Prospects of the New Media and Problems of Old Media in a Digital Age: An Evaluation

• Author(s): Aniekeme Okon Ikon, Ph.D ; Ifeanyi Martins Nwokeocha, PhD ; George Nathan Brown ; Uwem Asuquo Akpan
• Paper ID: 1710178
• Page: 339-353
• Published Date: 18-08-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 2 August-2025

Abstract

This study investigates the prospects of new media and the problems of old media in the digital age, with a view to examining the transformative impact of digital technology on the media industry. The objectives of the study were to: examine the prospects of new media in the digital age; discover the problems faced by traditional or old media in the digital age; and assess how the prospects of new media and the problems of old media shape the media industry in the digital age. This study utilised the technological determinism theory and media ecology theory to give the study a theoretical foundation. This study adopted a qualitative research design, utilising in-depth interviews with journalists from various media outlets in Uyo metropolis. Findings reveal that new media offers several prospects, including improved engagement (36%), enhanced information sharing (28%), and increased accessibility (12%). Conversely, traditional media faces significant challenges, including loss of revenue (28%), changing consumer behaviour (28%), and declining audience reach (20%). The study also found that the media industry is undergoing significant changes, with increased convergence (36%) and increased competition and fragmentation (36%) being the most prominent impacts. This study concludes that the destiny of the media industry rests on how it adapts to the digital age. Recommendations are that media companies have to access the benefits of new media, design new business models to mitigate the threat to traditional media, and concentrate on convergence, cooperation, and innovation in a bid to remain competitive. To achieve this, media houses should invest in web platforms, produce engaging content, and use social media to enhance information dissemination and information democratisation.

Keywords

Prospects, New Media, Problems, Old Media, Digital Media

Citations

IRE Journals:
Aniekeme Okon Ikon, Ph.D , Ifeanyi Martins Nwokeocha, PhD , George Nathan Brown , Uwem Asuquo Akpan "Prospects of the New Media and Problems of Old Media in a Digital Age: An Evaluation" Iconic Research And Engineering Journals Volume 9 Issue 2 2025 Page 339-353

IEEE:
Aniekeme Okon Ikon, Ph.D , Ifeanyi Martins Nwokeocha, PhD , George Nathan Brown , Uwem Asuquo Akpan "Prospects of the New Media and Problems of Old Media in a Digital Age: An Evaluation" Iconic Research And Engineering Journals, 9(2)