Comparative Study on the Patronage of Traditional Broadcast Media and Digital Podcast Among AKSU Students

Abstract

This study examines the comparative patronage of traditional broadcast media and digital podcasts among undergraduate students at Akwa Ibom State University (AKSU). The research had three objectives: to assess students' engagement with traditional media, evaluate their podcast usage, and identify factors influencing their media preferences. Grounded in Uses and Gratifications Theory and Media Dependency Theory, the study adopted a quantitative cross-sectional design, surveying 382 students through a structured questionnaire. Findings revealed moderate engagement with traditional media, primarily for live sports and campus radio, while digital podcasts showed higher patronage due to their convenience and educational utility. Students preferred podcasts for their flexibility and personalised content, though traditional media retained advantages in local relevance and perceived reliability. The study concludes that while digital podcasts dominate students' media consumption, traditional formats maintain niche appeal. These insights highlight the evolving media landscape in Nigerian higher education, suggesting opportunities for blended media strategies to cater to diverse student needs.