CLIPS

This study examined audience perception of online news clips in promoting professional broadcasting practice in Edo State. The objectives of the study were to determine the level of audience exposure to online news clips, examine audience preference and frequency of access, assess the influence of source credibility and presentation quality on audience trust, evaluate audience perception of professionalism and ethical standards in online news reporting, and determine the extent to which exposure to online news clips affects perceived credibility and audience engagement. The study adopted a survey research design. Data were collected through the administration of structured questionnaires to respondents in Edo State, of which 397 valid copies were retrieved and used for analysis. The data were analysed using frequency tables and percentages. The findings revealed a high level of exposure to online news clips among respondents, with most participants accessing and viewing such content regularly through digital platforms including news websites and social media. The study also found that respondents prefer online news clips to traditional print media because of their accessibility, convenience, and engaging presentation. Furthermore, the findings showed that online news clips are frequently shared among audiences, thereby extending their reach and influence. Source credibility, visual and audio quality, peer influence, and frequency of exposure were identified as major factors influencing audience trust and perception of online news content. The study further revealed that respondents generally perceive online news clips as professional, balanced, and trustworthy, particularly when produced by reputable media organisations. Repeated exposure was also found to strengthen audience perceptions of credibility and reliability. In addition, respondents agreed that online news clips contribute to the promotion of professional journalism standards, ethical reporting practices, and media accountability. The study concluded that online news clips have become an important component of contemporary news consumption and play a significant role in shaping audience trust, engagement, and perception of professionalism in broadcasting practice. It was therefore recommended that media organisations maintain high standards of accuracy, credibility, and production quality, while also providing continuous training for journalists to ensure adherence to ethical and professional broadcasting standards in the digital media environment.