EXPOSURE AND USE OF NEW MEDIA TECHNOLOGIES AMONG BROADCASTERS IN SOUTH EAST NIGERIA
Abstract
This study explored the extent of exposure and use of new media technologies among broadcasters in South-East Nigeria. New media technologies have become the new trend in most media organizations. Anecdotal evidence suggests high use and high exposure to these technologies. However given the complex factors that seem generally associated with adoption of technologies by developing societies and the potential for individual adoption based on perceived benefits and individual differences and the economic implication of use of these technologies, the need arises therefore to empirically examine the extent of use and factors affecting it. The study using survey with 612 respondents cutting across three levels of ownership of federal, state and private television and radio stations in South-East Nigeria. The study found that majority of the respondents were female journalists, implying the possibility of more female working in these stations. Moreover, the study found a minimal level of exposure and use of new media technology among broadcasters in South-East Nigeria. This finding contradicts the assumption of high exposure and use of these technologies as suggested by anecdotal evidence. However, the findings support the diffusion of innovation theory argument concerning different levels and stages of adoption of innovations. Beyond the argument of diffusion theory, the possibility of economic factor concerning usage of these technologies as well as individual differences in the actual application of these technologies exist. There is also the possibility that these technologies have not yet diffused in these stations and that these stations may not have met the requisite number of capacity building to ensure use by these broadcasters. The study further recommends that the various owners of these broadcast media especially the federal government should make available state-of-the-art technologies that will enhance the practice of journalism in South-East Nigeria.
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