The Influence of Online Newspaper Readership among Undergraduates of Private and Public Universities in South West Nigeria
Presentation Abstract
Online news has become very popular with the expansion of Internet connectivity and the proliferation of digital technologies in Nigeria. Newspapers are now enmeshed in a web of competition with online news platforms such as blogs and social media, which provide up-to-date news easily and cost effectively. The review of the literature examined conceptual, theoretical and empirical findings of researchers on various aspects of the research problem. The study was anchored on the Dependency Media theory and the Destructive Innovation theory. The study used the survey design. With a study population of 16,269, the Australian calculator of the National Statistical Service was used to derive a basic sample size of 376 respondents, and the stratified sampling technique was employed. The research instrument used was a questionnaire, and using descriptive statistics, the study assessed undergraduates’ attitudes towards print and online news sources in order to gauge the level of influence caused by the emerging online news sources. Findings revealed that online news sources are more preferred and undergraduates do not buy newspapers regularly. Newspapers were considered more reliable and credible, but regardless of this, sales among undergraduates remain at a low level. The study concluded that online news sources have taken over and now dominate as a preferred source of news among undergraduates. Evidence from this study revealed that print newspapers are losing readers and this has negative effects on their sustainability. The study recommended among others, that newspaper publishers should become more innovative and creative in creating content that will promote a bi-directional flow between online and print sources and as much as possible, embrace practices that will help minimize unidirectional audience flow outward in favour of online news sources.
Keyword: Online news, Newspaper readership, Readership decline, Undergraduate.
Word Count: 275
The Influence of Online Newspaper Readership among Undergraduates of Private and Public Universities in South West Nigeria
Buller Hall, Room 250
Online news has become very popular with the expansion of Internet connectivity and the proliferation of digital technologies in Nigeria. Newspapers are now enmeshed in a web of competition with online news platforms such as blogs and social media, which provide up-to-date news easily and cost effectively. The review of the literature examined conceptual, theoretical and empirical findings of researchers on various aspects of the research problem. The study was anchored on the Dependency Media theory and the Destructive Innovation theory. The study used the survey design. With a study population of 16,269, the Australian calculator of the National Statistical Service was used to derive a basic sample size of 376 respondents, and the stratified sampling technique was employed. The research instrument used was a questionnaire, and using descriptive statistics, the study assessed undergraduates’ attitudes towards print and online news sources in order to gauge the level of influence caused by the emerging online news sources. Findings revealed that online news sources are more preferred and undergraduates do not buy newspapers regularly. Newspapers were considered more reliable and credible, but regardless of this, sales among undergraduates remain at a low level. The study concluded that online news sources have taken over and now dominate as a preferred source of news among undergraduates. Evidence from this study revealed that print newspapers are losing readers and this has negative effects on their sustainability. The study recommended among others, that newspaper publishers should become more innovative and creative in creating content that will promote a bi-directional flow between online and print sources and as much as possible, embrace practices that will help minimize unidirectional audience flow outward in favour of online news sources.
Keyword: Online news, Newspaper readership, Readership decline, Undergraduate.
Word Count: 275