Critical analysis of communication barriers in selected billboards in Ibadan metropolis

Abstract

This study presents a critical analysis of communication barriers in selected billboards within Ibadan Metropolis, Nigeria. The study focuses on identifying and understanding communication challenges and barriers prevalent in the messages of billboards promoting various products and services. The theoretical framework for the study draws upon the Semiotics Theory and the Information Discrepancy Theory, as they offer valuable insights into the interpretation of signs and symbols in communication and the impact of incongruent information on message reception. The research methodology utilises a mixed-method approach, incorporating both qualitative and quantitative methods. Through content analysis, the study identifies the prevalent communication barriers, including language, cultural, environmental and visual barriers in the billboard messages, while also examining the use of symbolism and messaging styles. In addition, the study conducts interviews with members of the public to gain insights into how these communication barriers are perceived and interpreted. The research found some incongruent messages, environmental barriers as well as language and semiotic barriers in the selected billboards examined in the study. It was, therefore, concluded that advertisers, communication practitioners, and policymakers should always ensure effective design and dissemination of billboard messages to overcome communication barriers and enhance target audience engagement. The research findings aim to inform advertisers, communication practitioners, and policymakers on the effective design and dissemination of billboard messages to overcome communication barriers and enhance audience engagement in Ibadan Metropolis.