Keyword : Needs, Gratification, Readers’ choice, Media, Uyo
Author(s) : BENSON Godwin A.; ASHONG C. Ashong, Ph.D & OKE Benson R., Ph.D
Abstract :
This study assesses the influence of needs and gratifications on readers’ choice of newspapers in Uyo. The study sought to establish why people read newspapers or choose to read one newspaper or content instead of the other. The survey research method was adopted for the study. The questionnaire was used in studying a sample of 362 respondents. The sample size which was drawn from Uyo was determined using purposive and proportionate sampling procedures. The Pearson Product Moment Correlation Co-efficient statistics were adopted to analyze data. The analysis was based on 362 returned copies of the questionnaire which represents the total number of distributed copies. The study revealed among others that there is a positive correlation between readers’ needs and their choice of newspaper content. The study also showed that there is no positive correlation between the gratifications readers’ obtained and the type of content they exposed themselves to in newspapers. It is concluded from the study that a reader has a certain level of expectation before exposing himself or herself to any content in the newspaper which must have value for him or her and therefore recommends that newspaper publishers should devote more attention to satisfying the expectations of their audiences.
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