Department of Mass Communication
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- ItemThe Youth, Reality TV Show Sponsorship and Brand Patronage: Any Nexus?(New Media and Mass Communication, 2015-05-07) Adelabu Omowale,With increasing apathy to advertising by audience, especially the youth, and the need for orgnisations to look for way of positioning their products and services to attract new and retain old customers, organisations are turning to reality TV shows sponsorship. Reality TV shows have become one of the most popular shows on television this days. Reality TV programmes is define as programme that film real people as they live out events in their lives, contrived or otherwise, as they occur. With students of Redeemer’s university as its study population, the study adopts survey design, using questionnaire as data collection instrument. A sample of 240 respondents was randomly selected from the population and test instrument administered on them, only 235 pieces of questionnaire were returned and analysed, putting the response rate at 97.9%. The findings showed that brand sponsorship of reality shows does not have any influence on brand patronage. 56.5% of respondents indicated that the effect of brand sponsorship of reality shows on their patronage of the product is neither positive nor negative; rather, it is neutral or inconsequential. This finding showed that the sponsorship of reality TV shows is not solely responsible for the increased patronage of the sponsored brand. However, brand sponsorship of reality TV programmes contributes positively to image of the brand, which might ultimately lead to increase patronage. The researcher concludes that sponsorship of reality shows by major brands and organizations might influence people’s perception of the brand positively, but does not necessarily make them patronize the brand. In view of the research findings, it was recommended that organizations should not use sponsorship of reality shows as a strategy for the purpose of increasing patronage, but use it if their aim is to boost their brand image image.
- ItemAudience Perception of Foreign Music within Indigenous Radio Programmes among Listeners in Lagos, Nigeria(New Media and Mass Communication, 2015-05-01) Adelabu OmowaleMusic is the life blood of every radio station. Ordinarily, the listeners should be the focus of every radio programme and their perception should influence radio station programming. However, the continuous use of foreign music in indigenous programming points to a contrary indication. This situation is today a source of concern to culture activists and debates among academics. This study therefore examined how audience perceive the use of foreign music within local radio programmes. To do this, the study adopted the quantitative research method with survey design. A sample of 200 respondents was taken from Lagos metropolis and a specially designed questionnaire was administered on 20 radio presenters purposively selected. Specifically, the study attempted to answer four research questions and the findings revealed that many radio listeners prefer local music, and viewed the act of playing foreign music as unpatriotic and a way of killing local culture. The paper concludes that a continuous airplay of foreign music within local programmes will debase indigenous culture and existence of a nation.
- ItemSMARTSPHONES AND COMMUNICATION PATTERN AMONG STUDENTS IN HIGHER INSTITUTIONS(SINGAPOREAN JOuRNAl Of buSINESS EcONOmIcS, ANd mANAGEmENt StudIES, 2015-12-03) Omowale Adelabu,Communication is at the heart of human existence and technology has always determined the nature of and nurture how man communicates. The introduction of mobile telephone and most importantly smartphones has altered the way youths communicate, yet there is little or no empirical research on the influence of this technology on the communication pattern of youth especially students in higher institutions. The survey research design was adopted with questionnaire as the instrument of gathering data from 500 respondents chosen from the Redeemer’s University, Osun State and the University of Lagos, Lagos State. Study revealed that smartphone usage among students in higher institutions has positive influence on their communication pattern. The study further showed that majority of the respondents used their smartphone for social activities and related functions. On the strength of these findings, the researchers recommended that more researches should be conducted to know more about this growing technology. Also, it was recommended that marketing communication professionals should be interested in the opportunities provided by this technology to reach out to their target audience.
- ItemCHANGING ROLES IN THE NIGERIAN MEDIA INDUSTRY: A STUDY OF MULTIMEDIA JOURNALISM(Kuwait Chapter of Arabian Journal of Business and Management Review, 0008-04-01) Adelabu Omowale,The practice of journalism has always been at the cutting edge of technology. Every changes in technology has always impact journalism; from printing press to telephone; from radio technology to television; from satellite technology and now to internet. Change has always been the lot of journalism, yet, there is no technology that has radically alter the practice of journalism like multimedia technology. The paper adopted exploratory technique to interrogate the impact of multimedia technology on the practice of journalism. The author concluded that multimedia technology has redefined the traditional role of journalist, the practice of journalism and the dichotomy between print and electronic media.
- ItemWOMEN IN JOURNALISM PRACTICES IN NIGERIA: FROM THE HOOD TO THE LIMELIGHT(Journal of Research and Development, 2015-03-01) Omowale T. Adelabu,Traditionally, women have been involved in different trade and profession from time immemorial. For journalism, women role cannot be wished away. From humble beginning, women have risen through the rank from being reporters to top management position in both print and broadcast industry. This paper adopted the historical approach to trace the rise of women in journalism profession across several generations. The paper concluded that, the history of modern Nigerian journalism will not be complete without a generous and prominent mention of the role and contribution of women who strived and shone like northern stars to build and nurture the profession.