Presentation Title

The Influence of Online Newspaper Readership among Undergraduates of Private and Public Universities in South West Nigeria

Presenter Status

PhD Scholar, Department of Business Administration & Marketing

Second Presenter Status

Graduate Student, Department of Mass Communication

Presentation Type

Oral presentation

Location

Buller Hall, Room 250

Start Date

24-5-2019 1:30 PM

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

Biographical Sketch

Alabi Jacob, Babcock University, Nigeria

Oyeyebi Oluwadamilare, Babcock University, Nigeria

Alabi Jacob, is a PhD student at the department of Business Administration & Marketing at Babcock University, Nigeria, specializing in International Business Management. He has interest in Business and digital communication. He will be among the graduating class for June, 2019. He also holds a Masters degree from the same University.He has published in peer-reviewed journals including African Development Review of the African Development Bank. He is happily married with two children.

Oyeyebi Oluwadamilare is a lecturer and a public relations officer at the Redeemed Christian Bible College, Lagos, Nigeria. He holds a bachelor's degree in communication and media studies and master's degree from Babcock University in Mass Communication with specialization in online journalism and development communication. He has book chapters to his credit and contributed to international and national journals.

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May 24th, 1:30 PM

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