FACULTY OF ARTS

This study assessed the perception of University of Benin (UNIBEN) students on broadcast media reportage of President Bola Tinubu’s Renewed Hope Agenda. The study examined students’ level of exposure to broadcast media coverage, their engagement with such content, perceived credibility and reliability of broadcast information, and the extent to which media exposure influences their awareness and understanding of the policy agenda. The study was anchored on the Agenda Setting Theory and Uses and Gratifications Theory as its theoretical framework. A descriptive survey research design was adopted, and data were collected from 387 validly retrieved questionnaires administered to UNIBEN students. Findings revealed that respondents are highly exposed to broadcast media coverage of the Renewed Hope Agenda, with television and radio identified as dominant sources of information. The study further showed frequent engagement with broadcast content, indicating that students regularly consume broadcast reports on government programmes. Results also indicated that broadcast media play a significant role in shaping students’ awareness of the Renewed Hope Agenda, as a majority of respondents acknowledged that their understanding of the policy is largely influenced by broadcast media reports. However, the influence of media exposure was found to be relatively uneven across respondents, suggesting variations in access, interpretation, and reliance on alternative information sources such as social media and interpersonal communication. The study concludes that broadcast media remain a major instrument of political communication and public enlightenment among UNIBEN students. The study recommends sustained and structured coverage of government programmes by broadcast media, strengthened collaboration between government communication units and media organisations, simplified presentation of policy information, and the introduction of media literacy programmes in universities to enhance critical understanding of broadcast content.

In today’s digital age, social media has become one of the most influential forces shaping the thoughts, behaviors, and identities of young people. This study, titled “The Impact of Social Media on Christian Youth in Benin City: A Case Study of Deeper Life Bible Church,” looks at how social media use affects the faith, moral values, and religious identity of Christian youths. The main goal of this research is to examine both the positive and negative effects of social media on the spiritual lives of young believers. Its objectives include identifying the patterns of social media engagement among Deeper Life youths, examining how social platforms influence their faith and moral discipline, and exploring the church's role in guiding responsible digital behavior. Data for this research were collected through a structured questionnaire given to young members of the Deeper Life Bible Church in Benin City. The study used a descriptive research design to analyze the responses with simple percentages and tables for clarity. This method made it easier to understand the social media habits, challenges, and views of Christian youths within a real- world religious context. The analysis offered valuable insights into how these young people manage their faith amid the rapidly changing media landscape, balancing spiritual beliefs with online exposure. The findings show that while social media serves as a powerful tool for evangelism, communication, and spiritual education, it also brings challenges like moral distraction, exposure to unchristian content, and a decreasing interest in personal devotion. Many respondents recognized social media's dual role as both a blessing and a test of faith. The study recommends that the Deeper Life Bible Church should strengthen digital mentorship programs, promote responsible social media usage, and utilize online platforms more effectively for evangelism and faith-building. Lastly, the research concludes that when guided by strong moral and spiritual principles, social media can serve as a bridge rather than a barrier between Christian youths and their divine purpose.

The academic performance of students is influenced by several factors, one of which is the communication behaviour of lecturers. Hence, this study investigates the impact of lecturers communication behaviour on students academic performance, with a particular focus on the Department of Mass Communication, University of Benin. The study employed the Social Learning Theory and Immediacy Theory, helped to frame the understanding of how students perceive and respond to lecturers communication styles. A survey research design was employed, using both questionnaires and interviews to collect data from selected respondents within the Department of Mass Communication at the University of Benin. Data collected were analyzed using tables for quantitative feedback and thematic analysis for open-ended responses. Findings revealed that lecturers communication behaviour significantly impacts students academic performance, as it was discovered that the way lecturers communicate can either enhance or hinder students learning experiences, thus, the impact can be positive or negative depending on the nature of the communication behaviour. The study concluded that lecturers communication behaviour plays a crucial role in shaping the academic outcomes of students. In relation to these findings, it is recommended that higher institutions conduct thorough interviews to assess lecturers communication behaviour during recruitment processes and provide continuous training to ensure lecturers remain effective, inclusive, and always adaptive to the diverse communication needs of students.

This study examined the ethical concerns surrounding targeted advertising and data privacy among students of the Department of Mass Communication, University of Benin. Anchored on the Social Contract, Utilitarianism, and Stakeholder theories, the study explored consumers’ awareness of how their data is collected and used, the ethical implications of targeted advertising, and the effectiveness of existing data privacy regulations. Using a survey design, data were collected through structured questionnaires distributed online, with 114 valid responses analyzed using simple percentages. Findings revealed that most respondents were aware that advertisers use their personal data to tailor advertisements, though many expressed discomfort over the lack of transparency and consent. While awareness of Nigeria’s Data Protection Regulation (NDPR) was moderate, respondents believed its enforcement was weak. The study concluded that targeted advertising, though beneficial for personalization, raises serious ethical issues relating to privacy, manipulation, and consent. It recommended stricter enforcement of data protection laws, increased public awareness of data rights, and adoption of transparent and ethical advertising practices.

This study, titled A Comparative Study of Nigerian and Western Media Perspectives on Music Video Vixens, investigates how media systems in different cultural environments construct and communicate meanings around women featured in music videos. The research stems from the observation that, despite increasing global media integration, Nigerian and Western media continue to frame the female image in contrasting ideological and moral terms. The problem identified was the persistent gap in understanding how cultural values and media ideologies shape representations of women in entertainment across different societies. The main objective of the study was to compare the Nigerian and Western media perspectives on music video vixens, examining how each reflects underlying beliefs about gender, morality, and artistic freedom. Specifically, the research sought to determine whether media framing in both contexts reinforces or challenges existing gender stereotypes and cultural boundaries. The study adopted a qualitative and comparative research design, relying on textual and discourse analysis of selected Nigerian and Western media programs. It focused on examining how each media system frames, discusses, and interprets the image of music video vixens within its cultural context. The analysis was supported by theoretical perspectives from media representation, feminism, and postcolonial communication studies. Findings revealed that Western media generally portrays the music video vixen as an emblem of empowerment, self-expression, and artistic creativity, while Nigerian media interprets the same phenomenon within moral and cultural frameworks, often linking it to concerns about decency and traditional values. Despite these differences, both systems were found to reproduce gendered narratives, Western media through commercialization, and Nigerian media through moral regulation. The study concludes that media perspectives are deeply rooted in the cultural and ideological systems that produce them. Western liberalism promotes autonomy but risks objectification, while Nigerian conservatism upholds cultural integrity but limits female agency. It is recommended that Nigerian media adopt more balanced gender discourse, Western media continue ethical evaluation of representation, and both contexts invest in media literacy to foster critical audience understanding. Further comparative research is encouraged to explore how emerging digital media reshape these narratives globally.

This study examines the use of proverbs in Igbo traditional communication from a pragmatic perspective. It aims to show how Igbo proverbs serve as tools for expressing wisdom, maintaining social harmony, and conveying meaning beyond the surface level of words. Data for the study were drawn from selected Igbo proverbs commonly used in daily communication. The analysis focused on how context, speaker intention, and cultural knowledge shape the interpretation and functions of these proverbs. Findings reveal that Igbo proverbs perform several communicative and social functions such as advising, warning, correcting, teaching moral values, promoting unity, and reinforcing cultural norms. The study further shows that the pragmatic meaning of a proverb depends largely on the situation in which it is used and the shared understanding between speaker and listener. The research concludes that proverbs remain a vital aspect of Igbo language and culture, serving as effective tools for teaching, persuasion, and cultural preservation. It recommends that more attention be given to the teaching and documentation of proverbs to sustain their communicative and cultural relevance in modern Igbo society.

This study titled “citizen journalism vs professional journalism: A comparative analysis examines the different features, strengths, weaknesses, and the whole impact of citizen and professional journalism in today’s growing media environment. The main purpose of the study was to compare citizen journalism and professional journalism I terms of their credibility, accuracy, trust, characteristics, and influence on public trust and perception, as well as to solve how technological advancements have shaped their operations. The study took in a survey research design, and data were collected through the use of a structured questionnaire which brought out 279 respondents from the Department of Mass Communication, University of Benin. The data collected were carefully analyzed using simple percentages and frequency tables. Findings showed that while citizen journalism improves immediacy, participation and inclusivity in news sharing. It sometimes lacks accountability and professional training and editorial oversight. In opposite view, professional journalism is guided by ethical standards, accountability, and fact checking making it more trustworthy among audiences. The study also discovered that technological advancements have greatly impacted both forms of journalism, narrowing the gap between them and enabling citizens to actively engage in the news process. It is recommended that citizen journalists be encouraged to get basic training in ethical training in ethical reporting and fact checking, while professional journalists should always continue to adapt to digital trends to secure relevance in the modern media landscape.

This study explored the literary representation of schizophrenia not merely as a mental condition, but as a symbolic and subversive form of rebellion in selected African short stories: “The Madman” by Chinua Achebe, “The Beauty of Madness” by Adekunle Mamudu, and “Angwo Tanda” by Chiweizu. Drawing from postcolonial theory and psychoanalytic criticism, the research analyzed how madness was employed as a metaphorical tool to challenge socio-political oppression, cultural expectations, and personal alienation. The protagonists in these stories exhibited both conscious and unconscious forms of rebellion: through silence, spectacle, retreat, and disruption, their perceived insanity became a means of reclaiming voice, agency, and resistance in postcolonial African society. Ultimately, the paper argued that schizophrenia, within these texts, transcended pathology to serve as a mirror reflecting fractured systems and a weapon wielded—whether knowingly or not —against normative structures that silenced dissent.

This study was conducted to evaluate Politics Today on Channels Television in shaping the opinion of Edo Youth on Controversial issues in Nigeria. The study employed survey design which helped to gather data from a sample of 398 respondents derived from Seventy-Seven thousand(77,000) undergraduates of the University of Benin (both Ekehuan and Ugbowo campuses for the 2024/2025 academic session, where thirteen departments were randomly selected out of the fourteen faculties that made up the institution. It was discovered in this study that there is a high level of engagement on Politics Today on Channels Television by Edo Youth, which has influenced them to a high level. The findings further unveiled that Politics Today on Channels is a medium where Edo Youth surf and consume news bulletins, it was an effective platform for promoting informed citizenship and shaping public opinion on national issues. The programme’s comprehensive coverage and analysis of political events enabled young viewers to stay informed about current issues and make informed decisions about their engagement in politics.. The respondents appreciated the programme’s objective and detribalized approach to reporting and the diverse perspectives presented by the Guests. This study is pivotal for media practitioners, policymakers and relevant stakeholders interested in promoting democratic development and civic engagement in Nigeria. However, the programme’s ability to shapen Edo Youth opinion on controversial issues was threatened by the spread of fake news on social media which has been due to advancement of technology which birthed yellow Journalism. Social media’s influence on news consumption habits brought attention to the necessity of media literacy programmes that foster critical thinking and discernment in young audiences. This will increase the programme’s ability to encourage informed citizenship and democratic participation.

Cette recherche explore le processus complexe de traduction de la pièce
“Olurounbi ou Le Prix d’un Pari”, écrite en français par l’auteur nigérian
Tunde Ajiboye mais inspirée de la culture yoruba, vers l’anglais. L’étude met
en lumière la traduction en tant que discipline multidimensionnelle qui
dépasse la simple substitution linguistique pour devenir un outil essentiel de
communication interculturelle. S’appuyant sur les théories herméneutiques et
de négociation d’Schleiermacher, Steiner, et Eco, elle examine les défis
linguistiques et culturels liés à la traduction théâtrale, notamment la
préservation de l’essence culturelle yoruba et des thèmes centraux de la pièce:
la cupidité, l’ambition et les conséquences des décisions impulsives. La
traduction vise à faire résonner l’œuvre auprès d’un public anglophone tout
en encourageant une réflexion critique sur les crises sociopolitiques du
Nigeria, le déclin des valeurs morales et les fléaux sociaux tels que la
cybercriminalité, la corruption et les meurtres rituels. En adoptant les cadres
analytiques et descriptifs de Nida, Jakobson, Vinay et Darbelnet, l’étude
aborde les questions d’ambiguïté, de polysémie et d’éléments culturels
intraduisibles. En comblant les écarts linguistiques et culturels, la version
anglaise cherche à élargir l’accessibilité de la pièce pour les publics africains
anglophones, tout en stimulant un dialogue sur les défis éthiques et sociétaux
contemporains.