Comparative Analysis of Social and Conventional Broadcast Media News Consumption by Residents of Akwa Ibom State, Nigeria
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Abstract
Radio and television once dominated news consumption in Nigeria, but social media now claim a growing share of the news audience. This study compared the two as news sources among residents of Akwa Ibom State, Nigeria, in terms of the extent of use, the motivations behind choosing one over the other, and perceived credibility. It was guided by Uses and Gratifications Theory and Media System Dependency Theory. A structured questionnaire was administered to 384 respondents selected through multi-stage sampling across the state’s three senatorial districts, and the data were analysed using descriptive statistics and a paired-samples t-test. Social media were used daily by 77.6% of respondents against 37.0% for broadcast media, and the difference was statistically significant, t(371) = 18.42, p < .001. Respondents turned to social media for convenience, speed and interactivity, and kept to broadcast media for their credibility, professional standards and fact-checking. Broadcast media, though used less, were trusted more: 88.6% of respondents rated them credible, compared with 46.6% for social media. The most heavily used source was therefore the one trusted least. The study recommends that broadcast organisations in Akwa Ibom State strengthen their digital presence while keeping the editorial discipline that distinguishes them
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