ABSTRACT

This study aims at finding out the variables of the patrons of The Catholic Standard that has existed for more than seven-five years. There has not been a national scientific study of the readership of The Catholic Standard. Hence, qualities of readers are assumed in each diocese. This readership study of The Catholic Standard took place in Navrongo-Bolgatanga Catholic Diocese which happens to be the furthest from the printing press. The purpose was to unravel characteristics of readers and their reading culture. The study revealed that the readership of The Catholic Standard was male dominated. In terms of age, three out of ten were above fifty-five years. It implied that the paper was mostly read by the aged. By and large, readers of The Catholic Standard of Navrongo-Bolgatanga Diocese were satisfied with the content. They acknowledged high interest for the regular sections of the paper. However, they spent less time reading an issue. When the reading time spent on an issue was examined, an average of thirty minutes was recorded. Most readers skimmed or scanned for information. The ratio of heavy readers to light readers was one to fifteen. How come that a newspaper’s content is preferred yet little time would be spent reading it? The Catholic Standard has to adopt modern and innovative ways of capturing and sustaining young and future readers.

 

	TABLE OF CONTENT
Declaration		i
Dedication		ii
Acknowledgement		iii
Abstract		iv
Table of content		v
List of Tables		vii
List of Charts		viii
CHAPTER ONE: INTRODUCTION
1.0	Introduction	1
1.2	Background of Study	1
1.3	Problem Statement	4
1.4	Objectives and Research Questions	5
1.5	Rationale and Significance	6
1.6	Operationalisation of Research	7
1.7	Conclusion of Chapter	7
CHAPTER TWO: REVIEW OF LITERATURE
2.0 Introduction	8
2.1 Theoretical Perspectives	8
	2.1.1 Critique of UGT	10
	2.1.2 Relevance of UGT to the Study	11
2.2 Review of Related Research	12
2.3 Summary	23
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.0	Introduction	24
3.1. Overall Approach and Rationale	24
3.2	Site and Subject Selection	26
3.3	Sampling	27
3.4	Data Collection Methods	30
3.4.1 Operational Definitions	32
3.5	Methods of Data Analysis	33
3.6	Summary	33
CHAPTER FOUR: FINDINGS
4.0	Introduction	34
4.1	Findings	34
	4.1.1 Content analysis Results	34
	4.1.2 Survey Results	39
4.3	Summary	47
CHAPTER FIVE: SUMMARY, SUGGESTIONS AND CONCLUSION
5.0	Introduction	48
5.1	Summary	48
5.2	Limitations	49
5.3	Suggestions	49
5.4	Conclusion	51
APPENDIXES		53
Appendix 1: Content Coding Guide Sheet	53
Appendix 2: Survey Questionnaire	54
Appendix 3: In-Depth Interview Guide	57
Appendix 4: Supplementary Tables	58

BIBLIOGRAPHY                                                                                                                  67

LIST OF TABLES
Table 1: Catholic population of Navrongo-Bolgatanga Diocese	28
2: Story Enhancement by Picture	36
3: Type of Editorial	37
4: Type of Story and Story Placement	38
5: Respondents‟ gender	39
6: How much time	43
7: Main purpose of reading by Occupation	46

LISTS OF CHARTS
Chart 1: Headline size	34
2: Story Placement	35
3: Type of Story	36
4: Respondents‟ Age Group	40
5: Readership by Education Level	41
6: Readership by Occupation	41
7: Type of Reading	42
8: Reading Satisfaction	44
9: Respondents‟ Expectations	45

CHAPTER ONE

INTRODUCTION

This chapter gives the background of the study by providing a historical perspective of The Catholic Standard. It is be followed by the problem statement of the research. The research was problematized in order to seek solutions. The research objectives are stated followed by the research questions. The rationale and significance of the study are also highlighted to move the work to literature review.

  Background of Study

Cage and Rueda (2014) state that the printing press in sub-Saharan Africa has its origin in the Protestant missionary activity in the 19th Century. The missionaries needed to print Bibles and other educational materials for the purposes of evangelisation. This was as a result of the declaration of Sola Scriptura by Martin Luther in 1517. The establishment of printing press  in sub-Saharan Africa also brought about the opening of schools for formal education. Newspaper readership became a long term effect of printing press established in sub-Saharan Africa. It also enlightened the public about governance and served as a catalyst in  the struggle for independent Africa. Proximity to printing press therefore stimulated newspaper readership and political participation.

Jones-Quartey (1974) catalogues some Christian missionary newspapers in the Gold Coast as:

Church Missionary Gleaner (1850-1856), Church Missionary Intelligencer (1859-1906), and

Church Missionary Review (1906-1927). Others were: Church Overseas (1928-1934), Gold  Coast Methodist Times (1886? -1898), and Gold Coast Catholic Voice (1926-1927?). Some other Christian missionary newspapers in Ghana acknowledged by Gadzekpo (2007) were: The

Christian Messenger and Examiner (1859), and Christian Messenger (1883). The Presbyterian in 1985, the Watchman in 1986, Gospel News in 2000, and The Vinefield (2011) were also registered as Christian newspapers. Just a few  of these newspapers have survived up to date. Economic management became a big challenge to newspaper production in sub- Saharan Africa. Meanwhile, challenges from the political powers also affected the Ghanaian press in the late 1980s. Gadzekpo (2007: 96) underscores that the Provisional National Defence Council (PNDC) era (1981-1993) considered the private press as opponent.

The private press came under particular pressure, with some being attacked by angry supporters of the revolution, closed down and their journalists and editors jailed, or hounded into exile.

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