Department of Mass Communication

This research specifically examines the use of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. This study became necessary and was carried out due to the fact that there has been no extensive research done to measure the extent and influence of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. The objectives of this study were to determine the extent of the access to information on the #EndSARS protest through the Twitter hashtag, to ascertain the perception of Lagos youth to the information available to them on the #EndSARS protest and to investigate the extent to which Lagos youth were able to influence the Twittersphere using the Twitter hashtag. The survey design was adopted for this study with the aid of a 15-item questionnaire which was administered to 400 respondents purposively selected from the three senatorial districts in Lagos state. Data obtained were analyzed and presented with the aid of frequency tables, simple percentages and mean score. The key findings of this study showed that the Twitter hashtag was instrumental for spreading information about the #EndSARS protests, Lagos youth had a positive outlook towards this information and they were able to influence the Twittersphere to a very large extent using the Twitter hashtag. Therefore, this study concludes that the Twitter hashtag was indeed effective and influential in spreading information about the 2020 #EndSARS protests and in the mobilization of Lagos youth for the protests. To this end, it is recommended that the Twitter hashtag should be used more as a tool for the exchange of information as well as online activism. Also, this study proved that the Twitter hashtag was effective for mass physical mobilization therefore; it is recommended thatshould be sustained.

The competitive nature of the market place in recent times has called for diversified and intensive marketing strategy by each and every organisation.Different forms of promotional activities are embraced by business owners to boost sales. Technological advancements and discoveries have made the act of marketing more easier, less resource consuming and time bound. The growth and advancement of the Internet has fostered the concept of social media marketing as well as use of social media influencers by business owners. The use of influencers who most times are celebrities is a form of marketing trend that seeks to explore, support, identify and engage people involved in impactful conversations. In this millennial age, people spend their time on the interactive media than the traditional media and with our frequent presence on social media the thought on how to use the influence, status and the following acquired on this platform and to increase income has led to brand influencing on social media. So brands, whom their target audience can be found among these influencers' audience will also maximize the opportunity to reach and sell to them.

This study was on Audience Perception and Attitude towards the Use of Pidgin in Broadcasting – a Study of FIFA World Cup Commentary on Super Sport. Three objectives were raised which included: Investigate the rationale of Pidgin English use in sport commentary in Nigeria, Examine Pidgin English as a language of popular communication in Nigeria, determine the basic challenges and prospects of Pidgin English use for sports commentary in Nigeria and Provide reasonable recommendations for broadcasters in the media community for them to employ the advantages associated with the use of Nigerian Pidgin English in sport commentary, should there be any. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected residents in Lagos state. Hypothesis was tested using Chi-Square statistical tool (SPSS). The study seeks to explore the reasons why some audiences prefer to listen to commentators who use Pidgin English and why others do not. Additionally, the study aims to investigate the impact of the use of Pidgin English on the understanding and enjoyment of the commentary among the audience. Language has been a major tool, chiefly responsible for the social consciousness of any country’s citizenry, because it is essentially with the usage of language that information about the on-goings in the environment get to the people, either directly, through contact with any medium of mass communication, like the television, radio, newspapers, magazines, books and journals, and other forms of the mass media; or through indirect means such as conversations, meetings and discussion

This project is basically to ascertain the impact of pictures in enhancing credibility of storiesin the print media. The method adopted for collecting data for this research was the surveymethod, with questionnaire as the instrument. The main objective is to find out the impact pictures creates in ensuring stories credibility. The theory use in this research was the sourcecredibility theory and uses and gratification theory. Based on the analysis, the result showedthat pictures attract and guarantees better understanding of the stories. This entails that picture is inevitable in making stories interesting and attractive. From the findings it showedthat picture has a role to play in ensuring stories credibility, the study therefore, recommendsthat more awareness should be created on picture and its role to news presentation.

This study focused on the role of storytelling in brand building, using PiggyVest, a leading Nigerian fintech platform as a case study. The research investigated how strategic storytelling influences consumer perception, trust, and brand loyalty in the digital finance sector. The study is guided by four primary objectives: analyze how storytelling contributes to a brand’s success, to examine the storytelling techniques used by PiggyVest, to identify the impact of storytelling on customer engagement and loyalty, and to provide recommendations for brands looking to improve their storytelling strategies. A quantitative method was adopted for this research, selected sampling methods were employed to distribute questionnaire to targeted respondents, providing insights into consumer perceptions, the impact of storytelling and brand loyalty regarding Piggyvest. The findings of the study highlighted the importance of storytelling in brand building, and how it contributes to brand loyalty and consumer perception. This research offers insights on how brands can leverage user generated content for storytelling and how to evaluate the stories shared by their audience through feedback and engagement metrics. Ultimately, this research offers valuable insights to brands and the relevance of storytelling in building a brand, building loyal customer base and fostering a positive relationship with their consumers in a competitive market.

The aim of embarking on this study was to provide a well detailed account on the Impact of Billboard advertising on product promotion using Nigerian Breweries plc as the case study. The Researcher used survey Research Design in the collection of the data. Because it is easier to sought peoples’ opinion using Questionnaire. Cochrane sample size Method are used to get the sample size for this study is 100 .Data gathered from the study were analyzed, tested and interpreted using sample percentage frequency table. The researcher was able to find out that majority of the respondents are familiar with Billboard adverts. The theory that led support to this work is cultivation theory. The researcher therefore recommends that adverting should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturers of Nigerian Breweries plc should try as much as possible to make their advert consistent in order to increase awareness an more patronage for consumers.

The researcher evaluated the Reflection of Indigenous Fashion Brands in TVC Programmes and was anchored of the Reflective Projective and Cultivation communication theories.This study became necessary following the slow pace of growth of many Nigerian Fashion Brands which can be linked to little to no portrayal of these brands by the media, especially the televisionmedia. Hence, the need to properly assess the reflection of these Indigenous Fashion brands by TVC, a local television station in Lagos, Nigeria, to ascertain the extent to which TVC showcases Nigerian Fashion brands and the influence this portrayal has on Lagos residents.The researcher made use of the survey research design and questionnaire to elicit data from a sample of 385 respondents selected through multi stage sampling techniques.Data obtained were presented in tables and analysed using simple percentages and frequencies. The study found out that the Extent to which TVC showcases indigenous fashion brands is high, however Lagos residents agree that it is not enough. The study revealed that Lagos residents perceive these programmes as entertaining and interesting and that television programmes about Nigerian fashion brands influence people to patronize these brands which in turn, promotes the Nigerian fashion industry. The researcher concluded that the Television medium, is a veritable tool for the promotion of Nigerian fashion brands. It was recommended that Nigerian fashion brands make proper use of the media to promote their brands because it is capable of growing their brands.

This study investigated the adoption and impact of artificial intelligence (AI) in the Nigerian broadcast media landscape, with a focus on Edo Broadcasting Station (EBS) and Independent Television (ITV) stations in Benin City. The objectives of the study were to assess the extent of AI-generated content usage, examine the perceived impact of AI on media credibility, and identify the factors influencing AI adoption in these stations. The study is grounded in the Source Credibility Theory and the Artificial Intelligence Adoption Model and employs survey as research design while utilising questionnaire to collect data from media practitioners in EBS and ITV stations. Therefore, a questionnaire was used as the primary instrument for data collection. The findings of the study reveal a moderate level of AI-generated content usage in EBS and ITV stations, with concerns about credibility and ethical implications. The study concludes that AI adoption can enhance media operations, but it requires careful consideration of ethical and transparency issues. Based on the findings, the study recommends that media organisations develop guidelines for AI usage, invest in training for media practitioners, and prioritise transparency and accountability in AI-generated content. These recommendations aim to promote the responsible and effective use of AI in the Nigerian broadcast media sector.

This research specifically examines the use of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. This study became necessary and was carried out due to the fact that there has been no extensive research done to measure the extent and influence of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. The objectives of this study were to determine the extent of the access to information on the #EndSARS protest through the Twitter hashtag, to ascertain the perception of Lagos youth to the information available to them on the #EndSARS protest and to investigate the extent to which Lagos youth were able to influence the Twittersphere using the Twitter hashtag. The survey design was adopted for this study with the aid of a 15-item questionnaire which was administered to 400 respondents purposively selected from the three senatorial districts in Lagos state. Data obtained were analyzed and presented with the aid of frequency tables, simple percentages and mean score. The key findings of this study showed that the Twitter hashtag was instrumental for spreading information about the #EndSARS protests, Lagos youth had a positive outlook towards this information and they were able to influence the Twittersphere to a very large extent using the Twitter hashtag. Therefore, this study concludes that the Twitter hashtag was indeed effective and influential in spreading information about the 2020 #EndSARS protests and in the mobilization of Lagos youth for the protests. To this end, it is recommended that the Twitter hashtag should be used more as a tool for the exchange of information as well as online activism. Also, this study proved that the Twitter hashtag was effective for mass physical mobilization therefore; it is recommended that it should be sustained

This study examined the perception of select undergraduate students in Nigeria regarding the broadcast media reportage of President Bola Ahmed Tinubu‟s students‟ loan policy. The study adopted the use of survey research method and a total number of (397) three hundred and ninety-seven copies of questionnaire were distributed to Ambrose Alli University and
University of Benin and (376) copies were retrieved and they were all found useful and analyzed through SPSS. The major objective of the study examined the extent to which undergraduate students are exposed to the student loan policy of President Bola Ahmed Tinubu‟s student loan policy. The findings revealed that over 36% of the respondents have come across the student loan policy of President Bola Ahmed Tinubu. The researcher concluded that most respondents got information about the student loan policy on Channels Television. The research work also revealed that 39% of the respondents disagreed with the
statement that exposure to media report on the student loan policy did not influence their decision to participate in the loan scheme. Due to these findings, the researcher recommends that broadcast media should encourage full reportage of the student loan policy and ensure that there is a complete dissemination of information to the general public for better
understanding to prevail.