AUDIENCE CHASING IN THE AGE OF SOCIAL MEDIA DYNAMISM: ANOTHER LOOK AT SELECTIVE INFLUENCE THEORY

Amarachi Agatha Ezeakolam, Peter Olayinka Awofadeju (PhD)

Abstract


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.


Keywords


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

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