INFLUENCE OF NEWSPAPER ON READERSHIP AMONGST ACADEMICS IN TERTIARY INSTITUTIONS IN AKWA IBOM STATE
BACKGROUND OF THE STUDY
Newspaper readership cannot be undermined considering the evolution of the Nigerian press after the country’s independence. In addition every average Nigeria needs basic information and that why readership of newspapers becomes inevitable. The reason for such argument is that newspaper readership is done in several ways sometimes through placing or at time through effective reading of the newspaper.
Basically, newspaper readership has effects on the audience concerned. That why it is necessary to state that communication process begins with gaining the attention of the audience. It is in the same that it could be ascertained that information is power. For a long time the question has been that what is the actual influence of the newspaper readership on individuals? Over the years, this has been a thorny question, spreading across so many related disciplines such as English language, linguistics, psychology, foreign languages.
There is no limit to the newspaper readership because the contemporary society has assumed an ever increasing complexity in terms of information dissemination.
As such readership of newspaper is practiced more by different individuals. As also readership which is a process of reading newspaper and extracting meaning become a great concern of individuals as well as academic of tertiary institution. It is based on this that Adesanoye (2000: 44) opines that; all the mass media the most exciting in terms of word usage are the print media. This is where a winter’s register of words: utilization of sentences, clauses and phrase, the deployment of the rhythm and the power of persuasion are most prominent and exciting. Being the pioneer of all mass media, the print media enjoy that latitude and elasticity of verbal usage that tends to border on poetic exuberance.
A newspaper is a regular publication the frequency of which ranges from daily to weekly. That definition was advanced by Jonas (2000). It would be therefore agreed that around the world, newspaper readership brings about a wide range of newspapers circulations in millions. Having viewed Adesanoye’s view on the influence of print media in terms of its readership, it would b e agreed one of the influences of newspaper readership could be termed power of persuasion. Sometimes newspaper readership brings about persuasive thought on the readers. A particular message could persuade them to accept the message.
In Nigeria, newspaper readership is based on government and private newspapers. At this level, the world picture of communication, particularly of ownership, financing and management patterns, shows a wide variety of practices and a decidedly pluralistic image on newspaper readership. Across board, the media especially, the print media come under private control.