大学生社会媒体赞助与传统媒体赞助的比较分析——以迈杜古里大学为例

M. A. Umar, Fredrick Wilson
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Today, mobile phones, cars, tricycle and other vehicles are now embedded with radio decoders. This tells of how available Abstract: The study was conducted to comparatively analyze the patronage of social and conventional media among students; a case study of University of Maiduguri. The study is significant because it helped in unveiling the paradigm shift in respect of social and conventional media patronage. The objectives of the study areto examine the level of patronage of conventional and social media by students of University of Maiduguri, to find out the reasons for the preference of either social or conventional media by University of Maiduguri students, to determine the reliance of the students on either social media or conventional media. Uses and gratification theory was adopted as philosophical guide. Survey was the research method used, with questionnaire as instrument that was purposively distributed among 200 respondents. 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引用次数: 0

摘要

历史表明,在广播、电视和报纸出现之前,信息的传播是狭隘而缓慢的。这与地位的不一致归因于社会的社会经济结构。即使在传统媒体出现之后,赞助仍然受到经济的驱动和激励。这意味着,购买电视机、收音机和购买报纸高度集中在有经济能力的受众手中。这种可能性对大众传媒的受众产生了重要的影响。随着技术发展到一个强大的水平,传统的媒体访问变得更便宜。例如,无线电之所以成为最普遍的通讯工具,主要是因为它的信号可以通过无数的媒介获得。如今,手机、汽车、三轮车和其他交通工具都嵌入了无线电解码器。摘要:本研究旨在比较分析学生对社会媒体和传统媒体的赞助情况;以迈杜古里大学为例。这项研究意义重大,因为它有助于揭示社会和传统媒体赞助方面的范式转变。该研究的目的是检查传统和社交媒体的赞助水平,由迈杜古里大学的学生,找出社会或传统媒体由迈杜古里大学的学生偏好的原因,以确定学生对社交媒体或传统媒体的依赖程度。使用与满足理论被采纳为哲学指导。调查是采用调查的研究方法,以问卷为工具,有目的地在200名受访者中分发。调查表明,学生对媒体(无论是社交媒体还是传统媒体)的赞助绝对是积极的。简单地说,每个学生要么光顾社交媒体,要么光顾传统媒体。与传统媒体相比,社交媒体在学生及其赞助人中的赞助水平更高。学生们对他们光顾的媒体类型有很高的忠诚度。根据这一发现,在这一发现中,从社交媒体赞助中获得的人数越多,承诺的影响程度就越高。这进一步意味着社交媒体的赞助程度高于传统媒体。观众花在社交媒体或传统媒体上的时间是巨大的。这一发现也受到第一个发现的影响,即光顾传统媒体和社交媒体的人数。这意味着学生花在社交媒体上的时间比传统媒体要多。与传统媒体相比,人们对社交媒体的偏好过高。与社交媒体相比,仍然有相当多的受众更喜欢传统媒体。由于信息的准确性和可靠性,受众更喜欢传统媒体。在道德、拼写和语法方面的专业性和规范性也是影响他们对传统媒体偏好的原因。观众更喜欢社交媒体上的即时消息和平台上的更新。然而,互动性和参与性对他们对社交媒体的偏好起着重要作用。每一种媒体都是基于其独特的特点和特征来影响其受众的,这些特点和特征引导着赞助的水平。因为有些人喜欢更多的互动性和参与性,社交媒体在这方面越来越强大,而传统媒体在那些更喜欢经过专业验证的可靠和准确信息的人群中继续飙升。大多数受众依赖从社交媒体上获得的信息,但仍有相当一部分(39.5%)的受众怀疑这些信息的可靠性。几乎所有的观众都依赖传统媒体。不依赖此类信息的人数(6%)较少或没有意义。不同观众的依赖程度各不相同。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Comparative Analysis of Social and Conventional Media Patronage among University Students: A Case Study of University of Maiduguri
History has it that before the advent of radio, television and newspaper, distribution of information was narrow and slow. This not with standing is attributed to the socio-economic structure of the society. Even after the advent of conventional media, the patronage remained economically driven and motivated. This means, affording television set, radio set and purchasing newspaper is highly concentrated in the hands of economically viable audience. The eventuality played significant role on the audience of mass media. As technology grew to a strong level, the conventional media access became cheaper. For instance, radio became the most ubiquitous communication gadget mainly because of the countless mediums through which its signals can be accessed. Today, mobile phones, cars, tricycle and other vehicles are now embedded with radio decoders. This tells of how available Abstract: The study was conducted to comparatively analyze the patronage of social and conventional media among students; a case study of University of Maiduguri. The study is significant because it helped in unveiling the paradigm shift in respect of social and conventional media patronage. The objectives of the study areto examine the level of patronage of conventional and social media by students of University of Maiduguri, to find out the reasons for the preference of either social or conventional media by University of Maiduguri students, to determine the reliance of the students on either social media or conventional media. Uses and gratification theory was adopted as philosophical guide. Survey was the research method used, with questionnaire as instrument that was purposively distributed among 200 respondents. The survey established that patronage of media (either social or conventional) among students is absolutely positive. Simply put, every student patronizes either social or conventional media. Social media has higher level of patronage compared to the conventional media among the students and their patronage. There is high commitment of the students to the type of media they patronize. According to this finding, the higher number obtained from patronage of social media influence level of commitment in this finding. This further means that degree of patronage of social media is higher than conventional media. The amount of time audience allocates to the patronage of media either social or conventional is huge. This finding is also influenced by the first finding regarding the number of those that patronize conventional and social media. This means the amount of time spent on social media is higher than the conventional media by the students. There is exorbitant preference to the social media than conventional media. There is still significant number of audience who prefer the conventional media to social media. Audiences prefer conventional media because of accuracy and reliability of information. Professionalism and standard in ethics, spelling and grammar are also influential reason on their preference of conventional media. Audiences prefer social media for instant messages and updates found on the platforms. However, interactivity and participatory nature play significant role on their preference of social media. Each of the media influence its audience based peculiar characteristic and features which pilot the level of patronage. Because some like more interactivity and participation, the social media is waxing strong in this respect while the conventional media keep soaring higher among those who prefer reliable and accurate information that been professionally verified. Most of the audiences rely on information they receive from the social media even though significant number (39.5%) still doubt the reliability of such information. Almost all audiences rely on conventional media. The number (6%) of those who do not rely on such information is less or no significance. The degrees of reliance vary across the audience.
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