USE OF MASS MEDIA IN THE DEVELOPMENT OF ENTREPRENEURIAL SKILLS

ABSTRACT

This study is focused on examining the use of mass media in the development of entrepreneurial skills among University of Benin students. It aimed at determining the exposure of UNIBEN students to entrepreneurial skills acquisition messages in the mass media, analyzing UNIBEN students’ perception of mass media message on entrepreneurial skills, and ascertaining the attitude of UNIBEN students to mass media messages on entrepreneurial skills. For its theoretical framework, the developmental media theory was adopted to further buttress the point of this study. While the survey research method was used to gather the data used for the study. Findings of the study revealed that UNIBEN students are exposed to entrepreneurial messages on the media and they agreed that mass media messages on entrepreneurial skills acquisition appeal to them. The findings also indicated that UNIBEN students enjoy attending to media messages on entrepreneurship. The researcher concluded that the mass media plays an effective role in influencing the perception of UNIBEN students towards entrepreneurial skills acquisition.  It was recommended that the mass media should increase efforts to ensure that more messages on skills acquisition is published and broadcast. The researcher also recommended that media should work with relevant stakeholders and government in ensuring that the purpose of entrepreneurial skills acquisition programmes is not defeated.