TRADITIONAL MEDIA VERSUS NEW MEDIA: THE FIGHT FOR DOMINANCE AMONG THE YOUTHS IN OUR SOCIETY TODAY.
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Abstract
The core objective of this study is to examine the extent to which traditional media and
the new media have remained dominant in the lives of the youths in our society and to
further investigate not just which of these media have dominated the sphere of the
youths but also find out the reasons why this is so. The study was anchored on uses
and gratification theory and media dependency theory. Like the name implies, the
youths have woken up to the several opportunities presented to them through the media
and as active participants of the media, they depend on it to explore these various
opportunities with their focus on which of the media world be more effective and
efficient in their drive towards these said opportunities. The survey research method
was adopted. To this end, 100 copies of the questionnaire were administered to
students in the University of Benin, Ekehuan campus. It was discovered in the study
that the new media has really dominated the world of the youths. Some youths stated
they used the new media for various reasons amongst which are entertainment,
education, information, business and aven politics. The study therefore recommends
that media practitioners, especially those with the youths as their target audience
should re-strategize in their goal of reaching the youths. Contents that would inspire
the thinking faculty of the youths to produce the right results for both them and the
society at large should be constantly made use of. Already, there is an integration of
traditional media to the new media, this collaboration should not be viewed as a loss
but for the benefit of the greater good, knowing that these youths are the future of the
society. In a society where the youths who are viewed as a menace in the society are fully equipped with information and knowledge that revolutionary, it would inspire them to be better and the society as well. The new media should be taken advantage of. If the new media among the youths is paid more attention, we would realize that most atrocities committed in the society will reduce. The new media has come to stay; the world is changing, it’s time for us to change to.
the new media have remained dominant in the lives of the youths in our society and to
further investigate not just which of these media have dominated the sphere of the
youths but also find out the reasons why this is so. The study was anchored on uses
and gratification theory and media dependency theory. Like the name implies, the
youths have woken up to the several opportunities presented to them through the media
and as active participants of the media, they depend on it to explore these various
opportunities with their focus on which of the media world be more effective and
efficient in their drive towards these said opportunities. The survey research method
was adopted. To this end, 100 copies of the questionnaire were administered to
students in the University of Benin, Ekehuan campus. It was discovered in the study
that the new media has really dominated the world of the youths. Some youths stated
they used the new media for various reasons amongst which are entertainment,
education, information, business and aven politics. The study therefore recommends
that media practitioners, especially those with the youths as their target audience
should re-strategize in their goal of reaching the youths. Contents that would inspire
the thinking faculty of the youths to produce the right results for both them and the
society at large should be constantly made use of. Already, there is an integration of
traditional media to the new media, this collaboration should not be viewed as a loss
but for the benefit of the greater good, knowing that these youths are the future of the
society. In a society where the youths who are viewed as a menace in the society are fully equipped with information and knowledge that revolutionary, it would inspire them to be better and the society as well. The new media should be taken advantage of. If the new media among the youths is paid more attention, we would realize that most atrocities committed in the society will reduce. The new media has come to stay; the world is changing, it’s time for us to change to.
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