Influence Of Newspaper Content On Readership Of Select Newspaper

The major objective of this study is focused on the influence of newspaper content on readership of selected newspaper in Uyo metropolis. The study further discusses the pattern of newspaper readership among resident of Uyo in Akwaibom Stat and the reasons for preference for a particular newspaper readers in Uyo in Akwaibom State. Survey research design was employed for the study and with aid of convenient sampling, one hundred and thirty-seven (137) respondent ins in Uyo in Akwaibom State was selected as the participant of the study. Wherewith reference was limited to six (6) newspapers: Radar Newspaper, The Ink Newspaper, New Telegraph, The Nation, Golden Times Nigeria and First Reports. The sources of data collection was both primary and secondary with the application of questionnaires as an instrument to gather the necessary data. The questionnaires were properly completed as well returned by only one hundred and thirty-one (131) respondent after being administered and this was a basis by which the primary data were collected. Data was analyzed using simple percentage presented in frequencies and tables. The hypothesis was tested using chi-square test statistical tool (SPSS v.2.3)and the result were similar to those of the responses drawn from the questionnaires. Findings of the study conclude that News content significantly influences readership of selected newspaper in Uyo metropolis. More the great majority of readers of all ages and walks of life may find relevant and engaging information that satisfies their need for reading material intended for their enjoyment in the majority of cases in newspapers. The study therefore recommends that Newspapers should avoid sensational and misleading headlines capable to sway opinion and cause misinformation and misrepresentation of facts knowing that facts are sacred. 3.Newspapers should include the vital information on the headline and the lead while uploading news on their Facebook pages. This will help to address the various readership patterns and provide accurate information among various newspaper readers in Uyo.

Introduction

1.1 Background of the Study

Newspaper is a mass media which communicates current information released at regular interval of time. As a mass medium, newspapers are beneficial for education, information, enjoyment, relaxation and entertainment. This is why Ola and Ola (2016) note that newspapers are crucial because they contain current information and they keep the readers aware of events and activities inside and beyond their local contexts. Okunna (2019) confirms this stance by arguing that the newspaper is crucial in that it acts as a transporter of current information or news. Obaid (2019) concurs that newspapers are the textbooks that provide up to date information on local, state, national and world affairs, the most current analysis and criticism of the executive and legislative decision making, the latest in music, theatre, television, fine arts and even column and comics to make readers laugh. Babalola (2021) believes that newspapers encourage literacy empowerment; it unavoidably fosters critical thinking, retention of knowledge, problem solving and the questioning of information source. Furthermore, newspaper consumption permits one to become a person who holds civic-conscious ideals, tolerance and connectedness to the community (Edegoh, Asemah, and Okpanachi, 2020).

The use of content in newspapers refers to the heading or caption of a newspaper article. The essence being to draw the attention of the reading audience to the story quickly and briefly.One key aspect related to news dissemination and its attractiveness is the headline that describes it. The purpose of a headline is to draw attention to the story quickly and briefly. Hypothetically, there is a significant relationship between headlines and the number of people that read the news (Reis, et. al, 2016). Despite the major importance of newspaper, data from a broad corpus of empirical research tends to imply that newspaper reading is diminishing. For instance, Edegoh et al (2020) reports that newspaper circulation has been falling over the previous few of years. Udie (2019) also says that the frequency of newspaper reading among Nigerians is less than 50 percent . Biagi (2021) claims that during the 1970s, the general number of newspapers has fallen owing to non-readership. Business Essay (2019) has also observed that there has been a decrease tendency in newspaper reading over the last several decades in nations all over the globe, including the United States and Europe. According to the findings of a poll that was carried out by Afro barometer in 2003 across 12 African nations, including Nigeria, it was found that just 13% of the tested population admits to reading a daily newspaper (Afrobarometer, 2017). The daily sales number of all the newspapers in Nigeria was less than 300,000 in 2010, according to a survey that was conducted out throughout the nation by the Advertisers Association of Nigeria (ADVAN). This indicates that only one out of every 470 people in Nigeria buys newspapers on a daily basis which might be influenced by content and how appealing the newspaper headlines are(Ezeh, 2015). The study seeks to appraise the influence of headlines on newspaper readership; a survey of news paper stand in umuahia town stand Abia state.

1.2 Statement of the Problem

Newspapers are well-known for their ability to provide readers with the most recent information about events occurring at the local, state, national, and worldwide levels. The great majority of readers of all ages and walks of life may find relevant and engaging information that satisfies their need for reading material intended for their enjoyment in the majority of cases in newspapers (Eamin, 2018). The most recent analysis, debate, and criticism of sociopolitical, economic, health, and a wide variety of other issues are provided by newspapers, which are an important print medium for the dissemination of mass communication.

Pitiably, the reading of news papers is facing some challenges in our contemporary society.This is due to the nature of competition in the industry as well as advances in technology involving the use of social medias. According to Olofin (2020), the number of people reading newspapers has been on a downward trend over the last several years. According to Udie (2019), less than half of Nigerians regularly read newspapers. This figure is far lower than what was previously thought. With this change, the function of the content of a news article changed as well. Previously, the primary function of a content was to give the reader scanning the newspaper, a clear understanding of what the article was about (Van Dijk 1988). But since, according to Kuiken et al. (2017), many headlines are not read within the context of a newspaper anymore, the function of the headline has shifted. It was in this light that Chen, Conroy, and Rubin (2015) recommends that the headline, being one of the primary ways to attract the readers‟ attention, should above all make the reader curious as to what the article is about, so that it lures the reader into opening the article.With the increasing competition of the online world, it is not surprising to see headlines become more aggressive, exaggerated, and somewhat misleading. More important, headlines are not only the first impression of news articles, recent researches suggest that they can even drive the way users perceive the rest of the content associated to them by affecting the way people will remember it even without reading the full story (Ecker et al., 2014)Therefore, the use of captivating content like politics, sports, entertainment could serve as a succour in attracting large population of readership. Upon this background the researcher seeks to appraise the influence of content on newspaper readership using Uyo town stand Akwaibom state as case study.

1.3 Objective of the Study

The Main Objective of the research is to proffer an appraisal on theinfluence of newspaper content on readership of selected newspaper in uyo metropolis. The specific objectives include

To examine the newspapers that resident of Uyo in Akwaibom State read mostly

To examine the pattern of newspaper readership among resident of Uyo in Akwaibom State.

To examine the reasons for preference for a particular newspaper among resident of Uyo in Akwaibom State.

To determine news content significantly influence readership of selected newspaper in Uyo metropolis

1.4 Research Questions

What are the newspapers read mostly by resident of Uyo in Akwaibom State?

What is the pattern of newspaper readership among resident of Uyo in Akwaibom State?

What are the reasons for preference for a particular newspaper among resident of Uyo in Akwaibom State?

Does news content significantly influence readership of selected newspaper in uyo metropolis?

1.5 Research Hypothesis

The statement of the hypothesis for the study is stated in Null as follows

HO: News content does not significantly influence readership of selected newspaper in Uyo metropolis.

H1: News content significantly influences readership of selected newspaper in uyo metropolis.

1.6 Significance of the Study

This study will be significant to the several media houses in Nigeria as they will be exposed to the downward trend in the reading and buying of newspaper among the Nigerian populace and will also find the recommendation and findings of the study useful as it will shed light on how newspaper readership pattern can be improved among the Nigerian populace, hence help in closure of business for some media houses. The study will be significant to the academic community as it will contribute to the existing literature.

1.7 Scope of the Study

The scope of this research borders on theinfluence of newspaper content on readership of selected newspaper in Uyo metropolis. The study further discusses the pattern of newspaper readership among resident of Uyo in Akwaibom Stat and the reasons for preference for a particular newspaper readers in Uyo in Akwaibom State. The study is however delimited to newspaper readers in Uyo with preference to Radar Newspaper, The Ink Newspaper, New Telegraph, The Nation, Golden Times Nigeria and First Reports.

1.8 Limitation of the Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that corruption discourse is vast thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size covering newspaper readers in Uyo in Akwaibom State with preference to The Ink Newspaper, New Telegraph, The Nation, Golden Times Nigeria and First Reports.. Thus findings of this study cannot be used for generalization for other newspaper within or outside the state under study. Additionally, the researcher will simultaneously engage in this study with other academic work will impede maximum devotion to the research. Howbeit,despite the constraint encountered during the research, all factors were downplayed in other to give the best and make the research successful

1.9 Definition of Terms

Headline:

Headlines in newspapers refers to the heading or caption of a newspaper article. The essence being to draw the attention of the reading audience to the story quickly and briefly.

Audience:

The Audience consists of the group of people who participate in a lecture, training sessions, and show or encounter a work of art, literature etc

Newspapers:

A printed publication consisting of folded unstapled sheets and containing news, articles, advertisements, and correspondence

Readership:

The readers of a newspaper, magazine, or book regarded collectively.

Pattern:

A repeated decorative design.

1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

Chapter One:

Introduction

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Objective of the Study

1.4 Research Questions

1.5 Research Hypothesis

1.6 Significance of the Study

1.7 Scope of the Study

1.8 Limitation of the Study

1.9 Definition of Terms

1.10 Organization of the Studies

Chapter Two:

Review of Literature

2.1 Conceptual Framework

2.2 Theoretical Framework

2.3 Empirical Review

Chapter Three:

Research Methodology

3.1 Research Design

3.2 Population of the Study

3.3 Sample Size Determination

3.4 Sample Size Selection Technique and Procedure

3.5 Research Instrument and Administration

3.6 Method of Data Collection

3.7 Method of Data Analysis

3.8 Validity of the Study

3.9 Reliability of the Study

3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

4.1 Data Presentation

4.2 Analysis of Data

4.3 Answering Research Questions

4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

5.1 Summary

5.2 Conclusion

5.3 Recommendation

REFERENCES

APPENDIX

• Influence Of Colour And Designs In Nigeria Newspapers
• Influence Of Online Newspapers On Their Print Versions Revenue Generation
• Influence Of Photographs On Readers Of The Nigerian Observer Newspaper
• Influence Of Photographs In Newspaper Production
• Influence Of Online News On The Traditional Newspaper Patronage Among University Community
• Influence Of Graphical Cartoons In Newspaper Publication
• Influence Of Graphics Communication On The Newspaper Publication And Patronage

• Mass Communication Project Topics and Materials