Research On Newspaper Readership

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One of one critical decision that both male and female will have to make is the information consumption pattern.Specifically, attention was paid to the most preferred version (between online and print), the duration and purpose of reading newspaper.The survey research design was used for the study while the sample was made up of 192 male and 192 female (totaling 384).Suffice it to say that gender is created by the society and for the society, then it follows logically that people’s gender is likely to influence their behavior.Gender is regarded as a critical determinant that influences human behavior.The result showed that gender significantly influences the most preferred version of newspaper read, the duration of reading newspaper and the purpose of reading newspaper.The implications of these results on the uses and gratification theory have been explored.Media studies have also been conducted to determine the place of gender in communication and how this influences media reception. Although newspaper readership has attracted the attention of different scholars [10-12] more studies are yet to focus on gender and examine the consumption pattern with emphasis on both print and online newspapers.Understanding gender differentials in newspapers readership pattern could be beneficial to marketers, newspaper journalists, communication teachers and researchers exploring newspaper readership and indeed, media consumption pattern in a developing country such as Nigeria, hence the need for this study.Scientific and Cultural Organization, UNESCO, [1] says that gender is the roles and responsibilities of men and women that are created in the families, the larger societies and cultures. [2] defined gender as socio-cultural, political, economic constructs made by society that define the roles, responsibilities and general societal expectations for both men and women.UNESCO adds that the concept of gender equally includes the expectations held by the characteristics, attitudes and expected behaviors of both women and men (femininity and masculinity).


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