MEDIA CHANNEL AND AUDIENCE RETENTION: A COMPARATIVE STUDY OF TRADITIONAL MEDIA AND NEW MEDIA
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MEDIA CHANNEL AND AUDIENCE RETENTION: A COMPARATIVE STUDY OF TRADITIONAL MEDIA (RADIO, TELEVISION, MAGAZINE, NEWSPAPER ETC) AND NEW MEDIA (FACEBOOK, 2GO, TWITTER, YAHOO MAIL AND ONLINE NEWS ETC
ABSTRACT
The study was conducted to comparatively analyze the media channel and audience retention of new and traditional media among students; a case study of Ahmadu Bello University Zaria. The study is significant because it helped in unveiling the paradigm shift in respect of social and conventional media patronage. Uses and gratification theory was adopted as philosophical guide. Survey was the research method used, with questionnaire as instrument that was purposively distributed among 200 respondents. Simply put, every student uses either new or traditional media. New media has higher level of usage compared to the traditional media among the students and their usage. Most of the audiences rely on information they receive from the new media even though significant number (39.5%) still doubt the reliability of such information. Almost all audiences rely on traditional media. The number (6%) of those who do not rely on such information is less or no significance. The degrees of reliance vary across the audience.
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