Over the years, before the advancements in digital infrastructure [internet, mobile networks, and devices], traditional media—newspapers and radio—were major sources for people in obtaining credible and truthful information.
These media outlets drive public discourse with headline news and editorial pieces, holding policymakers accountable for what matters to their citizens while enlightening and mobilising the masses. Hence, the media derives its natural power in agenda-setting as the fourth estate of the realm.
The issue surrounding suppression of the media outputs by the government, through sanctions, fines, and withholding licenses of the media organisations, triggered online and citizen journalism. Users leverage their guaranteed freedom of expression and the social media’s democratisation of platforms to share and exchange information, thereby making them agenda setters.
As of mid-2025, Nigeria has approximately 107 million internet users, representing about 45.4% internet penetration of the total country population. Despite losing 1million users in the first half of the year, Nigeria is ranked 10th among nations with the highest number of internet users. This proliferation of online and social media empowers influencers to hijack the role of agenda-setting from journalists. A single post, either true or false, from an influencer can go viral more than a publication from a media organisation.
In a recent Making Media Make Sense conversation, media experts, including the founder and publisher of Lightray Media, Lady Ejiro Umukuro, and Media Lecturer at Crescent University, Abeokuta, Dr. Jamiu Folarin, shed light on the collision between influencers and journalists on agenda setting.
Loss of Agenda Setting in Mainstream
Umukuro, on the loss of agenda setting in the mainstream, argued that Nigerian media have been heavily politicised through ownership control, claiming major outlets are owned by the politicians and are being utilised in serving political rather than public interests.
She stated that political conversation has been elevated as a primary saleable content over community-centred or development-focused journalism.
“We no longer have an agenda set for the public interest, but we have an agenda set for political conversation.
“‘Content is king’ philosophy positioned listeners as completely subject to media messaging without reciprocal engagement. But, we lost it.
Evolution from telling audiences “what to think” to controlling both “what to think and how to think” represents a dangerous expansion of media power.” Umukuro said
Folarin, buttressing Umukuro, said that the federal government indirectly controls agenda setting through hiking of media licensing fees, limiting individuals from owning broadcast stations for public interest.
“Presidential licensing requirement through the National Broadcasting Commission (NBC) creates monopolistic control over the broadcast media establishment” He said
Social Media Influencers Overtaking Amid Misinformation
Umukuro explained that digital platforms–Facebook, Instagram, Twitter, LinkedIn–are now in control of media governance through algorithmic systems rather than traditional editorial control. Noting that social media democratisation has disrupted traditional gatekeeping but replicated existing biases from legacy media.
She stated further that social media influencers have aided journalists in setting trends while they employ professional ethics in driving public interest topics.
Folarin, also affirmed that the advent of social medial have curbed story suppression in traditional media, saying a single social media post can expose information regardless of editorial control.
He insisted that the mainstream media retains authority as a verification source despite social media proliferation, arguing that professional standards differentiate journalism from social media content through ethical rigour and fact-checking protocols.
“People see mainstream as their last bus stop for confirmation of social media information. Influencers are known for pushing false or paid agenda into circulation,” the media scholar added
Collaborate, don’t compete
In setting a better agenda, Jamiu preferred collaboration rather than competition with social media influencers to improve overall information quality.
He suggested media literacy training for social media handlers to actively correct misinformation in online engagement rather than passive headline posting.
“Journalists and influencers should develop community-centred topics that address local audience needs and concerns; Implement fact-checking protocols for social media comment sections.
“Journalists should also focus on solution-oriented journalism rather than solely negative news reporting. Pursue continuous professional development in technological tools and digital platforms.
Umukoro also suggests the retraining of journalists, especially broadcasters who anchor programs for them to treat issue with more context and fact for driving better conversation. She asked journalists to evolve from the ancient practice to new realities and expectations.
