Journal of Communication

Radio Broadcasting and the Adaptation of Folk Media in Cultural Promotion at Select Stations of North Central, Nigeria

Bridget Sewuese Adekaa, Prof Anthony Igyuve, Dr. Ter Moses Akase — Wed, 06 Mar 2024 00:00:00 +0300

Purpose: This study aims to explore the utilization of folk media in Nigeria for radio broadcasting and cultural advocacy, focusing on preserving and advancing cultural heritage in Northcentral Nigeria.

Methodology: Employing the Uses and Gratification Theory as a framework, the research utilized a mixed-method approach to gather data.

Findings: The findings of the study highlight the importance of enhancing strategies to capture and sustain listener interest in folk media programmes. Incorporating interactive elements, storytelling techniques, or other methods to improve audience engagement is recommended to increase audience interest.

Unique contribution to theory, policy and practice: The study suggests that with the advancement of technology and the popularity of radio broadcasting, there is a need to explore the adaptation of folk media to this medium. This adaptation could ensure the longevity of folk media and reach wider audiences. Additionally, the study underscores the significance of utilizing folk media for cultural advocacy and recommends efforts to enhance strategies for promoting and preserving cultural heritage through radio broadcasting.

The Influence of Celebrity Endorsements on Consumer Behavior in the Era of Social Media

Blessings Norah — Sat, 17 Feb 2024 00:00:00 +0300

Purpose: The purpose of this study was to explore the influence of celebrity endorsements on consumer behaviour in the era of social media.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the influence of celebrity endorsements on consumer behaviour in the era of social media. Preliminary empirical review revealed that in the dynamic era of social media, it is clear that celebrity endorsements continue to play a pivotal role in influencing consumer behavior. However, the evolving nature of this influence demands that brands and marketers stay attuned to changing consumer preferences, cultural nuances, and the authenticity of endorsements. As social media platforms and consumer behavior continue to evolve, so too will the strategies and approaches used in leveraging celebrity endorsements to shape consumer choices and behaviors.

Unique Contribution to Theory, Practice and Policy: The Social Identity Theory (SIT), Elaboration Likelihood Model (ELM) and the Parasocial Interaction Theory (PIT) may be used to anchor future studies on consumer behaviours. The study made the following recommendations: leveraging authenticity and transparency; considering micro-influencers; monitoring of celebrity behaviour on social media; leveraging data analytics and diversifying marketing channels.

Personal Branding in the Digital Era: Social Media Strategies for Graduates

Muthukumaran Kanasan, Tunku Abdul Rahman — Wed, 24 Apr 2024 00:00:00 +0300

Purpose: This study represented an important effort to delve into the dynamics of personal branding on social media and its impact on the career trajectories of graduates.

Methodology: By adopting a quantitative approach through a questionnaire-based survey from 280 respondents, the research sought to gather empirical data that could shed light on the patterns and trends associated with personal branding practices among this demographic. By designing survey questions aligned with the research objectives, the study aimed to capture a comprehensive picture of how graduates utilized social media for personal branding and how this activity correlated with their career advancement.

Findings: The results showed a noticeable and meaningful connection, with a correlation coefficient (r-value) of 0.707, indicating statistical significance (p = 0.05). This indicated a robust relationship between the variables under examination. The strong correlation underscored the importance of personal branding on social media in assisting graduates with their job search endeavors on these platforms. This capability allowed them to establish direct connections with recruiters and improve their career opportunities significantly. Additionally, the rapidly evolving nature of social media platforms may have introduced complexities in capturing the most current trends and practices related to personal branding.

Unique contribution to Theory, Practice and Policy: Symbolic Interactionism theory can be used to examine the idea of personal branding and how people utilize social media to present themselves and shape perceptions. Moreover, this theory could prove beneficial for future researchers or scholars keen on delving into related themes, providing a fundamental reference for their investigations. The research proposed a variety of suggestions that could enhance understanding regarding the personal branding strategies that help graduates achieve their professional goals. These recommendations encompass recognizing the importance for recruiters, gaining insights into graduates' online activities, and grasping candidates' skills and interests, all of which are essential for recruiters to make well-informed choices and extend invitations to potential team members.

The Influence of Environmental Reporting on Policy Making

Racheal Schimberg — Sat, 17 Feb 2024 00:00:00 +0300

Purpose: The main objective of this study was to explore the influence of environmental reporting on policy making.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the influence of environmental reporting on policy making. Preliminary empirical review revealed the significant impact that environmental reporting, whether through traditional media or digital platforms, can have on the policy-making process. These studies have shown that the media's framing of environmental issues, its emphasis on urgency and consequences, and its ability to mobilize public opinion can shape the policy agenda, influence decision-makers, and lead to policy changes. Moreover, the role of environmental non-governmental organizations (NGOs) and social movements in leveraging media strategies to advocate for policy change cannot be understated. Environmental NGOs strategically use media campaigns to raise awareness, pressure policymakers, and drive environmental policy initiatives.

Unique Contribution to Theory. Practice and Policy: The Agenda- Setting theory, Diffusion of Innovations theory and the Framing theory may be used to anchor future studies on environmental reporting. Based on the study, the following recommendations emerge: Foster closer collaboration between media and policymakers to enhance communication and understanding, invest in media training programs and establish reporting standards to improve the quality of environmental reporting, promote transparency and accountability in both media reporting and policymaking processes, encourage diverse and inclusive environmental reporting that represents all perspectives and communities, and embrace cross-platform and digital reporting strategies to enhance the reach and impact of environmental journalism in an evolving media landscape.