“Datiemo” is a Yoruba slang that literally translates to “know thy own”. In this piece, Oshuniran Sheriff Ola uses it to draw a clear line between language, culture, and communication, while highlighting the role of audience segmentation in effective communication. He shows why messages only work when they are grounded in the realities of the people they are meant for.
“Datiemo” is a commonly used slang on the streets of Nigeria and across social media platforms. The word originates from the Yoruba language and literally translates to “know thy own”. Over time, the slang has gained popularity in the Nigerian online space, where it is often used to remind individuals to recognise those who truly support, love, and care about them.
Beyond this surface meaning, “Datiemo” can also imply that one should not step beyond certain boundaries or encroach on what belongs to others. It encourages individuals to run their own race and remain focused on their personal journeys rather than constantly comparing themselves with friends or neighbours. Everyone faces unique challenges, problems, and life battles, and each person must find their own solutions. It is often believed that no two people can carry the same burden in the same way or intensity. If this is true, it logically follows that the solutions to our problems cannot be identical. However, individuals can still learn from the mistakes and experiences of others in order to refine their own paths.
The dynamism displayed in this slang reflects the rich and flexible nature of the Yoruba language. Yoruba is a unique language known for its tonal system and the ability of words or expressions to take on different meanings depending on context and intonation. The language also serves as a powerful preserver of culture and tradition. A single word or sentence can carry several interpretations depending on how and where it is used. For instance, the slang “Datiemo” can calm an angry person, intensify their anger, or serve as a warning, depending on the context in which it is expressed.
This contextual flexibility is also highly relevant in the fields of public relations and advertising. In these professions, it is essential to understand the target audience, their nuances, challenges, and possible solutions in order to build strong relationships and achieve organisational goals. This process is known as audience analysis.
Audience analysis refers to the process of understanding the characteristics, needs, expectations, and attitudes of the people a communicator intends to reach. It plays a crucial role in communication, public relations, advertising, and media writing because it helps organisations ensure that their messages are effective and meaningful to the intended audience.
The relevance of audience analysis is significant. First, it helps communicators tailor their messages to the interests, needs, and concerns of their audience. When a message is relevant, the audience is more likely to pay attention and understand it. When communicators are well acquainted with their audience, as the idea of “Datiemo” suggests, their messages become more targeted and intentional. They understand that not everyone is their audience and therefore avoid assuming that a single message will appeal to everyone.
Understanding the audience also allows communicators to choose the appropriate language, tone, and style. This increases the likelihood that the message will be clearly understood. Organisations that invest in audience research to understand how best to communicate with their audience often achieve greater clarity and effectiveness in their communication strategies.
A clear example can be seen in how telecommunications companies in Nigeria communicate with their audiences. Many of them use the three major Nigerian languages, Yoruba, Igbo, and Hausa, as well as Nigerian Pidgin English in their campaigns. A vivid example is an Airtel advertisement in which a mother speaks to her son on the phone while showering him with prayers. The language used in the advert made it highly relatable to the Nigerian audience. Beyond the language, the setting and storyline evoked emotions and emphasised the nurturing and affectionate nature of a Nigerian mother. When communication reflects the values, culture, and expectations of the audience, people feel more connected to the message and are more likely to respond positively.
In conclusion, the idea embedded in the slang “Datiemo” can also be applied to public relations and advertising practice. By knowing and understanding their audience, communicators can frame messages in ways that appeal to the audience’s interests and emotions, thereby enhancing persuasion. A recent example is the Bokku Mart advertisement that received significant backlash due to a misunderstanding of what certain audiences considered appropriate. The advert itself was not necessarily the problem. Rather, it was the choice of words, a phrase that was commonly accepted in a predominantly South-Western Nigerian context but did not resonate with audiences in the South-Eastern region.
Ultimately, the lesson remains clear: effective communication begins with knowing your audience, “Datiemo”.
