Faculty of Arts and Design

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Analysing visual culture in selected Pentecostal church advertisements in Nigeria : a case study
(2019) Agbede, Grace Temiloluwa; Makombe, Rodwell; Mheta, Gift
Using a multimodal framework, I analyse and appraise discursive and visual elements used in billboard and poster advertisements by Pentecostal churches in Nigeria. Pentecostalism is one of the most rapidly growing movements in Nigeria with approximately 40 million adherents. It is also amongst the most radical denominations which divorces followers from the cultural and spiritual ties which bind them to African societies. Some scholars believe that the phenomenal growth of Pentecostal churches in Nigeria poses a challenge to mainline churches in the country. This is why it is important for academic studies to be undertaken to investigate this movement’s strategies of disseminating the gospel. The study employs a qualitative case-study approach to examine the language (written and visual) of church advertisements in Nigeria. Since Christianity is a belief system based on Biblical teachings, this study also investigates how the Christian belief system manifests itself in the language of advertising. Purposive sampling was employed, and data were collected from posters and billboards. The linguistic and visual elements of the selected data were analysed in relation to the cultural context of church advertising in an attempt to determine the role of such sociocultural influences on communication. The study shows that Pentecostal churches employ different strategies to convey their messages to target audiences. These include the use of extensive visual multimodal techniques; brevity (fewer words and more visuals); prophet-centrism; problem-solving as attraction; Biblical allusion; use of sociolinguistic features; the exclusion of women as advertisers; and the use of computer language. Importantly, as a new contribution to knowledge, the study proposes an Afrocentric model for analysing visual culture in church advertising – a model which is a first of its kind. The Bible and Jesus Christ, as focal points for Christian belief, constitute the foundation of church advertising. Other strategies for advertising derive from this foundation, although each advertisement differs depending on how each church and/or man of God interprets specific Biblical teachings.
A multi-criteria framework for evaluating health communication strategies to combat vaccine hesitancy
(African Journals Online (AJOL), 2024) Esene, Patricia; Adedokun, Theophilus; Agbede, Grace Temiloluwa
The effectiveness of vaccination programs against infectious illnesses is threatened by the evolution of vaccine resistance, which poses a severe danger to international public health initiatives. Conventional methods of addressing vaccine resistance have frequently been constrained by their onedimensional emphasis, which ignores the intricate interactions between biological, epidemiological, and sociocultural elements influencing the development of resistance. In response, this research supports a multi-criteria strategy that incorporates several viewpoints and standards to comprehend and manage vaccination resistance fully. Five strategies—provider-patient communication, health education campaigns, social media campaigns, community outreach initiatives, and influencer partnerships—are incorporated into the framework. Ten criteria are employed to evaluate these strategies: impact, resistance to misinformation, inclusivity, penetration, community engagement, and facilitation of dialogue, credibility, establishment of trust, resource demands, and adaptability. The CRITIC method is utilized to ascertain the relative significance of each criterion, whereas the CoCoSo and TOPSIS methods are employed to prioritize the strategies according to their appropriateness. As indicated by the findings, the criterion of vaccine effectiveness holds the greatest significance, with trust and credibility following suit. It is determined that health education campaigns are the most effective approach to tackle vaccine hesitancy, whereas influencer partnerships are deemed to be the least effective.
Vaccine hesitancy in Nigeria : overcoming cultural, linguistic and religious obstacles
(African Journals Online (AJOL), 2024) Agbede, Grace Temiloluwa; Emezirinwune, Dominica; Adedokun, Theophilus; Idowu-Collins, Patricia
Vaccine hesitancy poses a significant challenge to public health efforts in Nigeria, a country characterized by immense cultural and linguistic diversity. The interactions among linguistic obstacles, cultural and religious beliefs, and historical elements that lead to vaccine hesitancy among Nigeria's many ethnic groups are examined in this review article. It analyzes the decision-making processes and information needs of Nigerian parents regarding childhood vaccinations. The article evaluates the effectiveness of existing vaccine promotion interventions and communication strategies, highlighting successes, limitations, and areas for improvement. By consolidating research findings, the review aims to inform the development of culturally appropriate and context-specific approaches to address vaccine hesitancy and enhance vaccine uptake in Nigeria. Recommendations emphasize formative research, community engagement, capacity building for healthcare workers, and the strategic use of diverse communication channels to reach diverse populations with tailored vaccination information and support.