Evaluation Of The Level Of Newspaper Readership Among Career Women In Abuja

Evaluation Of The Level Of Newspaper Readership Among Career Women In Abuja
Abstract
Reading newspaper informs readers’ as well as enhance the readers’ literacy skills. Therefore, the newspaper serves as a tool for learning, especially among career women. However, newspaper readership among career women in Nigeria has been an issue of concern. This study investigated newspaper readership among career women in Abuja. The research design adopted was a descriptive survey, population frame was 6all the career women in Abuja while the sample size was 242 selected via a stratified random method. It was discovered that there is low newspaper readership among the career women. The career women preferred general interest newspapers particularly Daily Trust and the Sun Newspapers. The manners in which the career women access newspapers were majorly through borrowing and vendor stand-free-reading. The study also revealed that politics and sport are the major subjects of interest which the career women often seek from newspaper while the problems militating against the newspaper readership among the career women include lack of money, prevalent of online newspaper and poor supply of newspaper.
Chapter One
Introduction
1.1 Background of the Study
It is common knowledge that the most effective way to promote awareness is through the media, where useful information may be conveyed to thousands of people in a certain area from a reliable source. In other words, newspapers, radio, television, magazines, posters, pamphlets/leaflets, billboards, the internet, and other forms of mass media are utilized to inform, communicate, and educate (among other things) as change agents in every culture.
Newspapers are a type of mass media that distributes current information at regular intervals. Newspapers are beneficial for education, information, enjoyment, relaxation, and entertainment as a mass media. This explains why newspapers are crucial, according to Ola and Ojo (2007), since they convey current information and keep readers aware of events and activities both inside and outside their immediate environs. Okunna (1999) backs up this claim by stating that newspapers are crucial since they provide as a source of current information or news. Obaid (2014) agrees that newspapers are textbooks that provide up-to-date information on local, state, national, and international affairs, as well as the most up-to-date analysis and criticism of executive and legislative decision-making, as well as the latest in music, theater, television, fine arts, and even columns and comics to make readers laugh. According to Babalola (2002), newspapers aid literacy empowerment by encouraging critical thinking, knowledge retention, problem solving, and information source questioning. Furthermore, newspaper reading allows one to develop civic-conscious ideals, tolerance, and a sense of community (Igwe, 2011), making it an important element for career women.
A career woman is a word that refers to a woman whose primary objective in life is to establish a profession for herself (Michelle O. 2017). When the word was originally used in the United States in the 1930s, it was used to distinguish between women who either worked at home or outside the home in low-wage occupations as a matter of economic necessity vs women who wanted to and were able to pursue employment as professions. Jobs in professional or business vocations with opportunities for innovation, advancement, and organizational skill were the result. Women who “wish to work not merely to support their families, but for a measure of personal economic independence, or as a byproduct of escaping from dull country life, or simply for the sociability of working with other women,” for example, could still be considered “career women” because of their goals ( Frank S. 2012).
As a result, reading newspapers can give helpful information to professional women, such as university admissions, jobs, and government special incentives that are beneficial to them. This is due to the fact that reading is at the center of learning, particularly in formal schooling settings for those in the informal sector, such as working-class women. Reading broadens one’s knowledge and perspective on a topic as well as society as a whole. Reading has four objectives, according to Onwubiko (2015): reading for pleasure and relaxation, reading for information, reading for knowledge, and reading for all of the above. He goes on to say that a reader has access to a variety of resources, including newspapers, which is one of the most common reading materials. Elmadwi (2014) found that among all mass communication channels, reading newspaper articles is highly advised for individuals since they may enjoy a range of reading and visual resources that will increase learning.
1.2 Statement of the Problem
There is little doubt that the traditional newspaper is experiencing its most difficult period in history as a result of the internet’s arrival. The internet offers online capabilities and opportunities that go much beyond what a traditional newspaper could supply. For example, the internet enables quick and low-cost access to news and information with interactive and multimedia capabilities, as well as easy access via relatively basic portable technology such as mobile phones and personal computers. According to Varian (2013), the internet is a superior means of disseminating and reading news and information.
Despite the importance of newspaper reading in students’ lives, data from a broad body of empirical literature suggests that teenagers’ newspaper reading is dropping. Dominick (2002, p. 14) states, for example, that newspaper reading has been dropping in recent years. Udie (2002, p. 100) also claims that just around half of Nigerian students read newspapers. According to Biagi (2003), the overall quantity of newspapers has decreased since the 1970s owing to non-readership. According to Rajendran and Thesinghraja (2014), new media and social media have presented a threat to the printed newspaper. Readership patterns appear to be shifting, according to them, as individuals flock to the internet for free news and information. One of the clever possibilities for customers to embrace it internationally was the immediate aspect of social media and internet news.
This situation unwittingly affects established forms of mass communication, such as newspapers, in their traditional stronghold of the news industry, pushing them to tap into the vast resources of the internet. It is also obvious that audience newspaper reading habits impact whether or not the traditional newspaper sector survives in Nigeria and many other nations. In this context, the goal of this study was to learn more about newspaper readership among Abuja’s working women.
1.3 Objective of the Study
The broad objective of this study newspaper readership among career women in Abuja. Specifically the study seek to:
- Ascertain the newspapers that career women in Abuja read.
- Determine how regular career women in Abuja read the newspapers.
- Investigate the ways through which career women in Abuja obtain the newspapers they read.
- Find out the type of stories career women in Abuja mostly read on the newspaper
1.4 Research Questions
- What brand of newspapers are commonly read by career women in Abuja ?
- How regular do career women in Abuja read the newspapers?
- What are the ways through which career women in Abuja obtain the newspapers they read?
- What type of stories are mostly read on the newspaper by career women in Abuja ?
1.5 Significance of the Study
Newspapers has enjoined other mass media to also deliver their contents digitally. But as readers rush to online content, it is possible that conventional print newspapers may suffer a decline in readership. Findings from the study will be of significant importance to the society as it will make the public aware of the impacts of online newspapers on print media. This study will also be of importance to the different channels of mass media as it will let them know how the preference of readers. Finally, the result of the study will contribute to the body of existing literature and serve as a reference material for student and scholars who wishes to conduct further further studies in related field.
1.6 Scope of the Study
The scope of this study borders on newspaper readership among career women . The study will ascertain the newspapers that career women read. It will determine how regular career women in Abuja read the newspapers. It will Investigate the ways through which career women in Abuja obtain the newspapers they read and also find out the type of stories career women mostly read on newspapers. The study is however delimited to career women in FCT, Abuja.
1.7 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 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. Additionally, the researcher will simultaneously engage in this study with other academic work. However in spite of the constraint, all were downplayed by the researcher while ensuring that the best is given.
1.8 Definition of Terms
Print Media:
Print media is one of the oldest and basic forms of mass communication. It includes newspapers, weeklies, magazines, monthlies and other forms of printed journals. Print media has the advantage of making a longer impact on the minds of the reader, with more in-depth reporting and analysis.
Readership:
Readership means the quality or state of being a reader
Career Woman:
A career woman is a woman who regards her job and progressing in it as very important
Chapter Five
Discussion, Conclusion and Recommendation
5.1 Discussions of Findings
The result of this study shows that the type of newspaper based on contents which the Career woman preferred the most is the generalized newspaper which carries different subjects. Furthermore, among the plethora of newspapers in Nigeria, the study identified Daily Trust and the Sun Newspaper as the most preferred newspaper among the Career woman. The findings support the assertion of Jibril (2015) which holds that Daily Trust and the Sun newspaper are among the top read newspapers in the country. He added that the newspapers have over the years enjoyed massive followership among young and adult readers across the nation.
The study also revealed poor newspaper readership among the Career woman. Majority (82.8%) of the Career woman indicated that they read only newspaper occasionally and that they only spent less than an hour on newspaper. This finding opposed the postulation by Babalola (2002) who opined that newspapers are the most sought written documents to the largest proportion of people of all categories, young and old, Career woman and workers. He further asserts that due to the way people gather daily to discuss contents of newspapers, it inevitably promotes critical thinking, retention of information, problem solving and the querying of information source.
On the type of subject or stories preferred by most Career woman, the study revealed that politics and sport stories are majorly followed by Career woman. The findings concur with the assertion by Eamin and Haque (2013) who asserts that newspapers are collection of diverse contents ranging from politics, health, fashion, celebrities among others and that the readers choices diverse based on age and needs, however, they agree that politics have become one of the most preferred content readers both young and adult consume.
Finally, the study revealed some barriers that pose great challenge to newspaper readership among the Career woman. These include poor economic status of the Career woman, prevalent online news and lack of provision of newspaper in the University library. The findings contrast Abdulraheem et al. (2012). They opine that although the new media now provide various platforms of communicating, a lot of Nigerians are not sophisticated enough to take full advantage of the new technology. Talabi (2014) shares similar sentiments thus: “Looking at the digital divide, everyone is not online- compliant. Not everyone is connected, and among those who are, there are vastly different skill levels. Some people are clearly less comfortable with this new technology than others, so this has to be acknowledged and respected – this does not simply relegate people who are not Internet adept as a new breed of slow learners. Notwithstanding, hardcopy still has its place in news gathering”. However, the finding in the area of cost of a newspaper is in consonance with Salaam (2002) who posits that the cover price of Nigerian newspapers was 20 Kobo per copy in the 1980s, thus the average Nigerian was able to purchase a minimum of three newspapers per day.
The result of the study is also in agreement with Afrobarometer (2007) reports which indicate that globally the newspaper is passing through its hardest time ever, especially since the Internet came to provide online functionalities and possibilities far beyond what the newspaper could offer: instant and free news, interactive and multimedia features, and easy accessibility through very simple handheld technologies like mobile phones and personal computers.
5.2 Conclusion
The study investigated newspaper readership among university Career woman with a focus on Mass communication Career woman. The study basically sought to find the type of newspaper the Career woman preferred, the extent the Career woman are read their most preferred newspapers and the manner in which they access the papers.
Furthermore, the study looked at the subject of interest which the Career woman sought from newspapers as well as the challenges militating against newspaper readership among the Career woman. It was discovered that there is low newspaper readership among the Career woman. The student preferred general interest newspapers particular Daily Trust and the Sun Newspapers, however, the extent the Career woman read the newspaper is occasionally or once in a while. Furthermore, the work found that the manner in which the few Career woman access papers include through borrowing and vendor stand-free-reading. A very minute portion of the respondents purchase newspaper with their money.
In addition, the study revealed that politics and sport are the major subjects of interest which the Career woman often seek from newspaper readership. The study further identified problems militating against newspaper readership among the Career woman and these problems include lack of money, prevalent of online newspaper and poor supply of newspaper in the University library and the Department.
The findings of this study as seen above support the assertion of the Uses and Gratification Theory, which served as the theoretical framework of this study. According to the theory, audience of Mass media are very active they deliberately select and exposed themselves only to media channels that would provide certain gratification or reward such as information reward, leisure or entertainment among others. Apt to this study is the fact that hardcopy newspaper is not receiving significant attention due to the fact that the medium has not lack capacity to provide needed gratifications to the Career woman in the manner that they would be motivated to access and read the papers despite all challenges.
Newspaper is a viable tool for the dissemination of information, enlightenment and shaping of public opinion and so its readership important and educative to Career woman. This study established that there is low newspaper readership among Abuja Career woman. Most of the Career woman read newspaper occasionally which might be related to issues of the society. This attitude to newspaper readership might deny the student’s privilege to useful information contain in various newspapers as well as the opportunity of learning to see that newspaper on their own enhance Career woman’ reading and comprehension skills.
As Mass Communication Career woman, the need to read the newspaper is high, this is because the act would significantly help student improve their writing skills as well as get informed with news and current happenings in the society. However, the current status of newspaper readership in Abuja and in particular among Career woman is worrisome and which need serious attention by all stakeholders.
5.3 Recommendations
The following recommendations were made based on the findings of the study.
- The offices should provide daily newspapers in the libraries to enable willing Career woman and other readers gain access.
- Similarly, to create newspaper hub or stand within the department in which Career woman can have access to the papers.
- The department can also establish a resource centre in which several contents, including newspapers can be kept for references and research purposes.
- Leading newspapers like Daily Trust and the Sun which are the most preferred among the Career woman should establish a newspaper stand in the university in which the Career woman can have access to the papers on daily business at subsidized rate.
- The Career woman of the department should be encouraged to form newspaper reading club in which members would be contributing less among weekly to provide newspapers for the club members at others who care for newspapers.
- The Career woman should also sensitize on the importance of reading read hardcopy newspapers despite the prevalent of online newspapers.


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