ETHNO-REGIONAL CHARACTERIZATION OF NEWSPAPER READERSHIP IN NIGERIA: CASE OF ABU POSTGRADUATE STUDENTS. (original) (raw)
ABSTRACT This work was meant to find out whether ethnic and regional origin of readers influences their choices and dependence on particular newspaper sources in Nigeria. It determines the importance of reader’s tribe and religion in chosen a newspaper. The survey method was used in collecting data and 100 copies of questionnaires were administered using the accidental sampling technique. 99 of the 100 copies of the questionnaires administered were useful in answering the research questions and objectives of the study. Findings from the research show that ethnic and regional differences have accounted a higher percentage of newspaper reader in the northern Nigeria. The Nigerian readers indeed have Readers seek for information only from their ethnic newspapers thereby the ethnic differences continue to go deep and it affects the development of the Nigeria society. However, this research was conducted based on the three regional newspapers (i.e. ‘the Daily trust’, the ‘Tribune’ and ‘the vanguard’ which each of them represent their own interest foundation. At the end of the research, our findings show that majority of the Hausa/Fulani people in Northern Nigeria love to read the Daily trust newspaper as it carries their local news more than other newspapers. They also chooses the Daily trust because it circulation within the North is very large than other newspapers. Finally, the study recommends that Newspapers must learn to adjust their area of beat in other to cover all the regions in the country and draw all ethnics to read their newspaper.
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