ADVERTISING AND STUDENT PATRONAGE ON COMPLEMENTARY PRODUCTS IN ADAMAWA STATE UNIVERSITY: A FOCUS ON PEAK MILK

ABSTRACT This study investigates the role of Nigerian media in shaping public opinion on social issues, with particular focus on the coverage of the EndSARS movement. Anchored on the Technological Determinism Theory, it examined four key areas: how the movement was framed by the media, the role of social media in mobilising public opinion, the influence of traditional and digital media on local and international awareness, and the impact of media narratives on perceptions of police brutality and governance reforms. A descriptive survey design was adopted, using structured questionnaires administered to 100 respondents in Adamawa State University, Mubi. Data were analysed using descriptive and inferential statistics with the Statistical Package for the Social Sciences (SPSS). Findings revealed that while both traditional and digital media shaped public discourse during the EndSARS protests, social media proved far more effective in agenda-setting, mobilisation, and attracting international attention. Its speed, interactivity, and decentralised nature allowed citizens to bypass traditional gatekeepers, share real-time protest content, and amplify marginalised voices. However, challenges persisted in balanced reporting, sustaining activism, and reshaping entrenched views of security agencies. The study concludes that the EndSARS protests highlighted the transformative power of digital media in civic mobilisation, while emphasising the need for ethical reporting and strategic engagement to convert awareness into lasting governance reforms.