Journal of Evaluation of New Media Technologies
Vol. 2, No. 1, 2025
Evaluation of New Media Technologies
By
Dr. Nze Uchenna Nze
Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Tel: +2347036454987
Dr. Benedette Olimma Â
Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Tel: +2348030879726
and
Asodike Sylvia.
Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Tel: +2348063397096
Abstract
This journal article explores the dynamic transformation of broadcast journalism in South-South Nigeria through the integration of new media technologies. It focuses on the applications of prominent social platforms—Facebook, Twitter, and TikTok—and how these platforms are disrupting traditional broadcast structures while introducing more participatory, instantaneous, and user-driven forms of media production and dissemination. The paper investigates how these technologies reshape journalist-audience engagement, enable decentralized content creation, and influence editorial decision-making processes. The theoretical underpinnings of this work are grounded in the Mediamorphosis Theory, which captures the evolution of media forms; Technological Determinism, which views technology as the central force of societal transformation; and Diffusion of Innovations Theory, which tracks the spread and adoption of innovations across social systems. The findings from this empirical study reveal a notable gap between technological availability and its practical, skillful use among journalists. Despite widespread recognition of these tools’ benefits, adoption remains inconsistent and shallow due to infrastructural limitations, inadequate training, low digital literacy, and poor investment in media innovation. The article concludes by offering strategic recommendations to foster improved adoption and adaptation of new media technologies. These include capacity building, institutional support, audience education, and regulatory reforms to ensure that digital tools are not only present in newsrooms but also fully harnessed to improve journalistic quality, reach, and impact.
.
Introduction
In an era marked by rapid digital evolution and continuous media innovation, traditional journalism—particularly broadcast journalism—is undergoing a profound transformation. The emergence and widespread use of new media technologies have redefined the practices, structure, and impact of journalism across the globe. In Nigeria, and specifically in the South-South geopolitical zone, this evolution is both a challenge and an opportunity. New media technologies, particularly social platforms such as Facebook, Twitter, and TikTok, are revolutionizing how news is conceived, curated, and consumed.
Broadcast journalism, once defined by a one-way flow of content from station to audience, is increasingly interactive, fragmented, and audience-centric. These social platforms offer real-time updates, audience feedback mechanisms, and multimedia storytelling capabilities that traditional broadcast formats struggle to match. The digital transition has introduced a more fluid and collaborative news environment where news consumers are also producers—posting live footage, commenting on events, and reshaping narratives in real-time.
The implications for journalism are substantial. On one hand, these technologies democratize information access, extend the reach of content, and improve immediacy. On the other hand, they place new demands on journalists: from acquiring technical skills and multimedia fluency to managing issues around digital ethics, misinformation, and audience verification.
South-South Nigeria, with its vibrant socio-political landscape and dynamic media environment, offers a compelling context to evaluate how new media technologies are impacting broadcasting operations. The region comprises diverse states—Rivers, Delta, Edo, Bayelsa, Cross River, and Akwa Ibom—each with unique challenges in terms of infrastructure, access, and media policies.
This introduction sets the stage for a detailed exploration of how journalists in these states are navigating the complexities of digital transformation. It asks critical questions: Are these technologies being embraced or resisted? What level of proficiency do media professionals possess in using them? How have these tools influenced content creation, audience engagement, and newsroom dynamics? And most importantly, what is being lost or gained in this shift from traditional to new media paradigms?
The following sections aim to provide both theoretical and empirical answers to these questions, contributing to a deeper understanding of the evolving nature of journalism in the digital age.
0.1. Literature Review
0.2. Theoretical Framework
This study is grounded in three foundational theories:
• Mediamorphosis Theory: New media coexist and reshape older forms. Broadcast journalism is being reshaped to accommodate social media’s interactive features.
• Technological Determinism: Technology drives societal change. In Nigeria, digital platforms dictate newsroom practices and audience relationships.
• Diffusion of Innovations Theory: Explains varied adoption rates among journalists. Factors like perceived usefulness and institutional support determine success.
0.3. Conceptual Overview of New Media Technologies
New media tools, enabled by internet connectivity, allow interactive, user-centered communication. Unlike traditional linear models, users are both consumers and creators.
Social platforms offer unique tools:
- Facebook: multimedia storytelling, live broadcasting, targeted delivery.
- Twitter: rapid news dissemination, polls, real-time reporting.
- TikTok: short-form, visually driven content for younger audiences.
Journalists now act as curators, moderators, and strategists. Skills include video editing, SEO optimization, data visualization, and audience analytics.
In summary, new media technologies influence every aspect of journalism and are essential for relevance.
0.4. Digital Disruption in Journalism
The digital revolution has transformed news dissemination and restructured newsroom operations. Algorithms curate content based on user behavior.
Citizen journalism blurs the line between professional and public reporting. Ordinary citizens document events before journalists arrive.
In South-South Nigeria, stations integrate social media units to engage younger demographics. Hybrid formats like livestreamed interviews and real-time commentaries are common.
Journalists manage multiple platforms simultaneously and face constant pressure to publish quickly.
Despite challenges, digital disruption enables inclusive storytelling and data-driven content delivery.
0.5. Global Trends and Local Adoption
Globally, converged newsroom models integrate print, broadcast, and digital under unified strategies. Outlets like BBC and CNN invest in digital-first content.
In Nigeria, adoption is slow due to poor infrastructure, electricity, and funding. Journalists often use personal devices for digital production.
Institutional inertia and budget constraints hinder transformation. However, some stations are adopting training and partnerships to modernize.
Successful integration requires cultural reorientation, updated policies, and investment in technology and people.
Research Design and Methodology
This study used a quantitative survey design. A structured questionnaire was examined:
- Frequency and manner of using Facebook, Twitter, TikTok.
- Proficiency levels.
- Benefits and challenges of integration.
- Impact on productivity and engagement.
The sample comprised 363 journalists across six South-South states. Stratified sampling ensured diverse representation.
Data was collected over four weeks via paper and online forms. Pre-testing improved clarity.
Data analysis used descriptive statistics, mean scores, and cross-tabulations.
Findings and Discussion
0.6 Uses and Integration of New Media
The findings reveal that Facebook and Twitter are the dominant platforms used by journalists and broadcast organizations in the South-South region, while TikTok is still emerging as a professional tool. Facebook is widely employed for promotional activities, audience engagement, and live-streaming of programs. Twitter is more commonly utilized for real-time updates and audience interaction. Conversely, TikTok remains significantly underutilized in professional broadcast journalism.
 Table 1: Frequency of Use of Facebook, Twitter, and TikTok among Broadcast Journalists
| Platform | Regular Users (%) | Occasional Users (%) |
| 65 | 25 | |
| 58 | 30 | |
| TikTok | 18 | 22 |
 Overall, the integration of new media into broadcast operations remains partial and informal. While many journalists use these platforms personally, fewer do so within an organized or strategic newsroom context.
0.7 Proficiency Levels
Journalists rate themselves moderately proficient in Facebook and Twitter; most are novices on TikTok. Skills are mostly self-taught.
Proficiency gaps include:
• Audience analytics: Few use tools like Facebook Insights or Hootsuite.
• Targeted promotion: Few understand digital ads and metrics.
• Content monetization: Limited knowledge of monetizing content.
Older journalists lag in skills; younger ones adapt faster.
Without structured training, skills remain uneven.
0.8 Impacts on Journalistic Practices
New media improve speed and audience connection. Facebook Live enables live reporting. Audiences contribute videos and comments.
However, journalists face pressure to post quickly, risking accuracy. Misinformation spreads rapidly, challenging credibility.
Competition with influencers pushes journalists toward creative storytelling and personal branding.
0.9 Challenges Identified
Persistent challenges hinder integration:
• Inadequate infrastructure and unreliable internet.
• Lack of training and institutional support.
• Poor content strategies and ethical ambiguities.
• Information overload and fatigue.
• Audience expectations mismatch with traditional formats.
Addressing these requires investment, reforms, and collaboration among stakeholders.
Conclusion
New media technologies have fundamentally altered the landscape of broadcast journalism in South-South Nigeria. The integration of platforms such as Facebook, Twitter, and TikTok has provided journalists with new avenues for content distribution, real-time reporting, and audience interaction. These tools have empowered journalists to break stories faster, widen their reach, and foster a more dynamic and participatory media environment.
However, while adoption is growing, it remains inconsistent, fragmented, and hindered by numerous structural and institutional challenges. The study has shown that although individual journalists often show enthusiasm and initiative in embracing new media, their efforts are not always matched by organizational support or national policy direction. Many newsrooms still operate without the necessary digital infrastructure, staff training, or editorial frameworks to fully harness the power of new technologies.
Moreover, proficiency gaps—particularly in areas such as audience analytics, content monetization, and digital ethics—further impede the full realization of new media’s potential. The generational divide in digital literacy and the absence of a formal digital culture within most media institutions mean that innovation is often sporadic and unsustainable.
The findings underscore the need for a comprehensive and coordinated approach to digital transformation in broadcast journalism. This includes investing in modern ICT tools, providing regular and structured training programs, developing newsroom-specific digital strategies, and fostering regulatory reforms that align with global best practices. Collaborative engagement among stakeholders—media practitioners, government bodies, tech firms, and academic institutions—is crucial to bridge existing gaps.
In conclusion, the future of broadcast journalism in South-South Nigeria—and indeed across the country—depends on how effectively media institutions can integrate new media technologies into their core operations. Digital transformation should not be seen as a trend but as an imperative. With strategic planning, investment, and commitment, the Nigerian broadcast media landscape can evolve into a more resilient, innovative, and inclusive industry fit for the digital age.
6. Recommendations
In response to the challenges identified and in pursuit of a fully digitized and resilient broadcast journalism ecosystem in South-South Nigeria, the following strategic recommendations are proposed:
1.  Capacity Building: Media organizations should establish continuous professional development programs focused on equipping journalists with digital skills. These should include structured workshops, online certifications, and mentorship programs tailored to new media tools such as live streaming, mobile reporting, audience analytics, digital storytelling, and content monetization. Emphasis should also be placed on digital ethics, data verification techniques, and platform-specific best practices to improve accuracy and credibility in digital reporting.
2.  Investment in Infrastructure: Modern broadcast journalism requires robust technological support. Stations should prioritize the acquisition of high-speed internet connections, mobile journalism kits (including smartphones, microphones, ring lights, and portable editing tools), and social media management software. Upgrading newsroom ICT infrastructure will facilitate seamless integration of digital content workflows and reduce dependence on outdated tools that hinder creativity and efficiency.
3.  Policy Reform: Government agencies such as the National Broadcasting Commission (NBC) and the Broadcasting Organisations of Nigeria (BON) should enact and enforce forward-looking policies that promote digital innovation and protect journalistic freedoms in the digital space. These policies should provide incentives for digital transformation, define ethical guidelines for online reporting, and address emerging issues such as misinformation, copyright protection, and online harassment of journalists.
4.  Collaborations: Broadcast stations should actively seek partnerships with technology companies, telecom providers, universities, and media NGOs. Such collaborations can provide access to free or subsidized training, innovative digital tools, and research-based strategies for audience engagement. For example, partnerships with Meta (Facebook), Google News Initiative, or Twitter for Journalists can help stations better leverage platform functionalities for impactful journalism.
5.  Public Sensitization: Audience empowerment is crucial to the success of new media journalism. Media literacy campaigns should be launched to educate the public on how to evaluate information critically, recognize credible news sources, and avoid spreading misinformation. These campaigns can be driven through schools, social media, and community-based organizations. An informed audience supports higher standards of journalism and holds media institutions accountable.
Together, these recommendations form a comprehensive blueprint for sustainable digital transformation. If implemented consistently and collaboratively, they will not only enhance the professionalism and impact of journalism in South-South Nigeria but also safeguard its relevance in an increasingly digital world.
7. Contribution to Knowledge
This journal makes a significant contribution to mass communication by providing a context-specific empirical examination of how new media technologies are reshaping broadcast journalism in South-South Nigeria. It bridges a critical gap in existing literature, which often focuses on global or national perspectives without addressing regional disparities and localized challenges.
By focusing on platforms such as Facebook, Twitter, and TikTok, the study underscores the practical realities journalists face in integrating social media into traditional newsrooms. It sheds light on underexplored issues such as digital proficiency gaps, generational differences in adoption, and infrastructural inequalities. The data-driven insights offered here provide a nuanced understanding of the operational, strategic, and ethical dilemmas confronting journalists in a fast-evolving digital ecosystem.
For media practitioners, the study offers a mirror through which to assess their readiness for digital transformation and highlights actionable areas for improvement. For policymakers, it presents evidence-based arguments for reforming media-related legislation, supporting ICT infrastructure, and incentivizing digital literacy programs. For educators and curriculum developers, the findings advocate for the urgent integration of digital media training into journalism education to prepare graduates for the realities of contemporary practice.
Moreover, this work contributes to theoretical discourse by applying Mediamorphosis Theory, Technological Determinism, and Diffusion of Innovations Theory to a real-world African media environment. In doing so, it affirms the relevance of these frameworks in non-Western contexts and highlights the importance of localized adaptations in media evolution.
Ultimately, this study enriches academic and professional dialogue around media modernization, offering a foundational reference for future research on regional digital media adoption and the transformation of journalism in developing countries.
- References
Abolarin, S. D. (2015). Effect of ICTs on Modern-day Practice of Broadcast Journalism: An Appraisal of MCR Unit of Osun State Broadcasting Corporation (OSBC). Osogbo: New Deal Publication Ltd
Adelabu, T. (2011). Waiting for a legislative framework in Nigeria. Punch Newspaper, February 25.
Ahmed, I.A. (2013). An evaluation of the knowledge and use of the new media in selected African nations. International Journal of Information and Communication Technology. 4(1). 107-115.
Akpan, U. Udo Udom, U., Nwokeocha, I.M. and John, I. (2024) Social Dynamics, Internet and the Survival of Broadcast Journalism in the 21st Century. Journal of multidisciplinary science. Semantic Scholar. DOI https://doi.org/10.58578/mikailalsys.v2i0.2836
Al-Quran, M. W. M. (2022). Traditional media versus social media: challenges and opportunities. Technium, 4(10), 145–160. https://doi.org/10.47577/technium.v4i10.8012.
Anorue, L.I., Etumnu E.W., Onyebuchi, A.C., and Obayi, P. M. (2018) Effectiveness of the Use of ICT by Media Practitioners in Modern Day Broadcasting. International Journal of Communication and Social Sciences
Erdal, I. J. (2007). Researching media convergence and cross-media in news production: Mapping the field. Nordicom Review, 28(2), 51-56.
Ewuola, P.O. (2011). The application of Information and Communication Technology to Journalism in Nigeria: Journal of Information and Communication Technology. Vol. IV No.1 pg 101
Fagerjord, A. & Storsul, T. (2007). Questioning convergence. In T. Storsul & D. Stuedahl (Eds.). Ambivalence Towards Convergence: Digitalization and Media Change (pp. 19-31).
Fidler, R. (1997). Mediamorphosis: Understanding the new media. Thousand Oaks. California: Pine Forge. In Anaeto, S. G., Onabanjo, O. S., and Osifeso, J.B. (2008). Models and Theories of Communication. USA: African Renaissance Books Incorporated.
Folayan, B.J., Omojola, O., Egharevba, M., Oyesomi, K., Yartey, D & Adeyeye, B. (2018).
