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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:The Social Marketing of Elites: The Advertised Self in Obituaries and Congratulations in Some Nigerian Dailies
Author:Lawuyi, Olatunde B.ISNI
Year:1991
Periodical:Africa: Journal of the International African Institute
Volume:61
Issue:2
Pages:247-263
Language:English
Geographic term:Nigeria
Subjects:values
Yoruba
elite
death rites
advertising
Literature, Mass Media and the Press
History and Exploration
External link:https://www.jstor.org/stable/1160617
Abstract:This article is concerned with the analysis of élite culture and the way it articulates the particular and the universal within a heterogeneous, stratified system. The focus is on élite values in obituary and congratulation advertisements in the Daily Times (Lagos) and the Daily Sketch (Ibadan) of Nigeria. The thesis is that obituary and congratulation advertisements are not only about power but are also attributes of status. The analysis is based on advertisements from the two Nigerian dailies, and on interviews conducted with the business managers of the Daily Sketch and the Broadcasting Corporation of Oyo State, with the Guardian (Lagos) and Daily Times correspondents in Ile-Ife, and with newspaper vendors and advertisement agents in Ile-Ife. The interviews were conducted between February 1989 and March 1990. The author also examined how attitudes to criteria of success vary among the Yoruba according to religion, social origin (urban/rural) and sex. This was done through a survey among 50 Yoruba university lecturers. The article is organized in four sections: 1) an historical survey highlighting the evolution of the marketing strategies of Nigerian newspapers; 2) an analysis of the structure of obituaries; 3) a comparison of obituary and congratulation advertisements; 4) an analysis of the symbolism of success as it appears in the advertisements. Bibliogr., notes, sum. in English and French.
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