MASS MEDIA AND INFORMATION DISSEMINATION: A LOOK AT WHATSAPP USAGE IN CRUTECH
Obonganwan E. Edim (Ph.D) & James Effiom (Ms.C)
Department of Mass Communication
Cross River University of Technology, Calabar, Cross River State
Email: elmina02@yahoo.com
Corresponding author:
Obonganwan E. Edim
ABSTRACT
Using data collected from Cross River University of Technology, Calabar Campus, this study investigates how the use of WhatsApp as a mass media is a tool for information dissemination in tertiary institutions. It examines specifically, how and what WhatsApp is used for. The study is anchored on the Uses and Gratification Theory as well as the Cultivation Theory. To achieve a conclusive study, 10 members of CRUTECH community, Calabar campus were interviewed. The survey method used was the simple random sampling method where 200 copies of questionnaire were distributed to staff and students in all the seven faculties of the institution and also the different directorates that make up the Calabar campus. A total of 194 copies of questionnaire were retrieved. The study revealed that a great percentage of students and staff (both academic and non-academic) use WhatsApp for information dissemination. The study also revealed that the use of WhatsApp offers them a cheap, good and positive means of communication, though negatively, it affects their academic performance, as it takes up much of their study time. Be that as it may, the positive impact of WhatsApp outweighs its negative impact. The study also shows that WhatsApp is a veritable tool of socialization amongst staff and students of the university campus. It is a tool that bridges the gap between the lectures and their students, as well as other members who share views, suggestions and opinions through this social network. The study concludes that it is a very good tool for effective communication, a bridge for building good and cordial relationship amongst equal and unequal in the social realm, and also an effective learning tool especially for maximum users of the network. Therefore, the study finally concludes that WhatsApp is necessary for information dissemination in tertiary institution, so therefore WI-FI should be provided and made available to all students and staff within certain hours by the University authorities
Keywords: Mass media, Information Dissemination, WhatsApp Messenger, Usage, CRUTECH
