It is My Goal to See a Successfully Unbundled Mass Communication – HOD

Professor Oloruntola Sunday assumed office as the Head of the Department of Mass Communication, University of Lagos (UNILAG) in August 2024 during the process of unbundling the department into a faculty.  In an exclusive interview with Blessing Famose, Abimbola Adelakun, Peace Chenube, Ameerah Junaid, and Barakat Lawal,  he shares just how his administration aims to achieve this feat and sheds light on the changes the students and department will experience.

You were appointed as the Head of Department in August 2024. What are your goals for the Mass Communication department regarding its future and the students?

One of my primary goals is to ensure the successful unbundling of Mass Communication, continuing the work my predecessors started. With the NUC’s approval of Core Curriculum and Minimum Academic Standards (CCMAS), we’re now on the path to transitioning Mass Communication into a faculty. By December, I expect the splitting proposal to have gone to the NUC for approval, and we’re aiming for the changes to take effect by September 2025.

The new faculty will initially retain the Department of Mass Communication to allow current 100-level and 200-level students to graduate under their original program. However, after the NUC verifies the results, the university will advertise three new departments: Public Relations and Advertising, Journalism, Broadcast and Media Studies, and Mass Communication. Over time, as fewer students opt for Mass Communication, it will naturally phase out. The new structure will offer specialized programs like B.Sc. Public Relations and Advertising and B.Sc. Journalism, Broadcast, and Media Studies.

Another important goal is to strengthen collaboration with our alumni. They’ve made significant contributions, and I want to ensure we build even stronger partnerships. Alumni bring industry experience, connections, and insight, which can help provide our students with the practical, hands-on exposure they need while still in school. This will bridge the gap between academic knowledge and real-world media industry demands.

What have been your biggest challenges so far, and what progress have you made toward achieving your vision and goals for the department?

One of the toughest challenges I faced was stepping into my role during the crucial period of accreditation preparation. With the dedicated support of the accreditation team, led by Dr. Ebony Oketunmbi, and the efforts of other lecturers, we managed to ensure everything went smoothly and achieved success. Another major hurdle was the delay in graduating our 500-level ICE students due to some setbacks. Thanks to the groundwork laid by the former HOD and the Examination Officer, we’ve resolved most of the issues, graduating 42 students, with plans in place to address the remaining cases gradually.  

Looking ahead, I’m focused on building on the foundation set by my predecessor. We’re working on the unbundling initiative, which aims to establish new academic programs, and it’s currently being processed in Abuja. I’ve also engaged with our alumni for support, particularly for the Prad Lab and Photo Lab, which need larger spaces and new equipment. A detailed proposal has been sent, and we’re optimistic about their assistance. However, managing the growing student population remains a challenge. For example, the 200-level class has over 450 students, making classroom management and maintaining cleanliness difficult. While staff play a role, students must also take responsibility and encourage each other to uphold standards.

Could you provide more insight into the Department’s recent transition to a Faculty? What new changes can students and other members of the university community expect?

The Vice-Chancellor has confirmed that the paper for the unbundling initiative has been approved but still requires final approval and verification from Abuja. This process involves multiple steps, starting with the Senate’s approval of three departments and four programs. Mass Communication will remain as a department, but it will now coexist with the Department of Public Relations and Advertising, offering BSc Public Relations and BSc Advertising, and the Department of Journalism and Broadcasting, offering BSc Journalism and Media Studies and BSc Broadcasting. Library Studies, currently under Mass Communication’s care, will eventually become a standalone department once it matures.  

A significant change is how programs will be advertised. Mass Communication as a single program will phase out, and students will specialize from the outset. During JAMB registration, students will now select specific programs like BSc Journalism or BSc Advertising, aligning with the NUC’s directive for increased specialization. Regarding infrastructure, there are no immediate plans to move buildings unless the university approves an expansion. However, the unbundling initiative introduces immediate structural changes, such as establishing a faculty with its own Dean and appointing more HODs to oversee the new departments.

In your last interview with UNILAG Sun, you hinted at a possible partnership between this department and other institutions focused on fostering communication research. What steps have you taken towards this so far? 

The only active partnership we currently have is with the Media Career Network, led by Lekan Fodunrin. While other proposals for collaboration have come in, they must go through the University of Lagos administration. For instance, Tiger Eye Foundation proposed a memorandum of understanding to establish an Investigative Journalism Excellence Award, which I suggested they discuss directly with the Vice-Chancellor.

Another organization, possibly connected to TAFA, has proposed a collaboration involving both Mass Communication and Creative Arts, which is progressing favourably. Additionally, Women in Communication proposed a partnership with some associated costs. I forwarded this to Lagos Business School for their input but haven’t received feedback yet. Once the current deadlines are cleared, I plan to follow up on that proposal.

How is the department striving to ensure quality education for students in light of the challenges posed by virtual learning?

Virtual learning is here to stay, and we’re working hard to adjust to it. Recently, some lecturers insisted on having students submit assignments physically, but I quickly addressed the situation through the group chat, reminding them that the university policy prohibits this. The lecturer then agreed to switch to online submission. However, virtual learning does come with its challenges, especially the associated costs. I’ve been advocating for some of our adjunct lecturers, particularly those who haven’t been paid, as this can affect their commitment to teaching. I’ve also pushed for being included in the class governors’ platform to address issues promptly.

For example, when the 300-level students informed me they hadn’t started their International Communication course, I contacted Prof. Ibrahim, who was on leave. I worked with Mr. Julius to ensure the students received the necessary instruction. Overall, when issues arise, I make it a point to intervene and find solutions, even if it means appealing or negotiating, all in the best interest of the students.

How has the department been able to adapt to emerging trends in the media landscape?

We are not new to this. Which major trend in the media is a big thing to us? None. The department is well-acquainted with major media trends, particularly digital disruption. While it may not be a strong suit for everyone, some lecturers are already highly skilled in this area. Professors like Ibrahim and Amobi, along with Dr. Suraj, a recognized digital expert, and Dr. Shaibu, are excellent examples of those adapting well. That said, improvement is always possible. To this end, the department plans to organize a retreat in January to focus on digital media trends. Experts will be invited to train lecturers and reinforce the importance of adapting to the evolving media landscape.

The rollout of CCMAS has also begun, replacing Benchmark Minimum Academic Standards (BMAS) to modernize and align courses with industry demands. Starting with 100-level students, new courses will be introduced gradually while existing students continue with BMAS during the transition. Efforts are underway to address missing courses on the portal, with plans to escalate the matter to the Deputy Director. Lecturers have already started engaging with the students under the new curriculum, ensuring a smooth integration.

A new course, Media Biographies, which I handle, is part of this revised framework. It focuses on individuals who have made significant contributions to the media industry, offering students valuable insights into their achievements and legacy. With a well-structured course outline and recommended texts, this approach equips students with a strong foundation while helping them adapt to CCMASS and the evolving academic and media landscape.

What advice do you have for students who intend to make a career in mass communication?

The advice I have for students is that there are far more opportunities now than before. You don’t have to limit yourself to traditional media like newspapers, radio, or TV. Mass Communication offers diverse paths, such as content creation, blogging, or even specializing in fields like health writing. Creativity is key, and internships with independent producers can spark ideas for unique projects. Some graduates even pivot to other fields, like auditing or finance, where the discipline and knowledge from Mass Communication still apply. This shows how versatile the degree is.

As a practicing journalist, it’s crucial to focus on building a solid reputation and strong networks. Avoid seeking immediate financial gain or abusing relationships for short-term favors. Instead, nurture connections by delivering value and professionalism. Journalism opens doors to meet influential people, and this can help when pursuing big ideas, like launching a project or securing funding. Hard work and long-term vision are essential—follow role models and aim high, like Dele Olojede and Simon Opaleke, who excelled in their craft and won international recognition. Always strive to grow, remain passionate, and seize opportunities that align with your goals.

How does the department ensure that students are well-prepared for the workforce in society after graduation?

We’re doing our best by involving adjunct lecturers who are industry professionals. This approach is designed to blend the gown with the town. Internships like the one you’re doing with UNILAG Sun, are excellent opportunities to bridge that gap and gain valuable experience for those who are willing and smart.

For example, during an initiative at America Corner, NCC students were invited to participate. Prof. Tejumaiye attended with some students, and another lecturer took others to Punch. The US Embassy organized the event, and one student wrote a report that impressed the organizers with its professional Punch-style writing. Students like her, who already have bylines in print and online, are exceptional and won’t struggle to find their footing after school. Unfortunately, some students are lazy and uninterested, missing out on these invaluable opportunities.

Take Alao Blessing as another example. She came to me with an idea to interview people on photography. I connected her with someone in television, and she has since completed four editions. I advised her to plan thoroughly and gather several stories in advance. Starting with just one or two cover stories can lead to scrambling for content later.

Preparation is key. Having timeless or non-outdated stories as a backup allows for smooth workflows while gathering fresh material. What Blessing is doing now is exposing herself to the industry’s realities, preparing her for life after graduation.

What advice do you have for students who intend to make a career in mass communication?

My advice is simple: today, you have more opportunities than I did. With the rise of digital platforms, you can study Mass Communication and never step into a traditional newsroom, radio station, or TV studio. You can even become a content creator, which is a form of online journalism. For those serious about their future, the possibilities are limitless. I always encourage interns not to limit themselves. Look at independent producers—intern with them, pitch your ideas, and perhaps start something of your own. Whether it’s blogging in a niche you’re passionate about, the key is creativity.

Mass Communication offers more than one career path. I know former students who’ve succeeded in fields like auditing, with one even becoming a certified chartered accountant through ICAN. While journalism may not offer high pay at first, it provides valuable networking opportunities. Always approach these opportunities professionally, building trust and integrity with the people you work with. Focus on the bigger picture and combine your passion for journalism with other pursuits, like teaching, as Dr. Shaibu does. Hard work and determination are essential, so set your sights on your goals and aim for excellence—just like Dr. Okpaleke, a three-time CNN African Journalist of the Year.