Indigenes’ Use of Development Messages in Newspapers

Section: Sociology of Journalism

The use of newspapers in the development process in different countries has never been questioned, although it has been quite difficult to determine its role in this process in different situations and societies. Against this backdrop, the study investigated the use of development messages in the newspapers Isoko Mirror, Urhobo Voice, Ijaw News, Warri Voice and Anioma Watch by Isoko, Urhobo, Ijaw, Itsekiri and Anioma indigenes in Delta State, Nigeria. The results of the conducted survey revealed that the dominant gratifications indigenes derived from the above­mentioned newspapers were local awareness and utility (39,9%), immediacy (33,4%) and social extension (17,2%). Furthermore, the dominant satisfactions readers derived from reading the newspapers were for advice (32%), social utility (24,1) and habit (10,8%). The development issues that readers found most useful were in cultural programs (24,1%) and political programs (19,9%). According to the survey results, the majority of respondents (72,9%) read the newspapers occasionally, 18,2% often and 8,8% very often. The author believes that indigenes should be encouraged to read local publications with the establishment of newsstands by the community and local groups.

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