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Audience Participation in Information Dissemination for National Renaissance: Nigerian Youths’ Engagement of Radio Contents Via Social Media Platforms

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Converged Radio, Youth and Urbanity in Africa

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Abstract

This chapter was designed to investigate how the Nigerian youth—the largest age group in the country—deploy social media platforms to consume radio content on topical public issues to establish the intermediality of radio broadcasting and social media in driving the national renaissance. While Media Dependency and Democratic Participant theories formed the theoretical framework, we combined survey and Focus Group Discussion (FGD) as research methods. One hundred and fifteen copies of the online survey questionnaire were administered to youths, while five sessions of FGD were held with select young people who used social media and listened to the radio. The findings revealed that radio is still a popular news medium among the youth. Also, the study established that social media, via their capacity for wide reach, cost-effectiveness, and multimodality, have rather enhanced the significance of radio than undermined its efficiency as an agent of national reawakening and cohesion. Therefore, given the fact that every social change is usually youth-driven across climes, social media and radio must be deployed in synergy for better youth participation in the national discourse.

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Authors and Affiliations

  1. Department of Communication and Language Arts, University of Ibadan, Ibadan, Nigeria

    Adeola Obafemi Mobolaji, Dickson Oluwasina Ogunkunle, Stephen Damilola Odebiyi & Babatunde Raphael Ojebuyi PhD

Authors
  1. Adeola Obafemi Mobolaji
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  2. Dickson Oluwasina Ogunkunle
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  3. Stephen Damilola Odebiyi
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  4. Babatunde Raphael Ojebuyi PhD
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Correspondence to Adeola Obafemi Mobolaji .

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Editors and Affiliations

  1. Department of Journalism and Media Studies, University of Zimbabwe, Harare, Zimbabwe

    Stanley Tsarwe

  2. School of Communication, University of Johannesburg, Johannesburg, South Africa

    Sarah Chiumbu

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Mobolaji, A.O., Ogunkunle, D.O., Odebiyi, S.D., Ojebuyi, B.R. (2023). Audience Participation in Information Dissemination for National Renaissance: Nigerian Youths’ Engagement of Radio Contents Via Social Media Platforms. In: Tsarwe, S., Chiumbu, S. (eds) Converged Radio, Youth and Urbanity in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-19417-7_11

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