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Exploring the Realities and Prospects of YouTube in Nigeria

Omojola, Oladokun and Morah, Ngozi Doris (2013) Exploring the Realities and Prospects of YouTube in Nigeria. Journal of Communication and Media Research, 5 (1). pp. 41-56. ISSN 2141 - 5277

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Abstract

The advent of the Internet has brought with it the reality of social media. They are still incipient in Nigeria but growing. This is especially true of YouTube, the video streaming website. Hinged on the Uses and Gratification, Agenda Setting and Public Sphere theories, this study assessed YouTube videos to determine the construction of representations of Nigeria. It adopted a mixed method to assess YouTube’s influence on its audience. Content analysis of videos showed a preponderance of entertainment, though news and information, religion, aid work and commercials were also visible. A multiple regression of eight carefully selected cases of expectations (predictors) against a criterion of satisfaction was carried out, collectively giving rise to a significant model (F8,78 = 4.268, p < 0.0005). Individually, however, two of the eight were significant with the remaining six less consequential, thereby giving an insight into YouTube’s influence on the respondents. The paper canvasses the eradication of identified barriers as a way of realizing the potentials of social media in the country. Key Words: Nigeria, YouTube, Expectations, Satisfactions, Social Media.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Dr. O. Omojola
Date Deposited: 02 May 2014 10:24
Last Modified: 02 May 2014 10:24
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/2487

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