Issues and Themesin Traditional Festivals as Agents of Social Mobilization

Lukman Adegboyega Abioye


This study explains the role of traditional festivals as social mobilization agents, encouraging moral rebirth, social mobilization, development communication and change for the better in the attitude of the people towards contributing to the development of the society. The paper adopts Behavior theory and Attitude change theory as theoretical framework. The two theories emphasize the importance of value change, which can lead to the development of the community. The paper recognizes the challenges facing traditional festivals in meeting up with its roles of social mobilization. Egungun festival in South West Nigeria is prone to hijack by the political elites who use them to cause havoc in the society. Some masquerades have turned themselves into political thugs carrying dangerous weapons to victimize members of the society. The study therefore recommends total overhauling of the entire traditional African festivals so as to meet the desired goal it intends to achieve where miscreants and hoodlums will not play prominent roles during the festival. Involvement of corporate organizations in financing traditional festivals could bring some sanity and attraction into it, thereby turning it into cultural and tourist attraction.


Social mobilization; African communication system; Community; Traditional festivals; Community development

Full Text:



Adeoye, C. L. (1979). Asa ati Ise Yoruba. Ibadan: Oxford University Press.

Agbo, B., Ojobo, I., & Ezinma, C. (2010). Issues in development communication. Enugu: John Jacob’s Classic Publishers Ltd.

Akinjobi, I. A., & Ayandele, E. A. (1984). Yorubaland up to 1800. In O. Ikime (Ed.), Ground work of Nigeria history. Ibadan: Heinemann Educational Books Nigeria Ltd.

Akpabio, E. (2003). African communication system: An introductory text. Lagos: B. Print Publications.

Anaeto, S. G., Onabajo, O., & Osifeso, J. B. (2008). Models and theories of communication. U.S.A.: African Renaissance Book Corporate..

Awolalu, J. O. (1979). Yoruba beliefs and sacrificial rites. Essex: Longman Group Limited.

Goldhaber, G. (1993). Organizational communication (6th ed.). Madison: Brown & Benchmark.

Moemeka, A. A. (2012). Development social change, and development communication. In development communication in action building understanding and creating participation. Journal of Communication and Media Research. Abraka: University Press of America.

Ogwu, P. S. (2010, November 30). Igala masquerade. The Nigerian Tribune.

Oziwele, P. E. (2007). The relevance of traditional communication in the face of modernity. In E. Soola (Ed.), Ebenezer Soola conference on communication proceedings (pp.305-307). Ibadan:Kraft Books Ltd.

Sanda, A. O. (1992). Sociology of development. Ibadan: Fact Finders International.

Wilson, D. (1998). A taxonomy of traditional media in Africa. In A. K. Kwas (ed.), Perspectives of indigenous communication in Africa. University Press of America.

Oloyede, B. (2004). Communication channels as a means of achieving effective grassroots mobilization. Being a Paper Presented at the 3-Day Workshop on Effective Communication and Public Relations at the Local Government Level in Abeokuta.

Oso, L. (2004). Effective mobilization and communication strategies at the grassroots level. Being a Paper Presented at a 3-Day Workshop on Effective Communication and Public Relations at the Local Government Level in Abeokuta.

Gregory, R. W. (2008). Festivals and feasts. Microsoft (R) Student 2008 (DVD). Redmond, W.A: Microsoft 2007.

Nwegbu, M. U., Eze, C. C., & Asogwu, B. E. (2011). Globalization of cultural heritage: Issues, impacts and inevitable challenges for Nigeria. In Library, Philosophy and Practice.Retrieved 2015, May 5 from



  • There are currently no refbacks.

Copyright (c) 2017 L.A. Abioye

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Share us to:   


  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Online Submission:

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:;;;

 Articles published in Cross-Cultural Communication are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138 
Website: Http://; Http://;

Copyright © Canadian Academy of Oriental and Occidental Culture