CHAPTER ONE
INTRODUCTION
As social media prevailed people’s everyday life, various questions were raised regarding their use by radio stations. For example, researchers examined how audiences use radio stations’ Facebook page, and the interaction between the radio presenter and audiences. They concluded that computer, internet and communication technologies such as social networking sites offered audience a more active identity and helped the radio world achieve tremendous developments (Emine & Guzin, 2011). The differences between advertising, public and communal radio stations were studied in Canada (Bonin, 2016). Bonin (2016) used a face-to-face interview of four managers and thirteen journalists to fully comprehend the reasons social media are being used. In another study Bonini (2014) attempted to answer the current issue of the changes that radio has undergone since it started to operate alongside social media. Among the various existing social media he specifically focused on Facebook. Finally, the extent to which radio broadcasters influence the degree of off-air contact or interaction between music radio stations and their listeners was studied in Germany. The results showed that the bond between a radio station and its listeners is not only determined by the frequency and duration of the listeners tuning into the station, but also by the number of listeners active participation off air (Spangardt, Ruth, & Schramm, 2016).
Several studies examined how radio stations incorporate social media in everyday broadcasting as well as radio stations strategy to develop and maintain an online community. Results from various countries and cultural backgrounds seem to suggest that radio stations do not have a specific strategy and they rather experiment. When it comes to social media, a lot of metrics can be tracked. Likes and comments, shares and retweets. But just because it can be measured, doesn’t mean it’s important. The important thing is that they generate revenue for the media firm. The most important data metric to track when reviewing social media efforts is found in your google analytics. The number of visitors that come to the website from social media. You can break it down by social networks to establish which one has the biggest impact on the strategy. You can get a lot of likes on Instagram but if that doesn’t drive people to the media institution, you won’t generate any revenue from it. Mass media technologies shape the way the society uses them to meet its communication needs (Albaran 2009; Baran and Davis 2006; MacQuail 2005). At the same time the way the society uses these media also shape their adoption and their use. Mass media technologieshave a long history and have been evolving over time with each new media threatening to phase out the previous one (DeFleur and Dennis 2002; MacQuail 2005).
It is worthy to note that all the aforementioned new media are now being used to transform the broadcasting landscape of the world, Nigeria inclusive. Akpan, (2004:76) notes that before the advent of digital technology, analogue system of broadcasting has already been saturated in terms of audience and spectrum available to broadcasters. He notes further that broadcaster had reached a possible limit in terms of improving broadcast quality and the development of broadcast services in an analogue system.
In Nigeria today, there is no doubt that the stiff competition in the broadcast industry is as a result of the private broadcast stations trying to effectively compete with the public or government owned stations with their modern sophisticated digitalbroadcasting equipment. The government stations on their part have started to take the lead by digitalizing their stations to modern world standards with a view to facing the challenges of modern broadcasting propelled by the new media technologies. This also affirms the stand of the National Broadcasting Commission in stipulating that by the year 2012, all broadcasting stations and equipment still in analogue, must be phased out of the country. The reason for this may not be unconnected with the idea of the regulatory body to ensure that the opportunities which the new media technologies herald as well as the challenges they pose on the broadcasting industry are taken and maximized for the optimum use of the citizens of Nigeria. It is based on this backdrop that the present study seeks to examine social media platforms and the challenges on broadcast stations in Nigeria.
1.2 Statement of the Problem
Even though the developments in social media are amazing, the extent of use of social media by broadcasting agencies in Nigeria are limited as they have not perfected the use and gotten a hang of how it is being operated effectively. The recorded advancements in social media can only be said to be achieving the desired ends when they readily and continuously influence positively the broadcast media operations. Apparently, what this means is that, the accomplishments from using all social media platforms can only be effectively measured by the extent which they bring about increased productivity through accuracy, timeliness, speed, proximity and transfer of messages and how they redefine the concept of broadcasting to an enviable depth.
Lister and Dovey (2003), pinpointed altogether the positive and negative sides and as well as the tangible implications of social media platforms, saying that some of the earlier works on social media researches were culpable of technological determinism in that the effects of media were determined by the technology themselves, instead of tracing the complex social networks which governed the development, funding, implementation, application and future growth of social media. Perhaps, there is every need to say at this moment, that there is still a very high level of misconception as to what really constitute social media, especially amongst media practitioners and communication professionals worldwide (Reich, 2011). This image is practically visible in the broadcasting sector as well most especially in Nigeria and other developing countries of the world, however, as many professionals still do not understand the social media platforms and its immense contributions to broadcasting operations, the challenges of social media platforms in the broadcasting sphere cannot be over emphasized.
The challenges of new media technologies in the broadcasting sphere cannot be over emphasized. In fact, it is on the platform of the new media technologies that broadcasting as a phenomenon has come to be closer to the people. In the same vein, these new media technologies have also broken the monopoly of who should be broadcasting at any time. For instance, convergence has made it possible for many who hitherto would not have been able to broadcast because of the financial implications of acquiring equipment for the setting up of a broadcasting station to ‘webcast’ using the internet. This certainly has more hazard than gains for the industry, especially in the developing countries. There is no doubt that Nigeria is still trailing behind in the race of acquisition of new media for the purpose of broadcasting and other media purposes. Agba (2001) lamented the pace of ICT development in Nigeria when he noted that Nigeria is still sheltered into the prime level of electronic reporting when compared to the rest of the world. It is on this background that the present study seeks to examine social media platforms and the challenges on broadcast stations in Nigeria specifically in north central Nigeria (a case study of AIT, Abuja and Radio Benue, Makurdi).
The main objective of this study is to examine social media platforms and the challenges on broadcast stations in Nigeria specifically in north central Nigeria (a case study AIT, Abuja and Radio Benue, Makurdi). Other specific objectives of the study include;
The following questions were derived to give direction to the present study;
Specifically, the findings of this study stand to greatly benefit the media practitioners and broadcast industries, social media researchers, students, online and offline content creators, as well as the general public.
For the media practitioners and broadcast industries, the study would practically stimulate future research on social media platforms as they affect the broadcasting or media industry in Nigeria and beyond. The study would also benefit the National Broadcasting Commission (NBC) with full effective information in its pursuit for the phasing out of analogue broadcasting equipment.
For social media researchers, this study would give direction on how to gradually and accurately transform from the present analogue state of broadcasting in Nigeria and clinch a broadcasting environment that is driven by modern media platforms as obtainable in western countries for rapid growth and development.
For students, this study would practically serve as a firsthand material to carry out further research and learning to improved and broaden social media knowledge for the purpose of promoting social media as an indispensable factor in the academic profession individually and collectively.
For the general public, this study will also be of greater benefits to them, in that it would add to the body of academic literatures on social media in Nigeria and beyond.
It would give direction on how to gradually transform from the present analogue state of broadcasting in Nigeria and embrace a broadcasting environment that is driven by modern Information and Communication Facilities as obtainable in western countries.
It would stimulate further research on Information and Communication Technologies (ICTs) and social media as they affect the broadcasting or media industry in Nigeria.
It would add to the body of academic literatures on New Media and Information and Communication Technologies in Nigeria.
1.6 Scope of the Study
This study is on the Social Media and the Challenges on Broadcast Stations in select States of North Central Nigeria; using AIT Abuja, and Radio Benue Makurdi as a case study. However, this study will cover practicing journalist, anchors, producers, engineers, editors from the two media organizations, this is due to the fact that, they are the target audience who could provide the much-needed insights on the knowledge of social media challenges on broadcast stations especially at the north central zone of the country, Nigeria.
1.7 Operational Definition of Terms
Social Media: Socia media are interactive technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. Social media is internet-based and gives users quick electronic communication of content, such as personal information, documents, videos, and photos. Users engage in social media via a computer, tablet, or smartphone via web-based software or applications.
Broadcast stations: Broadcast stations, as used in this study,is the radio and television organization whose business is that of sending out radio and television signals over a distance, to a large heterogeneous audience by means of airwaves. Broadcast station can also mean, an electronic media or channel house that uses the airwaves which enables signals and information to be transmitted to a large and diverse audience.
Challenges: Challenges as used in this study is defined as a difficult task, especially one that a person making attempts to finds more enjoyable simply because, of that difficulty. Challenge is also a situation or an instigation or an antagonization intended to convince a person to perform an action they otherwise would not do.
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