Department of Mass Communication

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A COMPARATIVE ANALYSIS OF EXPERIENTIAL AND CELEBRITY MARKETING IN NIGERIA
(Covenant University Ota, 2025-04) GBEREVBIE REJOICE EGEHELE; Covenant University Dissertation
Experiential and Celebrity Marketing are one of the major marketing strategies adopted by advertisers such as Coca-Cola and Pepsi to attract consumers to their products. While Celebrity Marketing looks promising and a quicker way to get consumers, it might not prove to be a long-term solution for an audience seeking the physical experience of a product. The study aimed to develop a nuanced understanding of the differences between experiential and celebrity marketing focusing on their distinct impacts on consumer perception, purchase behaviour and brand positioning across different personality types. The study made use of two distinct methods which are Myer-Briggs (MBTI) personality test and Solomon four quasi-experimental design. 256 respondents who fit all 16 MBTI personality types were purposely selected through the use of questionnaires, this informed the focus group process for Solomon four quasi-experimental design. After which a comparison was carried out with the result from the different personality types who responded to both Experiential and Celebrity Marketing treatments across the same three metrics. The result revealed various personality types that function well with a marketing strategy e.g ENFJ, ENFP and ENTJ etc. The results also revealed that personality traits significantly influence how individuals respond to different advertising strategies even in controlled settings.
A comparative analysis of Punch and Guardian newspapers coverage of food insecurity in Nigeria
(ScienceDirect Social Sciences & Humanities Open, Elsevier Ltd, 2025) Nwantah, Nkiruka Favour; Okpongkpong, Grace Imaikop; Osamor, Joy Anwulichukwu
The mass media play indisputable role in shaping public discourse and policy formation around national issues. Among these national issues is food insecurity. This study investigates mass media’s coverage of food insecurity in Nigeria, examining its portrayal and implications for public debate and policy agendas. Guided by Agenda setting and Framing theories, the research employs quantitative content analysis to analyze coverage in Punch and Guardian Newspapers throughout 2023. The population comprises all issues published by both newspapers, totaling 730 editions. Purposive sampling based on national coverage was employed, with data collected using coding sheets to analyze variables such as story type, prominence, slant, and sources. Reliability was ensured through inter-coder reliability tests. Key findings indicate Guardian Newspaper’s higher volume of articles on food insecurity, leveraging its agricultural section extensively. Both newspapers predominantly feature news stories. Guardian focused heavily on feature news stories (82.05 %), while Punch includes investigative/special reports alongside news (19.23 %). Both newspapers consistently place food insecurity stories on inside pages (Punch: 84.62 %, Guardian: 100 %), with occasional front-page placements by Punch (9.62 %). The study highlights a reliance on textual content and foregrounds the importance of enhancing visual storytelling stra tegies. Punch tends to report more unfavourable stories (59.62 %) compared to Guardian’s balanced mix of unfavourable (33.33 %), neutral (38.46 %), and favourable (28.21 %) perspectives. The researchers recommend diversifying sources, improving visual representation, and strategically placing stories to enhance public awareness and policy impact. Future research could explore reader responses and extend the study to include broader media analysis and cross-cultural comparisons.
A Comparative Analysis of the Occupancy Rate of the Various Classes of Hotels in Ikeja, Lagos
(IOP Conf. Series: Earth and Environmental Science, 2024) Iroham, C. O.; Nwanosike, U. A.; Adedotun, A. F.; Munyemana, S.; Osere, Janefrances Nkem
The essence of hotels, no matter the class, is to have lodgers occupying them for various reasons amongst others. However, it has turned out that cutting across the various classes of hotels they have not been maximally occupied. Previous researches have studied various classes of hotels with respect to various issues while some others have focused on the occupancy rate of hotels notwithstanding the class. This present study assesses the occupancy rates of all the classes of hotels in the study area in a bid to determining any significant difference to enable investors to be well guided for sustainable returns. The study being a survey sampled the entire registered twenty-nine hotels in the study area cutting across the various classes as provided by the Nigerian Tourism Development Corporation (NTDC). Data collected was analysed using descriptive statistics such as percentage and harmonic mean where it was discovered that a minimum of 70% occupancy rates was evident for all classes of hotels. The use of the Chi-Square Test at 5% level of significance revealed that with a minimum p value of 0.583 the occupancy rates of the various classes of hotel have no significant difference and as such hotels regardless of their classes are faced with the same saturated market situation or standardized service delivery depending on the choice of lodgers. This in essence has consequences for strategic decision making in the hotel industry enabling stakeholders to improve their operational plans amongst others for sustainable hotel establishment.
A SOCIOLINGUISTIC ANALYSIS OF A COMIC NIGERIAN WHATSAPP ADAPTATION OF THE EASTER STORY
(Easter Story Journal Publication, 2024) Adeniyi, Kikelomo; Olajide, Favour; Osere, Janefrances Nkem
This study offers a sociolinguistic analysis of a Nigerian adaptation of the Easter narrative, specifically focusing on the Good Friday events as presented within a screen-recorded, fictional WhatsApp group chat created for comic purposes. Originating from Enbelo, a Facebook-based Nigerian media company, this digital retold story x-rays the biblical story within a contemporary Nigerian sociocultural landscape and strategically leverages the affordance of the WhatsApp instant messaging platform. Through a qualitative and quantitative analysis of the transcribed chat data, the study identifies prominent linguistic features such as code-mixing, Nigerianisms, play on words, and the use of Nigerian Pidgin, which collectively contribute to the contextualization and Nigerianization of the narrative. Cultural reinterpretations are evident in the adaptation of biblical characters and events to align with Nigerian social norms, values, and humor. The Communication Accommodation Theory (CAT) serves as the theoretical framework for the analysis, elucidating how the adaptation accommodates the communication style and cultural background of the Nigerian audience. By employing familiar linguistic and cultural elements, the retold story fosters a sense of relatability and resonance, making the traditional Christian story more accessible and meaningful to a contemporary Nigerian audience. The findings of this study demonstrate interplay between language, culture, and technology in the adaptation and dissemination of religious narratives. Particularly, this Nigerian WhatsApp adaptation of the Easter story exemplifies how digital platforms facilitate the reinterpretation and contextualisation of religious traditions, reflecting the evolving nature of religious communication in the digital age.
ADOPTION OF ARTIFICIAL INTELLIGENCE (AI): IMPLICATION FOR JOB PERFORMANCE IN THE ADVERTISING INDUSTRY IN NIGERIA
(Covenant University Ota, 2025-04) AMUSAN, BOLUWATIFE FOLASHADE; Covenant Uiversity, Dissertation
Integrating Artificial Intelligence (AI) into Nigeria’s advertising sector has significantly transformed operational practices, particularly in media buying, copywriting, market research, and content creation. This study examines the effects of artificial intelligence on job performance, highlighting both the advantages and challenges of incorporating technology within the Nigerian advertising landscape. Focusing on advertising agencies in Ikeja, Lagos State, the research aims to assess how adopting AI influences the efficiency and effectiveness of the industry. The study adopted a mixed-methods approach, featuring a quantitative survey of 305 participants and in-depth interviews with five media buyers. The study utilised the Technology Acceptance Model and the Diffusion of Innovation Theory to analyse how media buyers embrace and utilise AI technologies. Findings indicate that AI tools enhance job performance, productivity, and efficiency in advertising tasks. However, the absence of a human touch in AI-generated content, reliance on user input, and AI's limitations in recognising human errors highlight the necessity for human oversight and correction. Thus, while AI has the potential to boost job performance and significantly reshape the future of Nigeria’s advertising industry, addressing ethical concerns and finding appropriate solutions are essential for the sustainable development of this integration.
An Appraisal of Radio Campaign on the Rights of the Girl Child in Rivers State, Nigeria
(Journal of Communication Studies, 2020) Okedi, Jesse; Osere, Janefrances Nkem
This study was carried out to appraise the influence of radio campaign on the rights of the girl child in Rivers State. The objectives were to find out the extent to which residents of Rivers State exposed themselves to radio campaigns on the rights of the girl child and determine the effect of such campaign on them. To achieve this, descriptive survey design was adopted. The population of the study comprised residents of Rivers State and the sample size of 400 was gotten, using the Taro Yamane formula. The multistage sampling technique was used to fragment the population into the three senatorial zones in Rivers State; to six Local Government Areas and finally, to eighteen political wards cum units from where semi-structured questionnaire was used to gather data. The data were presented in frequency tables and analysed, using the simple percentages for easy interpretation. The findings showed that the level of exposure to radio campaigns on the rights of the girl child in Rivers State was low and that the radio campaigns had a positive influence on the respondents. It was, therefore, recommended that radio stations in Rivers State should partner non-governmental organisations in order to widen the scope of the girl child rights campaign and that the government should muster the political will to enforce the rights of the girl child across various strata of society.
An Appraisal on Ethical conduct of Journalists in Reporting Political Defections in Rivers State
(Research Journal of Mass Communication and Information Technology Vol 9. No. 4, 2023) Osere, Janefrances Nkem; Ochonogor, Christopher Ifeakachukwu
This study appraised the ethical conduct of journalists in reporting political defections in Rivers State. The paper seeks to find out how the journalists in Rivers State have managed to stay afloat in the troubled political waters of political defections in Rivers State bearing in mind that most of the media houses are owned by the politicians who have defected to other political parties to continue their political sojourn. Also, the study considers the issue of their ethical conduct in the miasma of intervening variables on the line of duty. The main objective of the study is to critically examine whether the scripting of defection stories by journalists in Rivers State adhere to a high sense of moral responsibility and to investigate what factors influence the ethical conduct of journalists in Rivers State. To achieve this, a survey design was adopted and a total of 40 respondents were drawn from the pool of registered journalists in Rivers State which comprises of Business day, Sun, Guardian, Punch, Authority, Newspapers and Rythnm 93.7FM amongst others amongst others. Three questions which bordered on moral responsibility of journalists, adherence to ethical codes of the journalism profession and the factors contributory to the adherence to the ethical codes were posed. Data was gathered through the use of questionaires and analysed using the weighted mean scores on a five point Likert Scale. The findings proved that the journalists were adhering to the professional ethics in their reportage of political defections and this was largely because of the effective supervision by the NUJ among others. It was recommended that the NUJ goes a step further in improving the work environment of journalists as a way of encouraging sustainability of such ethical conduct among other things
Analysis of the Integrated Marketing Communication Strategies of Seven-Up Bottling Company in Port Harcourt, Rivers State
(Research Journal of Mass Communication and Information Technology Vol 7. No. 1, 2021) Osere, Janefrances Nkem; Udoudo, Aniefiok Jackson; Ohiagu, Obiageli Pauline
Owing to the emergence of more beverages and their competitiveness in the market, this study analysed the integrated marketing communication strategies adopted by the Seven-Up Bottling Company in its quest to remain relevant in the Port Harcourt market. The objectives of the study were to: identify the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt, investigate how the integrated marketing communication strategies affect the company’s marketing goals and find out whether customers’ patronage of the products in Port Harcourt depends on the strategies of the company. The study was premised on Cognitive Response theory. The sample size for the study is 393 which was determined using the Krejcie and Morgan table and management staff of the company. From the findings, respondents agreed that the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt were utilised in terms of advertisement, sales promotion, personal selling, direct selling and corporate gifts. They also agreed that the integrated marketing communication strategies of Seven-Up Bottling Company in Port Harcourt have positive impact on the marketing goals of the company in areas of brand identification, brand loyalty of the consumers among other findings. It was therefore, recommended that the Seven-Up Bottling Company in Port Harcourt should review its integrated marketing communication strategies to include the utilisation of the social media and the quality of their products. It was also recommended that the Seven-Up Bottling Company in Port Harcourt should explore other means of differentiating their marketing strategies to avoid repetitive messages on the part of the consumers
Appraising the Knowledge of Nigerian Women on the Use of Mobile Health Applications
(Ethno Med, 18(3), 2024) Nwantah, Nkiruka Favour; Adeyeye, Babatunde; Okeke, Obianuju; Aririguzor, Stella; Kayode-Adedeji, Tolulope; Osere, Nkem
This study appraises the awareness and usage patterns of mobile health (mHealth) applications among Nigerian women. Six Nigerian women from different locations participated in the focus group discussion (FGD), in which purposive sampling was used to get informed consent and record the participants’ responses for analysis. The results showed different levels of awareness about mHealth, emphasising the need for more education to improve acceptance and understanding. Personalised medical counselling, better menstrual cycle management, and the promotion of general well-being were among the main benefits of mHealth. On the other hand, difficulties with device accessibility, connectivity, and possible over-dependency were mentioned. The study concluded that mHealth positively impacts women’s health decisions and practices, emphasising the need for inclusive design, equitable access, and integrated care approaches to optimise mHealth implementation. These results emphasise the importance of focused efforts to address gaps and improve healthcare outcomes for Nigerian women through Health technologies.
ASSESSING CONSUMER SHOPPING AND CYBER PROTECTION ON E-COMMERCE BRANDS
(Covenant University Ota, 2025-07) AKINOLA, Mobolaji Nifemi; Covenant University Dissertation
This paper examines the consumer shopping behavior and cyber protection in the evolving ecommerce industry in Nigeria, especially in Lagos State. With online retail growing at an increasing pace, issues regarding data security, trust and digital fraud have been raised, particularly within the context of informal and social commerce. The research investigates how consumers navigate these concerns, the cybersecurity measures adopted by e-commerce brands, and how these factors influence trust and purchase decisions. Using a mixed-method approach, the study employs both survey results and qualitative inquiry to evaluate security measures among consumers, safety functions offered by the brands, and the reaction of consumers to the internet threats. Results indicate that, though most consumers understand some fundamental security measures, there are some holes in cybersecurity literacy, particularly among non-techsavvy users. Brands, though increasingly proactive, often fail to effectively communicate their safety protocols. Based on the research findings, the report concludes that digital trust is not based on technology only but on transparency, user education, and a consistent security message. Recommendations include enhancing digital literacy, implementing more user-friendly safety signals, and enforcing clearer data protection policies to strengthen consumer confidence
ASSESSMENT OF CRISIS COMMUNICATION AND SOCIAL MEDIA USAGE FOR CRISIS MANAGEMENT: A STUDY OF FLUTTERWAVE AND PAYSTACK
(Covenant University Ota, 2025-08) NWITE, Juliet Ngozi; Covenant University Dissertation
This study assessed crisis communication and social media usage for crisis management in the Nigerian Fintech sector, focusing on Flutterwave and Paystack. Guided by the Situational Crisis Communication Theory and the Social-Mediated Crisis Communication Model, the research adopted a mixed-methods approach, combining a cross-sectional survey of 400 respondents with descriptive content analysis of official crisis-related communications from the two companies. The objectives were to examine the extent of social media utilization for crisis management, identify the strategies employed, evaluate the influence of social media use on public reaction, and analyze public complaints regarding crisis communication on social media. The findings revealed that both Flutterwave and Paystack actively used social media platforms, particularly X (formerly Twitter), during crises. Flutterwave’s communication was characterized by frequent, real-time updates and direct engagement, while Paystack adopted a more measured approach with fewer but more detailed updates. Timeliness, transparency, and interactive engagement emerged as significant factors influencing public trust and perception. However, common complaints included delayed responses, insufficient detail in updates, and perceived lack of empathy in crisis communication. The study concludes that effective use of social media is essential for Fintech crisis management, as it directly impacts stakeholder trust and brand reputation. The study recommends enhancing real-time communication capacity, ensuring consistency of messages across platforms, integrating empathy and transparency into crisis communication, and using public sentiment analysis to refine crisis strategies. The research contributes to existing knowledge by providing empirical evidence on Fintech crisis communication in Nigeria, extending theoretical applications of SCCT and SMCC to an African context, and offering practical strategies for improving corporate crisis responses in the digital era.
ASSESSMENT OF SELECTED ONLINE NEWSPAPERS: FRAMING OF COVID-19 PANDEMIC REPORTS IN NIGERIA
(Covenant University Ota, 2025-09) AFOLABI, Oluwafolafunmi Omoladun; Covenant University Thesis
Despite the crucial role of Nigerian online newspapers in disseminating information during the COVID-19 lockdown period, there is a significant gap in the literature on the analysis of types and directions of frames of COVID-19 pandemic reports. There is also a gap in the frequency of the socio-economic responses to the virus. Similarly, there is a gap in understanding Nigerian online newspaper editors’ perspectives that COVID-19 reports pass through before publishing. This research examined how five Nigerian online newspapers presented stories about the COVID-19 pandemic - specifically, what angles they chose, which issues they emphasised, and explored what editors thought, how decisions were made regarding articles, alongside problems editors and reporters faced. Examining these choices reveals how information gets shaped, but also sheds light on journalistic hurdles throughout this worldwide health emergency. The theories underpinning this study were framing and gatekeeping theories. This study adopted a mixed methods approach with a sequential explanatory design. The types of analyses used were content analysis (combining framing analysis and word frequency analysis) for quantitative content analysis and thematic analysis for in-depth interviews. Data for the content analysis were sourced from online archives. The quantitative content analysis examined framing directions and types, the frequency of socio-economic responses to COVID-19, the placement of COVID-19 stories, and the published articles. The qualitative in-depth interviews were conducted to find out the Nigerian online newspaper editors’ perspectives, editorial bureaucracies (processes), and the challenges during the peak era of the reportage of COVID-19. Analysis of 4,808 reports showed that different newspapers preferred different framing approaches, with some emphasising support, others distance, and empathy.” Findings for framing types showed that Daily Post Newspaper reports, Guardian Newspaper reports, Premium Times Newspaper reports, Punch Newspaper reports, and Vanguard Newspaper reports consistently implemented Episodic vs. Thematic framing. Contrary to expectations, the results showed that in all 5 selected newspapers, the COVID-19 top stories were fewer than the COVID-19 stories from other segments. In contrast, news was the most frequent type of COVID- 19 article in all the selected Nigerian online newspapers. Editors asserted that they strictly followed data from health bodies and news wires in their reportage of the pandemic to guard against misinformation and to avoid panic from the readership. They also faced new challenges, such as security restrictions and a heavier digital workload, among other challenges. The study recommends more straightforward editorial guidelines on framing to reduce bias and strengthen audience trust.
AUDIENCE KNOWLEDGE, ATTITUDES AND PRACTICES OF THE 2023 NIGERIAN DATA PROTECTION ACT
(Covenant University Ota, 2025-04) OKOH PRECIOUS OKEOGHENE; Covenant University, Thesis
This study explores public awareness, attitudes and practices of the 2023 Nigerian Data Protection Act (NDPA). With the increasing importance of data privacy in the digital age, the NDPA was introduced to safeguard the personal data of Nigerian citizens. However, the effectiveness of the law depends largely on public understanding and compliance. This paper grounded on Agenda setting and Knowledge gap theory, aims to assess the level of awareness and perceptions surrounding the NDPA among students. A survey was conducted amongst undergraduates and postgraduates from Covenant University, Ogun state. Based on the 400 surveyed respondents, 27.5% have witnessed NDPA-related content through this information platform, with the remaining primarily found on social media (75.7%). Prior to the survey, only about a third (33.2%) were aware of the Act. Respondents generally lacked confidence in the effectiveness of the Act, with 41.6% not sure that it could adequately protect personal data. The results underscore the need for targeted awareness campaigns and clearer communication strategies to enhance public engagement with the NDPA. This paper provides critical insights for policymakers, civil society organizations, and businesses aiming to improve compliance and protect personal data in Nigeria.
Bolstering Worship Behavior of Nigerians through the Engagement of Information Communication Technology (ICT) in Pre and Post Covid-19 Pandemic
(COVENANT JOURNAL OF COMMUNICATION VOL. 11, NO. 1, JUNE, 2024) Nwantah, Nkiruka Favour; KAYODE-ADEDEJI, Tolulope; OYEDEPO, Tunji; OSERE, Nkem Janefrances; OREOFE, Oluwadamiloju; NNAEMEKA, Afom; AKINWUMI, Eniola
This study investigates the role of Information Communication Technology in worship behaviour, spiritual connectivity and development pre and post Covid-19 Lockdown. The study examined the opinion of 568 Nigerian respondents, using a questionnaire. Whilst noting through results that most religious people had to depend on the use of several Information Communication Technology devices and available applications to engage in worship of their God, this new art of worship, during the Covid-19 lockdown, has made the art of worshipping their God not only more convenient but provides a new and interesting way of engaging in religious activities. Consequently, respondents strongly believe that Information Communication Technology has helped improve their spirituality and provided understanding that their God can be presented anywhere, as worshippers only need to be connected with their hearts. The result emphasized the irrelevance of hypocrisy and the need for creativity in the use of Information Communication Technology
Bolstering Worship Behavior of Nigerians through the Engagement of Information Communication Technology (ICT) in Pre and Post Covid-19 Pandemic
(COVENANT JOURNAL OF COMMUNICATION VOL. 11, NO. 1,, 2024) Kayode-Adedeji, Tolulope; Oyedepo, Tunji; Osere, Janefrances Nkem
This study investigates the role of Information Communication Technology in worship behaviour, spiritual connectivity and development pre and post Covid-19 Lockdown. The study examined the opinion of 568 Nigerian respondents, using a questionnaire. Whilst noting through results that most religious people had to depend on the use of several Information Communication Technology devices and available applications to engage in worship of their God, this new art of worship, during the Covid-19 lockdown, has made the art of worshipping their God not only more convenient but provides a new and interesting way of engaging in religious activities. Consequently, respondents strongly believe that Information Communication Technology has helped improve their spirituality and provided understanding that their God can be presented anywhere, as worshippers only need to be connected with their hearts. The result emphasized the irrelevance of hypocrisy and the need for creativity in the use of Information Communication Technology.
COMMUNICATION, CULTURE AND MEDIA IN NIGERIA
(Department of Sociology, College of Management and Social Science, Covenant University, Ota Nigeria, 2026) Aririguzoh, Stella A.
Credibility of Social Media News in Broadcasting: A study of three Radio Stations in Port Harcourt.
(Department of Linguistics & Communication Studies, University of Port Harcourt, Port Harcourt, 2020) Aniefiok, Udoudo; Osere, Janefrances Nkem
Social media news cannot be denied the speed with which it spreads once the news breaks and the reliance by the traditional mass media as sources of the news they publish. However, the credibility of social media news has been questioned by many. This paper seeks to examine the extent of credibility attached to breaking news on social media by Treasure FM, Nigeria Info and Family Love FM, all in Port Harcourt. The main objective of the study is to critically examine the use of social media news by the three radio stations in Port Harcourt and how they verify the reliability of the sources of such news. The research design used in the study is survey, with in-depth interview as the tool for data collection. Findings show that among the three radio stations, Treasure 98.5 FM put the credibility of social media news at 30%, the Nigeria Info 92.3 FM put the credibility of social media news at less than 50% while the Family Love 97.7 FM hardly sees any credibility in social media news. The three radio stations, however, agree that social media news is the most timely and cost effective when the source is verifiable. Among others, it is recommended that while the use of breaking news on social media can help in timely news broadcast and reduction in cost, it is necessary that radio stations carry out in-depth verification of social media news sources before such news stories are broadcast to avoid embarrassment to professionalism
DEEPFAKES IN NEWS SOURCING: A STUDY OF LAGOS JOURNALISTS’ KNOWLEDGE, ATTITUDES AND PRACTICES
(Covenant University Ota, 2025-08) OLUWAGBILE, Dabira Precious; Covenant University Dissertation
The increasing prevalence of deepfakes; artificially generated videos, images, and audio, poses a substantial threat to news sourcing and the credibility of journalistic practice. This study critically examines the knowledge, attitudes, and practices of journalists in Lagos, Nigeria, concerning deepfakes, with the objective of assessing their levels of awareness, perceived ability to identify deepfakes, and experiences confronting such content in professional contexts. Utilizing a quantitative approach, data were collected from 400 journalists drawn from print, radio, television, and online platforms in Lagos, Nigeria. For the quantitative approach, four news gatekeepers were also interviewed. Analysis reveals high levels of awareness (93.5%) and self-reported confidence in identifying deepfakes (93%), yet exposes notable gaps in technical knowledge and a lack of clear distinction between deepfakes and other misinformation forms. The study recommends sustained training, the integration of deepfake detection skills into professional development and newsroom policy, and investment in technological tools to enhance detection and verification practices. These measures are vital to safeguarding journalistic integrity in an evolving digital information landscape.
Effects of machine learning biases in digital tools–A case of the Nigerian construction industry
(Technological Sustainability, 2025) Tunji-Olayeni, Patience; Adejola, Folasade Olabisi
Purpose – This paper aims to explore the effects of machine learning biases in the digital tools used within the Nigerian construction industry. Design/methodology/approach – The study adopts a qualitative research design to identify machine learning biases in digital tools and to evaluate their effects on construction project performance. Construction professionals with practical experience in the use of digital technologies and good knowledge of machine learning biases were interviewed online. The data obtained from the interviews were analyzed using ATLAS.ti software. Findings – The study analysis shows data bias, model bias, human bias and sensor bias as the most prevalent biases affecting digital tools in construction. These biases contribute to various challenges in construction project performance, including increased project costs, safety risks, extended timelines, resource waste, project delays, flawed decision-making and reduced work quality. Practical implications – Though digital tools enhance processesin the construction industry, findingsfrom the study imply that machine learning biases in digital tools and technologies cause inaccuracies that adversely affect construction project performance. This situation inhibits the competitiveness and sustainability of a people-centered, highly litigious and complex construction industry. Originality/value – This study provides empirical evidence of the effect of machine learning biases on digital tools used in the construction industry. Expanding existing knowledge on machine learning biases can build greater trust in digital tools and maximize their benefits while minimizing unintended consequences. To achieve this, it is essential for stakeholders in the construction industry, including manufacturers and users of digital technologies, to become well-informed about these biases. By working together, they can develop effective strategies to mitigate these issues and ensure the successful implementation of digital tools.
Exploring the Frequency and Contextualization of Yoruba Indigenous Communication Practices in the Daily Life of Generation Z
(JALINGO JOURNAL OF LINGUISTICS AND LITERARY STUDIES (JAJOLLS) Volume 8 No. 1, 2024) Nwantah, Nkiruka Favour; Okpongkpong, G; Odeniyi, O.; Osere, Janefrances Nkem
and the Yoruba culture is not left out of this new development. It is acknowledged that these indigenous communication practices are been eroded by westernization and with these developments came the emergence of a new generation of young people known as the Generation Z, the first generation to not experience life before the digital age. Hence it is important to find out frequency and contextualization of Yoruba indigenous communication practices in their daily life. This study anchores on social identity theory investigates the level of awareness and attitude of the GenZ towards the Yoruba indigenous communication practices and how frequently these young people engage in these communication practices. The population of the study was the Generation Z students of Covenant University. It employs the survey method using questionnaire as the instrument of data collection. 400 copies of questionnaire are administered to the students to ascertain their level of knowledge, frequency of engagement and overall attitude towards Yoruba indigenous communication practices. Findings reveal that majority of the respondents have little knowledge about the communication practices with a positive attitude but the level of engagement with these Yoruba indigenous communication practices were very low. It concludes that the Yoruba indigenous communication practices is not commonly used by the Generation Z even though they have a positive attitude towards these practices, hence revealing the fact that these indigenous communication practices are gradually going extinct. It therefore recommends that schools include more indigenous courses and subjects into their curriculum and also introduce more culture appreciative events in order for the young generation to be more involved in these indigenous communication practices.