FACTORS AFFECTING NEWSPAPER READERSHIP PATTERN AMONG UNIVERSITY STUDENTS IN NIGERIA”. A STUDY OF UNIVERSITY STUDENTS IN EFFURUN, DELTA STATE

FACTORS AFFECTING NEWSPAPER READERSHIP PATTERN AMONG UNIVERSITY STUDENTS IN NIGERIA”. A STUDY OF UNIVERSITY STUDENTS IN EFFURUN, DELTA STATE

ABSTRACT

Reading newspaper informs readers’ as well as enhance the readers’ literacy skills. Therefore, the newspaper serves as a tool for learning, especially among communication students. However, newspaper readership among students in Nigeria has been an issue of concern. This study investigated newspaper readership among Mass Communication students in the Taraba State University, Jalingo. The research design adopted was a descriptive survey, population frame was 630 Mass Communication Students of Taraba State University, Jalingo registered in 2018/2019 session while the sample size was 242 selected via a stratified random method. It was discovered that there is low newspaper readership among the students. The student preferred general interest newspapers particularly Daily Trust and the Sun Newspapers. The manners in which the students access newspapers were majorly through borrowing and vendor stand-free-reading. The study also revealed that politics and sport are the major subjects of interest which the students often seek from newspaper while the problems militating against the newspaper readership among the students include lack of money, prevalence of online newspaper and poor supply of newspaper in the University library and the Department. Nigerian Universities should provide newspapers in the University library daily and create a newspaper hub or stand within the department of mass communication to enable students to access newspapers.

TABLE OF CONTENTS

TITLE PAGE - - - - - - - ii

DECLARATION - - - - - - - - iii

CERTIFICATION - - - - - - - - iv

DEDICATION - - - - - - - - v

ACKNOWLEDGEMENTS - - - - - - vi

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study - - - - - 1

1.2 Statement of  Problem - - - - - - 8

1.3 Objective of the Study - - - - - - 10

1.4 Research Questions- - - - - - - 11

1.5 Statement of the Hypothesis - - - - - 12

1.6 Significance of  Study - - - - - - 13

1.7 Scope of the Study - - - - - - 14

1.8 Definition of Key Terms - - - - - 15

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction - - - - - - - - 18

2.2 Conceptual Framework - - - - - - 33

2.3 Theoretical Framework - - - - - - 45

2.4 Empirical Review - - - - - - - 50

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design - - - - - - 56

3.2 Population of the Study - - - - - - 57

3.3 Sample Size - - - - - - - - 57

3.4Sampling Technique - - - - - - 58

3.5 Method of Data Collection - - - - - 58

3.6 Technique for Data Analysis - - - - - 59

3.7 Model Specification and Variable Definition - - 59

3.8 Measurement of Variables - - - - - 59

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

4.1 Presentation of Data - - - - - - 60

4.2 Discussion of Findings - - - - - - 79

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary - - - - - - - - 80

5.2 Conclusion - - - - - - - 80

5.3 Recommendations - - - - - - - 93

References - - - - - - -    - 95

Appendix - - - - -         - - - 98

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

The fast advance of television a few decades ago and the internet in the last decade has changed peoples’ media consumption patterns. Different media are in a continuous time battle with one another. This is also true for the news media, and the newspaper. Newspapers are known for the provision of up-to-date information on local state, national and international events. Newspapers often contain current and interesting information on local state, national and international events. Newspaper often contains current and interesting information meant for the reading pleasure of the vast majority of readers of all ages and walks of life. As an important print medium of mass communication, provide newspaper the most current analysis debate and criticism of socio-political, economic, health and a host of their issue as information, education and entertainment to the readers. The newspaper is, no doubt, one of the most widely read periodicals available to all on daily basis.

As noted by Ezeokoli (2002) newspaper readership pattern has been declining over the last couple of years. It was also reported that the frequency of newspaper readership pattern among Nigerian student is less than 50%. Biagi (2003) states that since the 1970s the overall number of newspaper has declined due to non-readership. Business Essay (2009) has equally reported downward trend, in the past few decades, in newspaper readership pattern in countries of the world including Europe and America.  

In addition, according to Akobundu (2009), in his report of the newspaper readership pattern pattern of university students in Ilorin, there is an astronomical increase in newspaper circulation worldwide, with 2.3 per cent increase recorded in 2006 and 9.8 percent increase in five years with corresponding increase of 7.89 per cent in Nigeria within the same period. However, local observations are that most, Nigerians, especially the university students do not read newspapers. For instance, a survey conducted by Akobundu (2009) in 12 African countries, including Nigeria in 2002 indicates that only 13 percent of the sample population prefer to read newspaper. Another survey by the National Population Commission in Nigeria reveals that most Nigerians neither buy nor have access to newspapers, while newspaper readership pattern is generally low in all zones of the country.

However, it is based on this phenomenon that this study was conducted. In this study, emphasis is placed on Nigerian university students, who are believed to make up almost half of the country’s population and are also thought not to be information conscious. In view of this, the factors that influence the newspaper consumption pattern of the university students, especially the university students in Effurun, Delta State who form the scope of this study and also represent the generality of university students in Nigeria in terms of character, present a particular phenomenon that arouses interest, putting in mind the generally poor newspaper readership pattern across the country.

In this current work, the factors studied include the educational level of university students, their financial position, their civic interest and the internet which enables online newspaper readership pattern. This study however attempts to find out the extent to which these factors affect newspaper readership pattern.

1.2 STATEMENT OF PROBLEM

The newspaper has been defined as that periodical that contains information on events, locally, nationally and otherwise. It also provides current analysis on issue to be bother on education, health, etc affecting readers of all age and walks of life.

On the contrary, the university students who are supposed to be the most active users of newspaper as they constitute the most important information seekers in the society, have been accused of not reading newspaper regularly. Certain factors have contributed negatively to this development as well as information consciousness among university students.

It is in the light of these issues that this study attempts to examine the newspapers readership pattern among Delta State University students.

1.3 OBJECTIVES OF THE STUDY

The essence of this research work is to primarily study the impact of the educational level, the financial position, of youth, their civic interest or awareness, and the internet which allows online news as factors that affect newspaper readership pattern among university students in Nigeria. However, thus study has to following objectives:

· To find out the extent to which educational level affects newspaper readership pattern among Delta State university students.

· To find out the extent to which financial position affects newspaper readership pattern among Delta State university students.

· To find out the extent to which civic interest affects their newspaper readership pattern.

· To find out the extent to which internet affects newspaper readership pattern among Delta State university students.

1.4 RESEARCH QUESTIONS

The following questions are posed for investigation.

· To what extent does educational level affect newspaper readership pattern among Delta State university students?

· To what extent does financial position affect newspaper readership pattern among Delta State university students?

· To what extent does civic interest affect their newspaper readership pattern?

· To what extent does internet affect newspaper readership pattern among Delta State university students.

1.5 SIGNIFICANCE OF THE STUDY

The significance of this study will help publishers of different newspapers to develop new strategies to improve newspaper readership pattern in terms of creating good reading habits among university students. With the results obtained, they will know what material to refrain or remove from their news content. This study will also help editors know the various dispositions of university students, and the findings will help the university students identify the things which have made them lose interest in buying or reading newspapers.

1.6 SCOPE OF THE STUDY

 The research focuses on Newspaper Readership Pattern among Delta State university students for easy analysis of data as it will be so cumbersome for the researcher to examine the whole of Nigeria. Therefore the characteristics of university students will be generalised to include all Nigerian university students.

1.7 OPERATIONAL DEFINITION OF TERMS

Factors: Element or causes that contribute to a result

Newspaper: A daily or weekly publication containing articles in news, features, reviews, and advertisements.

Readership: All the readers collectively of a particular publication.

University students: The period between childhood and maturity, especially adolescence and early adulthood.

OPERATIONAL DEFINITION

Newspaper: The printed dailies or weeklies e.g. vanguard, guardian, punch, etc.

Readership: All the readers of newspaper or different newspaper.

University students: Relating to the age that consumed the newspaper. For example 16-25, 26 – 30 years.