Latest Publications

2020

African Language Media: Development, Economics and Management - 1st Ed

A. Salawu
Routledge African Studies 296 Pages
ISBN 9780367408404
https://www.routledge.com/African-Language-Media-Development-Economics-and-Management/Salawu/p/book/9780367408404
  • Abstract

    This edited volume considers why the African language press is unstable and what can be done to develop quality African language journalism into a sustainable business. Providing an overview of the African language journalism landscape, this book examines the challenges of operating sustainable African language media businesses. The chapters examine the political economy of African language media, the management of African Language media and consider case studies of the sucesses and failures of African language newspapers, and the challenges of developing quality journalism. Covering print and digital newspapers and broadcast journalism, this book will be of interest to scholars of media and journalism in Africa.

    The book will be available for pre-order after November 17, 2020

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2020

Assessing the uniqueness of indigenous language in advertising: analysis of figurative language used in selected telecommunication Yoruba advertisement in Nigeria.

Oyesomi, K and A. Salawu
The Qualitative Report 24(10): 2574 – 2591
E-ISSN: 2160-3715
https://nsuworks.nova.edu/tqr/vol24/iss10/12
  • Abstract

    In this paper, the researchers look at the uniqueness of indigenous language and how figurative language is used to communicate meaning in telecommunication Yoruba advertisements. There are four major telecommunication operators in Nigeria- MTN, Airtel, GLO and 9 mobile. The highest two operators with active subscribers-MTN and Airtel were chosen for this study. All MTN Yoruba advertisements and all airtel Yoruba advertisements were the population of the study. Through random sampling, MTN Smart Recharge advertisement and Airtel Goody bag advertisement were the sample. The qualitative textual analysis was employed to examine the figurative languages used in MTN Smart Recharge Yoruba advertisement and Airtel Goody bag Yoruba advertisement. The researchers found that 12 figurative languages were used and described in 25 presentations (Metaphor, allusion, symbolism, eulogy, sarcasm, pun, anaphora, repetition, hyperbole, simile, alliteration, rhetorical question) in the two selected advertisements. We, therefore, recommend among others that advertisers, not just telecommunication companies should pay serious attention to the use of figurative language that can attract the audience to their services and show the uniqueness of indigenous language.

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2020

The Photo-Dramatics of Atóka Photoplay Magazine

Àkàngbé Adéníyì
Journal of the Yorùbá Studies Association of Nigeria Vol. 7 No. 3

  • Abstract

    The photo-dramatics of Ató ka ̣ implies the various dramaturgical devices employed in creating Ató ka ̣ photoplay magazine. The composition of the photoplay magazine relies extensively on the editorial and creative ingenuity of Olótùú (editor) who controls the three-modal arts of Ató ka ̣ , namely: dramatic art, photographic art and publishing art. Ató ka ̣ tells its stories primarily in photographs, hence series of artistic and technical manipulations to convey its dramatic story vividly to its readers. This paper which adopts Roland Barthe’s photo-semiotics examines the photo-dramatics of Ató ka ̣ , dwelling on its various dramaturgical devices of adaptation techniques; photographic shots, shots imposition and continuous dialogue; editorial intervention: speech balloons, thought bubbles, and cap prints; and intro and recap devices.

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2020

Indigenous Language Radio, Identity and Belonging.

Onyenankeya, K. and A. Salawu
The International Journal of Diverse Identities 19(2): 33 – 4

https:doi.org/10.18848/2327-7866/CGP/v19i02/33-49
  • Abstract

    South Africa presents a paradox of identities—a confluence of multi-ethnic groups characterised by racially defined socio-economic and political structure, entrenched loyalties, and dichotomized interests. This makes the quest for identity and belonging poignant particularly for subordinated groups. The media is one of the sites through which views about identity, belonging, and marginalization are constructed and expressed. However, the views in mainstream media often reflect the social values of the dominant group in society. This article argues that indigenous language radio can serve as alternative media site for subaltern groups to construct a sense of identity and belonging as well as counterhegemonic representations. Taking Motsweding FM as a case study, the article explores how indigenous language radio format is consumed by the Setswana speaking community in South Africa with regard to identity negotiation and belonging within the framework of the emerging theories of alternative media and associated concepts such as counterhegemonic and counter-public sphere. A total of thirty-nine semi-structured interviews were conducted with randomly selected Motsweding FM listeners. It was found that participants use Motsweding FM to assert their sense of self and belonging as well as deconstruct hegemonic identities of themselves and others. Language and music emerged as two vehicles of evoking and asserting identity.

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