1.0 Introduction
1.1 Background Of The Study
Newspaper readership is as old as journalism itself. Print journalism started far back 1620. In England, when English country gentlemen used to employ, correspondents to write for them from London about court proceedings and events occurring in the town. Ogunsiji (2007 P.3). More so, in 1990, newspaper surfaced in America. Both American and English early newspapers were devices for organizing gossip. During that period, there was no page planning and news stories were not given any prominence nor was there indications as to where to find them. Datelines were used to head stories instead of headlines.
As time gradually moved on, more and better newspapers were established. The main contents of such newspapers were reports of debates in parliament. After sometimes, following the decline in newspaper readership. The popularity of press also declined in both England and America and circulation of newspaper dropped, as Ogunsiji (2007, p.1) noted, publishers and editors were not happy about the development. They decide to adopt new approach to see if the approach could increase the circulation of newspaper.
These laid credence to the origin of sensational or yellow journalism, which is a type of editorial bias in mass media which events and topics in news stories and pieces are over- hyped to increased viewership or readership numbers. The sensational journalism embraces reports on sex, divorces, gossip, romance, scandal, kidnapping, fire, war, murder and rape. There was also the use of banner headlines and exaggeration of news stories etc.
In Nigeria, though the missionary newspapers did not achieve much in terms of being in business for long period of time, securing a large circulation and exhibiting professional journalistic expertise, they helped immensely to increase the level of education and social awareness of the generality of the people they were serving. Alozie (2005). On this note the emergence of modem newspapers in Nigeria adopted some of the features of sensational journalism or yellow journalism, such as large headlines, illustration and reliance on cartoon and colour. Ukozor (2006). They adopted sensational journalism without considering is ethical implications.
Nevertheless, unarguably, the aim of every newspaper house is to make profit, so as to remain in business. And also to perform corporate social responsibility of informing, educating and entertaining the public. Publishers or editors see what ever influences the audience as a priority. The adoption of sensational headlines by Nigeria newspapers has further become a tradition. Ukozor (2003, P.24), also noted that traces of these popular features of sensational or yellow journalism still remains practiced even by today's best selling newspaper, such features as large headlines, bid front-page pictures, and extensive use of photos, illustrations and cartoons.
However, most of these features of sensational journalism are prominently being used by most Nigeria newspaper today. The question is how the adoption of sensational headlines has by editor's influences newspapers, it readership and circulation, as in the case of sun newspapers.
1.2 Statement Of The Problem
The sun newspaper is one of the Nigeria's most widely read newspapers. The paper has several sensational headlines written in sensational format. Although sensational headline is an acute problem of exaggeration and the act is against the ethnics of journalism. Other newspapers in Nigeria are also in this practice to this effect, some screaming headlines contradict the content of the stories and yet they are presented in very bold type faces, in order to lure readers and this is against morality and the society.
What is the influence of sensational headlines on newspapers, its readership and circulation? Is the use of sensational headline by sun newspaper as a result of its editorial polices and profit making motives? Why is it difficult for newspaper in Nigeria to phase out the use of sensational headlines? These and other questions are the issues that this study intends to look into.
1.3 Aim and Objectives Of Study
The aim of the study is to examine the Influence of Sensational Headlines on Newspaper. In achieving this aim, the following objectives were set out as follows:
- To find out if sensational headlines influence newspaper readership.
- To know how the readers react to sensational headlines.
- To know whether sensational journalism can increase newspaper readership.
1.4 Research Questions
The research questions of the study are as follows:
- Do sensational headlines influence newspaper readership of sun newspaper?
- How do readers react to sensational headlines in the sun newspaper?
- Can sensational journalism increase newspaper readership?
1.5 Research Hypothesis
H0: There is no significant difference between sensational headlines and sensational journalism in influencing newspaper readership of sun newspaper
H1: There is significant difference between sensational headlines and sensational journalism in influencing newspaper readership of sun Newspaper
1.6 Scope Of The Study
The researcher will focus on the influence of sensational headlines on sun newspaper readership only. The study will be conducted within Owerri Municipal, because it is where you find newspaper stands. Where people gather to read or buy newspaper.
1.7 Limitations Of The Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Establishment Policies: Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this project work. There were lots of information needed from the staffs of this institution to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.8 Significance of Study
This study when completed will serve as reference material for subsequent researcher in the field or related topics.
1.9 Definition Of Terms
This embraces the operational and conceptual meaning of the following terms.
Influence: (Conceptual) The power or the ability to affect beliefs or actions. (Oxford Advanced Learners Dictionary).
Influence: (Operational) It is the ability of newspaper headlines to attract reader's attention to read a particular newspaper.
Sensational: (operational) A way of getting newspaper readers to read news stories in newspaper due to its fancifully written headlines.
Sensational: (conceptual) Causing great surprise, excitement or interest (Longman English Contemporary Dictionary)
Headlines: (Operational) a word or group of words prominently positioned in newspaper, which reads see first before reading news stories.
Headlines: (conceptual) It is that bold caption of a news story written in a few words which draws attention to the study Alozie (2009, p. 109).
Newspaper: (Operational) A publication which carries current public news other written features and illustrations, printed daily of periodically for sale.
Newspaper: (conceptual) Is an unbound printed publication issued at regular intervals which presents information in words, often supplemented with pictures sandman et al (1976) in Alozie (2009; p.3)
Readership: (operational) individuals or groups who expose themselves to news contents in newspapers.
Readership: (conceptual) the percentage or number of persons who reads a publication or advertisement (Dictionary of Mass Communication 2005).
