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Public Relations and Media Role in Peace Building in Nigeria Maiwada, Abdullahi Aliyu; Aondover, Perpetua Ogechi; Adewale, Olugbenga Charles; Falobi, Funmi; Onyejelem, Timothy Ekeledirichukwu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 1 (2025): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i1.8028

Public relations (PR) and media play crucial roles in peacebuilding in Nigeria, a nation with a diverse cultural, religious, and political landscape. In a country where ethno-religious conflicts, political tensions, and socio-economic disparities often lead to unrest, strategic PR and media efforts can foster dialogue, promote understanding, and build sustainable peace. The paper argues that PR professionals facilitate dialogue among conflicting parties by creating platforms for engagement, understanding, and negotiation. They design campaigns that promote mutual respect and tolerance. By sharing transparent and accurate information, PR efforts can bridge gaps between communities and institutions, fostering trust. PR and media are pivotal in shaping narratives, fostering dialogue, and building consensus in peacebuilding processes. By addressing challenges and adopting inclusive, transparent, and ethical approaches, these tools can significantly contribute to a more harmonious Nigeria. Conflicts are becoming more complex in more institutions and are involving multiple issues as well. Handling such conflicts enhance the client’s ability to function successfully in a volatile environment. In other words, more organizations have the potential for conflict that needs to be resolved than ever before. Skills are needed by public relations managers to evaluate the divergent interests of different groups to formulate alternatives that will satisfy the parties involved in the dispute. The paper concludes that PR and media work together to suppress divisive narratives by promoting content that emphasizes shared values and diversity. In times of unrest, PR teams communicate clear, accurate, and timely information to mitigate panic and prevent escalation. Media organizations must adopt conflict-sensitive reporting, avoiding sensationalism and inflammatory language.

Influence of Crisis Communication Strategies on Public Perception of Organisations: A Study of Caleb University Adeyemi, Adefisola; Falobi, Funmi; Akin-Odukoya, Omolara; Onyejelem, Timothy Ekeledirichukwu; Ridwan, Muhammad
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 7, No 4 (2024): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v7i4.8000

Effective crisis communication plays a crucial role in preserving an organization’s reputation during significant national or even internal crises in the organisation. This study investigates the impact of crisis communication strategies on the public perception of an organization, focusing on Caleb University. The research delves into how effective crisis communication practices influence how the public views an organization during challenging times. By analysing the specific strategies employed by Caleb University in managing crises and their subsequent effects on public perception, this study aims to provide valuable insights into the importance of communication strategies in shaping public opinion and maintaining organizational reputation. In this study, the positivist approach of research design was adopted, which informed the choice of survey method. Questionnaire was used as an instrument of data collection. The population of the study consist of students in the Department of Mass Communication, Caleb University from which a sample of 200 respondents were drawn based on the principle of stratified sampling. The findings of this study revealed that there is a positive influence of crisis communication on the public perception of crisis events and illustrates that adopting effective crisis communication strategies during crises delivers improved outcomes. The study concludes that Effective crisis communication at Caleb University would rely on preemptive planning, clear and transparent messaging, a designated crisis response team, and continuous engagement with all stakeholders.

Accessing Digital Divide and Implications in Nigeria: The Media Dimension Vitalis, Perpetua Ogechi; Aondover, Eric Msughter; Ogunbola, Omotola; Onyejelem, Timothy Ekeledirichukwu; Ridwan, Muhammad
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 1 (2025): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i1.8017

The digital divide connotes the gap between those who have access to modern information and communication technologies (ICT) and those who do not, due to various factors like income, education, geographic location, or infrastructure. In the context of Nigeria, this divide has profound implications for economic, social, and political development, particularly in the realm of media. The media dimension of the digital divide explores the unequal access to digital platforms, content, and technologies, which influences the dissemination of information, civic engagement, and media consumption. The postulation of Diffusion of Innovation Theory was employed to achieve the goal of this paper. The paper argues that digital literacy, which includes the ability to use digital devices and navigate online platforms, is still a challenge in Nigeria. Although there has been a surge in mobile phone ownership, a large portion of the population, particularly older generations and those in remote areas, lack the necessary skills to fully benefit from digital media platforms. This lack of digital literacy hampers the capacity of citizens to engage with online news, education, and government services. The paper concludes that the digital divide in Nigeria, particularly in the media dimension, has significant implications for access to information, political participation, social inclusion, and education. While efforts to bridge this divide are underway, much work remains to be done. By addressing the infrastructure, economic, and digital literacy challenges, Nigeria can begin to close the digital divide and ensure that all its citizens can participate fully in the digital age.

Whose Story Is It? Media Portrayals of Children in Conflict and Migration Contexts Onyejelem, Timothy Ekeledirichukwu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 3 (2025): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i3.8104

This paper examines media portrayals of children in contexts of conflict and migration, interrogating the narratives, visual representations, and framing strategies employed in both global and local media. Using secondary data, the paper explores how children are often depicted as passive victims, security threats, or symbols of hope, rather than as agents with voices and rights. It investigates whose perspectives dominate the storytelling, whether those of journalists, governments, aid agencies, or the children themselves, and the implications of such representations for public perception, humanitarian response, and policy advocacy. The paper calls for more inclusive, context-sensitive, and child-centred reporting frameworks that recognize children not merely as subjects of pity or fear, but as individuals with agency, resilience, and stories worth telling on their own terms. This paper has shown that mainstream media often depict children through reductive frames, either as passive victims or as security threats, thus stripping them of agency and voice. These portrayals are frequently influenced by geopolitical interests, cultural biases, and editorial agendas that prioritize sensationalism over complexity. While some media efforts attempt to humanize children and highlight their resilience, structural limitations and editorial conventions often impede more balanced storytelling. A child-rights-based and ethical media framework is therefore essential to ensure that children's experiences are accurately and respectfully represented.

Breast Cancer: Knowledge, Attitude and Practice of OCI CerviBreast App Campaign Message on ABS 88.5 FM, Awka, Among Undergraduate Students of Nnamdi Azikiwe University Ezeonyejiaku, Njideka Patience; Onyejelem, Timothy Ekeledirichukwu; Nwokeocha, Ifeanyi Martins
International Journal of Religion Education and Law Vol 4, No 2 (2025): August 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/ijrael.v4i2.6564

Background: Breast cancer remains one of the leading causes of death among women in their productive years worldwide. Despite advances in treatment, prevention continues to be the most effective strategy to reduce mortality rates. Health communication campaigns across various media platforms play a vital role in educating and sensitizing the public on preventive measures. One such campaign is the OCI CerviBreast App Campaign, broadcast on ABS 88.5 FM, Awka.Objectives: This study aims to assess the level of awareness, attitude, and practice related to the OCI CerviBreast App campaign message among undergraduate students at Nnamdi Azikiwe University, Awka. Specifically, the research examines students' exposure to the campaign, evaluates their knowledge of breast cancer prevention, and investigates their attitudes and practices regarding the recommended preventive techniques.Theoretical Framework: The study is anchored on the Health Belief Model (HBM), which explores individuals’ perceptions of health threats and the benefits of preventive actions, and the Digital Generative Multimedia Tool Theory (DGMTT), which emphasizes the role of digital media in health communication.Method: A survey research design was employed to gather data from undergraduate students of Nnamdi Azikiwe University. The questionnaire assessed exposure to the campaign message, knowledge of self-breast examination steps, attitudes towards breast cancer prevention, and actual practice of recommended preventive techniques.Results: Findings indicate that a significant proportion of students have heard the campaign message on ABS Radio. However, less than half could recall the specific steps for breast self-examination. Additionally, more than half of the students are yet to practice the preventive techniques promoted in the campaign.Conclusion: Although the radio campaign effectively raises awareness, there is a gap between awareness and the retention and practice of preventive measures among students. Enhancing engagement and comprehension is essential to translate awareness into actionable practice.Unique Contribution: This study uniquely combines the application of the Health Belief Model and the Digital Generative Multimedia Tool Theory to evaluate the impact of a radio-based health campaign in a university setting, highlighting the need for diverse communication strategies to reach young adults effectively.Key Recommendations: It is recommended that a multi-media approach be adopted, leveraging online platforms and social media to reach the predominantly digital-native undergraduate population. Such strategies could improve message retention, understanding, and the adoption of preventive behaviours.

Breast Cancer: Knowledge, Attitude and Practice of OCI CerviBreast App Campaign Message on ABS 88.5 FM, Awka, Among Undergraduate Students of Nnamdi Azikiwe University Ezeonyejiaku, Njideka Patience; Onyejelem, Timothy Ekeledirichukwu; Nwokeocha, Ifeanyi Martins
International Journal of Religion Education and Law Vol 4, No 2 (2025): August 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/ijrael.v4i2.6564

Background: Breast cancer remains one of the leading causes of death among women in their productive years worldwide. Despite advances in treatment, prevention continues to be the most effective strategy to reduce mortality rates. Health communication campaigns across various media platforms play a vital role in educating and sensitizing the public on preventive measures. One such campaign is the OCI CerviBreast App Campaign, broadcast on ABS 88.5 FM, Awka.Objectives: This study aims to assess the level of awareness, attitude, and practice related to the OCI CerviBreast App campaign message among undergraduate students at Nnamdi Azikiwe University, Awka. Specifically, the research examines students' exposure to the campaign, evaluates their knowledge of breast cancer prevention, and investigates their attitudes and practices regarding the recommended preventive techniques.Theoretical Framework: The study is anchored on the Health Belief Model (HBM), which explores individuals’ perceptions of health threats and the benefits of preventive actions, and the Digital Generative Multimedia Tool Theory (DGMTT), which emphasizes the role of digital media in health communication.Method: A survey research design was employed to gather data from undergraduate students of Nnamdi Azikiwe University. The questionnaire assessed exposure to the campaign message, knowledge of self-breast examination steps, attitudes towards breast cancer prevention, and actual practice of recommended preventive techniques.Results: Findings indicate that a significant proportion of students have heard the campaign message on ABS Radio. However, less than half could recall the specific steps for breast self-examination. Additionally, more than half of the students are yet to practice the preventive techniques promoted in the campaign.Conclusion: Although the radio campaign effectively raises awareness, there is a gap between awareness and the retention and practice of preventive measures among students. Enhancing engagement and comprehension is essential to translate awareness into actionable practice.Unique Contribution: This study uniquely combines the application of the Health Belief Model and the Digital Generative Multimedia Tool Theory to evaluate the impact of a radio-based health campaign in a university setting, highlighting the need for diverse communication strategies to reach young adults effectively.Key Recommendations: It is recommended that a multi-media approach be adopted, leveraging online platforms and social media to reach the predominantly digital-native undergraduate population. Such strategies could improve message retention, understanding, and the adoption of preventive behaviours.

Exposing the Shadow of Technology and its Effects on Electoral Management in Nigeria: A Study of 2023 General Elections Adebogun, Olayinka Babatunde; Falobi, Funmi; Eboseremen, Ehikioya Nathaniel; Onyejelem, Timothy Ekeledirichukwu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 3 (2025): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i3.8113

The 2023 general elections in Nigeria marked a watershed moment in the country’s democratic trajectory, particularly with the adoption of technology-driven electoral management systems such as the Bimodal Voter Accreditation System (BVAS) and the INEC Result Viewing Portal (IReV). While these innovations were introduced to enhance transparency, reduce electoral fraud, and strengthen public trust, their deployment exposed significant challenges that highlighted the shadow side of technology in electoral processes. This study interrogates the effects of technological tools on the credibility, efficiency, and legitimacy of the 2023 elections, drawing on media reports, official election data, and scholarly analyses. The study made use of secondary sources of Data collection. Secondary data were sourced from academic journals, INEC reports, election observer reports, news, articles, and policy papers. Databases such as ResearchGate, Google Scholar, and reputable news outlets were utilized. Findings reveal a paradox: although technology improved aspects of voter accreditation and broadened access to election results, systemic failures, infrastructural limitations, cyber vulnerabilities, and perceived manipulation undermined confidence in the process. The paper argues that the reliance on technology without adequate infrastructural support, legal clarity, and institutional integrity risks deepening public distrust rather than consolidating democratic gains. The study concludes that the 2023 Nigerian general election represents a pivotal case study in the intersection of technology and democracy in a developing nation. The introduction of advanced electoral technologies, such as the Bimodal Voter Accreditation System (BVAS) and the INEC Result Viewing Portal (IReV), was a bold step toward mdernzing Nigeria’s electoral process.

Evaluation of Child’s Right Portrayal in Select Nollywood Films Majumder, Rajib; Onyejelem, Timothy Ekeledirichukwu; Nwokeocha, Ifeanyi Martins Nwokeocha
International Journal of Applied and Scientific Research Vol. 2 No. 4 (2024): April 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijasr.v2i4.1767

This study examines the role of Nollywood films in promoting child rights in Nigeria. Using Development Media and Social Representation Theories, the study analyzed five locally produced movies and 663 respondents. The findings revealed that Nigerian films depict various issues of child rights, including neglect, child labor, emotional abuse, child battering, sexual abuse, gender discrimination, child kidnapping, child trafficking, and moral abuse. The study concluded that Nigerian movies provide a country perspective for deepening moral and social consciousness and advancing attitudinal change in child rights. The authors recommend that filmmakers continue producing films that address child rights issues to further advance justice against children.

Child Rights Advocacy Efforts and Nigerian Film Industry: An Analysis of Select Movies ONYEJELEM, Timothy Ekeledirichukwu
International Journal of Global Sustainable Research Vol. 2 No. 5 (2024): May 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijgsr.v2i5.1913

The Nigerian film industry, particularly Nollywood, has a significant impact on societal attitudes and norms, but there is a lack of comprehensive studies on how it promotes children's rights. This study aimed to examine the intersection of child rights advocacy efforts in Nigeria and the Nigerian movie industry, focusing on the portrayal of child rights issues in films. The research, which used Social Representation Theory, found that child trafficking, child labor, child battering, child molestation, child rape, child marriage, and deprivation of education were prominent issues depicted in the films. The study also recommended increased collaboration between child rights advocacy organizations like UNICEF and Nigerian filmmakers to ensure accurate and impactful messages about child rights are portrayed in movies.

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