Browsing by Author "Elegbe, O."

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An assessment of media contribution to behaviour change and HIV prevention in Nigeria
(IGI Global, Hershey PA, USA, 2017) Elegbe, O.
This chapter explores media influence on behaviour change and its implication for HIV prevention programmes in Nigeria. Using the agenda setting, and the uses and gratifications theories, it analyzes how the media set agenda for public opinion and the gratification that audience receive from media information vis-a-vis behaviour change initiatives in reducing HIV epidemic in Nigeria. The chapter through a descriptive and literature review approach assesses effective communication framework for behaviour change and some of the factors contributing to HIV prevalence in Nigeria. The chapter sums up case studies of interventions that have documented the effectiveness of the media in HIV prevention initiatives. The chapter concludes on the positive influence of media intervention in sexual behaviour change programmes but notes that behaviour change still lies with individual decisions. Therefore, it recommends other forms of communication like interpersonal communication, community mobilization and advocacy to support media strategies for effective HIV prevention initiatives in Nigeria.
Audience perception of digitized broadcast operation in South west, Nigeria
(Faculty of Arts, Ambrose Alli University, 2015) Elegbe, O.; Doghudje, R. V.
This study examines the platform in which the broadcasting stations in South West operate, and the degree to which their transmission influence their audience. The study adopts the survey research design with the use of questionnaire and a qualitative method in the use of interview guide to elicit the needed information. 200 sample size were selected from viewers and listeners of Ondo State Radiovision Corporation, Akure and Splash FM, Ibadan, Oyo State for the study. A total of 182 copies of a questionnaire duly completed were analyzed. The finding of the study reveals that majority of the respondents felt that the technical quality (56.7%), news casting (61.5%), programmes (67%) and audio-visual (72.9%) quality of broadcast station in South-West, Nigeria is poor and the effort put in place by stations and government to transit the country into digital broadcasting is not proactive. The study also reveals that majority of broadcast stations in the South-West, Nigeria are still operating in analogue transmission. Findings also reveal that funding and manpower are the major challenges that are slowing down the smooth switchover from analogue to digital broadcasting. Funds to purchase digital equipment are too costly for stations to source for while funds to train manpower to sustain the equipment are not accessible. This shows that broadcast stations in South-West, Nigeria are still operating in analogue, with poor technical quality and facing challenges of manpower and funding. Hence, the National Broadcasting Commission as a regulatory body should liaise with the federal government for funding support from financial institutions for broadcast stations to fulfill their mandate of digitization.
Barriers to behavioural change and HIV and AIDS in Africa
(Department of Human Kinetics and Health Education, University of Ibadan, Ibadan, Nigeria, 2011) Elegbe, O.
Communication is central to any health intervention programme worldwide. This paper documented various communication and learning related theories that can be applied to change at risk behaviour facilitating the spread of HIV and AIDS in Africa. It also looks at barriers to behaviour change.
Can brand ambassadors influence product loyalty: perceptions on globacom mobile network advertisements
(2018) Odebiyi, S. D.; Elegbe, O.
Studies in Nigeria have not fully shown the effect of using celebrities and how celebrities can effectively change the attitude of the consumers towards a brand. Based on this notion, the study examined audience perception of celebrity endorsement on product advertising and its influence on brand loyalty. Through a mixed method design, the study used questionnaire and structured interview. The respondents perceived the use of celebrities in Globacom adverts necessary because these celebrities are persuasive, entertaining and experienced. This further enhances awareness and sales for the product. Globacom celebrities have a good interpersonal relation with Globacom customers as they prefer celebrity endorsed products’ adverts to non-celebrity endorsed products’ adverts which influence their purchase. Globacom celebrities are liked and perceived as highly credible; hence celebrities that match products’ brand image should be endorsed to promote the brand in order to influence consumers’ purchase and loyalty to the products.
Challenges to sexual health information seeking behaviour among adolescents in Nigeria
(Delmas Communications Ltd., 2014) Elegbe, O.
This paper discusses the factors affecting the development of young people and their reproductive and sexual health. It reviews literature on the behaviour of young people vis a vis their reproductive and sexual risk behaviours such as low knowledge of contraception, high infection rate, early sexual initiation, early child bearing, unsafe abortion and lack of Information on STIs and HIV/AIDS. The health belief model was used as a basis to examine whether young people consider their health as important in their daily decision in relation to the issue of sexual activity. The paper also examines the relevance of Erikson’s stages of psychosocial development which deals with how children socialize and how this affects their sense of self. The paper sums up documented studies on the poor health-seeking behaviours of young people which is the bases for their continuous risky behaviour. It finally argues that poor information seeking behaviour among young people could be based on cultural and traditionalvalues that prevent information seeking on sexual issues. It then recommends that reliable information should be disseminated through public health campaigns, the media, and the educational system.
A Cross-cultural analysis of communication patterns between two cultures in Southwest Nigeria
(Rosslyn Press, Academic Publishing and Editing, 2017) Elegbe, O.; Nwachukwu, I.
Communication scholars estimate that two-thirds of communications are influenced by the culture of the communicator. On this basis, this study examined the Igbo and Yoruba socio-cultural relationships as they influence the management of their communication patterns. Employing the mixed-method research design, the study revealed the cultural affinity in both ethnic groups’ communication patterns in the use of honorific greeting, silence, expressiveness (direct or indirectness and touch) and eye contact. This shows that culture has a significant influence on some of the communication patterns of both ethnic groups (p>0.000) while gender also has an influence on both groups (r=20.7, df=l, p<.05). This shows a slight variation in both ethnic groups in relation to their culturally held values. The findings of this study will play a significant role in the promotion of effective communication and peaceful coexistence among cultural groups.
Drama for HIV/AIDS education in Nigeria
(Royal People (Nigeria) Ltd., Ibadan, 2012) Elegbe, O.
This paper discussed the concepts of drama, HIV and AIDS as well as the importance of drama in HIV and AIDS education because drama is an effective communication strategy.
Effective communication and participative decision-making in selected organisations in Ibadan metropolis
(2015-01) Elegbe, O.; Ibikunle, F. F.
This study examined the role effective communication and participative decision-making play in organization management, the extent to which employees at the lower cadre of Nigerian organizations are allowed to take part in organizational decision-making and the perception of senior or executive managers of participative decision-making. Data were generated by means of questionnaire and in-depth interview. A total of 207 junior and senior employees of participating organizations filled copies of the questionnaire and five executive managers were interviewed. The data generated from the questionnaire were analyzed using simple percentage statistical method. Responses from the interview were carefully coded and issues of interest were extracted to support the findings of the study. The results of the study revealed that participative decision-making system increases employees' commitment to organizational goals, gives them job satisfaction and motivation, increases organizations' productivity but employees at the lower cadre of Nigerian organizations are not allowed to take part in decisions that affect the strategic goals of the organization even though senior managers have a positive perception of participative decision-making and they see it as important for managing present-day organizations. Further findings revealed that the major channels of communication used to promote participative decision-making and employee-management interrelationship are departmental meetings, suggestion boxes, committee meetings, internal memoranda, official letters and group or team discussions. The implication of this study is that Nigerian organizations need to put in place an environment that allows employees to participate in organization-wide decision-making process.
Exploring language of communication in interpersonal relationships
(2017) Elegbe, O.
The language of communication is the glue that holds people in a relationship. It is an essential component in developing a long lasting relationship, because both partners make choices about their language of communication to negotiate the nature of their relationship. Interpersonal relationship develops through language of communication when two people meet for the first time. However, the use of language between them will either move the relationship forward or lead to the termination of the relationship. The paper seeks to address the extent to which language of communication can be applied to building and maintaining interpersonal relationship among partners. The paper explores the speech act theory to understand the meaning in the use of words. The concept of language in this paper was used as a form of communication among partners in relationships which leads to relationship maintenance or deterioration. While mentioning some challenges of language of communication the paper suggest some strategies for improving them in interpersonal relationships. The paper conclude on the role that language as a communication vehicle can play in improving various relationships in order to avoid conflict situations that always arise from interpersonal relationships.
Gender politics and silences on rape in the Nigerian films “tango with me” and “code of silence"
(2019) Omoera, O. S.; Elegbe, O.; Doghudje, R. V.
Current statistics indicate that about two in fifty cases of rape are reported in Nigeria, and the percentage of reported cases has continued to reduce over the years in spite of the observed consistent increase in the number of rape incidents. The burden of rape is more on women who do not have power balance with men to propagate or prosecute a majority of cases. The long silence of women due to the lack of support from male folk shows some kind of gender politics behind rape. Hence, the stigma associated with rape continues to discourage women from reporting rape cases. However, this issue has been continuously explored in many Nigerian (Nollywood) films. But to what extent have Nollywood films contributed to the mobilization of the Nigerian populace toward reducing incidences of rape in Nigeria? Using the framing theory of the media, this article examined two Nigerian films, Tango with Me (dir. Mahmood Ali-Balogun, 2012) and Code of Silence (dir. Emem Isong, 2015), which were purposively selected due to their storylines on rape. The movies were content analysed to highlight the role that men and women play, and the views of society towards rape incidences. The study also examined the gender roles vis-à-vis the stigma and trauma experiences of the victims (mainly the women) and the punishment meted out to the perpetrators of rape. Findings indicated that there is a code of silence; consequently, rape victims (mainly women) are not encouraged to speak out, for fear of losing their mental wellbeing and social status in society. The role of women in rape is passive and submissive to the dictates of a society which valorises patriarchy while the role of men shows aggressive and unrepentant behaviour, which society hardly punishes. The conclusion reached is that Nollywood content producers should help to raise the level of Nigerians’ awareness through their productions to make rape victims see the need to promptly report rape incidents, so that offenders can be punished, and deterrents can begin to emerge.
Gender stereotypes in Nigerian films: a discursive analysis
(Delmas Communications Ltd., 2014) Doghudje, R. V.; Elegbe, O.
Gender stereotypes influence people’s expectations and evaluations of what is appropriate for them and others. Gender stereotypes tend to exaggerate perceived differences of members of different groups and the perceived similarities of a particular man or woman to the general categories of male and female, which, in a way, can have a large effect on the way both sexes see themselves and how they are perceived in social relations. Studies have shown that the Nigerian film industry has the capacity to provide a platform for the positive promotion of Nigerian values. This paper examined the patterns of stereotypes being reinforced in Nigerian films and how these patterns affect the image of Nigerian women. It suggests that adequate information on gender issues such as abrogation of discriminatory customs, empowerment for low income women and men, reorientation of male chauvinism can be possible by using the platform of films to change gender stereotyping of women and projecting their positive images in Nigeria.
Human rights abuses against internally displaced persons (IDPs) in Nigeria: investigating media reportage
(IGI Global, Hershey PA, USA, 2020) Odebiyi, S. D.; Elegbe, O.
This chapter investigates media reportage of human right abuses and sexual violence against internally displaced persons (IDPs) in Nigeria. Using the social responsibility theory, it analyses how the media frames, prominence, slant and whether the Nigeria media employed investigative reports in its reportage of human rights abuses against IDPs. The chapter through a quantitative content analysis of 157 editions of two purposely selected newspapers (the Vanguard NG and the Daily Trust), found that the media failed to contextualise the stories in relation to its causes, solutions and in identifying perpetrators for justice to be served, similarly, the media took sides with victims of the violations. It also failed to accord the required prominence and necessary investigative touch to such stories. It is recommended that there should be frequent trainings for journalists so as to safeguard professionalism in the industry.
Influence of listening in learning mathematics and english language among senior secondary students in Akinyele Local Government, Oyo State
(Publication of the Ibrahim Badamasi Babangida University, Lapai, Niger State, Nigeria., 2014-12) Elegbe, O.; Ojo, D. A.
Students 'performance in mathematics over time has raised and still raising a lot of questions. At the beginning of every academic year, teachers wonder what could be done to make students learn better in the subject. The story with learning English language is also similar. Despite that English language is the language of instruction in Nigerian schools; students still demonstrate consistent gross deficiency in mastering the language. Several factors could be responsible for this development which poor listening habit of students may probably be part of. Hence, this study was designed to examine the influence of listening in learning Mathematics and English Language among Senior Secondary School students in Akinyele local government of Oyo State. Three Hundred and fifty (350) samples were drawn for the survey from selected schools using purposive sampling technique. However, three hundred and ten (310) duly completed copies of the questionnaire were retrieved and used to analyse the data gathered for the study. Also, interviews were conducted with selected teachers in the sample schools. Findings show that teachers employed poor teaching methods which do not give students opportunity to express and interact with one another in the class. Findings also showed that majority of the students have poor listening habits like distracting the teachers while in class, distracting sitting mannerism, engaging inside talks, not answering or asking questions either because they are emotionally unstable in class or because they are scared of their teacher, and also being easily distracted due to environmental factors. The implication of these findings is that students generally do not listen in class; they just hear, and this affects their academic performance in English Language and Mathematics. The result shows that both teachers and students determine the factors that affect students' listening in relation to their academic learning. It is recommended that teachers should try and have good interpersonal relationships with their students and students also should pay more attention in class to enhance their learning in English Language and Mathematics.
Listening and academic learning: a survey of listening skills among undergraduates in Lead City University, Ibadan, Nigeria
(Department of Communication and Language Arts, Faculty of Arts, University of Ibadan,, 2018) Elegbe, O.; Oyinkansola, O. B.
Studies have shown that institutions of higher learning in Nigeria pay more attention to reading and writing than listening which has led to undergraduates' experiencing low academic learning. It is against this backdrop that this the study examined the influence of listening skill in student's academic performance. Employing the survey technique and Focus Group Discussions to gather data from a private institution, Lead City University, Ibadan, Nigeria evidence shows students adopting informative listening type for academic study, 76.6% of the respondents affirmed that they adopted the listening skills to understand the general idea of the subject than they do to knowing the detail information which however is not sufficient for thorough academic performance while Pearson Con-elation between listening and academic performance was significant(r=.71, p<.05) which shows the importance of listening to students' academic performance. There is need for students to combine analytical and critical listening with informative listening to enhance their academic performance.
Motivated by public Interest or private gain: an investigation into newspaper reportage of code of conduct tribunal trials in Nigeria
(Centre for Black and African Arts and Civilization, 2012-01) Odebiyi, S. D.; Elegbe, O.
Studies have shown how political affiliation of newspapers affects coverage, of corruption trials of politicians. This study investigated the different frames in newspaper reportage of the Code of Conduct Tribunal trials of two prominent political figures in Nigeria (Bukola Saraki and Bola Tinubu). Using Framing Theory, three newspapers (The Nation, Guardian and Nigerian Tribune) were purposively selected based on national spread, sustained publication of the trials, and party-affiliation. Four hundred and eighty-four editions from 2015 to 2017 of each, totaling 1,552 were selected and content-analysed. One social commentator and one media scholar, both based in Ibadan, Oyo State were interviewed. Findings revealed that 83.1 % episodic frames focused on sensationalism and elite/party squabbles while 16.9% thematic frames were based on structural causes, and solutions to corruption. However, political-affiliation and ownership pattern determined how the corruption trials were framed. The portrayal of the two individuals was affected by the ownership pattern and political-affiliation of the newspapers. Therefore, the Nigerian Press Council (NPC) should promote ethics and social responsibility for proper professionalism of journalism practice in Nigeria.
Nollywood films and students’ behaviour in Emmanuel Alayande College of Education, Oyo
(Department of Mass Communication, Kogi State University, Anyigba, Nigeria, 2014) Elegbe, O.; Salako, A. O.
This study investigated the influence of Nollywood films on the behaviour of young people, especially students in Nigerian Colleges of Education. The objective of the study was to assess the influence of negative themes in Nigerian Home video as reasons why some young people exhibit unruly and anti-social behaviour in Nigerian College of Education Campuses. Using survey research method, 386 respondents were drawn as sample size from Emmanuel Alayande College of Education, Oyo through a stratified sampling technique. 8 students were drawn for focus group discussion (FGD) and 3 lecturers for the in-depth interview session. Findings from the study indicated that majority of students regularly watched Nollywood films like comedy, romantic/sexual and action/horror; they watched them for cultural acquisition and socialization. However these movies show negative themes which promote some of the antisocial behaviours exhibited by students who watched them, thus watching these movies could influence their behaviour negatively. Nigerian Broadcasting Cooperation (NBC) and National Film and Video Censors Board (NFVCB) should encourage movie producers to focus more on the fundamental and tripartite functions of drama, which is to entertain, educate and inform the audience.
Overview of theory and research in communication and language arts
(Ibadan University Press, Ibadan, 2019) Ojebode, A.; Oladapo, O. A.; Oyedele, O. J.; Adegoke, L. A.; Elegbe, O.
Perception of the socialisation influence of the Osun radio’s programme ‘OMOLUABI’
(2016-01) Elegbe, O.; Awe, M. C.
"Omoluabi", a programme on Osun State radio, is a motivational radio programme which addresses various issues that affect human life. Hence, the study was design to investigate the influence of the radio programme on the behaviour and attitudes of the people within Osun State. The study is framed by the Agenda Setting theory. It adopts qualitative and quantitative research methods with questionnaire and interview guide as tools for data gathering. The purposive sampling technique was employed to select for the survey aspect of the study respondents who were 18 years and above. Interviews were conducted with key producers of the radio programmes. Data gathered were analysed using the simple percentage counts and issues of interest in the interviews were also coded to support the findings of the study. Findings revealed that 'Omoluabi' programme has been educative, informative, didactic, thereby inculcating positive social attitude in the people of Osun State. Also, the study revealed that 'Omoluabi' programme contributed an appreciable percentage to positive influence in the promotion of the usage of the mother tongue (language), and this influences the majority of listeners to avoid anti-social behaviours and become socially responsible to the government and the people in their environment. However, funding constitutes a major challenge to the continuity of the programme. The study confirms the social influence of radio and recommends that more radio programmes should be designed to promote development that would drive socialization among the populace.
Persuasive rhetoric in Goodluck Jonathan’s 2011 presidential political campaign advertisements in Nigeria
(Faculty of Arts, University of Ibadan, Ibadan, Nigeria, 2016) Elegbe, O.; Okon, B. E.
This study explored the rhetorical appeals expressed in Goodluck Jonathan's 2011 presidential political adverts and their influence on voting decisions of Nigerian voters during the election. Quantitative and qualitative research methods were employed for data gathering and analysis. The multistage and simple random sampling techniques were used to delineate Ibadan North Local Government into wards and to select two communities, while the purposive sampling technique was used to select respondents of voting age, those who could recall the presidential political adverts and who also voted for Jonathan during the 2011 presidential elections. Data were gathered from three hundred and nine (309) participants' duly completed copies of the questionnaire and structured interviews conducted with a political activist and a media practitioner. Survey data were analysed through simple percentages and Pearson correlation, while the video advertisements were analysed using the rhetorical parameters: ethos, pathos and logos. Respondents have positive perception of Goodluck Jonathan's personality in the adverts which influenced their decision to vote him as president in 2011. Goodluck Jonathan's credibility, as shown in the adverts, significantly influenced the voters' emotion (pathos) (r = 0.469; p<0.05) and their sense of reasoning (logic) (r = 0.624; p<0.05) in voting him. The logical appeal in the adverts significantly influenced voters more than the emotional appeal (p<0.05). There is no significant difference in genders' perceptions about Jonathan's political adverts. Hence, there is need to further explore the use of rhetoric in political advertising in order to design appropriate strategies backed with appropriate messages that will persuade the audience for a reciprocal action.
Prevalence of ritual images in yoruba nollywood films and the perception of contemporary society
(2017) Elegbe, O.
Studies have shown that a majority of Nollywood movies are a reflection of the Nigerian people’s traditional and cultural performances. This study posits that these themes are always explored to reinforce the existing cultural values and beliefs in the society. It is against this backdrop that this study examined the influence of ritual images in three selected Yoruba Nollywood films; Okanran (2014), Alani Pamolekun (2015) and Ija Yemoja (2016) on the viewers and the applicability to solve real life problems. Employing the content analysis and survey technique, evidence shows that the audience are exposed to the prevalence of ritual images such as charms, sacrifice, incantation, spell, concoction, wands, totems, shrines and other ritual performances in Yoruba films. The sampled audience observed that the projection of ritualism in Yoruba Nollywood movies is overemphasized as the reality of such practice is not so common in real life situations. Hence, there is a need for film producers to censor the overemphasis of certain cultural themes as these may somewhat be at the detriment of film audience and their perception of reality.