Àgídìgbo: ABUAD Journal of the Humanities

Communication Cues, Identities and Errors of English in the Bottom-up Linguistic Landscape in Ado-Ekiti, Nigeria

Toyin Florence ADEDOTUN — 2025-06-30

Communication identity in linguistic landscape is a means in which sign producers express their linguistic or cultural background in their signage. This also influences the sign consumers to form their understanding of signage emplaced. However, linguistic landscape (LL) makeup is often shaped by extra-linguistic factors such as, the background, culture and environment. As a result of dichotomy in the language use in the society, most bottom up signage are characterised by the use of the English language and do not showcase the local identity. The study examined how sign producers reflect their identity focusing on the language errors and reproduction on the selected bottom-up signage. It also explored whether these signs communicate effectively to sign-viewers/consumers. The study adopted descriptive qualitative approach using geosemiotics theory to analyse how language elements in public discourse convey meaning beyond their literal interpretation. Signage around Ado-Ekiti metropolis were used for the study. Relevant articles, journals and archives were sourced to gather information for the study. The findings of the study showed that most signage reflect errors like grammatical errors, substitution, sound deletion, substitution and reproduction of English in their use of the English language. The choice of language used on these signage is informed largely by attitudes towards the use of the English language being a Lingua Franca and assumed that it is widely used in their environment. The study concluded that most of the bottom-up signage reproduced the ideologies of the top-down signage hence, the local language is not found on the signage.

Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media

Olayiwola Mofoluwalope ADEDOJA — 2025-06-30

In today’s advertising landscape, celebrity endorsements on social media have become essential, merging linguistic and multimodal elements to craft engaging stories. This study uses a linguistic multimodal analysis framework to explore how language interacts with visual and linguistic components in celebrity-endorsed advertisements on Nigeria’s digital space, specifically, Instagram, Twitter and Facebook. By examining fifteen purposively selected advertisements, the research explores how linguistic strategies — such as word choices, phrase structures, rhetorical techniques and other modes, are employed alongside visual elements to boost persuasion and engage audiences. The theory adopted for the study is Scollon and Scollon’s Geosemiotics of multimodality that considers all available modes of communication. The data was analysed by categorizing emerging patterns in the data and discussing them based on the tenets of multimodal discourse and geosemiotics. The result shows that the combination of linguistic and multimodal elements creates a powerful synergy that enhances the persuasive impact of these advertisements. This research adds valuable insights to the fields of linguistics, media studies, and digital marketing by shedding light on how language operates within multimodal contexts. In conclusion, this study highlights how language used in celebrity-endorsed adverts on social media strategically shapes consumers’ perceptions and reinforces brand identity. Future research could explore cross-cultural variations in linguistic and multimodal strategies to further enrich our understanding of this phenomenon.

The Role of Digital Marketing in Enhancing the Growth of Small and Medium Enterprises in Port Harcourt Metropolis, Rivers State, Nigeria

Ebiye GEORGE — 2025-06-30

Digital marketing has emerged as a transformative force for small and medium enterprises (SMEs), especially in developing economies where traditional marketing channels are limited or ineffective. This study examines the relationship between digital marketing and SMEs’ growth in Port Harcourt Metropolis, Rivers State, Nigeria. A mixed-methods research design was adopted, involving surveys with 150 SME owners and interviews with 10 stakeholders. Regression analysis and thematic evaluation were used to explore the extent of digital marketing adoption, its impact on business growth, and challenges to implementation. Findings show that while digital marketing improves customer engagement and brand awareness, adoption is limited by infrastructure deficits, low digital literacy, and affordability concerns. Policy recommendations are provided to enhance digital adoption and build SME competitiveness.

Eco-Onenessism: An Environmental Ethics of Interconnectedness for Addressing Climate Change

Ikechukwu Monday Osebor — 2025-06-30

Climate change represents one of the most pressing global challenges of the 21st century. The rising of global temperatures, extreme weather events, melting ice caps, and shifting ecosystems are impacts of climate change. The moral implications of climate change have far-reaching effects on biodiversity, global stability, and ecological well-being. Using the philosophical method of analysis, the study finds that the cause of climate change is the human inability to see Earth as one and the lack of oneness; the ecological trinity in the hierarchy of being. The objective of the study is to recommend eco-onenessism by policymakers through teaching and learning in schools to affirm the unity of existence in the state of being. This philosophy stresses the interconnectedness of nature. Although the study finds that the implementation of Eco-onenessism is challenged by human anthropocentrism, yet it offers humanity a comprehensive framework that aligns environmental preservation with a sustainable future.

Tense and Aspect in Ọ̀họ̀rí

Ọlaide AKINWANDE — 2025-06-30

Reports in the linguistic literature indicate that inflection (Infl) is the layer that freezes elements like tense, aspect, agreement, modal, and negator and they are capable of projecting independent X^O (Ilọri 2010). This article examines some functional categories such as tense [+TNS] and aspect [+ASP] in Ọ̀họ̀rí Yorùbá. Ọ̀họ̀rí is a dialect of Yorùbá which is spoken in Kétu and its environs in West Yorùbá (Oyelaran 1976; Adeniyi 2000), precisely in Yewa North Local Government Area of Ogun State, Nigeria. The data used in this study were elicited from eight adult native speakers of Ọ̀họ̀rí in Kétu, Ègùwà, and Asá in Yewa North Local Government Area of Ogun State, Nigeria via interviews using digital device. The analysis was done within the minimalist program of Chomsky (1993, 1995, 1998, and 2002) with Split Infl-hypothesis of Pollock (1989). The study shows that future tense and aspect are syntactically marked in Ọ̀họ̀rí. The paper further reveals that Ọ̀họ̀rí has a single element that marks both habitual and progressive aspects. The article proposes structures for the projection of TP and AspP in Ọ̀họ̀rí. The paper conclusively affirms that future tense markers can co-occur with perfective aspect marker in Ọ̀họ̀rí.

Alkebulan Symphony: Arts, Crafts and Culture in Architecture

Musa Ajibola ALAWODE — 2025-06-30

This paper examines the interconnection between the art, craft, culture and architecture of Africa. In doing this, it gives a brief explanation of African art, craft, architecture and culture. It also examines the manifestation of culture in African architecture and the role of art in architecture. The study adopts qualitative research design, using historical and descriptive approaches. It equally relies on secondary sources of data collection. In the course of research, it was discovered that art, craft, culture and architecture are inseparable, because they complement one another. Also, culture manifests in various ways in the architecture of Africa through kinship, religion, ornamentation, among others. It was further observed that art has inspired many architectural pieces in Africa. The study concludes by suggesting various ways of applying African craftsmanship in architecture to create a postcolonial identity.

Between Ideals and Reality: A Critical Discourse Analysis of Nigeria’s Fundamental Objectives and Directive Principles of State Policy

Taiwo Joshua AJENIFARI — 2025-06-30

The Fundamental Objectives and Directive Principles of State Policy of nations may not be legally enforceable, they are foundational to the vision of governance in any constitutional democracy. They provide normative standards for government action, inspire public confidence, and ensure that the machinery of the state functions in a way that benefits all citizens equitably and promotes nation-building and sustainable development. The study employs Critical Discourse Analysis (CDA) to interrogate the Fundamental Objectives and Directive Principles of State Policy (FODPSP) as outlined in Chapter II of the 1999 Constitution of the Federal Republic of Nigeria. It examines the ideological constructs embedded within these constitutional provisions and their intersection with the enduring debates that shape Nigerian nationhood. By critically engaging with some of the salient issues that have hitherto been constantly featuring in our national debates overtime, such issues as state policing, resource control, restructuring, regionalism, tax reform, local government autonomy, federalism and federal character, sharing formulas, and other socio-political and economic dilemmas, the study highlights the dissonance between the constitutional ideals and the socio-political realities of the Nigerian state. The analysis reveals how competing narratives, counter-arguments, and alternatives perpetuate the struggles to achieve equity, justice, and cohesion in governance. This work contributes to the ongoing discourse on the viability of the Nigerian state, offering insights into the interplay between policy frameworks and the realities of the Nigerian pluralistic society.

Internal Migration, Exclusionary Politics and Crises of Nation-Building in Nigeria

Olawale YEMISI — 2025-06-30

The article examines the crises of nation-building in Nigeria from the perspective of internal migration, exclusionary discourses and politics. Population movement has been a constant feature of human interactions and relations. One of the major constant features of internal migration interpretation has been its continuous intersection with economic considerations and social security. However, in Nigeria, the internal migration of different ethnic groups within the territories has witnessed the interplay of exclusionary discourses and politics or a series of policies and debates directed toward profiling the migrant population to achieve certain objectives. In Nigeria, the Igbo migrants and politics of Lagos State and the Fulani herders’ pastoralists fit into the broad spectrum of this thesis. However, the task of nation-building in Nigeria is a continuous process that involves a careful dialogue on matters that border on national questions. Hence, the reality of the Nigerian nation-building project is the crisis of managing various ethnic and religious identities towards national integration. The article builds on these two cases to shed light on understanding ethnic tension, suspicion and its implications on nation-building through the prism of internal migration. The article relies on secondary data sources.

Globalization and the Transformation of Indigenous Morality: A Philosophical Study of the Yoruba Concept of Omoluabi

Adewale Motadegbe — 2025-06-30

Even as globalization has, no doubt, catalyzed or served as a basis for advancements in several spheres of human endeavours across the globe, it is also pertinent to highlight or indicate some of its drawbacks, especially as it pertains to the preservation of culture and morality. Whereas some studies have already attested to the fundamental link between culture and morality, some others have moved on to indicate how globalization may have a negative impact on culture and morality, especially within the African context. The present research queues with the latter group of studies as it investigates the extent to which the moral and cultural values associated with the Yoruba concept of Omoluabi has metamorphosed in the 21^st century. The research relies on philosophical and hermeneutical analyses for its agenda as it discloses how the concept of ‘Omoluabi’, has evolved from its original usage and semantics to what now obtains in the 21^st century.

Effect of Security Measures on Business Performance of Tourism Entrepreneurs in National Museum Lagos, Nigeria

Samuel Taiwo OLABOSINDE — 2025-06-30

This study investigates the impact of security measures on the performance of tourism businesses operating in the vicinity of the National Museum Lagos, Nigeria. The objective is to assess how four distinct security dimensions—policy and regulatory frameworks, physical security measures, operational security practices, and technological security measures—influence tourism business performance. A quantitative research design was adopted, and data were collected through structured questionnaires administered to 150 tourism entrepreneurs, selected using stratified random sampling from a known population of 250 businesses. To test the study hypotheses, multiple regression analysis, an inferential statistical method, was employed to evaluate the relationship between the independent variables and business performance outcomes. The results indicate that policy and regulatory measures had a positive and statistically significant effect on performance (B = 0.221, p = 0.018), emphasizing the critical role of clear, enforceable legal frameworks in supporting tourism entrepreneurship. However, physical security measures had a significant negative impact (B = -0.404, p < 0.001), suggesting inefficiencies or misallocations in security resource deployment. Both operational security practices (B = 0.100, p = 0.484) and technological security measures (B = -0.328, p = 0.786) showed no statistically significant influence, implying underutilization or misalignment with operational needs. The findings suggest a need for balance between regulatory enforcement and visitor-friendly security implementations. The study concludes that while legal and regulatory measures can drive business performance, overdependence on physical security without corresponding efficiency may hinder outcomes. Implications of the research are relevant for policy-makers, tourism entrepreneurs, and security professionals, guiding them toward cost-effective and performance-enhancing security strategies. The study contributes to existing literature by offering context-specific empirical evidence and theoretical grounding through the Theory of Planned Behavior, filling a notable gap in security-performance research within Nigeria’s heritage tourism sector.

Yoruba Women and Politics: A Postcolonial Feminist Perspective from Ijebu Women, Southwest Nigeria

Bolaji Olaronke AKANNI — 2025-06-30

The political participation of Ijebu women in Nigeria presents an essential opportunity for exploration, as it is shaped by various systemic challenges rooted in historical, cultural, and socio-economic factors. While much has been written about the progress of gender equality globally and women's political participation in Nigeria, particularly among the Yoruba, this paper aims to enhance our understanding by focusing on the Ijebu women. Exploring their unique experiences and contributions highlights how these women navigate and influence the political landscape. This paper recognises the tremendous achievements of Ijebu women in politics, while also addressing the problems they encounter and detailing the reforms required to foster wider inclusion. It examines the impact of traditional norms, patriarchal structures, and modernisation on women's access to political power and decision-making positions. By utilising a postcolonial feminist framework, this study emphasises the importance of understanding the intersections of gender, colonial legacies, and socio-political structures in shaping women's participation in governance. Through this lens, actionable steps to empower Ijebu women and enhance their role in political leadership are identified. The paper offers actionable insights for developing more inclusive and representative governance structures in the region. It concludes with constructive recommendations aimed at increasing Ijebu women's political engagement through initiatives in education, policy reforms, economic empowerment, and enhanced media representation.

Extraversion, Scientific Dependency and the Democratisation of Knowledge

Victoria Openif’Oluwa AKOLEOWO — 2025-06-30

Paulin Hountondji is best known for his (in)famous critique of African philosophy as ethnophilosophy. However, while his criticism of African Philosophy has generated much debate, his analysis and critique of extraversion and scientific dependency, the pervading attitude among Global South scholars marked by an intellectual reliance on the Global North academia for relevance and validity have not attracted as much attention. This paper interrogates Hountondji’s critique of extraversion in the light of contemporary global discourse on global epistemic inequalities and the imperative of knowledge democracy. Utilising the qualitative method of research through critical analysis of library texts, it avers that 1) Houtondji’s recognition and acknowledgment of the fact of extraversion and scientific dependency implies a corresponding recognition and acknowledgement of distinct, particular knowledges; 2) his critique of extraversion and scientific dependency necessarilyy implies an acknowledgement of a form of epistemicide/epistemic injustice of/on local knowledge systems. It thereafter, utilising the analytic and synthetic methods of research, argues that Hountondji’s critique places him firmly in the realm of postcolonial scholars who have theorised on the need for the decolonisation and democratisation of knowledge.

Adaptations of Shakespeare’s Tragedies: A Comparative Study of Othello and Ahmed Yerima’s Otaelo

Clement Tayo ABEGUNDE — 2025-06-30

Adaptation is one of the fertile grounds of literary scholars both in criticisms and writing. And there is no doubt that series of literary figures have succeeded in this both nationally and internationally. It is also an avenue for discourses and counter-discourses thereby engendering the scope of literature. Writers like Ola Rotimi, Femi Osofisan, Olu Obafemi among others have excelled in this regard making references to Western literary works intertextually to foreground their ideologies and the literary world in turn gives them attention. The purpose of the paper is to explore the adaptation of Shakespeare’s tragedy Othello by the Nigerian playwright, Ahmed Yerima and examine the intertextuality of Othello in the construction of Yerima’s Otaelo. The paper gives insights into the European and African cultural backgrounds of the two playwrights and their influences on the construction of both plays. It is thus discovered that the field of adaption in literary discourse helps to unravel lots of meanings in the original text of adaption and at the same time reflecting the socio-politcal and cultural tradition of the adopted culture. Therefore, this paper posits that postcolonial writers who parody European texts should not stop at just trying to rewrite the texts but find a means of making such works fit into African realities. There is no gainsaying about the fact that Armed Yerima, through improvisation, produced a play that successfully plants a European text on African soil.