Factors influencing newspaper readership in Kampala, Uganda

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dc.contributor.authorOrtega, I.
dc.date.accessioned2026-02-02T08:48:53Z
dc.date.available2026-02-02T08:48:53Z
dc.date.issued2025
dc.descriptionFull - text thesis
dc.description.abstractGlobally, newspapers are in a crucible of challenges, from fluctuating, and declining reductions to drops in advertising revenues. There are different reasons why individuals choose to read newspapers. This research extended to the demographic, socioeconomic, technological and content perception facts that influence newspaper readership in Kampala, Uganda. Uses and Gratifications Theory formed the major theoretical pillar while Media Dependency Theory buffered up as a support theory. The research was conducted cross-sectionally and utilized means such as measures of central tendency to describe the outcomes. Those in Kampala aged 19 and 59 years across the five divisions constituted the targeted population. A questionnaire was issued out to enable the collection of data on a 1 to 5 scale of agreement and thereafter the data analysed with STATA. Findings revealed a positive relationship between demographics, technological aspects, content factors and newspaper readership. The highest impact in newspaper use in Kampala is attributable to content perceptions. From these outcomes, media content standards have been informed while journalistic skill enhancement is also suggested. Other factors beyond those examined ought to be influencing why people use newspapers in Kampala. Additional research should follow in this aspect. Limitations from pursuing a cross-sectional design could be mitigated by a longitudinal approach to better appreciate the dynamics around readership in Kampala.
dc.identifier.citationOrtega, I. (2025). Factors influencing newspaper readership in Kampala, Uganda [Strathmore University]. http://hdl.handle.net/11071/16049
dc.identifier.urihttp://hdl.handle.net/11071/16049
dc.language.isoen_US
dc.publisherStrathmore University
dc.titleFactors influencing newspaper readership in Kampala, Uganda
dc.typeThesis
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