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CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The 21stcentury has brought about developments and advancements in technologies. This (Alalwan, Rana,
Dwivedi & Algharabat, 2017) by viewing, visiting and sharing contents in the New media technologies
facilitating interaction and creation among individuals, students, major component of commercial,
entertainment, and educational activities. Social media has congregated the world to become a global village
(Majeed & Ayub, 2018). The most significant and life-changing technologies in this century are the adoption of
social media. Social media refers to internet-based platforms that allow users to create, share, and interact with
content in real time. These platforms enable both individuals and organizations to communicate directly with a
global audience (Kaplan & Haenlein, 2010). Unlike traditional media, which is controlled by gatekeepers such
as editors or broadcasters, social media allows ordinary users to produce and distribute information freely. It
represents a shift from one-way communication to two-way, participatory interaction.
Social media is also defined as a group of online tools and applications that encourage social interaction,
collaboration, and sharing of information (Boyd & Ellison, 2007). The term broadly includes websites and apps
where users can post content, send messages, comment on others’ posts, and engage in dialogue across
geographic boundaries. These platforms blur the line between media producers and consumers.
News dissemination refers to the process through which news and information are distributed from their source
such as journalists, news agencies, or media organizations—to the wider public. It is a vital component of the
communication process, aiming to inform, educate, and influence individuals about current events, societal
issues, and public affairs (McQuail, 2010).
Traditionally, news dissemination relied heavily on mainstream media channels like newspapers, radio, and
television, which followed established editorial standards to ensure the accuracy and reliability of information
(Shoemaker & Reese, 2013). However, with the advent of digital technologies and the rise of social media
platforms, the process has become more rapid, decentralized, and interactive. Social media now enables the
instantaneous spread of news, often bypassing traditional editorial filters and reaching audiences in real-time
(Hermida, 2010).
In the modern context, news dissemination involves both professional journalists and citizen users who can
report and share news using platforms like Twitter, Facebook, and Instagram. This participatory model allows
news to go viral quickly but also raises concerns about credibility and the spread of misinformation (Allcott &
Gentzkow, 2017). Therefore, while the digital age has greatly expanded the reach and speed of news
dissemination, it has also introduced new challenges related to information quality, trust, and user responsibility.
In the digital age, social media has transformed the way information is produced, shared, and consumed across
the globe. Traditional news outlets such as newspapers, television, and radio, once the primary sources of
information, have experienced a significant shift as more people turn to social media platforms like Twitter,
Facebook, Instagram, and TikTok for real-time updates. This transition is driven by the speed, accessibility, and
interactive nature of these platforms, allowing users not only to access news instantly but also to participate in
discussions and share content widely. However, the widespread use of social media for news dissemination has
introduced new challenges. The lack of editorial oversight and the rapid spread of unverified content have led to
the proliferation of misinformation and fake news. Unlike traditional journalism, which follows established
standards of accuracy and accountability, content shared on social media is often user-generated and may lack
factual verification. This raises concerns about the credibility of information and its impact on public opinion,
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democratic processes, and social trust. It is against this backdrop that this study seeks to explore social media
and news dissemination in Ikot Ekpene L.G.A
1.2 Statement of the Problem
In today’s world, many people use social media platforms like Facebook, Twitter, Instagram, and WhatsApp to
get their daily news. These platforms allow news to be shared quickly and widely, reaching millions of people
within seconds. Unlike the past, when people mostly got their news from newspapers, television, and radio, now
anyone with a phone or computer can post, share, or comment on news. This has made news more accessible to
everyone, especially the younger generation.
However, this change has also created serious problems. One major issue is that not all the news shared on
social media is true. Many people share information without checking if it is correct. Some users even spread
false news on purpose, which can mislead others and cause panic, fear, or confusion. For example, during
elections or health crises, fake news on social media has caused people to make wrong decisions or lose trust in
important institutions. Because there are no strict rules about what people can post, it is easy for lies and rumors
to spread faster than the truth.
Another challenge is that many social media users do not have the skills to tell the difference between real and
fake news. They may believe everything they see online without questioning the source or checking for facts.
This is especially dangerous in times of emergency or political tension, where wrong information can harm
individuals, communities, or even the whole country. At the same time, professional journalists and media
houses are losing control over how information is shared, and social media platforms often use algorithms that
show people news based on popularity, not accuracy.

1.3 Research Objectives

The following are the objectives of the study;
i. To examine how social media platforms are used by people of Ikot Ekpene L.G.A to access and share
news.
ii. To identify the most commonly used social media platforms for news dissemination among people of
Ikot Ekpene L.G.A
iii. To identify the impact of social media on news dissemination in Ikot Ekpene L.G.A
iv. To examine the challenges of using social media for news dissemination in Ikot Ekpene

1.4 Research Questions

The following are the research questions;
i. How do people in Ikot Ekpene L.G.A use social media platforms to access and share news?
ii. Which social media platforms are most commonly used for news dissemination among people of Ikot
Ekpene L.G.A
iii. What is the impact of social media on the way news is disseminated in Ikot Ekpene L.G.A?
iv. What are the challenges people face when using social media to access or share news in Ikot Ekpene?

1.5 Scope of the Study

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This study focuses on how people use social media to access and share news, and how this affects the accuracy
and speed of news dissemination. The research is limited to social media users in Ikot Ekpene, a local
government area in Akwa Ibom State, Nigeria. It will examine usage patterns, preferred platforms, types of
news shared, and the challenges people face in evaluating news content.
1.6 Significance of the Study
This study is significant because it explores how social media affects the way people access, share, and respond
to news, especially in a digital age where traditional media is no longer the only source of information.
Understanding this shift can help improve how information is shared and consumed in society.
This study will help media professionals understand how audiences interact with their content on social media,
enabling them to improve their online presence and fight misinformation. It will raise awareness among users
about the importance of verifying news before sharing and encourage responsible online behavior.
The study provides a foundation for further research on digital communication, journalism, and public opinion
in the age of social media. The study will also add to the existing body of literature and will serve as a reference
material to any other researcher who wish to explore more on this topic.
1.7 Limitations of the Study
The study is restricted to Ikot Ekpene and do not fully represent patterns in other areas or regions. Some
participants did not provide accurate answers due to personal bias or social desirability. Difficulty in reaching a
wide variety of respondents or those not active online affected the generalizability of the findings. The study
was limited by the time frame available for data collection and the resources required to cover a large sample
size.
1.8 Definition of Terms
Social Media: Online platforms such as Facebook, Twitter, Instagram, and WhatsApp where users create, share,
and interact with content, including news.
News Dissemination: The process of spreading or distributing news and information from one person or group
to another.
Ikot Ekpene: A local government area in AkwaIbom State, Nigeria, which serves as the geographical focus of
this study.
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CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Concept of Social Media
Social media refers to internet-based platforms that allow users to create, share, and interact with content in real
time. These platforms enable both individuals and organizations to communicate directly with a global audience
(Kaplan & Haenlein, 2010). Unlike traditional media, which is controlled by gatekeepers such as editors or
broadcasters, social media allows ordinary users to produce and distribute information freely. It represents a
shift from one-way communication to two-way, participatory interaction. Social media is also defined as a
group of online tools and applications that encourage social interaction, collaboration, and sharing of
information (Boyd & Ellison, 2007). The term broadly includes websites and apps where users can post content,
send messages, comment on others’ posts, and engage in dialogue across geographic boundaries. These
platforms blur the line between media producers and consumers.
The development of social media can be traced back to the early 2000s with platforms like Friendster and
MySpace, but it gained massive global traction with the rise of Facebook in 2004 and Twitter in 2006
(Kietzmann et al., 2011). These platforms revolutionized online communication by allowing people to build
networks, publish updates, and engage with others through comments, likes, and shares. Over time, social
media evolved from simple text-based interaction to multimedia-rich platforms, incorporating videos, live
streams, and visual storytelling. The emergence of platforms like Instagram, Snapchat, and TikTok illustrates
this transition to more visual and short-form content. Each new platform introduced unique features, yet all
maintained the core idea of fostering user-generated content and real-time interaction (Zhao, Grasmuck&
Martin, 2008).
2.1.1 Major Social Media Platforms
There are numerous social media platforms, each catering to different types of users and content.
Facebook: Facebook is widely recognized for connecting friends and families, while Twitter is known for brief
updates and breaking news.
Instagram: Instagram emphasizes photos and stories, making it popular among younger audiences, and
WhatsApp focuses on private messaging and group communication (Statista, 2023).
TikTok: TikTok has gained popularity among Gen Z for short, creative video content, especially during and
after the COVID-19 pandemic.
Each platform has become a source of news, entertainment, opinion sharing, and even business marketing. This
diversity allows users to select platforms that align with their preferences, communication style, and purposes.
The multifunctional nature of these platforms has helped embed them deeply into daily life, especially among
youth and working-class populations.
People use social media for various purposes: connecting with others, entertainment, self-expression, education,
and increasingly, accessing news and information. According to Pew Research Center (2021), a growing
number of users, especially young adults, turn to social media as their main source of news. Social media has
become a space where users can follow breaking news, government announcements, and public debates in real
time. Beyond communication, social media now serves professional, political, and educational roles. Businesses
promote products, politicians engage with citizens, and educators share knowledge and learning resources. In
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essence, social media has transformed from a casual communication tool into a powerful multifunctional
ecosystem (Obar & Wildman, 2015).
Unlike traditional media, social media is participatory—users are not just passive consumers but active
contributors. They can write comments, react to posts, report news events, and even create viral content. This
participatory feature has made social media a strong tool for grassroots activism, public opinion shaping, and
citizen journalism (Hermida, 2010). Users can challenge mainstream narratives and present alternative
perspectives in real time. This interaction creates a dynamic, ever-changing flow of information, but it also
opens the door to misinformation and biased opinions. As a result, social media becomes both a source of
empowerment and a platform that requires careful use and critical engagement.
The rise of smartphones has significantly influenced how people access and use social media. Mobile apps now
allow users to engage with content anytime and anywhere. This accessibility has increased user engagement and
made social media a continuous part of daily routines (Duggan et al., 2015). Push notifications, live updates,
and instant sharing have made social media more integrated into everyday experiences. In places like Nigeria
and other parts of Africa, the affordability of mobile data and the popularity of apps like WhatsApp and
Facebook have made mobile social media a major tool for information access and sharing (Chiluwa, 2012). This
shift makes mobile platforms central to any discussion on news dissemination.
2.2 Concept of News Dissemination
News dissemination refers to the process through which information, particularly current events and public
affairs, is distributed to the public. Traditionally, this involved established media outlets such as newspapers,
radio, and television broadcasting news in a one-way communication format (McQuail, 2010). The core aim of
news dissemination is to inform, educate, and occasionally entertain the public, contributing to informed
citizenship and democratic participation. With the evolution of technology, the concept has expanded to include
digital channels, where dissemination is faster, more interactive, and often decentralized. In the digital age,
news can be transmitted through websites, mobile apps, social media platforms, and messaging services,
allowing virtually anyone to share news content with a wide audience (Pavlik, 2008).
Before the rise of the internet and digital media, traditional news dissemination was controlled by professional
journalists, editors, and media institutions. News followed a structured process involving information gathering,
verification, editing, and distribution through established channels like print media, radio, and television (Baran,
2010). These media served as gatekeepers, ensuring accuracy and credibility before the public received the
news. Despite their slower speed compared to digital platforms, traditional media were trusted sources due to
their emphasis on journalistic ethics and fact-checking. In many societies, including Nigeria, radio remains a
vital tool for reaching rural populations due to its affordability and accessibility (Moemeka, 2000).
Modern news dissemination, driven by the internet and social media, has made the distribution of news faster
and more widespread. News websites, blogs, and social media platforms now allow both professionals and
ordinary users to share information instantly (Newman et al., 2022). This democratization of news has broken
down barriers, giving more people a voice and enabling the rapid circulation of information. Social media
platforms such as Facebook, Twitter, WhatsApp, and Instagram are now primary sources of news for many,
particularly young users. According to the Reuters Institute (2021), more than half of online users globally
access news through social media. This shift has created new dynamics in how news is discovered, interpreted,
and shared.
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2.2.1 Characteristics of Effective News Dissemination

For news dissemination to be effective, it should be timely, accurate, accessible, and relevant to the audience.
Timeliness: Timeliness ensures that the public is kept up to date with current events.
Accuracy: Accuracy builds trust and avoids misinformation.
Accessibility: Accessibility refers to the ease with which people can receive and understand the information,
whether through language, medium, or platform (Dominick, 2011).
Credibility is another crucial factor. News that comes from reputable sources and includes verifiable facts is
more likely to influence public perception positively. With the rise of user-generated content, maintaining
credibility has become more challenging, yet it remains an essential component of responsible news
dissemination (Tsfati, Stroud, &Chotiner, 2020).
Advancements in digital technology have significantly influenced news dissemination. Mobile phones,
broadband internet, and social media apps allow real-time reporting and sharing. Journalists now live-tweet
events, stream press conferences, and post updates directly from the scene, bringing immediacy and visual
depth to news reports (Deuze, 2003). Moreover, algorithms used by digital platforms personalize news feeds,
showing users stories based on their interests, behavior, and interactions. While this improves user engagement,
it may also create “filter bubbles” where people only see content that aligns with their views, limiting exposure
to diverse perspectives (Pariser, 2011).
People’s news consumption habits have shifted drastically due to the ease and speed of online dissemination.
News is no longer confined to scheduled broadcasts or printed pages; it is now on-demand and mobile. Younger
audiences, in particular, prefer news in digital formats—short videos, headlines, and infographics—over lengthy
print articles (Newman et al., 2022). This shift has forced media houses to adapt by offering content through
multiple digital formats and platforms. However, it also creates challenges in ensuring attention spans,
comprehension, and depths of understanding are not lost in the process of simplification.
News dissemination has evolved from a controlled, top-down process to a more decentralized, participatory
model. While traditional media still plays a role, modern methods particularly social media have revolutionized
how news is shared and consumed. This evolution comes with both opportunities for engagement and risks
related to misinformation, making it essential to examine the implications of this shift, especially in local
contexts like Ikot Ekpene.
2.3 Social Media and News Dissemination
Social media has transformed the traditional model of news dissemination from a centralized, professional-
driven process to a decentralized and participatory one. Previously, only trained journalists and media
organizations could publish and distribute news to the masses. Now, anyone with a smartphone and internet
connection can create and circulate information in real-time (Hermida, 2010). This shift has drastically
increased the speed and reach of news dissemination across the globe. Platforms like Twitter and Facebook
allow users to instantly share breaking news, eyewitness accounts, and live updates, often before traditional
media outlets can report them. For example, during crises or political events, hashtags and viral posts often
provide the first clues of unfolding stories. This immediacy empowers users but also raises questions about the
accuracy and reliability of shared content (Allan, 2013).
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One of the most significant effects of social media on news dissemination is the rise of citizen journalism.
Ordinary individuals now report local events, injustices, or emergencies through photos, videos, and text, often
bypassing traditional media channels. This has been particularly impactful in areas where mainstream media
coverage is limited or biased (Gillmor, 2006). Citizen journalism via platforms like WhatsApp and Facebook
has given marginalized voices a platform and democratized the news-sharing process. However, it also opens
the door to the rapid spread of false information, especially when news is shared without verification or context
(Carpenter, 2010).
Social media platforms use algorithms to determine what content users see. These algorithms prioritize content
based on user preferences, engagement history, and trending topics. As a result, the news that individuals are
exposed to is often tailored to their existing beliefs and interests, reinforcing “filter bubbles” and limiting
exposure to diverse viewpoints (Pariser, 2011). While this targeted dissemination increases user engagement, it
can also distort public understanding by presenting a skewed version of reality. News that aligns with popular
sentiments is more likely to be promoted and go viral, regardless of its accuracy or importance (Tandoc, Lim, &
Ling, 2018).
The viral nature of social media enables news to spread much faster than through traditional channels. A single
post or video can reach millions within hours, especially if shared by influencers or amplified through likes,
comments, and shares (Kwak, Lee, Park, & Moon, 2010). This rapid circulation increases public awareness but
also makes it difficult to control or correct misleading information once it spreads. The speed of dissemination
has both advantages and drawbacks. On one hand, it enables quick responses during emergencies and facilitates
activism. On the other hand, it allows rumors, hoaxes, and propaganda to gain traction before accurate
information is available (Vosoughi, Roy, & Aral, 2018).
Social media has changed how people consume news. Many users, especially youth, prefer consuming bite-
sized information through headlines, memes, or short videos instead of reading full-length articles (Newman et
al., 2022). This behavior influences the type of news that is produced and shared online—often prioritizing
entertainment value or emotional appeal over depth and context. Furthermore, studies have shown that users are
more likely to trust and engage with news shared by friends or peers than that shared by professional news
outlets (Turcotte et al., 2015). This peer-to-peer model of dissemination increases social engagement but may
also reduce the perceived need for fact-checking.
The rise of social media has forced traditional news organizations to adapt by adopting digital strategies and
integrating social platforms into their content distribution. Many news outlets now maintain active social media
pages, live-tweet events, and produce content optimized for platforms like YouTube and Instagram (Singer,
2014). This has made journalism more interactive and responsive to audience feedback. However, this shift has
also led to increased competition for attention, where sensationalism and clickbait are often used to attract
viewers. In some cases, journalistic standards are compromised in favor of speed and shareability, thereby
affecting the credibility of both professional and user-generated content (Tsfati et al., 2020). Social media has
dramatically reshaped news dissemination by enabling faster, wider, and more interactive communication. It
allows ordinary users to participate in the news-making process, fosters immediate engagement, and has made
information more accessible than ever before. However, it also brings challenges related to misinformation,
algorithmic bias, and changes in consumption behavior.
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2.4 Influence of Social Media on Public Perception

Social media plays a significant role in shaping how people think and feel about events, issues, and
personalities. Because many users get their news from social media, their understanding of events is often
shaped by what is posted, how it is presented, and how frequently it appears in their feeds (Tsfati, Stroud, &
Chotiner, 2020). People are more likely to believe and accept stories that are repeated often or supported by
people in their social circles, even when such stories may not be accurate. What users see is influenced by
algorithms that show content based on previous interactions. This creates an environment where users mostly
see posts that align with their interests or beliefs, which can reinforce personal opinions without presenting
opposing views (Pariser, 2011).
Social media engagement through likes, comments, and shares—helps determine which content becomes visible
and widely accepted. Posts with many interactions are often assumed to be more important or more trustworthy
(Lee, 2015). As a result, content that generates strong emotional reactions tends to spread quickly, even if it’s
misleading or exaggerated. People may form opinions not just based on the content itself, but also on how
others respond to it. For instance, seeing many positive comments or shares can influence someone to adopt the
same viewpoint. This social validation can pressure users to agree with popular opinions, even when they are
unsure or skeptical.
One major problem with social media is the rapid spread of false or misleading information. Fake news, rumors,
and unverified stories often go viral because they attract attention and provoke strong emotions like fear or
anger (Vosoughi, Roy, & Aral, 2018). When people see such stories being shared widely, they may assume the
information is true, even if it has no credible source. The danger of misinformation is that it can shape public
perception in harmful ways. For example, during elections or crises, false information can influence voting
decisions, promote panic, or spread hate. Without proper media literacy skills, many users cannot easily tell the
difference between real and fake news (Pennycook & Rand, 2019).
Celebrities, public figures, and social media influencers also play a major role in shaping public opinion.
Because they have large followings, their views on news, politics, or social issues can reach millions of people
quickly (Freberg et al., 2011). Followers often trust and accept what influencers say without questioning the
accuracy of the information. In many cases, influencers act as opinion leaders, and their posts can generate
support or backlash depending on how their audience reacts. This highlights how authority on social media is
not always based on expertise but on popularity and personal branding. Social media can create “echo
chambers,” where users are exposed mainly to opinions that agree with their own, and rarely to differing views.
This makes people less open to new ideas and more confident in their existing beliefs, even when those beliefs
are incorrect or harmful (Cinelli et al., 2021). Over time, this limits critical thinking and encourages polarization
within society.
Confirmation bias also plays a role—people tend to seek out and believe information that supports what they
already think. This means that even when faced with facts that challenge their views, users may ignore or reject
them because of what they’ve repeatedly seen online (Friggeri et al., 2014). The constant exposure to news—
especially negative or sensational content—can affect users emotionally and mentally. People may feel anxious,
angry, or overwhelmed after scrolling through news-heavy social media feeds (Vaterlaus et al., 2015). The
emotional intensity of posts often leads to strong opinions, sometimes without full understanding of the issues.
This emotional influence can cause people to react quickly to news without verifying the facts or considering
other viewpoints. In this way, social media doesn’t just inform—it also stirs emotions that shape how people
perceive events and react to them. Social media strongly influences public perception by controlling what
information people see, how they interact with it, and how others respond to it. While it provides opportunities
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for awareness and engagement, it also presents challenges such as misinformation, emotional manipulation, and
lack of diverse perspectives. To fully benefit from social media as a news source, users need to be critical,
informed, and aware of how their perceptions can be shaped by what they see online.
2.5 Challenges of Using Social Media for News Dissemination
One of the biggest challenges of using social media to share news is the widespread presence of fake news and
misinformation. Because anyone can post or share content without verification, false information can spread
quickly and reach a large audience (Vosoughi, Roy, & Aral, 2018). Unlike traditional media, which uses
professional editors and fact-checkers, social media platforms often lack proper checks before content goes
viral. In many cases, people share news without reading the full story or checking the source. Fake news is often
designed to attract attention with shocking headlines or emotional messages, which increases the chances of it
being shared (Pennycook & Rand, 2019). This leads to confusion, misinformed decisions, and even social
unrest, especially during elections, health crises, or conflicts.
Another problem with social media is the lack of strong rules to control the flow of news content. While most
platforms have community guidelines, these rules are not always enforced consistently. Harmful or false content
can remain online for hours or even days before being removed, by which time many people may have seen and
believed it (Allcott&Gentzkow, 2017). Governments and media experts often call for more regulation to ensure
that social media companies take responsibility for the news shared on their platforms. However, balancing free
speech with control is a difficult task. Over-regulation may lead to censorship, while under-regulation allows
harmful content to spread unchecked.
Many social media users, especially in developing countries, lack the skills to analyze and verify news content
critically. Media literacy is the ability to understand, evaluate, and respond wisely to media messages. When
users cannot identify credible sources or spot biased information, they are more likely to accept and spread false
news (Craft, Ashley, &Maksl, 2017). This issue is more serious among younger audiences and those with
limited education. Without training or awareness, people may treat all online information as true, which affects
their decisions, beliefs, and actions. Improving media literacy is therefore essential to making social media a
reliable tool for news dissemination. Social media platforms use algorithms to determine what users see on their
feeds. These algorithms are designed to show users content that matches their interests and past behaviors.
While this makes the user experience more personal, it can also lead to “echo chambers”—situations where
users are only exposed to ideas that reinforce their existing views (Pariser, 2011).
As a result, people may miss out on important but differing perspectives. This not only limits learning but can
also increase polarization in society. When people only hear one side of a story, they are more likely to develop
biased opinions, even about important social and political issues (Cinelli et al., 2021). Social media encourages
fast sharing of information, which often means that speed is prioritized over accuracy. News is sometimes
shared before it is properly confirmed, especially during breaking events. This rush to publish or share can lead
to the spread of wrong details or incomplete stories (Hermida, 2010).
For example, during emergencies or protests, users may post updates without full context or understanding,
leading to panic or misinterpretation. In such cases, false reports can travel faster than official corrections,
making it harder to manage public perception after the fact. Social media can be used for deliberate
manipulation by individuals, political groups, or organizations. Some actors intentionally spread false or
misleading information to influence public opinion, promote a certain agenda, or damage reputations. These
actions are often supported by bots or fake accounts that amplify the reach of the message (Bradshaw &
Howard, 2019).
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In some regions, especially during elections or national crises, such propaganda can influence voters and create
distrust in the media or government. Social media thus becomes a tool not just for information sharing but for
control and deception. Social media provides powerful opportunities for news dissemination, it also comes with
serious challenges. These include the rapid spread of misinformation, lack of regulation, low media literacy,
algorithm bias, and manipulation. These problems can weaken public trust in media, distort facts, and harm
societal understanding. To address these issues, there must be stronger digital education, responsible platform
policies, and better public awareness about how to use social media wisely for news.

2.6 Theoretical Framework

2.6.1 Uses and Gratifications Theory
The Uses and Gratifications Theory (UGT) was first proposed by Elihu Katz, Jay Blumler, and Michael
Gurevitch in 1973. This theory suggests that individuals actively seek out specific media to satisfy particular
needs such as information, entertainment, personal identity, or social interaction. Unlike earlier media theories
that viewed the audience as passive, UGT emphasizes the role of the audience as active participants in the
communication process. It focuses on what people do with media, rather than what media do to people.
In the context of social media and news dissemination, this theory helps explain why people turn to platforms
like Facebook, Twitter, and WhatsApp to access and share news. Social media provides immediate access to
breaking stories, allows users to interact with news content, and offers space for people to express opinions,
react, and discuss with others. Many users engage with news not only to stay informed but also to feel
connected, participate in trending discussions, and validate their beliefs. This shows that news consumption on
social media is driven by individual goals and motivations, which align well with the core ideas of UGT.
UGT is especially relevant to understanding the shift from traditional media to digital platforms. With social
media, users can customize their feeds, follow preferred news sources, or rely on friends and influencers for
updates. This personalization allows individuals to gratify specific needs more effectively than with newspapers
or TV broadcasts. For example, during elections or crises, users may seek news that matches their political
views, promotes activism, or enhances their sense of community. This targeted use of media content underlines
the purposeful behavior of users, as predicted by UGT.
Therefore, the Uses and Gratifications Theory is a strong foundation for studying how and why people use
social media for news dissemination. It helps researchers examine user behavior, platform preference, and
engagement patterns in a digital news environment. Applying UGT to your study will also assist in
understanding the role of user motivation, satisfaction, and interaction in the spread of news via social media.
2.6.2 Agenda-Setting Theory
The Agenda-Setting Theory, developed by Maxwell McCombs and Donald Shaw in 1972, argues that the media
do not tell people what to think, but rather what to think about. It suggests that media influences the salience of
issues in the public mind by giving certain topics more coverage than others. In doing so, the media shapes
public priorities and perceptions by selecting which stories are important and how they are presented.
In relation to social media and news dissemination, this theory takes on new dimensions. Unlike traditional
media where professional journalists and editors decide what gets covered, social media decentralizes agenda-
setting. Now, trending hashtags, viral posts, and user-generated content also play a key role in shaping public
discourse. Social media users themselves—through likes, shares, and comments participate in setting the agenda
by amplifying particular stories or topics, often without editorial oversight.
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This democratized agenda-setting raises both opportunities and challenges. On the positive side, it allows
marginalized voices and grassroots movements to bring attention to issues that may be ignored by mainstream
media. For example, movements like EndSARS or BlackLivesMatter gained momentum through social media-
driven agenda-setting. On the downside, it can also lead to the elevation of misleading or sensational content,
driven by popularity rather than relevance or truth. This shifts the focus of public attention in unpredictable
ways, sometimes away from more serious or verified issues.
Applying the Agenda-Setting Theory to your study helps explain how social media influences not just the
distribution but also the visibility and importance of news topics. It provides insight into the power dynamics of
news flow online—who sets the agenda, how it spreads, and how it affects public awareness. This theory will
help you assess how social media platforms influence what people talk about, care about, and believe is
happening in the world.

2.7 Review of Studies

Study 1: Olowu, T. A. (2020) — “The Role of Social Media in News Dissemination in Nigeria: A Study of
University of Lagos Students”
Olowu (2020) conducted a study at the University of Lagos titled “The Role of Social Media in News
Dissemination in Nigeria.” The purpose of the research was to explore how university students utilize social
media to access and share news, determine the most commonly used social media platforms for news
consumption, and evaluate students’ trust in the credibility of news found on these platforms. The study adopted
a descriptive survey research design which allowed for the collection of data from a large number of
respondents in a structured manner. A simple random sampling technique was used to select 150 undergraduate
students from three faculties of the university, ensuring a fair representation of the student body.
The findings revealed that students heavily relied on social media for their daily news Intake, with WhatsApp
and Twitter emerging as the most preferred platforms. These platforms were chosen because they are fast, easy
to use, and allow for interaction with both the content and other users. Students appreciated the convenience of
real-time updates, trending topics, and multimedia content. However, a significant number of students reported
encountering false or misleading news stories, often shared by friends or through group chats. The study found
that 65% of the respondents admitted to having seen or shared fake news, raising concerns about the reliability
of social media as a news source. Many participants also admitted that they rarely checked the credibility of the
sources before sharing.
Based on the outcomes, the researcher recommended that universities and media organizations invest in digital
media literacy education to equip students with the skills needed to evaluate online information critically. It was
also suggested that credible news agencies strengthen their presence on social media to counter the spread of
misinformation with verified news. The study concluded that while social media has become a primary news
source for young people, its effectiveness depends largely on how well users are trained to navigate it
responsibly.
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Study 2: Adebayo, O. K. (2019) — “Social Media as a Tool for News Dissemination in Rural
Communities: A Case Study of Ogbomoso, Oyo State”
Adebayo (2019) carried out a study titled “Social Media as a Tool for News Dissemination in Rural
Communities: A Case Study of Ogbomoso, Oyo State.” The aim of the research was to assess how social media
is used for news dissemination in a rural area, the challenges users face, and the platform’s overall impact on
public awareness. The study employed a qualitative case study design, which provided room for in-depth
discussion and interpretation of the local experience. Data were collected through structured interviews
conducted with 30 purposively selected participants, including local youth, civil servants, and community
elders. The purposive sampling ensured that individuals with basic social media access and experience were
involved.
The results of the study revealed that even in a rural setting like Ogbomoso, social media platforms especially
Facebook and WhatsApp were widely used to access and share news. Despite infrastructural challenges like
irregular electricity supply and weak internet coverage, many respondents said they still received news updates
regularly. Social media was seen as a convenient and cheaper alternative to radio, newspapers, and television.
However, the study also noted serious challenges. Several participants admitted to receiving and forwarding
unverified news content, often out of habit or urgency. Digital illiteracy and lack of awareness on how to verify
online information were identified as major problems in the community. This led to the widespread circulation
of false health tips, political propaganda, and panic-inducing messages.
As part of the study’s recommendations, Adebayo urged government agencies and NGOs to support the
development of digital infrastructure and organize public education campaigns on responsible social media use
in rural areas. It was also suggested that local leaders be trained to serve as information watchdogs or fact-
checkers within their communities. The study concluded that while social media is a powerful tool for
expanding access to news in underserved areas, its misuse especially in places with low media literacy can lead
to serious misinformation and social consequences.
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CHAPTER THREE
RESEARCH METHODOLOGY