Impact of school values on mass media preference and usage: a study of a private university in North Central, Nigeria

Research on communications has consistently demonstrated that mass media is predicted to have a strong influence on students’ behavior and their overall disposition to academic performance. However, how school values influence media preference and use is less well investigated. This study investigated whether school values influence media preference and the purpose of using media in a private university in North Central, Nigeria in Nigeria. The study adopted a triangulating type of mixed method research design and stratified sampling technique in recruiting 390 respondents. Statistical Product and Service Solutions (SPSS) version 22 was used in analysing the returned questionnaires, while five (5) in-depth interviews were content analyzed. The study used both the descriptive and inferential methods of data analysis. The findings of the study revealed a decline in the reading of print media. The study also found that there was a positive relationship between school values and media preference. Further, findings revealed a non-existing relationship between the purpose for using mass media and school values. The study concluded that though, mass media, students, and the broad social system (university) are all interconnected, general institutional core values may not necessarily be upheld as individual values as reflected in the different purposes for using media by students’. The study recommends that lecturers should recommend print media sections for academic work.