Department of Mass Communication & Media Studies

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    Influence of Social Media Contents on Body Image Satisfaction among Students of Lead City University Ibadan, Oyo State Nigeria
    (Lead City University, Ibadan, 2024-12) Doris Nkwachi OKOJI
    Body image is influenced by various factors such as peers, family, social environment, and media. The ideal body has evolved, with curvy and voluptuous being considered attractive. This has led to struggles for individuals to conform, leading to procedures like Brazilian Butt Lift, liposuction, breast augmentation, and cosmetic surgery. This study investigates the influence of social media contents on body image satisfaction among students of Lead City University. Descriptive survey research design was adopted and a questionnaire named Influence of Social Media Contents on Body Image Satisfaction (ISMCBIS) for data collection. A sample of 390 respondents was selected through a multistage sampling procedure. The study adopted Social Comparison, Uses and Gratification, Psychodynamic Theory, and Social Cognitive Theory. There was use of SPSS and descriptive statistics; percentages, standard deviation, and mean. This was meant for the presentation of quantitative data in the form of tables. One hypothesis was evaluated at a significance level of 0.391 (F = 0.737, P > 0.05). This indicates the model insignificant. This means that there is not enough evidence from the model to conclude that exposure to body image contents on social media significantly impacts body image satisfaction among the students. Findings showed that students' exposure to body image contents on social media is moderate, value indicating they are less influenced by extreme contents like body shaming or unrealistic beauty standards, and respondents showed high satisfaction with specific body parts such as breasts, legs, thighs, and buttocks. The study therefore recommends encouraging students to maintain a balanced approach to social media consumption by selectively engaging with content that promotes positive body image and self-acceptance. Support this by providing access to reliable resources and positive content creators who advocate for healthy lifestyles and body positivity. Keywords: Social media content, Body image satisfaction and Undergraduate Student of Lead City University Word Count: 290
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    Assessment of Corporate Social Responsibility Practice of First City Monument Bank (FCMB) in Ibadan Metropolis, Nigeria
    (Lead City University, Ibadan, 2024-12) Tolulope Feyikemi ADUNOLA
    First City Monument Bank Limited (FCMB) began operations in Nigeria in 1983. It was the first bank to be established in Nigeria without government or foreign support. Ibadan is the largest indigenous black African city in the world, with a population of more than three million people. The study assessed the Corporate Social Responsibility (CSR) practices of FCMB in Ibadan metropolis. FCMB has 12 CSR activities in the city. The study employed the survey research design, using both quantitative and qualitative methods for data collection. A purposive sampling technique was adopted to select 180 respondents from FCMB top management staff, customers and members of immediate communities where the bank operates CSR. The study was hinged on the stakeholders’ theory and the two-way symmetric model of communication. Data was analysed using the Statistical Programme for Social Sciences (SPSS). Findings revealed that FCMB Corporate Social Responsibility positively impacts on the immediate communities (80%) with the bank’s CSR activities. Also the bank’s CSR enables customers to have regular feedback with a view to improving the bank’s corporate reputation and services (76%), while it also attracts more customers to the bank (85%) that open accounts and transact business with FCMB. The study therefore concludes that the FCMB economic dimension of CSR programmes and projects have direct impact on the level of patronage of the bank, resulting in major expansion of FCMB in Ibadan city. It increased the business volume of the bank in Ibadan metropolis. Thus, the study recommends that other commercial banks in Ibadan metropolis should emulate the operational strategies of the bank’s CSR to support both customers and other stakeholders for improved services for expansion of their businesses. Key Words: Corporate Social Responsibility, Banking Services, Stakeholders, Corporate Reputation, Economic Dimension of CSR. Word Count: 276
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    Presidential Rhetoric as Correlate of National Integration and Political Participation in Nigeria 1999-2023
    (Lead City University, Ibadan, 2024-12) Sulaimon Olukayode OLANREWAJU
    A wide range of research has been carried out on national integration in Nigeria and other parts of the world just as there have been many studies on political rhetoric and citizens’ political participation, but there has not been any significant study on the influence of presidential rhetoric on Nigeria’s integration and citizens’ political participation, especially since the commencement of the Fourth Republic. This study fills the gap. The study investigated the influence of presidential rhetoric on national integration and citizens’ political participation severally and jointly in Nigeria between 1999 and 2023. Elaboration Likelihood Model was the theoretical basis of the study, while the explorative sequential research design was adopted for it. The population comprised of residents of six local government areas across Nigeria’s six geo political zones as well as all the national newspapers in Nigeria. Purposive sampling technique was adopted for the selection of four Key Informant Interviewees and six newspapers for content analysis, while the 300 respondents for the survey were determined through the simple random sampling technique. The study found that the level of national integration and political participation achieved in Nigeria during the study period was directly proportional to the focus and quality of presidential rhetoric. While positive presidential rhetoric resulted in national integration and citizens’ political participation, negative presidential rhetoric engendered national disintegration and citizens’ political apathy. The study found that for every one-unit increase in the presidential rhetoric variable, there was an increase in peaceful co-existence by an average of 0.115. The study concluded that there is a knowledge gap among the nation’s political class about the nexus between presidential rhetoric and national integration on the one hand as well as presidential rhetoric and political participation on the other hand. Therefore, to bridge this gap, there is the need for presidents-elect to undergo training in communication before assumption of office. Key words: Nigeria, Presidential rhetoric, National integration, Political participation, Citizenship, Election Word count: 306
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    Social Media Marketing Platforms and Online Buying Behaviour of University Students in Ibadan Metropolis, Oyo State
    (Lead City University, Ibadan, 2024-12) Olugbenga Itunu OGUNDERU
    This study examines how university students particularly Lead City University and The University of Ibadan undergraduates use social media marketing platforms like Facebook, WhatsApp, Instagram, TikTok, Twitter (X), and Telegram to make online purchases. The study explored the online buying behaviour of undergraduates from the two universities. The population of the study was 53420 while the sample size was 786 based on Slovin Equation. The University of Ibadan was stratified into 5 faculties while Lead City University was stratified into 4 faculties based on their relative sizes and prominence within the universities while simple random sampling technique was used to select the sample within each faculty. Social Media Questionnaire (SMMPOBBQ) was used for data collection while descriptive and inferential statistics were used to analyse the data. Three hypotheses were tested at 0.05 level of significance. The result showed a significant combined influence of social media marketing platforms (Twitter (X), TikTok, Instagram, Facebook, WhatsApp and Telegram) on online buying behavior among university students in Ibadan metropolis (F (17676.829)) = (14168.991); (Adj. R 2 = 0.994, p < 0.05). There was a significant relative influence of social media marketing platforms (Twitter (X), TikTok, Instagram, Facebook, WhatsApp and Telegram) on online buying behaviour among university students in Ibadan metropolis. There was also a significant gender difference (Male and Female) in buying behavior among university students in Ibadan metropolis. Keywords: Social Media Platforms, Marketing Platforms, Online Buying Behavior, Ibadan Metropolis, Internet Purchasing Patterns Word Count: 237
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    Influence of Aquafina Social Media Advertisements on Lead City University Undergraduates Buying Behaviour
    (Lead City University, Ibadan, 2024-12) Tosin Clementina OGHARA
    Social media advertising represents a significant advancement with highly targeted, personalized content enabled by advanced algorithms. It allows direct brand-consumer interaction and real-time feedback response. However, the constant exposure can lead to impulsive buying, reduced consumer autonomy, and reliance on social proof like user reviews. The interactive nature of social media blurs the line between genuine engagement and strategic persuasion, posing challenges for consumer decision-making. The study examined the influence of influence of Aquafina social media advert on Lead City undergraduates buying behaviour. The Theory of Reasoned Action and Elaboration Likelihood Model provided the theoretical guide for the study. Descriptive survey research design was adopted, and the total number of students that made up the population of the study was 12, 972. 388 respondents were randomly selected to form the sample. A self- structured questionnaire was used to gather the data. The collected data were presented and analyzed using descriptive and inferential statistics. The results obtained revealed that majority (28.3%) of respondents were minimally exposed to Aquafina contents on their social media timelines. The study revealed that majority (32.7%) of respondents purchased Aquafina products because of their perceived quality, highlighting the importance of product quality in driving purchasing decisions. Findings further revealed that majority (51.2%) of respondent do not find Aquafina's social media adverts appealing and engaging, indicating a lack of effectiveness in capturing audience attention. It was further revealed that majority (32.1%) of respondents believed that the price of the product do not influence their decision to buy Aquafina, indicating that price sensitivity is a significant factor affecting purchasing decisions. The study concluded that social media platforms play a pivotal role in shaping consumer engagement and brand perception. The study recommends that Aquafina should increase the frequency and targeting precision of its social media advertisements to ensure wider and more consistent reach across all user segments. Keywords: Social media advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 325
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    New Media Platforms as Public Relations Strategy for Customer Dispute Resolution in Polaris Bank, Nigeria
    (Lead City University, Ibadan, 2024-12) Olusegun Abimbola ODUNLAMI
    In an era where digital transformation is reshaping customer service, banks face challenges in effectively integrating new media platforms for dispute resolution. This study investigates the effectiveness of new media platforms in managing customer disputes at Polaris Bank by focusing on how these digital tools are integrated into the bank's public relations strategy to enhance customer service. Grounded in stakeholder theory, situational theory, and technological determinism theory, the study adopted descriptive survey research design via the instrument of questionnaire administered to 384 respondents who were customers of Polaris Bank and which were determined through Cochran formula while simple random sampling and purposive sampling techniques were used to select the respondents and key personality interview session with one of the Corporate Affairs/Public Relations representatives of the bank. Data were analysed using SPSS version 20. The study found that Polaris Bank effectively utilises E- Mail, the digital banking app (Vulte), and WebChat for dispute resolution which resulted in high levels of customer engagement and satisfaction. However, challenges such as slow response times, lengthy processes, and security concerns were identified. Despite these issues, the platforms were considered efficient in improving dispute resolution speed and overall service quality. The study concluded that enhancing security, reducing response times and addressing the digital divide are crucial for optimising these platforms. The study recommends, among others that, Polaris Bank strengthens the security of its new media channels to address customer concerns about fraud and cyber threats, improves response times for faster resolution and provides ongoing training for customer service representatives to ensure effective dispute management and maintain high service standards. Keywords: new media platforms, public relations strategy, customer dispute resolution, digital banking, customer engagement Word Count: 262
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    Influence of Gravity 88.1FM Radio Programmes on Community Development in Igboho Town, Oyo State
    (Lead City University, Ibadan, 2024-12) Ayooluwa Olabisi OBANISOLA
    Igboho, a town in Nigeria, began receiving broadcasts from Gravity 88.1FM in 2021, and has since seen notable social, economic, and cultural growth. However, there is limited research on how radio programs influence community development in the area. This study explores the role of media relations in community development in Igboho. The objectives were to (i) identify community development programs aired on Gravity 88.1FM, (ii) assess residents' perceptions of these programs, and (iii) examine their impact on community development. The study is grounded in Agenda-setting Theory and Direct Effects Theory. A quantitative research approach was used, employing a survey design with random sampling. Data was collected from 383 respondents via questionnaires. The findings reveal that Gravity 88.1FM broadcasts several community-oriented programs, including Lagbegbewa, Gbagede Oro, Beyond the Headlines, and Ede Ayan. These programs promote education, infrastructure development, economic activities, and raise awareness about sanitation and environmental issues. They also foster social cohesion, transparency, and accountability within the community. The study concluded that the radio station has a positive influence on Igboho's development, though it does not address broader national issues like poverty and unemployment. The study recommends the introduction of employment-focused programs on Gravity 88.1FM, alongside collaboration with other radio stations, to enhance government-citizen engagement and reduce unemployment and poverty in Igboho. Keywords: Radio Programs, Gravity 88.1FM, Community Development. Word Count: 250
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    Influence of Social Media Advertisements on Sport Betting Among Students of Lead City University, Ibadan, Nigeria
    (Lead City University, Ibadan, 2024-12) Edith Edesemokumo LAWEI
    In recent years, the landscape of sports betting has undergone a significant transformation, propelled by the ubiquity of social media platforms. The constant exposure to sports betting advertisements through platforms such as Facebook, Instagram, Twitter, and others creates a unique environment that demands exploration. The study examined the influence of social media advertisements on sport betting among students at Lead City University. The diffusion of innovation, social learning, and technological determinism theory provided the theoretical guide for the study. Descriptive survey research design was adopted, and 369 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 majority (33.1%) of respondents frequently engage in sports betting for profit. Also, the majority (30.3%) of respondents frequently consider sports betting as a potential source of income. Findings further revealed that the majority (27.5%) of respondents sometimes engage in sports betting for the fun of it. It was further revealed that the majority (30.8%) of respondents do not distract themselves from sports betting by engaging in other activities. From the findings, it was also revealed that the majority (47.9%) of respondents try as much as possible to avoid sports betting due to the risks involved. The study recommends that educational campaigns should be conducted to raise awareness about the potential risks and financial consequences of sports betting, especially among young people and regulatory bodies should enforce stricter controls on sports betting advertisements, particularly on social media, to limit their influence on vulnerable individuals. Keywords: Social Media Advertisement, Sport Betting, Gambling, Internet, Digital Platforms Word Count: 281
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    Influence of Sexual Objectification in Music Videos on Self-Perception among Lead City University Female Undergraduates
    (Lead City University, Ibadan, 2024-12) Ochuwa Oluwaferanmi EMABINO
    The constant barrage of images in today’s world can significantly impact how people view themselves, particularly for young women exposed to media saturated with unrealistic beauty standards. Exposure to sexual objectifying content in music videos may not only influence the way these women think and feel about their bodies but may actually cause them to perceive their bodies differently. The study examined the influence of sexual objectification in music videos on self-perception among Lead City university female undergraduates. Feminist theory and Social Cognitive theory provided the theoretical framework for the study. Descriptive survey research design was adopted, and 370 respondents were randomly selected to form the sample. A self-designed questionnaire was used to gather the data. The collected data were presented and analysed using descriptive and linear regression. Findings revealed that sexual objectification of women in music videos did not significantly influence undergraduates’ self-perception, those who had higher exposure to sexual objectification of women in music videos had higher self- perception, respondents also agree that there are various forms of sexual objectification such as women shown in revealing clothing and camera angles in music videos focusing on women’s bodies rather than their faces The study revealed that majority of the total respondents said they were moderately exposed to various forms of sexual objectification in music videos, findings further revealed that majority of the respondents perceive themselves moderately, they think very well of themselves, but in moderation, a balanced self-perception. The study recommends incorporating value lessons in course units in academic majors like Theatre and Arts, so as to educate potential producers in the industry on proper treatment and portrayal of women and calling out media houses and artists who perpetuate sexual objectification, encouraging constructive dialogue. Keywords: Body image, Music videos, Self-perception, Sexual objectification Word Count: 284
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    Indigenous Languages, Signs and Symbols as Determinants of Consumer Markets Administration Effectiveness in Oluyole Local Government, Ibadan, Oyo state
    (Lead City University, Ibadan, 2024-12) Babafemi Opeyemi JACOBS
    Growth in every society is made possible through the economic activities that take place within it and between it and other societies. Hence, the market place is at the core of the economy of any community. Indigenous languages, signs and symbols are elements of communication that are useful for transactions, and administration, being an intangible part of all societies and it is crucial to the sustenance and growth of such society. This study therefore investigated indigenous languages, signs and symbols as determinants of market administration in Ibadan metropolis. The study is anchored on the General Systems theory, Uses and Gratification theory and Information Processing theory. The study adopted the descriptive survey research design. The population for this study include all traders within consumer markets in Oluyole local government area in Ibadan, Oyo state. Multi-stage sampling procedure was adopted to select 311 respondents. Two validated self-designed instruments; ‘Indigenous Communication and Market Administration Questionnaire’ (ICMAQ) and ‘Consumer Market Administration and Key Personality Interview Guide (CMAKPIG)’ were used for data collection. Data was analysed using descriptive and inferential statistics. Findings revealed that the role and influence of indigenous languages, signs and symbols is limited to their usage by market administrators. The inclusion of indigenous languages in the administrative structure fosters deeper connection between traders, customers and other market personnel which potentially leads to improved market efficiency and customer satisfaction. Findings also showed that indigenous languages, signs and symbols cannot as one be regarded as being a determinant in market administration (p = 0.001, p < 0.001; p = 0.671). This is as a result of the differences in usage of the three elements of indigenous communication by traders, customers and other market personnel in the market. Thus, the study concluded that the influence of indigenous languages, signs and symbols on effective market administration in Ibadan is on the average level as a result of the imbalance in how they are used by market operators. The study recommends that elements of indigenous communication such as language, sign and symbols should be more inculcated into the administrative, social and economic activities of every stakeholder within the market environment and the Nigerian society at large. Keywords: Indigenous languages, indigenous signs, indigenous symbols, markets, administration Word Count: 359
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    Parental Perception on Change in Recommended Texts and Book Procurement among Private Primary School Pupils in Ona-Ara Local Government Area, Ibadan
    (Lead City University, Ibadan, 2024-12) Elizabeth Mariam TIMOTHY
    The progress of any nation largely hinges on the education of its citizens, beginning at a young age. No society can truly realize its full potential until its citizens are adequately educated, with the foundation of this educational journey beginning at an early age. A crucial component of this educational process is textbook procurement, which plays a significant role in assuring quality education in schools. This study therefore aims to explore Parental Perception on Change in Recommended Texts and Book Procurement among Primary School Pupils in Ona-Ara Local Government Area, Ibadan. This research work is based on two theories: The Theory of Perception and Social Learning Theory. This study employed a descriptive survey research design, using a close-ended questionnaire for a comprehensive data collection which the population of the study consisted of parents of primary school pupils in Ona Ara Local Government Area. The finding of the study revealed that the weighted mean score of µ = 3.06 indicates moderate positive perception of parental involvement in the procedures for changes in recommended texts. The weighted mean score of µ = 3.52 indicates a highly positive perception of parents regarding the factors necessitating changes in recommended texts. Also, weighted mean score of µ = 3.49 indicates a highly positive perception of parents regarding the influence of changes in recommended texts on textbook procurement behaviours. It was concluded that on average, parents tend to agree with the statements provided, reflecting a generally favourable view of how these changes impact their procurement behaviours, though there are some concerns, particularly regarding financial burdens and the challenge of acquiring new texts. They generally view the factors necessitating these changes favourably and agree that these changes impact their textbook procurement behaviours. However, there are some concerns, particularly regarding financial burdens and the challenges of acquiring new texts. It is recommended that schools improve communication and actively involve parents in decisions about changes in recommended texts to ease concerns and foster a more collaborative educational environment. Keywords: Education, Textbook, Perception, Recommended texts, Pupils, Textbook procurement Word Count: 300
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    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
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    Influence of Twitter (X) Ban on Online Businesses Performance in Nigeria: June 2021 and January 2022
    (Lead City University, Ibadan, 2024-12) Mariam Tolulope OMOTOSHO
    Businesses are facing unusual challenges as they strive to sustain their online presence and customer relationships amidst the unanticipated shift in the digital economy. During the period of the ban in Nigeria, Twitter was unavailable, hence online business engaged in various trials and adopted alternative platforms to compensate for the inability to use Twitter in Nigeria. Hence, this research investigates the influence of Twitter ban on the performance of online businesses in Nigeria. The study was anchored on Authoritarian Media and Theory Technological Determinism Theory. The study adopted descriptive survey research design with the use of self- designed questionnaire named Online Business Twitter Users Questionnaire (OBTUQ). Sample size of four hundred were drawn from active Twitter Users who are Online Business Owners. The findings of the study revealed that the majority of respondents have significant experience using Twitter, with 123 (30.8%) having been subscribed for five or more years, followed by 115 (28.7%) with three years of use. Other groups include those with four years (75, or 18.8%), two years (65, or 16.3%), and one year (22, or 5.5%). This distribution highlights that most respondents are seasoned Twitter users, indicating a stable user base for business-related activities. Thus, all 400 respondents have been on Twitter for at least one year. The study concludes that the Twitter ban imposed significant challenges, disrupting traffic, sales, and service delivery across various industries. While some businesses adapted by exploring alternative channels, the ban underscored both the digital vulnerability and resilience of online enterprises in Nigeria and recommends that government should provide training in alternative digital strategies like SEO and multi-platform content to help businesses maintain visibility and resilience during platform disruptions and engaging policymakers to ensure stable access to essential social platforms, highlighting the economic risks posed by future restrictions. Keywords: Digital economy, Influence, Online business, Twitter, Twitter ban Word count: 254 words
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    Influence of Pepsi Digital Advertisement on Buying Behaviour and Brand Loyalty among Undergraduates of Lead City University
    (Lead City University, Ibadan, 2024-12) Oluwaseun ONASANYA
    Social media has become an integral part of daily life for millions worldwide, offering a platform for communication, entertainment, and commerce. One notable aspect of social media is its role in advertising. The study examined the influence of Pepsi digital advertisement on buying behaviour and brand loyalty among undergraduate students of Lead City University. The theory of Reasoned Action and Technological Determinism provided the theoretical framework for the study. The descriptive survey method was adopted, and 388 respondents were randomly selected to form the sample population. A self-structured questionnaire was used to source the data. The collected data were presented and analyzed using statistical package for social sciences (SPSS). The results obtained revealed that the majority of the majority of respondents reported that they easily recognized Pepsi's digital advertisements among other brands' advertisements online. The study revealed that majority of respondents are consistently exposed to Pepsi's digital content on social media platforms stating that they always see Pepsi contents on their timelines. Findings further revealed that the majority of respondents believe that Pepsi's digital advertisements significantly influence there purchasing decisions. It was further revealed that the majority of respondents agreed that these advertisements reinforced their loyalty to the Pepsi brand and positively impacted their loyalty. From the findings, it was also revealed that the majority of the respondents acknowledged the significant role of Pepsi's digital advertisements in retaining customers, indicating Pepsi should enhance social media engagement by creating interactive content. Pepsi should explore diverse ad formats to maintain audience interest and Strengthen partnerships with influencers for wider reach. Keywords: Digital advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 258
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    Mainstream Editors’ Perception of Ethical Journalism Practices and Fake News Disseminationin Nigeria
    (Lead City University, Ibadan, 2024-12) Nneka IKEM ANIBEZE
    Globally, compliance to ethical standards among journalists is the norm. However, the state of unethical practices noticed in newspaper, electronics and online media practice in Nigeria is presumably, on an all-time high due to fake news dissemination, lack of objectivity and decency in their reportage. The central issue in discussions on ethics in Nigeria is ethical journalism practice and preponderance of fake news resulting in serious ethical breaches among mainstream editors in Nigeria. Therefore, this study examined the perception of mainstream editors on ethical journalism practices and fake news dissemination in Nigeria. The study was anchored on Social Responsibility Media Theory while a self-designed structured questionnaire was employed for data collection. A descriptive survey research design was adopted. Data was gathered using a questionnaire instrument through Google Forms. Sample was selected using systematic sampling technique. A total enumeration technique was adopted to access 116 registered mainstream editors across Nigeria. The study found the level of ethical journalism practices among mainstream journalists in Nigeria was high while mainstream editors were found to observe the ethics of journalistic practice. The perception of Nigerian Mainstream editors journalism practices was found to be positive, which implies that mainstream editors were favourably disposed to ethics of journalistic practice in Nigeria. However, dissemination of fake news was found to be rampant as well as the perception of Nigerian mainstream editors on fake news dissemination among journalists in Nigeria. The study recommends that mainstream editors should pay more attention to ethical journalism practices among their reporters while dissemination of fake news should be discouraged among media practitioners. Keywords: Ethical Issues, Journalism practices, Fake News & Mainstream Editors Word Count: 257
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    Media Educational Contents as Determinants of Knowledge, Attitudes and Participation of Nigerian Youths in Political Activities
    (Lead City University, Ibadan, 2024-12) Anthony Apeh AMEDU
    The continued existence and growth of democracy in any nation is dependent upon the nation's level of political interest. The media, as the fourth estate of the realm, plays the educational function in a democratic society. Therefore, this study examined the media educational contents as determinants of Nigerian youths’ knowledge, attitude and participation in political activities. The study was anchored on Agenda Setting theory, Social Responsibility theory, Cognitive Mobilisation theory and Cognitive Engagement theory. The study adopted the correlation survey research design and employed a questionnaire named ‘Media Political Education Contents, Youths’ Knowledge, Attitudes and Political Participation’ (MEYAP) for data gathering. The sample consisted 540 respondents from the six geo-political zones in Nigeria, with states like Adamawa, Kogi, Kano, Enugu, Oyo and Delta selected through stratified and convenience sampling techniques. The data collected was coded and analysed using Statistical Package for Social Sciences (SPSS) with descriptive and inferential statistics. Findings show that Nigerian youths exhibited a high level of knowledge about political activities (83.3%). Moreover, the study demonstrated a significant negative correlation (-0.859) between media education contents and political participation among Nigerian youths. This implies that an increase in educational content leads to a decrease in political participation by 0.859. The study concluded that media education has a positive relationship with combined knowledge of politics and attitude of youths and participation in political activities. From the findings, several recommendations are proposed. First, political stakeholders in Nigeria should know that the knowledge of youths on political activities should be maintained and built on. Second, there is need to cultivate and sustain the interest of youths in political activities. Additionally, political actors and political stakeholders should know that it is only when there is combined knowledge and positive attitudes towards politics that the youths will participate in political activities. Keywords: Media Political Education, Political Activities, Political Behaviour, Political Knowledge and Political Participation Word Count: 297
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    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
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    Public Relations Tools, Crisis Management and Employees’ Job Satisfaction in Nigerian Shippers’ Council.
    (Lead City University, Ibadan, 2024-12) Bashir Alhassan AMBI – MOHAMMED
    Organisations and businesses are confronted with multifaceted challenges in their daily operations which can be intrapersonal or interpersonal and may threaten to undermine their operational effectiveness and reputation in the industry likewise affecting the job satisfaction employees will attend from the organisation. Organisation's inability to implement effective adequate crisis management practices can result in decreased job satisfaction among employees, leading to low morale, reduced productivity, and increased turnover rates. Therefore, this study examined the relationship between public relations tools, crisis management, and employee job satisfaction in the Nigerian Shippers’ Council. The study adopted two theories; Situational Crisis Communication Theory, and Affected Theory. A model; Crises Management Model. The study adopted correlational survey research design. Purposive sampling technique was adopted where the sample size of 433 was reached using the total enumeration technique. Findings show that there is a high adoption rate of WhatsApp Group Communication in the Nigeria Shippers’ Council. Also, there is a strong negative correlation between public relations tools and crisis management in the Nigerian Shippers’ Council. Further, findings there is a strong positive relationship between public relations tools and employees' job performance at the Nigerian Shippers’ Council. The Pearson correlation coefficient is -0.804, which indicates a strong negative correlation between Public Relations Tools and Crisis Management. The findings show a Pearson correlation coefficient of 0.693, indicating a strong positive correlation between Public Relations Strategy and Employees’ Job satisfaction. This indicates a strong positive correlation when assessing the relationship between public relations tools and combined crisis management and employees’ job satisfaction. The R Square value is 0.693, suggesting that approximately 69.3% of the variance in employees' job satisfaction and crisis management is explained by public relations tools. The study recommended that there is a strong positive correlation when assessing the relationship between public relations tools and combined crisis management and employees’ job satisfaction, Nigerian Shippers’ Council, and other organisation in achieving combined crisis management and employee job satisfaction, the public relations tools examined should be adopted. Keywords: Public Relations Tools, Crisis Management, and Employees’ Job Satisfaction in Nigerian Shippers Council. Word Count: 325
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    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
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    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