Faculty of Management Sciences

Permanent URI for this facultyhttps://ir.uat.edu.ng/home/handle/123456789/9

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    Journalism in the age of artificial intelligence
    (2026) Bebenimibo, Paul; Guanah, Jammy Seigha
    The emergence of Artificial Intelligence (AI) has significantly transformed the landscape of journalism across the world. Media organisations increasingly rely on AI-powered tools for writing news, data analysis, automated content production, fact-checking, and audience engagement. These technological developments present opportunities for improving newsroom efficiency, enhancing investigative reporting, and strengthening audience interaction. However, they also introduce ethical, professional, and operational challenges, particularly within developing media environments. In Nigeria, where journalism operates within complex political, economic, and technological contexts, the adoption of AI remains an emerging phenomenon that requires systematic scholarly investigation. This study examined the usage and challenges of Artificial Intelligence in journalism practice in Yenagoa, Bayelsa State, Nigeria. The research determined the level of AI usage among media organisations operating within Yenagoa, assessed whether the application of AI enhances data mining and investigative reporting, and identified the major challenges associated with its adoption in journalistic practice. The study was anchored on the Technological Determinism Theory, and adopted a quantitative research design. Data were collected from journalists working in selected media organisations in Yenagoa, and analysed to determine patterns of AI adoption, areas of application in newsroom operations, and the professional concerns surrounding its use. Findings revealed that although awareness of Artificial Intelligence tools is gradually increasing among journalists, the level of institutional adoption in media organisations in Yenagoa remains relatively low. Nevertheless, respondents acknowledge the potential of AI to strengthen data-driven journalism through improved data mining, trend analysis, and investigative reporting. Key challenges identified include inadequate technological infrastructure, limited professional training, ethical concerns, financial constraints, and fears regarding the possible displacement of human journalists.
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    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.
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    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.
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    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.
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    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
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    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.
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    Environmental communication and sustainable environment practice: a study of Ughelli, Delta State, Nigeria
    (2026) Guanah, Jammy Seigha; Bebenimibo, Paul; Aondover, Eric Msughter
    In 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.
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    Unemployment and Migration in Nigeria, An Empirical Investigation
    (2024-01-24) Dr. Ibeinmo Friday Cookey and Onyinye Ifeoma Ochuba
    This study empirically accessed the effect of unemployment on migration in Nigeria over a period of thirty- three years (i.e. from 1990 to 2022). Total unemployment, male unemployment, female unemployment and urban unemployment were used as proxies of unemployment while net migration rate was used to proxy migration. The study employed time series data which were sourced from National Bureau of Statistics (NBS) and World Bank Development Index (WDI). Augmented Dickey-Fuller (ADF) statistic, Bounds cointegration test and Auto regressive Distributive Lag (ARDL) approach were the techniques of data analysis adopted. The data analysis was executed by E Views 12.0. The findings of the study revealed that total unemployment rate, female unemployment and urban unemployment have a positive and significant impact on net migration rate in Nigeria while male unemployment has a positive and insignificant impact on net migration rate in Nigeria. The study concluded that unemployment is a major factor that encourages migration in Nigeria. The study recommended that government should promote policies and initiatives that stimulate economic growth and diversification to create more job opportunities by supporting industries with high employment potential, such as agriculture, manufacturing, and technology.
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    Trade Openness, Foreign Direct Investment and Sustainable Agriculture in Africa
    (ProblemyEkorozwoju/Problems of Sustainable Development, 2022-07-06) Ping Ju, Muhammad Khalid Anser, Romanus Osabohien, Onyinye Ochuba, Rolle Remi Ahuru, Junaid Ashraf
    This study applied a panel data of 37 African countries in examining the impact of trade openness and foreign direct investment on sustainable agriculture towards the attainment of the United Nation (UN) Sustainable Devel opment Goals (SDGs), especially, SDG-2, with the aim of ending extreme hunger, achieve food security and im prove nutrition and promote sustainable agriculture. Data for the study was sourced from the Country Policy and Institutional Assessment (CPIA) and World Development Indicators (WDI) of the World Bank, for the period 2005 - 2019. To control for endogeneity, the study engaged the system Generalised Method of Moments (GMM). The result shows that FDI and trade openness have significant negative impact on agricultural sustainability in Africa. This result implies that, increase in FDI may decrease agricultural sustainability by 0.00294%, while in crease in trade openness may lower agricultural sustainability by 0.430066 %. Therefore, the study concludes that while trade openness is negative, policy to raise local production towards export promotion should be encouraged. In addition, FDI should be encouraged to augment local employment and investment towards increasing output and productivity in the Africa region.
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    Population Compartments and Food Security in Nigeria
    (AEFUNAI JOURNAL OF ECONOMICS, FINANCE AND DEVELOPMENT STUDIES (AEFUNAIJEFDS), 0009-04-23) Onyinye Ifeoma Ochuba & Ebikabowei Biedomo Aduku
    This study examines the relationship between population compartments and food T security in Nigeria using quarterly time-series data, covering the period from 2003 to 2022. e population compartments considered were the infant population, the working-age population, and the retired-age population. Ford security, on the other hand, was measured by the average dietary energy adequacy and the prevalence of undernourishment. e data was analyzed using the Non-linear Autoregressive Distributed Lag (NARDL) co integration technique. It was found that the infant population and the retired age population have a negative and signi cant effect on the average dietary energy adequacy proxy for food availability and a positive and signi cant effect on the prevalence of undernourishment proxy for food accessibility, both in the long run and short run. It was also found that both in the long run and short run, the working-age population has a positive and signi cant effect on the average dietary energy adequacy and a negative and signi cant effect on the prevalence of undernourishment. Nigeria should focus on investing signi cantly in family planning and enhancing productive health, which could cut down the fertility level. And, with more commitment to ensuring child survival and broad implementation of universal health coverage, the working-age population will increase relative to the other population compartments considered in this study. Also, the working-age population and the retired-age population should be encouraged to go into agriculture. is can be achieved through rigorous sensitization on the relevance of agriculture and providing the enabling environment to support the growth of agriculture in the country.