Scholarly works in the Department of Mass Communication
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Item Nigerian National Communication Policy And The Place Of Rural Community Media(Hallmark University Journal of Management and Social Sciences (HUJMSS), 2020-02) Oluyemi Adekemi Abimbola; Okunade Joshua KayodeThis study investigated the awareness and acceptability of rural community media among rural dwellers, was anchored on the development of media theory while adopting a mixed-method approach by combining quantitative and qualitative research methods. Data were obtained from a purposive and convenience sample of fifty (50) media practitioners/scholars and fifty (50) rural dwellers using questionnaires and focus group discussion (FGDs). The names of the rural communities covered are Simawa, Papa, Obadore, Odofin, Tarogun, Oke-Ralla, Ipa, Ewu-Seriki, Giwa and Iranodu in Sagamu Local Government Area of Ogun State, Nigeria. The findings from the study revealed that rural dwellers are ignorant of community media and that advocacy campaign excluded the audience at the planning stage. From the analyzed data, it was concluded that rural dwellers are willing and eager to collaborate to establish rural community media and ready to co-own a community media with other surrounding communitiesto have a medium with indigenous content and language. The findings to policy implied that urgent rework is needed on the current policy to make it need-oriented for rural dwellers and to make it facilitate the establishment of rural community media since these drive the developmental goals to appropriate quarters.Item Attaining and Sustaining Social Change through Mass Media(Crawford Journal of Politics, 2019) Odigie Joseph Dayo; Ashade Fidelis Olusegun; Olufemi Felix Adebayo; Asade, D.DProfound 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.Item 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 AdekemiDeceptive 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.Item Media Urban Concentration and the Effects on Nigeria Rural Community People-the Missing Link(International Journal of Innovative Research & Development, 2017) Oluyemi Abimbola Adekemi; Oluwole Victor Adefemi; Odunlami Dele; Anaeto Solomon GeorgeNeo-liberalism economic philosophy had helped capitalism grow beyond boundaries as trade barriers were removed across the globe. The media was dominated by elites: entrepreneurs, politicians and government that had the financial muscles and technical capabilities. Globally, media is owned by few multinationals and Nigeria is not excluded from the trend. The purpose of this paper is to identify the multi-level effects of media urban concentration on rural dwellers. The dominant problems are: imbalance flow of information, autocratic control of communication sphere and under-development of rural areas. The paper discussed media urban concentration as it promotes monopoly and hegemony – subtle persuasion to conscientise the citizen to dogmatically accept government/elites propaganda. The paper identified that the certified and tested binding link or core to media pluralism and participatory communication was rural community media that served as a catalyst to drive developments to the people and for the liberation of people residing in rural communities.Item 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 OluwatobilobaFilm 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.Item 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 AbimbolaThe 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 constraintsItem 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 OsakpolorThe 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.Item Ownership, Foreign Direct Investment and Media Digitisation in Nigeria(KIU Journal of Humanities, 2020) Oluyemi Abimbola AdekemiIn different countries of the world, irrespective of their political ideologies and econo-philosophical orientations, the media is either private or public owned and seen as public trustees. The core objective of this current study investigated the existing relationship between ownership structure and media digitization in relation to courting foreign direct investment into the sector. Employing political economy and technology determinism theory, the study adopted survey research method. Simple random sampling method with fish bowl technique was adopted to sample two media stations that participated in the study while purposive sampling method was adopted to sample 100 respondents that were media practitioners. Quantitative data was analyzed using percentage frequency distribution and chi-square. The relationship between selected independent variables (media ownership and Foreign Direct Investment) and the outcome variable (Media Digitization) was thoroughly examined. The analyses were done using cross tabulation and Chi-square tests because variable requirements in the study were qualitative or non-numeric in nature. There was a positive and significant relationship between media ownership, Foreign Direct Investment and Media Digitization with the P-value of less than or equal to 0.05Item Learning through interaction: impact of interactive radio instructions in improving literacy skills of out-of-school children in IDP camps in Nigeria(2022-08-24) Oluyemi Abimbola Adekemi; Celestine Gever Verlumun; Talabi Felix Olajide; Talabi Joseph Moyinoluwa; Adefemi Victor Oluwole; Bello Samson Adedapo; Apuke Oberiri DestinyABSTRACT The goal of this study was to examine the effect of interactive radio instruction (IRI) in improving the literacy skills of out-of-school children in IDP camps in Nigeria. The study was a quasi-experiment involving 470 children who were out of school at the time of the study. The indices for measuring literacy skills included phonological skills, letter knowledge, oral comprehension and vocabulary skills. The result of the intervention showed that although all the children scored low regarding their literacy skills at pre-intervention, participants in the IRI group reported a significant improvement in their literacy skills after the intervention. A follow-up assessment was carried out after twelve months and the result showed stability in the literacy skills of participants in the IRI group while those in the control group did not improve in their literacy skills over time. Comparatively, IRI was found to be more efficient in improving literacy skills than a face-to-face learning environment. The implications of these results on learning have been highlighted.Item Clicktivism and the #EndBadGovernance Campaign in Nigeria: Analyzing the Impact of Digital Activism on Political Mobilization(Faculty of Social Sciences, Enugu State University of Science And Technology, 2024) Oluyemi Abimbola Adekemi; Odunlami Olusegun Abimbola; Gbadebo Saeed AdetolaThis study aimed to assess the effectiveness of clicktivism as a tool for political engagement in the #EndBadGovernance movement in Nigeria, addressing the challenges of sustaining civic participation and achieving tangible political outcomes through digital activism. Anchored on Habermas’ public sphere theory and Castells' network society theory, the study employed a survey design by focusing on social media users in Ado-Odo/Ota Local Government Area of Ogun State - a region characterised by its high population density and active online political discourse. A sample size of 384 respondents, determined through the use of Cochran’s formula, was selected through purposive sampling to capture those actively engaged in online activism. Data collection was conducted via structured questionnaire administered through google forms, and the analysis utilised descriptive statistics. The findings revealed that while clicktivism significantly enhances political engagement and awareness, its impact on long-term civic participation and political change is mixed, with notable concerns about inclusivity. The study concludes that clicktivism is most effective when combined with traditional activism. The study recommended, among others that, activists and organisers should develop strategies that move beyond online engagement, integrating digital actions with on-the-ground efforts to ensure that clicktivism leads to tangible political changes; and that, efforts should be made to reach and involve a more diverse demographic, particularly those in rural areas and older generations, by providing digital literacy training and expanding access to technology.Item Perceptual Effect of Stereotypes in MTN Fastlink and Dettol Advertisements on Image of Female University Workers in Nigeria(NIU Journal of Social Sciences, 2024) Oluyemi Abimbola Adekemi; BELLO ADESOLA OLUFUNMI; AKINKOYA OMONIYI FELIX; ODIGIE JOSEPH DAYOThis study investigated the perceptual effect of the advertisers’ strategies using stereotypical images of women to attract attention of consumers to their advertised products and services on the image of women in the work place using MTN (Fastlink) and Dettol Antiseptic advertisements as cases. The study specifically examined the extent of the gender portrayal in the selected advertisements; ascertained the audience interpretations of the gender stereotypes in the selected advertisements; and the perceptual effects of the stereotyped advertisements on female University workers in Ogun State. Survey method was adopted while questionnaire was used as instrument for data collection. A proportionate sample of 286 was drawn from staff members of three Universities in Ogun State while the convenience sampling technique was adopted for the administration of copies of questionnaire. Findings revealed that the selected advertisements portrayed women in an inferior context and showed that the advertisements capable of impacting negatively on the image of women in the workplace. Other findings showed female workers disagreeing to stereotypes in the selected advertisement affecting their personality while the audience generally perceived highly that female stereotypes can hamper managerial opportunities and positions for women. Hence, the study recommends that women should see themselves as talented individuals with unique skills, who can manage their affairs in the world with dignity and decorum. Females that feature in advertisements should reject roles that debase and dehumanize women folk. Advertisers should start representing women in the society positively and advocate for equity and women liberation in Nigerian society through advertisements.Item Influence of Online Gambling Advertisements on Undergraduates of a Selected Nigerian University(KIU Interdisciplinary Journal of Humanities and Social Sciences, 2024) Oluyemi Abimbola Adekemi; Akinkoya Omoniyi Felix; Adeniyi Adeleke Olaoluwa; Bello Adesola OlufunmiThis study investigated the influence of online gambling advertisements on undergraduates in Nigeria focusing on students of Olabisi Onabanjo University, Ago-Iwoye. Anchored on the propositions of social learning and cognizance theories, it adopted descriptive survey research design. The population of the study comprised of full-time students having 19,740 enrollments as at 2021/2022 academic years. The sample size was 395 respondents selected through simple random technique. Findings showed that peer pressure arising from colleagues’ winnings influenced the addictive gambling habits of respondents. Besides, online gambling also had negative economic consequence on the respondents because of the addictive nature of gambling which kept luring them to re-invest their winnings. The study equally found out that online gambling was more prominent among male students than females. Based on these findings, the study concluded that undergraduates in Olabisi Onabanjo University are exposed to online advertisements on betting which lure undergraduates to place more bets; and ultimately influences the betting habits of students. It therefore recommended that university management should include counseling against gambling and betting in the orientation programme of prospective students. Parents and guardians should also monitor and guard their children and wards against the addiction of online gambling.Item Learning through interaction: impact of interactive radio instructions in improving literacy skills of out-of-school children in IDP camps in Nigeria(Interactive Learning Environments, 2022-08-24) Oluyemi Abimbola Adekemi; Celestine Gever Verlumun; Talabi Felix Olajide; Talabi Joseph Moyinoluwa; Adefemi Victor Oluwole; Bello Samson Adedapo; Apuke Oberiri DestinyThe goal of this study was to examine the effect of interactive radio instruction (IRI) in improving the literacy skills of out-of-school children in IDP camps in Nigeria. The study was a quasi-experiment involving 470 children who were out of school at the time of the study. The indices for measuring literacy skills included phonological skills, letter knowledge, oral comprehension and vocabulary skills. The result of the intervention showed that although all the children scored low regarding their literacy skills at pre-intervention, participants in the IRI group reported a significant improvement in their literacy skills after the intervention. A follow-up assessment was carried out after twelve months and the result showed stability in the literacy skills of participants in the IRI group while those in the control group did not improve in their literacy skills over time. Comparatively, IRI was found to be more efficient in improving literacy skills than a face-to-face learning environment. The implications of these results on learning have been highlighted.Item Ebinformatics: Ebola fuzzy informatics systems on the diagnosis, prediction and recommendation of appropriate treatments for Ebola virus disease (EVD)(informatics in medcine unlocked, 2016-02-21) Oluyemi Abimbola Adekemi; Oluwagbemi Olugbenga; Oluwagbemi FolakemiEbola Virus Disease (EVD) also known as the Ebola hemorrhagic fever is a very deadly infectious disease to humankind. Therefore, a safer and complementary method of diagnosis is to employ the use of an expert system in order to initiate a platform for pre-clinical treatments, thus acting as a precursor to comprehensive medical diagnosis and treatments. This work presents a design and implementation of informatics software and a knowledge-based expert system for the diagnosis, and provision of recommendations on the appropriate type of recommended treatment to the Ebola Virus Disease (EVD). In this research an Ebola fuzzy informatics system was developed for the purpose of diagnosing and providing useful recommendations to the management of the EVD in West Africa and other affected regions of the world. It also acts as a supplementary resource in providing medical advice to individuals in Ebola – ravaged countries. This aim was achieved through the following objectives: (i) gathering of facts through the conduct of a comprehensive continental survey to determine the knowledge and perception level of the public about factors responsible for the transmission of the Ebola Virus Disease (ii) develop an informatics software based on information collated from health institutions on basic diagnosis of the Ebola Virus Disease-related symptoms (iii) adopting and marrying the knowledge of fuzzy logic and expert systems in developing the informatics software. Necessary requirements were collated from the review of existing expert systems, consultation of journals and articles, and internet sources. Online survey was conducted to determine the level at which individuals are aware of the factors responsible for the transmission of the Ebola Virus Disease (EVD). The expert system developed, was designed to use fuzzy logic as its inference mechanism along with a set of rules. A knowledge base was created to help provide diagnosis on the Ebola Virus Disease (EVD). The Root Sum Square (RSS) was adopted as a fuzzy inference method. The degree of participation of each input parameter was shown using the triangular membership function and the defuzzification technique used is the Center of Gravity (CoG). The resulting software produced a user-friendly desktop-based, Windows-based, application and the tools used were explained in the results section in three (3) separate phases. First, a comprehensive online survey was conducted over a period of about 3–9 months. 100 Participants participated in the survey on the perception and knowledge analysis of different individuals about Ebola Virus Disease (EVD) transmission factors. 31% of the participants didn't know that there is presently no cure for Ebola. 28% believed that there is presently a cure for Ebola. 43% agreed that Ebola is both air-borne and water-borne, while 33% disagreed, 24% do not know. 23% believed that insects and mosquitoes can help in transmitting the Ebola Virus Disease (EVD), while 30% were completely ignorant. We noticed that ignorance was a major limiting factor among some participants. Second, a test was conducted among 45 people. Results from a comprehensive testing of the Ebinformatics software by allowing users to operate and use the software, revealed that 60% of them were satisfied, while 16% were not satisfied with the software, while 24% were indifferent. 69% of the users were in agreement that Ebinformatics was supportive, 20% disagreed, while 11% were indifferent. 67% found the software easy to use, 13% disagreed, while 20% were indifferent.