Remarkable changes have been noticed in the way and manner the mass media and their audiences interact since the wake of the 21st century. New technologies and an evolving participatory culture have led to more members of the audience moving from a position of consumer to a position of producer. Hence, this study examined the Place of the 21st Century Audience in Media Content Production and Distribution in Nigeria.
The study was anchored on the tenets of Diffusion of Innovation and Democratic Participant Media theories. Using the Survey Design, a 19-item questionnaire was used along with interviews to elicit data from 400 youth across Nigeria, who represent the six geopolitical zones, selected through proportionate stratified sampling technique. Data generated were analyzed and presented with the aid of frequency Tables and simple percentages. The findings indicate that 21st century audience members are active participants in media content production and distribution in Nigeria. It was also discovered that such participation has diverse effects on the operations of conventional media organisations in Nigeria. The study concluded that while it is important for more Nigerians to get involved in content production and distribution, there is need to apply caution on how these contents are distributed and consumed. Thus, it recommended that all stakeholders put heads together to apply policies that will ensure such counterpart involvement does not corrupt the public space.
