Omo Yoruba Atata: A Celebration of Celebrities in Alaroye Newspaper

Abstract

The column Omo Yoruba Atata in Alaroye newspaper that celebrates specific personalities of Yoruba origin is studied within the larger context of the celebration of personalities through various approaches in the media landscape in Nigeria. These individuals could be either government officials; or private individuals. This paper attempts to unravel the philosophy behind the creation of the ‘Omo Yoruba Atata’ column in the newspaper. The study aims to analyze the criteria for Alaroye celebrity column, assess its alignment with traditional Yoruba values, evaluate the selection process's objectivity, investigate potential bias towards specific ethnic groups, gender, fields, or age brackets, and assess the influence of the column on the fame and public recognition of the covered personalities. Interview and content analysis were the research designs used, while the interview guide and coding sheet served as instruments to gather data from thirty-five respondents and 422 items on celebrities featured. Findings show that the philosophy behind the column was unity among the Yoruba and to remember the martyrs of June 12, 1993. The benefits Alaroye derived were contributing to the preservation of the history of successful Yoruba indigenes. There was objectivity in the selection of celebrities across ethnic or dialect groups featured while 94% percent of celebrities featured were male politicians and mainly in the age bracket of 50-55, which is not reflective of the notion of celebrities in the Yoruba society.

Keywords: Celebrities; celebration; Yoruba; Alaroye; newspaper; “omo Yoruba atata”

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