Abstract

The media plays a pivotal role in society that directly or indirectly affects human life. These roles include informative, watchdog, participant advocate, and mediating role. Despite these functions, some members of society have been critical of media messages. The need to know the media use and preferences among university students. constitute the backbone of this study.

Specifically, the study sought to examined the media, use the most by students, examined media preferences of university students, and to examine what makes a particular media different from other media platforms.

This study was done employing a qualitative research approach and the data collection method was through an interview guide. This approach warranted the researcher to speak to a representable population. 100 students were drawn from a population of the University of Buea using random and convenient sampling techniques. The results revealed that respondents cited WhatsApp as their most preferred media source followed by Facebook, TV, Radio, Instagram, Twitter, and the internet in general.

According to the respondents, WhatsApp has valid content, information, and entertainment content. Based on the fact that students considered WhatsApp as a preferred media source and or medium of communication, it is imperative for content providers to redirect and intensify their content efforts by targeting online and WhatsApp users.

News sources offer the opportunity for students to better understand world events. In this light, it has been recommended that they make use of these media sources like TV, Radio, and all special media platforms and print in order to better get reliable credible education and be informed on current affairs.

CHAPTER ONE

INTRODUCTION

1.1 Background to the study

History of media.

The evolution of media can be traced back many years ago, some human ancestors painted on the walls of caves, they left stencils of their hands and other markings. Painting on caves has been seen as the first example of communicating through a medium though the audience for such paintings was very small. However, media has to do with four (4) different stages, that is; print, radio, television, and the internet.

The first of these was paper (print media), invented in China. The first printing press was built by Johannes Gutenberg, this meant that books could be mass-produced. The very first newspaper appeared in the early 17 century. As more people learned to read and write, the reach of mass media grew.

Secondly, from print, media grew or move to radio. Radio has been the first device to allow for mass communication to take place. It has enabled information to be transferred far and wide, not only nationally wide but internationally as well. The development of radio began in 1893 and the demonstration of wireless radio was done. Some of the brains behind the innovation of radio are Guglielmo Marconi, Reginal Tessenden, and William Dubilier.

Thirdly, television came into place. Television sets can be found in billions of homes today, but 100years ago, nobody knew what a television was. Television started appearing in the early 1800s. They involved mechanically scanning images then transmitting those images onto a screen. So far, television has had a considerable influence on society, conceived in the early 20 century, it has become a possible medium for education and interpersonal communication.

Lastly, media also grew to the internet with various media/ social media platforms like Twitter, Facebook, WhatsApp, and lots more. This platform has made access to information lots easier. The online world took on a more recognizable form in 1990 when computer scientist Tim Berners- lee invented the World Wide Web.

All the above media are used by students in different ways but as time goes on, students turn to have their own preferred media especially with new innovations in technology. Base on observations, students nowadays are more focused with online (the internet) media as their preferred platform. Using the university of Buea as an example, students prefer the online world more than newspapers, radio and television.  Students use the media for different reasons such as; Information seeking, Entertainment, social interactions and also some current trends like; fashion, online shopping and lots more.

1.2 Statement of the problem

This project addresses the problem of “Media uses and preferences among university students.” With the improvement in technology and the coming of different media outlets, students are more exposed to different media types. University students mostly use online platforms (internet).

With online platforms like; Facebook, WhatsApp, Twitter, Instagram, students mostly go to this platform for different purposes. Students nowadays do not use this platform for good purposes, they turn to use it for negative purposes such as; Hacking, cyberbullying, watching pornography. These ills are what this study seeks to solve and to make sure that students use the media for good purposes.

1.3 Research Questions.

1.3.1 Main Research Question

What is the preferences of media choice among university students?

1.3.2 Specific Research Questions

1. Which media do university students prefer most?
2. What attracts university students to preferred a particular media and what do they used it use for?
3. What makes a particular media different from other media platforms?