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All Journal Journal of Multidisciplinary Science: MIKAILALSYS International Journal of Humanities, Education, and Social Sciences
Adikuru, Chinonso Chinaemerem
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Education Environmental Science Languange, Linguistic, Communication & Media Physics Social Sciences Other

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Newspaper Reading Patterns in the Era of Social Media Among Mass Communication Students of Chukwu Odumegwu Ojukwu University (COOU) Igbariam, Anambra State Adikuru, Chinonso Chinaemerem; Shadrach, Idi; Yerima, Abel
International Journal of Humanities, Education, and Social Sciences Vol 3 No 3 (2025): International Journal of Humanities, Education, and Social Sciences
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/ijhess.v3i3.7538

Abstract

This study investigates the newspaper reading patterns of Mass Communication students at Chukwu Odumegwu Ojukwu University (COOU), Igbariam, with particular emphasis on frequency of readership, gratifications sought, preferred formats, and the influence of social media on newspaper consumption. Employing a descriptive survey research design, data were collected from a sample of 192 students using a structured online questionnaire. The findings reveal that newspaper readership among the students is generally infrequent, with most respondents engaging in occasional reading of traditional print newspapers. Key motivations for newspaper consumption include entertainment, relaxation, and the desire to stay informed. However, a notable shift toward online newspaper formats was observed, driven by factors such as convenience, accessibility, and ease of navigation. The study also establishes that social media platforms significantly influence students' information-seeking behavior, often serving as alternatives to traditional and online newspapers. These trends suggest a growing reliance on digital platforms for news consumption among university students. In light of these findings, the study recommends that newspaper publishers adopt integrated social media strategies to strengthen their digital presence, diversify content to address both entertainment and in-depth news preferences, and that communication curricula be enhanced with media literacy components to foster critical engagement with news content across platforms. Keywords: Newspaper Readership; Social Media Influence; Digital News Consumption; Mass Communication Students; Media Literacy
Knowledge and Use of Public Relations Artificial Intelligence Tools Among Practitioners in Awka Adikuru, Chinonso Chinaemerem; Abutu, Dennis O.
Journal of Multidisciplinary Science: MIKAILALSYS Vol 3 No 3 (2025): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v3i3.7537

Abstract

This study explores the knowledge and application of Artificial Intelligence (AI) tools among Public Relations (PR) practitioners in Awka, Nigeria. Adopting a qualitative research design, data were gathered through in-depth interviews with ten purposively selected PR professionals based in the city. The findings indicate that while there is a general awareness of AI tools among practitioners, this awareness is predominantly limited to general-purpose applications such as ChatGPT, Grammarly, and Quillbot. There is a marked deficiency in both knowledge and utilization of industry-specific AI tools such as Meltwater, Cision, and Sprinklr—platforms designed to support media monitoring, sentiment analysis, strategic communication, and automated content generation. Actual usage of AI tools in PR practice remains minimal and largely confined to surface-level tasks such as text editing and paraphrasing. The study concludes that there is a significant skills and awareness gap that may hinder effective AI integration into PR workflows. Accordingly, it recommends targeted capacity-building initiatives, including workshops, certification programmes, and collaborative training involving technology providers and academic institutions. Additionally, the study underscores the importance of hands-on exposure through mentorship schemes and tool demonstrations. Finally, it calls for the development of ethical guidelines to ensure responsible AI adoption, with particular attention to transparency, accountability, and data privacy in professional communication contexts.
Co-Authors Abutu, Dennis O. Shadrach, Idi Yerima, Abel