Papers by Obukoadata Presly
Humanities and Social Sciences Communications, Jan 4, 2024
This study examines the SENSE-TRI program's effectiveness in improving the fundamental literacy s... more This study examines the SENSE-TRI program's effectiveness in improving the fundamental literacy skills of grade 3 learners in insurgency-challenged Gombe and Adamawa states of Nigeria during the COVID-19 lockdown. A quasi-experimental design was employed, with 400 participants equally divided between randomly selected schools and pupils from SENSE intervention schools (the treatment group) and a counterfactual group from schools and pupils not participating in the SENSE-TRI program (the comparison group). The learners' performance in both groups was assessed by the abbreviated Early Grade Reading Assessment (EGRA), focusing on tasks such as letter-sound identification, syllable sound identification, familiar word reading, invented word reading, and reading comprehension. The TRI program compared learners' scores in the treatment group with those of learners in the comparison group using Tobit regression models. The results revealed that sociodemographic variables had no significant independent influence on the observed outcomes. However, the scores showed a statistically significant improvement in the literacy abilities of the treatment group on all parameters and tasks compared to the control group. This improvement exceeded the initial SENSE baseline reading proficiency aggregate values, indicating the program's effectiveness in both challenging and normal circumstances as a possible way out when no schools exist.
Newspaper Research Journal, Dec 5, 2023
The study explored the usage, frequency and prominence of placements of propaganda devices by All... more The study explored the usage, frequency and prominence of placements of propaganda devices by All Progressives Congress and People's Democratic Party in select Nigerian newspapers during the 2019 electioneering campaigns. Content analysis design was used.
Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 153- 165, 2024
The primary aim of this paper is to assess the power of persuasive communication in influencing t... more The primary aim of this paper is to assess the power of persuasive communication in influencing the attitudes and conduct of civil and public servants in Calabar South. The work is intended to explore how persuasive
communicators can strategically communicate in a way that can bring about positive changes in the area under investigation. The theoretical framework is the Elaboration Likelihood Model, which examines how people process and respond to persuasive messages. To gather data, a survey approach with a questionnaire and interviews were the
primary means of data collection. 250 copies of the questionnaire were distributed to the sampled respondents in the area and six key interviews were conducted. The study revealed that persuasive communication is indeed an asset, especially when strategically applied to changing attitudes and behaviours. The most effective way to achieve positive changes is through strategic communication tactics such as dialogue and town hall meetings, rather than through cohesion such as intimidation, suppression, and propaganda. This allows civil and public servants to engage with the persuasive communicator, share their thoughts, and internalize the message better. In conclusion, persuasive communication is a powerful tool for promoting positive changes in the attitudes and behaviours of civil and public servants in Calabar South. Therefore, persuasive communicators should use strategic communication tactics to
achieve their set goals effectively, particularly among civil and public servants in the area of study.
AKSU Journal of Communication Research, 2016
This work appraised how select newspapers coloured, labelled and framed new stories and Boko hara... more This work appraised how select newspapers coloured, labelled and framed new stories and Boko haram. Media framing and agenda-setting theories provided the needed framework for analysis. Data was collected using the coding sheet and analyzed using simple percentages. Content analyzing 108 editions of The three select newspapers Punch Daily Trust and Vanguard which was based on ownership spread coverage and editorial policy the study found that most of the stories on Boko Haram were placed on the front page with Vanguard having the most stories and daily trust the least; must stories where negatively slanted with Vanguard the highest and Daily Trust the least; and the word Boko Haram was used less frequently because of recourse to other substitute words. It equally found out that about the size of headlines the above 48 points were used mostly by select newspapers where the Punch had the highest, and Vanguard had the least. It concluded that the select newspapers framed stories about boko Haram in a manner that is stereotypic, subjective to the editorial policy and ownership concerns as well as location of the newspaper. Certain words were predominantly used to frame the Insurgency among which are terrorist, gunman, internally displaced people abducted girls, Chibok victims, Chibok girls, crises, Chibok diary, bandits, Shekau. These words ensured that Insurgency stories a placed in the front page. The stories a usually cast in large headlines and are negatively slanted.
DOAJ (DOAJ: Directory of Open Access Journals), Apr 1, 2022
There is an ongoing debate that conventional print media are becoming seriously threatened and fa... more There is an ongoing debate that conventional print media are becoming seriously threatened and facing possible extinction due to the penetrating presence of the digital media. This paper discusses, from the perspectives of the audience and media managers, the situation as it evolves in Nigeria. Applied and survey research methods are adopted for the study. Roger Fidler's theory of Mediamorphosis and the Toronto School's Medium theory constitute the theoretical framework. The study identifies that traditional print media are becoming endangered due to low circulation figure, dwindling advertisement revenue, and even closures of newspaper businesses. It, therefore, concludes that change has indeed swept through the media environment, and conventional media in Nigeria should adapt to this change in order to remain relevant. In recommending the way forward, the paper advises Nigerian newspaper owners and managers to create new ideas, new value propositions, and new ways to engage with customers so as to improve on their revenue and ultimately remain in business.
Pop music, culture and identity, 2022
Tracking the etymology of Urhobo/Isoko musicology of Delta state, Nigeria is difficult because of... more Tracking the etymology of Urhobo/Isoko musicology of Delta state, Nigeria is difficult because of obvious loss of valuable data and parochiality labelling-risk. Nonetheless, oral tradition provides some guide for this chapter in detailing the historic of some celebrated Urhobo/Isoko musicians. The use of the term ‘musical brand’ clearly captures the distinctions that exist as it tends to be markedly different from universally acceptable genres. The chapter provides narratives for the varying patterns of shaping the cosmology of the Urhobo/Isoko people, musically; musical components range and accompaniments, tools, sexuality, dance, dress and the identity of the musicians themselves in negotiating a brand,
Diffusion of innovation is a versatile social science theory which typically represents an interf... more Diffusion of innovation is a versatile social science theory which typically represents an interface of communication and change. Its goal is to attempt to understand the range of influences to which consumers of new ideas, products, or systems are exposed to at a given point in time in a given social environment. The present study analyzed the communicative influence as they relate to a specific innovation; the Jatropha Curcas based diesel oil (Jacodiesel) in the context of a specific social environment. It relied on qualitative methodologies of participant observation and focused on 210 interactions over a period of six weeks in the study area of Yola, Jimeta and Numa. Jacodiesel is one of the products developed under the sustainability programme at the American University of Nigeria. The study was aimed at contributing to the development of a generalized model for predicting the diffusion pathways for AUN"s sustainable products, as well as providing a platform for empirical testing of the diffusion paradigm in a local community. The findings from the study affirmed the efficacy of the Diffusion of Innovation in modelling the communication influence of the innovation studied. The diffusion process should cater for the peculiar needs and characteristics of the people it is intended to serve strictly following the diffusion pathways and using adequate change agents. Consequently, the study recommended the use of diffusion networks which integrate interpersonal networks, and multimedia strategies for the
The issue of cultural imperialism has been a thorny one in the discourses of media scholars. Much... more The issue of cultural imperialism has been a thorny one in the discourses of media scholars. Much as we try to shy away from it, it keeps creeping in. The focus of this study is to x-ray the whole frame of cultural imperialism and look at ways of mitigating its supposedly domineering influence in our society. It underscores the arguments of several thoughts against the cultural imperialist theory and proffers a way out.
Brand equity provides insight into the depth of the product and how the consumers appreciate them... more Brand equity provides insight into the depth of the product and how the consumers appreciate them. Equity has been used generically to suggest that all brands could attain same level of equity. The CBBE model and theory of revealed preference provide ample theoretical thrust in both literature and evaluation. Consequent on this, the study evaluated how certain consumer factorials could help scale and rescale the equity strength of categorized consumer goods to ascertain if they equal on a continuum or varied. Using the survey design and relying on data gathered from 384 respondents purposively selected from across the country, it statistically analyzed three hypotheses and found out that brand equity for certain consumer goods are related to the continuum defined by satisfaction; that there is significant difference in brand equity among the various consumer goods and that the extent of satisfaction derived from consuming a brand is significantly related to the strength of the brand equity. It therefore contended that a brand position is not fixated but is scaled and rescaled along the continuum and that a brand could attain equity even when it bypasses some of the six factorials as prescribed by the CBBE model.
Lasswell had identified the surveillance function of the media as instructive in meeting society ... more Lasswell had identified the surveillance function of the media as instructive in meeting society needs, such as in the process of disease control and prevention. Relying on the survey design and a 32-item structured questionnaire which focused on the tenets of the diffusion and agenda setting model as well as the surveillance functionality, and distributed purposively to 600 respondents, the study evaluated what influence surveillance campaigns had on disease control and prevention in Nigeria with emphasis on the EVD. The questionnaire was structured using the Likert scale. The data gathered was analyzed using the weighted mean for the individual items; and the Pearson 'r' to test the three hypotheses. After analysis, the study established three points of influence of surveillance campaigns on the society. First is that it could result in negative consequences such as panic if not well managed; it could provide sufficient support for disease management as seen in the EVD inc...
Media Watch, 2020
Governments have often sought improved ways to market their policies, which are variedly viewed a... more Governments have often sought improved ways to market their policies, which are variedly viewed as adequate or inadequate, in a bid to get the citizens actively engaged in the process of development. Digital media usage has inundated the social media space with both individual and governments presences. However, despite strong digital media presence driven by massive deployment of human and material resources, the question still arises as to how well such efforts have been used to deepen civic engagement among the citizens generally, and the vulnerable youth population that is digital media savvy. Data gathered from a sample of 900 respondents, revealed a positive correlation between digital media deployment in marketing government policies and enhancement of civic engagement among the vulnerable community provided such policies are people-oriented, and adequate marketing strategies are used. It recommends creation and deployment of digital media content as marketing tools to harness accrued gains.
Recently the task of the media in conducting elections has been an issue of great concern globall... more Recently the task of the media in conducting elections has been an issue of great concern globally. Its impact has increased immensely and investigators are obliged to agree on the degree and magnitude of the media influence in creating a peaceful election. The aim of this study was to evaluate the responsibility of media in creating a peaceful election, with reference to the 2018 pre and post-election violence in Sierra Leone. The specific objectives were to establish the media accessibility level and the various modes of media coverage; to establish the extent to which media advocated for peace or violence during the 2018 general elections in Sierra Leone. Extensive literatures were analyzed to explain media roles and to develop a foundation for the present research. The research adopted both qualitative and quantitative research methodology where a descriptive research design and random stratified sampling method with a sample size of 388 respondents was used. Primary data was obtained via questionnaires and in-depth interviews analyzed and presented in various forms. The study found out that media performed both conflict escalation and peaceful tasks during the 2018 general elections. Some of the negative media roles include encouraging hate speech, misrepresentation of information, and incitement. Some positive roles include conducting civic education, preaching peace, fair coverage of political rallies, and fair reporting of contentious matters during peace negotiations. The study recommends stringent measures for negative journalism while highlighting the merits of peace journalism.
Lwati: A Journal of Contemporary Research, 2009
That the Niger Delta crisis in Nigeria has assumed a dimension fit to be described as a global af... more That the Niger Delta crisis in Nigeria has assumed a dimension fit to be described as a global affair is not in dispute. What is however disputable is why it has taken so long for the crises to be resolved, especially when obvious pointers to the imbroglio have glaringly posted some strands of frosty relationships. Undoubtedly, the custodians of harmonized relationships are the public relations practitioners. This, more than any other reason raises questions of the role and impact public relations stands to contribute resolving and managing the Niger Delta Crisis. Consequently, this paper appraises the Niger Delta situation and highlights the roles and prospective impact of applying public relations strategies/models in managing the environmental and resource control centreed crises in the Region. assess the role and impact of public relations in managing environmental crisis in the Niger Delta becomes imperative. The Concept of Public Relations: Most individuals and Chief Executives do not have a complete understanding the concept of public relations. They have simplistic conception of public relations work. They tend to see public relations work exclusively as the effort to obtain, through press releases, press conferences, interviews, sponsored press articles, favourable coverage or publicity in the media for their organization's actions, policies and programmemes. Some tend to confuse it with personal publicity. Others confuse public relations work with the corruptive habit of influencing strategically located persons in the system, including the press men, with material inducements to adopt their views or those of their organization issues. On this note, Nnaemeka, in Salu (1993:3) asserts that, "All these are not what Public Relations is all about. Public relations aims at persuading or influencing others on the reasonableness of one's view or perspective of life through information, dialogue, and exchange of ideas, rather than through material reward." Obtaining favourable publicity, or what is termed a good press in the parlance of the craft, for an organization, is only a small part of the public relations efforts. Also obtaining goodwill for an organization's chief executive can be a worthy goal of public relations, in so far as it is not reduced to personal ego sustaining publicity. But enlisting the support and cooperation of key persons in the society through material inducement, is definitely not what public relations entails. Similarly, Offonry (1985:2) agrees with Nnaemeka's position but goes further to say that: Public Relations however extends beyond the performance of these essential functions, it is related to the needs of the day. It is concerned with telling the truth-explaining the organization to all those who need to know about it and vice versa in an impartial and objective manner. The problem of specifying precisely the organization goals and activities of public relations may never be solved to every one's satisfaction. Meanwhile, in the face of disturbing cynicism about the relevance of public morality and disenchantment with the disappointing roles of most leaders, every organization, whether in the public or private sector needs to reconsider its relations with the society, if such an organization wants to succeed in the fast changing social, political and economic climate. Offonry, (1985:1) notes that: The first cardinal point of public relations is the fact that the general good must be served, and this can best be done by making available to the public at all times the facts and interpretation of events behind the scene in the language they can understand. In an attempt to incorporate most of the central issues in public relations, Defleur and Dennis (1994:357) state that, "Public Relations is an organized communication process, conducted by hired communicators in which messages are transmitted via a variety of channels to relevant and target audiences in an attempt to influence their beliefs, attitudes, or even actions regarding a client, whether a person or a group." They however, maintain that, there are other elements that could be included in the definition. For example, as a business, public relations is provided by specialists who use various ways to get their messages to the target public. These include, sponsoring various kinds of contests and sporting events (that usually receive media coverage), providing press releases, and holding press conferences to appeal to reporters, editors, and publishers. They Public Relations Role and Impact in Managing Environmental Related Crisis Characteristi c Public Media Interactiv e Media Controlle d Media Events Groups One-on-one Tradition al Key use Build awareness
Research on Humanities and Social Sciences, 2013
Anchored on the expositional exploits of Pierce (1958), Barthes (1973), de Saussure (1984), Fiske... more Anchored on the expositional exploits of Pierce (1958), Barthes (1973), de Saussure (1984), Fiske (1989) and Akpan (1996) in the field of semiotics, this study examined first, the communicative values of symbols in print advertisements copies of selected Nigerian products; second, the relative influence of symbolic interpretations on consumers purchase decisions as well as the implications of such influence on product marketing. Adopting twin methodological approaches of qualitative content analysis and the Survey, the study investigated the Signifier-Signified relationships and interpretation in the Iconic, Linguistic (referential, emotive and conative) and Ideological values of elements of the studied product. Findings from the study revealed the dominance of synchronic convergence in the signifier-signified values of symbols found in the studied advertisements, and also, a relatively insignificant diachronic relationship between the symbolic values of the advertisements and consumers claim of influence on product purchase decisions. Findings also showed strong ideological influence in consumers' interpretation of copy values visa -vis their purchase decisions. The study concluded that semiological inputs in advertising and marketing are extant and relevant to contemporary promotional strategies. The study made a strong recommendation for the inclusion of semiotic appraisals as a component of advertising effectiveness test during campaigns.
The Nigerian Journal of Communication, 7 (1): 84-107, 2009
The mass media performs specific societal roles and present issues in a that increase or decrease... more The mass media performs specific societal roles and present issues in a that increase or decrease public support for such issues; while the style of reporting creates functional or dysfunctional effects thus engendering or endangering peace. Peace is justice' and 'respect and tolerance between people', and when justice is denied through biased reporting or absence of tolerance of views to the extent that a set of views constantly dominate the others, then crisis will necessarily' result. In the Niger Delta, negative reportage and coloration of certain issues in the mass media have been found to heighten the undercurrent of conflict, The masses of the region are distraught Over the seeming inability of the media and her practitioners to appropriately represent their views, while these media play up the views of the supposedly elite' in and around the region This study is hedged on the hypothesis of functional and dysfunctional effects of media content and uses and gratifications approach. It content analyzed and investigated how events reportage induced crisis as well as identified sadness, frustration, apprehension, apathy and media dissent as dysfunctional effects from such event reportage, The media agenda are focused on propelling reporters to reduce the level of dysfunctions in the build-up to peace and conflict resolution
International Journal of Language and Communication Studies, 2 (1&2): 73-90., 2009
Involvement in sustaining democratic practices have provided tonic but discourses among communica... more Involvement in sustaining democratic practices have provided tonic but discourses among communication scholars. Specifically, those that are lying to the effect schools, the functional school, and even from non-communications scholars. Other discourses find expression in the professional attitude of media practitioners which resonate in styles, values, and judgment of reportage of events. Subliminal approaches equally present themselves in advertising content and media as well as public relations. In whichever dimension, the media, backed by their owners, are like die in the wool of democratic fabrics. Isolating the media dip pattern results in orchestrated a mental communication revulsion which has been established from the theoretical, professional and subliminal tripod of discussed strained democratic structures. The theories of democracy, cultivation analysis and agenda-setting hedge this study. The media is found to be involved in susceptible providing for fault points which strained defined structures. As a dye, eat coloration can weaken or stretch the overall outlook of the fabrics, but this study says the weakening effort as more strong than the strengthening effort. The Nigerian example is acted upon not only by the infancy of democratic experiences but by the level of associations of the people that democracies respected to cater for
A companion to communication and development: Essay in honour of Prof Des Wilson, 2012
Persons are bound to share some form of values which provide identity for them and help define th... more Persons are bound to share some form of values which provide identity for them and help define their cultural mien. This values are entranced in areas such as family lifestyles, economy, food, clothing, shelter, communication, governance, belief system, education and even habitation. In some societies, these are carefully symbolized with structures helping in propagating the elements. For some others, there seems to be no universals, just pockets or sameness at a point, and some modifications at other points
ASUP-DSPG Multi-disciplinary Journal, 1 (1): 317-323., 2012
Symbols are seen to be effective tools in persuading a set of persons to confirm to an advertisin... more Symbols are seen to be effective tools in persuading a set of persons to confirm to an advertising message. The Urhobos have shared traditional symbols that they define with, thus this study examine the attendant effect that these defined symbols will pose for newspaper advertising. Engine discusses on the metaphor and value analysis, the semiotic structures analysis and emblematic analysis, which are indexes in supporting claims of the theoretical frames of semiotic theory of connotation and media centered theory of systems, the study content that effects noticeable are more futuristic than currents. In addition, in the events of proper integration of these symbols to design the advertising messages, the effects are, and, would be more positive for community and rural newspapers within the metaphorical state, and, positive for the national newspaper within the semiotic structure and emblematic paradigms. A thought suggested an integration process that would hardness the strength of bush analytical fronts in the creation of the advertising message for the Urhobo which will benefit other ethnic nationality.
African Journal of Management, Social Sciences and Humanities, 2 (1): 245-264, 2014
This work evaluated the community development service of the American University of Nigeria where... more This work evaluated the community development service of the American University of Nigeria where students of the university have been used over the years as the change agent to drive this plank of development. Strong enough is the unwritten heralded statement that development can be sustained when all stakeholders are actively involved and the communication of the stimuli must align with the diffusion pathways as well as the persistent, resisted and consistent. Using the survey approach with a structured questionnaire administered to 1,600 respondent and analyzed using the weighted means and PPMC, the study content that the American University of Nigerian community development service program has been quite effective and successful in pushing for attitude change because of its reliance on the diffusion pathways and tenants of their genders setting models. Effective messaging, strong stakeholders participation, and extent of communicating change are very germane to entrenching change as well as helping the unwritten mantra that if it can work with AUN and her hostile background then it can work elsewhere with some level of modification
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Papers by Obukoadata Presly
communicators can strategically communicate in a way that can bring about positive changes in the area under investigation. The theoretical framework is the Elaboration Likelihood Model, which examines how people process and respond to persuasive messages. To gather data, a survey approach with a questionnaire and interviews were the
primary means of data collection. 250 copies of the questionnaire were distributed to the sampled respondents in the area and six key interviews were conducted. The study revealed that persuasive communication is indeed an asset, especially when strategically applied to changing attitudes and behaviours. The most effective way to achieve positive changes is through strategic communication tactics such as dialogue and town hall meetings, rather than through cohesion such as intimidation, suppression, and propaganda. This allows civil and public servants to engage with the persuasive communicator, share their thoughts, and internalize the message better. In conclusion, persuasive communication is a powerful tool for promoting positive changes in the attitudes and behaviours of civil and public servants in Calabar South. Therefore, persuasive communicators should use strategic communication tactics to
achieve their set goals effectively, particularly among civil and public servants in the area of study.
communicators can strategically communicate in a way that can bring about positive changes in the area under investigation. The theoretical framework is the Elaboration Likelihood Model, which examines how people process and respond to persuasive messages. To gather data, a survey approach with a questionnaire and interviews were the
primary means of data collection. 250 copies of the questionnaire were distributed to the sampled respondents in the area and six key interviews were conducted. The study revealed that persuasive communication is indeed an asset, especially when strategically applied to changing attitudes and behaviours. The most effective way to achieve positive changes is through strategic communication tactics such as dialogue and town hall meetings, rather than through cohesion such as intimidation, suppression, and propaganda. This allows civil and public servants to engage with the persuasive communicator, share their thoughts, and internalize the message better. In conclusion, persuasive communication is a powerful tool for promoting positive changes in the attitudes and behaviours of civil and public servants in Calabar South. Therefore, persuasive communicators should use strategic communication tactics to
achieve their set goals effectively, particularly among civil and public servants in the area of study.