AN ANALYSIS OF THE MARKET DOMINANCE OF MAJOR MEDIA CONGLOMERATES IN NIGERIA AND THEIR INFLUENCE ON PUBLIC DISCOURSE

Abstract

This study aimed to critically analyze the market dominance of major media conglomerates in Nigeria and examine their influence on shaping public discourse. Through a mixed-methods approach combining qualitative analysis and case studies, the research uncovered a high level of market concentration, with a handful of corporations controlling substantial shares across television, radio, print, and digital media. These conglomerates have leveraged their resources, political connections, and cross-media holdings to solidify their dominance, limiting competition and diversity of voices. The findings revealed intricate ties between media ownership and powerful political and business interests, raising concerns about potential conflicts of interest and the prioritization of certain agendas. Additionally, the analysis highlighted challenges posed by the regulatory environment, with concerns about the potential for censorship and restrictions on press freedom. Despite these challenges, the resilience and importance of the Nigerian media in fostering public discourse, promoting transparency, and holding those in power accountable were evident. However, the concentration of ownership and the influence of commercial and political interests pose risks to media independence and impartiality, particularly during elections and sensitive issues coverage. The study emphasizes the need for comprehensive measures to promote media pluralism, strengthen regulatory frameworks, and empower alternative voices. Key recommendations include implementing robust antitrust and competition policies, introducing cross-media ownership restrictions, strengthening public service media, promoting media literacy initiatives, reforming regulations for transparency and accountability, and providing support for independent and community-based media outlets. By addressing these challenges and fostering a diverse and inclusive media ecosystem, Nigeria can harness the media's power to shape responsible public discourse, contribute to democratic values, and advance national development goals.