Uses and gratifications of online newspapers among undergraduate students in universities in Kenya: a case study of the University of Nairobi

Abstract

This study set to investigate university students' uses and motives of reading online newspapers at the University of Nairobi. Data was collected from 256 respondents using questionnaires and the data analyzed using SPSS Version 12.0. Results relating to characteristics of respondents using online newspaper indicated that greater awareness about online newspapers was evident among Faculty of Arts and School of Business respondents being the two largest groups in the university. Final year students displayed use of the online newspapers more than those in their initial years of study some of whom were unaware of the existence of the newspapers online. Demographic information also unveiled that more male than female students made use of online newspapers. Expert users were found using the net more than the novice users while heavy users reported using the net more than the light users. Ultimately, both below average and above average respondents proved their skill in the use of online newspapers for surveillance, personal identity and personal utility purposes. In addition, exploration into the motives for reading online newspapers revealed that School of Journalism respondents indicated unique preference for information, interactivity and personal utility. Most respondents in their initial and final years of study agreed with the motive dimensions presented while male respondents lead in information seeking while females trailed. Both expert and novice internet users agreed with in'fo.rm-ation seeking, entertainment and personal utility and were neutral to communication. Similarly, oovice online newspaper users .. -. agreed to information seeking and entertainment while experts ni;ked entertainment after information seeking and personal utility. Light and heavy internet and online newspaper users both agreed with personal utility and information seeking. Further findings revealed that the most frequently used online newspapers were: Daily Nation, the Standard, New York Times and Business Daily. Very few respondents indicated reading foreign papers specifically, South American, Asian, Australian online newspapers. Respondents used and were motivated to use the online newspapers more for surveillance, information seeking, personal identity, personal utility, interactivity and least for entertainment, diversion and communication. The uses and gratifications sought by students were influenced by various demographic antecedents. These were: field of study, year of study, gender, time in hours online per week and experience in years online and with the online newspaper. The major challenges faced by students were uncovered to be; slow internet connection, inadequate time online and information overload. Other problems cited by the respondents were; inadequate number of computers with internet access and insufficient awareness of available online newspapers. University students use and get motivated to read online newspapers for many purposes, least of which is writing to the online newspaper news writer and receiving feedback. The researcher recommends that students be trained on how to use the online newspaper and how to develop online newspaper websites with all the multimedia effects.