By Dahiru Kasimu Adamu
Mass Communication is a broad field with different areas which include journalism, broadcasting, public relations, digital Marketing, film and television production, advertisement, strategic communication and many more others.
Thus, Mass Communication as a profession is said to be a great field which is like the proverbial Hausa cow with more than ten benifits, however, the students from this field often restrict themselves to broadcast media especially during their ‘student industrial training.
On 13 February 2025, during MACOSA student orientation organized by Mass Communication students association (MACOSA) at Usmanu Danfodiyo University, Sokoto, a lecturer and SIWES co-ordinator from Mass Communication Department, Mr. AbdulHakim AbdulGaniyu emphasized the need for students to explore other Mass Communication channels while they undergo their mandatory industrial training at 200 and 300 levels respectively.
Mr. AbdulHakim also highlighted the role of students industrial work experience scheme SIWES in supplying new skills and ideas to students.
“Mass Communication is a vast environment, and students need to explore such environments, they should not restrict themselves in Radio and TV only” Sir Abdulhakim said.
Mr. Abdulhakim, who narrated his past experience, mentioned that students can do their SIWES at various ministries, departments and agencies, this is because, all organizations, governments and even non governmental institutions have information units and they need image makers, and those are public relations officers.
Also, speaking at pioneer day of Mass communication students of Usmanu Danfodiyo University Sokoto, held on 7th November 2024, a veteran broadcaster and Director News and programs of Sokoto Media Cooperation, Hajiya Balkisu Abubakar, implored students that “they should not limit themselves to Radio”.
She appealed to them to engage themselves in other means of communication and contribute their quota to the development of their society.
Despite the fact that, Mass Communication is a broad field and students learn the rudiments skills of the field in schools, usually these students seem to have much interest in broadcast media particularly radio, and this brought the question of why the students are neglecting other areas of the profession?
To answer this question we need to critically observe the course and the students. Traditionally some students join the field with an intention becoming popular in their respective communities.
According to Aliyu Muhammad who obtained a National Diploma in Mass Communication from Umaru Ali Shinkafi Polytechnic Sokoto, he said students like him selected and chose radio or television during their SIWES because a journalist is easier to be known through broadcast media being the most popular channels of communication known and used widely.
He also mentioned that limited access to print media by the community members is another factor discouraging students of Mass Communication to do their industrial training in print outlets.
While sharing his opinion Ibrahim Shehu Bulama from Kaduna State University, KASU, said “this is happening due to lack of good awareness on other channels of Mass Communication”.
On his part Abubakar Mai Lafiya said; students mainly want to be seen in television screens and their voices been heard, not focusing on other critical fields of journalism and information practices.
Speaking anonymously, a Mass Communication students of Usmanu Danfodiyo University Sokoto, said they normally choose Broadcast media (Radio and Television) due to its nature of easy access, portability and wide outreach.
To change some of these narratives there should be some measures that will motivate students and induce hope for them in other fields of Mass Communication.
There should be a good orientation to educate students that they can also carry out their SIWES in other information units, public relations Departments of public and private sectors such as financial institutions, law enforcement agencies, markets and almost all other places of human interactions.
Another alternative is, the Mass Communication departments should establish a collaborative relationship with such organizations, so that they can formally send letters, requesting spaces for the students to join and garner the experience. Such organization should make special provision for SIWES students and prepare to take them when there is need.
Moreover Mass Communication Departments should help students to understand why they should go for their SIWES in areas they’re strong as reflected by their grade points.
Being a Mass Communicator, one should understand that his/her basic responsibility and professional calling is with every institution. One should remember it’s time to acts, time to rethink and focus. Students have to confront the current challenges of the field so that one can explore utilize and make impact. This will make someone to influence the world positively.