Assessment of International and Local Broadcast Media Consumption Patterns Among Undergraduate Students of University of Nigeria, Nsukka.

Abstract This study aims to assess the pattern of international and local broadcast media consumption among undergraduates at the university of Nigeria, Nsukka. Guided by four research objectives and questions, the study is grounded in the uses and gratification theory. The survey research design was employed, with a sample size of 380, calculated using the Australian sample size calculator. The findings reveal that undergraduate students at the university of Nigeria, Nsukka, engaged extensively with both local and international broadcast media on a daily basis, utilizing a wide range of platforms. Social media emerges as their primary access point, followed by streaming services like Netflix and YouTube, in addition to traditional media such as television and radio. Furthermore, local an international media influence students consumption habits in distinct yet interconnected ways. Local media play a vital role in enhancing students understanding of national issues and reflecting their cultural and societal values. In contrast, international media broaden their knowledge of global issues and offer diverse perspective. The study suggests that the university should implement media literacy programs to help students critically evaluate both local and international media. This will enable them to identify biases and maintain a well-rounded perspective, fostering informed media consumption.