THE INFLUENCE OF PODCAST NARRATIVE ON PUBLIC OPINION FORMATION AMONG UNDERGRADUATE OF KWARA STATE UNIVERSITY

This study investigated the influence of podcast narratives on public opinion formation among undergraduate students of Kwara State University, Malete. The study has four objectives: to assess the level of exposure to podcast narratives among undergraduates, to examine the types of podcast narratives most commonly consumed, to evaluate the influence of these narratives on public opinion formation, and to determine the extent to which podcast narratives shape perceptions on social, political, and cultural issues. Data was collected through a survey of 400 undergraduate students across different faculties and academic levels in Kwara State University. The data were analyzed using mean, standard deviation, and percentages. The findings revealed that a majority of students are moderately to highly exposed .to podcast content, with entertainment and motivational podcasts being the most consumed. Results also showed that podcasts play a significant role in shaping students’ opinions on social and cultural matters, while their influence on political issues is moderate. Furthermore, the study identified challenges such as high internet data costs, distractions during listening, and limited availability of locally relevant podcast content, which hinder the full utilization of podcasts. Based on these findings, the study recommends that podcast creators develop more locally relevant and student-centered content, that the university promote podcast use as a supplementary educational tool, and that digital literacy programs be organized to guide students in critically engaging with podcast content for informed opinion formation.