Covenant Journal of Communication

Perceived Effectiveness of Political Campaigns in Leveraging Brand Personality for Candidate Appeal in Nigeria’s 2023 Elections

Okeke Oguchukwu Raymond — 2025-12-31

This study empirically examined the efficacy of political campaigns in the application of Brand Personality Constructs (BPC) to enhance candidate appeal in the 2023 Nigerian Presidential Election. Although the theoretical application of political marketing is now well established, how BPC is used and its differential efficacy in dynamic emerging democracies has received scant rigorous empirical examination. The quantitative survey design was utilised in this research and data were collected from 568 registered voters in Lagos State regarding perceived use, effectiveness and influence of candidate choice. The results indicated that the BPCs were highly significantly adopted and utilised by the major campaigns with a mean of 3.77. Crucially, the campaigns were perceived to be highly effective at enhancing candidate appeal with a mean of 3.80, while the BPC constructs had a direct and significant influence on the actual choice of candidate with a mean of 3.80. Sincerity was identified as the most recognised personality trait with a mean of 3.91. Differential success was found, with Bola Tinubu identified as the most effective brand strategist with 49.8%, followed by Peter Obi with 35.0%. Such findings confirm the depth of personalisation of politics in Nigeria, validating brand persona as a salient electoral
factor and providing critical insights for political communication in developing nations.

Perspectives on the Applicability of Gerbner’s Cultivation Theory of the Media in West Africa

EJEM, Agwu Agwu — 2026-02-11

This perspective paper challenges the workability of George Gerbner’s cultivation theory in West Africa. The theory assumes that TV viewers are susceptible to violent TV programming, and also that TV violence resonates with people who live in violent and high-crime areas and heightens their fear of the world as a mean place. The author did a semi-systematic review of evidence in the literature from West Africa, particularly urban slum areas in Nigeria and Ghana which are characterised by a high spate of insecurity, violence, and social exclusion. Using evidence from those areas, it was found that TV violence does not resonate with people in West Africa as predicted by the cultivation theory: exposure to violent TV programming in these areas is more likely to cultivate a different reality by positively inspiring the viewers. These people could see TV images as a source of fantasy escape and hope, and as a moral compass. The authors, therefore, suggest that instead of situating the cultivation hypothesis in West Africa, media researchers and educators should begin to look at the workability of a ‘reverse effect’ postulation in the sub-continent, especially in slums areas or similar settings that are characterised by violence and crime.

Effect of Social Media Advocacy against Excessive Sugar Intakes on Knowledge and Belief of Health Risks, and Consumption of Sugar Sweetened Beverages among University Students

Ben-Enukora Charity Amaka — 2025-12-31

This article examined the effect of social media reduction of sugar intakes campaigns on consumption of soda drinks among university undergraduate students in Federal University, Oye-Ekiti. The objectives include; to determine the level of students’ exposure to social media campaigns against excessive sugar intakes via consumption of SSBs, assess the level of knowledge of health risks associated with consumption of SSBs, find out students’ belief regarding the health risks associated with consumption of SSBs, and examine the level of SSBs consumption among the university students. The study employed a cross-sectional survey method, using an online questionnaire as instrument for data collection. The instrument was shared to identified social media platforms used by students in 13 faculties in Federal University, Oye-Ekiti. Purposive sampling method was employed in selecting the first 30 responses submitted from each faculty for analysis. The results showed high level of exposure to social media campaigns against excessive sugar intake, especially through the Facebook platform, but many respondents seldom read the text or watch the videos to the end. As a result, there is poor knowledge and negative beliefs about the health implications of sugar sweetened beverages consumption among the sampled respondents. However, the results of the inferential statistics suggest statistically significant relationships between exposure to social media campaigns against excessive sugar intakes and students’ knowledge and belief of the associated health risks, and consumption of sugar-sweetened beverages at p<0.05. Based on the findings, the study concludes that social media can serve as viable platforms for the campaign for low sugar consumption among young people. Thus, the study recommended that social media content creators should encourage followers to read or watch posts on reduction of sugar intakes to the end to boost understanding and informed decision making. Healthcare workers should leverage the social media platforms to provide more information on the health implications of excessive sugar intakes. Social media influencers and patients could share personal experiences to promote positive beliefs about the health implications of excessive soda consumption, and university management should implement intervention polices such as partial restriction or outright ban on sugar-sweetened beverages exceeding the recommended average per bottle, and promote healthier alternatives to sugar-sweetened drinks in university campuses.

Clinician–Patient Communication Skills and Clinical Education in Nigeria

Saa-Aondo A. Stephen — 2025-12-31

The practice environment of clinicians is one of communicative relationships. However, clinical education in many parts of the world, including Nigeria neglect adequate prequalification exposure to clinician-patient communication (CPC) skills. In this study researchers explored the exposures to clinician-patient communication (CPC) skills during prequalification education and the nature of professional training opportunities on CPC skills. Designed from the constructivist worldview and descriptive phenomenology approach, researchers conducted in-depth interviews one-on-one with 65 clinicians (physicians, pharmacists, laboratory scientists, nurses and midwives) from 21 of the 23 General Hospitals (GHs) in Benue State. Data analysis followed thematic procedure. Results show a lack of proper prequalification education exposure to CPC skills. Clinicians also lack professional training opportunities for developing CPC skills. Participants reported discordant experiences for and against prequalification educational exposure to CPC skills even within same departments, indicating a lack of policy framework or proper coordination on the subject matter across the clinical institutions and programmes that are producing the clinical workforce for the GHs. Researchers observed a disconnect between clinical education in the region and the sociomedical demands of the practice environment. The practice implication includes a lack of global standard protocols in clinical workforce development such as the Relationship-Centred Care for patient-centred care in Benue State. It also implies a practice environment where communication-related challenges may undermine quality of care. An overhaul is needed, involving a standardised, RCC-based revision of prequalification curricula amongst other things, to enhance core competency skills in line with the needs of the practice environment and global best practices.