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INFLUENCE OF NEW MEDIA IN ACHIEVING COMMUNICATION EFFICIENCY IN RADIO AND TELEVISION STATIONS IN NIGERIA

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INFLUENCE OF NEW MEDIA IN ACHIEVING COMMUNICATION EFFICIENCY IN RADIO AND TELEVISION STATIONS IN NIGERIA

 

ABSTRACT

 

The study looked at the impact of new media on achieving communication efficiency in broadcasting, with a focus on the positive contributions of new media (modern media) on old media (traditional mass media) in today’s practice, particularly in news gathering, writing, processing, and dissemination.

T he new media, which is simply represented by the internet and is embedded with some facilities or applications such as: electronic mail, Facebook, google, yahoo, video conferencing, chat room, video call, and many more, has changed the conventional face and practice in old mass media such as: radio, television, newspaper, and magazine not only in Nigeria but around the world.

Furthermore, unlike in the past, where only media owners could send messages with little or no feedback, new media has made message receivers part of the information distributor. The following theories were used in the study: Mediamorphosis theory, Source Credibility theory, Technological Determination theory, and Diffusion of Innovation theory.

The survey research method was used as a research method, with a questionnaire used to elicit responses from the 100 respondents chosen from OSBC, Osogbo.

Descriptive statistics were used to analyze and interpret the collected data (frequency and percentage method). According to the findings, the majority of respondents are now using the internet and other modern ICTs in news gathering, processing,

and dissemination by gathering news online, interviewing people via Skype, storing videos on Google Cloud, and so on. In terms of news gathering, processing, and dissemination, the media should transition from analog to digital technology.

 

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INFLUENCE OF NEW MEDIA IN ACHIEVING COMMUNICATION EFFICIENCY IN RADIO AND TELEVISION STATIONS IN NIGERIA

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