COMMUNICATION scholars and practitioners in Nigeria gathered at Lagos Airport Hotel on September 4 and 5, 2024, for their annual conference. Expectedly the conference offered ample opportunities for communication practitioners, educators and researchers to exchange ideas through peer assessment of research findings and robust discussions on trends in the communication industry, society and the world at large. This is the gathering that concerned stakeholders in the industry anticipate on an annual basis. In addition to the intellectual exchange of ideas and networking opportunities, this year's conference allowed members of the Association to elect new leaders.
Since its establishment, the Association of Communication Scholars and Professionals of Nigeria (ACSPN) has been providing an enduring platform that enables robust interactions between practitioners and scholars popularly referred to as a “town and gown meeting”. True to its mission, the Association has continued to advance scholarly efforts and professional practices of communication by promoting and facilitating the pursuit of excellence in academic research and professional practice in Nigeria. From the administration of the profound mentor and inimitable leader, late Professor Lai Oso, the first President, to the immediate past president, the cosmopolitan Prof. Umaru Pate, the Association has remained an intellectual incubator to fertilise ideas from both the classroom and the field.
At the end of this year’s election, the Association unanimously affirmed the emergence of the ingenious strategist and foremost public relations scholar, Prof. Rotimi Williams Olatunji as its third president. Prof. Olatunji is a household name in the media and communication industry, having established himself as a top academic brand through hard work, commitment and relentless contributions to communication scholarship and practice.
These have been reflected in the quality of his teachings, which are laced with research-based and trendy issues and his published works are highly recommended in most institutions of learning both in Nigeria and abroad. Yours sincerely can attest to this, having been taught, supervised and mentored by the eagle-eye Olatunji for two decades. When it comes to scholarship, trust Professor Olatunji, all stones will and must be turned. All variables must be checked and appropriate referencing duly done.
Apart from his academic acumen, the Modakeke-born scholar is an astute administrator with years of purposeful and effective leadership. As immediate past Dean of the premier Faculty of Communication and Media Studies, Lagos State University, Olatunji propelled the Faculty to an enviable height among its peers in the academic world in Nigeria. His methodical approach to issues management is a reflection of his diverse training and exposure right from his alma-mata, the University of Ife, to the University of Ibadan and ceaseless interactions with numerous professional and academic associations.
His trademarks extend beyond the academic world as the tireless, thoroughbred scholar cum practitioner is a top member of regulatory bodies such as the Advertising Regulatory Council of Nigeria (ARCON), and Nigeria Institute of Public Relations (NIPR) to mention a few. His indelible marks are visible in the professional world through his consultancy services. In line with his relentlessly buoying appetite for trendy touch and improvement, he is always with both practitioners and scholars picking lessons. In appreciation of his vast exposure, he is a top member of the regulatory bodies helping with professional training and setting standards.
His emergence as the president of ACSPN is a guaranteed additional blessing to the Association at the moment. The Association having been mentored through its incubation period is now at a critical juncture due to emerging issues in the media and communication industry, hence there is a need for strategic engagements and leadership, which must come from its new leader. The new administration must engage with diverse strategic publics to advance communication scholarship and practices in Nigeria.
Starting from the classroom, which is the training room for the next professionals, there is a need for ACSPN to intensify its engagement with strategic stakeholders in the academia, industry and regulatory bodies. Some three years ago, the nation’s regulatory body, the National Universities Commission, NUC, introduced a new communication and media curriculum due to emerging global trends and practices. This new curriculum otherwise known as Core Curriculum and Minimum Academic Standards (CCMAS) advocates specialised training in media and communication in Nigerian universities.
It is essential to state here that the idea of specialised training in media and communication was originally conceived by the Faculty of Communication and Media Studies, Lagos State University, formerly known as Adebola Adegunwa School of Communication over two decades ago. The idea was extinguished by NUC due to a lack of futuristic considerations. Today, the same accrediting body is introducing the idea that Prof. Olatunji and his colleagues initiated years back. All is history as we say, but Prof. Olatunji must engage stakeholders on the implementation of the new curriculum. The specialised programme guide offers students the opportunity to become professional communication experts and specialists with relevant skills right from the schools. This requires strategic planning and implementation in the areas of manpower, facilities and core competence by university administrators in selecting and implementing courses for the new curriculum. In this area, Prof Olatunji is expected to provide much-needed assistance to universities through seminars, one-on-one discussions and policy formulation and execution. His network with professionals and stakeholders in the media and communication industry will be much appreciated to facilitate knowledge transfer and integration from the industry to the classroom.
What is the essence of the curriculum that is not relevant to the industry? We need the industry players at the stage so that we come up with contents that are industry and society-driven. This effort should be extended to the regulatory bodies to avoid the usual duplicity of duties by the bodies. As a participant at the conference, comments were made about the dual role of the regulatory bodies such as ARCON and NIPR being regulator and examiner. While efforts made by the regulatory bodies to regulate communication practices must be appreciated, but the bodies should leave examination business to tertiary institutions. To advance its goal of promoting scholarly study and practice of communication, ACSPN must take a frontal approach to the issue of curriculum implementation.
Another area ACSPN is expected to discharge strategic engagement is the issue of industry training for our communication students. To achieve minimal industry exposure, students in tertiary institutions of learning in Nigeria are required to embark on Industrial Training. This period offers the students the opportunity to learn from the industry and form early perceptions about prospective career paths. Due to the high population of Nigerian undergraduates, the harsh economy and the irregular training period, most students find it extremely difficult now to secure organisations for their training. This contributes to the limited knowledge displayed by graduates in the labour market. To correct this anomaly, ACSPN must embark upon industry engagement to solicit for more support from the industry players on the training needs of our students.
Also, as an umbrella body of all communication practitioners and scholars in Nigeria, ARCON must be vocal on issues affecting the industry. It must set an agenda and ensure it pursues ideas that will enhance the quality of communication practices in Nigeria. To advance this aim, the Association is expected to engage with all regulatory bodies such as NUC, ARCON, NIPR, and Nigeria Union of Journalists, all higher institutions of learning offering training in media and communication studies and practitioners. ACSPN must serve as a magnet force attracting unified interests from diverse groups and organisations on media and communication matters.
These and more are what is expected from the new leadership of the Association. While members of the Association anticipate progressive initiatives from the new team, we are also aware of the numerous challenges that usually come with this lofty aim.
Dr Ganiu Okunnu, a Strategic Communication Scholar based at the Faculty of Communication and Media Studies, FCMS, is a first-generation alumnus of the LASU School of Communication, now FCMS.
