Abstract:
Previous studies on the influence of mass media on students’ academics are
common, but none relating to private missionary schools with core values such as these
has been rigorously evaluated. To determine the medium of media accessible to students, examine the purpose of media usage and media influence on students’ academic
performance triangulated research design was adopted with the use of quantitative
data through questionnaire and qualitative data through in-depth interview. The sampling technique adopted was stratified random sampling. The framework utilized to
examine the data is the Uses & Gratifications theory. A number of significant findings
firstly access to media mediums and contents are influenced by the University Christian
values. Secondly, almost all of the respondents perceived the internet as the most useful
communication medium to connect with their friends and families. Thirdly, a significant
number of students were dependent solely on the internet contents for academic
purpose. Finally, students also perceived media had an important influence in their
academic performance. Students should develop good reading habits; mass media
access and usage should be designed in line with academic needs, interests, aspirations
and values of both the audience (students) and the society (university). Another contribution is that educational institutions, academicians as well as enterprises should
familiarize with changing technologies, develop policy that will impact on student
access and usage of mass media mediums as it affects their academics.
