Department of Mass Communication & Media Studies

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Active, Restrictive, Co-Using Parental Mediation and Digital Media Gadgets use among Primary School Pupils in Oluyole Local Government area, Oyo State
(Lead City University, 2022-12) Kanyinsola Elizabeth ONI
Parental mediation has been one of the most popular ways to slow down the use of digital media gadgets by primary school pupil, parental mediation broken into parts include active, co-using, restrictive parental mediation. the study examined the influence of active, restrictive and co-using parental mediation on use of digital media gadgets by primary school pupil in Oluyole local government of Oyo state. parental mediation, uses and gratification and ecology theory of development provided the theoretical framework for the study. The survey method was adopted, 10 private primary schools where chosen in the Oluyole area local government of Oyo state, while 400 questionnaires was shared to parents of primary 4 and primary 5 pupils using the purposive sampling technique. A self-designed structured questionnaire was used to source data. the data collected were presented and analyzed using spss. Results obtained revealed that 50% of children regularly used their digital media gadgets for leisure and entertainment, while 47% of children regularly used their gadgets for assignments. 61% of children used their mobile phones regularly. The study results showed that active mediation will bring about positive change to primary school pupils use of digital media gadgets with squared value of 62.7% and 24.4%, restrictive mediation helps to control the use of digital media gadgets by primary school pupils with squared value of 57.1% and 27.2% while co-using mediation ensures that it brought about the effective use of digital media gadgets among primary school pupils with squared value of 45.7% and 67.1%. the study recommended that there should be a plan creation for family’s media usage, children should not spend screen time alone and parents should react to media in their child’s life the way they’ll react to another environment. Keywords: Active mediation, Co-using mediation, Digital media gadgets, Parental mediation, Restrictive mediation. Word count: 300
Analysis of Presentation Patterns and Followership of Sports Yoruba Language Radio Programme among Selected Broadcasting Stations in Ibadan Metropolis, Oyo State
(Lead City University, Ibadan, 2024-12) Adekunle Mobolaji OBADIMU
Sports entertainment programme is one of the broadcast content that gathers a lot of listenership. Historically, Yoruba language sports programmes served as essential platforms for disseminating sports updates and fostering community bonds. These programmes, however, were primarily limited to straightforward commentaries, offering little in terms of interactivity or tailored audience engagement.The study analyzed the presentation patterns of followership of sports Yoruba radio programme among selected broadcasting station in Ibadan Metropolis, Oyo state. The selective exposure theory, agenda setting theory, and use and gratification theory provided the theoretical framework for the study. Content analysis was adopted, and sports radio programmes from three stations were purposively selected: Amuludun 99.1 FM, Lagelu 96.7 FM, and Agidigbo 88.7 FM. The specific programmes analyzed were Jekonmo from Lagelu 96.7 FM, Ere Idaraya from Amuludun 99.1 FM, and Idan Ere daraya from Agidigbo 88.7 FM. The collected data were presented and analyzed with descriptive analysis using frequency counts and percentages as well as contextual analysis in essay form. Findings revealed that Agidigbo FM's "Idan Ere Daraya" leads in modern sports coverage, with 32% of its content dedicated to this category. Findings revealed "Jekonmo" on Lagelu FM places a strong emphasis on expert commentary, dedicating 60% of its airtime to this feature. Also Jekonmo on Lagelu FM had the highest audience reach, with 20,000 listeners. It also recorded the highest regular listenership, with 70% of its audience tuning in consistently. Findings further revealed that Ere Idaraya" on Amuludun FM highlights listener contributions as its key feature, which accounts for 55% of the program. The study recommends Lagelu FM should expand its engagement beyond call-ins by increasing its presence on social media to attract a younger, more tech-savvy audience. Agidigbo FM could enhance its community engagement by organizing more local sports events and involving listeners through live broadcasts from these events. Amuludun FM should focus on improving its call-in strategies and expanding the range of sports covered to boost listener participation and grow its audience. Keywords: Analysis of Presentation Patterns, Sports Yoruba Language, Radio Programme, Broadcasting Stations, Word Count: 328
Artificial Intelligence Application Usage and Disaster Communication Practices among Employees of Disaster-Prevention Agencies in Nigeria
(Lead City University, 2022-12) Gloria Onyinyechi CHIGBU
Disasters are either man-made or natural. The major essence of disaster communication practices in any organization is basically associated with proactiveness and swift response to curb adverse effects of disaster. When this is not the case, the aftermath of any disaster is not always an interesting one. In the light of this, the study deemed it fit to investigate the influence of perceived ease of use and usefulness of artificial intelligence applications on disaster communication practices in disaster prevention agencies in Nigeria. The study adopted the descriptive and correlational survey research design. With the application of total enumeration sampling technique, a total number of 93 employees of disaster prevention agencies were surveyed. The study found that perceived ease of use significantly influenced disaster communication practices (R2 = .062, P < 0.05). Also usefulness of artificial intelligence application was found to significantly Influence disaster communication practice (R = .062, P<0.05). From a multiple regression perspective, both perceive ease of use and usefulness of artificial intelligence applications were found to influence disaster communication practices (Going by this findings, the study R2= .325; P<0.05). The study therefore recommends that in order for disaster prevention agencies to be more proactive in responding swiftly to combat adverse effect of disasters in the country, employees working in such agencies should be exposed to high level training on how to handle artificial intelligence applications that combats disasters. Key Words: Perceived Ease of Use, Usefulness, Artificial Intelligence Applications, Disaster Communication
Assessment of Public Relations Strategies in Crisis Management and Organisational Performance of The Federal Polytechnic, Ilaro, Ogun State, Nigeria
(Lead City University, Ibadan, 2023-12) Olubisi Olusola JIBOKU
In recent times, it has been observed that a lot of users have been migrating to online banking. However, security in online banking has been a matter of great concern for most users. This thesis presents a performance evaluation of a homogeneous boosting technique for online banking network intrusion detection. The study aims to determine the effectiveness of the boosting technique in improving the detection of network intrusion attempts in online banking systems. The research methodology includes applying fuzzy logic feature selection technique on the dataset to determine the objectivity of the homogenous boosting ensemble machine learning algorithms. The experimental results of the study showed that the homogenous boosting technique performed well on the datasets, achieving high levels of accuracy and recall. The study also shows that the homogeneous boosting technique has a relatively low false-positive rate, indicating a high level of precision in detecting network intrusion attempts. Furthermore, the study evaluates the impact of various feature selection techniques on the performance of the boosting technique. The results demonstrate that the boosting technique performed better with selected feature subsets, which implies that the technique can be optimized for different online banking network intrusion detection scenarios. In conclusion, this thesis demonstrates the effectiveness of the homogeneous boosting technique for online banking network intrusion detection. The study provides valuable insights into the use of boosting techniques and feature selection for improving the detection of network intrusion attempts in online banking systems. The findings of this study could help enhance the security of online banking systems and improve the overall trust of customers in online banking. Keywords: Online Banking, Intrusion Detection, Fuzzy Logic, Homogenous boosting. Word Count:263.
Assessment of Public Relations Strategies of Ibadan Electricity Distribution Company (IBEDC) on Customers’ Satisfaction in Ibadan Metropolis
(Lead City University, 2022-12) Ayokunmi Olayinka, JOHNSON
Public relations strategies in this study are customer care, publicity, direct marketing, social media engagement, weekly sponsored programmes in the media, community engagement, SMS, corporate social responsibility, media relations, social media, advertising, public campaign, promotion, and publicity. Customer satisfaction is the most reliable characteristic of customers’ feedback, bearing in mind that it reflects their preferences. This study thus examined the assessment of Public relations strategies of Ibadan Electricity Distribution Company (IBEDC) on Customers’ satisfaction in Ibadan Metropolis. Two theories were adopted for the study: Situational theory and stakeholder theory. Data were collected using a descriptive survey research approach, along with key informant interviews. A total of 353 copies of the questionnaire were administered on the respondents who were customers of IBEDC in Ibadan Metropolis. Findings showed that majority of the respondents (70%) were fully aware of the public relations strategies used by IBEDC to enhance customers’ satisfaction. The respondents further admitted that the usage of public relations strategies positively enhanced customers’ satisfaction. It was discovered however that 55% of the respondents complained of poor power fluctuations. It is therefore concluded that IBEDC should improve its public relations strategies to enable customers’ satisfaction. Furthermore, it is also recommended that IBEDC should establish more public relations strategies to provide current and future consumers the freedom to offer thoughts and recommendations on how the services of the businesses should be enhanced. Keywords: Public Relations Strategies, Customers’ Satisfaction, Electricity, Distribution, Power Outage. Word Count: 232
Awareness and Perception of Social Media Sexual Violence Contents on Culture of Silence among Female Youths in Ibadan Metropolis
(Lead City University, Ibadan, 2024-12) Abimifoluwa Glory ANJORIN
The continued existence and growth of sexual violence which affects females has become a great menace as it does not discriminate against religion, race, age or gender. Its growth is backed up by a culture of silence which gives the perpetrators an edge over the victims and it is fueled by groups of people who by unspoken agreement decide not to talk about being assaulted or abused. It has caused a divide among individuals who have come across campaigns such as #MeToo, #SaySorry which have helped in creating awareness and others who feel they don’t have a voice or have the power to do anything to mitigate assault among female youths. Therefore, this study examined female youth’s level of awareness, social media contents impact on their attitudes, perceptions, and behaviours towards breaking the culture of silence. The study was anchored on Technological Determinism theory, Spiral of Silence theory, and Media Dependency theory. The research study adopted the descriptive survey research design using a population of 553,678 female youths. The sample consisted 400 respondents from Ibadan Metropolis selected through purposive random sampling techniques. The data collected was coded and analysed using SPSS. Findings show that majority of the respondents (89.1%) consistently make use of social media. Response to visibility of campaigns of public awareness on some of the sexual violence campaigns fell under "Rarely" category, which implies a need for strategies to elevate public awareness in addressing sexual violence. Other findings showed that Female youths in Ibadan Metropolis recognise the importance of speaking up, despite the societal, familial, and legal barriers that exist. The study concluded that there was a significant negative relationship found between the awareness of social media sexual violence content and the culture of silence. From the findings, several recommendations were proposed. Keywords: Sexual Violence, Culture of Silence, Female Youths, Ibadan Metropolis, Awareness and Perception Word Count: 295
Citizen and Investigative Journalism Practices as Correlates of Good Governance in Oyo State, Nigeria 2019-2022
(Lead City University, 2023-12) Adebiyi Oluwumi ADEGOROYE
All over the world, good governance is vital for national and global development, and the media is critical for the realisation of this purpose. However, there is a perception that citizen and investigative journalism practices do not necessarily have a bearing on good governance. This study, therefore, investigated the correlations between citizen and investigative journalism on good governance in Oyo State, Nigeria, 2019-2022. The study was anchored on Agenda Setting, Technological Determinism and Spiral of Silence theories. Descriptive research was adopted for this study. Instrument named “Citizen, Investigative Journalism Practices and Good Governance Questionnaire” (CIJPGG) was utilised to gather data, while descriptive and inferential statistics were utilised for the analysis. Also, out of 24 citizen journalism reports, 12 domiciled in Oyo State elicited government responses. The study revealed the existence of investigative and citizen journalism practices in the Oyo State, and that they impact on good governance. This is owing to the fact that 3.26 (the Weighted Mean) for investigative journalism and 2.9 for citizen journalism practices against the decision rule for 5-point scale which is 3.0. From the findings, it is recommended that citizen and investigative journalism should be sustained for the promotion of good governance and government and its agencies should also ensure quick and effective response to investigative and citizen journalism reports in order to promote good governance. Keywords: Citizen Journalism, Mainstream Journalism, Investigative Journalism, Good Governance, KGBization, Depersonalisation Word Count: 221
Community Relations Strategies, Engagement Practices and Health Care Service Delivery Satisfaction in University College Hospital, Ibadan, Oyo State
(Lead City University, 2022-12) Oluwaseyi SANYAOLU
Satisfaction with health care service delivery cannot be overemphasized because it is a fundamental factor that determines how patients will continue to patronize a health facility including that of a teaching hospital. However, if this is not the case, then there is every tendency that such health care facilities will collapse and in turn, bring about total complies to a country’s healthcare system. When the satisfaction of patients derived from the level of health care rendered is poor, public relations strategies such as community relations (CR) and engagement practices (EP) can come to serve as a booster to such satisfaction. It is in this regard that this study deems it fit to investigate the community relations strategies, engagement practices and health care service delivery satisfaction in University College Hospital. Systems theory, Situational theory, Excellence theory and Symmetrical model were used in the study. A descriptive research design was adopted. The population of the study consists of 400 respondents after the convenience sampling technique was applied. The reliability coefficient for each of the variables ranged from 0.75 to 0.90. The data collected was analyzed using descriptive and inferential statistics. Findings revealed that CR had no significant influence on satisfaction (Adj. R2 = - 0.005; p = 0.120), EP was also found not to significantly influence satisfaction (Adj. R2 = -0.000; p = 0.311). Jointly, CR and EP were found not to statistically significantly influence satisfaction (Adj. = .005, F(2, 310) = 1.1775, p < 0.05). The study concluded that both CR and EP did not independently and jointly influence satisfaction. In light of this, the study recommended that satisfaction with UCH healthcare service delivery can be boosted if healthcare services such as the provision of enough bed spaces, drugs, availability of healthcare professionals, etc. are on hand in the hospital. Word Count: 300 Key Words: Community relations, Engagement practices, Satisfaction, Health Care Service Delivery, University College Hospital (UCH)
Digital Innovations as Correlates of Book Design and Illustration in Evans Brothers Publishers and College Press Limited
(Lead City University, 2023) Tolumoye Favour WARIBAGHA
This study seek to identify the influence of technological innovation on book design and illustration in publishing firms using Evans Brothers Publishers and College Press Limited as a case study. The research design used was the descriptive survey. The population of the study consisted of all staff working at the publishing unit of Evans Brothers Publishers and College Press Ltd, Ibadan, Oyo State) which is made up of 400 full time employee. Primary data were collected using the questionnaire instrument and a total of 212 staff was selected using Taro Yamane. Multiple regression was used with the aid of Statistical Package for Social Sciences (SPSS) version 23.0 to test the hypothesis. The regression analysis revealed that the p-value (0.00) for the independent variable is significant at the 0.05 level of significance; the R2 of 0.87 has moderate explanatory power for the variation in the dependent variable (book design and illustration) and it is moderately fit of the regression, the calculated F of 19.937 is significant at p=0.00. Therefore, Ho was rejected. The findings revealed that digital printing, typography and graphics design are the means of book design and illustration, web publishing, digital printing, and e-commerce are the technological innovation used for book design and illustration, all other technological innovations except e-book has a high level of use in Evans Publishers and college Press for book design, majority of the means on influence of technological innovations on book design and illustration in publishing firms showed moderate level, challenges in using technological innovation are high cost, poor power supply, poor communication, problem of copyright, Lack of Skilled Manpower and Piracy. The study therefore, recommends that publishers should include the development of e-book as part of technological innovations. Also the management of publishing companies should endeavour to recruit skilled manpower in order to improve productivity, stiffer laws should be put in place by the government and other stakeholders against back door productions. Keyword: Digital-Printing, E-Commerce, Press, Web-Publishing, Technological-Innovations, Typography, Word Count: 318 words
Evaluation of Public Relations Strategies of University College Hospital, Ibadan
(Lead City University, 2023-12) Eyitolami Aminat OMISORE
This thesis titled “the evaluation of public relations strategies in a teaching hospital: a case study of University College Hospital (UCH) Ibadan was intended to evaluate the use of public relations strategies by teaching hospitals in Nigeria and their impact on how the teaching hospitals are perceived with specific focus on University College Hospital (UCH) in Ibadan. The statement of the problem, objectives, significance, scope and limitation of the research study were stated. The four research questions used for the study were made known. The objectives of this study include discovering the awareness and exposure of people to public relations strategies and public relations units in organizations; the challenges faced in planning and execution of public relations campaigns and its impact on teaching hospitals in Nigeria. Key words relevant to the study were also defined. The Uses and Gratification theory and the Perception theories were used as the theoretical framework for this study. The research made use of data provided by respondents based in Ibadan, Oyo State. Copies of the questionnaire were administered, analyzed and presented in simple percentage tables. Survey research method was employed in this study to get information from the respondents. 300 copies of the questionnaire were distributed, returned valid and certified okay for data analysis. Findings show that the respondents are aware of and used the services of University College Hospital, Ibadan and they got to know about the hospital through their families, friends, work place and media. More of the respondents are aware of the existence of a public relations unit in University College Hospital Ibadan that practices public relations regularly. The respondents however disputed the existence of well experienced and knowledgeable personnel that know about the principles and practice of public among the employees of University College Hospital, Ibadan. The kind of challenges that public relations personnel face in the planning and execution of public relations strategies on behalf of teaching hospitals were revealed. Public relations personnel don’t face many challenges in execution. Keyword: Evaluation, Public Relations Strategies, University College Hospital Ibadan
Evaluation of The Punch and The Nation Newspapers’ Reportage of COVID-19 Pandemic between 1st January and 31st December, 2020
(Lead City University, 2022-12) Sediku Musa UMORU
The media is known for its critical evaluation of issues such as COVID-19 outbreak to help the public understand concepts associated with news and events. Framing a news story in the newspapers can be influenced by different factors such as highlighting news angle that arouse reader’s interest, economic motive of the reporter and competitive media debacle. Therefore, this study evaluated The Nation and The Punch newspapers’ reportage of COVID-19 pandemic between January and December, 2020. The study was based on Framing Theory, Agenda Setting Theory and Social Responsibility Theory. Content analysis design was employed for the study. The population of the study consisted of editions of The Nation and The Punch, between 1st January and 31st December, 2020 with a total of 732 editions. The method of data presentation and analysis was descriptive and contextual analysis. The findings from the study showed that The Punch and The Nation newspapers reported above average on COVID-19 cases and developing stories on the pandemic. Both newspapers’ report on COVID-19 were placed in the inside pages of their publications. While less stories were reported at the back page of the newspapers and most of COVID-19 reportage in The Punch covered a full page, while most in The Nations covered half page. The study recommends that as the watchdogs of the society, newspaper should constantly cover and report health matters so as to inform and educate the society on the dangers these discuses could pose to humanity. Also, as watchdogs and the fourth estate of the realm of the society newspapers reportage should go beyond just reporting health matters as they break, they should carry out surveillance by investigating into developing issues of such health issues. Keywords: agenda setting, COVID-19 pandemic, Newspapers Reportage, Fourth Estate, Social Responsibility, Word Count: 293
Evaluation of the Punch and the Nigerian Tribune Reportage of Police Brutality between January 2016 and September 2020
(Lead City University, 2022-12) Romario Ayibanadei MIZPAH
Police brutality has occurred all across the world and is still a major concern amongst society and police organizations. This brutality ranges from assaults, death as a result of use of force, harassment. In Nigeria, cases of brutality have been part of country history as it was happening during the colonial era because of protests, and at the present moment it is worse as people have rights and most people have access to camcorders to record such incidents which at the later stage attract media attention. The study assessed the Punch and Nigerian Tribune reportage of police brutality between January 1st, 2016 and September 30th, 2020. The study adopted Agenda-Setting and Social Responsibility theory as theoretical framework. Content analysis research design was adopted to examine contents of the selected newspapers in addressing the research objectives. Findings show that a total of 1446 items were reported by the selected newspapers within the study period. Individually, The Punch reported 551 items while Nigerian Tribune reported 895 items on Police brutality. The study revealed that 106(53.3%) of The Punch publications and 421(85.6) of the Nigerian Tribune publications performed the correlation functions while 93(46.7%) of Punch publications and 71(14.4%) of the Nigerian Tribune’s publications performed surveillance functions of the media. 426 publications on Police brutality involved eyewitness accounts, 265 publications included Police reports, 259 publications comprised relatives of the victims on the incidents, and 224 of the publications had sources for their reports. The study recommended newspapers should constantly cover and report cases of Police brutality as to inform and educate the society on the dangers caused as a result of Police brutality. Keywords: Human rights, Mass media, Newspapers, Police brutality, Violence Word Count: 271
Exposure, Access and Perception of Lead City University Students to Nollywood Erotic Scenes
(Lead City University, 2022-12) Opeyemi Oluwasikemi AKINLABI
This study focused on measuring the level of exposure, access and the perception of Lead City University students Ibadan to Nollywood erotic scenes. It also considered whether there was a significant relationship among exposure, access and perception of the students. The study adopted a quantitative approach. A self-designed questionnaire required was used to collect data for the study named. Exposure, Access and Perception of Lead City University Students to Nollywood erotic scenes. 370 undergraduate students of Lead City University responded to the questionnaire and their responses were analyzed using Statistical Package for the Social Sciences (SPSS). The findings showed that the majority of respondents agreed that they had high access to Nollywood erotic scenes through ROK, Africa Magic, and Trybe. Majority also accessed Nollywood erotic scenes through social media using Facebook, YouTube and Instagram. On the frequency of exposure to Nollywood erotic scenes, majority of the respondents indicated that they were never exposed to Nollywood erotic while the rest agreed that they accessed and watched Nollywood erotic scenes daily, weekly and fortnightly. Also, few of the respondents got aroused by viewing erotic scenes daily or weekly while the majorit’/y never accessed the scenes. The results showed that there was a significant relationship between access and perception of Lead City University Students to Nollywood erotic scenes (r=0.324, p<0.05) and that there was a significant relationship between exposure and perception of Lead City University Students to Nollywood erotic scenes (r=0.552, p<0.05). Based on the findings, it is recommended that students should be mindful of the scenes or content they get exposed to and producers should minimize erotic concentration in Nollywood movies. Keywords: Nollywood erotic scenes, Exposure, Access, Perception Word Count: 269
Guerrilla Marketing Promotional Strategy, Self-Efficacy and Business Performance of SMEs in Ibadan Metropolis
(Lead City University, 2022-12) Abidemi Opeyemi BELLO
Fulfilling long term organizational performance is a challenge in the present highly competitive business world. Guerrilla Marketing promotional strategy and self-efficacy have been identified as ingredients for business performance (BP) and global competitiveness among Small and Medium Enterprises (SMEs). Therefore, this study examined the influence of Guerrilla Marketing (GM) and Self-Efficacy (SE) on Business Performance (BP) among SMEs in Ibadan Metropolis. The study is anchored on AIDA Model, Social Cognitive and Balance Scorecard Theories. Multistage Sampling approach was deployed to select a sample size of 450 respondents. Data was collected through a validated questionnaire named Guerrilla Marketing, Self-Efficacy and Business Performance Questionnaire (GmSeBpQ) (r=795 to .909). Descriptive and inferential statistics were used to analyze data. Findings revealed that majority (72.1%) of SMEs in Ibadan Metropolis were highly aware of GM; 86.5% employ different GM strategies to boost businesses; 86.2% are in agreement that GM influences BP compared to other marketing practices. It was further revealed that the level of self-efficacy was high with (3.19) mean score; while the level of business was high with (3.23) mean score. Again, 86.5% of the SMEs were highly influenced by other entrepreneurial characteristics than self-efficacy. The study findings established that there was a positive influence of risk-taking (.196, p<0.05), innovation (.753, p<0.05) and management (.054, p<0.05) on the BP of SMEs in Ibadan while resilience (-.061, p<0.05) and financial control (-.136, p<0.05) had a negative influence on BP. Also, findings revealed that GM (0.713, p<0.05) had a significant influence on BP; and there is a joint positive influence of GM (.534, p<0.05) and SE (.272, p<0.05) on BP of SMEs. It is recommended that organisations both public and private should employ the use of GM and SE as they are boosts to business performance. Keywords: guerrilla marketing, self-efficacy, business performance, integrated marketing communications, small and medium enterprises Word Count: 290
Influence of Career Progression on Job Satisfaction Among Journalist in Fresh 105.9 Fm And Premier 93.5 Fm Ibadan, Oyo State
(Lead City University, 2022-12) Omolayo Folake ODERANTI
Job satisfaction is viewed as a catalyst of improving performance and commitment in a workplace. The study aimed to determine how career progression affects job satisfaction among Fresh (105.9) FM and Premier FM(93.5) journalists in Ibadan. The independent variable career progression was used in coming up with the specific objective of the study as well as formulating hypothesis. The relationship of this predictor variable with the dependent variable job satisfaction among journalists was statistically established. The two theories which were relevant to the study were analysed to determine their relevance, strengths and weaknesses. They include two-factor motivation theory and change theory. A descriptive survey approach was used to acquire quantitative data from sampled respondents and analyse it statistically to describe the study's variables. The survey targeted 230 journalists, however only 200 were valid, for an 86.96% response rate. A four Likert scale closed-ended questionnaire was utilized to gather quantitative data from the selected journalist. Cronbach's alpha coefficient was 0.852, above the required 0.7. Descriptive and inferential statistics was used for data analysis. Hypothesis testing employed multiple regression and SPSS 23.0. The regression analysis revealed that the p-value (0.130) for the independent variable is not significant (0.130< 0.05) at 95% confidence level; the R2 of 0.012 does not have explanatory power for the variation in the dependent variable (job satisfaction) and it is not fit of the regression, the calculated F-test 2.317 is not statistically significant at p=0.130. Therefore, Ho was accepted. Hence, there is no significant influence of career progression on job satisfaction of journalist in Fresh 105.9 FM and Premier 93.5FM. The study therefore, recommends that the government and other private media owners to pay more attention to the issue of improving work environment with intent to help journalists build professional ethics and enhance job skills. Keyword: Career Progression, Job satisfaction, Journalist Word Count: 297 words
Influence of Celebrity Endorsement Advertisement on Brand Patronage of Infinix Smartphones among undergraduates of Lead City University, Ibadan
(Lead City University, Ibadan, 2024-12) Temitope Oluwaseun AKOSILE
Celebrities, due to their widespread recognition and influence, can enhance a brand's image, increase its perceived value, and drive higher sales and customer engagement. This phenomenon is rooted in the psychological impact celebrities have on their followers, who often aspire to emulate their idols. The study examined the influence of celebrity endorsement advertisement on brand patronage of Infinix Smartphones among undergraduates of Lead City University. The social identity theory and source credibility theory provided the theoretical framework for the study. Descriptive survey research design was adopted, and 388 respondents were randomly selected as sample. A self-structured questionnaire was used to gather data. The collected data were analyzed using descriptive and inferential statistics. The results obtained revealed that the majority (61.9%) of the respondents frequently used WhatsApp. The study revealed that the negative publicity about a celebrity could harm their perception of the brand, and a mismatch between a celebrity's image and the Infinix brand could reduce their interest. It was also revealed that the majority of respondents believe that celebrity endorsements positively impact their confidence in the Infinix brand, particularly when the endorsements come from credible and reputable figures. Findings further revealed that the majority of respondents agree that celebrity endorsements have a strong influence on their decision to purchase Infinix smartphones. The findings also reveal a strong and significant positive relationship between celebrity endorsement advertisements and brand patronage of Infinix. It was also revealed that the majority of respondents believe that celebrity endorsements positively impact their confidence in the Infinix brand, particularly when the endorsements come from credible and reputable figures. The study recommends that Infinix should carefully select credible and reputable celebrities for their endorsement campaigns to strengthen consumer trust and loyalty while ensuring that the celebrity's image aligns with the brand's values. Keywords: Brand Patronage, Celebrity endorsement, Advertisement, Infinix Smartphones, Celebrity Word Count: 295
Influence of Communication Media used by Two Major Political Parties on Social Mobilisation and Voter Participation during the 2019 Presidential Election in Oyo State, Nigeria
(Lead City University, 2022-12) Adebayo ALADE
Low voter participation in elections have become a global problem, Nigeria inclusive despite aggressive social mobilisation efforts by stakeholders through the use of the media. Therefore, this work investigated the influence of communication media on social mobilisation and voter participation during 2019 Presidential election in Oyo State, Nigeria. The study adopted the descriptive survey research design. The population comprised of voters during the 2019 presidential election in 15 of the 33 local government areas spread across three senatorial districts in Oyo State. The local governments were determined based on their high population according to statistics released by INEC. Convenient sampling technique was used to identify and collect data for the study. Taro Yamani formula was used to arrive at a sample size of 425 respondents. Data was collected using a validated questionnaire and key personality interviews. The data obtained were analysed using the Statistical Package for Social Sciences (SPSS). The Agenda Setting Theory of the media and Uses and Gratifications Theory were used as the theoretical framework for the study. The study established that political parties used several media to communicate with voters in the course of the election taking into consideration their demography in order to communicate with as many people as possible, but with varying degrees of success. The research also concluded that traditional media, mainly radio, remains the most influential media. It also recommended that media messages must remain persuasive and positive for a successful mobilisation efforts towards higher voter participation in future elections. Keywords: Social Mobilisation, Voter Participation, Influence, Communication Media, Presidential Election, Oyo State Word Count: 248
Influence of Digital Communication Agricultural Extension Services on Food Crops Production in Oyo State, Nigeria
(Lead City University, Ibadan, 2024-12) Morufu Adewale SHITTU
Digital communication has the potential to revolutionize the entire agricultural sector, however, this potential has not been adequately taped by farmers to boost their productivity. This study investigated the Influence of digital communication agricultural extension services on food crop production in Oyo State, Nigeria. Diffusion of Innovation Theory, Unified Theory of Acceptance and Use of Technology, and Technology Determinism Theory guided the study. Descriptive survey research design was adopted. The sample size was 408 out of 5,250 registered food crop farmers in Oyo State. Google form titled Influence of Digital Communication Agricultural Extension Services Questionnaire (IDCAESQ) was used for data collection and administered through an online form. Descriptive statistics was used to analyze the research questions while Analysis of Variance (ANOVA) was used to test the hypotheses at a 0. 05 alpha level of significance. Findings revealed that cassava (40.2%), maize (27.7%), and yam (14.7%) were the three most cultivated food crops. Accessibility to digital communication extension services was poor (x̅= 1.76±0.76); knowledge of digital communication agricultural extension services was good (x̅= 2.39±0.68); utilization of digital communication agricultural extension services was high (x̅= 2.85±0.92); and constraints to utilization of digital communication extension services were very severe (x̅= 2.52±0.72). Accessibility of digital agricultural extension services (F2, 405 = 30.962; P= 0.000), knowledge of digital agricultural extension services (F2,405= 4.941; P= 0.008). Therefore, the study concluded that digital communication agricultural extension services significantly influenced food crop production in the study area. It was recommended that target-specific digital communication training that promotes capacity building be embarked upon through a community-based approach to improve the current knowledge of digital extension services among farmers. Furthermore, the government should embark on the provision of cheap, affordable, and efficient internet facilities that would enhance easy access to up-to-date agricultural innovations and essential extension services. Keywords: Digital communication Agricultural Extension, Food Crop Production, DigitalAgricultural Knowledge, Digitalisation, Community Based Approach. Word Count: 297
Influence of Digital Media Access and Use on Illicit Sexual behaviour among Undergraduates of University of Ibadan
(Lead City University, 2022-12) Sunday IDOWU
Sexual behaviour is an emotional action triggered by various factors, This behaviour is natural among human beings. Illicit sexual behaviour is a form of sexual violence which is common among undergraduates and does not conform with basic human rights globally. Digital media platforms are a means of communication that gave privilege for social networking, intellectual, emotional and social lives among youngster. It has been observed that some digital media platforms are presently occupied with nude post and other sexual contents. The recent report of illicit sexual behaviour such as rape, harassment, sexual assault, masturbation, sexually transmitted diseases and gender based violence among youth has prompted the researcher to determine the linkage between digital media sexual contents and prohibited sexual act among students. The study adopted quantitative research design. The instruments used for data collection was questionnaire. The results were analysed using descriptive and SPSS Percentage table. 401 questionnaires were distributed among undergraduates of the University of Ibadan. The study finds out that, Sexual websites are the prevalent digital media platforms through which undergraduates of University of Ibadan gain access to sexual contents, the students prevalent medium of exposure to sexual content is through website pop ups, which is unintentionally accessed, study also revealed that students got motivated through pop up of sexual material to further engage in deliberate exposure to sexual content which triggers illicit sexual behaviour such as rape, sexually Transmitted Diseases and Gender Base Violent. The study recommended that, Students need be aware that the digital media platforms portray more of sexual related contents that trigger to their emotion, Sex education should be introduced at all levels in the university Nigeria, Digital media operators should provide more restriction measures to curb exposure to unusual popup of sexual materials Keywords: Digital Media, Digital Technology, Social Media, Sexual Behaviour, Sexual Drive Illicit Sexual Behaviour Word Count: 290
Influence of Lead City 89.1 F.M Health Matters Programme on Healthy Lifestyle among Lead City University Undergraduates
(Lead City University, Ibadan, 2024-12) Remilekun Mary ADEROBAGUN
Unhealthy lifestyle choices are often linked to decreased productivity, diminished quality of life, and a negative impact on academic performance. Recognizing this, the Health Matters program on Lead City 89.1 FM has become a significant source of health information and awareness for students, promoting their active participation in health improvement practices. The study investigated the Influence of Lead City 89.1 F.M Health Matters Programme on Healthy Lifestyles among Lead City University Undergraduates. The study is anchored on the Health Belief Model, Social Cognitive Theory, and Diffusion of Innovation Theory. A descriptive survey research design was adopted. The study involved a sample size of 318 Undergraduates from the College of Medicine, Lead City University, Ibadan Oyo State. The research instrument used for data collection was; a duly validated researcher-designed questionnaire named; Influence of Lead City 89.1 F.M Health Matters Programme on Healthy Lifestyles among Lead City University Undergraduates (ILCHMPHLLCUU) and the collected data were presented and analyzed using descriptive and inferential statistics. The purposive sampling technique was also employed for sample selection for the study. Findings showed that most students engage with the program on topics such as health literacy (66%), sex education (89%), physical fitness (92.7%), and mental health support (63.7%). Findings also revealed that undergraduate students at Lead City University engage differently with various health-related topics featured on the Health Matters radio program, and as such reflected a high level of interest related to self-care practice (91.7%), which includes meditation, exercise, and a healthy diet. Findings further revealed that the majority (68.3%) of respondents, strongly agree that regular exercise is essential for maintaining overall health and well-being. Therefore, it is recommended that alternative broadcasting methods, such as podcasts or recorded segments available on social media or the university's online platforms, be developed to ensure students can access the program even when live broadcasts are interrupted. Keywords: Health Matters Programme, Healthy Lifestyle, Radio Programme, Undergraduates and Lead City FM Word Count: 295

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