American Journal of Communication最新文献

{"title":"Audience Perception of Pornographic Elements in Nigeria’s Indigenous Film Industry, Nollywood: A Study of Young Viewers in Two Tertiary Institutions in Imo State.","authors":"Victor O Alozie","doi":"10.47672/ajc.1154","DOIUrl":"https://doi.org/10.47672/ajc.1154","url":null,"abstract":"Purpose: The research work was carried out to ascertain the views of young audience of our home videos on the pornographic elements in some of the movies they watch. \u0000Methodology: The study which was anchored on the perception theory employed the survey research technique and drew its population from young viewers in Imo State University and Federal Polytechnic, Nekede, both in Owerri. Of the target population of 5000 students from the two institutions, 350 students were randomly selected for the exercise, out of which 302 respondents completed and returned their questionnaire. \u0000Findings: The result shows that many of our youngsters copy the scandalous elements they view on our home videos, resulting in their pornographic appearances in public, and display of lack of respect for cultural norms and values. \u0000Recommendations: It is therefore recommended the producers of home videos should de-emphasize the inclusion of pornographic materials in their videos. It is also recommended that our youngsters should reject the scandalous and pornographic elements in Nollywood videos and accept the good lessons which the home videos also teach their audience.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121570782","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"NIGERIAN CULTURAL VALUES AND ADVERTISING ETHICS: PRIMA GARNET, DDB CASERS, LINTAS, NOAH’S ARK AND CONCEPT UNIT ADVERTISING AGENCIES IN PERSPECTIVE","authors":"Catherine Isioma Nwokoro, Peter Magaret Akwaowo","doi":"10.47672/ajc.969","DOIUrl":"https://doi.org/10.47672/ajc.969","url":null,"abstract":"This study examines the Nigerian cultural values and edvertising ethics with a view to find out if some advertising agencies in Nigeria like; Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit are ethically based as well as if they reflect Nigerian culture in advertisements that they create. The specific objectives of this study were: (1) To ascertain if Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit advertising agencies create advertisements that portray Nigerian cultural values from the residents of Lagos, Abuja and Port- Harcourt. (2) To investigate among the residents of Lagos, Abuja and Port –Harcourt whether advertisements created by Prima Garnet, DDB Casers, Lintas, Noah’s Ark and Concept Unit advertising agencies were based on advertising ethics. (3) To identify which advertising agency reflects Nigerian cultural values in advertisements most among the residents of Lagos, Abuja and Port- Harcourt. The theoretical framework was the Dominant theories of Ethics. Survey was the research method used while the questionnaire was the instrument for gathering data for this study. The respondents for this study were purposively selected from three major cities which make up the three main ethnic groups or regions (Northern, Western and Eastern regions) in Nigeria. A total of 360 copies of the questionnaire were shared using stratified sampling technique into 120 copies for each state to be represented equally. This study concluded that there is a strong link between advertising and culture and this relationship should not be underestimated for positive advertising impact to be achieved. This study therefore recommends that, APCON should ensure that all advertisements portrayed in the mass media meet ethical standards of the profession and reflects the culture of the people of Nigeria.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132468426","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"RELEVANCE OF INTERACTIVE MARKETING PRACTICES FOR ENHANCING MARKET PERFORMANCE: THE CASE OF SOFT DRINK MANUFACTURING ENTERPRISES IN KIGALI CITY","authors":"Pereez Nimusima, Nixon Kamukama, R. Kalibwani, John Rwakihembo","doi":"10.47672/ajc.966","DOIUrl":"https://doi.org/10.47672/ajc.966","url":null,"abstract":"Purpose: The digital environment today has presented a great challenge for companies, locally and internationally on how they can leverage interactive marketing practices to maintain a warm relationship with their clients. The endless shifts in the customer journey map have made it, not only hard to manage customer experience, but also become more unpredictable. In due course, the imperative of complying with technology forces, to leverage customer patronage has put marketers to the task. The objective of the study was to establish the effect of interactive marketing practices on market performance of soft drink enterprises in Kigali City. \u0000Methodology: The study implemented a two-phase methodology that converged quantitative and qualitative methods to collect data. Simple random sampling technique was used to select 322 enterprises producing soft drinks in Kigali City which were later investigated using a self-report questionnaire and interview guide. To reduce the effect of the methods, the study collected evidence from both primary and secondary sources. Based on the response rate of 78%, the study carried out a validity and reliability check on 253 responses and used Pearson correlations and AMOS for analysis. \u0000Findings: The study established a positive and significant relationships between interactive marketing practices and market performance (r=.267, p<.01). 6.7% variations in market performance (Adjusted R Square=.067) was explained by interactive marketing practices. This finding shows that interactive marketing practices are relevant for soft drink firms in the region. \u0000Recommendation: On the basis of confirmed relationships, the study recommends that firms disseminate their marketing information using interactive marketing practices, since they cater for individual customer information needs and have multiplier effect on their purchase behaviour. Whereas the mixed conceptual ambiguities that still exist in literature could have affected the conceptualization and therefore results, this study also merely tested direct relationships, future studies may seek to test mechanisms through which specific Interactive Marketing Practices influence performance in a none soft drink sector.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128716915","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"YOUTUBE AND SECOND LIFE FOR INDIGENOUS LANGUAGE LEARNING: AWARENESS AND USAGE IN TERTIARY EDUCATION IN NIGERIA","authors":"Umefien Dakoru Epepe","doi":"10.47672/ajc.914","DOIUrl":"https://doi.org/10.47672/ajc.914","url":null,"abstract":"Purpose: This paper examined awareness and usage of YouTube and Second Life in indigenous language learning in tertiary education in Nigeria. \u0000Methodology: The study anchored on socio-cultural constructivism and adopted the survey research design. The population of the study was two-fold. The first component comprised of 52 Nigeria Certificate in Education students from five Federal Colleges of Education, who registered for the language acculturation programme at the National Institute for Nigerian Languages (NINLAN) in 2018. The second part of the population included ten lecturers of Nigerian languages in NINLAN. Since the study was focused on learning, and the population of students was manageable, the census sampling technique was applied. Thus, all 52 students were involved in the survey. Based on a representation of the three major Nigerian languages, the purposive sampling technique aided the selection of three lecturers: one each for Igbo, Hausa and Yoruba. Out of which, two lecturers were available at the time of the study. Quantitative data were collated from the students via a self-administered questionnaire, while the interview method was used to elicit qualitative data from the lecturers. Quantitative data were analysed using simple percentages, Chi-squared test and Fisher’s exact test. \u0000Findings: Findings showed a significant awareness of YouTube, but its usage for indigenous language learning was insignificant. Compared to YouTube, the awareness of Second Life was lower and it was not used for indigenous language learning. \u0000Unique contribution to theory, practice and policy: The study recommended that tertiary education; particularly language teacher education should incorporate Web 2.0 channels such as YouTube and Second Life into traditional classroom pedagogy to bridge resource gaps in indigenous language learning.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124388342","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influence of Language use in Comedic Movies on Attitudes towards Sexual Orientations of University Students in Kenya.","authors":"Francis Mararo, Hellen Mberia, L. Omoke","doi":"10.47672/AJC.828","DOIUrl":"https://doi.org/10.47672/AJC.828","url":null,"abstract":"Purpose: The intention of this research was to establish the influence of language use in Comedic movies on attitudes towards sexual orientations of University students in Kenya. Comedic movies explore and depict contentious topics among them sexual orientations such as lesbians, gays, bisexuals and transgenders-LGBTs. Comedians often use sarcasm and stereotypes for comicality purposes. This research used social learning theory (SLT). \u0000Methodology: Mixed methods research design that also used a convergent parallel mixed method model to get quantitative and qualitative data were used. The targeted population was University students from 7 main, chartered public and private Universities in Nairobi County. A sample size of 467 students was used. Multi-stage sampling of respondents was done using probability sampling techniques involving stratified sampling and simple random sampling. Additionally, a focus group discussions involving 30 FGDs participants were used. Further, content analysis using a comedic movie, Modern Family that contains sexual orientations contents was conducted. Data was then analyzed and presented using inferential statistics, descriptive, correlation, regression and ANOVA analysis. \u0000Findings: The findings showed that comedic movies use laughter to introduce and eventually influence attitudes towards sexual orientations of University students in Kenya. Specifically, most of those sampled agreed that nowadays there are more comedic movies using positive language while describing sexual orientations. Relatedly, a majority of those sampled agreed that they have become more tolerant and accepting of sexual orientations/LGBTs after watching comedic movies containing sexual orientations. The findings also noted that there is a significant number of University students who openly admitted to be LGBTs. \u0000Unique contribution to theory, practice and policy: Media has a role in influencing the youths’ attitudes towards sexual orientations. Language use in comedic movies had a significant relationship with attitudes formed towards sexual orientations/LGBTs. This was also linked to the increased open and more positive debates and discussions of sexual orientations/LGBTs, their challenges, predicaments and rights in Kenya. Therefore, the language used in the comedic movies was noted to have a significant role in influencing the attitudes towards sexual orientations of the University students in Kenya. \u0000","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"118 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128169040","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"One war, different coverage: Exploring cultural influences on international media framing of the Iraq War","authors":"N. Nwankpa, Agnes Ezeji, S. Chile","doi":"10.47672/AJC.665","DOIUrl":"https://doi.org/10.47672/AJC.665","url":null,"abstract":"The aim of the study was to demonstrate in empirical terms how cultural forces shape media coverage of global events. To buttress this fact, the spotlight was on international media coverage of the war in Iraq. The Iraq War was a defining media event. To underpin cultural influences on the war coverage, the paper reviewed five studies (Ravi, 2005; Dimitrova & Connolly-Ahern, 2007; Kolmer & Semetko, 2009; Barker, 2012, Gou et al., 2015) on the coverage of the war in different countries. Results revealed that the cultural context within which each news source was situated shaped the news representation of the war. The cultural factors that influenced the coverage were beyond the control of journalists and their media organizations, suggesting that culture is an important variable that should be considered when studying news production and coverage. The findings reinforce the widely held view that news production is shaped by competing influences, including cultural values.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115721056","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Factors Leading to Spelling Change of English Language Words on Whatsapp","authors":"Winnie R. Galebole","doi":"10.47672/AJC.615","DOIUrl":"https://doi.org/10.47672/AJC.615","url":null,"abstract":"Purpose: This paper discusses the findings of a research study that sought to investigate the factors that lead to the change of spelling for some English language words by WhatsApp users in Botswana. The investigation was informed by some unconventional spelling of some words in the English language, which otherwise would seem easy to spell. Although writers on social media platforms do not have to conform to standard language rules, some nonstandard forms of spelling similar to those collected from the chat groups, have now evidenced to be cropping in the academic writing. \u0000Methodology:  Data were collected from WhatsApp chat groups. The chat groups comprised of young (university class groups) and a mixture of young and middle aged (in church, social and family groups) users. Daily observations and documentations of strikingly modified spellings of words on WhatsApp were done over a period of 12 months. The Content Analysis data collection method was employed to collect data from a set of written texts on WhatsApp chat groups mentioned.  \u0000Findings: The findings of the study unearthed a metamorphosis and alterations of words, replacement of /s/ with /z/, excision of some letters in the  normal spelling of some words and substitution of letters with numbers. Factors such as being innovative, wanting to belong and speed of typing a text message amid the hype of everyday life, were realized. \u0000Recommendations: It is hoped that the paper will influence social media users, particularly students, to be spelling sensitive and conform to standard rules when they write in more formal platforms such as school assignments.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127510288","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE IMPACT OF JINGLES IN THE FIGHT AGAINST COVID-19 AMONG RURAL DWELLERS-A SURVEY OF TAI LOCAL GOVERNMENT AREA OF RIVERS STATE","authors":"Leader Staley","doi":"10.47672/AJC.600","DOIUrl":"https://doi.org/10.47672/AJC.600","url":null,"abstract":"Purpose: This study examined the impact of jingles in the fight against the Corona virus, which for some time now has been devastating the entire human world. Faced with this dreadful health challenge, concerned authorities have been seeking ways of creating more awareness in the society, particularly among the rural people. Three research questions--What qualities of the jingle make them appropriate and effective enough for rural enlightenment about COVID-19? Is the rural population being sufficiently informed about the deadliness and social stigma of the Corona virus? Can the use of jingles bring about desired positive behavior toward the Corona pandemic were raised to obtain the necessary data? \u0000Methodology: The study employed the qualitative and quantitative methods with the questionnaire used to gather the necessary data: The target population was the rural people and the sample/sampling technique consisted of one hundred people. The data collection tool was the primary source and the data, which was analyzed by the percentage method, was collected through surveys and semi-interviews. \u0000Findings: The findings indicate that advertising--generally--is highly persuasive and informative, broadcast advertisement penetrating and far reaching, the jingle very effective in capturing people’s attention and in bringing about a positive change in the behaviour of people towards the Corona virus. \u0000Unique Contribution of the Study: This study is significant in that it presented the jingle as a potent marketing communication device, yet to be maximized and exploited and as a tool capable of overcoming social and psychological barriers to disseminating socially valuable information, such as the COVID-19. \u0000Key words: Jingles, COVID-19, dwellers, impact, fight, rural \u0000 ","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115447530","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"GENDER-SENSITIVE ADVERTISING AS AN EFFECTIVE TOOL FOR REPOSITIONING WOMEN IN TO PUBLIC OFFICES IN NIGERIA","authors":"Catherine Isioma Nwokoro, Rosemary Obianuju Ekwunife","doi":"10.47672/AJC.498","DOIUrl":"https://doi.org/10.47672/AJC.498","url":null,"abstract":"Purpose: The objectives set for this study were to; examine if gender – sensitive advertising can be an effective tool for repositioning women in to public offices, to find out what stereotypical gender roles as portrayed in advertising that are used against Nigerian women can be changed through gender- sensitive advertising, to identify the ways that gender- sensitive advertising can help curb the negative stereotypes against Nigerian women in advertising, to identify the mass medium that is prone to portraying stereotypes against Nigerian women in advertising. The theoretical framework for this study was the Muted Group and Agenda- setting theories of the media.Methodology: The methodology for this study was survey and the study also offered a review of three selected products advertised on television.Findings: The study revealed that, the need for gender- sensitivity in advertising has become imperative given the way women have been negatively stereotyped as ‘ less capable’ compared to their male counterparts who are termed ‘active and capable’ for public offices.Unique contribution to practice and policy: This study recommends that; advertising should not be gender biased to favour one sex over the other and also, advertisements should be gender- sensitive in other to help correct the stereotyped views held towards women in Nigeria so as to enhance their chances of been public office holders","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121757311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE USE OF INTERGRATED MARKETING COMMUNICATION (IMC) BY EAST AFRICAN BREWERIES","authors":"Jane F. Angalia","doi":"10.47672/ajc.235","DOIUrl":"https://doi.org/10.47672/ajc.235","url":null,"abstract":"Purpose: The purpose of the paper was to evaluate the use of integrated marketing communication (IMC) by East African Breweries LTD.Methodology: The present paper highlights the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. The paper sheds lights on various facets of Integrated Marketing Communication (IMC) especially in different companies. The challenges and scopes of IMC with the context of strategies, implementation, and audit have also been discussed. The paper identified documentary evidence in the form of already completed studies that focused on the use of integrated marketing communication (IMCs) by different organizations.Results: The findings indicate that IMC has been proved as an efficient promotional tool to communicate more universally, clear, and effectively. Findings also indicate that companies that use IMCs perform better than those organization still using traditional marketing strategies.Unique contribution to theory, practice and policy: The Company has been running the East Africa’s premier music reality show, tusker project fame show in Kenya and neighboring countries for the last five years, where it sponsors contestants and the overall winner walks with 5 million shillings and a recording contract from Gallo Records, the international recording company. In addition to nurturing raw talent, the Project also left a lasting impact on local economies as many small and medium-size enterprises from the region were contracted to provide assorted goods and services in support of the show. During this shows over 15 million adults watch the show thus get to learn about the brands and the website of the company. EABL also sponsors football club thus anytime the games are being played the players put on jerseys with the company logo and their banners displayed at the wall of the stadium. The company has used different mediums of advertising to reach different age groups. For example to reach the people in rural areas it is uses the radio and to reach the aged people within urban centers it uses the television sets and well lit bill boards and to reach the youths it uses the social media where it has different fan Facebook pages for different brands eg pilsner and tusker.","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114435278","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}