Abstract

The concept of ‘Oramedia’ is rooted in the use of localised channels of indigenous communication in Africa and by extension, Nigeria. These specialised channels of communication are culturally-inclusive with explicit and implied meanings across different cultures. However, the pervasive nature of modern mass media has raised scholarly questions on possible media convergence between ‘Oramedia’ in indigenous communication and mass media. This study, therefore examines areas of convergences of both media of communication. The study is anchored on the uses-and-gratifications theory. It employs mixed research method of quantitative (survey) and qualitative analysis (interview). The study areas cover Ado-Ekiti (Southwest, Nigeria) and Awka (Southeast, Nigeria). The instrument for data collection for survey is questionnaire while interview guide is for interview. The analyses is carried out statistically (survey) and thematically (interview). Findings suggest areas of convergences between indigenous communication and mass media. Based on the findings, the study will advance viable recommendations that will strengthen the scope of Oramedia in a digitalised society.

Presenters

Chika Euphemia Asogwa
Professor, Mass Communication, Federal University Oye-Ekiti, Nigeria

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Media Cultures

KEYWORDS

INDIGENOUS COMMUNICATION, MASS MEDIA, MEDIA CONVERGENCE, ORAMEDIA

Digital Media

Downloads