BALANCING PROFIT AND PUBLIC GOOD IN NIGERIAN MEDIA: EXAMINING THE TENSION BETWEEN COMMERCIAL INTEREST AND SOCIAL RESPONSIBILITY

Authors

Omowale Taofeek Adelabu Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria
Mariam Ojonugwa Musa Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria
Daniel Ayomide Shekete Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria

Media Ethics, Commercialization of Media, Social Responsibility Theory, Public Interest, Nigerian Media Landscape

While media organisations aim to maximise profits and maintain competitiveness,

they also have a social responsibility to inform, educate, and promote diversity and inclusion.

Thus, as the line between commercial interest and public interest continues to blur, this delicate

balancing act has become a defining challenge for modern media. This study explores the inherent

tension between commercial interest and social responsibility in media operations. Guided by the

Theory of Social Responsibility and the Manufacturing Consent Theory, this study examines the

complex dynamics between commercial interests and media content, and their subsequent impact

on the public interest. The findings reveal a nuanced and conflicting relationship, where some

media organisations prioritise profit over public interest, while others successfully balance both.

The study concluded that media organisations must navigate the delicate balance between profit

and public good, two essential elements crucial to their survival. To achieve this balance, media

organisations must tread this path with utmost care and caution, carefully weighing both sides.

Ultimately, transparency, accountability, and ethical decision-making are essential to maintaining

public trust and credibility, ensuring that media organisations can thrive while serving the public

interest.