The effects of social media on setting the agenda of traditional media

Abstract

This study explored how social media are setting the agenda of the traditional media and re-defining the role of the journalists. Content analysis was done to analyse the coverage of Jacob Zuma stories in newspapers and on Facebook, from the 1st of February until the 30th of June 2018.The sample for the study was drawn from three local newspapers, the Citizen, the Sowetan, the NewAge (AfroVoice), as well as the Facebook page called #Zumamustfall. This was done to determine if newspapers which are traditional media were being influenced by social media in what stories to report on. Results from the study showed that social media are influential in building an agenda for the traditional media and in particular, with the Zuma story. In the same vein, it emerged that traditional and social media set the agenda for each other. Based on these findings the research recommends that other social media sites including Twitter be used in similar research to determine their effects on agenda setting of traditional media (newspapers).