Audience inclusion in news reporting on facebook and twitter: the case of #feesmustfall

Anu Olagunju, Nereshnee Govender, Tarryn Frankish and Jean Philippe Wade
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Anu Olagunju: Department of Public Relations Management, Durban University of Technology, Durban, South Africa
Nereshnee Govender: ML Sultan Campus Centre, Durban University of Technology, Durban, South Africa
Tarryn Frankish: Journalism Programme, Durban University of Technology, Durban, South Africa
Jean Philippe Wade: Department of Video Technology, Durban University of Technology, Durban, South Africa

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 10, 292-302

Abstract: With the growing popularity of social media as a news source, there is a need to explore the audience-inclusion function of these social media platforms for news reporting. It is imperative to explore how the audience uses these platforms in the production of news to define the transformative nature of the media and its role in empowering society (the audience) to ‘break’ and tell their own story. Furthermore, it is necessary to understand how these social media platforms encourage audience inclusion and provide opportunities for the audience to participate in the production and dissemination of news items. In understanding this, society will be able to situate the role of emerging social media platforms in news dissemination, especially in the 21st century. The study conceptualised the audience inclusion theory to explore and examine the role of Facebook and Twitter in producing and disseminating news, particularly in reporting the #FeesMustFall campaign. It explored how social media allows participation in news production and dissemination and how #FeesMustFall participants used Facebook and Twitter to produce and disseminate news about the protest. The study used a qualitative exploratory approach within the interpretive paradigm to understand the audience inclusion role in news dissemination. Findings indicate that students find recourse in social media as an avenue for news during the peak of #FeesMustFall. There is also a change in news reporting due to audience inclusion provided by social networks. Also, citizens in the form of university students have become more engaged with social media because of its ease of access and sense of connectedness. Key Words:Audience inclusion; Facebook; Twitter; Social Media; #FeesMustFall

Date: 2022
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