School of Journalism and Mass Communication

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Browsing School of Journalism and Mass Communication by Author "Ishengoma, Dianus Josephat"

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    The impact of newspaper reviews on newspaper readership: a survey of Newspaper readers in Dar es Salaam
    (University of Dar es Salaam, 2013) Ishengoma, Dianus Josephat
    The purpose of this study was to examine how the review of newspaper content on radio and television programmes impacts on newspaper readership. Specifically, the study examined the rationale for accessing newspaper reviews among the audiences and its effect on the newspaper readership. The study was conducted in three districts of Dar es Salaam region, namely Kinondoni, Ilala and Temeke. It employed a quantitative research approach and a survey design which was facilitated by questionnaires. A total of 300 research participants responded to the questionnaires. The study findings revealed that newspaper review programmes are accessed by people to get general information on the newspaper content. It is also revealed that newspaper reviews to a certain extent discourage newspaper readership among the newspaper readers in Dar es Salaam. However, the extents to which newspaper reviews discourage readership differ from an individual to another depending on the number of factors including gender, age and educational background. Women, young people and less educated are much less likely to read a newspaper after listening/viewing the review programs than men, adults and educated. It was suggested that the government should reduce tax on newspaper printing material to improve the public access on newspapers despite the review programmes. Journalists should use the appropriate style that does not discourage people from reading the newspaper such as reading only the stories’ headline on the newspaper.