Digital Revolution and the Print Media: Insight from The Nation Newspaper

Abstract

Digital revolution has affected the media industry particularly the newspaper (Print) tremendously.  The revolution clearly imposed alteration on the entire gamut of production, distribution and consumption of newspaper. Hinged on the Technology Determinism Theory and Structuration Theory of mass communication, this study explored the migration of a traditional newspaper to the digital structure and operation using the lens of The Nation newspaper. Findings from data acquired through structured in-depth interview of management and key heads of departments as well as examination of relevant organization’s documents shows a consensus position of what digital revolution is all about, the transition from traditional analogue to digital and its influence on the daily newspaper.  The predictions of the two mass communication theories applied underscores the monumental transformation that the print especially newspaper has to accommodate to remain relevant as an aspect of the media industry due to technology impact from internet and computer. Also, it was discovered that after the initial threat of extinction of print industry due to the challenges brought about by the digital technology and the shutting down of some, the only way the newspaper organizations can survive, sustain, and thrive in the business, is embracing without delay the emerging trends in the media world with commitment to acquiring necessary equipment, and up-skilling by training and retraining staffers to avoid playing catchup which is disastrous.