Department of Mass Communication

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A review of the role interpersonal communication in leadership influence: A Public Relations model
(Lampstand Publishing, Lagos, 2019-01) Umeaku, Perpetua Chinonye
Interpersonal communication and leadership are inter-related concepts that occur among individuals, groups and organisations. In fact, interpersonal communication fosters positive relationships that help leaders make positive influence in their dealings with the led. The task for leaders in our world today is the ability to create an atmosphere that encourages collaboration, cooperation and co- creation. It is true that relationship building, mutual respect and understanding are achieved through communication; the absence of which often results in dissatisfaction, distrust, hostility and poor morale. It is against this backdrop that this paper examines the important role of Public Relations in leadership function, emphasising the need to employ the Frank Jefkin’s Transfer Process of Public Relations. In doing this, organisational leaders will succeed in creating an enabling environment for organisations to thrive through systematic and planned communication efforts. This therefore, will ensure valued communication in effort at influencing the various publics of the organisation.
A Study of Online and Offline Newspaper Readership in Gbagede, Ifelodun Local Government, Kwara State – Nigeria
(Borno State University, Nigeria, 2024-12-31) Salami, B.A
New technology has influenced newspaper readership in the society. This study determines the preferences in the both print and online newspapers in Gbagede town. A qualitative research approach with Focus Group Discussion (FGD) method was adopted to gather and analyse data from the selected respondents. Focus Group Discussion was used in the research work. The findings reveal that 94.4% of respondents agreed that print media is now less relevant because of free access to online publications. Similarly, all the respondents confirmed that newspapers are no longer in circulation especially in the area under study. Meanwhile, 89% of the respondents also confirmed that internet service is not a barrier to online publication. A thematic analysis was used for the FGD in the both per centage and pie chart formats. Uses and Gratification Theory was adopted in the. The study revealed that the dwellers rely on online newspapers.
A Survey of Awareness and Adoption of Artificial Intelligence Journalism among Lagos and Kwara States Journalists in Nigeria
(The Indonesian Journal of Communication Studies, 2023-12-31) Bello, Semiu; Ishola, Abdullahi Salaudeen; Umeaku, Perpetua C.
Artificial Intelligence (AI) has become a transformative force in various industries worldwide, and journalism is no exception. This technological advancement has the potential to revolutionize the field of journalism by enhancing efficiency and accuracy in news reporting. In this study, the researchers leveraged the strength of the diffusion of innovation theory. The survey method was adopted to examine journalists' level of awareness and adoption of AI in their journalistic engagements and their perception of the likely impacts of AI on conventional journalism practice. A survey of 376 journalists in Lagos and Kwara States, Nigeria, found a high awareness of artificial intelligence journalism among Lagos and Kwara States journalists in Nigeria. However, only a few have adopted the innovation in their day-to-day practice. This is because of the perceived professional and ethical challenges that undermine journalists' ingenuity, creativity, and skillfulness. Therefore, the study recommended that journalists and media stakeholders embrace artificial intelligence in journalism practice for effective and efficient outcomes.
Anti-Corruption Campaigns and Nigeria Development: An Appraisal of Media Roles
(2019-02) Ahmed Kamaldeen Arikewuyo; Abdulbaqi Saudat Sallah; Adisa Rasaq Muhammad
Nigerian development problem is partly linked to corruption which begets malnutrition, illiteracy, poverty, unemployment, hunger and infrastructure decay. Due to the failures of numerous development strategies in Nigeria, this paper provides an overview of mass media efforts in fighting corruption. Similarly, the paper applies social responsibility and development media theory in campaigning against the said corruption. Using secondary data of Transparency International from (2000-2018) on the World Corruption Perception Index and Ranking, the study revealed that the media have been very relevant in curbing corruption and entrenching development through its watchdog role and mass enlightening in the provision of information that facilitates job creation, economy improvement, enhanced security and re-orientation of the masses. The study equally revealed that the level of bribery, looting of treasury, abuse of power and secret dealings are perceived to be rapidly reducing in Nigeria. Further, the study equally showed that Nigeria moved from 148th to 144th position out of 180 countries in the 2018 (CPI) report of corrupt countries. Hence, this paper proposes critical media independence, vibrant and active judicial system coupled with exemplary leadership for a more feasible development schemes in Nigeria.
APPRAISING THE CONTRIBUTIONS OF CAMPUS BROADCASTING TO COMMUNITY DEVELOPMENT IN NIGERIA
(2019) BABATUNDE, Victor Olusegun; FOLORUNSHO, Olutobi Michael; OLAYINKA, Saheed Olaitan
There is hardly any society, community or state that can function properly today without the mass media because they keep us informed with what is going on across the globe. As a matter of fact, the mass media have played important role in various areas of societal development which include economy, politics, health, human empowerment among others. Campus broadcast stations are currently springing up across tertiary institutions in Nigeria; especially those offering mass communication and related courses. This was borne out of the necessity to equip students with the requisite practical experience and to fulfill one among many requirements of various regulators of our higher education. This research paper therefore, attempts to appraise the exact role and contributions of campus broadcasting to community development by cross-examining the activities of three selected campus-based stations; Unilag F.M, Diamond F.M (U.I) and Unilorin F.M. The research is anchored on the development media and democratic-participant theory as it employed survey method with the use of questionnaire. Thirty (30) respondents were accidentally selected in each of the campuses. The data collected were analyzed using descriptive statistics. Findings showed that the campus-based stations are not giving much attention to their host communities, especially on developmental programmes that can improve their standard of living. However, strategies to abate the various challenges confronting campus broadcasting were discussed. It was recommended among others that management and authorities in charge of these stations should provide an enabling environment for them to operate without necessarily interfering in their activities, operations and smooth running.
Assessing newspapers’ coverage of hate speeches & ethnic coloration in Nigeria’s 2019 general election: A study of Punch, Daily Trust& Sun newspapers
(2022-04) VICTOR OLUSEGUN BABATUNDE; OLUTOBI MICHAEL FOLORUNSHO; USMAN NASIRUDEEN ADEGBOYE
This study was carried out to determine how hate speeches and ethnic coloration were covered and reported in Punch, Daily Trust & Sun Newspapers. The newspapers were purposively selected because they have wide readership and circulates across the Northern and Southern regions of Nigeria. The media has become a veritable arbiter in the process of knowledge formation through its surveillance function of combing the environment. Thus, audience dependence on the media for information needs warranted the need to bring issues of public concern to their notice. The research adopted the Agenda-Setting and Framing theories as justification, while content analysis research method was employed to generate quantitative data for the study. Results showed that542 reports on hate speeches and ethnic coloration were obtained from the 231 editions of the three selected newspapers. Majority (74.9%) of the reports appeared mainly inside the pages of the newspapers, and minimal prominence were given to hate speeches and ethnic coloration by these newspapers. Based on the findings, it was recommended that Nigerian newspapers should give prominence to important and controversial national issues, by publishing the stories on their front and back pages, so that proper attention can be given to the situation and encourage the support to remedy it.
ASSESSING THE IMPACT OF SOCIAL MEDIA ADVERTISEMENTS ON USERS’ TRUST IN ONLINE SHOPPING PLATFORMS
(FULafia Journal of Management Sciences, 2026) Olanrewaju Jesufunmi Gabriel; Shaibu Agnes Joe
This study assessed the influence of online shopping social media adverts have on the trust level of Ilorin residents after being exposed to online shopping advertisement. The objectives of the study include: to assess the level of trust that social media users in Ilorin place in online shopping platforms; to identify the factors influencing users’ trust in online shopping among social media users in Ilorin. The study adopted qualitative and quantitative methods with 12 key informants and 399 respondents. A purposive sampling technique was used to select all the participants in this study based on knowledge of the subject. The study discovered that less than one-third of respondents indicated that they felt safe providing personal and financial details on shopping sites, highlighting security as a major barrier after viewing an online shopping advertisement. Neutral responses dominated across several trust indicators, reflecting a cautious, wait-and-see approach that aligns with what scholars describe as calculated trust. For the qualitative findings, it was discovered that in the digital marketplace, trust is multi-dimensional, shaped not only by exposure to adverts but also by the quality of post-advertising experiences. The study, concluded that trust, cannot be assumed simply because adverts are persuasive; it must be earned through consistent delivery and trust is multi-dimensional and cannot be reduced to exposure or surface appeal alone. It recommended that consumers should verify products by researching it before purchase without depending on strictly on adverts.
Assessment of awareness of HIV/AIDS prevalence among residents and health workers in Oke-Ogun area of Oyo State, Nigeria
(Journal of Communication and Media Research, 2022) Aliagan, Isiaka Zubair; Ogunsola, Surajudeen Dayo; Babatunde, Kamaldin Abdulsalam
Awareness of health problems within certain community is one of the factors that could help in the management of such health issues. Apart from assisting in identifying risk factors, it is also a sure way of ensuring that management plans are effortlessly embraced by members of the community. To this end, this study, titled: assessment of awareness of HIV/AIDS prevalence among the residents and health workers in Oke-Ogun area of Oyo state examines the level of information possessed by residents of the study area on HIV/AIDS alongside its prevalence. This awareness is no doubt important in the management process of the virus considered to be relatively high in Oke-Ogun compared to other zones in Oyo state. The study is a combination of qualitative and quantitative design. In-depth interview and survey were adopted methods to answer four research questions set. Findings show that people of the study area are aware of the prevalence of the virus in Oke-Ogun, they exhibited adequate knowledge of HIV/AIDS, and adjudged health messages from health workers as credible, which aids high reliance from members of the area.
Assessment of Factors that Affect Consumers' Behavior Towards Exposure and Acceptable of 2024 Netflix Epic Movies
(Arabian Journal of Business and Management Review (Kuwait Chapter), 2025) Subair Bashirat Damilola
Over the Top /Online Streaming Service has unveiled the magnificence of technology and evolution of entertainment, it has defined a new means of viewing movies which popularly used to be demanded via visit to cinemas and video cassettes. Netflix sprung as a famous kind of online streaming service and has lately captivated numerous consumers, however, Epic movies are an attraction in the entertainment industry and have been retained continuously in Netflix platform. This study undertook a survey approach to examine Netflix subscribers’ rationale for exposure and acceptance of Netflix movies, using an online data gathering method, Netflix consumers in North Central and South West were discern via examining their testimony on online handles of Netflix, a purposive sampling technique was used to determine the respondents of this study. This study deduced from Netflix consumer that storyline is a factor that fosters their interest towards Epic movies, hence, this depicts the motivation towards accumulating movies that whet appetite by Netflix. This study suggests that Netflix ought to further supply profound information about tribe relevance, historic lens, subject of it movies to refine it delivery style, amass it consumer trust and patronage
Assessment of Factors that Affect Consumers' Behavior Towards Exposure and Acceptable of 2024 Netflix Epic Movies
(Arabian Journal of Business and Management Review (Kuwait Chapter), 2025-03) Subair Bashirat Damilola
Over the Top /Online Streaming Service has unveiled the magnificence of technology and evolution of entertainment, it has defined a new means of viewing movies which popularly used to be demanded via visit to cinemas and video cassettes. Netflix sprung as a famous kind of online streaming service and has lately captivated numerous consumers, however, Epic movies are an attraction in the entertainment industry and have been retained continuously in Netflix platform. This study undertook a survey approach to examine Netflix subscribers’ rationale for exposure and acceptance of Netflix movies, using an online data gathering method, Netflix consumers in North Central and South West were discern via examining their testimony on online handles of Netflix, a purposive sampling technique was used to determine the respondents of this study. This study deduced from Netflix consumer that storyline is a factor that fosters their interest towards Epic movies, hence, this depicts the motivation towards accumulating movies that whet appetite by Netflix. This study suggests that Netflix ought to further supply profound information about tribe relevance, historic lens, subject of it movies to refine it delivery style, amass it consumer trust and patronage
Assessment of the Use of Eyewitness Reports by Channels Television
(Media and Communication Currents, 2024) Shaibu Agnes Joe; Udende Patrick
Ethical concerns surrounding eyewitness materials from citizens often necessitate structured guidelines for integrating them into television productions. This study assessed Channels Television’s use of eyewitness reports in the Eyewitness Report programme. The objectives the study sought to achieve were to identify reasons for Channels Television‘s Eyewitness Report; to examine the mode of sourcing and utilising eyewitness reports; to examine procedures for making eyewitness reports conform to the station’s policies/ethical guidelines and to examine the mode of authenticating eyewitness materials from audience members. This was premised on the gatekeeping theory. The study adopted a qualitative research design, with the key informant interview method to garner insights from News and Current Affairs department personnel involved with the Eyewitness Report programme. A purposive sampling technique was used to select four key informants based on access, availability and knowledge of the subject. Data from the interviews were analysed thematically. The study found reasons behind the use of eyewitness reports to include that of addressing gaps in news coverage. In sourcing and utilising eyewitness reports, the programme actively engaged with the public through various platforms, emphasising credibility and quality checks Furthermore, the study uncovered that meticulous verification processes, follow-up and collaborative decision-making were employed in utilising citizen eyewitness reports. The study concluded that adherence to journalistic guidelines in the context of the Eyewitness Report demonstrates a commendable approach to incorporating citizen voices into the news agenda. The study therefore recommended that Channels Television provide clear guidelines for citizen contributors and communicate the same to the public in addition to its message soliciting eyewitness contributions.
Attitude and Responses to Media Political Sensitisation Campaigns among Ibadan Electorate ahead of the 2023 General Elections in Nigeria
(2022) Umeaku, Perpetua C.; Akanmu, Adebola L.
As the 2023 general elections drew nearer, the mass media were engaged in political sensitisation campaigns to educate the people on the voting process, and the need to get their permanent voter’s cards and participate in voting during elections. Against this backdrop, the study examined the exposure and responses of the electorate to these campaigns. The survey research design was adopted and a questionnaire was administered to electorate drawn from four Local Government Areas in Ibadan using a multi-level sampling technique. Descriptive analysis was based on the responses of 314 out of 402 respondents exposed to political sensitisation campaigns ahead of the 2023 general elections. The study revealed that the electorate in Ibadan was aware of the different campaigns during the 2023 general elections to a great extent. Also, it was found that the voters responded moderately to political sensitisation campaigns as they perceived the campaigns had a moderate influence on their political behaviour. It was also found that the majority of the electorate in Ibadan had a somewhat positive attitude towards these campaigns ahead of the 2023 general elections. It was recommended that INEC and relevant political stakeholders intensify political education and awareness among the electorate.
Audience Perception of Roll Back Malaria Campaign in Kaduna Metropolis
(2015) Victor Olusegun Babatunde; Suleiman Salau
Nigeria accounts for one quarter of all the malaria cases in Africa. Though preventable, malaria remains one of the major public health problems in Nigeria. This study was undertaken to find out audience perception of the Roll Back Malaria campaign in Kaduna Metropolis and its implications for malaria elimination among pregnant women and children. This is by determining the variations in levels of source confidence among the vulnerable group and finding out how the campaign has been useful in their attitude towards malaria prevention. One hundred and eighty copies of the questionnaire were administered to the vulnerable group (pregnant women and nursing mothers), purposively drawn from eight primary health centres within Kaduna metropolis selected based on their high client flow for maternity cases. The study discovers that the campaign has changed the views and perceptions of a clear majority of the people (97%) about the use of mosquito nets and other beliefs regarding malaria. In this regard, the study recommends that the government should, as a matter of routine, monitor the use of mosquito nets through community health educators, ward focal persons, and take adequate steps to improve on the campaign in areas where low success is recorded
Audience perception on the credibility of online journalism
(2025-12-31) Shaibu Agnes Joe; Adegboyega Makanjuola
In the digital era, social media has become a central source of news valued for its speed and accessibility, but it also raises serious concerns about misinformation and declining trust. Anchored on the source credibility theory, which argues that audiences are more persuaded by sources perceived as trustworthy and knowledgeable. the study examined how residents of Ilorin-South perceived the credibility of social media journalism, focusing on their trust levels, evaluation criteria, and coping strategies for identifying reliable information. Using survey data from 384 respondents, the study found that although 65% expressed some level of trust in social media news, almost 20% remained sceptical, highlighting an ongoing tension between accessibility and authenticity. Respondents relied heavily on credibility cues such as source reputation (73%), supporting evidence (68%), consistency across multiple outlets (75%), and professional language (78%), while nearly 80% acknowledged that peer endorsements subtly shaped their perceptions. Despite these indicators, misinformation remained a major concern, with 68% of participants reporting that they frequently crosscheck social media news with other platforms to verify accuracy. These patterns affirm the continued relevance of the source credibility theory in digital spaces where audiences must independently evaluate a wide range of content producers, from established media organisations to everyday influencers. Based on these findings, the study recommended strengthening professionalism among online journalists, enhancing the visibility of verified sources, encouraging digital literacy practices such as cross-referencing, and promoting collaboration between traditional and online media to improve the reliability of social media news.
BETWEEN THE PAPER AND TECHNOLOGY: DIGITIZATION AND NEWSPAPER CIRCULATION CRISIS
(Arabian Journal of Business and Management Review (Nigerian Chapter), 2024-06-05) Daranijo Habeeb Opeyemi
In light of the crisis in newspaper circulation, this paper explores the complex interrelationship between digital technology and conventional print media. Newspapers now have the difficult task of preserving their legacy in the digital age while adjusting to the way information is consumed. it critically evaluates the factors that led to the shift from print to digital formats, the effects of digitization on circulation trends, and the tactics used by newspapers to deal with the circulation crisis, drawing from known literature and theoretical frameworks. The study examines the dynamic dynamics of the newspaper industry through a thorough analysis, emphasising the interaction between established print techniques and newly developed digital platforms. Integrating ideas from academic literature with actual studies, it clarifies how technology is changing the way news is distributed and how journalism is changing as a whole. Moreover, it provides a nuanced viewpoint on the difficulties newspapers encounter when juggling the fusion of digital innovation and print tradition. In addition to offering useful insights for media organisations battling digitization, this study advances theoretical understanding of the changes occurring in the media sector. Through an analysis of the interface between paper and technology, the study provides a framework for comprehending how newspapers are changing in an increasingly digital world. In the end, it emphasises how critical it is for newspapers to adopt new technologies while maintaining journalistic standards and satisfying the changing needs of contemporary readers.
Communication and Language: A stylistic study Advertisement as imperative skills for mass communication students
(Department of Mass Communication, University of Mkar, Benue State, Nigeria., 2020) Babatunde Kamaldin Abdulsalam; Shaibu Agnes Joe
Communication and language are intricately intertwined and, thus, represent the two face of a coin. Language is a symbolic system that is being used to communicate shared meaning between a sender and a receiver of a message in a context. Communication cannot exist without language, even though language purpose is communication, not on its own; this makes language proficiency a prerequisite for communication competence. Therefore, language is not a mere tool of communication but an influential device to communicate and persuade the receiving audience. Persuasion occurs only when language is well apprehended and some of its axes are played on. In this article, we argue for the importance of language proficiency for mass communication students whose jobs rely wholly on writing using language to get their work done effectively. Coming from communicative competence background, we exhibit the imperativeness of language to communication through method of stylistic analysis of some selected newspaper advertisements using rhetoric and linguistic devices to demonstrate language influence on communication; also the language devices used are identified. Finally, we discussed some competence areas that formed our proposed theoretical framework as variables to investigate communicative competence in journalism and mass communication.
Comparative Analysis of Public Officers’ Corruption Framing in Newspapers
(Journal of Human Development and Communication, UNIMAP, 2018) Ahmed Kamaldeen Arikewuyo; Adisa Rasaq M.; Ahmad Fahmi Mahamood; Shuhairimi Abdullah; Udende Patrick; Nor’izah Ahmad; Abubakar Ibrahim; Maskor Bajuri; Ahmad Hizurrahman Rezuan
This research was conducted to examine and compare the prevalence of public officials’ corruption frames in the online version among three popular Nigerian newspapers. Individual news article on public officials’ corruption was the unit of analysis while the reliability coefficients calculated using Holsti’s formula resulted to 90.0%. This study discovered that in the framing of 2016 public official corruption issues, the newspapers varied significantly with p= 0.002 and p= 0.000 respectively on corruption frames. However, the study, anchored on framing theory, identified economic consequence frames, the responsibility attributes, the treatment frames in the corruption issues. Further results revealed that the economic consequence frame identified financial losses with the total percentage of (63.8%). Nigerian government was framed as having highest responsibility for corruption eradication with the total percentage of (79.6%). Therefore, responsible government was recommended for treatment of corruption in Nigeria with the total percentage of (82.2%). While this study is focusing on the aspect of media frames, future researches can attempt to explore the area of audience frames where the study does not cover.
Corruption in the Media: Implications for Ethical and Socially Responsible Journalism in Nigeria
(Jurnal Pengajian Media Malaysia, 2020-12-01) Ahmed Kamaldeen Arikewuyo; Mustapha Lambe Kayode; Abdulbaqi Saudat Salah; Aliagan Isiaka Zubair
Corruption is an important problem affecting every strata of the Nigerian society. Its impact on Nigerian media is no exemption. Corruption in relation to media is popularly tied to brown envelope which ultimately affects journalist sense of news judgment. Hence, this paper took a theoretical approach to examining the relationship between the issue of brown envelope syndrome and unethical practice within the Nigerian media system and its implications on ethical and socially responsible journalism. Surprisingly, result of the literature reviewed revealed that poor journalistic training and lack of professionalism is responsible for unethical practice in Nigerian media. It further revealed loss of credibility, loss of watchdog roles and decline in news quality, values and public trust of journalists as its implications on ethical and socially responsible journalism. The paper recommend among others, that sound education in form of regular seminars, workshops and professional trainings be given to would-be journalists where legal framework and media regulatory bodies served their responsibilities by regularly checkmating the excesses of journalists to confirm strict adherence to ethical codes.
Coverage of 2024 Cholera Outbreak in Nigeria by two Selected Newspapers
(Journal of Communication and Media Research, 2025) Subair Bashirat Damilola
This study examined the coverage of the 2024 cholera outbreak in Nigeria by Daily Trust and The Punch newspapers. It focused on the newspaper role in informing, educating, and mobilizing the public during the outbreak. Using content analysis, 106 newspaper editions published between June 9 and July 31, 2024, were reviewed to evaluate the frequency, prominence, formats, and sources of cholera-related stories. Findings revealed that there was high frequency of reports on the outbreak right from when it started. Also, the outbreak was given prominence owing to a substantial part of its stories appearing on the front pages of the selected newspapers. However, most of the stories on the cholera outbreak were predominantly straight news formats. Government sources were heavily relied upon, while voices from victims, NGOs, and health workers were underrepresented. This paper concluded that the newspapers did well in setting agenda for the cholera outbreak in 2024 to ensure awareness. It was recommended that Nigerian newspapers should diversify formats of articles on disease outbreaks to include editorials and human-interest pieces to provide depth of information not only for awareness but also prevention of further spread of such diseases. The newspapers should also incorporate a broader range of sources to enhance the depth of stories. These measures could further strengthen the media’s role in addressing public health crises in Nigeria, especially during disease outbreak.
Cowering the Voiceless Majority: Nigeria's Media Framing and Stakeholder's Representation on the Ilorin Hijab Crises.
(The Consortium of Universities in Kwara State., 2024-11-09) Daranijo Habeeb Opeyemi; Aliagan Isiaka Zubair
This research delves into the analysis of media portrayal surrounding the 2022 Ilorin hijab crisis in Nigeria, with a specific focus on how stakeholders are represented and narratives are constructed across different media platforms. Utilizing a qualitative content analysis of news pieces sourced from Google news, complemented by quantitative data visualization, the study uncovers notable discrepancies in coverage between various media entities biased framing of invovled parties. Result suggest that conventional media channels offered more extensive reporting, with a predominat showcasing of Muslim viewpoints. Nonetheless, Christian perspective prevailed in term of vocal representation. The investigation exposes a tendency towards negative depiction of Muslim stakeholders and a more sympathetic portrayal of christian participants. This study underscores the influential role of the media in shaping in public perceptions of religious conflicts and stresses the importance of balanced and inclusive reporting to alleviate tensions and foster comprehension within Nigeria's intricate religious millieu.

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