Toyin Adinlewa | University Of Lagos Akoka (original) (raw)

Papers by Toyin Adinlewa

Research paper thumbnail of Influence of Yellow Card Campaigns on Knowledge , Attitude and Practices of Selected Social Media Subscribers in Ondo State

International journal of social science and human research, Nov 27, 2023

Research paper thumbnail of International Journal of Social Science And Human Research

International Journal of Social Science And Human Research, 2023

This study utilises a survey approach to explore the impact of yellow-card campaigns on the aware... more This study utilises a survey approach to explore the impact of yellow-card campaigns on the awareness, attitudes, and practises of selected social media users in Ondo State. The theoretical framework is grounded in agenda-setting and technological determinism theories. A survey method employing a questionnaire was employed, targeting 392 subscribers of Ondo's First Lady, Betty Anyanwu Akeredolu, across Facebook and Twitter. Through statistical analysis, the results reveal the Yellow Card Campaign's success in creating extensive awareness among social media users, with 70% actively engaging with campaign materials on Betty's social media platforms. The campaign's efficacy in promoting a proactive stance against sex and gender-based violence (SGBV) is acknowledged by 58% of respondents, highlighting its effectiveness in conveying the core message. However, the study unveils a concerning reality, as 33.3% of respondents admit to experiencing sexual violations, underscoring a prevalent issue of SGBV in Ondo State. Notably, more than three-quarters (77.3%) of those who reported being sexually violated chose to report the incidents to a nearby police station. Some victims hesitate to report incidents due to stigmatisation and fear, underscoring the imperative for robust support systems. The findings indicate a significant link between the initiation of the Yellow Card campaign and an increased likelihood of individuals reporting instances of sexual violation. In conclusion, the study posits that social media has played a pivotal role in the success of the Yellow Card Campaign against SGBV in Ondo State. The strategic utilization of social media as a primary tool for awareness creation, coupled with offline efforts, has proven highly effective.

Research paper thumbnail of Gender+Perspective+of+Select+Nigerian+Newspapers+Coverage+of+COVID-19+Responses+and+Political+Activities

Research paper thumbnail of Effectiveness of Opay ORide outdoor advertisements on market expansion in Akure metropolis

African Social Science and Humanities Journal

The research looked at the effectiveness of Opay Oride's outdoor advertisements for market e... more The research looked at the effectiveness of Opay Oride's outdoor advertisements for market expansion in Akure metropolis, Capital of Ondo State, Nigeria. The framing theory was used as the theoretical framework. The survey research method was employed, and the questionnaire and interview guide were used as data collection tools. Three hundred and eighty-six (386) respondents were chosen using a multi-stage sample approach. Two Opay sales agents in Akure were interviewed. According to findings, most respondents were exposed to Opay outdoor advertisements in Akure, particularly the billboard in Akure's Ijomu neighbourhood. Respondents could largely remember Opay's price reduction (promo) and advertisements with the phrase "Where you matter." Findings further revealed that patronage increased dramatically after enormous Opay Oride outdoor advertisements in Akure and a significant degree of exposure to it. It was concluded that Opay Oride outdoor advertising has c...

Research paper thumbnail of Effectiveness of Opay ORide outdoor advertisements on market expansion in Akure metropolis

Research paper thumbnail of Influence of Anti-Open Defecation Campaigns on the Residents of Owo Local Government Area, Ondo State

SAU Journal of Management and Social Sciences, 2021

This study looks at the influence of anti-open defecation campaigns on Owo residents. This study ... more This study looks at the influence of anti-open defecation campaigns on Owo residents. This study relies on persuasion communication theory as the theoretical framework. The survey method was used to gather quantitative data while the questionnaire was used as the instrument of data collection. A total number of four hundred respondents were carefully selected using multi-stage sampling and 400 questionnaire copies were administered and retrieved. Quantitative data were analysed using descriptive statistics and Chi-square at P=0.05 level of significance. The findings of the study revealed that the majority of the respondents are aware of anti-open defecation campaigns and this is reflected in their knowledge of the variants of the campaign on radio and outdoor materials. Also, it is found that respondents' attitudes to and practices of open-defecation have been influenced significantly. This is reflected in their involvement in keeping their environment clean to live healthy, keeping a better society, and involving in safe sanitation. This was further confirmed by the Chi-square analyses as a significant relationship between exposure to anti-open defecation campaigns and respondents' attitude and practice of open defecation was established at p>0.05. It was, therefore, recommended that the government should continue to partner with concerned agencies to campaign against open defecation so as to reduce the practice of open defecation effectively in Ondo State, Nigeria.

Research paper thumbnail of Influence of social media use on micro-level social capital among students of University of Ibadan

Scholars have argued on the possibility of social media use to increase and/or decrease social ca... more Scholars have argued on the possibility of social media use to increase and/or decrease social capital—a term that refers to benefits derived from social relationships and interactions at the individual level only, especially among university students. Therefore, this study examined the association between social media use and three subtypes (bonding, bridging, and maintained) of social capital among students of the University of Ibadan (UI), who have access to and belong to at least a social networking sites (focusing on Facebook and Twitter). Uses and Gratification Theory was adopted as the theoretical framework. The study deployed both quantitative and qualitative approaches by adopting a survey and Focus Group Discussion methods. The questionnaire and FGD guide were the instruments of data collection. Two hundred and seventy (270) constituted the sample size—two hundred and forty-three (243) participated in the survey, while 27 participants joined in the FGD sessions. The resear...

Research paper thumbnail of WESTERN TELEVISION PROGRAMMES AND THE FASHION TRENDS OF NIGERIAN TEENAGERS: A STUDY OF BRIGHT FUTURE INTERNATIONAL COLLEGE STUDENTS. 1

Journal of Social Sciences and Public Policy,, 2017

This study attempts to examine the Influence of Western Television Programmes on the Fashion Tren... more This study attempts to examine the Influence of Western Television Programmes on the Fashion Trend of Nigerian Teenagers. The study was conducted using a dual research method-Survey and Focus group discussion. The choice of designs was considered appropriate for the study because of the benefits that they offer the social researcher. A random sampling technique was used to select 180 students. The selection was made out of 203 students within the age range under consideration. The findings of the study established a link in the dress pattern of teenagers and the programmes they watch, most especially on western television stations. This influence, according to numerous researches by authors of developing world is usually negative as they tend to erode culture and ethos guiding how people should dress. It was also established that other factors such as family members and parents considerably influence fashion trend of the youth. It recommends that since other factors come to bear in the fashion trend of teenagers, such factors should be galvanized to guide Nigerian teaming teenagers on acceptable and moderate way of dressing.

Research paper thumbnail of Influence of Celebrities on Young People's Aspiration for Higher Learning and Desire for Fame

GVU Journal of Communication Studies, Vol. 2, 2020, 2020

This study was conducted to find out if celebrities have any sort of influence on young people"s ... more This study was conducted to find out if celebrities have any sort of influence on young people"s aspiration for higher learning and desire for fame, especially through their shows and lifestyles shown on TV. Descriptive survey research method was employed, while questionnaire was used as instrument of data collection. The outcome of the study showed that a large proportion of the respondents, 124 (82.5%), affirmed that they were exposed to celebrity shows and celebrity lifestyle programmes on television. Interestingly, despite respondents" willingness to pursue higher education, the outcome showed that respondents would take any opportunity that will make them famous over higher education. It was concluded that there is a definite relationship between exposure to celebrity lifestyle shows/programmes on television and the desire to be famous and rich.

Research paper thumbnail of Nigerian Press and the Rhetoric of Ethnic Profiling of Fulani  Nationality: A Study of Punch Newspaper's Reports

SOUTHWESTERN JOURNAL OF SOCIAL AND MANAGEMENT SCIENCES VOLUME, 2019

This paper evaluates Punch newspaper's reports in response to the unpleasant remarks and judgemen... more This paper evaluates Punch newspaper's reports in response to the unpleasant remarks and judgements on the role, neutrality and objectivity of media in reporting conflicts, particularly those that concern herdsmen and farmers clashes in Nigeria. The study was anchored on the social responsibility theory of the press. 46 editions of Punch newspaper were picked through stratified random sampling. Content analysis was used in analysing the data. Findings show that the Punch newspaper did not give sufficient attention in reporting the issues surrounding herdsmen and farmer clashes similar to the attention and spaces it allocated to other issues in its reports. As a result, the Punch newspaper might be guilty of unprofessional conduct in the manner in which the reports were purveyed. The paper recommends that the media must discontinue giving unverified blanket reports of herdsmen crisis so as to shun hostility among Nigerians for crimes perpetrated by criminals. In addition, investigative reporting must be prioritized on issues bothering insecurity to avoid misinformation in any form.

Research paper thumbnail of African Social Science and Humanities Journal (ASSHJ) Influence of social media use on micro-level social capital among students of University of Ibadan

African Social Science and Humanities Journal (ASSHJ), 2020

Scholars have argued on the possibility of social media use to increase and/or decrease social ca... more Scholars have argued on the possibility of social media use to increase and/or decrease social capital-a term that refers to benefits derived from social relationships and interactions at the individual level only, especially among university students. Therefore, this study examined the association between social media use and three subtypes (bonding, bridging, and maintained) of social capital among students of the University of Ibadan (UI), who have access to and belong to at least a social networking sites (focusing on Facebook and Twitter). Uses and Gratification Theory was adopted as the theoretical framework. The study deployed both quantitative and qualitative approaches by adopting a survey and Focus Group Discussion methods. The questionnaire and FGD guide were the instruments of data collection. Two hundred and seventy (270) constituted the sample size-two hundred and forty-three (243) participated in the survey, while 27 participants joined in the FGD sessions. The research adopted stratified, simple random, and purposive sampling techniques. Findings revealed a strong positive connection between the use of social media and bridging and bonding social capital but with lesser influence on bonding social capital as connections with close friends is less sensitive to the amount of communication when compared to bridging social capital. However, no connection among social media use and maintained social capital. Certain activities like directed communication and consumption on these platforms contribute to micro-level social capital. It is recommended that young adults should maximise the potentials of these social media platforms to accrue social benefits from their interactions with friends and families online.

Research paper thumbnail of Analysis of Gender Roles in Select Nigerian Television Commercials

Journal Article, 2018

This research work was undertaken to investigate gender representation in contemporary television... more This research work was undertaken to investigate gender representation in contemporary television commercials in Nigeria. This is in reaction to gender issues that seem to have overtime, become important aspects of global discourse owing to the perceived disparities, inequities, and injustice concerning the relations between the sexes in society. This study equally compared the outcome with findings of past studies so as to make useful inferences. The method adopted for data gathering was content analysis. Three television stations were monitored for a period of six months (May to December) in 2016 and 43 commercials were tracked, downloaded through YouTube and analyzed. Findings showed that women are not under-represented in Nigerian television commercials as reported by past studies. Instead, there is a noticeable improvement in their representation outside some of their key societal stereotypical traditional roles like those of mothers and housewives. The study concluded that stereotypical depiction of gender roles, particularly females, is changing and evolving. Hence, the researchers recommended an increased and continuous proactive 'know your rights' sensitization campaigns championed by women advocacy groups and relevant NGOs to discourage unsuspecting women ignorantly engaged in playing these undignifying roles in television commercials.

Research paper thumbnail of Influence of Sexually Explicit Advertisements on the Sexual Values of

Journal Article, 2019

This study was conducted to examine the influence of sexually explicit advertisements on the sexu... more This study was conducted to examine the influence of sexually explicit advertisements on the sexual values of the undergraduates of University of Lagos. The study adopted survey research design, while questionnaire was used to generate data. A total of 300 copies of questionnaire were administered to undergraduates of University of Lagos, selected through a multi-stage sampling technique. The findings of the study revealed that sexually explicit advertisements have a great influence on the sexual attitudes of the students and their perception on sexually related issues. Also, the findings disclosed that the students usually have some amorous feeling (motivated, aroused or impressed) after being exposed to sexual messages. It was recommended amongst others, that advertisers and advertising executives should use advertisements to pass morally acceptable sexual values to the youths, instead of messages that can debase moral values.

Research paper thumbnail of Digital media, Nigeria's value system and 'change begins with me' value reorientation campaign: development communication discourse

Journal Article, 2019

Value reorientation in Nigeria, through campaigns like Change Begins with Me, has the ambition to... more Value reorientation in Nigeria, through campaigns like Change Begins with Me, has the ambition to influence people's attitude towards specific social goals, by canvassing for values that lead to appreciably stronger awareness and responses to the social good being proposed by government. Therefore, this paper prods into the change campaign with a view to raising the perceived issues, discussing it from development communication perspective and how digital media can be deployed to engage citizens, especially youths, which findings have shown constitute about 72% of the Nigerian population; and to promote active participation. The paper is anchored on critical theory of communication, which challenges information model with a communication model that epitomizes participatory democracy-a situation where all stakeholders are engaged in decision making. The paper argues that, without the campaign's targets' serious involvement in the process of national reorientation via digital media's interactivity, it will fail like earlier ones. It recommends, among others, that full participation of community members (especially the youths), provision of incentives to traditional media and managing resistance to change are germane to an impactful campaign.

Research paper thumbnail of Digital media, Nigeria's value system and 'change begins with me' value reorientation campaign: development communication discourse

Research paper thumbnail of An Appraisal of the Role of ICT as a Tool for Participatory Democracy in Nigeria

Journal Article, 2017

This paper appraises the role of ICTs as a tool for participatory democracy in Nigeria with parti... more This paper appraises the role of ICTs as a tool for participatory democracy in Nigeria with particular reference to 2011 and 2015 elections. Qualitative literature reviewing method was adopted and two media theories-Diffusion of innovation and Technological Acceptance Model (TAM) were used as theoretical foundation. The study showed that all the five key stakeholders identified in this study except one (the security agencies) made unprecedented use of ICTs in the Nigerian electoral process during 2011 and 2015. Notwithstanding, the acquisition and applications of ICTs in Nigeria are not without challenges especially that of low level telephone penetration and uneven access. Hence, many localities are still not covered by telecommunication network in Nigeria leading to the marginalisation of crucial number of electorates. All the same, ICTs played a huge role in the success of both elections. Remarkable is the fact that all electoral stakeholders, most especially electorates, were hugely involved. This was unlike previous elections in Nigeria. Drawing from the foregoing, the study recommended that the utility of ICTs platforms to democratic governance and precisely to the electoral process should be further leveraged upon by stakeholders, as the electoral process stands to gain more if ICTs platforms are effectively and appropriately used. Also, there is need to ensure that the issues and challenges which confronted the use of the ICTs before, during and after the elections do not reoccur in future elections, most especially in the use of card readers.

Research paper thumbnail of Influence of Yellow Card Campaigns on Knowledge , Attitude and Practices of Selected Social Media Subscribers in Ondo State

International journal of social science and human research, Nov 27, 2023

Research paper thumbnail of International Journal of Social Science And Human Research

International Journal of Social Science And Human Research, 2023

This study utilises a survey approach to explore the impact of yellow-card campaigns on the aware... more This study utilises a survey approach to explore the impact of yellow-card campaigns on the awareness, attitudes, and practises of selected social media users in Ondo State. The theoretical framework is grounded in agenda-setting and technological determinism theories. A survey method employing a questionnaire was employed, targeting 392 subscribers of Ondo's First Lady, Betty Anyanwu Akeredolu, across Facebook and Twitter. Through statistical analysis, the results reveal the Yellow Card Campaign's success in creating extensive awareness among social media users, with 70% actively engaging with campaign materials on Betty's social media platforms. The campaign's efficacy in promoting a proactive stance against sex and gender-based violence (SGBV) is acknowledged by 58% of respondents, highlighting its effectiveness in conveying the core message. However, the study unveils a concerning reality, as 33.3% of respondents admit to experiencing sexual violations, underscoring a prevalent issue of SGBV in Ondo State. Notably, more than three-quarters (77.3%) of those who reported being sexually violated chose to report the incidents to a nearby police station. Some victims hesitate to report incidents due to stigmatisation and fear, underscoring the imperative for robust support systems. The findings indicate a significant link between the initiation of the Yellow Card campaign and an increased likelihood of individuals reporting instances of sexual violation. In conclusion, the study posits that social media has played a pivotal role in the success of the Yellow Card Campaign against SGBV in Ondo State. The strategic utilization of social media as a primary tool for awareness creation, coupled with offline efforts, has proven highly effective.

Research paper thumbnail of Gender+Perspective+of+Select+Nigerian+Newspapers+Coverage+of+COVID-19+Responses+and+Political+Activities

Research paper thumbnail of Effectiveness of Opay ORide outdoor advertisements on market expansion in Akure metropolis

African Social Science and Humanities Journal

The research looked at the effectiveness of Opay Oride's outdoor advertisements for market e... more The research looked at the effectiveness of Opay Oride's outdoor advertisements for market expansion in Akure metropolis, Capital of Ondo State, Nigeria. The framing theory was used as the theoretical framework. The survey research method was employed, and the questionnaire and interview guide were used as data collection tools. Three hundred and eighty-six (386) respondents were chosen using a multi-stage sample approach. Two Opay sales agents in Akure were interviewed. According to findings, most respondents were exposed to Opay outdoor advertisements in Akure, particularly the billboard in Akure's Ijomu neighbourhood. Respondents could largely remember Opay's price reduction (promo) and advertisements with the phrase "Where you matter." Findings further revealed that patronage increased dramatically after enormous Opay Oride outdoor advertisements in Akure and a significant degree of exposure to it. It was concluded that Opay Oride outdoor advertising has c...

Research paper thumbnail of Effectiveness of Opay ORide outdoor advertisements on market expansion in Akure metropolis

Research paper thumbnail of Influence of Anti-Open Defecation Campaigns on the Residents of Owo Local Government Area, Ondo State

SAU Journal of Management and Social Sciences, 2021

This study looks at the influence of anti-open defecation campaigns on Owo residents. This study ... more This study looks at the influence of anti-open defecation campaigns on Owo residents. This study relies on persuasion communication theory as the theoretical framework. The survey method was used to gather quantitative data while the questionnaire was used as the instrument of data collection. A total number of four hundred respondents were carefully selected using multi-stage sampling and 400 questionnaire copies were administered and retrieved. Quantitative data were analysed using descriptive statistics and Chi-square at P=0.05 level of significance. The findings of the study revealed that the majority of the respondents are aware of anti-open defecation campaigns and this is reflected in their knowledge of the variants of the campaign on radio and outdoor materials. Also, it is found that respondents' attitudes to and practices of open-defecation have been influenced significantly. This is reflected in their involvement in keeping their environment clean to live healthy, keeping a better society, and involving in safe sanitation. This was further confirmed by the Chi-square analyses as a significant relationship between exposure to anti-open defecation campaigns and respondents' attitude and practice of open defecation was established at p>0.05. It was, therefore, recommended that the government should continue to partner with concerned agencies to campaign against open defecation so as to reduce the practice of open defecation effectively in Ondo State, Nigeria.

Research paper thumbnail of Influence of social media use on micro-level social capital among students of University of Ibadan

Scholars have argued on the possibility of social media use to increase and/or decrease social ca... more Scholars have argued on the possibility of social media use to increase and/or decrease social capital—a term that refers to benefits derived from social relationships and interactions at the individual level only, especially among university students. Therefore, this study examined the association between social media use and three subtypes (bonding, bridging, and maintained) of social capital among students of the University of Ibadan (UI), who have access to and belong to at least a social networking sites (focusing on Facebook and Twitter). Uses and Gratification Theory was adopted as the theoretical framework. The study deployed both quantitative and qualitative approaches by adopting a survey and Focus Group Discussion methods. The questionnaire and FGD guide were the instruments of data collection. Two hundred and seventy (270) constituted the sample size—two hundred and forty-three (243) participated in the survey, while 27 participants joined in the FGD sessions. The resear...

Research paper thumbnail of WESTERN TELEVISION PROGRAMMES AND THE FASHION TRENDS OF NIGERIAN TEENAGERS: A STUDY OF BRIGHT FUTURE INTERNATIONAL COLLEGE STUDENTS. 1

Journal of Social Sciences and Public Policy,, 2017

This study attempts to examine the Influence of Western Television Programmes on the Fashion Tren... more This study attempts to examine the Influence of Western Television Programmes on the Fashion Trend of Nigerian Teenagers. The study was conducted using a dual research method-Survey and Focus group discussion. The choice of designs was considered appropriate for the study because of the benefits that they offer the social researcher. A random sampling technique was used to select 180 students. The selection was made out of 203 students within the age range under consideration. The findings of the study established a link in the dress pattern of teenagers and the programmes they watch, most especially on western television stations. This influence, according to numerous researches by authors of developing world is usually negative as they tend to erode culture and ethos guiding how people should dress. It was also established that other factors such as family members and parents considerably influence fashion trend of the youth. It recommends that since other factors come to bear in the fashion trend of teenagers, such factors should be galvanized to guide Nigerian teaming teenagers on acceptable and moderate way of dressing.

Research paper thumbnail of Influence of Celebrities on Young People's Aspiration for Higher Learning and Desire for Fame

GVU Journal of Communication Studies, Vol. 2, 2020, 2020

This study was conducted to find out if celebrities have any sort of influence on young people"s ... more This study was conducted to find out if celebrities have any sort of influence on young people"s aspiration for higher learning and desire for fame, especially through their shows and lifestyles shown on TV. Descriptive survey research method was employed, while questionnaire was used as instrument of data collection. The outcome of the study showed that a large proportion of the respondents, 124 (82.5%), affirmed that they were exposed to celebrity shows and celebrity lifestyle programmes on television. Interestingly, despite respondents" willingness to pursue higher education, the outcome showed that respondents would take any opportunity that will make them famous over higher education. It was concluded that there is a definite relationship between exposure to celebrity lifestyle shows/programmes on television and the desire to be famous and rich.

Research paper thumbnail of Nigerian Press and the Rhetoric of Ethnic Profiling of Fulani  Nationality: A Study of Punch Newspaper's Reports

SOUTHWESTERN JOURNAL OF SOCIAL AND MANAGEMENT SCIENCES VOLUME, 2019

This paper evaluates Punch newspaper's reports in response to the unpleasant remarks and judgemen... more This paper evaluates Punch newspaper's reports in response to the unpleasant remarks and judgements on the role, neutrality and objectivity of media in reporting conflicts, particularly those that concern herdsmen and farmers clashes in Nigeria. The study was anchored on the social responsibility theory of the press. 46 editions of Punch newspaper were picked through stratified random sampling. Content analysis was used in analysing the data. Findings show that the Punch newspaper did not give sufficient attention in reporting the issues surrounding herdsmen and farmer clashes similar to the attention and spaces it allocated to other issues in its reports. As a result, the Punch newspaper might be guilty of unprofessional conduct in the manner in which the reports were purveyed. The paper recommends that the media must discontinue giving unverified blanket reports of herdsmen crisis so as to shun hostility among Nigerians for crimes perpetrated by criminals. In addition, investigative reporting must be prioritized on issues bothering insecurity to avoid misinformation in any form.

Research paper thumbnail of African Social Science and Humanities Journal (ASSHJ) Influence of social media use on micro-level social capital among students of University of Ibadan

African Social Science and Humanities Journal (ASSHJ), 2020

Scholars have argued on the possibility of social media use to increase and/or decrease social ca... more Scholars have argued on the possibility of social media use to increase and/or decrease social capital-a term that refers to benefits derived from social relationships and interactions at the individual level only, especially among university students. Therefore, this study examined the association between social media use and three subtypes (bonding, bridging, and maintained) of social capital among students of the University of Ibadan (UI), who have access to and belong to at least a social networking sites (focusing on Facebook and Twitter). Uses and Gratification Theory was adopted as the theoretical framework. The study deployed both quantitative and qualitative approaches by adopting a survey and Focus Group Discussion methods. The questionnaire and FGD guide were the instruments of data collection. Two hundred and seventy (270) constituted the sample size-two hundred and forty-three (243) participated in the survey, while 27 participants joined in the FGD sessions. The research adopted stratified, simple random, and purposive sampling techniques. Findings revealed a strong positive connection between the use of social media and bridging and bonding social capital but with lesser influence on bonding social capital as connections with close friends is less sensitive to the amount of communication when compared to bridging social capital. However, no connection among social media use and maintained social capital. Certain activities like directed communication and consumption on these platforms contribute to micro-level social capital. It is recommended that young adults should maximise the potentials of these social media platforms to accrue social benefits from their interactions with friends and families online.

Research paper thumbnail of Analysis of Gender Roles in Select Nigerian Television Commercials

Journal Article, 2018

This research work was undertaken to investigate gender representation in contemporary television... more This research work was undertaken to investigate gender representation in contemporary television commercials in Nigeria. This is in reaction to gender issues that seem to have overtime, become important aspects of global discourse owing to the perceived disparities, inequities, and injustice concerning the relations between the sexes in society. This study equally compared the outcome with findings of past studies so as to make useful inferences. The method adopted for data gathering was content analysis. Three television stations were monitored for a period of six months (May to December) in 2016 and 43 commercials were tracked, downloaded through YouTube and analyzed. Findings showed that women are not under-represented in Nigerian television commercials as reported by past studies. Instead, there is a noticeable improvement in their representation outside some of their key societal stereotypical traditional roles like those of mothers and housewives. The study concluded that stereotypical depiction of gender roles, particularly females, is changing and evolving. Hence, the researchers recommended an increased and continuous proactive 'know your rights' sensitization campaigns championed by women advocacy groups and relevant NGOs to discourage unsuspecting women ignorantly engaged in playing these undignifying roles in television commercials.

Research paper thumbnail of Influence of Sexually Explicit Advertisements on the Sexual Values of

Journal Article, 2019

This study was conducted to examine the influence of sexually explicit advertisements on the sexu... more This study was conducted to examine the influence of sexually explicit advertisements on the sexual values of the undergraduates of University of Lagos. The study adopted survey research design, while questionnaire was used to generate data. A total of 300 copies of questionnaire were administered to undergraduates of University of Lagos, selected through a multi-stage sampling technique. The findings of the study revealed that sexually explicit advertisements have a great influence on the sexual attitudes of the students and their perception on sexually related issues. Also, the findings disclosed that the students usually have some amorous feeling (motivated, aroused or impressed) after being exposed to sexual messages. It was recommended amongst others, that advertisers and advertising executives should use advertisements to pass morally acceptable sexual values to the youths, instead of messages that can debase moral values.

Research paper thumbnail of Digital media, Nigeria's value system and 'change begins with me' value reorientation campaign: development communication discourse

Journal Article, 2019

Value reorientation in Nigeria, through campaigns like Change Begins with Me, has the ambition to... more Value reorientation in Nigeria, through campaigns like Change Begins with Me, has the ambition to influence people's attitude towards specific social goals, by canvassing for values that lead to appreciably stronger awareness and responses to the social good being proposed by government. Therefore, this paper prods into the change campaign with a view to raising the perceived issues, discussing it from development communication perspective and how digital media can be deployed to engage citizens, especially youths, which findings have shown constitute about 72% of the Nigerian population; and to promote active participation. The paper is anchored on critical theory of communication, which challenges information model with a communication model that epitomizes participatory democracy-a situation where all stakeholders are engaged in decision making. The paper argues that, without the campaign's targets' serious involvement in the process of national reorientation via digital media's interactivity, it will fail like earlier ones. It recommends, among others, that full participation of community members (especially the youths), provision of incentives to traditional media and managing resistance to change are germane to an impactful campaign.

Research paper thumbnail of Digital media, Nigeria's value system and 'change begins with me' value reorientation campaign: development communication discourse

Research paper thumbnail of An Appraisal of the Role of ICT as a Tool for Participatory Democracy in Nigeria

Journal Article, 2017

This paper appraises the role of ICTs as a tool for participatory democracy in Nigeria with parti... more This paper appraises the role of ICTs as a tool for participatory democracy in Nigeria with particular reference to 2011 and 2015 elections. Qualitative literature reviewing method was adopted and two media theories-Diffusion of innovation and Technological Acceptance Model (TAM) were used as theoretical foundation. The study showed that all the five key stakeholders identified in this study except one (the security agencies) made unprecedented use of ICTs in the Nigerian electoral process during 2011 and 2015. Notwithstanding, the acquisition and applications of ICTs in Nigeria are not without challenges especially that of low level telephone penetration and uneven access. Hence, many localities are still not covered by telecommunication network in Nigeria leading to the marginalisation of crucial number of electorates. All the same, ICTs played a huge role in the success of both elections. Remarkable is the fact that all electoral stakeholders, most especially electorates, were hugely involved. This was unlike previous elections in Nigeria. Drawing from the foregoing, the study recommended that the utility of ICTs platforms to democratic governance and precisely to the electoral process should be further leveraged upon by stakeholders, as the electoral process stands to gain more if ICTs platforms are effectively and appropriately used. Also, there is need to ensure that the issues and challenges which confronted the use of the ICTs before, during and after the elections do not reoccur in future elections, most especially in the use of card readers.