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PROJECT TOPIC- OCCUPATIONAL DEMANDS AND LIFE-STYLE INTERFACE: A PILOT STUDY OF VOICE-OVER ARTISTES AND OTHERS IN LAGOS

PROJECT TOPIC- OCCUPATIONAL DEMANDS AND LIFE-STYLE INTERFACE: A PILOT STUDY OF VOICE-OVER ARTISTES AND OTHERS IN LAGOS

ABSTRACT

The practice of voice-over in Nigeria is in the process of metamorphosing from mere occupation to a profession. In the recent past, along side the rising profile of the marketing communication sector, the voice-over artistes are beginning to gain some attention. A sad trend has been observed, however, among this brand of artistes. Many of them have subscribed to a loose lifestyle and therefore have had to put up with one social distraction or the other. Chief among these are smoking and excessive drinking. This trend does not only portend loss of respect for the budding profession, but is capable of hampering high level performance on the part of practitioners. This certainly robs off poorly on the quality of their offerings. Some have attributed the incidence of anti-social behaviour associated with many artistes to the Bohemian spirit believed to be governing creative minds. Others have considered the issue from the standpoint of personality and temperamental traits. Yet, some believe it is nothing but occupational hazard that is normal with such occupations that gravitate towards celebrity. These conflicting views, especially regarding lifestyle and occupational interface are what informed the present study. The study employed a review of relevant existing literature as well as questionnaires responded to by 108 artistes, producers, studio engineers and other related professionals all based in Lagos. Collected data were presented on tables using frequency distribution and percentages. Formulated hypothesis were tested using the Chi-square formula. The study provides sufficient grounds to conclude that voice artistes, like most other artists/artistes are prone to a loose life-style marked by addiction to alcohol, smoking, abnormal dressing etc. However, it is not necessary to adopt this life-style to succeed in the profession. It is recommended therefore that practitioners should get more focused; imbibe personal and corporate discipline, especially in their quest to attain professional status.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The profile of voice artistes (popularly called voice over artistes) in Nigeria has been on a steady rise. This development certainly derives from the growth in the marketing communication sector. Hitherto producers of audio communication materials depended on television and radio broadcasters to voice their scripts and other voice-over jobs. But today this role has become an occupation for many and is getting rofessionalized. Practitioners have since formed an association known as Association of Voice-over Artistes (AVOA) whose headquarters and main operation is in Lagos.

This body which has set out to help to professionalize the practice at the moment has a membership of a little over fifty made up of men and women. Some of the members have worked with television and or radio houses and retired. Some others are still working in those media houses while a good number do not have a media background. Such practitioners had their training on the job or in some other training centres. There are some practitioners, especially among those who have made their marks, who for personal reasons are not members of the association. Many practitioners combine this occupation with some other business activities, especially entertainment related jobs.

The role of the voice artistes in audio-visual production is better appreciated by those who understand what it takes to produce a good material say, television or radio commercial. It takes the skill, sense of humour and creativity of the voice artiste to put life into a script such that the message achieves the desired impact in the listeners or viewers. A good script can otherwise be marred by poor, unprofessional voicing and thus lead to ineffective communication.

PROJECT TOPIC- OCCUPATIONAL DEMANDS AND LIFE-STYLE INTERFACE: A PILOT STUDY OF VOICE-OVER ARTISTES AND OTHERS IN LAGOS

1.2 STATEMENT OF PROBLEM

The researcher‘s frequent interaction with the voice artistes has revealed that there is a high level of care-free and even dangerous lifestyle among them. Many of the voice-over artistes live and work with one social distraction or the other chief of which is excessive drinking. This ugly trend has assumed a more disturbing dimension in recent times when it began to take its toll in the form of drinking-induced accidents, loss of life and physical maladies among the artistes. Some of the best voice personalities have been affected.

A casual observer may pass this phenomenon as normal human behaviour obtainable in every other profession. But those who are familiar with the issue at stake will agree that there is cause for concern. The danger posed by this trend includes loss of reputation for the profession. More fundamentally, it will hamper the growth and development of the profession.

Now that practitioners are in the process of professionalizing the practice and more and more talented people are showing interest in enlisting, it becomes imperative to carry out such a study to find out if there is anything inherent in the profession that predisposes practitioners to the aforementioned life-style. Some have attributed the trend to the inexplicable vice that afflicts many celebrities and stars. It is also a known fact that certain occupations have established hazards that border on behaviour. Whether voice acting and related occupations predispose practitioners to adopt certain anti-social life-style does not appear to have been adequately studied.

1.3 RESEARCH OBJECTIVES

The objectives of this study are:

1. To find out if there exists any relationship between the art of voicing/other arts and adoption of certain anti-social behaviour like excessive drinking, smoking etcetera, using the case of practitioners in Lagos metropolis.

2. To determine the extent of such ugly trend and its implications for the overall interest of the profession in particular and advertising industry in general.

3. To find out possible ways of stemming such ugly trends.

4. To determine the implications of these trends for advertising in Nigeria.

5. To offer an in-depth analysis of the contributions of these voice artistes to the advertising business in Nigeria, quantitatively and qualitatively.

1.4 RESEARCH QUESTIONS

This study will try to provide answers to the following questions: 1. Is there any relationship between voice acting and related occupations or professions and loose life-style (excessive drinking, smoking and other anti-social behaviour)? 2. What is the extent of this relationship (if it does exist)? 3. What are the implications of such anti-social behaviour for the development of the profession and advertising in general? 4. What can be done to stem the ugly trend? 5. What specific contributions do these voice artistes make to the advertising business in Nigeria.

PROJECT TOPIC- OCCUPATIONAL DEMANDS AND LIFE-STYLE INTERFACE: A PILOT STUDY OF VOICE-OVER ARTISTES AND OTHERS IN LAGOS

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