ABSTRACT
The emergence of information communication technologies (ICTs) in the twentieth century has revolutionised the media sphere from multiple perspectives. It has changed the dynamics of journalism practice (Pavlik 2001) as anyone could be involved in media production. It has also increased opportunities for the public to access news and engage with news content anywhere in the world, thus making ICT a valuable tool in the spread of media content to people, especially those in rural areas, that were once neglected in relation to information accessibility.
Access to media content through the various platforms of ICTs, such as social media, blogs and online news content, encourages public participation due to the inherent features of ICTs, which include interactivity, digitalisation, globalisation and personalisation (Livingstone 1999). Moreover, this participation is more effective if done in the native language of the public, as it will facilitate wholesome interaction between the audience and media channels (Salawu 2013). This is central to both individual and national development, especially in a developing nation like Nigeria, where the majority of the populace reside in rural areas and interact in native languages other than English.
Very few studies have examined the adaptation of social media and ICTs by indigenous and grassroots media from the Nigerian perspective. Therefore, this study seeks to examine the adaptation of new media platforms that serve a marginalised ethnic minority group in Nigeria, the Urhobo ethnic group, who are widely considered the fourth largest ethnic group in Nigeria. Despite, their rich heritage (a large population and vast mineral resources), the Urhobo people lack a suitable local or indigenous media platform to express themselves, with the only online newspaper being Urhobo Today. Urhobo Today has a social media presence (Facebook and Twitter) and aims to disseminate balanced news gathering about the community.
Using online ethnography of the Facebook page, online news content and interviews with the management of Urhobo Today, this paper examines the extent to which this adaptation of social media and online presence by the newspaper has helped to reach out to the public and encouraged participation with media content. The paper argues that the adaptation of online presence and social media by indigenous newspapers such as Urhobo Today is a novel phenomenon which can guarantee its sustainability in this era of economic challenges in the media sphere. It also argues that adaptation of social media will enhance accessibility of media content and facilitate public participation. However, despite the potential of social media and new media in revolutionising indigenous media, public participation is skewed and limited because the public are accustomed to the use of traditional media.
