Journal of Communications, Media and Society (JOCMAS)
Published by the University of Media, Arts and Communication (UniMAC), the Journal of Communications, Media and Society (JOCMAS) is a multidisciplinary academic research platform focusing on communication, media research and other related issues in the social sciences and humanities. The Journal provides an opportunity for the academic community and industry players in Africa and beyond to publicize their research findings in the above-mentioned fields and also access similar information. JOCMAS welcomes research studies, case studies, articles, essays/commentaries, seminar/workshop/conference presentations and book reviews in line with the broad vision of the journal.
University of Media, Arts and Communication
A Philosophical Perspective of Communication
The study of communication suffers from two basic problems: It lacks a theoretical canon and philosophical rigor. In view of these limitations, this article explores the significance of continental philosophy for the growth of the field. Attention is given to the traditions of phenomenology, hermeneutics, and epistemology in an effort to grasp how such notions as experience, interpretation, and power explain communicative intents, acts, and processes. The paper concludes that the application of these philosophies is necessary for traversing the borders of arid positivism and technological determinism in communication and media theory, research, and practice.
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Exploring the Linguistic Landscape of Cape Coast: Are Our Indigenous Languages Safe in the Public Space?
The use of the English language as the official language in Ghana has had a toll on the representation of Ghanaian languages in the public space. Even though few studies in Ghana have investigated the linguistic landscape of towns such as Ajumako, Kejetia, and some others, there is no known study on the linguistic landscape of Cape Coast metropolis, the hub of education in Ghana. This study explored the linguistic landscape of Cape Coast Metropolis. The researchers selected forty (40) billboards from four strategic locations in the Cape Coast metropolis. Using Landry and Bourhis’ (1997) theory of linguistic landscape, and Kress and van Leeuwen’s (2006) theory of Reading Images, the researchers analyzed the data gathered. The analysis revealed that Cape Coast is a multilingual town and the three languages used in the public space are English Language, Twi, and Fante. Further analysis revealed that the English language dominated the public space, followed by Twi, and lastly, Fante. Moreover, it was discovered that visuals in the billboards play a complementary role in communicating meaning to the audience. This study calls the attention of policymakers to consider revising the language policy towards promoting the use of Ghanaian languages in the public space as a strategy to sustain the culture of using our languages in the public space.
Agency And Processes in a Pandemic: Confronting Covid 19 Through Presidential Addresses
Grounded in the transitivity strand of Halliday’s Systemic Functional Grammar, this study investigates the transitivity patterns of the first two addresses delivered by the president of Ghana, Nana Addo Dankwa Akuffo-Addo, to Ghanaians after Ghana recorded its first six cases of the coronavirus to ascertain how the Covid 19 pandemic is construed in Ghana and how its initial reality is interpreted. Among many things, the addresses sought to give directives, call on various sectors and create awareness concerning the pandemic’s causes, effects, and precautions. The study discovered the projection of the president of Ghana as the active agent who is placed in the driver’s seat of Ghana’s fight against the pandemic together with some ministries and parliament as well as the entire Ghanaian populace. The processes associated with these participants are of movement depicting that they are active in their quest to confront the pandemic. Unfortunately, the health officials who are ideally expected to be active under such circumstances are not given agent roles in the data. There is a great awareness of the interpretation of the reality of the pandemic that is being portrayed in these addresses. Even though it is beyond the scope of this study to examine the reception and impact of these addresses and draw conclusions, the study reveals that examining these addresses clarifies the government’s position on the pandemic situation as well as strategies for creating awareness and promoting preventive behaviours and attitudes.
Political Communication in an Emerging Democracy: A Framing Analysis of President Akufo-Addo’s 2021 Inaugural Address
President Akufo-Addo’s (Ghana) 2021 inaugural address is analysed from a framing perspective. A theory-guided approach anchored by framing as the conceptual framework and framing analysis as the methodological approach were employed. Five major frames were unearthed: (a) “The can-do spirit”, (b) “Ghana beyond aid” (c) “maturing democracy”, (d) “social and economic justice” and (e) “unity, confronting COVID-19 and seizing destiny”. The Presidential inaugural address is the first and most significant speech the President will give after he is sworn in. This research offers insights into the underlying meanings that the president seeks to communicate to the nation beyond linguistic or rhetorical considerations. The research contributes to understanding as well as appreciating the role and nature of presidential communication in a contemporary and emerging democracy such as Ghana.
Framing Competence: African Women Leaders’ Representation in US News Media
This study examines the media representations of African women presidents (Ellen Johnson-Johnson Sirleaf of Liberia, Joyce Banda of Malawi and Sahle-Work Zewde) in two US newspapers: The New York Times and Washington Post, six months into their first terms in office. Addressing the dynamics of Western representation, this paper examines how the newspapers negotiated the representation of African women leaders through the lens of framing. Informed by qualitative content analysis, the findings indicate African women leaders were predominantly framed around competence, and stereotypes in ways that invoke socio-cultural concepts about marriage and domesticity as essential in women’s upward mobility to leadership spaces. This paper makes the argument that such gendered representations normalize these stereotypes as the global standard for women leaders and symbolically annihilate women who do not meet such criteria. This study extends the body of literature by applying feminist media concepts on traditional media, specifically newspapers, and representation of the Other, thus merging concepts of framing, feminism and transnationalism.
Social Media and Crisis Management During the Covid 19 Pandemic: An Analysis of the Twitter Activity of Five Key Ghanaian State Actors in the First Year of the Pandemic
The covid 19 pandemic led to a public health crisis which was responsible for the death of more than four hundred and fifty thousand people. Governments worldwide devised many strategies to help slow down the spread of the virus and reduce its impact on the economy and livelihoods of people. Even though social media platforms played a key role in information dissemination and awareness creation in relation to the novel Corona Virus, it is unknown if the activity of key government social media accounts have any relationship with the number of recorded cases. The researchers used a quantitative content analysis strategy to analyse the posts of 5 key Ghanaian government accounts on Twitter between 11th March 2020 and 11th March 2021, in relation to certain Covid 19 keywords. The researchers found that, no correlation exists between the Twitter posts of key government accounts and number of recorded Covid-19 cases in Ghana. The study also shows that, the lowest number of Covid 19 related tweets were posted in December 2020, the month of the Ghanaian elections, whereas, the highest number of Covid 19 related tweets were posted in March 2020, the month in which the first case was detected in Ghana.
The Relationship Between Media Literacy and Ethical Usage of Social Media among the Youth in Ghana
The surge in social media platforms has made everyone a creator of content on the online space for both the young and old. This follows the amazingly powerful tools that aid in the discovering, editing and sharing content without the checks and control mechanisms ascribed to the traditional media. Yet, alongside this development and opportunities in the technology has come a rise in inappropriate use of social media. This has become a major social and ethical concern. This paper examines the relationship between social media competence and the ethical usage of social media by the youth. Findings reveal that media literacy skills among the youth in Ghana is generally high but does not correspond to ethical social media use behaviour.
Exploring MIL Opportunities in Senior High Schools in Ghana: Perspectives from Teachers and Students
As young people increasingly conduct both academic and personal activities online, curriculum and extra-curriculum content in the school system are evolving to address their media and information literacy (MIL) needs to position them to become responsible creators and consumers of online content. While this trend is common to the economically advanced world, the same cannot always be said for less-endowed countries. The aim of this study is to explore opportunities available in the senior high school system in Ghana for MIL content infusion. Using in-depth interviews with a purposive sample of supply (school heads, teachers and librarians) and demand side elements (students), the study attempts proposals for interventions in schools and extends the growing MIL scholarship with practical guides for increasing the MIL skills of young people in developing countries.
Youth and Media Consumption in the Covid-19 Era in Mauritius
News diffused across media platforms increasingly form part of youth media consumption. The attention of the youth is continually solicited online and incidental news is constitutive of their everyday practice. In a notable way, Covid-19 and its restrictions have induced the youth to organize their lives digitally in an environment of news abundance. Beyond rational usage which often molds understanding of news and media consumption, this paper asks ‘can an ‘affective turn’ provide insight into youth incidental news media consumption during the Covid-19 pandemic?’ Through the notion of liminality, the paper questions incidental news and media consumption by the youth and the extent to which these are tied to their lived experiences. It delves into the habits of media consumption generally, with a focus on incidental news consumption in the participatory cultures of social media and considers the need to grasp youth media use and consumption as a social experience that is liminal. Through interviews with final year Mauritian secondary school students, this paper argues that the experiences of incidental news and media consumption encompass experiences which are affectively loaded and which evolve around passive and active engagements. It emphasizes the role of the platforms as gateways and gatekeepers. Through a decolonial lens, it makes the case for dialogic perspectives to offset the challenges posed by the platforms.
Analysis of Ethical Concerns in Social Media use among Youth in Nigeria
This study sought to analyse ethical concerns in social media use among the youth in Nigeria. The theoretical framework adopted is the Source Credibility Theory. The study employed Critical Discourse Analysis. The population of the study consisted of the top four (4) social networking sites in Nigeria. Out of these, Twitter was purposively selected for its widespread use for youth activism, particularly within the context of the #EndSARS protest; and for being the only social media platform the federal government had temporarily banned for ethical violations. A convenient sample of ten (10) tweets, which included retweets with text and images posted both during and within 18 months after the protest, was used to collect secondary data. Findings demonstrated a mix of ethical and unethical use of Twitter within the context of the protest. The result also revealed that although Twitter is a credible source of information, there were instances of anonymous tweets, which cast some doubts on the credibility of that specific source. The study recommends that beyond social media regulations, there is a need for the promotion of media literacy in Nigeria’s workplaces and educational system. In addition, the form of self-regulation inherent in African ethics should be applied by users of social media to facilitate harmonious communication. This study has made a modest contribution in the area of source credibility theory by proposing a conceptual framework within the context of the study.
Assessment of the Determinants of Physical Health Quality of Life of the Aged with Disability in Selected Districts in Ghana
There is increasing proportion of the aged population in Ghana who are affected by physical and visual disabilities. Therefore, this study assessed the determinants of physical health Quality of Life (QOL) of the aged with disability in selected Districts in the Upper West Region of Ghana. The International Classification of Functioning, Disability and Health (IGF) model was adapted to guide the study. The study used a census survey and questionnaires to collect data from 810 respondents. Those who were aged 60-69 years had the highest physical health QOL mean score and lowest for those aged 80 years and older. Physical health QOL mean score was highest for those who were married and lowest among those who were separated / divorced. Aged with physical disability scored higher in physical health QOL as compared to those with visual disability. It was observed that age, marital status and type of disability of the aged with disability determined their physical health QOL.
Introduction to the Special Issue: Africa’s Digital Youth and Media and Information Literacy Competencies and Practices
Across Africa, young people are living digital lives that manifest in their growing uptake of digital resources and media for daily routines. Africa’s media landscape is changing rapidly and has been characterized by increased media access among the youth (Silver & Johnson, 2018; Commey, 2020; Boulianne & Theocharis, 2020). The re-democratization and media liberalization wave of the 1990s expanded media availability significantly, bringing particularly radio and TV close to young people. But perhaps the biggest catalyst to the growth in access to, and use of media among young people across the continent has been the significant expansion in internet access and its affordance of access to new media.
Dialogic Communications and Online Public Relations Practice: An Analysis of Two Web-Based Platforms of Ghana’s National Communications Authority
Using Kent and Taylor’s (1998) five principles of dialogic communication, this study examined the National Communications Authority (NCA) of Ghana’s use of website and Facebook to engage stakeholders. A content analysis of the website and Facebook page of the NCA was conducted for a period of six months. The study analysed indicators of the five dialogic principles which are; dialogic loop, usefulness of information, generation of returned visits, ease of interface, and conservation of visitors. The study found that the five dialogic principles were minimally manifested on both website and Facebook page of the NCA as both platforms only employed principles ease of use and useful information adequately. Comparatively, posts made on the Facebook page and the website of the NCA were similar to an extent and the principle of useful information scored the highest points on both platforms. Finally, the study revealed that the website of the NCA did not allow two-way communication between the organisation and its publics. These findings may suggest that the NCA website did not foster direct feedback. The findings support existing literature and affirms what communication scholars such as Nam (2014) have reported.
Towards Effectiveness of Advertising Recall on Brand Preference in Ghanaian Telecommunication Companies
Advertising recall is one of the categories of measures of the cognitive response which have been developed. What remains a dilemma to advertisers is whether there is a correlation between recall of advertising and brand preference or not? This study sought to determine the relationship between advertising recall and brand preference among young communication students in Accra. Expectancy Value Theory and Media System Dependency Theory were used. The study adopted simple random sampling procedure to respond to two propositions: 1. That there is no relationship between advertising recall and purchase of product or service; 2. That there is no relationship between advertising recall and brand preference. Findings indicate that relationship between advertising recall and brand preference is significant. Majority of the respondents also emphasized that, in the future, their next choice of brand will be based on ‘efficiency of service'.
The Role of Social Institutions in Retirement Planning Information Dissemination in Urban Ghana
Preparedness inadequacy for the retirement transition is one of the key reasons behind the need for planning information dissemination. The paper examines state and other corporate institutions’ role in retirement planning using qualitative data obtained from selected state and related institutions using the qualitative explorative approach. A cross-sectional exploratory design was used to investigate social institutions and how they shape retirement planning in Ghana. The study population pertained to institutions that performed retirement planning related functions such as the National Pensions Regulatory Authority, Social Security and Insurance Trust amongst others. Purposive sampling was undertaken in selecting 12 participants for the study. Targeted key informant interviews of social institutional officials were used in the process of data collection. Data was subjected to thematic analysis and managed with the NVivo software. The findings show that these institutions provide retirement planners with sensitisation regarding the new pension system and/or schemes, their modalities and benefits including retirement planning in general using mass communication conduits such as media forums, television, radio, outreach programmes, brochures including leaflets. However, a myriad of challenges were encountered by the pension service providing institutions in the process of their information dissemination exercises, namely difficulty in explaining the composite nature of the pension system to clients, the lack of cooperation from organisations consulted for permission before the sensitisation campaigns, poor retirement planner attitudes and low staff strength. In conclusion, the study’s outcome has implications for the realisation of retirement planners’ retirement goals including adequate planning knowledge. It is recommended that 'financial education’ should be incorporated into the national school curriculum. Further, the role of the National Commission on Civic Education must be expanded to entail financial education of workers and all Ghanaians at large.
Corporate Social Responsibility Practices in A Telecommunications Company - A Case Study of Vodafone Ghana
This study explored the practice of CSR in Vodafone Ghana within the CSR conceptual framework of the Instrumental theories among the wider grouping encompassing Instrumental, Political, Social Integrative and Ethical (Garriga and Mele, 2004). This research also broadly considered /ssues about the relationship between business and society and the extent to which the company's CSR footprints conform to the CSR scientific assessment criteria: environment, marketplace, employee care, community (Wholley 2004) and corporate governance. The qualitative approach using 20 in-house and external respondents through primary research and document analysis was used to gather the data. The findings showed that Vodafone’s performance can be put within the context of four theories under the Instrumental theory namely: shareholder value enhancement; getting a competitive advantage; cause related marketing and corporate philanthropy. From the perspective of the five scientific criteria this company can be associated more with the marketplace and the community through their aggressive promotional activities and corporate social investment (CSI) performance.
Corporate Social Responsibility Practices
Coverage of Presidential Candidates and Press Bias in Ghana
The news media in democracies are seen as suppliers of political stories to citizens. And one of the methods by which this activity is performed is by the news gathering and dissemination role of the media. In a situation where selection and presentation of news is based on biased instead of the interest of citizens, the ethics of the profession is questioned. In effect, it is anti-democracy and development. Above all, with regard to Ghana, it amounts to a total disregard of the code of the Ghana Journalists Association. This study examines the extent to which the press was biased in its framing of the previous presidential elections. Using content analysis, the study, which is grounded in the theory of gatekeeping, found out that in 2008 and 2012 election campaigns in Ghana, the press was biased in favour of the NPP’s presidential candidate. This result also goes to dispute the trend of incumbency bonus or advantage in Ghanaian political communication.
African Conflicts: Memory, Trauma and Narrative (Dis)Play in Selected Memoirs
This study participates in the scholarly conversation on the issue of memory and trauma within the research space of the rhetoric of conflicts in Africa. Three memoirs— Ahmad Tejan Kabbah’s Coming Back from the Brink in Sierra Leone (2010); Ismael Beah’s A Long Way Gone: The True Story of a Child Soldier (1998); and Véronique Tadjo’s The shadow of Imana: Travels in the Heart of Rwanda (2002)— serve as primary data for the paper. The theoretical framework guiding the work is Teun van Dijk’s approach to Critical Discourse Analysis (CDA), supported by Jonathan Charteris-Black’s theory of “Metaphor and political communication”. The study also employed an interpretive methodological approach that embedded the Aristotelian concepts of pathos, ethos and logos to understand the rhetorical tactics used in the memoirs to communicate various ideologies, representations and meanings of conflicts in Africa. The analysis shows that many of the problems that ignite conflicts in Africa are partly from the continent’s colonial antecedents, and partly from the African leaders themselves, who employ sophisticated narrative manoeuvres for their selfish interest or for the soul of the African rich minerals.
Between Facts and Fiction: The Relationship between Journalism and Literature
The study investigated the relationship between literature and journalism, with reference to Ghanaian and, for that matter, African literary ethos, aesthetes and cultural heritage. The study dilated on this relationship between literature and journalism on one hand, and politics on the other, and how the three entities could be utilised in overcoming, or at least, ameliorating the development challenges facing Africa This point is premised on the fact that an earlier use of the three entities helped the struggle against colonialism and later imperialism. Also, the study investigates how literary ournalism can be used to highlight currents of thought with reference to contemporary political, cultural and economic experience in Ghana Overall, the study supports the idea that literary journalism can be used as a veritable communication tool in overcoming some of the social, political and economic difficulties facing the African continent.
Akosua Cartoons in the Daily Guide: A Discourse Analysis
This pioneering effort in using discourse analysis to describe editorial cartoons in a national daily explores the ontology of Akosua cartoons in the Daily Guide. Using the interpretive approach from the epistemic standpoint, the qualitative approach is utilied to identify sampling units through strategic sampling to respond to three propositions: 1. 'Akosua* cartoons will reflect the 'ideological standpoint of the publishers*.2. Akosua* cartoons will dwell more on 'political* issues than on other issues. 3. * Akosua* cartoons will be gender blind in the portrayal of issues. The study used two theories, construction of reality and ethnomethodology to provide a context for understanding * Akosua* cartoons. First, the particular ideological standpoint of the publisher is reflected in the content of cartoons. Second, when it comes to the type of issues covered, it was clear that there is an emphasis on political news. For this publisher the overarching ideological and strategic position is the three Ps: pro-democracy, professionalism and profits. The second issue of gender shows that there is no gender policy and the coverage of women is essentially neutral.
The Print Media Coverage of Ghana’s Legislature
The paper researched print media coverage of Ghana’s Parliament using the content analytic category to determine whether the media serve as the tribunes of the larger society. Two Ghanaian newspapers, the state-owned Daily Graphic and the privately-owned Daily Guide were used for the study. A total of Seventy-Two (72) editions of both newspapers were selected, and the coding process produced Ninety (90) news items for analyses. While it has been established that the media as the ‘Fourth Power’ within the State are essential in performing its informational function, it also emerged that in their coverage of Parliament, the media, represented in this study by the two most circulated newspapers in Ghana were not too effective in their educational function. The media have fallen short of providing the required political and operational debates to engage the citizenry. In this paper, while the findings are significant in alerting the media to the malaise, it also emphasises the need to urge them to review their strategies in order to activate citizens to become aware of the wider and more inclusive debates. This can help engender critical public opinion formation and also promote active citizens to appreciate social, economic and political importance of Parliament and its role in the development of Ghana.
Innovation in Media/Journalism Education and Research in Ghana
Rapid changes in the world today places a demand on journalism practice to take a new outlook that is underpinned by an innovative approach in its education and research. This study examined innovation in journalism education and research in Ghana. Qualitative approach to data collection and research was employed. Sample was selected using purposive and convenience sampling techniques. Sample consisted of journalism scholars and practitioners in tertiary educational institutions in Greater Accra region, Ghana. Data collected from the interview was analysed using thematic analysis. Key findings point to a disagreement in views regarding the gap between what is taught in the classroom and what is practised on the field. Journalism instructors were of the view that no such gap exists whereas the practitioners were of the opinion that a gap does exist. It is recommended that curriculum enrichment, teaching online journalism, organizing workshops and seminars for students, involving practitioners in curriculum development be promoted.
Developing Language Skills for Effective Global Partnerships
The concept of celebrating differences reached humanity rather late in the stream of human endeavours; yet that notion also probably underscores current efforts to legitimise spaces to rectify past attempts at socio-cultural displacement. Recognising differences as shared phenomena rather than a weapon for patronage might have spared the ancient and modern worlds the unpleasant experience of colonisation. That recognition is yet to be jully grasped even by the contemporary world. Globalisation is a commendable human endeavour and worth attention. All countries are affected by this global phenomenon. Through globalisation, humanity is making strides to bridge hitherto seeming insurmountable gaps, thus ensuring a certain amount of acceptance of others. That language is a unifying factor in these human endeavours cannot be overemphasised. This paper discusses English language from three perspectives: The first section locates language in the centre of past socio-cultural discord among written and oral cultures. The second part discusses the major breakthroughs in human relations due to improved communication channels. The final part considers the crucial need for developing effective language and communications skills within the global relations and how the Ghanaian educational system could aid technical graduates to maximise their marketability through language.
Television Programming for Development: A Study of the Impact of 'Sunrise', A Developmental Magazine Programme of Channels Television, on the Audience
This research project was carried out to evaluate the level of impact or marked influence of ‘Sunrise’, a developmental magazine programme of Channels Television, Lagos, on viewers. It was also aimed at ascertaining if the content and quality of the programme favourably facilitated the exchange of information to effect positive change in the attitude of people, as one of the many activities directed at using communication to bring about a better quality and quantity of life for individuals. Use study used the survey research method of data gathering and the questionnaire as the data collection instrument, The findings of this study were of the affirmative position that the TV programme under study is indeed favourable to the facilitation of the exchange of information needed to effect positive change. It was also found to have impacted positively on individuals, but was not so positive, though the hypothesis tested, in positively changing attitudes of individuals which has been formed through various experiences. This study concluded on the note for further research into the possible variables or factors that may be responsible for bringing about development, apart from communication, and their respective levels of impact. The study also made recommendations to development agents — individuals, corporate establishments, and the government.
Impact of Information Centres on Scientific Research: A Case Study of the Cocoa Research Institute of Ghana
Information centres are of prime concern as far as managing information is concerned. They have become significant in the provision of scientific and technical resources for scientists. Hence there is the need for information centres to process and repackage information in a suitable format that will satisfy and meet users’ information needs. This study looked at the impact of information centres on scientific research with reference to the Cocoa Research Institute of Ghana. The impact of any information centre’s services on research or on a parent organization depends on the satisfaction users derive through the services. The study adopted the expectation disconfirmation theory, a customer satisfaction model, and used the survey method, employing the semi-structured questionnaire to collect data from 60 library users and 20 information centre staff. Descriptive statistics such as frequencies and percentages were used to present the analysis. Findings from the study show that the Library is used frequently and patronage is very high. The information resources were found to be reliable, current and produced in a timely manner. Users derive a lot of benefits in using the Information Centre and this has increased research output. However, there are areas of dissatisfaction like the poor nature of Internet connectivity, inadequate information resources and limited funding.
Theoretical Transformations: Tradition, Postmodernism and Participation
The emergence of new technologies has spawned new social movements across the globe, notably in established democracies and countries experimenting with the liberal idea. The fulcrum of this transformation is dictated by the new media's gradual possession of the centre in activating citizens' participation and ensuring publicness in our daily lives. The thrust of this transformation calls for a rethinking and shifts in theoretical arguments and postulation. As we move away from traditional approaches and understanding of political participation in the contemporary public spheres, we must begin to forge new ways of theorising on issues of participation and publicness. This shift could be anchored in what we might term civic participation -actions outside the political realm.
Manipulative Language in Campus Politics: Deconstructing Students’ Messages on Posters in some Ghanaian Universities
The University Campus has often been seen as an important site for the publication of school-related political ideas of young people (Loader, Vromen, Xenor, Steel and Bungum (2015). Against the background that critical discourse analysis seeks to uncover the ideological assumptions that are hidden in the words of written text or oral speech, this study sets out to deconstruct the language of ‘welcome’ encoded in posters and banners by would-be student leaders on the campus of some universities in Ghana in order to reveal the ideological elements contained in these posters and banners. Using Critical Discourse Analysis and genre analysis as the analytical framework, the study showed a typical move pattern of engagement used by the aspiring student leaders on the posters. This involves names and images of the participants on the posters, welcome messages, advertised student-leader positions as well as provision of contacts (mobile phone and social media) to further extend the discourse. Also, the study, through critical discourse analysis, deconstructed the language of welcome used by the aspiring student-leaders by indicating how they used the language of welcome as a cover to establish their own ideological and political ambitions. These findings have implications for students who wish to vie for positions in future campus politics and by extension national politics.
Persuasive Strategies used in the Advertisement of Herbal Medicine in Ghana
This study examines the persuasive strategies used in the advertisement of herbal medicine from a critical discourse analysis perspective. The study focused on the use of language in herbal medicine advertisement and the persuasive strategies used by herbal practitioners to advertise their products. The study used Van Dijk’s (2006) concept of manipulation as the conceptual framework. Aristotle’s persuasive appeals were applied in analyzing a twenty-three minute herbal medicine advertising jingle. The findings indicated different persuasive strategies such as ideology, intertextuality, the use of indigenous languages, repetition, personal pronouns, and rhetorical questions to manipulate the audience. The study also examined how these strategies are used to control the mind and maintain power over the audience. The study revealed that the herbal medicine practitioners control the minds and experiences of their listeners by the excessive use of pathos (emotional appeals) to create to a large extent, manipulation of the minds and beliefs of their listeners for them to patronize their product.
Maternal Health Education and Promotion: Perceptions from Wa Municipality of the Upper West Region, Ghana
The study argues for effective integration of health education and communication strategies and their application within existing inter-related approaches to improve maternal health education in the Wa Municipality of the Upper West Region of Ghana. The study design was mainly descriptive. Systematic sampling was employed to select fifteen health facilities for the study. In-depth interviews and Focus Group Discussions (FGDs) were used to collect data. The study found that though majority (sixty-five percent) of the respondents indicated that radio discussion served as a practical strategy to improve maternal health, thirty-five percent of the respondents, however, noted that programmes on radio and television hardly used bottom-up methods to educate people, especially pregnant illiterate women. The study concludes that existing health education methods need to be strengthened through integration with bottom-up communication methods. The study recommends an integrated approach to educating pregnant women on their health in the Wa Municipality.
Adapting Benjamin Kwakye’s The Clothes of Nakedness as a Film: An Essay
This paper discusses the usefulness of adapting the novel, The Clothes of Nakedness by Benjamin Kwakye (1998) as a film. This adaptation is relevant because the novel presents themes, language and gender issues pertaining to Ghana and by extension Africa as a whole. The thematic issues could be relevant to other parts of the world which share similar characteristics. While values that could promote development seem to receive little attention, there is a growing tendency among the youth to watch movies and other entertainment programmes. This growing inclination among the youth could be harnessed to promote values such as those depicted in the novel analysed for this study. Feminism and feminist reception theory have been employed in this study. This essay employs text analysis and literary appreciation to analyse and discuss The Clothes of Nakedness in terms of the values, characters and other literary techniques in the novel to demonstrate the usefulness of adapting the novel as a film. The title of the novel, The Clothes of Nakedness, derives from an Akan proverb which states that, ‘Se Kwatrikwa se obe mawu ntuma-a, tie ne din’ to wit, ‘If Nakedness promises you clothes, take note of his name.’ The title is a satirical reference to people who pose as wealthy, yet do not have anything but rather depend ironically on the very people they claim to assist. Mystique Mysterious typifies this pauper but it also reflects the incompetence of the men in the novel who are supposed to support their female counterparts. As an outline, the paper begins with the concept of adaptation and proceeds with a synopsis of the novel. The paper further discusses the Feminist theory and how it underpins the study. There is the discussion and analysis based mainly on gender and feminist theory and the language of the novel is also examined.