Communication & Language Arts
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Item Principle of marketing (CLA 206)(Ibadan Distance Learning Series, University of Ibadan, Ibadan, 2017) Elegbe, O.Item Principles of advertising (CLA 212)(Ibadan Distance Learning Series, University of Ibadan, Ibadan, 2017) Elegbe, O.Item Trends in media framing of industrial crises reporting: implication for media research in Nigeria(2019) Adeyemo, J. A.; Elegbe, O.There has been a scholarly argument among media researchers on how best media analysts should study media perspectives on industrial crisis reporting with reference to research methods, theoretical perspectives and methods of data analysis. Content analysis and meta-analytical approach were employed to gather data from published scholarly articles and theses accessed online. One hundred and fifteen (115) studies were content analyzed, collated and identified based on those that focused their issues on media framing of labour crisis. Evidence from the studies analysed shows that the content analysis and in-depth interviews were predominantly adopted for media representations of industrial crisis, the mixed method research were adopted for data collection while media framing, agenda setting and the priming theories were mostly adopted by most of the studies. It is recommended that studies should employ critical discourse analysis to compliment researchers’ effort to examine how different ideological stances are mediated in the media to reflect social-political dominance, inequality and class struggle that characterize industrial crisis.Item Trends in family communication patterns and parent-adolescent relationship: implications for research in Nigeria(2019-12) Simon, A. D.; Elegbe, O.This paper critically examines studies that have researched into parent-adolescent relationships with particular interest in the communication patterns through which such relationships are enacted. It reviews existing literature on parent-adolescent relationship research globally against the backdrop of parent-adolescent relationship research in Nigeria. It seeks to find out the research methods, sampling techniques, and the methods of data analysis adopted in studies investigating parent adolescent relationships globally. Adopting the Systems theory and Rules theory as theoretical framework for the analysis; the study used content analysis to generate data from various scholarly articles published in recognised academic journals, E-books and doctoral theses accessed via online databases. The primary basis for the selection of any article for analysis is that such article must focus on issues and themes on family communication patterns and parent-adolescent communication in parent adolescent relationships with exceptional interest in Nigeria. Most of the reviewed studies about (85%) were conducted in European nations while about (15%) were conducted in African nations. Majority of the studies (71.3%) adopted survey while 28.7% utilised the mixed method design. Most of the reviewed studies adopted the convenience sampling and purposive sampling techniques but employed multi-methods in their data analysis. This study suggested that more research efforts should be invested in communication and parent adolescent relationship in Nigeria to fill the gap created in parent-adolescent relationship literature in Nigeria.Item 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.Item Trends in media framing of China’s engagement in Africa and other parts of the world(2018-01) Eze, V. C.; Elegbe, O.This work critically examines studies that have researched on media framing of China’s engagement in different nations of the world. It dissects existing literature in the context of media coverage of China’s engagement in Africa and other nations. It tries to find out the most frequently adopted research method in studies investigating media coverage of China’s engagement in other countries; to examine the sampling techniques adopted in studies investigating media coverage of China’s engagement in other nations; to find out the methods of data analysis adopted in studies investigating media coverage of China’s engagement in other countries. Framing theory forms the theoretical basis for this study. The research method is content analysis while the study gathered data from various scholarly articles published in recognised academic journals and thesis accessed online through Google Scholar and Proquest. The articles were collated and identified based on those that focused their issues on media portrayal of China in other countries especially African nations. Findings show that majority of the studies adopted Content Analysis as their research method. Most of the reviewed studies (93.4%) were conducted in African nations. Also, most of the reviewed studies (80%) adopted purposive sampling technique. In addition, most of the reviewed studies employed deductive frame analysis as their method of data analysis. Seven of the reviewed articles used deductive frame analysis in that regard. This study suggested that more research should study media framing of China's engagement in other nations through different research approaches in order to understand China’s engagement more appropriately. It is recommended that other studies should engage the media audiences to know their perception of China’s engagement in their respective nations.Item 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.Item 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.Item 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.Item 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.