Department of Mass Communication

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Start date: 2014Has files: Yes

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Now showing 1 - 10 of 44
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    Reimagining the Future of Indigenous Language Presses in the Digital Era
    (Routledge African Studies, 2020) Oyesomi, Kehinde; Onyenankeya, Kevin; Onyenankeya, Oluwayemisi Mary
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    Usefulness and expectations on skills development and entrepreneurship among women of low socioeconomic status in Ogun State, Nigeria
    (African Journal of Reproductive Health, 2021) George, Tayo O.; Oladosun, Muyiwa; Oyesomi, Kehinde; Orbih, Mary U.; Nwokeoma, Nwanne; Iruonagbe, Charles; Ajayi, Lady; Lawal-Solarin, Esther
    The acquisition of vocational training skills and entrepreneurial know-how is acknowledged as an added advantage and a safety net to navigate poverty, especially in dwindling economic recession time and massive unemployment. This study examined the factors influencing the usefulness and perceived realization of skills development/empowerment to encourage more women's involvement in small scale businesses and promote its effect on poverty alleviation in households across Nigeria. Data collection involved a structured questionnaire and in-depth interviews conducted post-the vocational skill/empowerment training. The training was organized among Campus Keepers in a private university in Ogun State, Nigeria. Forty Campus Keepers were selected using the systematic sampling technique from a total population of 224, and 37 of the 40 selected voluntarily participated in this study. The Campus Keepers were women with low socioeconomic status who worked as cleaners on the university campus. Five of the Campus Keepers were purposively selected as key informants for the study. Results showed that respondents who had earlier knowledge and vocational skills training reported that it leads to self-employment. This view was higher for respondents who had more people in their household than those with fewer people (OR = 22.7 [CI= .56, 921.31]). The perception that the training can lead to additional income was lower for respondents who reported that either they or their spouses were sole breadwinners in their household than for those who reported that both/others/none were breadwinners (OR = .05 [CI=0, 1.2]). The odds that the skills development/empowerment training will result in perceived improved business was higher for respondents who gained more knowledge/information from the training than those who did not (OR=29.19 [CI = 1.1, 777.48]). Findings from the qualitative study suggest that key informants who participated in past training were yet to establish a profitable business of their dream fully. Governmental policy and program intervention that incorporates these findings will lead to increased participation of the target population in similar training in the future, leading to poverty alleviation towards achieving the SDGs for Nigeria.
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    Rally as a Political Public Relations Strategy for Public Acceptance of a Political Party: A Focus on APC Presidential Campaign in Lagos State.
    (Ife Centre for Psychologial Studies/Services, Ile-Ife, Nigeria, 2016) Oyesomi, Kehinde; Oyero, Olusola; Igbinoba, Angie Osarieme; Adeniyi, Solarin
    This study examines the assessment of the use of rally as a political public relations strategy for public acceptance of a political party during the 2015 presidential elections in Lagos State. Public relations uses tactical methods of communication to build relations between an organisation and its internal and external publics. The survey method was used as the research design in carrying out this study and the research instrument used was the questionnaire as well as interview schedule to consolidate the analysis which was carried out. It is interesting to note that 95% of respondents are aware of political rallies being used during elections while 56% of these respondents participated in these political rallies. The findings revealed that political rally is an effective factor that shapes electorates attitude and their choice of candidate. The researchers therefore recommend that electorates should not depend on political rallies alone in making their decisions on who they should vote for during elections. Electorates should not rely on information gotten from one source, but should also seek other sources for more information and better understanding towards accepting a political party and its candidate.
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    Where is the African culture? Assessing the uniqueness of indigenous communication in galvanising women’s political participation at the local level
    (New Media and Mass Communication, 2014) Oyesomi, Kehinde; Okorie, Nelson; Ahmadu, Frederick; Itsekor, Victoria
    Indigenous communication systems are essential element of the socio-cultural tradition of Africans. These systems have been used to promote co-operation, mobilization and participation among African people. This paper takes into account the uniqueness of indigenous communication especially on women’s political participation and was laid on two-step flow (Multi-step flow) theory. Empirical study was looked into and the researchers conclude that since indigenous communication provides women with knowledge and information on political activities at the local level, it follows that women should be trained with a view to acquiring the knowledge and know-how required for standing for elections or applying for decision-making posts.
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    From silence to spotlight: tracking the media coverage of teen pregnancy in Nigeria before and after COVID-19 lockdown
    (Routledge; Taylor & Francis, 2026) Adeyeye, Babatunde; Ogundowo, Olubukola; Oyesomi, Kehinde; Omole, Funke
    This study investigates media coverage of teenage pregnancy in Nigeria, focusing on a comparative analysis of two major newspapers (Punch and Vanguard) before and after COVID-19, from January 1 to 31 December 2019, and January 1 to 31 December 2021. A quantitative content analysis was used to assess the coverage patterns in the selected newspapers. Data were col lected using a coding sheet designed to extract information on reporting frequency, reporting genre, slant direction, and sources. The data was analysed and presented in frequency tables to determine trends and thematic emphases. The findings show that in 2019, Vanguard provided more extensive coverage of teenage pregnancy (72.2%) compared to Punch (28.7%). Stories focusing on prevention and support for teen mothers were notably scarce. The angle of human interest was found to be a significant factor influencing the media’s social responsi bility. However, coverage was often hindered by secrecy, stigma, stereotyping, and legal restrictions. The study concludes that while Nigerian newspapers cover teenage pregnancy, the focus tends to be on punitive and sensational aspects rather than preventive and supportive narratives. The study recommends that Nigerian newspapers significantly increase the frequency and visibility of the coverage of teenage pregnancy to reflect its importance for public health and development.
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    Media and Communication Systems for Sustainability in Nigeria
    (Springer Nature Switzerland, 2025) Oyesomi, Kehinde (ed.); Okorie, Nelson (ed.); Osunkunle, Olyinka (ed.)
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    Assessment of online newspapers’ framing directions of COVID-19 outbreak data in Nigeria
    (Elsevier Inc., 2025) Oyesomi, Kehinde; Bamigbolayin-Afolabi, Fola; Amodu, Lanre; Okorie, Nelson; Adesina, Evaristus; Omale, Gloria
    Literature is scarce on an explorati on of the peculiar mix of the particular directions of framing employed in this study-critical framing, distance framing, empathy framing and support framing. The study sought to compare COVID-19 crisis frame directions in 5 selected Nigerian newspa pers. The framing theory was employed as the theoretical framework for this study. A quantitative content analy sis was the method adopted for the study. Content analy sis data were gathered through the Wayback Machine web site archive. Following a critical analysis of 4808 COVID-19 newspaper stories, framing direction findings indicated that Daily Post Newspaper stories largely used support framing, whereas Guardian and Punch Newspaper stories made extensive use of distance framing. Premium Times and Vanguard Newspaper stories used empathy framing. Therefore, this study recommends that in-house-style policies of media houses contain particular instructions on framing directions to reduce media bias and build audience trust. Health bodies (like the N.C.D.C. and the W.H.O.), health reporters and even health authorities can craft health stories in ways that the public can relate to. The stories can be told to encourage mitigation methods and to discourage misinformation, which builds trust in the readership. This study contributes to specific reportage strategies that could help future pandemic situations.
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    Nursing Mothers’ Perception of Maternal and Childcare Television Messages in Lagos, Nigeria
    (Ethno Med, 2024) Oyesomi, Kehinde; Afolayan G; Aramide Aluko; Amodu, Lanre; Adesina, Evaristus; Omole, Funke
    This study addresses the critical issue of maternal and childcare knowledge among nursing mothers in Lagos, Nigeria, with a focus on the impact of exposure and adherence to television messages. The objective was to investigate the relationships between exposure, adherence, and knowledge levels. A survey design was used, employing a Structural Equation Modelling approach, specifically Partial Least Squares. Data were collected from 391 nursing mothers aged 18 to 49. The findings revealed significant positive relationships between exposure and adherence to maternal and childcare television messages and the knowledge levels of nursing mothers. The conclusion highlights the need for targeted television interventions, while recommendations underscore the importance of tailoring content and collaborating with broadcasters to optimise the impact of maternal and childcare campaigns. The policy implications suggest the integration of television as a strategic tool in disseminating evidence-based information to enhance maternal and childcare practices.
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    Indigenous Communication: Socio-Economic Characteristics Influencing Contemporary Female Political Participation
    (Bridgewater State University, 2017) Oyesomi, Kehinde; Salawu, Abiodun; Olorunyomi, Bankole
    This paper takes into account the exceptionality of the socio-economic characteristics (age, income, education, marital status, occupation) of female participation in politics through the use of indigenous communication. The theory was laid on democratic-participant theory. Four communities were selected in Lagos and Ogun states. Survey design, Focus Group Discussion (FGD) and in-depth interviews (IDI) were adopted to generate both quantitative and qualitative data for the study. Structured and semi structured copies of the questionnaire were administered on 800 purposively selected respondents but only 775 copies of the questionnaire were used for analysis. Four (4) focus group discussions, made up of 8 purposively selected discussants each took place in four communities. Four purposively selected participants took part in the in-depth interviews. The quantitative data were presented in tables and analysed, using percentage counts, and cross tabulation. Mean and standard deviation were used for ranking of the perception of women on the role of indigenous communication in politics. The qualitative data, on the other hand, were transcribed and analysed, adopting the constant comparative technique and thematic approach. From the findings, young women participate more in politics. On age distribution, respondents were analysed and the result reveals that 40%, were between 26-35 years, only 8.2%, were over 55 years. The age distribution reveals that over 70% of the respondents were young women. Most of the respondents in this research were between 18 and 35. Recommendation were made among others that since young female participate more in politics, leaders in the community should devise more activities to promote the participation of young women and involve them in the preparation, organisation and evaluation of such activities.
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    Effectiveness of Yoruba language radio jingles in promoting knowledge, attitude and practices regarding Lassa fever among women in Ondo state, Nigeria
    (Licensee PAGEPress, Italy, 2020) Oyesomi, Kehinde; Ben-Enukora, Charity; Okorie, Nelson; Adeyeye, Babatunde
    Background: Lassa fever is one of the known Neglected Tropical Diseases (NTDs) that plague some states in Nigeria. Radio jingles in indigenous language have been adopted as a veritable risk communication approach to promote public knowledge in the bid to reduce the incidence of Lassa fever outbreaks in Ondo state which has recorded the highest number of victims in recent times. Given the high level of women’s con tribution in home keeping, food storage as well as maintenance of environmental hygiene practices, their knowledge, attitudes, and practices (KAP), is fundamental for the control of Lassa fever. Objective: The study examines the efficacy of indigenous (Yoruba) language radio jingles on knowledge, attitudes, and practices towards Lassa fever prevention among women in Ondo state. Methods: The study adopted a qualitative approach using Focus Group Discussion as the method of data collection. Results: Majority of the sampled respondents showed ample knowledge of Lassa fever. However, most respondents showed poor attitude towards the rodent vector and the recommended preventive measures have not been fully adopted by the majority of the respondents due to some identified barriers that hinder them from performing certain preventive practices. Conclusion: The radio jingles in Yoruba language have succeeded in promoting ade quate knowledge of Lassa fever among women in Ondo state. Although attitude towards the disease vector is still poor and total compliance with the recommended preventive practices that will reduce the spate of Lassa fever in the state have not been achieved.