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Nigeria Mass Media; The Dilemma of Responsibility and Profitability

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Humanities, Management, Arts, Education & The Social Sciences Journal

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Abstract

The role of the mass media in democratic societies, has earned die media a recognition as the watch dog of the society expected to serve public interest but given the fact that establishing a conventional media outfit including radio, television, newspaper and magazine is capital intensive and sustenance if equally demanding in the face of national economic imbalance, fulfilling this responsibility could be challenging. The situation as it is has polarized the media between two priorities of responsibility and profitability for sustenance. Objectives of the study were to determine two primary responsibilities of the mass media on media commercialization. The qualitative research method was used in this study with seven respondents drawn from the media industry and the academia. Open ended interviews were conducted to gather data for the study. Study participants agreed that the media primarily exist to serve public interest. The results also indicate that the media exist as business ventures that need fund to survive but not at the expense of the public. The study recommended that the media prioritize public interest which will make it credible and in turn attract advertisers. The BBC, media guru, public tax and democratic participant’s model are also recommended as possible solutions.

Keywords: Mass media, Priority, Responsibility, Profitability, Media Commercialization

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AJILORE,K. . (2018). Nigeria Mass Media; The Dilemma of Responsibility and Profitability, 6 (), 13-13.

AJILORE,K. . "Nigeria Mass Media; The Dilemma of Responsibility and Profitability" 6, no (), (2018): 13-13.

AJILORE,K. and . (2018). Nigeria Mass Media; The Dilemma of Responsibility and Profitability, 6 (), pp13-13.

AJILOREK, . Nigeria Mass Media; The Dilemma of Responsibility and Profitability. 2018, 6 ():13-13.

AJILORE,Kolade , . "Nigeria Mass Media; The Dilemma of Responsibility and Profitability", 6 . (2018) : 13-13.

A.Kolade , "Nigeria Mass Media; The Dilemma of Responsibility and Profitability" vol.6, no., pp. 13-13, 2018.

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