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This project study focuses on the impact of Mass Media on Social, Political and Cultural being of the people. Students of Ahmadu Bello University Zaria and University of Jos were used in carrying out this study. To reveal the differences and similarities between students of the two universities in the uses and gratifications obtained from Mass media and to reveal the differences and similarities between the male and female students in the uses and gratifications obtained from Mass media. Survey method was used with questionnaire as the instrument for gather data collection. Drawing it sample size from the Mass Communication Departments of Ahmadu Bello University, Zaria and University of Jos, the study used purposive sampling method to choose two universities in the study area and stratified sampling method was employed to select 307 respondents from the two universities. The researcher used the rank weighted mean to reveal the similarities and differences in the uses and gratification students in both universities derive from mass media interactions. The analysis revealed that for students of Ahmadu Bello University, Zaria, 5 reasons form their major uses of mass media, while students of University of Jos had only 3 reasons as their major uses of mass media. These uses include ―keeping in touch with family and friends, getting news, and reconnecting with old friends and to be informed. The study therefore, recommends among others, that students should investigate how they can incorporate mass media to aid their academic pursuit as a way of striking a balance with social aspects of mass media usage. Also, institutions of higher learning should find a way of developing mass media curriculum as a course that will help students derive more benefits from the usage of mass media.
Introduction
1.1 Background to the Study
Mass media is the means of communication used to reach large numbers of people in a short time. A message can be communicated to a mass audience by many means, they are: Weekly and daily newspapers, Magazines, billboards, Radio and television. Radio is the sense of sound whereas television and motion pictures appeal both to the visual and auditory senses.
According to Dennis and Defleur, “Mass media can be described as devices for moving messages across distance or time to accomplish mass communication”.
The term “Mass” is a reference to a large numbers of people while anything that transfers information from its source to the receiver is considered as a medium. That is the reason why mass media is described by Crystal in the Cambridge Encyclopedia as:-
“The means of producing and disseminating news, information and entertainment to a universal audience typically through the press (Newspapers, Magazines, Cinemas, Radios, Television and even Paperback Publishing).
It is not an understatement that social networking has enormously influenced and changed today‘s society.
Relationships in the society, the workplace, as well as in educational institutions have been re-defined and shaped so much that individuals can even share their everyday life with whomever they wish with the simple click of the computer key. If social networking is used properly, it is greatly productive in helping an individual and business grow and become successful (Kweena, 2011). Mass media has revolutionized the way people interact, the way they communicate, and even the way they think (Weisgerber and Butler, 2010). It has become a mainstream activity and a major mode of communication especially for youths who form about 50% of the world population on Facebook (internet world stats, 2015). Mass media has moved from being just an interactive platform to a form of mass movement in the media. It has been predicted as a strong force in shaping public opinion especially on issues of politics, socialization, sexuality and professionalism (Idakwo, 2011: 23).
With the advent of the Internet, people are now enjoying the benefits of high technology driven mass media, which is not only faster than the conventional mass media, but also has a wide range. Mobile phones, computers, and Internet are often referred to as the ―new-age media‖ (Boyd and Ellison, 2007). The Internet has opened up several new opportunities for mass communication which include e-mail, websites, podcasts, e-forums, e-books, blogging, Internet TV, and many others which are becoming the rave of the moment. The Internet has also enabled social networking sites which have redefined mass communication altogether. Sites like Facebook, Twitter and YouTube have made communication with the masses all the more entertaining, interesting, and easier (Manohar, 2010). The rise of mass media sites on the internet has gained popularity over the last decades. The sites have attracted millions of users worldwide (Boyd and Ellison, 2007). Mass media is about a configuration of individuals, brought together often by interpersonal means, such as friendship, common interest, or ideas (Coyle and Vanghu, 2008). It builds strong foundations for relationships and creates unity amongst people in every aspect of human endeavours.
Advancement in the internet technology with particular reference to the evolution of social networking websites such as Facebook, Twitter, 2go, Whatsapp and Myspace have aided this social advantage.
Social networking sites (SNSs) have entered people‘s daily life with amazing rapidity to become an important social platform for computer-mediated communication (Correa et al., 2010).
The social network approach holds that the behaviour of an individual is affected by the kinds of relations or technical ties, more than by the norms and attributes which an individual possesses. The social, informational or material resources that two individuals exchange characterize their ties. Because of the increasing use of mass media, individual social interaction with friends, families, and professional contacts have transformed from offline realm into online entity.
1.2 Statement of the Problem
Problem may occur on social, political and cultural life of the people where the information disseminated by the mass media is not well understood. Problems may also occur where the information is injurious to the masses, have negative impact on the people or passes bias information and disrepute or defame the masses. Use of technology for social purposes has become the mainstream communication method for many people in recent years (Boyd and Ellison, 2007). Due to the increasing popularity of mass media networking, personal-social interactions with friends and families, and professionally-related contacts have transformed itself majorly from the offline situation i.e. face-to-face contacts into an online realm (Gallion, 2010). Nigeria, with the population of 167 million people (2006 Census), 125 million mobile telephone subscribers and 56 million internet users, has been described as the biggest internet and mobile market in Africa (NCC, 2013). This mass appeal of mass media on the internet could be a cause for concern, particularly considering the increasing amount of time youths spend on social networking sites. A study conducted by Edward (2009) reveal that an average teenager in Zaria Metropolis spends between 1 and 2 hours online per day, while a study by Onyeka et al. (2013) reveal that youths in Adamawa State spend an average of four hours per day on social networking sites.
Dau (2015)in a study show that an average student in northern Nigeria spends 3-5 hours out of 7 hours per day on mass media. With these facts of number of hours spent by youths on social networking sites in Nigeria, it becomes academically and socially imperative to find out what gratification or rather, gains these youths achieve from the number of hours spent online. This is what this study sets out to empirically examine using students of the Department of Mass Communication at Ahmadu Bello University, Zaria and the University of Jos, Plateau State. By this, the study will reveal the differences and similarities of the uses and gratifications derived from mass media by students of the two universities,.
1.3 Aim and Objectives of the Research
The aim of this study is to find out the uses and kinds of gratifications users obtain from the
Social Networking Site (SNS).
Specifically, the objectives are:
To determine the behaviour of the masses to the media.
To ascertain the preference of social networking sites among students.
To determine the amount of time spent on Social Networking Sites (SNS)
To ascertain the gratification derived from use of Social Network sites.
To reveal the differences and similarities between students of the two universities in the uses and gratifications obtained from Mass media.
To reveal the differences and similarities between the male and female students in the uses and gratifications obtained from Mass media.
1.4 Research Questions
The research questions for this study are:
What the behaviour of the masses to the media.?
Which social networking site is the predominant preference of the students?
What is the duration of time spent on social networking sites by the students daily?
What gratification do the students get from engaging in social networking?
What are the differences and similarities between students of the two universities in the uses and gratifications obtained from the Mass media?
What are the differences and similarities between the male and female students in the uses and gratifications obtained from Mass media?
1.5 Significance of the Study
The significance of this study can be found in the knowledge gaps it fill by first revealing the uses and gratifications derived by the students of the two universities under study. The result of this will be of immense benefits to the students themselves who will be better informed of their activities online and the consequences and implications, which will serve as a check that will help, remove the negatives and strengthen the positives that will emanate from the result of the study. Secondly, the result of this study will help the management of the two universities to have concrete evidence of their student‘s online behaviour which will help determine the type of guidance intervention needed to help their students concentrate more on their studies which forms the basic reason of their academic quests. It will also be of help to other students who are not of these two universities.
1.6 Scope of the Study
This study investigates the uses and gratification of undergraduate students of the Departments of Mass Communication in Ahmadu Bello University, Zaria and the University of Jos. The reason for this is because of time constrain and financial implications.
1.7 Limitation of the Study
The population for this work consist of mass communication students of the two universities which cannot be generalized for the entire students of the two universities.
1.8 Definition of Key Terms
The following are key terms used in the research work:
Gratification:
In the context of this study gratification is the satisfactions derive from the use of mass media.
Mass Media:
In relation to this study, mass media means forms of electronic communication which facilitate interaction based on certain interests. Mass media include web and mobile technology.
Social Networking Sites (SNS):
The use of internet to send messages and make information about yourself available to other people especially people you share an interest with (mass media).
Usage or Engagement:
In this study, means the frequency of going in to mass media, length of time spent in mass media, and the activities the mass media is put into.
Summary, Conclusion and Recommendations
5.1 Introduction
This chapter summarizes the chapters and the major findings of the study by taking into cognizance the various research questions put forward by the researcher. The chapter also contains the conclusion of the study, and made some recommendations based on the findings of the study. The chapter also highlighted some suggestions made for further studies related to this study.
5.2 Summary of Findings
This study investigates the uses and gratifications of mass media among mass communication students of Ahmadu Bello University Zaria and University of Jos, with the following six objectives 1.To find out mass media engagement by students in the two universities, 2. To ascertain the preference of social networking sites among students,3 To determine the amount of time spent on Social Networking Sites (SNS), 4. To ascertain the gratification derived from use of Social Network sites. 5. To reveal the differences and similarities between students of the two universities in the uses and gratifications obtained from Mass media and 6.To reveal the differences and similarities between the male and female students in the uses and gratifications obtained from Mass media. The Theory adopted for the study is the Uses And Gratification theory.
In the findings, it was discovered that many of the students are aware of various network sites and have accounts with more than two or three network site.
Findings show that respondents used mass media for several reasons. Majority of the respondents used mass media to stay in touch, among which connecting with family, connecting with friends, getting news, sharing information, and reconnecting with old friends constitute the strongest reason for the use of mass media by students. Sharing photos, meeting new people, to be trendy, to ease boredom, sharing and watching videos were also mentioned as other reasons.
Subscription to all mass media networks was about the same in the two universities. while in terms of preference, WhatsApp was discovered to be the most predominant choice of preference among the respondents, and the reasons for their choice was based on the fact that it was fast, cheap, has good picture quality, the latest, sociable with good features, has more to offer, follows celebrities, and the privacy it offers.
A good amount of time was spent on mass media activities by the students. This was shown in the fact that majority of the respondents agreed that they used mass media for 1 to 2 hours daily and throughout the day, while some of the respondents agreed to using mass media as long as they have data and had battery that would last browsing.
The vast majority of the respondents showed clearly that the gratification obtained from the use of mass media include interpersonal, pass time, entertainment, information, convenience, relieve stress and relaxation. Affiliation was also part of the gratification sought for by some of the respondents although with less percentage. There was no much difference in their level of engagement on mass media.
Both the students of the two universities declined and rejected the use of mass media for playing game but accept all the other listed facts like keeping in touch, connecting with family, connecting with friends, getting news and sharing information, and reconnecting with old friends constitute the strongest reason why students use mass media.
Both the male and female respondents reported that the most important gratification they obtained was ―information and entertainment‖. However, the factor of passing time when bored, interpersonal, convenience and relaxation is the second important gratification obtained from the use of mass media. They also reject pornography and affiliation as a satisfaction obtained from the use of mass media.
Findings also showed that there is a difference between the male and female students. The study found that the male students do not see relieve stress as a gratification obtained from mass media, however, the female students derive gratification in mass media as a form of relieving stress.
5.3 Conclusion
Based on the above findings, the study concluded that the uses and gratification of Mass media by the students are for various reasons, but most importantly for social activities, with entertainment, relaxation and pass time being the gratifications obtained, and Reasonable amount of time is spent in the use of mass media with WhatsApp being the predominant choice of preference by the respondents, which could be classified under Cognitive needs, Integration and social interaction as postulated by Katz and Blumler.
The study further concludes that there is a difference between the male and female students which the study found that the male students do not see relieve stress as a gratification obtained from mass media, while the female students found mass media as a form of relieving stress.
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