International Multilingual Journal of Contemporary Research

ICT Use, Cognitive Style and Job Motivation as Determinants of Workers' Creativity in Newspaper Industries
Oluwatoyin Olukemi Oso, Goodluck Ifijeh

Abstract
Workers’ creativity has become a subject of both theoretical and empirical discourse in recent times. This study investigated creativity among workers in Newspaper houses. The study sought to find out the effects of ICT use, cognitive styles and motivation on workers creativity. A total of 699 workers in newspaper houses in Nigeria were chosen as the study population. Data was gathered using questionnaire as the instrument. 400 questionnaires were administered and 393 were returned and used for the study. The study found out that the use of ICTs (referring generally to computers, videos, hardware, software, and networks) positively influences workers creativity in the newspaper industries. It also revealed that ‘learning new ways to think’ as a cognitive style was ranked highest in influencing workers creativity (Mean=4.20). The study further revealed that the current use of incentive motivation influences workers job performance in relation to their levels of creativity in media houses. The result of the joint effect of independent variables (ICT Use, Cotgnitive Styles and Motivation) on creativity was significant (F(3,389) = 94.588; R = .649, R2 = .422, Adj. R2 = .417; P < .05). About 42% of the variation was accounted for by the independent variables. The study therefore recommends adequate motivation, provision of ICT facilities and encouragement of good cognitive styles as ways through which workers creativity could be improved.

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