1
CHAPTER ONE
INTRODUCTION
1.1
Background to the study
The magazine is one of the printed media that has its content to
a specific audience. According to the state of the news media report,
the circulation of the two biggest newsmagazines in the United Statestime and Newsweek- dropped from 7-6 million in 1989 to 5.6 million
copies in 2009. Michael (2009) opines that in January 2010,
Newsweek American circulation was cut to 5.6 million copies, which
is 46% less than two years ago, On May 6th the Washington Post,
which owns news week, amounted its intention to sell the magazine,
promoted by the financial losses of the little. The most radical change,
though, was accomplished by us. News and world report now being a
monthly publication,(Turow,2003). The same close relationship
between periodicals and literature might also have led to the
perception of the magazine somewhat detached from the reality that
was daily portrayed by the newspapers. The term “magazine” from
Arabic Mukhazin “warehouse”, storehouse –currently used to refer to
2
periodicals contains the deal of a mixture of different content
(Johnson and Prijate 2000 p.4).
The first periodical to use it, in 1731, was the gentleman’s
magazine (Mott, 2001). Published by a London printer, Edward
Cause, it “contained tidbits of doing in the royal court and around the
town” Scott 2010) and was a miscellanea of essays, stories, poems
and political commentary selected from other publications printed in
Britain at that time.
According to Wilner, people also started perceiving the
newsmagazine as a way of self -improvement, expanding their
knowledge about the world, most importantly, saving time. Albert, not
by means of direct confrontation, the competition with newspapers
started at that time as Time and other magazines were trying to offer
better alternations both to inform and entertain people (Winer 2006
p.80).
In 1923, the Luce s’ and Hadden’s magazine was published
which had 26 pages and circulation of 12,000 copies, in December, it
had reached 100,000 copies. During World War 2 (a term famous
coined by time itself), Since the 1930s, time Inc. has invested in a
large news-gathering operation to provide the magazine with original
3
information and, in 1960 it reached 3, 000,000 copies worldwide. In
1933, Newsweek was successfully launched by Thomas J.C Martyn, a
former foreign editor at the time, to complete for this massive
audience.
However,
according
to
Onubajo
(2001),
a
typical
newsmagazine is a vehicle for projecting personality through which it
attracts and holds an audience. It is an efficient instrument for getting
a message to a large number of people with more explanation and
details that explain the subject under discourse. Egbocholam (2002)
asserts that newsmagazine has been the major communication tool for
improving the quality of people's lives, bringing to their notice
entertainment, and educational content suitable for its readers.
Despite the worldwide enchantment with the internet and webbased learning, newsmagazine still and retains the advantage of being
able to serve dispersed, isolated and disadvantaged communities
aspiring to overcome the barriers of subscribing to television and
buying radio set. Again, newsmagazine is flexible, it can be read and
revisited anytime and the content remains without transient.
However, the readership of newsmagazine according to Sanlos
(2012), get more detail and information than other traditional media
4
like a radio which is usually brief and concise. Readership of
newsmagazine uses the magazine for various reasons one of which is
for emotional support, to keep their spirit up through various contents
that range from sport, news, entertainment, politics, education, etc. in
a large extent of content more in-depth and rich to sustain
readers’ mind. Magazine generally, contains more pictures, colors,
illustrations,
context
than
newspaper
according
to
www.naijanews.com (2018).
A typical newsmagazine like Tell Magazine, News Watch,
Encomium Magazine, Finest Rock Magazine, News World Magazine,
etc. are mostly produced with rich contents to attract readers of
different
perception
and
it
has
been
established
by
www.legit.ng (2018) that news magazine has the largest readership
across African than specialized magazine like Genevieve magazine,
Today's Woman (TW) Magazine who only focused on a particular
specialty.
Therefore no argument that newsmagazine serves as a means of
communication, in the aspect of information, newsmagazine provides
detailed information within and outside the country. Newsmagazine
encourages readership of culture in higher institutions and beyond and
5
is often used as a reference point. This research focuses on headlines
and readership of selected newsmagazine in Uyo, therefore, the focus
of the study will be on the above subject using survey design and
questioners.
1.2
Statement of the problem
The role of the media in any given society cannot be
overemphasized; this is because members of society always turn in to
the media for information, education, enlightenment, etc. In other
words, instead of buying magazine copies, readers can read online and
is an issue of great concern to publishers of magazines. Again, some
residents in Uyo with a limited resource may not be able to afford
some newsmagazine.
However, on the other hand, other residents in Uyo could also
be interested in reading newsmagazine due to a certain factor which
tends to border largely on their appreciation of information and
entertainment in general. In the face of these varying alternatives, the
question there can be looked at as; do headlines enhance the
readership of selected newsmagazine in Uyo? And if they do, to what
6
extent do headlines in selected newsmagazine influence readership in
Uyo?
1.3
Objective of the Study
The objectives of this study were:
1.4
(i)
To find out whether headlines enhance the readership of
selected newsmagazine in Uyo;
(ii)
To ascertain the extent to which headlines enhance the
readership of the selected newsmagazine;
(iii)
To examine whether headlines in select newsmagazine in Uyo
influence readership in Uyo;
(iv)
To investigate the extent headlines in selected newsmagazine
influence readership in Uyo;
(v)
To identify other factors outside from headlines that enhance
readership in Uyo.
Research Questions
To achieve the above objectives, the following research
questions were formulated:
(i)
Do headlines enhance the readership of selected newsmagazine
in Uyo?
(ii)
What extent do headlines enhance the readership of the selected
news magazine in Uyo?
7
1.5
(iii)
Are headlines in selected news magazines influence readership
in Uyo?
(iv)
What are the extent headlines in selected news magazines
influence the readership in Uyo?
(v)
What are the other factors aside from headlines that enhance
readership in Uyo?
Justification of the study
On the completion of this study, magazine publishers will
benefit greatly as its findings will serve as an impact assessment study
to help them improve their effort in the packaging of news in their
magazine.
This study will help magazine publishers find a common
ground between what the print media produces and what the audience,
especially residents in Uyo, wants to read.
This work is also expected to serve as a good dependable
source of reference material for future researchers.
1.6
Delimitation of the Study
This study restricts itself to determine the habit of headlines of
selected news magazine readership among resident of Uyo. It does not
8
intend to determine the general consumer behavior of the news
magazine audience in Nigeria. The chosen populations for the study
consist of residents in Uyo. It is hoped that such delimitation will
expeditiously enhance objectivity, reliability and validity of the
research work.
1.7
Limitations of the Study
The research was faced with numerous constraints in the course
of conducting this study. One of the major challenges was the
uncooperative attitudes of some respondents towards the research
instrument. Some of the respondents were unwilling to accept the
questionnaire without immediate gratifications for the service.
However, the researcher was able to overcome these limitations by
pleading with them to comply since this was purely an academic
exercise. Again, the bureaucratic bottleneck experienced by the
researcher in the course of gaining access to the total population of the
study was another problem encountered, but the researcher's human
relations skill helped to manage the situation.
9
1.8
Definition of Terms
To guarantee intelligibility, the following terms are defined:
(i)
Readership:
Number
of
Uyo
residents
that
read
newsmagazines.
(ii)
Newsmagazines: This is an unbound, printed publication
issued at regular intervals and containing headlines read by Uyo
residents.
(iii)
Headlines: This is referred to as a newsmagazine article
printed in large letters to attract Uyo residents.
(iv)
Uyo: This is the geographical area whose residents the
research was set out to study, and also draw the sample from.
10
CHAPTER TWO
LITERATURE REVIEW
This chapter constitutes an important aspect of this study; this is
because this chapter presents a review of related bodies of literature or
a review of concepts and opinions as related to this study.
2.1
Review of Concepts / Opinions
The concepts and opinion relevant to this study are discussed below:
2.1.1 The concept of the Newsmagazine
A magazine is defined as a written publication that is issued
periodically. It contains essays, stories, poems, articles, fiction,
nonfiction, recipes, and images, etc.
The magazine is directed at a general and special audience, and
it’s often published on a weekly or monthly basis. (Akobund, 2009,
p.1), it is printed publication issued periodically, close internal
especially weekly, quarterly and monthly, consisting of current feature
stories,
news,
comments,
feature
articles,
advertising,
and
correspondence. Sandman et al, cited in Okunna (1999), defines a
magazine as an unbound, printed publication, issued at periodically,
11
which presents information in words often supplemented with
pictures.
Magazine, whether special interest or general interest provides
important and useful feature article information to readers. Roma
(2005, p.14) captures the whole essence of newsmagazine when he
asserts that “in every language, the newsmagazine is irreplaceably
primarily sourced for the historian of every discipline’’.
Moreover,
newsmagazines
are
up-to-date
sources
of
information available to Uyo residents, resident administrators, the
barely literate and so on, who demand information from
newsmagazine through friends, relatives, and libraries (Onwnbijo,
2005).
As a mass medium, newsmagazines are useful for education
and entertainment to its readers. The newsmagazine is no doubt, one
of the most widely –read periodically available and accessible to all
weekly in print and electronic version. It is important to everybody,
particularly Uyo residents who are considered as the most active
information-seeking group in any population for the obvious reasons
of academic and other pursuits. Also, news magazine stimulate,
12
motivate, inspire, interpret, build, preserve, excite, and Samson
(2015).
Also writing on newsmagazine Omemgha, (2009, p.5) captures
thus:
Newsmagazine provides a wider variety of
feature articles and information than the
other media and they present for more
details than radio and televisions. They
cover diverse subjects, such as political
business entertainment, etc.
However, magazines have been a major force in forming public
opinion and affecting national and international efforts toward socialeconomic progress and global understanding. Today, newsmagazine
shares the communication spectrum with radio, television, and
newspaper.
2.1.2 History: The Birth of Newsmagazine
No one would mistake a newspaper for a magazine or vice
versa, it is challenging, though to draw the frontier line between the
two journalistic genres, which have been blurred throughout the
history of journalism. At the beginning of the 17th century, the first
newspapers were printed in quarter size sheets- every four or six days
13
compiled foreign news- a role strikingly similar to that of the modern
weekly newsmagazine. The daily periodicity that defines newspapers
today emerged in England only with the birth of the daily current in
1702.
The first periodicals were literary digests such as the Journal
des sçavans (published in Paris in 1665) and the weekly memorials for
the ingenious (published in England in 1682) and were very similar to
newspapers in their format, they were mostly based on long texts with
occasional woodcut illustrations (Davis 1988, 4). The technique of
lithography, which improved the quality of printing images, was
developed in 1796; the first pictures were printed in halftone and
appeared only in 1871. The concept of a magazine as a design product
was inserted much later than the genre itself.
From the beginning, periodicals had a link with literature and
developed a strong culture of text. Fiction pieces played an important
role until the verge of the 20th century and certainly increased the
quality of writing in a magazine. It was possible to read the best
authors, Longfellow, Tennyson or Dickens among others throughout
their pages (Mott 1938.4).
14
Arguably, periodicals have inherited a tradition of polished
texts from their proximity to literary work and most readers indeed
expect texts of higher quality in a magazine than in newspapers. With
more time to elaborate on their articles, magazines must be able to
read inform and amuse at the same time.
The same close relationship between periodicals and literature
might also have lead to the perception of the magazine as somewhat
detached from the reality that was daily portrayed by the newspapers.
Indeed,
the term
“magazine”
from
Arabic
Makhazin,
“warehouse, storehouse”- currently used to refer to periodicals
contains the idea of a mixture of different content (Johnson and
Prijatel 1999, 4). The first periodical to use it, in 1731, was the
Gentlemen’s Magazine (Mott 1988), Published by a London printer,
Edward Cause, it “contained tidbits of doing in the royal court and
around the town” (Scott 2010), and was a miscellanea of essays,
stories, poems, and political commentary selected from other
publications printed in Britain
The gentleman’s success spawned many imitators, including
the two first periodicals in the United States namely, the General
Magazine and Historical Chronicle, for all the British plantations in
15
America and American Magazine or a monthly view of the political
state of the British colonies, both published in 1741 by Benjamin
Franklin and Andrew Bradford, respectively. (Tebble and Zuckerman
1991, 3).
2.1.3 Types of Newsmagazine
(i)
General Interest Magazines: This type of magazine is
published for a wider audience to provide information in a general
manner and the focus is on many different subjects. The main purpose
of a general interest magazine is to provide information for the public
without background knowledge or expertise assumed. Articles in it
usually provide broad coverage of topics of current interests written
by journalists, freelance writers or staff correspondent of the
magazine.
(ii)
Special Interest Magazines: Special interest magazine
publications are magazines focused at specific groups of readers with
a common interest. Most special interest magazines cater to any
specific concerns or pursuits. For instance, business, music, etc.
special interest magazine is categorized into the following genres
based on their content and target audience.
16
(a)
Farm magazine: these are magazine highlighting news and
information about the agricultural sector.
(b)
Sport magazine: Sports magazines usually feature articles or
segments on sport comprising of many photographic images
and illustrations. Some magazines concentrate on all general
sports news and related issues. While others concentrate on
specific sports or games such as football, baseball, athletics,
etc.
(c)
Business magazine: Most of these magazines are dedicated to
the dissemination of information related to particular business
areas like accounting, banking, finance, international business,
management, marketing, sales, etc. They explore the latest
news and review current trends in the world of business.
(d)
Entertainment magazine: entertainment magazines are usually
reflective and provide entertainment. They usually carry news,
original stories, scandal, gossips and exclusives about
celebrities in various entertainment fields such as film, music,
TV, fashion, etc.
17
2.1.4 Characteristic of Newsmagazine
According to Okunna, and Omenugha (2012,p79), “since the
fore-runner of magazine emerged in ancient days, the magazine has
undergone a lot of changes to appear in the form in which it does
today” Morden scholars still agree that, to publish a true magazine the
publication should have a set of characteristics which the German
scholar, Otto Grot put forward many years ago, precisely in 1928.
These characteristics as cited by Ojunna, and Omemgh, (2012,
76) include the following:
(i)
The newspaper must be published periodically at regular
intervals; these intervals should not be less than once a week.
(ii)
It must be mechanically reproduced
(iii)
It must offer freedom of access to all readers, that is, it must be
available to everyone who can afford one cover price.
(iv)
Its content must vary to include everything that could be of
interest to every member of society. This means that the content
must not be aimed at any selected group in the society.
18
2.1.5 Contents of Newsmagazine
Newsmagazine has a variety of contents. According to Okunna,
and Omenugha (2012, p.77), “the content of newsmagazine includes
news, advertisement, feature, sport, business, fashion, environment,
and many other specialized departments.
Confirming to the above position, Whetmore (2014, p.33)
opines thus:
Newsmagazine runs stories of general interest to
everyone, they also run sport, stocks, fashion,
entertainment, and feature for various special
interest audiences. The wide variety of their
feature article gives the magazine 'Internal
specialization; allowing the magazine to appeal
to a large diverse audience'. In this way, the
magazine draws a large readership of people of
different ages, educational and social
backgrounds.
This means that newsmagazine content is broad, also, Uyo
(1987, p.77) cited in Okunna and Omenugha (2012, p.77) identifies 30
types of messages that may be found in magazines and newspapers.
According to him, the basic, striking and universal message types
among these are news stories, special news, report, news analysis,
interpretative reports, features, editorials, advertisement, columns,
19
letters, to the editor, reviews/criticisms, portraits/ personality profiles,
cartoons, comics, etc.
2.1.6 Newsmagazine Readership
Evidence from a large body of studies seems to suggest that
newsmagazine reading among Uyo residents is declining. Dominick
(2008,p.14)
notes
that
newsmagazine
readership
has
been
declining over the last couple of years. Udie(2002,p.100) also avers
that the frequency of newsmagazine readership among Nigerians is
less than 50%, also supporting the above assertion, Biagi (2003,p.83)
states that “since the 1970s the overall number of newsmagazines has
declined due to non-readership”.
Equally, business essay (2009, p.2) has reported a downward
trend, in the past few decades, in newsmagazine readership in
countries of the world including Europe and America.
On the other hand, guided by the uses and gratification theory,
readers selectively expose themselves only to the newsmagazine that
is relevant to them.
20
Defleur and Ball Rokeach (2001, p.1&5) revealed when he
stated that, “from a multiplicity of available content, the individual of
the audience selectively attend to message particularly if they are
related to their altitudes, cover their beliefs and supportive of their
views.
This, therefore, implies that readers have the right to choose his
or her paper or pages to read.Choice, in this regard, depends on
whether the reader believes that his favorite magazine satisfies the
cultural role of the newsmagazine which gives the medium credibility
and makes it relevant to him.This shows that the relationship between
the readers and the newsmagazine helps the readers to understand
their social environment.
Nevertheless, there is enough empirical data showing that Uyo
resident don not read newsmagazine. However, at present, magazines
are available in both hard copy and electronic form and are accessible
through the internet using all kinds of devise which are at the disposal
of the students. All these innovations are meant to improve readership
of newsmagazine and attract young readers.
21
2.2
Review of Related Studies
Many researchers have undertaken to study newsmagazine
readership among different audiences and in several societies. This
study examines two of the earlier works done in this regard.
2.2.1 Isaiah, E. A (2009). Male student’s readership of newsmagazine
in Uyo Urban (unpublished) research work, heritage polytechnic,
Eket.
This study was conducted to evaluate male readership of
newsmagazine in Uyo Urban. Three objectives were formulated for
the study. The objective was to find out the frequency of
newsmagazine readership among males in Uyo Urban, find out what
attracted them most to read the newspaper and the effect of
newsmagazine on respondents. The researcher's instruments were
questionnaires and the method was a survey, systematic and random
sampling procedure used to administer the questionnaires to the
respondents.
Findings revealed that color, entertainment, advertisement are
what motivates respondents most to read newsmagazine.
22
Findings
also
showed
that
education,
information,
entertainment, etc., are other factors that inform news magazine
readership among respondents?
The students showed that male students do not read
newsmagazine frequently.
Based on the findings, the researcher recommended that the
publishers of newsmagazine should devote time in creating attractive
headlines,
as
good
headlines
promote
readership
of
the
newsmagazine. The researcher also recommended that publishers
should endeavor to give good esthetics value to newsmagazine
through good design to course the curiosity of the readers.
The study reviewed above suit the present study, in that both
focus on headlines and readership of the selected newsmagazine, from
that, both studies use the same research design which is the survey.
2.2.2 Asuquo E.A (2001); Newsmagazine and newspaper reading habits
of University of Uyo student, (Unpublished) researcher work,
University of Uyo.
This study was set to find out what populations of
UNIUYO students have a positive attitude to the reading of
newsmagazines and newspapers, find out the frequency with which
23
the students read newsmagazines and newspapers, find out the kind of
newsmagazine and newspaper content the University of Uyo students
prefer to read.
To achieve the objectives, the survey research method was
adopted for the study, the study and the instrument employed to
collect necessary data was the questionnaire. A total of 360 copies
were administered on respondents.
Findings of the study showed that the majority of the students
have positive attitudes toward the reading of newsmagazine and
newspaper.
Findings also revealed that what interest undergraduates most
in newsmagazines and newspapers are sport and politics.
The researcher, however, recommended that newsmagazine and
newspaper publisher should strive to meet the needs of readers by
publishing only those things which interest readers. The researcher
also recommended that newsmagazine and newspaper publishers
should send copies of their publications to libraries in Universities
where they can be easily accessed by students who want to read them.
24
The two students relate with the one under study since they all
center on newsmagazine readership habits/patterns among Uyo
residents.
2.3
Theoretical Framework
This study, anchors on two theories, they are:
i.
Uses and Gratification Theory
ii.
Industrial Differences Theory
2.3.1 Uses and Gratification Theory
This theory was propounded by Elihu Katz, Jay Blumer and
Michael Gurevitch in 1974, the theory holds the assumption that the
media audiences are goal-oriented and attempted to achieve their
goals through the media source.
According to Undende and Azeez (2010,p.34), the theory
explains how individuals use media on their advantage more than the
media uses them. The receiver determines what is going to be
absorbed and does not allow the media to influence him otherwise.
25
The theory also postulates that each individual has several
needs which could be the need to be informed, prestige, etc.
Therefore, the used and gratification theory helps to explain the
functional use of mass communication, stressing that people
selectively expose themselves to mass media content, choosing those
messages that would function to satisfy or gratify their needs. This
theory best suits the study because it reveals why students would
prefer to read selected newsmagazine basically if the contents serve
their needs.
2.3.2 Individual Difference Theory
This theory holds the assumption that members of the mass
media audience are made up of different people (in terms of
psychographic characteristics), and that they will react to the same
media messages in different ways. In like manner, members of the
mass media audience selected which media content(s) they would like
to expose themselves to (Anaeto, Onabao and Osifeso 2008).
This, therefore, means that it is only the media content(s) that
the audience selectively exposes themselves to that have some kind of
effect on them, while others do not. After being exposed to such
26
content(s), the theory also posits that people tend to interpret these
messages to be in positions, attitudes or perceptions. This is to say that
only the media content selected by a mass media audience or member
of the audience would affect him/her, but the one discarded would not
have any effect on him/her.
Relating the theory to this study, readers of selected
newsmagazine respond differently to the content of the paper, based
on their differences. In other words, readers of selected newsmagazine
also give different interpretations to the contents. This, according to
the theory, it is based on individual difference, notably in terms of
their psychographic characteristics.
27
CHAPTER THREE
RESEARCH METHODOLOGY
3.1
Research Design
The research design adopted for this study was the survey. The
survey research method was adopted for this because the study deals
with people, their feelings, opinions, and attitude in their realistic
setting. Wimmer and Dominick (2011), says that the method is most
suitable for the collection of a large amount of data with relative ease.
3.2
Population of the Study
The population as at 2006 census was 172, 557 and projected
by researchers in 2021 as two hundred and twenty-four thousand,
three hundred and forty (224,340) as using the projected formula
donated by Owuamalam (2012,p.102) as follows:.
The project formula: pp=GP× pr× T
Where: PP =
Gp
=
Project Population
Giving Population (as at last census, that is, 2006
census figure),
28
Pi
=
Population increase index in Nigeria (given as
3.2% or 0.032 by the National Population
Commission, 2006).
T
=
Period of time between the given population
(2006) and the years of study (2021) that is, 15
years.
Therefore, population of both male and female residents of Uyo
electorates in 2021 is projected as follows:
2006 Population figure = 172,559
PP = Gp × Pi ×T
172,557 x 0.32 x 15 = 71,783.712
Population increase from 2006 to 2021 is 71,783.712
172,557 + 71,783.712 = 244,340.712
:. 2021 population of both male and female residents in Uyo =
244,341
3.3
Sample Size
The sample size of this study was 399. This sample figure was
derived using the yard’s formula propounded by Taro Yamane in
1967 and cited in obasi 2013, P.43), as follows :
Formula: n = N
1+N (e)2
Where n
N
E
I
=
=
=
=
the Sample Size
The definite population
Level of Significance (0.01 or 0.05)
Constant Value
29
Therefore;
N =
244,341
1+244,341 (0.05)2
n=
244,341
1+244,341 ×0.0025
n=
244,341
1+610,8525
n=
244,341
611.8525
n =
n =
399.3462
399
Therefore, the sample size of the study is 399
3.4
Sampling Procedure
Two sampling procedures – the purposive and the systematic
sampling procedures were adopted for this study. These procedures
were adopted at different stages in the study.
Giving the large population of Uyo Local Government Area,
the researcher purposively chooses five (5) locations in the Local
Government, which is considered to be thickly populated enough to
help the researcher generalize findings.
30
To distribute the questionnaire to the respondents, the
researcher first determines the number of questionnaire copies to be
given to each location. In doing this, the researcher divided 399 copies
of the questionnaire by five (5) of the chosen locations. This led to
each location receiving a total of 87 copies of the questionnaire expect
Ataobong Road which received 80 copies one that, was considered to
be less thickly populated among others in the category.
Again the researcher having noticed that there were more than
250 houses in each road, employing a systematic sampling procedure
to
scientifically
administer
the
questionnaire on respondents
using appropriate but varying skip intervals.
3.5
Description of Research Instrument
The major instrument used for this study was the questionnaire.
The questionnaire had several items divide into two sections. Section
A had four (4) items geared towards eliciting demographic and
psychographic data of the respondents, while section B, which had 2
items numbering 5 was structured to reflect the research questionnaire
of the study. The questionnaire was made of multiple choices, closedended options from which best appealed to their opinion on the issue.
31
3.6
Validity of the Research Instrument
To ascertain the validity of the research instrument, the
researcher first submitted the questionnaire to the project supervisor
who then accessed the questionnaire copy, made the necessary
correction and recommended it for the study.
The essence for this was to ensure that the research instrument
was clear, concise and all items infusive i.e. contained the basic
objective and research questions of the study because the questions
therein were capable of eliciting the needed response.
3.7
Reliability of Research Instrument
To ascertain the reliability of research instrument, a pilot study
was conducted on the resident of Afaha Nsit who were not part of the
original universe of the study. The pilot study was done to determine
whether the questions contained in the questionnaire would be simple
enough to be understood by the respondents of the main study.
The result of the pilot study not only show that the items in the
questionnaire simple, clear and easily understood by the respondents
32
of the pilot study but also yielded a co- efficient reliability of using
the spearman’s rank order of correction co-efficient.
3.8
Method of Data Correction
Data for this study were gathered with the use of the
questionnaire, distribution to 399 subjects. However, out of the 399
copies of the questionnaire distributed, 390 copies were retrieved.
This represented a return rate of 95% Data obtained were collected
and analyzed.
3.9
Method of Data Analysis
Data gathered and collated from the questionnaire, were
analyzed on table using frequency counts and simple percentage.
33
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF
FINDINGS
This chapter presents analysis and discusses the findings of the
study.
4.1
Data Presentation and Analysis
The raw data gathered for this study through the research
instrument are analyzed under this sub-heading for clearer and better
understanding. The data are presented analyzed using frequency score
and simple percentage as follows.
Table i:
Sex Distribution of the respondents
Option
No. of Respondents
Percentage (%)
male
187
48
Female
203
52
Total
390
100
The data analysis in the table I suggest that majority of the
respondents were female. They were 203 and represented 52% of the
sample size.
34
Table ii:
Age Distribution of Respondents
Option
16-25
26-35
36 and above
Total
No. of Respondents
87
180
123
390
Percentage (%)
22
46
32
100
The data analysis in the table ii suggests that majority of the
respondents were between the age range of 26-25.they were 180 and
represented 46% of the sample size.
Table iii:
Marital Status of Respondent
Option
married
Single
widowed
Divorce
Total
No. of Respondents
187
203
390
Percentage (5)
48
52
100
The data analysis in the table iii suggest that majority of the
respondents were single. They were 203 and represented 52% of the
sample size.
Table iv:
Educational Qualification of Respondents
Option
SSCE/GCE
No. of Respondents
99
Percentage (%)
25
35
OND/NCE
HND/BSC
MSC
HIGHER DEGREE
Total
96
80
86
29
390
25
21
22
7
100
The data analysis in table iv suggest that majority of the
respondents were SSCE/GCE. They were 99 and represented 25% of
the sample size.
Table v:
Response on whether headlines enhance Readership
of selected newsmagazine
Option
Yes
No
Total
No. of Respondents
275
115
390
Percentage (%)
71
29
100
The data analysis in table v suggest that majority of the
respondents said yes. They were 275 and resented 71% of the sample
size.
Table vi:
Responses on the extent to which headlines enhance
readership of selected newsmagazine
Option
Little extent
Great extent
Very great extent
No. of Respondents
180
123
87
Percentage (%)
46
32
22
36
Total
390
100
The data analysis in table vi suggest that majority of the
respondents said little extent. They were 180 and represented 46% of
the sample size.
Table vii:
Respondents
on
newsmagazine
Option
Yes
No
Total
whether
respondents
No. of Respondents
203
187
390
read
Percentage (%)
52
48
100
The data analysis in table vii suggest that majority of the
respondents said yes. They were 203 and represented 52% of the
sample size.
Table viii:
Response on how often Respondents read magazine
Option
Very often
Not often
Not often
Total
No. of Respondents
148
206
Percentage (%)
47
53
390
100
37
The data analysis in table viii suggest that majority of
respondents said not very often. They were 206 and represented 53%
of the sample size.
Table xi:
Responses on whether headline
newsmagazine influence readership
Option
Yes
No
Total
No. of Respondents
184
206
390
in
selected
Percentage (%)
47
53
100
The data analysis in table ix suggest that majority of the
respondents said yes. They were 206 and represented 53% of the
sample size.
Table x:
Responses on the extent to which headline in selected
newsmagazine influence readership
Option
Very large
Large extent
Low extent
Total
No. of Respondents
87
123
180
390
Percentage (%)
22
32
46
100
38
That data analysis in table x suggest that majority of the
respondents said low extent. They were 180 and represented 46% of
the sample size.
Table xi:
Responses on what other factors aside from headlines
that enhance readership in Uyo
Option
Television
Newspaper
Radio
total
No. of Respondents
123
180
87
390
Percentage (%)
32
46
22
100
The data analysis in table xi suggests that majority of the
respondents said newspaper. They were 180 and represented 46% of
the sample size.
4.2
Discussion of Findings
This sub-heading is designed to discuss the findings of this
study and also provide answers to the research questions of the study.
Findings are however discussed as follows.
4.2.1 Research Question One
39
Do headlines enhance the Readership of selected newsmagazine in
Uyo?
Data presented in Table 5 provides the answer to the above
question. Data according to the table revealed that headlines enhance
the readership of selected newsmagazine in Uyo. This is seen in the
overwhelming response of 275 (71%) of the respondents. This
percentage was far greater than the paltry negative responses of the
remaining 115 (29%).
In supporting this, Omemgha (2009, p.5) newsmagazine
provides a wider variety of feature articles and information for more
details than radio and television to enhance readership.
4.2.2 Research Question Two
What extent do headlines enhance the readership of selected
newsmagazine in Uyo?
Data presented in Table 6 provides the answer to the above
question. Data according to the table revealed that headlines enhance
the readership of selected newsmagazine in Uyo to a little extent
180(46%)
In supporting this claim, Okonkwo and Nweke (2012 p.244),
said that despite that fact that newsmagazine is the chronicler of
40
historical and newsworthy event people do not buy or read
newsmagazines and those who care to read, borrow from elites. Also,
McDougall and Chartrey (2008, p.10) over that, the future adult
market and readers dedicate only a little time to the newsmagazine.
4.2.3 Research Question Three
Are headline in selected newsmagazine influencing readership in
Uyo?
Data presented in the table 9 provides the answer to the above
question. Data according to the table revealed that headline in selected
newsmagazine influence readership in Uyo. This is seen in the
overwhelming responses of 209(53%) of the respondents. This
percentage was far greater paltry positive responses of the remaining
148(47%).
In supporting this claim, the individual differences theory is
used to buttress this fact. According to the theory people are made up
of different values, morals, desire, etc. they are then influenced
differently. People choose to be influenced by newsmagazine, to
select headline due to their value system. But the theory explains that
this influence vary from person.
41
4.2.4 Research Question Four
What is the extent headline in selected newsmagazine influence
readership in Uyo?
Data presented in table 10 provide the answer to the above
question. Data according to the table revealed that headline in selected
newsmagazine influence readership in Uyo to a low extent 180(46%).
In supporting this claim, the use and gratification explained that
each individual media audience has several needs for using a
particular media. The need may be to informed, entertained or the
need for prestige.
42
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1
Summary of Findings
Based on the data so far analyzed, the study summarizes its
findings as follows:
(i)
Findings of the study revealed that headlines enhance
readership of selected newsmagazine in Uyo.
(ii)
Findings showed that the extent selected newsmagazine in Uyo
is low.
(iii)
Findings
further
indicated
that
headlines
in
selected
newsmagazine influence readership in Uyo.
(iv)
Findings also revealed that headlines in selected newsmagazine
influence readership in Uyo in a large extent.
5.2
Conclusion
Based on the findings of the study, it can be established that
very few Uyo residents select newsmagazine, the extent to which they
43
read newsmagazine is low. Those who read, newsmagazine do so
because of various factors which include love for the sport, desire to
be current in sports stories, and politics, kinds of stories published as
well as love for athletics. This submission is in tandem with the uses
and gratification theory discussed in chapter two.
According to the theory, as explained by Obasi (2013, p.69),
audience members actively seek out for the media to satisfy their
individual needs. The theory also holds the view that the media
audience uses the media to fulfill expectations, and satisfy their
various needs, such as information, entertainment, etc, need. This
presupposes that Uyo residents who select headline newsmagazine
only do so as a result of certain benefits they would desire from
reading.
5.3
Recommendations
Based on findings of the study the following recommendations
are made:
44
(i)
Publishers of newsmagazine should make their headlines more
attractive, informing, educating and entertaining to increase
readership.
(ii)
Good layout/design should not be left out in newsmagazine
publication as this attracts readers.
(iii)
Cover price of newsmagazine should be moderate so that an
average Nigerian, including Uyo resident can afford them.
(iv)
Publishers of newsmagazine should conduct research at regular
intervals to access reader’s perception of their publication.
45
REFERENCES
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28,2015from:http/www.digitalcommons.un/edu/egi/viewcout
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University. Ota, Ogun State, Nigeria.
Anaeto, S. Anaeto, M & Tesumaiye, J.(2009). Magazine/newspaper
management, Production, marketing, Ibadan: study Hordan Publishes
Ltd.
Asuquo, E. (2011). Newsmagazine & newspaper Reading Habits of
University of Uyo Student.(Unpublished). Diploma research Work,
University of Uyo.
Biagi, B. (2002). Media impact: An introduction to Mass media (6th edition)
California: Thomson Wadsworth.
Business(2009). The retention/Hardcopy national
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on
March
19,
2015.
thefree/library.com/strategiies
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Defleur, M. and Ball-Rokeak (2001). Theories Of mass communication 4th
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www.iistwe.org/.../22718
McDougall, T and Chartrey, D.(2008). The making of tomorrow’s answer
retrieved on June 6, 2018.
Nwabueze, C. Okonkwo, F and Nweke, N (2012),An analysis of radio
newsmagazine headlines review: influence on readership pattern.
Benin Mediacom journal.no.6pp.223-240
46
Ogunsiyi, M (2002). Introduction to print Journalism. Lagos. Nelson
publisher.
Okunna, S (2001); Introduction to Mass communication, Enugu generation
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Onwubiko,C(2005); Using newsmagazine to satisfy the information needs of
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47
APPENDIX ‘A’
Department of Mass Communication
School of Management Science,
Maurid Polytechnic, Mbiaso,
Akwa Ibom State,
Nigeria.
17th June, 2021
Dear Respondents,
LETTER OF INTRODUCTION
I am a Higher National Diploma (HND11) student of the above
mention department. I am conducting a study on the topic “headlines and
readership of selected newsmagazine in Uyo”.
I humbly request your help in filling out this questionnaire attached
overleaf please, be sincere and objective in your response(s), for it would
give room for the valid conclusion of a research work.
This study is purely an academic work exercise and your responses,
the researcher promises to uphold in absolute confidentiality.
Thank you for your anticipated co-operation.
Yours Faithfully,
Akinsanya Mary Olabisi
(Researcher)
48
QUESTIONNNAIRE
Instruction: please tick your option [
below:
]appropriately in the box provided
Section A: DEMOGRAPHIC INFORMATION
1)
Sex : (a) Male [ ] (b) female [ ]
2)
Age: (a)18-25 [ ] (b) 26-33 [ ](c) 34-41 [ ] (d)42 and above [ ]
3)
Marital status: (a) married [
] (b) single [
] (c)widowed [
]
] (b) OND/ NCE [
]
(d)divorced [ ]
4)
Educational Qualification: (a) SSCE/GCE [
(d) MSC [ ] (e) Higher Degree [ ]
SECTION B
5)
Do headlines enhance Readership of selected newsmagazine?
(a) Yes [
6)
] (b) No [ ]
If your answer to the question above is yes, to what extent do
headlines enhance readership of selected newsmagazine?
(a) Little extent [ ] (b) great extent [ ] (c) very great extent [ ]
7)
Do you read newsmagazine? (a) Yes [ ] (b) No [ ]
49
8)
How often do you read newsmagazine?
(a) Very often [ ] (b) Not often [ ] (c) Not at all [ ]
9)
Does headline in selected newsmagazine influence readership?
(a) Yes [ ] (b) No [ ]
10)
What is the extent to which headline in selected newsmagazine
influence readership? (a) very large extent [ ] (b) Large extent [ ]
(c) Low extent [
11)
What other factors aside from headlines that enhance readership in
Uyo?
a) Television [ ] b) Newspaper [ ] c) Radio [ ]