EFFECTIVENESS OF TRADITIONAL ELECTRONIC MEDIA IN THE DISSEMINATION OF INFORMATION

ABSTRACT

This study, anchored on the tenets of uses and gratification and diffusion of innovation theories, investigated the effectiveness of traditional electronic media in the dissemination of information in the new media era. This study became imperative with as a result of the advent of the new media and its influence on traditional electronic media in information dissemination. Hence, it is imperative to ascertain the effectiveness of traditional electronic media in the dissemination of information in the new media era. With the use of a Survey design, a nine-item questionnaire was adopted to elicit data from 398 University of Benin Students who were selected through purposive sampling techniques to represent and reflect opinions of all students in University of Benin. Data obtained were presented and analyzed with the aid of Tables and simple percentage, mean scores based on the 4-point Likert scale with 2.50 as criterion in ascertaining whether the respondents accepted or rejected each of the items on the questionnaire. It was discovered from data recovered that to a large extent, traditional electronic media is not so effective in the dissemination of information in the new media era. Thus, the study concluded that new media has to a high extent influenced the effectiveness of traditional electronic media in its role of information dissemination. Hence, it was recommended that Traditional electronic media should actively embrace digital transformation to adapt to the changing media landscape. This involves leveraging new media technologies and platforms to enhance their dissemination of information, investing in digital infrastructure, developing a user-friendly mobile application, and establishing a strong online presence can help traditional electronic media remain competitive and reach audiences in the new media era.