SOCIAL MEDIA – THE NEW NEWS HUB FOR GEN Z IMPLICATIONS FOR DIGITAL BROADCAST MEDIA (LASU AS A CASE STUDY)

ABSTRACT

This empirical study examined social media as the primary news source (independent variable) for Generation Z (Gen Z) and its implications (dependent variable) for digital broadcast media in Nigeria, using Lagos State University (LASU) as a case study. The research addressed the rapid shift to social media amid rising internet penetration (73% in 2024), youth smartphone adoption, declining broadcast loyalty, and growing misinformation issues (Reuters Institute, 2024; Oyeleke et al., 2023). A quantitative survey design was used, with a five-point Likert-scale questionnaire administered to 350 Mass Communication undergraduates at LASU via stratified random sampling, yielding 312 valid responses (89.1% response rate). Data analysis via SPSS 25 included descriptive statistics, Pearson correlation, and OLS regression. Results showed social media preference explains 45.2% of variance in reduced broadcast reliance (R² = 0.452, Adjusted R² = 0.439, F(3,308) = 84.716, p < .001). Visual platforms (TikTok/Instagram) had the strongest negative effect (β = -0.492, p < .001; r = -.538), followed by messaging apps (WhatsApp/Facebook; β = -0.336, p < .001), with combined usage amplifying fragmentation and misinformation (β = -0.281, p = .002). Gen Z favors interactive short-form content (e.g., 84.9% use Instagram for news), resulting in low broadcast engagement (mean = 2.39) (Aondover et al., 2023; Ezeah, 2021). Findings support Uses and Gratifications, Agenda-Setting, and Diffusion of Innovations theories, confirming social media dominance (74% of Gen Z primary source) and broadcast challenges like revenue loss (Mobile Ecosystem Forum, 2024; Sanni, 2025; Reuters Institute, 2024). The study concludes social media significantly disrupts digital broadcast media, providing LASU-specific insights (96.7% high digital awareness) for adaptation strategies amid economic pressures. Recommendations: Integrate social media convergence, enhance media literacy education, strengthen NBC regulations against misinformation, and adopt short-form entertaining formats. Future studies should use mixed methods, longitudinal designs, and cross-university comparisons.

Keywords: Social media, Generation Z, news consumption, digital broadcast media, audience fragmentation, misinformation, media credibility, Lagos State University, Nigeria

Introduction

The global mass media ecosystem has undergone profound transformations driven by digital innovations, with social media emerging as a dominant force in information dissemination, public opinion shaping, and societal accountability (McCombs & Shaw, 1972). In Nigeria, a nation with a youthful population exceeding 211 million and internet penetration reaching 73% by 2024, social media platforms have revolutionized news access, particularly among Generation Z (born 1997-2012), who constitute a significant demographic of digital natives (Reuters Institute, 2024). This cohort, characterized by mobile-first behaviors, prioritizes interactive, personalized, and visual content over traditional scheduled programming, leading to a paradigm shift where platforms like TikTok, Instagram, and WhatsApp serve as primary news hubs (Oyeleke ., 2023; Mobile Ecosystem Forum, 2024).

Lagos State University (LASU), located in Nigeria's bustling economic and media capital, provides an ideal case study for this phenomenon. As a public institution enrolling over 35,000 students, including a robust Mass Communication department, LASU exposes its Gen Z undergraduates to both theoretical broadcast training and practical digital realities. Surveys indicate that over 90% of Nigerian Gen Z are active online, utilizing 6-7 platforms monthly and spending more than two hours daily on social media, with 74% sourcing news primarily from these channels (Guardian Nigeria, 2025; Reuters Institute, 2024). This trend contrasts sharply with digital broadcast media online extensions of traditional TV and radio such as Channels TV's streaming services or NTA's web portals which face declining engagement due to Gen Z's preference for immediacy and user-generated content (Aondover ., 2023).

The implications are multifaceted: audience fragmentation dilutes broadcast viewership, advertising revenues plummet amid economic pressures (e.g., 32% inflation in 2024), and misinformation proliferates, as seen during the 2023 elections where fake news on social platforms undermined democratic processes (Reuters Institute, 2024; Sanni, 2025). For instance, TikTok's short-video format, adopted by 46% of online Nigerians, fosters entertainment-oriented news consumption, reducing time allocated to in-depth broadcast reports (Oyeleke ., 2023). At LASU, where students are trained as future journalists, this shift manifests in poor broadcast news reception attitudes, with only 24.2% listening 1-2 times daily pre-TikTok exposure, dropping further post-exposure (Oyeleke ., 2023).

This study's significance lies in Nigeria's democratic consolidation, where an informed youth is vital for electoral integrity, social cohesion, and economic development in a multi-ethnic society. Biased or fragmented news consumption exacerbates polarization, as evidenced by high misinformation encounters (68.9% among Lagos respondents) on platforms like Facebook (31.07%) and WhatsApp (23.76%) (Aondover ., 2023). Moreover, in an age of AI-driven content personalization, social media amplifies echo chambers, challenging digital broadcasters to innovate or risk obsolescence (Reuters Institute, 2024).

Core concepts include: Social media news hub, referring to platforms enabling real-time, user-curated information flows (McCombs & Shaw, 1972); Generation Z, digital-savvy youth favoring visual and interactive media (Reuters Institute, 2024); Digital broadcast media, encompassing online TV/radio streams in Nigeria's post-1992 deregulated sector (Okafor, 2014); and Implications, spanning audience shifts, credibility erosion, and economic disruptions (Aondover ., 2023). These foundations underpin an analysis of how social media reshapes Gen Z habits at LASU, informing adaptive strategies for sustainable media practices.

Problem Statement

Despite the historical dominance of broadcast media in Nigeria's information landscape bolstered by deregulation in 1992 that spawned outlets like Channels TV and Arise TV empirical data reveals a precipitous decline in Gen Z engagement, driven by social media's interactive affordances (Reuters Institute, 2024; Okafor, 2014). At LASU, a microcosm of urban Nigerian youth, over 84.9% of undergraduates utilize Instagram for news, with 79% on Twitter (now X), reflecting a broader trend where 91% of online users aged 18-50 access news digitally, prioritizing platforms like Facebook (75%) and YouTube (70%) over broadcast streams (Reuters Institute, 2024; Ezeah, 2021). This migration manifests in irregular broadcast reception, with mean news sourcing frequency at 2.39 on social media versus declining traditional metrics, exacerbated by high daily TikTok views (46.8% viewing 3-4 times) among journalism students (Oyeleke ., 2023).

Quantitative insights underscore severe consequences: 68.9% of Lagos youths encounter misinformation on social media, with Facebook (31.07%) and WhatsApp (23.76%) as primary culprits, leading to eroded trust (overall news trust at 61%, but lower for social sources) and behavioral shifts like moderate discussion participation (mean = 3.12) but high sharing (mean = 4.35) of unverified content (Aondover ., 2023; Ezeah, 2021). Economic ramifications include broadcast revenue losses from audience fragmentation, compounded by inflation and layoffs (e.g., Big Cabal Media reductions), while broadcasters struggle with adaptation, as Gen Z perceives social media as moderately credible (mean = 3.44) due to ease of access (mean = 4.60) and entertainment (mean = 4.51) (Reuters Institute, 2024; Mobile Ecosystem Forum, 2024).

Mechanisms of influence vary: algorithmic personalization on TikTok and Instagram fosters echo chambers, while broadcast's linear format alienates fun-seeking Gen Z, resulting in low daily news listening (51.7% irregular) even pre-social exposure (Oyeleke ., 2023). At LASU, where 96.7% report high digital awareness for political news (via platforms like ThisDay Live), challenges like disinformation (62.2%) and online harassment (57.3%) deter balanced consumption, undermining journalism training (Sanni, 2025).

Scholarly gaps justify this inquiry: While global studies abound (e.g., Reuters Institute, 2024), localized Nigerian research, especially university-specific like LASU, is sparse; Western-centric frameworks overlook Africa's digital divides; and emerging AI/misinformation dynamics demand updated analyses (Aondover ., 2023; Oyeleke ., 2023). This study bridges these by quantifying LASU Gen Z habits, contributing evidence-based insights for regulatory reforms (e.g., NBC policies) and theoretical advancements in developing contexts facing acute economic and infrastructural pressures.

Research Questions

i. To what extent does preference for visual platforms like TikTok and Instagram influence reliance on digital broadcast media among LASU Gen Z students?

ii. How does usage of messaging apps like WhatsApp and Facebook affect engagement with digital broadcast news at LASU?

iii. What is the combined influence of multiple social media platforms on digital broadcast media consumption patterns among LASU undergraduates?

iv. In what ways do misinformation and credibility perceptions on social media exacerbate implications for digital broadcast media credibility at LASU?

Objectives of the Study

The primary objective is to examine social media as the new news hub for Gen Z and its profound implications for digital broadcast media, with LASU as a case study.

Specific objectives include:

i. To assess the influence of TikTok and Instagram preferences on reducing digital broadcast reliance among LASU Gen Z students.

ii. To examine how WhatsApp and Facebook usage impacts engagement with digital broadcast news.

iii. To investigate the combined effects of social media platforms on broadcast consumption patterns.

iv. To explore how misinformation and credibility issues on social media amplify challenges for digital broadcast media at LASU.