Digital media marketing and the consumption of sugar-sweetened beverages in Africa: A reception analysis of the multi-channel marketing of Coca-Cola among young Africans from the University of Lagos, Nigeria and Rhodes University, South Africa
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
- Date Issued: 2020
- Authors: Akingbade, Olutobi Elijah
- Date: 2020
- Subjects: Carbonated beverages -- Health aspects -- South Africa , Carbonated beverages -- Marketing -- South Africa , Soft drinks -- Health aspects -- South Africa , Soft drinks -- Marketing -- South Africa , Carbonated beverages -- Health aspects -- Nigeria , Carbonated beverages -- Marketing -- Nigeria , Digital media -- Marketing -- Africa , Soft drinks -- Health aspects -- Nigeria , Soft drinks -- Marketing -- Nigeria , Digital media -- Marketing -- Nigeria , Obesity -- Africa , Nutritionally induced diseases -- Africa , Coca-Cola Company -- Marketing , Rhodes University -- Students -- Attitudes , University of Lagos -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/163125 , vital:41012
- Description: This study investigates and examines how Coca-Cola’s marketing communications, especially the newer forms of digital, social and mobile media marketing messages/campaigns, are received, understood and made sense of by two sets of purposefully selected young urban African students in Nigeria and South Africa. Embedded within a qualitative research design and underpinned by an interpretative phenomenological analysis (IPA) approach, this study was conducted against the backdrop of the recent surge in the consumption of Sugar Sweetened Beverages (SSBs) which has been directly implicated in the rise of obesity and a variety of non-communicable diseases (NCDs) in Africa. The thesis explores the role of multinational SSBs in this surge, as African countries have become key focus areas for multinational food and beverage companies seeking growth and profits, as home markets decline partly due to better health communications and, in some cases, the implementation of so-called ‘sugar taxes’ and the attendant negative publicity around these taxes. The focus on young Africans from Nigeria and South Africa was motivated by the similar rapid urbanisations in both countries, often accompanied by changes in diet and greater consumption of fast foods and SSBS, and by South Africa’s ranking as the country with the highest prevalence of overweight persons and obesity in Sub-Saharan Africa. Similar rises in national average weights are now also starting to be seen in Nigeria, as are surges of diet-related disease incidence and prevalence. The study is informed by Consumer Culture Theory (CCT) but also draws on other theories and some key concepts from marketing studies, health science and psychology. Methodologically, the study draws on in-person observations, focus group interviews and semi-structured individual in-depth interviews, to explore how Coca-Cola has created a deep and evocative historical ‘brandscape’ and how it has become a multicultural resource in both South Africa and Nigeria. Through an investigation into the lived experiences of study participants with regards to both their earliest and more recent engagements with Coca-Cola, as a brand and as a product, the study delineates the influence of older generations of Coke enthusiasts and consumers within participants’ households and newer spaces of interaction with Coke via interactive, highly personalised social media-centric campaigns. This study explores how the ubiquitous nature of Coca-Cola’s aesthetics and signage are engaged with – often in very ‘sub-conscious’ ways – by these students and how more recent social media campaigns evoke this multigenerational history. Unpacking study participants’ self-understandings of Coke and their often ‘sub-conscious’ engagements with the SSB, this study explicates the underpinning ideological grounding and how this is sustained over time to become an hegemonic code that does not only confine participants’ engagements with SSBs to Coke but also confines their reception of, and engagements with, Coke’s media marketing messages/campaigns to those that resonate with the multigenerational history evoked by the SSB. It is within this contextual background that this study brings to the fore participants ‘cognitive dissonance’ and scepticism and often rank disbelief of the health risks posed by their high levels of Coke consumption. The study concludes that attempts to raise awareness about the dangers inherent in excessive consumption of SSBs in Africa need to be reviewed and rethought. There is a need for long-term, consistent and much more proactive health journalism, alongside public health campaigns in both official and indigenous languages, to dispel the powerful myths created by SSB marketing and explain how SSBs are implicated in the rise of diet-related NCDs in Nigeria and South Africa.
- Full Text:
- Date Issued: 2020
Negotiating the line between information and panic: a case study of vanguard’s coverage of the ebola outbreak in Nigeria
- Authors: Akingbade, Olutobi Elijah
- Date: 2017
- Subjects: Digital media -- Marketing , Marketing -- Technological innovations , Internet marketing , Carbonated beverages -- Marketing , Coca Cola (Trademark) -- Marketing , Social media -- Economic aspects , Soft drink industry -- Internet marketing , Health behavior in adolescence , Advertising -- Carbonated beverages , Obesity in adolescence , Drinking behavior
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/5903 , vital:20986
- Description: This study titled ‘Negotiating the line between information and panic: A case study of Vanguard’s coverage of the Ebola Outbreak in Nigeria’ investigates and evaluates Vanguard’s coverage of the 2014 Ebola Virus Disease (EVD) outbreak in Nigeria. This study was conducted to understand how Vanguard negotiated the line between the dissemination of actual EVD information and the possibility of creating panic and fear during the coverage of the outbreak. Using qualitative content analysis and interview embedded within a qualitative research design, the study was carried out against the backdrop of relevant literature that asserts that the mass media is an important carrier, prime mover and producer of tensions, anxieties, fears and panics while the print media specifically is argued to have as part of its history the business of irrational fear mongering and the creation of panic about social problems. Vanguard, rated as one of the ten largest newspapers in Nigeria, was purposively selected for this study. Vanguard did substantial reporting and dissemination of the 2014 EVD outbreak and it was possible to draw on the availability and accessibility of the electronic archives of the EVD articles. Using the theory of moral panic, the normative theories of the media and theories about essential constituents of journalism culture as a theoretical framework, the study reveals that Vanguard’s coverage of the 2014 EVD outbreak was challenging and more demanding compared to coverage of previous outbreaks of viral diseases in Nigeria by the print medium. The study shows that lack of sufficient understanding of the science that underlies EVD, the initial exclusion of the media from the national response to contain the outbreak, and the lack of sufficient proactive measures by government and the print medium were powerful factors in how the epidemic was reported. The study also shows an interesting dimension in Vanguard’s early and latter coverage of the EVD outbreak while it lasted in Nigeria. This dimension reveals a high number of EVD articles with the propensity to inspire fear and panic in the early days of the coverage compared to EVD articles with the propensity to douse fear and panic in the early and latter days of the outbreak. The study shows that while the challenges encountered stem from Ebola’s mode of transmission, lack of scientific and medically proven cure and early coverage amidst uncertainties, the inherent tensions and anxieties that characterised the outbreak coupled with Vanguard’s fire brigade approach led to the relatively high number of EVD articles with the propensity to inspire fear and panic. The study recommends the mass media’s inclusion in national responses to epidemics and ongoing training for health journalists to update their knowledge base about emerging and infectious diseases. The study also recommends for further study a reception analysis to enhance the socio-cultural understanding of how the EVD articles were received.
- Full Text:
- Date Issued: 2017
- Authors: Akingbade, Olutobi Elijah
- Date: 2017
- Subjects: Digital media -- Marketing , Marketing -- Technological innovations , Internet marketing , Carbonated beverages -- Marketing , Coca Cola (Trademark) -- Marketing , Social media -- Economic aspects , Soft drink industry -- Internet marketing , Health behavior in adolescence , Advertising -- Carbonated beverages , Obesity in adolescence , Drinking behavior
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/5903 , vital:20986
- Description: This study titled ‘Negotiating the line between information and panic: A case study of Vanguard’s coverage of the Ebola Outbreak in Nigeria’ investigates and evaluates Vanguard’s coverage of the 2014 Ebola Virus Disease (EVD) outbreak in Nigeria. This study was conducted to understand how Vanguard negotiated the line between the dissemination of actual EVD information and the possibility of creating panic and fear during the coverage of the outbreak. Using qualitative content analysis and interview embedded within a qualitative research design, the study was carried out against the backdrop of relevant literature that asserts that the mass media is an important carrier, prime mover and producer of tensions, anxieties, fears and panics while the print media specifically is argued to have as part of its history the business of irrational fear mongering and the creation of panic about social problems. Vanguard, rated as one of the ten largest newspapers in Nigeria, was purposively selected for this study. Vanguard did substantial reporting and dissemination of the 2014 EVD outbreak and it was possible to draw on the availability and accessibility of the electronic archives of the EVD articles. Using the theory of moral panic, the normative theories of the media and theories about essential constituents of journalism culture as a theoretical framework, the study reveals that Vanguard’s coverage of the 2014 EVD outbreak was challenging and more demanding compared to coverage of previous outbreaks of viral diseases in Nigeria by the print medium. The study shows that lack of sufficient understanding of the science that underlies EVD, the initial exclusion of the media from the national response to contain the outbreak, and the lack of sufficient proactive measures by government and the print medium were powerful factors in how the epidemic was reported. The study also shows an interesting dimension in Vanguard’s early and latter coverage of the EVD outbreak while it lasted in Nigeria. This dimension reveals a high number of EVD articles with the propensity to inspire fear and panic in the early days of the coverage compared to EVD articles with the propensity to douse fear and panic in the early and latter days of the outbreak. The study shows that while the challenges encountered stem from Ebola’s mode of transmission, lack of scientific and medically proven cure and early coverage amidst uncertainties, the inherent tensions and anxieties that characterised the outbreak coupled with Vanguard’s fire brigade approach led to the relatively high number of EVD articles with the propensity to inspire fear and panic. The study recommends the mass media’s inclusion in national responses to epidemics and ongoing training for health journalists to update their knowledge base about emerging and infectious diseases. The study also recommends for further study a reception analysis to enhance the socio-cultural understanding of how the EVD articles were received.
- Full Text:
- Date Issued: 2017
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