By Aminata Abu Bakarr Kamara
In Sierra Leone today, the struggle to shape public opinion is no longer confined to radio waves, newspaper pages, and television screens. Social media platforms like Facebook, WhatsApp, TikTok, and X (formerly Twitter) have risen as powerful competitors, transforming how people access information, form opinions, and even engage in politics. But the central question remains: who truly shapes public opinion more traditional media or social media?
For decades, traditional media has been the authoritative voice in Sierra Leone. Radio, in particular, dominates as the most accessible and trusted source of information, especially in rural communities where literacy levels are low and internet access is limited. Newspapers and television, though largely urban-centered, have been instrumental in setting the national agenda, holding leaders accountable, and providing in-depth reporting on governance and development.
Because of their editorial oversight and regulation, traditional outlets generally enjoy greater credibility. Their structured newsrooms and professional gatekeeping processes have positioned them as reliable voices of reason and balance.
Yet, social media has changed the landscape in ways that traditional media cannot match. With just a smartphone and an internet connection, anyone can create, share, and amplify information within seconds. During elections, protests, or national crises, platforms like WhatsApp and Facebook often serve as the fastest channels for updates whether true or false.
For the younger generation, social media is increasingly the first point of contact for news, bypassing radio talk shows and newspaper editorials. Its interactive nature allows for instant debates, mobilization, and the creation of viral movements.
But this accessibility comes with risks. Social media is largely unregulated, making it fertile ground for misinformation, hate speech, and propaganda. A rumor on WhatsApp can spread nationwide panic in minutes, while a misleading Facebook post can distort perceptions before journalists have a chance to fact-check. Social media shape’s opinion rapidly but not always responsibly.
Despite the social media boom, traditional media continues to play an indispensable role. During national emergencies such as the Ebola outbreak in 2014 and the COVID-19 pandemic, radio and television proved critical in disseminating verified information and calming public fears.
Even politicians, influencers, and activists who thrive on social media often turn to traditional media for legitimacy. A television interview, a radio debate, or a front-page newspaper story still carries weight in shaping national narratives and influencing policy debates.
Rather than being rivals, traditional and social media now feed into each other. Journalists use social media to break stories and reach wider audiences; while trending social media conversations often drive editorial choices in mainstream outlets. Together, they form a dynamic but complicated ecosystem of influence.
So, who shapes public opinion more? The answer depends on the context, For immediate reactions, viral trends, and youth mobilization, social media takes the lead, for depth, accuracy, and long-term credibility, traditional media still holds the crown.
Ultimately, Sierra Leone’s democracy will be stronger if both spheres are balanced leveraging the speed and reach of social media while maintaining the responsibility and credibility of traditional journalism. At the end of the day, shaping public opinion is not just about who speaks the loudest, but about who speaks the truth.
Copyright –Published in Expo Times News on Friday, 3rd October 2025 (ExpoTimes News – Expo Media Group (expomediasl.com)
