Department of Mass Communication & Media Studies

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Guerrilla Marketing Promotional Strategy, Self-Efficacy and Business Performance of SMEs in Ibadan Metropolis
(Lead City University, 2022-12) Abidemi Opeyemi BELLO
Fulfilling long term organizational performance is a challenge in the present highly competitive business world. Guerrilla Marketing promotional strategy and self-efficacy have been identified as ingredients for business performance (BP) and global competitiveness among Small and Medium Enterprises (SMEs). Therefore, this study examined the influence of Guerrilla Marketing (GM) and Self-Efficacy (SE) on Business Performance (BP) among SMEs in Ibadan Metropolis. The study is anchored on AIDA Model, Social Cognitive and Balance Scorecard Theories. Multistage Sampling approach was deployed to select a sample size of 450 respondents. Data was collected through a validated questionnaire named Guerrilla Marketing, Self-Efficacy and Business Performance Questionnaire (GmSeBpQ) (r=795 to .909). Descriptive and inferential statistics were used to analyze data. Findings revealed that majority (72.1%) of SMEs in Ibadan Metropolis were highly aware of GM; 86.5% employ different GM strategies to boost businesses; 86.2% are in agreement that GM influences BP compared to other marketing practices. It was further revealed that the level of self-efficacy was high with (3.19) mean score; while the level of business was high with (3.23) mean score. Again, 86.5% of the SMEs were highly influenced by other entrepreneurial characteristics than self-efficacy. The study findings established that there was a positive influence of risk-taking (.196, p<0.05), innovation (.753, p<0.05) and management (.054, p<0.05) on the BP of SMEs in Ibadan while resilience (-.061, p<0.05) and financial control (-.136, p<0.05) had a negative influence on BP. Also, findings revealed that GM (0.713, p<0.05) had a significant influence on BP; and there is a joint positive influence of GM (.534, p<0.05) and SE (.272, p<0.05) on BP of SMEs. It is recommended that organisations both public and private should employ the use of GM and SE as they are boosts to business performance. Keywords: guerrilla marketing, self-efficacy, business performance, integrated marketing communications, small and medium enterprises Word Count: 290
Technological Innovation, Ethical Issues and Organizational Performance of Book Publishing Firms in Ibadan, Oyo State
(Lead City University, 2022-12) Adekola Yaqub ADEYEMI
The unprecedented scarcity of resources among book publishing firms in the current global economic distress calls for organizations to perform optimally. However, research revealed that organizational performance (OP) of book publishing firms is on the decline; they retrench or convert status of significant numbers of staff, close some branches or wind up. This adversely affected the book publishing sector while aggravating the illiteracy challenges. Hence, study investigated the influence of technological innovation and ethical issues on OP of book publishing firms in Ibadan. Balance scorecard theory provided the framework, the study adopted descriptive survey design. Population consisted of 204 management staff of the 51 registered book publishing firms with total enumeration sampling technique. A validated questionnaire was used for data collection (0.76 – 0.89). A response rate of 77% was achieved. Data collected were analyzed using descriptive and inferential statistics (PPMC and Multiple hierarchical regression analyses). Findings revealed that there was a significant combined influence of technological innovation and ethical issues on OP (Adj.R2= .676, F(4, 153) =74.716, P<0.01. OP positively correlated with technological innovation(r= .803, p< 0.01), authorship (r = .666, p<0.01), duplicate publication (r= -.163, p<0.05), and plagiarism (r= -.572, p< 0.01). Technological innovation was found to be the strongest predictor of OP (β = .689, t= 52.954, P<0.01), followed by authorship (β= .373, t= 24.687, P<0.01), followed by plagiarism (β = .265, t = 18.217, P<0.05), duplicate publication (β = .145, t= 10.826, P<0.01). In addition, OP with respect to financial perspective was low (M= 4.86), customer and internal perspective was low (M=4.91), learning and growth perspective was also low (M=4.82) all on a scale of 6. The study concluded that technological innovation and ethical issues were factors that influence OP in the book publishing firms. It was recommended that book publishing firms should adopt product and process technological innovations. Key words: Ethical Issues, Organizational Performance, Publishing Firms, Technological Innovation, Word count: 302
Influence of Organisational Communication on the Engagement, Performance and Job Satisfaction of Employees of Selected Share Registration Companies in Nigeria
(Lead City University, 2022-12) Adetoro Olasumbo JOHNSON
The employees are the greatest assets of organisations and it is important and crucial that they are effectively communicated with to the extent that they are physically and psychologically fit to do the job. This research study investigates the laid down communication strategies put in place for employee-management work relationship in selected Share Registration Companies in Nigeria as well as the nature and essence of those strategies. The study also further investigates the influence of the laid down communication strategies on the engagement, satisfaction and job performance of employees of the selected companies. The descriptive and quantitative survey research design was adopted. Copies of questionnaires were administered on two hundred and ninety nine (299) employees of eighteen selected companies comprising of two hundred and thirty seven (237) employee respondents, forty five (45) line managers and seventeen (17) top management employees. The study found that the selected organisations have well-structured laid down internal communication strategies especially for the purpose of work relationships, participation and interactions and the nature and essence of the strategies have significantly positive and beneficial impact on employee-management relationship as well as the engagement, satisfaction and performance of the employees across most of the organisations. Findings reveal a strong positive correlation between all the variables with an R value of (.760) at 5% significance level at .000 less than (P<0.05). The conclusion therefore is that there is a statistically significant positive relationship between organisational communication and the dependent variables especially when appropriate tools, platforms and structures of communication, interaction, participation and open channels of exchange between employees and management are in place. The study thus recommends that since it is proven that organisational communication has such effects on the physical and emotional psyche of the employees as well as on the generality of organisational productivity and health, smart business owners must invest in communication more robustely and concretely as an integral element of their recurring and principal strategic plan with as much dedication as it is accorded other critical managerial ventures of profitability. Key Words: Organisational Communication, Engagement, Performance, Job satisfaction, Motivation Word count: 350
Artificial Intelligence Application Usage and Disaster Communication Practices among Employees of Disaster-Prevention Agencies in Nigeria
(Lead City University, 2022-12) Gloria Onyinyechi CHIGBU
Disasters are either man-made or natural. The major essence of disaster communication practices in any organization is basically associated with proactiveness and swift response to curb adverse effects of disaster. When this is not the case, the aftermath of any disaster is not always an interesting one. In the light of this, the study deemed it fit to investigate the influence of perceived ease of use and usefulness of artificial intelligence applications on disaster communication practices in disaster prevention agencies in Nigeria. The study adopted the descriptive and correlational survey research design. With the application of total enumeration sampling technique, a total number of 93 employees of disaster prevention agencies were surveyed. The study found that perceived ease of use significantly influenced disaster communication practices (R2 = .062, P < 0.05). Also usefulness of artificial intelligence application was found to significantly Influence disaster communication practice (R = .062, P<0.05). From a multiple regression perspective, both perceive ease of use and usefulness of artificial intelligence applications were found to influence disaster communication practices (Going by this findings, the study R2= .325; P<0.05). The study therefore recommends that in order for disaster prevention agencies to be more proactive in responding swiftly to combat adverse effect of disasters in the country, employees working in such agencies should be exposed to high level training on how to handle artificial intelligence applications that combats disasters. Key Words: Perceived Ease of Use, Usefulness, Artificial Intelligence Applications, Disaster Communication
Online Advertising and Consumers’ Purchase Decision of E-Commerce Products in Lagos Metropolis
(Lead City University, 2022-12) John Abiodun OLUFEMI
The purpose of this study is to find out the role of Online advertising in influencing Consumers’ purchase decision of e-commerce products within Lagos metropolis. To aid the Researcher in the study, certain Research Question were put forward. They are: Are the online shoppers aware of the advertisement of e-commerce products? What influence does online products advertisement have on consumer purchase decision? How effective is online advertisement on consumer purchase decision? What are the determining factors for the repeat purchase of e-commerce products? What are the challenges of availability and access to online advertising and consumer purchase decision making? The study adopted the mixed Research design and made use of both the qualitative and quantitative methods. The study therefore made use of Online shoppers’ questionnaire as research instrument for collecting data from customers of e-commerce products and the qualitative key informant guide from marketing managers representing four major e-commerce shops in Lagos The study finds out that majority of Online shoppers are aware of online advertisements of e-commerce products before purchase. Findings from the research shows that online products’ advertisements have the desired effect on the consumers’ purchase decision in terms of them making more inquiries before taking purchase decisions. The study recommends that the Internet as an infinite social resource should be exploited more in the marketing of products to those physical areas that the manufacturers may not have representatives. Also, the study recommends that marketers and manufacturers should reach an consensus on online unique product positioning strategy and promotion that will expose and market products to the consumers. Furthermore, the study re commends that advertising and other online promotional activities must be up to date in terms of target market needs (promise of the product) and marketing intelligence. This recommendation is to ensure that customers’ satisfaction is prioritized adequately by the Advertisers of goods and services. It is also recommended that more research should be done to explore other case studies outside e-commerce products to probe the infinity of online activities. This will make more information to be added to body of knowledge. Keywords: Online Advertising, E-commerce, Consumers Purchase Decision, Advertiser, Online Shoppers Word Count: 325
Active, Restrictive, Co-Using Parental Mediation and Digital Media Gadgets use among Primary School Pupils in Oluyole Local Government area, Oyo State
(Lead City University, 2022-12) Kanyinsola Elizabeth ONI
Parental mediation has been one of the most popular ways to slow down the use of digital media gadgets by primary school pupil, parental mediation broken into parts include active, co-using, restrictive parental mediation. the study examined the influence of active, restrictive and co-using parental mediation on use of digital media gadgets by primary school pupil in Oluyole local government of Oyo state. parental mediation, uses and gratification and ecology theory of development provided the theoretical framework for the study. The survey method was adopted, 10 private primary schools where chosen in the Oluyole area local government of Oyo state, while 400 questionnaires was shared to parents of primary 4 and primary 5 pupils using the purposive sampling technique. A self-designed structured questionnaire was used to source data. the data collected were presented and analyzed using spss. Results obtained revealed that 50% of children regularly used their digital media gadgets for leisure and entertainment, while 47% of children regularly used their gadgets for assignments. 61% of children used their mobile phones regularly. The study results showed that active mediation will bring about positive change to primary school pupils use of digital media gadgets with squared value of 62.7% and 24.4%, restrictive mediation helps to control the use of digital media gadgets by primary school pupils with squared value of 57.1% and 27.2% while co-using mediation ensures that it brought about the effective use of digital media gadgets among primary school pupils with squared value of 45.7% and 67.1%. the study recommended that there should be a plan creation for family’s media usage, children should not spend screen time alone and parents should react to media in their child’s life the way they’ll react to another environment. Keywords: Active mediation, Co-using mediation, Digital media gadgets, Parental mediation, Restrictive mediation. Word count: 300
Technological Innovation, Ethical Issues and Organizational Performance of Book Publishing Firms in Ibadan, Oyo State.
(Lead City University, 2022-12) Adekola Yaqub ADEYEMI
The unprecedented scarcity of resources among book publishing firms in the current global economic distress calls for organizations to perform optimally. However, research revealed that organizational performance (OP) of book publishing firms is on the decline; they retrench or convert status of significant numbers of staff, close some branches or wind up. This adversely affected the book publishing sector while aggravating the illiteracy challenges. Hence, study investigated the influence of technological innovation and ethical issues on OP of book publishing firms in Ibadan. Balance scorecard theory provided the framework, the study adopted descriptive survey design. Population consisted of 204 management staff of the 51 registered book publishing firms with total enumeration sampling technique. A validated questionnaire was used for data collection (0.76 – 0.89). A response rate of 77% was achieved. Data collected were analyzed using descriptive and inferential statistics (PPMC and Multiple hierarchical regression analyses). Findings revealed that there was a significant combined influence of technological innovation and ethical issues on OP (Adj.R2= .676, F(4, 153) =74.716, P<0.01. OP positively correlated with technological innovation(r= .803, p< 0.01), authorship (r = .666, p<0.01), duplicate publication (r= -.163, p<0.05), and plagiarism (r= -.572, p< 0.01). Technological innovation was found to be the strongest predictor of OP (β = .689, t= 52.954, P<0.01), followed by authorship (β= .373, t= 24.687, P<0.01), followed by plagiarism (β = .265, t = 18.217, P<0.05), duplicate publication (β = .145, t= 10.826, P<0.01). In addition, OP with respect to financial perspective was low (M= 4.86), customer and internal perspective was low (M=4.91), learning and growth perspective was also low (M=4.82) all on a scale of 6. The study concluded that technological innovation and ethical issues were factors that influence OP in the book publishing firms. It was recommended that book publishing firms should adopt product and process technological innovations. Key words: Ethical Issues, Organizational Performance, Publishing Firms, Technological Innovation, Word count: 302
Media Use, Celebrity Endorsement and Promotion of MTN Products in Ibadan, Nigeria
(Lead City University, 2022-12) Roseline Oluwatobiloba AKINRUTAN
It is posited that the most effective medium of representing a product’s advantage in term of promotion is that of television and outdoor media such as billboards, electronic boards and decorated moving devices such moving vehicles that are fully decorated. This is simply because of the ability of the medium to attain the level of commitment and conviction that no other medium has been able to demonstrate with the use of visuals and sound. Therefore, this study examines media use, celebrity endorsement and promotion of MTN products in Ibadan, Nigeria, Behavioural Theory and Acculturation Theory were used to support the study. The design adopted for this study is the Mix research method, using both the qualitative and quantitative research methods. For the quantitative research method, the study made use of the customers’ questionnaire as instrument for collection of data while the qualitative Key Personality Interview and informant interview guides were used. The findings shows that the deliberate use of the celebrity endorsers is premised on the need to relate with people who are ardent fans of the endorser in order to gains support for the company’s products. It is important to note that the celebrities are benchmarks for attitudes and behaviour especially among the youths who constitute the majority of the customers of MTN Nigeria. The study recommended that the active participation of the customers in the choice of their celebrity endorser since the practice is targeted at their support and patronage. This recommendation is hinged on the continued support of the customers even in the face of negative unforeseen circumstances. Keywords: media use, celebrity endorsement, product promotion, ardent fans, celebrity endorsers Word Count: 261
Influence of Communication Media used by Two Major Political Parties on Social Mobilisation and Voter Participation during the 2019 Presidential Election in Oyo State, Nigeria
(Lead City University, 2022-12) Adebayo ALADE
Low voter participation in elections have become a global problem, Nigeria inclusive despite aggressive social mobilisation efforts by stakeholders through the use of the media. Therefore, this work investigated the influence of communication media on social mobilisation and voter participation during 2019 Presidential election in Oyo State, Nigeria. The study adopted the descriptive survey research design. The population comprised of voters during the 2019 presidential election in 15 of the 33 local government areas spread across three senatorial districts in Oyo State. The local governments were determined based on their high population according to statistics released by INEC. Convenient sampling technique was used to identify and collect data for the study. Taro Yamani formula was used to arrive at a sample size of 425 respondents. Data was collected using a validated questionnaire and key personality interviews. The data obtained were analysed using the Statistical Package for Social Sciences (SPSS). The Agenda Setting Theory of the media and Uses and Gratifications Theory were used as the theoretical framework for the study. The study established that political parties used several media to communicate with voters in the course of the election taking into consideration their demography in order to communicate with as many people as possible, but with varying degrees of success. The research also concluded that traditional media, mainly radio, remains the most influential media. It also recommended that media messages must remain persuasive and positive for a successful mobilisation efforts towards higher voter participation in future elections. Keywords: Social Mobilisation, Voter Participation, Influence, Communication Media, Presidential Election, Oyo State Word Count: 248
The Polytechnic Ibadan Students’ Social Media Use, Engagement in Citizens Journalism and Security Challenges in Nigeria
(Lead City University, 2022-12) Abraham Ayomide Oluwaseun
Constant use of social media by citizens has played a significant role in fostering both positive and negative relationship among people of all ages. Also, engagement in citizen journalism through the use of social media has a broad impact on the security of every nation. This study, therefore, investigated The Polytechnic Ibadan students’ social media use, engagement in citizen journalism and security challenges in Nigeria. The study adopted a descriptive survey research design. Multi- stage sampling technique was used to select 403 respondents. A validated instrument named “Citizen Journalism Social Media Questionnaire” (CiJoSoMeQ) was used for data collection and data were analysed using descriptive and inferential statistics. Findings revealed that students of The Polytechnic Ibadan made use of eight popular social media platforms and were mostly engaged in online discussion to a large extent through the use of Facebook (93.5%) , (Weighted mean = 1.40) Whatsapp (93.1%), Instagram (86.1%) and Twitter (61.3%). Again, students involvement in citizen journalism was very high (weighted mean 1.85), and majority of the students had good perception on the use of social media in discussing national security challenges (weighted mean 2.83). There was no significant difference (r = 0.053, p<0.05; r = 0.941; p<0.05) in the level of engagement in online discussion and perception of social media use in discussing security challenges in Nigeria. Thus, the study concluded that The Polytechnic Ibadan Students’ social media use, engagement in citizen journalism does not have any influence on security challenges in Nigeria. The study recommends that the use of other social media platforms should be accessed and recommends that important security information should be disseminated on social media in order to avoid misuse and spreading false security news. Key Words: Use, Engagement, Social Media, Citizen Journalism, Security Challenges. Word Count: 265
Influence of Social Media Messages on Drug Abuse Prevention Among Undergraduates of Lead City University, Ibadan
(Lead City University, 2022-12) Chiazor Ayodele. ECHO
Mass media have been a major agent of socialisation and tool for social change especially now that people depend on educative, informative and entertainment message from mass media. The study examined influence of social media messages on drug abuse prevention among undergraduates of Lead City University. The Selective Exposure and Agenda-Setting theories provided the theoretical framework for the study. The survey method was adopted while 369 respondents were randomly selected to form the sample population. A self-designed structured questionnaire was used to source data. The data collected were presented and analyzed using SPSS. Results obtained revealed that 25.8% of respondents mostly accessed WhatsApp. The study revealed 51.5% of respondents have not come across drug abuse prevention messages on Twitter. 39.8% of respondents believed the rate at which social media helps to know what drug is, was very high. 35% of respondents strongly disagreed to drug abuse being reduced drastically as a result of social media messages. The study recommended that there should be more campaigns on drug abuse prevention on different social media platforms. Keywords: Drug abuse prevention, drug market, internet, mass media, social media messages Word Count: 183
Assessment of Public Relations Strategies of Ibadan Electricity Distribution Company (IBEDC) on Customers’ Satisfaction in Ibadan Metropolis
(Lead City University, 2022-12) Ayokunmi Olayinka, JOHNSON
Public relations strategies in this study are customer care, publicity, direct marketing, social media engagement, weekly sponsored programmes in the media, community engagement, SMS, corporate social responsibility, media relations, social media, advertising, public campaign, promotion, and publicity. Customer satisfaction is the most reliable characteristic of customers’ feedback, bearing in mind that it reflects their preferences. This study thus examined the assessment of Public relations strategies of Ibadan Electricity Distribution Company (IBEDC) on Customers’ satisfaction in Ibadan Metropolis. Two theories were adopted for the study: Situational theory and stakeholder theory. Data were collected using a descriptive survey research approach, along with key informant interviews. A total of 353 copies of the questionnaire were administered on the respondents who were customers of IBEDC in Ibadan Metropolis. Findings showed that majority of the respondents (70%) were fully aware of the public relations strategies used by IBEDC to enhance customers’ satisfaction. The respondents further admitted that the usage of public relations strategies positively enhanced customers’ satisfaction. It was discovered however that 55% of the respondents complained of poor power fluctuations. It is therefore concluded that IBEDC should improve its public relations strategies to enable customers’ satisfaction. Furthermore, it is also recommended that IBEDC should establish more public relations strategies to provide current and future consumers the freedom to offer thoughts and recommendations on how the services of the businesses should be enhanced. Keywords: Public Relations Strategies, Customers’ Satisfaction, Electricity, Distribution, Power Outage. Word Count: 232
Influencer Marketing, Purchase Intention and Buying Behavior of Pepsi Brand among Undergraduate Students of Lead City University, Ibadan
(Lead City University, 2022-12) Beatrice Oluwatobi OLALEKAN
Consumer purchase intention and buying behavior are critical to the sales volume of any organization. To achieve tremendous sales, brands or organizations have to get their products or service in the face of their target audience. One of the ways they do this is through influencer marketing. This study, therefore, examines influencer marketing, purchase intention and buying behavior of Pepsi brand among undergraduates of Lead City University, Ibadan. Theoretically grounded in source credibility theory and the theory of planned behavior, this study adopted the survey research design, collecting data in one stream and surveyed 347 respondents in Lead City University, Ibadan, Oyo state, Nigeria. The sampling technique used was purposive sampling and a questionnaire was used to collect data. Data was analyzed through descriptive and inferential statistics. Findings from this study revealed that Lead City University undergraduates know and consume the Pepsi product and are also aware of the influencers that are employed by the Pepsi brand to drive home their advertising messages. It also revealed that there are several factors that influence purchase intention among which are brand colors and appeal, influencer marketing, price and standards. Also, though the world has gone digital, traditional means of advertising should not be undermined. The study, therefore, recommends that Pepsi should continue with the use of influencers in promoting its products, consider nano influencers as well as influencer marketing contributes to the buying behavior and purchase intention of youth in Nigeria. Keyword: Influencer Marketing, Buying Behaviour, Purchase intention, Pepsi Word count: 239
Evaluation of The Punch and The Nation Newspapers’ Reportage of COVID-19 Pandemic between 1st January and 31st December, 2020
(Lead City University, 2022-12) Sediku Musa UMORU
The media is known for its critical evaluation of issues such as COVID-19 outbreak to help the public understand concepts associated with news and events. Framing a news story in the newspapers can be influenced by different factors such as highlighting news angle that arouse reader’s interest, economic motive of the reporter and competitive media debacle. Therefore, this study evaluated The Nation and The Punch newspapers’ reportage of COVID-19 pandemic between January and December, 2020. The study was based on Framing Theory, Agenda Setting Theory and Social Responsibility Theory. Content analysis design was employed for the study. The population of the study consisted of editions of The Nation and The Punch, between 1st January and 31st December, 2020 with a total of 732 editions. The method of data presentation and analysis was descriptive and contextual analysis. The findings from the study showed that The Punch and The Nation newspapers reported above average on COVID-19 cases and developing stories on the pandemic. Both newspapers’ report on COVID-19 were placed in the inside pages of their publications. While less stories were reported at the back page of the newspapers and most of COVID-19 reportage in The Punch covered a full page, while most in The Nations covered half page. The study recommends that as the watchdogs of the society, newspaper should constantly cover and report health matters so as to inform and educate the society on the dangers these discuses could pose to humanity. Also, as watchdogs and the fourth estate of the realm of the society newspapers reportage should go beyond just reporting health matters as they break, they should carry out surveillance by investigating into developing issues of such health issues. Keywords: agenda setting, COVID-19 pandemic, Newspapers Reportage, Fourth Estate, Social Responsibility, Word Count: 293
Influence of Digital Media Access and Use on Illicit Sexual behaviour among Undergraduates of University of Ibadan
(Lead City University, 2022-12) Sunday IDOWU
Sexual behaviour is an emotional action triggered by various factors, This behaviour is natural among human beings. Illicit sexual behaviour is a form of sexual violence which is common among undergraduates and does not conform with basic human rights globally. Digital media platforms are a means of communication that gave privilege for social networking, intellectual, emotional and social lives among youngster. It has been observed that some digital media platforms are presently occupied with nude post and other sexual contents. The recent report of illicit sexual behaviour such as rape, harassment, sexual assault, masturbation, sexually transmitted diseases and gender based violence among youth has prompted the researcher to determine the linkage between digital media sexual contents and prohibited sexual act among students. The study adopted quantitative research design. The instruments used for data collection was questionnaire. The results were analysed using descriptive and SPSS Percentage table. 401 questionnaires were distributed among undergraduates of the University of Ibadan. The study finds out that, Sexual websites are the prevalent digital media platforms through which undergraduates of University of Ibadan gain access to sexual contents, the students prevalent medium of exposure to sexual content is through website pop ups, which is unintentionally accessed, study also revealed that students got motivated through pop up of sexual material to further engage in deliberate exposure to sexual content which triggers illicit sexual behaviour such as rape, sexually Transmitted Diseases and Gender Base Violent. The study recommended that, Students need be aware that the digital media platforms portray more of sexual related contents that trigger to their emotion, Sex education should be introduced at all levels in the university Nigeria, Digital media operators should provide more restriction measures to curb exposure to unusual popup of sexual materials Keywords: Digital Media, Digital Technology, Social Media, Sexual Behaviour, Sexual Drive Illicit Sexual Behaviour Word Count: 290
ssessment of the Guardian Newspaper Reportage of Coronavirus between February 2020 and January 2021
(Lead City University, 2022-12) Ezinne Precious IDIH
The concerns brought about by the outbreak of Covid-19 all over the world in the year 2020 was so dramatic as it was declared a pandemic by the World Health Organisation. The need to look into news reports of the virus also became a concern to researchers in the field of mass communication hence this study assessed Guardian newspaper reportage of coronavirus in Nigeria between 28th February 2020 and 27th January 2021. The study adopted the Framing theory, the Social Responsibility theory, and the agenda-setting theory as its theoretical framework. The quantitative research design was adopted with the content analysis approach used in examining the manifest contents of the Guardian Newspaper in addressing the research objectives. Findings show that the Guardian newspaper used Fear/Death frame 125 (34.1%) between 27th February 2020 and 28th January 2021 more frequently. The study also found that the newspaper showed a high level of prominence in reporting the Coronavirus stories as it published more of front page and back page stories. It also had more of hard news stories. The study recommends among others that as the fourth estate of the realm and the watchdog of the society, journalists should constantly cover and report cases of Coronavirus to inform and educate the society on the dangers of its spread in Nigeria. Also, journalists should constantly address the issue of professional ethics stipulated by the Code of Ethics for Nigerian journalists under the Nigerian Press Council in covering and reporting Coronavirus as this would help ensure accurate and fairness in their reportage. Keyword: newspaper reportage, reportage frequency, reportage prominence, coronavirus, guardian newspaper Word Count: 256 words
Stakeholders’ Participatory Agricultural Communication Strategies on Cocoa Development Among Youths in Ife-East Local Government Area, Osun State
(Lead City University, 2022-12) Chukwuemeka Benedict PAUL
Participatory communication is a new agricultural extension concept based on dialogue that allows sharing of information, ideas and opinions between farmers and the stakeholders. The study was aimed at involving the youths in cocoa farming through participatory agricultural communication. This study was aimed to bridge the knowledge gap by using participatory communication to involve youths in cocoa farming in the study areas of Osun State, Nigeria. Participatory Communication and Diffusion of Innovation Theories provided the theoretical basis for the study while mixed methods research design was used for the study. The population of the study was the youth in Ife-East Local Government of Osun State where 383 as well as 11 stakeholders were sampled in Famia, Okuu-Omoni, Gorogoro, Dagi, Ajakore, Dagi, Oyo-Onikeke and Dare cocoa producing communities in Ife-east Local Government Area. The instruments used for this study were self-designed questionnaire, key informant interview schedule and focus group discursions. The study found out that poor incentives and non-availability of extension agents were the major factors militating against youths’ involvement in cocoa farming in the study areas. Findings also revealed that participatory agricultural communication strategies enhanced youths’ involvement in cocoa farming in the study areas. Furthermore, it was revealed that youths were ready to embrace cocoa farming through participatory agricultural communication strategies with the stakeholders: input dealers, cooperative societies, extension agents and produce buyers in the study areas. Keywords: cocoa farming, participatory communication, population, sampling, segments, strategies, technologies Word Count: 227
Influence of Career Progression on Job Satisfaction Among Journalist in Fresh 105.9 Fm And Premier 93.5 Fm Ibadan, Oyo State
(Lead City University, 2022-12) Omolayo Folake ODERANTI
Job satisfaction is viewed as a catalyst of improving performance and commitment in a workplace. The study aimed to determine how career progression affects job satisfaction among Fresh (105.9) FM and Premier FM(93.5) journalists in Ibadan. The independent variable career progression was used in coming up with the specific objective of the study as well as formulating hypothesis. The relationship of this predictor variable with the dependent variable job satisfaction among journalists was statistically established. The two theories which were relevant to the study were analysed to determine their relevance, strengths and weaknesses. They include two-factor motivation theory and change theory. A descriptive survey approach was used to acquire quantitative data from sampled respondents and analyse it statistically to describe the study's variables. The survey targeted 230 journalists, however only 200 were valid, for an 86.96% response rate. A four Likert scale closed-ended questionnaire was utilized to gather quantitative data from the selected journalist. Cronbach's alpha coefficient was 0.852, above the required 0.7. Descriptive and inferential statistics was used for data analysis. Hypothesis testing employed multiple regression and SPSS 23.0. The regression analysis revealed that the p-value (0.130) for the independent variable is not significant (0.130< 0.05) at 95% confidence level; the R2 of 0.012 does not have explanatory power for the variation in the dependent variable (job satisfaction) and it is not fit of the regression, the calculated F-test 2.317 is not statistically significant at p=0.130. Therefore, Ho was accepted. Hence, there is no significant influence of career progression on job satisfaction of journalist in Fresh 105.9 FM and Premier 93.5FM. The study therefore, recommends that the government and other private media owners to pay more attention to the issue of improving work environment with intent to help journalists build professional ethics and enhance job skills. Keyword: Career Progression, Job satisfaction, Journalist Word Count: 297 words
Media Framing of Farmers and Herders’ Conflict in The Punch and Nigerian Tribune Newspapers between January 2019 and June 2019
(Lead City University, 2022-12) Oluseyi Abiola OLARINDE
The Nigerian state has been faced with numerous internal challenges ranging from banditry attacks, kidnapping, and terrorism to farmers-herdsmen conflicts. Conflicts between farmers and herdsmen have become a recurrent decimal claiming lives of humans and cattle, also leading to huge economic losses and food crises as a result of displacement of farmers. These conflicts have generally attracted media attention because of the worrisome dimension it is approaching Using the content analysis method, this study examined the stories of farmers – herdsmen in two Nigerian newspapers (The Punch and The Nigerian Tribune).The attention of the media drawn by the conflicts has warranted dynamics of framing by Nigerian Tribune and The Punch newspapers. The instrument used for data collection is the coding sheet named as ‘’farmer’s and herders’ conflicts reportage content analysis checklist’’. The results were analysed using descriptive and textual analysis techniques. Findings showed that Punch newspaper reported 37 (20.4%), farmers - herders conflicts between January - June 2019, the reports cut across regions ranging from attacks 14 (37.8%), losses 10 (27.0%), injuries and death 13 (35.1%). findings also showed that Nigerian Tribune reported 44 (24.3%), farmers - herders conflicts between the period under review, the reports also cut across regions of the country ranging from attacks 17 (38.6%) losses 7 (15.9%) injuries and death 20 (45.4%). The Nigerian Tribune captured more of hard news 29 (47.3%), features 9 60,cartoons 4 (66.7%) and less of editorial 2 (40%).The Punch reports mostly hard news 26 (47.3%) features 6 4.0 editorials 3 (60%), and 2 (33.3%) of cartoons. Nigerian Tribune and The Punch newspapers are adjudged fair, balanced and accurate in their reports. The study therefore recommends that as the watchdog of the society, journalists should constantly cover and report cases of farmers-herdsmen conflicts so as to inform and educate the society on the dangers that are associated with unresolved clash of occupational interests and as a matter of Agenda-Setting,they should always give prominence to issues of farmers-herdsmen conflicts. Word count: 299 Keyword: Editorial, Farmers, Herdsmen, Hard news, Investigation.
Community Relations Strategies, Engagement Practices and Health Care Service Delivery Satisfaction in University College Hospital, Ibadan, Oyo State
(Lead City University, 2022-12) Oluwaseyi SANYAOLU
Satisfaction with health care service delivery cannot be overemphasized because it is a fundamental factor that determines how patients will continue to patronize a health facility including that of a teaching hospital. However, if this is not the case, then there is every tendency that such health care facilities will collapse and in turn, bring about total complies to a country’s healthcare system. When the satisfaction of patients derived from the level of health care rendered is poor, public relations strategies such as community relations (CR) and engagement practices (EP) can come to serve as a booster to such satisfaction. It is in this regard that this study deems it fit to investigate the community relations strategies, engagement practices and health care service delivery satisfaction in University College Hospital. Systems theory, Situational theory, Excellence theory and Symmetrical model were used in the study. A descriptive research design was adopted. The population of the study consists of 400 respondents after the convenience sampling technique was applied. The reliability coefficient for each of the variables ranged from 0.75 to 0.90. The data collected was analyzed using descriptive and inferential statistics. Findings revealed that CR had no significant influence on satisfaction (Adj. R2 = - 0.005; p = 0.120), EP was also found not to significantly influence satisfaction (Adj. R2 = -0.000; p = 0.311). Jointly, CR and EP were found not to statistically significantly influence satisfaction (Adj. = .005, F(2, 310) = 1.1775, p < 0.05). The study concluded that both CR and EP did not independently and jointly influence satisfaction. In light of this, the study recommended that satisfaction with UCH healthcare service delivery can be boosted if healthcare services such as the provision of enough bed spaces, drugs, availability of healthcare professionals, etc. are on hand in the hospital. Word Count: 300 Key Words: Community relations, Engagement practices, Satisfaction, Health Care Service Delivery, University College Hospital (UCH)

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