A COMPARATIVE ANALYSIS OF STUDENTS' USE OF SOCIAL AND TRADITIONAL MEDIA IN THE UNIVERSITY OF MAIDUGURI

This study comparatively analyzed the patronage of social and conventional media among students of the University of Maiduguri, aiming to reveal the paradigm shift in media consumption patterns. Guided by the Uses and Gratifications Theory, the research adopted a survey method, administering questionnaires to 200 purposively selected respondents. Findings indicate that all students patronize either social or conventional media, with social media exhibiting a higher level of patronage. Students show strong commitment to their preferred media type, and more time is spent on social media due to its instant updates, interactivity, and participatory features. Conventional media, however, remain valued for accuracy, reliability, professionalism, and adherence to ethical standards. While most students rely on social media information, a notable proportion (39.5%) express doubts about its reliability, whereas reliance on conventional media is nearly universal. The study concludes that students’ media patronage is influenced by the unique characteristics of each medium, reflecting a balance between immediacy and interactivity on social media, and trust and credibility on conventional media. These insights provide important implications for media strategy, communication, and student engagement.