University of Africa Toru-Orua
Digital Repository
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Faculties in University of Africa Toru-Orua
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- This contains the intellectual works of the faculty members in Agriculture
- This contains the intellectual works of the faculty members in the Arts & Education
- This contains the intellectual works of the faculty members in the Faculty of Basic & Applied Sciences
- This contains the intellectual works of the faculty members in Social & Managment Sciences
Recent Submissions
Public relations and corporate image building
(2026) Jammy Seigha GUANAH; Azubuike NKALA; Faith Obioma ADAUGO
Despite the increasing importance of public relations in university governance, many emerging Nigerian universities still lack structured public relations systems capable of building sustainable institutional reputation.This study examined the role of public relations in building the public image of the University of Africa, Toru-Orua, Bayelsa State, Nigeria. The objectives of the study were to: examine how public relations strategies are employed by the University of Africa, ToruOrua to shape its public image; assess the effectiveness of public relations campaigns in enhancing the university‘s reputation among stakeholders, and identify the key public relations tools utilised by the university in managing its communication with the public. The study which is anchored on the Excellence Theory and Image Restoration Theory adopted a descriptive survey design with a sample of 241 respondents drawn from staff and students. Data were collected using a validated questionnaire and analysed through descriptive statistics. Findings revealed that while certain public relations strategies such as policy frameworks, public events, and feedback mechanisms were effective, others, including social media use, press relations, and crisis communication were underutilised in University of Africa, Toru-Orua. The study recommended that the university strengthen structured, technology-driven, and inclusive communication strategies to enhance visibility, credibility, and stakeholder trust.
Media and Road Shoulder Agricultural Practice in Bayelsa State, Nigeria
(2026) Guanah, Seigha Jammy; Nkala, Azubuike
Background: Bayelsa State’s topography poses serious challenges to sustainable agriculture. Its
landscape is typified by swampy lowlands, creeks, tributaries, and marshes, which, though rich
in aquatic resources, limit the availability of dry arable land suitable for conventional farming.
Consequently, many rural farmers have resorted to marginal lands, including road shoulders, as
alternative sites for cultivation.
Objectives: The objectives of this study were to determine the reasons farmers engage in road
shoulder farming; ascertain the awareness level of the dangers associated with such practice,
and examine whether the media have been sensitizing the farmers about these dangers
Methodology: The study adopted the survey research design, with a sample of 100 respondents
purposively drawn from farming communities along the selected road axis. Quantitative and
qualitative research methods were used. Data were analyzed thematically, and in using
frequency tables and percentages.
Results: Findings revealed that economic hardship, scarcity of arable land, and convenience
are the major factors responsible for road shoulder farming. The study also found a low level of
awareness of the dangers associated with the practice, and minimal media sensitization efforts.
Conclusion: While road shoulder farming provides temporary economic relief for farmers in
Sagbama-Ekeremor road corridor, it poses significant dangers to life and road safety.
Unique contribution: Insights from this study contribute to evidence-based communication
strategies and guide policy interventions that balance livelihood needs, safety priorities, and
sustainable agricultural practices in Bayelsa State.
Key Recommendations: It was recommended that the Bayelsa State Government should create
more accessible and safe agricultural lands for rural farmers, and that the media, in
collaboration with government and non-governmental organisations, should intensify awareness
campaigns to discourage the dangerous use of road shoulders for farming.
PREPARING A WORKING BUDGET FOR STUDENTS’ FILM PRODUCTION, MARKETING AND DISTRIBUTION: A STUDY OF UNIVERSITY OF AFRICA, TORU-ORUA, BAYELSA STATE, NIGERIA
(2026) Guanah, Jammy Seigha; Tangi, Samuel Ebimobowei
Film production is a capital-intensive creative endeavour requiring effective financial
planning, resource allocation, and strategic management to achieve artistic and
commercial objectives. In contemporary film practice, budgeting serves as a
fundamental instrument for coordinating production activities, controlling costs,
mitigating risks, and ensuring successful marketing and distribution outcomes. Despite
the growing popularity of film studies and practical filmmaking programmes in Nigerian
universities, many student productions continue to encounter challenges associated with
inadequate budgeting, poor financial management, and insufficient understanding of
marketing and distribution processes. This study examined the preparation of a working
budget for students’ film production, marketing, and distribution, using the University of
Africa, Toru-Orua, Bayelsa State, Nigeria, as a case study. The paper explored the
concept of budgeting in film production, identified essential budget components,
analysed the significance of budgeting across production stages, and investigated the
role of marketing and distribution in determining the success of student films. The
research is anchored on the Resource-Based Theory and Project Management Theory,
which provided theoretical explanations for resource allocation and project execution in
film production. Through an extensive review of literature and relevant empirical
studies, the paper argued that effective budgeting enhances production quality, promotes
accountability, minimises waste, and increases the commercial viability of student film
projects. The paper concluded that film education institutions should integrate practical
budgeting skills into filmmaking curricula, and recommended the introduction of compulsory courses and regular hands-on workshops focused on film budgeting and
production finance for students. Also, film training must shift away from a productiononly focus by devoting equal attention and funding to marketing, promotional
campaigns, and diverse distribution strategies.
Sam Ukala's Akpakaland as Media Representation of the Nigerian Society: An Analysis
(2026) Guanah, Jammy Seigha
This paper examines the play, Akpakaland, by Professor Sam Ukala as a form
of mass media representation that mirrors the socio-political landscape of
Nigeria. The primary objective was to analyse how Akpakaland fulfills the
role traditionally associated with conventional media by reflecting and
critiquing societal issues. Through its narrative and character development,
the play highlights themes such as corruption, injustice, and the erosion of
cultural values. The article is hinged on the Agenda Setting Theory. It adopts
the library method whereby relevant literature that has to do with themes of
the play are critically analysed. It serves as a medium for public discourse,
raising awareness about critical issues and encouraging societal introspection
and reform. Ukala's play transcends entertainment, functioning as an
educational and informative tool similar to mass media. This study explores
the effectiveness of Akpakaland in conveying social commentary and its
potential impact on the audience's perception and understanding of Nigerian
society
Influence of artificial intelligence (AI) on employment in the creative industry in Nigeria
(Evonex Global, 2026) Guanah, Jammy Seigha; Tangi, Samuel Ebimobowei
The rapid advancement of Artificial Intelligence (AI) has introduced profound
transformations across several sectors of the global economy, including the
creative industry. In recent years, the integration of intelligent technologies into
creative processes such as content production, graphic design, music composition,
film production, advertising, and digital media has generated considerable debate
regarding the implications of AI for employment and economic development.
Within the Nigerian context, where the creative industry has increa singly become a
significant contributor to national development, the adoption of AI presents both
opportunities and challenges for employment generation and industrial growth.
This study examined the influence of Artificial Intelligence on employment
within the creative industry in Nigeria, with particular focus on the potential
of AI to expand employment opportunities, the collaborative roles of the media
in promoting the creative sector, and the broader contributions of the industry
to Nigeria’s economic development. The study adopted a quantitative research
approach to assess perceptions and experiences associated with the integration
of AI technologies within the Nigerian creative industry. Findings revealed
that AI possesses significant potential to expand employment opportunities
through emerging digital roles in AI-assisted design, content development,
digital marketing, animation, and multimedia production. The study further
established that the media play important collaborative roles in promoting the
creative industry through publicity, agenda setting, cultural promotion, and
content dissemination to wider audiences. However, concerns regarding skill
displacement, technological inequality, and workforce preparedness remain
significant challenges. The study recommended increased investment in digital
education, technological infrastructure, and supportive government policies to
enhance workforce readiness.