Exploring the Shift in Broadcast Media Influence on Voters

Abstract

Situated within the theoretical framework of uses and gratifications, the study examined
the transition of media influence from the predominant conventional media platforms,
particularly, television as one of the viable information sources for voters, to digital
platforms. The study solely relied on secondary data through the review of relevant
literature to examine the factors(s) which account for the shift of media influence and to
understand the challenges facing the shift in media influence on voters, from television to
digital media. The study revealed that accessibility, network effect and the interactivity
nature of digital media, which empower every user to contribute to political discourse,
are the reasons for the swing. However, the possibility of digital media to promote
information disorder such as fake news, deep fake, misinformation and disinformation
are among the trials of the transition. This is because digital media platforms lack the
regimented chains of gatekeepers that fortify conventional media against avoidable
infractions and the incidences of fake news. The researchers concluded that the shift in
the source of media influence on voters is real. It recommended media literacy skills and
new legal framework as part of the measures to address all forms of misapplication of
digital media platforms for political gains.