Mass Communication
Permanent URI for this departmenthttps://ir.uat.edu.ng/home/handle/123456789/34
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Item Public relations and corporate image building(2026) Jammy Seigha GUANAH; Azubuike NKALA; Faith Obioma ADAUGODespite 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.Item Media and Road Shoulder Agricultural Practice in Bayelsa State, Nigeria(2026) Guanah, Seigha Jammy; Nkala, AzubuikeBackground: 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.Item 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 EbimoboweiFilm 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.Item Sam Ukala's Akpakaland as Media Representation of the Nigerian Society: An Analysis(2026) Guanah, Jammy SeighaThis 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 societyItem Influence of artificial intelligence (AI) on employment in the creative industry in Nigeria(Evonex Global, 2026) Guanah, Jammy Seigha; Tangi, Samuel EbimoboweiThe 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.Item Environmental communication and sustainable environment practice: a study of Ughelli, Delta State, Nigeria(2026) Guanah, Jammy Seigha; Bebenimibo, Paul; Aondover, Eric MsughterIn recent times, debates around climate change have increasingly examined the contributions of both urban- industrial activities and rural/semi-urban environmental practices. However, environmental scholarship em phasises that climate change drivers are multi-scalar and interconnected rather than attributable to a single domain (IPCC, 2014). Against this backdrop, this study investigated the role of environmental communication in promoting sustainable environmental practices among residents of Ughelli, Delta State, Nigeria. The objectives were to determine the level of exposure of Ughelli residents to environmental communication, identify their sources of information, and ascertain the extent to which sustainable practices are adopted. This study integrated Agenda Setting Theory and the Theory of Planned Behaviour (TPB) by linking media exposure to behavioural intention constructs such as attitudes, subjective norms, and perceived behavioural control. A quantitative research method was adopted, and data were analysed using descriptive statistics. Findings revealed that exposure to environmental communication is generally low, with primary sources being public address systems and word-of-mouth communication. Adoption of sustainable practices was also found to be minimal. The study concludes that environmental communication effectiveness is constrained by socio-economic, cultural, and infrastructural factors. The findings are exploratory and indicative due to the descriptive design and single-case focus. Recommendations emphasise context-specific communication strategies, stakeholder engagement, and resource-sensitive interventions.Item Use of Community Relations in Compensation Payment Process in Estate Management Practice: A Case Study of Kwale Industrial Park Acquisition(South Asian Research Journal of Humanities and Social Sciences, 2022-06-13) Jammy Seigha Guanah1* , Paul Oyinkepreye Guanah2 , Rhoda Dalung3The engagement of a community in any project to be sited in it has always been recommended as the ideal step to take by government and organisations. However, bickering still ensues due to the non-diligent application of community relations, an arm of public relations, that guarantees a cordial relationship between an organisatio n/government and its host communities. Therefore, the principal intention of this conceptual study is on the relationship between Estate Management Practice and Community Relations. This study was conducted to examine what community relations activities are, and to investigate if community relations was applied in the compensation payment process in the case of Kwale Industrial Park Acquisition in Delta State, Nigeria. Persuasion theory served as the theoretical framework of the study. The researchers adopted the library research design and participant observation methods. Results indicate that community relations were partially applied in the compensation payment process. It was concluded that the Land Use Act, which prescribed the method of valuation to be used in acquisition and compensation, did not foresee the problem of gross inadequacies of compensation, and the pre-payment and post-payment disputes associated with it. The researchers, therefore, recommended, amongst others, that there should be public enlightenment from time to time to make the public understand the roles of estate surveyors and valuers, for this will, to a great extent, make the public cease patronising quacks in compensation exercises. Also, Government ministries, specifically the Ministry of Information, Ministry of Land, Surveys and Urban Development, Ministry of Housing, and other Ministries that have anything to do with communities, should have community relations department as an arm to handle community relations issues.Item Assessment of African Independent Television`s (AIT’s) 2015 Presidential Election Campaign Influence on Voter’s Participation in Asaba Metropolis of Delta State(A Journal of Theatre & Media Studies, 2017-06-12) Guanah, Seigha Jammy, Osafile, Ogochukwu Celestina, Ihiaeme, Moses Chukwudi, Okowa-Nwaebi, LovethThis study assessed African Independent Television`s (AIT‟s) 2015 presidential election campaign influence on voters‟ participation in Asaba Metropolis of Delta State. The thrust of the study was to understand from the stand point of empiricism whether indeed AIT‟s campaigns in the 2015 presidential election influenced voters participation in the election. The study was hinged on the Uses and Gratifications theory. The survey research method was used in carrying out the study. A sample size of 399 respondents was purposively selected from the population of Asaba residents. The questionnaire was used as the instrument for gathering data for the study. Data collected through the questionnaire were presented in tables and analysed using frequency and percentages while the hypothesis were tested using the chi-square statistical formula. The study found, among others, that a significant proportion of the A Journal of Theatre & Media Studies Vol. 2. No. 2, December, 2017 85 respondents had a good exposure to AIT‟s 2015 presidential election campaign, and that their exposure indeed influenced their participation in the election as attested to by the result of the presidential election in Asaba. The study recommends, among others, that television stations should avoid projecting candidates who have nothing to offer the electorate, and that AIT must always give equal opportunities to all candidates and should avoid airing hate speeches of contending candidates during electioneering campaignsItem Artificial Intelligence and Its Reportage in Select Nigerian Newspapers: A Content Analysis(International Journal of Language and Literary Studies, 2020-03-23) GUANAH Seigha Jammy, OBI Ijeoma, GINIKACHUKWU Alpha ChukwuemekaThe emergence of Artificial Intelligence (AI) is gradually having effects in most facets of the society; and no area tends to be exempted from this AI bug. This research explored the discourses of the place of the media, especially newspapers, as the watchdogs of the society in this unfolding scenario. It was expected that the media should be at the forefront in letting citizens know its implications. The study set out to determine the volume of coverage given to news about Artificial Intelligence (AI) by The Punch, The Guardian, and Vanguard newspapers; to identify the story types through which AI stories were reported by the newspapers, and to examine if the newspapers gave prominence to AI stories. The study was anchored on the Agenda Setting Theory while Content Analysis was adopted as the research method for obtaining data from a population of 1,095 made up of the newspapers` editions from January to December 2019, and a sample size of 285 derived through the use of the Creative Research System Calculator. The study revealed that only 64 AI stories appeared in the selected newspapers throughout 2019. It also discovered that most of the stories were in photograph form, and that prominence was not given to AI stories by the newspapers. It was therefore concluded that since automation may be the future, newspapers must start to intensify in educating the public about AI through their coverage. The study recommended among other things that newspapers should give prominence to AI stories. Also, they should report AI stories with all story types, and place such stories in all the prime sections of the newspapersItem APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE LEARNING AND PRACTICE OF JOURNALISM IN NIGERIA(Jos University Press, 2022-05-23) Jammy Seigha Guanah, PhD1 & Theodora Ngozi Akumabor2**Abstract** This chapter explores the emerging role of Artificial Intelligence (AI) in the learning and practice of journalism in Nigeria. As AI technologies increasingly reshape global journalism, Nigerian journalism education and media practice must adapt to remain relevant and competitive. The chapter serves as a preliminary discourse, aiming to provoke deeper academic and professional engagement with the integration of AI into journalism curricula and practice. It emphasizes the need for journalism schools to revise their curricula to incorporate technology-driven competencies, including basic programming and data literacy, while considering Nigeria’s infrastructural limitations such as erratic power supply. Furthermore, it advocates for strategic collaborations between journalism institutions, media houses, AI companies, and local AI experts—such as the University of Lagos AI Club—to foster hands-on training and the development of localized machine learning solutions. Ultimately, the chapter calls on media organizations to proactively prepare for the automation-driven future of journalism by embracing AI tools and promoting responsible use through continuous training and innovation.