FACULTY OF ARTS

This study examines the impact of microfinance on women’s economic empowerment in Edo State, Nigeria, using the Lift Above Poverty Organisation (LAPO) as a case study. The research is motivated by the persistent financial exclusion and structural inequalities faced by women, particularly those operating within the informal sector. It investigates how access to microfinance services, including loans, savings schemes, and training programmes, influences key dimensions of empowerment such as income generation, financial independence, and decision-making capacity. Adopting a descriptive survey research design, the study utilises primary data collected from 180 female beneficiaries of LAPO, with 174 valid responses analysed. Both descriptive and inferential statistical techniques, including multiple regression analysis, were employed to assess the relationship between microfinance services and women’s economic empowerment. The findings reveal that access to microfinance services has a significant and positive effect on women’s economic empowerment. Specifically, savings services and loan access emerged as the strongest predictors, while training and capacity-building programmes also contributed meaningfully to improved outcomes. The results further indicate that participation in microfinance enhances women’s ability to generate income, strengthens their financial autonomy, and increases their involvement in economic decision-making. However, the study also acknowledges that empowerment is multifaceted and influenced by contextual factors such as social norms and household dynamics. The study concludes that microfinance, when effectively designed and implemented, serves as a critical tool for promoting women’s economic empowerment and inclusive development. It recommends that policymakers and microfinance institutions strengthen gender-responsive financial products, expand access to savings-led initiatives, and integrate capacity-building programmes to ensure sustainable empowerment outcomes.

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

Utilising the Warri crisis of 1997–2003 and its aftermath as the main empirical case study, this thesis critically investigates the degree to which gender was mainstreamed in the PAP. The degree of gender mainstreaming in the PAP, the roles women played in the Warri crisis and their acknowledgement in official peace processes, and the structural obstacles that hindered gender mainstreaming, as well as the lessons for future peace agreements in the Niger Delta, were the three research questions. Three theoretical frameworks are integrated in the thesis: intersectionality, critical peacebuilding theory, and feminist political ecology. This qualitative single embedded case study design uses feminist content analysis of PAP policy documents, media and archival sources, secondary empirical literature, and semi-structured interviews with women impacted by conflict, civil society actors, and institutional informants in Delta State. The results show that the PAP failed to mainstream gender at every level of its architecture: its monitoring framework generated no gender-disaggregated data; its weapon-surrender eligibility criterion structurally excluded the majority of women involved in conflict; and its reintegration streams reproduced gender divisions of labour. By expanding the gender paradox of the local turn to a West African resource-conflict environment and showcasing the analytical productivity of fusing feminist political ecology with critical peace studies in post- conflict DDR research, the thesis advances feminist peacebuilding theory.

This study was carried out to assess the influence of opinion leaders on information adoption amongst students on University of Benin. Two main objective of the study were to examine the role of opinion leaders in influencing the adoption of information and also identify the factors that contribute to the credibility and trustworthiness of opinion leaders. The study was anchored on the two step flow theory and source credibility theory adopting the survey research method. A sample size of 390 was obtained using the two taro yamane’s sample technique. Findings from the study showed that honesty, transparency and the provision of credible sources significantly boast the trustworthiness of opinion leaders while mainstream media continues to hold authority in decision making. It was therefore concluded that both traditional and digital opinion leaders are relevant in today’s media environment but audiences demand ethical standards such as accountability and transparency. It is also recommended that opinion leaders should be guided by clear ethical standards, disclosed affiliation and sponsorship, adopt fact checking practices and that the public should be educated on how to critically assess the credibility of opinion leaders.

This study is focused on assessing attitudes of Benin residents towards broadcast media reportage of President Tinubu’s Renewed Hope Agenda. The objectives of the study were to examine the level of exposure of Benin residents to broadcast media reports on President Tinubu’s Renewed Hope Agenda assess the attitudes of Benin residents towards the credibility and accuracy of broadcast media reportage on the Renewed Hope Agenda, ascertain the influence of Benin residents towards broadcast media reportage of President Tinubu Renewed Hope Agenda and to determine the perception of Benin residents towards broadcast media reportage of President Tinubu Renewed Hope Agenda. In terms of the theoretical framework, the Agenda Setting Theory and the Uses and Gratification Theory was adopted by the researcher, while the research method employed was the survey research method. Questionnaire was used by the researcher to gather data for the study. The findings show that residents rely on television and radio as major sources of information, and media programmes effectively improve understanding and draw attention to government activities. The findings also showed that public trust in media accuracy, balance, and credibility is low, with many respondents perceiving bias and skepticism in coverage. While broadcast media influence understanding and opinion formation, they are less effective in stimulating interest or satisfaction with government programmes. It was concluded that broadcast media play a significant but complex role in political communication. Although they educate and shape awareness, issues of credibility, bias, and framing limit their impact on public perception and engagement. It was recommended that broadcast media should improve accuracy, professionalism, and fact-based reporting to enhance public trust in political coverage. It was also recommend that journalists should receive training on ethical reporting, balanced coverage, and clear separation of facts and opinions to ensure credibility and objectivity.

This study examined audience perception of online news clips in promoting professional broadcasting practice in Edo State. The objectives of the study were to determine the level of audience exposure to online news clips, examine audience preference and frequency of access, assess the influence of source credibility and presentation quality on audience trust, evaluate audience perception of professionalism and ethical standards in online news reporting, and determine the extent to which exposure to online news clips affects perceived credibility and audience engagement. The study adopted a survey research design. Data were collected through the administration of structured questionnaires to respondents in Edo State, of which 397 valid copies were retrieved and used for analysis. The data were analysed using frequency tables and percentages. The findings revealed a high level of exposure to online news clips among respondents, with most participants accessing and viewing such content regularly through digital platforms including news websites and social media. The study also found that respondents prefer online news clips to traditional print media because of their accessibility, convenience, and engaging presentation. Furthermore, the findings showed that online news clips are frequently shared among audiences, thereby extending their reach and influence. Source credibility, visual and audio quality, peer influence, and frequency of exposure were identified as major factors influencing audience trust and perception of online news content. The study further revealed that respondents generally perceive online news clips as professional, balanced, and trustworthy, particularly when produced by reputable media organisations. Repeated exposure was also found to strengthen audience perceptions of credibility and reliability. In addition, respondents agreed that online news clips contribute to the promotion of professional journalism standards, ethical reporting practices, and media accountability. The study concluded that online news clips have become an important component of contemporary news consumption and play a significant role in shaping audience trust, engagement, and perception of professionalism in broadcasting practice. It was therefore recommended that media organisations maintain high standards of accuracy, credibility, and production quality, while also providing continuous training for journalists to ensure adherence to ethical and professional broadcasting standards in the digital media environment.

The study focused on examining the influence of media representation of Dele Farotimi versus Afe Babalola criminal defamation suit on Uniben students’ perception of the law. It is aimed at analyzing the media representation of the Dele Farotimi versus Afe Babalola criminal defamation suit, assessing the perception of Uniben student regarding criminal defamation law in 12Nigeria, the influence of media representation on Uniben students’ understanding of criminal defamation law and explaining the implications of media representation on Uniben students’ attitude toward freedom of expression and protection of reputation. For its theoretical framework, the study adopted the agenda setting and framing theory to further buttress the point of the study. While the stratified random sampling method was used to gather the data used for the study. Findings of the study revealed that Uniben students have negative perception of criminal defamation law and that positive steps have not been taken to balance freedom of speech and protection of reputation. The findings also revealed that Uniben students agreed that they will be cautious of what they post online and they are aware of the potential consequences of defamatory statements and online actions and will take steps to protect themselves from potential legal consequences. The researcher therefore concluded that it is necessary that the law makers review the constitution to balance protection of reputation and free speech in Nigeria. The researcher recommended among other things that the media should ensure balanced and fair reporting and avoid sensationalism and bias. The researcher also recommended that the media should create more awareness about the existence of defamation.

The study focused on examining the influence of media representation of Dele Farotimi versus Afe Babalola criminal defamation suit on Uniben students’ perception of the law. It is aimed at analyzing the media representation of the Dele Farotimi versus Afe Babalola criminal defamation suit, assessing the perception of Uniben student regarding criminal defamation law in 12Nigeria, the influence of media representation on Uniben students’ understanding of criminal defamation law and explaining the implications of media representation on Uniben students’ attitude toward freedom of expression and protection of reputation. For its theoretical framework, the study adopted the agenda setting and framing theory to further buttress the point of the study. While the stratified random sampling method was used to gather the data used for the study. Findings of the study revealed that Uniben students have negative perception of criminal defamation law and that positive steps have not been taken to balance freedom of speech and protection of reputation. The findings also revealed that Uniben students agreed that they will be cautious of what they post online and they are aware of the potential consequences of defamatory statements and online actions and will take steps to protect themselves from potential legal consequences. The researcher therefore concluded that it is necessary that the law makers review the constitution to balance protection of reputation and free speech in Nigeria. The researcher recommended among other things that the media should ensure balanced and fair reporting and avoid sensationalism and bias. The researcher also recommended that the media should create more awareness about the existence of defamation.

This study was carried out to evaluate the impact of radio in propagating Edo culture amongst students in the University of Benin. The aim of this study was to examine students’ perception of radio programmes propagation of Edo culture among students. Agenda-setting theory was used as the theoretical framework, while data were collected through an online questionnaire administered to a purposive sample size of 168 Mass Communication students across various academic levels at the University of Benin, Ekehuan Campus. Descriptive statistics tools such as tables, frequency counts, and simple percentages, were used to analyse the obtained data. The findings obtained revealed that the majority of the students are exposed to Edo cultural programmes on radio, while some acknowledge their significance particularly in learning about Edo history and customs. These programmes were perceived as effective in motivating cultural participation and inclusivity. Music was also found to be one of the most preferred radio contents among students, overshadowing cultural and educational programmes. Despite this, there is strong support for the increased inclusion of Edo cultural content on radio. The study concludes that radio remains an indispensable medium for cultural education preservation, and revival. Yet, to fully realise its potential in propagating Edo culture among students, programme quality, content relevance, and audience engagement must be improved. The study, therefore, recommends the following: collaboration between broadcasters and cultural experts to develop engaging cultural content, scheduling programmes at convenient times for students, employing interactive storytelling techniques, integrating cultural education within academic institutions, instituting government policies to mandate indigenous cultural programming, and conducting regular audience evaluations to improve programme effectiveness.

This study examined the audience perception of the credibility of social media platforms as sources of breaking news stories in Benin City. The increasing use of social media platforms for accessing and disseminating breaking news has raised concerns regarding the credibility of information shared through these channels. The study sought to determine whether social media platforms are perceived as credible sources of breaking news, identify the social media platform considered most credible by audiences, and ascertain the categories of information often regarded as less credible on social media platforms. The study adopted the survey research design. The population comprised residents of Benin City, while a sample size of 287 respondents was selected for the study. Data were collected using a structured questionnaire and analysed using frequency counts and simple percentages. The theoretical foundation of the study was anchored on the Source Credibility Theory, which explains how audiences evaluate the trustworthiness and expertise of information sources before accepting messages as credible. Findings revealed that social media platforms have become major sources of breaking news among audiences in Benin City. The study found that a majority of respondents perceived social media platforms as credible sources of breaking news stories due to their speed, accessibility, and ability to provide real-time updates. However, respondents also expressed concerns regarding the accuracy of information circulated on these platforms, with many indicating that they verify information before believing or sharing it. The findings further revealed that X (formerly Twitter) was perceived as the most credible social media platform for breaking news, while celebrity and entertainment news, as well as political and election-related news, were regarded as the least credible categories of information. The study also established that recognised news organisations, verified accounts, corroboration from multiple sources, and supporting visual evidence significantly influence audience perceptions of credibility. The study concludes that although social media platforms are generally perceived as credible sources of breaking news stories, their credibility remains conditional upon the reliability of the source, the accuracy of information provided, and the verification practices adopted by users. The study recommends increased media literacy, stronger fact-checking mechanisms, improved content moderation by social media companies, and greater public awareness regarding the verification of online information.