1991 Volume 5 Number 1 i *>' Ideology, Theory and Professionalism • Persuasive Communication • Image of Corporate Symbol • DBS and National Sovereignty, •• - Copyright (c) 1991 by the African Council for Communication Education (ACCE), Nairobi, Kenya, ISSN 0258-4913 Africa Media Review provides a forum for the study of communication theory, practice and policy in African countries. It is published three times a year by the ACCE Institute for Communication Development and Research, P.O. Box 47495, Nairobi, Kenya. Telephone: 227043/334244 Ext. 2068. Telex: 25148 ACCE KE Correspondence and Advertising Authors should send contributions to the Editor, ACCE Institute for Communication Development and Research, P.O. Box 47495, Nairobi, Kenya. Books for review, book review articles and all other matters regarding AMR should be addressed to the Publications Manager, same address as above. Subscription Rates: Africa Outside Africa One Year Two Years Three Years US$ 39.00 US$ 69.00 US$ 99.00 $48 $90 $132 These rates include packing and postage. Single copies are US$ 13.00 within Africa and US$ 16 outside Africa. Cheques or money orders should be made payable to African Council for Communication Education and sent to the above address. Special arrangements will be entered into where applicable for subscribers in their nearest ACCE national co-ordinator. ACCE Africa institutional and receive AMR as part of membership privileges. individual members through Editor Publications Manager Circulation Lewis Odhiambo, School of Journalism, University of Nairobi, Kenya. S.T. Kwame Boafo, African Council for Communication Education, Kenya. Rahab Gatura, African Council for Communication Education, Kenya. ACCE President Tom Adaba, NTA, Makurdi, Nigeria. (•i) Comment on the Contents of the Issue In this issue, Luke Uka Uche argues that African mass media systems are still being manipulated ideologically, albeit subtly by former colonial 'overlords'. There is a lack of well-thought out policy objectives to guide decision-making that would reflect national aspirations and ideological base. Ewumbue-Monono Churchil recommends that African nations should work integration of their mass media, not continental-wise but on a sub-regional basis. The continental approach, he says, is too broad to be effective. towards the Jose Ruijter points out that, although the mass media alone are not an effective tool in bringing about change in health, they could be instrumental in the training and backing up of the interventions of personal change agents. Hilary Ozoh reveals that TV advertisements with 'highbrow' endorsers, especially of cheap, everyday products, very often fail in achieving credibility and conviction among the audience. On the other hand, Victoria O. Ajala underscores the importance of a corporate identity — the logo. She contends that a company or a business must always be represented by an effective and graphically attractive symbol. Evelyn Onyekwere shows that the coercive power of threat used mostly by military and other rigid regimes, is not enough to change the negative attitude of Nigerians towards work. The use of force, she adds, must be backed by friendly persuasion. Samwilu Mwaffisi explains why poor, developing countries cannot control the violation of their national sovereignty through direct broadcasting satellite. (iii) Table of Contents 1 Ideology, Theory and Professionalism in the African Mass Media by Luke Uka Uche 17 The Mass Media and Regional Integration in Africa by Ewumbue- Munono Churchill 37 The Mass Media Alone are not Effective Change Agents by Jose M. Ruijter 49 Some Critical Factors in the Perception of the Credibility of Television Endorsements by Hilary C. Ozoh 61 The Image of Corporate Symbol by V.O. Ajala 75 Situational Influence in Persuasive Communication by Evelyn C. Onyekwere 87 Direct Broadcast Satellites and National Sovereignty: Can Developing Nations Control Their Airwaves? by Samwilu Mwaffisi 97 Book Review by Francis Kasoma (v)