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Polytechnic Ibadan – Muhammed Moshood, a researcher representing a dedicated team led by Lekan Togunwa, made significant contributions to the discourse on media economy, journalism practice and political marketing during the Faculty of Business and Communication Studies (FBCS) International Conference last week.
The researcher who presented two papers delved into the social conditions shaping the working environment in journalism within the Nigerian state.
Moshood while highlighting fundamental issues with journalism in Nigeria, noted that they found that poor remuneration, prolonged non-payment of salaries, and a disregard for ethical and professional standards, were key challenges bedeviling the forth estate of the real.
They emphasized the critical role of a vibrant media in upholding democracy.
The paper recommended concerted efforts from government and stakeholders to address these challenges, advocating for a prosperous economy, professional discipline, and strategic restructuring within media houses.
In political marketing, the researchers who explored the significance of strategic communication in shaping electoral processes, acknowledged the importance of tailored communication strategies to target voters.
Using the Ogun State Gubernatorial elections in 2019 as a case study, Moshood noted that absence of credible messaging was a great challenge, affecting both the outcome and service to the people.
The researchers found that resorting to mudsligning has done more harm than good to Nigeria’s fragile democracy, noting that strategic communication will enhance the country’s democratic processes, and serve as impetus for improved governance and public service.
Moshood’s presentations underscored the vital role of both improved media economy as a condition to growing Nigeria’s journalism practices while comprehensive, people-oriented and strategic communication will foster more informed and participatory society.
