Covenant Journal of Communication

Strategic Communication: Resolving the GMO Paradox in African Food Security and Sustainability

Ismail O. Olawale — 2025-07-22

Genetically Modified Organisms (GMOs) have become central to global debates on agricultural innovation, particularly in sub-Saharan Africa where food insecurity remains a pressing concern. Nigeria, like many African countries, faces mounting pressures to modernise its agricultural sector amidst challenges linked to climate change, population growth, and scarce resources. Thus, GMOs are increasingly promoted as tools for enhancing productivity, yet they remain controversial due to concerns about health risks, farmers’ rights to indigenous seeds, and broader socio-economic implications. This paper examines the positioning of GMOs within African agricultural policy discourses, with a focus on Nigeria as a case study. It explores how media and academic narratives, often invoking themes of “deglobalisation”, reflect historical anxieties around capitalist development and state failure. The objective is to understand how communication strategies around GMOs intersect with broader development ideologies and to assess how the strategies shape public perception and policy direction. Drawing on critical discourse analysis, the paper proposes a framework that connects media narratives on GMOs with emerging African political-economic imaginary. It contrasts these discourses with China’s “New Development Thinking,” offering a comparative lens on how strategic communication reconfigures agricultural futures in the Global South. The paper argues that GMO advocacy in Africa is not only about science and food production but is also deeply entangled with contested visions of sovereignty, modernity, and economic independence. It concludes that the framing of GMOs in public discourse has significant implications for sustainable food security, agricultural policy, and Africa’s positioning in global development frameworks.

Assessing the National Population Commission’s Communication Techniques for Census Engagement with Lagos Residents

Kehinde Oyesomi — 2025-10-03

The research assesses the communication techniques that were used by the National Population Commission (NPC) to involve the residents of Lagos in the process of the national population census. The research focuses on the multi-ethnic and densely populated Lagos State, and uses in-depth qualitative interviews with pertinent officials of the Nigeria Population Commission (NPC) and Lagos State Ministry of Information and Orientation. The results identify the development of a wide multi-channel
communication plan that combines multilingual messages delivered through traditional mass channels of communication, Community outreach to key opinion formers, informal town criers, and market rallies, in addition to the use of social media influencers and social media. The research indicates high socio-cultural barriers such as cultural resistance to enumeration, the migration process of the census, and misunderstanding about the census intention, which influence the attitude and response to the census. The role played by NPC, trial censuses, pilot surveys, and strategic involvement of influential community members will be crucial in improving the level of understanding and trust. The framework of communications implies participatory and two-way communication models principles, which illustrate the significance of culturally sensitive, inclusive, and adaptive approaches in embracing census participation. The research recommends the importance of perpetual innovation, multi-linguality, and continuous review to maintain and streamline public participation in subsequent census activities in Lagos, which is one of the major challenges to success in the accurate collection of data to enable efficient governance and resource distribution to occur in Nigeria

Harnessing Digital Advocacy for Climate Action: Millennials’ Engagement with Online Environmental Campaigns in Advancing SDGs

OMALE, Gloria Eneh — 2025-06-01

Like most African nations, Nigeria is experiencing dire social and economic effects from climate change. These challenges are however, manageable provided climate advocacy NGOs engage in effective communication, especially with millennials. Objective: This study assesses the communication strategies of the International Climate Change Development Initiative (ICCDI) and examines the knowledge, attitudes, and practices of its millennial audience towards climate action. The empirical investigation employs the theory of reasoned action and planned behaviour. This study is in consonance with SDG 13 (Climate Action), SDG 11 (Sustainable Cities and Communities) in that it looks at ways leading digital advocacy extends climate awareness and sustainable urban development in Nigeria.

Methods: The study employed a mixed research design, supplemented by qualitative analysis of ICCDI’s communication methods with a cross-sectional survey of 399 purposively sampled millennials.

Findings:Findings established that ICCDI mainly employs Twitter in interaction and also in awareness campaigns, advocacy, and interpersonal communication. Notably, of the three platforms identified to be popular among millennials, Facebook was ranked highest in providing climate change information. 61.4% claimed they did not know even basic issues, and many of them could not identify that over-flooding could have anything to do with climate change. Additionally, while 66.9% said they were willing to look for methods on how to reduce their impact on climate, a majority of them continued with negative activities, 53.9% left appliances on overnight, 52% left generators running for long periods, and many charged gadgets smartphones, laptops, and tablets. even when fully charged. When it comes to social pressure, friends were ranked as the most influential people within millennials’ social circle, concerning offering directions on climate change preventive actions.

Use of Social Media as a Marketing Tool by Makeup Artists In Ibadan Metropolis

Adekannbi, Janet Oghenekevwe — 2025-06-01

Brand awareness, high productivity and business relevance in today’s digital age are achieved through the use of social media in marketing products and services. However, some small business owners realize these benefits of social media marketing, but still do not actively use it. Therefore, this study investigates the use of social media as a marketing tool by makeup artists in Ibadan metropolis, Nigeria. The study examined their attitude, perceived ease of use, preferred social media platforms, factors influencing use and challenges to the use of social media as a marketing tool. Survey design was adopted. Purposive sampling was used in selecting 35 makeup artists who use social media for their business. Qualitative data were obtained through face-to-face interviews. Interview responses were transcribed and thematically analysed using NVivo version 12. The findings revealed that makeup artists in Ibadan
metropolis have positive attitude towards the use of social media as a marketing tool and a high-level usage of social media platforms was reported. They perceived social media platforms as very easy to use and their most preferred platform was Instagram followed by WhatsApp. Factors influencing the use of social media included: the desire to be popular and have more customers, to make more money, and for technological advancement. Challenges to the use of social media included: high data cost, negative comments from
followers, and unauthorized use of their pictures by others. The study recommends SME’s partnership with telecommunication firms on provision of special data package for social media marketing.

Perception of Media Coverage of MohBad’s Death among Youths in Benin City

Nwaoboli, Precious Emeke — 2025-06-01

This study was an examination on the perception of media coverage of MohBad’s death among youths in Benin City. The objectives were to examine the exposure, perception and assessment of Benin youth to media coverage of MohBad's death. Moored on the Perception theory, the researcher utilised survey as design and questionnaire as instrument of data collection. The population of the study was 568,719 while the sample size was 384.Findings showed that Benin youth were highly exposed to media coverage of MohBad's death, primarily through new media platforms. More so, majority of the youth perceive the coverage as objective, accurate, informative and empathetic, however, there were also perceptions of bias, sensationalism, speculation and exploitation. Based on the findings, it was recommended, among other things, that media outlets should prioritise responsible reporting by ensuring objectivity, accuracy and avoiding sensationalism. They should also establish guidelines and ethical standards to maintain credibility and trust
among youth consumers. Training programmes for journalists can be implemented to enhance their understanding of the impact of their reporting on youths’ perceptions.

Representing Insecurity: A Critical Analysis of Photograph Selection and Presentation in Nigerian Newspapers

Arisoyin O. Amos — 2025-06-01

The selection and layout of photographs in a newspaper reveal relevance and details about an event to readers. Such details supposedly embody a publication’ s editorial philosophy, deflect perceptions, pronounce slants, and intentions. Arguably, the pictorial representations in print journalism signpost an understanding that a set of principles guides gatekeepers. These editorial factors come into play when making decisions regarding news images, though these considerations may not always be explicit. Therefore, this research sets out to empirically ascertain the considered elements during the decision-making process, influential factors, and the overall decision's effect on photo preference and positioning in newspapers. The study examines the selection and presentation of photographs in three Nigerian newspapers (Punch, The Guardian, and Leadership) from October 2023 to March 2024. Anchored on content analysis, the research investigates the editorial factors influencing the choice and presentation of photographs depicting banditry and insecurity in Nigeria. This research draws its strength from framing theory and Lewin's theory of forces. The study reveals that the selected newspapers prominently feature harsh-toned photographs related to banditry and insecurity. However, the editorial staff lacks explicit guidelines for photograph selection and presentation, relying instead on implicit knowledge of newspaper traditions. This research contributes to understanding how newspapers shape public perceptions of insecurity with pictures and highlights the need for more transparent editorial decision-making processes.

Media Narratives and Sustainable Development: Newspaper Framing of Recurrent Building Collapses in Lagos, Nigeria

OMALE, Gloria Eneh — 2025-06-01

Nigeria’s pursuit of sustainable cities, as outlined in the United Nations Sustainable Development Goal 11, is severely undermined by recurrent building collapses, which have resulted in significant loss of lives, economic setbacks, and displacement of families. This study examines how select Nigerian newspapers. The Guardian and Punch framed building collapse incidents in 2021, a year marked by notable disasters, including the collapse of a 21-story skyscraper in Lagos. The study adopted content analysis as a method and analyzed 252 editions of the newspapers, focusing on journalistic genres, framing patterns, and sources of reporting. Findings revealed that straight news stories dominated coverage (58%), whileinvestigative and editorial pieces were minimal. Six frames were identified, with the "death frame" being the most prevalent (32%), followed by the "economic frame" (20%). Reporters' analysis served as the primary source (53%), with limited reliance on interviews or stakeholder perspectives. The study highlights a critical gap in solution-oriented reporting, as newspapers predominantly emphasised the tragic outcomes rather than preventive measures or policy recommendations. To foster public awareness and proactive responses, the study recommends that Nigerian media adopt a more balanced approach, incorporating solution-based and rescue frames. This shift could better align media reporting with the broader goal of achieving sustainable urban development and reducing building collapse incidents in Nigeria.

Whose Story Gets Told? Unpacking Factors Behind Newspaper Coverage of Teen Pregnancy by Punch and Vanguard Newspapers, Nigeria

Babatunde Adeyeye — 2025-06-01

This study investigates how two prominent Nigerian newspapers, Punch and Vanguard, report on teenage pregnancy. It seeks to understand the narratives and frames in their coverage and to identify the underlying social, cultural, and institutional factors that influence editorial decisions. Specifically, the study aims to identify the factors that determine the coverage of teenage pregnancy by newspapers, the prominence given to teenage pregnancy reportage by gatekeepers, the rationale behind the choice and focus of reporting teenage pregnancy issues in Nigeria, and the challenges encountered in covering teenage pregnancy-related issues. Based on the framing theory, the study employs a qualitative research design, utilising in-depth interviews to gather its key data. Interviews were conducted with one key informant from each of the chosen newspapers, namely the editors of Punch and Vanguard. The findings reveal that health, socioeconomic consequences, and social responsibility are critical factors shaping the coverage of teenage pregnancy in Punch and Vanguard newspapers. The editors of both outlets underscored the multifaceted nature of teenage pregnancy, identifying it not only as a health crisis but also as a sociocultural and economic concern with serious implications for the girl child. Both newspapers affirmed that editorial direction and corporate social responsibility strongly influence their decision to prioritise teenage pregnancy issues. The study concludes that editorial dynamics and sociocultural forces influence narratives around the reportage of teenage pregnancy in Nigeria.

Instagram-Based Skin Care Influencers and the Development of Mutual Trust Among Followers in Lagos, Nigeria

Tolulope Kayode-Adedeji — 2025-06-01

Social Media Influencers usage in this current online age is becoming necessary and common in the
communication-marketing environment. Over the years, they have shown their relevance and influence as
impactful in the online space. In light of this, the study seeks to investigate and identify the various deceptive
practices used by social media skincare influencers, through focus group discussion. The universities
participants in Lagos state were selected using the cluster sampling method because major skin care brands in Nigeria have their head offices in Lagos state, also, considering the fact that universities are known to house
Nigerians or categories of people who are social media savvy, fashion forward and particular about skin care,
looks and appearances. Result shows skin care influencers are very useful in the online space, not just for brand promotion but also for helping skincare consumers in their skin care purchase decision-making. In addition, social media skin care influencers are not necessarily deceptive, however, they influence mainly for the money and publicity and leave out significant information when promoting a brand, the respondents agree that in this age, the use of social media influencer is significant for product promotion and consumer information. It is recommended that regulatory bodies in Nigeria should set up monitoring or control bodies who would carry out customer marketing research on brand and influencer activities to curb deception.

Comparative Analysis of the Framing of #EndBadGovernance Protest on Politically and Non-politically Exposed Nigerian News Media Websites

OBI, C. M. Kennedy — 2025-06-01

The study is a comparative analysis of three Nigerian news media websites’ framing of 2024 #EndBadGovernance protests. It is underpinned by Framing, Gatekeeping and Agenda Setting theoretical frameworks. Preferred Reporting Items for Systematic and Meta-Analysis (PRISMA) guidelines was adapted to get a sample of 520 out of 610 #Endbadgovernance related headlines. Quantitative content analysis was used within the context of composite framing, namely Generic, Time, Spaces and Valence frames. Finding shows that The Nation down played the protest by giving it 5 times lesser coverage than the average for all the three websites studied. Punch downplayed it more. Respectively, under the Generic and Time news framing categories, the Episodic and the Present frames were found to be dominant the three websites narratives. However, in the Space framing category, ‘ Nation’ frame mattered more on The Nation and Punch websites, while the ‘ State’ frame was dominant in Sahara Reporters’ . Conclusions reached are that Sahara Reporters is prone to significantly engage the Reaction Frame and Attribution of Responsibility Frame which were greatly diminished in both The Nation and Punch websites. The study recommends that Punch should give adequate nation-wide coverage to social movements to stem over reliance of the public on politically exposed news media for information. It also recommends that NUJ and other relevant bodies should hold politically exposed media accountable for ‘ unjournalistic’ practices during protest. To guide and safeguard the public, politically exposed media should be compelled to display “ political exposure disclosure” banner when reporting issues that affect the interests of the principal as a matter of social responsibility and ethics. To avoid, betrayal of public trust, non-politically exposed news media must not shy away from holding actors in social movements accountable through Attribution of Responsibility.