Effect of News Commercialization on Audience Perception of Reality in Nigeria
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Date
2024
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African Journal of Social and Behavioural Sciences (AJSBS)
Abstract
This study investigates the influence of the Propaganda Model on news
commercialization and its impact on the audience's perception of reality. Two specific
objectives were formulated, with the Social Responsibility Theory serving as the theoretical
framework guiding the study. Secondary data collection methods were employed, and a
Systematic Review approach was utilized to analyse the literature on news, news
commercialization, and the Propaganda Model proposed by Herman and Chomsky. The
findings of the study revealed several key determinants and elements of news, including
prominence, proximity, impact, immediacy, conflict, oddity, consequence, and human interest.
Additionally, the study identified major features and characteristics of news, such as
objectivity, truthfulness, balance, fairness, accuracy, conciseness, clarity, brevity, and recency.
Furthermore, the study outlined five filters driving news commercialization according to the
Propaganda Model: size, ownership and profitability, advertisers' influence, sources. In order
to mitigate the effects of commercialization, the study recommends a reinvention of media
content to enable media outlets to fulfil their potential as agents of national development rather
than tools for ideological reinforcement by capitalist interests. Moreover, it suggests that
journalists should be adequately compensated and provided with regular training and re-training opportunities to ensure they adhere to journalistic ethics and fulfil their societal roles
effectively. Media owners are urged not to prioritize profit over public affairs issues, but to
explore alternative revenue generation methods such as investment and fundraising.
Additionally, relevant regulatory agencies are encouraged to enhance their monitoring
responsibilities to ensure that public interest is not compromised for financial gains within the
media landscape.