The Dean of the Faculty of Arts, Management, and Social Sciences at Kola Daisi University (KDU), Professor Jendele Hungbo, has emphasised the subjectively objective nature of media messages, stating that media content does not represent reality itself but rather serves as a social construction of reality.
Hungbo, a professor of journalism and media studies, made this assertion while delivering the historic First Inaugural Lecture of Kola Daisi University, Ibadan, titled, “Metaphors of the Self: New Epistemological Landscapes in African Media.”
He explained, “Media messages represent narratives of particular events as understood or preferred by specific individuals or institutions.”
From left in front roll, VC Prof. Adeniyi Olatunbosun, Deputy VC, Prof. Olajumoke Abimbola Morenikeji and Registrar, Haruna Olawale Adetu
Drawing on Hall (1997), Hungbo discussed three approaches to understanding representation: reflection, intention, and construction. These approaches, he noted, seek to explain how meanings are generated by individuals and groups through discourse.
According to him, “The intention approach places the power to create meaning with the speaker or author of a message, which is then imposed on the world through language. One clear aspect is the significance of naming, or what we may call the appropriation of meaning in representation. Representation is not a neutral act, as objects are often redefined in new forms during the process of construction.”
Hungbo emphasised that media representation should be understood as a historicised social practice. “Media messages derive meaning from the social and historical contexts in which they arise, making unified interpretations impossible since media often mirror societal sentiments,” he added.
Addressing the concepts of silences and silencing in media, which he described as strategic components of media content, Hungbo argued, “Discursive practices on talk shows, for instance, can lead to the silencing of entire selves or different aspects of self. Certain ideas become more widely circulated, while others, due to strategic or imposed silences, are marginalised.”
Noting that silencing can be an imposition or a deliberate erasure of voices, he highlighted the adverse effects of silencing on investigative journalism and youth activism. Citing the Nigerian Cybercrimes Prohibition Act, 2015, he asserted, “These measures reinforce exclusionary agendas and can foster hegemonic practices.”
According to Hungbo, African youth have found ways to bypass silencing mechanisms by using social media to share their messages. “Young Africans have discovered a platform for expressing their aspirations with minimal authoritarian control, utilizing online spaces to challenge the status quo,” he said.
In closing, the scholar discussed how media in Nigeria and Africa have been manipulated by individuals or groups seeking self-benefit. “Society must acknowledge this and promote media literacy programs that equip citizens to critically understand how media consistently create images and representations tailored to specific objectives,” he suggested.
He concluded by stating, “Media messages function as metaphors that require proper and ongoing literacy for accurate interpretation. Mass media literacy must be pursued on a large scale to address issues plaguing the media landscape. Such initiatives must be technology-driven and supported by relevant infrastructure.”
The event was attended by dignitaries, traditional rulers, staff and students of the institution and family, friends and well-wishers of the inaugural lecturer.
