IMPACT OF DIGITAL COMMUNICATION TECHNOLOGIES ON THE NIGERIAN MASS MEDIA: IMPLICATIONS AND INSIGHTS INTO DISRUPTIONS.

The Nigerian media has always required technology to broaden reach and expand influence on the audiences across Nigeria and the globe. The story of the media in Nigeria has been that of disruptions brought by technological improvements especially in printing, radio and television broadcasting. Each incremental progress comes with perculiar challenge. Therefore, this study focused on the specific trajectory of technological disruptions within the Nigerian media environment in order to provide a comprehensive overview that highlights the radical nature of these disruptions and their transformative effects on the media industry; implications of these changes on the Nigerian mass media to effectively address the challenges they pose. Using Technological Determinsm Theory and Technology Acceptance Model as theoretical underpinning and among other things, the study recommended robust collaboration between technology firms and traditional media industries. It also advocated creative ways of swimming with the tide in a more creative way. [ABSTRACT FROM AUTHOR]