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This dissertation explores how written discourses of Drum editors' and readers' letters linguistically construct social identities of the Drum audience, and how this identity construction is intimately linked with socio-historical, socio-cultural and socio-political contexts in which Drum appears in 1951 and 2001. Basically, this study is a contrastive analysis of the audience construction at two significant dates in the life of a South African publication, Drum magazine: March 1951, when the magazine was first published, and 7 June 2001, fifty years later when the magazine is read in a vastly changed socio-politico-cultural context. Data collection was based on the "Readers' Page" in two copies of Drum, one published in March 1951 and the other in 7 June 2001. In each copy of the magazine, the focus is on the editor's letter which asks for the readers' contributions and gives recommendations on the types of letters he is hoping to attract, and one reader's letter from each of the same chosen copies of Drum which the editor publishes. The cover pages of both copies of Drum are used to investigate whether they foreground or reinforce the images of Drum readers. Another set of data comes from an unstructured interview of the current Drum magazine editor. Findings in this study indicate that the ideal Drum audience in 1951 is the African middle class scholar who is a good writer, whereas in 2001, good quality writing is compromised for an advertising community of consumers. In addition, the black educated, urban Drum audience in 1951 see themselves as having power to resist the education system which is characterised by racial segregation. In 2001, the young people regard the attainment of higher education in institutions of higher learning as valuable for black economic empowerment. Educators/therefore, need to teach learners the skills of reading a text critically, so that the learners are able to identify ways in which language choices channel their interpretation, and also the ways in which texts are linked to their socio-historical contexts. / Thesis (M.A.)-University of Natal, Durban, 2002.

The purposes of this study were to determine the characteristics of the subscribers to the local community newspaper, to determine what the subscribers read most and what they read the least in the local publication, and to determine the role of the small newspaper within the metropolitan area.

by Chan Yuen Yuen Yolanda, Kwong Hok Yuen Terecina. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 117). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / LIST OF APPENDICES --- p.ix / ACKNOWLEDGMENTS --- p.xi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II --- . LITERATURE REVIEW --- p.3 / Chapter A. --- Findings applied to Online Newspaper Browsing Behavior --- p.4 / Chapter B. --- Banner Ads --- p.5 / Chapter C. --- Web User Profile --- p.6 / Chapter D. --- The Perspectives on Consumer behaviors --- p.7 / Chapter III. --- OBJECTIVES --- p.9 / Chapter IV. --- RESEARCH METHODOLOGY --- p.10 / Chapter A. --- Exploratory approach method --- p.10 / Chapter 1. --- The Pilot Study --- p.11 / Chapter 2. --- Online Survey --- p.11 / Chapter B. --- Descriptive Approach Method --- p.13 / Chapter C. --- Data collection method of online survey --- p.14 / Chapter 1. --- Sampling Plan --- p.14 / Chapter 2. --- Sampling Frame --- p.14 / Chapter 3. --- Sample Size --- p.14 / Chapter 4. --- Valid Sample --- p.15 / Chapter D. --- Identity Composition --- p.16 / Chapter E. --- Data analysis and interpretation --- p.16 / Chapter V. --- FINDINGS --- p.18 / Chapter A. --- Demographic --- p.20 / Chapter 1. --- Summary of demographic profile of respondents --- p.20 / Chapter 2. --- Comparison table --- p.23 / Chapter B. --- Internet Usage --- p.25 / Chapter 1. --- Summary of various aspects of internet usage --- p.25 / Chapter 2. --- Information on purposes of using Internet statistics --- p.27 / Chapter C. --- Online news browsing behaviors --- p.29 / Chapter 1. --- Summary of online news browsing behavior --- p.29 / Chapter 2. --- Information on competition --- p.31 / Chapter D. --- Banner Advertisements browsing behavior --- p.32 / Chapter E. --- Web Content Evaluation --- p.34 / Chapter F. --- Behavior analysis of online news browsing --- p.38 / Chapter 1. --- Skillfulness --- p.38 / Chapter 2. --- Internet information-seeking preferencess --- p.44 / Chapter 3. --- Demgraphic anaysis of banner ads browsing --- p.53 / Chapter VI. --- IMPLICATIONS --- p.55 / Chapter A. --- comparisons between apple daily's perception and online survey --- p.55 / Chapter 1. --- Customers --- p.55 / Chapter 2. --- Information types that readers are interested in --- p.56 / Chapter 3. --- Competitors --- p.56 / Chapter b. --- application of a behavior model --- p.57 / Chapter 1. --- Awareness --- p.57 / Chapter 2. --- Interest --- p.57 / Chapter 3. --- Evaluation --- p.57 / Chapter 3. --- Action --- p.58 / Chapter c. --- target segmentation --- p.59 / Chapter D. --- Web design strategies --- p.60 / Chapter 1. --- "Improve downloading time, interactivity and technological superiority" --- p.60 / Chapter 2. --- Links to local libraries and search engines --- p.60 / Chapter E. --- Information provision strategies --- p.61 / Chapter F. --- Banner Advertisements provision strategies --- p.61 / Chapter G. --- promotional strategies --- p.62 / Chapter H. --- online marketing research --- p.62 / Chapter I. --- competitive moves --- p.63 / Chapter J. --- future prospects --- p.63 / Chapter VII --- LIMITATIONS / SCOPE OF THE STUDY --- p.65 / Chapter VIII --- CONCLUSION --- p.66 / APPENDIX --- p.68 / BIBLIOGRAPHY --- p.116

Wong Ka Yee, Janice. / Thesis submitted in: December 2002. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 95-106). / Abstracts in English and Chinese. / Chapter Chapter One --- Introduction and Analytical Framework --- p.1 / Chapter I. --- Introduction --- p.1 / Chapter II. --- Background: Online Newspapers in Hong Kong --- p.3 / Chapter III. --- urpose of the Study --- p.5 / Chapter Chapter Two --- Literature Review --- p.8 / Chapter I. --- Media Characteristics --- p.8 / Chapter II. --- Different Viewpoints on the relationship betweenrint and online newspaper --- p.14 / Chapter III. --- Online newspaper usage from a communicationerspective: Theoretical approach --- p.23 / Chapter Chapter Three --- Research Framework --- p.32 / Chapter I. --- Research Questions --- p.32 / Chapter Chapter Four --- Methodology --- p.38 / Chapter I. --- Sample --- p.38 / Chapter II. --- Samplingrocedure --- p.39 / Chapter III. --- Data Collection --- p.40 / Chapter IV. --- Questionnaire --- p.40 / Chapter V. --- Measurements --- p.41 / Chapter VI. --- Analyticalrocedure --- p.44 / Chapter Chapter Five: --- Statistical Findings --- p.46 / Chapter I. --- articipants'rofile --- p.46 / Chapter II. --- Media Usageatterns --- p.46 / Chapter III. --- Hypothesis Testing --- p.46 / Chapter IV. --- Gratification Seeking --- p.47 / Chapter V. --- rofiles --- p.57 / Chapter VI. --- Impact of Online Newspaper on Traditional Media --- p.64 / Chapter Chapter Six --- Discussion and Conclusion --- p.68 / Chapter I. --- Discussions --- p.68 / Chapter II. --- Limitations --- p.74 / Chapter III. --- Suggestions for Future Research --- p.75 / Appendix I --- p.77 / Appendix II --- p.85 / Bibliography --- p.92

The problem of this study was to determine how Chinese students obtain news from home. The study was conducted in Dallas, Fort Worth, and Denton, with 182 respondents from six universities. The study determined that Chinese students obtained Chinese news from Chinese newspapers circulating in the United States. The longer Chinese students remained in the United States, the fewer letters they received from home and the fewer newspapers and clippings their family and friends sent them. The conclusion of the study was that Chinese students read Chinese newspapers because they wish to maintain ties with their hometown and culture. Students stated that Hong Kong local news was their primary item in reading Chinese newspapers.

The problem with which this study is concerned is that of determining what differences, if any, existed between two newspapers with different circulation characteristics and whether the two papers were in competition. The thrice-weekly News-Advertiser and the five-day daily Leader were measured by a content analysis over eight weeks and by a readership and advertiser survey. This study concludes that the two newspapers are in competition in six of eleven designated categories of the content analysis, using Spearman rho and t-tests. However, the two newspapers seemed to be aiming at different markets in Lewisville, because one paper subscribes to a news service and prints thousands of inches of wire news and the other paper is all local news.

Tabloid journalism has and continues to spark controversy. Scholarly considerations of tabloid journalism often question its contribution to democratic causes. However, little academic attention has been given to the question of how tabloids are understood and evaluated by their audiences. This study considered a range of audience responses to the Daily Sun by analysing the way some of its readers understand and evaluate it. The study examined the appeal of this popular tabloid to some Grahamstown readers. Reception analysis was employed to determine why these people read the Daily Sun. In particular, the active audience theory was used as a framework to conduct the research. To achieve the objectives of the study, qualitative research methods such as focus group interviews and individual in-depth interviews were employed. Looking at the findings, many of the respondents acknowledged they read the tabloid for interpersonal communication, diversion and entertainment. The results also revealed that their lived context plays a major role in their reading of stories. In a wider context, the research contributes to an understanding of the popularity of tabloid newspapers.

The study derives from a belief, based on many researchers' writings, that wide and frequent book-reading aids the development of knowledge, emotional maturity and human sympathy, which are all essential attributes in a fragmented culture such as South Africa's. It is not accepted that conventional secondary-school literature-teaching in this country promotes a lifelong reading habit among the majority of pupils and a plea is made for the recognition of Reading as a curricular entity in its own right. The study suggests that, owing to a paucity of local research in this field, South African teachers and educational authorities are severely disadvantaged. If they are unable to offer advice based on a proper study of their pupils as readers, they run the risk of guiding many pupils' reading along paths that cannot promise satisfaction and fulfilment. Such stultifying of reading habits would contradict the aims of the present National Core Syllabuses for English (First Language). The thesis sets little store by the investigation of specific bookchoices, pointing out that the validity of such incidental findings, if gleaned from a latitudinal survey, is questionable. Instead, using the findings of questionnaires administered to nearly 2 800 pupils and their teachers, the thesis investigates the relationships between voluntary leisure-time reading and such factors as age, gender, intelligence, academic achievement and standard of living. It also looks at the influences of parents, teachers, peers, contemporary literature-teaching practices, school and public libraries, and leisure- time pursuits other than reading. Many suggestions are offered for further research into finer aspects of those considerations. Many of the findings serve merely to corroborate research from abroad, particularly in respect of age, gender and intelligence. That is none the less alarming when a striking decline in reading is found to occur in the early years of the secondary school. A number of other interesting findings emerge. Standard of living is shown to be inversely correlated with amount of reading, and television-viewing is not found to displace reading. Nor are other leisure-time pursuits found to affect amount of reading: avid readers are by and large extremely active and committed pupils. Reading emerges from the study as providing its own peculiar satisfaction, as does each of the other leisure activities investigated. The challenge is to ensure that infrequent readers become aware of what reading has to offer, and strategies for attempting to achieve that are posited, particularly with regard to the roles of public and school libraries. The roles of teachers and parents are found to be crucial to the development of an appetite for books, and it is suggested that schools and parents liaise formally and closely in this matter. The study groups pupils by a number of personal variables, and investigates their reactions to common forms and genres as well as to certain specifics of style, thereby discussing the relationship between reading, social maturity and academic achievement It argues strongly for recognition of the fact that educating secondary-school pupils in the development of keen and sensitive lifelong reading habits is a process which cannot be systematically taught as a set of skills.

The problem of this study was to determine which publications available to Texas credit union managers are selected for reading and on what bases these choices are made. The study considered independent publications and those within the credit union industry. Survey respondents were Texas credit union managers. The study found that managers depend heavily on the two publications of the state trade association, two to three publications of the national trade association, and the state regulatory agency newsletter in cases of state-chartered credit unions. Independent publications function as secondary information sources. It was recommended that the Texas Credit Union League combine its two publications and that the Credit Union National Association consider combining publications.