F. P. OLISE

This study examines the factors motivating the choice of study of Mass Communication among undergraduates in the University of Benin. Evolving media technologies and innovations have significantly expanded career opportunities in mass communication. However, issues of professionalism and dwindling ethical standards have been constant threats to the prestige of the profession. Maslow’s hierarchy of needs and the social responsibility theories provided theoretical justification for the study. Using the simple random sampling technique, 366 students of Mass Communication from 100- 400 level participated in a field survey. Findings revealed that personal ambition, career opportunities and prestige are some of the factors motivating the choice of mass communication as a career. The study thus concludes that there is the need for mass communication students to be taught under better conditions and promote practical of the Mass Communication discipline in order to improve the motivation of the study of Mass communication.