INFLUENCE OF ONLINE NEWS PAPER PATRONAGE IN NIGERIA (A CASE STUDY OF PLATFORM NEWSPAPER ABEOKUTA)

INFLUENCE OF ONLINE NEWS PAPER PATRONAGE IN NIGERIA (A CASE STUDY OF PLATFORM NEWSPAPER ABEOKUTA)

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Background of the study

The advent of the internet has revolutionized many aspects of human life, including how news is consumed. In Nigeria, the shift from traditional print media to online newspapers has been particularly noteworthy. This transformation has not only altered the dynamics of news dissemination but has also influenced the patterns of news consumption among Nigerians. This study aims to explore the influence of online newspaper patronage, focusing on Platform Newspaper Abeokuta as a case study.

The transition from print to online newspapers in Nigeria began in the early 2000s, following global trends in digital media. By the mid-2010s, many Nigerian newspapers had established a robust online presence, providing readers with instant access to news and information (Ekwueme & Obayi, 2016). The rapid growth of internet penetration in Nigeria, coupled with the proliferation of smartphones, has further accelerated this shift (Internet World Stats, 2019).

Studies have shown that the convenience, timeliness, and accessibility of online newspapers have significantly influenced readership patterns. Readers are no longer confined to the physical availability of newspapers but can access news from anywhere and at any time (Oyedeji, 2017). Moreover, the interactive nature of online platforms, which allows for real-time feedback and engagement, has enhanced the appeal of online newspapers (Akinwale & Azeez, 2018).

Platform Newspaper Abeokuta, an emerging online news outlet, serves as an illustrative example of this trend. Established in the late 2010s, Platform Newspaper has quickly gained a substantial readership base in Abeokuta and beyond. Its success can be attributed to its strategic use of digital tools to engage readers and provide timely news updates (Platform Newspaper, 2019). This study seeks to analyze how such platforms influence news consumption behavior in Nigeria.

The Uses and Gratifications Theory (UGT) provides a relevant framework for understanding why audiences choose certain media over others. According to UGT, individuals actively seek out media that satisfy specific needs and desires, such as information, personal identity, integration, and social interaction (Katz, Blumler, & Gurevitch, 1973). Applying this theory to online newspaper patronage, it becomes essential to examine the specific gratifications that Nigerian readers derive from platforms like Platform Newspaper Abeokuta.

Research indicates a growing preference for online newspapers among Nigerians. For instance, Adaja and Ayodele (2015) found that the immediacy and convenience of online news were primary factors driving this trend. Similarly, Olley (2017) highlighted that the interactive features of online platforms, such as comment sections and social media integration, significantly enhance reader engagement.

Despite the increasing body of research on online news consumption, there is a paucity of studies focusing specifically on the impact of individual online newspapers in Nigeria. This study aims to fill this gap by providing an in-depth analysis of Platform Newspaper Abeokuta. Understanding the unique factors that contribute to its patronage can offer valuable insights into the broader trends in Nigerian online news consumption.

The rise of online newspapers in Nigeria represents a significant shift in the media landscape. This study, by focusing on Platform Newspaper Abeokuta, seeks to shed light on the factors driving online news patronage and its implications for the future of news media in Nigeria. Through this case study, we aim to contribute to the understanding of how digital platforms are reshaping news consumption patterns in the country.

1.2 Statement of the problem

The rise of digital technology has significantly altered the landscape of media consumption globally, including in Nigeria. Traditional print newspapers have faced increasing challenges in maintaining readership and advertising revenue due to the proliferation of online news platforms (Babatunde & Oyewole, 2016). As more consumers shift to online news sources for timely and convenient access to information, the survival of traditional newspapers has become a pressing concern (Okon & Friday, 2015). This phenomenon is particularly evident in Abeokuta, where the Platform Newspaper, a prominent local news outlet, has experienced fluctuations in its patronage. The core issue under investigation is how the patronage of online newspapers influences the readership, revenue, and overall sustainability of the Platform Newspaper in Abeokuta.

Understanding this influence is crucial for several reasons. Firstly, it helps in identifying the patterns of media consumption among the residents of Abeokuta, thereby providing insights into the changing dynamics of news consumption in the digital age (Ekwueme & Obayi, 2018). Secondly, it assists media organizations in devising strategies to adapt to the digital transformation while still maintaining their relevance and financial viability (Akinwalere, 2017). Lastly, it sheds light on the broader implications for the media industry in Nigeria, especially in the context of local news dissemination and the preservation of journalistic standards (Ojebode, 2018).

Despite the growing body of literature on digital media consumption, there is a paucity of research focusing specifically on the Nigerian context, and even less on local newspapers such as the Platform Newspaper in Abeokuta. This study aims to fill this gap by examining the extent to which online newspaper patronage affects the traditional print media, using the Platform Newspaper as a case study. The findings from this research will contribute to a better understanding of the challenges and opportunities faced by local newspapers in the digital era and inform strategic decisions to enhance their sustainability.

1.3 Objective of the study

1. Assess the extent of online newspaper patronage in Nigeria.
2. Examine the factors influencing online newspaper patronage over traditional print media.
3. Understand the perceptions and attitudes of readers towards online news platforms.

1.4 Research Questions

1. What is the extent of online newspaper patronage in Nigeria?
2. What are the factors influencing online newspaper patronage over traditional print media in Nigeria?
3. What is the perceptions and attitudes of readers towards online news platforms?

1.5 Research hypotheses

Null Hypothesis (H0): The extent of online newspaper patronage in Nigeria is low.

Alternative Hypothesis (H1): The extent of online newspaper patronage in Nigeria is high.

1.6 Significance of the study

1. Understanding Reader Preferences and Behavior:

This study provides valuable insights into the preferences and behavior of online newspaper readers in Nigeria, focusing on Platform Newspaper Abeokuta. By analyzing patterns of patronage, the research helps to identify the factors that drive readership, such as content type, accessibility, and user experience. These insights can inform newspaper publishers, journalists, and media organizations on how to tailor their content and distribution strategies to better meet the needs and preferences of their audience, ultimately leading to increased readership and engagement.

2. Enhancing Digital Journalism and Media Strategies:

The findings of this study are crucial for the development of effective digital journalism and media strategies in Nigeria. As the media landscape continues to evolve with the rise of digital platforms, understanding the influence of online newspaper patronage becomes essential. The research can guide media practitioners in optimizing their online presence, improving content quality, and adopting innovative technologies to enhance user experience. This, in turn, can contribute to the sustainability and growth of digital journalism in Nigeria.

3. Contributing to Academic and Policy Discourse:

This study adds to the academic discourse on digital media consumption in Nigeria and provides a foundation for future research in the field. Additionally, the research can inform policymakers and stakeholders in the media industry about the trends and challenges associated with online newspaper patronage. By highlighting the factors that influence reader engagement and satisfaction, the study can aid in the formulation of policies and initiatives aimed at supporting the growth and development of the digital media sector in Nigeria.

1.7 Scope of the study

This study focuses to assess the extent of online newspaper patronage in Nigeria, examine the factors influencing online newspaper patronage over traditional print media, and understand the perceptions and attitudes of readers towards online news platforms. This study is delimited to platform newspaper, Abeokuta, hence readers of platform newspaper Abeokuta shall serve as enrolled participants for this study.

1.8 Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint are:

Time: The researcher encountered time constraint as the researcher had to carry out this research along side other academic activities such as attending lectures and other educational activities required of her.

Finance: The researcher incurred more financial expenses in carrying out this study such as typesetting, printing, sourcing for relevant materials, literature, or information and in the data collection process.

Availability of Materials: The researcher encountered challenges in sourcing for literature in this study. The scarcity of literature on the subject due to the nature of the discourse was a limitation to this study.

1.9 Definition of terms

1. Online Newspaper Patronage

Online Newspaper Patronage refers to the regular use and support of online newspaper platforms by readers. This includes the frequency of visits, duration of engagement, and the extent to which readers interact with the content provided on digital newspaper platforms.

2. Digital Journalism

Digital Journalism encompasses the production and distribution of news content through digital platforms, such as websites, social media, and mobile applications. It involves the use of multimedia elements, real-time updates, and interactive features to engage readers in the digital space.

3. Media Consumption Behavior

Media Consumption Behavior refers to the habits and preferences of individuals regarding how they access, engage with, and respond to various media content. In the context of this study, it focuses on the behavior of readers in relation to their use of online newspapers.

4. Platform Newspaper Abeokuta

Platform Newspaper Abeokuta is a specific digital news outlet based in Abeokuta, Nigeria. It serves as the case study for this research, providing a basis for analyzing the influence of online newspaper patronage in the Nigerian context.

5. Reader Engagement

Reader Engagement refers to the level of interaction and involvement that readers exhibit with the content provided by an online newspaper. This includes actions such as reading articles, sharing content on social media, commenting, and participating in discussions.

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