A REVIEW OF CHAPTERS 4&6 AND PAGES 126-135 OF THE BOOK: A HISTORY OF AFRICAN PHILOSOPHY BY B. ABANUKA

A REVIEW OF CHAPTERS 4&6 AND PAGES 126-135 OF THE BOOK: A HISTORY OF AFRICAN PHILOSOPHY BY B. ABANUKA

CHAPTER 4

LEOPOLD SEDAR SENGHOR: NEGRITUDE

leopold sedar senghor, son of Basile Diogo Senghor and Gnilane Bakhoum was born on 9th October, 1906 in Joel, Senegal. He spent his childhood in Djilor, Senegal with his maternal family. After his education in Ngazobil near Dakar and Liebermann College in Dakar, he obtained a grant to continue his studies in France.

In France, he was admitted to the Louis-le-Grand college where he met George Pompidou. In 1932, Leon Damas, Aime Cesaire and Senghor developed Negritude and in 1934, founded the Black Student newspaper to defend their values. Senghor was the first black student to receive an aggregation in grammar and became a professor in Tours and later in Saint-Maur-des-Fortes, France. Up until the First World War, he wrote man poems.

He was convinced b Lamine Guee, the Senegalese deputy at the French parliament, and Senghor was elected to represent the second constituency, that of the peasant class. He married Ginette Eboue, the daughter of the governor general of AOF (the French African Colonies).

In 1956, he was elected maor of Thiles, Senegal. He was, in September 1960, elected President of the independent Republic of Senegal. On December 1980, Leopold Sedar Senghor handed power to Abdou Diouf, withdrew from the political scene and moved to Normand. Senghor passed away on 20th December 2001 in verson, France, his adopted commune

NEGRITUDE

Leon Damas, Aime Cesaire and Leopold Sedar Senghor formed a student group in the years 1931-1935, while they were yet students. It was in this group that in 1932 they coined the word “negritude”. Colonialism is Africa was in its golden age and the hope of the black man as a future contributor to world civilization was bleak. The Blackman was believed to have contributed nothing he could be proud of both in the sciences and in the arts. Whatever positive accomplishment the Black man had was due only to assimilation – i.e. the colonizing cultures. Thus, the only thing these students could fall back on their race as such – negritude – a type of blackhood without apparently anything to show for it, but defined as the totality of the cultural values of black Africa.

EXPLANATION OF TERMS

This part talks about how Negritude was formed and thus can be looked at subjectively and objectively. Objectively, negritude is a worldview and corresponds to what the European ethnologists and sociologists called African civilization. Negritude is formed b a certain number of structures and values which is derived from a kind of feeling.

Subjectively, negritude is the project for action in the student circle, which senghor and his fellow students formed in Paris in the ears 1931-1935.

Download Full Material-N5000

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Post

The Role of Women in the Socio-economic Development of the Niger Delta

The Role of Women in the Socio-economic Development of the Niger Delta Using Kaine Agary’s Yellow-Yellow and Irene Salami-Agunloye’s Idia, the Warrior Queen of Benin

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Although women play very significant roles in various spheres of Nigeria’s development, their contributions to the growth of the country are, often, not acknowledged or encouraged. For instance, the role of women in the development of the Niger delta region of Nigeria, where the wealth of the country is being generated, has received little or no attention over the years even though they are actively involved in the developmental activities of the region. Certain challenges still face their efforts and make them seem insignificant to this region.

The Niger delta part of the country is the region that lays the golden egg in terms of providing the country’s wealth, yet it is faced with socio-economic and political challenges that affect not only the area physically but also its people where women form the majority with their children by threatening peace and security to life. To reduce the level of poverty and restore peace in the Niger delta, several efforts and initiatives are now geared towards the development of the Niger Delta region. The question is, are women, who constitute a larger percentage of the population of the region, key actors in the developmental process and, if so, what impact are they making? Poverty, evidently, has a stronger impact on women and places several difficult obstacles in the path of their progress and their impact on society. It, therefore, becomes mandatory to empower women for a faster progress in the reduction of poverty. How, then, are women being empowered to make a change in the Niger Delta? The answers to these questions are very relevant, considering the fact that there is growing evidence that although women are very proactive and participate actively in the socio-economic sphere of the region, their participation in state and nation-building is often unrecognized, unacknowledged, undervalued, unappreciated, and their successes often unrecorded and unrewarded. This stems from the ignorant perception (despite the gains of feminism and consciousness-raising) that women do not have much to offer in the public and political domain. However, as Helen Chukwuma observes, there can be no “meaningful and substantial development of Nigeria as a nation, indeed of any nation, without women… no nation can progress if half of her population is left behind, neglected…the missing link on the plane of human resources is the female factor…” (4).

The significant place of the woman in the home and family cannot be disputed. Man may be the head of the family, but the woman is definitely its heart and lifeline. Without the woman, the family and, subsequently, the larger society, cannot function properly. Dora Chizea supports this notion with the following view of women:

[women are] the building blocks upon which the foundations of happy homes and families are built…The family, no doubt, is the unit on which communities are built. And the nation itself is built by communities. It follows, therefore, that if the building blocks, the mothers are poor, ignorant and unmotivated, the nation is likely to be poor, ignorant and unmotivated. For, how can a nation rise above the collective ignorance of its mothers? (10)

The roles of the woman in the family are diverse and as intriguing as the woman herself: wife, partner, confidant, mother, nurturer, provider, teacher, friend, counsellor, as well as the emotional and spiritual anchor. She is one who instils in her family, especially the children, moral and ethical standards, and does everything possible to ensure they are educated. She is also their number one advocate, critic and encourager. She works diligently to support her husband in ensuring and sustaining the welfare, health and stability of the family day in day out. Sometimes, she is a single parent who plays the role of man and woman, father and mother; this, however, does not hinder her efforts to give of her best to her family. She also plays numerous significant roles outside the dynamics of the nuclear family. These efforts on the home front, though sometimes invisible to the public eye, sustain the welfare, health and stability of the region and, inevitably, its progress and development. Unfortunately, due to gender inequality, the family is often a domain where many women are socially restricted, economically exploited, emotionally degraded and rendered politically passive and poor. This limits not only the woman but her entire family and community who would have benefitted from her resources. The following observation by the United Nations Entity for Gender Equality and the Empowerment of Women (UN Women) places this issue in perspective: “[women’s poverty] results in deprivation in their own lives and losses for the broader society and economy, as women’s productivity is well-known as one of the greatest generators of economic dynamism” (“Women and Poverty”). Should women’s subjugation in the family and society be totally eradicated and their power to create, nurture and transform fully and effectively harnessed, there is no limit to what women can contribute to the growth and transformation of the Niger Delta.

Without doubt, women of the Niger Delta have made giant strides in the area of education, one of the most powerful avenues through which women can be armed with knowledge, skills, the confidence required to be proactive, the capability to change the power-dynamics and relations in their environment and contribute actively to the developmental process in the region. Among the women academics who have made great impact and still contribute their quota to the growth of the educational sector of the Niger Delta is Grace Alele-Williams (Professor of Mathematics, the first female Vice Chancellor of a Nigerian university), an academic of great repute. Her membership of, and contributions to several educational committees and boards, has left an indelible mark on the educational sector and the development of education in the region and nation as a whole. Today, tertiary institutions and the youths still benefit greatly from her zeal, candour and efforts. Among many other female academics who have followed in her footsteps, to name a few, are Bene Willie-Abbey (Professor of Nutritional Biochemistry and toxicology); Shirley Yul-Ifode (Professor of Basic and Applied Phonetics/Phonology); and Ini I. Uko (Professor of English). These women do not only play active roles in the development of the tertiary institutions where they impact young minds and develop human capital, but also serve the region in several other capacities, socio-economically and politically.

Seasoned female administrators, among them Victoria Aba Tekena, Matilda Nnodim, Dorcas Otto, Efua Koroye, Bridget Nzimiro and many others in the region work hand in hand with women in academics to create avenues and opportunities, and equip the Niger Delta with the vital “manpower” required for the development of the various sectors of the region. To sustain the impact of women in this sector and the region as a whole, state governments of the Niger Delta should invest in the future of their female children, by making female education a top priority on their agenda. They must establish good schools, as well as scholarship and health schemes that will encourage and support the positive development of the girl-child educationally. Professionally, she must be accepted and accommodated in the socio-economic and political sphere, and accorded the opportunity to contribute her quota to the region. Above all, her ambitions and accomplishments should be acknowledged, and strategies put in place to measure her participation in developmental efforts and reward her achievements. This will spur her on to give more of herself and her efforts and to accomplish greater goals to the benefit of the region and nation as a whole.

The Niger Delta is replete with women who are active participants at all levels of the national economy. From the fisherwoman in the creeks of the Niger Delta to the Chief Executive Officer in the urban areas, women have proved they are capable of being full and equal partners with men in the labour force. They play active roles in the developmental process as farmers, traders, teachers, nurses, doctors, engineers, administrators, business entrepreneurs to name but a few, significant contributors to the incomes of their households and the economy of their communities and region at large. Without their contributions, the economy of the Niger Delta will definitely be incomplete and worse for it.

However, more often than not, labour is divided along gender lines, creating room for the marginalization of women in some spheres of the economy. This imbalance should be addressed and rectified. Also, in situations where women are limited in their economic activities due to poor access to resources, avenues should be created to expand their opportunities and enhance their participation.

Women who work in informal sectors for sustenance such as farmers and petty traders should be supported by the government and nongovernmental organizations, and provided with credit or loan facilities to enable them expand their businesses, and become major contributors to the economic development of the region and nation as a whole. Bearing in mind that women constitute half of most nations’ talents, knowledge and skills, their competence and resourcefulness should be a plus in the developmental process of the Niger Delta if properly and effectively tapped.

Despite the great potentials of women, the fact remains that only few are mobilized and visible in the political arena of the nation. Surprisingly, however, women of the Niger Delta have carved a significant niche for themselves in this sector at the national and state levels, which does enhance the development of the region. Women such as Ngozi Okonjo-Iweala (Former Minister of Finance), and Arunma Oteh, former Director General of the Securities and Exchange Commission and, currently, the Vice President and Treasurer of the World Bank are key players in the political arena of the nation. Also worthy of note is Florence Ita Giwa who represented the Cross River South Constituency in the National Assembly and served on several committees including the Committee on Women Affairs and the Committee on Niger Delta. She also served as a Special Adviser to President Olusegun Obasanjo on National Assembly Matters. Ita Giwa has remained an avid social activist whose commitment to the development of the Niger Delta and, especially, to the welfare of the indigenes of the Bakassi Local Government Area, has earned her several accolades.

Several others, among them Ipalibo Banigo (current Deputy Governor, Rivers State), are actively involved in various arms of government, holding vital positions in the executive, legislature, judiciary, and the civil service and making great contributions to the success of the federal and state governments. Without a doubt, their achievements, especially at the federal level, are a reflection of the potential success of the Niger Delta region. State governments of the region should, therefore, tap into women’s reservoir of talent and ensure their full participation in areas of governance such as policy-making and implementation. By encouraging and fully accommodating women in the political process of the region without intimidation, discrimination, and victimization, the political system will not only thrive, it will also be positively transformed for the betterment of all stakeholders in the region.

In looking at women in the creative industry, Richard Florida aptly observes that “human creativity is the ultimate economic resource” (xiii). For this reason, the creative industry must be recognized and harnessed in the developmental process of any nation.

Fortunately, the Niger Delta is replete with women playing active roles in the various fields of this industry. Several are writers, artists, designers, entertainers and communication experts in the mass media. The first published Nigerian female writer, Flora Nwapa, whose iconic work, Efuru (1966), is a constant reference point in literature classrooms throughout the world, is from Oguta, Imo State, an economic hub of the Niger Delta. Nwapa blazed the trail that prompted African women writers to tell their own stories in their own ways, and advocated the need for women to shake off their passivity and speak against female oppression and represent the African woman in a new and positive light. For her, female writers must embrace the reality of the woman’s experience, project her power and affirm her being and becoming by making society aware of her “inherent vitality, independence of views, courage, self-confidence, and, of course, her desire for gain and high social status” (Nwapa 532). As Ernest N. Emenyonu significantly observes, one of the most appealing and enduring qualities of Nwapa as a writer and novelist is the realism of her themes (18).

In her works, therefore, Nwapa presents female characters that are resourceful, industrious and resilient – strong, independent and assertive women who strive to become highly successful and respected individuals; female protagonists such as Efuru (Efuru, 1966); Idu (Idu,1970); Amaka (One is Enough,1981) and Rose, Agnes and Dora (Women are Different, 1986) who recognize their self-worth and contribute in several ways to their personal, as well as the growth of their families, communities and societies.

Several other women writers of the Niger Delta have risen in Nwapa’s wake, prominent among them, Buchi Emecheta, an indigene of Ibuza, Delta State. Regarded as one the most prolific African women writers, Emecheta is credited with critically acclaimed works such as Second Class Citizen (1974); The Bride Price (1976) and The Joys of Motherhood (1979). Oike Machiko avers that Emecheta is a writer who is conscious of her role as an African woman writer and a representative of the African woman. Oike also identifies The Joys of Motherhood as a masterpiece which “brought Emecheta international fame as a writer who spoke to the world for African women oppressed by what was called ‘third world tradition” (61). Central to Emecheta’s works “is her depiction of the impact of sexism on the lives of women and the roles they play in society, and the challenges they face in the performance of these roles while struggling to defend their basic rights as human beings with equal dignity as men and…to develop positively and contribute their quota to the development of society” (Nutsukpo, “Marking Her Mark” 150).

Like Nwapa, Emecheta extols the virtues of the African woman, focusing on her character, strength, resilience, industry and her capacity to love unconditionally as is evident in Nnu Ego, the protagonist in The Joys of Motherhood. Emecheta recognizes the patriarchal system as being replete with repressive structures that stand in the way of women’s actualization, and urges women need to be conscious of these obstacles in order to overcome them. Evidently, Nwapa and Emecheta recognize education as necessary precursors to women’s positive development. They decry the economic exploitation of women and the denial of opportunities that would equip them to compete favourably with men in different spheres of society and to contribute more to the growth of society. They, therefore, advocate sisterhood as an avenue through which women can achieve consciousness-raising, self-awareness and assertiveness by supporting, encouraging and challenging each other for personal and societal development.

Currently building on the successes of the older generation of women writers of the Niger Delta are contemporary writers, among them, Sophia Obi-Apoko, author of two collections of poetry titled Tears in a Basket (2005) and Floating Snags (2009), and novelist, Kaine Agary, author of Yellow-Yellow (2006). These are women writers “…whose works are informed by an awareness of gender issues … [and who] are establishing clearer definitions of, not only their identities, but those of their fellow women” in the region (Nutsukpo, “Literary Traditions” 136). Like Nwapa and Emecheta, Obi-Apoko and Agary recognize the woman’s role in the development of, not only the Niger Delta, but Africa as a whole as “crucial for the survival of the race” (Nwapa 527). To enable women play this role effectively, all, writers especially, must create awareness of what the woman can do and, is capable of doing, and provide role models that inspire and empower women to contribute their quota to the development of society. Through their literary works, women writers of the region promote the Niger Delta, its peoples, rich traditions and cultures, arts, as well as its inexhaustible potentials; this attracts tourists to the region, thus aiding its growth. Also, many of their voices are strident in drawing attention to the plight of the region and its people, and soliciting social change. Their efforts are, therefore, an important component of the collective contributions of women to the development of the Niger Delta. Thus, this research work examines the role of women in the socio-economic development of Nigeria especially in the Niger delta using Kaine Agary’s Yellow-Yellow (2006) and Irene Salami-Agunloye’s Idia, the Warrior Queen of Benin (2008).

1.2 Aim and Objectives of the Study

The aim of this study is to project the role of women in the socio-economic development of Nigeria. The objectives are:

i. To examine the contributions of women in the socio-economic development of the Nigeria.

ii. To describe the role of women in the development of the Niger delta.

iii. To explore the role of women in Kaine Agary’s Yellow Yellow.

iv. To discuss the role of women in Irene Salami-Agunloye’s Idia, the Warrior Queen of Benin.

1.3 Significance of Study

The study is significant because of the following reasons:

i. It will examine the role of women in socio-economic development thereby projecting a positive image of women in society.

ii. It will contribute to past literatures on gender studies or feminist literature.

iii. It will be useful as secondary source materials to future researchers in feminist literature.

iv. It will be useful to students and teachers who may consult it for further research.

v. It will be useful for its contributions to knowledge.

1.4 Methodology of Study

This research adopts content analysis in the discussion of the roles of women in societal development using two selected texts. The primary texts are Kaine Agary’s Yellow Yellow (a novel) and Irene Salami-Agunloye’s Idia, the Warrior Queen of Benin (a play). The secondary sources of information will come from journal articles, past projects, internet materials, and magazines that are relevant to the topic under discussion. The study applies feminist literary theory to the discussion of the selected texts.

1.5 Scope and Limitation of Study

This study is an examination of the role of women in the socio-economic development of Nigeria. Specifically, the research discusses the role of women in the Niger delta using the works of Kaine Agary’s Yellow Yellow and Irene Salami-Agunloye’s Idia, the Warrior Queen of Benin. The study is limited to the thematic explorations of women characters in the two texts and how they are able to contribute to the development of their society.

1.6 Brief Biography of Authors

Irene Salami-Agunloye or Irene Isoken Oronsaye Salami-Agunloye hails from Edo State, an ancient Kingdom, located in that region of the nation now known as south-south Nigeria. A Professor of Theatre Arts, her academic pursuits took her through the University of Ibadan (South-Western Nigeria) and Ahmadu Bello University, Zaria (Northern Nigeria). She lectures at the University of Jos (North Central Nigeria. She has at various times been the Head of Department of Theatre and Communication Arts; President, Nigeria Association of Women Academics; National Secretary, Nigerian Participatory Rural Appraisal Network; National Vice President and Treasurer at different times of the Society of Nigerian Theatre Artists (SONTA), President Jos Club of the Federation of Business and Professional Women (Emotan… 2001)

She has successfully actualized her callings as daughter, wife, mother academic and mentor to many. As an academic, she is the author of many works including the five plays one of which is being studied in this research. Not content with realizing her full potentials as a human being, she reaches out to motivate and inspire the younger generation to actualize their own potentials by initiating the Shade Tree Theatre and Street Care Africa (More than Dancing, 2003).

About Irene Salami-Agunloye, Hussain Tsaku categorically asserts that as a woman writer, her creative impulse interrogates the boundaries of power and powerlessness and their impact on African females both in the traditional and modern setting… she is an embodiment of [a brand] of feminism which believes in the equality of human beings irrespective of their gender… [she] remains one of the most ideologically engaged female playwrights today (303-4).

Irene Isoken Salami-Agunoye has written, contributed and edited several works. Her plays are: Emotan (2001), The Queen Sisters (Ubi and Ewere) (2002), More than Dancing (2003), Sweet Revenge (2004) and Idia, the Warrior Queen of Benin (2008). Interestingly from the above, it can be seen that for four consecutive years 2001-2004 Irene Salami-Agunloye determined and succeeded in creating a play each year in addition to every other demand on her from the various spheres of life.

Kaine Agary grew up in Port Harcourt, Nigeria. She has lived in the United States of America and now lives in Lagos, Nigeria, where she is the Editor of TAKAii magazine. Yellow Yellow is her first work of fiction.

1.7 Definition of Key Terms

  • Socio-economic development: This is used to mean a positive or upward increase in the social and economic activities of a country that increase the standard of living of its people.
  • Feminism: The movement or ideology that believes in the equality of gender and seeks to provide equal opportunity for both male and female without bias or prejudice.
  • Role: This is used to mean the position occupied by a person or the activities they engage in so as to contribute to nation building.
  • Niger Delta: This refers to the South-south states of Nigeria or the regions that oil production is a major activity. It is also the region that generates crude oil which is the main stay of Nigeria’s economy.
Download Full Material-N5000

Introduction to Media Studies: A Comparison Between Print and Electronic Media

Introduction to Media Studies: A Comparison Between Print and Electronic Media

ABSTRACT

This research project’s objective was to determine whether print media such as brochures and booklets are more or less effective than electronic media such as emails and web page advertisements in attracting consumers. A special interest was taken in higher education recruitment and the research was completed by advertising to high school students who are in the process of choosing a school for their higher education experience. The research featured an advertising campaign launched through both print and electronic platforms, directing the consumers to an online survey they were able to take to provide feedback about the experience. This project led to quantifiable data that gave insight as to which channel is more effective at attracting consumers; most specifically Millennial during their college search. Another survey of current college students was also completed to ascertain more in-depth knowledge of what types of advertising was most appealing to a slightly older age set and what affected their college decision a few years ago.

INTRODUCTION

When comparing print to electronic media, it is easy to assume that electronic is always better in today’s society. It is expected for electronic communications to grow 15.9% annually until 2018, while print is only growing 2.8% each year (Stable, 2015). Electronic media are faster, cheaper, wider reaching, and appeal to more people as being current and cutting edge technology. But just because electronic advertising might be more efficient does not mean that it is more effective. People generally think of print as being more sincere and eliciting a more emotional response than a digital advertisement. While electronic ads can be found scattered everywhere, print media seems more intentional. From streaming music and videos to social media, people are always being bombarded with corporate ads that can become irritating and tiresome. While print can sometimes be viewed as a dated form of advertising, it is still a very strong force in terms of meaningful interactions, which more and more consumers are searching for. In order for print to remain relevant and exciting, it does need to recognize the changes in the industry and consumers and be willing to innovate. A new generation, the Millennial, are in the process of growing up and making important decisions, like college choices (Fry, 2015). Industries need to be able to keep up with the expectations of Millennial, who hold a considerable stake in society. Some new techniques include printed quick-response (QR) codes that direct consumers to websites or a personalization component that excites the receiver and makes them feel special. On the other hand, in order for digital media to keep up their successful momentum, they need to recognize that customers are looking for something more than e-mail blasts or Facebook ads. Consumers want to feel special and that their business matters. Personalization and connection are ways to reach out to people and make them feel like they are not just another e-mail address. In either case, it would be unwise to underestimate print or technology as inherently inferior to the other. Both have advantages and disadvantages that must be overcome. A truly successful advertising campaign should incorporate both print and digital promotion and use each other as supplements to harness the strengths of both. Technology excels at being fast and cheap while print succeeds in building meaningful connections. The merging of these two components seems to be the best way to combine new and exciting technology with time-tested success. However, an in-depth look at the individual effectiveness of the two media is necessary to gain a larger picture of the current state of the industry. The purpose of this project was to ascertain whether the meaningfulness of print is proving to be more effective than far-reaching but not always significant electronic advertising. While digital media have the advantage in terms of excitement and innovation, their weaknesses are things that print finds strength in. Print advertisements are by no means a dying or ineffective form of communication. In 2013, direct mail was the preferred marketing channel for the 18-34 age group (Act Now! A Better Response to Direct Mail, 2013). 75% of Millennial in that survey (ages 16-26) said that they believed information is less trustworthy when in a digital format. This directly relates to advertising and that type of response is too large to ignore or rule out automatically. At that time, direct mail represented 55.5% of the mail volume that passed through the United States Postal Service. It is important to note, however, that the tug-of-war between the two media is constantly changing as technology develops, tastes change, and innovations are forged. Ideas in the digital and print industries are changing so fast that common held beliefs from even a year or two ago are now irrelevant. Through this research, differences between the opinions of current college students and high school students were found when it comes to choosing between print and digital. However, higher education institutions spend millions of dollars in advertising each year and a better understanding of what potential students want can end up being worth its weight in gold, even if it is only relevant for a short amount of time, like one recruiting year. Constantly tailoring a university’s marketing approach for the changing times is necessary to appear current and up-to-date to the potential students. Literature Review and Analysis While looking into information regarding this subject, a plethora of articles and studies could be found to supplement the findings of this project. In the advertising world, the argument between print and digital is constant and demanding and much has been written about it. People are always questioning the best way to navigate that argument and many writers have ideas or opinions on what can be done. Several articles have been published questioning if web advertising really works and how it can be better. One particular source comes from a trade journal, Journalism & Mass Communication Quarterly and writes about a study measuring how well people remember printed and digital information (Sundar, Narayan, Obregon, & Uppal, 1998). It focuses on how effective online advertising is, now that it is gaining a lot of momentum and becoming very popular. The main scope of the article questioned whether or not online advertising is as effective as print. A study was completed and analyzed where half of the subjects saw an ad in a newspaper and the other half saw the ad online with the same content. The results went on to show that the people who viewed the printed ad remembered significantly more than their online counterparts. This experiment was interesting because it delved a little deeper into the concrete effects of electronic advertising. To have data that back up the fact that people don’t remember digital information as well as printed information is important. Another article, published in the Journal of Promotion Management, addressed the fact that digital advertisements bring new advantages and complexities that companies might not even think about (Thornton & Lin, 2003). Technological aspects such as compatibility are things that advertisers have not had to think about until the advent of the digital age. Does an ad display the same on Internet Explorer as Google Chrome? An iPhone and an Android browser? Having an advertisement not be compatible with your device wastes the money it took to send it to you, which is a huge consideration. Overall, there are fewer data about the effectiveness of digital communication and for this reason, it is riskier to invest money in it. When pouring a significant amount of money into advertising, does it make more sense to invest in something concrete or in a new channel that is not proven to always work? Companies must be more mindful when going into the electronic advertisement market than when choosing the “tried and true” printing methods where there are fewer surprises. One study that was very useful was the E-Expectations Report released in collaboration with several college recruitment companies last year (Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA, 2015). This report compared data collected from the past decade with 3,000 students surveyed last year and 1,000 students in 2005. The information showed that students are overwhelming more interested in online engagement now than ten years ago. According to this study, 80% of students rely on a campus website to influence their opinion about the college and 70% of students have looked up information about a college on a mobile device. According to Figure 1, when researching colleges, about half as many students get information through print as students who get information from the websites. Figure 1. How Influenced are High School Students by Various Media (Courtesy of Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA E-Expectations Report, 2015). Through these numbers, one can easily tell that students are most likely to turn to the web while they are loo king for information about higher education institutions. But, this only applies to when students are seeking out information, not necessarily when they are being marketed to. According to Figure 2, students are still affected positively by printed brochures and the percentage gap between electronic and print is much smaller. Figure 2. Influence of Various Promotional Media in a Students’ College Decision (Courtesy of Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA E-Expectations Report, 2015). The data in Figure 2 show that while more students are considering schools who advertise digitally, a large percentage of students are still interested in being advertised to through print. The margin is smaller than one might think originally, even though it does show that digital advertising is still leading. Another poll that showed direct data pertaining to the subject of this research was the Hobsons College Confidential Poll on College Communications (2015). A main point of interest from this poll is the fact that the most positive feedback about college communications featured printed mailers and also personalized content. The data in Figure 3 show that students still have a positive reaction when receiving mailed communication, most likely because it is a form of outreach that is very personal and intentional. A recruitment e-mail might get sent straight to the junk folder but a piece of paper mail is something that elicits a reaction when the consumer holds it in their hands. It is harder to ignore something that is concrete than something that is digital. Figure 3. Most Positive Feedback About College Communications (Courtesy of the Hobsons College Confidential Poll on College, 2015). In terms of literature that is available on this topic, there is substantial information for both industry professionals and the general public. Trade magazines and journals have delved into this topic, but the shift from print to electronic is something that is of interest to the general public, as well. The existing literature that has been presented gives a lot of great information about how to best market to students or about current industry shifts. Goals and Objectives The goal of this project was to compare the effect of print and electronic media when recruiting students for higher education institutions. In general, the goal was to end the project with a clearer picture of which medium is most effective and yields the most meaningful interactions with students. It is important to note that what was being analyzed was the efficacy, not the efficiency, of these media. Specifically, the goal for the advertising campaign was to reach enough students and have enough survey responses that the data presented were accurate and not skewed. The goal for the current student survey was to gain information from students who have already gone through the college selection process to hear about their past experiences and also receive information about what is helping them make future higher education decisions. Another component to this project was being able to support the Graphic and Printing Science program at Western Michigan University in outreach and recruitment. An effect of sending out this advertising campaign is that hopefully, students become interested in the Graphic and Printing Science (GPS) program and come to WMU for it. An indirect projected outcome of the project was to help support the university and one of its programs while still conducting research and collecting data. With the information gained through the two different methods of data-gathering, a small snapshot about the general feeling in terms of print and electronic advertising for this target audience was gained. This information could be used in future communications to better recruit students and support more meaningful interactions. When so much money is spent on recruitment and promotion, it makes sense to put that money into what is most effective and successful. Experimental Procedures This project consisted of two different surveys to find which method of advertisement is most effective. The first response gathering method involved a large advertising campaign being sent out to around one hundred potential students that incorporated both digital and print media. The students were then asked directly if they liked the print or digital format better. The second method consisted of current Western Michigan University students being surveyed in a more general manner about their feelings and opinions on the different types of ads. These two methods occurred during the month of March 2016, concurrently. The first method was a longer process and had a lengthier data collection time period. The second method was completed within a few days, since there was no advertising campaign or mail time to add extra waiting. The advertising campaign was targeted towards current high school students from schools where the Graphic and Printing Science program currently recruits. Students from Royal Oak High School (Royal Oak, MI), the Calhoun Area Career Centre (Battle Creek, MI), Saline High School (Saline, MI), Jackson Career Centre (Jackson, MI), and several others were contacted. A database of names, addresses, and e-mail addresses had been compiled through various recruitment trips within the year and that list was used to target students who were potentially interested in studying Graphic and Printing Science at Western Michigan University after being exposed to graphic arts in high school. A paper brochure was mailed to the students and an e-mail of the exact same design was also sent to the students within three days of the brochure being mailed out so that their deliveries occurred within a few days of each other. This advertisement was a promotional piece designed to detail all of the advantages and services that the Graphic and Printing Science program has to offer students. The printed brochure had two sides (Appendix A) and the email design had just one side (Appendix B). It 12 included information about the substantial scholarship opportunities, the different paid internships the students can interview for, and the various job positions one is qualified for with a Graphic and Printing Science degree. Both the email and printed piece had a QR code featured on it that lead the reader to the Graphic and Printing Science program’s scholarship webpage. The QR code was an attempt to incorporate recent technology that would resonate with a younger generation. It was decided that the design for the brochure should incorporate a postcard layout, to save money on envelopes and to help give the piece a more dynamic effect. The receiver of the brochure didn’t have to open an envelope or unfold a letter when they got it in the mail, the information was presented right in front of their eyes with little effort on their part. The brochure design was made in accordance with WMU’s University Relations Visual Identity guidelines and the brochure was approved by the department’s interim chair, Dr. William Rantz. The printing for the brochure was done on a Konica Minolta C754 PS digital printer and copier. The substrate used was a 10 point, coated 2 sides (C2S) 144 pound Strathmore stock. The paper needed to be sturdy enough to go through the postal service without an envelope and a heavier stock gives an impression of quality and trustworthiness. The brochures were printed on 8.5 by 11 inch sheets of paper and around 250 pieces were created. The extra will be used for future recruitment for the program. The printed pieces were then trimmed by the industrial cutter located in the printing laboratory. From there, address labels were printed for the different students and stamps were applied. The brochures were shipped through the United States Postal Service in accordance with their specifications. The e-mail featured a link at the bottom of the page which brought the reader to a survey. The print advertisement had the survey URL printed on it with a small paragraph asking the 13 reader to take the survey. The survey had several questions about the students’ opinions on the d ifferent types of media and which they preferred (Appendix C). Those questions also asked if personalization or QR codes affect their reception to advertisements, if they thought QR codes positively affected a publication, if they thought the web or print version of the ad was more visually appealing, and if they thought print or digital media are more effective. The graphic arts teachers of these students were also contacted and sent the brochure. They were asked to have their students take the survey in class, to better the chances of getting a decent survey participation rate. At the end of the survey, the students were asked to leave their email address if they wanted to be entered for a chance to win a $50 Amazon gift card. This provided incentive for the students to take the survey, which helped obtain a larger sample size. To conduct the current student survey, different groups of Western Michigan University students were asked to voluntarily partake in the project. The sample was intended to have a mix of gender, age, ethnicity, and major, which is why several groups were approached. The survey link was disseminated to Lee Honors College students, Student Ambassadors, Fall Welcome Ambassadors and Graphic and Printing Science students. They were asked to fill out a survey that would ask them questions about both types of advertisements, if one appealed more than the other, how they would prefer to receive ads both now and when they were in high school, and if a school’s digital advertising affected their college decision (Appendix D). Since both tiers of this research involved human subjects, a Human Subjects Institutional Review Board (HSIRB) protocol was submitted to the Western Michigan University Office for the Vice President of Research. This report included a project description and explanations of project benefits, subject recruitment methods, risks to subjects, and confidentiality of data. Collaborative Institutional Training Initiative (CITI) training modules were also completed.

CONCLUSIONS

When comparing the different sets of data, one can find both similarities and differences between the two of them. For both surveys, the differences between print-positive and digital positive answers were normally fairly small. Both age sets seem to have respondents who have a particular preference for one over the other and they were normally divided fairly close to half and half. The current high school students tended to lean towards favoring digital, while the college students tended to choose print more. This close divide could be a result of the climate that the two groups grew up in. The recent digital communication revolution occurred right in the middle of all of the participants’ upbringings. This revolution occurred incredibly quickly and completely changed the way we communicate with each other today. Millennials are currently caught between liking the familiarity of print and being excited by the constant stream of new technology. The older group slightly favored print, while the younger group slightly favored digital, which shows the gradual trend of the industry to tend towards electronic media over print as of late. However, it is difficult to say for certain that one channel is definitely more effective than the other. As stated in the introduction, a hybrid of the two channels seems to be the best way to effectively advertise.

REFERENCES

Act Now! A Better Response to Direct Mail [Pamphlet]. (2013).

Boston, MA: Sappi Fine Paper North America. Fry, R. (2015, January 15). This year, Millennials will overtake Baby Boomers. Retrieved December 1, 2015, from http://www.pewresearch.org/fact-tank/2015/01/16/this-yearmillennials-will-overtake-baby-boomers/’

Hobsons College Confidential Poll on College Communications. (2015, September 24). Retrieved October 25, 2015, from http://www.hobsons.com/blog/blog-detail/we-askedthey- answered-prospective-student-and-parent-likes-and-dislikes-ab.

Leung, S. (2011). A Comparison of Psychometric Properties and Normality in 4-, 5-, 6-, and 11- Point Likert Scales. Journal of Social Service Research, 37(4), 412-421. doi:10.1080/01488376.2011.580697. Retrieved December 1, 2015, from Taylor & Francis Group. http://www.tandfonline.com/doi/full/10.1080/01488376.2011.580697 Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, & NRCCUA. 2015 E-Expectations Report.

Cedar Rapids: Ruffalo Noel Levitz, 2015. Retrieved October 25, 2015, from https://www.ruffalonl.com/papers-research-higher-education-fundraising/2015/2015-eexpectations-report.

Stabel, D. (2015, August 1). Capitalizing on the Data-Driven Customer Communications Opportunity. Retrieved December 1, 2015, http://www.objectiflune.com/marketing/documents/WPCustomerCommunicationsOpport unity.pdf.

Sundar, S., Narayan, S., Obregon, R., & Uppal, C. (1998). Does Web Advertising Work? Memory for Print vs. Online Media. Journalism & Mass Communication Quarterly, 75(4), 822- THE

Download Full Material-N5000

The Relevance of African Traditional Religion in this Modern Age: Scholars Perspectives

The Relevance of African Traditional Religion in this Modern Age: Scholars Perspectives

INTRODUCTION

African traditional religion refers to the indigenous or autochthonous religion of the African people. It deals with their cosmology, ritual practices, symbols, arts, society and so on .because religion is a way of life, it relates to culture and society as they affect the worldview of the African people.

THE REASONS WHY AFRICAN TRADITIONAL RELIGION IS STILL RELEVANT

  1. Traditional African diviners are one of the best keepers of history and culture for Africans, academic, researchers, writers and general seekers of knowledge in the world over.
  2. The African tradition entails the world view that has collectively sustained, enriched and given meaning to a continent and numerous other societies for centuries through it are epistemology, metaphysics, history, and the practices.
  3. Cultism: the cultists groups usually known for their sovereignty in terrorism and their immortality, having the ability to appear and dis-appear.at time’s metals could do them no harm. All this powers are acquired from juju, to carry out dubious operations.
  4. security: most Africans particularly Nigerian farmers especially plantation farmers and that of yams, cassava etc. and the nomadic farmers in Africa mostly apply charms of adverse actions to any that may try to steal their products, most of this charms are been collected from juju.
  5. Good and evil: in A.T.R evil includes both the physical and moral evils. God is the one who brings forth good, while human causes evil to themselves and others. Evil concerns any misfortune that befell an individual or community or any voluntary anti social behavior or any infringement of the decrees of God, the deities or ancestors. Evil is generally interpreted as the work of evil spirits, witches, sorcerers, or evil eyes, broken taboos, oaths or even the deities or ancestors.
  6. When certain traditional cosmic and spirit powers and forces rules and regulations enshrined manifests, man is aware that many things do wrong and not all his expectations and needs are always met, consequently, there must be something wrong. Things can be corrected through reconciliation, restoration and the making of peace, therefore cosmic and spiritual harmony can be restored through the practice of sacrifices, offerings/gifts and even taboos etc
  7. African traditional religion protocols is Still inevitable rules, doctrines, norms and customs that are referred to in the enthronement of African traditional rulers even though the personality may be a Muslim or a Christian, but tradition must be observed
  8. Prior to the commitment of Africans in the traditional ceremonies and medications, it is obvious that Christianity and Islam co-exists harmoniously with traditional African religion
  9. Most African Muslims and Christians still consult the traditional religion healers when someone is sick and participate in ceremonies to honor their ancestors 10. African traditional religion is still relevant in the sense that most Africans who adhere to Islam or Christianity also incorporates elements of indigenous African religion in to their lives, as most Africans still believe in the power of the jujus to protect them

THE AUTHORS THAT WROTE ON THE RELEVANCE OF A.T.R

  1. Author: Dr. Charles nnaji outdo

Title: Africa belief system

Date: April 2016

  1. Authors: Rudnick H.

Title: the link between western psychotherapy and traditional healing

Date: 2003

  1. Author: Jacob olupona

Title: an interview on the spirituality of Africa

Date: 16th October, 2015

  1. Author: prince sorie conteh

Title. The place of A.T.R in inter-religion encounters in Sierra Leone since the advent of Islam and Christianity Date: April 2008

  1. Authors: David T. Adamo

Title: research associates department of Old Testament science Department University of Pretoria, South Africa

Date: 31st October, 2011

ISSN: 1609-9982(print)

ISSN: 2074-7705(online)

  1. Author: traze (m)

Title: the future of A.T.R

Date: January 08, 2010

  1. Author: Leonard Madu

Title: Traditional African religion still relevant in Africa

Date: 17th January, 2013

  1. Author: Sa’adu A.K. Alanamu

Title: An Introduction Comparative Religion in Nigeria

  1. Author: Udo Ekuk, Religion and culture identity
  2. Author: E. Bolaji idowu

Title: African traditional Religion a definition

Date 1991

Download Full Material-N5000