COMPARATIVE ANALYSIS OF BAZE UNIVERSITY, ABUJA AND KADUNASTATE UNIVERSITY STUDENTS MOTIVATION TOWARDS CAREERINMEDIAAND COMMUNICATION RELATED INDUSTRIES.

This study presents a comparative analysis of students’ motivation and preparedness for careers in media and communication-related industries, including development communication and health communication, at Baze University, Abuja (a privateuniversity), and Kaduna State University (a public university). With the rapidevolution of Nigeria’s media landscape and the growing demand for skilledprofessionals, this research explores how institutional factors such as infrastructure, curriculum design, faculty interaction, and industry exposure shape students’ career aspirations and confidence in their future roles. Using a qualitative researchapproach, in-depth interviews were conducted with mass communication students andlecturers from both institutions. Thematic analysis, guided by Social Cognitive Career Theory (SCCT), was employed, with themes derived through iterative codingof interview data to identify patterns in motivation, perceptions, and institutional influences. Key themes included intrinsic motivation driven by personal passionandmedia role models, shifting perceptions of the field, gaps in practical training, institutional strengths and limitations, and varying levels of confidence regardingjobmarket entry. Findings indicate that while students from both institutions shareapassion for media careers, those at Baze University benefit more fromstructuredmentorship, better facilities, and hands-on experiences, which enhance their career clarity and readiness. In contrast, students at Kaduna State University often faceinfrastructural challenges and limited industry exposure, though they displayresilience and community-driven motivations. The study concludes that institutional dif erences significantly influence students’ media career trajectories andrecommends curriculum updates, industry partnerships, and increased investment inpublic universities to bridge these gaps. The research contributes to the broader discourse on equitable career development and highlights the importance of aligninghigher education with industry demands in Nigeria’s dynamic media sector.