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

Research on communications suggests mass media strongly influence student behavior and academic outcomes, yet the role of institutional (school) values in shaping media preference and use is underexplored. This study examined whether school values influence media preference and the purpose of media use among students in a private university in North Central Nigeria. Using a triangulating mixed-methods design, 390 students were surveyed (SPSS v22) and five in-depth interviews were content analyzed. Descriptive and inferential statistics (chi-square) were employed. Findings showed a decline in print media reading and a positive relationship between school values and media preference, but no relationship between school values and the purpose of media use. The study concludes that while students, mass media, and the university environment are interconnected, institutional core values may not be internalized as individual values, as reflected in heterogeneous purposes for media use. It recommends faculty encourage engagement with print media for academic work.