"Exploring news consumption habits of female audiences and impact on me" by Anne Njeri Kanina

Date of Award

2025

Document Type

Thesis

Degree Name

Master of Arts in Digital Journalism (MADJ)

First Supervisor/Advisor

Joyce Omwoha,

Department

Graduate School of Media and Communications

Abstract

This study sought to advance research in understanding audiences by exploring the news consumption and avoidance habits of male and female audiences and their impact on media sustainability in Kenya. The study used a mixed-method approach for data collection. The study collected primary data from 81 employees working at the University of Nairobi-Main Campus in the teaching, non-teaching, and support departments who completed an online survey questionnaire through the Google Docs platform. The Statistical Package for the Social Sciences (SPSS) software program and Microsoft Excel were used in the data analysis. The study also conducted in-depth interviews at the Nation Media Group (NMG) with two editors who had worked for at least 10 years with the company and interacted with audience data. Thematic analysis was used to analyze the quantitative data collected. The findings revealed a) an increase in the consumption of hard news by female audiences resulting in reduced news avoidance b) the frequency of female audiences' engagement with news on websites and other feedback platforms was heightened contextually c) constant audience research in newsrooms helped maintain and build audience numbers for media sustainability. The results revealed that audience news consumption and avoidance habits directly affected media sustainability. However, legacy media needed to fiercely compete for audiences with the unregulated news platforms on social media and other blogging sites and continuously integrate social and new media in their news distribution channels. Therefore, news outlets must consider the changing characteristics of female audiences as they contribute significantly more to the news cycle as consumers and affect the company’s bottom line and sustainability. This study recommended a longitudinal research study for a deeper and more strategic understanding of female audiences over an extended period that would closely document targeted female audiences.

Download

Share

COinS