FACULTY OF ARTS
Permanent URI for this communityhttps://repository.ui.edu.ng/handle/123456789/259
Browse
61 results
Search Results
Item Repositioning gender relations: Exploring the auteur and negofeminism theories in contemporary Nigerian Nollywood films(2020) Doghudje, R . V.; Elegbe, O.Gender stereotypes have been transmitted from cultures to cultures through agents of socialization.The reinforcement of these stereotypes has been internalized by both genders. However, these stereotypes has continuously portrayed a negative aspect of the female gender subjecting them to the dominance of men and reinforcing traditional views of the place and value of women in Nigerian society. The traditional Nigerian society enjoys such portrayals and provides the largest bulk of the content that fuels the stereotypes of women in Nollywood films.These films are becoming the template for Nollywood directors and producers.Therefore, this paper examines the repositioning of the narratives about gender stereotypes in Nollywood films especially as it relates to the negative portrayal of the female gender. Rather than focusing on the existent problem, this paper is an attempt to investigate how the Auteurs and Nego-feminism theory could be explored to assist female Auteurs/Producers at rewriting the narrative and perception.Item Trends in Family Communication Patterns and Parent-Adolescent Relationship: Implications for Research in Nigeria(2019) Dooshima, S . A.; 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 parentadolescent 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 parentadolescent 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 mixedmethod 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 parentadolescent relationship in Nigeria to fill the gap created in parent-adolescent relationship literature in Nigeria.Item Trends in Media Framing of China’s Engagement in Africa and other Parts of the World(2018) 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 nationsItem Motivated by Public Interest or Private Gain: An Investigation into Newspaper Reportage of Code of Conduct Tribunal Trials in Nigeria(2012) Elegbe, O.; Odebiyi, S . Dpolitical figures in Nigeria (Bukola Saraki and Bola linubii). Using Framing Theory, three newspapers (The Nation, Guardian and Nigerian Tribune) werepurposively 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) 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.Item Women Trauma and Stereotype Tradition in Tunde Kelani’s Film, Thunderbolt(2017) Elegbe, O.Stereotype tradition and gender injustice constitute the trauma that majority of women face in the marital relationship in Yoruba cultural setting. These issues was explore in Tunde Kelani’s film, Thunderbolt (Magun). Employing the narrative content analysis technique the film reveals various issues relating to women trauma in Yoruba stereotype tradition which empowers men against women. Suspicion, cultural chauvinism, betrayal, ambition, poor communication, lack of trust, wrong accusation and dominance constitute conflicts between couples in the film. This shows that the issue of conflict and gender injustice against women is a common traits in Yoruba cultural setting. The film is a lesson on many unresolved conflicts in marriages relationships while proposing trust and open communication which will improve and contribute to positive conjugal relationship development.Item 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.Item Promoting Cultural and Social Values in Yoruba Nollywood Movies(2017) Elegbe, O.; Ayinla, F . I.Yoruba Nollywood movies have been both applauded for promoting cultural and social values which results in Nigeria’s progress and denounced as a form of projecting Nigeria’s bad image by films critics. Against this backdrop, the study examined audience preference of Yoruba films and how they have promoted their cultural and behavioural values. Employing survey technique, evidence shows that the audience favoured certain Yoruba films, casts and producers. Two, their thematic interests include injustices, extra-marital affair, get-rich syndrome, ritualism, power tussle, armed robbery and bribery and corruption, while integrity/honesty, cultural identity and hard work form the fulcrum of their socio-cultural values. In the end, Yoruba film audience determine what they cultivate from mediated social realities as cultural and social values.Item Promoting communicating in yoruba language among young people in south west, nigeria(2017) Elegbe, O.A body of linguists committed to preservation of languages claimed that about half of the world’s languages are endangered. Among these endangered languages is the Yoruba language, one of Nigeria’s major languages. Highlighting the importance of language as a form of cultural transmission, identification and socialization, the paper explores how globalization is endangering indigenous languages especially Yoruba language. The paper further explores possible challenges such as rural urban drift, adoption of English as language of communication, media propagation of English compared to Yoruba, Anglicization of indigenous names among youths and attitudes of elites to Yoruba speakers that could contribute to obstacle to speaking Yoruba language among young people in South West, Nigeria. Nevertheless, the paper states the need for the creation of awareness on Yoruba language among young people. Also, it calls for the need to encourage youth to speak Yoruba language, revive the storytelling tradition, promote cultural values among young people, promote Yoruba programmes in the broadcast media in order to discourage the use of code switching during communication among young people. Hence, there is a need for re-orientation of youths and other members of the society to make them cherish Yoruba language while the government should intensify the teaching of Yoruba language as compulsory subject in both primary and secondary schools in South West, Nigeria.Item Promoting brand loyalty through advertising campaign: qualitative study of nigerian breweries maltina product(2017) Elegbe, O.; Adesanoye, O.Organizations are forced to anticipate customers' needs and convey clear messages to them through advertising by establishing strong brand names and focusing on brand building. But to what extent can Advertising influence consumers' purchase decision especially in products branding? Hence, the study examined the extent to which advertising campaigns have been used to promote brand loyalty of Maltina product by Nigerian Breweries PLC among its consumers. The study adopts qualitative research methods with the use of in-depth interview and Participant Observation to gather data. Two prominent departments (sales and marketing) were visited while key Managers and Officers were interviewed with close observation to provide insight into the organization's viewpoints to the study. The study revealed that persuasive advertising messages determine consumer's desire for the product(s), with the use of television for the promotion of Maltina as a brand to consumers. This explains the reason why Nigerian Breweries plc. still holds the Maltina family television game show every year. The study also revealed that understanding the needs and wants of the consumers and the venue to which the adverts will be placed to reach the target demographic are the major priorities before designing any advertising message. Other strategies such as celebrities used in the adverts, the family game show (Maltina Dance All), slogans, packaging and television adverts have been effective in increasing purchase for Maltina product. It was also revealed that sales for Maltina product went up with each of these strategies which buttress the fact that product advertising is germane to brand loyalty.