Newspapers and young audiences: a relationship of participation
or rejection? Dr. Anna Panagiotarea - Dr. Dimitra Dimitrakopoulou
Department of Journalism and Mass Communication Aristotle
University of Thessaloniki, Greece The Future of Newspapers
Cardiff, 12 & 13 September 2007
Slide 2
Facts Young people are readingeverything but newspapers! The
young reading audience of newspapers is rapidly diminishing. Fewer
people are reading newspapers and the decline in newspaper
readership is greatest among young adults. This new blood of
readers is today more than necessary for the future development of
newspapers.
Slide 3
Relevant questions & worries Declining rates of newspaper
readership are greatest among young people. Why is this happening
and how should this issue be addressed? Are young people interested
in news and information? How does technology affect their daily
media consumption? What are their habits and rituals in matters of
information seeking?
Slide 4
Our research questions What are their reading habits and which
media do they choose for their daily information? On which criteria
do they base their preference/rejection? What do they think of
journalists? Do they consider themselves well-informed and if so,
in which areas? What do they think of the future development of the
media?
Slide 5
Newspaper reading habits in Greece Greece has a low newspaper
copy penetration of about 8% and an average issue readership of
approximately 55% Greece enjoys a large number of newspapers (59)
Greece has one of the highest numbers of newspapers relative to the
size of the market, and therefore one of the lowest average
circulations.
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Methodology of our research Age group: 18-25. Time period of
study: November 2006 to February 2007. Method: structured
questionnaire / personal, face- to-face interviews. Total sample:
634 young people from all over Greece.
Slide 7
Slide 8
The participants in our study constitute an upper level sample
in matters of education.
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Time devoted to news (I)
Slide 10
Time devoted to news (II)
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Frequency of news watching/reading/listening
Slide 12
Media use The mass medium that youngsters choose at weekdays is
the television (87%), followed by the radio (34%), the newspapers
(29%) and the Internet (29%). During the weekend the television
seems as an attractive informational tool (79%). Newspapers, the
Internet and the radio get 59%, 28% and 24% respectively. Newspaper
readership climbs up during weekends. Internet usage is also higher
during weekends since young people find more time to surf the
Net.
Slide 13
Level of satisfaction with newspapers NEWSPAPERSnot at
alllittlemoderatevery muchextremely speed of information
15,80%31%27,90%16%9,60% rich content variety
6,30%12,60%24,30%34,50%22,40% easy
access10,80%18,30%26,50%25,50%19%
time/cost20,80%30,20%26,30%13,20%9,50%
Slide 14
Level of satisfaction with newspapers Newspapers seem to be
more that quite satisfying (77%) in matters of the information that
they offer. Contradiction: why is newspaper readership declining
when young readers feel highly satisfied with the press?
Slide 15
Attitude towards journalists The results are not surprising
taken into consideration that the journalistic profession lacks in
credibility and trust among citizens Main reason for satisfaction:
the presence of a few good journalists (78%). Main reason for
dissatisfaction: the dependence of journalists from decision-making
centers (30%).
Slide 16
Future developments of the media field
Slide 17
Gender differences (I) During weekdays mostly men read
newspapers (37% men and only 22% women) and surf the Net more than
women do (38% men and only 22% women). The majority of women gets
informed by television (93% women in contrast to 85% of men) and
the radio (39% women and only 30% men). At weekends the picture
changes and the gaps on information seeking between genders
disappear. Differences are observed only in the case of the
Internet (38% men prefer it in contrast to 20% of women).
Slide 18
Gender differences (II) The level of satisfaction is the same
for men and women in the cases of the newspapers, the Internet and
the radio, whereas their attitudes differ in the case of
television. Women appear more satisfied with television in
comparison with men (51% women vs 40% men). Men appear to be more
critical towards journalists: 39% have a negative opinion while the
percentage declines among women media users (28%).
Slide 19
Concluding remarks (I) The trends seem to be contradictory:
young citizens trust newspapers but are reluctant in reading them.
Television is still the predominant medium which occupies most of
their free time. The lack of time is preceded as their main and
strongest argument. Young people seem to want to be better
informed, but instead they are uninformed or even worse under- or
misinformed.
Slide 20
Concluding remarks (II) The reluctance of young people to read
the papers is not associated to their indifference in social and
political problems. It is more an expression of their growing
mistrust and disappointment towards political and media
institutions which appear to be interrelated and interconnected on
the basis of their common political and financial interests. This
is the price to be paid for media operating as pure
businesses.
Slide 21
Concluding remarks (III) Impact factors: The familiarization
with newspapers from their childhood and during school years.
Cultivation of newspaper reading and interest in social and
political among the circle of family and friends. Internet offers
the opportunity for newspapers to become more interactive,
involving this way their young readers into an active dialogue.
Future research: Detailed study of the wants and needs of young
media users Possibilities of the interrelated development of the
Net and the press.