Focus on Stories That Matter: Umukoro Calls for Shift Toward Community Journalism

The Executive Director and Publisher of LightRay! Media, Lady Ejiro Umukoro has urged Nigerian media professionals to shift their focus toward community-centered reporting that addresses real issues affecting people at the grassroots.

She made the call during a virtual discourse session on X, where she urged media practitioners to reclaim control of the public narrative by setting agendas that serve the public interest, not political power.

Speaking on the theme of the conversation:
“Media Agenda Setting: How Media Can Lead Better Public Conversations,” she warned against allowing algorithms and monetization to dictate editorial priorities, emphasizing that meaningful engagement should be driven by public interest, not just profit, although sustainability is key for the media.

The veteran broadcaster and media literacy advocate led the session as she unpacked the evolution of media agenda-setting and its declining integrity in today’s hyper-politicized media space.

“Agenda setting was born out of mass communication’s need to reach the largest audience effectively,” said Umukoro. “But what started as information sharing has become a mechanism to control narratives— not just what people think about, but now how they think.”

FROM PUBLIC INTEREST TO POLITICAL SPIN

Umukoro lamented that in Nigeria, over 90% of media houses are owned by political actors or connected interests, undermining journalistic independence. According to her, media agendas today are largely driven by politics, not by public service.

“The media no longer sets agendas in the public interest. What dominates headlines is politics— because it sells. Print media sets the tone, and broadcast outlets follow without verification,” she stated.

She described how social media platforms, search engines algorithms, and influencers have hijacked traditional media’s role, manipulating public conversations without the checks and balances historically provided by legacy journalism.

GENDER BIAS, TRUST DEFICIT, AND SOLUTIONS

Highlighting gender imbalances, Umukoro criticized traditional print media for being male-centric in agenda-setting, with most headlines, sources and references excluding women’s voices.

She also identified a growing deficit of trust in Nigerian media, warning that credibility and trust is now the most valuable currency in information dissemination.

“The media must understand their audiences— what they want, how they consume content, and when,” she urged. “Trust is the only way forward.”

PATH FORWARD: LITERACY, ENGAGEMENT, AND COMMUNITY FOCUS

To address these challenges, Umukoro recommended a media literacy revolution, rigorous fact-checking, and a shift toward community-centered content.

She encouraged journalists to engage actively with their audience, correct misleading headlines, and ensure that social media interactions are grounded in truth and context.

“Don’t just inform— engage,” she said. “Correct misinformation, track feedback, and ensure your content empowers people to make informed decisions.”

She further emphasized that journalism is a civic responsibility, and those who wish to remain relevant must evolve with professionalism, accuracy, and purpose.

“What we do remains important. Certification alone is not enough— experience, integrity, and media independence are essential,” she concluded, stating that “Telling the truth is only the thing Journalism is designed to be worth dying for, because it’s about the truth.”

The event drew participation from young media practitioners and veterans, including the Executive Director of Media Career Development Network, Mr. Lekan Otufodunrin, and was convened by multimedia journalist, Toheeb Babalola, alongside innovative journalist, Noah Aderoju, who moderated the session aimed to critically explore how media professionals can reclaim their role in shaping meaningful public discourse, amid growing influence from social media influencers and opinion-driven content.