ASSESSING MASS COMMUNICATION STUDENTS’ MEDIA BEHAVIOUR: A STUDY OF ABUBAKAR TATARI ALI POLYTECHNIC BAUCHI
Abstract
This study, titled “Assessing Mass Communication Students’ Media Behaviour: A Study of
Abubakar Tatari Ali Polytechnic, Bauchi,” examines students’ media consumption patterns, the
impact of digital and traditional media on academic performance and professional growth,
challenges associated with media use, and strategies for promoting responsible engagement. A
qualitative descriptive design was employed, targeting 464 Mass Communication students from
both ND and HND levels during the 2024/2025 academic session. Using Krejcie and Morgan’s
(1970) sampling framework, 210 participants were selected. Data were collected through semistructured interviews, validated by experts, and analysed thematically following Braun and
Clarke’s (2006) six-step approach. Findings revealed that students exhibit predominantly digitaloriented media habits, favouring WhatsApp, YouTube, TikTok, Facebook, and Instagram for
both learning and leisure. While media use enhances knowledge and career readiness, excessive
engagement often leads to distraction, reduced study time, and dependency, with 73.56% of
respondents admitting to social media addiction. Key challenges include high data costs, unstable
internet, misinformation, and difficulty managing time.
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