DEPARTMENT OF MASS COMUNICATION

This study examines the influence of Airtel's music based advertising on brand recall among undergraduate students at the University of Benin. The objectives of the study were to investigate the impact of Airtel's music based advertising on the Brand Recall among undergraduates, critically analyse the effectiveness of music based advertising in promoting brand awareness and message retention among the university of Benin undergraduates. Another major objective of the study was to examine students' perception of Airtel's music based Advertisements and its impact on consumer and to further review music based advertising as a key factor in students" preference for Airtel over other telecom brands. For its methodology, survey research method was used to gather the data for the study. The findings however revealed that frequent exposure to Airtel's music based advertising enhances brand familiarity. The study also revealed that there is a strong association between music and Airtel's brand Identity. It was further revealed that music in Airtel's advertisements acts as an external route to persuasion. Hence, the researcher recommended among other things that there should be a continued use of music in advertising, maintaing consistency in audio branding, incorporate cross platform promotion and also monitor the feedback and engagement from their audience to regularly evaluate how their music based advertising are being recieved

This research explores the influence of social media on consumer buying behavior in Benin City, Edo State. In today’s digital age, social media has become an integral part of everyday life, revolutionizing the way consumers interact with brands, access product information, and make purchase decisions. The study investigates how platforms such as Facebook, Instagram, Twitter, and TikTok affect the purchasing attitudes, preferences, and behaviors of consumers in the area. It aims to determine the extent to which social media marketing strategies, online reviews, influencer endorsements, and targeted advertisements impact the decision-making process of The research adopted a quantitative method through the use of structured questionnaires distributed among residents of Benin City. A purposive sampling technique was used to target active social media users. Data collected were analyzed using descriptive statistics to draw meaningful inferences. The findings reveal that social media significantly affects consumer behavior by increasing product awareness, shaping perceptions, and encouraging impulse buying. Additionally, consumers tend to rely heavily on peer recommendations, influencer posts, and social media trends when deciding what to purchase. The study concludes that social media is a powerful marketing tool that businesses must strategically harness to influence consumer behavior positively. It recommends that marketers focus on creating engaging content, collaborating with credible influencers, and maintaining responsive customer service online. This will not only enhance customer trust and loyalty but also drive sales growth in a highly competitive digital marketplace.

This study examined the effects of early sexualization through media contents on the personality development of Nigerian youths, using students of the University of Benin as a case study. The research investigated how exposure to sexualized media influences key aspects of personality, including self esteem, body image, mode of dressing, and gender perception. The study adopted the survey research design, and data were collected through the administration of questionnaires across different faculties and campuses using a multi-stage sampling technique. A total of 398 respondents were selected from a population of 77,000 students. Findings revealed that students are frequently exposed to sexualized media contents through television, music videos, films, social media, and online platforms. The study discovered that such exposure significantly affects their self-concept, social behavior, and interpersonal relationships. Specifically, prolonged exposure contributes to self-objectification, low self-esteem, and unrealistic beauty standards, thereby shaping attitudes toward gender roles and sexuality. The study concluded that early exposure to sexualized media has a profound influence on the personality development of youths. It recommended that media regulatory bodies enforce stricter guidelines on sexual content, parents and educators promote media literacy, and students exercise discretion in media consumption. The findings contribute to the growing discourse on media influence and provide a framework for policy interventions aimed at fostering healthy youth development in Nigeria.

This study set out to explore The Effectiveness of Ai-Assisted Research Compared to Traditional Methods: A Study of UNIBEN Students, especially when compared to more traditional research methods. As tools like ChatGPT, Grammarly, and Quillbot become increasingly popular, it was important to understand how students are using them, what they find helpful, and what concerns they might have. Using a survey of 402 undergraduate students across different faculties, the study found that most students are not only aware of AI tools but also actively use them to make research faster, easier, and more accurate. Many students appreciated the convenience of AI, highlighting benefits like better grammar, faster content generation, and easier access to information. However, there were also shared concerns some students worried about over dependence, reduced originality, and the ethical implications of relying too much on AI. Interestingly, while around 68% of the students preferred using AI tools for research, others still valued traditional methods, especially for tasks that require deep thinking, proper citations, and personal analysis. These findings reflect a wider conversation in academia: AI is helpful, but it shouldn't replace human insight, critical thinking, or academic honesty. In conclusion, the study suggests that AI tools should be embraced—but with caution. Institutions should provide guidance on responsible usage, introduce AI literacy into the curriculum, and help students learn how to balance innovation with integrity. This research adds to our understanding of how Nigerian students view AI in education and offers practical steps for using these tools wisely and effectively.

This study was informed by the growing concern over the rapid spread of misinformation on social media platforms, particularly X, and its implications for public discourse and the credibility of news reporting. Despite the introduction of tools like Community Notes, the effectiveness of fact-checking on X remains debated, especially among young, active users. The study was guided by five key objectives: to examine the influence of X on news fact-checking, evaluate the effectiveness of fact-checking mechanisms, assess user awareness and reactions to these tools, identify challenges associated with fact-checking, and propose actionable recommendations for improvement. The research was anchored on three theoretical frameworks; Agenda-Setting Theory, Framing Theory, and Uses and Gratifications Theory which provided insights into how misinformation spreads, how users interpret fact-checks, and what drives their engagement or apathy. A descriptive survey design was adopted, and data were collected from 200 purposively selected respondents in the University of Benin using structured questionnaires. The responses were analyzed using frequency tables and simple percentages to reveal user perceptions, engagement patterns, and credibility assessments related to fact-checking mechanisms on X. Findings revealed that while a vast majority (76.5%) of respondents used X daily, only 24.5% were aware of fact-checking tools like Community Notes. Though 71.5% trusted fact-check labels and 68.5% agreed these tools help reduce misinformation, engagement remained passive. Notably, 100% of respondents agreed that misinformation spreads faster than fact-checks, highlighting a significant challenge in curbing digital falsehoods. The study concludes that although users trust fact-checking efforts and acknowledge their relevance, the effectiveness of these mechanisms is hindered by low awareness, limited visibility, and inconsistent application. Addressing these challenges requires a multifaceted approach that combines user education, platform policy reforms, and technological innovation. Two key recommendations are: (1) Increase awareness of fact- checking tools on X through targeted user education and interface redesigns to improve visibility; and (2) Ensure transparency and neutrality in the deployment of fact-checks by fostering collaboration with verified and independent organizations.

This study investigates the effectiveness of media literacy interventions in reducing children's exposure to harmful media content. It explores the nature of harmful media content, the extent of children's exposure, and the role of various stakeholders including parents, educators, media professionals, and regulatory bodies in mitigating these risks through media literacy efforts. The study adopts a quantitative research design and uses a structured questionnaire to gather data. Findings reveal that children are increasingly exposed to violent, sexual, and misleading content through various media platforms. However, media literacy interventions when properly implemented, are seen as effective tools for equipping children with critical thinking skills to navigate media content safely. The study concludes that a collaborative approach involving schools, families, media institutions, and government agencies is vital for enhancing the impact of media literacy. It recommends the integration of media literacy into school curricula, improved parental supervision, and stronger regulatory frameworks to protect children from harmful media influences.

The study examined the topic “SOCIAL MEDIA AND PUBLIC RELATIONS PRACTICES OF SELECTED MULTINATIONAL PRODUCTS IN PORT HARCOURT, RIVERS STATE.” The objectives of the study were to examine the social media and Public relations practices of selected multinational companies in Port Harcourt, Rivers state. It investigates and shows how these companies use and leverage the social media and Public relations to promote brand awareness, manage crisis and clients and also manage stakeholders, and identify the challenges encountered in the use of social media and Public relations. The study was anchored on Excellence Theory and Technological Determinism Theory. A survey research design was employed, using a questionnaire to collect responses from a sample size of 398 participants. Findings revealed that the audience demonstrated a high level of awareness regarding the effectiveness of social media and Public relations in multinational companies . The study further showed that although social media has made a significant positive impact on brand awareness of some of these brand companies, there is a need to improve social media strategies to attract more brand visibility, create more awareness with stakeholders and clients, to make it more engaging, and more interracting.

This study investigates the impact of university radio stations on campus community development, using UNIBEN 100.1FM as a case study. It explores the extent to which the station fosters student engagement, promotes academic and cultural growth, and supports social interaction within the University of Benin. The study is guided by five core objectives: to assess the level of student engagement and listenership, examine the station’s influence on academic and cultural life, identify the challenges hindering its effectiveness, evaluate the role of digital technologies in content delivery, and analyze how programming strategies align with campus development needs. Anchored on the Participatory Communication Theory, which emphasizes inclusive, dialogic communication, the research employs a descriptive survey method and gathers quantitative data through structured questionnaires administered to 100 undergraduate students. The findings reveal a high awareness of the station (93%) but lower levels of regular engagement and interactive participation. UNIBEN 100.1FM significantly contributes to students' academic interests and social cohesion, yet its full potential is hampered by limited funding, low student participation, and infrastructural constraints. Nonetheless, digital integration via online streaming and social media has extended the station’s reach. The study concludes that while UNIBEN 100.1FM plays a pivotal role in enriching campus life, deliberate reforms in programming, funding, and interactivity are needed to maximize its developmental impact.

This research investigated how effective media campaigns are in influencing public perceptions of domestic violence in Benin City, Edo State, Nigeria. Despite various efforts, domestic violence continues to be a significant societal issue, prompting increased use of media for advocacy and awareness. The study aimed to evaluate public awareness of domestic violence, assess the impact of media campaigns on public perception, and analyze the degree to which these campaigns facilitate behavioral changes among residents. Media campaigns effectively heightened awareness and positively influenced perceptions of domestic violence, framing it as a significant social issue rather than a private concern. Platforms like WhatsApp and Facebook were highlighted as essential in promoting these campaigns, especially to younger demographics. However, the research also pointed out that despite improvements in awareness and perception, tangible behavioral changes remain limited, with some individuals still hesitant to report or intervene in abuse situations. In conclusion, the study emphasized that while media campaigns play a crucial role in addressing domestic violence, they should be supported by enhanced legal enforcement, cultural shifts, and community engagement. It recommended ongoing and varied media advocacy in collaboration with the government and stakeholders to foster lasting behavioral change in Benin City.

I worry that eventually technology will replace human interaction. There will be a generation of fools in the world, said Albert Einstein. John Tudor once said, "Everything but the technology is under human control thanks to technology." Without a doubt, modern communication technology has made the world a small, interconnected community. But as things stand, technology, like a coin, brings both advantages and disadvantages. The news will be what it is, and it will always have a variety of effects on candidates. It will be good, it will be bad, it will be both. (Mark E. Hyman) Prior to the internet, certain methods of learning and conducting research were put in place and appeared to be effective at the time. Some of these methods are still in use today, while others have faded with the passage of time and modern technology. The library, which is one of the oldest forms of research and could be referred to as the internet of olden days, had an index called the card catalog, and webpages were pages in paper books. The procedure was the same: come up with search terms, look them up in the index, and then read the referenced pages.