INFLUENCE OF ENTREPRENEURIAL JOURNALISM ON CONTENT CREATION: A STUDY OF SELECT NIGERIAN JOURNALISTS

The findings of this study show that the entrepreneurial mindset of journalists greatly influences content creation. Moreover, it is affirmed that ethical and professional journalism has been slightly redefined. This redefinition has resulted in a new face of journalism known as entrepreneurial journalism. Entrepreneurial journalism, simply put, refers to the journalist also being an entrepreneur. Content which is the visible revelation of any journalistic effort has become a product to sell both the journalist and the media organisation represented. Content, beyond the primary aim of the media which is for information, is also crafted to generate revenue. The reporter and editor, among other gatekeepers, therefore, develop content and finally publish them with the aim of driving advertisements as well as generating income. The study discovered that the day-to-day task of the editor is to ensure a balance between commercial interest and public social interest. In addition, the ever-changing nature of the society demands media managers to be more strategic in the dissemination of information to the public. Due to increasing cost of running media houses, as a result technological advancement, the preponderant service mode has been substituted by the profit motive. Consequently, news has become a commodity to provide funds to keep the news firm afloat. The advent of the Internet cum online journalism has furthered the commercial orientation of media personnel working for the mainstream media. This study also discovered the need for traditional journalism to harness the positives of the advent of the Internet to continue to remain relevant. The findings foresee a situation whereby a larger percentage of broadcasting and publishing by traditional media will be done online. However, this study discovered that news values still greatly determine newsworthiness. Similarly, Nigerian media still upholds her primary roles to include: social responsibility role, watchdog role, being a purveyor of information and serve as conscience of the society. The current crave for maximum profit has resulted in the redefinition of journalism resulting in entrepreneurial journalism. One therefore can say that today’s journalism is more professional than ethical. Finally, this study found out that entrepreneurial journalism is not a course in mass communication curriculum of tertiary institutions in Nigeria whereas courses and advanced degrees in entrepreneurial journalism are offered in many universities in Europe. To curb the usual disconnect between the incoming mass communication graduate and the actual practice, the inclusion of entrepreneurial journalism as a course in journalism curriculum in Nigeria is long overdue. Entrepreneurial journalism education will imbue the journalist with the right blend of journalistic and entrepreneurial skills. Today’s profession requires journalists that are more of specialists than generalists. Entrepreneurial journalism, whereby contents are more audience-centered, is clearly the future of journalism.