Access, usage and influence of mass media on students' academic performance: A private university experience

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.