Paper Title
A Comparative Assessment of Broadcast Media and Social Media as Tools for National Development in Nigeria
Florence U. Nnamani
Arts, Language, and Communication

This study was carried out to make a comparative assessment of broadcast and social media as tools for national development in Nigeria. The researcher was able to discuss the conceptual and theoretical frameworks of this study as well as the objectives of development. In line with different literatures reviewed as they relate to the study, it was established by the researcher that development in Nigeria cannot be achieved without the media in general. This study was anchored on the development media theory. Conclusion was drawn from the findings that: the media in general are effective and efficient tools for national development in Nigeria and that, to a greater extent, broadcast media and social media have been used in the development of Nigeria. Recommendations were made based on data generated from the literatures which were reviewed. Amongst them were: (1)that Nigerians should continue to use both conventional media and social media in their endeavour to achieve national development and (2) that development experts in the country should partner with the media to enable them to come up with development programmes and projects which can speed up the rate of Nigeria’s development.

Broadcast media, social media, comparative assessment, national development, Nigeria


Media are electronic devices which we use to gather and disseminate all forms of information or messages to a heterogeneous audience, irrespective of their geographical location. They (media) are used for a good number of reasons by their audiences. Such include, for entertainment, information, education, cultural propagation, correlation and general socialization of the masses. Also, the media are used to create and share user-generated contents by the masses, who are living in different communities. It is based on these numerous advantages or functions which the media offer their audiences or users that Ndolo (2006, p. 20) in reference to McQuail (1987) states “that there are differences which exist between the media and other social institutions”. He itemized these differences to include;

  • They have a general carrier function for knowledge of all kinds, including religion, education, science, art, family, etc.
  • They operate in the public sphere, accessible in principle to all members of a society on an open, voluntary, unspecific and low-cost basis.
  • The media reach more people than other institutions and for longer, taking over from early influences of school, parents, religion and so on.

The media (whether conventional or mass media) are known for their ability to reach a good number of people as well as influence them. It has always been said that the media are the mouthpiece of the people and can be used in a number of ways to influence them. It is as a result of this that many people rely on the media for information on their daily, weekly, monthly and yearly activities. Due to the ability of modern-day-media content producers to devise many means to ensure that the audiences and users of the media can benefit from them (the media) in so many ways, they have come up with the idea and technology of linking these media to form one grid of interconnectivity that links them together. This is usually called “media convergence” and can be used to connect the political, economic, social, cultural, technological and other structures of the society together. It is as a result of this interconnectivity of various media that development at any level in the society can be easily achieved. As Terry (2010) would state:Media convergence phenomenon involves the interconnectivity of information and communication technologies, computer networks, and media contents. It brings together the “three C’s” – computing, communication and content and is a direct consequence of digitization of media network, content and popularization of the internet. Media convergence transforms established industries, services and work practices and enables entirely new form of content to emerge.


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