Mass Communication Project Topics and Materials

This is a document listing some relevant and contemporary Mass

Communication Project topics and work for any graduate or postgraduate student
to use for their research project.

Some of these research topics in Mass Communication cover issues like

information dissemination, social media, news reporting, journalism practice and
so much more.

We have listed selected project, thesis or dissertation research ideas in Mass

Communication below;

1. Agenda Setting Theory and the Influence of Celebrity Endorsement

on Brand Attitude of Middle Class Consumers in Lagos, Nigeria

ABSTRACT
The study was designed to investigate the influence of celebrity endorsement
through advertising on the attitude of middle class consumers in Lagos, Nigeria
towards the advertising message of an endorsed brand of high-priced and
low-priced product, as well as their attitude and purchase intention towards the
brand. The study utilized triangulated instruments to gather relevant data. These
include: (1) self administered questionnaire used to obtain data from 700
randomly selected middle class consumers in five local government areas (Ikeja,
Lagos Island, Surulere, Agege and Ikorodu) of Lagos State through multi-stage
sampling; (2) focus group discussions (FGD) moderator's guide used to obtain
data from 20 middle class consumers in Lagos State; (3) semi-structured
questionnaire used to obtain data from 15 purposively selected Lagos-based
brand managers of endorsed brands; (4) structured in-depth interview guide used
to obtain data from 10 purposively selected Lagos-based advertising agency
managers who have executed celebrity advertising campaigns for advertisers;
and (5) structured telephone interview guide used to obtain data from five
purposively selected Lagos-based celebrities who have featured as celebrity
endorsers in advertisements of products and services. Data obtained through the
semi-structured questionnaire, in-depth and telephone interviews were used to
complement discussions of the study`s findings. Seven research questions were

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raised for the study. The study found that, for low-priced and high-priced products
and within a two-factor context, while the celebrity endorser has a moderate
influence on message appeal, product claims have a significant influence on
brand attitude and purchase intension of middle class consumers regarding an
endorsed brand. The study also found product claims, rather than the celebrity
endorser, to significantly influence change in consumers` attitude towards an
endorsed brand, and predict consumers’ intention to buy an endorsed brand. The
study further found product claims, rather than the celebrity endorser, to
significantly influence consumers` inclination to develop a persistent attitude
towards an endorsed brand. Product claims were also found to significantly
influence consumers’ reaction to counter advertising messages of substitutes of
an endorsed brand. The study also found product claims to significantly influence
consumers’ acceptance or rejection of an endorsed brand`s advertising
message, as well as the relationship between pre-exposure beliefs and
post-exposure attitudes of consumers towards an endorsed brand. Product
claims were also found to significantly influence consumers` confidence in what
they know about an endorsed brand, as well as the relationship between
consumers` confidence in their knowledge of an endorsed brand and their
attitude towards the brand. The study also found product claims, rather than the
celebrity endorser, to significantly influence consumers` choice of the most
important or most preferred brand among substitute brands in the same product
category with an endorsed brand. It was also found that, for low-priced or
high-priced products, middle class consumers will consider other factors together
with the celebrity endorser in evaluating product claims of an endorsed brand.
Hence, the study concludes that the persuasive power of celebrity endorsement
in consumer behavior is limited to message appeal, brand message recall, as
well as brand recognition and product branding. The study therefore
recommends more frequent use of non celebrity advertising techniques where
greater emphasis is placed on product claims. It also recommends the use of
celebrity endorsers across the marketing mix platforms, (such as in product
packaging, event promotions, trade exhibitions) not just in advertising. The study
also proposes an integrated model of celebrity engagement in advertising
campaigns and recommends its adoption, by advertisers and their advertising
agency managers, to serve as a guide in the use of celebrities as endorsers of
products and services through the advertising platform.

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 2. Application Of Unicef’s Communication Model For Behaviour Change:
Mothers’ Response To Polio Eradication Campaign In Selected Nigerian
States

Overview

Numerous studies have investigated the general and specific effects of the media
of communication on attitude and behaviour modification or change, using
different theoretical approaches. Since polio cases assumed worse dimensions in
Nigeria between 2003 and 2006, the UNICEF-developed ACADA communication
planning framework for behaviour change has been consistently used to address
the communication issues related to the problem. This study was conceived to
provide data for policy makers, advocacy groups, development agencies and
communication scholars on how the ACADA model for behaviour change has
been applied and how mothers in study locations have responded to the polio
eradication campaign in selected states in Nigeria. The social marketing theory,
of which the ACADA model is a sub-set, formed the theoretical framework for the
study. Triangulation research method consisting of survey, focus group
discussion and interview were used to obtain data for the study. Multi-stage
random sampling technique was used to select 800 mothers of child-bearing age
from four states in the country. From two polio-free South-West states, 400
mothers were selected, made up of 100 each from Ikere and Ido-Osi LGAs in
Ekiti State, Ayobo-Ipaja and Yaba Local Council Development Authorities in
Lagos State.

From two polio endemic North-West, another 400 mothers were chosen,
comprising of 100 each from Kaduna North and Chikun LGAs in Kaduna State
and Gwale and Rimin-Gado LGAs in Kano State. Focus group discussion was
used to obtain additional data from mothers while the interview method was used
to obtain information from polio programme officers in the local governments.
Data collection instrument was the structured questionnaire. Of the 800
questionnaire administered to respondents, 716 were returned, only 654 were
correctly filled. Data were analysed at univariate, bivariate and multivariate levels
using the Statistical Package for Social Sciences (SPSS). Eight research
questions were raised and eight hypotheses formulated for the study. This shows

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there is relationship between the application of ACADA model for behaviour
change and the positive response of mothers to the polio eradication campaign in
the four selected states.

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3. The Challenges Of Journalism Practice In Nigeria (A Study Of

Nigerian Television Authority, Enugu)

ABSTRACT

This research exercise is on the challenges of journalism practice in Nigeria (A

study of Nigerian Television Authority, Enugu). The research study adopted the
systems theory and Maslow’s Hierarchy of Needs Theory as the theoretical
framework for this study. The research population comprised 89 staff workers
and the research study adopted the number as the sample size for the study. The
questionnaire served as instrument of data collection. The data collected was
analyzed using simple percentage method. The research work made some of the
following findings; that too much of government control, shortage of staff, lack of
modern /adequate equipment, poor salary, inadequate funding and employment
of non-professionals are among the major challenges affecting the media in
carrying out their duties. It was recommended that; journalists working in state
government owned media station should realize that they are serving the public
and not the state chief executives alone and so must pay adequate attention to
social responsibility principle of the press.

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4. Public Perception Of The Influence Of Social Media In The Fight

Against Corruption In Nigeria

Abstract
The study, examine public perception of social media contribution in the fight
against corruption, the Idealistic theory, was used in this research study, as
different philosophies of scholars review ,is noted to make this research
concrete , observed to examine , the public perception ,in Corruption, as news
information is being neglected . the magic bullet theory, creates a strong effect in

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the media influence .The social media, has played an effective role ,in
disseminating and evaluating problems to fight corruption, as the messages is
sent, through digitization, blogging, tweeting ,etc enable the masses, have
freedom of expression, at the comfort of each and everyone, pace. Therefore;
enhancing the brand of messages, disseminated using the Old and New Media,
very effective .The qualitative methodology, is hereby inflicted in the study, with
the aid of a secondary data collection(internet materials, journal articles,
newspaper reports and books) to obtain in-depth information and concept
clarification so as to facilitate the survey .

The study indicates, the Masses play’s significant roles ,in curbing corruption as
the perception of the audience matters towards the fight against neglect of News
information ,as a result of Entertainment ,which has therefore affect the lifestyle
of Individuals, in the Society.

The criticism of the Public towards News ,through opinions, determines the
Evaluations towards problems solving, in the society .hereby creating room for
the government, tackle the issues of Inadequate governance , excess
government and maintain a mutual understanding between the Government
organization and the Public .Therefore, through Adequate censorship ,
information articles should be made catchy, interest its audience ,must be from a
reliable source ,and revolve around finding solutions to solving problems in
Nigeria.

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5. Radio Broadcast Programmes And Rural Development In Nigeria; A

Study Of Residents In Agwu Local Government Area, Enugu State

Abstract

The research study was aimed at radio broadcast programmes and rural
development in Nigeria; A study of residents of Awgu local government area. The
study addressed four research questions. The study adopted the survey research
design method using the questionnaire as the research instrument. The findings
revealed among others that there are factors that hinder development of rural
areas and its dwellers through the broadcast media (radio). The study

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recommended amongst others that the government should put up more and
effective developmental programmes on radio ranging from educational
programmes to enlightenment programmes and instructional programmes to
foster development in rural areas and its dwellers. The study also suggested that
further studies should be carried on radio broadcast programmes and rural
development to eradicate the possible challenges emerging from rural
development.

6. Public Perception of the Influence of Social Media in the Fight

Against Corruption in Nigeria

Overview

The study, examine public perception of social media contribution in the fight
against corruption, the Idealistic theory, was used in this research study, as
different philosophies of scholars review ,is noted to make this research
concrete , observed to examine , the public perception ,in Corruption, as news
information is being neglected . the magic bullet theory, creates a strong effect in
the media influence .The social media, has played an effective role ,in
disseminating and evaluating problems to fight corruption, as the messages is
sent ,through digitization, blogging, tweeting ,etc enable the masses, have
freedom of expression, at the comfort of each and everyone, pace. Therefore;
enhancing the brand of messages, disseminated using the Old and New Media,
very effective .The qualitative methodology, is hereby inflicted in the study, with
the aid of a secondary data collection(internet materials, journal articles,
newspaper reports and books) to obtain in-depth information and concept
clarification so as to facilitate the survey .

The study indicates, the Masses play’s significant roles ,in curbing corruption as
the perception of the audience matters towards the fight against neglect of News
information ,as a result of Entertainment ,which has therefore affect the lifestyle
of Individuals, in the Society .
The criticism of the Public towards News ,through opinions, determines the
Evaluations towards problems solving, in the society .hereby creating room for
the government, tackle the issues of Inadequate governance , excess
government and maintain a mutual understanding between the Government
organization and the Public .Therefore, through Adequate censorship ,

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information articles should be made catchy, interest its audience ,must be from a
reliable source ,and revolve around finding solutions to solving problems in
Nigeria.

7. The Influence Of Film As A Mass Medium On Second-Wave

Millennials – A Study Of Nigerian Youth Culture

ABSTRACT
This study examines the influence that film has had on the youth culture in
Nigeria, particularly among the second wave of millennials i.e. those born
between 1995 and 2004. The impact of films can be traced all the way back to
the late 1920s. As this medium gained popularity in the 1950s, concerns also
grew about potential harms, especially in connection with young audiences. This
study assesses the influence of film as a mass medium in the
formation/cultivation of Nigerian youth culture, it examines how much of an
impact film as a mass medium has had on the youth culture in Nigeria and how
film is different from other forms of mass media in influencing youth culture in
Nigeria. The study is hinged on the cultivation theory of mass communication and
it employs the survey method of data collection and analysis. It also uses
descriptive and inferential statistics in analyzing data with the aid of SPSS
software. The study found that films have had and continue to have a
tremendous impact on youth culture as a result of their ability to connect with the
viewers on an emotional level and portray serious issues in a manner that is
acceptable, relatable and enjoyable. It is therefore the recommendation of this
researcher that collaborative efforts be put in place, between the Nigerian
government and the Nigerian film industry to harness and maximize the potential
of films as a medium to enlighten and educate young people on appropriate
social values that will bring about social change.

8. Influence of Advertising on Business Organisations

ABSTRACT

The study examined the effects of advertisement on the success of an

organisation using Diamond bank adverts as a study. The objectives behind the
study were to find out various advertising strategies employed by Diamond bank
to reach its numerous customers, ascertain how effective these advertising

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strategies are, to ascertain the extent to which these advertisements of Diamond
bank have contributed to the patronage of their service in Nigeria and to identify
other areas these advertisements have improved in the organisation. A total
number of sixty (60) questionnaires were administered to Staff members of
diamond banks in Enugu state and a total of fifty two 52 were retrieved were
surveyed. The finding of the study revealed that all respondents agree that
diamond bank engage in various advertising strategies to reach their numerous
audience. Respondents also agree that television advert is the major the
advertising media strategy of the bank. The finding of the study also revealed
that the various advertising strategy used by diamond bank is very effective
toward achieving its objective. The study disclosed that most of the respondents
indicated that the various advertisement of diamond bank has improved the area
of expansion of the bank system. Also the finding revealed that the various
advertisement contribute to the patronage level of the bank and this is to a great
extent. It concludes that advertisement is a veritable tool for achieving the
objectives of a business organisation. It thus recommends that Banks should pay
more attention on their advertising strategies in other to gain more customers.

9. Social Media As A Tool For Propagating Fake News

ABSTRACT
Social media is used for falsehood and all sorts in other to discredit or cause
tension, agitations, rancour, resentment, bitterness or umbrage along the divides
of any society. It cuts across a great number of people, dealing with all human
endeavour. Due to its nature, it becomes possible for it to be used as a tool for
political propaganda. Fake news is highly problematic. Fake news, which are
often prompted by one or more high-profile incident(s) involving extreme forms,
tend to overlook the variation behind the term. This study sort out to highlight why
and how political actors just as publicists pick the social media platforms as a
means for spreading fake news. The study examined users of certain social
networking sites such as Facebook, WhatsApp, Twitter, Instagram etc. and why
they spread fake news without verifying. The survey research design was
employed using the Taro Yamane’s formula with the simple random sampling
technique. 400 respondents were sampled out of which 380 were returned
successfully. The findings of the study revealed that social media is dynamic and

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because of its spontaneity, many people see it as an avenue to spread ills or
violence, verbal attacks and discredit smooth running of the government.
Carefully vetting one’s sources, and not allowing the social identity ideology to
rope you in will help in curb fake news on social media.

10. Audience Perception on the Persuasiveness of TV Adverts on

Consumer Behaviour (A Case Study of Income Noodles)

Overview

This study was based on the audience perception on the persuasiveness of TV

Adverts on consumer behavior using Indomie noodles TV adverts as a case
study. The study was carried out with the aim of measuring the effects of TV
adverts on consumer buying behavior. Empirical research was carried out from
various literature texts on basic concepts of advertising and its influence on
consumers buying habit. The research design used was survey. 100 respondents
were randomly selected from Students of the University of Benin, Ekenwan
campus and residents of Umelu community both in Benin City, Edo state, Nigeria
which formed the entire population of the study. The selected sample were
administered questionnaires which served as the instruments of data collection
that helped in providing useful information for the study. The data collected were
afterwards analyzed using simple percentage, presented in tables. By and large,
Findings from the research based on the entire data collected showed that
despite the fact that the individual’s choice of a product is basically his or her
decision to make, television advertisements, however are highly persuasive and
to a large extent influences consumers buying habits. This also proved that
media communicated messages, to a large extent holds strong impact in minds
and actions of its intended target.

11.Communication Between Utility Companies and Their Publics: A

Study of Ghana Water Company Limited

ABSTRACT
Potable water is an essential good which the United Nations regard as a human
right that everyone must get access to. In many developing countries however,
potable water is inadequate and so water is rationed. Research indicates that

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decisions regarding water utility services in developing countries can be
controversial and may be received by publics with mixed feelings. Research
further establishes that, if the management of a water utility company is able to
communicate effectively with its varied customers, the misunderstandings that
may arise could be reduced to the barest minimum.
In Ghana, Little scholarly research has investigated how utility companies
communicate with their publics. This study therefore sought to evaluate the kind
of communication that takes place between Ghana Water Company Limited
(GWCL) and two of its publics: the Public Utilities Regulatory Commission
(PURC) and some domestic consumers in Tema and Nima in the Greater Accra
Region.
The study used the dialogic theory of communication as a guide and employed
qualitative methods—focus-group discussions and in-depth interviews, to collect
data.
The research found that, although GWCL said they routinely communicate with
their diverse publics, carefully crafting different messages and using a mix of
media vehicles based on the nature of audience and information being conveyed,
the PURC and the consumers did not share that verdict. To them, information
from GWCL was often absent or at best delayed, but in any case, reactive, often
on the prompting of the PURC. Tenets of the dialogic theory were largely absent
in the communication between GWCL and the PURC as well as the customers.
The study then made practical recommendations which GWCL could use to
improve its communication with its public.

12. Broadcast Media Policy in Nigeria: Across Many Dispensations

ABSTRACT
The present article traces the adaptation of media and communication institutions
to the political, economic, ethnic and cultural realities of Nigeria from the colonial
(very British) dispensation, to the military and finally to the civilian in the last ten
years. The form of the adaptation very largely reflects the political interests of the
group in power, but there has always been a negotiation with more prominant
interest groups. Ironically, the military, though it defended its interests, tended to
be less politically partisan than the civilial governments. The major weakness in
Nigerian communication policy making is the absence of strong continuous public
involvement and consistent private sector and civil society participation. Typically,
a small group of unrepresentative experts prepares the documents and there is

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little transparent consultation with the public. This produces some adaptation, but
with a media system that protects the reigning political power.

13. Content Analysis of Nigerian Newspapers Reporting of Boko

Haram Crisis

ABSTRACT
In the last few years, Nigeria has experienced an alarming rise in the
manifestation of violent conflicts, and the mass media have been described to be
a double edged sword in these crises situations; often either being an instrument
of resolving or escalating the crises. Hence, the need to study the effect(s) mass
media reports has on violent crises, in this case, the Boko Haram crisis in Nigeria
and neighboring countries. This research work, attempted to examine the role
played by Nigerian newspapers in the ongoing Boko Haram crisis; investigating
among others, the frequency and prominence of the reports of Boko Haram crisis
as well as to find out if the pattern of reporting adopted by the selected
newspapers reflect media ownership influences and geopolitical locations of the
newspapers. The research work was located within the “Agenda Setting Theory”
where it was gathered during literature review that Nigerian newspapers have
often been accused of negative performance in the management of diversity and
conflict issues in Nigeria. A systematic quantitative content analysis was used in
collecting, analyzing as well as interpreting the data for the study. In this study,
two newspapers, Daily Trust and The Guardian newspapers were selected as
samples; twenty four editions each from both newspapers were selected for
coding. A coding sheet was developed to investigate frequency and prominence
of reports regarding the crisis. The most important finding of the study is the
relative low coverage of the Boko Haram crisis by the two newspapers selected.
It was noted that through-out the three months studied, Daily Trust newspapers
covered the crisis more and gave it more prominence than The Guardian
newspaper. It was recommended that subsequent researchers should expand
the sample size, editions covered, duration of coverage, and content categories
in order to be able to get more reliable data about how the newspapers in Nigeria
covered the crisis.

Key Words: Reporting, Boko Haram, Crisis, Newspapers, Content Analysis.

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 14. The Role of Mass Media against Illicit Drug Trafficking

ABSTRACT
Trafficking and use of illicit drugs (banned substances) have become prevalent,
menacing and deadly plague unleashing social and health hazards on the human
race, yet with increased economic patronage. The problem is more prevalent in
the developing nations, while Nigeria is one of the most affected African
countries. The United Nations Office on Drugs and Crime (UNODC) has
acknowledged this fact.
Despite efforts by the Nigerian government through her Anti-drug abuse
agencies, the rate of drug-related crimes in the country seems to persist and in
an ever increasing trajectory. This paper, in revealing some embarrassing
statistics on the prevalence of drug problems in Nigeria, therefore, challenge the
Nation’s Mass Media as well as Social Media to adopt a more aggressive
approach and campaigns in fighting trafficking and use of illicit drugs in the
country.
The Agenda-Setting theory is the theoretical framework adopted in this work,
the paper discusses different social change strategies that the Nigerian Mass
Media could adopt to fight drug-related vices. However, the researchers
recommend that these media campaigns should be effectively sustained and
complemented with other communication approaches.

15. The Role of Public Relations in the Maintenance of Industrial

Harmony

The project focuses on the importance of public relations in engendering

corporate peace and harmony. Industrial harmony presupposes a situation where
the employees and management co-operate willingly for corporate objectives. In
the review of various literatures, it is explained that crisis in industrial relations
environment will no doubt has a multiplier effects on the economy and other
negative consequences. There will be a loss in national output, fall in Gross
Domestic product (GDP) and general decline in productivity. When there is strike,
goods and services are not available, while demand will be high resulting to
inflation among other consequences. Using survey analysis, the study polled a
total 150 respondents, out of this, 132 questionnaires were returned. Data is
presented and analysed using frequency distribution table and percentages. In its
findings, the study that rules and regulations of government have nothing to do

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with industrial harmony. It is also found out that those human induced factors
such as tribalism, federal character etc do not affect service delivery in the public
sector. Also, a well understood public relations programme by employee is the
basis for its effective implementation in the Ministry. In its conclusion, the study
recommends among others, that adequate attention be paid to the issue of
employees’ empowerment and motivation as one of the pillars that holds total
quality management program and industrial harmony in any organization. It is
therefore suggested that further study could be carried out in the area of “The
Impact of Human Resource Management on Public Relations Initiative in an
Organization.”

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