Marketing Communication in African Languages

By: Abiodun Salawu (Editor), Kehinde Oyesomi (Editor)

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Hardcover | 23 December 2024

At a Glance

Hardcover
338 Pages

Dimensions(cm)
23.4 x 15.6 x 2.06

Hardcover

RRP $284.00

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While some academic attention has been paid to the impact of new digital technologies on African media in the colonial languages of English, French and Portuguese, there is a dearth of research into African language digital communication.

This book analyses the online presence of African language media. The chapters in the book focus on the speed, structure, content, navigation and interactivity, operations and performance, and audience of the online media. They also pay particular attention to how social media such as Facebook, Twitter and WhatsApp have been appropriated by African language media. Using a wide range of case studies, the contributors assess the challenges of adopting digital technologies by the media, and how the technologies have impacted journalistic practice and media operations.

Examining the ability of the African language press to adopt new technologies, this book will be of interest to scholars of media, journalism, communication, social media and culture in Africa.

Industry Reviews

For continent in its post-colonial phase of development, Marketing Communication in African Languages, is a timely scholarly masterpiece as it addresses the extant challenge of dearth of scholarly attention to use of indigenous languages as vehicles of marketing communication on the African continent. The book epitomizes a renaissance of the use of indigenous languages in scholarship, commerce, entertainment and marketing of candidates during periodic democratic elections across the African continent.

Rotimi Olatunji, Professor, Public Relations & Advertising, Faculty of Communication and Media Studies, Lagos State University, Ojo, Lagos, Nigeria.

The landmark work done in this book offers a rich and diverse compilation of the key areas of marketing communications, where African languages have played prominent roles with successful outcomes. The pioneering effort of the authors deserves a commendable thumbs-up in their effort to showcase the beauty and the uncharted utility value in the use of African languages in marketing.

Olugbenga C. Ayeni, Professor, Department of Business Administration, College of Business, Eastern Connecticut State University, USA.

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