AN ASSESSMENT OF THE ATTITUDE OF MASS COMMUNICATION STUDENTS TOWARDS NEWSPAPER EDITORIALS

ABSTRACT This study investigates the attitude of Mass Communication students towards newspaper editorials, using the Department of Mass Communication, Cross River University of Technology, as a case study. The objectives of the research were to determine whether students consider editorials as serious newspaper content, examine their readership patterns, identify the most relevant editorial types, and assess the influence of editorials on student attitudes. The study adopted a qualitative research design, employing in-depth interviews and content analysis. A purposive sampling technique was used to select respondents. The findings revealed that Mass Communication students generally regard newspaper editorials as important and credible sources of information. Readership patterns were selective and largely influenced by academic interests. Editorials were found to play a role in shaping students’ knowledge, opinions, and attitudes. The study concluded that the credibility, objectivity, and depth of research of editorial content significantly influence student attitudes. It recommends that newspapers maintain editorial independence, uphold professional standards, and adhere to ethical journalism practices to maximize their influence on the student readership.