Mass Communication Project Topics

Influence of Online News on the Traditional Newspaper Patronage Among University Community

Influence of Online News on the Traditional Newspaper Patronage Among University Community

Influence of Online News on the Traditional Newspaper Patronage Among University Community



The main objective of the study is to ascertain the influence of online news on the traditional newspaper patronage among university community in Ibadan. But to aid the successful completion of the study, the researcher intends to achieve the following specific objective;

  1. To ascertain the effect of online reporting on traditional newspaper patronage
  2. To examine the impact of online news reading on the sales volume of traditional newspaper
  3. To examine the relationship between online news patronage and sales volume of traditional newspaper
  4. To examine the role of news outlet in improving the sales volume of traditional newspaper.




In the recent years, fast developing technology has been fuelling an information revolution. The new media, digital broadcasting and the internet are sweeping away the limitations of the analogue world and weakening the grip of government-owned platforms. The nature of the relationship between the broadcaster and its audience is changing. New media in this information age provides an immediate, informative, intelligent, interactive platform for discussion and debate. New media is essentially a cyber-culture with modern computer technology, digital data controlled by software and the latest fast developing communication technology. Most technologies described as “new media” are digital, and often have characteristics of being networkable, dense, compressible, interactive and impartial. Examples are the internet, websites, computer multimedia, games, CD-ROMs and DVDs. Young people are attracted to the easy means of getting information with internet based terminals or hand phones which provide them information of their choice anytime, anywhere. They need not have to wait for any broadcasting schedule to be connected to get the information. Internet blogs, news portals and online news, Facebook, You Tube, podcast and webcast, and even the short messaging system (SMS), are all new media. The modern revolution enables everybody to become a journalist at little cost and with global reach. Nothing like this has ever been possible before. The impact of new media has been noticed by governments in some developing countries where seats have been lost in the Senates and Parliaments due to the impact of the new media’s uncensored, audience penetration and interactive tendencies. For example, when the government depended on the mainstream media which it controlled to give information to the electorates, while the opposition used the new media which was uncensored, faster, cheaper and reached a bigger audience. Ironically it was the same government that had spent billions of dollars to foster the growth of the new media technology (Nagasvare & Krishnasamy, 2011). However, it cannot be denied that the first media revolution was characterised by newsprint, while the second by radio, TV and internet, hence it is undeniable that the third media revolution, where professional media competes for attention alongside user-generated blogs, YouTube and Qik videos and Twitter, poses quite a conundrum (Silicon Republic Knowledge and Events Management Ltd, 2009).


According to a recent report by the Pew Research Centre (2012), it was highlighted that in the digital era, news has become omnipresent. Americans access it in multiple formats on multiple platforms on myriad devices. The days of loyalty to a particular news organization on a particular piece of technology in a particular form are gone. The overwhelming majority of Americans (92%) use multiple platforms to get news on a typical day, including national TV, local TV, the internet, local newspapers, radio, and national newspapers. Some 46% of Americans say they get news from four to six media platforms on a typical day. Just 7% get their news from a single media platform on a typical day. The internet is at the center of the story of how people’s relationship to news is changing. Six in ten Americans (59%) get news from a combination of online and offline sources on a typical day, and the internet is now the third most popular news platform, behind local television news and national television news. The process Americans use to get news is based on foraging and opportunism. They seem to access news when the spirit moves them or they have a chance to check up on headlines. At the same time, gathering the news is not entirely an open-ended exploration for consumers, even online where there are limitless possibilities for exploring news. While online, most people say they use between two and five online news sources and 65% say they do not have a single favorite website for news. Some 21% say they routinely rely on just one site for their news and information (Pew Research Centre, 2012). In this new multi-platform media environment, people’s relationship to news is becoming portable, where 33% of cell phone owners now access news on their cell phones; personalized, where 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them, and participatory, where 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.




Research design

The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to staff motivational strategies as a tool to improve qualitative education

Sources of data collection

Data were collected from two main sources namely:

(i)Primary source and

(ii)Secondary source

Primary source:

These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.

Secondary source:

These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.

Population of the study

Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the study motivational strategies for effective teaching and learning in secondary schools. 200 staff of selected secondary schools in Onitsha South was selected randomly by the researcher as the population of the study.




Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey.  This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.


The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.

A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.




It is important to ascertain that the objective of this study was to ascertain the influence of online news on the traditional newspaper patronage among university community in Ibadan.

In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the influence of online news on traditional newspaper patronage in Ibadan.


wherever we go, news is there, says Rantanen. While Van Doorn concurs that, journalism will not be extinct, however, it will have to coexist and try to differentiate itself. Journalists will have to climb down out of their ivory towers as they did in the past when journalist was the one person who would get the information, present it and inform the public on what’s happening, but the new media in the example of Twitter has made this impossible (Silicon Republic Knowledge & Events Management Ltd, 2009). At this juncture, one can declare that with the new media models of information dissemination the balance between the supply and demand of news has been tilted, creating a situation where there is an oversupply of news. The situation is analogous that: Earlier you wanted to buy news from the newsboys on the street, but today you run away from the newspaper freebies being dealt at every corner. But at the same time as we have all the news from faraway places we could possibly wish for, local news is often lacking. Traditionally the news sources have been very close to official sources, which means the scope is often national or international. We know better what is happening internationally than what is happening locally.


It is a fair saying that online journalism have impacted positively on readers making it easier for them to access information without much stress, efforts or resources. This has indeed created a gap on the day to day resource base of media organizations in Nigeria especially the print media organizations who are major subscribers of the News Agency of Nigeria (NAN). People now research specific articles, biography, information about a person, event through portal sites. This is also affecting the agenda- setting theory where is said that the media fashions the minds of the people on what to think, say and how to say it. News readers’ now get information on personal concern. As a consequence, the role of gatekeeper is transferred from journalist to readers. Even though online journalism had improved the feedback pattern between the reader and the journalist, it did not give enough opportunity for the journalist to express opinions.


Having examined the influence of online journalism in relation to the Nigeria media, using the News Agency of Nigeria as the case of study, the findings of this study indicate the penetration of a new mindset regarding information and communication technology. To further extensively deal with the subject of online journalism, the following suggestions and recommendations are made  Although online journalism has encouraged free information flow, these information should be gagged to discourage rumours capable of causing mayhem.  Media organizations should set up online news sites to decisively maintain their information roles.  Media houses should seek the support of professional editors and varied reach in terms of readers.  The press in Nigeria is in a unique position as the forum of debate and reflector of public opinion. It is important that their presence online also reflects and assumes a unique role and one of the most significant ways in which it can do this is to ensure that it incorporates interactivity as one of its online journalism practice.


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