Digital Media vs Mainstream Media

By: Mistura Salaudeen   Ngozi Onyechi  

The advent of the internet and the proliferation of social networking sites and weblogs in Nigeria have caused a paradigm shift in journalism practice. Citizens who were solely recipients of information transmitted exclusively by the mainstream media, have themselves, become active creators and disseminators of media contents. With the digital media and the mainstream media vying for attention by daily inundating the audience with limitless amount of information, there are growing concerns among Nigerians about the authenticity and reliability of these information, which begs the questions; how trustworthy is mainstream journalism and citizen journalism to Nigerians? What is the correlation, if any, among people’s exposure to both forms of media, their information preference on both forms of media and their perceived credibility about both forms of media? Although, previous studies in other parts of the world have examined the relationship between media exposure and media credibility, this study takes a different approach by investigating the relationship among three variables – media exposure pattern, information preference, and perception about mainstream and citizen journalism credibility. Analysis of data gathered from 264 Nigerian university students through survey and focus group discussions reveals that respondents rate mainstream media as more credible although they are more exposed to and prefer to access information from digital media. The study concludes that the nature of the two media platforms as well as the manner of practicing journalism on these two media platforms greatly influences how the audience perceive their credibility.

Digital Media, Mainstream Media, Citizen Journalism, Mainstream Journalism, Media Credibility
Media Technologies
Paper Presentation in a Themed Session

Miss Mistura Salaudeen

PhD Student, Department of Journalism, Hong Kong Baptist University, Hong Kong
Hong Kong SAR, Hong Kong

I am currently running my PhD at the Department of Journalism, Hong Kong Baptist University. I obtained my Masters Degree in Communication and Language Arts from the University of Ibadan, Nigeria and my Bachelors Degree from Adekunle Ajasin University, Nigeria. I have five years of experience in Journalism during which I worked as a reporter at two Nigerian Television Station and served as an Editor/Content Producer at an Online Media in Nigeria. I also have four years of experience in Education during which I worked at an English Teacher at a High School where I also served as the Head of English Language Department. My desire to expunge illetracy from my country propelled me to volunteer as a Facilitaor for an Agency for Adult and Non-Formal Education (AANFE), Nigeria. Above all, I have a keen interest in the academics and reserach. My reserach interests include; Credibility Studies, Citizen Journalism, Mainstream Journalism, Digital Media.

Ngozi Onyechi

Lecturer, University of Ibadan, Nigeria