Aláròyé Newspaper on Digital Platforms: A Study of Audience Experience and Reception

Abstract

The study examines the complexities of the Aláròyé newspaper’s digital transformation. It seeks to understand how the organisation’s matrix, which includes circulation, readers, and advertising revenue, has been impacted by the shift to digital platforms while preserving its historical print business. Anchored on the uses and gratifications as well as technological determinism theory, the study demonstrates how digital technology influences the operational structures of media organisations. The study adopts a qualitative research design through interviews (with the newspaper’s publisher) and netnography with the newspaper’s social media community on Facebook. Data obtained are qualitatively analysed using the thematic analysis method. Findings from the study show that Aláròyé has made significant strides in embracing technology to enhance its operations, marking a notable shift from traditional practices to more modern, digital-driven strategies. The reception from the audience has been positive, with a growing number of readers engaging with the content across various digital platforms. The shift to digital media has allowed Aláròyé to expand its reach and foster a stronger connection with its audience, which is essential for the long-term success of the indigenous language newspaper. The study enhances the existing scholarship on indigenous language media by elucidating adaptive strategies and audience dynamics within African digital journalism. This establishes a framework for comprehending how indigenous language news outlets can sustain relevance in the digital era by preserving their cultural identity and social mission.