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ABSTRACT
The basic objectives of this survey is to find out newspaper column preference among youths in Yenagoa metropolis, to determine the reasons or means for preferring certain newspaper columns to others as well as to ascertain the perception of newspaper readers on the relationship between publishers/ editors and their audience. In pursuance of these objectives, research questions were posited in with the objectives guiding this study to elicit response from respondents. In view of this, survey method which requires the use of questionnaires was employed. More so, the random sampling method was used to get fair representation of variables. Questionnaires were distributed to a sample size of Three hundred and fifty persons (350) were selected to represent the sample size, however Two hundred and thirty (230) were returned random sampling. However, the general result of the analysis shows that youths in Yenagoa metropolis shows more interest reading sports column than other newspaper columns. The reason for their column appeal is determined by the content treatment, design of the column, interest attached to the issue discussed and writers personality. On the relationship between publishers/editors, and the audience, analysis shows that publishers do not take readers interest into consideration in their newspaper content. Based on this findings, the researcher has recommended that publishers should open a feedback channel between the newspapers and the audience so a s to identify and publish only stories that are of interest to the audience. For sports coverage to meet the demand. Of youths in port Harcourt metropolis.
TABLE OF CONTENT
Abstract – – – – – – – – – i
Certificate – – – – – – – – – ii
Dedication – – – – – – – – – iii
Acknowledgement – – – – – – – – iv
Table of content – – – – – – – – v
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study – – – – – – 1
1.2 Statement of Problem – – – – – – 3
1.3 The General Objective – – – – – – 4
1.4 The Specific Objective of the Study – – – – 4
1.5 Research Question – – – – – – – 5
1.6 The Significance of the Study – – – – – 5
1.7 Limitation of the Study – – – – – – 6
1.8 Operational Definition of Terms – – – – – 7
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction – – – – – – – – 9
2.2 Theoretical Framework – – – – – – 11
2.3 Conceptual Review – – – – – – – 12
2.4 Systematic Order of the Literature Review – – – 14
2.5 The Role of Newspaper as a Peculiar Medium
Of Communication – – – – – – – 14
2.6 Specific Functions of Newspaper – – – 19
2.7 Summary of Review – – – – – – – 21
CHAPTER THREE: METHOD OF DATA ANALYSIS
3.1 Introduction – – – – – – – 23
3.2 Study Design – – – – – – – – 23
3.3 Population/Sample Population – – – – – 23
3.4 Sampling Procedures – – – – – – 24
3.5 Research Instrument – – – – – – 25
3.6 Instrument Validation – – – – – – 26
3.7 Method of Analyzing Data – – – – – – 26
CHAPTER FOUR: METHOD OF DATA ANALYSIS
4.1 Introduction – – – – – – – 27
4.2 Data Presentation – – – – – – – 27
4.3 Discussion of Findings – – – – – – 34
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMEDATIONS
5.1 Introduction – – – – – – – – 37
5.2 Summary – – – – – – – – – 37
5.3 Conclusion – – – – – – – 39
5.4 Recommendations – – – – – – – 40
Bibliography – – – – – – – – 42
Appendix – – – – – – – – 44
Questionnaire – – – – – – – 45
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Just like every aspect of human endeavours, the content of mass media has, over the years, undergone radical modifications that where basically elucidated by the ever dynamic nature of the changing demands of media audiences.
Indeed, mass media audiences are believed to be large, heterogeneous and profoundly scattered. Based on these unique phenomena, media audience are perceived to differ, to a large extent, in their choice and preference for media content (messages) this has given rise to a situation were newspaper publishers/ editors are constantly faced with labourious challenges of ensuring that newspaper columns satisfy the ever increasing taste of specific audience. It is because media consumers have regularly changed in degree of taste, interest, income and literacy that the various newspapers have gone through continuous modification.
Scholars of mass communication have identified the functions of the mass media to include information, entertainment, educating, influencing and providing public forum for the exchange of ideas and meaning. Practically though, newspaper readers are interested in reading those items that are of great interest to them, items that bear considerable relevance to them and their environment. This view was further elucidated by two American researcher – Jude Bungoon and Michael Burgoon in their research examined the functions people have for daily newspaper. The result clearly showed that most people read newspaper content. In the light of this, it is imperative, therefore, to note that newspaper column preference among youths may consciously be determined by the content of the column.
Newspaper column preference among youths could be defined in this context to mean those item that youths are interested in and are willing to read in different newspapers.
Youths constitute the majority of newspaper readers in any society. As major newspaper consumers, they in incontrovertibly remain the economic life wire of the publishing industry. No publishers can win the perpetual struggle for wider circulation if he does not uphold the interest of the youths in their newspaper columns. Hence, it is important for publishers to constantly adjust newspaper content to encompass youth’s interest in newspaper columns. In view of this, this study is aimed at streamlining newspaper column preference among youths, using the Yenagoa metropolis as a study point the reference.
More importantly, this study is aimed at probing into the minds of newspaper reader with a view to finding out what columns interest and fascinates them most and the reason behind these. It is the opinion of the researcher that this research in the end, may help publishers to reshape columns to suit and match the expectation of their specific audience.
1.2 STATEMENT OF PROBLEM
Mass media play an important role in the development of every modern society. Newspaper publishers today are faced with a greater challenge than at any other time in the history of the newspaper. Society is changing dramatically and a technological explosion has revolutionized the way newspapers are produces. This trend is certainly going to continue and publishers can’t afford to ignore them. They must continue, to daily broaden their knowledge of newspaper readers, sharpen their knowledge of newspaper readers, sharpen their ability and horn their skills in order to disseminate and equitable and balanced information that will meet the daily needs and demands of readers.
Many studies have been carried out on various aspects of newspaper readership but none has researched into the place of newspaper column preference among youths in Yenagoa. This is necessary in order to access areas of newspaper column preference especially among urban youths, with the view to determine their taste. It is against this backdrop that this study is instituted.
1.3 THE GENERAL OBJECTIVE OF THE STUDY
The broad objective of this study is to investigate into newspaper preference among youths in Yenagoa metropolis.
1.4 THE SPECIFIC OBJECTIVES OF THE STUDY
In specific terms, the study will
- Find out if youths in Yenagoa metropolis read newspaper
- Ascertain what newspaper column in most preference by youths in Yenagoa metropolis.
- Determine why youths prefer certain newspaper columns to others.
- Find out whether it is based on this reason that some columns are published in newspapers.
1.5 RESEARCH QUESTIONS
The research questions under considerations are
- Do youths in Yenagoa read newspapers?
- What newspaper column is most preference by youths in Yenagoa metropolis?
- Why do youths prefer certain newspaper columns to others?
- What are the perception of readers as regards the relationship between newspapers and the societies within which they operate?
1.6 THEORETICAL FRAMEWORK
This study is predicated on the “uses and gratification theory” of the press which measures the motive of media usage and what gratification we gain by exposing ourselves to the media. This theory was postulated by Bernard Berelson (1949) to evaluate newspaper readership. He took advantage of a New York newspaper to ask people why they read newspapers? He placed the respondents in five categories; reading for escape, reading for social prestige, reading for the social context and reading for convenience.
In general context, this study will focus within the framework of the “Uses and Gratification Theory” focusing column preferences.
1.7 THE SIGNIFICANCE OF THE STUDY
The press can be described as a quasi-public agency. It has responsibilities of keeping the public informed, but because the press operates under the private enterprise system, it is devoured from government control and its economic ate is placed directly in the hands of the people (readers). Therefore publishers of newspapers shall benefit form the results of the study since it would provide them with the basic information as to what kind of massages readers would appreciate.
Also as a member of a free enterprise system open to the public, newspaper publisher /editors must seed the confidence and respect of their readers, else competitors will take over. To this end, this study would accord publishers the opportunity to adjust their message content to appeal to readers if they remain in business.
1.8 LIMITATIONS OF THE STUDY
This study is only concerned with newspaper column preference among youths in Yenagoa metropolis is expected to be completed, financial constraint and materials for data collection for analysis. In view of these anticipated constraints, this study will be limited to newspaper column preference of the youths as it relates to the consumption of print media content, using Yenagoa metropolis as a case study. This will now for the basis of generalization.
1.9 CONCEPTUAL DEFINITION OF TERMS
The following terms used in the study are conceived by the researcher as explained below.
Newspaper: Print publication, usually issued daily, weekly to convey adverts and other matters of public interest.
Column: A vertical division of a printed page of a newspaper occupied regularly by one subject matter.
Mass Media: The term is restrictively used in this sense of mean the press i.e. newspaper.
Preference: It is defined here to mean choice used to determine newspaper columns that interest youths most.
Youths: As used, it means persons within the ages of eighteen and forth-five.
Metropolis: This means a town, city, district with local self-government, but in this sense, it is restricted only to Yenagoa municipal.
Audience: This term is used to mean newspaper readers
Media Consumers: This is also the same with audience which also refers to newspaper readers.
Content: Content here is strictly used to mean printed messages in newspaper.
Publishers: This means men and women whose business is producing and distributing newspapers.
Urban: it is defined here to mean cities and towns. In this study, it strictly refers to Yenagoa.