MASS MEDIA PREFERENCE AMONG STUDENTS. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION

CHAPTER ONE

INTRODUCTION

The term mass media preference is often used is discussing how people use the various organs of mass media and interpersonal communication. To further explain this. It is necessary to explain mass communication.

The question “WHAT IS MASS COMMUNICATION?, communication has been going on in Nigeria prior to the evolution of mass media, the various communities within the country have formalized way of communicating among their members. Apart from the seemingly natural personal conservation, a completing developed system of “oral media”  Frank Ugboaja (1987) has been in place. This system with variations in the different societies Oiled the wheel of communal progress and subsist even till today.

The modern means of communication is known as mass communication which can be defined as “a system of communication whereby message are being dispersed to a heterogeneous audience simultaneously.” This communication systems uses various media like radio. Television, newspaper able network, magazine etc.

This study will look into the audience related factors and how they influence he mass media preference among students for instance socio-economic factors example age, soci-education level, income, occupation and socio-psychological factors for instance life style and personality and mass media usage.

USES OF MAJOR MEDIA CHANNEL IN NIGERIA

Drawing largely from the uses and gratification perception in mass communication research it is founded on some basic assumptions. They include the fact that some audience of a given medium of communication is selection among the various items of he content McQuail (1987). The  reason for media usage as  Katz et al (1974) indication can be found in social and psychological circumstances that posses as problems for which eventual media use result in their solution.

The uses ad gratification perspective in communication research ae out of the realization that the audience of mass communication are not passive recipients of it’s contents Blumber (1979). The approach argues that the audience rather than being passive are active, possessing particular needs and knowingly selecting communication channels and message most likely to fulfill their needs Lometh, reeves and Bybee (1979).

The evolution of the approach resulted in a Plethola of students al seeking to explain the uses which audience members put the media to. Most of the studies done in the past five decades can be categorized under three main groups.

i.                                            Those pertaining satisfactions derived or looked for from mass media content.

ii.                                          Those that concentrate on the origin of underlying needs and predication.

iii.                                        Those that show evidence of the origin and  consequences gratification sought from the mass media McQuail (1971).

DOWNLOAD COMPLETE PROJECT MATERIAL

MASS MEDIA PREFERENCE AMONG STUDENTS. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION