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Influence of economic recession on consumer attitude towards advertising and marketing communication
(2010) Adeniran, Raheemat
This study is a survey of attitude on advertising by consumers in Lagos. The survey used five-point Likert scales in an interview schedule administered on people in metropolitan Lagos. Multi-stage sampling process was used to select three hundred respondents. Response rate was above seventy-five per cent. Four research questions were postulated to examine consumer attitude on advertising during a recession. The findings of the study indicate that the public is in disfavour with activities connected with advertising during economic recession. Thus, the study recommends that in tune with the changes in the lifestyles and values of the people due to economic downturn, advertisers should consider ways of stressing simplicity, product value, quality and durability, as well as functionalism in their messages.
Newspaper audience’s use of GSM text messaging for feedback
(2013) Adeniran, Raheemat
Feedback is a key element in the process of mass communication and new media technologies are revolutionizing the process by providing easier and more convenient avenue for people to contribute to the mass media. Media organisations are also taking advantage of these new media to provide more access to their audiences. One of such is the “my news.com” page created by The Punch newspaper for people to share their views and information through mobile phone text messaging. This study examined the content of text messages published on the page over a month period using content analysis. It sought to know the theme and purposes of the audience feedback as well as the area of the country where the newspaper has the most active audience. The technological determinism and the agenda setting theories were adopted as theoretical framework. Findings revealed that members of the audience who sent their contributions were mostly from Lagos and the south-west region. The messages focused more on governance, suggestions, criticisms and complains about specific issues
Media access and information source preference among rural rice farmers in Ekiti state
(2023) Adeniran, Raheemat
Small-holders’ farmers reportedly produce over 90% of what millions of Nigerians eat. These farmers live in rural settings with little or no access to basic infrastructures such as communication facilities that could assist in providing adequate information to keep them informed of available programmes, policies and technologies that can improve and increase yields. The nation depends largely on them to achieve its food security and self-sufficiency in food production, hence, the importance of ensuring that they are well informed. Anchored on diffusion of innovation and development media theories, this paper examined access to information and preferred sources of information among rice farmers in Ekiti state. A mixed n method research approach combining survey and key informant interviews was adopted. The survey was conducted among Ekiti rural rice farmers, while three executive members of the state’s Rice Farmers Association and two extension officers of the state Agricultural Development Programme were participants for key informant interviews. Multistage and purposive sampling were adopted for first and second sets of the population respectively. The study found that, only about one-in-five respondents (21.9%) have regular access to information, with more than half (54%) getting their information from interpersonal communication channels such as extension officers and farmers associations, with 58.6% preferring extension officers to other sources. Respondents identified irregular visits by extension officer as their major challenge to accessing information, hindering information access to majority of respondents. The study thus established the importance of extension officers in disseminating agricultural information, and calls for strengthening agricultural extension service for improved access and dissemination of vital information to rural farmers.
Evaluation of grassroots newspapers’ mission statements in south-west Nigeria
(2024) Adeniran, Raheemat
Aim: Mission or vision statement is expected to reflect an organization’s ideology and operational philosophy. It provides an organization’s sense of direction, focus, and distinguishing features among its peers. Grassroots newspapers are often less institutionalized due to their low capital base. This study explores the extent of conceptualization of mission statements to guide the operational philosophy of grassroots newspapers in South-West Nigeria. Method: It adopts the content analysis research method to extract quantitative and qualitative data on key messages conveyed in the mission statements of 27 grassroots newspapers identified as operating within South-West, Nigeria. Results: The study finds that half of the identified grassroots newspapers have clearly expressed mission statements; mostly focused on creating a voice for community members, projecting their image and activities to the outside world, while reviewing national issues related to their communities; fostering development, and upholding journalism ethical standards. Conclusion: The findings thus suggest a high level of professionalism among grassroots newspapers operating in Nigeria’s South-Western region because they appear to understand their societal expectations. However, it is unclear if they indeed live up to the expressed mandates in their everyday operations as this was beyond the scope of this study. Further studies are therefore suggested to explore the extent to which grassroots newspapers in the region, and beyond, live up to their expressed mission statements. Originality: Research studies on print media in Nigeria often focus on national or regional newspapers with minimal attention accorded grassroots media. This study is original in its quest to understand the operational philosophy of grassroots print media in the country. The study thus contributes to public understanding of the operations and guiding principles of grassroots media often considered as alternative media capable of enhancing media access to local communities and enhancing their participation in political and developmental processes.
Misinformation sharing and behavioural pattern of Nigerians on a viral covid-19 disinformation video
(2023) Adeniran, Raheemat
This study focuses on a COVID-19 disinformation video promoting hydroxychloroquine as a cure, while dismissing other promoted COVID-19 preventive behaviours. It examines the virality of the video among Nigerians, their convictions on claims made, and likely behaviour in the possibility of suspected COVID-19 infection. The study was premised on the “availability cascade effect” which predicts a higher tendency for people to believe viral information, especially when supported by individuals considered experts on the issue being promoted. It adopted the survey research method, using snowball sampling. Data for the study was gathered electronically online from 222 participants who responded to survey. The snowball sampling method was adopted due to movement restrictions in Nigeria occasioned by the ravaging COVID-19 pandemic at the time of data collection. Findings from the study show that over 90 percent of respondents were aware of the video, with many denying further sharing online. Despite multiple fact-checks on different claims in the video, respondents who still believed the claims were found more likely to try-out hydroxychloroquine efficacy as a COVID-19 cure than those who do not. Respondents were however mostly positive on adhering to promoted COVID-19 preventive measures despite the contrary claims in the video. The virality of the video compared to its fact-checks, and sustained belief in its promoted disinformation claims, support the need to stop false information from spreading very early. Hence, there must be sustained efforts to continuously track false and malicious claims in the public space and strive to stop its spread immediately.