Gender and Readership of Sports Pages of Mainstream Newspapers in UYO
Sr No:
Page No:
20-30
Language:
English
Authors:
Akpan Uwem Asuquo, Nwokeocha, Ifeanyi Martins*, Brown George Nathan
Received:
2024-10-06
Accepted:
2024-10-17
Published Date:
2024-10-19
Abstract:
This study is set out to examine the influence of gender on the readership of
sports pages of mainstream newspapers in Uyo. The objectives of the study are to:
determine the extent to which residents of Uyo read sports pages of mainstream
newspapers; ascertain whether gender influences readership of sports pages of
mainstream newspapers in Uyo; discover the extent to which gender influences
readership of sports pages of mainstream newspapers in Uyo. In giving the study a
theoretical underpinning, the Individual Differences and Uses and Gratifications
theories were theorized. The survey research design was adopted for the collection of
data. The population of the study comprised 487,887 as projected in the year 2024,
with a sample size of 381 respondents drawn out of the population using Taro
Yamane?s formula. Using the multi-stage sampling procedures, respondents were
selected across areas in Uyo. The findings revealed that most of the respondents read
sports pages to a very great extent and that gender influences sports page consumption
patterns. Other influencing variables that are affecting readership to a significant
extent include the credibility of content, need for information, availability, and
headline. The results suggest that sports page production should consider gender
differences along with presenting credible and information-rich material with
captivating headlines. Any improvement in availability may further increase
readership. The study recommended among others that the planning of sports pages
needs to be done in such a way that it gives significance to gender differences for
greater readership.
Keywords:
Gender, Readership, Sports Pages, Uyo, Mainstream Newspapers