ABSTRACT

During times of crisis, the media often faces a challenging dilemma: it must maintain a balanced approach to prevent exacerbating the situation. This study focuses on the ongoing Cameroon Anglophone Crisis and examines whether Cameroonians, specifically students at the University of Buea, place greater trust in social media compared to other forms of media. The study also aims to determine whether public trust in the media eroded during the crisis.

A quantitative research approach was employed, with 372 questionnaires distributed to students at Campus A (University of Buea) using random sampling. This sample was chosen because the University of Buea is located in Buea, in the South West region of the country, which is one of the areas significantly impacted by the ongoing crisis.

The study’s results indicate that a significant portion of the population uses social media. However, social media is not regarded as a more trustworthy information source compared to other traditional media forms. Reports from traditional media are still considered objective, but the general perception is that the media lost credibility during the crisis.

In summary, the findings suggest that many Cameroonians spend a substantial amount of time on social media, have a preference for information from traditional media over social media, but harbor a sense of mistrust towards the media during crisis situations.

CHAPTER ONE INTRODUCTION

1.1 Background of the Study

Mass media encompasses a diverse array of media technologies that enable widespread communication with large audiences (Maureen Green, 2019). Broadcast media involves the electronic transmission of information through mediums such as films, radio, recorded music, or television. Digital media, on the other hand, encompasses both internet and mobile mass communication, with internet media including services like emails, social media platforms, websites, and internet-based radio and television.

Social media refers to electronic communication platforms, including social networking websites and microblogging, through which users create online communities to share information, ideas, personal messages, and other content (Merriam Webster, 2019). It can also be defined as interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests, and various forms of expression through virtual communities and networks (Obar et al., 2015).

Media Credibility in Crisis Situations Media credibility pertains to the perceived believability of media content, irrespective of the evidence to support its claims (Kavitha, 2018). In becoming active consumers of media content, source credibility is a vital consideration. People should approach media content with a degree of skepticism, but believing that everything is either false or true poses its own set of problems. Trust and credibility have always been pertinent, not just in the digital age. The credibility issues affecting traditional media run deep. Nearly everyone who has been the subject of a news story can point out small or even significant factual errors, while accurate quotes, when taken out of context, can change their intended meaning. New media holds immense potential for excellence but is equally susceptible to errors and manipulation (Dan Gillmor, 2008).

In recent years, new media, particularly social media, has transformed journalism. Many individuals now rely on social media platforms, websites, and blogs as their primary sources of daily information. However, this shift has led to the proliferation of unverified and inaccurate information being published online, much of which is created by amateur sources. The immediacy of online news further increases the risk of disseminating unverified information.

A crisis represents a distressing event characterized by its intensity and the inability to control it. Crises disrupt the normal functioning of society, resulting in significant human, material, social, and environmental losses. Crises challenge the mental equilibrium of individuals, organizations, groups, and society at large.

1.2 Statement of the Problem The Anglophone Crisis in Cameroon, which commenced in October 2016, was initially triggered by the demands of lawyers and teachers for professional reforms but gained more prominence due to the dissemination of information on social media platforms such as Facebook, Instagram, and Twitter. A remarkable and somewhat disconcerting phenomenon is the ease with which Cameroonians, particularly University of Buea students, believe content shared on social media, whether or not it is verified. Social media is a platform where anyone can post information, irrespective of their journalistic background or affiliation with a news organization. This presents a significant risk of encountering inaccurate statistics, manipulated stories, and even doctored images, exacerbating the problem. During crises, it is crucial for the media to maintain credibility to prevent escalating the situation, triggering public outrage, or even escalating the conflict into a full-blown war. The prevalent issue is that many students depend on and believe everything they encounter on social media without verification. This study seeks to understand why University of Buea students consider social media the most credible source of information during crisis situations.

1.3 Research Questions

The primary research questions for this study were as follows:

1. Do University of Buea students perceive social media as more credible than other forms of media during the Cameroon Anglophone crisis, and if so, why?
2. Have University of Buea students lost trust in traditional media sources?

1.4 Hypothesis or Assumptions

The assumptions or hypotheses for this study were as follows:

1. University of Buea students regard social media as the most credible source of information during the Anglophone crisis.
2. University of Buea students have lost trust in traditional media sources during the crisis.

1.5 Objectives

Main Objective:

The main objective of this study is to understand why University of Buea students consider social media the most credible source of information during the ongoing Cameroon Anglophone crisis.

Specific Objectives:

The specific objectives of this study are as follows:

1. To investigate whether University of Buea students place greater trust in social media compared to other media sources during the crisis and to discern the reasons for their preference.
2. To examine whether University students have lost trust in traditional media outlets.
3. To assess whether University of Buea students perceive the media as credible during crisis situations.

1.6 Significance

This study, “Media Credibility in Crisis: Case of Social Media and the Cameroon Anglophone Crisis,” contributes to the body of knowledge and understanding of the Cameroonian media landscape, particularly during crisis situations. It sheds light on whether University students tend to rely on unverified information from social media platforms and whether they view social media as the most credible source during the ongoing Anglophone crisis. The findings are significant in revealing the extent of trust and credibility placed in media sources by the student population, and they have implications for media literacy and information consumption.