THE-INFLUENCE OF AGE, SEX AND ECONOMIC STATUS ON MEDIA PREFERENCE AMONG THE ENUGU AUDIENCE.

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ABSTRACT

The media is the channels of disseminating information such as radio, television Newspaper etc.

Each of these channels is preferred by a particular audience the preference is greatly influenced by such factors as age, sex and economic status of the media audience.

There is the general belief that the television is the most efficient medium of disseminating information across the status of the society hence it has both audio and visual appeal to the audience and having Enugu metropolis in focus.

The objective of the work is to ascertain the level of age, sex and economic status influence on media preference. This will help the programme planners for radio, television and Newspaper editors in Enugu to know how best to handle programme schedule, approach and time presentation of programmes.

The method used in carrying out the study is survey method of research. The survey method was used to analyse the influence of Age, sex and economic status on media preference, among the Enugu audience with the administration of 22- point questionnaire.

Finally, the respondents responded to the question administration to them and the findings was in accordance with the research topic.

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

This study is typically on audience research and I am studying the influence of Age, sex and economic status on media preference among the Enugu Audience”.

The mass media are powerful instruments for opinion formation and change on contemporary issues in the society.

Therefore, the transmission of signals from the various media of mass communication at the same time presents the audience with the problem of choice, that is choosing the media that would best satisfy their needs in their order of preference.

Wilbur schramm (1949) supports the view that choice of media is influenced by needs satisfaction when the he wrote about the concept of reward as a factor that accounts for attendance to mass communication messages. According to him, the mass media are expected to take care of audience needs and satisfaction and to help them solve problems whether the communication is purposive or non-purpossive.

Readers or listeners select news in anticipation of a reward which may be either the immediate reward of drive reductions or vicarious experience or the delayed, reward of threat value; and general preparedness for reality, that for any individual the boundaries of these two are not fixed and immutable but that news of public affairs,

Economic matters, social problems,

Science education, health is usually read for delayed reward and News of crime and corruption, accidents, disasters, sports and recreation, social events and human interests, for immediate rewards”.

Furthermore, the democratic participant theory of the mass media suggests, among other things, that individuals citizens and minority groups have rights of access t media according to their one served by media according to their own determination of need. Thus the mass media should exist primarily for their audiences and not for the media organization, professionals or the clients of media.

The central point of this theory lies with the needs, interests and aspirations of the receiver of mass media messages. The media practitioners should, therefore, avail him self of information regarding such needs, interests and aspirations so as to be able to communicate more effectively.

He should have information regarding such profits as the age, sex, income, education, attitude, values, life-styles and location of his audience members and how these effect media preference.

The traditional approach to audience research is to find out which aspect of a particular communication medium listeners most often emphasize. Research ridges the gap between the mass media and their audience. It represents a perfect example of the two-way concept of mass communication and acts like a mirror to show the media institutions who receivers their messages; how, where and when.