DIGITAL NEWS CONSUMPTION AND TRUST IN TRADITIONAL MEDIA: A STUDY OF UNDERGRADUATE STUDENTS IN UNILAG

DIGITAL NEWS CONSUMPTION AND TRUST IN TRADITIONAL MEDIA: A STUDY OF UNDERGRADUATE STUDENTS IN UNILAG

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

The evolution of digital technology has fundamentally altered the media landscape across the globe. With the proliferation of smartphones, increased internet accessibility, and the rise of social media platforms, news consumption patterns have shifted dramatically—particularly among young audiences (Newman et al., 2023). In Nigeria, digital media has become increasingly pervasive, offering instantaneous access to diverse news content and reshaping how individuals, especially university students, engage with news.

Traditional media—comprising television, radio, and print newspapers—was once the primary channel through which Nigerians received news. However, the emergence of digital news platforms, including online newspapers, blogs, and news applications, has disrupted this dominance. According to the Reuters Institute’s Digital News Report (2023), a significant portion of Nigerian youth now prefer accessing news through mobile devices and social media platforms such as Twitter (now X), Facebook, and WhatsApp, citing convenience and immediacy as key advantages.

Despite this digital shift, questions about credibility, trustworthiness, and the role of traditional media persist. Digital platforms are often criticized for facilitating the rapid spread of misinformation, sensationalism, and unverified reports. By contrast, traditional media still enjoys a reputation for editorial rigor and journalistic standards, albeit with declining engagement among younger audiences (Adeyemi, 2021). This tension has led to a dual reality where digital media is widely consumed, but traditional media retains a level of trust and legitimacy in the public eye.

University students are at the forefront of this transformation. As digital natives, their media consumption habits provide insight into broader societal shifts. Understanding how undergraduate students at the University of Lagos (UNILAG) navigate the interplay between digital and traditional media is vital to assessing how trust in news is constructed, maintained, or eroded in contemporary Nigeria. Furthermore, it is essential to explore whether the convenience of digital platforms compensates for the lack of credibility often associated with them, or whether traditional media still plays a role in shaping informed opinions among youth.

This study investigates the consumption patterns of digital news among UNILAG students and examines how this trend influences their trust in traditional media. By focusing on a population that actively engages with both digital and legacy media, the study contributes to ongoing discussions about the future of journalism and public trust in the information ecosystem.

1.2 Statement of the Problem

The rapid digitalization of news has created both opportunities and challenges for the media industry in Nigeria. While digital platforms offer immediacy and broad accessibility, they are often plagued by concerns over accuracy and bias. The problem becomes more pronounced among university students, who are increasingly relying on digital news sources while simultaneously expressing skepticism toward the reliability of these sources.

There is a growing concern that the decline in traditional media consumption may lead to a reduction in the quality and credibility of news information accessed by young people. Several studies have highlighted the prevalence of misinformation and fake news on social media and online platforms (Ojebuyi & Edewor, 2020), but little is known about how this affects trust in traditional media. As digital consumption grows, it is unclear whether students completely disregard traditional media or still consider it a benchmark for credible journalism.

Despite the importance of understanding media trust, there is a scarcity of empirical studies examining how Nigerian university students balance digital and traditional media in their news consumption. Furthermore, it is uncertain how these students evaluate the credibility of news content in an era marked by information overload and clickbait journalism. Without such knowledge, media practitioners and policymakers risk losing touch with an important demographic whose media preferences will shape the future of journalism.

This study aims to fill this gap by exploring the digital news consumption habits of UNILAG undergraduate students and assessing how these habits influence their trust in traditional media. It also seeks to uncover the criteria students use in determining the trustworthiness of news content across different platforms.

1.3 Objectives of the Study

To examine the patterns of digital news consumption among undergraduate students in UNILAG.

To assess the level of trust undergraduate students place in traditional media sources.

To determine the relationship between digital news consumption and trust in traditional media among the respondents.

1.4 Research Questions

What are the digital news consumption habits of undergraduate students in UNILAG?

How do undergraduate students perceive the credibility of traditional media?

What is the relationship between digital news consumption and trust in traditional media?

1.5 Research Hypotheses

H₀₁: There is no significant relationship between digital news consumption and trust in traditional media among UNILAG undergraduate students.

H₀₂: There is no significant difference in trust levels in traditional media between frequent and infrequent digital news consumers.

1.6 Significance of the Study

This study is significant in several ways. First, it provides insight into the changing landscape of news consumption among Nigerian university students, a demographic often overlooked in media trust studies. Second, it contributes to the broader discourse on media literacy, trust, and the credibility crisis in journalism. The findings will be valuable to media organizations seeking to regain relevance among youth audiences and can inform content strategies that bridge the gap between digital convenience and credible reporting. Additionally, educators and policymakers may use the results to promote media literacy initiatives aimed at helping students critically assess news sources.

 

1.7 Scope and Limitation of the Study

The study is limited to undergraduate students at the University of Lagos (UNILAG). It focuses on their consumption of digital news through social media, news websites, and mobile apps, as well as their perceptions of traditional media such as newspapers, radio, and television. Limitations may include self-reporting bias, difficulty in accessing certain respondents, and the generalizability of findings beyond the university setting.

1.8 Operational Definition of Terms

Digital News Consumption: The act of accessing and engaging with news content via digital platforms such as social media, websites, or mobile apps.

Traditional Media: Legacy media formats including television, radio, and print newspapers that follow established journalistic standards.

Media Trust: The level of confidence audiences place in the accuracy, fairness, and credibility of news sources.

1.9 Structure of the Study

This study is structured into five chapters. Chapter One introduces the study. Chapter Two reviews related literature and theoretical frameworks. Chapter Three outlines the research methodology. Chapter Four presents data analysis and interpretation. Chapter Five contains the summary, conclusions, and recommendations.

References

Adeyemi, A. (2021). Media consumption patterns and trust in Nigerian traditional news outlets. Nigerian Journal of Media Studies, 15(2), 78–90.

Newman, N., Fletcher, R., Schulz, A., Andi, S., Robertson, C. T., & Nielsen, R. K. (2023). Reuters Institute Digital News Report 2023. Reuters Institute for the Study of Journalism.

Ojebuyi, B. R., & Edewor, N. (2020). Fake news and social media: Causes, consequences, and remedies. Journal of Communication and Media Research, 12(1), 101–117.