Discourse Analysis of Mass Media Surviving Strategies in Post COVID-19 Era Nigeria

The outbreak of the COVID-19 pandemic and the ascending containment measures, including prolonged lockdown have caused serious dislocation of economic activities across the globe. Although the mass media environment was already fragile before the outbreak of this pandemic in Nigeria, the disease has worsened the situation which threatens the survival of this viable industry. What strategies to adopt in order to stay afloat remain integral, hence, this study was undertaken to analyze the surviving strategies for mass media in the post COVID-19 era in Nigeria. Anchored on the Social Responsibility Media Theory and Political Economy of the Media Theory, analytical research design was used to investigate the strategies ideal for the survival of the mass media industry in the post COVID-19 era in Nigeria using evidential and empirical documented secondary materials as sources of data collection. Our study found a number of factors that challenged the existence of mass media in the period of coronavirus pandemic in Nigeria. It found useful the continued provision of information, education, entertainment and connection; assist society through direct industry workers’ support, health and wellness programmes, ecosystem and community, and in-kind contributions; and building trust as strategies for the survival of media industry in the post COVID-19. Our paper also found support informs of bailout, single digit loan facilities from the Central Bank of Nigeria and assistance from donor agencies and groups as other useful strategies for survival but with caution to ensure that such supports and favours are not meant to weaken independence of the mass media, betray public trust and corrode the ethical values of the profession which build that trust. The paper concluded by stating pandemic has a great power of disrupting mass media operations and practice and the survival and sustainability of the industry after the pandemic is largely dependent on adoption of techniques and strategies that are genuine, deliberate and sustainable. The paper identified sourcing for and supporting operators of the mass media industry with soft or low interest loans; more aggressive in sourcing for advertisements and other commercials; maintaining editorial integrity as among the recommendations for quick recovery, particularly in the period of a post pandemic.