CHAPTER ONE

1.1   BACKGROUND OF THE STUDY

        Social media as sources of communicationand connection across the world. It tends to improve the psychology of eventand motivational traits swings among every socialized individual. This isimplemented through communication.

        Communication is a basic human need andfor that reason, man has always found a means of meeting those needs. The mediawhich is an umbrella term for various means of communication has show case anintegral part of human around and across the world. The weakness of not beingable to communicate to large audience led to the development of mass media in Nigeria such aswriting the earliest forms of personal media, speech and gestures has the benefitsof being easy to use and did not necessarily need complex technology.

 The development of communication technologies have profound the role of the media in the society has being more significant. Also in relevant to cultural and civilized education. According to “John Dewey” the role of media is for education has opines which “James Ages and Walter” also highlighted the function of the media as a source of trapping information around the globe. Also as a means of entertainment.

        However,it’s a form of electronic communication which facilitates interaction based oncertain intervals and characteristics. Social media is a medium for socialinteraction using highly accessible and scalable publishing techniques. Socialmedia uses water base technologies to transform and broadcast media monologuesand social dialogues.

Itsupports the demo cratization of knowledge and information and transformspeople from content consumer of new media and according to “Dammy Shea” in theHuffington post accessed 20th June 2012 have become the highestactivity on the internet. The rapid growth of social media activities that hasbeen observed over the last two to three years is in distractive of its entryinto main stream culture and its integration on the daily lives of manyindividuals.  

 In parallel with this, social media have also gained considerable attention form the academic and business world. The new technology has led the types of media and their ability to use disuse of the communication and connection. Also gratification and crowd sourcing as engagement techniques for human right organization.

        Mass media have become part of thesociety even so much as the fin additional media in all parts of the world. Infew years the term “new media” might not be very suitable because these formsare becoming part of out daily lives and the fusion with traditional mediacould be referred to has alternative media some theories which apply totraditional media might apply to new media as well, humanity has always lived throughtimes of great change. Every age it has passed through has been on beliefs andnew technologies, responding to the needs of individuals anxious to adjust tonew forms of socialization.

        In view of this social media arebelieved convergence between the social media are belied to be changing howpeople use the mainstreaming media and roles described to them by their users.Based on this the research is aimed at investigating how the social media areinteracting in the traditional one has the possible nurture of influence theyhave on the media consumer.