Incorporation of social media and audience engagement in conventional broadcasting among selected broadcast stations in Nigeria

Abstract Social media is said to have revolutionized broadcasting and is in on a continuous spiral of growth. It provides platforms for viewers to contribute to news-gathering, with newscasters having the opportunity to engage in continuous conversation with their viewers in real-time. This study surveys audience engagement on the social media platforms of four mainstream broadcast stations in Nigeria - NTA, Radio Nigeria, Arise TV and RayPower Stations; it ascertains how social media impacts into broadcasting on these stations, and probes the challenges faced by the broadcast stations in incorporating social media into conventional broadcasting. Study adopts mixed methods with 149 copies of questionnaire administered on netizens while four seasoned broadcasters were interviewed. Technology Acceptance Model, Media Convergence and Uses and Gratification theories formed the theoretical framework. The study highlights ways in which social media encourage interactivity and citizens engagement, and the impact of social media on contemporary broadcasting are identified viz facilitating immediate news reportage, increasing audience participation, and interactivity. The major challenges faced by journalists in incorporating social media to contemporary broadcasting are network glitches, inadequate financing and inadequate power supply. The study recommends use of alternate power supply, alternate network service provider and more funding of contemporary broadcasting. Key Words: Contemporary Broadcasting, Social Media, Interactivity, Media Convergence. About the Authors Joan Tirwyn Hassan, Ph.D., is a Senior Lecturer in the Department of Mass Communication, Kaduna State University, Kaduna, Nigeria and a visiting Faculty with Baze University, Abuja. She is interested in Agenda Setting, Political Communication, Development Communication, Integrated Marketing Communication and Media Convergence. ** Patrick Dogitimi Sam is a journalist and a postgraduate student in the Department of Mass Communication, Baze University, Abuja, Nigeria. He has an all-round experience in journalism and public relations and is interested in exploring media convergence. JCMR Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 179 - 191 © Association of Media and Communication Researchers of Nigeria (AMCRON). Article Citation Hassan, J. T. & Sam P. D. (2024). Incorporation of social media and audience engagement in conventional broadcasting among selected broadcast stations in Nigeria. Journal of Communication and Media Research, 16 (1): 179-191. Full Article Words: 8,951 Pages: 13 To access full article, click on download.