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THE IMPACT OF NEW COMMUNICATION TECHNOLOGY ON FEEDBACK IN BROADCAST MEDIA (A case study of OSBC Osogbo)

ABSTRACT
Feedback makes communication a continuous process, as it has the capacity to change the course and pattern of communication encounter between persons or among individuals. Feedback is a very important yardstick for measuring audience acceptance and participation in programmes however; a very important element would be missing if feedback especially through phone-in programme is omitted from the basic structure of communication which contains sender, message, channel and receiver. Majority of the respondents send feedback to media house through the use of mobile phone. However, feedback is seen as part of communication process. To this end, most of the media houses are now making use of various devices to collect feedback from their audience ranging from mobile phone, e-mail, and to the recent social media. While it is evident that the fasted and effective means of getting feedback is through mobile phone, in fact it has made mass media which used to be referred to as unidirectional communication to multi or bi-dimensional as audience can from their room contribute to the live programme going on the media, these therefore making mass media to be more interactive and interesting. To this end the researcher adopted survey method to achieve this purpose.



                                                     

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