The Effectiveness of Street Parades in Promoting Local Festivals in Jos South Local Government Area, Plateau State
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Chapter One: Introduction
1.1 Background of the Study
Street parades have historically served as vibrant displays of cultural identity, community pride, and collective celebration. Across the world, they are integral components of festivals, offering a platform for showcasing traditional music, dance, costumes, and other cultural expressions. In Nigeria, street parades are particularly significant in promoting local festivals by drawing public attention, fostering community engagement, and attracting visitors. Jos South Local Government Area in Plateau State, known for its rich cultural diversity and festivals like the Nzem Berom, relies on street parades as a means of showcasing its heritage. These parades not only enhance the visibility of local festivals but also serve as a tool for cultural preservation and tourism promotion. According to recent studies, the visual and auditory appeal of street parades creates a lasting impression, making them an effective promotional strategy (Adeyemi & Musa, 2023). However, despite their potential, the effectiveness of street parades in promoting local festivals is often undermined by challenges such as inadequate funding, logistical issues, and limited audience reach. This study examines the effectiveness of street parades in promoting local festivals in Jos South, exploring their impact on cultural awareness, community participation, and tourism development.
1.2 Statement of the Problem
While street parades have been widely recognized as a dynamic medium for promoting festivals, their effectiveness in achieving desired outcomes remains inconsistent. In Jos South, local festivals face challenges such as declining attendance, limited sponsorship, and insufficient publicity. Street parades, though visually captivating, are often constrained by logistical challenges, lack of sponsorship, and inadequate planning, which diminish their impact. Previous studies have focused broadly on festival promotion without delving into the specific role and effectiveness of street parades (Odeyemi & John, 2024). This lack of focused research creates a gap in understanding how street parades can be optimized to enhance festival visibility and audience engagement. Furthermore, the absence of empirical data on their impact in Jos South limits the ability of stakeholders to make informed decisions regarding their implementation. This study seeks to address these issues by evaluating the effectiveness of street parades in promoting local festivals in Jos South Local Government Area.
1.3 Objectives of the Study
1. To assess the role of street parades in promoting local festivals in Jos South.
2. To evaluate the impact of street parades on audience engagement and cultural awareness.
3. To identify the challenges and opportunities associated with organizing street parades.
1.4 Research Questions
1. How do street parades contribute to the promotion of local festivals in Jos South?
2. What is the impact of street parades on audience engagement and cultural awareness?
3. What challenges and opportunities are associated with organizing street parades in Jos South?
1.5 Research Hypotheses
1. H₁: Street parades significantly enhance the promotion of local festivals in Jos South.
2. H₂: Street parades positively impact audience engagement and cultural awareness.
3. H₃: Addressing logistical and financial challenges can improve the effectiveness of street parades in Jos South.
1.6 Significance of the Study
This study is significant as it sheds light on the role of street parades in promoting cultural festivals, with a focus on Jos South Local Government Area. By evaluating their effectiveness, the research provides valuable insights for event organizers, cultural stakeholders, and policymakers on how to leverage street parades as a promotional tool. The findings will contribute to academic literature on festival promotion, particularly in the Nigerian context, and offer practical recommendations for enhancing the planning and execution of street parades. Additionally, the study underscores the potential of street parades to foster cultural preservation, community participation, and tourism development, aligning with broader goals of cultural sustainability and economic growth.
1.7 Scope and Limitations of the Study
The study focuses on the effectiveness of street parades in promoting local festivals within Jos South Local Government Area, Plateau State. It excludes other promotional strategies and focuses specifically on cultural festivals unique to this locality. Limitations may include variations in respondents' experiences and challenges in accessing comprehensive data on parade logistics.
1.8 Operational Definition of Terms
1. Street Parades: Organized public processions featuring music, dance, costumes, and other performances to celebrate cultural festivals.
2. Local Festivals: Community-based events that highlight cultural heritage, traditions, and identity.
3. Cultural Awareness: The understanding and appreciation of the traditions, values, and practices of a specific culture.
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