The Perceived Impact of Social Media on Mainstream Journalism Practices: The Case of Ethiopian Broadcasting Corporation and Fana Broadcasting Corporate

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Addis Ababa University


The purpose of this study is to investigate the impact of Social Media on mainstream journalism practices focusing on Ethiopian Broadcasting Corporation (EBC) and Fana Broadcasting Corporate (FBC). Mixed research methods were adopted for the study where survey questionnaire and in-depth interview were used as specific methods for gathering the data. The explanatory sequential mixed methods was deployed to design the research. The data obtained and subsequent data analysis certainly emphasized the fact that social media has had, and continues to have a strong influence on the field of journalism and practitioners’. The notion of the journalist has moved so significantly away from aspects of its mainstream media basis because of favorability social media platform for interactivity with the audience and potential sources. A total sample of 283 journalists was randomly selected to fill the survey questionnaire. Whereas, 13 media professionals like media managers, editors and senior reporters were purposefully selected for the in-depth interview to support the findings from the questionnaire. As a result, the findings from these sources of data revealed that Journalists’ rated Social Media as very important in sourcing, processing, disseminating and getting feedback for local news. Similarly, Social Media have impacted on the mainstream journalistic practice to the level of creating new practices. Journalists used social media tools in their daily workflows, the access they each had to suitably reliable computing technologies remains an arguable issue within media organizations. Media organizations were converging and increasingly encouraging the use of social media in the daily work practices and routines of their employees. Both EBC and FBC directly linked to social media to broadcast online in addition to mainstreaming through Television and Radio. This indicates that the impact of internet technology on mainstream media. Unfortunately, both media institutions begun outlet their news with social media tools to attract audience worldwide. Therefore, it is recommended that proper training, attention and leadership needed both from the Media houses, journalists, researchers, educational institutions as well as policy makers.