📖 ABSTRACT/OVERVIEW
The transformation of journalism from traditional print and broadcast formats to digital platforms has reshaped audience engagement dynamics, presenting both opportunities and challenges for media organisations seeking to sustain relevance among younger demographics. This study examined the patterns of ESUT students' interaction with online news platforms and the factors that influence sustained audience engagement with digital journalism. The study was anchored on the Interactive Media Theory, which emphasises that digital environments enable bidirectional communication between media producers and consumers, fundamentally altering traditional information consumption paradigms. A survey research design was employed, targeting a population of 3,800 students of Enugu State University of Science and Technology (ESUT), Enugu campus. A sample of 349 respondents was selected using stratified random sampling, and a structured questionnaire served as the primary data collection instrument. Findings revealed that 84 percent of respondents accessed news primarily through social media aggregators rather than direct news platform visits, significantly reducing direct engagement with professional journalism brands. Comment sections, sharing features, and live update functionalities were identified as the most valued interactivity features, though active participation in comments was limited to 19 percent of respondents. Misinformation concerns and data cost barriers were identified as the primary deterrents to sustained online news engagement. The study concluded that online journalism platforms must invest in mobile-optimised interfaces, low-data consumption modes, and interactive community features to retain and grow their ESUT student audience base. It was recommended that digital news organisations partner with institutions to provide subsidised access and media literacy support.
Keywords: online journalism, audience engagement, digital news, ESUT, interactive media
Need Complete Chapters of the Above Topic?
Get high-quality, Zero-AI research materials with current citations.
Request via WhatsApp 💬