ASSESSING THE PERCEPTIONS OF UNIVERSITY STUDENTS FOR NEWSPAPER READERSHIP: A STUDY AT SHAH ABDUL LATIF UNIVERSITY, KHAIRPUR, PAKISTAN
Keywords:News Media, Perceptions, Attitudes, Newspaper Readership, Media Credibility.
In today’s age of globalization, media plays a very constructive role in imparting the information throughout the globe. The media has variety of types through which it conveys the information in different ways in different spheres – especially academic institutions. With this reference, newspapers have been playing a very significant role in disseminating the information and developing the reading skills of students. Every newspaper has different policies of doing its work and thus every newspaper has the different ways to draw the attention of its readers and develop also their attitudes or perceptions per se. To that end, this study is aimed at determining the level of readership among students and assessing their attitudes and perception for newspaper readership.
For this purpose to attain, with the application of quantitative method, survey has been run in Shah Abdul Latif University, Khairpur – Sindh. 200 copies of the questionnaire were distributed among the respondents and they were got to fill up the questionnaires.The study has foundthat there is the great extent of media credibility of Daily Dawn and Daily Kawish newspapers among students. Also, the study has revealed that male students are more habitual to newspaper readership as compared to their female counterpart. The limitation of the study is extended to only Shah Abdul Latif University, Khairpur – Sindh.