ir.bowen.edu.ng:8181/jspui/handle/123456789/364 These are theses by postgraduates students of Mass communication programme Wed, 22 Apr 2026 00:06:09 GMT 2026-04-22T00:06:09Z ir.bowen.edu.ng:8181/jspui/handle/123456789/2506 Title: Celebrity endorsement as a political marketing strategy in Rauf Aregbesola's 2014 gubernatorial election campaigns Authors: Benson-Adeyemi, Kayode Abstract: Modern politics is no stranger to the use of celebrities as spokespeople, endorsers and supports of causes, candidates and campaigns, especially during electioneering. Available evidence suggests that during the 2014 governorship election in Osun State, APC and former governor Rauf Aregbesola employed celebrities to endorse his candidacy. However, it is not certain what role those celebrities that endorsed him played to get him reelected for a second term. The purpose of this study, therefore, was to investigate the role of celebrity endorsement as a political marketing strategy in Rauf Aregbesola’s 2014 Gubernatorial Election Campaigns in Osun State. Three theories were used to provide the framework for the study, namely: source credibility, source attractiveness, and meaning transfer. Quantitative design was adopted while descriptive survey method was used for data collection in Osogbo Local Government. The sample size used was 400. The instrument of data gathering was questionnaire. The questionnaire was self-administered in four selected wards of the local government. The study found that Governor Rauf Aregbesola greatly used celebrity endorsement as a political marketing strategy during his campaign for a second term in office in 2014 and people positively perceived the strategy as adopted by Governor Aregbesola. Apart from the celebrity endorsers, Governor Aregbesola’s performance in his first term was the other factor that influenced the electorate to vote for him. The study concluded that celebrity endorsement and his first-term performance influenced majority of the electorate to vote for Governor Aregbesola during the 2014 election in Osun State. As a result, it was recommended that politicians who want to mobilise people during election should use celebrity endorsement as a strategy during campaigns. Sun, 01 Jan 2023 00:00:00 GMT ir.bowen.edu.ng:8181/jspui/handle/123456789/2506 2023-01-01T00:00:00Z ir.bowen.edu.ng:8181/jspui/handle/123456789/2440 Title: Influence of newspaper advertisements on the preferred choice of universities in South West, Nigeria Authors: Ogunjobi, F. E. Abstract: There have been few studies on "the impact of newspaper advertisements on the preferred choice of universities in South West, Nigeria", thereby, making it difficult to evaluate the effectiveness of these media. This study examines the impact of newspaper advertisements on the preferred choice of universities in South West, Nigeria and newspaper advertisements, which could have implications for students' university preference. The content analysis research design was employed in this study. The communication content in the Guardian and Punch newspapers about universities in South West Nigeria (Bowen University, Covenant University, Landmark University, Bells University, and Redeemers University etc) recorded the most newspaper advertisements. Findings further revealed that majority of these advertisements were mainly placed as half-page, full-page, a full page divided into eight slots (1/8), and pages divided into 4 and 12 slots (inches). The findings also revealed that the central themes in these newspaper advertisements were mainly undergraduate and postgraduate admissions exercises. The conclusion is that this analysis of newspaper contents has proven that it is possible for universities in South West Nigeria to track how their advertisements on newspaper medium influence admission exercise. Sun, 01 Jan 2023 00:00:00 GMT ir.bowen.edu.ng:8181/jspui/handle/123456789/2440 2023-01-01T00:00:00Z ir.bowen.edu.ng:8181/jspui/handle/123456789/571 Title: Implication of social media on interpersonal communication among students of the faculty of basic medical and health sciences. Bowen Sciences, Bowen University Authors: Agbejule, O.O. Abstract: The present age is featured as the era of information and communication revolution. The world becomes a single electronic village as a result of the World Wide Web, which effectively contributed to the interaction between people of different cultures. In addition, it is notable that youths use social networking sites more than all other groups of people. Hence, the topic of this study is the Implication of Social Media on Interpersonal Communication among Bowen University Students.The survey research methodology for the study was used as an instrument while questionnaire was used for collecting data from respondents. Findings from the study revealed that 36.3% the students are highly exposed to social media and they access it with ease and convenience. This study confirmed that social media has helped students to socialize more and thus improved the interpersonal communication skills of students. The implications of these findings are further highlighted in this study. Sun, 01 Jan 2017 00:00:00 GMT ir.bowen.edu.ng:8181/jspui/handle/123456789/571 2017-01-01T00:00:00Z ir.bowen.edu.ng:8181/jspui/handle/123456789/537 Title: Media ownership influence on the reportage of fulani herdsmen-farmers conflict in the nation newspaper and daily trust newspaper Authors: Adejuwon, A.M. Abstract: Fulani herdsmen /farmers crisis is an ongoing conflict situation in Nigeria. This crisis has claimed lots of life and property and can be referred to as one of the major conflicting situations that have ever been raised in Nigeria. The herder/farmers crisis has shaken various regions in the country and the media is said to have been a major contributor to the escalating situation. The media is considered a powerful sector in a country especially in Nigeria where the media sets the agenda for the masses not outrightly stating what is to be done but stating what should be thought of. The media is considered wanting in their social responsibility to the public by not being objective in their reportage as someone sets the agenda for them while they set the agenda for the society. Conflict reportage in Nigeria is seen to be problematic and factors influencing it need to be researched. While previous studies in this line have sought to know the nature of conflict reportage of Fulani herdsmen and farmers clashes by the Nigerian media, this study, media ownership influence on reportage of Fulani herdsmen-farmers clashes is concerned with finding out, the influence, if any, of media ownership based on geographical location on reportage of the conflict. The theories which guided the study are the Agenda-Setting theory and the Social Responsibility theory while content analysis is the research method adopted, with purposive sampling used in selecting the sample size of two daily newspapers- The Nation (the South) and Daily Trust (the North). Findings show that basically, the two newspapers leaned in favour of their geographical axis hereby inferring that ownership does set the agenda for media organizations, hence, the objectivity of the media in its reportage is held at controversial level. The researcher thus recommends that the media owners or investors should endeavor not to use the media as a channel for enhancing their political, religious or ethnic goals as this will only make the media lose its credibility. Further studies are recommended in this area, especially in the broadcast media, to give a wider range of information on this topical issue. Fri, 01 Jun 2018 00:00:00 GMT ir.bowen.edu.ng:8181/jspui/handle/123456789/537 2018-06-01T00:00:00Z