Amarachi Agatha Ezeakolam, Peter Olayinka Awofadeju (PhD)


The debates on audience has continued to be a central focus for many communication scholars, just as those in the business circle battling with increase in customer’s purchase of their commodities. What makes the media’s challenge regarding audience more critical is the fact that media sells abstractive products in terms of news, information, advertising, public relations, education and entertainment, unlike merchandise organisations that sell tangible products that can be negotiated at will by the target customers/consumers. This changing nature of the media consumers is due to the fact that, the new media embodied majorly in social media have given them the interactivity platform that is missing in the traditional media. This paper therefore takes a look at issues surrounding media audience in the 21st Century media world using Conceptual Interpretative Analysis as its methodology with the aim of presenting empirical arguments regarding the connectivity of choosing Influence Theory and how it strengthens current audience dynamism in the age of social media. It is however concluded that, the mainstream media needs to align and adapt to these changing ties that the emergence of new media technology has brought to fore and recommends that training and retraining of journalists, reporters and media practitioners in alignment with these changing ties is the lasting solution that can have meaningful impact on media legacies in the 21st Century.


Audience Chasing, Age, Social Media Dynamism, Selective Influence Theory.

Full Text:



Agbo, O. B. &Chukwuma, O. (2016). Social media usage in gathering and transmission of news among broadcast journalists in South-East Nigeria. Media Watch, 7 (3) 315-330.

Banda, F. (2010). Citizen journalism and democracy in Africa: An exploratory study. Highway Africa.

Bowman, S., & Willis, C. (2003). We media: How audiences are shaping the future of news and information. The Media Centre. The American Press Institute.

Bruns, A., Highfield, T., & Lind, R. A. (2012). Blogs, twitter, and breaking news: The produsage of citizen journalism.,% 20Twitter,%20and%20Breaking%20News.pdf

Chukwu, O. C. (2014). Online journalism and the changing nature of traditional media in Nigeria. International Journal of African Society Cultures and Traditions, 2 (3), 1-9.

Daramola, I. (2003). Introduction to mass communication (2nd ed.)Rothan Press Ltd.

Festinger, L. (1957). A theory of cognitive dissonance.Stanford University Press.

Flew, T. (2017).Media Convergence. Britannica. convergence

Gross, J. (2011). The medium is the message. Retrieved July 22, 2019, from 2011/07/the-medium-is-the-message.html

Guo, Z. (2018). Media credibility in the public mind: A critique. Communication & Society, 46, 121–182. 74&CA_ID=590

Hellmueller, L., & Trilling, D. (2012, June). The credibility of credibility measures: A meta-analysis in leading communication journals, 1951 to 2011 [Paper Presentation], WAPOR 65th Annual Conference, Hong Kong.

Golan, G. J., & Anita Day, A. (2010). In God we trust: Religiosity as a predictor of perceptions of media trust, factuality, and privacy invasion. American Behavioral Scientist, 54(2), 120–136. 10.1177/0002764210376314

Hopmann, N., Shehata, A., &Strömbäck, J. (2015). Contagious media effects: How media use and exposure to game-framed news influence media trust. Mass Communication and Society, 18(6), 776–798. 1022190Jack

Jack, M. (2010). The social evolution of citizen journalism. Canadian Journal of Media Studies, 6(1), 95–158.

Jurrat, N. (2011). Mapping digital media: Citizen journalism and the internet. Open Society Foundations Reference Series: Washington.

Johnson, T. J., & Kaye, B. K. (1998). Cruising is believing?: Comparing internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75(2), 325–340. https://doi. org/10.1177/107769909807500208

Katz, E., Blumler, J. G., &Gurevitch, M. (1973).Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523. 268109

Katz, E., &Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of communications. Free Press.

Keen, A. (2007). The cult of the amateur: How today’s internet is killing our culture. Double Day Publishers.

Kiousis, S. (2001). Public trust or mistrust?Perceptions of media credibility in the information age. Mass Communication and Society, 4(4), 381–403. https://

Kovaic, M., Erjavec, K., &Stular, K. (2010). Credibility of the traditional versus online news media: A historical change in journalists’ perspective. Medijskaistraživanja: znanstveno-stručničasopiszanovinarstvo imedije,, 16 (1), 113–130.

Kramp, L. (2015). The rumbling years. The communicative figurations approach as a heuristic concept to study– and shape–the transformation of journalism.

Mehrabi, D., Abu-Hassan, M., & Ali, M. S. S. (2009).New media credibility of the internet and television. European Journal of Social Sciences, 11(1), 136–148. Mehrabi/publication/228679972_News_media_cred ibility_of_the_internet_and_television/links/ 5b4c8ac4aca272c60947c2a2/News-media-credibil ity-of-the-internet-and-television.pdf

Mistura, A. S. &Onyechi, N. (2020) Digital media vs mainstream media: Exploring the influences of media exposure and information preference as correlates of media credibility, Cogent Arts & Humanities, 7:1, 1837461, DOI: 10.1080/23311983.2020.1837461

Nadaf, A. H. (2019). The dimensions of convergence in the media industry. International Journal of Innovative Studies in Sociology and Humanities, 4 (3), 27-31.

Oladosu, D. I., Sanni, O. A. &Tanimowo, O. (2021). Trends and patterns of online newspapers in Nigeria: A Study of Sahara Reporters and the Premium. International Journal of Research and Innovation in Social Science (IJRISS), 5 (3), 499-506.

Tsfati, Y. (2010). Online news exposure and trust in themainstream media: Exploring possible associations.American Behavioral Scientist, 54(1), 22–42.

Wanta, W., & Hu, Y.-W. (1994). The effects of credibility,reliance, and exposure on media agenda-setting:A path analysis model. Journalism Quarterly, 71(1),90–98.

Weeks, B. E., Lane, D. S., Kim, D. H., Lee, S. S., &Kwak, N.(2017). Incidental exposure, choosing exposure, andpolitical information sharing: Integrating onlineexposure patterns and expression on social media.Journal of Computer-Mediated Communication, 22(6), 363–379.

William, A. (2012). Trust or bust?: Questioning the relationshipbetween media trust and news attention. Journalof Broadcasting & Electronic Media, 56(1), 116–131

Wilson, S., Leong, P., Nge, C., & Hong, N. M. (2011).Trust andcredibility of urban youths on online news media. Malaysian Journal of Communication, University Kebangsaan Malaysia (UKM), 27(2), 97–120.


  • There are currently no refbacks.

Copyright (c) 2022 Amarachi Agatha Ezeakolam, Peter Olayinka Awofadeju (PhD)










ISSN (PRINT):    2682 - 6135

ISSN (ONLINE): 2682 - 6127





Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.