This study investigated the influence of school values on mass media preferences and usage among students at a private university in North Central, Nigeria. Using a mixed-methods design and a sample of 390 students, the study found a decline in print media readership and a positive relationship between school values and media preference. However, no relationship was found between school values and the purpose of media use. The study concludes that while mass media, students, and the university are interconnected, individual media usage isn't solely determined by institutional values.
Publisher
Humanities and Social Sciences Communications
Published On
Sep 13, 2023
Authors
Abigail Affiong Mkperedem, Joseph Adeniyi Oye, Stephen Otu Etta-Oyong, Ruth Adefunke Adedayo, Ibrahim Abdul-Lateef Ayomide, Abiodun Olawale Afolabi, Cyril Abang, Udochukwu Iheanacho Erondu, Daniel llesanmi Olusegun, Oluwatosin Alexandra Asemokhai, Omebere Winifred Okonta
Tags
school values
mass media
media preference
students
print media
media usage
Nigeria
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