My presentation with this title was the first paper at the opening of the First Mass Communication International Conference. This event took place at Usmanu Danfodiyo University, Sokoto.
In my introduction, I said that communication is not just passing information. It is about sharing and making meaning together. This is a cooperative process where both sides aim to understand each other. Burgoon and Ruffner (1978) said this too, and it still holds true today. Communication helps build a common understanding. That is why it is a social process involving sharing meanings.
Influenced by “A Usage-Based Theory of Language Acquisition” (Tomasello, 2005), I shared how communication leads to language. Children use gestures and body language before they can speak. This shows how we learn language over time. I also brought in ideas from cognitive science and Yuval Harari’s (2011) ‘Cognitive Revolution’. I wanted to challenge Noam Chomsky’s theories on language, as I believe we should think about communication in a more modern and practical way.
How can we stick to a simple view of communication today? A quick comment or a press release now can spark big discussions online. Achi (2026) pointed out that “a single statement becomes a national [or global] conversation. Reputation is shaped not just by what was said but by how quickly people assign meaning to it.” This happens in a complex world filled with emotions and social pressures, especially in Nigeria. Moniepoint’s Eniolorunda raised a valid concern recently but forgot that delivery matters more than just the words.
Next, I touched on theory and its importance. I discussed Amartya Sen’s “The Capability Approach”, Everett Rogers’ “Diffusion of Innovation”, and “Technological Determinism” through Marshall McLuhan’s views. These theories can help Nigeria adopt Artificial Intelligence. I referenced my work (Ibietan, 2023:107) to show how theories can guide research and practice. They help us explain situations and understand our world better.
I talked about the benefits of AI and praised the Federal Government’s National Artificial Intelligence Strategy (NAIS) 2025. I asked conference attendees to also review this strategy. Nigeria must be part of the AI revolution since it is crucial for the Fourth Industrial Revolution. We need to implement this strategy step by step, focusing on media, security, agriculture, education, and health. I believe that with the right models, funding should not be a big problem. The three key areas and 32 objectives of NAIS 2025 look promising, but I wish there was more focus on impact assessment.
Recently, Kenya ended a partnership with Microsoft over data centers because they could not generate enough electricity. Nigeria has identified issues like funding, ethical uses, and data privacy. We must also think about how AI affects our resources. We should reflect on warnings from leaders and thinkers like Pope Leo XIV and Yuval Noah Harari about AI’s future. AI is just a tool, and we should not let it control our thoughts.
The Blackbox Problem: AI as the Editor
Blackbox is used here to describe how AI now handles jobs that were once for human editors. These include choosing content, boosting visibility, and even selecting stories. This influences what many people see and believe. But how these AI systems work is often unclear. They function as a Blackbox, where the logic and data used are hidden from editors, audiences, and regulators.
The Glassbox Approach: Promoting Transparency
Glassbox is a term used to describe a system that counters the issues of the Blackbox. This is important because while Blackbox AI gives results without explaining how, Glassbox AI offers clear, accountable outcomes. In media and national development, this is not just a technical detail; it is a question of governance.
An AI system that decides which communities get health news or which political voices get attention is not a neutral tool. It acts as a hidden authority that does not answer to the public. In Nigeria, where the media has a constitutional role in national development (Section 39), this can have serious consequences. When algorithms control information without oversight, real communication and development lose their democratic nature.
The Verify Protocol: Ensuring Truth
Achi’s (2026) VERIFY Protocol is crucial because AI can spread false information rapidly. Fake media like deepfake videos and AI-generated content can outpace traditional fact-checking. This creates a situation where lies spread faster than the truth, harming public trust.
To counter this, media must adopt the VERIFY Protocol. This is a six-step process for dealing with misinformation from AI. It changes fact-checking from being reactive to a more systematic defense.
- Validate the Source: Check the original account or publication before engaging with any claims.
- Examine the Signal: Compare the claim against known facts and expert opinions.
- Reconstruct the Timeline: Find out when the claim appeared and how it spread.
- Interrogate the Intent: Analyze the content to see if it shows signs of deliberate deception.
- Flag or Forward Content: If it fails the VERIFY criteria, it should be flagged for further review.
- Yield a Public Record: Keep a log of every VERIFY decision. This ensures accountability that Blackbox AI systems lack.
Building Trust: The Developmental Doctrine
Last year, I spoke at the Nigerian Public Relations Week in Uyo. I argued against Edward Bernays’ ‘Engineering of Consent’ because its ideas clash with three important thoughts I believe in. First is the philosophy of Ọ̀rúnmìlà, second is Martin Buber’s ‘I and Thou’, and third is Tomasello’s ‘shared intentionality’.
How can we engineer consent in a time when people are distracted? Gaining attention is vital for good communication. That is why Tomasello’s work interests me in understanding language.
If we want to listen to Buber’s idea that “When we see another person as a person, we become more human”, we must shift from engineering consent to engineering trust. The Blackbox-Glassbox model shows the issue, and the VERIFY protocol tackles the challenge, while the Engineering of Trust provides the foundation for the AI era.
What is Engineering Trust?
It means designing AI-media systems that make truth clear and ensure accountability. It changes the question from: How do we communicate with credibility? To: How do we create systems where credibility is guaranteed?
We argue that the Engineering of Trust Model has three commitments: Transparency (Glassbox Systems), Verification (Real-Time Integrity Protocols), and Accountability (Human Governance Layer). This framework turns trust from just a result into a system property.
Let’s look at what the Black-Glassbox Paradox means for media and national development. If we fail to build trust, the damage can be severe. We could see loss of credibility, more misinformation, weaker citizen engagement, and a worse global reputation.
On the flip side, countries that successfully build trust will see better citizen engagement, real-time governance, credible storytelling, and stronger confidence from investors and diplomats.
While not everyone in a nation may be good, the good majority must work together to keep the bad in check. Trust is not just an idea; it is a key part of a nation’s structure. Countries must intentionally build it.
What should Nigeria do? We need Glassbox Disclosure Standards, an AI Verification Framework (like VERIFY), a National AI-Media Trust Index, and regular Trust Audits. The Reputation Perception Index is an area worth exploring. It is based on several pillars of reputation and perception, measured through a specific scoring method.
As I wrapped up my presentation, I stressed that AI does not lessen the media's role in national development; it enhances it. Media that can maintain integrity and govern AI with transparency will be essential for national growth. Those that can’t risk becoming sources of instability. Nations that do not integrate trust into their AI-media systems will struggle with misinformation and legitimacy.
In this AI age, development is not just about infrastructure or policy. It is about trust, and trust must be built. I hope the Federal Government will direct the Federal Ministry of Communications, Innovation and Digital Economy to start implementing Nigeria’s National Artificial Intelligence Strategy (NAIS) without delay. We must include media and cultural institutions and engage thoughtful citizens to apply similar ideas in education, health, agriculture, and security. Nigeria still has time to start.
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