MASS MEDIA AND ORGANIZATIONAL PERFORMANCE OF HIGHER INSTITUTIONS IN RIVERS STATE

Abstract

This study investigates mass media and organizational performance in tertiary institutions in
Rivers State. The main aim of the study was to examine the influence of mass media on
organizational performance. The mean standard deviation and rank order statistic were used to
analyze the research questions while the z-test of difference between the mean scores was used
to test the hypotheses. The study was conducted using a survey of tertiary institutions in Rivers
state. The simple survey techniques was adopted as the research design while the simple random
sampling technique was used in selected a sample size of 150 out of a population of 200.
Questionnaires and interviews were used as data collection instrument The study concluded that
mass media influences electronic communication and the productivity of tertiary institution in
Rivers State. Some of the recommendations were that appointment of the tertiary electronic
communication be on merit so as to recognize the need for the prioritization of those factors that
contribute towards increased level of mass media in tertiary institution