KNOWLEDGE AND ATTITUDE TO STUDY MASS COMMUNICATION AMONG SECONDARY SCHOOL STUDENTS IN SELECTED SCHOOLS IN BAUCHI METROPOLIS

ABSTRACT This study examines the knowledge and attitude of secondary school students toward studying Mass Communication in selected schools within Bauchi Metropolis. The purpose of the study was to determine the extent to which students understand Mass Communication as a field of study, their level of interest toward pursuing it as a career, and the factors that influence their academic and career decisions. The study adopted a descriptive survey research design. A structured questionnaire was administered to a sample of students selected from different secondary schools in Bauchi Metropolis. Data collected were analyzed using simple percentages and descriptive statistical methods. Findings from the study revealed that while students are generally exposed to media content through television, radio, and social media, their knowledge of Mass Communication as an academic discipline is relatively limited. The study also found that students’ attitudes toward studying Mass Communication vary, with some showing strong interest due to perceived creativity, public recognition, and communication skills development, while others expressed low interest due to misconceptions, limited career guidance, and parental influence. The study concludes that increased awareness and proper career counseling can enhance students’ understanding and interest in Mass Communication. It is recommended that schools strengthen their career guidance programs, the media industry conduct outreach programs in secondary schools, and parents be encouraged to support diverse career aspirations among students. Keywords: Knowledge, Attitude, Mass Communication, Students, Career Choice, Bauchi Metropolis.