Browsing by Author "Abdulbaqi, Salah Saudat"

Now showing 1 - 2 of 2
  • Item
    Impact of Channel on Message Effectiveness: A Case of Disseminated Information on Material Mortality in Nigeria
    (Department of Communication, Universiti Utara Malaysia,Sintok, Kedah, Sintok, 06010, Malaysia, 2012) Abdulbaqi, Salah Saudat; Mustaffa, Che Su
    The primary aim of investing in information dissemination is to create enlightened citizens that are expected to make informed choices when faced with problems. While most developed countries have attained the fifth goal of MDGS by recording a substantial drop in the rate of maternal mortality, most developing countries; especially from sub-Saharan Africa cannot boast of same. Despite the huge amount spent on campaigns to curb this menace, Nigeria still records a high toll of maternal mortality. As fundamental as this problem is, there is a dearth of literature examining the inverse relationship between the investment and message effectiveness. This study examined the two popular channels of communication in Nigeria: the mass media and the interpersonal channels in relation to effective dissemination of information on maternal mortality. A survey of 380 respondents from North-Central Nigeria revealed that although the two channels are statistically significant (p<0.05), interpersonal communication makes the strongest unique impact on disseminated information on maternal mortality: Beta=.42, while for the mass media, Beta= .13. Both channels explain 28% of recorded success of disseminated message on maternal mortality.
  • Item
    The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians
    (INSIGHT Publisher Malaysia., 2012) Abdulbaqi, Salah Saudat; Raji, Ridwan Adetunji
    Communication is a transactional means of sending and receiving meaning with the use of language which can be inform of words, signs, sounds and so on. Advertisement shares all these features thus, a form of communication. For communication to be effective there must be some sense of shared values between the message provider and the receiver among which are language, religion, and norms. This study examines the relationship between of cultural effects (language, religion, and norms) and Malaysians’ reception of advertisement. Using a sample 150 Malaysian (50 Malay, 50 Chinese, and 50 Indians) from a university town in Northern Malaysia, the study revealed a significant correlation between the cultural elements and advertisement reception; (r(148) =324, p<0.1), (r(148) =371,p<0.1) (r(148) = 703, p<0.1) for language, religion and cultural norms respectively. The findings of this study draws the attention of advertisement agencies towards a constructive consideration of the cultural elements of their target audience. This ensures easy attainment of desired advertisement goals.