Department of Mass Communication

This study investigates the impact of streaming platforms, particularly Netflix, on the leisure activities and social habits of students at the University of Benin, Ekehuan Campus. With the rising popularity of on-demand digital entertainment, the research explores how students engage with Netflix, how it influences their time management, academic performance, stress levels, and interpersonal relationships. A quantitative method was employed using structured questionnaires distributed to 177 respondents. The findings revealed that while Netflix offers relaxation and entertainment benefits, excessive use can negatively affect academic productivity and physical well-being. Additionally, while a small percentage of students formed social connections through shared content, many reported limited real-life social engagement. The study concludes that Netflix significantly shapes student leisure patterns, offering both benefits and challenges. It recommends digital media literacy, time management education, and awareness campaigns to help students balance screen time with academic and social responsibilities.

ThisstudyexaminedpublicopinionofnewsnarrativesonfilmconsumptioninNigeria.Itfocusedonhownewsframinginfluencedaudienceperceptionandviewingchoices,particularlywithintheNollywoodfilmindustry.ThestudywasanchoredontheAgendaSetting,Reception,andFramingTheories,whichexplainedhowmedianarrativesshapedaudienceattitudesandopinions.Thesurveyresearchdesignwasadopted,anddataweregatheredusingquestionnairesthroughapurposivesamplingtechnique.Findings from the study revealed that news narrativescontributed significantly to the publicity and audience consumption of selected Nollywoodmovies. News stories and reviews about films created awareness, shaped both positive andnegative perceptions, and influenced public opinion. The data furthershowedthatwhilemediaframinghelpedpublicizeSelectNigerianfilmsespeciallythosewithculturalandhistoricalthemes.Exaggerated framing sometimes created doubt about a film’s credibility, although it stilldrew public attention.The study recommended that Nollywood filmmakers should pay closeattention to how their works were portrayed by the media. It also suggested that journalists andmedia outlets should strike a balance between criticism and support to promote credibility andhelp audiences form balanced opinions. Finally, it encouraged viewers to be conscious of hownews narratives influenced their opinions about films before or after watching.

The study examines “The Influence of Graphic Presentation in Newspaper ProductiononReaders’ Patronage in Benin City.” The objectives of this study were to examine the influenceofnewspaper layout on readers' patronage. To determine the effect of photographs and illustrationson readers' decisions to buy newspapers. To assess the impact of colour and visual appeal onreaders' engagement with newspapers. To examine how principles of graphic designcanbeapplied to enhance visual appeal and influence readers' patronage. The study employed theUsesand Gratification Theory and Gestalt Theory of Perception, and the survey research designwithaquestionnaire was used as instrument to collect responses from a sample size of 400. The studydiscovered that newspaper layout plays a central role in readers’ patronage decisions, as readersare more likely to select and engage with newspapers that present information in a clear, organised and accessible manner, while poorly arranged layouts tend to discourage readership. It also found that photographs and illustrations have a consistent influence on purchase decisions, as readers show a clear preference for visually enriched newspapers. In addition, it wasdiscovered that colour and visual appeal significantly shape readers’ engagement by capturingattention and improving the reading experience, though consistency in visual design maynot carry the same immediate weight as initial visual impact. Lastly, it was found that fundamental graphic design principles such as alignment, spacing and balance improve readabilityandsatisfaction. The study then recommended that newspaper publishers should prioritize cleanandwell-structured page layouts by maintaining clear alignment, spacing, and visual hierarchytoimprove readability and make content easier for readers to navigate. Moreso, editors shouldensure the consistent use of high-quality photographs and illustrations in news stories, especiallyon front pages. In addition, newspapers should apply colour intentionally and sparingly, usingit to highlight important stories and sections while maintaining visual balance, so as to enhanceappeal without creating visual clutter. Lastly, it was recommended that media organisationsshould adopt and maintain strong graphic design standards across all editions, ensuringconsistency in typography, layout style.

The rapid advancement of digital technologies has transformed social media from a communication tool into a powerful driver of electronic commerce and consumer behaviour. Social media platforms such as Instagram, TikTok, Facebook, X (formerly Twitter), and Pinterest have evolved into interactive marketplaces where consumers discover, evaluate, and purchase products through peer recommendations, user-generated content, and influencer endorsements. This study examines the role of social media in shaping and sustaining online shopping communities and explores how these platforms influence consumer purchasing decisions.

Drawing on existing literature, the study highlights the growing importance of authenticity, trust, and engagement in social commerce. Consumers, particularly Millennials and Generation Z, increasingly rely on social media for product information and recommendations, often valuing real-life experiences shared by peers and influencers over traditional advertising. Businesses leverage these platforms to strengthen customer relationships, enhance brand visibility, and drive sales through targeted marketing strategies.

Despite the opportunities presented by social media commerce, several challenges persist, including privacy and security concerns, online scams, misleading product representations, delivery issues, limited digital literacy, and intense market competition. These challenges affect consumer trust and the overall effectiveness of online shopping experiences. The study therefore seeks to provide insights into the dynamics of social media-driven commerce and its impact on consumer behaviour. Understanding these trends is essential for businesses, policymakers, and consumers as digital commerce continues to evolve and reshape the future of retail.

The study is based on the impact of Netflix in the advancement of the Nigerian movie industry. The study analyzes the impact of Netflix on Nollywood and how it has aided the growth of the industry amongst youths in Benin City. This study examines the role of Netflix in advancing the Nigerian movie industry by analyzing its impact on film production, distribution, and audience engagement.The motive of this research was further explained by the researcher using diffusion of innovation theory. The research draws insights from existing empirical studies and emphasizes how Netflix provides a structured platform for global exposure, encourages higher production standards, and opens new economic opportunities for filmmakers through funding and partnerships. By situating Nollywood within the global digital entertainment landscape, this study highlights how Netflix is not only reshaping viewing patterns but also positioning the Nigerian movie industry as a competitive player on the world stage.

This study explores how Facebook advertisements affect the attitudes, behaviors, and purchasing decisions of University of Benin undergraduates at Ekehuan Campus. With social media increasingly influencing consumer behavior, this research investigates the impact of Facebook ads on undergraduates.Using a structured questionnaire, the study examines how often undergraduates see Facebook ads, how effective these ads are, and how they influence brand awareness, customer engagement, and purchasing decisions. The study also identifies the benefits and challenges of Facebook advertising and provides practical tips for effective use. The findings of this study will help us understand how social media shapes consumer behavior, particularly among undergraduates. This research aims to provide valuable insights for individuals and organizations looking to use Facebook advertising to reach and engage with their target audience

In recent years, social media platforms have become an integral part of our daily lives, significantly influencing various aspects of society, including education. This work focuses on the relationship between social media and the University of Benin (UNIBEN) students, specifically examining their use of and dependence on digital marketing. The objective of this study is to explore how social media platforms have transformed the marketing landscape for UNIBEN students and to assess their dependence on digital marketing strategies. The study employed the use of a survey research method to gather data. Structured administered questionnaire was distributed among a representative of UNIBEN students to collect data. The study showed that UNIBEN students heavily rely on social media platform forms for communication, information sharing, and engagement with brands, leading to a high dependence on digital marketing strategy. The findings contribute to the existing body of knowledge on the impact of social media on university students, shedding light on the effectiveness of digital marketing strategies in reaching and influencing a targeted audience. The implications of this research are substantial, as, they help companies and sellers to plan effective strategies to engage specific target audiences. It also assists university students in leveraging social media platforms to enhance their marketing efforts, improve student engagement, and foster a sense of connectivity with sellers. Overall, this study aims to provide valuable insights into the relationship between social media and UNIBEN students, highlighting the extent to which they depend on digital marketing strategies, this research will also help shape future researchers on social media marketing as an effective tool for digital marketing practice.

One of the elements driving progress is the media. It can serve as a suitable medium for promoting environmental awareness if used appropriately. The physical environment is crucial to the existence of the universe as a whole, and Nigeria has been working to lower the risk of unsustainable environmental conditions. This study sought to determine the extent of listener awareness of environmental sustainability reporting on radio, as well as the effectiveness of the radio's role in spreading and cultivating environmental awareness. Respondents from the Oredo local government were surveyed. For this study, a quantitative analysis using questionnaires was used. 400 respondents in the Oredo local government area of Benin City, Edo State, received the questionnaires. The study was supported by theories of attitude modification, uses and pleasure, and development of media. Simple random and purposeful sampling was used to choose the respondents. Frequency and percentage analyses of the data were performed. The results demonstrate that many Oredo metropolitan residents are aware of environmental sustainability initiatives coverage on radio. However, the study recommends that In order to effectively and efficiently broadcast information on weather, climate, and other environmental issues, radio and other media should maintain a specific desk called the environmental and climate desk. It is also advised that broadcast media outfit their reporters with advanced tools or equipment to cover scientific topics like covering areas with less effort on environmental sanitation or poor environmental sanitation, flooding disasters, heavy wind and storm without much stress. The study equally suggests that in order to better exhibit professionalism and ensure that the public is informed, broadcast media organizations should offer specialized seminars and workshops for their reporters on how to effectively cover scientific and environmental news and greater airtime be devoted to programming about environmental sustainability.

The researcher investigated the perception of Benin residents on Influence of digital media in the promotion of Nigerian Musicians and the extent digital Media platforms has influenced the discovery and consumption of Nigerian music. How digital Media has helped in promoting Nigerian musicians in the state, and how it has accorded global recognition to Nigerian musicians. The study further shows the navigation in the distribution of Nigeria music from the days of Cassettes, tapes CDs to digital distribution using streaming platforms like Spotify, Audiomack, Apple Music etc. The researcher used the Media Dependence and Elaboration Likelihood Theory to describe the role media play in the society, how it influences and persuade human behaviour either by central or peripheral route. The study help create more understanding to which magnitude digital streaming platforms has expose music phile in the State to new musical content from Nigeria Musicians. This was done through survey which the researcher used the simple sample method to get views of residents in the state capital on the research topic. The Opinions and views of selected respondents which represents the residents of Benin city shows that majority of the city dwellers are aware and use these platforms to listen and discover new artists. However the finding shows that there are mixed perception among residents of state capital regarding the influence of digital media platforms on music consumption habits. Despite the recognition of digital platforms in music promotion, there are constrasting opinions among regarding impact, reflecting the complexity of attitudes towards technological advancements in the music industry. Recommendations include Enhancing digital literacy programs, foster community engagement, music promotion strategies, empowering local Artists and monitoring and evaluating impact

For brands and businesses trying to sell their products and services in the market, social media has become an essential tool. In our contemporary world, the act of buying and selling is possible online via various social media platforms regardless of distance and time. The use of social media marketing strategies is used by companies as a standard marketing tactic to boost brand recognition, popularity and impact consumer purchase
intentions and behaviours. This study examines influencer marketing and its impacts consumers’ patronage to a product or service, using Instagram Nigeria as a case study. It also examines the perception of consumers and businesses in Nigeria towards influencer marketing. This study is anchored on the Source Credibility Theory, Technology
Determinism Theory, and Attitude Change Theory as its theoretical framework. The study also adopted the survey research design which made use of the questionnaire in gathering data from respondents. The study adopted the simple random sampling technique to select a total of 200 respondents. Findings from the study show that Instagram users are frequently exposed to influencer marketing and therefore find it
informative. Most Instagram users became familiar with certain products due to their high exposure to Influencer marketing and few actually make purchasing action. It was further revealed in this study that exposure to influencer marketing on Instagram influences the buying behaviour of Instagram users. From the analyzed data, influencer marketing is an informative, persuasive, and effective form of marketing. The study
recommended that brands and businesses should cautiously utilize influencer marketing on Instagram to market their products and/or services. They can make it more attractive, appealing and personal to potential consumers in order to have a better influence on their purchasing action.