At a time when trust between leaders and citizens in Nigeria seems to be fading, a new book is seeking to change how people understand communication and influence.

The 258-page textbook, titled, “Persuasion: Concepts, Principles, and Theories of the Art and Science of Social Influence from Rhetoric to Social Media” was unveiled at the University of Lagos on April 3, 2024, during a presentation attended by dignitaries from across the country.

This book, authored by Professor Daniel Awodiya, a renowned expert in persuasive communication, explores how persuasion has evolved from ancient rhetoric to its modern day forms in advertising, public relations, politics, religion and social media.

With over 17 years of teaching experience at Sunfork Community College in New York, Awodiya said his goal is to offer a local perspective that speaks directly to Nigerian students and society.

“I teach persuasion. I’ve been teaching it for the longest time, and I do not see a persuasion text in Nigeria written by a Nigerian” he said. “A local book produced by someone with deep understanding of the theories, and who looks like the students, will speak to them more directly than foreign textbooks with examples they can’t relate to.”

The book is divided into four sections: Conceptual Clarifications, Traditional Artistic and Humanistic Approaches, Scientific Approaches, and Communication Elements in Persuasion. It draws on history, psychology, sociology, and media studies to present persuasion as a force that shapes human interaction across all areas of life.

Professor Abigail Ogwezzy-Ndisika of the Department of Mass Communication, University of Lagos, commended the book for its clarity and relevance. “It’s a great output,” she said. “It provides rich insights into various aspects of persuasion.”

However, she suggested the addition of more indigenous African theories and case studies to further enrich its content. Another reviewer, Dr. Kabir Alabi Garba, who is the Weekend Editor at The Guardian, acknowledged the book’s detailed examination of communication in modern society.

In his review, titled, ‘The Persuaders and Ethics and Power in Modern Communication’, he commended the wide scope of topics covered. Still, he noted the book’s reliance on Western frameworks and recommended including real life Nigerian examples, like those found in Nigerian markets such as Alaba International market.

Mr. Lekan Sote, columnist at Punch Newspapers and MD of Publica Limited, applauded the book’s practical examples and accessible writing style. He said the text does a great job of simplifying difficult ideas, such as propaganda and political messaging, for students and general readers alike.

But beyond academics, Prof. Awodiya insists the book is for everyone, students, politicians, religious leaders, business people, and ordinary Nigerians. “Even if you’re a physicist writing a grant proposal, you need to persuade someone to fund your work,” he explained. “Religion, politics, business, all of it involves persuasion. You need it to defend your ideas, detect propaganda, and express yourself effectively in society.”

He also highlighted the importance of teaching persuasion at the college level, citing Aristotle’s early recognition of rhetoric (what we now call persuasion) as the foundation of all academic disciplines. “In a democracy, persuasion is essential. Without it, we cannot build trust or achieve our goals.”

Talking about how people communicate in Nigeria today, Prof. Awodiya said the reason many Nigerians don’t trust their leaders is because those in power don’t know how to speak with honesty and persuasion. “Persuasion works when people act responsibly, not when they try to deceive others” he said. “If people don’t trust who is talking, then nothing good can come from the message.”

He noted that there’s a growing gap between the government and the people, made worse by fake news and lack of basic knowledge about how government works. “Many people don’t even know who their local councillor or chairman is, but they blame the president for everything” he said. “We need to share power better and bring leaders closer to the people by holding regular town hall meetings and teaching people how the system works.”

He added that elected officials must stop seeing development projects like boreholes as personal favours. “They’re spending the people’s money, it’s not a gift. It’s their responsibility” he said. “When leaders communicate with honesty and respect, and when citizens understand their rights and roles, persuasion becomes a tool for unity, not division.”