COMPARATIVE ANALYSIS OF THE ROLE OF TRADITIONAL AND SOCIAL MEDIA IN OPINION FORMATION: A STUDY OF RESIDENTS OF CALABAR SOUTH

This research focused on comparative analysis of the role of traditional and social media in opinion formation. The aim of this study was to investigate how traditional and social media have aided in opinion formation among residents of Calabar South Local Government Area. To realize the general purpose of this study, three (3) specific objectives and corresponding research questions were formulated to guide the study. The agenda-Setting theory by Maxwell McCombs and Donald Shaw in 1972 served as the theoretical framework for the study. Relevant literatures were reviewed to support the study. The population of the study consisted of residents chosen from five (5) wards in Calabar South Local Government Area. Using the formula for sample size determination by Krecjie and Morgan (1970), a sample of 200 respondents was selected as study participants. Questionnaire was used as instrument for data collection. Data collected were analyzed in tables, frequency counts and simple percentages. Results obtained from the study indicated amongst others that the extent at which audience engagement through traditional and social media comparatively aid in opinion formation in Calabar South Local Government Area remains extensively high, with social media getting the higher engagement. It was therefore recommended amongst others that Users of both traditional and social media for opinion formation processes should as well explore other media channels as such channels could serve more effectively in aiding public opinion formation.