Research Finding - Free Paper Sample

Introduction

The purpose of this research was to explore the impact of social media and COVID-19 on Southern Cross Media group. The chapter presents the findings of the study and their interpretation. The analysis and interpretation were systematically developed as indicated in the stages that follow.

Descriptive statistics were used to analysis and present the data. This data is presented in percentages and frequencies. Study findings are discussed as per the research question. Out of 170 questionnaires distributed to the respondents 160 were duly filled and returned. This was 94.44 per cent response rate which was considered adequate representation of all journalists and management team members in all stations in Southern Cross media group.

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Impact of Social Media Emergence Southern Cross Media Group

The first research question was to identify the effect of social media on mainstream media a case study of Southern Cross media. Were requested to give information concerning their personal factors. A single item from the range of [1- 10] was utilized to assess the news's overall quality after the emergence of social media. With 1 representing the lowest quality and 10 representing the highest quality. The number of journalists who participated in the survey was 150, and a total number of 10 members from the management team were involved.

When asked to provide information on the quality of news after the emergence of social media, on a scale from 1 to 10, those reported an average quality of news were 3.5 of 10. One hundred twenty-eight (128) of the participants, represented by 80%, reported below five (5) out ten (10), which implies the quality of news is below average, while those who recorded above 5 were represented by 20%.

Conclusion

Thus, it was observed that the advertising revenue after emergence of COVID-19 reduced by 60% when compared to revenue before COVID-19 pandemic. The drop in the number of companies advertising with Southern Cross media group stations after the COVID-19 pandemic is attributed to the fact that many companies either closed their businesses or reduced their operation scale.