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Exploring Outdoor Media as a Tool for Institutional Communication at Rivers State University

Gogo, Merit, Idamieba Itieke Harry Esq. PhD, N. N Nwankpa PhD

Abstract

This study examines the effectiveness of outdoor media as tools for internal communication at Rivers State University, focusing on their visibility, accessibility, and perceived influence among staff and students. The research was guided by four objectives: to identify the outdoor media types used by management and students; to evaluate their role in informing, educating, and entertaining; to assess the visibility and accessibility of outdoor media messages. Anchored on System Theory, Media Richness Theory, and Uses and Gratification Theory, the study employed a survey research design, collecting quantitative data from 340 staff and students across diverse backgrounds. Findings revealed that bulletin boards, posters, and banners remain the most prominent outdoor media types, valued for their visibility and symbolic presence. Respondents agreed that outdoor media foster a sense of belonging, entertain the campus community, and serve as reminders for academic deadlines. Strategic placement was strongly acknowledged as enhancing effectiveness, and outdoor media were seen as bridging communication gaps between management and students. However, notable limitations emerged. Overall, the study concludes that outdoor media are visible, accessible, and moderately effective in meeting communication needs, but their impact is constrained by poor clarity and limited synergy with digital systems. Strengthening message design, ensuring regular updates, and integrating outdoor media with digital platforms are recommended to enhance institutional communication and cohesion.

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