THE ROLE OF MASS MEDIA IN TERTIARY INSTITUTIONS (A CASE STUDY OF OSUN STATE POLYTECHNIC IREE)

ABSTRACT This study examines the role of mass media in tertiary institutions, with a specific focus on Osun State Polytechnic, Iree. The research investigates how various forms of mass media—including print, broadcast, and digital platforms—contribute to information dissemination, academic development, social awareness, and behavioral orientation among students. The study adopts a descriptive survey research design, utilizing questionnaires and interviews to gather data from students and staff of the institution. Findings reveal that mass media plays a significant role in enhancing students’ knowledge, shaping opinions, and promoting educational content. It also serves as a vital tool for communication within the academic community, bridging gaps between management and students while fostering participation in institutional activities. Furthermore, the study highlights the growing influence of digital media and social networking platforms in students’ academic and social lives. However, challenges such as misinformation, media bias, and excessive media consumption were identified as factors that may negatively affect students’ academic performance and critical thinking abilities. The study concludes that while mass media is an indispensable tool in tertiary institutions, there is a need for proper media literacy among students to maximize its benefits and minimize its adverse effects. Recommendations include the integration of media education into the curriculum, regulation of media usage on campus, and encouragement of responsible media consumption among students. Keywords: Mass Media, Tertiary Institutions, Students, Information Dissemination, Media Literacy, Osun State Polytechnic Iree.