UNILAG Don launches book on persuasive communication

By Daniel Nnam, Charles Maduka and Blessing Famose

The Publisher/Executive Editor of Nigeria University Times and alumnus of the Department of Mass Communication, Professor Daniel O. Awodiya, launched his latest 364-page book at the Biodun Shobanjo Multimedia Centre of Excellence, Mass Communication Department, University of Lagos, on Wednesday, April 3, 2025.  

The book, titled ‘Persuasion: Concepts, Principles, & Theories of the Art and Science of Social Influence – From Rhetoric to Social Media,’ is divided into four sections that explore the subject matter and its relationship to human existence, according to the author.  

In his opening remarks, Professor Awodiya described the nature and function of persuasion as a concept that has existed since the beginning of humanity and is necessary for eliciting a desired action from people.  

“Persuasion is as old as humanity and is central to human existence. It is not coercion. Since you cannot force people to believe in you, you have to use strategies and tactics to get them to move from point A to point B,” he said.  

Professor Awodiya stated that persuasion is evident in all spheres of life, including public relations, advertising, and social media. He argued that although persuasion is often resisted, many fall prey, especially the vulnerable.  

To conclude his speech, Professor Awodiya posed a question to his audience: “Are you truly your own man or woman? Are your decisions truly yours? Do you think you can escape experts like me?” he responded, “I think not. You are who you are designed to be.”

Mr. Lekan Sote, who reviewed the first two sections of the book, described the phrase; “From Rhetoric to Social Media.” as communication from ancient times to the social media era.

He noted that the sections contained several definitions of communication and persuasion, pointing out the distinctive definition by Aristotle, which explained that a persuader can make you do things that you would ordinarily not want to do if you were not asked to do so.

Mr. Sote disclosed that the book is systematic, and makes much use of graphics in explaining abstract concepts and theories.

The Director of the Institute of Continuing Education, UNILAG, Professor Abigail Ogwezzy Ndisika, provided a panoramic overview of the book, with special emphasis on section 3 (pages 103-167), which discusses scientific approaches to persuasion, demonstrating her 24 years in service to the University of Lagos.

“This book details the development and various attempts by scholars and practitioners, who over the centuries, have developed processes, protocols, principles, models, and theories to capture the process of effective communication,” she remarked.

Professor Ogwezzy revealed that Section 3 presents the social scientific explanatory and analytical approaches to persuasion, as well as discussing various persuasion and media theories.

“The section showcases that persuasion is a multifaceted process, shaped by psychological, social, and mass media theory,” she said.

The final section, titled “The Ethics and Power of Persuasion in Communication,” was reviewed by Dr. Kabir Garba, the Editor of the Sunday Guardian Newspaper. He described the image of the hand on the book cover as a metaphorical representation of the author’s role in persuasion, while the puzzle piece symbolizes the latter part of the book’s title.

Dr. Garba emphasized the importance of persuasion in every choice and decision we make, stating, “Persuasion remains central regardless of the path we choose.” He further added, “Persuasion is achieved when the ideas presented in this book are thoroughly absorbed.”

The event was hosted by Professor Oloruntola Sunday, Head of the Department of Mass Communication at UNILAG, and chaired by Professor Ralph Akinfeleye, a council member of the World Journalism Education Congress (WJEC), who is popularly known as the “Jagaban” of communication.

Dignitaries in attendance included Mr. Magnus C. Onyibe, the chief launcher and a public policy analyst as well as a former commissioner in the Delta State government; Dr. Kabir Garba, the Vice-Chancellor, represented by Professor Adelaja Odukoya, the Dean of the Faculty of Social Sciences; Dr. Ifeoma Amobi; Dr. Charles Onwunali; Dr. Ebony Oketunmbi; Mrs. Joy-Rita Mogbogu; and Mr. Akogun Lanre Adesuyi, among others.