussions (FGD) to gather qualitative data. The two (2) films were purposively selected because the variables of this study, rituals and sacrifices were explicitly exhibited. Findings revealed that in Arugba, ritualistic process in sacrificing was used by the Osogbo people to appease the Osun River goddess for peace and help ward off bad omen, such as diseases and so on. It was also established by the findings in Irapada that until the necessary sacrifice was carried out that the misfortune which befell Dewunmi did ward off. Findings showed the extent to which rituals and sacrifices were of great necessity in Yoruba culture, while in Arugba, It was mandatory for the carrier of the sacrifice to be a virgin which was ensured through a ritualistic process by the Ifa priest. These portrayals by the two (2) films were succinctly corroborated in the submissions of the FGDs. The study concluded that ritualistic process and sacrificing were to a greater extent meant to ward off bad omen and misfortune generally in the individual's lives and the society at large. Based on the findings of this study, It was recommended that the practice of Yoruba culture in order to bring succour to the individuals and the society generally should be encouraged and promoted by all means rather than looking at the negative tendencies.
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    Social Media and the Rebranding of Nigeria Police: Taming ‘the Guns’ and ‘the Gunners’
    (GVU journal of management and social sciences., 2024) Odigie Joseph Dayo; Odunlami Olusegun Abimbola
    The Nigeria Police Force (NPF) has historically struggled with public mistrust, thus, creating the needfor rebranding efforts to improve transparency, trust and community relations. This study aimed toexamine the role of social media in reshaping the NPF’s public image from a traditionalenforcement/policing model to a community-friendly institution. Anchored on agenda-setting and socialidentity theories, survey research design was used, with a sample of 384 residents determined viaCochran’s formula from a population of 526,565 in Ado-Odo/Ota Local Government Area, Ogun State,while participants were selected through simple random sampling technique. Data were collectedthrough structured questionnaire, with descriptive analysis revealing that social media significantlyimproves public trust and accountability, despite challenges related to resources and legal restrictions.The study concluded that social media is a valuable tool in transforming police-public relations inNigeria. The study recommended enhanced digital training for officers, sustained transparency-drivensocial media updates and the mitigation of operational constraints
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    Textual Analysis of President Muhammadu Buhari’s Address during the 2020 Nigerian EndSARS Protest
    (GVU Journal of Communication Studies, 2022-09-23) Odigie Joseph Dayo; Adeyemo Julius Abioye; Emwinromwankhoe Osakpolor
    The study was carried out to analyse the address presented by President Muhammadu Buhari during the 2020 Nigerian EndSARS protest. The researchers adopted the textual analysis method and applied Van Dijk’s triadic model to unravel the macrostructure, superstructure and microstructure of the address. Findings from the study revealed that, although, the macrostructures of the address were the 2020 EndSARS protest and the moves made by the government to meet the needs of teeming Nigerians, the speech was guilty of political claptrap. Findings also showed that the address had a good superstructure while the microstructure can best be said to be somewhere in between good and bad. Based on the findings, the researchers concluded that the address, on the whole, straddles between good and bad and recommended, amongst others, that, the President should avoid indulging in political claptrapping in his subsequent addresses.