Against the backdrop of the rising incidence of “cyber hooliganism and predators” in the social media space, Korede Ajirore, Professor of Marketing Communication at Babcock University, Ilishanremo, Ogun State, advocates for the introduction of media literacy programs in Nigerian education. did. system.
This is as stated by the dean of the department of mass communication at a private university, who said that this call has become essential to raise public awareness of the power of the media and protect society from media abuse. Mr. Ajiroa was invited to the 48th University Establishment Commemoration Lecture held at the Babcock Business School Auditorium. In his lecture, he talked about the power of media on consumer purchasing preferences and “marketing on consumer purchasing preferences.'' He called attention to the need to create a balance between We respect social ethics and provide information and protection to the vulnerable.
The theme of the lecture was “Advertising Practice as Brand Communication Archery in the Age of Rebellious Audiences''. He says advertising is here to stay, but in an era where viewers are more discerning, there is a need to “move away from a reliance on one-sided messages to a two-sided approach” to strike a balance. It is said to become.
“One-sided messages that only tout the merits or positive attributes of an advertising brand have been shown to have limited persuasive power among educated and critical audiences,” Asilole said. He also called for the introduction of follow-up research to monitor the progress of advertising campaigns and to identify and provide corrective action before irreparable damage is caused.
Separately, in a speech, the Convention's inaugural lecturer called on governments through advertising regulatory bodies to protect the vulnerable, adding:
Towards this end, Ajilore noted that society has a responsibility to protect vulnerable communities, noting that while he does not support regulation of the digital media space, it is important to take a bottom-up approach. It was explained that. Educating society about the dangers of these media will go a long way in providing the necessary safety net. “While we recognize the advances recorded in our society through the media, especially social media, if we do not urgently do something to control its use, we will continue to wreak havoc on the havoc it has caused and will continue to wreak. “We must also recognize the chaos that will occur,” he said.
