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Electronic Media Use and Social Media Development: A Study of Selected Broadcast Stations in PH


This study is on electronic media use and social media development: a study of selected broadcast stations in PH. The total population for the study is 200 staff of selected broadcast station in PH. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made editors, news correspondents, broadcasters and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies.

Chapter one


  • Background of the study

Electronic media plays a crucial role in our everyday lives and has a very strong influence  in moulding the society. Examples of  electronic media are television, radio, internet and e-magazines. There are lots of positive aspects in electronic media. Electronic media is the best way to bring awareness in the society because everyone  depends on  some kind  of electronic media for the updates. As the world grows complex and sophisticated, new media technologies are invented. The invention of new media technologies has always been a catalyst for change in the broadcast industry. This change can be attributed to the introduction of new media technologies in broadcasting occasioned by giant technological advancement. The advancement in media technologies has cut the barrier of time and space in our broadcast industry; it has also made communication easier and more democratic and the creation and distribution of media content easier. The emergence of new media technologies and the imaginative applications of these new technologies and older technologies make it possible for the society to be more informed. It also makes information processing, delivery, storage and retrieval easier. As the world strives towards globalization, the new media technologies are believed to be a great facilitator of this move Baran (2009:314).

Social media is affecting the way a television news station presents information to its audience and how its audience in turn receives that information. Within the next decade or so, social media will have made giant strides in the way stations present their information and how that information is received by various stakeholder groups, making it virtually different from how information is presented and received today, as social media becomes more relied upon by businesses and all aspects of everyday life. Social media has begun to change the way people communicate information to each other, making for an increasingly open environment in the Internet world since 2008. Naturally, this new phenomenon would affect how news and information is presented and received, and what the impact will be to all stakeholders and on all social platforms. Various stakeholders now receive their news on a 24/7 basis due to the open atmosphere of social media, and the three-screen approach, which involves a television screen, computer screen, and a mobile phone screen. Stakeholders have constant access to information via the three-screen approach, which ultimately changes the way television managers at stations present their information to their audience, as there is no longer a requirement for timed newscasts. All news is now happening in real time through the use of social media, such as tweets and Facebook posts. The moment something occurs, news reporters can alert their audience within minutes due to the far-reaching and fast acting components of social media. (In Changing News, 2012; Bruell, 2012)

Statement of the problem

This research analyzed how electronic media and social media have affected the way broadcast stations present their news and in turn, how their audience receives news in regards to social platforms, social media newsrooms, and mobile technology. The everyday operations of a newsroom will be analyzed as well, from content and segments, to staffing and audience share. A case study involving selected broadcast station in Portharcourt  will evaluate how social and electronic media tactics have affected the way these particular stations report their news. . Electronic Media brands globally have an opportunity to use Social Media in different ways to reach out to and engage with the audiences. Many TV channels/shows have successfully built communities which act as brand advocates within their respective circles. The brands which treat Social Media as an additional platform to provide content to their audiences tend to get the higher engagement rates.

Objective of the study

The objectives of the study are;

  1. To determine the extent to which the new electronic media have influenced the operations of the broadcast media PH
  2. To ascertain the influence of social media on electronic media in broadcast station
  3. To ascertain the relationship between electronic media and social media in PH
  4. To determine the extent to which electronic media have been incorporated into the stations operations.

Research hypotheses

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0: there is no influence of social media on electronic media in broadcast station

H1: there is influence of social media on electronic media in broadcast station

H02: there is no relationship between electronic media and social media in PH

H2: there is relationship between electronic media and social media in PH

Significance of the study

This study will be beneficial in the following ways: The findings will help to reposition the thought pattern and help media professionals to get acquainted with the new technologies to help produce quality programmes. The findings of this research will add to the existing literature and act as a handy material for students who might have interest in researching further on the topic. The study shows the extent to which broadcast media have incorporated the use of modern technologies in their operations. The findings from this research ascertained how favourable or unfavourable these new technologies are to the broadcast media.  

Scope and limitation of the study

The scope of the study covers electronic media use and social media development. A case study of broadcast station in PH. The researcher encounters some constrain which limited the scope of the study;

  1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
  2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study


New Media: According to Oxford Advanced Learner’s Dictionary (7th ed.).New Media means new information and entertainment technologies, such as the Internet, CD-ROMs and Digital Television. On the other hand McQuail (2005:136) simply defines the “new media as a disparate set of communication technologies that shares certain features apart from being new made possible by digitalization and being widely available for personal use as communication devices.

Broadcast: This is the business of sending out radio and television signals over a distance, to a large heterogeneous audience by means of airwaves.

 Broadcast Media: This is that electronic media or channel that uses the airwaves which enables signals and information to be transmitted to a large and diverse audience

Electronic media: Electronic media are media that use electronics or electromechanical audience to access the content. This is in contrast to static media, which today are most often created electronically, but do not require electronics to be accessed by the end user in the printed form

Social media: Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks


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