Impact of school values on mass media preference and usage: a study of a private university in North Central, Nigeria

Research on communications has consistently demonstrated that mass media is predicted to have a strong influence on students’ behavior and their overall disposition to academic performance. However, how school values influence media preference and use is less well investigated. This study investigated whether school values influence media preference and the purpose of using media in a private university in North Central, Nigeria in Nigeria. The study adopted a triangulating type of mixed method research design and stratified sampling technique in recruiting 390 respondents. Statistical Product and Service Solutions (SPSS) version 22 was used in analysing the returned questionnaires, while five (5) in-depth inter�views were content analyzed. The study used both the descriptive and inferential methods of data analysis. The findings of the study revealed a decline in the reading of print media. The study also found that there was a positive relationship between school values and media preference. Further, findings revealed a non-existing relationship between the purpose for using mass media and school values. The study concluded that though, mass media, stu�dents, and the broad social system (university) are all interconnected, general institutional core values may not necessarily be upheld as individual values as reflected in the different purposes for using media by students’. The study recommends that lecturers should recommend print media sections for academic work

Access, usage and influence of mass media on students’ academic performance: A private university experience

Previous studies on the influence of mass media on students’ academics are common, but none relating to private missionary schools with core values such as these has been rigorously evaluated. To determine the medium of media accessible to students, examine the purpose of media usage and media influence on students’ academic performance triangulated research design was adopted with the use of quantitative data through questionnaire and qualitative data through in-depth interview. The sampling technique adopted was stratified random sampling. The framework utilized to examine the data is the Uses & Gratifications theory. A number of significant findings firstly access to media mediums and contents are influenced by the University Christian values. Secondly, almost all of the respondents perceived the internet as the most useful communication medium to connect with their friends and families. Thirdly, a significant number of students were dependent solely on the internet contents for academic purpose. Finally, students also perceived media had an important influence in their academic performance. Students should develop good reading habits; mass media access and usage should be designed in line with academic needs, interests, aspirations and values of both the audience (students) and the society (university). Another contribution is that educational institutions, academicians as well as enterprises should familiarize with changing technologies, develop policy that will impact on student access and usage of mass media mediums as it affects their academics

Impact of school values on mass media preference and usage: a study of a private university in North Central, Nigeria

Abstract Research on communications has consistently demonstrated that mass media is predicted to have a strong influence on students’ behavior and their overall disposition to academic performance. However, how school values influence media preference and use is less well investigated. This study investigated whether school values influence media preference and the purpose of using media in a private university in North Central, Nigeria in Nigeria. The study adopted a triangulating type of mixed method research design and stratified sampling technique in recruiting 390 respondents. Statistical Product and Service Solutions (SPSS) version 22 was used in analysing the returned questionnaires, while five (5) in-depth interviews were content analyzed. The study used both the descriptive and inferential methods of data analysis. The findings of the study revealed a decline in the reading of print media. The study also found that there was a positive relationship between school values and media preference. Further, findings revealed a non-existing relationship between the purpose for using mass media and school values. The study concluded that though, mass media, students, and the broad social system (university) are all interconnected, general institutional core values may not necessarily be upheld as individual values as reflected in the different purposes for using media by students’. The study recommends that lecturers should recommend print media sections for academic work