Broadcasters’ Management of Social Media Platforms: A Study of Berekete Family

Abstract

This study examines the management of social media platforms by broadcasters in the Berekete Family. Employing the Technological Determinism Theory, the research uses focus group discussions and interviews as its primary methodologies. Through availability sampling, seven interviewees and one focus group were selected. The findings reveal that Berekete Family broadcasters use a range of social media platforms, including Facebook, Twitter, WhatsApp, Facebook, Pinterest, Tumblr, Facebook Live Audio Room, and WeChat, among others such as TikTok, Google Business Messenger, Snapchat, Quora, Reddit, Medium, Ustream, Shopify X, and Google Engage. The study also reveals that broadcasters within Berekete Family screen materials before posting them on social media and analyse the profiles of those they repost from, in order to enhance the quality of their content and avoid dissemination of misinformation. Additionally, the research identifies several challenges faced by broadcasters in using social media, including misinformation, disinformation, weaponization of social media, privacy concerns, and filter bubbles. The study recommends among others that broadcasters should intensify their efforts in managing social media platforms due to the high prevalence of misinformation and privacy concerns associated with social media. The dynamic nature of social media requires broadcasters to remain vigilant and proactive in combating misinformation and safeguarding privacy rights. Strategies such as thorough content screening, fact-checking, and promoting transparency can help mitigate these risks and ensure the dissemination of accurate and reliable information.