Abstract: This study investigated the perceptions of prank video content on YouTube among Rivers State University students, utilizing Cognitive Dissonance Theory to explore how students reconcile conflicting attitudes toward prank videos. The research employed a cross-sectional survey method with a sample size of 400 students, selected through a cluster sampling technique. Data were collected via structured questionnaires, focusing on students’ enjoyment, ethical concerns, and personal values related to prank videos. The findings reveal a mixed perception of prank content. On one hand, students appreciate the entertainment value and humour of prank videos, contributing to high engagement and enjoyment. On the other hand, significant cognitive dissonance is evident as students grapple with ethical concerns about the potential harm or embarrassment caused to individuals featured in these videos. This conflict often results in justifications or minimizations of the negative impact to align their enjoyment with their moral standards. Frequency and percentage methods were employed to analyze the data, highlighting that while a substantial portion of students find prank videos entertaining, there is a notable concern about their ethical implications. The study concludes that students hold mixed feelings towards prank content, balancing enjoyment with ethical reservations. Recommendations include encouraging content creators to adopt more ethical practices in pranking, such as avoiding harmful scenarios, and promoting media literacy among students to better navigate the ethical dimensions of online content. Additionally, universities should consider incorporating discussions on media ethics and critical viewing skills into their curricula to address these conflicts.

TABLE OF CONTENTS

Title Page                                                                                                                    i

Certification                                                                                                                ii

Dedication                                                                                                                  iii

Acknowledgement                                                                                                      iv

Table of Contents                                                                                                       vi

Abstract                                                                                                                      vii

CHAPTER ONE: INTRODUCTION

1.1        Background to the Study________________________________________1

1.2       Statement of the Problem _______________________________________3

1.3       Objectives of the Study_________________________________________4

1.4       Research Questions____________________________________________4

1.5       Significance of the Study________________________________________5

1.6       Scope of the Study____________________________________________6

1.7       Operational Definition of Terms _________________________________6

CHAPTER TWO: LITERATURE REVIEW

2.0       Introduction_________________________________________________8

2.1       Conceptual Review___________________________________________20

2.2       Empirical Studies____________________________________________25

2.3       Theoretical Framework_______________________________________25

CHAPTER THREE: RESEARCH METHODOLOGY

3.0       Introduction________________________________________________33

3.1       Research Design____________________________________________33

3.2       Research Method___________________________________________33

3.3       Study Population_____________________________________________34

3.4       Sample Size ________________________________________________34

3.5       Sampling Technique _________________________________________34

3.6       Instrument for Data Collection__________________________________35

3.7       Validity and Reliability of Research Instrument­­­­­­­­­­­­­­­­­­­­­_____________________35

3.8       Data Collection Process________________________________________36

3.9       Method of Data Analysis_______________________________________36

CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.0       Introduction _________________________________________________39

4.1       Demographic Variables Analysis of Respondents____________________39

4.2       Analysis of Research Questions Related Variables___________________39

4.2       Discussion of Findings_________________________________________48

CHAPTER FIVE: SUMMARY, CONCLUSION, RECOMMENDATIONS AND LIMITATIONS

5.0       Introduction________________________________________________50

5.1       Summary__________________________________________________50

5.2.      Conclusions ________________________________________________51

5.3       Recommendations ___________________________________________52

5.4       Limitations to the Study_______________________________________54

References

Appendix

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