November 26, (THEWILL) – A university Don, Prof Peter Esuh has cautioned Nigerians against rhetoric of the guns of inducement in its electioneering processes.
The Professor of Marketing Communication and Applied Rhetoric and Head, Department of Communication Arts, University of Uyo gave the warning while presenting the 86th inaugural Lecture of the University on Thursday.
With the theme; “Persuading the Persuaders: A Rhetorical-Semiotic Direction to Marketing Communication, Prof Esuh said for votes to count, the electorate must be persuaded to act, adding that such adjustments would cause a professional persuader to devote much efforts in persuading other persuaders for votes.
He highlighted the dangers of monetary inducements in politics and its impact on governance; and advocated for a more people- driven political leadership.
In his words “Marketing communication process is more of a transaction than just an interaction, such as, persuasion may occur either in the pre-purchase behaviour, during-purchase behaviour or post-purchase behaviour, including accidental purchases.
“In the context of political products, Nigeria defiles the marketing communication maxim that you can only sell a bad product once. This perhaps is because the Nigerian political system is yet to allow votes to count.
“The moment you. Eschew rhetoric of the guns and the rhetoric of Inducement (money and “belly tricks”, the professional persuaders will have a lot to do to persuade the persuaders for votes”.
Coming home, the 2014 gubernatorial aspirant advised Akwa Ibom people to reject the commission to serve as brand ambassadors for evil- minded politicians in the state in the build up to the 2023 general elections.
In his goodwill message, Governor of Akwa Ibom state, Mr. Udom Emmanuel acknowledged Professor Peter Esuh’s contributions to the development of the state, declaring the Don a great lover of the state who was ready to sacrifice personal interest for the development of the state.
Represented by the state Commissioner for Education, Mrs. Idongesit Etiebet, Governor Emmanuel applauded professor Esuh for developing the Lucifer-Serpent Model of persuasion where Lucifer used the Serpent as a brand ambassador to persuade Adam to disobey the instructions of God.
Vice Chancellor of the University of Uyo, Professor Nyaudo Ndaeyo, in his remarks, extolled the extraordinary scholarship of Professor Esuh and his contributions to knowledge.
He reaffirmed the recent position of the University’s senate that the University, in its vision to unbundle the Communication Arts Department to a robust and global brand, has conferred on the Department the status of the Faculty of Communication and Media Studies with seven specialised departments.
He however congratulated the inaugural lecturer for achieving such a feat in his tenure and for his steadfastness and passion for academic excellence.
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