Faculty of Management Sciences

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A Review of the Relationship between Newspapers and Health Reporting in Nigeria: Reportage on Lassa fever in Edo State
(Global Media Journal, 2022-01-19) Jammy Seigha GUANAH
Lassa fever remains one of the deadliest diseases that the sub-Saharan Africa countries, especially Nigeria, have been battling with. This calls for the need to investigate if the newspaper has any role to play in this health issue; therefore, the Vanguard,Punch, TheGuardianandThisDaynewspaperswereselectedfor analysis. This study, which was anchored on the framing theory of the media, explored survey method of research. It covered the twelve-month period of May 2015 to June 2016. Three hundred and seventy-four (374) respondents were drawn from the three senatorial districts (Edo South, Edo North and Edo Central) in Edo State. Findings showed that the respondents were enthusiastic about the coverage given to Lassa fever outbreak by the newspapers, and that newspapers` reports have helped in increasing knowledge about Lassa fever. Based on these, the research concluded that the selected newspapers did pay attention to Lassa fever discourse, and took Lassa fever as an important issue. Among the recommendations made were that the media, particularly newspapers, should continually facilitate and sustain the discourse on Lassa fever, especially among policy makers, for them to make policies that would aid the people towards achieving good health. Also, newspapers should intensify their research on Lassa fever so that they can come up with more in-depth and detailed reports that will educate the public on the dangers of the disease, and on preventive measures they can adopt. Finally, the government and health institutions should provide an enabling environment for media to perform by providing them with required information about Lassa fever.
A Vector Error Correction Model Analysis of the Interrelationships among Globalization, Health and Macroeconomic Outcomes in Nigeria
(Department of Economics, Federal University of Lafia, Nigeria, 2021-02-06) Francis Ilenloa Igberaese1 & Onyinye Ifeoma Ochuba2
The study ascertains the effects of interrelationships and linkages among the three concepts of globalization, health, and macroeconomic outcomes in Nigeria using the Vector Error Correction Model. It also finds among others that openness, FDI, which are measures of globalization and malaria prevalence, a direct measure of health and economic growth has no significant effect on the exchange rate, and that economic growth, exchange rate, measures of macroeconomic outcomes, FDI, and malaria prevalence have no significant impact on trade openness. It recommends among others that attempts to grow one sector should not lose foresight of the others and that efforts to make Nigeria’s economy benefit from globalization should focus more on stimulating FDI than participating in trade openness. More vigorous efforts should be put into the fight against, and treatment of malaria in the country
Act Of God Or Ignorance: Perception Of Rural Farmers On The Effect Of Climate Change And Flood Insurance
(SEAHI PUBLICATIONS, 2023-04-22) Onyinye OCHUBA
In recent times, there have been increased reports of violent weather occurrences occasioned by climate change, such as flooding and hurricanes, among others. Global efforts have been geared towards avoiding, where possible, or mitigating, where unavoidable, the impacts of these extreme climatic conditions. However, studies have found that many people have refused to key into the global proactive efforts aimed at addressing these climate change challenges due to their beliefs that these events are acts of gods (Aofg) rather than natural hazards. Thus, this study using primary data sourced from farmers in the three senatorial districts of Bayelsa State, Nigeria, examines the perceptions of farmers on flood hazards and their reception of flood insurance as a tool to mitigate the impact of floods on their livelihood. Furthermore, the perspectives of the insurance providers are sourced to complement the discourse from the farmers. The study reveals that 73.9% of the farmers view floods as a risk worth insuring. On the direction of the impact of their belief, the study using the Structural Equation Model (SEM) confirms that the farmers’ perception of the flood as a natural hazard has a significant effect on recovery strategy, readiness to sell insurance, and willingness to adopt insurance. Conversely, the Act of gods (Aofg) as the cause of the flood has a weak relationship with adopting a recovery strategy, and the readiness of insurance brokers to sell insurance to rural farmers. However, (Aofg) as the cause of flood has a strong relationship with willingness to adopt insurance. Recommendations to the key stakeholders, notably, government, insurance companies, community leaders cum farmers’ associations are documented in the study.
Advancing Sustainable Development Goals through Nature-based Solutions in Nigeria
(SEAHI PUBLICATIONS, 2025-04-12) Onyinye Ifeoma Ochuba
This study explores the contribution of Nature-based Solutions (NbS) to achieving Sustainable Development Goals (SDGs), with a particular focus on SDG 2 (Zero Hunger) in Nigeria. Drawing on data from 297 rural households collected through a structured questionnaire, the analysis utilizes the Endogenous Switching Regression (ESR) model to examine the effects of NbS adoption on household food security. The findings indicate that although adopting NbS alone did not yield an immediate or statistically significant improvement in food security, longer-term use had a strong and significant positive effect, especially among households that had adopted NbS. Key socioeconomic factors, including education, income, farm size, and the use of climate-resilient crop varieties also had a significant impact on food security, particularly among non-adopters. The study further reveals that adoption decisions were not significantly influenced by observable climate-related variables, pointing to potential unmeasured constraints such as limited institutional support or lack of information. Based on these insights, the study recommends sustained policy interventions, enhanced farmer education, and targeted support mechanisms to encourage long-term NbS adoption. Addressing these structural barriers is essential for maximizing the potential of NbS in promoting sustainable agriculture, enhancing food security, and building climate resilience in Nigeria.
Analysis of Online Newspaper Readers’ Comments on Amotekun`s Formation
(The Nigerian Journal of Communication (TNJC), 2021-06-08) GUANAH, Jammy Seigha, PhD
The issue of insecurity in Nigeria has arisen to an alarming level that hardly any day passes without the media reporting cases of security breaches. Lives and property are not safe due to the activities of armed robbers, bandits, assassins, terrorists, kidnappers and insurgents. The various security agencies in the country tend to be overwhelmed with the security situation to the extent that individuals and groups are now reverting to self-help measures. This has brought about the formation of the Western Nigeria Security Network (WNSN), codenamed Operation Amotekun (Leopard) by the states in the South West region of Nigeria. Mixed reactions greeted its formation. This paper, therefore, analysed the comments made by commenters in reaction to the formation of Amotekun based on reports about it in the online versions of The Nation, The Sun and Daily Trust newspapers. The research was guided by the Classical Rhetoric Theory.The Content Analysis research method was used for this study. The findings showed that the comments which bordered on security, Amotekun formation and other issues bothering the minds of Nigerians were in support of the formation of Amotekun (70.08%).It was recommended that the federal government should do more in ensuring the security of citizens` lives and property as well as allow states and regions to form their security outfits which must be properly regulated and monitored. Also, newspapers should desist from publishing reports that can jeopardise the security of citizens and the nation.
Anonymous Commenters` Contributions to Online Debates and Discourses on Abba Kyari: A Critical Review
(NTAtvc J of Comm., 2020-12-23) JAMMY SEIGHA GUANAH
The Internet has made the publication of online news possible. It has also empowered readers to react and comment on what they read on news platforms. Some of these comments are made anonymously. This study looked at the comments made anonymously in response to posted news stories on Sahara Reporters, The Cable, and Premium Times platforms about the former Chief of Staff to Nigeria's President, Abba Kyari, who died of COVID 19 complications. This was a prevalent topic in the news, especially the debate on the controversial roles he played on most national issues. The research was hinged on the Technological Determinism Theory. Content analysis research method was used to glean data from the news outlets. Coding sheets and coding guide were used to collect data. The unit of analysis were anonymous comments. Results showed that most of the comments had harsh tone, and some were not related to Abba Kyari`s issue.The study concluded that online discourse can be improved upon, and some responsibility and consistency brought into commenting when more steps are taken to moderate comments. It recommended that news platforms should spell out guidelines commenters must abide by if they must make any post anonymously, and where necessary, perpetually abusive anonymous commenters should be made to register with their names, addresses and phone numbers, andcharged a fee to activate their accounts. Also, news platforms must put in place pre-moderation systems to manage comment quality by using content-filtering systems that all posts must pass through so as to remove offensive comments before they are made public.
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.
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 Chukwuemeka
The 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 newspapers
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, Loveth
This 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 campaigns
Deceptive online advertising: An exploratory study of TikTok advertisements in Nigeria
(MedCrave: Sociology International Journal, 2025-07-05) Jammy Seigha Guanah and Osakue Stevenson Omoera
The study investigated the deceptiveness of online advertisements on TikTok in Nigeria, their socio-economic impact on university students in Bayelsa State, and adherence to ethical standards. The study was grounded in the Nudge Theory, supported by Persuasion Knowledge Model, and adopted quantitative and qualitative methods. The study population comprised students of Federal University Otuoke (Federal government-owned), Niger Delta University, Wilberforce Island (state government-owned), and Hensard University (privately-owned). The findings revealed that most TikTok advertisements in Nigeria are deceptive, and have a socio-economic impact on university students in Bayelsa State. Advertisers of food, medicine, cosmetics, and skin care products on TikTok often fail to adhere to advertising ethical standards. It was concluded that social media advertising in Nigeria, especially on TikTok, enables dishonest commercials that mislead consumers into purchasing undesirable goods and services. It was recommended that regulatory bodies such as the Advertising Regulatory Council of Nigeria (ARCON), National Agency for Food and Drug Administration and Control (NAFDAC) closely monitor social media advertising to prevent deceptive practices.
Demorgraphic Transition Variables and Economic Outcomes in Nigeria
(INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI), 2023-03-10) Onyinye Ifeoma Ochuba and Sigah Donny Marclary Ayibazuomuno
The study examined the theory of demographic transition in the context of the Nigerian economy. This follows findings from literature that population in its entity does not translate to economic growth, rather specific demographic partitions. Using such demographic transition theory variables as Birth Rate, Death Rate, Female Primary School Enrollment (proxy for education) and Mobile Cellular Subscription (proxy for technology) as explanatory variables and Gross Domestic Product (proxy for economic growth) as dependent variable, the study adopted the econometric tools of ADF unit root test, Johansen Cointegration test and Parsimonious ECM to treat data from World Bank indicators and Central Bank of Nigeria statistical bulletin for a period of 30 years (1990 – 2019). The data output confirms a positive but insignificant relationship between birth rate and economic growth. Technology has a positive and significant relationship with economic growth while education and death rate have negative relationship with economic growth. The study suggests amongst other things adoption and deliberate investment in technological advancement in Nigeria, complete overhaul of the primary school system in country as this is the bedrock of education world over. Also, adequate investment should be made in the health sector to improve the current health outcomes which have resulted in very high death rate.
Effect of Economic and Social Globalization on Pro-Poor Growth in Nigeria
(Human Resource Management Academic Research Society, 2023-05-27) Sigah Donny Marclary Ayibazuomuno, Onyinye Ifeoma Ochuba
The thrust of this study is the implication of economic and social globalization on pro-poor growth. The KOF indexes of de facto and de jure globalization was utilized for this study. Data on the variables were obtained from the National Bureau of Statistics (NBS) and World Bank WDI among others. The data analysis was conducted using ARDL model, bounds cointegration and unit root test in addition to descriptive statistics. The results showed that the variables are fractionally integrated as observed from the unit root test. This finding necessitated the application of bounds cointegration which showed evidence of long run relationship between poverty headcount and globalization indexes. The ARDL results revealed that economic globalization has a positive and significant effect on poverty headcount in the short run. This finding is synonymous with the long-run results, which showed evidence of a significant positive effect of economic globalization on poverty headcount. The implication of this finding is that the benefits of economic globalization in terms of trade in goods and services, trade regulations and agreements, FDI inflows, portfolio investments, foreign debt, and other forms of financial globalization have not trickled down to the poor.The results further showed that social globalization has a negative and significant effect on poverty headcount. However, there is evidence of positive and insignificant effects of political globalization on poverty headcount in both the long and short run. Given the findings, it is recommended that policymakers prioritize social globalization to trickle-down its intended and desired benefits of poverty reduction.
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.
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.
Information and communication technologies and sustainable development in ECOWAS subregion: Evidence from a panel cointegration analysis
(Wiley, 2022-08-06) Favour Chidinma Onuoha, Benedict I. Uzoechina, Chukwunenye Ferguson Emekaraonye, Onyinye Ifeoma Ochuba, and Nora Francis Inyang
This study investigated the causal linkage between information and communication technologies (ICT) and sustainable development (environmental—CO2, economic— RGDP, and social—HDI) in the ECOWAS subregion categorized into low-income and lower-middle-income countries for the period 1995–2020. Cointegrating regression and causality methods were employed to estimate the dynamic linkage among vari ables in panel fully modified ordinary least squares (PFMOLS) and Dumitrescu–Hurlin causality models. The results of the study support the environmental Kuznets curve (EKC) hypothesis for low-income countries while it rejects EKC for lower-middle income countries. The study recommends policy formulations targeted at incentiviz ing the use of environmentally friendly technologies that minimizes positive impact on the environment and enhance sustainable development
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.
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.
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.
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.
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.