Abstract
This paper is an application of Relevance Theory for the interpretation of short messaging service (SMS) text messages emanating from Nigerian telecommunications companies to their subscribers. The aim of the research was to identify and describe the manipulative strategies employed by Nigerian telecommunications companies to induce subscribers to part with their money through sales promotion lotteries. 100 SMS texts were purposively extracted from the cell phones of randomly selected residents of Lagos Nigeria who had received promotional SMS text messages from three major Nigerian telecommunications companies. Using Sperber and Wilson's Relevance Theory (1995) as its theoretical framework, the paper described the manipulative use of SMS by Nigerian telecommunications companies. The analysis revealed that SMS text messages were encoded to achieve maximization of relevance through explicature and implicature; contextual implication and strengthening; and the reduction of processing effort through violating the maxim of truthfulness and the creative use of graphology. The paper concludes that SMS text-messages were used manipulatively by Nigerian telecommunications companies to earn indirect income from sales promotion lottery.
Highlights
Advance in science and technology in the last two decades, micro-chip-dependent technology such as computers, lasers, the Internet, satellite, videophones, etc., have helped in advancing the frontiers of global communication
The analysis revealed that short messaging service (SMS) text messages were encoded to achieve maximization of relevance through explicature and implicature; contextual implication and strengthening; and the reduction of processing effort through violating the maxim of truthfulness and the creative use of graphology
Aside from using SMS to give subscribers updates on their account status and give routine information, one could deduce that Nigerian telecommunications companies use the medium to enhance their companies' balance sheets through SMS-based promotions
Summary
Advance in science and technology in the last two decades, micro-chip-dependent technology such as computers, lasers, the Internet, satellite, videophones, etc., have helped in advancing the frontiers of global communication. :9), it is designed to allow the exchange of short text messages between users of mobile phones. It is a standard and inexpensive service provided by modern. Aside from using SMS to give subscribers updates on their account status and give routine information, one could deduce that Nigerian telecommunications companies use the medium to enhance their companies' balance sheets through SMS-based promotions. Each service provider wants potential customers to consider its product or service to the exclusion of other similar products or services offered by rival telecommunications companies They use SMS to circulate advertisements aimed at securing the continued patronage of their subscribers. Using Sperber and Wilson's Relevance Theory, the paper describes the manipulative use of SMS by Nigerian telecommunications companies
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