Amolo emmanuel N
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- APRIL, 2015. ABSTRACT
- Diffusion of Innovation Theory
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PRINT MEDIA LITERACY IN CHILDREN: A study of CHILDREN’S perception about specialized newspapers in Lagos state BY:
AMOLO Emmanuel N. (139083003) BEING A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT for THE AWARD OF A Master of Science DEGREE IN mass communication from the school of post-graduate studies, university of lagos (unilag), akoka, Lagos. APRIL, 2015. ABSTRACT Print Media literacy (which is the ability to access, analyse, evaluate, and create media) among children in Lagos is not really buoyant, while the number of children who participate in the print media is also very marginal. Also there is a noticeable unimpressive decline in children’s performance in school examination, wherein many teachers readily believe the failure rate can be attributed strongly to the poor reading culture prevalent in the general society. Many other factors have also been noted to influence the young population of the country. So how can this be resolved, ameliorated, or corrected using readily available resources? This study decided to see how we can get the children to read and also be print media literate. The idea was conceived at developing specialized children newspapers, wherein the content would be tailored to suit children’s preferences, and issues are discussed in perspectives they can find relevant. However, before such a venture is propagated, we sought to find out the reaction of the primary respondents who would make up the audience for this new specialized newspaper. This study explored the perception of children to the concept of a children newspaper, their media accessibility, and comprehension of media messages. The study also sought the challenges the children faced to accessing the print media. Grounded on two theories of knowledge: Diffusion of Innovation Theory and the Individual Difference Theory, this study finds a high willingness of the children to understand how the print media work. Survey results reflected that media messages when presented in ways children can comprehend can expand their desire to want to engage with the newspapers. The study ultimately found that beyond sustaining the interest of children to reading, their subject and media preference can be influenced by presenting issues from their perspectives in whatever media forms that is employed. Similarly, if the medium has to be a printed document, like the newspaper, there may not be a problem as regards readership among children especially if they get to participate in the development of the content. It would just be like engaging the children in cooking a meal which would definitely spur them to have a taste of it; even if it is to see the outcome of their handiwork. The study also identified that while Children in Lagos are media savvy, their reasons to access the media, or what might interest them therein may vary. The study also reveals that Children’s reading patterns are influenced by several factors such, availability, accessibility, social norm, peer influence, mentoring, and adult guidance. Children in Lagos show a significant appreciation to the development of a children’s newspaper; they tend to read only what interests them, and that is fundamental to publishing newspapers meant for them. They also need to be motivated to appreciate the benefits of being part of newspaper contents, not solely by being receivers of its messages. CHAPTER
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