Browsing by Author "Elegbe, O."

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A cross-cultural analysis of communication patterns between two cultures in Southwest Nigeria
(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.
An assessment of media contribution to behavior change and HIV prevention in Nigeria
(IGI Global, 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.
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 Alii 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.
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.
Can Brand Ambassadors Influence Product Loyalty? Perceptions on Globacom Mobile Network Advertisements
(2018) Elegbe, O.; Adesanoye, 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 traditional values 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.
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.
Communication for social behavior change: the use of games and posters to promote sanitation and hygiene practice
(2014-06) Elegbe, O.; Oyewo, O.O
People receive health information from a variety of sources and their health status depends, largely on whether they can understand and remember the health information they receive. Current communication strategies are failing in this regard. Most people forget what their educators tell them and others remember the information incorrectly (Anderson JL, Dodman S, Kopelman M, Fleming A, 1979 and Kessels, 2003). Hence, health services researchers have tested many different types of interventions to improve people's understanding of health information, change health behaviours, and improve health outcomes. However, only a limited number of these interventions have been studied to determine their efficacy, especially among people with low health literacy (DeWalt, 2006). Improved communication between health educators and the people will be a great benefit especially for low literate people within the community. Therefore, there is the need to improve the ability of health educators to convey health information to low literate population to improve their knowledge of essential health information. Hence, the development of effective communication strategies to improve the knowledge of low health literate population will also benefit more literate populations(Dower, Knox, Lindler and O'Neil, 2006). Studies indicate that community health workers are a cost effective way to improve people's access to health knowledge and health-related behaviours (Lam, McPhee, Mock, et al. 2003). Trained health educators are para-professionals specifically trained to work with people to increase their knowledge about health promotion and to improve their overall health conditions. If people know they need to understand certain health information, they can reduce the confusion and miscommunication that currently exists (Elder, Ayala and Campbell, et al, 2006; Sherrill, Crew, Mayo, Mayo, Rogers and Haynes, 2005) hence, the need for effective communication strategy in behaviour change communication for promoting positive health behavior towards social development.
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 and HIV/AIDS Education in Nigeria
(Royal People (Nigeria) Ltd., 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.
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.
Effective communication and participative decision-making in selected organizations in ibadan metropolis
(2015) Elegbe, O.; Ibikunle, F. F
This study examined the role effective communication and participative decisionmaking 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
(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.
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.