News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory

News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory

Previous studies have focused on news usage among inter ethnic groups with limited attention on intra ethnic groups. Furthermore, these previous studies have not attempted to correlate the news gratifications sought with the news gratifications obtained. These studies have not also attempted to exa...

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Main Author: Saleeman, Ibrahim Ganiyu
Format: Thesis
Language:eng
eng
Published: 2016
Subjects:
HN Social history and conditions
Social problems
Social reform
PN1990 Broadcasting
Online Access:https://etd.uum.edu.my/6035/1/s93602_01.pdf
https://etd.uum.edu.my/6035/2/s93602_02.pdf
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id my-uum-etd.6035
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor M Budiman, Adrian
Ahmad, Mohd Khairie
topic HN Social history and conditions
Social problems
Social reform
PN1990 Broadcasting
spellingShingle HN Social history and conditions
Social problems
Social reform
PN1990 Broadcasting
Saleeman, Ibrahim Ganiyu
News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
description Previous studies have focused on news usage among inter ethnic groups with limited attention on intra ethnic groups. Furthermore, these previous studies have not attempted to correlate the news gratifications sought with the news gratifications obtained. These studies have not also attempted to examine a possible moderating role of ethnic migration on the news usage of ethnic groups. The study aims at exploring the relationship between news and ethnicity as important social phenomena. This is against the backdrop of the strong influence that ethnicity has on the personality of Nigerians. Mixed method approach was used. Survey questionnaires were administered on sampled undergraduates in Nigeria. In-depth interviews were also conducted among members of the National Youth Service Corps (NYSC), Nigeria. Partial Least Structural Equation Modeling (PLS-SEM) was used to analyze the quantitative data while qualitative data were analyzed on NVivo software. Findings show a significant difference among the ethnic groups in their news gratifications. Ethnic migration significantly moderates the relationship between news gratifications sought and news gratifications obtained. Our qualitative data show that the ethnic groups differ in several ways on how they use media for news gratifications. Through this study, ethnicity as a predictor of news usage has been further explored from a peculiar context of intra ethnic diversity. Coupled with the novel exploration of ethnic migration as a moderator in the news usage process, this study has expanded the horizon of Uses and Gratifications Theory. Practically, the Federal Government of Nigeria can use the findings of this study to evolve more realistic strategies for effective mobilization of Nigerian youth.
format Thesis
qualification_name other
qualification_level Doctorate
author Saleeman, Ibrahim Ganiyu
author_facet Saleeman, Ibrahim Ganiyu
author_sort Saleeman, Ibrahim Ganiyu
title News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
title_short News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
title_full News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
title_fullStr News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
title_full_unstemmed News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory
title_sort news consumption of major ethnic groups among youth in nigeria: a comparative study of uses and gratifications theory
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2016
url https://etd.uum.edu.my/6035/1/s93602_01.pdf
https://etd.uum.edu.my/6035/2/s93602_02.pdf
_version_ 1776103680684064768
spelling my-uum-etd.60352022-11-21T01:11:31Z News consumption of major ethnic groups among youth in Nigeria: A comparative study of uses and gratifications theory 2016 Saleeman, Ibrahim Ganiyu M Budiman, Adrian Ahmad, Mohd Khairie Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HN Social history and conditions. Social problems. Social reform PN1990 Broadcasting Previous studies have focused on news usage among inter ethnic groups with limited attention on intra ethnic groups. Furthermore, these previous studies have not attempted to correlate the news gratifications sought with the news gratifications obtained. These studies have not also attempted to examine a possible moderating role of ethnic migration on the news usage of ethnic groups. The study aims at exploring the relationship between news and ethnicity as important social phenomena. This is against the backdrop of the strong influence that ethnicity has on the personality of Nigerians. Mixed method approach was used. Survey questionnaires were administered on sampled undergraduates in Nigeria. In-depth interviews were also conducted among members of the National Youth Service Corps (NYSC), Nigeria. Partial Least Structural Equation Modeling (PLS-SEM) was used to analyze the quantitative data while qualitative data were analyzed on NVivo software. Findings show a significant difference among the ethnic groups in their news gratifications. Ethnic migration significantly moderates the relationship between news gratifications sought and news gratifications obtained. Our qualitative data show that the ethnic groups differ in several ways on how they use media for news gratifications. Through this study, ethnicity as a predictor of news usage has been further explored from a peculiar context of intra ethnic diversity. Coupled with the novel exploration of ethnic migration as a moderator in the news usage process, this study has expanded the horizon of Uses and Gratifications Theory. Practically, the Federal Government of Nigeria can use the findings of this study to evolve more realistic strategies for effective mobilization of Nigerian youth. 2016 Thesis https://etd.uum.edu.my/6035/ https://etd.uum.edu.my/6035/1/s93602_01.pdf text eng public https://etd.uum.edu.my/6035/2/s93602_02.pdf text eng public other doctoral Universiti Utara Malaysia Abubakar, A. T. (2011). Media consumption amid contestation: Northern Nigerians’ engagement with the BBC World Service. (Doctoral dissertation). University of Westminster, UKRetreivfro http://westminsterresearch.wmin.ac.uk/10178/. Abizadeh, A (2001). Ethnicity, race and a possible humanity. World Order, (33)1, 23-34. Adebanwi, W. (2000). 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