NEWS COMMERCIALIZATION AND ITS IMPLICATIONS ON MEDIA CREDIBILITY

The study investigated news commercialization and its implications on media credibility. The study was anchored on Social Responsibility Theory and Social Exchange Theory. Survey research method was used while questionnaire was adopted to elicit responses from the respondents. One hundred journalists were purposively selected from Nigeria Union of Journalist Press Centre, Osogbo. The data collected were analysed using frequency and percentage method with tables. Findings show that broadcasting media organizations in Nigeria are engaging in news commercialization a lot (83.3%) especially in this era of high media proliferation and competition while substantial numbers of the respondents (70%) admitted that news commercialization affects media objectivity, credibility and fairness strongly. Also, poor remuneration and funding (63.3%), corrupt nature of Nigeria society (16.7%) and personal self-interest have been identified as major factors responsible for news commercialization. It is recommended that irrespective of what news commercialization offers the media and journalists, member of the audience should not be deceived or cheated. Journalism ethics should not be taken for granted otherwise, traditional media may lose it credible and professional image while this incredible notion may change audience passion. 

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