Digital media vs mainstream media: Exploring the influences of media exposure and information preference as correlates of media credibility

Mistura Adebusola SALAUDEEN, Ngozi Onyechi

Research output: Contribution to journalArticlepeer-review

Abstract

Rapid advancements in new media technologies have empowered presumed
inactive mass media consumers to become active content creators on digital
media platforms. The overarching implication of this unprecedented opportunity on media credibility has continued to reverberate among researchers, media practitioners, and media users. This study, employing selective exposure and McLuhan's 'medium is the message' frameworks as theoretical underpinnings, examined the influence of media exposure pattern and information preferences on perception of mainstream and digital media credibility among the University of Ibadan undergraduates. Cross sectional survey and focus group discussions (FGDs) served as the study designs while cluster probability and purposive sampling techniques were employed to select respondents and discussants who participated in the study. Analysis of both quantitative and qualitative data revealed that the mainstream media were adjudged more credible despite heavier dependency on digital media platforms have predictive influences on respondents’ credibility evaluation. Specifically, one of the significant conclusions of the study is that audience credibility judgement, predicted by frequent exposure and choice of content consumption, are grounded on the awareness of the implicit nature of media platforms.
Original languageEnglish
Article number1837461
Pages (from-to)1-16
Number of pages16
JournalCogent Arts and Humanities
Volume7
Issue number1
DOIs
Publication statusPublished - Oct 2020

Scopus Subject Areas

  • Social Sciences(all)

User-Defined Keywords

  • Digital/mainstream media;
  • Citizen/mainstream journalism;
  • Nigerian media;
  • Media exposure
  • Information preference
  • Media credibility

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