Journal of Communication and Culture (JCC)
Journal of Communication and Culture (JCC) ISSN: 2141-2758(Print) 2795-2983(Online) Journal of Communication and Culture (JCC) is an international journal of high quality devoted to original research papers from Arts, Social Sciences, and Humanities with emphasis on all areas of Communication and Culture and their broad range of application and practice. The articles in this journal are written in scholarly, acceptable English and uniquely focused on the problems confronting the emerging global society. The findings are described in terms intelligible to professional and non-professional as well as expert and non-expert readers. The papers in this journal are innovative. It is a forum that aims to pool and integrate required information from personal experiences, research, professional publications, and academic sources and contribute meaningfully to the development and advancement of knowledge.
International Centre for Integrated Development Research
Kinetic Dialogues: The Choreomusicological Coexistence of Dance and Music in African Performance Traditions
This study examines the interconnectedness of choreomusicology in dance and music movements as equally coexistent kinetico-aesthetic phenomena. Applying qualitative interpretive approaches such as textual analysis, performance analysis, and ethnomusicological research, the thesis examines the interdependence of rhythm, embodiment, kinesics, and spatial movement in African and Western contexts, as well as in liturgical practice and modern choreography. Dance and music are two of the earliest and most interconnected art forms in human history; however, the choreomusical relationship between them has been under-theorised in the study of African and world performance. Evidence supports the thesis that dance and music originated within communal ritual performance before separating into individual art forms, and the most holistic approach to the choreomusicological has been retained in the Nigerian dance traditions of the Yoruba, Igbo, and Ebira, which maintain spiritually derived, rhythmically driven communal performance practices. Furthermore, music's kinesthetic manifestation is evident in the rhythm, pace and flow of sound and dance. In contrast, the kinesthetic quality of sound becomes evident in the visualisation of sound through bodily movement and choreographed motion. There is also the coexistence of both phenomena in the contexts of therapy, education, and the digital domain. This study provides a choreomusicological interdependence model to explain the shared performance environments of both forms and how this concept should influence performance pedagogy, curricular design, and the study of African performance.
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Contrasting Mada and English Morphology: Identifying Similarities and Differences with Implications for Pedagogy
This paper on Mada and English Morphology identifies similarities and difficulties with pedagogy. The aim is to appraise the concepts of morphology, language variation, viz-a-viz agglutination, word-formative processes, affixation, change in stem, and change in base form, zero marking, compounding, derivation and acronym. The paper considers types of prefixes, infixes and prefixes (affixation). The juxtaposition of morphological rules in the two languages was also treated. Teaching English morphology to second language learners presented the pedagogical aspect of the paper. This paper suggests that English teachers should consistently adopt the audio-lingual method in teaching morphology. The use of morphological games would also greatly enable the teaching of morphology. The paper concluded that morphemes in English orthography may be realised through inflexion and derivation. In contrast, morphemes in Mada orthography may be realised through compounding, reduplication, and agglutination, part of speech, such as nouns, pronouns, adjectives, verbs, adverbs and tone marks/diacritics.
Impact Assessment of Digital Marketing on the Contemporary Nigerian Economy: A Conceptual Perspective
This study assesses the impact of digital marketing on the contemporary Nigerian economy by exploring its influence on consumer behaviour, business performance, globalisation, employment creation, technological innovation, and economic development. The paper adopts a conceptual and analytical approach utilising contemporary literature, recent industry reports, and empirical findings from 2020 to 2025 to assess the role of digital marketing in modern economic systems. The study reveals that digital marketing has significantly improved market efficiency, enhanced customer engagement, facilitated the emergence of new business models, and contributed to increased productivity and competitiveness across industries. The study further demonstrates that digital marketing has accelerated the growth of e-commerce, digital entrepreneurship, and platform economies while also creating employment opportunities in areas such as data analytics, social media management, content creation, and digital advertising. Despite its numerous benefits, digital marketing also presents significant challenges, including concerns about data privacy, cybersecurity, misinformation, digital inequality, ad fatigue, technological disruptions, and regulatory compliance. The study concludes that digital marketing has become a driving force in the contemporary Nigerian economy and recommends that businesses, governments, and educational institutions invest in digital infrastructure, digital literacy, ethical marketing practices, and continuous technological innovation to sustain long-term economic growth.
Social Media Marketing and Brand Equity in the Hospitality Industry in South-South Nigeria
This study investigates the direct impact of social media marketing (SMM) on brand equity of the hospitality industry in South-South Nigeria. Social media has become a critical platform for engaging customers, building relationships, and enhancing brand equity. Utilising a quantitative research design, the study explores the dimensions of SMM, perceived usefulness, perceived ease of use, content and reviews, and social influence, and their influence on brand equity. Data were collected via structured online questionnaires from a sample of 322 respondents who had transacted through social media within the past six months. The results demonstrate significant positive effects of SMM dimensions on brand equity, highlighting the role of social media in fostering customer loyalty, enhancing brand awareness, and improving brand associations. The study provides practical recommendations for leveraging SMM in the hospitality industry.