A COMPARATIVE ANALYSIS OF NEWSPAPER

READERSHIP PATTERN AMONG THE YOUTHS IN TERTIARY INSTITUTIONS: A CASE STUDY OF IMT ENUGU

ABSTRACT

          This project was carried out to compare analytically the newspaper readership among the youths in tertiary institution. This arose because it was throught that youths do not read newspapers and, the male youths read more newspapers than the female youths.

The students of institute of management and technology, Enugu were used as case study. This was a good sample as they represent the youths found all over the country. They all experience similar socia- economic dillema. They also similar financial as well a seduction problems experienced in the nation.

250 respondents were sampled randomly and data analyzed and presented as percentages in frequency distribution tables.

The work traced the reading habits found among the youths. Research questions and hypothesis were used as guides for analysis and conclusions respectively. The study reviewed other literature on the topic and found out what their results were. The conclusions drawn were based both on other related works of literature and the results gathered from the questionnaire.

The results showed that students read newspapers and they also buy, majority of the respondents buy and read when they found convenient, only a small group hardly buy or read. It was discovered that students who buy newspapers were both financially and academically favoured then those that had lower reading habit.

It was also found out that sex was no barriers to who read and what was read. The female students read more than the male students but they both read the same content in their favourite newspapers. There was also equal reading proportion in contents that  have to do with features, politics, world news and so on.

At the and of this work, recommendations were made about activities that will help the youths develop readership platter for the newspaper.

CHAPTER ONE: INTRODUCTION

• Background of Study
• Problem Statement
• Objectives of Study
• Significance of Study
• Research Questions
• Definition of terms
• Research Hypothesis
• Assumptions
• Limitation of Study
• Sunmary
• Theoretical frame work

References

CHAPTER TWO:

• literature review

2.1     conclusions

CHAPTER THREE: RESEARCH METHODOLOGY

• Research method
• Research Design
• Research sample
• Data collection
• Method of data Analysis
• Summary

References

CHAPTER FOUR: DATA ANALYSIS AND RESULTS

• Introduction of data analysis
• Discussion

References

CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS

• Conclusions
• Recommendations
• suggestions for futher study

Bibliography

Appendixes

Questionnaire

PROPOSAL

This research work aims at analyzing comparatively newspaper readership among youths in tertiary institutions. The study arises because of the through that youths do not read newspapers.

The project will help to find out the problems youths grapple and that which have made them loose interest in buying and reading newspapers.

This study shall be guided by the following research questions:

• Do educational and financial position affect newspaper readership among the youth?
• Do female youths read more of entertainment news than male youths?
• Do male youths read more news paper than female youths?
• Does age affect newspaper readership?

Other literature on this topic will be reviewed so as to find topic what their results were. Conclusions are going to be drawn based on the related works of literature and results gathered from questionnaires.

A sample survey method is to be used, where three hundred (300) respondents of institute of management and technology Enugu will be sampled randomly. Data collected will be anodized and presented as percentages in frequency distribution tables.

References

1. Hurlock B. Elizabeth; Adolescent Development, Mc- graw Hill Book Company lnc. New York 1955, page ll.
2. Chaffe h and Choe sun, Newspaper reading in longitudinal perspective: Beyond reading structural constraints Journalism Quarterly, spring 1981 page 201.
3. Ude E.C; communication theories Handout MAC 321 2005. Page 37

CHAPTER ONE

• INTRODUCTION

1.1     BACKAROUND OF STUDY:

communication being what it is very vital to the growth and development of the psychosocial make-up of man. This in turn equips the total man in fitting into healthy patterns modelled for definite objectives in national polity.

The background against which this study is being set up include issues like literacy level, interests in role of newspapers for the development of man, factors that influence choice/ preference of news content, sex dependent variables among the sex of age brackets, etc. it is in view of this that a remote  understanding of the history, mechanics and principles of communication is deemed vital to this study

Since the existence of man, varying forms of communication have been discovered. These includes; infra / inter-personal, mass-communication and group communication, each is characterized by peculiar and specific channels have futher been modified into radio, television,  newspapers books, etc. the newspaper being one modified channel of information dissemination, presents the element of research for this study.

The principle of communication, in the sense used in this work speaks only of the laws of good communication, some of which are good grammar and syntax, appropriate use of literary devices that are not too common.

In the present work, the words readership pattern is under stood as the cross section of the society that find time out of interest and habits to indulge in the act of reading newspapers. This under standing is only elementary as further into the work, readership assumes a wider scope.  The study will seek to analyze computational the subject matter from background of the more complex definition. In view of this; readership among youths in general and students of institute of management And Technology in particular, Present a Peculiar Phenomenon that arouses interest. More serious emphasis is laid on habit- oriented readership paltern – a pattern which is more sustaining this is not to say that this readership paltern influences more positively than the demand and supply curve

Comparative analysis here, refer to relationships existing between under studied elements from the pack grunal of stock taking. In comparative analysis presented in this work, comparison models have been created from which appreciable and well defined results are gotten. The following are the comparison models employed in this work:

• Sex oriented comparison model
• Age oriented comparison model
• Finance oriented comparison model
• Education oriented comparison model
• Popular trend oriented comparison model
• Politics oriented comparison model
• Religious conviction oriented comparison model

 

1. SEX ORIENTED COMPARISON MODEL: This model has nothing to do with who reads a particular content in newspaper. Sex was not barrier to who reads and what is read in newspaper, both the female and male youths can read the same content in their favourite newspapers.
2. AGE ORIENTED COMPARISON MODEL: This is an important factor in the determination of any event or activity. Age was discovered to be no barrier to what is read and by who among the fourths.
3. FINANCE ORIENTED COMPARISON MODEL: it is no secret in economics that as people’s spending power grow with their standard of living they can more easily afford to indulge in less necessaries it will not be out of place for a hungry man to spend his last #30 for a little lunch than buy a newspaper and go hunger students who always run a budget line.
4. EDUCATIONAL ORIENTED COMPARISON MODEL : All things being equal, the more educated one is the more easier it is for him to appreciate as well as extract information from the newspaper
5. POPULAR TREND ORIENTED COMPARISON MODEL: This is a less serious model as it is not sustaining. Nevertheless when its cycle comes up, it can be quite impressive. By trend we mean a particular response due to abias in society.
6. POLITICS ORIENTED COMPARISON MODEL: Nationalism and patriotism can compel ardent readership from patriots as they prefer their own local newspapers to better produced but foreign newspaper. It is under such a model that we see custamership done to certain newspaper that advance the cause of independence.
7. RELIGIOUS CONVICTION ORIENTED COMPARISON MODEL: Under this model, we find people who for one religious conviction or the other prefer some kinds of news contents in newspaper which presence may persuade or disuade them from doing custom to newspaper publishers.

 

• PROBLEM STATEMENT:

Information is very crucial to the development of any country and it is obtained through the mass media. The youths are ranger generation o the nation who will help in running and development of affairs in the country. So information and the youths are two sides of the same coin.

Despite the truthfulness of  above statements, youths have been accused of having an allergy towards information dissemination and collection. Certain factors have contributed negatively or positively to information consciousness among the youths. It is in the light of this problem that we have to:

1. determine the problem associated with forming good reading habits among the youths.
2. Evaluate the reading habits among the youths of the youths, that read newspapers and what difficulties that fashioned then to read the contents they read.
3. With the evaluation of the problem, we shall find out if the youths consider picking and reading newspapers important or not to their economic and intellectual development.

 

• OBJECTIVES OF STUDY

The aim of carrying out this study was prompted by an observation made by earlier researchers, that the youths are generally not information conscious and it is only the males that try at all to obtain information specifically through the print media.

This study wants to find out if the new socio-economic status of the female their new political awareness and orientations have affected their readership pattern. It also aims at finding out if it is only the female youths that still read entertainment and family based materials in newspaper or if males have been affected by changes in the society.

 

• SIGNIFICANCE OF STUDY:

This study will help editors of different newspapers to know th demography of their audience. With the result obtained, they will know what material to retain or remove from their news content. The work will also help editors in knowing how to reach out  to the young generation

This research work will equally help to find out the problems the youth grapple with that have made them lose interest in buying and reading newspapers.

 

1.5     RESEARCH QUESTIONS:

The following research questions shall guide the study.

• Do educational and financial positions affect newspaper readership among the youths
• Do male youths read more newspapers than female youths?
• Do female youths read more of entertainment news than male youths?
• Does age affect newspaper readership among the youths?

 

 

1.6     DEFINITION OF TERMS IDENTIFICATION OF VARIABLES

• sex
• readership
• newspaper contents

The independent variable here is sex while readership and newspaper contents are dependent variables.

CONCEPTUAL DEFINITION:

          Sex: this means being male or female. It also means the sum total of characteristics which distinguish male from female. This term as well means the differences that exist between male and female.

READERSHIP: This means being in a position to peruse or understand written or printed matter.

NEWSPAPER CONTENT: This means that which newspaper can hold for example features, articles, cartoons, editorials, fashion, etc.

OPEATIONAL DEFINITION OF TERMS:

Sex: Apart from the usual definition of sex as being a gender of a particular species, this word as used in this project is particularly defined as gender in terms of species peculiarities. This means that not anybody belonging to the human species can fall in to this definitions. By peculiarities, we mean  variables like age, education, this term also include different characteristics or psychological make-up that affect their perception of materials which they come across.

 

READERSHIP: This means the amount of money a reader is willing and  is able to send in newspapers on an established patterns of consistency despite all odds. Readers do not imply people who subscribe as well as read the newspaper.

NEWSPAPER CONTENT: This word is conceived to imply interesting articles and news material with particular attention paid to the individual reader. The peculiarities like seen earlier are conditioned by certain demographic factors (like age, sex, educational finances, etc. which make a large impact on things devoted time to content here, is the total of what an individual is prepared to read in a newspaper and in what order he reads.

 

1.7     RESEARCH HYPOTHESES AND NULL HYPOTHESIS 

H1     Educational and financial positions are likely to affect newspaper readership among youths.

H0     Educational and financial position are not likely to affect       newspaper readership among youths.

H₂      Male youths are likely to be newspaper readers than female youths.

H_o      Female youths are likely to be newspaper readers than the mal.

H₃      Female youths are likely to read entertainment materials than         male youths.

H₀         Male youths are likely to read entertainment materials than   female youths.

H₄      Age as a factor is more likely to affect newspaper readership          among youths.

H₀      Age as a factor is not likely to affect newspaper readership   among youths.

 

• ASSUMPTIONS:

It is assumed that both male and female students of institute of management And Technology Enugu are literate, of age of youths posses a similarity of psychological as well as other dispositions with the rest  of youth that live in the country.

It is also assumed that they have equal access to newspapers both financial and otherwise

 

1.9     LIMITATIONS OF STUDY

the study would have taken more youths in Nigeria but because of time limitation as well as high cost of such project, it was limited to youths (students) of institute of management  and technology Enugu.

Nevertheless, the population of the students  in the campus, which might run into the wands, only 5% of this number was sample size. A greater percentage would have been used but for reasons given above.

 

1.10   SUMMARY:

it is no doubt that readership pattern are affected by so many factors and for these reasons, results to questions in the questionnaire will help in getting some answers dear on what affects every trend of readership.

 

 

 

1.11   THEORETICAL FRAMEWORK:    

this work is guided by the following mass- communication theories. They are as follows:-

• knowledge gaps theory: this theory predicts that some groups will acquire and moke use of more knowledge than other groups. This is an important theory for today because it suggests that increasing the flow of information will not always ensure its widespread acquisition. This hypothesis predicts that people of lawer souci-economic classes and those with less education tend to be information poor this means that those who do not have access to today’s media especially newspaper, computer and internet – based media, will have less chance of becoming knowledgeable in areas that might make then more successful in life.
• individual differences theory: this theory looks at how media users with different characteristics are affected in different ways by the mass media, some types of users will be more susceptible to some types of media messages than others for example, girls seem to be more influenced by the “body image” of their media models- they often try to be as shim as fission models, an influence that generally expanse boys besides sex and level of education, class and a wealth of other characteristics that were referred to as demographics.

REFERENCES

1. Hurlock Elizabeth (1955), Adolescent development, Mc-Grano Hill Book Company inc. New York Page 11.
2. Burnoan K. and Burgnoon Michael (1980) “Age education and Economic states as factors in newspaper reading” Journalism Quartely Spring.

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