News-seeking Patterns Of Academicians And Administrators Of Aiou

NEWS-SEEKING PATTERNS OF ACADEMICIANS AND ADMINISTRATORS OF ALLAMA IQBAL OPEN UNIVERSITY

Dissertation for M. Sc. Mass Communication

BY MALIK TARIQ MAHMOOD Supervised by Dr. Syed Abdul Siraj Chairman Department of Mass Communication

ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD, PAKISTAN 2005

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ABSTRACT The aim of the present research is to investigate the news-seeking patterns of academicians and administrators of Allama Iqbal Open University under the following hypothesis: 



The academicians are more interested in the news related to national and International affairs, economics, politics and development of education sector. The administrators are more interested in the area of politics, job hunting, sports, etc.

The main purpose of this research is to investigate the newspaper reader’s liking for different news patterns by the academicians and administrators of Allama Iqbal Open University. Information is obtained by using a wide variety of both informal and formal sources; i.e. human sources, internet and Mass Media. Keeping in view its nature and requirement to explore and examine the difference in news-seeking patterns of academicians and administrators of AIOU. The news-seeking patterns studied with respect to the selected aspects, namely; educational development, national and international affairs, politics, health, and job hunting as well as articles and editorials in relation to the selected variables of occupation, age, and qualification. The method of the survey was adopted through questionnaire and the total sample size of 140 was selected about 70 academicians and 70 administrators. Instrument used in the present study was a questionnaire developed by the researcher himself with the help of supervisor. Almost all the questions were close-ended in which respondents were asked to select answer among a list provided by the researcher, only one question was open-ended. After data collection, data was analyzed with the help of computer using Statistical Package for Social Sciences SPSS (Version 12.0) for data analysis. Microsoft Word was also used for composing thesis script and designing tables and graphs. The researcher used Cross Tab analysis describing the phenomenon through percentages and presented the data in the form of tables and graphs. Pearson chi-square was used to analyze the data and shows whether the results were significant or not, and results shown significant difference, if P<.05 level. Findings of the present study show that the academicians are more interested in news related to national and international affairs, development of educational phenomenon as well as articles and

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editorials also related with educational development and a few number of respondents seeking politics and sports. However, administrators are more interested in the news related to politics, economics, city news, job hunting, sports and entertainment and a few one were found totally not reading the newspaper. Thus the proposed hypothesizes are partially substantiated.

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CONTENTS TABLE APPROVAL CERTIFICATE DECLERATION DEDICATION ACKNOWLEDGEMENT ABSTRACT

ii iii iv v vi

CHAPTER – I 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13

Introduction 1 News Concept 2 Importance of News 3 Print Media 3 History of Newspaper 5 History of Sub-Continent Newspapers 8 Growth of Muslim Press in Subcontinent 12 History of Pakistan’s Newspapers 13 Urdu Newspapers of Pakistan 14 Daily Newspapers 17 Weekly Newspapers 18 Special-Interest Newspapers 18 AIOU Profile 19 1.13.1 Introduction 19 1.13.2 History 20 1.13.3 Establishment 22 1.13.4 Objectives 23 1.13.5 The AIOU System 24 1.13.5.1 Admission 24 1.13.5.2 Teaching Methodology 25 1.13.6 Study Pattern of AIOU Students 27 1.13.7 Assessment 27 1.13.8 Medium of Instruction 28 1.13.9 Outreach System (Regional Network) 28 1.13.10 Study Centers & Information Technology 29 1.13.11 Radio and TV Programs 29 1.13.12 Latest Development Communication and Information Technology in AIOU 30 Administrative Departments of AIOU 30 1.13.14 Services Departments of AIOU 30 1.13.15 Academic Faculties in the AIOU 31 1.13.15.1 Faculty of Education 31 A) Departments of the Faculty 31 B) Academic Programs of the Faculty 32 1.13.15.2 Faculty of Social Sciences and Humanities 33 A) Departments of the Faculty 34 B) Academic Programs of the Faculty 34 1.13.15.3 Faculty of Sciences 36

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1.14 1.15 1.16 1.17 1.18 1.19

A) Departments of the Faculty B) Academic Programs of the Faculty 1.13.15.4 Faculty of Arabic and Islamic Studies A) Departments of the Faculty B) Academic Programs of the Faculty 1.13.16 Institute of Mass Education 1.13.17 Special Publications of AIOU Theoretical Framework the Study 1.14.1 Theory of Uses and Gratification 1.14.2 Brain Hemisphere Theory News Seeking Pattern of Print Media Statement of the Problem Objectives Hypothesis 1.18.1 Research Question Significance of Study

36 37 38 39 39 39 40 40 40 43 45 46 46 47 48 48

CHAPTER – II 2. 2.1 2.2 2.3

Literature Review Overview Information Seeking Uses and Gratification Model of the Media 2.3.1 Surveillance 2.3.2 Using the Media within Relationships 2.3.3 The Advantages and Limitations of Media 2.4 Role of Print Media 2.5 Newspapers Readership in Pakistan 2.6 News Seeking Patterns 2.7 Practical Usage of Newspaper’s Information 2.8 Relationship between Education and Newspaper 2.9 Faculty Member and Newspaper Readership 2.10 Academicians and Administrative Uses of Newspapers 2.10.1 News-seeking Patterns of Academicians 2.10.2 News-seeking Patterns of Administrators

50 50 51 55 55 56 57 60 61 64 67 68 70 74 76 77

CHAPTER – III 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

Research Methodology Research Methodology Sampling Design Sampling Method Sample and Sampling Size 3.4.1 Selection of Sample Delimitations Research Design Research Hypothesis Research Question Variables 3.9.1 Demographic Variables 3.9.2 Conceptual Variables

79 79 79 80 81 81 81 82 82 82 83 83 83

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3.10 AIOU Academicians’ Profile 3.11 AIOU Administrators’ Profile 3.12 Characteristics of the Respondents 3.12.1 Profession-Wise Distribution of Respondents 3.12.2 Gender-wise distribution of Respondents 3.12.3 Age-wise distribution of Respondents 3.12.4 Qualification-wise distribution of Respondents 3.13 Data Collection 3.13.1 Data Reduction 3.13.2 Statistics Used 3.13.3 Univariate Statistics 3.14 Problem Faced 3.15 Uses of Computer Applications

84 87 88 88 89 90 91 91 92 93 93 93 94

CHAPTER – IV 4.

Data Analysis and Interpretation

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CHAPTER –V 5.1 5.2

Conclusion Suggestions / Recommendations

125 132

BIBLIOGRAPHY

134

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CHAPTER – I 1.1 INTRODUCTION Media play a major role in the lives of people all over the world in this global age. Print media is more worthy and trustful source of information in Pakistan. In the Pakistan the readership of daily newspapers is higher. The researcher of this study is interested in investigating newsseeking patterns of both the communities’ i.e. academicians as well as administrators in the areas of national and international affairs, politics, education, economic, health, sports etc. Nobody reads the whole newspaper but he or she tries to look for the news they are interested in. They get and update their knowledge and information about their particular field of interest. Some of the readers read only political news; others may go to economy page as well because they want to invest their money and are interested in knowing a country’s political and economic situation. Proper economic and politics condition is a motivating factor for investors to make investment. Some other readers are getting only information on education and health.

1.2 NEWS CONCEPT Man can subsist without newspaper but no newspaper can subsist without news. News is a regular part of life. Definition of News is not an easy task. News is a simple word easily understood by those who deal with it. In a way it is one of the most complex words in our vocabulary, for it is endless in variety. Although most of the definitions are familiar by now yet News is certainly more than the Webster definition that is “a report of recent events”, “fresh information concerning something that has recently taken place”. News is recent events and happening, especially those that are unusual or notable. According to Microsoft Encarta Dictionary “a report of any recent event” or “situation” and as the report of events published in a newspaper or information about current events printed in newspapers or broadcast by the media is called news. Therefore, according to this definition, news is what happens and what people feel, think, say and do. So, that news consists chiefly of unpublished reports of those activities of people which interest, inform, educate or entertain the public. News is infact a communication between human beings. From the earliest period of human civilization, when people started exchanging ideas, the information or ideas started flowing from one person to another. With the organisation and development of the

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society, the transfer of ideas and information also increased and the process became more accurate and scientific.

1.3 IMPORTANCE OF NEWS News to define its meaning is information provided to the public about the world around them. This information is important to them because equipped with the latest information about an issue; the public is able to decide their course of action. News is the accurate, timely and to the point report of an event. It is not the event itself, but the description of the event by a reporter. The importance of news has increased rapidly. It is the newspaper where we can find the news in more detail, and can be preserved and retained for any period of time. Today the press has become a social instrument, whether it wishes to be or not. As a social instrument, the newspaper finds place permanently in thousand of homes, and thus influences every member of the family indirectly.

1.4 PRINT MEDIA Newspaper, publication usually issued on a daily or weekly basis, the main function of which to report news. Many newspapers furnish special information to readers, such as weather reports, television schedules, and listings of stock prices. They provide commentary on politics, economics, and arts and culture, and sometimes include entertainment features, such as comics and crossword puzzles. In nearly all cases and in varying degrees, newspapers depend on commercial advertising for their income. Like division of media in Pakistan, people also enjoy both the urban and rural culture. It is very much obvious in Pakistan that national newspapers have their own monopoly. Print media is more worthy and trustful source of information in Pakistan as compared to Television which is in tight control of government. The reason may be to buy a newspaper is cheaper than to have a television set in home, and secondly people can see more news as compared to television bulletin. A newspaper is universally expected to perform four functions, in a democratic society.   

It must collect and disseminate objectively the day’s news. It must interpret and explain news in order to assist the readers in forming intelligent opinions. It must guide public opinion after presenting impartially both sides of every issue and point out the way to the greatest good for the greatest number. Thus essentially a newspaper is an institution of society aiming at public welfare.

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

It should perform the duty of entertaining to the public.

However, there is another side to the picture, too vital to be ignored. A newspaper is a commercial enterprise that naturally seeks profit. For that it has to mould itself in such a way that it could be an acceptable commodity for a large number of people sufficient for its sustenance. Thus a newspaper in order to survive has to strike a balance between its position as an institution of society and as a commercial enterprise.

1.5 HISTORY OF NEWSPAPER Like all other human fields of improvement, newspapers also had a systematic, slow but steady growth. Mehdi Hassan and Dr. Abdus Salam wrote in their book “Journalism for All” (1988, p. 67–80). According to Mehdi and Salam news was started in early 60 B.C. the history of the modern press is closely linked up with the invention of printing and the printing press. According to S. Natarjan; the art of printing from negative relief’s was known in China around 594 A.D., and from there spread along the caraven routes to the west where taking impressions from wooden blocks became quite common. In 1768, William Bolts was deported from Calcutta to Madras enroot to Europe, because he dared to set up a printing press in Calcutta. James Augustus Hicky’s, at any rate, was the proprietor of the Bengal Gazette, or Calcutta General Advertiser, the first newspaper to be published in India. The first issue appeared on Saturday, January 29, 1780, announcing itself as a weekly political and commercial paper open to all parties but influenced by none”, “Much of its pages were devoted to advertisements. It was a two sheet paper, about 12 inches by 8 inches, with three columns printed on both sides. Warren Hastings, in which the pioneer journalist of Indo-Pakistan subcontinent scored some success, it was finally crushed. However, in recent years the standard of newspaper, which could survive in existing circumstances, has considerably improved both content wise and in appearance. Especially the Urdu newspapers have changed altogether and can now be compared with any advanced newspaper. This was a bulletin Printing, name used for several processes by which words, pictures, or designs are reproduced on paper, fabrics, metal, or other suitable materials. These processes, sometimes called the graphic arts, consist essentially of making numerous identical reproductions of an original by mechanical means, and the printed book has thus been called the first mass product.

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Before the invention of printing machines, people spread news by word of mouth, written letters, or public notices. As more people learned to read and write, news reports gained added reliability. Newspaper publishers estimate that nearly six out of ten adults in the United States and Canada read a newspaper every day, and seven out of ten read a paper each weekend. By the time they see a newspaper; most people have already learned about breaking news stories on television or radio. Readers rely on newspapers to provide detailed background information and analysis, which television and radio newscasts rarely offer. Newspapers not only inform readers that an event happened but also help readers understand what led up to the event and how it will affect the world around them. Newspapers trace their roots to handwritten news sheets posted daily in the public marketplaces of ancient Rome. The first printed newspapers appeared in China during the Tang dynasty (AD 618907). These newspapers were printed from carved wood blocks. Precursors to modern papers first appeared in Venice, Italy, in the middle of the 14th century. Newspapers as known today, complete with advertising and a mixture of political, economic, and social news and commentary, emerged in Britain in the mid-18th century. In modern times, newspapers that share a similar structure and function are published all over the world. This global press traces its origin to British papers of the 18th century. Though threatened by censorship in the years proceeding, during, and following the world wars, the global press maintained the tradition of freedom of the press first established in London. Newspapers clearly state the journalistic salience of an item through its page placement, headline and length. In short we say that mass communication and newspapers is a process through which the social reality is transmitted. Newspaper, publication usually issued on a daily or weekly basis, the main function of which is to report news. Many newspapers also furnish special information to readers, such as weather reports, television schedules, and listings of stock prices. They provide commentary on politics, economics, and arts and culture, and sometimes include entertainment features, such as comics and crossword puzzles. In nearly all cases and in varying degrees, newspapers depend on commercial advertising for their income.

1.6 HISTORY OF SUB-CONTINENT NEWSPAPERS Like all other human fields of improvement, newspapers also had a systematic, slow but steady growth. A short history of the press as it began in early times can help us in understanding the dimensions of

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its growth. The history of the modern press is closely linked up with the invention of printing and the printing press. The institute of newsletters came much later. Dr. Abdus Salam Khurshid pioneering work on “Newsletters in the Orient” throw light on the origin of newsletters in the sub-continent. It was the Ghaznavide Muslim rulers who are said to have introduced the system in India towards the end of the 10th century. The newsletters played the major role in satisfying this quest for news and moulding public opinion before the printed newspapers became a reality. Bengal, a part of which is now Bengla Desh, was the forerunner in modern journalism in the whole of the sub-continent. It was in Bengal that the first newspapers in India made there appearance and then the seeds of awakening were spread over the length and breadth of the rest of the country, beginning of course, with some pockets of British colonies such as Madras and Bombay. Since, modern newspapers in India had their origin in the needs of the small but growing European colonies sprinkled over the capitals of the presidency towns. Journalism in those days was hardly considered a profession for decent men. The government of Bengal, under the Company rule, once contemplated the publication of a newspaper of their own so that, among other things, they may “put out of existence and needy indolence a few European adventures who were found unfit to be emerged in any creditable method of subsistence”. It is stated about C. H. Clay, the editor of the “Madras Courier”, that “he had the entry of good society, because he was clerk of the Chief Justice”. In 1768, William Bolts was deported from Calcutta to Madras enrooted to Europe, because he dared to set up a printing press in Calcutta. In 1780, James Augustus Hicky’s “weekly political and commercial paper open to all parties but influenced by none”, the Bengal Gazette, or the Hicky Gazette as it was popular and known, was refused transmission through the post office, and, after a historical struggle with Warren Hastings, in which the pioneer journalist of Indo-Pakistan subcontinent scored some success, it was finally cursed. William Duan of the Bengal Journal, was expelled from India, went to America and established himself as a newspaperman. Almost from its birth, the all absorbing interest of the Indian press had been politics. James Augustus Hickey started the Bengal Gazette in 1780; some eighty years after the first daily newspaper in England had commenced publication. Even before Indian editors used their pens to fight for the freedom of their homeland, there was a strong political flavour to the press and very soon censorship of one kind or another was enforced, even though the people on whom it was imposed belonged to the ruling race. Editors in madras and Bombay soon followed their Calcutta

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forerunner into trouble with authority, which then of course was the company, very jealous of its position and highly intolerant of criticism by what were regarded as outsiders. James Augustus Hickey, at any rate, was the proprietor of the Bangal Gazette or Calcutta General Advertiser, the first newspaper to be published in India. The first issue appeared on Saturday, January 29, 1780, announcing itself as a weekly and commercial paper, open to all parties, but succeed by none, “many of its pages were devoted It was a two sheet paper, about 12 inches by 8 inches, with three columns printed on both sides. The second newspaper to be started in the Indo-Pakistan sub-continent was “The Indian Gazette or Calcutta Public Advertiser” published in 18 th century. This was launched by Mr. P. Reed and Mr. B. Messink in November 1780. The contents of the press in the 18th century reveal the influence of James Augustus Hickey. Foreign news, parliamentary debates of England, extracts from English newspapers, social news, letters to the editors and poets corners furnished most of the reading material. The second stage of Indian journalism started when the Baptist missionaries at Serampur, a Dutch settlement, started bringing out a monthly magazine in Bengali, the first of its kind to be published in a native language. “The Friend of India” a monthly periodical was also launched by the Serampur missionaries in April, 1818. The first Indian-owned newspapers did not come out till the beginning of the 19th century. These newspapers were brought out to counteract the English and missionary influence on the local population. It is significant to note, therefore, the first such newspaper that was to come out was neither in the language of the area where it originated, that is, Bengal, nor in the language that was still deeply entrenched in the soil and in the courts and other official dealings, Persian. It was in English. Within the space of a few years, many other local owned newspapers were on the scene. The first Urdu newspaper in the subcontinent was “Jam-i-Jahan Numa” appeared in 1822. Bengal also claims the rare distinction of being the home of the first Hindi newspaper as well, “Qodunt Martund” launched in Calcutta in 1826. Calcutta, which was first to fall under British colonial rule of the three English colonies other two being Madras and Bombay – remained the most important and largest press centre during 19th century.

1.7 GROWTH OF MUSLIM PRESS IN SUBCONTINENT The tempo of political agitation was quickened by the Muslim Press in particular in 1919 which set up new traditions of sacrifice. The Zamindar reappeared in December 1919; its circulation was 6145 in

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1920. Another was “Paigham” by Abdul Kalam Azad from Calcutta in 1921 and “Sabah” by Qazi Abdul Ghaffar from Delhi. Al these newspapers made their contribution to the success of the noncooperation movement. In 1922, the Press Act was withdrawn after the movement stopped under directive from Mahatma Gandhi. The pro-league Muslim Press during 1924 – 1937 was spear-headed by the “Muslim Outlook” and “Inqilab” whose lead was accepted by Muslim papers all over the sub-continent. During 1938 – 1947 the Muslim press grew rather rapidly. A number of English language newspapers sprang up while Urdu Press too had new additions. Together with the old newspapers, they voiced Muslim political aspirations with still greater force and played the major role in mobilising public opinion in support of the Pakistan movement. After the Lahore Resolution was passed, the Quaid-i-Azam sponsored a “create Muslim Press campaign” and collected funds for that purpose. He founded the “Dawn” in October 1942 as a daily from Delhi and placed it under a trust of which he was the Managing Trustee. Quaid-i-Azam also started “Manshoor” and Urdu daily from Delhi which was the official organ of the Al India Muslim League. This bright and fancy daily was edited by Syed Hassan Riaz.

1.8 HISTORY OF PAKISTAN’S NEWSPAPERS When journalism crossed the borders of Pakistan, it had made considerable progress both intellectually and technically. Lahore had the distinction of having not only the oldest Paper in Punjab but that in the whole of Pakistan. It is ironical to note that there was no devoted and influential Press in Indo-Pakistan sub-continent to voice Muslim opinion during the days of struggle for independence. The majority of first class English dailies such as The Statesman, The Times of India, The Pioneer, The Hindu, The Bombay Chronicle and The Hindustan Times used to appear in Province which now apart of India. In Pakistan, Karachi at best could boast of three English newspapers. The Daily Gazette, The Sindh Observer and the Karachi Gazette all of them Hindu-owned. Peshawar had only one English newspaper, Khyber Mail, while Rawalpindi, Multan, Quetta, Sialkot and other big cities had none. In the Punjab, during the pre-Partition days, “The Civil and Military Gazette” and “The Tribune” were the most prominent English dailies. As had been stated earlier, the territories now forming Pakistan were never the centre of prominent English dailies. The reason may be due to the political and educational backwardness of the majority of the Muslim population of these regions. The Muslim League could hardly have expected any positive contribution to its stand from these Papers. The founder of Pakistan Quaid-i-Azam says, “The

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role of newspapers in voicing and moulding public opinion cannot be over emphasised”. The press has played an important role not only in the creation of Pakistan by mounding and expressing Muslim Public Opinion in support of the idea of Pakistan but, also in the development of this new state.

1.9 URDU NEWSPAPERS OF PAKISTAN Journalism in Urdu or in any other local languages was started much after the English language journalism in the sub-continent. The founder of the press in India was employees of the East India Company or the European Christian Missionaries. Therefore, the origin of the press in India was naturally in English. For the first fifty years after the publication of first newspaper in India, the profession of journalism was popular exclusively among the Europeans only. It was third decade of 19th century that the native population of India took interest in this trade. Maulana Zafar Ali Khan, a great literature and poet, soon raised the Paper to the status of a modern Urdu newspaper. Zamindar was the first Urdu newspaper to give a modern touch to display of news, to publish editorial comments on national and international events and to introduce a regular humorous column. A milestone in Urdu journalism was the appearance of “Nawa-iWaqt”, started by Messrs Mr. Hamid Nizami and Mr. Hamid Mahmood in 1940 as a weekly and converted into a daily in 1944. Nawa-i-Waqt adequately filled the vacuum that existed in the Punjab at a time when the Lahore Resolution had become an article of faith with Muslims. This Paper first time introduced in simplicity style, straightforwardness, sobriety and objectivity in Urdu journalism. After independence, a number of newspapers, both in the form of supplements and regular dailies, made their appearance in country, but lack of resources, failure to keep pace with the time, and in certain cases, repressive laws cut their life short. Among the Urdu Papers that achieved prominence after Independence were “Imroze”, “Afaq”, “Kohistan, “Jand”, “Milat”, “Mabhribi Pakistan”, “Hilal-i-Pakistan”, “Jasarat”, and “Musawat”. Nawa-i-Waqt, which was converted into a daily in 1944, is one of the oldest Urdu newspapers of Pakistan. In its early days this paper supported the demand of Pakistan by the Muslim League and established a good reputation among the Muslim population of Punjab. Beside Lahore, Karachi and Rawalpindi /Islamabad, there are other newspaper Centres of lesser importance. Among these Hyderabad, Multan, Faisalabad, Quetta and Peshawar are important. From these

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places some newspapers of regional importance are published which cater to local needs and to needs of adjoing areas. At the time of Independence press in Pakistan faced many difficulties including problem of freedom of press and technical and financial difficulties. These circumstances forced many old and new newspapers to cease publication. However, in recent years the standard of newspapers, which could survive in existing circumstances, has considerably improved both content wise and in appearance. Especially the Urdu newspapers have changed altogether and can now be compared with any advanced newspaper. Urdu newspapers have adopted excellent coloured pictorial journalism. On the content side, though the standard of reporting, especially political reporting, leaves much to be desired, however, the press is covering a variety of subjects including variety of subjects including sports, commerce, students’ activities, women pages, film supplements and literary activities as well.

1.10 DAILY NEWSPAPERS Daily newspapers print at least one edition every weekday. Morning editions, printed in the predawn hours, cover newsworthy events of previous day. Evening editions are printed in afternoon and include information about events that happened earlier that day. Most dailies also offer a larger weekend edition. Most daily newspapers divide their content into separately folded sections. Newspapers typically have sections for local news, sports, arts and entertainment, business, and classified advertising. The newspapers’ front page features eye-catching headlines and photographs that pique readers’ interests and direct them to stories featured in the inner sections. The first page of each section follows the same general model to entice readers to explore that section’s contents. In rural areas of Pakistan where literacy rate is very low, an educated man reads the important news items in louder style and rest of people are listening. According to Gallup Survey figures tell that 51 percent readers purchase newspaper. Public places 24 percent readers, office workers, mostly prefer to read newspaper in the offices, and it was calculated a 7 percent and 13 percent of those people who are read newspapers in friend’s homes and borrow from neighbour is still a common practice. There is also a community who prefer to study newspapers during their travel from one place to other these are 5 percent.

1.11 WEEKLY NEWSPAPERS

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Weekly newspapers publish once a week. General-circulation weekly papers often contain news of interest to people in a smaller area than that of a daily paper, an area such as a small city, town, or neighbourhood. They feature less national or international news, focusing instead on local happenings. High school sporting events, traffic accidents, and actions by local government frequently make front-page news in weekly papers. Many large metropolitan areas also have weekly papers. In urban settings, weekly papers often provide more detailed analysis of local news and politics than daily papers do. They may contain in-depth commentary on the local arts scene and include comprehensive schedules for music and theatre productions.

1.12 SPECIAL-INTEREST NEWSPAPERS Special-interest newspapers concentrate on news of interest to a particular group. An ethnic community, for example, may have a newspaper that informs readers of news and events in that community. Many special-interest newspapers are printed in a language other than English. Corporations or divisions of corporations often publish their own newspapers, as do unions and trade organizations, such as those for woodworkers, airline pilots, and people in the fashion industry. Other special-interest papers feature news about a specific topic, such as rock music or sports. Special-interest papers may come out daily, weekly, monthly, or even less frequently. Daily special-interest newspapers cover daily events from the perspective of members in that group.

1.13

AIOU PROFILE

1.13.1

INTRODUCTION

Allama Iqbal Open University (AIOU) is the first Open University in Asia. AIOU is a unique institution in Pakistan because of its philosophy, system, approach, functions and overall structure. The University with its main campus at Islamabad and huge network of regional centres spread all over the country is serving its clientele all over Pakistan and in the Middle East. AIOU is a Distance Education institution, which provides multi disciplinary education from basic to doctoral level programs.

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1.13.2

HISTORY

The Allama Iqbal Open University was established in June, 1974, with the main objectives of providing educational opportunities to masses and to those who cannot leave their homes and jobs. In the last 30 years, the University has more than fulfilled this promise. It has opened up educational opportunities for the working people and has provided access to the females on their doorsteps. It has also done pioneering work in the field of Mass Education. It is now breaking new grounds in the fields of professional, scientific, and technical education. It is attempting to reach out to the remotest areas of Pakistan. It is also attempting to harness modern information Technology for spreading education in Pakistan. The idea of Distance Education was first mooted in UK in late 60s by the Prime Minister, Mr. Harold Wilson. He was of the view, which educational opportunities must be provided to those who might have missed better education due to early employment and wish to upgrade, their knowledge and skills, in their spare times in the evenings at home. The UK Open University was, thus established in 1969. Since then it has become a major institution of learning in UK and has opened up opportunities for millions of working people. The gospel of distance and Open Learning has sine then spread throughout the world. More than sixty Open Universities are operating around the world on the basis of Distance Education. Modern information Technology has made the task of Distance Education much easier and effective. The AIOU, when established in 1974, was the second Open University in the world and first in Asia and Africa. It, thus, speaks of the foresight of the policy-makers of that time. As the last 30 years of AIOU have proved, Distance Education has opened up new opportunities for millions, particularly women, and supplemented the efforts of the federal and provincial governments in a big way and that too without becoming a burden on their resources. The idea of Distance Education assumed greater relevance and acceptance in Pakistan due to the factors of poverty and relative deprivation of women. The rate of literacy, incidence of dropouts, and excess to higher education is much lower in the poorer classes of Pakistan. The incidence of poverty is much higher in the rural areas, where formal education is much less established. The rate of literacy and education is much lower for females in Pakistan, particularly in the rural areas, due to poverty and conservative traditions. Many conservative parents under the pressure of old age traditions do not allow their daughters to go out to the schools. The AIOU, through its system of Distance Education has, thus, provided educational opportunities to these housebound girls and women.

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This explains the reasons why the majority of the students enrolled with the University are females. Latterly, the University is trying to fulfil another current need. Professional and technical education in Pakistan is becoming very costly, especially in recent years, because of government policy to encourage private sector in these fields. The lower middle class and poorer classes are being marginalized and their children have very little chance to set high education in fields like Business Administration, Computer Science, Medicine and Engineering. The AIOU is attempting to meet this challenge and to keep a window open for these classes by keeping the costs at the minimum and by creating a Student Assistance Fund.

1.13.3

ESTABLISHMENT

The Allama Iqbal Open University was established in June 1974 under Act No. XXXIX passed by the Parliament of Pakistan in May 1974. It was initially named as the People’s Open University, renamed as Allama Iqbal Open University in 1977 at the eve of the first centenary of the national poet and philosopher, Allama Muhammad Iqbal. The idea of an "Open University" was presented with the enunciation of broad principles in the Education Policy of 1972-80, in these words: "Open Universities are being used in several countries to provide education and training to people who cannot leave their homes and jobs for full time studies. An open university will, therefore, be established to provide parttime educational facilities through correspondence courses, tutorials, seminars, workshops, laboratories, television and radio broadcasts and other mass communication media…."

1.13.4

OBJECTIVES

The main objectives of the University as enunciated in the Act are as under:    

To provide educational facilities to people who cannot leave their homes and jobs in such manner as it may determine. To provide such facilities to the masses for their educational uplift as it may determine. To provide facilities for the training of teachers in such manner as it may determine. To provide for instruction in such branches of learning technology or vocation as it may deem fit, and to make provision for

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

research and for the advancement and dissemination of knowledge in such manner as it may determine. To hold examinations and to award and confer degrees, diplomas, certificates and other academic distinctions. During its last twenty eight years of existence, the University has made strenuous efforts to bring the above mentioned objectives to reality, to offer a second chance – often indeed a first chance – to people who would otherwise have been unable to advance their careers, to satisfy University has tried to reach out to the downtrodden, those in greatest need, to the millions scattered across Pakistan, many of the remotest parts of the country. Most of the rural people have their own social inheritance of skills and practice built up generation after generation, but as time changes, knowledge expands; new materials tools and techniques become obsolete. To meet these challenges and to harvest the benefit of new technology, people in both towns and villages need education. Moreover, so too our population is just as knowledge expanding. Indeed, both are expanding at such a rate that our present educational system simply cannot cope with needs and demands, either at school or higher level. It was in response to this situation that the Allama Iqbal Open University was established.

1.13.5

THE AIOU SYSTEM

1.13.5.1

Admission

The University provides educational opportunities at a variety of levels, from pre-literacy to post-graduate levels. Admission in different programs of the university is; therefore, open to all whether male of female, living in rural or in urban areas. The university provides these opportunities to enhance and improve their education through its innovative distance education system having the capability of taking education to the door-steps of those who may have missed chance for getting the education.

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For its main academic programs, the university’s Academic year comprises to semesters: Spring (June to October) and Autumn (December to April). Admission is advertised on 1st August for Autumn semester and on 1st February for Spring semester in leading daily national newspapers, as well as by Radio announcements and by introductory Television programs. Candidates’ upto bachelor degree levels are admitted without selection provided they hold a certificate of the next lower level of education. Admission in teacher education and post graduate level is made on selection and merit basis.

1.13.5.2

Teaching Methodology

The AIOU is primarily a distance-teaching institution, using multi-media techniques. The major components of its teaching system are: a) Learning package: It includes self-learning printed texts and supplementary study materials including the following items: i) Course books/reading material ii) Assignments iii) Tutorial Schedule iv) General Students guide v) Students Course Guide vi) Assignment Forms b) Radio and Television broadcasts, especially prepared for distance learners. c) Course assignments as an instrument both of teaching and continuous assessment. d) Tutorial instruction through face-to-face learning at study centres, or correspondence and workshops, where necessary. After admission, instructional materials are mailed to students at the addresses as given in their admission forms. These printed units are supplemented by Radio and Television programs which are based on the content of a Course Assignments. Media program and tutorial schedules are also sent to students as apart of learning package. The assignments are set for the period of study. The difference between the traditional formal system of education and open distance system of education lies essentially in the teaching methodology. As far as the curriculum is concerned, it is more or less the same.

1.13.6

STUDY PATTERN OF AIOU STUDENTS

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A full credit course consisting of 18 units has an actual study period of eighteen weeks. A correspondence unit requires about 10-12 hours of study in a week. A half credit course consists of nine units. Most of the courses have nine or more Radio programs and several courses also have Television programs. Some courses have a workshop component as well. Students are expected to work regularly throughout the semester. A student guide provided to help them plan their studies. It has been established from a survey that around 70% students’ spent time on reading printed texts, the rest being devoted to listening or viewing Radio and Television programs and attending tutorials at study centres.

1.13.7

ASSESMENT

Each full-credit course has four assignments and a half-credit course has two assignments, which the students are required to complete and send to their tutors for assessment. The assignments have a three-fold function: i) To enable a student to have his/her performance and progress assessed regularly by tutors; ii) To enable a tutor to give instruction to his/her students through the comments and correction on the assignments; iii) To act as a pacing device for the students during their period of study.

1.13.8

MEDIUM OF INSTRUCTION

The AIOU provides instruction in Urdu, English is also used as a medium of instruction in certain courses and for most of the postgraduate programs.

1.13.9

OUTREACH SYSTEM (Regional Network)

The university has established 32 regional campuses/centres with 54 part time Regional Coordinating Offices throughout the country for providing assistance to the Regional Campuses/Centres. Over 900 study centres are established during a semester and are managed through the university’s regional campuses and centres. Each student is assigned to a tutor who is a subject specialist. About 25000 tutors are appointed in both the semesters’ around12500 per semester. Tutor-student contact is arranged at study centre in the afternoons or on weekly holidays. Regions also arrange workshops and practical. They also identify Examination Centres. The regional directors keep a roster of qualified teachers and experts in each field of study in their area and enlist them as the

21

university’s part-time tutors. Each group of students is entrusted to a tutor for guidance. Assignments written by the students are evaluated by the tutors and returned to them, with comments. The regional campuses also arrange practical training, teaching practice, workshops and seminars and facilitate holding of examinations in their own areas. The university is adding four more campuses in Baluchistan to increase its out reach in the vast province.

1.13.10

STUDY CENTERS & INFORMATION TECHNOLOGY

The concept of study centers was first employed in the University for Teaching Practice in its education programs. Students enrolled in its PTC, CT and B. Ed. programs, were given teaching practice in the selected schools, and designated as the study centers. Recently, the concept of study centers for applied and practical training has been used extensively for professional and technical courses, for example, Business Administration, Computer Science and Information Technology.

1.13.11

RADIO AND TV PROGRAMS

The traditional method of teaching through correspondence and providing guidance through tutors was gradually supplemented by radio and television programs. The development of IET and its technical competence has made it possible for the university to produce quality audio and video programs, which are regularly broadcast on radio and television, and are also sent to the students in the form of audio and video cassettes. The university is presently allowed one hour every day on PTV – 2 which is not sufficient, for providing meaning full support in the large number of degrees and diplomas offered by the university.

1.13.12

LATEST DEVELOPMENT COMMUNICATION AND INFORMATION TECHNOLOGY IN AIOU

The latest development in the Communication and information Technology, particularly, the Satellite and Internet, has revolutionized the system of Distance Education. Satellite and Internet are being extensively used as a medium of instruction as well as a source of information. As we harness this technology for Distance Education, the traditional correspondence method and tutorial systems may be replaced by Distance teaching through the Satellite and Internet.

ADMINISTRATIVE DEPARTMENTS OF AIOU i) ii)

Registrar Treasurer

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iii)

1.13.14

SERVICES DEPARTMENTS OF AIOU i) iv) v) vi) vii)

1.13.15

Audit

Editing Cell ii) Examination iii) Printing and Publication Unit Directorate of Regional Services Directorate of Admission & Mailing Institute of Electronic Technology Student Advisory and Concealing Cell viii) Bureau of Academic Planning and Course Production

ACADEMIC FACULTIES IN THE AIOU

There are four teaching faculties, they are following: 1.13.15.1 Faculty of Education Education System forms the backbone of a country’s economy as it produces necessary manpower for running the core institutions. A nation is the collection of individuals. The level of education and training of each individual is reflected by the development a nation makes. Well-staffed educational institutions produce better-equipped people to look after the affairs of the nation. The objectives of the establishment of Faculty of Education of AIOU were the same. The faculty established in 1984 is an out growth of the Institute of Education, which came into existence in 1976 immediately after the start of the University. a)

     

Department of the Faculty Department of Special Education Department of Science Education Department of Teacher Education Department of Adult & Continuing Education Department of Educational Planning Management (EPM) Department of Distance & Non-Formal Education (DNFE)

It is one of the largest faculty of the university both in terms of number of programs / courses and student enrolment. The Faculty offers variety of programs in education and training of teachers and educational professionals. b)

Academic Programs of the Faculty

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i) M. Phil and Ph. D. programs in Education with specialization in Teacher Education, Educational Planning & Management and Distance and Non-formal Education. ii) Master level programs in Teacher Education, Educational Planning & Management, Distance of Non Formal Education and Special Education. iii) M. Ed. Programs in Teacher Education, Science Education, Distance and Non Formal Education and Special Education. iv) Diploma in Education with specialization of Distance & Non Formal Education and Teacher Education. v) Teacher Training programs i.e. B. Ed. CT and PTC. vi) In-service Teacher Training Program for primary and elementary school teachers. vii) Certificate courses in education at different levels 1.13.15.2 Faculty of Social Sciences and Humanities The Faculty of Social Sciences and Humanities was established in 1982, initially with only a few departments in it. Later, a whole spectrum of new courses and programs was developed that necessitated the establishment and inclusion of various other new departments within the Faculty. The significant contributions that the Faculty has made are listed as under: Offering certificate level courses in Public Relations, Advertising and Printing Journalism thereby enhancing the ability of the Manpower involved initially established in 1981 with five departments, the Faculty of Social Sciences and Humanities has over the year, flourished to become by far the largest faculty of the University. Today in consists of fourteen departments offering master programs in major areas of Social Sciences and Humanities like, Business Administration, Economics, Mass Communication, Sociology and Language (TEFL). The Commonwealth of Learning collaborated master programs in the areas of Business and Public Administration, which are specially tailored for the professional needs of modern day busy executives, are also on the agenda of future programs. The Faculty of Social Sciences and Humanities also offers several bachelors level programs from such professional areas like in Library & Information Sciences (BLIS), Business Administration (BBA), Commerce (B. Com.), Mass Communication and Computer Sciences.

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a)             

Departments of the Faculty Law Urdu History Commerce Economics Iqbal Studies Women Studies Pakistan Studies Pakistan Language Mass Communication Business Administration English Language and Applied Linguistics Sociology, Social Work & Population Studies

The faculty also has future plan for setting-up new Academic departments of Political Science and International Relations, Psychology, Public Administration and Philosophy. b) i)

Academic Programs of the Faculty Ph. D  

ii)     iii)        iv)     

Urdu Iqbal Studies M. Phil Urdu Iqbal Studies Mass Communication Pakistani Languages M. Sc. Sociology Chemistry Economics Women Studies Pakistan Studies Mass Communication Forestry and Live Stock MA Urdu History Design Fine Arts Teaching of English as Foreign Language (TEFL)

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 

MLIS (Master of Library & Information Sciences) Master of Business Administration (MBA) with specialization of Information Technology, Human Resource Management, Finance and Marketing v)     

Other Programs PGD in (Teaching of English) PGD in (Women Studies) PGD in Mass Communication BBA (Bachelor of Business Administration) B. Com., BLIS, BA (Mass Communication), BA (Design) BA (Fine Arts) BA (General), Diploma (Youth in Development Work), Certificate in Librarianship, HSSC (General as well as I. Com., Chemistry, Women Studies etc.

1.13.15.3 Faculty of Sciences The Faculty of Sciences was established in 1982 with an emphasis on the various disciplines of Applied Sciences and Technology. Later in 1998 Basic Sciences Department was divided into three major disciplines and a whole spectrum of postgraduate level programs were developed and offered in both Natural and Applied Sciences. The Faculty was entrusted the task of upgrading and updating the knowledge and skills of professionals/ technologists/scientists in the various fields of Sciences during year. Developing and offering in addition, it is a complex process that translates the theoretical scientific laws and ideas into application and practice. All Science programs therefore reflect the needs of the students and prepare them for required practice and life long learning. The science students enrolled on a program therefore are expected to acquire the necessary knowledge, skills and competencies for anticipated future job requirements. a)

Departments of the Faculty  Biology  Physics  Chemistry  Computer Sciences  Agricultural Sciences  Environmental Sciences  Home and Health Sciences  Mathematics and Statistics  Engineering and Technology

b)

Academicianians Programs of the Faculty

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i)

M. Phil  Physics  Statistics

ii)

MA/M. Sc.  Agriculture Extension (Hons)  Live Stock Management (Hons)  Forestry Extension  Physics  Community Health & Nutrition  Mathematics  Master of Computer Sciences

iii)

PGD  Diploma in Nutrition  Diploma in Dietetics  Diploma in Computational Physics  Diploma in Computer Sciences / IT  B. Sc. (Optometry & Ophthalmic Technology  BCS & BCS (Hons)  BIT & BIT (Hons)  Other Programs  General BA. FA & Matric

iv)

1.13.15.4 Faculty of Arabic and Islamic Studies Islamic Studies is very important and base of Education in Islamic Republic of Pakistan and no University can be completed without it. This is why from the start of AIOU, The Institute of Arabic & Islamic Studies was established in 1974.This Institute prepared and offered many courses of Islamic Studies and Arabic Language from Secondary School to Graduation level. The courses in M. Phil Islamic Studies were also started with this Institute. It also offered variety of Arabic course in which the most important course is ATTC Arabic Teachers Training Course. Institute of Arabic and Islamic Studies was serving well Islamic Studies and Arabic but it was attached with Faculty of Humanities. This was limiting its scope and activities, because in a big faculty of different arts subject proper attention to Islamic Studies and Arabic Language was not possible. For uplifting and improving of standard of Islamic Studies and Arabic language, The Institute of Arabic & Islamic Studies was upgraded as Faculty of Arabic & Islamic Studies in 1998 with opening of different Departments. The scope and activities of

27

the faculty can be seen in the vide range of courses which are offered by the faculty of Arabic & Islamic Studies. a)

Departments of the Faculty  Arabic  Islamic Law (Fiqh)  Hadith and Seerah  Qura’an and Tafseer  Islamic Thought, History & Culture

b)

Academic Programs of the Faculty i)  ii)  iii)  iv)     

1.13.16

Ph. D Islamic Studies M. Phil Islamic Studies MA Islamic Studies Other Programs B. Ed Arabic Dars-i-Nizami BA Dars-i-Nizami Metric ATTC (Arabic Teacher Training Certificate HSSC & SSC

INSTITUTE OF MASS EDUCATION

AIOU, since its inception has contributed in modest way for the uplift of the deprived population at gross roots level, vulnerable groups and dropouts of schools through its Institute of Mass Education (IME). Under the distance mode of non-formal education many innovative programs have been implemented and new programs are in the offering. Its Basic Education innovative has earned it international recognition in the form of UNESCO awards of NOMA and Raja Roy Singh. Programs and courses of the Institute are as under: i) ii) iii) iv) v) vi)

1.13.17 a)

Basic Functional Education Literacy Primary Middle Secondary Education Short-Term Educational programs.

SPECIAL PUBLICATIONS OF AIOU Journals

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    b)

Ilm Ki Roshni Maarer-e-Islami Pakistan Journal of Education (PJE) Journal of Social Sciences & Humanities

Newsletters  AIOU News  Jamia Nama  Sehan Ujala

1.14 THEORETICAL FRAMEWORK THE STUDY This project is based on the Theory of Uses and Gratification. This approach assumes that media consumers selectively fashion what they believe from the mass media. The approach also assumes that viewers control which media are utilized. This theory answers that question; what media do for people and what people do for media? Following is a brief example of the theory.

1.14.1

THEORY OF USES AND GRATIFICATION

Most media researchers paid attention to studies about media. Perhaps Pamela Shoemaker was the first prominent scholar who presents the idea that media not only influence target audience but itself influenced by a number of factors. Why News-Seeking Patterns is Important? Lazarsfeld and Stanton (1994, p.270), they pioneered of Uses and Gratification Theory during World War–II initially focused on Radio serial program. They wrote down the comprehensive answer of their book “Radio Research”. Their theory has three specific objectives: first Uses and Gratification Theory attempts to explain how specific viewers use mass media to meet individual needs. Secondly researchers endeavour to discover a viewer’s underlying motives for using the media. Finally, theorists want to identify positive and negative consequences of an individual’s mass media utilization. Their research result were a social situation causes tension, the media may provide relaxation or news, commentary, features, essays, national and international current affairs, editorial etc. UGT provides a way of looking at the relationship between media and the audience. Infante, Rancer, and Womack, (1977) wrote that Uses and Gratification Theory enjoys wide popularity among mass communication professionals, critics do not universally accept it. Critics maintain the theory does not adequately the

29

essential terms of ‘audience motives’, ‘uses’, and ‘gratification’. The lack of global definition delayed theoretical development. Lazarfield and Stanton’s work has led to many follows-on criticisms of studies. Additionally, critics charge that utilizing self-report survey, the research method of many Uses and Gratification Theory studies, results in reliability and validity problems because respondents cannot accurately report feelings and behaviours. Finally, UGT focuses on the individual, while ignoring the large social context. Harwood (1999, p.43) said while the bulk of Uses and Gratification Theory research focus on the individual alone, some research blends mass media and social psychology approaches to examine the extent gratification is associated with social identity. Researcher speculated that in spite of prior individual and interpersonal views. Harwood asserts that people may actively use mass media to enhance individual perception of a particular social group, or to make the affiliation a more positive one. The Uses and Gratification Theory suggests that each person posses awareness of individual media needs. Additionally, researchers have identified two basic needs of audience which filled by the print media. First, print media fills ritualized needs in habitual utilization of media for diversionary reasons. Secondly, print media fills instrumental and goal-oriented behaviours needs in personal satisfactions.

1.14.2

BRAIN HEMISPHERE THEORY

Dr. Siraj (2003, p.8 – 9) discusses Brain Hemisphere Theory in his article entitled ‘The Impact of AIOU’s Television programs on Performance: Students Perspective. While we know relatively little about the brain, we do know that it has two spheres, each responsible for different functions and each controlling different thinking processes. We also know that the spheres do not function in isolation but are connected by, and communicate through a part of brain called corpus callous. The left side of the brain is associated with analytic and verbal processes, operating by sequential logic, for example, 1 + 2 = 3. It is responsible for mathematical calculations, languages, logic and writing and processes numeric and textual information. The right side of the brain is associated with intuitive and visual processes, operating in a timeless, pictorial, non-verbal environment, for example, a, q, r, c, defying our ‘alphabet law’. The right brain is responsible for

30

imagination, colour, music and rhythm. It is affective, involving emotion, visualization and fantasy. We shift from using one side to the other, depending on the demands placed upon the brain, for example, mathematics versus drawing. Due to genetic influences, environmental conditioning and early education, many people are left or right brain dominant. This affects their style of learning and decision-making. Print is generally considered to be a high involvement media, requiring the cognitive processing of the left-brain. Television, with its high visual and affective content, considered a low involvement media, where passive learning can occur through exposure to advertisements. Note that the study of brain hemisphere with left-brain and right-brain differences is a relatively new field and often exploratory research. Generally, high involvement decision-making of left-brain dominated function where information concerning the product stored in words form and recalled as needed. Print is a left-brain medium requiring cognitive processing and so it is more appropriate for high involvement products. Low involvement decision-making tends to be right brain dominated. Information concerning low involvement products is usually stored in pictorial form and recognized when the stimuli are presented, for example, you might recognize a product in the supermarket by its label. Television is a visual, un-involving medium where information can be processed passively, so it is an appropriate medium for low involvement products. An advertising strategy of high-repetition, shortduration commercials, which are rich in visual symbolism, may be used. Kerugma (1956, 1972, and 1977) has developed a theory says that process message on television differently from messages in the print media. He agrees that the familiar AIETA model – Awareness, interest, evaluation, trial, and adoption applies to the print media. He calls this the left-brain, which is responsible and rational. “Look before you leap”. He argues that Television is processed by the right hemisphere of the brain. He says this type of process of information takes place with low involvement or no involvement. He says messages processed in this way are stored in memory but cannot be recalled. The theory of low involvement asserts that repetitive exposure has an effect.

1.15 NEWS SEEKING PATTERN OF PRINT MEDIA All news of the newspaper is not read by the masses. People are likings of different kinds of news categories such as national and

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international current affairs, political news, education, economics, showbiz, health, editorial, article and by-line stories.

1.16 STATEMENT OF THE PROBLEM The researcher has planned to investigate the “News-seeking pattern of Academicians and administrators of Allama Iqbal Open University.” The researcher interested in finding out the differences in news-seeking pattern of Academicians and administrators in the areas of politics, education, sports, international and national affairs, Kashmir and health etc. Elsewhere researcher characterise implementation research as follow: i) ii)

iii) iv)

1.17

The focus has been on the detailed investigation of what take place in the field when administrators try to put organizational innovation into place; This research study generally have had a wide scope considering the interplay of various political, technical, educational factors that impinge on implementation efforts; Issues rather than disciplinary concern have guided the study so far; Issues of distance education system also apart of this study.

OBJECTIVES

This study has been aimed to investigate the following: 







To study the news-seeking patterns of the Academicians and administrators of AIOU readers with respect to the selected aspect namely gender, age, and qualification. To investigate the news-seeking patterns of the Academicians and administrators of AIOU readers with respect to the selected aspect namely selected medium of newspapers as well as their time of reading newspaper. To find out differences in news-seeking patterns among Academician and administrators of AIOU readers with respect to the selected aspects, namely purpose of reading newspapers i.e. reading newspaper for just gathering updated information, job hunting, entertainment, time killing etc. To find out differences in news-seeking patterns among academicians and administrator of AIOU readers with respect to the selectedg aspects, namely National and international affairs, educational, political, economics news, articles and editorials etc.

1.18

HYPOTHESIS

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In this study the hypothesis is that:  The Academicians are more interested in the news related to international and national affairs, articles, editorials, political and educational developmental news.  The administrators are more interested in the area of national affairs, city news, political, job hunting, sports time-killing, etc.

1.18.1

RESEARCH QUESTION

What are the different patterns of news-seeking of academicians and administrators of Allama Iqbal Open University?

1.19

SIGNIFICANCE OF STUDY

The researcher should examine and analyze the news-seeking patterns of two groups i.e. academicians and administrators’ communities. The researcher also discuss potential effects highlighting from print media i.e. newspaper. The specification of such effects should be contained within the hypothesis that link elements or concepts in each of the phases. News is a form of communication. The present age is rightfully called “age of information, observation, and reasoning revolution”. (Pavlik, J. V., 1996). These revolutions began with the wish to remember important events or happening by writing them down. With a few scratches, our inventive ancestors set in motion the never ending story of recording information, the communication and the storage of knowledge outside the brain. Information, observation and reasoning are the main sources of human knowledge. Over ninety percent of our knowledge comes through this first source, i.e. newspapers. A rise in educational level may indicate for an in-depth interest in news and views. News is written for all kinds of people, but everyone is not interested in reading every kind of news with complete story. In other words educated people are interested in relevant news-seeking to their fields. For example, the physicians are interested in finding out news for update of knowledge about new technologies in their field. Similarly, engineers and information technology professionals are hunting news according to their required field. They find out what innovations have been introduced in their world.

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As far as academicians are concerned, they try to find out what new techniques, policies, and teaching methodologies are announced by the government for educationists. They look for what the improvement are being made by politicians in the field of educational systems like formal, informal or distance education. They try to find how print media give awareness to the naïve people for improvements of their health and daily life. Similarly, administrators try to seek news of their interest, they learn from it about how we administer the official work. This research is aimed at finding news seeking pattern of academicians and administrative staff of higher education institution i.e. AIOU. This study would be set a guideline for media personnel according to the interest of news sought of academicians and administrators especially in distance learning institution. The researcher is trying to find out the interest of those readers in their respective areas like national and international affairs, education, politics, economics, health, and sport etc. in newspaper.

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CHAPTER – II LITERATURE REVIEW 2.1 OVERVIEW It is understood that information needs arise when an individual finds himself in a problem situation, when he or she no longer can manage with the knowledge that he or she possess, (Talja 1992, P. 72). There are a lot of studies on mass media or mass communication throughout the world done but a few research studies conducted on ‘news-seeking patterns throughout the world, and especially in Pakistan. The present study is significant not only for the newspapers’ industries and readers, but it is also important for educational point of view. This study will help to newspaper readers, media practitioners, academicians as well as administrators of different disciplines and planners of print media. We, as individuals and groups, “repeatedly find ourselves in situations where information is needed, gathered, sought, organized, retrieved, processed, evaluated, and used” (Solomon 1996, P. 292). Reading of newspaper is part of daily routine for many consumers. The paper version provides tactile pleasure of turning pages and the portability of tucking the newspaper in a briefcase or book-bag for later or recycling it by leaving it on the break or breakfast table for someone else to enjoy. Newspaper, publication usually issued on a daily or weekly basis, the main function of which is to report news. Many newspapers also furnish special information to readers, such as weather reports, television schedules, and listings of stock prices. They provide commentary on politics, economics, and arts and culture, and sometimes include entertainment features, such as comics and crossword puzzles. In nearly all cases and in varying degrees, newspapers depend on commercial advertising for their income.

2.3 INFORMATION SEEKING The close to topic of this research related researches made by the renowned researchers are given below: Suriya, Sangeetha and Nambi (2004) carried out a research work on "Information seeking behaviour of Faculty Members from Government Arts Colleges in Cuddlier District." The purpose of their study was to investigate, how faculty members seek information from the library. It mentions that most of the respondents 61 (38.12 percent) visited the library several times a week to meet their information needs. Regarding the type of search made by the

35

respondents the majority of the respondents 91 (56.87 percent) made their search by subject. Shokeen and Kushik (2002) studied about information seeking behaviour of social scientists working in the universities located in Haryana. They reported most of the social scientists visit the library daily. The first preferred method of searching the required information by the social scientists followed by searching through indexing and abstracting periodicals, and citations in articles respectively. The social scientists use current journals followed by books. Challener (1999) investigated artists and art historians teaching in five liberal arts colleges and three universities. Results found that they need information for teaching. The participants almost all subscribe to art journals, and many read newspapers. They visit libraries frequently, usually more than one library, and unlike previous reports, the majority is willing to ask the librarian for help. A large percentage of both art historians and artists are using computers for teaching. All 27 participants use slides extensively in the classroom, supplemented in most cases by textbooks. Reneker (1992) investigated the information seeking activities of 31 members of the Stanford University Academic community were examined over a two-week period during the 1990-91 academic year. She adopted the naturalistic approach and employed qualitative techniques for data collection using mainly personal interviews. Informants’ perception of their information environment expressed in positive terms and there a close relationship between knowledge, information, environment and the sources used. Information seeking embedded in the day-to-day activities and relationships of participants and triggered both by articulation of need and availability of information. A large number of needs are satisfied by the sources informants created or organized themselves and by interpersonal information sources. The findings of the study indicated that the action of information seeking originated from a wide variety of needs like personal, professional, entertainment, etc. Althaus and Tewksbury (2000) wrote in his article “Online Newsseeking Patterns of first and second year college students”: Academic research continues to show that online news users are not representative of the average rational voter. Althaus and Tewksbury's study of “Online News-seeking Patterns of first and second year college students” reminds us that those who seek news and information online are qualitatively different from the general population. Not only do they have greater access to, and familiarity with, computer technology than non-Internet users, they also have different demographic and attitudinal profiles than the general adult population. "News habits developed within this community result

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not from an uneven social distribution of computer skills and access but, rather, from the unique needs that are better satisfied by online or traditional news media." Daniela Lesley Evans (1978, p. 96) write in his article entitled “A Critical Examination of Claims Concerning: The Impact of Print” he wrote ‘So much that we think of as characteristic of the modern world economic, social, religious, political is built on the foundation provided by newspaper as a medium of communication. From the sixteenth century it became impossible for the illiterate to obtain either wealth or influence, and this has largely occurred due to the invention of print as a medium of communication in the fifteenth century. This had widespread consequences, allowing large numbers of copies of a work to be made rapidly. The further availability of information provided enabled greater scientific advancement as it meant that other people’s ideas were more readily available. Similarly the development of the printing press encouraged religious reform, as it was a major factor in allowing the writings of Erasmus, Luther and later Calvin to achieve high levels of circulation. Febvre and Martin (1976, p. 278) It is safe to assume that printing makes knowledge accessible to all, although it needs to be accompanied with the necessary cultural and political conditions making literacy compulsory for all. However, this does not necessarily lead to a society that is much more knowledgeable than one that uses oral communication as its foundation. In a non-literary society, where information is conveyed orally, to avoid the information it is necessary to avoid the whole of society. The only possible way by living a completely solitary life, by contrast, reading and writing are predominantly silent and solitary activities. Consequently, in a literary society, information is easy to avoid, simply by choosing not to read what is available.

2.3 USES AND GRATIFICATIONS MODEL OF THE MEDIA The mass media is a huge phenomenon. Through the various different platforms, print or broadcast, the media is able to reach millions of people like no other force. Without media, powerful speeches by politicians would no affect, local events would remain local, and performances by great actors would be seen only by the people in the immediate audience. The media overcomes distances, and builds a direct relationship with audience. The model looks at motives of the people who use the media, asking why we bother to read newspapers, why we find ourselves so compelled to keep up to date with our favourite soap.

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2.3.1

Surveillance

The surveillance need based around the idea that people feel better having the feeling that they know what is going on in the world around them. One of the genres this often applied to news. By watching or reading news, we learn about what is happening in the world, and as the news is usually bad news, this knowledge leaves us feeling more secure about the safety of our own lives. This idea might seem a bit strange, that we know about tragedies and we feel safer, but sociologists argue that ignorance seen as a source of danger, and so the more knowledge we have the safer we feel. When looking at the news it's easy to spot news items that give us this reaction. For example if it wasn't for watching the news we might be unknowingly left with five rupees notes that are worthless, or become vulnerable to the latest computer virus, or end up in a hospital with an awful track record also we have not knowledge about new world record in cricket which set by South African cricket team against world’s best team i.e. Australia. So, the surveillance models then all about awareness. We use the mass media to be more aware of the world, gratifying a desire for knowledge and security.

2.3.2

Using the Media within Relationships

Another aspect to the personal relationships model is how we can sometimes use the media as a springboard to form and build upon relationships with real people. The EastEnders strapline 'Everyone's talking about it', despite being a clever marketing tactic, does hold up when looking at social uses of the media. Having a favourite TV program in common can often be the start of a conversation, and can even make talking to strangers that much easier.

2.3.3

The Advantages and Limitations of Media

Texts need audiences in order to realise their potential for meaning. So a text does not have a single meaning but rather a range of possibilities which are defined by both the text and by its audiences. The meaning is not in the text, but in the reading. (Hart 1991, 60) Andrew Hart, many other theorists and researchers who identify and give value to the existence of audience in relation to the media. At the most basic level, audiences are vital in communication. It is for the audience that media constructing and conveying information, and, if it were not for the audiences, the media would not exist. The

38

exact relationship between the media and their audiences has been the subject of debate since media were first seriously studied and emphasises the importance of audience and of their relationship with the media. The Effects model is considered to be an inadequate representation of the communication between media and public, as it does not take into account the audience as individuals with their own beliefs, opinions, ideals and attitudes: “Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are. (Abercrombie 1996, 140)” A new approach to the dynamics of audience/text relationship was suggested in the Uses and Gratification model. In this model, theorists were not asking how the media effects audiences, but how were audiences using media. They suggested that audiences had specific needs and actively turned to the media to consume various texts to satisfaction of these needs. The audience in Uses and Gratifications were seen as active, as opposed to passive audience in the Effects model. Uses and Gratifications acknowledged that audience had a choice of texts from which to choose form and satisfy their needs, Bulmer and Katz (1974). The model still implies that messages are packages of information that all audience will read same. It does not consider how he messages are interpreted or any other factors affecting audience’s interpretation. “Another criticism is that of the tendency to concentrate solely on why audiences consume media rather than extending investigation to discover what meanings and interpretations are produced and in what circumstances, i.e. how media are received. (O’Sullivan, Dutton & Rayner 1994, 131)” In other words, media receivers want to use information in some way or to obtain satisfactions that they anticipate (Lowery & DeFleur, 1995). A number of studies on audience’s uses and gratification of various media (Berelson, 1949; Kimball, 1959, etc), early 1970s scholars in this area turned to audience motivations, developing typologies of uses people made of media to gratify social and psychological needs (Katz et al. 1973). Such typologies included such needs as strengthening understanding of self, friends, others, or society;

39

strengthening status of self or society; and strengthening contact with family, friends, society, or culture (Lowery & DeFleur, 1995). It's likely has been found in the uses-and-gratification research from the West, that an individual uses media for different purposes at different times under different circumstances; and different people may seek different gratifications from media. A question for researchers is how to meaningfully and effectively categorize (typologies) those different needs and objectives. According to Chang, Chen and Zhang study in (1993): Early studies of Chinese media focused on propagandistic and persuasive aspects of mass communication. Since mid-1880s, various social factions have used newspapers mainly as tools in their political struggles. The Chinese communists have always recognized value of mass media (Robinson, 1981). For example, the government has emphasized use of mass media for China's social, political, and economic development (Yu & Sears, 1996). As a powerful tool of opinion and perceptions, news media are supposed to unite the people, to elevate their consciousness and spirit.

2.4 ROLE OF PRINT MEDIA To keep abreast of what's happening in the world around us we need information. Without information we won't know a threat exists until it is too late. But just being offered information is not enough. We also need to be willing to take that information on board while there is still time to avoid threat. Public information will be just one of many issues officials will have to address, and media are often perceived as being a nuisance or hindrance to response activities. However, it is essential that communicating with media is made a priority in any response planning because the media will be among first responders at the scene and will be a vital information mechanism for government bodies. The media will therefore share a significant amount of responsibility for relaying vital information to public. Although newspapers makes knowledge more accessible to all, and has had dramatic effects on our culture and society, it does not necessarily follow that a literate society is greatly more knowledgeable than a non-literate one.

2.5 NEWSPAPERS READERSHIP IN PAKISTAN Newspaper publishers estimate that nearly six out of ten adults every day, and seven out of ten read a newspaper each weekend. By the time they seen; mostly people have already learned about breaking news stories on television or radio. Readers rely on

40

newspapers to provide detailed background information and analysis, which television and radio newscasts rarely offer. Newspapers not only inform readers that an event happened but also help readers to understand what led up to the event and how it will affect on the world around them. Media scholar Philip J. Hanes (1996) wrote his article entitled “The Advantages and Limitations Focus on Audience in Media Studies”: “Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are”. (P.140) Veblen, (1994) wrote in his article entitled “Newspaper Readership and Informational/Cultural Processing”: Newspaper readership is an instance of cultural participation in regard to which informationprocessing. Reading newspaper is more straightforward form of information processing than various other cultural activities and at the same time choice of newspaper could scarcely count as very effective kind of status-oriented `conspicuous consumption' on account both of relatively low price even expensive newspapers and of the fact that reading likely to take place in privacy of home as in public. Consequently, evidence of a connection between newspaper readership and status, independent of information-processing capacity, would, for our present purposes of particular significance. Most people read only one (daily) newspaper, at least on a regular basis. This means that we can here avoid complications that arise with forms of cultural participation, such as, say, listening to music, where there a wide variety of genres and an individual may have a range of preferences. As we noted above, such instances have of late given rise to debates over whether distinction of greatest relevance in regard to status is that between those participating in `high' as opposed to `low' (or popular) culture or that between cultural `omnivores' and `univores'. According to Pakistan Readership Report (2002-03) issued by Gallup survey of Pakistan, newspaper readership ratio among adults (18 years+) is only 33% and among youth (10-17years) is 21%. Province wise this ratio is: for Punjab 31%, For Sindh 49%, for N.W.F.P. 25%, and for Baluchistan 28%. Among youth (10-17years), this ration is: for Punjab 16%, for Sindh 34%, For N.W.F.P 16% and for Baluchistan 19%. Apparently the situation is, to some extent satisfactory for Sindh province but this is due to high rate of readership in Karachi, which is among adults 69% and among youth 44% .By excluding Karachi, the ratio remains very poor for interior Sindh. The table and graph elaborate the province-wise ratio of newspaper readership in Pakistan.

41

Ratio of Newspaper Readership Province

Among Adults (+18 Years) 31% 49% (Karachi 69% & Interior Sindh 29%) 25% 28% 33

Punjab Sindh N.W.F.P. Baluchistan Average

Among Youth (10 – 17 Years) 16% 34% (Karachi 44% & Interior Sindh 24) 16% 19% 21

New spaper Readership among Adults 60% 50%

49

40% 30%

31

33

28

25

20% 10% 0% Punjab

Sindh

NWFP

Baluchistan

Average

New spaper Readership among Youth 40% 34

30% 20% 10%

16

16

19

21

0% P unjab

Sindh

NWFP

Baluchistan Average

Newspaper readership and buyer-ship are two different concepts. Every reader is not a buyer of newspapers. One newspaper read by a lot person at homes, offices, shops and libraries. According to Pakistan Readership Report 2002-03 of the Gallup Survey, in Punjab 10.17 readers read one copy, while in Sindh this ratio is 5.57, in N.W.F.P this ratio is 8.47 and in Baluchistan this ratio is 13.98.9 Considering the economic peculiarities and rural character of the region, it is understandable that the number of readers per copy in Baluchistan is substantially higher than the national average of 7.7 It is necessary to mention that after including the ratio of readership per copy in FATA/FANA and Azad Jammu and Kashmir, the national average of readers per copy is 7.7.

2.6 NEWS SEEKING PATTERNS In general, the amount of news reading tends to increase with age, education, and administrative status. News reading increases very rapidly through the academicians and administrators. Summarizing reading patterns by education appears that readers on lower end of educational curve tend to use newspaper for entertainment, sensational news, and political. Newspaper readership often

42

measured by quantifying a particular indicator of newspaperreading activity, readership tends to be viewed far too simplistically. Qamar (2002, p.18) said in his thesis of M.Sc. Mass Communication entitled “The comparison of Different Newspaper Reading habits of Male & Female”. His comparative study of different newspaper reading habits of men and women in Pakistan meant to find out that; to what extent newspaper reading habits differ from each other. The researcher wrote in his research study that women are interested in reading newspaper. It was found that 56 percent female readers read newspaper daily. The survey indicated that high percentage of women read newspaper although not more than men. It is found that men spend more time for reading newspaper per day than women, as 40 percent men read newspaper more than an hour, while there are no women spend more than an hour for reading newspapers. Men read newspaper more than women in terms of reading large volume of newspaper’s material. Men like to read hard news while women like to read soft news. According to Herald Media Survey (1997) in Scotland revealed in an article “What they Read”? The survey showed that newspapers are still popular with young teenager in Scotland. More than three quarters of boys said they spent on average ten minutes a day for reading newspaper with sports page being the most popular only 13 percent of boys read the whole newspaper. Although girls spend slightly less time for reading newspaper, they are reading more widely. Media researchers Mehta and Paralikar (1999) investigated through conducting a study that news-seeking pattern of the selected media were studied in relation to spent time, news language, news area, kind of news and news aspects. The overall findings of their study revealed that majority of respondents described to two English newspapers, because those newspapers give complete news and have good coverage of events. Overall and sex wise newspaper used as medium for seeking news most frequently. The kinds of news sought through newspaper were political, social, health educational, etc. Highly significant differences existed in the newsseeking patterns of female respondents with respect to spent time for seeking news, kinds of news and news aspects. The kinds of news sought through this media with highest intensity indices were political, social, national and international current affairs, educational, sports, science, economics and business news. The other indices were headlines, detailed news, news briefs, articles, and editorials. The researcher conducted research on

43

assessing the importance of news, to explore where news fits in daily life. James (2004, p.3–4) Thus, we risk misunderstanding its true nature. As we become comfortable employing automatic processing with its focus on efficiency, we let our skills of meaning construction atrophy. With weaker skills, we come to depend more and more on the media to tell us what is important and who we should be. For centuries, getting access to information was a major problem for virtually all human. With rise of the mass media throughout the 20 th century, the barriers to access were substantially reduced, especially with spread of Radio, Television and then Computer. Today, not only information easily available to almost anyone; information keeps getting produced at an ever increasing rate. The information problem is no longer about how to get access. The much more pressing problem is how to keep up with all the newsseeking patterns.

2.7 PRACTICAL USAGE OF NEWSPAPER’S INFORMATION Andersen says in his article entitled “Communicating Information across Cultures: Understanding How Others Work” published on September 2002. There are specific communications differences between scientists and humanists that are created by their information-seeking patterns. An excellent example of academic’s cultural differences in the field of information seeking and uses, information-seeking research looks at how individuals go about finding materials that they need in order to satisfy informational needs both professional and recreational. In the ethnographic experience of an unfamiliar worship service, an individual might gather clues about standing-sitting-kneeling through watching others, through listening for directions from an authority, or through written materials available somewhere in the place of worship. The academicians of AIOU usually follow the patterns established by their peers, relying upon mentors in their fields to guide them in graduate school and early professional development. Differences of style come from both individual—his or her own personal traits, predispositions, and biases, and from training that he or she has received in a particular discipline. Thus, culture including ways of individuals seeks information passed on through apprenticeship and practice.

2.8 RELATIONSHIP BETWEEN EDUCATION AND NEWSPAPER The relationship between education and newspaper readership is far from simple. First, newspaper readership correlates positively with

44

information seeking, including information about civic responsibilities, and need for cognition, the pursuit of higher level reasoning. A body of research correlates interest in information about political, public policy and social issues to news seeking. For example, a panel study by Hugh Culbertson and others found that focused attention, interest and involvement in political issues correlated positively with news seeking. The study found that attention either to newspapers or to television news content predicted provide knowledge. However, the study of newspaper readers were more cognitively involved than television viewers. Maxwell McCombs and Paula Poindexter found a positive correlation between the frequency of newspaper readership and perceived civic duty to keep informed. (Civic duty encompasses perceived obligation to vote and to support fundamental liberties, including free expression.) Similarly, in a comparison study of nonreaders, single newspaper readers and multiple newspaper readers conducted by Wayne Wanta and others, nonreaders demonstrated particularly weak motivation to use newspapers to understand events or to known informed about civic affairs. One study found that highly educated are more tolerant of others' freedom of expression than less well-educated, regardless of whether the issue in question supported by left or right-wing groups. The same study found that increased cognitive sophistication was even more predictive of support for free expression than level of education alone. Other studies using cognitive variables such as need for cognition have produced similar findings. Rather than examine the possible multi-faceted link between education on free-expression issues and news seeking, research has tended to focus on differences among newspapers that may explain differences in civic knowledge among and between readers and nonreaders. For example, one study suggests that "not all newspapers are created equal." The study measured differences in civic knowledge among readers of different types of newspapers and found that all newspapers may not benefit equally from increased interest in civic affairs among potential readers. Because readers tend to gather information about local affairs from local newspapers and information about national issues from metropolitan papers, the selection of news source was predictive type of civic affairs knowledge possessed by the reader. Therefore, desire for increased knowledge of national events would not be correlated with increased reading of local newspapers. However, research by Dan Drew and David Weaver found, to the contrary, that readers of local newspapers sought and were knowledgeable about both local and national civic affairs.

45

2.9 FACULTY MEMBER AND NEWSPAPER READERSHIP Tak Wing Chan & John H. Goldthorpe (2004) writes their research article entitled “Social Status of Faculty Member and Newspaper Readership”. They write an instance of cultural participation in regard to which the information-processing might be thought especially favoured news for newspaper readership. More straightforward form of information processing of newspaper reading than various other cultural activities and at the same time choice of newspaper could scarcely count as very effective kind of status-oriented `conspicuous consumption', on account both of relatively low price of even the most expensive newspapers and facts that reading at home to take place in privacy as compare in public. Consequently, evidence of a connection between faculty member and newspaper readership, independent of information-processing capacity, would be our present purposes of the study. Most people read only one (daily) newspaper, at least on regular basis. This means that we can here avoid complications that arise with forms of cultural participation, such as, say, listening to music, where there is wide variety of genres and an individual may have a range of preferences. However, we see how far the association between faculty member and readership’s status may be accounted by individuals' educational attainment serving as proxy for their informationprocessing capacity. Although all newspapers are available and read throughout UK, Scotland has it own broadsheets (Herald, Scotsman) and tabloids. Their readers are grouped with those who read other regional newspapers under Regional category, local and others. It may be noted that control variables do have some significant association with newspaper readership. The significant coefficients for sex, being generally positive, indication that women more liking than men to fall into other readership categories than broadsheet reader, while those for age, being generally negative, indicate that older persons are more liking than younger ones to read broadsheets than to fall into other categories. The coefficients for income cannot be so straightforwardly interpreted but, as anticipation, they are in-fact less often significant, and especially when education brought into analysis. Scots appear less likely than others to read broadsheets, but this is probably an artefact due to omission of Scottish broadsheets in the response categories. However, the effects of status and education are interesting variables of research study. Having demonstrated that there are

46

strong and systematic association between faculty member’s status and newspaper readership, while status and class are clearly correlated in contemporary British society as status gradient runs, as it were, across the class structured status stratification within classes may still be quite extensive. Today, the cultural level of lifestyle is chief way in which status expressed and recognised, then, since newspapers generally regarded as being culturally stratified, the status of individuals should show a close relation to the type of newspaper that they read. The probability of individuals reading high-brow broadsheets rises with status, and at an increasing rate; the probability of their reading low-brow redtop tabloids falls with status in more or less linear fashion; and the probability of their reading middlebrow tabloids first increases with status and then decreases. We have, moreover, considered the possibility that more basic relationship exists between individuals' educational level, information-processing capacity, and their consequent preference for more or less demanding kinds of reading newspapers. We find that although education does indeed influence of newspaper readership and on lines that would be predicted under informationprocessing and education does not remove the effect. The association between faculty member and newspaper readership persists within different levels of education. The informationprocessing can be reckoned as at least more immediately involved in reading newspapers that in many other forms of cultural participation, while choice of newspaper is not the most obvious vehicle of conspicuous consumption. The cultural level of newspapers’ readership does grooming their status within their community.

2.10

ACADEMICIAN AND ADMINISTRATIVE USAGE OF NEWSPAPERS

Everyone knows information is a form of power. Daily millions of peoples gain their knowledge of national and international affairs from the pages of newspapers all over the world. The Third World countries know this more than ever. That why they are calling for the establishment of new international information order and they feel this is just as urgent as the establishment of new international economic order. All medium of communication play a main role in the field of information, but the print media plays a key role in focusing public

47

attention, and news patterns influence, public perception of important issues of the day. The academicians and administrators are main source of ideas about needy changes in the University structure and managements. Discretionary behaviour by academicians and administrators who deliver services characteristics of most studies by the implementation research. The modern newspaper plays several roles for its readers. From the analysis of intensive interviews, the researcher has attempted to construct a typology of such roles, or functions, of newspaper. Obviously the types enumerated here, while discrete, are not necessarily mutually exclusive for any one newspaper reader. Undoubtedly, different people read different parts of the newspaper for different reasons at different times. A group of readers seem to use newspaper because it enables them to appear informed in social gatherings, thus the newspaper has conversational value. Readers not only can learn what has happened and then report it to their associates but they can find opinions and interpretations for usage and discussions on current affairs with colleagues. The newspaper reader’s predispositions are involved in effects of reading in two ways. They condition the reader’s selection of publications and the condition of his interpretation of what he reads. Almost any phase of reader’s personality may be involved in reading experience. Their personal traits, subject interests, and reading ability may determine which accessible publications they would choose to read. The difference can be explained only by differences in predispositions which may be fundamental or merely a temporary mood. The same predispositions are often involved in both selection and interpretation of reading, but they need not to be. The reader may select their reading from one set of conditions and respond to it from a totally different set. Their methods of reading, which may range from a hasty skimming to close analysis, naturally affect both their response to publication and its effects on them. The more highly educated readers are attracted to more mature newspapers because their wider intellectual experiences enable them to share publishers’ more mature attitudes in the life. As the central fact in most people’s lives, occupation has an important role in selection and interpretation of reading, its importance, of course, varies with their occupation. Occupational differences such as clearly revealed in many subject classifications of publications. Reader motivated by need for greater social security may seek to improve their status within their family or social class or may try to exchange their social class for another social class.

48

2.10.1

News-seeking Patterns of Academicians

According to previous researches of news reading habits academicians or University teachers are interested to read the news according to their professional status. They want to read news of national and international affairs, educational, economics, editorial and article. They want to update their knowledge because they deliver a lot of lectures in the different institutions and topics. Newspapers are most prominent media which are providing the current information to educationist according to their requirement. To produce well-informed citizens who can make their own judgements on the basis of available evidence. In so far as educationist deals with value judgements, it does so in the ways which encourage their students to explore the range of value judgements and to examine the sources of such judgements (including their own) and their effects. They seek to impose ideas on what constitutes “good” or “bad’ through newspapers.

2.10.2

News-seeking Patterns of Administrators

The administrators use a wide variety of sources, both informal and formal, to obtain the needed information as do their colleagues in other countries. However, in addition to giving preference to ‘human sources, as was found by Campbell (1997), they place more emphasis on the ‘press releases’. They seem to be more satisfied with the information that they receive from the sources that they prefer than those that they do not. It is interesting to note that these respondents are least satisfied with the print media. The information gathered by these respondents appears to be mainly used for getting job opportunities, personal knowledge, and less so for preparing personality profiles, editorials, and columns. This was expected because a limited amount of items mentioned in the later group are actually needed and are written by a limited number of individuals. There are some interesting usage patterns of administrators because administrative personality’s almost choose same news for reading like as academicians but some differences exist i.e. they give priority to; job hunting, sports politics, features and burning issues of the country. As compared to academicians administrators are spend a lot time regularly to

49

read newspapers, might be have spare time for in-depth reading of newspapers.

50

CHAPTER – III RESEARCH METHODOLOGY 3.1 RESEARCH METHODOLOGY This research study is primarily a social survey designed to investigate news-seeking patterns of academicians and administrators of Allama Iqbal Open University, Headquarter, Islamabad. The data was collected from 70 each of the specified categories through structure questionnaire. The researcher personally collected the data from each and every respondent. Specifically, the aim of this research was to document difference among academicians and administrators of AIOU regarding newsseeking patterns.

3.2 SAMPLING DESIGN A sample is a part of a group or aggregate selected with a view to obtaining information about the whole group also known as population. The population is composed numbers of people. A sampling design is a definite plan for obtaining sample from given population. It refers to the technique or procedure the research study would adopt to select people for the sample. Probability sampling technique will be applied in this research. The sampling frame will be the appointment of officers in the administrators’ cadre being employed on the campus and the members of Academicians working on the campus. There will be 70 each sample size of administrators and Academicians.

3.4 SAMPLING METHOD It is incumbent on the researcher to clearly define the target population. There are no strict rules to follow, and the researcher must rely on logic and judgment. The population is defined in keeping with the objectives of the study. The population is too large for the researcher to attempt to survey all of its members. A small, but carefully chosen sample can be used to represent the population. The sample reflects the characteristics of the population from which it is drawn. Probability Sampling methods are used in this research study. In probability samples, each member of the population has a known non-zero probability of being selected. The advantage of probability sampling is that sampling error can be calculated. Sampling error is the degree to which a sample might differ from the population.

51

When inferring to the population, results are reported plus or minus the sampling error.

3.4 SAMPLE AND SAMPLING SIZE The sampling frame will be the appointment of officers in the administrators’ cadre being employed on the campus and the members of Academicians working on the campus. There 70 each sample size of Academicians and administrators were selected. 3.4.2 Selection of Sample The sample comprises the newspaper readers are employees of AIOU, Islamabad. Sample comprises 70 Academicians were different age group, status and qualification; and 70 administrators were different age group, qualification and status. Sample was drawn through systematic sampling technique.

3.5 DELIMITATIONS In the Pakistan thousands of educational institutes and thousands of people are working there as academician as well as administrators. Obviously, it is not possible to analyse or examine those people, how they are hunting news in print media. Therefore limited resources and time the researcher delimits this research study and select 70 Academicians and 70 administrators from AIOU’s, Head Office, Islamabad.

3.6 RESEARCH DESIGN The study will be comparative analysis about “News-Seeking patterns of Academicians and administrators of Allama Iqbal Open University”. 

The researcher will instruments to gather the data.

be

used

a

questionnaire

as

3.7 RESEARCH HYPOTHESIS In this study the hypothesis is that:  The Academicians are more interested in the news related to national and international affairs, politics, development of education, editorials and articles etc.

52

 The administrators are more interested in the area of politics, national affairs, entertainment, job hunting, health and sports, etc.

3.8 RESEARCH QUESTION What are the different patterns of news-seeking of academicians and administrators of Allama Iqbal Open University?

3.9 VARIABLES There are two kinds of variables in this study: 3.9.1 Demographic Variables    

Gender Age Status, and Qualification

3.9.2 Conceptual Variables In this Research Study the conceptual variables are following:         

Reading English and Urdu language newspapers Purpose of reading newspapers of both communities Current news-seeking patterns of academicians and administrators Editorials reading of both the community Articles reading of both the community Economics news-seeking patterns of both the communities News-seeking on political scenario of both the communities Educational developmental news-seeking patterns of both the communities Newspaper supplement reading of both communicates

53

3.10

AIOU’S ACADEMICIANS’ PROFILE ACADEMIC STRUCTURE Vice Chancellor Dean Chairman

Professor a)

Associate Professor Assistant Professor

Lecturer

PROFESSORS i)

ii)

Gender Male Female 13 3

Total 16

Qualification Ph. D M. Phil 15 1 Characteri stics of Professor 15

16

Numbers

14 12

13

10 8 6 3

4 2

1

0 Male

Female

Ph. D

M. Phil

Gander and Educati on

b)

ASSOCIATE PROFESSORS

54

i)

ii)

Gender Male Female 7 4

Total 11

Qualification Ph. D. M. Phil 9 2 Characteristics of Associate Professor

10

Numbers

9 7

8 6

4

4

2

2 0 Male

Female

Ph. D.

M. Phil

Gan der an d Edu cati on

c)

ASSISTANT PROFESSORS i)

Gender Male Female 35 17

ii) Qualification Ph. D. M. Phil 24 9

Total 52 Master 19

Charateri stics of Assistant Professor

Numbers

40

35

30

24

19

17

20

9

10 0 Male

Female

Ph. D.

M. Phil

Master

Gander and Education

d)

LECTURERS

55

i)

Gender Male Female 45 28

ii) Qualification Ph. D. M. Phil 4 15

Total 73 Master 54

Characteri sti cs of Lecturer Numbers

60

54

45

40

28 15

20

4

0 Male

Total Academicians Working in the AIOU Male 100

Femal e 52

Grand Total 152

Academics Community Working in AIOU 152

160 Number of Faculty Members

e)

Female Ph. D. M. Phi l Master Gander and Educati on

140 120 100

100

80 52

60 40 20 0

Male

Female

Grand Total

56

3.11 AIOU’S ADMINISTRATORS’ PROFILE ADMINISTRATIVE STRUCTURE Vice Chancellor

Registrar

Deputy Registrar Treasurer

Treasurer

Assistant Registrar

Deputy Treasurer

Controller

Deputy Controller

i)

Assistant

Director

Assistant Controller

Gender Male Female 85 16

Deputy Director

Assistant Director

Total 101

Nu mbers

Characteristics of Administrators

150

101

85

100 50

16

0 Male

Female

Total

Gander

ii) Qualification Ph. D. M. Phil 2 Nil

Master 56

Professional Degree 43

Characteristicsof Adm inistrators 60

56

Nu mbers

50

43

40 30 20 10 2 0 P h. D .

0 M .P hil

Education

M aster

P rofessional D egree

57

3.12

CHARACTERISTICS OF THE RESPONDENTS

The characteristics of the respondents are shown in the following chart:

Professions

Academicians Male

Administrators

Female

Male

Female

Qualification Master

M. Phil

Qualification PhD

Master

M. Phil

PhD

Others

Age of both groups

30 – 40

3.12.1

41 – 45

46 – 50

51 & above

Profession-wise distribution of Respondents

Total sample size of the study comprised 140 both Academicians and administrators employed in AIOU. Distribution of the sample is shown in the below graph. Profession of the Respondents Numbers

80 70

70

70

60 50 40 30 20 10 0 Academics

3.12.2

Administrators

Gender-wise distribution of Respondents

The researcher tried to get equal ratio of both sexes but it was not possible due to employment. Among the respondents of Academicians there are 68.8% male and 31.4%. Similarly, the ratio of administrators 82.9% male and 17.1% female, this distribution is shown in below table, also in graph. Gender-wise distribution of the respondents

Frequency

Percent

58

Male Female Total Male Female Total

48 22 70 58 12 70

68.6 31.4 100.0 82.9 17.1 100.0

Gander-wise Distribution 100

82.9

80 60

68.6 58

Frequency

48

40

Percent

31.4 22

20

12

17.1

0 Male

Female

Academics

Male

Female

Admi ni strators

59

3.12.3

Age-wise distribution of Respondents

The researcher distributed respondents’ age in four categories i.e. 30 to 40, 41 to 45, 46 to 50, and 51 & above. It is shown in the below table and graph: Age of the Respondents

Gender with Age of Respondents Count % within Count % within Count % within Count % within Count % within Count % within

Male Femal e Total Male Femal e Total

25

30 – 40

41 – 45

46 – 50

22 64.7% 12 35.3% 34 100.0% 14 73.7% 5 26.3% 19 100.0%

15 68.2% 7 31.8% 22 100.0% 14 77.8% 4 22.2% 18 100.0%

1 50.0% 1 50.0% 2 100.0% 10 83.3% 2 16.7% 12 100.0%

Age Age Age Age Age Age

51 & above 10 83.3% 2 16.7% 12 100.0% 20 95.2% 1 4.8% 21 100.0%

Total 48 68.6% 22 31.4% 70 100.0% 58 82.9% 12 17.1% 70 100.0%

A ge of th e R es pon den ts 22

20

20

Age Limits

15 15 10 10 5

14 14

12

30 – 4 0

10 7

1

1

41 – 4 5 5 4

2

46 – 5 0 2

1

51 & abov e

0

M ale

F em ale

A c adem ic s

M ale

F em ale

A dm inis trators

60

3.12.4

Qualification-wise distribution of Respondents

The sample was drawn from people having different level of education. Below table shown the different level of education of the respondents: Qualification-wise distribution of the respondents Qualification of the respondents

Profession’s Gender with Qualification Academicians Administrator s

Total

Master

M Phil

PhD

Others

Male

18

13

17

0

48

Female

11

6

5

0

22

Total

29

19

22

0

70

Male

36

3

2

17

58

9

2

0

1

12

45

5

2

18

70

Female Total

Quali fication of the Respondents 40

36

35

Numbers

30 25 20 15

Master 18

17

17

13

PhD

11

10

9 6 5

5

0

M Phil

0

3 2

Others 2

0 1

0

Male

Female

Academics

Male

Female

Administrators

3.13 DATA COLLECTION The questionnaires were distributed to the respondents by the researcher personally. The researcher personally goes to the respondents consecutively for collections of questionnaires but return rate were very slow and it took more than one month to collect 150 questionnaires. A large number of respondents, particularly in the administrators group did not respond to the questionnaire positively, probably due to shortage of time at their end as the questionnaire took almost 10 minutes to respond to all the questions. The questionnaires were administered by hand; responses got back through the same way directions were also given in the written form and interpreted in Urdu where it’s needed.

61

3.13.1

Data Reduction

After data collection, the next main task was the reduction of the data. Word and sentences responses were changed into categories. Response categories, for instance, “Academicians” was assigned “1” and “Administrators” was “2” and “Male” response was assigned “1”, and “Female” was assigned “2” and their education “Master, M. Phil, PhD, and Other” was assigned “1, 2, 3, 4”. Similarly, age of the respondents was grouped into four ranges such as “30 to 40, 41 to 45, 46 to 50 and 51 and above”, these ranges categories were assigned “1”, “2”, “3”, “4”, respectively. Similarly, some questions have two response categories on likert scale were given respondents for example “Yes” response was assigned “1” and “No” assigned “2”, other questions variables 1 to 5 numbers were assigned respectively to: “Very Often”, “Often”, “To some extent”, “Rare”, and “Don’t Know or Not at all” and was than fed into the machine. 3.13.2

Statistics Used

The following statistics were used to analyze the data. 3.13.3

Univariate Statistics

This study was basically examined the relationship between content of newspaper and readership with their qualification and age. The researcher was too interested to understand population and investigated their reading habits. Therefore, univariate analysis was used through percentage distribution and cross-tabulation and presented the data in the forms of figure, tables, graphs etc.

3.14 PROBLEM FACED The researcher personally goes to the respondents consecutively for collections of questionnaires but return rate were very slow and it took more than two months to collect 150 questionnaires. A large number of the respondents particularly in the administrator group did not respond to the questionnaire positively; probably due to shortage of time at their end as the questionnaire took almost 10 minutes to respond to all the questions.

3.15

USES OF COMPUTER APPLICATIONS

The researcher had used the most advance computer package “Statistical Package for Social Scientists (SPSS Version 12.0) for

62

analyzing the date. Besides, excel, and MS Word were used for designing charts, tables, graphs and composing the thesis script. For data analysis and other, the researcher had taken a very rigorous training course, particularly to learn SPSS (Statistical Package for Social Scientists). The researcher by experience felt that without the knowledge of computer in general and particularly understanding the SPSS software, this research study might have not been successfully accomplished and thanks Almighty Allah the work has been done successfully.

63

CHAPTER – IV DATA ANALYSIS AND INTERPRETATION In this chapter the researcher analyzed the data in response of respondents’ awareness/knowledge, personal identification, and confirmation of their news-seeking patterns. The data on the “Newsseeking Patterns of academicians and administrators of AIOU” were collected through a questionnaire which was designed for this study with the help of supervisor. Primarily, cross-tabulation and correlation coefficient statistical procedure was applied to investigate exposure of newspapers’ readership, their demography and news-seeking patterns’ dimension; viz Reading English/Urdu language newspapers, purpose of reading newspapers, national and international current affairs, editorials and articles, economics, health and sport news, educational development news, information seeking on political news, and reading newspapers’ supplements. Theoretical frame work for all the variables of this study was based on Uses and Gratification model. The data was analyzed with the help of SPSS (Statistical Package for Social Sciences) version 12.0. Details of the data analysis are given below:

64

Table 4.1: Cross-tabulation of Profession’s Gender and Age of the respondents Age of the respondents

Profession’s Gender and Age Male

Academician s

Gender of the respondents

Female Total Male

Administrator Gender of the Female respondents s Total

Count % Age Count % Age Count % Age Count % Age Count % Age Count % Age

30 to 40

41 to 45

46 to 50

22 64.7% 12 35.3% 34 100.0% 14 73.7% 5 26.3% 19 100.0%

15 68.2% 7 31.8% 22 100.0% 14 77.8% 4 22.2% 18 100.0%

1 50.0% 1 50.0% 2 100.0% 10 83.3% 2 16.7% 12 100.0%

51 & above 10 83.3% 2 16.7% 12 100.0% 20 95.2% 1 4.8% 21 100.0%

Total

Table 4.1 shows the sample’s age of Academicians and administrators of the AIOU. The sample comprises the 50% Academicians and 50% administrators’ communities. As evident from the table, greater numbers of male Academicians 83.3% as well as male administrators 95.2% are falling in the age category of 51 and above. Whereas, the numbers of female Academicians 31.8% and female administrators 22% are falling in the age category between 41 to 45. Similarly, there is quite a good number of both Academicians and administrators falling in the young age category; i.e. 30 to 40 years. To sum up, comparatively young male Academicians are working in the AIOU. However, the age group between 30 to 40 of female Academicians is younger than the age group of female administrators. Similarly, overall, there are young people ranging from the age between 30 to 50 employed in the University.

65

48 68.6% 22 31.4% 70 100.0% 58 82.9% 12 17.1% 70 100.0%

Table 4.2:

Cross-tabulation of Profession’s Gender and Qualification Qualification of Respondents

Profession’s Gender and Qualification Count % Gender Count % Gender Count % Gender Count % Gender Count % Gender Count % Gender

Male Gender of the respondents

Academicians

Female Total Male

Gender of the respondents

Administrators

Female Total

Master 18 37.5% 11 50.0% 29 41.4% 36 62.1% 9 75.0% 45 64.3%

M Phil 13 27.1% 6 27.3% 19 27.1% 3 5.2% 2 16.7% 5 7.1%

PhD Others 17 35.4% 5 22.7% 22 31.4% 2 17 3.4% 29.3% 0 1 .0% 8.3% 2 18 2.9% 25.7%

Total 48 100.0% 22 100.0% 70 100.0% 58 100.0% 12 100.0% 70 100.0%

Table 4.2 documents that there are greater numbers of both male and female Academicians having M. Phil and PhD qualification 68.5%. Whereas, the administrating positions are mostly having masters degree qualification 91.7%. Thus the Academicians community is highly qualified as compared to the administrators in the AIOU. Qu ali fi cati on of th e Respon den ts 40

36

35

Numbers

30 25 20 15

Mas ter 18

17

17

13

PhD

11

10

9 6 5

5

M Phil

0

0

3 2

Others 2

0 1

0

M ale

Female

Ac ademics

M ale

Female

Adm inistrators

66

Table 4.3:

Cross-tabulation of Profession’s Gender and Reading Newspaper

Profession’s Gender and Reading Newspaper Count

Male

Count

Gender of the respondents

Academicians

% Gender

Female

% within Gender Count

Total

% within Gender Count

Male

% within Gender Count

Gender of the

Administrators respondents

Female

% within Gender Count

Total

% within Gender

Yes

No

Total

43

5

48

89.6%

10.4%

100.0%

14

8

22

63.6%

36.4%

100.0%

57

13

70

81.4%

18.6%

100.0%

51

7

58

87.9%

12.1%

100.0%

10

2

12

83.3%

16.7%

100.0%

61

9

70

87.1%

12.9%

100.0%

Numbers of Readers

Table 4.3 refers to the reading habits of faculty members and administrators. As evident from the table both male academicians and administrators read newspaper very greatly. However, the female academicians are less inclined toward reading newspaper as compare to female administrators i.e. 63% and 83% respectively. The overall result shows that reading newspaper by the administrators is higher than the academician community. ReadingNewspapers

60 51

50

43

40 30

Yes No

20 10

14 8

5

7

10 2

0 Male

Female

Academics

Male

Female

Administrators

67

Table 4.4:

Cross-tabulation of Profession’s Qualification and Reading Newspaper

Profession’s Qualification and Reading Newspaper Master

Academicians

Qualification of the respondents

M Phil

PhD

Total

Master

M Phil

Administrators

Qualification of the respondents

PhD

Others

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Newspaper

Total

Yes

No

21

8

29

30.0%

11.4%

41.4%

15

4

19

21.4%

5.7%

27.1%

21

1

22

30.0%

1.4%

31.4%

57

13

70

81.4%

18.6%

100.0%

39

6

45

55.7%

8.6%

64.3%

4

1

5

5.7%

1.4%

7.1%

2

0

2

2.9%

.0%

2.9%

16

2

18

22.9%

2.9%

25.7%

61

9

70

87.1%

12.9%

100.0%

Table 4.4 is cross-tabulation of Profession’s Qualification with reading newspaper of the respondents of AIOU. This table documents that the Academicians community with higher education; i.e., Master and PhD are much inclined towards reading newspaper. Whereas, at the Masters level education; the ratio of reading newspaper by administrator is higher as compare to academicians.

68

Table 4.5:

Cross-tabulation of Profession’s Age and Reading Newspaper Reading Newspaper

Profession’s Age and Reading Newspaper 30 to 40

41 to 45

Academicians

Age of the respondents

46 to 50 51 & above Total

30 to 40

41 to 45

Administrator s

Age of the respondents

46 to 50 51 & above Total

Count % of Total Count % of Total

Yes

No

24

10

34

34.3%

14.3%

48.6%

21

1

22

30.0%

1.4%

31.4%

1

1

2

1.4%

1.4%

2.9%

11

1

12

15.7%

1.4%

17.1%

57

13

70

81.4%

18.6%

100.0%

15

4

19

21.4%

5.7%

27.1%

17

1

18

24.3%

1.4%

25.7%

10

2

12

14.3%

2.9%

17.1%

19

2

21

27.1%

2.9%

30.0%

61

9

70

87.1%

12.9%

100.0%

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Total

Table 4.5 documents of cross-tabulation of Profession’s Age and Reading Newspaper. As evident from the table, the reading habit of the Academicians community with the age in-between 30 to 40 is higher than the administrators of the same age. However, in the age above 51 years, the administrators group is reading newspaper more than the Academicians community i.e. 27.1% and 15.7%. Table 4.6: Cross-tabulation of Profession’s Gender and Time of Reading Newspaper Profession’s Gender and Time of Reading Academicians

Gender of the respondents

Male

Count % of Total

Time of reading Newspaper

Total

Morning 25

Office 10

Evening 13

48

35.7%

14.3%

18.6%

68.6%

69

Female

Total

Male

Administrator s

Gender of the respondents

Female

Total

Count

9

5

8

22

% of Total

12.9%

7.1%

11.4%

31.4%

Count

34

15

21

70

% of Total

48.6%

21.4%

30.0%

100.0%

Count

24

20

14

58

% of Total

34.3%

28.6%

20.0%

82.9%

Count

6

1

5

12

% of Total

8.6%

1.4%

7.1%

17.1%

Count

30

21

19

70

% of Total

42.9%

30.0%

27.1%

100.0%

Table 4.6 cross-tabulation of Profession’s gender and Time of Reading Newspaper. As evident from the table, there is quite difference between male and female Academicians regarding reading newspaper at morning, office hours and at the evening. There is almost same ratio trace in the administrator’s categories.

Number of Readers

However, the overall result of the table reflects that both Academicians and administrators communities are reading newspaper with the same ratio during the specified times. Time of Reading Newspapers 30 25

25

24 20

20 15 10

14

13 10

9

6

5

5

Morning Office

8

5

Evening

1

0 Male

Female

Academics

Male

Female

Administrators

Table 4.7: Cross-tabulation of Profession’s Gender and Language of Newspapers Profession’s Gender and Language of Newspaper Academicians

Gender of the respondents

Male

Female Total

Count % of Total Count % of Total Count % of

Language of reading Newspaper

Total

English 33

Urdu 15

48

47.1 %

21.4%

68.6%

11

11

22

15.7%

15.7%

31.4%

39 62.8%

26 37.1%

70 100.0%

70

Total Count % of Total Count % of Total Count % of Total

Male

Administrator s

Gender of the respondents

Female

Total

15

42

57

21.7%

60.8%

82.6%

4

8

12

5.8%

11.6%

17.4%

19

50

69

27.5%

72.4%

100.0%

Numbers of Reader

Table 4.7 shows profession’s gender and reading newspaper with the selected medium of newspaper. As evident from the table, greater numbers of both male and female Academicians community are read English newspaper as compare to administrators. Whereas, the Urdu newspapers are mostly read by the administrators group. However, reading English newspaper by the Academicians community probably due to the facts:  They are having greater command on English language; and or  Since English press is closer to the mind of elitist class, it carries national issues seriously. Languageof ReadingNew spapers

45 40 35 30 25 20 15 10 5 0

42 33

15

English

15 11

Urdu

11

8 4

Male

Fem ale

Academ ic

Male

Fem ale

Adm inistrators

Table 4.8: Cross-tabulation of Profession’s Gender, Reading Headlines and News Stories Profession’s Gender, Reading Headlines and News Stories Male

Academicians

Gender of the respondents

Female Total

Administrator s

Gender of the respondents

Male Female

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Headlines

Reading News Stories

43

20

61.4%

28.6%

18

9

25.7%

12.8%

61

29

87.1%

41.4%

49

22

70%

31.4%

11

7

15.8%

10.0%

71

Total

Count % of Total

60

29

85.7%

41.4%

Table 4.8 cross-tabulation Profession’s gender, reading Headlines and News Stories of both male and female of Academicians and administrators of AIOU. As evident from the table, both male and female of the two professions read headline news greatly as compared to whole news stories.

72

Table 4.9:

Cross-tabulation of Profession’s Gender and Reading News Articles Reading News Articles

Profession’s Gender and Reading News Articles Male

Academicians

Gender of the respondents

Very often

Often

Some extent

Rare

Not at all

Total

Count

17

10

3

2

16

48

% of Total

24.3%

14.3 %

4.3%

2.9%

22.9%

68.6%

7

6

2

1

6

22

10.0%

8.6%

2.9%

1.4%

8.6%

31.4%

Count Female % of Total Count Total

Male

Administrator s

Gender of the respondents

24

16

5

3

22

70

% of Total

34.3%

22.9 %

7.1%

4.3%

31.4%

100.0%

Count

12

7

13

6

20

58

% of Total

17.1%

10.0 %

18.6 %

8.6%

28.6%

82.9%

1

3

3

2

3

12

1.4%

4.3%

4.3%

2.9%

4.3%

17.1%

Count

13

10

16

8

23

70

% of Total

18.6%

14.3 %

22.9 %

11.4 %

32.9%

100.0%

Count Female % of Total Total

Table 4.9 gives result through cross-tabulation of Profession’s gender and reading Articles. As evident from the table, greater numbers of both male and female Academicians read articles as compare to both male and female administrators. The purpose of reading news articles of Academicians community might be; critical analysis on the current issue.

Table 4.10: Cross-tabulation Reading Editorials

Gender of the respondents

Male

Female Total

Profession’s

Gender

and

Reading Editorials

Profession and Reading Editorials Academicians

of

Very often

Often

Some extent

Rare

Not at all

Total

Count

19

5

5

3

16

48

% of Total

27.1%

7.1%

7.1%

4.3%

22.9%

68.6%

Count

5

3

3

3

8

22

7.1%

4.3%

4.3%

4.3%

11.4%

31.4%

24

8

8

6

24

70

% of Total Count

73

Male

Administrators

Gender of the respondents

Female

Total

% of Total

34.3%

11.4%

11.4%

8.6%

34.3%

100.0%

Count

14

7

5

11

21

58

% of Total

20.0%

10.0%

7.1%

15.7 %

30.0%

82.9%

Count

1

2

3

2

4

12

% of Total

1.4%

2.9%

4.3%

2.9%

5.7%

17.1%

Count

15

9

8

13

25

70

% of Total

21.4%

12.9%

11.4%

18.6 %

35.7%

100.0%

Table 4.10 cross-tabulation of Profession’s gender and Reading Editorials. As evident from the table, greater number of male Academicians read editorial of newspapers as compare to male administrators. However, both the Professions in female community are not interested in reading editorials.

74

Table 4.11: Cross-tabulation of Profession’s Gender and Reading Features Reading Features

Profession’s Gender and Reading Features Male

Academicians

Gender of the respondents

Female

Total

Male

Administrator s

Gender of the respondents

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Very often

Often

Some exten t

Rare

Not at all

Total

8

3

5

1

31

48

11.4%

4.3%

7.1%

1.4%

44.3%

68.6%

4

4

3

4

7

22

5.7%

5.7%

4.3%

5.7%

10.0%

31.4%

12

7

8

5

38

70

17.1%

10.0%

11.4%

7.1%

54.3%

100.0%

6

3

5

8

36

58

8.6%

4.3%

7.1%

11.4%

51.4%

82.9%

4

2

1

3

2

12

5.7%

2.9%

1.4%

4.3%

2.9%

17.1%

10

5

6

11

38

70

14.3%

7.1%

8.6%

15.7%

54.3%

100.0%

Table 4.11 cross-tabulation of Profession’s Gender and Feature reading. As evident from the table, very few numbers of both male and female Academicians and administrators’ read news features regularly.

75

Table 4.12: Cross-tabulation of Profession and Kinds of News Reading Profession and Average of Reading News Academicians Administrators

Kinds of News Reading News Stories

Headlines

Articles

Editorials

Features

High Low

87.1% 12.9

41.4% 48.6%

57.2% 42.8%

55.7% 54.3%

27.1% 72.8%

High

85.7%

31.4%

32.9%

34.1%

21.4%

Low

14.2%

68.6%

67.2%

64.7%

78.6%

Table 4.12 cross-tabulation of Profession and Kinds of news reading. As evident from the table, grater number of Academicians read headlines, articles, editorials regularly and a few numbers of Academicians community also read whole news stories as compare to administrators. Similarly, grater numbers of administrators read headlines regularly; they rarely read news stories, articles editorials and features. K in ds of News R eadin g

100%

Percentage of News Reading

90%

87%

86% 79%

80%

73% 67% 65%

70% 60% 50%

59%

57% 56%

54%

H eadlines

49% 43%

42%

40% 30%

N ews Sto ries

42%

A rticles

34% 33%

E dito rials

27%

F eatures

22%

20%

14%

13%

10% 0%

H igh

Low

H igh

Academics

Low

Administrators

Table 4.13: Cross-tabulation of Profession’s Gender Reading Newspaper for Information Profession’s Gender and Reading Newspaper for Information Academicians

Gender of the respondents

Male Female

and

Reading Newspaper for Information

Count

Very often 42

% of Total Count % of Total

Total

5

Some extent 0

60.0%

7.1%

.0%

1.4%

68.6%

17 24.3%

4 5.7%

1 1.4%

0 .0%

22 31.4%

Often

Rare

Not at all 1

48

76

Total Male

Administrator s

Gender of the respondents

Female Total

Count % of Total Count % of Total Count % of Total Count % of Total

59

9

1

1

70

84.3%

12.9%

1.4%

1.4%

100.0%

20

11

16

4

7

58

28.6%

15.7%

22.9%

5.7%

10.0%

82.9%

1

3

3

4

1

12

1.4%

4.3%

4.3%

5.7%

1.4%

17.1%

21

14

19

8

8

70

30.0%

20.0%

27.1%

11.4%

11.4%

100.0%

Table 4.13 cross-tabulation Profession’s gender and Reading Newspaper for Information. As evident from the table, greater numbers of both male and female Academicians read newspaper for seeking information as compare to administrators. To sum up, the Academicians community seeking update information from newspapers according to their educational disciplines and requirements as compare to administrators group.

77

Table 4.14: Cross-tabulation of Profession’s Reading Newspaper for Guidance Profession’s Gender and Reading Newspaper for Guidance Male Gender of the

Academicians respondents

Female

Total

Male

Administrator Gender of the Female respondents s Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Gender

and

Reading Newspaper for Guidance Very often 7

Often 4

Some Rare extent 4 2

Not at all 31

Total 48

10.0%

5.7%

5.7%

2.9%

44.3%

68.6%

2

2

4

3

11

22

2.9%

2.9%

5.7%

4.3%

15.7%

31.4%

9

6

8

5

42

70

12.9%

8.6%

11.4%

7.1%

60.0%

100.0%

22

27

1

2

6

58

1.4%

2.9%

8.6%

82.9%

31.4% 38.6% 8

2

1

1

0

12

11.4%

2.9%

1.4%

1.4%

.0%

17.1%

30

29

2

3

6

70

2.9%

4.3%

8.6%

100.0%

42.9% 41.4%

Table 4.14 cross-tabulation of Profession’s gender and Reading newspaper for guidance. As evident from the table, majority of both male and female Academicians are not read newspaper for guidance as compare to administrators.

78

Table 4.15: Cross-tabulation of Profession’s Gender and Reading Newspaper for Job hunting Reading Newspaper for Job hunting

Profession’s Gender and Reading Newspaper for Job Hunting Count % of Total

Some Often extent 2 24 2.9% 34.3%

18 25.7%

48 68.6%

Count % of Total

1 1.4%

2 2.9%

7 10.0%

12 17.1%

22 31.4%

Total

Count % of Total

5 7.1%

4 5.7%

31 44.3%

30 42.9%

70 100.0%

Male

Count % of Total

21 30.0%

22 31.4%

5 7.1%

10 14.3%

58 82.9%

Count % of Total

3 4.3%

4 5.7%

2 2.9%

3 4.3%

12 17.1%

26

7

Male

Academicians

Administrator s

Total

Very often 4 5.7%

Gender of the Female respondents

Gender of the Female respondents Total

Count % of Total

24 34.3%

37.1% 10.0%

Rare

13

70

18.6%

100.0%

Table 4.15 refers to Profession’s gender and reading newspaper for job hunting. As evident form the table, a few numbers of both male and female Academicians read newspaper regularly for the purpose of Job hunting as compare to administrators group.

79

Table 4.16: Cross-tabulation of Profession’s Gender Reading Newspaper for Entertainment Reading Newspaper for Entertainment

Profession’s Gender and Reading Newspaper for Entertainment Male

Academicians

Gender of the respondents

Count

Very often 4

% of Total Count

Female

% of Total Count

Total

Male

Administrator s

Gender of the respondents

% of Total Count % of Total Count

Female

% of Total Count

Total

and

% of Total

5

Some extent 24

5.7%

7.1%

1

Often

Rare

Not at all

Total

15

48

34.3%

21.4%

68.6%

5

8

8

22

1.4%

7.1%

11.4%

11.4%

31.4%

5

10

32

23

70

7.1%

14.3%

45.7%

32.9%

100.0%

11

16

15

7

15.7%

22.9%

21.4%

7

1

3

1

0

12

10.0%

1.4%

4.3%

1.4%

.0%

17.1%

18

17

18

8

9

70

25.7%

24.3%

25.7%

9

58

10.0% 12.9%

82.9%

11.4% 12.9% 100.0%

Table 4.16 cross-tabulation of Profession’s gender and reading newspaper for entertainment. As evident from the table, both male and female administrators read newspaper for entertainment as compare to Academicians community.

80

Table 4.17: Cross-tabulation of Profession’s Gender Reading Newspaper for Time Killing Profession’s Gender and Reading Newspaper for Time Killing Male

Teaching

Gender of the respondents

Female Total

Count % of Total Count % of Total Count % of Total Count

Male

Administrator s

Gender of the respondents

Female

% of Total Count % of Total Count

Total

% of Total

and

Reading Newspaper for Time Killing Very Often often 1 0 1.4% .0%

Some Not at Rare extent all 0 8 39 .0% 11.4% 55.7%

Total 48 68.6%

1

1

2

4

14

22

1.4%

1.4%

2.9%

5.7%

20.0%

31.4%

2

1

2

12

53

70

2.9%

1.4%

2.9%

7

21

6

6

58

30.0%

8.6%

8.6%

82.9%

1

18 25.7 % 4

4

1

2

12

1.4%

5.7%

5.7%

1.4%

2.9%

17.1%

8

22 31.4 %

25

7

8

70

10.0%

11.4%

17.1% 75.7%

35.7% 10.0% 11.4%

100.0%

100.0%

Table 4.17 refers to the Profession’s gender and Reading newspaper for time killing. As evident from the table, majority of both male and female Academicians community do not read newspapers for time killing as compare to administrators.

81

Table 4.18: Cross-tabulation of Profession’s Gender and Priority for National Current Affairs Profession’s Gender Priority for National Current Affairs Male

Academicians

Gender of the respondents

Female

Total

Male

Administration

Gender of the respondents

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Priority for National Current Affairs Very often 39

Often 7

55.7% 10.0% 14

6

20.0% 8.6% 53

13

75.7% 18.6% 23

7

35.4% 10.8% 4

3

6.2% 4.6% 27

10

41.5% 15.4%

Some Rare extent 2 0

Don't know

Total 48

2.9%

.0%

68.6%

1

1

22

1.4%

1.4%

31.4%

3

1

70

4.3%

1.4%

100.0%

21

2

1

54

32.3%

3.1%

1.5%

83.1%

2

2

0

11

3.1%

3.1%

.0%

16.9%

23

4

1

65

35.4%

6.2%

1.5% 100.0%

Table 4.18 gives the result of the Profession’s gender and Reading Newspapers with Priority to National Current Affairs. As evident from the table, greater numbers of both male and female Academicians and male administrators give top priority to national current affairs. However, female administrators are not interested in reading national current affairs news.

82

Table 4.19: Cross-tabulation of Profession’s Gender and Reading International Current Affair News Priority of International Current Affairs News

Profession’s Gender and reading International Current Affair Male

Academicians

Gender of the respondents

Female

Total

Male

Administrator s

Gender of the respondents

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Very often 29

Often

Some extent 2

Total

Rare

6

6 11.1 % 6 11.1 % 12 22.2 % 11 19.3 % 5

10.5%

8.8%

1.8%

21.1%

35

16 28.1 %

6

57

10.5%

100.0%

53.7% 10 18.5% 39 72.2% 29 50.9%

61.4%

0

37

3.7%

.0%

68.5%

0

1

17

.0%

1.9%

31.5%

2

1

54

3.7%

1.9%

100.0%

5

45

8.8%

78.9%

1

12

Table 4.19 cross-tabulation of Profession’s Gender and reading International Current Affair news. As evident from the table, both male of Academicians as well as administrators read International Current Affairs very greatly as compare to female of both Academicians and administrators’ communities.

83

Table 4.20: Cross-tabulation of Profession’s Gender and Reading City News Profession’s Gender and Reading City News Count Male

Academicians

Gender of the Female respondents

% of Total Count % of Total Count

Total

% of Total Count

Male

Administrator s

Gender of the Female respondents

% of Total Count % of Total Count

Total

% of Total

Reading City News Very often 20 43.5 % 12 26.1 % 32 69.6 % 13 26.0 % 6 12.0 % 19 38.0 %

4

Some exten t 2

8.7%

Often

Rare

Total

1

Not at all 0

4.3%

2.2%

.0%

58.7%

2

2

2

1

19

4.3%

4.3%

4.3%

2.2%

41.3%

6 13.0 % 12 24.0 % 3

4

3

1

46

8.7%

6.5%

2.2%

100.0%

10 20.0 % 0

3

1

39

6.0%

2.0%

78.0%

1

1

11

6.0%

.0%

2.0%

2.0%

22.0%

15 30.0 %

10 20.0 %

4

2

50

8.0%

4.0%

100.0%

27

Table 4.20 cross-tabulation of Profession’s gender and reading city news. As evident from the table, both male and female Academicians and male administrators’ communities read City News with greater interest. Whereas, female administrators are least concern with city news.

84

Table 4.21: Cross-tabulation of Profession’s Gender and Reading Educational News Profession’s Gender and Reading Educational News Male

Academicians

Gender of Female the respondents Total

Male

Administrator s

Gender of Female the respondents Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Educational News V. often

Often

17

11

7 15.9 % 4

25.0% 28

Some extent 2

Total

Rare 1

27

4.5%

2.3%

61.4%

1

1

17

9.1%

2.3%

2.3%

38.6%

3

2

44

6.8%

4.5%

100.0%

5 11.1 % 1

3

35

6.7%

77.8%

4

11 25.0 % 11 24.4 % 1

4

10

8.9%

2.2%

2.2%

8.9%

22.2%

20

12 26.7 %

6 13.3 %

7 15.6 %

45

38.6%

63.6% 16 35.6%

44.4%

100.0%

Table 4.21 cross-tabulation of Profession’s gender and seeking educational news. As evident from the table, both male and female Academicians as well as male administrators read educational news greatly as compare with female administrators.

85

Table 4.22: Cross-tabulation of Profession’s Gender and Reading Political News Profession’s Gender and Reading Political News Male

Academicians

Gender of the respondent s

Female

Total

Male

Administrator s

Gender of the respondent s

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Political News Very often 12

Often

Total

3

Not at all 1

5.7%

8.6%

2.9%

62.9%

2

2

2

13

Some extent 2

Rare

5

4 11.4 % 2

14.3%

5.7%

5.7%

5.7%

5.7%

37.1%

17

4 11.4 % 3

5 14.3 % 3

3

35

8.6%

100.0%

2

29

8.8%

8.8%

5.9%

85.3%

1

6 17.1 % 7 20.6 % 1

1

2

0

5

2.9%

2.9%

2.9%

5.9%

.0%

14.7%

15

8 23.5 %

4 11.8 %

5 14.7 %

2

34

5.9%

100.0%

34.3%

48.6% 14 41.2%

44.1%

22

Table 4.22 cross-tabulation of Profession’s gender and seeking Political News on top priority. Greater numbers of both male of Academicians as well as administrators seek political news more than the female of both Academicians and administrators’ communities.

86

Table 4.23: Cross-tabulation of Profession’s Gender and Reading Sports News Profession’s Gender and Reading Sports News Male

Academicians

Gender of the respondent s

Female

Total

Male

Administrator s

Gender of the respondent s

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Sports News Very often 9

Total

2

Not at all 1

3

Some extent 2

32.1%

10.7%

7.1%

7.1%

3.6%

60.7%

2

3

1

0

11

7.1%

10.7%

3.6%

.0%

39.3%

11

6

3

1

28

39.3%

21.4%

10.7%

3.6%

100.0%

10

3

7

0

27

30.3%

9.1%

21.2%

.0%

81.8%

1

1

5 17.9 % 7 25.0 % 7 21.2 % 1

2

1

6

3.0%

3.0%

3.0%

6.1%

3.0%

18.2%

11

4

9

1

33

33.3%

12.1%

8 24.2 %

27.3%

3.0%

100.0%

Often

Rare

Table 4.23 refers to Profession’s gender and seeking sports news. As evident from the table, both male Academicians as well as administrators’ communities seek sports news more as compare with both female of Academicians and administrators communities.

87

17

Table 4.24: Cross-tabulation of Profession’s Gender and Reading Economics News Profession’s Gender and Reading Economics News Male

Academicians

Gender of the respondent s

Female

Total

Male

Administrator s

Gender of the respondent s

Female

Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Reading Economics News

4

5 14.3 % 2

Some exten t 5 14.3 % 2

11.4%

5.7%

5.7%

2.9%

8.6%

34.3%

16

7 20.0 % 3

2

3

35

5.7%

8.6%

100.0%

2

3

27

9.7%

6.5%

9.7%

87.1%

1

7 20.0 % 8 25.8 % 2

1

0

0

4

3.2%

6.5%

3.2%

.0%

.0%

12.9%

12

10 32.3 %

4 12.9 %

2

3

31

6.5%

9.7%

100.0%

Very often 12 34.3%

45.7% 11 35.5%

38.7%

Often

Rare

Not at all

Total

1

0

23

2.9%

.0%

65.7%

1

3

12

Table 4.24 cross-tabulation of Profession’s gender and seeking Economics news with greater interest. As evident from the table, male of both academicians as well as administrators’ communities seek economics news more as compare to female of both academicians and administrators communities.

88

Table 4.25: Cross-tabulation of Profession’s Gender and Discussion of News with Friends/Family Profession’s Gender and Discussion of News Male

Academicians

Gender of the respondents

Femal e Total Male

Administrators

Gender of the respondents

Femal e Total

Count % of Total Count

Discussion News with Friends/Family Very often 9 13.0% 7

Some Often Rare extent 18 16 4 26.1% 23.2% 5.8% 7

6

Not at all

Total 47 68.1%

2

22

% of Total

10.1%

10.1% 8.7%

2.9%

31.9%

Count % of Total

16 23.2%

25 22 36.2% 31.9%

6 8.7%

69 100.0%

Count % of Total Count

9 14.1% 3

% of Total

4.7%

Count % of Total

12 18.8%

15

17

10

1

23.4% 26.6% 15.6% 1.6% 6

1

9.4% 1.6%

52 81.3%

2

0

12

3.1%

.0%

18.8%

21 18 12 1 32.8% 28.1% 18.8% 1.6%

64 100.0%

Table 4.25 cross-tab analysis refers to the Profession’s gender and discussion of news with friends and family members. As evident from the table, male Academicians as well as administrators’ communities greatly discuss news with their friend and family members as compare to female Academicians as well as female administrators.

89

Table 4.26: Cross-tabulation of Profession’s Gender Updated Information from Newspapers Updated Information

Profession’s Gender and Updated Information from Newspapers Male

Academicians

Gender of the respondents

Female

Total

Male Gender of the

Administrators respondents

Female

Total

and

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Very greatl y 9

Greatly

Some Rare extent

Not at all

Total

20

17

1

47

13.0%

29.0%

24.6%

1.4%

68.1%

3

9

10

0

22

4.3%

13.0%

14.5%

.0%

31.9%

12

29

27

1

69

17.4%

42.0%

39.1%

1.4%

100.0%

4

22

28

2

1

57

5.8%

31.9%

40.6%

2.9%

1.4%

82.6%

1

5

5

0

1

12

1.4%

7.2%

7.2%

.0%

1.4%

17.4%

5

27

33

2

2

69

7.2%

39.1%

47.8%

2.9%

2.9%

100.0%

Table 4.26 cross-tab analysis refers to Profession’s gender and getting Updated Information from the national newspaper. As evident from the table, both male Academicians as well as administrators’ communities satisfied to get updated information from national newspaper as compare to female Academicians and administrators. However, females of Academicians as well as administrators not satisfied about providing update information of the national newspapers.

90

Table 4.27: Cross-tabulation of Profession’s Gender and Seeking Information on Political Scenario Information on Political Scenario

Profession’s Gender and Seeking Information on Political Scenario Male

Academician s

Gender of the respondents

Femal e Total

Male

Administrator Gender of the Femal respondents e s Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Very greatl y 5

Greatly

Some extent

Rare

Not at all

Total

21

18

2

1

47

7.2%

30.4%

26.1%

2.9%

1.4%

68.1%

2

13

6

1

0

22

2.9%

18.8%

8.7%

1.4%

.0%

31.9%

7

34

24

3

1

69

10.1%

49.3%

34.8%

4.3%

1.4%

100.0%

7

21

27

2

0

57

10.1%

30.4%

39.1%

2.9%

.0%

82.6%

1

7

2

1

1

12

1.4%

10.1%

2.9%

1.4%

1.4%

17.4%

8

28

29

3

1

69

11.6%

40.6%

42.0%

4.3%

1.4%

100.0%

Table 4.27 cross-tab analysis refers to Profession’s Gender and Seeking Information on Political Scenario of the country. As evident from the table, both male and female Academicians as well as male administrators get information about political scenario from the newspaper. However, female administrators are not interested in reading newspaper on political context.

91

Table 4.28: Cross-tabulation of Profession’s Gender and Educations’ Developmental News by Newspapers Profession’s Gender Educations’ Developmental News Count % of Total Count Academician Gender of the Female % of respondents s Total Count Total % of Total Count Male % of Total Count Administrator Gender of the Female % of respondents s Total Count Total % of Total Male

Educations’ Developmental News Very greatly 7

Greatly 15

Some Rare extent 23 3

Not at all 0

Total 48

10.0%

21.4%

32.9%

4.3%

.0%

68.6%

2

7

12

0

1

22

2.9%

10.0%

17.1%

.0%

1.4%

31.4%

9

22

35

3

1

70

12.9%

31.4%

50.0%

8

14

32

11.6%

20.3%

46.4%

1

3

8

0

0

12

1.4%

4.3%

11.6%

.0%

.0%

17.4%

9

17

40

2

1

69

13.0%

24.6%

58.0%

4.3% 1.4% 2

100.0%

1

57

2.9% 1.4%

2.9% 1.4%

82.6%

100.0%

Table 4.28 cross-tab analysis refers to Profession’s Gender and Educations’ Developmental News by the Newspapers. As evident from the table, male and female Academicians as well as male administrators are getting information about various developmental issues i.e. education and health. However, female administrators are least interested in the developmental issues.

92

Table 4.29: Cross-tabulation of Profession’s Gender and Reading Newspapers’ Supplements Reading Newspapers’ Supplements

Profession’s Gender and Reading Newspapers’ Supplements Male Gender of the respondents

Academicians

Female Total Male

Gender of the

Administrators respondents

Female Total

Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Yes

No

33 48.5% 17 25.0% 50 73.5% 35 51.5% 5 7.4% 40 58.8%

13 19.1% 5 7.4% 18 26.5% 21 30.9% 7 10.3% 28 41.2%

Total 46 67.6% 22 32.4% 68 100.0% 56 82.4% 12 17.6% 68 100.0%

Table 4.29 cross-tab analysis refers to Profession’s Gender and Reading Newspapers’ Supplements. As evident from the table, greater numbers of both male and female Academicians as well as male administrators read newspapers’ supplements. However, female administrators are least interest about reading newspapers’ supplement. Nu mber of Su pplement Reader

Readi ng Newspapers' Supplements 40 35

35

33

30 25

21

20 15

17

Y es No

13

10 5

5

5

7

0

Male

Female

Academics

Male

Female

Admini strators

93

CHAPTER –V 5.1 CONCLUSION Considering the global developments in news provision and the recent increased focus on this region, the respondents feel responsibility to improve the reading habits. In order to meet these challenges, major steps are needed to upgrade reading skill of the masses. The present study was aimed at explaining the newsseeking patterns of Academicians’ and administrators’ communities of Allama Iqbal Open University of print media. To accomplish this purpose, a sample of 70 Academicians as well as administrators without distribution of gender was taken. To test the hypothesis of the study a scale was developed by the researcher with the help of supervisor and administered by researcher. After a considerable analysis hypothesis and objectives were generated for the study that will be discussed below in the light of results of the study. The first objective of the study was news-seeking patterns of Academicians and administrators’ readers of Allama Iqbal Open University with respect of gender, age, and qualification. Table 4.1 shows that gender-wise newspaper readers of AIOU Academicians’ and administrators’ communities. Through the respond of population of the study 34% male Academicians and 16% female Academicians’ as well as 41% male administrators’ and 9% female administrators’ are reader of newspaper, working in the AIOU. This study contains 70 samples each of Academicians and administrator communities of AIOU. Table 4.2 shows that greater numbers 83.3% male Academicians and 95.2% male administrators are falling in the age category of 51 and above. Whereas, greater numbers 50% female Academicians and 22% female administrators falling in the age category in-between 46 to 50. Similarly, there are good number 65% and 74% Academicians and administrators respectively falling in the young age category between 30 to 40 years. To sum up one can say that there are majority of young employee in both Academicians and administrators working in AIOU. Table 4.3 shows result of qualification of newspaper reader of Academicians and administrators’ of AIOU. From the result of the table, male Academicians having Masters’ degree are 38%, M. Phil degree 27% and PhD degree35%. Whereas, in the same educational categories of female Academicians’ are 50%, 27% and 23% respectively. However, male administrators’ having Master degree 62%, M. Phil degree 5% and there are only 3% having PhD degree. However, there are a few numbers of administrators having

94

professional degree in various fields. Due to the nature of job in the AIOU, the Academicians community is highly qualified as compare to the administrators. Second objective of the study was to investigate news-seeking patterns of Academicians and administrators’ readers of AIOU with respect of medium (language) and time of reading newspaper. Table 4.7 shows that 47% male and 16% female Academicians read English newspaper. Whereas, 16% of both male and female Academicians reading Urdu newspaper. Similarly, 22% male and 9% female administrators respectively read English newspapers. Whereas, 61% and 12% reading Urdu newspaper by the male and female administrators respectively. The overall result shows that the Academicians community highly exposure by the English newspapers as compare to administrators. From the result of the table 4.6, there is quite difference between male and female Academicians regarding reading newspaper at morning, office hours and at the evening. The Academicians 49% at morning, 21% in the office and 30% at evening read newspapers. Similarly, administrators’ community 43% at morning, 30% in the office and 27% at evening read newspaper. However, the overall result shows that both Academicians and administrators communities read newspaper with the same ratio during the specified times. Third objective of the study was to investigate news-seeking patterns of Academicians and administrators’ readers of AIOU with respect of purpose for reading newspapers i.e. job hunting, entertainment, and time-killing. Table 4.13 shows result of reading newspaper for seeking information by Academicians and administrators of AIOU. From the result of table, greater numbers of both male and female Academicians 67% and 30% read newspaper for seeking information. Whereas, both male and female administrators 44% and 6% respectively read newspaper for seeking desired information. The higher numbers of Academicians community seeking update information from newspapers as compare to administrators group. Table 4.14 shows result of reading newspaper for guidance. The result of the table, 16% male and 6% female Academicians read newspaper for guidance. Similarly, 70% male and 14% female administrator 14% read newspaper for guidance. The over all result shows that the administrators group is more seeking guidance from newspaper as compare to Academicians community.

95

Table 4.15 refers to the result of reading newspaper for job hunting. The result of the table, a few numbers of both male and female Academicians community read newspaper for job hunting. However, 61% male and 10% female administrators read newspapers for the purpose of job hunting. The overall result shows that both male and female administrators are more interested in reading newspaper for job hunting as compare to both male and female Academicians community. Table 4.16 refers to the results of reading newspaper for the purpose of entertainment. From the result of table, a few numbers of both male and female Academicians 13% and 9% read newspaper for entertainment. However, 39% male and 11% female administrators read newspaper for entertainment. The overall result shows that the administrators group is reading newspapers for entertainment purpose more as compare to Academicians community. Table 4.17 refers to the results of reading newspaper for time killing. It documents that, only 4% of both male and female Academicians community read newspapers for time-killing. However, 36% male administrators and 7% female administrators read newspaper for time-killing purpose. The overall result shows that greater number of male administrators read newspaper for time killing as compare to female administrators and both male and female Academicians community. Fourth objective of the study was news-seeking patterns of Academicians and administrators’ reader of AIOU with respect of National and International Current Affairs, City, Educational, Political, Economics, news as well as Articles and Editorial. The result of table 4.18 shows that 66% male and 29% female Academicians give priority to national affairs news as compare to 46% male and 11%female administrators’. The overall result shows that both male Academicians and administrators read national affairs news on top priority as compare to both female Academicians’ and administrators’ communities. The result of table 4.19 shows that 65% male and 30% female Academicians give priority to international current affairs news as compare to 70% male and 19% female administrators’. The overall result shows that both male Academicians’ and administrators’ give priority to international affairs news as compare to female of both the categories. The result of table 4.21 shows that 55% male and 34% female Academicians’ read educational news as compare to 60% male and 11% female administrators’. The overall result shows that both male

96

and female Academicians’ and male administrators’ read educational news on priority. Whereas, female administrators’ less reading educational news. The result of table 4.22 shows that the 46% male and 20% female Academicians’ give priority to political news as compare to 62% male and 6% female administrators. The over all result shows that both male of Academicians and administrators read political news greater as compare to both of female Academicians and administrators. The result of table 4.24 shows that the 49% male and 17% female Academicians read economics news on priority as compare to 61% male and 10% female administrators’. The overall result shows that both male of Academicians’ and administrators’ read economics news more then the female of both the communities. The result of table 4.9 shows that the 39% male and 19% female Academicians’ read articles very frequently as compare to 27% male and 6% female administrators. The overall result shows that Academicians community has higher exposure towards articles as compare to administrators group. The purpose of reading news articles of Academicians community might be critical analysis on the current scenario. The result of table 4.10 shows that 34% male and 12% female Academicians read editorials very frequently as compare to 30% male and only 4% female administrators’. The overall result shows that both male of Academicians’ and administrators’ community read editorial frequently as compare to female of both the communities.

97

5.2 SUGGESTIONS / RECOMMENDATIONS Considering the latest global developments in news provision by the newspapers and the recent increased focus on this region, AIOU has momentous responsibility and a latent opportunity to improve its administrators’ behaviour. In order to meet these challenges, major steps are needed to upgrade the skill of its employees and improve services provided to them so that the problems that the students face are resolved. In the light of the findings and conclusions of this research study, the researcher concluded the following suggestion for effective production, presentation and publishing of the newspapers and improves the ratio of readership. No attention has been giving to role of the information provider vis-à-vis the client. These roles need to be articulated by conducting a study using interviews with administrators and information providers as well. To fulfill the social and psychological needs gratification of the audiences, newspapers MUST adopt pluralistic approach by providing tests and interest of all segments of the society. In order to be successful and target oriented, the researcher suggest the following: 



  





Initiate need-oriented programs of in-service training to improve information seeking behaviour of administrative community. Examine the university administrators’ curriculum with the aim of making a provision for curriculum-intergraded instruction of information literacy to make competent. Newspaper should be free from government control/influence either through economic and other sides. There is a need for qualified media specialists to evaluate gratification regularly. Newspaper should provide greater information on national and international affairs, so that audiences’ needs for surveillance can be achieved effectively. The newspapers should give priority to the development of Pakistan and also discuss pragmatic problems relating to current information very frequently. The newspapers should give more space to serious matters and provide objective information to the masses like educational development, political scenario of the country, social/health issues and Islamic ethical issues to meet the desired needs of the masses after that they utilize space for advertisements and show-biz news.

98







Newspaper supplements are not providing updated information on the national and international events, so that they improve their issues according to needs of the masses. Newspapers should play active and positive role and trying to stop western propaganda against Islam and the Muslim world, also oppose fight terrorism. The newspaper must include analytical page of national and international affairs, and local social and politics issues etc.

For further investigation of this study, following suggestion are made: 

    



In order to be more confident in generalizing results, there is a need of much larger sample containing various categories of population. The study should cover more sociological aspects More leading newspapers be included in the study Newspapers must provide truth to the masses in its actual spirit, unbiased and untrue information should be banned. National newspapers should fulfill their professional obligation and shows the actual picture of the events. In Pakistan need more researches to investigate that “newsseeking behaviour of general masses”, “seeking interest of individual reader” and “influence of newspaper on masses” should be made. Newspaper should have adaptive, constructive cultures tend to have higher readership.

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