Newspaper audience’s use of GSM text messaging for feedback

Abstract

Feedback is a key element in the process of mass communication and new media technologies are revolutionizing the process by providing easier and more convenient avenue for people to contribute to the mass media. Media organisations are also taking advantage of these new media to provide more access to their audiences. One of such is the “my news.com” page created by The Punch newspaper for people to share their views and information through mobile phone text messaging. This study examined the content of text messages published on the page over a month period using content analysis. It sought to know the theme and purposes of the audience feedback as well as the area of the country where the newspaper has the most active audience. The technological determinism and the agenda setting theories were adopted as theoretical framework. Findings revealed that members of the audience who sent their contributions were mostly from Lagos and the south-west region. The messages focused more on governance, suggestions, criticisms and complains about specific issues