The audience occupies a very vita! and significant position within the ambience of the arts in general and theatre in particular. It remains one of the outstanding prerequisites for a complete efficacious and potent theatre experience. Its absence renders the entire activity a no event. Thus its standing within artistic and theatrical parameters is that of uniqueness and indispensability. Effiong Johnson posits that "Not considering the audience in the scheme of the performance is unpardonably a blind stupor which can lead (...) to one predictable outcome: regret!" (215). There can never be a theatre experience or event without the audience. It is considered to be the better half of the event. Their presence, cheers and signs of appreciation encourage performers to break a leg and put up a superlative performance. Nwamuo notes further that audiences beat the drums which spur performers to a frenzy (Inaugural Lecture, 15). William Byrnes adds that no matter how lofty the aesthetic aims of an organization, especially arts outfits, without the regular support of an audience, patrons or members, enough money will not come in to keep the enterprise alive (255). Audiences have existed in the theatre over centuries and have continued to exert influence in different spheres, especially the performance. Dennis Sporregivesusan insight into this by pointing out that: The audience of the 19th century played a significant part in determining what took the stage. Royal patronage was gone and box office receipts were needed to pay the bills,... The Industrial Revolution had created larger urban populations and expanded public education to a degree.... To appeal to this diverse audience, theatre managers had to program for the popular as well as the sophisticated taste if they wanted to make money (409). (shrink)

The thrust of this paper is to assess the efficacy of establishing African Global Media channel to strike a balance in communication between Africa and the rest of the world. This paper is a reaction to the imbalance in communication flow as engineered by the global media. Global media has contributed greatly to cultural domination in Africa by Europe and the Western world. These channels of communication such as), Cable News Network (CNN), British Broadcasting Corporation (BBQ, DeutseWelle Television (DWTV) including (...) a host of other transnational print media, transmit programmes with cultural values from Europe and America to Africa. Consequently local African media and their attempts to preserve African culture are frustrated. This paper therefore recommends African governments' committed investment in local industrialization, re-structuring information and communication industries to serve African developmental purposes and the establishment of a unified African Global Media Channels. (shrink)

—This paper sets out to re-examine the impact of global television on the behavior of youths in Nigeria. The paper identifies cultural imperialism as the most significant impact of global television achieved through programs like sports, drama, musicals, and violent movies transmitted to Nigeria and other third world nations. These programs are transmitted under the guise of informative, educational and entertainment programs while the Nigerian youths are the most affected victims. Through careful analysis of previous researches and literatures, this paper (...) posits that Nigerian youths are caught between the dilemma of the foreign cultures and their indigenous cultures in terms of dress codes, speech, dance and the general ideologies. This paper concludes that aggressive cultural communication and government’s programs targeted at youths at all levels are one of the suggestions that can help tame the cultural dilemma among the youth. (shrink)

For more than a decade, an aura of discontentment has challenged existing models and theories that have established the structures in various fields of human endeavours such as philosophy, architecture, political science, media, literature, arts and the humanities in general. For instance, the architectural design of what was hitherto referred to as modern building has at least a sitting room (parlour), a kitchen, a bathroom and a toilet as well as two or more number of bedrooms depending on the size (...) of the family, including the master's bedroom. This design was a view that transcended from the old traditional caves and all manner of living spaces that were devised by the early man. The modern concept arose out of man's need to assume a better living status based on his new initiatives. In the field of media and communication, the period of technological evolvement and development that brought about the coinage of descriptive terms such as 'electronic age' and now 'computer age', was preceded by a 'stone age' where the means of communication was prototypical of that archaic society. Though nothing has changed tremendously in interpersonal communication, there are modern means of interpersonal communication made possible by the advent of the telephone. Prior to the advent of this modern technology, interpersonal communication was only made possible in a face-to-face situation or mere errand. Mass Communication in early traditional societies was done with the use of smoke or town-criers who were employed to go round the communities with their gongs to make announcements. This means of communication hardly made it possible for ideas or information to be shared among people who resided in different parts of the world, unlike today. (shrink)

The problem of cultural degradation and high respect for foreign cultures of Europe and America more than Nigerian cultures are the major problems in this study. The paper sets to examine media imperatives for the globalization of Nigerian cultures. The paper answers the question of if Nigeria has a culture in the affirmative and adopts the analytical research method to identify Nigerian cultures, to find out how foreign cultures have affected Nigerian cultures and to explain how Nigerian cultures can be (...) upgraded to be universally appreciated. The paper concludes that foreign cultures have been preferred to local cultures by many Nigerians, while some have are not ready to associate with local cultures. The paper recommends that Nigerian material cultural objects should be upgraded, refined and promoted through media channels such as the Nigerian film industry and other outlets by the Federal Ministry of Information and Cultural orientation. (shrink)

This paper sets out to examine the ideals of rebranding in the national image rebuilding process, fetching examples from Nigeria’s experience. The discourse also examines the concepts of image and the impact of anti-social behaviour of citizens on the nation’s image within the international community. This includes indiscriminate imaging of violence or crime scenes through photographs and written reports by citizens of the country. The paradox of the development of indiscriminate imaging and reporting of violence through photographs is antagonistic to (...) Nigeria’s image rebranding project. This paper acquires data through observational and analytical methods. This paper concludes that the rebranding of Nigeria and other African nations where violence, corruption, and anti-social behaviours strive is almost impossible until there is a change in the attitude of the citizens. The paper recommends that the war against corrupt practices, suicide bombings, and terrorist attacks on innocent citizens of Nigeria should be a collective effort of every Nigerian who wishes the country’s image well, otherwise the country will continually suffer the risk of perpetual alienation effects. (shrink)

In the wake of increased interventions into health and social problems arising from various behaviours in Cross River State, this paper is set to ascertain the most effective media that can be utilized for effective communication. The mass media of communication, including television, radio, newspapers and magazines, bill boards, hand bills, posters, theatre and many other social and interpersonal media of communication are available for patronage by interventionists targeting change in any society. The question however is which of the media (...) is the most viable? To determine this, a survey was conducted to sample the opinions of 140 media students from two higher institutions: the University of Calabar and the Cross River University of Technology (CRUTECH), all in Cross River State. The population of the study comprised both undergraduates and graduate students of Theatre and Media Studies and Mass Communication in both institutions. Findings reveal that out of the fourteen (14) media tools brought into limelight, radio, television, and billboards are the most patronized tools for change communication. The paper concludes and recommends that non-governmental organizations and the government can utilize radio, television, billboards and the church as the most effective media for change. (shrink)

In Nigeria, if the effects of development policies were felt by every Nigerian citizen, the search for respite would have assumed committed and prompt dimensions. Common hindrances to social development seem to be inflation, corruption, embezzlement, extreme ethnicity, selfishness and man's inhumanity to man. Nigeria has suffered exploitation in two phases: first in the colonial era, and second, during the post-colonial era, in which the nation is struggling against the forces of independent colonialism by its own people. Nigerians have approached (...) their struggles in various dimensions. Their criticisms have been registered freely in newspapers, magazines, radio and television. Yet, nothing has changed. Many have suffered different shades of attacks and embarrassment in the course of protest, while a few are doing it intellectually through some literary means. Chris Nwamuo, a Theatre Arts Administrator, a teacher, a playwright and a play director falls within this category. He has offered his voice as a cry for the underdogs of this society and has exhibited this attribute in several of his plays, one of which is The Prisoners. The play makes the author a "Marxist" in some way. The theory of class struggle forms the basis of modern socialism pioneered by Karl Mark, Friedrich Engels, as well as the conservative advocate of social reform, Lorenz Von Stein (Killian and Turner 279). The theory of class struggle, encapsulated in class-consciousness in its restricted sense, incorporates as a central feature, the burning conviction that members of a class suffer from a shared state of injustice. In the Marxian analysis, class-consciousness has always been understood as a political consciousness of one's own rational class interests and their opposition to the interest of other classes. (shrink)

Worried by the drastic decline in the quality of content of Nigerian movies as evaluated by critics, this paper analyzes the evaluation of Nigerian movies by the African Movie Academy Awards (AMAA) between 2006 and 2016. The objective is to review the decisions of the AMAA jury and to present the academy’s position on the prospects and deficiencies of the Nigerian Movie industry. The paper employs analytical research approach using both primary and secondary sources to explore assessed contents of the (...) Nollywood movies and how far the industry has fared in the mirror of a renowned African movie assessor like AMAA. This paper assembles data of the awards of AMAA since inception and graphically presents the data. Findings reveal a sharp drop in quality of content of Nigerian movies over the years with a hope of an upsurge as adjudged by AMAA since 2006. The study recommends the private sector’s all round support to Nollywood and the federal government’s training or retraining of filmmakers as well as sustained funding for the steady development of the Nigerian movie industry. (shrink)

This paper investigates the recurrent music ban on musical video broadcasting and the issues of quality of musical contents that have warranted such a phenomenon by the National Broadcasting Commission in Nigeria. The major contention was the justification or otherwise of the ban. The paper employed observational and analytical methodologies to examine the causes of the bans on musical videos in Nigeria by NBC, the reactions of the affected artistes and their fans and the negative effects of erotic lyrics, nudity (...) and suggestive dance steps by minors, ladydancers and the musicians on the youths and other categories of musical video audiences. The paper submits that the NBC’s gestures are commendable and should be sustained while quality assurance efforts should be intensified through promotion of quality musical videos produced more for the purpose of entertainment than education or information. The paper also calls for collaborative efforts among all stakeholders in the music industry to achieve quality in the musical videos produced for general public consumption. This paper encourages musicians to invite creativity into the musical industry in Nigeria by coming out with songs and performances that reflect the cultural values of the country rather than mere entertainment songs and acts that have a greater tendency to corrupt younger minds. (shrink)

The viewing patterns of Global Television in Nigeria seem to have undermined the objectives of local media content in the Nigerian media industry. This paper was designed to examine the factors that indicate that global television affect the development of Nigeria’s local content and why most Nigerians prefer to watch global television programmes at the expense of local television programmes even in the wake of assumed improved local contents in the Nigerian media. The study adopted observational and quantitative methods of (...) acquiring data on reasons why most residents in Nigeria prefer to view foreign programmes and how television viewing of global contents from the foreign stations has affected the development of local media content. The questionnaire was the instrument adopted for eliciting data from primary sources who are television viewers in Nigeria. This study proposed and distributed 300 but recovered 267 copies of the ‘Global Television versus Local Television Viewing’ questionnaire to randomly selected members of the population in Calabar, Cross River State. A review of secondary sources including books and articles on television viewing in Nigeria was carried out. The quantitative data was analysed using simple tables and percentages. Findings revealed that a significant number of Nigerians prefer to watch global television programmes because of their intrinsic interest and creative nature including the educational, informational and entertainment value advantage of the programmes over their local counterparts. The study recommends that the states and federal governments in Nigeria should inject more funds into revitalization of local television stations and should employ more experienced and retrain old television staff in their respective television stations in order to improve on the quality and patronage of local content in the Nigerian media. (shrink)

This paper examines the problem of poor orientation of most Nigerian citizens, especially the rural dwellers, occasioned by the dearth and failure of modern media in rural Nigeria; a phenomenon that has led to a major setback in participatory governance and national development in a country. The objective of the paper is to investigate the causes of modern media failure in national orientation and development in Nigeria and to examine the need to adopt traditional African media as a viable alternative (...) in Nigeria’s national orientation and development programme especially at the grassroots. This paper assumes that African traditional communication media as effective tools have been ignored in the national orientation programmes despite their relevance to national development. The paper adopts an analytical research method to examine secondary sources of data on the constraints of modern media in rural Nigeria and the viability of African traditional media in Nigeria’s national orientation and development’s efforts. Findings reveal that most Nigerian citizens, especially rural dwellers, do not understand national orientation messages because they are broadcast in English rather than their respective languages and the broadcasts are made on modern media channels that exist in urban areas. Findings also reveal that that government’s lack of political will, high cost of setting up community media, absence of professional journalists and selfish interests of Nigerians are factors responsible for the non-existence of modern media channels in rural Nigeria. Findings also reveal that African traditional media is very compatible to the communication needs of rural Nigerians. The paper concludes that the National Orientation Agency (NOA) in Nigeria has had reduced effectiveness and therefore, recommends the use of African traditional communication media in addition to the use of modern media such as television, radio and print materials to accord Nigerians the necessary orientation that will commit the citizens towards the task of national development. (shrink)

This article is an inferential analysis of the Bloody Night and Open Truth: a Nollywood movie series that reflects the rot in Nigerian Police. The objective of this paper is to identify the image problems of the Nigerian Police as reflected by the Nollywood movie series. The study adopts a content analysis approach. Acts of bribery, false allegations, extra-judicial killings, torture and attempts to suppress justice are all exposed as perpetrated by the senior and junior officers of the Nigerian police. (...) Apart from the majority of corrupt officers; there are some non-corrupt Nigerian police officers who are emblems of justice and truth as shown in the behaviour of some characters in the movie. Their desire for truth represents a new and positive image of the Nigerian police. The study concludes that there is hope for a committed and rebranded Nigerian Police if the Nigerian Government should do the needful. The study recommends an improvement in wages, sustained retraining and punishment of police officers found wanting. (shrink)

This paper sets out to demystify the nature of Nollywood movies existing in diversity and to propose new dimensions for using film to achieve behaviour change and a dependable national security in Nigeria. The paper views national security as the art of ensuring national safety of the government. Nollywood has naturally diversified along ethnic dimensions including the Hausa movies (Kannywood) in the North, the Yoruba movies in the West and the Ibo movies in the Eastern part of the Nigeria. Others (...) include the Akwa-Cross movies from the Southern part and the Tiv movies from the Middle Belt region of Nigeria. The paper adopts observation and analytical research methods depending on secondary sources. The paper finds out and concludes that Nollywood’s diversity is an opportunity to ameliorate some security challenges of the country and recommends the use of behaviour change focused themes which should be featured by Nollywood movie producers in Nigerian films produced along cultural, ethnic and regional boundaries. (shrink)

The media consumer, otherwise known as the audience is considered to react actively or passively towards media messages based on existing modern theories. However, the emergent constructs evolved primarily by the advertising media audience in reacting to media messages have deconstructed the pillars that exist as strongholds of modern media audience theories. This study is set to identify and justify the rationale for the evolvement of sociocultural factors among advertising media audience in Nigeria. The study adopts the analytical method in (...) examining outcomes of media adverts in Nigeria. Expectedly, the opportunities created by the post-post modern era are explanatory of the fact that uncelebrated sociocultural factors are paramount in determining the significant level of influence of media adverts over the audience. The study concludes that the consideration of emergent sociocultural factors in addition to modern approaches in advertising will result to more effective media advertising in Nigeria and beyond. (shrink)

This paper sets out to identify the qualities of a cartoonist as an artist in the business of political education. The paper observes that the true meaning of any man’s action could be understood when conscious efforts are made by the message recipients to read beyond the lines. However, the encoder requires certain skills, especially as an artist, to pass his message across to his audience.

This study is set to investigate increased preference for Hit FM radio station Calabar as a medium for promoting businesses by small scale business owners’. There are other radio stations that had existed within the city before the advent of Hit FM in January 2016. The study assumes that Hit FM may have adopted a unique and attractive broadcasting style. The objective of this paper is to discover the factors that are responsible for the increased preference. The paper is an (...) empirical study and adopts the qualitative method using structured interviews for eliciting information from randomly selected members of the small scale business owners’ community who promote their businesses on Hit FM Calabar. Findings indicate that the Hit FM is more preferred by small scale business owners because it is newly established with very attractive programmes that appeal more to the educational, informative and entertainment needs of their audiences. Also, the station has geometrically grown a large fan base with a very wide reach, which has endeared business owners to increasingly promote their products on Hit FM Calabar. Administratively, the station has employed very young and experienced On Air Personalities. The study concludes that advertising on Hit FM has made a very positive and significant impact on small scale businesses. The study recommends a high maintenance culture and periodic retraining of Hit FM staff for delivery of more quality programmes and the need for other radio stations in Calabar to rebrand. (shrink)

The objective of this paper is to authenticate the perception of distortions in the communication of Tiv folklores in movies produced in Benue State. The paper assumes that film has the capacity to communicate societal beliefs but certain distortions can challenge the effective communication of such cultural values. The paper adopts a qualitative method using oral interviews to elicit information from ten participants including five (5) movie producers in the Benue movie industry. Folklore and mythically based movies produced in Tiv (...) are also identified and analyzed based on the opinions of various. This paper concludes that a significant number of folklore-based movies produced in the Benue movie industry are distorted versions of Tiv folklores by most movie producers who do not undertake adequate research from reliable sources and who garnish the folklore stories to make the movies more entertaining and attractive. As tools of cultural preservation and communication in the society, this paper recommends that indigenous film producers should undertake adequate research from reliable primary and secondary sources before scripting and production and should communicate folklores for the purpose of information and education of the young Tiv generation instead of the purpose of entertainment. (shrink)

At the age of 70 years, Professor Chris Nwamuo is still breaking new grounds in the Theatre, Media and Communication disciplines, not only in the University of Calabar, but also in Cross River University of Technology (CRUTECH) in Cross River State Nigeria, Abia State University in Abia State, Nigeria and many other state, national and international higher institutions of learning. He is tireless in research, clinical in project supervision, stern in the resolution of academic knots and committed to teaching students (...) both at the graduate and undergraduate levels. One would imagine that despite the ever busy schedule of this prolific scholar, including his attendance to family affairs, he still has the time to write out his findings, thoughts and perspectives in the very field that he has worked for more than three decades. One of his most recent works is his book “The Dynamics of International Communication” published in 2016. Communication is the human nutrient that grows a healthy relationship among people and nations of the world. When absent or not properly handled, communication effects result to rumor, grapevines, conflict or in internationally severe cases, war. ‘Communication’ as a term is surrounded by mysteries of comprehension but Nwamuo has attempted an unraveling throughout his years of academic surgeon in the field. Ike (2005:40) define communication as the process by which people share information, ideas and feelings using spoken and written words, body language, personal mannerism and style, the physical environment or anything that adds meaning to a message. Iyorza (2015:11) views communication as the transmission of information, idea or beliefs from the encoder to the decoder with the aim of achieving a common ground of understanding, promoting a course or reacting to given stimuli in the communication encounter. Both definitions share a common characteristic: information or ideas sharing or transmission. (shrink)

This paper questions the efficacy of social adverts in promoting Nigeria’s democracy and proposes creative planning as a key strategy for designing effective media messages for effective democratic principles. Social advertising pleads a course through advocacy, social mobilization or behavior change communication. The business of democracy is to get the people involved in the business of leadership. Many media messages created to inform and educate the citizenry under democratic set-ups in Nigeria have been ineffective with regards to changing behavior of (...) the citizens towards a particular course. The creative planning strategy under consideration in this paper involves the steps in the creation of media messages with focus on variables such as discourse, dramatic logic or arguments, signs and significations and the audience. Basic questions in this paper include: Why are social adverts used as tools in promoting democratic values? Are the social adverts used in Nigeria predicated on the creative planning strategy? To what extent have the social adverts contributed to the promotion of democratic principles in Nigeria? The paper examines some advertising theories as applied to message development and questions the basis for creating or designing most media messages in promoting democratic values in Nigeria. The methodology adopted in this paper is analysis and recommendations will be based on the findings. (shrink)

Given the robust reputation of Nigeria in Africa, as a continental giant, and the need to harness the potentials of the nation to strategically reposition her economy on the global map in the 21st century, the nation is in dire need of speedy development. With a population of over 160 million, the country is blessed with both human and natural resources. Like other African countries, Nigeria has had her fair share of colonial experience which ended on October 1st, 1960 when (...) the nation was granted independence by the British government. Nigeria’s independence is undoubtedly a political phenomenon as the nation still largely depends economically and socially on foreign nations especially developed countries like Britain, America and China. (shrink)

terms that should be understood first, as different words and second as an entity. SBCC is primarily a brand of communication that has long existed in the social and behavioural disciplines; in the social sciences and humanities. It is also a field of study that is strongly anchored on theories of human behaviour and the philosophies of human existence with the aim of bringing about a transformation of the negative human behaviour through the ecological system. Behaviour change specifically has attracted (...) the concerns of economists and advertisers. Economists are concerned about human needs and wants as determined by human behavior. (shrink)