Journal of Development Communication And Applied Theatre

Thisstudy examines the dual role of WhatsApp platform as a channel for communication and entrepreneurship facilitation toolsamong students at the University of Abuja. The study employed Uses and Gratifications Theory (UGT) by Katz et al. (1973) and Alternative Media Theory (Atton 2002). Using a mixedmethod design, data were collected through a survey of 380 respondents and content analysis of three major student-driven channels namely Face of UniAbuja, Abuja Campus TV, and Campus Marketwith a combined membership of over 21,000 students. The findings indicate that WhatsApp platform plays a central role in student communication with notably elevated levels of engagement observed, and particularly among younger undergraduate students and female student populations, while campus-related news emerged as the most predominantly consumed category of content. However, entrepreneurial participation was limited, with only 15.5% of respondents engaging in advertising and most reporting little or no impact. The content analysis confirmed differentiated channel roles, highlighting WhatsApp’s strength as an alternative media space.The study concludes by advocatingfor future research on digital platforms in higher education, emphasizing the need for broader scope and deeper analysis.Therefore, the study recommends that universities should formally integrate digital literacy training, and encourage students to adopt sustainable entrepreneurial practices that can enhance long-term economic empowerment.

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