Programme: Mass Communication

Permanent URI for this collectionhttp://itsupport.cu.edu.ng:4000/handle/123456789/28793

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    ASSESSMENT OF SELECTED ONLINE NEWSPAPERS: FRAMING OF COVID-19 PANDEMIC REPORTS IN NIGERIA
    (Covenant University Ota, 2025-09) AFOLABI, Oluwafolafunmi Omoladun; Covenant University Thesis
    Despite the crucial role of Nigerian online newspapers in disseminating information during the COVID-19 lockdown period, there is a significant gap in the literature on the analysis of types and directions of frames of COVID-19 pandemic reports. There is also a gap in the frequency of the socio-economic responses to the virus. Similarly, there is a gap in understanding Nigerian online newspaper editors’ perspectives that COVID-19 reports pass through before publishing. This research examined how five Nigerian online newspapers presented stories about the COVID-19 pandemic - specifically, what angles they chose, which issues they emphasised, and explored what editors thought, how decisions were made regarding articles, alongside problems editors and reporters faced. Examining these choices reveals how information gets shaped, but also sheds light on journalistic hurdles throughout this worldwide health emergency. The theories underpinning this study were framing and gatekeeping theories. This study adopted a mixed methods approach with a sequential explanatory design. The types of analyses used were content analysis (combining framing analysis and word frequency analysis) for quantitative content analysis and thematic analysis for in-depth interviews. Data for the content analysis were sourced from online archives. The quantitative content analysis examined framing directions and types, the frequency of socio-economic responses to COVID-19, the placement of COVID-19 stories, and the published articles. The qualitative in-depth interviews were conducted to find out the Nigerian online newspaper editors’ perspectives, editorial bureaucracies (processes), and the challenges during the peak era of the reportage of COVID-19. Analysis of 4,808 reports showed that different newspapers preferred different framing approaches, with some emphasising support, others distance, and empathy.” Findings for framing types showed that Daily Post Newspaper reports, Guardian Newspaper reports, Premium Times Newspaper reports, Punch Newspaper reports, and Vanguard Newspaper reports consistently implemented Episodic vs. Thematic framing. Contrary to expectations, the results showed that in all 5 selected newspapers, the COVID-19 top stories were fewer than the COVID-19 stories from other segments. In contrast, news was the most frequent type of COVID- 19 article in all the selected Nigerian online newspapers. Editors asserted that they strictly followed data from health bodies and news wires in their reportage of the pandemic to guard against misinformation and to avoid panic from the readership. They also faced new challenges, such as security restrictions and a heavier digital workload, among other challenges. The study recommends more straightforward editorial guidelines on framing to reduce bias and strengthen audience trust.
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    LAWS OF WAR AND MILITARY ENGAGEMENTS: A STUDY OF INTERNAL SECURITY OPERATIONS IN NIGERIA
    (Covenant University Ota, 2025-08) SUNDAY, Victor Henry; Covenant University Dissertation
    This study investigates the impact of Lafarge Africa Plc’s corporate community relations on local development in Ewekoro, Ogun State, Nigeria. As corporate social responsibility (CSR) becomes increasingly important in industrial communities, the research evaluates how Lafarge’s initiatives align with stakeholder expectations across four key areas: education, health and safety, economic empowerment, and infrastructure. The study used a mixed-methods approach to gather data through structured questionnaires, interviews, and focus group discussions in four host communities—Itori, Papalanto, Oke-Oko-Egbado, and Olapeleke. Participants were selected to reflect diverse stakeholder groups across Lafarge’s CSR pillars. Quantitative data were analysed using SPSS, while qualitative responses were examined thematically. Findings reveal that while Lafarge’s efforts have improved infrastructure and contributed to community stability, significant gaps remain in education, healthcare, empowerment, and inclusive communication. Many residents feel excluded from decision-making, and projects are often perceived as short-term or misaligned with pressing community needs. Anchored in Stakeholder Theory and Social Responsibility Theory, the study underscores the need for transparent, participatory, and context-driven CSR. It contributes to CSR literature in Nigeria’s cement industry and offers practical recommendations for improving inclusion, trust, and development outcomes in corporate-community engagement.
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    ASSESSMENT OF CRISIS COMMUNICATION AND SOCIAL MEDIA USAGE FOR CRISIS MANAGEMENT: A STUDY OF FLUTTERWAVE AND PAYSTACK
    (Covenant University Ota, 2025-08) NWITE, Juliet Ngozi; Covenant University Dissertation
    This study assessed crisis communication and social media usage for crisis management in the Nigerian Fintech sector, focusing on Flutterwave and Paystack. Guided by the Situational Crisis Communication Theory and the Social-Mediated Crisis Communication Model, the research adopted a mixed-methods approach, combining a cross-sectional survey of 400 respondents with descriptive content analysis of official crisis-related communications from the two companies. The objectives were to examine the extent of social media utilization for crisis management, identify the strategies employed, evaluate the influence of social media use on public reaction, and analyze public complaints regarding crisis communication on social media. The findings revealed that both Flutterwave and Paystack actively used social media platforms, particularly X (formerly Twitter), during crises. Flutterwave’s communication was characterized by frequent, real-time updates and direct engagement, while Paystack adopted a more measured approach with fewer but more detailed updates. Timeliness, transparency, and interactive engagement emerged as significant factors influencing public trust and perception. However, common complaints included delayed responses, insufficient detail in updates, and perceived lack of empathy in crisis communication. The study concludes that effective use of social media is essential for Fintech crisis management, as it directly impacts stakeholder trust and brand reputation. The study recommends enhancing real-time communication capacity, ensuring consistency of messages across platforms, integrating empathy and transparency into crisis communication, and using public sentiment analysis to refine crisis strategies. The research contributes to existing knowledge by providing empirical evidence on Fintech crisis communication in Nigeria, extending theoretical applications of SCCT and SMCC to an African context, and offering practical strategies for improving corporate crisis responses in the digital era.
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    DEEPFAKES IN NEWS SOURCING: A STUDY OF LAGOS JOURNALISTS’ KNOWLEDGE, ATTITUDES AND PRACTICES
    (Covenant University Ota, 2025-08) OLUWAGBILE, Dabira Precious; Covenant University Dissertation
    The increasing prevalence of deepfakes; artificially generated videos, images, and audio, poses a substantial threat to news sourcing and the credibility of journalistic practice. This study critically examines the knowledge, attitudes, and practices of journalists in Lagos, Nigeria, concerning deepfakes, with the objective of assessing their levels of awareness, perceived ability to identify deepfakes, and experiences confronting such content in professional contexts. Utilizing a quantitative approach, data were collected from 400 journalists drawn from print, radio, television, and online platforms in Lagos, Nigeria. For the quantitative approach, four news gatekeepers were also interviewed. Analysis reveals high levels of awareness (93.5%) and self-reported confidence in identifying deepfakes (93%), yet exposes notable gaps in technical knowledge and a lack of clear distinction between deepfakes and other misinformation forms. The study recommends sustained training, the integration of deepfake detection skills into professional development and newsroom policy, and investment in technological tools to enhance detection and verification practices. These measures are vital to safeguarding journalistic integrity in an evolving digital information landscape.
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    ASSESSING CONSUMER SHOPPING AND CYBER PROTECTION ON E-COMMERCE BRANDS
    (Covenant University Ota, 2025-07) AKINOLA, Mobolaji Nifemi; Covenant University Dissertation
    This paper examines the consumer shopping behavior and cyber protection in the evolving ecommerce industry in Nigeria, especially in Lagos State. With online retail growing at an increasing pace, issues regarding data security, trust and digital fraud have been raised, particularly within the context of informal and social commerce. The research investigates how consumers navigate these concerns, the cybersecurity measures adopted by e-commerce brands, and how these factors influence trust and purchase decisions. Using a mixed-method approach, the study employs both survey results and qualitative inquiry to evaluate security measures among consumers, safety functions offered by the brands, and the reaction of consumers to the internet threats. Results indicate that, though most consumers understand some fundamental security measures, there are some holes in cybersecurity literacy, particularly among non-techsavvy users. Brands, though increasingly proactive, often fail to effectively communicate their safety protocols. Based on the research findings, the report concludes that digital trust is not based on technology only but on transparency, user education, and a consistent security message. Recommendations include enhancing digital literacy, implementing more user-friendly safety signals, and enforcing clearer data protection policies to strengthen consumer confidence
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    A COMPARATIVE ANALYSIS OF EXPERIENTIAL AND CELEBRITY MARKETING IN NIGERIA
    (Covenant University Ota, 2025-04) GBEREVBIE REJOICE EGEHELE; Covenant University Dissertation
    Experiential and Celebrity Marketing are one of the major marketing strategies adopted by advertisers such as Coca-Cola and Pepsi to attract consumers to their products. While Celebrity Marketing looks promising and a quicker way to get consumers, it might not prove to be a long-term solution for an audience seeking the physical experience of a product. The study aimed to develop a nuanced understanding of the differences between experiential and celebrity marketing focusing on their distinct impacts on consumer perception, purchase behaviour and brand positioning across different personality types. The study made use of two distinct methods which are Myer-Briggs (MBTI) personality test and Solomon four quasi-experimental design. 256 respondents who fit all 16 MBTI personality types were purposely selected through the use of questionnaires, this informed the focus group process for Solomon four quasi-experimental design. After which a comparison was carried out with the result from the different personality types who responded to both Experiential and Celebrity Marketing treatments across the same three metrics. The result revealed various personality types that function well with a marketing strategy e.g ENFJ, ENFP and ENTJ etc. The results also revealed that personality traits significantly influence how individuals respond to different advertising strategies even in controlled settings.
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    AUDIENCE KNOWLEDGE, ATTITUDES AND PRACTICES OF THE 2023 NIGERIAN DATA PROTECTION ACT
    (Covenant University Ota, 2025-04) OKOH PRECIOUS OKEOGHENE; Covenant University, Thesis
    This study explores public awareness, attitudes and practices of the 2023 Nigerian Data Protection Act (NDPA). With the increasing importance of data privacy in the digital age, the NDPA was introduced to safeguard the personal data of Nigerian citizens. However, the effectiveness of the law depends largely on public understanding and compliance. This paper grounded on Agenda setting and Knowledge gap theory, aims to assess the level of awareness and perceptions surrounding the NDPA among students. A survey was conducted amongst undergraduates and postgraduates from Covenant University, Ogun state. Based on the 400 surveyed respondents, 27.5% have witnessed NDPA-related content through this information platform, with the remaining primarily found on social media (75.7%). Prior to the survey, only about a third (33.2%) were aware of the Act. Respondents generally lacked confidence in the effectiveness of the Act, with 41.6% not sure that it could adequately protect personal data. The results underscore the need for targeted awareness campaigns and clearer communication strategies to enhance public engagement with the NDPA. This paper provides critical insights for policymakers, civil society organizations, and businesses aiming to improve compliance and protect personal data in Nigeria.
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    SOCIAL MEDIA INFLUENCING AND DECEPTIVE PRACTICES: A STUDY OF INSTAGRAM’S SKIN CARE INFLUENCERS
    (Covenant University Ota, 2025-04) OKECHUKWU, IFUNANYA GRACE; Covenant University, Dissertation
    The porosity of the digital media has contributed to the adoption of manipulation and deceit by influencers and brands alike in product-promotion. The study investigates and identifies various deceptive practices used by social media skin care influencers, through focus group discussion and survey of university students in Lagos state using the cluster sampling and the purposive sampling techniques. Results show that 80% of the respondents agree that skin care influencers use deceptive practices in the promotion of skin care products, however, 60% of these respondents are of the view that although skin care influencers adopt deceptive practices, they are equally very useful in not just brand promotion but also for helping skin care consumers in their skin care purchase decision making. The engagement of influencers in the promotion of skin care products on social media is viable but can gain more acceptability based on the attractiveness, trustworthiness and expertise of the influencers, as well as the maintenance and the projection of a circular and consistent collaboration with the brands inorder to build credibility in the minds of skin care consumers. Regulatory bodies in Nigeria like (ARCON) should set up control measures to regulate product influencing in Nigeria, as well as carry out marketing research on brand and influencer activities (a performance survey) addressing different areas of consumers’ experience online with different brands and products. Furthermore, a symbiotic relationship between brands and their influencers is highly encouraged.
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    ADOPTION OF ARTIFICIAL INTELLIGENCE (AI): IMPLICATION FOR JOB PERFORMANCE IN THE ADVERTISING INDUSTRY IN NIGERIA
    (Covenant University Ota, 2025-04) AMUSAN, BOLUWATIFE FOLASHADE; Covenant Uiversity, Dissertation
    Integrating Artificial Intelligence (AI) into Nigeria’s advertising sector has significantly transformed operational practices, particularly in media buying, copywriting, market research, and content creation. This study examines the effects of artificial intelligence on job performance, highlighting both the advantages and challenges of incorporating technology within the Nigerian advertising landscape. Focusing on advertising agencies in Ikeja, Lagos State, the research aims to assess how adopting AI influences the efficiency and effectiveness of the industry. The study adopted a mixed-methods approach, featuring a quantitative survey of 305 participants and in-depth interviews with five media buyers. The study utilised the Technology Acceptance Model and the Diffusion of Innovation Theory to analyse how media buyers embrace and utilise AI technologies. Findings indicate that AI tools enhance job performance, productivity, and efficiency in advertising tasks. However, the absence of a human touch in AI-generated content, reliance on user input, and AI's limitations in recognising human errors highlight the necessity for human oversight and correction. Thus, while AI has the potential to boost job performance and significantly reshape the future of Nigeria’s advertising industry, addressing ethical concerns and finding appropriate solutions are essential for the sustainable development of this integration.