The Relationship between Media Use and Political Knowledge and Behavior: A Survey of Students of the First American-styled University in Sub-Saharan Africa

By Samuel K. Tesunbi and Irene C. Nwoye.

Published by The Global Studies Journal

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Article: Print $US10.00
Article: Electronic $US5.00

This paper investigated media effects, specifically the Internet and print media, on the political knowledge, action and interest of youth. Another purpose of the study also aimed at analyzing their individual exposure, attention to, and reliance, on the Internet or newspapers (print media) for political information. We surveyed a sample of 125 students at the American University of Nigeria (AUN) in Adamawa, located in the northeast corridor of Nigeria. The findings show that the Internet is the more preferred source of information, be it political or otherwise; furthermore, there appears to be no significant relationship between Internet usage and political cognition and action. However, findings demonstrate a significant relationship between newspaper readership and political action.

Keywords: News, Media Effects, Information Source, Political Cognition, Political Action, Political Interest

Global Studies Journal, Volume 6, Issue 1, pp.7-36. Article: Print (Spiral Bound). Article: Electronic (PDF File; 776.602KB).

Dr. Samuel K. Tesunbi

Associate Professor of Advertising, School of Information Technology and Communications , , , , , , , , , , , , , , , , , , , School of Information Technology and Communications, The American University of Nigeria, Yola, Adamawa, Nigeria

Dr. Samuel K. Tesunbi is Associate Professor and founding Program Coordinator of Communications and Multimedia, the American University of Nigeria, Yola, Nigeria. He received his BS (1983, Advertising), MS (1988, Journalism) from West Virginia University Perley I. Reed School of Journalism, and Ph.D. (1994, Communications) from Howard University John H. Johnson School of Communications. His research interests focus, inter alia, on how [transnational] corporations manage the intersection of culture and advertising.

Irene C. Nwoye

The American University of Nigeria, Yola, Adamawa, Nigeria

Ms. Nwoye graduated cum laude from the English Language and Literature program of the American University of Nigeria, Yola, Adamawa, Nigeria in May 2011. She worked for The Sun Newspapers and the BBC Media Action in Northwest Nigeria. She is currently pursuing her MS degree in Journalism at the Columbia University in the City of New York. Her interests include examining the role of the media in countries experiencing conflict.

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