A master's thesis by Gloria Dossou, submitted in July 2026 at the Enstic-Uac, has shed light on the state of the communication profession in Benin. The study, supervised by Géraud Ahouandjinou, reveals that the profession suffers from a triple deficit: identity, regulation, and recognition. Dossou's research, which involved 580 respondents and 8 semi-directive interviews, aimed to analyze the discourse, practices, and institutional frameworks surrounding the communication profession in Benin.
The study found that 92.2% of respondents believe that the communication profession is not clearly defined in Benin. This lack of clarity leads to confusion with journalism, with 50.9% of respondents citing journalism as a related profession. The interviews confirmed this confusion, with one respondent stating that "everyone thinks they are a communicator." Dossou argues that this problem goes beyond public perception and affects the sector's ability to establish its own professional boundaries.
The study also revealed that nearly 80% of respondents believe that there are no clear rules or regulations governing the communication profession in Benin. This lack of regulation is reflected in the absence of a specific code of ethics for the profession. The interviews highlighted a need for structuration, although actors diverge on the form that this regulation should take. Dossou's research suggests that the profession needs a clear framework to operate effectively.
Despite the challenges, the study found that 71% of respondents recognize the strategic importance of the communication profession. However, over 90% consider that it remains poorly or unrecognized. Dossou interprets this as a paradox, where the utility of communicators is acknowledged, but their professional legitimacy is fragile. To address this issue, she recommends establishing a specific legal framework, improving professional organization, and harmonizing training programs.
Dossou's study also highlights the lack of an official directory of communication professionals in Benin, which made her research more challenging. Her recommendations aim to help communicators transition from a practical profession to a fully recognized profession. The study's findings and recommendations have significant implications for the development of the communication profession in Benin.
The study's results are based on a comprehensive survey of 580 respondents and 8 in-depth interviews. The research provides a nuanced understanding of the challenges facing the communication profession in Benin. Dossou's work has been well-received, earning a "very good" grade and a score of 17/20.
The communication profession in Benin faces significant challenges, including a lack of clear definition, regulation, and recognition. Addressing these challenges will require a concerted effort from stakeholders, including policymakers, professionals, and educators. By establishing a clear framework and improving professional organization, Benin can develop a stronger, more recognized communication profession.
Key points
- The study recommends establishing a specific legal framework, improving professional organization, and harmonizing training programs to address the challenges facing the communication profession in Benin.
