Mass Media Influence on Attitude towards Political Participation among Undergraduates of Ambrose Alli University, Ekpoma, Edo State, Nigeria

ABSTRACT Background: Youths are the future leaders, and their involvement in politics is crucial for national development. In Nigeria, undergraduates, in particular, are expected to be agents of change, driving progress through active participation in the democratic process. However, previous studies suggest that many Nigerian youths, including undergraduates, are increasingly disengaged from politics, citing factors like apathy and limited access to reliable information. Hence, there is a noticeable gap in understanding how mass media consumption affects political participation among Nigerian undergraduates particularly in the context of Ambrose Alli University, Ekpoma, Edo State. Objective: This study sought to identify the relationship between mass media consumption and undergraduates’ attitude towards political participation. Methods: This study was guided by the Agenda-Setting Theory while the quantitative approach and Survey method was adopted with randomly sampled 379 (Three Hundred and Seventy-Nine) AAU undergraduates. Data were collected through a structured questionnaire while descriptive statistics were used to analyse the data. Results: Findings revealed that social media platforms and television are the most frequently used sources of political information among students. Digital media therefore exerts a stronger influence on political attitudes than traditional media. Media exposure was also found to enhance students’ political awareness, stimulate political discussions and encourage participation in political activities. Conclusion: digital platforms such as social media and television were identified as dominant channels through which undergraduates’ consume political information thereby having greater influence on political opinions than the traditional media. Unique Contribution: This study offered new insight into campus-grounded evidence that integrates both traditional and digital media consumption particularly the prominence of WhatsApp and X formerly Twitter in students’ political information routines. This study aims to fill these gaps by identifying the dominant media platforms used by AAU undergraduates and how their consumption patterns influences their political attitude. Key Recommendation: Integration of media literacy into university curricula in order to promote ethical and balanced political reporting. This study also recommends the usage of strategically dominant media platforms to foster informed and responsible youths political participation.