ABSTRACT

The challenge of understanding and maintaining complex human behavior, particularly in relation to health among young people, has been difficult to address. The lack of significant attention from the mass media has hindered the success of simplifying health behavior changes in youths. To address this issue, this research aimed to assess the influence of the MTV Shuga series on the health behavior patterns of students at UNIBEN. The study involved 200 students to gather quantitative data, utilizing the Health Belief Model theory and the Theory of Planned Behavior as the basis for the research. The findings indicated that a considerable number of students were exposed to the MTV Shuga series, leading to increased awareness of safe sex issues and practices. As a result, it can be concluded that the mass media plays a crucial role in promoting public health by serving as a significant tool for encouraging behavioral change. Therefore, the study suggests that the Nigerian government should invest more in producing edutainment programs to effectively communicate developmental issues, particularly concerning health.